Marketing Management Written Assignment 2

Instructor: Dr Asante

Model of Buyer behavior

Buyer behaviour model on school uniform in South Africa.

Buyer behaviour is the decision that people male to buy a product or service for individual or

group usage. The behaviour to buy a product firstly is instigated by a need to purchase that

particular product whereby the 4Ps are favourable to the consumer to continue with that decision

to buy. Demographic factor plays a role for the consumer to behave in a certain way to satisfy a

need to purchase or make a decision to buy a product. The approach to purchase school uniform

for learners is different. Some schools buy in bulk while some will send a list to parents while

other schools will depend on sponsors to buy school uniform. The idea to look the same at

schools, is simply not to make other students feel disadvantaged or be clearly seen they are from

poor families. All children at any school look the same although they might wear different sizes

but colours and patterns are the same including quantity and quality.

Four different buyer behaviours

The behaviour to buy school uniform might be pricey with unexpected risks to be assessed by the

buyer. From the source Geektonight, the four types of buyer behaviours are high and low

involvement in buying a product. The buyer might be involved to buy a product with a complex

behaviour whereas where a buyer has a low involvement in buying a product, might have a

variety seeking buying behaviour. Both high and low involved of buyer behaviour may be seen

significantly between different brands. These criteria will or might affect the behaviour to

purchase school uniform in either a negative or positive way as the main purpose is for learners

to wear same brand with no variety to any material, size or quality and quantity. Both complex

and dissonance-reducing buying behaviour have high involvement in buying a product. After

research is conducted with conclusion and decision reached to purchase, the buyer might be

affected by high prices and infrequent purchase of products.

There is winter and summer uniformity for leaners, and the difference might affect the buyer to

regret timing to purchase even after extensive research conducted. According to Kotler &

Armstrong, habitual and variety-seeking buying behavior occurs when consumers have low

involvement to buy a product with little significant of brand difference they want to purchase.

The low involvement to purchase same clothes in material, quality, design and same quantity per

learner will benefit buying to save costs.

Summary

In all essence buyer behaviour for learner’s uniform is mandated by the education authorities

hence buyer’s behaviour has to fall within the mandate which includes processes and procedures,

agreement awarded to the highest bidder who has cost less than the others. High risk has to be

avoided at all costs to benefit both learners and the authorities making these laws. When the

buyer has lower to purchase a brand, the behaviour might be habitual with few brand differences.

There is less extensive search on the brand quality, little brand evaluation and weak brand

attitude and passive reception of brand information.

Organizational buyer vs an individual consumer.

Based on purpose to purchase, organizational product buying is to earn profit to resell goods and

individual buying is solely based on need satisfaction.

Based on Quantity organizational buying is based on bulk purchase to maintain inventories and

costs less while individual buying is only based on the necessity to buy a product. Consumers

may purchase goods to satisfy their personal need, while organization the buying process and

procedures has to be adhered to. Market knowledge for consumers is adequate while for

organization is well principled.

References

Kotler, P., & Keller, K. (2012). Marketing Management (14th ed.). Upper Saddle River, New
Jersey: Pearson Education
https://analysisproject.blogspot.com/2015/04/difference-between-consumer-buying.html

Syndorenko, N. (2021, July 2). What is a buyer behaviour, definition, types, patterns, and

analysis. Snovio. https://snov.io/glossary/buyer-behavior/

Kotler, P., Armstrong, G., Hoon Ang, S., Meng Leong, S., Tion Tan, C., Yau Hon-Ming, O.

(2020). Principles of marketing, a global perspective. (5th ed.). http://courseware.cutm.ac.in/wp-

content/uploads/2020/05/BUYING-BEHAVIOUR-Kotler-Armstrong.pdf