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Buyer Behaviors

Buyer Behaviors. Lecturer – Md Shahedur Rahman Chapter – 3 (Three) Part 2 . Business to Business Buyer Behavior. B2b – Still people make the decisions here The buying decision making process for business is more complex because of the number of people involved

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Buyer Behaviors

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  1. Buyer Behaviors Lecturer – MdShahedurRahman Chapter – 3 (Three) Part 2

  2. Business to Business Buyer Behavior • B2b – Still people make the decisions here • The buying decision making process for business is more complex because of the number of people involved • Buying Center- Group of Individuals who make purchase decision on behalf of a business • Users • Buyers • Influencers (e.g. Engineers) • Deciders (Authorize) • Gatekeepers (Control the flow of information) • These five roles may overlap

  3. Factors Affecting Members of Business Buying Centers • Organizational Influences • Organization Goals • Organization Finance • Capital Assets • Employees are ready to adopt or not ? • Recession, growth • Position etc.

  4. Factors Affecting Members of Business Buying Centers • Individual Factors • Personality Features • Introvert vs. Extrovert • Roles and Perceived Roles • Perception about the buying process • Motivational Levels • Recognition • Levels of Power • Official position • Attitude towards risk • Low vs. High Risk • Levels of Cognitive involvement • More or less information prior purchasing • Personal Objectives • Motives, personality, perceptions

  5. Types of Business to Business Sales • A Straight Rebuy • Occurs when the firm has previously chosen a vendor and intends to place a reorder • Routine process • There is no evaluation of alternatives or information

  6. Types of Business to Business Sales (Cont.) • A Modified Rebuy • Buying team will consider and evaluate alternatives • Four reasons • Dissatisfied with current vendor • A new company offers a better buy • End of the contract • New people in the buying center have limited experience about the product

  7. Types of Business to Business Sales(Cont.) • A New Task • Company buys a good or service for the first time • No previous experience

  8. B2b Buying Process

  9. Trends in the Business to Business Buying Environment • Emphasis on Accountability • Expect tangible result from the money they spend • Account executives are always in pressure for a quick result • Importance of e-Commerce • Sites must be interactive , allowing business customer to gain information • Saves time and money for both customers and vendors

  10. Trends in the Business to Business Buying Environment (Cont.) • Global Branding • Building a powerful brand is important for a successful IMC program • Brand presence is practically a necessity in the new global environment ‘It is no longer sufficient to be a great company; you must be a good brand’

  11. Trends in the Business to Business Buying Environment (Cont.) • Database Mining • Computers are being used to access database containing information about customers and prospect • Changes in Method of Communication Inter • To make easier for customer to contact the firm • Focus on Internal Marketing Communication

  12. Dual Channel Marketing • Firm sell same goods or services to both consumers and businesses • Business tend to be less price sensitive than retail consumers • Representing the product in different channel can be different • Demand from the two market can be different • Use different communication message ? • Create different Brands ? • Use multiple channels or Different Channels ?

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