Professional Documents
Culture Documents
OVERVIEW
MARKETING MANAGEMENT 1
their needs and wants, and what type of promotions influence
them to buy and at what price.
Objectives:
At the end of this module, students are expected to:
1. compare the different factors affecting buying
decisions;
2. analyze what influences the market’s purchasing
decisions;
3. identify the industrial market and its characteristics;
and
4. discuss the types of buying situation and the
participants in the buying center.
INTRODUCTION
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1. Cultural Factors
a. Culture
b. Sub-culture
c. Social class
2. Social Factors
a. Reference group
b. Family
c. Roles and status
3 Personal Factors
a. Age and life cycle
b. Occupation
c. Economic situation
d. Lifestyle
e. Personality and self-concept
4. Psychological Factors
a. Motivation
b. Perception
c. Learning
Cultural Factor
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1. Class A. This is equivalent to the upper-upper stratum in
the United States. These are the elite or people who are
wealthy or those from well-known families. They own
several businesses, houses, and cars, and can travel
anywhere at any given time. Mostly, their houses are
filled with amenities.
Social Factor
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which a person wishes to be part of, is referred to as the
aspirational group. Example of this is when a teenager wishes
to be a member of a professional photography club in the
future. A membership group is where a person is a member. This
group has direct influence on the person’s decisions
especially when it comes to his/her brand choice.
Personal Factor
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target market for vacation packages especially luxury cruises.
Newlyweds are the best market for appliances and condominiums
or housing investment. On the other hand, teenagers prefer
upbeat music.
Psychological Factor
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BUYER’S DECISION PROCESS
1. Need Recognition
The initial step of a person in deciding to purchase
a product is to recognize that he has a need that has to
be met. A person’s desire for a product may be influenced
by stimuli within himself, like feeling of hunger or
exhaustion that will be satisfied by food or rest. Need
can also be influenced by external stimuli like seeing a
classmate with the latest cell phone model or reading a
print ad showing amazing features of a laptop. These
stimuli can make a person consider purchasing a product.
2. Information Search
After recognizing the need or problem and
identifying the product that will satisfy the need, the
next step in buying decision process is the search
information related to the product. A well-informed
customer may be able to purchase better product for the
same price.
Information search is not an easy task; one has to
go through to time-consuming research, even spending for
the process of looking information. There are several
sources of information that are available for customers.
The primary sources of information are personal
experiences, reference groups, acquaintances, businesses,
or professionals. Business sources include advertising,
salespeople, websites, dealers, or distributors, while
professional sources of information include physicians,
lawyers, teachers, among others.
3. Evaluation of Alternatives
This involves using the gathered information to
evaluate alternative brands in the choice set. In order
to effectively evaluate alternatives, consumers must: (a)
synthesize information; (b) establish decision criteria;
(c) determine the type of alternatives; and (d) compare
alternatives.
4. Purchase Decision
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This is the stage where customers choose the
particular product to purchase from among the many
alternative brands. However, two factors may affect their
purchase decisions. One is the perception or attitude of
others about the customer’s brand choice. This happens
when a member in the family disapproves of the chosen
brand because of its price, quality, features, or other
factors that contribute to the customer’s change of
purchase decision. Another factor is the unexpected
situation, in the same way when a competing brand offers
a much lower price or a new product is launched in the
market offering better features, price, or design.
5. Post-Purchase Behavior
This is the last stage in the buying. Decision
process. Post-purchase evaluation can be a learning
experience for consumers. Companies must give importance
to the post-purchase evaluation of consumers because it
will determine whether they are satisfied or not with the
purchased product. A customer shows delight when the
product he/she has purchase exceeds his/her level of
expectation. On the contrary, a customer becomes
disappointed when the product purchased falls short of
his/her expectation. A Customer is satisfied when the
product he/she purchased meets his/her expectations.
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TASK 1. Give sample of each industrial or B2B
market.
2. Derived Demand
Industrial market’s demand is derived. In other
words, the demand for goods and services is derived from
the demand of the consumers. Thus, if consumers demand
for cars decreases, car manufacturers’ demand for tires,
3 car paints, car air condition, and other car
accessories will also drop.
3. Direct Purchasing
Sales people from the manufacturing companies go to
the industrial market for product sales. Industrial
market normally purchases products in volume. Thus,
companies provide buyers (firms) technical assistance
before, during, and after sales are made.
5. Inelastic Demand
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Many companies have inelastic demand. This means
that the companies demand for business products, which
are not affected by price change. For example, a decrease
in the rice of car tires will not cause the manufacturing
companies to buy more car tires.
7. Leasing
This is common to most firms in the industrial
market. Before, only large equipment or expensive
machineries were rented out, such as construction
equipment and warehouses. Nowadays, industrial market
players like suppliers and users lease other items such
as delivery trucks for product distribution and storage
houses for inventories.
There are advantages when an industrial player,
either buyers or sellers, leases. Some of these
advantages are (Llanes and Jurado, 1982):
8. Professional Purchasing
Unlike the consumer market, wherein purchasing
decisions can be done by anyone without undergoing
training, purchasing and selling in the industrial market
necessitate either the firms’ seller or buyer to undergo
professional training to effectively close a sale.
Expertise in the area of sales or business is a must.
9. Reciprocity
This means the company will purchase products from a
firm (seller) only if the seller will also purchase
products from the buyer. Firms practice reciprocity as a
solution to a declining sales volume.
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In the industrial market, a team of buyers in the
firm normally influences buying decisions.
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TASK 2
Discussion Questions:
1. Enumerate the different factors that influence consumer
buying behavior and explain each.
2. How does industrial market differ from consumer market?
Concept Application:
1. Individuals act on their beliefs and some beliefs will
make a person choose to buy a product or decide
otherwise. Choose two Asian countries and research on now
people from these countries differ in the following:
b. food choices
c. attitude toward product’s brand
Prepare a short presentation that will show the differences
of these two countries.
FEEDBACK
Good Job for your excellent work. For those who have not
got a perfect score, you need to exert extra effort and
review module 1 to 3.
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SUMMARY
SUGGESTED READINGS
REFERENCES
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