Вы находитесь на странице: 1из 40

Professor Lloyd C.

Harris

Warwick Business School

Objectives for this Session


1. 2. 3.

4. 5. 6.

Construct model of both consumer and business buyer behavior Identify the major factors that influence consumer buyer behavior List and understand the major types of buying decision behavior and the stages in the consumer buyer decision process Identify the major factors that influence business buyer behavior List and define the steps in the business buying-decision process Explain how business markets differ from consumer markets

Warwick Business School

Stimulus-Response Model of Consumer Behavior

Marketing and other stimuli Marketing Mix Marketing Environment

Buyer's Black Box Buyers characteristics Buyer's decision process

Buyer Responses Product choice Brand choice Dealer choice Purchase timing Purchase amount

Warwick Business School

Stimuli
Marketing stimuli consists of the 4 Ps

Other stimuli include:


Economic forces Technological forces

Product

Price
Place Promotion

Political forces
Cultural forces

Warwick Business School

The Consumer Black Box


Possible Influences on the Decision Process
Cultural Influences Social Influences Personal Influences Psychological Influences

Consumer Buyer Decision Process


Need recognition Information Search Evaluation of alternatives Purchase decision Post purchase behaviour

Feedback

Warwick Business School

Characteristics Affecting Consumer Behavior I


1. Cultural factors Culture is the learned values, perceptions, wants, and behavior from family and other important institutions.

Subculture are groups of people within a culture with shared value systems based on common life experiences and situations E.g. Gamers

Warwick Business School

Characteristics Affecting Consumer Behavior II


1. Cultural factors (continued) Social Class

Warwick Business School

Characteristics Affecting Consumer Behavior III


2. Social Factors/Influences
Group memberships Family

Roles
Initiators Influencers Deciders Buyers User

Warwick Business School

Characteristics Affecting Consumer Behavior IV


3. Personal Factors/Influences
Age and life-cycle stage Occupation Economic situation Lifestyle (psychographics AIO) Personality and self-concept (actual, ideal and

others)

Warwick Business School

Characteristics Affecting Consumer Behavior V


4. Psychological Factors/Influences
Learning Beliefs and attitudes

Motivation

Warwick Business School

Abraham Maslows Hierarchy of Needs

Self actualization needs Aesthetic needs

Cognitive needs
Esteem needs Social needs Safety needs Physiological needs

Warwick Business School

Characteristics Affecting Consumer Behavior VI


Psychological Factors/Influences (continued)
Perception

Selective attention is the tendency for people to screen out most of the information to which they are exposed Selective distortion is the tendency for people to interpret information in a way that will support what they already believe Selective retention is the tendency to remember good points made about a brand they favor and to forget good points about competing brands

Warwick Business School

Types of Buying Decision Behaviour


Involvement Differentiation between brands High Involvement High Differentiation Complex Buying Behaviour Low Involvement Variety Seeking Buying Behaviour

Low Differentiation

Dissonance Reducing Buying Behaviour

Habitual Buying Behaviour

Warwick Business School

The Consumer Buyer Decision Process I


Five stages in the buyer decision process: 1. Need recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post-purchase behavior

Warwick Business School

The Consumer Buyer Decision Process II

Need recognition

Information Search

Evaluation of alternatives

Purchase decision

Post purchase behaviour

Feedback

Warwick Business School

The Consumer Buyer Decision Process III


1. Need Recognition Need recognition occurs when the buyer recognizes a problem or need triggered by:

Internal stimuli
External stimuli

Warwick Business School

The Consumer Buyer Decision Process IV


2. Information Search Sources of information: Personal sources Commercial sources Public sources Experiential sources

Warwick Business School

The Consumer Buyer Decision Process V


3. Evaluation of Alternatives Evaluation of alternatives is how the consumer processes information to arrive at brand choices

Warwick Business School

The Consumer Buyer Decision Process VI


Need recognition Information Search Evaluation of alternatives Purchase decision Post purchase behaviour

Feedback

Evaluation of alternatives

Purchase Intention

Attitude of Others Unexpected Situation Factors

Purchase Decision

Warwick Business School

The Consumer Buyer Decision Process VII


4. Purchase Decision The purchase decision is the act by the consumer to buy the most preferred brand The purchase decision can be affected by: Attitudes of others Unexpected situational factors

Warwick Business School

The Consumer Buyer Decision Process VIII


5. Post-Purchase Evaluation The post-purchase evaluation is the satisfaction or dissatisfaction the consumer feels about the purchase Relationship between: Consumers expectations Products perceived performance

Warwick Business School

Stimulus-Response Model of Consumer Behavior

Marketing and other stimuli Marketing Mix Marketing Environment

Buyer's Black Box Buyers characteristics Buyer's decision process

Buyer Responses Product choice Brand choice Dealer choice Purchase timing Purchase amount

