Marketing

Management

Buyer Behavior
(For Different Purchase
Types)
Saad Hamid
Salman Zahid
Syeda Khushbakth Rizvi
4/27/16

A Consumer Good Costing < PKR 100

Wanted a cold
thirst
quencher

Something to
go with the
meal

Saw the
refrigerator

Self order
< 5 seconds of
consideration
Routine
purchase

Had to be
something
Black

Not POS
specific

Priced same
as water, so
might as well
get a cold
beverage
4/27/16

Generally
prefers Coke
but Pepsi was
acceptable too

Name: Ehsan
Marketing Exec @ Express News
Purchase Unit: Pepsi 250ml regular
bottle
Involvement Level: Low
End Goal: Refreshment
2

A Consumer Service
Purchase
Trigger

Wedding
Season

Need
Identificati
on

Convenient
Travelling
Experience
New
Service

Informatio
n
Gathering

POS visit
User
Feedback &
WoM

Selection
Criteria

On-Time
Arrival
Convenience
Business
Class Travel

Decision
Makers & Friends
Influencer Self
s
Alternates

Air travel;
not desired

Purchase
Type
4/27/16

First
Purchase
1-2 days of
considerati
on

Name: Waqar
Sales Dev Exec @ CCBPL
Purchase Unit: Khi-LHR Greenline
Ticket
Purchase Price: PKR 5,000
Involvement Level: Low
End Goal: Convenience
3

A Consumer Good or Service Costing > PKR

10,000
Purchase
Trigger

Wedding
Season

Need
Identificati
on

Email
Connectivit
y
Laptop
Replacemen
t

Informatio
n
Gathering

Online
Research on
Product
Features
User
Feedback &
WoM

Selection
Criteria

Reliable
Brand
Screen
Size

Decision
Makers &
Influencers

Brother
(tech
savvy)
Self

Alternates

Apple but
not
desirable
No others
acceptable

Purchase
Type

Repeat
Purchase
Annually

POS

4/27/16

Location
is
consider
ed

Name: Asad
TSO @ Engro
Purchase Unit: Samsung Galaxy
Note 3 Purchase Price: PKR 22,000
Involvement Level: High
End Goal: Convenience
4

An Organizational Purchase Worth Millions of

Rupees

Need
Identificatio
n

Business Need
increase
shelf life
Limiting
Factors
limited cargo
capacity and
preferential
freight rates

Decision
Influencers
& Makers

4 months for
consideration
CEO &
Directors
External
Consultant

Information
Gathering

Spec sheet
for machinery
and
packaging
material as
per
requirements
Karachi & Gulf
Food Expos

Critical
Factors

After Sales
Services
Durability
Other
variables

Purchase
Decision
4/27/16

Procurement
via Pakistani
Intermediary
for German
Made
machinery
called ZulTec

Name: Rayan Alam

Director @ The Organic Meat Co
Industry: Meat processing and
export
Purchase: Meat Vacuum
Packaging Machine
Market Price: $100,000
Purchase Price: $85,000-90,000
No. of units purchased: 2
Involvement Level: High
End Goal: New market
opportunities & competitive
pricing
5

An Organizational Service
Need
Identificatio
n

Safeguarding Human
Resource &
Investments
Keeping Projects on
track to support CPEC
vision

Decision
Influencers
& Makers

Approx. 2.5 months

for consideration
CEO & Management
Also CEO &
Management of
contractor (if
outsourced)
Past history &
performance track
record
Information In-house dedicated
with expertise
Gathering teams
Site and Situation
Analysis for Scope
determination

Critical
Factors

Latest weaponry
(long range rifles)
Fire approval
Ammunition Power

Selection
Criteria

Young to Middle aged

recruits, ex-armed
forces (military or
para-military),
Intermediate
education &
Professionalism

Alternates

Government &
Army CPEC
dedicated forces
District
Government
Local Police

Purchase
Decision

4/27/16

Contract
preparation
as per scope
decided

Name: Tanveer Mirza

Director Operations &
Coordination @ UEPL
Industry: Power/Energy
Renewable
Service Acquired: Security
services for their wind energy
project at China-Pakistan
Economic Corridor (CPEC)
Purchase Price: Confidential
Involvement Level: High
End Goal: Safety of Investment &
Human Resource
6

In broader terms, consumer decisions and organization

decisions can be differentiated based upon their
consideration complexity (number of factors involved),
influencers/decision makers (number of decision
stakeholders and approvals) and the procedure of
Where To Buy has been
procurement (formal process).
a popular theme with
organizations; whereas,
What To Buy was the
first consideration for
individuals

4/27/16