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Lecture 2
Consumer & Organizational Buyer Behaviour
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Selling and Sales Management
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Difference between consumer & organizational buying
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I) Consumer Buyer Behaviour
Main Concern:
1. Who is important in the buying decision?
2. How do they buy?
3. What are their choice criteria?
4. When do they buy?
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1. Who is important in the buying decision
i) Initiator—the person who starts the process of
considering a purchase
ii)Influencer—The person who attempts to influence the
choice criteria on the decision
iii)Decider—the person who has the power/financial
authority to make the ultimate choice
iv)Buyer—the person who conducts the actual transaction
v)User—the actual user of the product.
e.g. In a milk powder purchase, mother may be the initiator.
Mother’s friends who had experience raising babies may be the
influencers to persuade her to buy a certain brand. Mother again
may be the decider; the buyer may be the Philippino maid, and
the user is the baby.
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2. How the consumers buy?
Need Identification
Information Gathering
Evaluation of alternative
solution
Selection of an appropriate
solution
Post-Purchase evaluation
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The consumer decision-making process (con’d)
Needs--- May arise from a natural process of life, i.e. larger car is required
for a family.Needs may also arise because of stimulation from sales or
advertisement. Identify the needs of customer is part of successful selling.
Personal influences
Social influences
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The buying situation
Howard and Sheth (1969) identified 3 types of buying situation:
1. Extensive problem-solving
When the need is new, the consumer may conduct extensive problem
solving, including high degree of information search and evaluation
of alternatives. In this case, salesperson can create immense goodwill
by providing information and assessing alternatives in terms of how
well the product’s advantages meet the consumer’s needs. This may
be rewarded by a repeat purchase.
2. Limited problem-solving
The consumer may have some experience/knowledge about the
product and may intent to stay loyal to the brand previously purchase.
However a certain information search or evaluation of some
alternatives may still be needed for sure of making the right decision.
Salesperson may be difficult to persuade the consumer to switch the
product. Salesperson could only provide risk-reducing guarantees, e.g
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free replacement of any defective parts.
The buying situation (con’d)
Automatic response
the consumer has always stuck to the product with a large
brand name. Personal selling is not as effective as
advertisement, which keeps the brand in the consumer’s
mind and reinforces the already favorable attitudes towards
the brand
Conclusion:
A key factor deciding whether a consumer conducts extensive or
limited problem-solving or automatic response is closely related
to involvement with the purchase: high involvement means
important purchaseextensive problem solving, and vice versa.
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Personal Influences
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Personal influence- Life Styles
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Social Influences
Social influences such as social class, reference group, culture
and the family are the major influences in the consumer
decision-making.
e.g. Social class: consumers have difference consumption
pattern: skilled-workers spend larger proportion of income on
buying house, furniture but less on entertainment.
e.g. Reference group:A group of people that influence a
person’s attitude/manner. Such as the group (family, friends,
colleagues…) may affect the decision on a consumer’s certain
preference on a branch choice.
GIVE EXAMPLES!!!!!!!!
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