Like households, organisations make many buying decisions. This lecture will build on the previous discussion of consumer behaviour and apply the concepts to organisational buying. As with previous lectures, we will apply these concepts to enable us to analyse buying decisions and use this information to learn how marketers can develop improved marketing strategies.
Trang 1Buying Behaviour
• Similarities and differences between
consumer/household behaviour and the behaviour
of businesses
• Analysing 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 behaviour
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
Trang 2Overall Model of Organisational Buying Behaviour
Trang 3Organisational Culture and Organisational Decisions
Trang 4– income distribution of employees
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
Trang 5• In industrial markets, the most powerful type of
reference group is that of lead users
• Trade associations
• Financial analysts
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
Trang 6Lead Users
• Lead 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 majority
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
Trang 7Role of Lead Users in Encouraging
Development and Adoption of Online Services
Trang 8Internal Factors Influencing
Organisational Culture:
Organisational Values
• Different values create different corporate cultures
– IBM versus Apple
IBM is corporate, formal and takes itself seriously
Apple is less formal, creative and promotes a more open organisational style
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
Trang 9Organisational Values that Influence
Organisational Culture
Trang 10Internal Factors Influencing
• Learning—organisations learn through their
experiences and perceptions
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
Trang 11Personal, Organisational and
Shared Values
Trang 12Perception
the critical activity that links individual consumers to group, situation, and marketer influences
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
Trang 13Motives and Emotions
• Firms have objectives for purchasing, and
therefore a rational approach to purchasing
• Can appeal to the emotions of the individuals
making the decision
• Develop a communication to ‘excite’ the buyers
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
Trang 14Learning
• Like individuals, organisations learn
• Seen as guidelines and policies for purchasing
• Can be cognitive or experiential
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
Trang 15The Impact of Advertising on Sales
Trang 16Unlearning High-Involvement
Negative Experiences
Trang 17Types of Organisational Decisions and
High-/Low-Involvement Processes
Trang 18The Organisational Purchase
Process: Purchase Situation
– decision requires more
effort and includes more
people because of
modification to the
product, delivery, price or
terms and conditions
• New task
– first-time buy
– lots of individuals influencing and involved with decision-making process
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
Trang 19Organisational Decision Process
Problem recognition Information search Evaluation and selection Purchase and decision implementation
Usage Postpurchase evaluation
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
Trang 20Purchase and Postpurchase
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
Trang 21Next Lecture…
Chapter 18:
Consumers and Society
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins