Please enable JavaScript.
Coggle requires JavaScript to display documents.
Buyer behaviour (influence on customer buying behaviour (environment …
Buyer behaviour
influence on customer buying behaviour
environment (PEST)
political (backing of regulatory can make reassurance to consumers)
economic: in recession, not likely buy expensive stuff
social: the need to conform with norms
technological: database allow building customer relationship
psychological
culture
societal environment (media, fashion(
institution (religious, political)
individual (family, working fellow)
reference group
3 buying situation
routine
low price, low risk
day to day frequent purchase
show loyalty to favourite brand
limited
more expensive and risk
e.g.. TV holiday
need some information search and evaluation
extended
high cost, high risk
e.g.: new house
will gather as much info and analysis as possible
B2B
characteristics
customers
government
(non-profit) institutions: church
commercial enterprise
original equipment manufactories (OEMs)
reseller
users
definition
difference
B2B
purchase meet specific business needs
emphasis on economic benefits
lengthy purchasing policies and process
involve large group in decision
buy large quantities but infrequently
face major problem is supply fail
hard to switch alternative supplier
purchase direct from supplier
emphasis on personal selling
negotiated on price
B2C
purchase as individual or family unit
won't affect a lot if supply fail
emphasis on psychological benefits
easy to switch supplier
to meet individual or family needs
purchase from intermediaries
buy on impulse with minimal process
emphasis on mass media communication
buy small quantities but frequently
accept stated price