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Understanding the Complexities of B2B Buyer Behavior: Decision-Making Insights

This chapter explores the intricate nature of Business-to-Business (B2B) buyer behavior, emphasizing that despite being a business context, human decision-making is central. The chapter discusses the roles within the Buying Center, including Users, Buyers, Influencers, Deciders, and Gatekeepers, highlighting their overlapping functions. It examines the factors influencing these members, such as organizational goals and individual characteristics. Moreover, it outlines various types of B2B sales, including Straight Rebuy, Modified Rebuy, and New Task purchases, while noting current trends in the B2B buying environment, including e-commerce importance and database mining strategies.

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Understanding the Complexities of B2B Buyer Behavior: Decision-Making Insights

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Presentation Transcript

  1. Buyer Behaviors Lecturer – MdShahedurRahman Chapter – 3 (Three) Part 2

  2. Business to Business Buyer Behavior • B2b – Still people make the decisions here • The buying decision making process for business is more complex because of the number of people involved • Buying Center- Group of Individuals who make purchase decision on behalf of a business • Users • Buyers • Influencers (e.g. Engineers) • Deciders (Authorize) • Gatekeepers (Control the flow of information) • These five roles may overlap

  3. Factors Affecting Members of Business Buying Centers • Organizational Influences • Organization Goals • Organization Finance • Capital Assets • Employees are ready to adopt or not ? • Recession, growth • Position etc.

  4. Factors Affecting Members of Business Buying Centers • Individual Factors • Personality Features • Introvert vs. Extrovert • Roles and Perceived Roles • Perception about the buying process • Motivational Levels • Recognition • Levels of Power • Official position • Attitude towards risk • Low vs. High Risk • Levels of Cognitive involvement • More or less information prior purchasing • Personal Objectives • Motives, personality, perceptions

  5. Types of Business to Business Sales • A Straight Rebuy • Occurs when the firm has previously chosen a vendor and intends to place a reorder • Routine process • There is no evaluation of alternatives or information

  6. Types of Business to Business Sales (Cont.) • A Modified Rebuy • Buying team will consider and evaluate alternatives • Four reasons • Dissatisfied with current vendor • A new company offers a better buy • End of the contract • New people in the buying center have limited experience about the product

  7. Types of Business to Business Sales(Cont.) • A New Task • Company buys a good or service for the first time • No previous experience

  8. B2b Buying Process

  9. Trends in the Business to Business Buying Environment • Emphasis on Accountability • Expect tangible result from the money they spend • Account executives are always in pressure for a quick result • Importance of e-Commerce • Sites must be interactive , allowing business customer to gain information • Saves time and money for both customers and vendors

  10. Trends in the Business to Business Buying Environment (Cont.) • Global Branding • Building a powerful brand is important for a successful IMC program • Brand presence is practically a necessity in the new global environment ‘It is no longer sufficient to be a great company; you must be a good brand’

  11. Trends in the Business to Business Buying Environment (Cont.) • Database Mining • Computers are being used to access database containing information about customers and prospect • Changes in Method of Communication Inter • To make easier for customer to contact the firm • Focus on Internal Marketing Communication

  12. Dual Channel Marketing • Firm sell same goods or services to both consumers and businesses • Business tend to be less price sensitive than retail consumers • Representing the product in different channel can be different • Demand from the two market can be different • Use different communication message ? • Create different Brands ? • Use multiple channels or Different Channels ?

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