Scribd
Upload
186 views24 pages

Understanding Buying Roles

The document describes the buying decision process and roles involved. It outlines 5 roles: initiator, influencer, decider, buyer, and user. It then describes the 6 stages of the buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Post-purchase behavior involves monitoring customer satisfaction, actions, product use, and disposal. The goal is to understand customer experience and encourage positive behaviors like repeat purchases and recycling.

Uploaded by

vaibhav44
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
186 views24 pages

Understanding Buying Roles

The document describes the buying decision process and roles involved. It outlines 5 roles: initiator, influencer, decider, buyer, and user. It then describes the 6 stages of the buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Post-purchase behavior involves monitoring customer satisfaction, actions, product use, and disposal. The goal is to understand customer experience and encourage positive behaviors like repeat purchases and recycling.

Uploaded by

vaibhav44
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

BUYING DECISION PROCESS

Roles played by people

 Initiators  
 Influencer
 Decider  
 Buyer
 User  

1
Roles played by people

INITIATOR
The person who first suggests the
idea of buying the product or service

2
Roles played by people

INFLUENCER
The person whose view or advice
influences the decision

3
Roles played by people

        
DECIDER
The person who decides on any
component of a buying decision: whether
to buy, what to buy, how to buy, or
where to buy.

4
Roles played by people

BUYER
The person who makes the actual
purchase.

5
Roles played by people

USER
The person who consumes or uses the
product or service

6
STAGES OF BUYING
DECISION PROCESS

 PROBLEM RECOGNITION
 INFORMATION SEARCH
 EVALUATION OF ALTERNATIVES
 PURCHASE DECISION
 POST PURCHASE BEHAVIOUR

7
STAGES OF BUYING
DECISION PROCESS

PROBLEM RECOGNITION
Buyer recognizes problem/need,
which can be triggered by internal or
external stimuli

8
STAGES OF BUYING
DECISION PROCESS

INFORMATION SEARCH
Consumer source information from

Personal sources
 family, friends, neighbours

Commercial sources
 advertising, displays, sales persons

9
STAGES OF BUYING
DECISION PROCESS

Public sources
 mass media, consumer rating organisation

Experimental sources
 handling, using the product

10
STAGES OF BUYING
DECISION PROCESS

EVALUATION OF ALTERNATIVES
 Judgement formed on conscious and rational
basis
 Satisfy a need
 Look for benefits from product solution
 See each product as a bundle of attributes

11
STAGES OF BUYING
DECISION PROCESS

PURCHASE DECISION

 Evaluation of alternatives and

 Purchase intention is affected by

Attitude of others and unanticipated situational factors

12
STAGES OF BUYING
DECISION PROCESS

POST PURCHASE BEHAVIOUR


Manufacturers must monitor
 Post purchase satisfaction
 Post purchase action
 Post purchase product uses

13
POST PURCHASE BEHAVIOUR

Post purchase satisfaction

The buyer’s satisfaction is a function


of the closeness between buyer’s
expectations and product’s perceived
performance

14
POST PURCHASE BEHAVIOUR

Post purchase action

Satisfaction or dissatisfaction with the


product will influence a consumer’s
subsequent behaviour

15
POST PURCHASE BEHAVIOUR

 SATISFIED CUSTOMER
exhibit a higher probability of purchasing
the goods again

16
POST PURCHASE BEHAVIOUR

DISSATISFIED CUSTOMER

 abandon or return the product


 seek information that confirms its high value
 take public action ( complain to company, file
legal suit etc.)

17
POST PURCHASE BEHAVIOUR

 exit option ( stop buying the product)


 voice option ( warn friends )

18
POST PURCHASE USE AND
DISPOSAL

Post Purchase product use

Marketers should also monitor how buyers


use and dispose off the product

19
POST PURCHASE USE AND
DISPOSAL

If consumers just store the product, it


would mean :-

 product is not very satisfying

 word of mouth publicity would not be


strong

20
POST PURCHASE USE AND
DISPOSAL

 If they sell or trade the product, new


product sales would be depressed

21
POST PURCHASE USE AND
DISPOSAL

 If they throw the product away,


marketers need to know how they have
disposed them off as it can cause
damage to environment

22
POST PURCHASE USE AND
DISPOSAL

ACTION REQUIRED BY COMPANY

 establish dialogue with the customer


 educate the customers to do re cycling

23
POST PURCHASE BEHAVIOUR

What is the solution ?

Carry out post purchase


communication, which would result in
fewer product returns and order
cancellations.

24

You might also like