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BEHAVIOUR
CONSUMER BEHAVIOUR
Consumer Behaviour
For the purpose of effective marketing it
is essential that one understands the
consumers mind. It ensures that the
right products are conceived, produced
and offered to the right consumers in the
right way.
Marketing stimuli
4Ps
Product
Price
Place
Promotion
Other Stimuli
PEST
Political factors
Economic factors
Social factors
Technological factors
Buyers characteristics
Cultural factors
Social factors
.Buyers characteristics
Personal factors
Psychological factors
Motivation
Learning
Beliefs and attitudes
1.
2.
3.
Buying roles
Buying behaviour
Steps
Buying roles
Initiator
Influencer
Gatekeeper
Decider
Buyer
User
Buying behaviour
High involvement
Significant
differences
between brands
Few
differences
between brands
Low involvement
Complex buying
behaviour
Variety seeking
buying
behaviour
Dissonance
reducing
buying
behaviour
Habitual buying
behaviour
Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Post-purchase behaviour
ORGANISATIONAL
BUYING BEHAVIOUR
Organisational Buying
Behaviour
Anticipated Values
Desired Values
Psychological Needs
Generally for
Industrial Goods
Generally for
Consumer Goods
Unique Selling
Proposition
Unique Emotional
Proposition
Buying Motives
Size of the Buyer
Risks in purchases
Previous experience with supplier, vendor
image, suppliers standing within the
industry.
Concentration of Buyers
B2B marketing strategy is more focused with
an emphasis on Personal Selling.
Industrial Goods
Classification
Actual User
Influencer
Decider
Buyer
Gatekeeper
SEGMENTATION OF
INDUSTRIAL
MARKETS
Geographical Location
End Use