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BUS5112 - Unit 2 - Understanding Customer Behavior - Assignment
BUS5112 - Unit 2 - Understanding Customer Behavior - Assignment
Individuals and organizations need to purchase offerings to in order to meet their specific
needs. However, there is are distinct, in the procurement process of an organization vis-à-vis an
The product in this writing assignment will be the case of procurement of broadband
internet connection for home use. Based on the readings and research, we will create a model of
buyer behavior. We shall then create and compare a buyer behavior model for the same offering
a. Situational Factors: Social Situation, Time, Reason for the Purchase, and mood.
b. Personal Factors: Personality and Self-Concept, Gender, Age, and Stage of Life and
d. Societal Factors: Culture, Subcultures, Social Class, Reference Groups and Opinion
Leaders, Family
in the market-place. The typical model of buyer behavior involves five stages. This process
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generally describes how the consumer identifies the best offerings, the best value for money and
1. Need recognition
The Consumer identifies the need for broad band internet connectivity at his home in
order to facilitate the need for work related activities, e.g. online research, video conferencing,
email communications. The consumer also needs the broadband connection for home
2. Information search
The consumer then researches the market in search of the right offering. As they attempt
to zero-in on the right offerings. They will consult, mass media advertisement, word of mouth
Typical parameters that the consumer will be interested in include: the broad band speeds
available in the coverage area (will it meet all their needs) the reliability of the service
connection, dependability of the customer care system, after-sales services, etc. The cost of
3. Evaluation of alternatives
Armed with the gathered information the consumer will then compare and contrast the
merits and demerits of the various options from various service providers. The objective is to
acquire the best internet connectivity at the most competitive cost i.e. does the value outweigh
the cost?
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4. Purchase decision
The consumer then makes the purchase decision, and could start with a trial period and
5. Post-purchase evaluation.
In closing the loop the consumer will assess the product to determine how it meets the
intended needs/expectations.
For a similar offering the organizational model will be as follows for follow the following
typical pprocess:
1. A need is recognized.
The organization in this case also need to connect their for their facility to be data ready
and for work related purposes. They have decided that they require an intranet and an internet
connectivity.
With consultation from the IT department, the management engages the functional
department heads in order to scope the connectivity needs in terms of features, speeds and
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bandwidth volume. Due to the high volume of data required to meet the workload of the
employees in various departments: they have opted to digital fiber connections for both the
intranet and internet connections complete with an enterprise serve that will control access and
protect the organizations filing system from authorized external and internal access. The IT
department then drafts the service and product specifications for the various connectivity
components.
The It department then engages with the procurement teams in the organization to scope
the availability of vendor that may have the potential to supply the required offerings as per the
required specifications. The procurement department at this stage will consult the internal
process and determine the mode of acquiring the required services and products. Possible route
could be single sourcing, competitive processes like open or restricted bids, invoking existing
service agreements etc. generally the stage seeks to identify vendors which offer what they need,
those with a reputation for good quality, good partnership, and good value for money.
4. Qualified suppliers are asked to complete responses to requests for proposal (RFPs).
This stage seeks to solicit expressions of interest from vendors to supply the required
offerings. Incase of a two-stage selection process, the potential vendor will submit their bid
proposals in response to an request for from the organization. The proposals are expected to
respond adequately to the organizational product/service technical specifications. I this case this
may include, band with, hardware offerings, after sales service, technology and innovation, value
for money etc. typically the vendor may be requested to include their financial proposal that will
clearly indicate their offer for providing the required internet and intranet connection. It note
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worthy to mention that for an open, transparent and fair evaluation to be conducted own stream,
the evaluation criteria should be clearly presented in the RfP at this stage. Usually the
submissions date and time is fixed for all the participants in the bid process.
The proposals may be opened in public with attendance of representatives form the
vendor and the other vendors that participated in the process will
Once the services have been established, the organization will provided performance
feedback to the vendor with the objective to realize or improve the quality of service. Typically
this process is conducted during the defects warrantee period. The process can be complex or
References
https://courses.lumenlearning.com/clinton-marketing/.