chapter 3 buyer behaviour
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p art two: making sense of markets. Chapter 3 buyer behaviour. an opening challenge. - PowerPoint PPT PresentationTRANSCRIPT
an opening challenge
The Apprentice is a BBC television programme in which young business people compete for a job with Lord Sugar. In one episode, the teams were asked to sell expensive lollipops at a zoo. One contestant’s approach was to hand a lollipop to a small child, ask if the child liked it/wanted it – and then charge the parents. What do you think of that idea?
agenda
• consumer decision making– process– organisational decisions
• influences on buyer behaviour– internal– external
• organisational decision making
buyer decision processneed or problem
infosearch
evaluation ofalternatives
purchasedecision
post-purchaseevaluation
purchase
information search
• personal sources– e.g. family, friends
• commercial (supplier) sources– e.g. websites, adverts, product literature
• third-party sources– e.g. reviews, articles, blogs
post-purchase evaluation
• three likely outcomes:– disappointment– satisfaction– delight
• post-purchase dissonance• marketing’s role continues post-purchase
consumer buying situations
• routine problem solving– regular purchases, low risk– e.g. drinks, sweets, bread
• limited problem solving– less frequent purchases, greater risk– e.g. laptop, phone
• extended problem solving– rarely purchased, high risk– e.g. flat, car
levels of involvement
• the level is affected by:– self-image– perceived risk– social factors– hedonism
need/problemrecognition
informationsearch
evaluation ofalternatives
post-purchaseevaluation
purchasedecision
level of involvement
major
extensive
many considered
extensive
slow
high
minor
limited
fewconsidered
limited
rapid
low
actualpurchase plannedmay change at pos
buyer behaviour types
complex variety-seeking
dissonance-reducing habitual
high involvement low involvement
differencesbetweenbrands
high
low
internal influences on buying behaviour
• personality• perception• learning– behavioural– cognitive
• motives• attitudes and beliefs
external influences on buying behaviour
• culture• reference groups– membership groups– aspirational groups– disassociative groups
• social networking media• family• buying roles (decision-making unit)
increased complexity of organisational decisions
• buy in larger quantities• negotiate harder on delivery terms• expect reduced prices for bulk buying• may require tailored products• are harder to please• more people involved in making the decision• longer, more complex procedures
the buying process
• problem recognition• general need description• product specification• supplier search• proposal solicitation• supplier selection• order• performance review
summary
• individuals make buying decisions– not markets– not organisations
• individuals vary– personality, motives, attitudes, beliefs, perception, culture– role in decision-making unit or buying centre– adopter category
• buying decision processes vary– high or low involvement?– consumer or organisation?