Buying Behaviour

sheree4queen13
Mind Map by sheree4queen13, updated more than 1 year ago
sheree4queen13
Created by sheree4queen13 over 6 years ago
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Undergraduate Degree Marketing Mind Map on Buying Behaviour, created by sheree4queen13 on 01/16/2014.
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Resource summary

Buying Behaviour
1 Consumer or Organisational?
1.1 CONSUMER: for personal or household use
1.2 ORGANISATIONAL: for use in the operation of a business/organisation, to manufacture other products, for resale to others
2 What is consumer behaviour?
2.1 The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs or wants.
3 How consumers buy
3.1 5. Post-purchase evaluation of alternatives
3.1.1 4. Purchase
3.1.1.1 3. Evaluation of alternatives
3.1.1.1.1 2. Information search
3.1.1.1.1.1 1. Need recognition/problem awareness

Annotations:

  •  Internal stimulus: normal needs, hunger External stimulus: love new car - triggers buying one
3.2 Information Search
3.2.1 Total set
3.2.2 Awareness set
3.2.3 Consideration set
3.2.4 Choice set
3.3 Evaluation of Alternatives
3.3.1 Economic

Annotations:

  • Price Value for money Running costs Residual value Life-style costs
3.3.2 Social

Annotations:

  • Status Social belonging Convention Fashion
3.3.3 Technical

Annotations:

  • Reliability Durability Performance Style/looks Comfort Delivery Convenience Taste 
3.3.4 Personal

Annotations:

  • Self-image Risk reduction Ethics Emotions
4 What is Organisational Buying?
4.1 Organisational buying decision making process where formal organisations establish need for purchased products & services & identify, evaluate & choose among alternative brands & suppliers
4.2 Examples: paper cups by McDonald's, computer chips by Toshiba
4.3 Characteristics of Organisational Buying
4.3.1 Complexity of buying
4.3.2 Buying to specific requirements
4.3.3 Reciprocal buying
4.3.4 Negotiations
4.3.5 Derived demand
4.3.6 Nature and size of customers
4.3.7 Economic and technical choice criteria
4.3.8 Risks
5 Buying SItuations
5.1 3. New task
5.2 2. Modified rebuy
5.3 1. Straight rebuy
6 Decision-making Unit
6.1 Gatekeepers

Annotations:

  • Control the flow of information to the buying centre. Purchasing department Staff frequently fill the role but it could be any member of the organization
6.2 Influencers

Annotations:

  • Supply information and advice. Outsiders such as consultants sometimes perform the role
6.3 Initiators

Annotations:

  • Begin the purchase process
6.4 Buyers

Annotations:

  • Have the authority to execute the contractual arrangements
6.5 Users

Annotations:

  • Actually use the product. They may be the one who initiates the purchase process and may develop the product specification.
7 Buy Phases
7.1 1. Recognition of a problem
7.2 2. Determination of specification and quantity of needed item
7.3 3. Search for and qualification of potential sources
7.4 4. Acquisition and analysis of proposals
7.5 5. Evaluation of proposals and selection of supplier(s)
7.6 6. Selection of an order routine
7.7 7. Performance feedback and evaluation
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