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    Business Buying Behavior: Sonam Mhajan Mahendra Yadav Milan Bir Devendra Singh

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    Milan20121986
    This document discusses business buying behavior and market segmentation. It covers characteristics of business markets including fewer larger buyers, derived demand, and geographically concentrated demand. It also describes the buying center including roles of gatekeepers, users, deciders, influencers, and buyers. Additionally, it outlines models for market segmentation including two-stage and nested approaches. The key factors that influence business buying are also summarized.

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    Business Buying Behavior: Sonam Mhajan Mahendra Yadav Milan Bir Devendra Singh

    Uploaded by

    Milan20121986
    71 views29 pages
    This document discusses business buying behavior and market segmentation. It covers characteristics of business markets including fewer larger buyers, derived demand, and geographically concentrated demand. It also describes the buying center including roles of gatekeepers, users, deciders, influencers, and buyers. Additionally, it outlines models for market segmentation including two-stage and nested approaches. The key factors that influence business buying are also summarized.

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    Business Buying Behavior

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    This document discusses business buying behavior and market segmentation. It covers characteristics of business markets including fewer larger buyers, derived demand, and geographically concentrated demand. It also describes the buying center including roles of gatekeepers, users, deciders, influencers, and buyers. Additionally, it outlines models for market segmentation including two-stage and nested approaches. The key factors that influence business buying are also summarized.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    71 views29 pages

    Business Buying Behavior: Sonam Mhajan Mahendra Yadav Milan Bir Devendra Singh

    Uploaded by

    Milan20121986
    This document discusses business buying behavior and market segmentation. It covers characteristics of business markets including fewer larger buyers, derived demand, and geographically concentrated demand. It also describes the buying center including roles of gatekeepers, users, deciders, influencers, and buyers. Additionally, it outlines models for market segmentation including two-stage and nested approaches. The key factors that influence business buying are also summarized.

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    You are on page 1of 29

    BUSINESS BUYING BEHAVIOR

    Sonam Mhajan
    Mahendra Yadav
    Milan Bir
    Devendra Singh
    WHAT WILL WE LEARN IN THIS UNIT:-
    Characteristics
    What is businessof
    market market
    business

    Ty
    pe
    s
    of
    Bu
    sin
    es
    s
    Co
    ns
    u
    m
    ers
    Role of Various
    Buying
    Functional
    Departments in
    Center
    Purchase Process

    Bu
    yi
    ng
    M
    oti
    ve
    s
    Of
    Bu
    si
    ne
    ss
    Bu
    ye
    rs
    What will we learn in this unit:-
    sg
    Process
    tions

    Ty
    e

    Of
    B
    s
    n
    s

    B
    y
    n

    Business
    Factors
    Market
    influencing
    business buying
    Segmentation

    M
    od
    els
    for
    M
    ark
    et
    Se
    g
    m
    en
    tat
    ion
    u
    in
    s

    m
    r
    e
    s
    nv
    lv

    m
    n

    m
    r

    o
    a
    s
    n

    e
    ms
    o
    o
    s

    m
    r
    m
    r
    e
    s.
    Characteristics
    Characteristics of
    of Business
    Business Markets
    Markets

    Market
    MarketStructure
    Structureand
    andDemand
    Demand

    Nature
    Natureof
    ofthe
    theBuying
    BuyingUnit
    Unit

    Types
    Typesof
    ofDecisions
    Decisions&&the
    the
    Decision
    DecisionProcess
    Process
    Market structure Fewer, Larger
    and Demand Buyers

    Derived Demand Geographically


    from consumers Concentrated

    Inelastic Fluctuating
    Demand Demand
    Nature of the Buying Unit

    More Buyers

    More Professional Purchasing efforts


    Types of
    decision &
    decision
    process

    Buyer and
    seller are more
    dependent on
    each other

    Build close More


    long-term complex
    relationships
    decisions

    Process is
    more
    formalized
    Types of
    Business
    Consumers
    Participants in the Business Buying
    Process: The Buying Center

    Gatekeepers Users

    Buying
    Buying
    Deciders Center
    Center Influencers

    Buyers
    Mar and Ope

    Role of Various
    Functional Departments
    in Purchase Process

    Depart
    Devel
    Buying Motives Of Business Buyers

    Efficiency

    Sale ability Economy

    Simplicity Good Quality


    Buying Motives Of Business Buyers

    Ease of
    Operation

    Cleanliness Space Saving

    Safety Obsolescence
    Major Types of Buying
    Situations:-
    The buyer routinely reorders
    Straight Re-buy something without any
    modifications.

