96 CHAPTER 4 UNDERSTANDINGBUYERBEHAVIOR
groupofconsumerswhoareconfidentintheirabilitytoreadany-
thing,buyanything,andexperienceanything.
Severalfundamentaldemographicchangeswillserveastheunder-
pinningforthisnewconsumermind-set:theagingofthebabyboom
generation,theincreasingimportanceofchildrenasconsumers,a
growingchasmbetweensociety'shavesandhave-nots.andthe
world'sincreasinglydiversepopulation.
Giventhatdemographicbackdrop.whatwillbethemostpowerful
valuesshapingtheconsumermind-set?Thefollowingpossibilities
havebeenproposed:
- TheShrinkingDay-Harriedbabyboomerswillcreateatime
famineforthemselvesbyworkingmorehoursandcommittingto
morefamilyandcommunityobligations.
- TheConnectednessCraze-Theurgetoconnectwillpervadeall
aspectsofconsumers'livesandincreasinglyconsumerswill
turntotheWorldWideWebforasenseofcommunitybetween
buyersandsellers,informationsuppliersandconsumers,and
friendsandfamily.
- TheBodyvs.SoulConundrum-Consumerswillcontinuetheir
obsessionwithfitnessandspirituality,whileatthesametime
consumingrecordamountsoftake-outfood.
TheTriumphofIndividualism-Work,family,andpurchase
processeswillreflecttheconsumer'sneedtobetreatedasa
uniqueindividual.
MARKETING CAPSULE •
1.Organizationalbuyerbehavioris differentfromconsumer
behavior:
a. Manyindividuals makethebuyingdecision
b. Behaviorismotivatedbybothrationalandemotional
factors
c. Decisionsincludea rangeofcomplextechnicaldeci-
sions
d.Lagtimeexistsbetweencontactandactualdecision
e. Organizations cannotbygroupedintoprecisecategories
2.Thefollowingstagesareinvolvedin theorganizationalbuy-
ingdecision:
a. Problemrecognition
b. Generalneeddescription
c. Productspecification
d.Supplier'sresearch
e. Proposalsolicitation
f. Supplierselection
g.Order-routinespecification
h.Performancereview
