Business Buyer Behavior Quiz

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Questions and Answers

Who are the individuals that actually use the product or service in the business buying process?

Buyers

Deciders

Users (correct)

Influencers

Which participant in the business buying process has the authority to select the supplier and arrange terms of purchase?

Influencers

Buyers (correct)

Deciders

Gatekeepers

What is the role of influencers in the business buying process?

To define specifications and provide information for evaluating alternatives (correct)

To possess final decision-making power

To handle postpurchase evaluations

To control the flow of information

Which factor is NOT categorized as a major influence on business buyers?

Technological Factors Signup and view all the answers

Which economic factor is typically considered in business buying decisions?

Price and service evaluations Signup and view all the answers

What is one way gatekeepers influence the buying process?

By controlling the flow of information Signup and view all the answers

Which of the following is a consideration in the evaluation criteria of participants in the buying center?

Cost of money Signup and view all the answers

What role does the environment play in business buying behavior?

It shapes demand and supply of products and materials Signup and view all the answers

Which group directly influences consumer behavior and includes individuals to whom a person belongs?

Membership Groups Signup and view all the answers

What does the PRIZM Lifestage Groups system classify?

Consumers into 66 segments and 11 life-stage groups Signup and view all the answers

Which factor is considered the most important consumer-buying organization in society?

Family Signup and view all the answers

How does age most likely affect consumer behavior?

It influences purchasing decisions and life-cycle stage. Signup and view all the answers

Which of the following best describes 'buzz marketing'?

Creating excitement in social networks about a product Signup and view all the answers

What is the primary function of reference groups in consumer behavior?

To form comparisons or references in shaping attitudes Signup and view all the answers

What role does 'occupation' play in consumer buying behavior?

It affects the goods and services bought by consumers. Signup and view all the answers

What is the first stage of the buyer decision process?

Need Recognition Signup and view all the answers

Which of the following is NOT considered a social factor affecting consumer behavior?

Age of the consumer Signup and view all the answers

During which stage of the buyer decision process does a consumer seek additional information?

Information Search Signup and view all the answers

Which of the following is NOT a source of information during the information search stage?

Cognitive sources Signup and view all the answers

What can potentially affect the purchase decision even if there is a strong purchase intention?

Attitudes of others Signup and view all the answers

In the alternative evaluation stage, what do consumers specifically compare?

Brands in the choice set Signup and view all the answers

What type of buying behavior is characterized by a high level of involvement and complexity?

Complex buying behavior Signup and view all the answers

What initiates the need recognition process in consumers?

Both internal and external stimuli Signup and view all the answers

Which behavior reflects a tendency to switch brands for the sake of variety without strong loyalty?

Variety-seeking buying behavior Signup and view all the answers

Study Notes

Participants in the Business Buying Process

Users: Individuals who will directly use the product or service.
Influencers: Provide specifications and information for evaluating alternatives in the buying process.
Buyers: Authorized individuals who select suppliers and negotiate purchase terms.
Deciders: Have the power (formal or informal) to approve the final supplier choice.
Gatekeepers: Control the flow of information among the buying center.

Business Buying Center Concept

Involves multiple participant groups, each with varying influence on decisions.
Importance of understanding each group's evaluation criteria and influence on the decision.
Consideration of informal participants who may impact decision-making.

Major Influences on Business Buying Behavior

Economic Factors: Price and service are primary influences.
Personal Factors: Emotions can heavily affect buying decisions.
Environmental Factors: Include demand for the product, economic outlook, supply of materials, technology, culture, politics, and competition.

Membership Groups: Possess direct influence on individual decisions.
Aspirational Groups: Represent individuals' desires and aspirations.
Reference Groups: Serve as comparison points for attitudes and behaviors.

Online networks, buzz marketing, and social media influence buying behaviors.
Word-of-mouth recommendations play a crucial role in consumer decisions.
Opinion leaders significantly affect the views and choices of others.

Personal Factors Influencing Buying Behavior

Family: The most significant consumer-buying organization affecting individual choices.
Age and Life-Cycle Stage: The PRIZM Lifestage Groups includes 66 segments and 11 life-stage groups.
Occupation: Influences the types of goods and services purchased.

Types of Buying Decision Behavior

Complex Buying Behavior: Involves high involvement and complex decision-making.
Dissonance-Reducing Buying Behavior: Occurs when consumers perceive few differences among brands but still compare them.
Habitual Buying Behavior: Involves routine purchases with minimal thought.
Variety-Seeking Buying Behavior: Occurs when consumers switch brands for variety rather than dissatisfaction.

The Buyer Decision Process

Need Recognition: The first stage where a problem or need triggers awareness, influenced by internal or external stimuli.
Information Search: Motivation drives consumers to seek information from personal, commercial, public, or experiential sources.
Evaluation of Alternatives: The consumer uses gathered information to assess different brands within the consideration set.
Purchase Decision: Final choice of brand may be influenced by others' attitudes or situational factors, differentiating intention from actual decision.

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Description

Test your understanding of the participants in the business buying process. Learn about the roles of users, influencers, buyers, deciders, and gatekeepers in selecting suppliers and making purchase decisions. This quiz will help reinforce key concepts regarding business buyer behavior.