Warwick Business School

Stimulus-Response Model of Business Buyer Behavior

Marketing and other stimuli Marketing Mix Marketing Environment

Buying Organization Buying Centre Buying Decision Process

Buyer Responses Product choice Brand choice Dealer choice Purchase timing Purchase amount

Warwick Business School

Stimulus-Response Model of Business Buyer Behavior

Marketing and other stimuli Marketing Mix Marketing Environment

Buyer's Black Box Buyers characteristics Buyer's decision process

Buyer Responses Product choice Brand choice Dealer choice Purchase timing Purchase amount

Warwick Business School

Business Buyer Behavior I


Marketing Stimuli

Other Stimuli:

Product Price Place Promotion

Political Economic Technological Cultural Competitive

Warwick Business School

Business Buyer Behavior II


Buyer Responses to Marketing Stimuli

Product or service choice Supplier choice Order quantities Delivery Service Payment terms

Warwick Business School

The Business Buyer Black Box


Possible Influences on the Decision Process
Environmental Influences Organizational Influences Interpersonal Influences Individual Influences

Business Buyer Decision Process


Problem recognition General Need Description Product Specification Supplier Search

Proposal Solicitation

Supplier Selection

Order-Routine Specification

Performance Review

Warwick Business School

Business Buyer Behavior III


Major Types of Buying Situations

Straight rebuy Modified rebuy New task

Warwick Business School

Business Buyer Behavior IV


Participants in the Business Buying Process Buying center is all of the individuals and units that participate in the business decision-making process Users Influencers Buyers Deciders Gatekeepers

Warwick Business School

Major Influences on Business Buyers I


1. Environmental Factors

Demand for product Economic outlook Cost of money Resource availability

Technology

Culture
Politics Competition

Warwick Business School

Major Influences on Business Buyers II


2. Organizational Factors

Objectives Policies

Procedures
Structure Systems

3. Interpersonal factors Influence Expertise Authority Dynamicss

Warwick Business School

Major Influences on Business Buyers III


4. Individual Factors
Age/Education Job position

Motives
Personality Buying style

Warwick Business School

The Business Buyer Decision-making Process I

Problem recognition

General Need Description

Product Specification

Supplier Search

Proposal Solicitation

Supplier Selection

Order-Routine Specification

Performance Review

Warwick Business School

The Business Buyer Decision-making Process II


1. Problem recognition occurs when someone in the company recognizes a problem or need

Internal stimuli

Need for new product or production equipment External stimuli


Idea from a trade show or advertising

2. General need description describes the characteristics and quantity of the needed item

Warwick Business School

The Business Buyer Decision-making Process III


3. Product specification describes the technical criteria Value analysis is an approach to cost reduction where components are studied to determined if they can be redesigned, standardized, or made with less costly methods of production 4. Supplier search involves compiling a list of qualified suppliers 5. Proposal solicitation is the process of requesting proposals from qualified suppliers
Warwick Business School

The Business Buyer Decision-making Process IV


6. Supplier selection is the process when the buying center creates a list of desired supplier attributes and negotiates with preferred suppliers for favorable terms and conditions 7. Order-routine specifications is the final order with the chosen supplier and lists all of the specifications and terms of the purchase 8. Performance review involves a critique of supplier performance to the purchase terms

Warwick Business School

The Business Buyer Black Box


Possible Influences on the Decision Process
Environmental Influences Organizational Influences Interpersonal Influences Individual Influences

Business Buyer Decision Process


Problem recognition General Need Description Product Specification Supplier Search

Proposal Solicitation

Supplier Selection

Order-Routine Specification

Performance Review

Warwick Business School

Key Differences between B2C and B2B Marketing I


Key characteristics
Consumer markets B2B Markets

Nature of relationship
Geographic concentration Number of decision makers Length of decision time

Transactional(?)/Tactical
Low Small Short and simple*

Dependent/Strategic
High* Large Long and complex

Size of purchase
Nature of Demand

Small quantities
Fluctuating

Large in value and volume


Inelastic

Warwick Business School

Key Differences between B2C and B2B Marketing II


Key characteristics
Consumer markets B2B Markets

Consequence of poor purchase


Nature of product/service Channel configuration Formality Primary promotional tool

Limited

Potentially critical

Standard range of products Customised packages Complex and long* Informal Advertising Simple and short* Formal/rational? Personal selling

Supplier switching cost

Limited

Large

Warwick Business School

Reading
Kotler, P., Armstrong, G., Harris, L. C., Piercy, N. F. (2012) Principles of Marketing, SIXTH European Edition, PrenticeHall. Chapters 5 and 6.

Warwick Business School

Вам также может понравиться