    The buyer wants to modify


    Modified Re-buy product specifications,
    prices, terms, or suppliers.

    The buyer purchases a


    New Task product or service for the
    first time.
    Characteristics of the
    Three Types of Buying
    Decisions:-
    Straight Modified New
    Rebuy Rebuy Task
    Newness of Problem or Need Low Medium High
    Information Requirements Minimal Moderate Maximum
    Information Search Minimal Limited Extensive
    Consideration of New Alternatives None Limited Extensive
    Multiple Buying Influence Very Small Moderate Large
    Financial Risks Low Moderate High

    Routine Limited Extended


    response prob. prob solving
    solving
    Performance
    Performance Review
    Review
    Order
    Order Routine
    Routine Specification
    Specification
    Supplier
    Supplier Selection
    Selection
    Proposal
    Proposal Solicitation
    Solicitation
    Supplier
    Supplier Search
    Search
    Product
    Product Specification
    Specification
    General
    General Need
    Need Description
    Description
    Problem
    Problem Recognition
    Recognition
    Buying Process:-
    Stages in the Business
    Types Of Business Buying:-
    Competitiv Non-Tender
    e Tendering Purchasing

    Reverse
    Auction

    Purchasing Supply Chain


    Card Management
    Buyers
    Buyers
    Individual
    Individual
    Age,
    Age,Education,
    Education,Job
    JobPosition,
    Position,Personality
    Personality&&
    Risk
    RiskAttitudes
    Attitudes
    Interpersonal
    Interpersonal
    Authority,
    Authority,Status,
    Status,Empathy
    Empathy&&
    Persuasiveness
    Persuasiveness
    Organizational
    Organizational
    Objectives,
    Objectives,Policies,
    Policies,Procedures,
    Procedures,
    Structure,
    Structure,&&Systems
    Systems
    Environmental
    Environmental
    Economic,
    Economic,Technological,
    Technological,Political,
    Political,Competitive
    Competitive&&Cultural
    Cultural
    Business Buying:-
    Major Influences on
    Business
    Market Segment is a group of people
    Market
    ●

    or organizations sharing one or more


    characteristics that cause them to
    Segmentati have similar product needs.

    on

    Why it ●
    Sustainable Competitive
    Advantage.
    ●
    ‘What’ and ‘Why’ of
    needs? segmentation.
    CRITERIA FOR BUSINESS MARKET
    SEGMENTATION:-

    Measurabilit
    y

    Sustainabilit
    y
    Models for Market Segmentation:-

    Nested
    Two-stage
    Approach
    market
    tosegmentation
    segmentation
    Two-stage market segmentation:-

    Macro-segmentation

    Micro-segmentation
    Macro-segmentation:-

    Organizati Geographi
    on size c Location

    Industry Purchasin
    Classification g Situation
    Two-stage market segmentation:-

    Benefit Type of
    Segmentation institution
    Customers’
    business
    Purchasing
    potential Strategies
    Macro-segmentation:-
    Buying decision Purchasin
    criteria g strategy
    Structure of
    decision making
    unit

    Perceived Attitude
    importance of towards the
    the product supplier
    Nested Approach to segmentation:-

    Demographics

    Operating variables

    Buyers’ personal
    Purchasing Approaches Situational factors
    characteristics
    What we learnt in this unit:-
    Characteristics
    What is business
    of
    market market
    business

    Ty
    pe
    s
    of
    Bu
    sin
    es
    s
    Co
    ns
    u
    m
    ers
    Role of Various
    Buying
    Functional
    Departments in
    Center
    Purchase Process

    Bu
    yi
    ng
    M
    oti
    ve
    s
    Of
    Bu
    sin
    es
    s
    Bu
    ye
    rs
    Buying
    Business
    Buying Process
    Situations
    What we learnt in this unit:-
    Ty
    pe
    s
    Of
    Bu
    si
    ne
    ss
    Bu
    yi
    ng

    Business
    Factors
    influencing
    Market
    business buying
    Segmentation

    M
    od
    els
    for
    M
    ar
    ke
    t
    Se
    g
    m
    en
    tat
    io
    n

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