Bus 5112 Written Assignment Unit 2

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Running head: CUSTOMER BEHAVIOR
Understanding Customer Behavior
University of the People

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CUSTOMER BEHAVIOR
Introduction
For an organization to succeed, the behaviors of the buyers should be thought about (Gitman, et
al., 2018). The activities taken by the consumers while choosing to buy a product are known as
purchaser behaviors (Gitman, et al., 2018). Considerably more modest activities like raising or
bringing down the prices can influence the behaviors of the buyers and these are the elements
that organizations should think about (Gitman, et al., 2018). In this paper we would investigate a
product: laptop PC, then, at that point make a model of purchaser conduct for the product, and
afterward would look at organizational buyer versus an individual buyer.
Model of Buyer Behavior
Take a look at the image below:

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CUSTOMER BEHAVIOR
Figure 1 Stages in the Consumer’s Purchasing Process From Principles of Marketing,

https://open.lib.umn.edu/principlesmarketing/chapter/3-2-low-involvement-versus-high-
involvement-buying-decisions-and-the-consumers- decision-making process, Copyright
University of Minnesota
The picture shows the stages of buyer behavior (Principles of Marketing, 2015) for a backpack.
We would demonstrate the buyer behavior dependent on the stages portrayed previously. For this
situation, our buyer is an individual who has quite recently been acknowledged to work in an
organization and requirements a laptop.
Stage 1 Need Recognition:
Presently we intend to buy a laptop for our work. We have the job offer and we realize that we
would require a laptop. Subsequently a requirement for a laptop has been perceived.
Stage 2 Search of Information:
The subsequent stage will be to investigate all the data required while buying a laptop. This
would concern the detail of the laptop like the sort of CPU, measure of RAM accessible, the
storage capacity of the hard disk, the resolution of the screen, kind of graphic card, and so forth
We might likewise want to investigate different brands of laptops. This sort of search should be
possible online, also of going into different stores like Walmart, Best Buy, and so on
Stage 3 Product Evaluation:
Since all the information has been assembled, we ought to assess every one of the parameters
and alternatives accessible for the laptop. For instance, which brand is the most reliable, what
might be the best screen resolution, which processor is the most proficient. We would foster a
criterion for narrowing down from the choices.

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CUSTOMER BEHAVIOR
Stage 4 Product Choice and Purchase:
Since we have evaluated every one of the alternatives and limited them down to a product we
would need to purchase the laptop. We would investigate the purchasing choices like whether to
purchase it online.
Stage 5 Post-purchase Use:
In the wake of purchasing the laptop, presently we would utilize it for our motivation. Like
taking it to work each day, doing the tasks allocated. It can likewise happen that we don't care for
the laptop which we have purchased and might want to exchange it with an alternate one. This is
called purchaser's remorse.
Stage 6 Disposal of the Product:
Since we have been utilizing the laptop for some time, we may run into certain issues with it. As
it doesn't have the necessary capacity for playing out specific kinds of work which is required, or
we are simply burnt out on utilizing it. Presently for this situation we can choose to discard the
laptop or possibly sell it on some auction site, for example, eBay and so on.
Model for an organizational buyer vs. an individual consumer
Presently we would investigate a model for organizational buyer vs and the individual consumer.
Organizational buyers comprise of organizations or companies who are buying products or
services for their employees or for the actual organization, though Individual consumers are the
buyers who are buying products for their own utilization or for utilizing at their home (Writing,
2019). There is a distinction in the manner the two of them purchase (Writing, 2019). We would
investigate those distinctions underneath.

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CUSTOMER BEHAVIOR
1. Market Structure
Organizational buyers are the ones who obtain commodities to use in their continuing operations
and to exchange to consumers, while individual buyers purchase goods for their own utilization
(Writing, 2019). Organizational buyers might purchase crude materials, like wood, rock, steel,
though individual buyers might purchase finished products like couches, vehicles, and so on
2. Bulk Buying
Organizational buy products in bulk, individual buyers usually do not. Even if they do, their
numbers are far less than that of organizational buyers. For example, an individual buyer may
buy a single car, or maybe say 2 cars for their use, but an organization like Hertz, Enterprise,
would buy 1000s of cars to run their business
3. Buying Choices
An individual buyer might be exceptionally fussy while buying the product since they would be
the ones utilizing it and they should feel OK with it, though an organization would investigate
functionality as opposed to comfort (Writing, 2019). For instance, an individual might buy a
vehicle like Lexus, or Mercedes Benz, on the grounds that it is sumptuous and agreeable to drive.
By a vehicle rental company like Hertz, Enterprise would investigate the toughness and would
buy a low maintenance vehicle like Corolla.
4. Decision making
The organizational buying process will in general be more formal than the individual consumer
buying process (Writing, 2019). Enormous business purchases generally call for thorough
product descriptions, written purchase orders, meticulous supplier screening, and endorsement.
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CUSTOMER BEHAVIOR
The company would even plan policy manuals that detail the purchase process. The individual
consumer would not have a particularly nitty gritty decision-making process.
In this paper, we made a model for buyer behavior. model for an organizational buyer versus an
individual consumer. Both the individual consumer and the associations have an intrinsic need to
purchase goods and services (Writing, 2019). In any case, in view of this model planned it is
obvious that there is a huge distinction between the manner in which individual consumers
purchase and how purchases are dealt with by the organization.
Reference
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CUSTOMER BEHAVIOR
Gitman, L. J., McDaniel, C., Shah, A., Reece, M., Koffel, L., Talsma, B., & Hyatt, J.
C. (2018, September 18). Buyer Behavior. Retrieved from
https://opentextbc.ca/businessopenstax/chapter/buyer-behavior/
Principles of marketing. (2015). University of Minnesota Libraries Publishing.
https://doi.org/10.24926/8668.1901 (Original work published 2010)
Writing, A. (2019, March 27). What Are the Differences Between the Organizational and
Consumer Markets? Retrieved from https://smallbusiness.chron.com/differences-
between-organizational-consumer-markets-641.html

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1

Running head: CUSTOMER BEHAVIOR

Understanding Customer Behavior

University of the People

afterward would look at organizational buyer versus an individual buyer.

Model of Buyer Behavior

Take a look at the image below:

Figure 1 Stages in the Consumer’s Purchasing Process From Principles of Marketing,

organization and requirements a laptop.

Stage 1 Need Recognition:

Stage 2 Search of Information:

Stage 3 Product Evaluation:

criterion for narrowing down from the choices.

Stage 4 Product Choice and Purchase:

Stage 5 Post-purchase Use:

called purchaser's remorse.

Stage 6 Disposal of the Product:

Model for an organizational buyer vs. an individual consumer

Organizational buyers comprise of organizations or companies who are buying products or

investigate those distinctions underneath.

would buy 1000s of cars to run their business

buy a low maintenance vehicle like Corolla.

consumer would not have a particularly nitty gritty decision-making process.

purchase and how purchases are dealt with by the organization.

C. (2018, September 18). Buyer Behavior. Retrieved from

Principles of marketing. (2015). University of Minnesota Libraries Publishing.

https://doi.org/10.24926/8668.1901 (Original work published 2010)

Consumer Markets? Retrieved from https://smallbusiness.chron.com/differences-

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