Buyers in the market industry became the butt of a lot of influence when they are making purchasing decisions. Some marketers assume that the main effect is the economy. They suggest buyers will tend to choose a supplier that offers the lowest price or the best product or service that provides the most.
They focus in order to offer great economic benefits to the buyer. Aka However, buyers in the industrial market actually responds to both economic factors and personal factors. Buyers in the market industry are also human and social spirit, rather than the cold and unfeeling, calculating, like a robot. They also react to reason and emotion.
Today, marketers in the industry realize market emotions play an important role in the purchase decision. For example, you might think that a large truck advertising addressed to a large truck buyer for the company will focus on the technical, performance, and economic factors objectively. However, ikaln aramada Volvo heavy truck recently featured two truck drivers collided amid arm wrestling and claimed, “this can resolve all your transportation fleet problems, but who is going to drive it?”
The ad finally shows that currently in the midst of the difficulty of obtaining the driver, a certain type of truck can pull a qualified driver. Volvo’s ads emphasize that the beauty and comfort, kelonggarannya, and features a truck driver will make it more attractive. Ikaln was concluded that Volvo trucks are made to make the transport fleet drivers to be more profitable and more feel to vote.
When the supplier offers something very similar, industry buyers have a limited basis for making choices that truly rational. Because they can achieve organizational goals with any supplier, buyers can make personal factors play a greater role in their sales.
However, if different from competing products, the buyers in the market industry more concerned with consequences of her choice and tend to give more attention to economic factors. Figure 4.9. shows a list of the various groups that influence buyer-environmental industry, organizational, interpersonal, and individual.
Environmental Factors
Buyers in the industrial market are heavily influenced by factors in the current economic environment and that is expected, as the level of primary demand, economic forecasts, and interest on the loan. If the rising economic discontent, buyers in the market industry will cancel new investment and strive to reduce persediannya.
Environmental factors are becoming increasingly important is the key raw material shortages. More and more companies are now willing to buy and store raw materials are scarce in large quantities to supply adequate. Buyers in the market industry is also affected by developments in technology, politics, and competition in their environment.
Culture and customs also affect the reaction of buyers in the market and industry to conduct certain corporate marketers strategy, especially in the international marketing environment. Marketers in the market industry should look at the factors that determine how these factors influence a buyer, and tried to turn these challenges into opportunities.
Organizational Factors
Each purchasing organization has a purpose, policies, procedures, structures, and systems of its own. Marketers in the industrial market must understand the factors throughout the organization. These questions will arise: How many people are involved in the purchase decision? Who are they? Is their evaluation criteria? Is their company policies and restrictions for buyers?
Interpersonal Factors
Center purchases usually involve many participants who influence each other. Industrial marketers difficult to determine the factors of interpersonal and group dynamics of what goes into the buying process. One of the authors noted “Managers do not wear a badge that read” decision maker “or” not important “. The most influential large often not apparent, at least in the eyes of the supplier company sales clerk.
And not necessarily participants in the buying center that has the highest positions have the greatest effect. Participants may have an influence in the purchase decision because they control the reward and punishment, or they are much liked, have special skills, or have a special relationship with the other important participants. Interpersonal factors are sometimes very difficult to identify. If possible, marketers in the industrial market must seek to understand the factors and design strategies that take into account these factors they considered.
Individual Factors
Each participant in the purchase decision process in the industrial market brings with motives, perceptions, and personal preference. Individual factors that are influenced by personal characteristics such as age, income, education, professional identification, personality, and attitude toward risk. Also, the buyer has a style different purchases.
Most likely type of technical analyzes a number of companies competing proposals in depth before choosing a supplier. Another buyer might be intuitive negotiators who pitted seller expert in one another to obtain the best deals.