consumer decision process
- need recognition
- information search
- evaluation of alternatives
- purchase decision
- post purchase behavior
the buying center external factors
- customer needs
- buying behavior
- government agencies
- independent standards-setting organizations
- various publics
the buying center internal factors
- technology
- management
- legal
- finance
- accounting
- marketing
- production/manufacturing
- service
organizational buying vs consumer buying
- more buyers
- driven by professional responsibilities
- different decisions occur simultaneously in buying center
b2b buying decision process
- problem recognition
- need description
- product specifications
- supplier search
- proposal solicitation
- selection
- make transaction
- evaluate performance
factors of buying decision process
- interaction is fluid and broad
- process is simultaneous, not sequential
- track record determines if supplier is in evoked set
- relationships build loyalty
members must meet 3 needs in the buying center decision process
organization needs - benefits of product or service individual needs - professional activities individuals personal needs - career, quality of life
process flow model of buying decision process
- definition stage
- selection stage
- deliver selection stage
- end game stage
process flow of buying decision process: definition stage 1
problem recognition
need description
product specification
process flow of buying decision process: selection stage 1
supplier search
proposal solicitation
contract for supplier
process flow of buying decision process: deliver selection stage 1
make the transaction routine
process flow of buying decision process: end game stage 1
evaluate performance
resell the job
process flow of buying decision process: definition stage 2
- first attempt to describe solution
- solution and size of buying center is figured out
- successful suppliers involved
process flow of buying decision process: selection stage 2
- selection may have occurred in definition stage
- if new buy, buying center may have a favorite supplier
process flow of buying decision process: deliver solution stage 2
- development activities customize solution to specific technical needs of customer - TOTAL OFFERING
- meet customer’s way of buying process
process flow of buying decision process: end game stage 2
- reinforce customer decisions made
- not end of the process, beginning of next opportunity
straight re buy
- buying situation that is routine
- established solutions
modified re buy
- situation from new task situation
- limit exposure from competitive forces
new task situation
- need not faced by organization yet
- new offering with new technology
- need a lot of information and assistance
value image
- total of all impressions that a customer has of the firm
- similar to product positioning
- in the mind of the buyer
