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Consumer Behaviour

Consumer Behaviour

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Published by Tanish Magan
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Published by: Tanish Magan on Jul 01, 2011
Copyright:Attribution Non-commercial

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05/12/2014

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Marketing Management’s job is to create “ customer value and satisfaction “Marketing environment depends on two factorsa) Macro Environmentb) Micro EnvironmentMacro environment consists of factors such as1) Political2) Environmental3) Economic4) Cultural5) TechnologicalMicro environment consists of factors such as1) Suppliers2) Customers3) Intermediaries4) Technology Partners5) Competitors
TYPES OF CUSTOMER MARKETS
a) Consumer Marketb) Business Marketc) Reseller Marketd) Govt Markete) International Market===================================================================
BUSINESS MARKET BUYING PROCESS AND BUYING BEHAVIOUR
Business customer buying decision are made within the framework of a strategic ,problem soling partnershipIn business markets, rather than selling to large no. of small buyers, people sell to fewbuyers but with large quantity . e.g. Good year selling tyres to automobile manufacturersBusiness market has derived demand i.e. demand actually depends on the demand of end consumer goods.Its also has inelastic demand which means not influenced by fluctuation in prices.
 
the buying behaviour of the organizations that buy goods and services for use in theproduction of other products and services or to re-sell or rent them to others at a profit.=============================================================
CHARACTERISTICS OF BUSINESS MARKETA) Nature of buying Units.
a) Business Purchases involves more buyersb) Business Involves a more professional purchasing effort
B) Types of Decision and Decision Process
a) Business buyers usually face more complex buying decisionsb) Business Buying process is formalizedc) Buyers and sellers work more closely, i.e. in Partnership
BUSINESS BUYER BEHAVIOUR
 
Market stimuliother stimuliPRODUCTPRICEPLACEPROMOTIONECONOMICTECHNOLOGICALPOLITICALCULTURALCOMPETITIVE 
THE BUYING ORGANIZATIONBUYING CENTREbuying decision processBUYERS RESPONSEPRODUCT OR SERVICE CHOICESUPPLIERS CHOICEORDER QUANTITYDELIVERY TIMESERVICE TERMSPAYMENT TERMS===============================================================
TYPES OF BUYING SITUATIONS
A) Straight Re-buyB) New TaskC) Modified Re-buyD) System Buying and Selling
MAJOR INFLUENCES ON BUYING BUSINESS BEHAVIOUR
ENVIRONMENTAL
ORGANIZATIONALINTERPERSONAL INDIVIDUAL

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