Understanding Buyer Behavior: Domestic and Organizational Buyers for Cadbury Chocolate

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Marketing & Management
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Marketing & Management 1
“Domestic Buyer and Organizational Buyer’s Behaviour for Purchasing Cadbury Chocolate
Product”
Introduction
The purpose of this paper is to enlighten the reader about the domestic buyer and organizational
buyer’s behaviour for the purchase of Cadbury chocolate in the market. It also evaluates
information about the difference between organizational and domestic buyer. With the changing
environmental conditions, it has become important for the companies to particularly understand
the buyer behaviour so that they can sustain in the external market accordingly. If an
organization fails to analyse the customer’s expectation from the product then the company will
subsequently face loss because of not meeting the expectancy.
Domestic and Organizational Buyer’s Behaviour
In case of FMCG products like chocolate, it is important for companies to understand buyer’s
behaviour for the product. Considering the example of Chocolate manufacturing company
Cadbury, although the company has somehow managed to maintain position in the market but it
is important for them to analyse the consumer behaviour for consistent demand of the product in
the target market (Rani, 2014).
It should be noted that the company collects information from the customer research and
segmentation process of marketing that helps them in creating product demand. Further, the
company also initiates feedback process to attain information about the satisfaction level of the
customers present in the market. Such information helps Cadbury in attaining information about
the factors that affect the buying behaviour of the consumer in the market. Buyer Behaviour
(Stimulus and Response) Model is a well developed and tested framework that helps in analysing
the consumer decision making process for purchasing the chocolates from Cadbury (Torrico, et.
al., 2018). Further, below mentioned is the buyer’s behaviour model explained:

Marketing & Management 2
From the above model, it can be clearly seen that marketing and other stimuli comes under the
black box of customer, this black box further produces certain responses as well. The external
environmental characteristics make the buyer think of their purchase initiated decision in the
market. Further, the characteristics of buyer also influence how they will perceive stimuli;
decision-making process determines what buying behavior is undertaken by them (Siamagka, &
Balabanis, 2015). The characteristics of buyer affects their purchase decision, these
characteristics include psychological, social, personal and culture influences. Further, it should
be noted that it is important for Cadbury to understand the buyer’s behavior model so as to create
such environment and motivate the buyer to initiate the purchase decision for the product in the
target market (Schütte, & Ciarlante, 2016).
Further, an organizational buyer is a buyer who is a part of management of the organization and
purchase products from their own company. For instance, a person who purchases cholcolates
from the company Cadbury for selling it in the other markets is called as an organizational buyer.
These type of buyers are considerable more knowledgeable than the domestic buyers present in
The Environment
Buyer’s Black Box
Buyer’s
Characteristics
Buyer’s Decision
making process
Buyer’s Response
 Attitude and preferences of
buyer
 Relationship between the
brand and company
 Purchase behaviour of buyer:
what the buyers want to buy,
when, how much and where.
Marketing
Stimuli Other
 Product
 Price
 Place
 Promotion
 Economic
 Technologi
cal
 Social
 Environmen
tal