Understanding B2B Buyer Behaviour PDF

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Write a 1,500 report to demonstrate your understanding and application of business-to-business buying behavior, include a range of examples to demonstrate your points.

Within your report, you may wish to address the following themes: • • • • • • • •

Organizational goals B2B Buyer behavior The B2B decision-making process Influences on B2B buyers behavior The B2B Decision-Making Unit (DMU’s) Organizational (B2B segmentation Levels of involvement in B2B buying Building and maintaining B2B relationships

The sports market: -

Value of the UK sports market - £23.5bn Compromised of Individuals, businesses, organizations, associated institutions Week 1 / Slide 13

Scope of consumption in the football industry:

Buyer Behavior The consumer buying decision process: Decision definition: “A decision is composed of a series of stages that results in the selection of one product over competing options” (Solomon, et al. p.352) 1. 2. 3. 4. 5.

Problem recognition Information Research Evaluation of alternatives Purchase Post-purchase buying behaviour

Dimensions of customer decision making: 1. Who is important Five roles in the decision-making process (Blackwell et al. 2000) Week 2 slide 10) 1. 2. 3. 4. 5.

Initiator: Person who begins process of considering a purchase Influencer: Person who attempts to persuade others in the group Decider: Individual with the power and/or financial authority to make final choice Buyer: Person who conducts transaction User: The actual consumer of the product

2. What are their choice criteria? Technical: Reliability; durability; performance; style/looks; comfort; delivery; taste Economic: Price; Value for money; running costs; residual value; life-cycle costs Social: Status; social belonging; convention; fashion Personal: Self-image; risk reduction; morals; emotions 3. Where and why do they buy: Where • • • •

In person Telephone Online On-the-go

When • • • •

In advance On the day Special occasions Weekdays; weekends

4. How do they buy? (Engel – Kollat – Blackwell (EKB) Model (1973) / Adapted from Jobber & Fahy (2009, p.60) – Week 2 p.14 5. -

The purchase decision-making process Discuss how decision-making processes differ between buying situations The differences between consumer and B2B buying

2nd para Segmenting consumer and B2B markets -

To identify how both consumer and B2B markets can be broken down into smaller groups of similar customers To appreciate the benefits and risks of segmentation To outline key characteristics of consumer and B2B targeting strategies

3rd para Understanding sports consumers I: attitudes, motivations and consumption behaviors o o o o

To explore attitudes and motivations amongst sports consumers To understand the factors influencing sports spectatorship To understand how the personality of individuals impacts on sports consumption To identify how football consumption differs from other sports

Conclusion:

References:

(Webster and Wind) 1st Para (Need to find citation and reference) (Solomon, et al. p.352) (Need to find citation and reference) (Blackwell et al. 2000) Week 2 slide 10)

Examples http://www.pelicanprocurement.co.uk/ (Middlesborough) http://www.fercoseating.com/projects/all/arsenal-fc/ - FERCO SEATING...