17–1 Chapter 17 Business-to-Business Buying Behaviour Similarities and differences between...
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17–1 Chapter 17 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 • Types of purchase decisions by large and complex organisations, and approaches used • Adapting consumer behaviour concepts to understanding business buying behaviour Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Transcript of 17–1 Chapter 17 Business-to-Business Buying Behaviour Similarities and differences between...
17–1
Chapter 17 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
• Types of purchase decisions by large and complex organisations, and approaches used
• Adapting consumer behaviour concepts to understanding business buying behaviour
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
17–2
Overall Model of Organisational Buying Behaviour
17–3
Organisational Culture and Organisational Decisions
17–4
External Factors Influencing Culture: Organisational Demographics
• Organisational characteristics– size– activities and objectives– location– industry category
• Organisational composition characteristics– gender– age– education– income distribution of employees
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
17–5
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 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
17–6
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 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
17–7
Role of Lead Users in Encouraging Development and Adoption of Online Services
17–8
Internal Factors Influencing Organisational Culture: Organisational Values
• Different values create different corporate cultures– IBM versus Apple
IBM is corporate, formal and takes itself seriously Apple is less formal, creative and promotes a more open
organisational style
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
17–9
Organisational Values that Influence Organisational Culture
17–10
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 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
17–11
Personal, Organisational and Shared Values
17–12
Perception
the critical activity that links individual consumers to group, situation, and marketer influences
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
17–13
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 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
17–14
Learning
• Like individuals, organisations learn• Seen as guidelines and policies for purchasing• Can be cognitive or experiential
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
17–15
The Impact of Advertising on Sales
17–16
Unlearning High-Involvement Negative Experiences
17–17
Types of Organisational Decisions and High-/Low-Involvement Processes
17–18
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 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
17–19
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 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
17–20
Purchase and Postpurchase Evaluation
• Purchase implementation• Payment• Postpurchase evaluation• Customer satisfaction
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
17–21
Next Lecture…
Chapter 18:
Consumers and Society
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
