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Week 4: Buyer Behaviour (Decision making process (Problem recognition:…
Week 4: Buyer Behaviour
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Decision making process
Problem recognition: buyer sensing a difference between actual state and desired state. Internal stimuli (hunger) or external stimuli (marketing communication)
Information Search: the search for information to use in decision-making. Can be from commercial sources (marketing-driven) to inform the buyer, personal sources (family/friends) to legitimize or evaluate products, public sources (media), experiential sources (personal experience)
Evaluation of alternatives: processing the information to help make the purchase decision - choice set and evaluative criteria. Depends on the individual buyer and the buying situation. If marketers can understand these processes, then they may be able to influence the buyer's decision
Purchase Decision: Decision and action, the customer buys the most preferred alternative, includes product category, brand, retailer, timing and quantity. This can be influenced by the attitudes of others and unexpected situational factors
Post-Purchase behaviour: consumers take further action based on their satisfaction of dissatisfaction. Their experience will influence future behaviour. Cognitive dissonance (post-purchase conflict) can occur
Involvement
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Low or high involvement
Low involvement: habitual/impulse decision make that requires little effort and is in response to situational cues
High Involvement: extended decision making with significant effort and there has been a wide information search
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Business Buyer Behaviour
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Types of business buyers
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Organisations: buy products to operate their business. This includes government markets and not-for-profit institutions
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Business Buying process: often more complex, more likely that procedures will be formalized, evaluation is likely to involve formal reviews of satisfaction
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