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Factors in B2B Buying Behavior

Factors in B2B Buying Behavior. Process Stages; see diagram below Players: roles in “Buying Center” gatekeepers, users, influencers, deciders, purchasers. More Factors in B2B Buying Behavior. Needs Organizational needs Individual needs: role needs personal needs Nuances

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Factors in B2B Buying Behavior

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  1. Factors in B2B Buying Behavior • Process Stages; see diagram below • Players: roles in “Buying Center” gatekeepers, users, influencers, deciders, purchasers

  2. More Factors in B2B Buying Behavior • Needs • Organizational needs • Individual needs: • role needs • personal needs • Nuances Variations in behavior based on industry norms, company culture, personal preferences and idiosyncrasies

  3. Process Model Organizational Needs Clear, concise, tractable Appropriate, affordable, adaptable choice, speed, risk handled Individual’s Needs info, time, design assistance info, convenience, assurance Define Problem Define Solution Acquire Solution Provider

  4. Process Model Organizational Needs speed, integration, easy ease, speed, comprehensive user friendly, effective, maintain-able Individual’s Needs execution assistance knowledge, learning envrnmt easy to use, easy to fix Develop solution Install, test, train Operate solution

  5. Process Model Organizational Needs effective, efficient information Individual’s Needs recognition communication End Result -- reach objectives Evaluate Outcomes

  6. Some Factors Influencing Process • Newness / Routine-ness; Familiarity • Volatility of environment • Importance of end result • Complexity • Cost; Budget • Risk • Politics

  7. Customer decision process ProblemRecognition InformationSearch AlternativeEvaluation Choice andPurchase Post-purchaseExperience

  8. Problem Recognition • Problem or solution stimuli (trigger) • Internal or external stimuli • Need state or Want state recognized • Does marketing create needs and wants?

  9. Information Search • What level of information does the customer start with? How much does s/he realize is unknown? • Awareness set (A); evoked set (E); consideration set (C). A E C

  10. More on Info Search • Sources of information • Marketer sources • Nonmarketer sources • Search strategies • Routine problem solving • Limited problem solving • Extended problem solving

  11. Still More on Info Search • Search strategies – systematic vs. heuristic • Heuristics – short-cuts, rules-of-thumb • For instance: purchase a known brand • Amount of search • Involvement: importance • Perceived risk • Familiarity and expertise • Time pressure • Functional vs. expressive product nature • Information overload

  12. Alternative Evaluation • Compensatory vs. non-compensatory models • Compensatory used in extended problem solving • Non-compensatory used in routine or limited problem solving, or as a first stage in a two stage process

  13. Choice and Purchase • Choice identification => Purchase intent=> Purchase implementation • Why would a consumer delay or not purchase the alternative that is chosen?

  14. Post Purchase Experience • Decision confirmation and cognitive dissonance • Evaluation of experience • Satisfaction or dissatisfaction -- expectations • Future response

  15. Technology Adoption Life Cycle # New Users conservatives pragmatists laggards technophiles visionaries Time

  16. Segments in Adoption of New Technologies # OF NEW ADOPTERS PRAGMATISTS OF DIFFERENT TYPES; SOME CONSERVATIVES? CHASM TECHNOPHILES FIRST PRAGMATISTS VISIONARIES TIME

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