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    University of Technical Education University of Sunderland: Ho Chi Minh City - 2009

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    Đặng Thanh Thảo
    This document discusses consumer and organizational buying behavior. It outlines the key differences between customers, consumers, and clients. For consumer buying behavior, it describes the 5 stages of the buying process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also identifies the 4 main influences on consumer buying behavior as cultural, social, personal, and psychological factors. For organizational buying behavior, it provides an overview of the 7 stages in the organizational buying process. The document poses several questions at the end to check understanding of the key concepts covered.

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    University of Technical Education University of Sunderland: Ho Chi Minh City - 2009

    Uploaded by

    Đặng Thanh Thảo
    23 views21 pages
    This document discusses consumer and organizational buying behavior. It outlines the key differences between customers, consumers, and clients. For consumer buying behavior, it describes the 5 stages of the buying process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also identifies the 4 main influences on consumer buying behavior as cultural, social, personal, and psychological factors. For organizational buying behavior, it provides an overview of the 7 stages in the organizational buying process. The document poses several questions at the end to check understanding of the key concepts covered.

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    Marketing

    Original Title

    ch05

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    This document discusses consumer and organizational buying behavior. It outlines the key differences between customers, consumers, and clients. For consumer buying behavior, it describes the 5 stages of the buying process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also identifies the 4 main influences on consumer buying behavior as cultural, social, personal, and psychological factors. For organizational buying behavior, it provides an overview of the 7 stages in the organizational buying process. The document poses several questions at the end to check understanding of the key concepts covered.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    23 views21 pages

    University of Technical Education University of Sunderland: Ho Chi Minh City - 2009

    Uploaded by

    Đặng Thanh Thảo
    This document discusses consumer and organizational buying behavior. It outlines the key differences between customers, consumers, and clients. For consumer buying behavior, it describes the 5 stages of the buying process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also identifies the 4 main influences on consumer buying behavior as cultural, social, personal, and psychological factors. For organizational buying behavior, it provides an overview of the 7 stages in the organizational buying process. The document poses several questions at the end to check understanding of the key concepts covered.

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    © All Rights Reserved
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    Download as ppt, pdf, or txt
    of 21

    University of Technical Education

    University of Sunderland

    Chapter 5

    HO CHI MINH CITY 2009

    OUTLINE
    1- Customers, Buyers, Clients
    or Consumers?
    2- Consumer Buying
    Behaviour
    3- Influences on Buying
    Behaviour
    4- Organisational Buying
    Behaviour

    1- Customers, Buyers, Clients or


    Consumers?
    Customers: who takes the decision
    to buy (and usually pays)
    Consumers: who consumers the
    goods
    Client: who relates to a range of
    professional services such as
    accounts, solicitor etc.
    3

    Needs and wants


    A Need is defined as a state of felt
    deprivation we recognise that there is an
    absence of something.
    Wants are those things which perceive as
    having those characteristics which will
    fulfil a particular need, that is, which we
    imagine will satisfy us in some way that
    an alternative product may not.
    4

    2- Consumer Buying
    Behaviour
    Consumer buying behaviour can be
    defined as, the decision processes
    and acts of individuals involved in
    buying and using products or
    services.
    5

    The basic elements of a buyer-behaviour model


    Product offerings

    Consumers
    demographic profile

    Other stimuli

    Physiological
    stimuli

    Purchase situation

    Consumers
    social profile

    Consumers
    psychological profile

    Decision-making process

    Person making buying


    decision

    Product purchased or not purchased

    The process of Consumer


    buying behaviour
    1.
    2.
    3.
    4.
    5.

    Need recognition
    Information search
    Evaluation of alternatives
    Purchase decision
    Post purchase evaluation
    7

    3- Influences on Buying
    Behaviour

    Cultural
    Social
    Personal
    Psychological

    Cultural factors
    Beliefs
    Customs
    Cultural factors

    Language
    Religion
    Education
    9

    Social factors

    Reference groups
    Social factors

    Family
    Social role and
    status
    10

    Personal factors
    age
    occupation
    Personal factors

    economic
    circumstances
    lifestyle
    11

    Psychological factors
    Definition of motivation
    Motivation has been defined as, an
    inner state that energises, activates
    or
    moves, that directs or
    channels behaviour
    towards
    goals (Assael)
    Next
    Next

    12

    Intrinsic motivation can be defined as


    the urge to engage in the activity for
    its own sake.
    Extrinsic motivation is derived from
    incentives
    Ur (1996 : 276)

    13

    Activity

    Think of a product you have


    purchased within the last week or so
    and identify the factors that influenced
    your decision to buy.

    14

    Marlows hierachy of needs


    Essential to maximise
    personal development
    - fulfilment of personal potential
    Selfactualisation

    Essential to psychological
    well being

    Esteem needs

    Love / Social needs


    Essential to
    survival

    Safety needs

    Physiological needs

    - For independence, recognition,


    status, respect for others

    - For relationship, affections,


    belonging
    - For security, order,
    predictability,
    freedom from threat
    - food, shelter

    15

    Response hierarchy models


    AIDA a response hierarchy
    model of communications

    The stages of the buying


    process

    Gain ATTENTION

    Need recognition / problem solving

    Stimulate INTEREST

    Information search

    Create DESIRE

    Generate ACTION

    Create SATISFACTION

    Evaluation of alternatives
    Purchase decision

    Post-purchase stage
    16

    4- Organisational Buying
    Behaviour
    Organisational (or industrial) buying may be
    defined as 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.

    17

    Producer markets

    Reseller markets

    Organisational
    Organisationalmarkets
    markets

    Institutional markets

    Government markets
    18

    The process of organisational


    buying behaviour
    Recognise the problem
    Develop product specifications to solve the problem
    Search for products and suppliers
    Evaluate products relative to specifications
    Select and order the most appropriate product
    Evaluate the product and supplier performance
    19

    1.
    2.
    3.
    4.
    5.
    6.

    Questions
    Why is it important to study buying
    behaviour?
    What are the five stages in the buying
    process?
    In what ways can a marketer ensure that a
    brand has a good chance of being chosen by
    the customer?
    Which four factors influence consumer buying
    behaviour?
    Why should marketers not try to change
    attitudes?
    What four main forces influence the
    20
    organisational buyer?

    21

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