This report analyses the model of buyer behaviour for Cadbury Dairy Milk and compares the model of organisational buyers vs. individual consumers. It also highlights the importance of understanding customer behaviour for businesses.
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Understanding Customer Behaviour
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Table of Contents Introduction......................................................................................................................................1 Main Body.......................................................................................................................................1 Conclusion.......................................................................................................................................3 References........................................................................................................................................4
Introduction Customers behaviour is refers to the determining the consumers buying behaviour or habits, including social trends, changes in the taste and preferences, cultural factors and background factors influencing the consumers decisions(Hollebeek and Rather, 2019). For this report Cadbury’s dairy milk product is taken into consideration. This report highlights the model of buyers behaviour for the product and the model of organisational buyers in comparison to the individual consumers. Main Body Produce a model of buyer behaviour for the product. Consumer behaviour is the study of how person, group and business choose, buy and use any product and services. Within the buyer's behaviour, there are various factors that determines the consumers to choose particular items(An and Han, 2020). The buyers behaviour model is refers to an structured step by step process. There buying process includes mainly five processes as mentioned below: Need recognition: The first process is recognizing the need for a particular item or product by the customers. Chosen company ensures that their products needs is created in the market using various promotional and marketing tool Information search:After determining the need the consumer moves towards collecting required information regarding the product. The chosen company should ensure to offer required information about the product. Evaluation of alternative: After collecting required information, consumer compare various alternatives available to them on the basis of features, characteristics, price and so on in order to take the right decisions. The chosen company should offer ensure that quality and value added product are offered to the consumers in order to compete their competitors and attract large number of customers(Kim and Chae, 2018). Purchase:After evaluating all the alternatives, customers finally take the decision of buying the product. In context to Cadbury dairy milk, the quality and brand image of the company helps the company to attract large number of customers and making it easy for the customers to take purchase decisions. 1
Post purchase decision:After product is being purchased comes the post purchase decision, under this review or feedback regarding the product is taken by the consumers in order to determine their satisfaction level. In case of chosen company, Cadbury dairy milk product gets positivereviewsfromtheircustomersleadingtoenhancethebrandimageofthe company(Shirazi and Mohammadi, 2019). Produce a model for an organizational buyer vs. an individual consumer The analysis of an organizational buyer vs. individual consumers in context to chosen product is mentioned below. The mentioned differences and reality are clearly stated below: Organisational buyersIndividual consumers Mainly organization buy their products to use in their daily operations and resell to customer It refers to buying product and services for their own personal needs or use Organizationmainlybuygoodsinlarge volumes as compared to individuals and are generallydrivenbycustomersdemandfor manufacturing materials They mainly purchase limited or retail quality for their need It is difficult to entice organization to purchase a non-required items specially dealing with the purchasing department who is responsible for what is spend. Individual consumers are driven by both needs and wants. It is easy to convince individual to buy something he doesn't need. Models of organizational buying behaviour The model of organizational buying behaviour taken in to consideration by the chosen product is The Webster and wind model, it is considered to be a comprehensive model. Mainly including four sets of variable that directly leads to impacting the decision making process of the organization.Thesefactorsincludeenvironmental,organizational,buyingcentreandthe individual(Dean and Suhartanto, 2019). The Cadbury dairy milk ensures that these factors are effectively determined and evaluated in order to take correct and relevant decisions and accomplish desired goals and objectives. Whereas in case of individual consumers behaviour the sociological models is taken into consideration. This helps in determining that as individual is part of society so various aspects of the society directly influences individuals behaviour. The family, friends, colleagues and so on places strong influence in the buying behaviour of the 2
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consumers. So consumers adopt the role or style as well as behaviours pattern relevant in the society. The chosen company determines the changing trends in the society and according offers quality products to satisfy their social needs. Conclusion From the above report, it has been concluded that determining and analysing the consumer’s behaviour helps the business organisation to determine the buying patterns of the consumers as well as determine their changing needs and wants, and accordingly it will help the organisation to satisfy their needs effectively. This report helps in analysing the buyer’s behaviour for the product. Also the model for the organisational buyers vs an individual consumers is also analysed in this report. 3
References Books and Journals An, M.A. and Han, S.L. (2020). Effects of experiential motivation and customer engagement on customer value creation: Analysis of psychological process in the experience-based retail environment. Journal of Business Research, 120, pp.389-397. Dean, D. and Suhartanto, D. (2019). The formation of visitor behavioral intention to creative tourism: the role of push–Pull motivation. Asia Pacific Journal of Tourism Research, 24(5), pp.393-403. Hollebeek, L. and Rather, R.A. (2019). Service innovativeness and tourism customer outcomes. International Journal of Contemporary Hospitality Management. Kim, W.H. and Chae, B.K. (2018). Understanding the relationship among resources, social media use and hotel performance: The case of Twitter use by hotels. International Journal of Contemporary Hospitality Management. Shirazi, F. and Mohammadi, M. (2019). A big data analytics model for customer churn prediction in the retiree segment. International Journal of Information Management, 48, pp.238-253. 4