The Difference Between Consumer Buyer Behaviour and Organisational Buyer Behaviour

Currently consumers freely turn away from any well accepted company if it does not fulfill their necessities. Through the consumer associations, companies get the response regarding their services and products from the consumers. From this response, companies get the difficulties or the concerns of the consumers as regards to their product such as quality concerns, difficulty to usage, and etc.

In a group, several individuals may interact to influence the purchase decision. The typical roles in such a group decision can be summarised as follows:

| * A need to have a certain product * Consumers will search until that product is found * Need products that stand out from others * Customers have problems making decision so the company will have to try to make that decision easier for them

|  managerial approach of seller, capacity of seller to do the work, and ability of seller to make a reasonable make-or-buy decision.

Members of the buying center assume different roles throughout the procurement process. The different roles are users, gatekeepers, influencers, deciders, and buyers. The buying center consists of Steven Anderson the purchasing agent, Jim Thompson the manager of Manufacturing Operations, Carl Jefferson the senior engineer of Test Engineering, Kevin Reilly the vice president of northern California operations.

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

“Describe the different roles in a business buying center. Then identify each member of the buying group in a medium-sized company that purchases components and assembles small household appliances?”

Products tend to go through different stages, each stage being affected by different competitive conditions. These stages require different marketing strategies at different times if sales and

It would only make sense that the company is paying attention to what their customers need, want, and think. If the company is up for it, they will create a loyal customer and a good sector in the marketplace in regards to their products.

‘’organisations exist and function within society and consequently are subject to a variety of social influences. These influences, which include demography, social class and culture, can change over time and affect both the demand and supply side of the economy. Marketing organisations recognise and make use of these factors when segmenting markets for consumer goods and service’’ Worthington, I (2009) p.135.

Consumer purchasing process is the stages which a buyer passes through a decision making pathway to buy a products and services (Kotler & Armstrong, 2012). It is defined as the activities that occur when decisions are made in a schematic format and reveals how different internal and external forces interact to affect how consumers think, evaluate, and act. The consumer purchasing process consists of five major stages. The five stages of consumer purchasing process are problem recognition, acquisition of information, evaluation of alternatives, purchase decision and post-purchase behaviour. Generally, consumers go through these stages when making purchasing decision. According to Blackwell, Miniard, and Engel (2012), the consumer

Sales team – they understand the industry and customer needs. They know the company target segments and whether this product aligns with company value propositions. •

Marketing activities do not take place in a vacuum, and in developing the marketing mix the marketing environment must be taken into account. There may be legal/morale restrictions on advertising, for example cigarette companies are governed by huge restrictions on advertising their product, so they must find legal and morale ways of gaining consumer awareness. Also certain products have to pass health and safety standards, especially children's toys. In order to do this the design may have to be changed slightly, possibly moving away from the aim of consumer satisfaction. This suggests that it may be difficult and sometimes impossible to maintain the aim of consumer satisfaction, as there may be external factors prohibiting it. However it is the consumer who will inevitably decide the fate of a company, so a firm would do well to conduct its marketing activities as best it can with the consumer central and maintain a close and watchful eye on the dynamic nature of the macroenviroment and microenviroment.

3.2 Comment on statement “The consumer buying process starts long before the actual purchase and continues long afterwards” .……………………………………………….……..5

Consumer behaviour is complex and a company has to fit their product more closely and satisfy their customer needs more fully than the