buyers behaviour

Question 1

buying roles

Answer 1

initiator
influencer
decidier
buyer
user
payer

Question 2

buyer decision process

Answer 2

problem recognition
information search
evaluation of alternatives
purchase
post purchase evaluation

Question 3

1.problem recognition

Answer 3

buyer recognising a need
-sensing a difference between actual state and desired state
internal stimuli
external stimuli

Question 4

2.information search

Answer 4

• commercial sources(marketing driven)
• personal sources
• public sources (media)
• experiential sources (personal experience)

Question 5

3.evaluation of alternatives

Answer 5

processing the information to help make the purchase decision-choice set and evaluative criteria

depends on

• indiviudal consumer
• buying situation

if marketers can understand these processes, then they may be able to influence the buyers evaluation

Question 6

4.product choice

Answer 6

consumers rely on decision guidelines when weighing the claims that the companies make. the heuristics help simplify the process
eg. price=quality
brand loyalty: a belief that company makes a superior product therefore by over an over

Question 7

5.post purchase evaluation

Answer 7

level of consumer satisfaction/disatisfaction. determined by feelings attitude.

• experience influence future behaviour
• cognitive discordance can occur

Question 8

evaluating customer value

Answer 8

fundamental/instrumental value=performance
experimental/hedonic= emotional/social
symbolic/expressive= social meaning

Question 9

involvement

Answer 9

perception of risk
financial 
social
emotional
physical
functional
involvement 
low=impulsive
high=extended decision, significant effect

Question 10

factors influencing buyers behaviour

Answer 10

internal influences
social influences
situational influences

Question 11

perception

Answer 11

exposure
attention
interpretation

Question 12

motivation

Answer 12

a state of drive

Question 13

internal influences

Answer 13

personality and self concept
extrovert
neuroticism
agreeableness
opens

age and life cycle
lifestyle and psychographics

Question 14

social influences

Answer 14

social and subculture
-values and accepted behaviours
-smaller groups of people with shared values
social class
-ordered status  division 
-education 
-occupation
-income
group influence 
-group membership
-opinion leaders

Question 15

situational influences

Answer 15

physical environment
-effects our behaviour
time
-a perception of time available or time it will take influence our choices

Question 16

business buyer behaviour

Answer 16

industrial firms
-reprocess a product or service they buy before selling it to the next customer
resellers
-wholesalers or retailers that buy physical products and resell again without reprocessing resellers
government and non-for profit
-federal, state or local agencies that buy goods and services for the constituats they serve

Question 17

characteristics of organisational markets

Answer 17

buying process characteristics 
-professional buyers
-formalised objectives 
-more people involved
market characteristics
-fewer and larger buyers
-close supplier customer relationships
-business demand is ultimately derived from consumer demand