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

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.