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Marketing Winter 2000 INDIVIDUAL BUYING BEHAVIOUR Session 2 Thursday, March 30 2000.

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Presentation on theme: "Marketing Winter 2000 INDIVIDUAL BUYING BEHAVIOUR Session 2 Thursday, March 30 2000."— Presentation transcript:

1 Marketing Winter 2000 INDIVIDUAL BUYING BEHAVIOUR Session 2 Thursday, March

2 Marketing Winter 2000 SESSION OUTLINE Individual Decision-Making Process « Helen Subscribes to Electricity » Variables Affecting the Decision Characteristics of Industrial Buyers The Buying Centre

3 Marketing Winter 2000 Influencing Factors Customer Buying Process Recognition of problem or need Search for alternatives and info. Buyer’s mental evaluation of alternatives PurchasePost purchase behavior Depleted inventory Advertising Promotions Store display Past experience Brochures Catalogs Friends Social class Personality Lifestyle Store location Salesperson skill Availability of credit Speed of repairs Product durability Extended warranty Time Line

4 Marketing Winter 2000 PSYCHOLOGICAL PROCESSES Motivation - Arousal Perception Formation Learning (cognitive, instrumental, operant) Attitudes - Values Personality - Lifestyle

5 Marketing Winter 2000 TYPES OF PURCHASE SITUATIONS Extended Problem-Solving: –high risk Limited Problem-Solving –learn-feel-do Routine –learn-do-feel Impulse –do-feel-learn

6 Marketing Winter 2000 INDUSTRIAL BUYING BEHAVIOUR Professional Buyers Derived Demand Inputs in the Production Process

7 Marketing Winter 2000 BUYING SITUATIONS New Task Modified Rebuy Straight Rebuy

8 Marketing Winter 2000 BUYING CENTER User Buyer Decider Influencer Gatekeeper

9 Marketing Winter 2000 NEXT SESSION Monday, April 3 Market Analysis - Aggregated buying behaviour Chapter 5 and Readings in package


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