7 Types of buyer behaviour Complex buyer behaviour e.g. Intel Pentium ProcessorDissonance-reducing behaviour (brand reduces after-sales discomfort)Habitual buying behaviour e.g. salt - little differencevariety seeking behaviour - significant brand differences e.g soap powder
8 The Buying Decision Process recognition of the need e.g a new PCchoice of involvement level (time and effort justified) e.g. two week endsidentification of alternatives e.g. Dell, PC Worldevaluation of alternatives I.e. price, customer service, software support, printer/scanner packagedecision - choice made e.g Epsomaction e.g buy Epsom model from Cometpost-purchase behaviour I.e. use, breakdowns, etc
9 Organisational Buyer Behaviour ‘The decision-making process by which formal organisations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers’Kotler and Armstrong 1989
10 Characteristics of organisational buyer behaviour Organisation purpose - Goodyear TyresDerived demand - follows cars and lorriesConcentrated purchasing - stockholdings of rubberDirect dealings - large purchaser of basic rubber - no intermediariesSpecialist activities - learns about the productMultiple purchase influences - DMU - Decision making unit
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