Question

Using a product (goods or services) and the information from the readings, create a model of buyer behavior for the product. Next, create a model for an organizational buyer vs. an individual consumer.

Submit a 2-3 page paper, (independent of the title page and reference page) double-spaced in Times New Roman font which is no greater than 12 points in size. Be sure to cite any sources in APA Format.

Answer 1

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Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Marketers must fully understand both the theory and the reality of consumer behavior. Within the buyer behavior, there are many factors that determine the consumer to consider buying a certain product or services. Consumers make many buying decisions every day and buying the decision is the focal point of the marketer’s effort. Marketers should also be able to understand some questions of the consumers such what the consumers buy, where they buy, how they buy, how much they buy, when they buy and why they buy. The buying process has got five processes which are problem/need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior.

The buying process starts when the buyer recognizes a problem or need to be triggered by internal or external stimuli. It starts from within and then to be materialized by purchasing the product or service. There are many models that can influence the consumer to make a purchase decision. Using the five stages of a buying process, I am going to create a  model which consists of the input, the process and the output as implicitly exemplified by many authors. The consumer model above illustrates how the buying process may occur all the way from marketing stimuli to post-purchase behavior.

The Black Box Model of Consumer Behaviour:

EXTERNAL STIMULI	BUYER’S MIND	RESPONSES
Marketing mix  Stimuli Product Price Place Promotion	Internal influences Beliefs/attitudes/values Learning Motives/Leeds Perception Personality	Purchase Product Brand Source Amount Method of payment
Other  Stimuli Demographic Economic Situational Social Lifestyle	Decision-making process Problem solving Information search Alternate evaluation Purchase Postpurchase evaluation

I would like to show is the organizational consumer vs. the individual consumer. Business buyer behavior refers to the buying behavior of the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others. The authors add as well that business In some ways, business markets are similar to consumer markets. Both involve people who assume buying roles and make purchase decisions to satisfy needs. It is more obvious that while in individual consumer the purchase decision is taken by one person in the organizational purchase, the purchase decision mostly involves more than a person. Buying centers usually include several participants with differing interests, authority, status, and persuasiveness, and sometimes very different decision criteria. In addition, Business buyers also have personal motivations, perceptions, and preferences influenced by their age, income, education, job position, personality, attitudes toward risk, and culture. While Individuals needs motivate their behavior, organizations needs legitimate the buying process and its outcomes and the organizations do not buy a product they buy solutions which are the organization’s economic and the strategic problem, and their own personal need for individual achievement and reward.

A model for an organizational buyer vs. an individual consumer:

The environment	Buyer’s black box	Buyer responses
Marketing stimuli Product Price Place Promotion Other Economic Technological Social Cultural	Buyer’s characteristics Buyer’s decision process	Buying attitudes and preferences Purchase behavior: what the buyer buys, when, where, and how much Brand and company relationship behavior

A model for an organizational buyer based on the A model for an organizational buyer from “Principles of Marketing”:

The environment                        The buying organization              Buyer responses
Marketing stimuli Product Price Place Promotion			Other Stimuli Economic Technological Political Cultural Competitive	The buying center Buying decision center Interpersonal and individual influences Organizational Influences	Product or service choice Supplier choice Order quantities Delivery terms and times Service terms Payment

When observe these two models above we can see that a model of the individual consumer and a model for an organizational buyer only coincide in their environmental stimuli while buying decisions and buying responses are totally different.

References:

Kotler, P., & Keller, K. (2012). Marketing Management (14th ed.). Upper Saddle River, New Jersey: Pearson Education.

Kotler, P., & Armstrong, G. (2012). Principles of Marketing (14th ed.). Upper Saddle River, New Jersey: Pearson Education.

Latuszynska, M., Furaiji, F., & Wawrzyniak, A. (2012). An empirical study of the factors influencing consumer behaviour in the electric appliances market. Contemporary Economics, 6(3), 76. doi:10.5709/ce.1897-9254.52