1 / 10

Consumer Behavior: Introduction

Consumer Behavior: Introduction . Definitions/Frameworks General issues about consumer & Industrial buying behavior. Definitions. Buying Behavior : The decision processes and actions of people involved in buying and using products.

flavian
Download Presentation

Consumer Behavior: Introduction

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Consumer Behavior: Introduction Definitions/Frameworks General issues about consumer & Industrial buying behavior

  2. Definitions • Buying Behavior: The decision processes and actions of people involved in buying and using products. • Consumer Buying Behavior: The buying behavior of ultimate consumers - those who actually purchase products for personal/household use. • Organizational Buying Behavior: • The purchase behavior of producers, re-sellers, government units and institutions.

  3. Consumer Behavior Process • Cultural/Social Factors • Culture • Social Class • Reference groups • Family • Personal • Roles & Status in the society.

  4. Situational Factors • Physical and social surroundings (i.e. the actual environment within which a person lives. • Timing (i.e. the propensity/opportunity to purchase). • Type of purchase. • Prior experience.

  5. Psychological Factors • Self-concept. • Motivations. • Perceptions. • Knowledge. • Beliefs/Attitudes.

  6. Consumer Behavior Process • Need recognition • Information search • Evaluate alternatives • Purchase decision • Post-purchase behavior. • MARKETING

  7. Characteristics of Organizational Markets • Fewer buyers • Large purchases • Supplier relationships • Geographic concentration • Derived demand • Inelastic demand • Fluctuating demand • Professional purchasing • Multiple influences • Source: Kotler 1996

  8. Consumer Purchases Initiator Influencer Decider Buyer User Industrial Purchases Initiator Influencer Specifier Approver Decider Buyer User Gatekeeper Buying Roles

  9. Influences on Organizational Buying Behavior • Environmental Factors/Characteristics • Level of demand; Economic outlook; PESTL environment; Competitive behaviors • Organizational Factors/Characteristics • Objectives/Goals; History; Policies; Procedures; Structure; Systems • Interpersonal Factors/Characteristics • Authority; Status; Empathy; Persuasiveness; Co-operation; Conflict; Power relationships • Individual Factors/Characteristics • Age; Income; Education; Position; Personality; Risk aversion.

  10. Organizational Buying Process • Problem recognition • Determination of characteristics • Description of characteristics • Search for sources • Request for and analysis of proposals • Evaluation and selection • Selection of an order • Evaluation of procedure.

More Related