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Buyer behaviour (decision making process (information evaluation (as…

- - - - through communication campaign let consumer familiar
      - stress particular product attribute be the first let it stand out
    - - comprise quality, choose less risky (brand, pricing, promotion)
    - - objective
        
        price, service
      - subjective
        
        trust of supplier
  - - - lack of assistance, long queues
  - - - actively
        
        word of mouth: family are trustworthy and unbiased
        
        internet: ask competing car dealerships about price
      - passively
        
        through media
  - - - ensure customer needs fully researched
      - paint realistic picture in advertising
      - prepare a test before purchase
      - good after sale care
    - - have doubts have made a right choice or not when see alternatives advertise
- - - - through advertisement demonstrate benefit
        
        learn and remember
    - - Maslow hierarchy of needs
    - - reach audience when they are relaxed --> positive interpretation
        
        selective perception
        
        negative attitude may lead different interpretation
        
        selective retention
        
        only remember they want to
        
        selective attention
        
        internet advertising use colour, poison to draw the eyes
    - - affect behaviour
    - - extrovert people may like stylish, coloured clothe
  - - - aspirant group
        
        would like to belong to
        
        e.g. wear Adidas feel closer to Messi
      - dissociative group
        
        hate to belong to
        
        e.g. upmarket shopper don't want stay in discount store
      - membership group
        
        you belong to: working coleagues
        
        consolidate position
    - - individual (gender, language, beliefs )
      - institution (religious, political)
      - societal (fashion, technology, media)
      - marketers has to act within boundaries (tobacco)
    - - user
      - purchaser
      - decider
      - influencer
      - initiator
    - - usefulness is limited
        
        e.g. upper middle/middle class
        
        some may emphasis on brand, some may reject materialistic
  - - - fear of marginalised
    - - database create customer relationship
    - - Corporate social responsibility (CSR)
    - - fair trade, environmental friendly
    - - in recession, less likely buy expensive goods
    - - regulatory back up enforce purchasing
- - - - professional purchasing
      - group decision making
      - B2B purchasing policy
        
        budget, guideline of supplier
      - purchase significant
      - law and regulation
    - - industrial concentration
        
        small number of identifiable customers
      - geographic concentration
        
        resource available
    - - join demand
        
        e.g. demand for computer link to demand for keyboard
      - elastic of demand
        
        elastic: price sensitive
        
        inelastic: prince won't effect quantity (low price in car battery won't affect selling car quantity
      - derived demand
        
        derived from consumer demand
        
        e.g. needs of electric motors since consumer demand for washing machines
  - - - know the detail what is required
      - engineers, production managers, purchasing specialists, marketers
    - - favour existing supplier
    - - realise the need and problem
      - external influence
        
        competition
        
        change in business environment
    - - formal appraisal评估 procedure