Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall CHAPTER 8 The Buying Process and Buyer Behavior.

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

CH

AP

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8The Buying

Process and Buyer Behavior

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8-2

Learning ObjectivesLearning Objectives

• Discuss the meaning of a customer strategy

• Explain the difference between consumer and organizational buyers

• Understand the importance of alignment between the selling process and the customer’s buying process

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Learning ObjectivesLearning Objectives

• Understand the buying process of the transactional, consultative, and strategic alliance buyer

• Discuss the various influences that shape customer buying decisions

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Customer Strategy DefinedCustomer Strategy Defined

“A customer strategy is a carefully conceived plan that results in maximum customer responsiveness. One major dimension of this strategy is to achieve a better understanding of the customer’s buying needs and motives.”

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Strategic/ConsultativeStrategic/ConsultativeSelling ModelSelling Model

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FIGURE 8.1


Complex Nature ofComplex Nature ofCustomer BehaviorCustomer Behavior

• Individual customers perceive the product in their own terms

• The customer is a person, not a statistic• Companies that fully

accept this basic truth are likely toadopt a one-to-onemarketing strategy

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Consumer versusConsumer versusOrganizational BuyersOrganizational Buyers

• Consumer buyer behavior refers to the buying behavior of individuals and households who buy goods and services for personal consumption

• Business (organizational) buyer behavior refers to the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others

8-7


Differences Between Consumer and Differences Between Consumer and Organizational BuyersOrganizational Buyers

8-8

FIGURE 8.2


Types of Organizational Types of Organizational Buying SituationsBuying Situations

• New-task buy• Salespeople rely on consultative selling skills

• Straight rebuy• Salespeople constantly monitor satisfaction

• Modified rebuy• Salespeople can provide service and

anticipate changes

• Systems selling

8-9


Types of ConsumerTypes of ConsumerBuying SituationsBuying Situations

• Habitual buying situations

• Variety-seeking buying situations

• Complex buying situations

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Mitchells/RichardsMitchells/Richards

8-11

Salespeople at Mitchells/Richards work hard to discover the customer’s needs and provide outstanding service after the sale.

See the Hug Your Customers Website

See Mitchells Website

http://www.hugyourcustomers.com/



http://www.mitchellsonline.com/


Achieving AlignmentAchieving Alignment

• The buying process is a systematic series of actions, or a series of defined, repeatable steps, intended to achieve a result

• Salespeople need to be clear on how decisions are being made

• Acquire specific information rather than making generalizations about the buyer’s decision-making process

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Steps in the Buying ProcessSteps in the Buying Process

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FIGURE 8.3



• Need awareness• Salespeople can create value by determining

problems and identifying solutions

• Evaluation of solutions• Salespeople can create value by providing

useful information

• Resolution of problems



• Purchase• Salespeople create value by arranging

financing or supervising delivery and installation

• Implementation• Value creation involves timely delivery,

superior installation, accurate invoicing, or follow-up contacts by the salesperson

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Understanding Buying ProcessesUnderstanding Buying Processes

• Transactional process buyers• Salespeople can eliminate any unnecessary costs

or delays

• Consultative process buyers• Salespeople focus attention on needs

awareness and help customer evaluate solutions

• Strategic alliance process buyers

• Companies team up to gain mutual competitive advantage

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Buyer Resolution TheoryBuyer Resolution Theory

8-17


Customer Strategy ModelCustomer Strategy Model

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FIGURE 8.5


Basic Needs—MaslowBasic Needs—Maslow

• Physiological: food, shelter• Security: free from danger• Social: identification

with social groups,friendship

• Esteem: desire to feel worthy in eyes of others

• Self-actualization: need for mastery, self-fulfillment

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FIGURE 8.6


Group InfluencesGroup Influences

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FIGURE 8.7


Group InfluencesGroup Influences

• Role: expectations associated with position

• Reference groups: categories of people you see yourself belonging to

• Social class: group with similar values, interests, lifestyles

• Culture: influences of group with common language, environment, also subcultures

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Buying MotivesBuying Motives

• A buying motive is an aroused need, drive, or desire that stimulates behavior to satisfy the aroused need

• It’s helpful to discover the “dominant buying motive” or DBM

• Four basic motive types—emotional, rational, patronage, and product

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Emotional and Rational MotivesEmotional and Rational Motives

Emotional• Acts due to passion

or sentiment• Emotional appeals

common• If two products are

identical, the salesperson who “connects” has the advantage

Rational• Acts on reason or

judgment• Relatively free of

emotion• Salespeople gather,

interpret, and disseminate customer-specific information

8-23Copyright © 2010 Pearson Eduation, Inc. Publishing as Prentice Hall

Patronage and Product MotivesPatronage and Product Motives

Patronage• Buy from a particular

firm• Past experience

positive• Relevant elements:

superior service, product selection, competent sales staff

Product• Buyer believes one

product is superior to others

• Preferences for: specific brands, quality, price, design/engineering

8-24Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall


Rational Buying MotivesRational Buying Motives

8-25

See theWebsite


Selling NASCAR in ManhattanSelling NASCAR in Manhattan

8-26

See theWebsite


Creating Value Throughout the Creating Value Throughout the Buying Process ModelBuying Process Model

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FIGURE 8.8


Key ConceptKey ConceptDiscussion Questions Discussion Questions

• Discuss the meaning of customer strategy

• Explain the difference between consumer and business buyers

• Explain the importance of alignment between the selling process and the customer’s buying process


Key ConceptKey ConceptDiscussion Questions Discussion Questions

• Discuss the buying process of the transactional, consultative, and strategic alliance buyer

• Discuss the various influencers that shape customer buying decisions


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Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall CHAPTER 8 The Buying Process and Buyer Behavior.

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