What

1
Whats Happening?

• http//www.youtube.com/watch?vNB3NPNM4xgofeature
  relmfu
•  
• http//www.youtube.com/watch?vVQ3d3KigPQMfeature
  relmfu

2
Consumer and Business Buyer Behaviour

• Chapter 6

3
Discussion Questions

• Think about a specific major purchase youve
  made recently. What buying process did you
  follow (How did you decide)? What major factors
  influenced your decision?
• Pick a company. Does the company you chose
  understand its customers and their buying
  behaviour? Explain.

4
Decision Making Situations
Routine Response Behavior
Limited ProblemSolving
Extensive Decision Making
5
Consumer decision-making processes - Exhibit 6-2
6
Traditional factors affecting consumer purchasing
behaviours

• Demographics (age, gender, income, etc.)
• Heredity and home environment
• Family life cycle
• Life changing events
• Social environment
• Situational environment

7
Information Search Step 2

• Two ways of gathering information
• 1. Internally
• 2. Externally requires time and effort
• Consumers look to reduce risks and uncertainty
  associated with their purchases
• Consumer risks include performance, financial,
  physical, social and time.

8
Evaluation of Alternatives Step 3

• Choice criteria
• 1. Evoked set
• 2. Inept set
• 3. Inert set
• Product/service features
• Need/want factors

9
The Purchase/Buy Decision Step 4

• Decision to purchase a particular product may be
  based on several factors
• Brands
• Price
• Need
• Quality
• Situation
• Attitudes of others
• Enticements
• And many others,..

10
Postpurchase Evaluation Step 5

• Evaluation of product/service performance.
• Cognitive dissonance.
• Impacts future purchases.
• Impacts word-of-mouth communications.

11
Discussion/Group Questions

• Page 166, question 3
• Page 167, question 14 (group work)

12
Individual factors that shape the decision-making
process

• Motivation
• Perception
• Learning
• Attitudes
• Personality and Self-Concept

13
Business Markets and Organizational Buying

• Chapter 7

14
Common Types of Organizational Consumers
Exhibit 7-1
15
Factors affecting Organizational purchasing
behaviours

• Product and service quality
• Customer related services examples?
• Price and terms of purchase
• Delivery and inventory management systems
• Collaboration

16
Characteristics of theThree Types of Buying
Decisions
Straight Rebuy
Modified Rebuy
New Task
17
Steps in Organizational Decision Making (Exhibit
7-4)

• Identification of a Need
• Deciding on Objectives and Specifications
• Identification of Suppliers and Evaluation of
  Alternatives
• Selection of Suppliers and Negotiations
• Establishing a Valued Customer Relationship
• How if at all do these steps differ from the
  consumer decision-making process?

18
Organizational Buying Center

• Roles of the Buying Center
• Users
• Gatekeepers
• Influencers
• Deciders
• Buyers