Beruflich Dokumente
Kultur Dokumente
Chapter 3
Consumer and
organisational
buyer behaviour
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.2
Objectives
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.3
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.5
Who buys?
Impulse buying
1. Initiator: the person who begins the process of considering a
purchase. Information may be gathered by this person to help
the decision.
2. Influencer: the person who attempts to persuade others in the
group concerning the outcome of the decision. Influencers
typically gather information and attempt to impose their choice
criteria on the decision.
3. Decider: the individual with the power and/or financial authority
to make the ultimate choice regarding which product to buy.
4. Buyer: the person who conducts the transaction: who calls the
supplier, visits the store, makes the payment and effects
delivery.
5. User: the actual consumer/user of the product.
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.6
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.7
Need Recognition
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.8
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.9
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.10
Purchase Decision
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.11
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.12
Post-Purchase Decision
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.13
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.15
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.16
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.17
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.18
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.20
3. Content
This aspect of organisational buyer
behaviour refers to the choice criteria
used by members of the DMU to evaluate
supplier proposals.
Table.3.2
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.21
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 3.23
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009