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7
Understanding Local Buyers
External
Buyer Choices
Influences “Models of Man”
Product choice
Culture
Buyer Buyer Brand choice
Economics decision
characteristics Store choice
Technology process
Supplier choice
Politics
Local
Marketing
Effort
Local Buyer Behavior
• James Duesenberry - Relative Income hypothesis –
consumer’s well-being is a function of how much income they
have relative to their peer groups, not the actual income
Evaluation
Problem
Search of Choice Outcomes
recognition
alternatives
The Buyer Decision Process
Problem Recognition
A problem is when an individual perceives a difference
between an ideal and an actual state of affairs
New products often lead to tension and a recognized
“problem”
For the local marketer it is important to recognize that
education about the core benefits might be necessary in
order to create a demand for the product
The Buyer Decision Process
Search
A consumer’s search for alternative ways to solve the
problem is closely related to his or her level of involvement
with the product category
For product with which involvement is high, search tends to
be more comprehensive and time consuming
For convenience and habit purchases, the decision process
is shorter, with little need for extensive searches or
alternative evaluations
Search intensity is dependent on the perceived availability
of the alternative
One advantage for product with high global brand awareness
is that initial distrust is easier to overcome
The Buyer Decision Process
Evaluation of Alternatives
When a new product or service is in the “consideration set”
A highly involved individual will process the available
information matching the pros and cons of the alternatives
against preferences
Consumers can deal with multi-attribute evaluations in
several ways:
They can use gradually less-important features to successively
screen out alternatives
A “hierarchical” decision rule
They can consider all features simultaneously:
A “compensatory” rule – hard to do.
Fishbein’s Multi-attribute Model
Multi-attribute
evaluation
(ΣBI)
Social
forces Preference
Social
norms
Motivation Behavioral
to comply intent
Situational
factors
(P-O-P)
Choice
-- ATTITUDES
-- NORMS
Data
Fieldwork analysis
Local Market Research
FOCUS GROUPS
•Focus groups have become standard for initial exploratory
research
TRADE SURVEYS
QUESTIONNAIRE CONSTRUCTION
SAMPLING
FIELDWORK
Product specification
Proposal solicitation
Supplier selection
Order specification
Performance review
Industrial Buyers: Building
Relationship
“Relationship Marketing” is important in B2B.
The term is applied to a marketing effort involving
Various personalized services
Creation of new and additional services
Customizing a company’s offering to the needs of a special
buyer
Takes a long-term view
Since without it, the effort required to build a relationship is
not worth it.
Relationship Marketing
THINGS A MARKETER CAN DO TO CREATE A
WORKABLE RELATIONSHIP:
• BE PROACTIVE.
Always consider how the culture of the nation and the culture of
the organization affect relationship marketing.
Three Market Environments