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Consumer Behavior: Introduction

Consumer Behavior: Introduction . Definitions/Frameworks General issues about consumer & Industrial buying behavior. Definitions. Buying Behavior : The decision processes and actions of people involved in buying and using products.

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Consumer Behavior: Introduction

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  1. Consumer Behavior: Introduction Definitions/Frameworks General issues about consumer & Industrial buying behavior

  2. Definitions • Buying Behavior: The decision processes and actions of people involved in buying and using products. • Consumer Buying Behavior: The buying behavior of ultimate consumers - those who actually purchase products for personal/household use. • Organizational Buying Behavior: • The purchase behavior of producers, re-sellers, government units and institutions.

  3. Consumer Behavior Process • Cultural/Social Factors • Culture • Social Class • Reference groups • Family • Personal • Roles & Status in the society.

  4. Situational Factors • Physical and social surroundings (i.e. the actual environment within which a person lives. • Timing (i.e. the propensity/opportunity to purchase). • Type of purchase. • Prior experience.

  5. Psychological Factors • Self-concept. • Motivations. • Perceptions. • Knowledge. • Beliefs/Attitudes.

  6. Consumer Behavior Process • Need recognition • Information search • Evaluate alternatives • Purchase decision • Post-purchase behavior. • MARKETING

  7. Characteristics of Organizational Markets • Fewer buyers • Large purchases • Supplier relationships • Geographic concentration • Derived demand • Inelastic demand • Fluctuating demand • Professional purchasing • Multiple influences • Source: Kotler 1996

  8. Consumer Purchases Initiator Influencer Decider Buyer User Industrial Purchases Initiator Influencer Specifier Approver Decider Buyer User Gatekeeper Buying Roles

  9. Influences on Organizational Buying Behavior • Environmental Factors/Characteristics • Level of demand; Economic outlook; PESTL environment; Competitive behaviors • Organizational Factors/Characteristics • Objectives/Goals; History; Policies; Procedures; Structure; Systems • Interpersonal Factors/Characteristics • Authority; Status; Empathy; Persuasiveness; Co-operation; Conflict; Power relationships • Individual Factors/Characteristics • Age; Income; Education; Position; Personality; Risk aversion.

  10. Organizational Buying Process • Problem recognition • Determination of characteristics • Description of characteristics • Search for sources • Request for and analysis of proposals • Evaluation and selection • Selection of an order • Evaluation of procedure.

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