cb Industrial buying behavior

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    22-Nov-2014
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Transcript of cb Industrial buying behavior

  • 1.
    • DEFINITION:
      • AN ORGANISATIONAL BUYING IS A PROCESS BY WHICH A COMPANY/ORGANISATION ESTABLISHES A NEED FOR PURCHASING PRODUCTS AND CHOOSE AMONG COMPETING BRANDS AND SUPPLIERS.
      • REASON TO BUY PRODUCT:
        • IN PRODUCTION OF ANOTHER PRODUCT
        • TO SELL
        • RENTED
        • SUPPLIED TO OTHERS
  • 2. DIFFER BETWEEN CONSUMER AND INDUSTRIAL BUYING BEHAVIOR AS A MARKETER YOU JOB IS TO IDENTIFY INDIVIDUALS WHO ARE INVOLVED IN PURCHASING DECISION PROCESS. AREAS INDUSTRIAL CONSUMER BUYER BEHAVIOR FUNCTIONAL INVOLVEMENT FAMILY INVOLVEMENT RATIONAL/TASK MOTIVES SOCIAL/PSYCHOLOGICAL MOTIVES PREDOMINATE TECHNICAL EXPERTISE LESS TECHNICAL INTERPERSONAL,STABLE RELATION NON PERSONAL RELATION TO SOME EXTENT DECISION MAKING DISTINT, OBSERVABLE STAGES UNOBSERVABLE MENTAL STAGES
  • 3.
    • PRIMARY ROLES
      • DECIDERS: ORGANISATIONAL MEMBERS WHO DECISION MAKING POWERS: VICE PRESIDENT FINANCE
      • INFLUENCERS: INFLUENCE THE DECISION MAKING PROCESS BY PROVIDING INFORMATION ON CRITERIA FOR BUYING CONSULTANTS: Eg. INSIDE THE ORGANIZATION: R AND D SPECIALIST AND OUTSIDE: CONSULTANTS
  • 4.
    • SECONDARY ROLES:
      • USERS: THEY USE SO THEY INITIATE THE PURCHASE PROCESS: WORKERS
      • BUYERS: HIGH LEVEL OFFICERS, MAJOR ROLE IS SELECTION OF SUPPLIERS AND NEGOTIATING PURCHASES . Eg PURCHASE DEPARTMENT.
      • GATEKEEPERS: CONTROL THE FLOW OF INFO. Eg. RECEPTIONIST, SECRETARY.
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    • IMPORTANT ASPECT OF THIS MODEL
      • DIFFERENCE BETWEEN THE INDIVIDUALS INVOLVED.
      • JOINT DECISION MAKING
      • PRODUCT SPECIFIC FACTORS
      • ORGANISATIONAL FACTORS AFFECTING PURCHASE.
      • SITUATIONAL FACTORS
      • WAYS OF INFORMATION SEARCH
      • CONFLICT RESOLUTION AMONG INDIVIDUALS
  • 8.
    • FOCUSSES ON THE INTERACTIONS THAT TAKE PLACE IN PROCESS OF NEGOTIATIONS.
      • 4 BASIC ELEMNTS ARE SAID TO CONTRIBUTE TO THE INTERACTION BETWEEN BUYERS AND SELLERS.
        • THE INTERACTION PROCESS
        • THE PARTICIPANTS
        • THE INTERACTION ENVIRONMENT
        • THE ATMOSPHERE CREATED BY THE INTERACTION.
  • 9.
    • THE INTERACTION PROCESS:
    • ENVIRONMENT: Market Structure, Dynamism, Internationalisation, Position in manufacturing channel, Social system.
    • ATMOSPHERE: Power/dependence, Cooperation, Closeness, Position in the manufacturing channel, Social system
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