Buying Roles

Prof. Prathamesh S Nadkarni

Initiator

 A person who first suggests the idea of buying the particular product or service.
Influencer

 A person whose view or advice influences the decision.

Decider

 A person who decides on any component of a buying decision; whether to buy, what to buy, how to
buy, or where to buy
Buyer

 The person who makes the actual purchase.

User

 A person who consumes or uses the product or service.

 Consumer Buying Vs Business Buying

 The Number of Participants

Consumer buying is usually limited to one or two participants, including the final user of the product. For example, one
person is usually involved in buying groceries and basic home supplies. Business buying usually involves multiple
participants, such as the final users of the product, influencers who establish the need for certain products, gatekeepers who
screen potential suppliers and purchasing managers and senior management who approve the funds for the purchases.
 Consumer Buying Vs Business Buying

 Differing Behavioural Characteristics

The consumer market consists of thousands of customers located in different geographies and with different buying
habits. However, their needs are usually the same for a particular product — for example, everybody uses washing
machines in the same way. The business market usually consists of a few large buyers who are often concentrated in
specific geographic markets. Businesses generally form close and long-term relationships with their suppliers. Different
businesses might use the same product differently. For example, a retail business might install computers to track its
inventory, while a technology company might use them for product research.
 Consumer Buying Vs Business Buying

 Influencing Factors and Motivations

The influences on consumer buying behaviour include basic needs, membership in groups, family requirements, occupation,
age, economic situation and lifestyle choices. The psychological influences include perception of certain products and
brands, beliefs and attitudes. Influences on business buying behaviour include environmental and organizational factors.
Competitive pressures, technological evolution and changing macroeconomic conditions are some of the environmental
influences, while corporate objectives, policies and procedures are some of the organizational factors.
Consumer Buying Vs Business Buying

 The Buying Process

The consumer buying process consists of five stages: need recognition, information search, evaluation of alternatives,
purchase decision and post-purchase outcomes.
The business buying process also starts with need recognition, followed by development of product specifications. The
company prepares a request for proposal to elicit expressions of interest or bids from potential suppliers. It selects one
or more suppliers, issues purchase orders and monitors the quality of the products supplied. Critical success factors in
the business market include customization capabilities, quality, performance, ease of use and personal relationships.
Moment of Truth

 A moment of truth is simply any interaction during which a customer may form an impression of your brand
or product. This impression may be either positive or negative. The aim for the user experience designer is to
try and ensure that moments of truth have a positive impact on the customer/user impression of the brand or
product.
Four Discrete Moments of Truth

 Zero Moment of Truth –

This is the first possible moment of contact between a brand or product and the customer. It’s when a problem arises in
the customer’s mind and they get online and go hunting for the perfect solution or to learn about possible solutions.
Four Discrete Moments of Truth

 First Moment of Truth –

this occurs the first time a potential client comes into contact with your products. It’s the impression that they form
when they see the product for the first time and begin learning about it. Proctor and Gamble say that this is the
moment that marketers should concentrate their efforts on to turn potential customers into actual customers.
Four Discrete Moments of Truth

 Second Moment of Truth

This is the ongoing relationship with a product. The things your customers think, see, here, touch, smell, etc. about
the product and the brand over the lifetime of the relationship.
Four Discrete Moments of Truth

 Ultimate Moment of Truth –

The stage when the user or customer begins to share their experiences with others and thus creates many more zero
moments of truth.
THANK YOU