|
|
This is only a preview of the paper
Click here to register and get the full text.
Existing members click here to login
|
|
|
SEVEN - BUYER BEHAVIOUR
__________________________________________________________________________
AIMS AND OBJECTIVES OF THE CHAPTER
Faced with competing products, it is important for companies to understand how buyers go
about choosing between the alternatives. ... Distinctions between personal and organisational buyer behaviour are noted,
especially in the composition of the decision-making unit. ...
• What sources of information are used in evaluating competing products? ...
• What is the set of competing products from which consumers make their final choice? ...
ANNOTATED LECTURE OUTLINE
Point 1 - Understanding buying processes is crucial
Companies undertake marketing activities in order to elicit some kind of response from
buyers. ... However, while companies may break their planning down into small manageable
chunks, customers make an assessment based on a holistic view of the total product offer.
How will customers react to the company’s proposition in the days, hours, minutes or even
seconds that buyers spend evaluating competing products? ...
Point 2 - Different types of buying situations
A number of categories of buying situations can be identified:
• Routine rebuy - almost instinctive
• Modified rebuy - basically similar to previous purchases, but slightly different
• Completely novel - no previous experience this type of product
We need to distinguish between high involvement and low involvement purchases. ...
There are major differences which can occur between private individuals and organisations in
the way that they make purchase decisions. ... The final purchase decision is
seen as a product of the interaction between the final decision-maker and a range of
influencers. ...
Stimulus-response models draw on analogies with Pavlov’s dog
Discussion point: Is an analysis of repression of any use to marketers in trying to
understand human motivation? ... But where do buyers look for information when making purchases? ... But where there is a greater element of uncertainty, buyers will seek out
information. ... How do these
influence buyers’ thought processes? ...
Point 7 - Evaluation
The total range of products available in the market place is filtered down to a manageable
number for evaluation.
• The total set (all products are capable of satisfying a given need)
• The awareness set (only those which the consumer is aware of)
• The consideration set (includes those items within the awareness set which the consumer
considers buying)
• The choice set (the group of products from which a final decision is ultimately made)
Point 8 - Decision
The outcome of the evaluation process may be a decision to buy now; not to buy at all; to
defer the process; or to start the process again. ...
Buyers approach a purchase with a set of expectations about the performance of the product
they are purchasing. ...
Discussion point: How much effort should companies put into establishing whether
customers are unhappy with their purchase? ...
It is important to recognise who the key players in the buying process are, in order that a
product can be configured to meet these peoples’ needs, and that promotional messages can be
adapted and directed at the key individuals involved in the purchase decision. ...
• Gatekeepers: Their main effect is to act as a filter on the range of products that enter the
decision choice set (e.
Approximate Word count = 2518
Approximate Pages = 10.1
(250 words per page double spaced)
|
|
|
|
|
|