 Consumer buying process &

Organisational buying behaviour

 Pillars of Marketing
(STPD Analysis)
Types of Customers
 Discerning Customer
 Affiliative Customer
 “Know all” Customers
 Authoritative Customers
 Inhibited Customers
 Image Customers
 Credibility Customers
 Haggling customers
Roles played by individual
 Initiator
 Influencer
 Decider
 Buyer
 User
Stages in the Buyer Decision process

 Problem Recognition
 Pre-Purchase information search
 Involution of alternatives
 Purchase decision
 Post purchase behaviour
Five Measure Types of feedback
 Post purchase feedback
 Complaint feedback
 Ghost shopping feedback
 Focus group feedback
 Trend type feedback
Classification of business buyers
 Buyer in the agriculture sector
 Buyer in the industrial sector
 Buyers in the service sector
 Resellers
 Buyers in the government sector
 Buyers in the non profit business
Ten major factors differentiating Business
Buying from Consumer Buying
 Derived Demand
 Inelastic Demand
 Fluctuating Demand
 Fewer buyers
 Larger buyers
 Concentrated buyers
 Direct buying
 Several buying influences
 Professional buying
 Close, buyer- seller relationship
Market segmentation - several bases

 Geographic
 Demographic
 Psychographics
 Buyer Behaviour
 Benefits
 Volume of purchase
 Multilevel segmentation
 Market Targeting
 Is it sizeable?
 Is it growing?
 Is it profitable?
Main concerns of positioning
 A product cannot be everything to
everyone;Hence, the importance of
positioning
 Positioning means putting the product
in a predetermined orbit
 Positioning connects product offering
with target market
The avenues of positioning
 Positioning viz-a-viz competition, its performances
gaps
 Positioning on the consumers expectation & desires
 Positioning on the plank of quality
 Positioning on the plank of price
 Positioning on the plank of service
 Positioning on the products conformity with societal
demands
 A product offer can be positioned on any factor
existing or emerging, which is of importance to the
target market
 Differentiation
(A) Tangible product attributes & function
 Ingredients/formula
 Functional value
 Additional features
 Packaging
 Design superiority
 Product quality/technology/Operational
efficiency/service
(B)Intangible characteristics & emotional
Associations