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BUSINESS BUYING BEHAVIOR

Sonam Mhajan
Mahendra Yadav
Milan Bir
Devendra Singh
WHAT WILL WE LEARN IN THIS
UNIT:-
What will we learn in this unit:-
Characteristics
Characteristics of
of Business
Business Markets
Markets

Market
MarketStructure
Structureand
andDemand
Demand

Nature
Natureof
ofthe
theBuying
BuyingUnit
Unit

Types
Typesof
ofDecisions
Decisions&&the
the
Decision Process
Decision Process
Participants in the Business Buying
Process: The Buying Center

Gatekeepers Users

Deciders Influencers

Buyers
Buying Motives Of Business Buyers
Buying Motives Of Business Buyers
Major Types of Buying Situations:-

The buyer routinely reorders


Straight Re-buy something without any
modifications.

The buyer wants to modify


Modified Re-buy product specifications,
prices, terms, or suppliers.

The buyer purchases a


New Task product or service for the
first time.
Characteristics of the
Three Types of Buying
Decisions:-
Straigh Modifie New
t Rebuy d Rebuy Task
Newness of Problem or Need Low Medium High
Information Requirements Minimal Moderate Maximum
Information Search Minimal Limited Extensive
Consideration of New Alternatives None Limited Extensive
Multiple Buying InfluenceVery Small Moderate Large
Financial Risks Low Moderate High

Routine Limited Extended


response prob. prob
solving solving
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Buying Process:-
Stages in the Business
Types Of Business Buying:-
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Business Buying:-
Major Influences on
CRITERIA FOR BUSINESS
MARKET SEGMENTATION:-
Models for Market Segmentation:-
Two-stage market
segmentation:-
Macro-segmentation:-
Two-stage market
segmentation:-
Macro-segmentation:-
Nested Approach to
segmentation:-
What we learnt in this unit:-
What we learnt in this unit:-