The buying behaviour of a customer of Realeyes’ brand is influenced by multi-dimensional aspects, irrespective of the customer type. Social and economic factors of the country into which Realeyes would venture to sell services would affect consumer behaviour. In the case of Australia, the 2007-08’s economic crisis is still one of the impending factors for companies to hold on to their marketing purse. However, this is only a factor of time. On a more permanent basis, factors like trust and commitment are at the core of all working relationships (Anderson and Narus, 1998). A successful demonstration of these qualities will provide evidence to customers of Realeyes’ achievements and affect its brand value positively.
Customers will think about buying from Realeyes if the firm makes full use of the fact that customers need an understanding of what eye-tracking can do to their business, and hence demonstrates persuasively (Anderson & Narus, 1998) the value of its service-offering to the consumer.
While explaining the Customer Value Model, Anderson et al (1998) defines value in business markets as the worth in monetary terms of the technical, economic, service and social benefits a customer company receives in exchange for the price it pays for a market offering.
Communicating the benefits and telling them exactly how eye-tracking can help the client solve specific problems (Narayandas, 2005) helps consumers understand the value Realeyes’ business can provide.
B2B Stakeholders – below schematic shows the interacting actors with Realeyes
Figure 18 - REALEYES’ BUYER NETWORK TAXONOMY
Since B2B consumer behaviour is dependent on myriad factors, it would be apt to also use a response-oriented model for studying the b2b buying behaviour, in order to understand consumers’ purchasing responses better in Australia. Below shown is Figure 13 a schematic of how various factors including trust influence the buying decisions in B2B and motivate the buyer characteristics to choose the brand or product in accordance with time, amount or frequency.
Figure 19 - Model to realize the factors affecting buyer behaviour in B2B scenarios (Adapted from response-stimulus model, tutor2u.net)
------- New/potential client network dynamics
------- Existing network dynamics
------- New/potential partner network dynamics
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