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Topic 4 - Buyer Behaviour: Consumer + Business Buying Behaviour…
Topic 4 - Buyer Behaviour: Consumer + Business Buying Behaviour
Consumer buying behaviour
Influences/factors
Social factors
- reference groups, opinion leaders, family
Family decision-making roles
Initiator
Influencer
Decision-maker
Buyer
User
Cultural factors
- culture, social class, sub-culture
Personal factors
- demographics, personality, lifestyle
Situational factors
- time, season
Psychological factors
- motivation, perception, learning, beliefs and attitudes
Marketing efforts
- 7 P's
Consumer buying process
Need recognition
Information needs
Evaluation of alternatives
Evoked set - the options that are being considered
Purchase decision
Post-purchase decision
Types of buying decision behaviour
Complex buying behaviour - High involvement
Dissonance reducing buying behaviour - High involvement
Habitual buying behaviour - Low involvemet
Variety seeking buying behaviour - Low involvement
Organisational buying behaviour
Re-sellers/Intermediaries
Manufacturers/service providers
Government
Non-profit organisations
Characteristics
Market structure and demand
Unequal purchasing power
Geographically concentrated
Derived demand
The nature of the buying unit
6.Types of decisions and process
Types of organisational buyers
1.Straight re-buy
Modified re-buy
New task purchase
DMU - Decision making unit
Users
Influencers
Buyers
Deciders
Gate keepers
Factors/Influences
Environmental
Organisational
Group Forces
Individual
Organisational buying process
Problem recognition
General need decscription
Product specification
Proposal solicitation
Supplier selection
Supplier search
Order routine speciifcation
Performance review