Welcome to[ ]Costumer BehaviorTopic: Group and Situational Effects on Customer Behavior

Collective Decision Making

Organizational Buyers Buy From B2B Marketers

Decisions become very important due

to great responsibility for

others

Buyer’s perception of purchase situation is

affected by expectations of supplier, organizational climate of own company,

and buyer’s assessment of own performance

Organization’s members share

information and develop

“organizational memory

B2B E-Commerce

Exchanges of information,

products, services, or payments

Internet provides online catalog of products and

services

Roughly half of B2B e-commerce consists of auctions, bids, and

exchanges among numerous

suppliers/purchasers

Defining the Modern Family

Extended family and nuclear family.

Just what is aHOUSEHOLD?

• Family household contains at least two people related by

blood/marriage

• Divorces and separations are accepted in our culture…marital

breakups are ever-present theme in books, music, and movies

• Adult females are staying home with family/children more

(especially among best-educated/highest achieving women)

Collective Decision Making

Initiator

The person who brings up the idea or identifies a need.

Gatekeeper

The person who conducts the information search and controls the flow of information available to the group.

UserThe person who actually consumes the product or service.

Buyer

The person who actually makes the purchase. The buyer may or may not actually use the product.

Influencer

The person who tries to sway the outcome of the decision. Some people may be more motivated than others to get involved, and

participants also possess different amounts of power to get their point across.