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Buyer Behaviour
- Definition
- Processes involved when Customers Select,
Purchase, Use, or Dispose of Products, Services, Ideas, or
Experiences to Satisfy Needs & Desires.
- Processes involved when Customers Select,
Purchase, Use, or Dispose of Products, Services, Ideas, or
Experiences to Satisfy Needs & Desires.
- Types of Consumer Buying Behaviour
- Related to Level of Involvement. I.e,
Interest, Emotional Commitment &
Time Spent Searching for Product
- Limited Problem Solving
- Occasional Purchase, Moderate
Information Gathering
- Occasional Purchase, Moderate
Information Gathering
- Routined Response Behaviour
- Low Cost / Risk, Frequent
Purchases
- Low Cost / Risk, Frequent
Purchases
- Extensive Problem Solving
- Infrequent, High Risk / Cost
Purchases with Substantial
Information Gathering
- Infrequent, High Risk / Cost
Purchases with Substantial
Information Gathering
- Impulse Buying
- No Conscious Planning, purchase
results from Powerful Urge to Buy
- No Conscious Planning, purchase
results from Powerful Urge to Buy
- Related to Level of Involvement. I.e,
Interest, Emotional Commitment &
Time Spent Searching for Product
- Consumer Buying Roles
- Initiator
- Begins the process of
Considering Purchase
- Begins the process of
Considering Purchase
- Influencer
- Gathers information to persuade
group concerned with decision
outcome
- Gathers information to persuade
group concerned with decision
outcome
- Decider
- Has the power/authority to make
the ultimate decision
- Has the power/authority to make
the ultimate decision
- Buyer
- Conducts the Transaction
- Conducts the Transaction
- User
- Consumer of the Product
- Consumer of the Product
- Thomson (2007) - Children important role in purchase process & Input
Welcomed / Beneficial! For both low/high-level purchases
- Initiator
- Consumer Decision Making Process
- Problem Recognition
- Awareness of a Need Because of;
Routine Depletion, Emotional Wants or
Unpredictable Need
- Information Search
- Evaluation of Alternatives
- Purchase
- Post-Purchase Evaluation
- Cognitive Dissonance, Greater when Selection
was Wider and High-Level of Involvement
- Cognitive Dissonance, Greater when Selection
was Wider and High-Level of Involvement
- Affected by Availability, PoS, Promotional Deals or
Store Layout
- Post-Purchase Evaluation
- Use of Objetive Criteria (Price & Specification)
or of Subjective Criteria (STatus, Image & Trust
in Brand)
- Purchase
- Build Awareness Set (Brands to solve Need)
Internal Sources e.g, Memory or External Sources,
Promotion & WoM
- Evaluation of Alternatives
- Awareness of a Need Because of;
Routine Depletion, Emotional Wants or
Unpredictable Need
- Problem Recognition
- Business Buyers
- What makes them Different?
- Purchase the good/services to meet a specific
business need
- Focus on Economic Benefits and Formal, Lengthy
Purchasing Policies and Procedures
- Large Groups involved in Purchasing Decision
& Negotiate on Price
- Buy Large Quantities and Infrequently & Heavily Reliant on
Consistent Supply
- Buy Large Quantities and Infrequently & Heavily Reliant on
Consistent Supply
- Large Groups involved in Purchasing Decision
& Negotiate on Price
- Focus on Economic Benefits and Formal, Lengthy
Purchasing Policies and Procedures
- Purchase the good/services to meet a specific
business need
- Types of Business Buyers
- Producer Market - Buys to Produce other Products
- Reseller Markets - Intermediaries, Retail & Wholesalers
- Government & institutional - CHarities, Schools
- Government & institutional - CHarities, Schools
- Reseller Markets - Intermediaries, Retail & Wholesalers
- Producer Market - Buys to Produce other Products
- Buying Process
- What makes them Different?
Recursos multimedia adjuntos
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