4.1 UNDERSTANDING THE BEHAVIOUR AND THE DECISION-MAKING PROCESS
4.1.1 The Difference Between Consumer and Organisational Buyer Behaviour
As Innovative Leisure’s customers are organisations, we have to appeal to decision makers who are either making the decision themselves or on behalf of an organisation. It’s important to understand the difference between consumer and organisational buyers. Consumers choose products based not only on price but on popularity, status and other emotional triggers. B2B buyers often make decisions based on a number of factors including external, internal and individual influences. The differences are presented in Figure 1.
Consumer buying Organisational buying
Number of buyers Many Few
Purchase initiation Self Others …show more content…
This could be an assistant or secretary. These roles depend on the size of the business, for example if the company is a small resort there maybe 1-2 people involved in the purchasing process who will cover all 6 roles. With companies like Center Parcs or Merlin there’ll be more people involved in the process. Also, they could potentially have several people under each role. In both circumstances it is important to identify members of the DMU so that targeted messages can be refined to meet the needs of each role.
4.1.3 The Decision-Making Process
The decision-making process (DMP) isn’t static and depends on the type of product or service the organisation is buying from Innovative Leisure. If the organisation is looking to purchase spare parts with a low value, then the process may just involve a quotation request which will then be approved by someone senior. Purchases like the high ropes, climbing and water attractions have a far greater value and will require consideration and planning from the DMU.
The DMP for high value goods is as …show more content…
Used to measure the reach of our communication.
Jan Feb Mar Apr May Jun Jul Aug
Users 1,507 1,485 1,219 1,166 1,226 1,039 1,226 1,254
Paid 618 668 452 566 515 440 548 591
Organic 738 797 703 633 690 661 698 677
Direct 245 172 264 130 218 190 196 235
Referral 137 103 73 42 65 24 41 32
Social 17 9 12 5 12 66 52 47
These metrics can be grouped (paid, organic, direct, referral and social) and used to pinpoint how the users have been referred to the site. This can indicate which sites and social media channels are most effective. This will help us understand which sites and social media channels work for our brand, enabling us to refine our resources and efforts.
Comparing month to month can give us an indication of which of our communications has been effective. We can see that our referrals dropped steadily, so for us to improve we should look at what we did in January and try to emulate it in the coming
4.1.1 The Difference Between Consumer and Organisational Buyer Behaviour
As Innovative Leisure’s customers are organisations, we have to appeal to decision makers who are either making the decision themselves or on behalf of an organisation. It’s important to understand the difference between consumer and organisational buyers. Consumers choose products based not only on price but on popularity, status and other emotional triggers. B2B buyers often make decisions based on a number of factors including external, internal and individual influences. The differences are presented in Figure 1.
Consumer buying Organisational buying
Number of buyers Many Few
Purchase initiation Self Others …show more content…
This could be an assistant or secretary. These roles depend on the size of the business, for example if the company is a small resort there maybe 1-2 people involved in the purchasing process who will cover all 6 roles. With companies like Center Parcs or Merlin there’ll be more people involved in the process. Also, they could potentially have several people under each role. In both circumstances it is important to identify members of the DMU so that targeted messages can be refined to meet the needs of each role.
4.1.3 The Decision-Making Process
The decision-making process (DMP) isn’t static and depends on the type of product or service the organisation is buying from Innovative Leisure. If the organisation is looking to purchase spare parts with a low value, then the process may just involve a quotation request which will then be approved by someone senior. Purchases like the high ropes, climbing and water attractions have a far greater value and will require consideration and planning from the DMU.
The DMP for high value goods is as …show more content…
Used to measure the reach of our communication.
Jan Feb Mar Apr May Jun Jul Aug
Users 1,507 1,485 1,219 1,166 1,226 1,039 1,226 1,254
Paid 618 668 452 566 515 440 548 591
Organic 738 797 703 633 690 661 698 677
Direct 245 172 264 130 218 190 196 235
Referral 137 103 73 42 65 24 41 32
Social 17 9 12 5 12 66 52 47
These metrics can be grouped (paid, organic, direct, referral and social) and used to pinpoint how the users have been referred to the site. This can indicate which sites and social media channels are most effective. This will help us understand which sites and social media channels work for our brand, enabling us to refine our resources and efforts.
Comparing month to month can give us an indication of which of our communications has been effective. We can see that our referrals dropped steadily, so for us to improve we should look at what we did in January and try to emulate it in the coming