2.1 Week 2-Written Assignment Unit 2 PDF

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This paper will focus on the buyer and organizational model study, and the differences between the two will be discussed. For both of those marketing concepts, a model is developed and proven. A study of accounting-related services provided by audit firms was done using one of these two models....

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Consumer and organizational behavior

ORGANIZATIONAL BEHAVIOR PAPER

Contents 1.1 Introduction...........................................................................................................................................2 1.2 Background information........................................................................................................................2 1.3. Thesis statement...................................................................................................................................3 1.3.1. Consumer buyer behavior.............................................................................................................3 1.3.2. The situational factors...................................................................................................................3 1.3.3 Social situation................................................................................................................................3 1.3.4 Time................................................................................................................................................4 1.3.5 Reason to purchase........................................................................................................................4 1.3.6. Mood.............................................................................................................................................5 1.3.7. Personal factors.............................................................................................................................5 1.3.8. Motivational factors, learning, attitude, societal factors, culture, subculture, social class and family.......................................................................................................................................................5 1.3.9. Organizational behavior.................................................................................................................6 1.3.10. Conclusion...................................................................................................................................6 References...................................................................................................................................................7

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1.1 Introduction This paper will focus on the buyer and organizational model study, and the differences between the two will be discussed. For both of those marketing concepts, a model is developed and proven. A study of accounting-related services provided by audit firms was done using one of these two models.

1.2 Background information Consumer behavior is the study of how individuals, groups, or organizations choose, purchase, utilize, and dispose of ideas, products, and services to meet their needs and desires. It refers to the consumer's activities in the marketplace and the motivations behind those actions. 1 Organizational behavior (OB) or organizational behavior is the: "study of human behavior in organizational settings, the interface between human behavior and the organization, and the organization itself2. OB research can be categorized in at least three ways:   

Individuals in organizations (micro-level); Work groups (meso-level); How organizations behave (macro-level).

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1.3. Thesis statement To what extent do consumer behavior and organizational buying behavior differ according to organizational behavior theories?

1.3.1.

Consumer buyer behavior

The figure below is a visual representation of consumer buyer behavior. Situational Factors Social situation

Time

Reason for the Purchase

Mood

Personal factors Personality and Self-Concept Gender, Age, and Stage of Life Lifestyle Pyschological factors Motivation Perception

Learning

Additude

Social factors

Cuture

Sub culture Family

1.3.2. The situational factors The situational factors means the social circumstances you are in at the time of a purchase decision.3 The situational considerations for accounting-related services would be more for the fulfillment of social moral responsibilities or compliance objectives. It is also determined by the industry in which the firm operates. In specific social situational situations, a foundation that receives funds from other parties to fulfill its purpose may opt to utilize the services of an accounting firm.

1.3.3 Social situation The social situation means a combination of all the social factors that come into play at any given time when it needs to be decided to buy a particular product or service. 3 In this case, the foundation will be utilized to provide additional information about what the social situation looks like when considering using accounting-related services. A foundation may wish to raise additional funds for a variety of reasons.

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For example, some individuals may like to give donations but are unsure if the funds will be used for the intended purpose; consequently, the foundation may choose to undertake a voluntary audit in order to reassure the donors. If you are aware that other foundations frequently utilize accounting-related services for this purpose. If you were given an opportunity, you would not want to turn it down.

1.3.4 Time Accounting-related services are extremely time-sensitive since the services or goods are utilized or purchased on a seasonal basis. For example, depending on whatever nation you are in, much of Western civilization requires a tax return to be submitted each year at a certain time for businesses and people. In other situations, corporations with particular statutory identities are required to file yearly accounts, have them prepared, or have them audited. Furthermore, due to independent issues accounting firms are by law required to evaluate each engagement yearly. The clients must decide whether or not to continue working with their present accountant, which almost generally happens. Given that the accounting firm generally has a good understanding of its clients.

1.3.5 Reason to purchase Each consumer has a reason to purchase a product depending on its specific need. One of the most common reasons to purchase a product or services from an accounting firm are4:           

To help you improve your cash flow; To help you reduce your workload; To help you manage Growth sustainably; To provide valuable business advice; To help you stay ahead of trends and regulations; To help you improve cost efficiency; To help you process payroll; To help measure business performance; To help with tax related services; To provide access to monitoring software’s; To help with virtual CFO services.

