The Difference Between Consumer Buyer Behaviour and Organisational Buyer Behaviour

The first stage is problem recognition. This is where the consumer becomes aware that they need or want something. For example, say that the consumer is watching television and a commercial for new tennis shoes comes on, they now remember that they are in need of new shoes due to the fact their old ones are worn out. The second stage is information search. This stage is when the consumer thinks back to previous shoes that they have purchased, to get an idea of what they want their new shoes to provide for them such as comfort or style. The consumer also asks friends and family members what they prefer so the consumer can compare it to their preferences. Also, if the consumer wants to go into further research they can go to different stores and compare products and prices. The third stage is evaluation of alternatives. In this stage the consumer may decide they want sandals or dress shoes instead of tennis shoes. The fourth stage is purchase decision. This stage lets the consumer decide where they want to purchase their product and how they are going to pay for it, whether it is with cash, check, or credit card. The fifth stage is the official purchase and the sixth stage is the post purchase evaluation. The sixth stage is when the consumer tests the purchased product to decide if they are satisfied with the outcome. Although there are six stages of the consumer buying process that doesn’t necessarily mean

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:

The key for the marketer is to determine which stage is the most critical for his/her product.

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).

There are 5 stages in the consumer purchase decision making process, the 5 stages are need recognition, information search, alternative evaluation, purchase decision and post-purchase behavior. The need recognition which also known as problem recognition is most important in the consumer purchase decision making process as if there is no need, there is no purchase.

However, there are harder and intangible factors which have greater influence over the purchasing process. This relates to the internal influences which work at diametrically opposite purposes.

‘’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 behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. The emerging costumer trends play an important role in analysing the marketing opportunities. A consumer buying behaviour is influenced by cultural, social and personal factors. The consumer passes through five stages of the buying decision process: Problem Recognition, Information Search, evaluation of alternatives, purchase decision and post purchase behaviour. This model is important for anyone making marketing decision and customer pass through all stages in every purchase.

The third stage is desire; at this point you want the information (interest) customers have about your product to create a desire to have your product. A unique selling point will help customers desire it over competitor products. If your product is a trend setter, the latest "must have" product, buzz marketing will help create a strong

Internal influence and external influence are the two main factors that contribute to the study in how individuals, groups buy, use and dispose of goods and services. Each of them consists of the varieties of factors affecting consumers in different aspects. Among these factors, reference group has been chosen to become the main topic of this research in order to define and analyse how it influences in consumers purchase decision. The research will focus on the informational influence which is one of the important categories in reference groups to explain in depth how marketers use it to recognize and satisfy consumers’ needs and wants. Having the knowledge of informational influence will help people, especially marketers understand why some particular groups behave as they do.

Both models of buyer behaviour – Customer and Business are considered differently because the different actions stages involved in them. As we could see on the figure five above they are Six Consumer Buyer Behaviour Stages:

“Knowledge of the process that organisational buyers follow in making purchasing decisions is fundamental to responsive business marketing strategy.”

Information from marketing and non-marketing sources are fed into the information processing section of the model. The model also suggests additional information to be collected is available from memory or when post-purchase

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

An analysis of the consumer’s Behavior in terms of consumer consumption patterns, consumer preferences, consumer motivation, consumer buying process and shopping Behavior is very much helpful to formulate a firm’s marketing strategy.