UNDERSTANDING

BUYERS
Presented by Group 3
 Group 3
Anoche, Danith
Anoche, John Paul
Galino, Christine Joy
Laurella, Francine Kaye
Ledesma, Janine Mariel
Manguardia, Dexie
 Chapter 3: Understanding Buyers

TOPICS
Topic 4: Understanding Communication
Topic 1: Types of Buyers Styles

Topic 2: The Buying Process Topic 5: Buying Teams

Topic 3: Types of Purchasing Topic 6: Current Developing in

Decisions Purchasing
 Types of Buyers

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THE BUYING PROCESS
What is buying process?

• A buying process is the series of steps

that a consumer will take to make a
purchasing decision.
5 STEPS IN CONSUMER DECISION MAKING PROCESS
1 2
PROBLEM RECOGNITION
The first step of the consumer decision-
making process is recognizing the need for
a service or product. Need recognition,
whether prompted internally or externally,
results in the same response: a want. Once
consumers recognize a want, they need to
gather information to understand how they
can fulfill that want, which leads to step
two.
INFORMATION SEARCH
When researching their options,
consumers again rely on internal and
external factors, as well as past
interactions with a product or brand, both
positive and negative. In the information
stage, they may browse through options at
a physical location or consult online
resources, such as Google or customer
reviews.
The Buying Process
5 STEPS IN CONSUMER DECISION MAKING PROCESS

3 4
ALTERNATIVES EVALUATION PURCHASE DECISION
May present themselves in the form of lower
prices, additional product benefits, product This is the moment the consumer has been
availability, or something as personal as color
waiting for: the purchase. Once they have
or style options. Your marketing material
gathered all the facts, including feedback
should be geared towards convincing
from previous customers, consumers should
consumers that your product is superior to
other alternatives. Be ready to overcome arrive at a logical conclusion on the product
objections. Calls, know your competitors so or service to purchase.
you can answer questions and compare
benefits.

The Buying Process

5 STEPS IN CONSUMER DECISION MAKING PROCESS

5
Post-purchase evaluation
This part of the consumer decision-making
process involves reflection from both the
consumer and the seller. As a seller, you
should try to gauge the following:
• Did the purchase meet the need the
consumer identified?
• Is the customer happy with the
purchase?
• How can you continue to engage with
this customer?

The Buying Process

What type of purchase decisions do
business makes?
1. Straight Re-buy

2. Modified Re-buy

3. New Task Re-buy

 TYPES OF PURCHASING
DECISIONS
1. STRAIGHT RE-BUY 2. MODIFIED RE-BUY 3. NEW RE-BUY

• when a company repeats their • when a company reorders from • when a company places an
last order to the same supplier an approved supplier but with order with a certain supplier
without any modifications. modifications to the order. for the first-time
THREE TYPES OF BUYING DECISIONS
STRAIGHT REBUY MODIFIED REBUY NEW TASK
NEWNESS OF LOW MEDIUM HIGH
PROBLEM OR NEED
INFORMATION MINIMAL MODERATE MAXIMUM
REQUREMENTS
INFORMATION MINIMAL LIMITED EXTENSIVE
SEARCH
CONSIDERATION OF NONE LIMITED EXTENSIVE
NEW ALTERNATIVES
MULTIPLE BUYING VERY SMALL MODERATE LARGE
INFLUENCES
FINANCIAL RISK LOW MODERATE HIGH
CONTINUUM OF TYPES OF BUYING DECISIONS
MODIFIED
REBUY
STRAIGHT NEW
REBUY TASK

EXTENSIVE
HABITUAL AND
CONSIDERATION
ROUTINE DECISION
AND DECISION
MAKING
MAKING
 UNDERSTANDING
COMMUNICATION STYLES
COMMUNICATION STYLE FLEXING

The process by which the salesperson

adjust his/her communication style to fit
that of the customers in order to facilitate
effective communication.
 UNDERSTANDING COMMUNICATION STYLES
LOW ASSERTIVENESS HIGH ASSERTIVENESS
• Slow-Paced • Nondirective • Fast-Paced • Confrontational
• Cooperative • Easygoing • Competitive • Forcefully Expresses
• Avoids Taking Risks • Reserved in Expressing • Takes Risks Opinions
• Supportive Opinions • Independent
• Team Player • Directive

LOW RESPONSIVESNESS
HIGH RESPONSIVENESS
• Task-Oriented • Inflexible Regarding • Relationship-Oriented
• Guarded and Cool Time • Open and Warm • Highly Animated
• Rational • Controlled Gesturing • Emotional • Spontaneous
• Meticulous • Nondirective • Unorganized • Informal
Organizer • Formal • Flexible Regarding Time
COMMUNICATION STYLES MATRIX
HIGH RESPONSIVENESS

