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BUYER BEHAVIOUR. Marketing Management Session 5 September 29, 1999. SESSION OUTLINE. Understanding buyer behaviour general framework external and internal variables Decision-making process steps in the process influence of involvement and experience

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  1. BUYER BEHAVIOUR Marketing Management Session 5 September 29, 1999

  2. SESSION OUTLINE • Understanding buyer behaviour • general framework • external and internal variables • Decision-making process • steps in the process • influence of involvement and experience • Issues in organizational buying behaviour

  3. BUYER BEHAVIOUR • What products/brands are purchased? • When, where, and in what quantities are they purchased? • Who uses them? Who makes the decision? • How are they used? • How is the decision made?

  4. Model of Buyer Behaviour Marketing and other stimuli Product Price Place Promotion Economic Technological Political Cultural Buyer’s responses Product choice Brand choice Dealer choice Purchase timing Purchase amount Buyer’s black box Buyer characteristics Buyer decision process

  5. Consumer Behaviour Influences Cultural Culture Sub- culture Social class Social Reference groups Family Roles and status Personal Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept Psycho- logical Motivation Perception Learning Beliefs and attitudes Buyer

  6. Consumer Behaviour Influences:Cultural Factors • Culture • Set of basic values, perceptions and behaviours • learned by a member of society • from family and other important institutions

  7. Consumer Behaviour Influences:Characteristics of Culture • Learned behaviour • Values constantly shifting • Found in all groups and societies • Role of Canadian values • Spotting shifts critical

  8. Consumer Behaviour Influences:Cultural Factors • Subculture • Group of people • with shared value systems • based on common life experiences • and situations

  9. Consumer Behaviour Influences:Social Class • Relatively permanent • ordered divisions in a society • whose members share similar: • Values • Interests • Behaviours

  10. Consumer Behaviour Influences:Social Factors • Groups • membership • reference • Family • most important consumer influence • changing family roles • children may influence strongly

  11. Consumer Behaviour Influences:Social Factors • Roles • Activities people expected to perform • Status • Esteem given a role by society

  12. Consumer Behaviour Influences:Personal Factors • Age • Life-cycle stage • Occupation • Economic situation • Lifestyle • Personality • Self-concept

  13. Consumer Behaviour Influences:Personal Factors • Occupation • affects goods or services purchased • identify occupations with product need • specialized professional products • Economic situation • indicator for income sensitive products

  14. Consumer Behaviour Influences:Personal Factors • Lifestyle (see VALS site) • A person’s pattern of living • as expressed in his or her • activities • interests • opinions

  15. Consumer Behaviour Influences:Psychological Factors • Perception • Process by which people: • select, organize and interpret information • to form a meaningful picture of the world

  16. Consumer Behaviour Influences:Psychological Factors • Involvement: • financial risk • personal/psycho-social risk • functional risk • Experience: • knowledge • previous usage

  17. Types of Buying Behaviour High involvement Low involvement Complex buying behaviour Variety- seeking behaviour Significant differences between brands Dissonance reducing behaviour Habitual buying behaviour Few differences between brands

  18. Buyer Decision Process Postpurchase behaviour Purchase decision Evaluation of alternatives Information search Need recognition

  19. Buyer Decision Process:Information Search • Personal sources • Commercial sources • Public sources • Experiential sources

  20. Professional buyers Product is used as input for clients’ product Buying centre Need for information Understand clients’ products and their clients needs Various buying criteria ORGANIZATIONAL BUYING BEHAVIOUR

  21. New-task buying Modified rebuy Straight rebuy Bidding process Joint development Electronic re-ordering BUYING PROCESSES

  22. NEXT CLASS • Strategic Decisions - Chapter 7 • Segmentation • Targeting • Positioning • Case presentations: Omega Paw, teams 7, 8, 9, 12 • Video case: Creating Bread

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