486911
Beschreibung
Mindmap von sheree4queen13, aktualisiert more than 1 year ago
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Erstellt von sheree4queen13
vor fast 11 Jahre
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Buying Behaviour
- Consumer or Organisational?
- CONSUMER: for personal or household use
- ORGANISATIONAL: for use in the operation of a
business/organisation, to manufacture other products,
for resale to others
- CONSUMER: for personal or household use
- What is consumer behaviour?
- The study of how individuals, groups, and organizations select, buy,
use, and dispose of goods, services, ideas, or experiences to
satisfy their needs or wants.
- The study of how individuals, groups, and organizations select, buy,
use, and dispose of goods, services, ideas, or experiences to
satisfy their needs or wants.
- How consumers buy
- 5. Post-purchase evaluation of
alternatives
- 4. Purchase
- 3. Evaluation of alternatives
- 2. Information search
- 1. Need recognition/problem awareness
Anmerkungen:
- Internal stimulus: normal needs, hunger External stimulus: love new car - triggers buying one
- 1. Need recognition/problem awareness
- 2. Information search
- 3. Evaluation of alternatives
- 4. Purchase
- Information Search
- Total set
- Awareness set
- Consideration set
- Choice set
- Total set
- Evaluation of Alternatives
- Economic
Anmerkungen:
- Price Value for money Running costs Residual value Life-style costs
- Social
Anmerkungen:
- Status Social belonging Convention Fashion
- Technical
Anmerkungen:
- Reliability Durability Performance Style/looks Comfort Delivery Convenience Taste
- Personal
Anmerkungen:
- Self-image Risk reduction Ethics Emotions
- Economic
- 5. Post-purchase evaluation of
alternatives
- What is Organisational Buying?
- Organisational buying decision
making process where formal
organisations establish need for
purchased products & services &
identify, evaluate & choose among
alternative brands & suppliers
- Examples: paper cups by McDonald's,
computer chips by Toshiba
- Characteristics of Organisational Buying
- Complexity of buying
- Buying to specific requirements
- Reciprocal buying
- Negotiations
- Derived demand
- Nature and size of customers
- Economic and technical
choice criteria
- Risks
- Complexity of buying
- Organisational buying decision
making process where formal
organisations establish need for
purchased products & services &
identify, evaluate & choose among
alternative brands & suppliers
- Buying SItuations
- 3. New task
- 2. Modified rebuy
- 1. Straight rebuy
- 3. New task
- Decision-making Unit
- Gatekeepers
Anmerkungen:
- Control the flow of information to the buying centre. Purchasing department Staff frequently fill the role but it could be any member of the organization
- Influencers
Anmerkungen:
- Supply information and advice. Outsiders such as consultants sometimes perform the role
- Initiators
Anmerkungen:
- Begin the purchase process
- Buyers
Anmerkungen:
- Have the authority to execute the contractual arrangements
- Users
Anmerkungen:
- Actually use the product. They may be the one who initiates the purchase process and may develop the product specification.
- Gatekeepers
- Buy Phases
- 1. Recognition of a problem
- 2. Determination of
specification and quantity of
needed item
- 3. Search for and qualification
of potential sources
- 4. Acquisition and analysis of
proposals
- 5. Evaluation of proposals and
selection of supplier(s)
- 6. Selection of an order routine
- 7. Performance feedback and evaluation
- 1. Recognition of a problem
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