1. INDIVIDUAL BUYING BEHAVIOUR
Session 2
Thursday, March
Marketing Winter 2000

2. SESSION OUTLINE Individual Decision-Making Process
« Helen Subscribes to Electricity »
Variables Affecting the Decision
Characteristics of Industrial Buyers
The Buying Centre
Marketing Winter 2000

3. Customer Buying Process
Buyer’s mental evaluation of alternatives
Recognition of problem or need
Search for alternatives and info.
Purchase
Post purchase behavior
Influencing Factors
Speed of repairs
Product durability
Extended warranty
Depleted inventory
Advertising
Promotions
Store display
Past experience
Brochures
Catalogs
Friends
Social class
Personality
Lifestyle
Store location
Salesperson skill
Availability of credit
Time Line
Marketing Winter 2000

4. PSYCHOLOGICAL PROCESSES
Motivation - Arousal
Perception Formation
Learning (cognitive, instrumental, operant)
Attitudes - Values
Personality - Lifestyle
Marketing Winter 2000

5. TYPES OF PURCHASE SITUATIONS
Extended Problem-Solving:
high risk
Limited Problem-Solving
learn-feel-do
Routine
learn-do-feel
Impulse
do-feel-learn
Marketing Winter 2000

6. INDUSTRIAL BUYING BEHAVIOUR
Professional Buyers
Derived Demand
Inputs in the Production Process
Marketing Winter 2000

7. BUYING SITUATIONS New Task Modified Rebuy Straight Rebuy
Marketing Winter 2000

8. BUYING CENTER User Buyer Decider Influencer Gatekeeper
Marketing Winter 2000

9. NEXT SESSION Monday, April 3
Market Analysis - Aggregated buying behaviour
Chapter 5 and Readings in package
Marketing Winter 2000