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Buying behavior & Buying process - Coggle Diagram
Buying behavior & Buying process
Buyer behavior
Theory that examines consumers’ shopping habits
Models to classify buyer's behavior
Economic: ROI
Learning theory model: practial application
Information model: data, market solutions and user feedback
Psychoanalytic model: individual motives, desires, etc.
Challenge: identify and build a buying process that serves the various and ever-changing buying behaviors
People buy to satisfy a want or desire, to solve a problem, or to satisfy an impulse.
Types of customers
Manufacturers
Resellers
Government agencies
Institutions
Consumers
Organizational buying
Organizational buying process is more complex than the consumer buying process
Decisions often involve extensive evaluations and negotiations over time
Organizational purchasing decisions = deal effectively with a wide range of people working for their customer and their company.
TYPES OF ORGANIZATIONAL BUYING DECISIONS:
-NEW TASK: customer purchases a product or service for the first time
-STRAIGHT REBUYS: customer buys the same product from the same source it used when the need arose previously.
-MODIFIED REBUYS: customer has purchased the product or a similar product in the past but is interested in obtaining new information.
Organizational and personal needs
-Rational needs are directly related to the performance of the product.
-Emotional needs are associated with the personal rewards and gratification of the person buying the product.
Steps in the buying process
Recognizing a Need or a Problem
Defining the Type of Product Needed
Developing Product Specifications
Searching for Qualified Suppliers
Acquiring and Analyzing Proposals
Evaluating Proposals and Selecting a Supplier
Placing an Order and Receiving the Product
Evaluating Product Performance
Who makes the buying decision?
Users
Initiators
Influencers
Gatekeepers
Deciders