University of People

Marketing Management written assignment unit 2.

A model for buying behaviour of the product

The buyer behaviour for choosing the means of transport using

I wanted to go to the capital city from my residence for the urgent issue for work to accomplish. I

aimed to accomplish a duty there and return after accomplishing the activity back to my home. I

have means of transport options to reach the city on the second day. First, option, I have a long

bus start travelling early morning and reach the city after 8-hour travel that you will stay a day

without performing any duty.

The other one is using an airline, which takes one hour, but you have to wait almost 2 hours at

the airport before departure; it departs at 10 AM and lands at 11 AM; due to its airport being

30km far from the city. Therefore, you need to take which could take two hours due to congested

city traffic from the plane boarding after the reaching it takes three hours, almost six hours to

reach the place and air ticket costly.

The third option I have is a minibus which gives services at night time for starts at 10 PM and

reaches early to the city at 5 AM. To get to the city the following day, I used a min bus for night

travel. Please see the details below.

1. The recognition of Need

Here I need to choose the best means of transportation to reach the city about 320 km from

where I live. I want to reach the town early in the morning and perform my activities there.I

expect to hurry and reach on time and be available for duty.

2. Search for product information

I looked up different transportation options to the destination from the travel agents. In addition

to the telephones and ticket offices to book my tickets, I also consulted some reviews from travel

agents.

3. Product evaluation

To choose the travelling agents, I have set the following selection criteria:

- Good service, compare the price, reasonable price; reach to the town on time

- Convenient and easy booking service

4. Product choice and purchase

I chose to book tickets to travel on min bus which starts travelling night time and reaches early

morning to get the work done. The other reason for choosing the minibus was that it is

reasonable and affordable. I can sleep inside the car during travel and reach early morning to the

workplace I intended to perform.

5. Postpurchase use and evaluation

I used the booking service on through travel agents. Everything went smoothly, and I got on time

and availed myself of the work, and I performed duty during the day and could come back at

night time. It saves a lot of time. Even though there is some inconvenience passing my sleep time

and sleeping without bed. I was satisfied with the service. I recommend that my friends use their

time effectively if they want to go there and at night use their time effectively.
 6. Disposal of the product

Since this is a service, there is no disposal of the service after use. I was satisfied with the

booking service for night travel and availed myself for a time. whenever I need to travel to the

city, I want to use the minibus night travelling services to save time and money

Differences Between Organizational and Consumer Markets

Individuals and organizations all have needs for items to serve their daily tasks. What are the

differences between an organization and an individual in the purchasing process?

Business buyers can be either nonprofit or for-profit businesses and are categorized into four

basic groups: producers, resellers, governments, and institutions (University of Minnesota,

2015, p#100). According to the University of Minnesota (2015) and Writing (2019), we can

see the differences between a model of organizational buyer vs a model of the individual

consumer as below

Individual Organizational buyer

Demand derivation For personal use For ongoing operation resell to consumers,

goods and services for example, demand and need for

manufacturing material

Volumes A usually small amount at the It might be a large amount (because

microlevel consumers in organizations are usually more

than one and can reach thousands

Kind of goods Prefer complete goods or Raw materials – such as

services because individual wood, steel and other items

customers often do not have used in manufacturing

equipment and machines for Any goods or services during

production as their operations.

organizational buyers

Choosing items More flexible, mainly depend It can depend on business regulations,

on the needs and wants of the demand request from the departments/users,

consumers and their pockets of budget, permission from managers/bosses

money

Who uses? The individual Staff/Department give the demand request

Who makes decision Individually decision Management, Staff/Department give the

demand request

References

The University of Minnesota.(2015). Principles of Marketing.

https://open.lib.umn.edu/principlesmarketing

Writing, A. (2019). Differences Between the Organizational and Consumer Markets?. Small

Business. https://smallbusiness.chron.com/differences-between-

organizational-consumer-markets-641.htm