BUS 5112 - Marketing Management

Dr. Frank Billingsley

Written Assignment Unit

9 September - 15 September
Instructions for submission
Using a product (goods or services) and the information from the readings, create a model of
buyer behavior for the product. Next, create a model for an organizational buyer vs. an
individual consumer.

Submit a 2-3 page paper, (independent of the title page and reference page) double-spaced in
Times New Roman font which is no greater than 12 points in size. Be sure to cite any sources
in APA Format.
 Introduction:

The behaviour of the buyer drives any marketing process. Understanding why and

how consumers choose to buy this or that product, or why they are so loyal to one brand, is

the most critical challenge for businesses looking to improve their business model and

acquire new customers.

In general, there are four types of consumers buying behaviours: extended decision-

making, limited decision-making, habitual buying behaviour, and variety-seeking buying

behaviour. However, regardless of consumer behaviour type, businesses frequently attempt to

influence consumer behaviour by controlling store layout, music, product grouping and

availability, price, and advertising.

With the strong influence of technology in human lives, the laptop has become an

everyday necessity for most of us. People buy laptops for personal use, and organizations buy

them for their ongoing operations or reselling. In order to understand the customers’

demands, both organizational buyers and individual consumers, laptops manufactures have

conducted a lot of marketing research, including creating models of buyer behaviour for this

product.

Customers' behaviour is influenced through learning; it involves conditioned and

unconditioned input and is referred to as Classical conditioning (The University of

Minnesota, 2010, p.67). The three aspects of the Stimulation-Reaction (SR) model are drive,

stimulus, response, and reinforcement. The study of this consumer behaviour model allows

businesses to see how customers react to things and what goes on in their heads when

purchasing decisions.

A model for consumer behaviour derived from the Stimulation-Reaction model and the buyer

decision-making process is shown below:

 MODEL OF CONSUMER BEHAVIOUR-INDIVIDUAL CONSUMER

- 4Ps: A laptop is a standard product with a price level from average to high. People can buy

them easily in physical stores and online. Companies could promote it through

advertisements and marketing campaigns.

- Other stimuli: Since a laptop is an average-ticket product, other stimuli do not significantly

impact it.

- Consumers from various backgrounds, ages, lifestyles, personalities, attitudes, perceptions,

and other factors will have varying preferences for laptop purchases.

- Buyer purchasing process:

1. The buyer realizes that he or she requires a laptop for school or employment or

other personal needs.

2. Customers will examine various laptops in stores or on the internet.

3. The buyer has a list of requirements for a laptop that meets their wants/needs and

budget.

4. The customer researches and evaluates many choices before making a buying

decision.
 Consumers will respond to stimuli by deciding whether or not to buy the laptops(s)

after being translated into their black box. What brand will they choose? When are they going

to buy it? What quantity should they purchase? Will they repurchase it or suggest it to others

if the product satisfies their expectations?

MODEL OF CONSUMER BEHAVIOUR-ORGANIZATIONAL BUYER

Buyer behaviour and business marketplaces in business-to-business are distinct from

those in consumer markets. The intended use is the main distinction between a consumer and

a corporate product. For example, if a consumer buys a specific computer brand for home

use, it is classified as a consumer good. On the other hand, it is regarded as a business good if

a Disney purchasing agent purchases the same PC for a Disney scriptwriter. Why? Because

Disney is a corporation, the computer will be used in a corporate setting.

Most laptops are acquired by organizations such as the government and institutes for

everyday use or by resellers such as Walmart for resale. Complex purchasing decisions take

longer to make and are influenced by their characteristics since the buying process involves

many people. Laptops are not prohibitively expensive, but employees' purchasing in mass for

everyday users will be a significant expense. As a result, the purchasing decision should be

based on the company's philosophy, priorities, and performance. External variables also
influence buying decisions; for example, businesses may reduce their administrative spending

when the economy is terrible.

When purchase teams get requests from departments to buy laptops for use or to sell,

the buying process begins. First, purchase teams will look for potential suppliers if the

requests are authorized. When suppliers have been identified, procurement teams will work

with them to evaluate them and then place orders with those chosen. Purchase teams also

negotiate delivery and payment terms and times. Finally, for future purchase decisions, they

will assess the performance of the offerings and providers.

The buyer behaviour model outlines the factors that influence customer behaviour in

both consumer and organizational marketplaces. For example, companies benefit from

knowing how their customers buy and use their products. Consumers, on the other hand,

make short-term and immediate purchases to meet their desires and requirements. However,

businesses spend more time, money, and professional effort on their purchases since it is

more sophisticated and rational.

Summary
Buyer behaviour refers to the actions that consumers and businesses take in order to

purchase and use goods. Recognizing a need, seeking information, assessing alternatives,

purchasing the product, appraising the purchase outcome, and engaging in post-purchase

behaviour are steps in the consumer purchase decision-making process. Several things

influence the process. Consumer decision-making is influenced by cultural, societal,

individual, and psychological aspects.

The steps in the business buy decision-making model need recognition, specification

setting, information search, alternative evaluation versus requirements, purchase, and post-

purchase behaviour. Buying volume, number of customers, buyer location, direct distribution,
and rational purchase decisions are the primary differences between consumer and

commercial markets. Marketing research is the process of planning, gathering, and analyzing

data related to a marketing decision that allows companies to understand more about their

target audiences.
 References

Bawa, M. I. M., Shameem, A., & Riswan, A. (2016). The impact of marketing mix on

customer satisfaction towards laptop industry. South Eastern University of Sri Lanka.

Idrees, M. A., Khan, M. A., & Khan, A. (2020). Factors Affecting Consumer Buying

Behavior For Electronic Notebook. European Journal of Business and Management

Research, 5(3).

Khera, K., & Singh, I. (2014). Buying Behaviour of Customers (with reference to Delhi

students) towards Laptops.

Kotler, P., & Armstrong, G. (2012). Principles of Marketing (14th ed.). Upper Saddle River,

New Jersey: Pearson Education.

The University of Minnesota. (2010). Principles of marketing. Licensed under Creative

Commons Attribution-NonCommercial-ShareAlike 4.0

Webster Jr, F. E., & Wind, Y. (1972). A general model for understanding organizational

buying behavior. Journal of marketing, 36(2), 12-19.