UNIT 6 & 7

BY : DEEPAK SHARMA

belief etc Field 2.• • • • • • • • • 1960 Four Field Field 1Subfield 1.the consumer may find the firm message very interesting but not purchase .motivate of purchase Filed4.personality. copy . experience.mass media.evaluate the alternate Field3.FeedbackLimitation. message Subfield2.

HOWARDSHETH MODEL .

experience (perceptual bias) • (2) Perceptual and Learning Constructs • (3) Outputs • (4) External Variable .not sure (stimulus).• • • • • • 1969 Extensive problem solving Limited problem solving Reutilized Response Behavior The model has four major sets (1) Input.

and Blackwell (EKB) Model • The EKB model is comprehensive and shows the components of decision making and the relationships and interactions among them. and external influences . information processing. • The five distinct parts of consumer decision making presented are: – Input. Kollat.Engel. a decision process. decision process variables.

Input Information Processing Decision Process Problem Recognition Variables Influencing Precision Process Exposure Internal search Individual Characteristics: Motives Values Lifestyle Personality Beliefs Search Attention Stimuli: MarketerDominated. other M E M O R Y Alternative evaluation Attitude Social Influences : Culture Reference group Comprehension Perception Intention Family Yielding/ Acceptance Purchase Situational Influences Retention Outcomes External search Dissatisfaction Satisfaction .

advertising. conversations with friends) ...g. demonstrations) – Other stimuli (e.Input • Input includes all kinds of stimuli from our contact with the world around us: – Our experiences. personal recollections. contact with others – Marketer-controlled stimuli (e.g. store display.

Information Processing • Stimuli are processed into meaningful information • Five methods of information processing: – – – – – Exposure Attention Comprehension Acceptance Retention .

Decision Process • It is triggered at any time during information processing • It consists of five steps: – – – – – Problem recognition Search Alternative evaluation Choice Outcomes (post-purchase evaluation and behavior) .

• Decision process variables include – – – – – – – – Motives Beliefs Attitudes Lifestyles Intentions Evaluative criteria Normative compliance and informational influence Other aspects of self .Decision Process Variables • Those individual qualities that make people/consumers unique.

” They are: culture.External Influences • Such influences are called “Circles of Social Influence. social class. sub-culture (coculture). and family or household influences . reference groups.

or supplied to others.Institutional Buying Behavior Definition • Business Buyer Behavior: – The buying behavior of organizations that buy goods and services for use in the production of other products and services that are sold. rented. – Also included are retailing and wholesaling firms that acquire goods for the purpose of reselling or renting them or others at a profit. .

Quest 1: How different from consumer behaviour Business Markets Characteristics • Marketing Structure and Demand • Nature of the Buying Unit • Types of Decisions and the Decision Process • Compared to consumer markets: – Business markets • have fewer but larger customers – Business customers • are more geographically concentrated – Demand is different • Demand is derived • Demand is price inelastic • Demand fluctuates more .

Business Markets Characteristics • Marketing Structure and Demand • Nature of the Buying Unit • Types of Decisions and the Decision Process • Compared to consumer purchases: – Involve more buyers in the decision process – More professional purchasing effort .

Business Markets Characteristics • Marketing Structure and Demand • Nature of the Buying Unit • Types of Decisions and the Decision Process • Compared to consumer purchases – More complex buying decisions – The buying process is more formalized – Buyers and sellers work more closely together and build long-term relationships .

Q:Members of the Buying Center Q 2:Participant in the business buyer process • Users • Buyers • Influencers • Deciders • Gatekeepers .

Quest 4: Stages in the Business Buying Process 6 .18 .

Q:Major Influences on Business Buyers Q: Factors influence business buyers Key Factors • • • • Environmental Organizational Interpersonal Individual • Economic trends • Supply conditions • Technological. political and competitive changes • Culture and customs Goal 2: Identify the major factors that influence business buyer behavior .

Identify the major factors that influence business buyer behavior Key Factors • • • • Environmental Organizational Interpersonal Individual • • • • Objectives Policies Procedures Organizational structure • Systems Goal 2: Identify the major factors that influence business buyer behavior .

Identify the major factors that influence business buyer behavior Key Factors • • • • Environmental Organizational Interpersonal Individual • Influence of members in the buying center – – – – Authority Status Empathy Persuasiveness Goal 2: Identify the major factors that influence business buyer behavior .

Q:Identify the major factors that influence business buyer behavior Q:Major Influences on Business Buyers Key Factors • • • • Environmental Organizational Interpersonal Individual • Personal characteristics of members in the buying center – – – – – – Age and income Education Job position Personality Risk attitudes Buying styles Goal 2: Identify the major factors that influence business buyer behavior .

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