Подходы к оценке продукта в моделях поведения промышленного покупателя

Abstract

Рассматриваются 10 существующих моделей поведения промышленного клиента. На основании полученных результатов можно понимать, какое место занимает продукт и как он оценивается в существующих моделях потребителей. Итоги могут быть использованы в развитии модели промышленного продукта [1].

Consumer behavior modeling makes it possible to predict and describe the actions not only of an individual consumer, but also of entire groups of people who share more or less similar behavioral patterns. The more accurate the behavioral model, the more precisely one can forecast how consumers will act in different product purchase situati which necessitates close attention to engineering and production considerations. In industrial markets, products are rarely standardized and often need to be effectively “designed” or tailored for specific applications. E. Raymond Corey, addressing the issue of product variability, emphasized that within industrial marketing strategy, products must always be treated as a variable rather than as a fixed element [1]. In this article, the manner in which product complexity is incorporated into existing models of industrial buyer behavior is examined, as well as the way product value perception is described in these models, taking into account the involvement of multiple participants in the purchasing process.