1. Customers Levels of Buying Decisions
Business-to-Customers (B2C)
Customers Levels of Buying Decisions

2. Decision Making
Some customer require more research and thought than others.
The level of decision making varies both with consumer and what they seek to purchase.

3. Decision Making
Large, expensive products tend to require quite a bit of research and planning.
Smaller, less expensive products tend to require little research and planning before purchase.

4. Personality Traits
Some consumers have a harder time making decisions than others.
Many times this is due to their personality traits and how the individual functions.

5. Personality Traits
A excellent sales person is able to pick-up on the customers personality traits to help in the selling process.
BEAVERS - personalities want to be given the facts before making a buying decision.
OTTERS - need help with making the buying decision.
GOLD RETRIEVERS - want to have trust in you before buying.
LIONS – want to be lead to believe they have make the decision.

6. Buying Decision Levels
Some consumers have a harder time making decisions than others, because of their buying decision levels.

7. Buying Decision Levels
Impulse Purchase = No prior planning: spur of the moment purchase
Routine Purchase = Little thought or planning: familiar products purchase often
Limited Decision Making = Some research and planning needed; new purchase.
Extensive Decision Marketing = A lot of research, time and planning; usually an expensive product or service.

8. Pair and Share
Pair up with another student and write down an example for each of the buying decision levels:
Impulse Purchase
Routine Purchase
Limited Decision Making
Extensive Decision Making

9. Class Discussion As a class discuss the students answers:
Impulse Purchase
Routine Purchase
Limited Decision Making
Extensive Decision Making

10. Examples:
Impulse Purchase: your are waiting in the checkout line in a grocery store, a display of candy bars are next to the checkout. You put one in your cart without giving it a second thought.

11. Examples:
Routine Purchase – Think about how you buy shampoo, you probably do not think about the buying decision very much. You go into the store grab your preferred brand and buy it.

12. Examples:
Limited Decision Making – suppose you need to buy a coffeemaker for the school store. You have never bought one before. It is not an expensive purchase, therefore, you find a nice coffee maker with the amount of money you are allotted to spend.

13. Examples:
Extensive Decision Making – imagine you are ready to buy your first car. This purchase will have a major impact on your daily life, safety, and finances. You will analyze your budget to determine what type of car you can afford. You may have to start planning for this purchase a year or more to save for down payment. You may perform internet research, visit many car dealership, and test-drive a number of cars. If you decide on a used car, you may want to have a mechanic examine it before buying. You will also have to research and purchase auto insurance.