Unit 2 Written Assignment - Model of Buyer Behavior for Product. Organizational Buyer vs Individual Buyer PDF

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Unit 2 Written Assignment - Model of Buyer Behavior for Product. Organizational Buyer vs Individual Buyer...

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Running Head: BUYER BEHAVIOR FOR MASSAGE CHAIRS

Behavior Model for Massage Chairs and Organizational Buyer vs. Individual Consumer Lexlier Gonzalez University of the People BUS5112

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BUYER BEHAVIOR FOR MASSAGE CHAIRS

Abstract Understanding the factors that affect the decision making of individuals at the time of purchasing products is important for companies. Not only it is important to understand how individuals decide to purchase products, but how organizations to the same. This paper discusses these topics and makes a comparison between the induvial buyer versus the organization. A model for the buyer behavior for massage chair is also discussed.

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BUYER BEHAVIOR FOR MASSAGE CHAIRS

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Behavior Model for Massage Chairs and Organizational Buyer vs. Individual Consumer There are many factors that influence a consumer’s behavior. By behavior, what is meant is the buying decisions that a consumer makes. These decisions can be thought carefully, or superficially; they can be done very quickly, or slowly, etc. (“Principles of Marketing”, 2015). In this paper, the factors affecting consumers’ behaviors will be discussed. Also, a model of buyer behavior will be discussed, this for the individual buyer and the versus and individual consumer. As previously mentioned, the factors that influence consumer behavior are many. Situational, personal, psychological, and societal factors are the categories in which the factors are grouped. Let us mention some factors in each category to get a better understanding on how they are grouped. Times, reason for purchase, social situation, and mood are factors that are in the situational factors category. Personality, self-concept, gender, age, and stage of life fall into the personal factors category. Motivation, perception, learning, and attitude are part of what the psychological factors category is comprised of. Culture, subcultures, social class, and family pertain to the societal factors group (“Principles of Marketing”, 2015). To be able to determine the model of buyer behavior for massage chairs, we also need to understand the stages in the buying process. Let us discuss the stages of the buying process, while we tie some of the factors previously mentioned into these stages, particularly having in mind massage chairs. This will serve are our individual consumer buying model. The first stage in the buying process is need recognition. In this stage, the consumer simply determines that they have a particular need for an item. In the case of massage chairs, people in their late thirties to late sixties are the group that mainly purchases these items.

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usually, people in this age bracket have a more stable income, and they experience body aches that they did not experience when they were younger, for with a massage chair would be helpful. The second stage is the search for information state. Massage chairs are high ticket items. For this reason, the individual buyer takes more time to understand massage chairs. They search online, as questions to the massage chair sellers, research how the massage chairs will benefit their body, etc. It is not a quick purchase decision, for the most part. The third stage is the product evaluation stage. After getting the information of the massage chairs, the individual consumer then determines what features of the massage chairs they would like to have. At this stage the consumer decides on what is the price range they are willing to spend for a massage chair. The fourth stage is that of product choice and purchase. Here the consumer actually has narrowed down the types of massage chair that meet their needs and price range, based on the previous evaluation. At this stage they go through with the actual purchase of a massage chair. Stage number five is the post-purchase use and evaluation of product. This is where the consumer has time to use their massage chair frequently and they determine if they made the right choice. The last stage, number six, is the disposal of product stage. Here the consume decides if they are satisfied with the purchase of the massage chair. If they are not, they might try to return it for a full or partial refund or they can also try to sell the massage chair to someone else. If they like the massage chair, they might decide to purchase another one to gift it to a friend or family member, or they might heavily recommend the product to other people (“Principles of Marketing”, 2015). Now, let us briefly compare and organizational buyer versus an individual consumer. An organizational buyer refers to a buyer that purchase products for resell; they are not the end user of the product. An individual consumer is the end user of the product. Usually, and individual

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consumer will buy the product from the organization, with can be a retail store, big box store, online storefront, etc. The individual consumer buys low quantities of the items, sometimes just one item. The organizational buyer buys large quantities; bulk. The individual consumer determines what product to buy depending on how it will benefit them personally, while the organization buys a product in bulk if their market reaches the type of consumer that will find that the items purchased by the organization benefits them personally. One more comparison is that the individual will purchase one type of the product or few, while an organization might choose to buy many models or styles of the same product, in order to offer options to its many consumers (“Principles of Marketing”, 2015). We have seen that the models for buyer behavior and organizational behavior are correlated, but different. They correlated because organizations are the ones who sell to consumers, for the most part. Also, we have learned of the many factors that influence consumer behavior. By understanding all of these things, companies can make the best marketing decisions to reach right consumers and organizations with their product.

BUYER BEHAVIOR FOR MASSAGE CHAIRS

References Principles of Marketing. (2015). University of Minnesota Libraries Publishing. Retrieved from https://my.uopeople.edu/pluginfile.php/1016812/mod_resource/content/4/Principles -ofMarketing--compressed.pdf

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