Bài giảng Consumer Behaviour - Chapter 17 Business-To-Business  Buying Behaviour

Chapter 17 Business-to-Business  Buying BehaviourSimilarities and differences between consumer/household behaviour and the behaviour of businessesAnalysing business buying behaviour and developing marketing strategies Types of purchase decisions by large and complex organisations, and approaches used Adapting consumer behaviour concepts to understanding business buying behaviourCopyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins1Overall Model of Organisational Buying BehaviourOrganisational Culture and Organisational DecisionsExternal Factors Influencing Culture: Organisational DemographicsOrganisational characteristicssizeactivities and objectiveslocationindustry categoryOrganisational composition characteristicsgenderageeducationincome distribution of employeesCopyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins4Reference GroupsLike consumer behaviour, organisational behaviour and purchasing decisions are influenced by reference groupsIn industrial markets, the most powerful type of reference group is that of lead usersTrade associationsFinancial analystsCopyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins5Lead UsersLead users are innovative organisations that derive a great deal of their success from leading change As a result, their adoption of a new product, service, technology, or manufacturing process is watched and emulated by the majorityCopyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins6Role of Lead Users in Encouraging Development and Adoption of Online ServicesInternal Factors Influencing Organisational Culture: Organisational ValuesDifferent values create different corporate culturesIBM versus AppleIBM is corporate, formal and takes itself seriouslyApple is less formal, creative and promotes a more open organisational styleCopyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins8Organisational Values that Influence Organisational CultureInternal Factors Influencing Organisational CultureShared values and value conflictsPerceptionMotives and emotions—organisational decisions tend to be less emotional than many consumer purchase decisionsLearning—organisations learn through their experiences and perceptions Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins10Personal, Organisational and Shared ValuesPerceptionthe critical activity that links individual consumers to group, situation, and marketer influencesCopyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins12Motives and EmotionsFirms have objectives for purchasing, and therefore a rational approach to purchasingCan appeal to the emotions of the individuals making the decisionDevelop a communication to ‘excite’ the buyersCopyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins13LearningLike individuals, organisations learnSeen as guidelines and policies for purchasingCan be cognitive or experientialCopyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins14The Impact of Advertising on Sales Unlearning High-Involvement Negative ExperiencesTypes of Organisational Decisions and High-/Low-Involvement ProcessesThe Organisational Purchase Process: Purchase SituationStraight-rebuylow-involvement decisionsmade by a single person in the organisationModified re-buydecision requires more effort and includes more people because of modification to the product, delivery, price or terms and conditionsNew taskfirst-time buylots of individuals influencing and involved with decision-making processCopyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins18Organisational Decision ProcessProblem recognitionInformation searchEvaluation and selectionPurchase and decision implementationUsagePostpurchase evaluationCopyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins19Purchase and Postpurchase EvaluationPurchase implementationPaymentPostpurchase evaluationCustomer satisfactionCopyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins20Next LectureChapter 18:Consumers and SocietyCopyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins21