b2b buyer behaviour and segmentation

B2B Buyer BehaviourPresented by Lindsey Fair

WHYpeople

buy.

WHATmotivate

sthem.

the buying centre

consumer buying decision process

B2B buying decision process

definition stage

selection stage

deliver selection stage

end game stage process flow model (PFM)

differentiation

positioning

we have a problem..

B2B market segmentation

clusters of firms that are

distinct from others in terms of

what they need and buy

as well as how they buy.

21/02/11

geographic

demographic

21/02/11

psychographic

21/02/11

industrial

segments chosen based on..

measurabilityaccessibilitysubstantialityactionability

competitive advantage through..

Attributes Segments

Scores on 5-point scale*

Segment 1: Major

Turnaround

Segment 2: Stopping

Deterioration

Segment 3: Competitive

Improvement

Segment 4: Specific Area Improvement

Potential size year 2010 (in $million)

2$195.0

3$390.0

4$585.0

4$975.0

Growth, percent increase by 2012

4100%

4100%

150%

5150%

Need strength 5 4 3.5 3.5(High variance)

Competitive strength

3 3 4 3(High variance)

Channel reach 5 5 5 5Communications reach

4 4 4 4

Capability fit 2 5 5 2Price sensitivity 2 3 4 3

Overall attractiveness(sum of attribute scores)

27 31 30.5 29.5

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