Consumer Industrial Buying Behavior
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- Pages: 12
Analyzing Business Markets & Business Buying Behavior Prof.Sapna Modi
Objectives • How Business & Consumer Markets Differ • Organizational Buying Situations • Participants in the Business Buying Process • Major Influences on Organizational Buyers • Business Buyer Decision Making 2
Business vs. Consumer Markets • • • • • • •
Fewer buyers Larger buyers Close supplier-customer relationship Geographically concentrated Derived demand Inelastic demand Fluctuating demand 3
Business vs. Consumer Markets • • • • • •
Professional purchasing Several buying influences Multiple sales calls Direct purchasing Reciprocity Leasing
4
Involved Decision Making
New Task Buying
Custom furniture Installed components Buildings Weapon systems
Modified Rebuy
Utilities Office Supplies Bulk
New vehicles Elec. Equip Consultants Computer equip.
Straight Rebuy 5
Participants in the Business Buying Process Users Initiators
Influencers Gatekeepers
Buyers
Deciders Approvers 6
Major Influences on Industrial Buying Behavior Environmen
Organizati
Interpers Level of demand Individu • Objectives Economic •Interests •Age outlook •Policies Business •Authority •Income nterest rate •Education Buyer •Procedures Rate of techno•Job position •Status logical change•Organizational •Personality structures •Empathy •Risk attitudes Political and •Culture regulatory • Persuasivedevelopments•Systems ness Competitive developments
Social responsibility concerns
7
Organizational Factors
PurchasingDepartment Upgrading
Internet Purchasing
CrossFunctional Roles
Centralized Purchasing
Decentralized Purchasing of Small Ticket Items
Long-Term Contracts
PurchasingPerformance Evaluation & Pro. Buyers
Lean Production
8
9
Info Searc h/ Eval Purcha se Post Purcha se
ral Product NeedSupplier Description Proposal Specification Order Supplier Search Solicitation Routine Performance Selection Specifica Rev m Recognition
Need Recogniti on
Captive Patrons Institutional Markets
Low Budgets
10
Public Review
Government Markets Open Bids
Paperwork
Cost Minimization Domestic Suppliers
11
Review • How Business & Consumer Markets Differ • Organizational Buying Situations • Participants in the Business Buying Process • Major Influences on Organizational Buyers • Business Buyer Decision Making 12
Objectives • How Business & Consumer Markets Differ • Organizational Buying Situations • Participants in the Business Buying Process • Major Influences on Organizational Buyers • Business Buyer Decision Making 2
Business vs. Consumer Markets • • • • • • •
Fewer buyers Larger buyers Close supplier-customer relationship Geographically concentrated Derived demand Inelastic demand Fluctuating demand 3
Business vs. Consumer Markets • • • • • •
Professional purchasing Several buying influences Multiple sales calls Direct purchasing Reciprocity Leasing
4
Involved Decision Making
New Task Buying
Custom furniture Installed components Buildings Weapon systems
Modified Rebuy
Utilities Office Supplies Bulk
New vehicles Elec. Equip Consultants Computer equip.
Straight Rebuy 5
Participants in the Business Buying Process Users Initiators
Influencers Gatekeepers
Buyers
Deciders Approvers 6
Major Influences on Industrial Buying Behavior Environmen
Organizati
Interpers Level of demand Individu • Objectives Economic •Interests •Age outlook •Policies Business •Authority •Income nterest rate •Education Buyer •Procedures Rate of techno•Job position •Status logical change•Organizational •Personality structures •Empathy •Risk attitudes Political and •Culture regulatory • Persuasivedevelopments•Systems ness Competitive developments
Social responsibility concerns
7
Organizational Factors
PurchasingDepartment Upgrading
Internet Purchasing
CrossFunctional Roles
Centralized Purchasing
Decentralized Purchasing of Small Ticket Items
Long-Term Contracts
PurchasingPerformance Evaluation & Pro. Buyers
Lean Production
8
9
Info Searc h/ Eval Purcha se Post Purcha se
ral Product NeedSupplier Description Proposal Specification Order Supplier Search Solicitation Routine Performance Selection Specifica Rev m Recognition
Need Recogniti on
Captive Patrons Institutional Markets
Low Budgets
10
Public Review
Government Markets Open Bids
Paperwork
Cost Minimization Domestic Suppliers
11
Review • How Business & Consumer Markets Differ • Organizational Buying Situations • Participants in the Business Buying Process • Major Influences on Organizational Buyers • Business Buyer Decision Making 12
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