purchase behavior and communication
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Purchase Behavior and Communication. Learning Objectives Determine the differences between individual and organizational buyers. Learn environmental influences on the purchase decision process. Find out what goes into the successful sending and receiving of a message. - PowerPoint PPT PresentationTRANSCRIPT
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Purchase Behavior and Communication
Learning Objectives Determine the differences between individual and
organizational buyers. Learn environmental influences on the purchase decision
process. Find out what goes into the successful sending and
receiving of a message. Examine methods for overcoming communication barriers. Understand the importance of using the voice as a
communication tool. Explore the effects of body language and proxemics in
selling.
Chapter 4
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Contained 268 words
198 were one syllable words
50 were two syllable words
Only 20 words had more than two syllables
Small words really work!
Lincoln’s Gettysburg Address
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Consumer behavior is the set of actions that make up an individual’s consideration,
purchase, and use of products and services. This includes the purchase as well
as the consumption of the products and services.
Consumer Behavior
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The Purchase Decision Process
External Search(Extensive,
Limited)Evaluation of Alternatives
The Purchase Decision
Postpurchase Evaluation
Internal Search(Habitual, Routine)
The Search for Alternatives
Problem Recognition
(Motive Arousal)
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(A 5-Step Process)
I. Problem Recognition (Motive Arousal) May occur when the customer receives
information from advertising or from conversation with friends that causes awareness of need
In relationship selling, sometimes hinges on the seller’s ability to uncover a need
May occur when the consumer re-evaluates the current situation and perceives an area of void or dissatisfaction
The Purchase Decision Process
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(A 5-Step Process)The Purchase Decision Process
2. Search for AlternativesLimited By:
Time and cost Experience and urgency Value of purchase Risk involved in the purchase3. Evaluation of Alternatives Evoked Set is the list of alternatives Salient attributes are used to evaluate products Determinate attributes are motives used to make a decision
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(A 5-Step Process)
4. Purchase Decision Several alternatives may seem equally
acceptable Can be made easier by a professional
salesperson Involves a set of related criteria
Tangible features of the product Financial considerations: price, discounts, credit policies Intangible factors: reputation, past performance, or delivery dates
The Purchase Decision Process
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(A 5-Step Process)
5. Postpurchase EvaluationCognitive Dissonance is….
The level of anxiety depends on the importance of the decision and the attractiveness of rejected alternatives
A seller can reduce this by: Reinforcing the buyer’s belief that the right decision was
made Demonstrating the capabilities and quality of the
product
The Purchase Decision Process
Postpurchase Anxiety
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Psychological Influences: The role of perception Mood of the moment Attitudes
Attitudes are habitual patterns of response to previous experiences
A negative attitude must be overcome before a sale can be made
Attitudes are the mind’s paintbrush. They can color or affect any situation
Influences on the Purchase Decision Process
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How Many Squares Do You See?
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Self-image impacts the problem recognition phase of consumer behavior
Many of our permanent beliefs about our self-image are developed in our childhood
Advertisements that are consistent with our self-image are more persuasive
Self-image and public-image are not always the same
Much behavior can be explained if the self-image is understood
The Self-Image
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Culture is an influence that is a completely learned and handed-down way of life
Cross-culture business considerations Physical Environment Social Class
Impacts the information search phase of consumer behavior
Advertising campaigns must differ in their attempts to reach the various social classes
Reference Groups
Sociocultural Influences
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Some fundamental differences For Organizational Buyers…
Decision Maker - usually a buying center Buying Criteria - more complex Buying Motivation - rational, economic, and/or
emotional Characteristics of Organizational Buyers
Fewer in number Purchases involve larger dollar volume Less freedom of decision
Organizational Buying Versus Consumer Buying
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Organizational Buying Versus Consumer Buying
Ultimate Consumer Buying
MotivesOrganizational Buying Motives
Profit Economy Flexibility Uniformity of output Salability Protection Utility Guarantees Delivery Quality
Increase wealth Alleviate fear Secure social approval Satisfy bodily needs Experience happiness or
pleasure Gaining an advantage Imitating Dominating others Recreation Improving health
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Multiple Buying Influence Several people involved directly or indirectly in
the decision making process The Buying Center
Users Buyers Influencers Gatekeepers Decision Makers
Multiple Buying Influence
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For organizational buyers, more of the decisions are based on rational buying motives rather than emotional motives
Research and analysis concerning the product and the company conducted prior to purchase
Organizational Buying Motives
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The Channels Through Which Communication Must Flow:
The Communication Agenda
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The Communication Model for Verbal and Nonverbal Messages
Verbal Skills(Clarify Meaning)
Nonverbal Skills(Read)
Source ReceiverEncoding(Implication
s)
Decoding(Inferences)
Message
(Actions)
Verbal/Nonverbal
(Noise)
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Words chosen Possible distractions Timing of meeting Interruptions Technical Erudition Poor listening habits Make use of feedback
Barriers to Effective Communication
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Clarity or Articulation
Volume Uniqueness Silence Rhythm Rate of Speech
The Use of the Voice
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The Ability to Manage Communication Dimensions
Words
Tone of Voice
Visual
% of Total Impact
Ability to Control
7%
55%
38%
High
Medium
Low
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(Nonverbal Communication)
Visual communication expresses the majority of a person’s feelings and emotions
Body Language Includes facial expressions, shifts in posture and
stance, and movement of body limbs
Selling Without Words
Understand the Body Language of Gestures
Hand Movements
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Rubbing the nose Resting the head in the hands with elbows
on the desk
Warning Signals
Watch for these signs that the prospect is either
not understanding or not accepting the message:
Finger under collar or rubbing back of neck
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Successful salespeople move closer to a client when closing
It is best to carefully test for a prospect’s comfort zone Comfort zones tend to change with sex, status, or age Four to twelve feet could be a good distance in which
to begin a sales interview The intimate zone should be entered only by invitation
or during a handshake
Proxemics
Proxemics: The physical distance individuals prefer
to maintain between themselves and others