INDIVIDUAL ASSIGNMENT 2

1. Explain why marketers study buyer behavior and discuss characteristics

affecting consumer behavior. Which characteristics do you think would have the
greatest impact on your decision to select a restaurant to celebrate a special
occasion, such as a birthday or anniversary?
The hospitality market has always been a global rivalry between organizations and
companies to gain customers, and the more the merrier. The sole requirement for
overcoming the presented difficulty is to engage in research on their audience's
behavior: knowing what the customers want and need, understanding their
preferences, and anticipating their purchasing decisions. With the necessary data and
information, businesses will be able to discover how their goods – pricing –
commercial are being replied to and reacted to by customers, as well as which
characteristics among cultural, sociological, psychological, and personal factors have
a stronger influence. This is why marketers are asked to research buyer behavior in
order to boost their chances of getting more customers to purchase.
Personal factors tend to be the key component that may regulate the customer's
choice-making among all qualities of the same category. Restaurants, on the other
hand, must recognize that the most essential factor to consider is making the client
agree with what you give; specifically, the operation for the celebration must result in
a positive first impression and satisfy the customer's contentment in the beginning.
2. The organizational buying process among businesses encounters obstacles
among the members in the purchase-decision processes. What common inter-
organizational issues can affect the overall performance of the stakeholders
involved in the process?
The Organizational Buying Process is the process through which an organization's
overall purchases are documented and completed by all of its members, who are also
involved in numerous elements such as technical and economic considerations,
expenditure, and buyer contacts. One of the element keys with multiple affections on
it is the Organizational Buying Decisions, a key that may either benefit or harm the
company depending on how external influences impact the performance of the
stakeholders. Because of its variety and richness, the impact may be divided into four
categories: environmental element, organizational factor, interpersonal factor, and
individual factor
 Environmental factors include: political and regulatory developments, main
demand levels, money costs, the rate of technical progress, the economic
outlook, competitive developments, and supply circumstances.
 Organizational Factors: Policies; Organizational Structure; Objectives;
Systems; Procedures
 Interpersonal Factors: Status; Authority; Persuasiveness; Empathy
 Individual Factors: Job position; Personality; Education; Risk attitudes; Age