Bus 5112 Marketing Management Written Assignment Unit 2

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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.
University of the People
BUS 5112 Marketing Management
Dr. Janie Hall
November 23, 2021

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Buyer behavior is the study that explains the process of consumers who are purchasing for
personal, family, or group use. It is a combination of efforts and results related to the consumer's
need to solve problems and brand (Principles of marketing, 2015). Problem-solving is triggered
by the identification of some unmet need, and marketers must understand the behaviors of
consumers to be able to offer them needed products and services when they are required.
Organizational buying, on the other hand, has a vast difference from individual buying. This
paper highlights the model of consumer behavior for Ivy Park shoes, as well as compares the
model of organizational buyer and individual buyer.
Model of buyer behavior.
There are six phases that a consumer engages in when wanting to purchase a product or
service, namely: need for recognition, information search, evaluation of alternatives, purchase
decision, and post-purchase evaluation. This is a typical Fiblin model, i.e., a social-psychological
model, (Gitman et al, 2018). In this model, the consumer is a social person and is affected by
different sources. The consumer's behavior may be affected by their surroundings, culture, and
motivation, which come from both internal and external factors, (Principles of marketing, 2015).
Need for recognition is where the buyer recognizes the need to have a pair of Ivy Park
shoes to match with her friends when they go out for the weekend to hang out. This need arises
because the buyer's other shoes are worn out and also because there is a specific brand being
worn at the hangout the consumer is going to. Either way, each of these scenarios poses a
problem that needs to be solved.
The next stage is called information acquisition. The consumer might have pre-
knowledge of the Ivy Park brand but still wants to compare it with other brands like Nike and
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Puma. Hence, consult with friends and family to learn more about the other brands. The
customer also uses technology to search for the other brands and goes to the mall to try the other
brands.
The next stage is the evaluation of alternatives and comes after the search of information.
The buyer has the luxury of identifying alternatives that align with her lifestyle, income, and
perceptions, (Principles of marketing, 2015). This evaluation process is based on the pricing, key
features, and uniqueness of the Ivy Park brand. The invitation to hang out specifically mentions
that one has to have Ivy Park shoes or clothes. As much as the customer has Ivy Pak clothes, she
needs shoes to go with them, and Ivy Pak shoes are the best for her.
A purchase decision comes about after successfully evaluating all the information and
settling on one product to buy. For instance, the buyer, after learning about all the variety of
brands, decides to purchase the Ivy Pak brand. Ivy Park shoes come in different designs to match
customers' budgets and selections. Hence, it shows a great marketing strategy by the product
supplier.
Post-purchase evaluation is the stage where the buyer evaluates if purchasing the shoes
has met her needs. This is a vital stage for marketers too, as they get to be reviewed if the
customer is satisfied. The customer wears the Ivy Park shoes and also notices that the pair has
lasted longer than the previous pairs from other brands she bought. She is happy that she got
value for her money. She then goes on to recommend other people to get a pair.
Disposal of the shoes is the final stage. Whereby, after wearing them for some time, the
buyer can then get rid of them and get a new pair.
Comparing models of organizational buyer and an individual consumer.

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Organizational buyers are individuals who represent a business, and when they make
purchases, they typically consider their tastes and the suspected tastes of the customers. The
organizational buying process goes through various stages in parallel to the individual buying
one. However, the differences have a direct bearing on the marketing strategy. The process is
more formal for the organizational buyer and begins with recognizing a need that can be met by
acquiring goods or services. Organizations that purchase goods are driven by the demands of
their customers. Individuals are driven by needs and wants (Burnett, J., 2011). After recognition
of the need, organizations liaise with manufacturers, whereas the individual buyer decides by
themselves, without the need to fulfill any formality (Burnett, 2011).
An organizational buyer searches for the appropriate vendor. On the other hand, an
individual buyer can just go to any shop or search and decide on the one with the design they
want. Supplier selection is done to have the best choice and this involves evaluation with regards
to vendor integrity, delivery capability, and fair price (Writing, 2019). With individual buying,
no proposal is solicited from suppliers. There is the writing of the final purchase order by the
organization, specifying quantity and warranty. An individual buyer just goes and buys the small
quantity for their regular use, while organizational buying is done in large quantities to maintain
inventories at a level high enough not to run out of stock.
In conclusion, the individual buyer goes through various stages when purchasing a
product, and the decision they make can be affected by various factors. When comparing
organizational buyers and individual buyers, organizations have an inherent need to purchase
goods and services to ensure customers have supplied However, an induvial buyer has to have a
need to buy and does not require a professional process to buy goods and services, amongst other
points stated in the paper.

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REFERENCES
Burnett, J. (2011). Introducing Marketing https://open.umn.edu/opentextbooks/textbooks/388
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/
Kumar, H. Hemanth, A. John, S. F, Senith, S. (2014), “A Study on factors influencing consumer

buying Behaviour in cosmetic Products”, “International Journal of Scientific and Research
Publications”, ISSN: 2250-3153, Volume 4, Issue 9, Page 1-6, September (2014).
https://www.jetir.org/papers/JETIR1907863.pdf
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

University of the People

BUS 5112 Marketing Management

Dr. Janie Hall

November 23, 2021

model of organizational buyer and individual buyer.

Model of buyer behavior.

problem that needs to be solved.

Comparing models of organizational buyer and an individual consumer.

themselves, without the need to fulfill any formality (Burnett, 2011).

inventories at a level high enough not to run out of stock.

points stated in the paper.

Burnett, J. (2011). Introducing Marketing https://open.umn.edu/opentextbooks/textbooks/388

Kumar, H. Hemanth, A. John, S. F, Senith, S. (2014), “A Study on factors influencing consumer

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

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