Transcript INDIVIDUAL BUYING BEHAVIOUR

INDIVIDUAL BUYING
BEHAVIOUR
Session 2
Thursday, March 30 2000
Marketing Winter 2000
SESSION OUTLINE
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Individual Decision-Making Process
« Helen Subscribes to Electricity »
Variables Affecting the Decision
Characteristics of Industrial Buyers
The Buying Centre
Marketing Winter 2000
Customer Buying Process
Recognition
of problem or
need
Search for
alternatives
and info.
Buyer’s
mental
evaluation of
alternatives
Purchase
Post
purchase
behavior
Influencing Factors
• Depleted
inventory
• Advertising
• Promotions
• Past experience • Friends
• Store location
• Brochures
• Social class
• Salesperson skill
• Catalogs
• Personality
• Availability of
credit
• Lifestyle
• Store display
Time Line
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• Speed of
repairs
• Product
durability
• Extended
warranty
PSYCHOLOGICAL
PROCESSES
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Motivation - Arousal
Perception Formation
Learning (cognitive, instrumental, operant)
Attitudes - Values
Personality - Lifestyle
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TYPES OF PURCHASE
SITUATIONS
• Extended Problem-Solving:
– high risk
• Limited Problem-Solving
– learn-feel-do
• Routine
– learn-do-feel
• Impulse
– do-feel-learn
Marketing Winter 2000
INDUSTRIAL BUYING
BEHAVIOUR
• Professional Buyers
• Derived Demand
• Inputs in the Production Process
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BUYING SITUATIONS
• New Task
• Modified Rebuy
• Straight Rebuy
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BUYING CENTER
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User
Buyer
Decider
Influencer
Gatekeeper
Marketing Winter 2000
NEXT SESSION
• Monday, April 3
• Market Analysis - Aggregated buying
behaviour
• Chapter 5 and Readings in package
Marketing Winter 2000