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1.3.6. Mood When emotions pertain to a company, its brands, its marketing strategy and/or the component(s) of its marketing mix, it is referred to as consumer emotion. Consumer emotions towards product/service offerings and the 4 Ps can be positive or negative; they can bring pleasure or discomfort; they can last for short or a long period of time. When they are specific to a marketing stimuli and last for a short period of time, they are referred to as moods. 5 In terms of accountingrelated services when it comes to mood, it is more the mixture of the marketing mix that will influence whether or not customers would be willing to. Clients will consider the potential value that the accountant may give. Given that the ties that accountants often form with their customers to deliver their services are typically long-term engagements.

1.3.7. Personal factors Personality may be defined as an aggregate of psychological qualities that both determine and reflect how we respond to our environments. An individual has a perceived self-image as a specific sort of person with certain characteristics, habits, possession, relationships, and ways of acting. Consumers frequently try to retain, enhance, change, or expand their self-image by purchasing items or services and shopping at places that are seen to be compatible with the relevant self-image, and avoiding products and stores that are not.6 Individuals and businesses seeking accounting-related services will select a firm with a strong reputation, excellent customer service, and experience in the client's market. Gender, age, stage of life, lifestyle, and psychological variables will almost certainly have less of an influence on the purchase choice. Because the necessity for a consultant or accountant is constrained by rules and mandatory requirements. The customer will almost certainly prefer to work with an auditor or consultant that provides high-quality services. Because the necessity for a consultant or accountant is constrained by rules.

1.3.8. Motivational factors, learning, attitude, societal factors, culture, subculture, social class and family Motivation is the inward drive we have to get what we need. In the mid-1900s, Abraham Maslow. 3 The need for individuals or entities to make use of products and accounting-related services from audit firms would be duo to social needs, esteem needs, and self-actualization needs according to the theories of Maslow. The client eventually will choose for another audit firm after experiencing the level of services that one audit firm provides. Thus the attitude towards the products or services provided by the audit firm will change. If users of financial audit services or products can demonstrate to the outside world that accounting-related services contribute to greater openness and confidence. Other users are extremely likely to increase their use of such services. Culture is often understood to comprise shared basic assumptions, customs, myths, and ceremonies that communicate underlying beliefs and is evidenced by values reflected in individual and group behaviors.7

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Culture ‘‘establishes recognized and accepted premises for decision making 8. Therefore the expectation is that users of accounting-related services will increase when the added value can be measured.

1.3.9. Organizational behavior Organizational behavior is the academic study of how people interact within groups and its principles are applied primarily in attempts to make businesses operate more effectively. The study of organizational behavior includes areas of research dedicated to improving job performance, increasing job satisfaction, promoting innovation, and encouraging leadership and is a foundation of corporate human resources.9 In the accounting related businesses the collective aim of the audit firms is to increase its productivity and promoting innovation and encouraging leadership by implementing organizational behavior. Audit firms will buy products or services to achieve this aim or to profit from it.

1.3.10. Conclusion Based on the preceding study, and in order to address the research question ‘'to what extent do consumer behavior and corporate purchasing behavior differ according to organizational behavior theories? The study's findings indicate that consumer and organizational behavior vary since consumers only purchase items or services that they require for their intended objectives or personal preferences. Organizations buy items and services largely to improve or add value to the products or services they offer to their customers. Organizational customers only purchase items and services for the markets they want to reach.

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References Boyle, M. (2021, 4 27). Organizational-behavior. Retrieved from Investopedia.com: https://www.investopedia.com/terms/o/organizational-behavior.asp Chand, S. (n.d.). https://www.yourarticlelibrary.com/marketing/market-segmentation. Retrieved from www.yourarticlelibrary.com: https://www.yourarticlelibrary.com/marketing/marketsegmentation/consumer-behaviour-meaningdefinition-and-nature-of-consumerbehaviour/32301 Claiborne, C., & Sirgy, J. M. (2015). A Conceptual Review and Guide for Future Research. Self-Image Congruence as a Model of Consumer Attitude Formation and Behavio. Clear House Accountants. (2020, November). Retrieved from Clear House Accountants: https://chacc.co.uk/small-business-advice/9-reasons-why-small-businesses-need-anaccountant/ Hood, J., & Koberg, C. (1991). Accounting firm cultures and creativity among accountants 5 (3). 12-19. Kotler, P. (2008). Principles of marketing. Financial Times Prentice Hall. Reigle, R. F. (2001). Measuring organic and mechanistic cultures. Engineering Management Journal 13 (40), 3–8. Sahney, S. (nd). Consumer behavior. Wagner, J. A., & Hollenbeck, J. (2010). Organizational behavior: Securing competitive advantage.

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