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1、 Lecture2 BuyerBehaviourinConsumerandOrganisationalMarketsLectureObjectives BuyerBehaviourConsumerDecisionMakingProcessCharacteristicsofOrganisationalBuying 2 Understandingcustomers Howdotheybuy Whataretheirchoicecriteria Customers Whoisimportant Wheredotheybuy Whendotheybuy TheConsumerDecision Maki
2、ngProcess Needrecognition problemawareness 9 ChoiceCriteriaUsedWhenEvaluatingAlternatives 5 8 Determinantsoftheextentofproblemsolving Theconsumerdecision makingprocessandlevelofpurchaseinvolvement 10 Sony TheimportanceofemotionandtherelationshipbetweenfeelingsandrationalisationsishighlightedinthisSo
3、nyad 4 Orange Marketersusecolourtoconveymeaninginthisadvertisement 11 12 FordKa Marketersusecolourtoconveymeaninginthisadvertise ment ConsumerorOrganisationalProductsWhywastheproductPurchased Forpersonalorhouseholduse Foruseintheoperationofabusinessororganisation TomanufactureotherproductsForresalet
4、oothers ORGANISATIONALPRODUCT CONSUMERPRODUCT 2 SomeExamplesofOrganisationalBuying PapercupsbyMcDonald sComputerchipsbyToshibaConcretebyLocalAuthoritiesOilbyElectricityGeneratorsFertiliserbyFarmersAccountancyservicesbyLtd CompaniesTV sbyCometorDixons 3 4 CharacteristicsofOrganisationalBuying Derived
5、demand Negotiations Risks Reciprocalbuying Natureandsizeofcustomers Complexityofbuying Economicandtechnicalchoicecriteria Buyingtospecificrequirements OrganisationalPurchases TheBuyingCentre Buyer Decider DecisionMaker User Gatekeeper Influencer 5 Usersactuallyusetheproduct Theymaybetheonewhoinitiat
6、esthepurchaseprocessandmaydeveloptheproductspecification Influencerssupplyinformationandadvice Outsiderssuchasconsultantssometimesperformtherole Gatekeeperscontroltheflowofinformationtothebuyingcentre PurchasingdepartmentStafffrequentlyfilltherolebutitcouldbeanymemberoftheorganisation Buyerschoosesu
7、ppliersandnegotiatepurchasetermsoftenreducingtheactualpurchasetoaclericaltask Deciders DecisionMakers havetheauthoritytoapprovethepurchase 6 Buyphases theorganizationaldecision makingprocess Recognitionofaproblem need Determinationofspecificationandquantityofneededitem Searchforandqualificationofpot
8、entialsources Acquisitionandanalysisofproposals Evaluationofproposalsandselectionofsupplier s Selectionofanorderroutine Performancefeedbackandevaluation 8 Vodaphone Vodaphonerecognisetheimportanceofeconomicchoicecriteriainorganisationalbuying 9 Influencesonorganizationalpurchasingbehaviour straightr
9、e buymodifiedre buynewtask Buyclass Organizationalbuyer productconstituentsproductfacilitiesMROs Producttype Importanceofpurchase NewTaskBuying Theorganisationmakesaninitialpurchaseofanitemtobeusedtoperformanewjobortosolveanewproblem Oftenthisinvolvesdevelopmentofspecificationsforproductsandsupplier
10、saswellasproceduresforfuturepurchases Highinformationrequirementfrommanysuppliers Example newITfacility 11 ModifiedRebuy Whenanewtaskpurchaseischangedonrepeatpurchases Thebuyermayrequirefasterdeliverylowerpricesormodifiedspecifications Regularsuppliersbecomemorecompetitiveandnewsuppliersmaybeinclude
11、dintheselection Moderateamountsofinformationarerequired Example upgradingofficesoftware 12 StraightRebuy Thebuyerpurchasesthesameproductsagainroutinelyunderapproximatelythesametermsofsale Suppliersarefamiliar haveprovidedsatisfactoryserviceinthepastandmayevenhavesetupautomaticre orderingsystems Litt
12、leinformationisrequired Example re orderingphotocopyingpaper 13 BuyingSituationImplications Timetakenfordecision Noofpeopleinvolvedinbuyingcentre StraightRebuy NewTask ModifiedRebuy 10 14 Reversemarketing Suppliersellsbytakinginitiative Buyertakesinitiativetopersuadesuppliertoprovide Traditionalmarketing Reversemarketing 15 Siemens Siemensbuildsrelationshipswithcompaniesaroundtheworld
