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Strategic Marketing Management


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Chapter 8 : Customer Analysis

Buyer Behavior Model

The Buying Decision Process

   Identifying the Problem
   Searching for Information
   Evaluating the Alternatives
   Purchase Processes and Post Purchase Analysis
   Roles in the Consumer Buying Decision Process
   Types of Buying Behavior
   Understanding Buying Behavior
   Factors influencing Consumer Buying Decision Process

Organizational Buying Behavior

   Buying Center
   Stages of Buying Decision Process
   Factors influencing Organizational Buying Behavior

Dimensions of Organizational Buying Behavior

   Characteristics of Organizational Transactions
   Major Concerns of Organizational Buyers
   Methods of Organizational Purchases
   Types of Organizational Buying

Influence of the Product on Marketing Strategy

Relationship Marketing

   Importance of Relationship Marketing
   Developing Relationship Marketing

Chapter Summary

At the basic level, a marketer must try to understand the buying behavior of the customer. A simple model of buyer behavior is the stimulus-response model. In this model, there are three components– the external stimuli factors, buyer's black box, and the buying decision. However, the buying decision process is not the same for the industrial and consumer markets. As a result, they have to be studied separately. The consumer buying decision process consists of five main stages, namely the identification of the problem, searching for internal and external information, evaluating alternatives, purchasing processes, and post purchase analysis.

Henry Assael identified four types of buying behavior, which are based on customer involvement and perceived differentiation namely the complex, dissonance reduction, and habitual and variety-seeking buying behaviors. Some of the factors influencing the buyer behavior of the consumer are perception, personality, motivation, cultural, and social factors.

Organizational buying behavior can be defined as the buying behavior of an organization as a whole. The main responsibility of the organizational buying process lies with the buying center. The buying center takes the purchase decisions on behalf of the entire organization. The buying center has to have vertical involvement, lateral involvement, extensivity, connectedness, and centrality dimensions, if it is to be successful in an organization.

The industrial buying process is influenced by the environmental, social, organizational, and individual factors. Some of the methods for organizational purchases are spot purchases, leveraged purchases, critical purchases, and strategic purchases. The various types of organizational purchases are straight rebuy, modified rebuy, and new task. The marketing strategy depends upon the nature of the product. Relationship marketing is the development of mutually beneficial relationships.

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