The Difference Between Consumer Buyer Behaviour and Organisational Buyer Behaviour

1883 Words Apr 23rd, 2013 8 Pages
The difference between Consumer Buyer Behaviour and Organisational Buyer Behaviour
In this essay we will be talking about the difference between consumer buyer behaviour and organisational buyer behaviour and how marketers can harvest this knowledge to create the right marketing strategies for each category of market.
The main difference between consumer buyer behaviour and organisational buyer behaviour is that consumer buying consists of activates involved in buying and using of products for personal and household use, where organisational buyers purchase primarily for organisational purpose.
Consumer behaviour is complex and a company has to fit their product more closely and satisfy their customer needs more fully than the
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The first stage is the decision-process stage. The model is focusing on the five mine decision-process stages: Problem recognition, search for alternatives, alternate evaluation purchase, and outcomes. The consumer does not necessarily have to go through all this stages. The number of stages depends if it is an extended or a routine problem solving behaviour.
The Second stage is the information impute where the consumer is getting information from marketing and non-marketing sources with will influence the decision-making process. The third stage is the information processing stage and it consists of the exposure, attention and retention of the consumer to the information. The consumer must first be exposed to the message, allocate space for this information, interpret the stimuli, and retain the message by transferring the input to long-term memory. The fourth stage consists of individual and environmental influences that affect all five stages of the decision process. Individual characteristics include motives, values, lifestyle, and personality; the social influences are culture, reference groups, and family. Situational influences, such as a consumer’s financial condition, also influence the decision process. (Engel, 1995) Organisational buyer behaviour Broadly speaking organisational customers can be classified in commercial, institutional and governmental sector. (Oxford University Page) The Commercial
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