2. Social factors - family, role, status, etc.
3. Personal factors - gender, age, lifestyle, financial situation, personality,
image, etc.
4. Psychological factors - need engendered motivation, "voices" from
one's subconsciousness, or satisfaction optimisation, etc.
Consumer segmentation
For a new company it is rarely possible to reach all consumers at one time.
You have to choose special groups of consumers. It is called segmentation.
You can seek to segment, categorise, by various criteria:
• Geography - city, country, district, street
• Education – skilled, unskilled
• Occupation - doctors, lorry drivers, teachers
• Age – children, youngsters, middle age, retired people
• Sex – men or women
• Leased or owner-occupied housing
Corporate Customers
There is a notable difference between selling to companies and private
individuals. Below is an angle of approaches to the producer market.
Producer market characteristics:
• Few buyers in relation to total number of consumers
• Large-scale orders
• A relationship between buyer and seller can be established
• Potential customers are easy to single out/segment
• More persons are involved in a purchase
• Professional purchasing methods based on information and
rationality
• Focus is on price and cost-saving
Purchase Methods
Three pervading purchasing principles applied by companies:
1. Straight re-buy - you buy the same as usual. Usually office supplies,
coffee, etc.
2. Substantial repurchase - before buying, you consider whether the
requirement, design, or technology has changed since last time.
This could be PCs, courses, or technological equipment.
3. New purchase - you want to check the market for the most
favourable offer meeting the requirements set out by the company
22
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51