Pazarlama İlkeleri Marketing - Final ( F1) [ CONSUMER BUYING BEHAVIOR Consumer Markets (Tüketici Pazarı): Those customers who buy products for their own personal needs. Organizational Market (Kurumsal Pazar): Consists of customers who buy products either for manufacturing. DIFFERENCES BETWEEN CONSUMER AND ORGANIZATIONAL MARKET • Number of customers: Small in organizational market, large in consumer markets • Size of order: Large in organizational market, consumer markets • Buying motivations: Economic in organizational market. Reasons for buying: o Economic Man Model: Behave economically (Rational, logical, use brain) (Marshall) o Emotional Man Model: Decide with feelings (Freud)Social Man Model: satisfy, to please other people (to accepted by others) o Conditioned (Şartlanmış) Man Model: with habits, customs (To attract conditioned man, use free sample) • Price: ( F2) More important in organizational market, less important for consumer • Professionalism: More in organizational ( ihale, leasing, reciprocity), less in consumer (experiences) • Advertising in consumer, personal selling organizational market. Steps (Stages) of Buying Decisions 1. Problem awareness: If you feel that you have unsatisfied needs. 2. Developing alternative solutions: How can I satisfy? 3. Choosing the best alternative • Sources for information: o Personal Sources (Friends…) o Commercial Sources (Advertising…) o Experiential Sources (your 5 senses) In choosing then best alternatives, experts tell us that we regard product as a “bundle of attributes 4. The Purchase Decide the brand and decided on where how many to buy, How to pay… Routine Response Buying - Frequently made - Inexpensive Producrs - Low involement purchases BUYING BEHAVIOR ] Those customers who buy products for their own personal needs. Consists of manufacturing. DIFFERENCES BETWEEN CONSUMER AND ORGANIZATIONAL MARKET in organizational market, in organizational market, small in in organizational economically, (Marshall) Decide with your Social Man Model: Buy for to satisfy, to please other people (to accepted by Man Model: Behave with habits, customs (To attract conditioned in organizational market, More in organizational ( ihale, leasing, reciprocity), less in consumer (experiences) personal selling in WHY THERE ARE DIFFERENT PREFERENCES? • Physiological Differences elbiseler giymeleri… • Sociocultural Differences o Culture: The set of basic values, perceptions, wants and behaviors society from family and other important institutions. o Subculture: A group systems based on common life experiences and situations. o Social Class: Relatively permanent and ordered divisions in a society whose members share similar values, interests and India) • Reference Groups: ( F o Membership Groups: o Inspirational Groups: you want to be part of this group in the future. - Taste Makers, Opinion Leaders influence group memberships. They are role him/her. (Ankara Doğalgaz Dağ başbakanı rol modeli alarak kravat takmaması • Family: 1) Family of Orientation: 2) Family of Procreation future (Wife, children make decisions) BUYING DECISIONS Steps (Stages) of Buying Decisions you have How can I satisfy? Personal Sources (Friends…) Commercial Sources (Advertising…) Experiential Sources (your 5 senses) In choosing then best alternatives, experts tell us that bundle of attributes” the brand and decided on where, when and 5. Post purchase Behavior - Satisfy o Brand loyal customer o Word-of- reklam) - Dissatisfied o Return the product o Will not buy again o Negative word Satisfaction Expected Performance Dissatisfaction (Cognitive Dissonance) Limited Problem Solving Extensive Problem Solving - Spend time and effort for comparing prices or quality - Rarely purchased expensive - High involement purchases www.fatihbook.com WHY THERE ARE DIFFERENT PREFERENCES? Physiological Differences: Şişmanların yatay çizgili cultural Differences: The set of basic values, perceptions, behaviors learned by a member of society from family and other important A group of people with shared value systems based on common life experiences and Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors. (Cast system in F3) Membership Groups: That we already member of Groups: You are not member but you want to be part of this group in the future. akers, Opinion Leaders influence group . They are role models; members look at Doğalgaz Dağıtım müdürünün başbakanı rol modeli alarak kravat takmaması) Family of Orientation: Family we are born in Procreation: You will be in the (Wife, children make decisions) Post purchase Behavior Brand loyal customer -mouth advertising (Ağızdan ağza Return the product Will not buy again Negative word-of-mouth advertising Actual Performance Expected Performance Actual Performance Extensive Problem Solving Spend time and effort for comparing prices or quality Rarely purchased expensive High involement purchases