Transcript
Page 1: Consumer Buying Behaviour & Organizational Buying Behaviour

Consumer buying process&Organizational buying behavior

Akshay JadhavSejal Chaurasia

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Consumer buying

process

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Video

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Internal Stimuli

External Stimuli

1. Need Recognization

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Internal information

External information

2. Information Search

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Evaluate their attributes on two aspects Each consumer does not attribute the same

importance to each attribute Use the information previously collected and

his perception or image The evoked set (consideration set) Inept set OR Inert set Level of involvement of the consumer and the

importance of the purchase

Evaluation of alternative

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choose the product or brand that seems most

appropriate

depend on the information and the selection made in the previous step

Purchase Decision

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Satisfied

Dissatisfied

Post-purchase Use and Disposal

Post-purchase behavior

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Post Purchase Use and

Disposal

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Organizational Buying

Behavior Organization buying is the decision-makig process by

which formal organizations establish the need for purchased and services and identify, evalute, and choose among alternative brands and suppliers.

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Organizational Buying

Process

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Users : These are the people who will directly

use or consume or require the product or service in order to undertake their operational duties.

Influencers : These are individuals or groups who help specify the requirements or provide information to help evaluate the alternatives. People who provide technical input are usually in this group.

Buyers : These individuals and groups have the formal authority to select vendors and undertake the actual purchase transaction. They may take a major role in the negotiation on price and conditions of supply.

Different groups or individuals may play one or more of the following roles

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Environmental Factor Organizational Factor Interpersonal Factors Individual Factors

Major Influences on Business Buyers

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