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Consumer and Organizational Markets

This document discusses consumer and organizational markets. It defines consumer markets as individuals who purchase goods for personal use, while organizational markets consist of companies purchasing goods for uses other than personal consumption. The consumer buying process and influences on consumer behavior are also examined. Organizational buying processes involve multiple participants and tend to be more rational decisions resulting in larger volume purchases than consumer markets.

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Caesar Amigo
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31 views62 pages

Consumer and Organizational Markets

This document discusses consumer and organizational markets. It defines consumer markets as individuals who purchase goods for personal use, while organizational markets consist of companies purchasing goods for uses other than personal consumption. The consumer buying process and influences on consumer behavior are also examined. Organizational buying processes involve multiple participants and tend to be more rational decisions resulting in larger volume purchases than consumer markets.

Uploaded by

Caesar Amigo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Module 3.

2
Consumer and
Organizational
Markets
CONSUMER MARKETS

Include individuals and/or households


who purchase products and services for
personal consumption. Consumer
normally makes purchases in smaller
quantities due to their tendency to
costume products gradually over a period
of time. Moreover, consumers tend to be
more emotional about their purchases.
The purchases are at times impulsive or
spontaneous.
THE CONSUMER BUYING
PROCESS
Recognition of Need
THE CONSUMER BUYING
PROCESS
Information Search
THE CONSUMER BUYING
PROCESS
Evaluation of Alternatives
THE CONSUMER BUYING
PROCESS
Purchase Decision
THE CONSUMER BUYING
PROCESS
Post-Purchase Evaluation
Consumer Buying Roles

Initiator
Consumer Buying Roles

Influencer
Consumer Buying Roles

Decider
Consumer Buying Roles

Buyer
The Consumer Behavior
Model
Consumer
Marketing Inputs
-Product
-Price
-Place
-Promotion
The Consumer Behavior
Model
Consumer
Psychological Inputs
-Culture
-Attitude
-Learning
-Perception
The Consumer Behavior
Model
Consumer
Purchase Decisions
-Products choice
-Brand choice
-Location choice
-Purchase timing
-Purchase amount
-Purchase frequency
Influences of Consumer
Behavior
9 Stages of Family Life
Cycle
Bachelor stage
9 Stages of Family Life
Cycle
Newly married couples without children
9 Stages of Family Life
Cycle
Full nest 1
9 Stages of Family Life
Cycle
Full nest 2
9 Stages of Family Life
Cycle
Full nest 3
9 Stages of Family Life
Cycle
Empty nest 1
9 Stages of Family Life
Cycle
Empty nest 2
9 Stages of Family Life
Cycle
Solitary survivor(in work)
9 Stages of Family Life
Cycle
Solitary survivor(retired)
B. Income
C. Occupation
D. Life style
E. Personality
3 PERCEPTUAL PROCESSES GUIDE
AN INDIVIDUALS PERCEPTION

Selective Attention
3 PERCEPTUAL PROCESSES GUIDE
AN INDIVIDUALS PERCEPTION

Selective Distortion
3 PERCEPTUAL PROCESSES GUIDE
AN INDIVIDUALS PERCEPTION

Selective Retention
C. Learning
D. Beliefs and Attitude
Cultural Factors

A. Culture
B. Sub-culture
C. Social class
Social Factors

A. Family
B. Reference Group
C. Role and Status
ORGANIZATIONAL MARKETS

Are all the individuals and companies who


purchase goods and services for some
use other that personal consumption. The
organizational market is far less in
number than the consumer market, buy
less frequently but in greater volume.
3 TYPES OF ORGANIZATIONAL
MARKETS

Industries
Resellers
Government
TYPES OF ORGANIZATIONAL
BUYING DECISIONS:

New task
TYPES OF ORGANIZATIONAL
BUYING DECISIONS:

Straight Rebuy
TYPES OF ORGANIZATIONAL
BUYING DECISIONS:

Modified Rebuy
REASONS FOR MODIFIED REBUY:

The straight rebuy supplier has been


removed from the buying company’s
accredited supplier list due to certain
reasons.
Intensive and persistent marketing efforts
by supplier competitors have prompted
the reassessment of previous purchase
arrangements.
Participants in the Organizational
Buying Process

1. Users
2. Influencers
3. Deciders
5. Buyers
4. Approvers
6. Gatekeepers
Organizational Segmentation
Variables

1. Industry Affiliation
Organizational Segmentation
Variables

2. End-use application
Organizational Segmentation
Variables

3. Geographic Location
Organizational Segmentation
Variables

4. Organizational size
Organizational Buying Behavior

There are far less organizational accounts


than consumer accounts
Organizational Buying Behavior

The volume of products and services


organizations buy are much larger than
consumer markets
Organizational Buying Behavior

The buying decision and processes of


organizational buyers are more structured
Organizational Buying Behavior

The buying decision of organizational


accounts involves a lot of negotiation and
takes much longer to complete
Organizational Buying Behavior

Organizations normally buy on extended


payment terms
Organizational Buying Behavior

Organizational markets purchases more rational


and less emotional
Organizational Buying Behavior

There are many participants playing different


roles in the organizational buying process, most
of them possessing highly specialized
capacities
Organizational Buying Behavior

Organizations place larger orders and are fewer,


firms usually establish close relationships with
these organizations.
Organizational Buying Process

Problem Recognition
Organizational Buying Process

Needs Description
Organizational Buying Process

Product/Service Specification
Organizational Buying Process

Supplier Search
Organizational Buying Process

Proposal Solicitation
Organizational Buying Process

Supplier Selection
Organizational Buying Process

Purchase Order
Organizational Buying Process

Performance Audit

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