Strategic Marketing Management
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Chapter 8 : Customer Analysis
Buyer Behavior Model
The Buying Decision Process
Identifying the Problem
Searching for Information
Evaluating the Alternatives
Purchase Processes and Post Purchase Analysis
Roles in the Consumer Buying Decision Process
Types of Buying Behavior
Understanding Buying Behavior
Factors influencing Consumer Buying Decision Process
Organizational Buying Behavior
Buying Center
Stages of Buying Decision Process
Factors influencing Organizational Buying Behavior
Dimensions of Organizational Buying Behavior
Characteristics of Organizational Transactions
Major Concerns of Organizational Buyers
Methods of Organizational Purchases
Types of Organizational Buying
Influence of the Product on Marketing Strategy
Relationship Marketing
Importance of Relationship Marketing
Developing Relationship Marketing
Chapter Summary
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At the basic level, a marketer must try to understand the buying behavior of
the customer. A simple model of buyer behavior is the stimulus-response
model. In this model, there are three components– the external stimuli
factors, buyer's black box, and the buying decision. However, the buying
decision process is not the same for the industrial and consumer markets. As
a result, they have to be studied separately. The consumer buying decision
process consists of five main stages, namely the identification of the
problem, searching for internal and external information, evaluating
alternatives, purchasing processes, and post purchase analysis.
Henry Assael identified four types of buying behavior, which are based on
customer involvement and perceived differentiation namely the complex,
dissonance reduction, and habitual and variety-seeking buying behaviors.
Some of the factors influencing the buyer behavior of the consumer are
perception, personality, motivation, cultural, and social factors. |
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Organizational buying behavior can be defined as the buying behavior of an
organization as a whole. The main responsibility of the organizational
buying process lies with the buying center. The buying center takes the
purchase decisions on behalf of the entire organization. The buying center
has to have vertical involvement, lateral involvement, extensivity,
connectedness, and centrality dimensions, if it is to be successful in an
organization.
The industrial buying process is influenced by the environmental, social,
organizational, and individual factors. Some of the methods for
organizational purchases are spot purchases, leveraged purchases, critical
purchases, and strategic purchases. The various types of organizational
purchases are straight rebuy, modified rebuy, and new task. The marketing
strategy depends upon the nature of the product. Relationship marketing is
the development of mutually beneficial relationships.
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