Post on 13-Dec-2015
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-1
Chapter 17:
Contemporary topics in consumer behaviour
• Chapter 17: Business-to-business buying behaviour
• Chapter 18: Consumers and society
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-2
Business-to-business buying behaviour
• Similarities and differences between consumer/household behaviour and the behaviour of businesses
• Analysing business buying behaviour and developing marketing strategies
• The ways in which large, complex organisations approach different types of purchase decisions
• How certain consumer behaviour concepts can be adapted to studying and understanding business-to-business buying behaviour
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-3
Overall model of organisational buying behaviour
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-4
Organisational culture and organisational decisions
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-5
External factors influencing organisational culture:
Organisational demographics – Size– Activities and objectives– location– Industry category– Organisational composition– Macro segmentation– Reference groups
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-6
External factors influencing organisational culture (cont.)
Reference groups• Like consumer behaviour, organisational behaviour
and purchasing decisions are influenced by Reference groups
• In industrial markets, the most powerful type of reference group is that of lead users
• Trade associations• Financial analysts
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-7
External factors influencing organisational culture (cont.)
Lead users• Lead users are innovative organisations that derive
a great deal of their success from leading change • As a result, their adoption of a new product,
service, technology, or manufacturing process is watched and emulated by the majority
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-8
Role of lead users in encouraging development and adoption of online services
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-9
Internal factors influencing organisational culture: Organisational values
• Different values create different corporate cultures– Qantas versus Virgin Blue
Qantas is corporate, formal and takes itself seriously Virgin Blue is less formal, creative and promotes a more
open organisational style
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-10
Organisational values that influence organisational culture
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-11
A corporate culture of environmental responsibility
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-12
Internal factors influencing organisational culture
• Shared values and value conflicts• Perception• Motives and emotions—organisational decisions
tend to be less emotional than many consumer purchase decisions
• Learning—organisations learn through their experiences and perceptions
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-13
Personal, organisational and shared values
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-14
Organisational buying processes
Perception• The critical activity that links individual consumers to group, situation, and marketer influences• Branding is also important for B2B buyers
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-15
An ad using attention-grabbing visual and headline for a B2B audience
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-16
Organisational buying processes (cont.)
Motives and emotions • Firms have objectives for purchasing, and
therefore a rational approach to purchasing• Can appeal to the emotions of the individuals
making the decision• Develop a communication to ‘excite’ the buyers
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-17
Organisational buying processes (cont.)
Learning• Like individuals, organisations learn• Seen as guidelines and policies for purchasing• Can be cognitive or experiential
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-18
Unlearning high-involvement negative experiences
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-19
The organisational purchase process: purchase situation
• Straight-rebuy– Low-involvement decisions– Made by a single person in
the organisation
• Modified re-buy– Decision requires more
effort and includes more people because of modification to the product, delivery, price or terms and conditions
• New task– First-time buy– Lots of individuals
influencing and involved with decision-making process
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-20
Types of organisational decisions and high-/low-involvement processes
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-21
Ad acknowledging the importance of repeat purchases
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-22
The decision-making unit
• Also called buying centres because they make purchase decisions;
• Can be categorised in terms of area of functional responsibility and type of influence
• Similar organisational customers can be micro segmented into groups
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-23
Service attributes, importance for retail and wholesale buyers and operations
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-24
Organisational decision process
Problem recognitionProblem recognition
Information searchInformation search
Evaluation and selectionEvaluation and selection
Purchase and decision implementationPurchase and decision implementation
UsageUsage
Postpurchase evaluationPostpurchase evaluation
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-25
Ad highlighting a problem and offering a solution
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-26
Purchase and postpurchase evaluation
• Purchase and decision implementation• Postpurchase evaluation
- Measuring customer satisfaction
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-27
Technology and B2B marketing
• Advances in technology having a huge impact in the B2B market
• Many marketing functions are now implemented online
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-28
Comparison between B2B and B2C online marketing activities
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & HawkinsSlides prepared by Dr Wayne Binney
17-29
Next Lecture
Chapter 18:
Consumers and Society