5+ +industrial++buying+behaviour+models
TRANSCRIPT
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Industrial BuyingIndustrial Buying
andand
BuyingBuying Behaviour Behaviour
Models Models
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Communicating BenefitsCommunicating Benefits
Customer BenefitCustomer Benefit
Competitive PriceCompetitive Price
High QualityHigh Quality
JIT DeliveryJIT Delivery
Willingness for ChangesWillingness for Changes
Factory at 4 LocationsFactory at 4 Locations
E- CommerceE- Commerce
Customized ManufactureCustomized Manufacture
24/7 Response24/7 Response
SellerSeller
Buying CenterBuying Center
C F OC F O
F M/P M / ForemanF M/P M / Foreman
C E OC E O
Purchase ManagerPurchase Manager
Marketing ManagerMarketing Manager
Logistics OfficerLogistics Officer
Warehouse ManagerWarehouse Manager
Maintenance Mgr.Maintenance Mgr.
BuyerBuyer
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Buying Orientation
1. Lowest Price
2. Gain Power in the Market in
terms of USP and Product
Features
3. Minimizing Risk
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Procurement Orientation
Collaborative Relationship
Timely Delivery
Working Closely with other
functional areas
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Supply Chain Management
Deliver value to end user.
Outsource Non-core activities.
Support Collaborative
Relationship.
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Major Consideration for Purchase Decision
1. Consistency of Quality
2. Lowest price
3. Time Saving
4. Assurance of Supply
5. Suppliers Relationship
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Types of Purchases 1. New Tasks - Prospecting and Lead generation - Vendor Development - Short listing of the Vendors / Suppliers 2. Repeat Purchases3. Modified Re-buy
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Buying Decision Models
Webster and Wind’s Model1. Superiority of Organizaional Variables2. Followed by the Attitudinal
Variables3. Work- Specification
Variables4. Price Variables
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Webster and Wind Model
EnvironmentalVariables
OrganizationalVariables
Buying CentreVariables
IndividualVariables
OrganizationalBuying
Decisions
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Environmental Variables
1. Competitive Practices andPressures
2. Suppliers Information
3. Customer Demands
4. Technological
5. Labour Issues
6. Laws and Regulations
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Organizational Variables
1. Objectives and Goals
2. Organizational Structure
3. Purchase Policies andProcedure
4. Degree of Decentralization
5. Evaluation and Reward System
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Buying Center Variables
1. Authority and Role
2. Size
3. Resources
4. Key Influencers
5. Interpersonal Relationship
6. Communication
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Personal Variables
1. Personal Goals
2. Education and Expertise
3. Experience
4. Values
5. Job Position
6. Income
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Webster and Wind Model
Strengths
Comprehensive Generally Applicable
Analytical
Identifies Key Variables
Helpful in Developing Industrial marketing Strategies
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Webster and Wind Model
Weakness
Model is Weak in Explaining
the Specific Influence of Key
Variables
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Sheth Model
Prof. Jagdish n. Sheth (1973)
Emphasizes on Joint DecisionMaking by Two or Moreindividuals
Psychological Aspect of Decision Making IndividualsIn the Industrial BuyingBehaviour
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Sheth Model (1) Differences
Among IndividualBuyers
(2) Autonomous Or Joint Decisions
(3) Methods UsedFor ConflictResolution
Situational Factors
OrganizationalBuying
Decisions
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Personal Variables
1. Personal Goals
2. Education and Expertise
3. Experience
4. Values
5. Job Position
6. Income
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Personal Variables
1. Background
2. Information Source
3. Active Search
4. Perceptual Distortion
5. Satisfaction With PastPurchases
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Product SpecificFactors
1. Time Pressure
2. Perceived Risk
3. Type of Purchases
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Company SpecificFactors
1. Company Size
2. Company Orientation
3. Degree of Centralization
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Conflict Resolution
1. Problem Solving
2. Persuasion
3. Bargaining
4. Politicking
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Sheth Model (1) Differences
Among IndividualBuyers
(2) Autonomous Or Joint Decisions
(3) Methods UsedFor ConflictResolution
Situational Factors
OrganizationalBuying
Decisions