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    Low Eeeeeee NG

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    Charissa Mae
    The document discusses consumer and organizational markets and buying behavior. It outlines the consumer buying process, roles, and factors that influence purchasing decisions. It also describes organizational markets, buying roles, decision types, and segmentation variables that influence organizational purchasing.

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    Low Eeeeeee NG

    Uploaded by

    Charissa Mae
    22 views16 pages
    The document discusses consumer and organizational markets and buying behavior. It outlines the consumer buying process, roles, and factors that influence purchasing decisions. It also describes organizational markets, buying roles, decision types, and segmentation variables that influence organizational purchasing.

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    Low Eeeeeee Ng

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    The document discusses consumer and organizational markets and buying behavior. It outlines the consumer buying process, roles, and factors that influence purchasing decisions. It also describes organizational markets, buying roles, decision types, and segmentation variables that influence organizational purchasing.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    22 views16 pages

    Low Eeeeeee NG

    Uploaded by

    Charissa Mae
    The document discusses consumer and organizational markets and buying behavior. It outlines the consumer buying process, roles, and factors that influence purchasing decisions. It also describes organizational markets, buying roles, decision types, and segmentation variables that influence organizational purchasing.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 16

    Consumer

    and
    Business Markets
    Consumer Market

    Consumer Markets include individuals


    and/or households who purchase
    products and services for personal
    consumption.
    Consumer Buying Process
    Need or
    Problem Failure of a consumer to recognize a need or problem will not
    Recogn- result in any sale. It is recognized as Internal or External
    ition

    Information
    Search
    Address the need or solve the problem

    Consumer compares different factors of various


    Alternatives
    Evaluation
    brands/services that is capable of addressing his/her
    problem.

    Purchase
    Decision
    The consumer shall proceed to make the purchase

    Post-
    The consumer shall make a judgement of the
    purchase
    Behaviour product/service’s ability to satisfy his/her problem.
    Consumer buying roles

     Initiator – “suggests”
     Influencer – “convince”
     Decider – “decide”
     Buyer – “purchase”
     User – “uses”
    Consumer markets and buying
    behavior

    MARKETING STIMULI (Marketing Mix)


    Product
    Place
    Price
    Promotion
    The Consumer Behavior Model

    Marketing Inputs Purchase Decisions


    - Product choice
    -Product
    Consumer -Brand Choice
    -Price
    -Location choice
    -Place -Purchase timing
    -Promotion -Purchase amount
    -Purchase frequency

    Psychological Inputs
    - Culture
    -Attitude
    -Learning
    -Perception
    Buyer Characteristics Influencing
    Purchase Behavior

    Buyer

    • Motivation
    • Perception
    Psychological • Learning
    • Beliefs and and
    • Age Attitudes
    Life Cycle
    • Occupation
    Personal • Economic Capability
    • Lifestyle
    • Personality
    • Reference Groups
    Social • Family
    • Role and Status
    • Culture
    Cultural • Subculture
    • Social Class
    Abraham Maslow’s
    Hierarchy of Needs

    Self
    Actualization

    Esteem

    Social

    Safety

    Psychological
    Three Perceptual processes guide an
    individuals perception:

     Selective Attention – consumers tend to pay attention to


    only those that address their current
    need.
     Selective Distortion – pertains to the tendency of individuals
    to twist or “distort” information to fit
    their existing mindset toward a brand.
     Selective Retention – consumers tend to remember only the
    positive things that reinforce their
    attitudes and beliefs.
    Organizational Markets
    Organizational markets are all individuals and
    companies who purchase goods and services for some
    use other than personal consumption.

     Industries
    Resellers
    Government
    Types of Organizational Buying Decisions

     New Task – involves the purchase of products or services


    that the organization has never bought before
    , or has not purchased for a long period of time.
     Straight rebuy – pertain to organizational purchases which
    have exactly the same specifications as
    previously purchased.
     Modified rebuy – can be a rebuy with some change in
    specifications.
    Organizational Organizational
    Buying Roles Segmentation
    Variables
     Users
     Influencers Industry affiliation
     Deciders Organizational size
     Approvers
    Geographic location
     Buyers
     Gatekeepers End-use application
    Organizational Buying Behavior
     There are far less organizational accounts than consumer accounts.
     Organizational accounts are more concentrated geographically.
     The volume of products and services organizations buy are much larger than
    consumer markets.
     The buying decision and processes of organizational buyers are more
    structured.
     The buying decision of organizational accounts involves a lot of negotiation.
     Organizations normally buy on extended payment terms.
     Organizational markets purchases more rational and less emotional
     There are many participants playing different roles in the organizational buying
    process
     Firms usually establish close relationships with these organization.
     Organizational markets have access to more information regarding
    products/services.
    Organizational Buying Process

    Problem Need Product/service


    Supplier search
    recognition description specification

    Performance Supplier Proposal


    Purchase order
    audit selection solicitation
    EXERCISE !
    Note: ANSWER ONLY 
    EXERCISE:
    Consumer Markets
    1. Enumerate the five steps of consumer buying process.
    2. It refers to the elements of the marketing mix.
    3. What are the consumer buying roles?

    Organizational Markets

    1. What are the three types of organizational markets?


    2. What the three types of organizational buying decisions?

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