Written Assignment#2 BUS 5112: Marketing Management

Models of Buyer Behavior

Introduction
Consumer/buyer behavior is the mechanism in which products and services are purchased,
chosen and consumed by the consumer to satisfy their needs and desires. At first, the customer
finds the items he/she needs to buy and then selects the products that satisfy their need and tests
the availability of money they want to spend after choosing the consumer goods and eventually
checks the price of goods and makes the decision. There are several variables that influence the
buyer's purchase, such as social, cultural, demographic, psychological, personality, etc.
It should be because the customer may be both individuals and organisations, and to fulfill their
everyday tasks, they need to purchase products. The manner in which companies buy their
goods/services and how an individual store makes a huge difference. If you want to target both
an organizational market and a customer market, it is necessary to consider these distinctions.
(2011: Winer, R. & Shar, R.)
Model of buyer behavior for goods or service
In addition to knowing your consumers' desires, you also need to understand what motivates
them to purchase and how you can impact the purchasing process to ensure that your goods or
services are on the shopping list. Understanding your customers can help you grow and sell your
product, as well as get the right price point and develop effective promotional activities.
Both corporations and customers show purchasing behavior patterns. As the company clients
will almost definitely have some formalized purchase mechanism in place, the business model is
less subject to debate. Your job is to grasp the process and adapt the various phases of the
process to your marketing activities. This ensures that the customer receives the correct form of
contact at the right time.
For anyone making marketing choices, this model is important. Instead of only the purchasing
decision, it causes the marketer to understand the entire buying process (when it might be too
late for a company to affect the choice!)
The model means that with any acquisition, customers go through all phases. In more regular
transactions, however, clients sometimes miss some of the steps or reverse them.
A student buying a favorite hotdog, for example, will recognize the need (hunger) and go straight
to the purchasing decision, ignoring the quest and assessment of details. However, when it comes
to understanding any purchase that needs some consideration and deliberation, the model is very
useful. (Purchaser Action Model, n.d.).
Written Assignment#2 BUS 5112: Marketing Management

The purchase process begins with the identification of needs. At this point, the buyer recognizes
a problem or needs to determine how much data (if any) is needed by a "aroused" client. If the
need is high and there is a product or service that satisfies the need close to hand, then it is
possible that a buying decision will then be made. If not, then the knowledge quest process
begins.
From several sources, a customer may obtain information:
 Personal sources: friends, relatives, neighbors
 Commercial sources: advertising; salespeople; retailers; distributors; packaging; screens
for point-of-sale
 Public sources: newspapers, radio, TV, consumer organizations; professional journals
 Experiential sources: handling, examination, use of the object.
The utility and effect of these knowledge sources can differ by product and by consumer. The
client must choose between alternative brands, goods and services at the evaluation stage. A
significant determinant of the scope of the evaluation is whether the client feels "involved" in the
product. (Purchaser Action Model, n.d.).
Model for Organizational buyer verses individual buyer
The research model for an organizational buyer versus an individual purchaser is below. The
distinction and the facts are clearly stated:
Organization Buyer Individual Buyer
Organizations buy products to be used and Individual customers buy items and
resold to customers in their ongoing activities equipment for their personal use.
In general, companies buy products in larger For their personal use, individuals purchase
quantities and are motivated by consumer small or retail amounts.
Written Assignment#2 BUS 5112: Marketing Management

demand and the need for manufacturing

materials.
More raw materials are often purchased by
organisations, such as office utensils, drinks,
electrical equipment, wood, steel and other
goods used in the manufacture of
It is much more difficult to entice a company
to purchase an unwanted product, especially
when working with the buying department
responsible for what it spends.
Individuals do not have the ability or
expertise to use these raw materials as a
commodity.
On the other hand, individual customers are
both motivated by need and by desire.
Consumers may be enticed to buy anything
they do not need through successful
marketing or peer pressure

Conclusion
It can be noted, in conclusion, that:
 In making a purchasing decision, there is a process that a customer (organization or
person) goes through. If the process is underway, before making the actual purchase, a
prospective buyer may withdraw at any point. This six-stage method reflects the steps
people take when they actively want to learn about the choices and choose a product the
first time they purchase a product, for example, or when they buy high-priced, long-
lasting products that they don't buy regularly. (Process Stages of Purchasing, n.d.).
 Individual customers purchase or fulfill their desires for the ultimate use of products and
services.
 Goods and services are bought by companies for their business needs. The object of their
purchase is to make a profit by using the products and services and reselling them.
References
1. The University of Minnesota. Chapter 3 (2010). Principles of marketing. Licensed
under Creative Commons Attribution-Noncommercial-Share Alike 4.0.
2. Winer, R. & Shar, R. (2011). Marketing Management (4th ed.). Boston: Prentice Hall
3. Model of Buyer Behavior Retrieved from
https://mktngmanagement.blogspot.com/2012/06/model-of-buyer-
behavior.html#:~:text=This%20model%20is%20important%20for,all%20stages%20i
n%20every%20purchase
4. Buying process stages Retrieved from
https://courses.lumenlearning.com/clinton-marketing/chapter/reading-buying-process-
stages/