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Consumer and Business Buying Behaviors

The document discusses various topics related to marketing including consumer and organizational buying behavior, types of customers, roles in the buying process, stages of the buyer decision process, types of customer feedback, classifications of business buyers, differences between consumer and business buying, market segmentation approaches, factors for market targeting, concerns of product positioning, avenues of positioning, and ways to differentiate a product through tangible and intangible attributes.

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Asad khan
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185 views27 pages

Consumer and Business Buying Behaviors

The document discusses various topics related to marketing including consumer and organizational buying behavior, types of customers, roles in the buying process, stages of the buyer decision process, types of customer feedback, classifications of business buyers, differences between consumer and business buying, market segmentation approaches, factors for market targeting, concerns of product positioning, avenues of positioning, and ways to differentiate a product through tangible and intangible attributes.

Uploaded by

Asad khan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

 Consumer buying process &

Organisational buying behaviour

 Pillars of Marketing
(STPD Analysis)
Types of Customers
 Discerning Customer
 Affiliative Customer
 “Know all” Customers
 Authoritative Customers
 Inhibited Customers
 Image Customers
 Credibility Customers
 Haggling customers
Roles played by individual
 Initiator
 Influencer
 Decider
 Buyer
 User
Stages in the Buyer Decision process

 Problem Recognition
 Pre-Purchase information search
 Involution of alternatives
 Purchase decision
 Post purchase behaviour
Five Measure Types of feedback
 Post purchase feedback
 Complaint feedback
 Ghost shopping feedback
 Focus group feedback
 Trend type feedback
Classification of business buyers
 Buyer in the agriculture sector
 Buyer in the industrial sector
 Buyers in the service sector
 Resellers
 Buyers in the government sector
 Buyers in the non profit business
Ten major factors differentiating Business
Buying from Consumer Buying
 Derived Demand
 Inelastic Demand
 Fluctuating Demand
 Fewer buyers
 Larger buyers
 Concentrated buyers
 Direct buying
 Several buying influences
 Professional buying
 Close, buyer- seller relationship
Market segmentation - several bases

 Geographic
 Demographic
 Psychographics
 Buyer Behaviour
 Benefits
 Volume of purchase
 Multilevel segmentation
Market Targeting
 Is it sizeable?
 Is it growing?
 Is it profitable?
Main concerns of positioning
 A product cannot be everything to
everyone;Hence, the importance of
positioning
 Positioning means putting the product
in a predetermined orbit
 Positioning connects product offering
with target market
The avenues of positioning
 Positioning viz-a-viz competition, its performances
gaps
 Positioning on the consumers expectation & desires
 Positioning on the plank of quality
 Positioning on the plank of price
 Positioning on the plank of service
 Positioning on the products conformity with societal
demands
 A product offer can be positioned on any factor
existing or emerging, which is of importance to the
target market
Differentiation
(A) Tangible product attributes & function
 Ingredients/formula
 Functional value
 Additional features
 Packaging
 Design superiority
 Product quality/technology/Operational
efficiency/service
(B)Intangible characteristics & emotional
Associations

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