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Buyer Behavior Perceptn

1) Perception is the process by which individuals select, organize, and interpret information to form understandings about entities. Perceptions affect consumer behavior but can vary between individuals. 2) The consumer buying decision process involves need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It considers who makes decisions and different types of buying behaviors. 3) Organizational buying involves fewer but larger buyers than consumer markets. The business buying process has distinct stages including problem recognition, specifications, vendor selection, ordering, and review. Understanding business buying behaviors requires examining unique characteristics like buying centers.

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Pooja Bikram Arneja
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53 views24 pages

Buyer Behavior Perceptn

1) Perception is the process by which individuals select, organize, and interpret information to form understandings about entities. Perceptions affect consumer behavior but can vary between individuals. 2) The consumer buying decision process involves need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It considers who makes decisions and different types of buying behaviors. 3) Organizational buying involves fewer but larger buyers than consumer markets. The business buying process has distinct stages including problem recognition, specifications, vendor selection, ordering, and review. Understanding business buying behaviors requires examining unique characteristics like buying centers.

Uploaded by

Pooja Bikram Arneja
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Consumer & Business

Buyer Behavior
Perception
 Process by which an individual selects,
organizes, and interprets information
to form a cohesive picture about an
entity
 Perceptions affect consumer behavior
 However, remember that individuals can
perceive the same entity in different ways
Perception
 Selective Attention: Receive some messages and
screen out the rest
 An average person is exposed to 1500 ads or brand
messages a day
 Most of these are screened out; So, how do marketers
capture mind space?
 People are more likely to notice stimuli that relate to current
needs
 People are more likely to notice stimuli they anticipate
 People are more likely to notice stimuli that deviate relatively
larger than others
 Marketers must bypass attention filters; provide
unexpected stimuli (salesperson, sudden offers)
Perception
 Selective Distortion: Tendency to
interpret/distort information to be consistent
with prior brand and product beliefs
 Taste tests: “Blind” taste tests showed equal
split; “Open” tests showed preferences
 Can work to the advantage of marketers of
strong brands
 A car may seem to drive smoother
 A beer may taste better
Perception
 Selective Retention: Though people fail to
register much information, they retain
information that supports their attitudes and
beliefs
 Remember good points about products we like
and forget good points about competing
products
 Works to the advantage of strong brands
 Explains why marketers repeat messages – for
reinforcement
Consumer Buying Decision Process

Marketers Must Identify and Understand:

Who Makes the Buying Decision

Types of Buying Decisions

Stages in the Buying Process


Consumer Buying Decision Process

Understand  Initiator
 Influencer
 Buying roles  Decider
 Buying behavior  Buyer
 Buying decision  User
process
Consumer Buying Decision Process

Understand  Complex buying


behavior
 Dissonance-reducing
 Buying roles buying behavior
 Buying behavior  Habitual buying behavior
 Variety-seeking buying
 Buying decision behavior
process
Consumer Buying Decision Process

Understand  Five stages in the


consumer buying
 Buying roles process
 Buying behavior  The amount of time
 Buying decision spent in each stage
process varies according to
several factors
Consumer Buying Decision Process

Five-Stage Model of the Consumer Buying Process


Need Recognition
 Need/Problem Recognition
 Can be triggered by internal or external
stimuli
 Needs become wants, which lead to
behavior
 Marketing stimuli can stimulate a desire
for information
Information Search (1 of 2)
 Sources of information:
 Internal Sources
 Personal Sources

 External Sources

 Time, effort and expense dedicated to information


search depends on:
 Degree of risk involved in the purchase
 Amount of expertise with the product category
 Actual cost of the search
 Evoked set:
 A narrowed down set of alternatives that the customer is
considering
Consumer Buying Decision Process

Successive Sets Involved in Consumer Decision Making


Evaluation of Alternatives

 Customers evaluate products as bundles of


attributes
 Brand attributes
 Product features
 Aesthetic attributes
 Price
 Customers place different levels of importance on
attributes
 Important considerations in the evaluation stage:
 Products must be in the evoked set
 Consumers’ choice criteria must be understood
 Marketing programs must be designed to influence
consumers’ opinions about product or brand image
Purchase Decision
 Purchase intention and the act of buying are distinct
concepts

 Potential intervening factors between intention and


buying (car example):
 Unforeseen circumstances
 Angered by the salesperson or sales manager
 Unable to obtain financing
 Customer changes mind

 Key issues in the purchase decision stage:


 Product availability
 Possession utility
Postpurchase Evaluation
 Four possible outcomes in the postpurchase
stage:
 (1) Delight
 (2) Satisfaction
 (3) Dissatisfaction
 (4) Cognitive Dissonance

 Firm’s ability to manage dissatisfaction and


cognitive dissonance is:
 A key to creating customer satisfaction
 A major influence on word-of-mouth communication
Business Markets and
Behavior
Organizational Buying
Compared to Consumer Markets,
Business Markets Have:
Fewer buyers

Larger buyers
Geographically
concentrated buyers
Closer relationships with
suppliers/customers
The Business Buying Process

 Problem/Need Recognition
 Develop Product Specifications
 Vendor Identification and Qualification
 Solicitation of Proposals or Bids
 Vendor Selection
 Order Processing
 Vendor Performance Review
Understanding Business Buying
Behavior

 Unique Characteristics of Business Markets


 The Buying Center
 Hard and Soft Costs
 Reciprocity
 Mutual Dependence
 Four types of Business Markets:
 Producer markets (a.k.a. commercial markets)
 Reseller markets
 Government markets
 Institutional markets
Organizational Buying

Buying Situations  Routine reorders from


approved vendor list
 Straight rebuy  Low involvement,
minimal time
 Modified rebuy commitment
 New task  Example: copier paper
Organizational Buying

Buying Situations  Specifications, prices,


delivery terms or other
aspects require
 Straight rebuy modification
 Modified rebuy  Moderate level of
involvement and time
 New task commitment
 Example: desktop
computers
Organizational Buying

Buying Situations  Purchasing a product or


service for the first time
 High level of
 Straight rebuy involvement and time
 Modified rebuy commitment; multiple
influences
 New task  Example: selecting a
web site design firm or
consultant
Participants in Business Buying

Roles Played in a Buying Center

Initiators Approvers

Users Deciders

Influencers Buyers

Gatekeepers

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