Name: Gian Dela Crua Section: ABM201

Date: 4/6/2024 Score:

Individual Activity

Instruction: Answer the following items.

1. Differentiate the following terms. Answer each in no more than three (3) sentences. (4 items x 5 points)

Consumer Market Organizational Market

Definition: Definition:
Individuals or households who purchase Businesses, institutions, or government
goods and services for personal use, not agencies that buy goods and services for
for resale. various purposes, like production, resale,
or operations.

Buying Behavior: Buying Behavior:

Consumers typically buy smaller
quantities based on emotions, needs, and
wants. Decisions might involve brand
preference, price comparisons, or impulse
purchases.
Organizations prioritize factors like
functionality, quality, bulk discounts, and
long-term contracts. Decisions often
involve a complex process with multiple
decision-makers focusing on value and
efficiency.
2. Provide real-life examples for the four (4) types of buying behavior. Answer each in no more than three
(3) sentences. (4 items x 5 points)

a. Complex Buying Gian is buying a new car. You'll extensively research features,
Behavior safety ratings, reviews, and test drive different models before
making a significant investment.

b. Variety-seeking You usually buy the same brand of cereal, but this time, you see a
Behavior new flavor and decide to try it for a change of pace.

c. Dissonance- After purchasing a new expensive TV, you might read positive
reducing reviews online to reassure yourself you made the right choice and
Buying reduce any post-purchase doubts.
Behavior

d. Habitual Buying Every week, you grab your favorite brand of milk and toothpaste at
Behavior the grocery store without much thought. These are familiar
products you repurchase regularly.

3. Identify the consumer buying and organizational buying roles in the given situations. (12 items x 1 point)

The situation for the Consumer Market: Grace and Janine tell their parents about this new burger joint
at BGC. This joint is known for its BPBB (Burger + Peanut Butter + Bacon). Their parents were adamant
initially, but Grace, the youngest, convinced them. Janine, Grace's older sister, promised it would be her
treat. They eventually decided that they would go and try that burger this weekend.

The situation for the Organizational Market:

Eve Inc. plans to introduce a new doll due to the decrease in sales during 2020, according to Mr. Ted
Santos, the marketing head. According to the Research Team headed by Mrs. Ellaine Pineda, it shall have
artificial intelligence capabilities that the kids will love. With the help of Ted Santos and the production
head, Mr. Ramon Bautista, they provided the other specifications for the new doll. Mrs. Eve Mendoza,
the CEO, reviewed the report and gave the go-signal to produce the new toy. The Purchasing Team,
headed by Mr. Edgar Ramos, gathered a list of suppliers for the parts of the doll with the Finance Team's
help, headed by Ms. Julia Benitez. After reviewing the list, the CEO let Edgar Ramos send proposals to the
selected suppliers. The four (4) selected suppliers have sent back their price listings. Julia Benitez
prepared the contracts and payments between the suppliers and the company.
 Buying roles Consumer Market

a. Initiator/s Grace (youngest daughter) - She suggested trying the new burger joint.
b. Influencer/s Janine (older sister) - She may have vouched for the experience or
supported the idea. Grace's enthusiasm could also be an influence.
c. Buyer/s Janine (treating) - She might be paying for the meal. Parents could also
be considered buyers if they contribute financially.
d. Decider/s Parents - They initially resisted but ultimately decided to go.
e. User/s Grace, Janine, and Parents - They will all consume the burgers.

Buying roles Organizational Market

a. Initiator/s Mr. Ted Santos (Marketing Head) - He identified the need for a new
product due to declining sales.
b. Influencer/s Mrs. Ellaine Pineda (Research Team Head) - She influenced the
decision with market research suggesting an AI doll's appeal.
c. Buyer/s Not applicable in this scenario. Purchasing happens later.
d. Decider/s Mrs. Eve Mendoza (CEO) - She has final approval for production.
e. User/s Not applicable - The dolls are for children, not the company itself.
f. Gatekeeper/s Possibly the Research Team (Mrs. Pineda) - They might control access
to information needed for decision-making.
g. Approver/s Mrs. Eve Mendoza (CEO) - She gives the final go-signal for sending
proposals to suppliers.

Rubric for grading for Numbers 1 and 2:

CRITERIA PERFORMANCE INDICATORS POINTS
Content Provided complete details based on what is required 4
Organization of Expressed the points in a clear and logical arrangement of ideas in the
1
ideas paragraph
TOTAL 5