Buyer Behaviour

Buyer Behaviour The Individual, Risk and Involvement

Objectives of this session: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Factors affecting all buying behaviour ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Opinions, Attitudes and Beliefs BELIEFS & VALUES ATTITUDES OPINIONS Long term and deeply held – almost impossible to change Sets of Attitudes derived from Beliefs – May only be changed over the medium to long term Derived & Received Opinions – may be changed by Experience, Learning and Persuasion

Three B2B factors affecting the purchaser: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

B2B: DMP and Degree of Complexity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Other influences on B2B purchases ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Individual Factors: Perceived Risk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Risk Contexts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Individual Factors: Involvement Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Involvement Theory: Three Perspectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Involvement Theory: Degree of Involvement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Reprise: Individuals’ concerns within the DMU ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Gatekeeper ,[object Object],[object Object],[object Object]

The Initiator ,[object Object],[object Object],[object Object]

The Decider ,[object Object],[object Object],[object Object]

The Buyer ,[object Object],[object Object]

The User ,[object Object],[object Object],[object Object]

The Financier ,[object Object],[object Object],[object Object]

Influencers ,[object Object],[object Object]

What effects would you like your communications to have? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Behaviour (Do) Attitudes (Feel) Knowledge (Think)

Summary ,[object Object],[object Object],[object Object],[object Object]

Buyer Behaviour

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Buyer Behaviour