AMIABLES EXPRESSIVES
• RelationshipOriented • RelationshipOriented
• Slow-Paced • Fast-Paced

LOW HIGH
ASSERTIVENESS ASSERTIVENESS
ANALYTICAL DRIVERS
• Task-Oriented • Task-Oriented
• Slow-Paced • Fast-Paced

LOW RESPONSIVENESS
 BUYING TEAMS
 TEAMS OF INDIVIDUALS IN ORGANIZATIONS THAT INCORPORATE THE
EXPERTISE AND MULTIPLE BUYING INFLUENCES OF PEOPLE FORM
DIFFERENT DEPARTMENTS THROUGHOUT THE ORGANIZATION.
 THE GROUP OF PEOPLE MAKING THE BUYING DECISION OR THE
“WHO” INVOLVED WITH MAKING THE DECISION.
 BUYING TEAMS MATTER BECAUSE A SIGNIFICANT PORTION OF
ENTERPRISE ORGANIZATIONS NOW MAKE THEIR BUYING DECISIONS
USING THEM.
 THESE TEAMS DO NOT MAKE BUYING DECISIONS THE SAME WAY AN
INDIVIDUAL WOULD, MEANING THAT SALES TEAMS MUST HAVE A
STRATEGY IN PLACE SPECIFICALLY FOR BUYING TEAMS IF THEY WISH
TO SUCCEED IN SELLING TO THEM.
 ROLES OF BUYING TEAMS

GATE KEEPERS INITIATORS INFLLUENCERS

ROLES OF MEMBERS

USERS
PURCHASERS
DECIDERS
 ROLES OF THE MEMBERS

INITIATORS INFLUENCERS
 Individuals who  Individuals who
identify a need. guide the buying
decision process by
making
USERS recommendations
 Individuals who will and expressing
actually use the product preferences.
being purchased.
 ROLES OF THE MEMBERS

DECIDERS PURCHASERS
 Individuals who have  Individuals who
the ultimate negotiate the final
responsibility of terms of the
determining which purchase and
product or service will execute the final
be purchased. purchase.
ROLES OF THE MEMBERS

GATEKEEPER
 Individuals who are in
the position to control
the flow of information
to and between
vendors and other
buying team members.
5 STEPS IN CONSUMER DECISION MAKING PROCESS

3 4
ALTERNATIVES EVALUATION PURCHASE DECISION
May present themselves in the form of lower
prices, additional product benefits, product This is the moment the consumer has been
availability, or something as personal as color
waiting for: the purchase. Once they have
or style options. Your marketing material
gathered all the facts, including feedback
should be geared towards convincing
from previous customers, consumers should
consumers that your product is superior to
other alternatives. Be ready to overcome arrive at a logical conclusion on the product
objections. Calls, know your competitors so or service to purchase.
you can answer questions and compare
benefits.

The Buying Process

5 STEPS IN CONSUMER DECISION MAKING PROCESS

5
Post-purchase evaluation
This part of the consumer decision-making
process involves reflection from both the
consumer and the seller. As a seller, you
should try to gauge the following:
• Did the purchase meet the need the
consumer identified?
• Is the customer happy with the
purchase?
• How can you continue to engage with
this customer?

The Buying Process

What type of purchase decisions do
business makes?
1. Straight Re-buy

2. Modified Re-buy

3. New Task Re-buy

 TYPES OF PURCHASING
DECISIONS
1. STRAIGHT RE-BUY 2. MODIFIED RE-BUY 3. NEW RE-BUY

• when a company repeats their • when a company reorders from • when a company places an
last order to the same supplier an approved supplier but with order with a certain supplier
without any modifications. modifications to the order. for the first-time
THREE TYPES OF BUYING DECISIONS
STRAIGHT REBUY MODIFIED REBUY NEW TASK
NEWNESS OF LOW MEDIUM HIGH
PROBLEM OR NEED
INFORMATION MINIMAL MODERATE MAXIMUM
REQUREMENTS
INFORMATION MINIMAL LIMITED EXTENSIVE
SEARCH
CONSIDERATION OF NONE LIMITED EXTENSIVE
NEW ALTERNATIVES
MULTIPLE BUYING VERY SMALL MODERATE LARGE
INFLUENCES
FINANCIAL RISK LOW MODERATE HIGH
CONTINUUM OF TYPES OF BUYING DECISIONS
MODIFIED
REBUY
STRAIGHT NEW
REBUY TASK

EXTENSIVE
HABITUAL AND
CONSIDERATION
ROUTINE DECISION
AND DECISION
MAKING
MAKING
Question
Time