Presentation Transcript
Buyer Behaviour :Buyer Behaviour Dominant Family Purchase - Cozenza 1985
Demographic Factors
The Consumer Buying Process
Maslow’s hierarchy of needs
UK socioeconomic classification scheme
Types of buyer behaviour
The Buying Decision Process
Organisational Buyer Behaviour
Dominant Family Purchase - Cozenza 1985 :Dominant Family Purchase - Cozenza 1985
Demographic Factors :Demographic Factors Age
Stage in family life cycle
Occupation
Economic circumstances
Lifestyle
social influence variables
family background
reference groups
roles and status
The Consumer Buying Process :The Consumer Buying Process Consumer Purchase Decisions
Product Choice
Location Choice
Brand Choice
Other Choices Psychological Inputs
Culture
Attitude
Learning
Perception Based on Cohen (1991) Marketing Inputs
Product
Price
Promotion
Place
Slide 5:Maslow’s Hierarchy of Needs Physiological Safety Social Esteem Self
Actualisation
UK socioeconomic classification scheme :UK socioeconomic classification scheme
Types of buyer behaviour :Types of buyer behaviour Complex buyer behaviour e.g. Intel Pentium Processor
Dissonance-reducing behaviour (brand reduces after-sales discomfort)
Habitual buying behaviour e.g. salt - little difference
variety seeking behaviour - significant brand differences e.g soap powder
The Buying Decision Process :The Buying Decision Process recognition of the need e.g a new PC
choice of involvement level (time and effort justified) e.g. two week ends
identification of alternatives e.g. Dell, PC World
evaluation of alternatives I.e. price, customer service, software support, printer/scanner package
decision - choice made e.g Epsom
action e.g buy Epsom model from Comet
post-purchase behaviour I.e. use, breakdowns, etc
Organisational Buyer Behaviour :Organisational Buyer Behaviour ‘The decision-making process by which formal organisations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers’
Kotler and Armstrong 1989
Characteristics of organisational buyer behaviour :Characteristics of organisational buyer behaviour Organisation purpose - Goodyear Tyres
Derived demand - follows cars and lorries
Concentrated purchasing - stockholdings of rubber
Direct dealings - large purchaser of basic rubber - no intermediaries
Specialist activities - learns about the product
Multiple purchase influences - DMU - Decision making unit