THE IMPORTANCE OF

UNDERSTANDING THE BUYER

BEHAVIOUR AND THE
APPLICATIONS OF
MARKETING MIX ELEMENTS
FOR ORGANIZATION SUCCESS.
Prepared By-:R.D.A .D.Madusha Rathnasekara
Diploma In Business IT
Siksil Institute Of Technology (Pvt)Ltd
May 2017
 CONTENTS
Task 01
Business to Consumer Product Organization.
Task 02
Business to Business Product Organization.
Task 03
Consumer Buying Decision Process.
Task 04
Marketing Mix Elements.
Task 05
Five Level Of The Product.
Task 06
References.
Task 07
Annexure.
BUSINESS TO CONSUMER
PRODUCT ORGANIZATION
 In these businesses they sell their products directly
to the consumer.
 In B2C product, I consider about Prima Company
Limited Of Singapore which was established in
1961.
 Here, I consider about two products. Those are
Prima Noodles and Prima Bread.
BUSINESS TO BUSINESS PRODUCT
ORGANIZATION
 In these businesses they sell their products to other
organization.
 In B2B product, I consider about the singer company
which had its origins in 1877 in a store in Pettah &
the founder of the singer is Isaac Merit Singer.
 Here, I consider about two products those are Air
Cooler & CCTV Camera.
CONSUMER BUYING DECISION
PROCESS
 Problem Recognition
hunger is main need of humans. So we can use Prima Noodles to full fill that.
 Information Search
There are two types of searching information.

Internal Search
by hearing information about prima noodles we taste it remember its
taste we persuade to buy it.
External Search
radio,newspaper,internet, television provide external information.
Evaluation Of Alternatives
Evaluate different products or brands at this stage.
E.g.-:Find the best brand names of the noodles

 Purchase Decision
The product availability, availability of credit opinion of others may
have an impact on the final buying decision.
Post Purchase Evaluation
Buyer will have an evaluation of the Prima product on its actual
performances while or after using. if prima noodles will able to fulfill what customer
expected, they will tell others to buy and use it. on the contrary, if the product does not
live up to the expected level, consumer will others to not buy and will not repurchase
product.
Cognitive Dissonance
After we buy Prima noodles we get to know about other tasty from
Harishchandra.
Then we have a cognitive Dissonance about Prima noodles.
MARKETING MIX ELEMENTS
Considering prima noodless,Let’s discuss the Marketing Mix Elements.

 Product

 It has very useful & attractive packing. So we can see the

price,ingredients,weight,expairy date, cooking instructions etc.
 And also there are many varieties such as special noodles,kurakkan
noodles, health noodles, fresh rice,kottu noodles,chicken flavor noodles.

 Price

 This should be affordable to the target market.

 In prima noodles, the price is fair.It’s only about Rs.170.00.
 Place

 Prima products are distributed through out the

country.

 Promotion

 This can be push & pull customer to buy their

product. Mainly advertising & sales promotion are the
things they do for promotion.
FIVE LEVEL OF THE
PRODUCTS
There are five levels in a products. Considering the air cooler, Let's
discuss the five levels.
 Core Product -: Cooling the entire area

 Generic Product - : Decrease sweating & make us comfortable

 Expected Product -: A remote controllable air cooler that can be

carry from one place to another place easily.

 Augmented Product -: Ability to chase away mosquito .

 Potential Product -: A air cooler which fall snow.

REFERENCES
 The Prima Company Web Site -:
http://www.primacompany.com.lk

 The Singer Company Web Site -:

http://www.singer.com.lk
ANNEXURE
 CONCLUSION
In this presentation we discussed the importance of
understanding the buyer behavior and the application
of marketing mix elements for organizational success.
THANK YOU!