Administrative

Issues

 Quiz: Can be surprise quiz or

Component

Weightag
e

pre-announced
There will be no re-examination
Quizzes
20%
/re-quiz without written instruction
Case
10%
Presentation /
from the PGP chairman
Class Participation
Groups for Case/Projects:
Project
20%
Total 10 groups
Mid Term Exam
25%
Groups of 6 / 7 members
End Term Exam
25%
Each group should nominate a
member as group coordinator
The CR should mail the consolidated list of the
names of the members of the groups (numbered 1-10)
and the names of the group coordinator by 9 pm on 15th
June (Monday)
Each group must submit the project proposal in class on 3 rd
July (Friday). Project guideline is given in the polycopy.

Introduction

Consumer Behavior
The behavior that consumers display
in
searching
for,
evaluating,
purchasing, using, and disposing of
products and services that they expect
will satisfy their needs.

Buying Process
Need identification/ Problem

awareness
Information gathering
Evaluation of alternatives
Selection of an appropriate solution
Post- purchase evaluation

Personal Consumer
The individual who buys goods and services for
his or her own use, for household use, for the
use of a family member, or for a friend.

Organizational Consumer
A business, government agency, or other
institution (profit or nonprofit) that buys the
goods, services, and/or equipment necessary
for the organization to function.

Difference between Consumer and

Organizational Buying
Fewer organizational buyers
Organizational buyers are more rational
Close, long-term relationship between organizational

buyers and sellers

Reciprocal buying may be important in organizational

buying
Organizational buying is more complex
Negotiation is often more important in organizational

Buying Roles
Initiator
Influencer
Decider
Buyer
User

Development of the Marketing

Concept
Production
Concept
Product Concept
Selling Concept
Marketing
Concept