BUYER BEHAVIOR

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BUYER BEHAVIOR

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The Process of a Buyer's Search for a Source of Supply. STIMULUS ... Ego-enhancement. Perceived Risk. Dyadic Influence. Buying Influences. Diffusion Process ... – PowerPoint PPT presentation

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Title: BUYER BEHAVIOR

1
BUYER BEHAVIOR

Dr. Metzner

EMGT451 LECTURE 12 2/2004
2
BUYGRID MODEL

BuyPhases
BuyClasses
Buying Centers

3
BUYING CENTER ROLES

INITIATOR
INFLUENCER
DECIDER
APPROVER
BUYER
USER
GATEKEEPER

4
The Organizational Consumers Decision Process -
Sheth

EXPECTIONS OF ENGINEERS
PURCHASING
AGENTS
USERS
OTHERS

SITUATIONAL FACTORS
SUPPLIER OR BRAND CHOICE
AUTONOMOUS DECISIONS
PRODUCT SPECIFIC FACTORS
BUYING PROCESS
CONFLICT RESOLUTION
JOINT DECISIONS
BUYER SPECIFIC FACTORS
5
CONFLICT RESOLUTION

Problem-Solving
Persuasion
Bargaining
Politicking

6
Webster-Wind Model of Organizational Buyer
Behavior
ENVIRONMENT
ORGANIZATION
BUYING CENTER
INDIVIDUALS
BUYING DECISION PROCESS
BUYING DECISION
7
The Process of a Buyers Search for a Source of
Supply
STIMULUS
YES
SEARCH MEMORY POSSIBLE SUPPLIER?
CONTACT SOURCE
NO
SEARCH FILES CATALOGS POSSIBLE SUPPLIER?
CAN THE SOURCE PROVIDE THE NEEDED ITEMS?
NO
SEARCH WITH OTHER BUYERS POSSIBLE SUPPLIER?
NO
NO
CAN SOURCE SUGGEST ALTERNATIVES?
YES
SEARCH WITH REPS SALESMEN POSSIBLE SUPPLIER?
NO
NO
SEARCH WITH RD ENGINEER POSSIBLE SUPPLIER?
SHALL THE BUYER CONCLUDE SEARCH?
NO
SEARCH WITH OTHER PEOPLE POSSIBLE SUPPLIER?
YES
NO
BUY
BUY
8
Major Elements of Organizational Buyer Behavior
Set of Alternatives
Buying Center
Sources of Information
Environmental Constituents
Organizational Requirements
Feasible Alternatives
Individual Preferences
Evaluation Criteria
Organizational Preferences
Interaction Structure
Organizational Choice
9
Summary of Models of Organizational Buying
Behavior