Lecture 2: Buyer Behaviour in Consumer and organisational Markets Lecture Objectives Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying
Lecture 2: Buyer Behaviour in Consumer and Organisational Markets Lecture Objectives Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying
Understanding customers Who is important? What are How do their choice they buy? criteria? Customers Where do When do they buy? they buy?
2 Understanding customers How do they buy? What are their choice criteria? Customers Who is important? Where do they buy? When do they buy?
The Consumer Decision-Making Process Need recognition/problem awareness Information search Evaluation Of alternatives Purchase Post-purchase evaluation of alternatives
The Consumer Decision-Making Process Need recognition/problem awareness 9 Information search Evaluation Of alternatives Purchase Post-purchase evaluation of alternatives
Choice Criteria Used when Evaluating Alternatives Social Technical- Status Reliability Social belonging Convention Durability Fashion Performance Style/looks Comfort Delivery Convenience 三 CononIe Personal- Taste Price Self-image value for money Morals Running costs Emotions Residual value Life style costs
Choice Criteria Used When Evaluating Alternatives 5 TechnicalReliability Durability Performance Style/looks Comfort Delivery Convenience Taste EconomicPrice Value for money Running costs Residual value Life style costs SocialStatus Social belonging Convention Fashion PersonalSelf-image Morals Emotions
Determinants of the extent of problem solving Self-image Level of involvement Perceived risk Social factors Hedonism Differentiation Extent of and number of problem alternatives solving Time pressure
8 Determinants of the extent of problem solving Self-image Perceived risk Social factors Hedonism Differentiation and number of alternatives Level of involvement Time pressure Extent of problem solving