Individual Report - Buyer Decision making process

Individual Report

EXECUTIVE SUMMARY
This report is based on the evaluation of consumer buying behaviour with the help of an
appropriate model to determine its relevance as per the current market scenario. This is because
the consumer need and expectation toward the product offerings changes constantly as per the
anticipation of new trends in market. In this Aqua container has been considered to determine the
actual consumer behaviour by launching a new product i.e. organic bottle made up of
sanipolymer to determine the consumer behaviour pattern using Engel, Blackwell and Kollat
model. This material consists of zinc particles that when come in contact with liquid work
toward filtering it.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
The consumer..............................................................................................................................5
Buyer Decision making process.......................................................................................................5
Engel, Blackwell and Kollat model ...........................................................................................6
Application of buyer decision making process................................................................................7
Stage 1:Need recognition: ..........................................................................................................7
Stage 2: Information Search........................................................................................................8
Stage 3: Evaluation of alternative:- ............................................................................................9
Stage 4: Purchase......................................................................................................................10
Stage 5: Outcome......................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Consumer buying behaviour is the termed which comprises of the two words that is
consumer and the buying behaviour. Consumer here is the end user who consumes the products
in order to satisfy their needs where as buying behaviour is concerned with decision making
process of the consumer (Horner and Swarbrooke, 2016). All together the term consumer buying
behaviour is mainly concerned with the buying behaviour of the human being in the market
place. Documentation of this report is based on the company that is The Aqua Containers which
is one of the largest manufacturer of the water bottles. The business have now planned to expand
its market share by the launch of new product that is Organic bottles which is made up of
bamboo tree where its inner surface is coated with material named as sanipolymer. This material
consists of zinc particles that when come in contact with liquid work toward filtering it. The
current report put emphases over determining the consumer behaviour regarding this new
product. For this, a marketing campaign will be developed within this report so that behaviour of
consumers can be observed in effective manner. For observing the behaviour a consumer
behaviour model will be implemented which is know as EBK model and given by Engel,

Blackwell and Kollat in year 1968. For performing this project, EBK model has been critically
evaluated in order to determine the consumer behaviour and determining the relevance of this
process as per the current market environment on behalf of organic bottle which Aqua container
is launching.
The consumer
Consumer is basically an individual who is responsible for the puchasing of product or
services offered by the company. Consumer plays a crucial role within the growth a nd success
of a company by presenting them the need and expectation they have so that product can be
launched accordingly so that appropriate profit can be earned by them.
Buyer Decision making process
The evaluation of consumer behaviour plays a crucial role within the marketing campaign
of a particular product as it support in predicting the response that consumers will present toward
the promotion practices performed by a company. The Aqua container is an organisation which
work toward manufacturing and selling of water bottles. But with the increasing concern of
society toward reducing the use of plastic for remaining healthier, company has manufactured an
organic bottle which is made up of bamboo tree (Jansson-Boyd and Zawisza, 2016). This bottle
is manufactured using material named as sanipolymer which will be inserted within the shell
bamboo tree bottle. This contains zinc particles which get fused when some liquid get poured by
the user within the bottle and purify the liquid. The major benefit of this bottle is the the
technology used for purifying water is cost effective and holds up durability for long time period.
In order to launch and promote this product in the market the marketing manager is planing to
organise an marketing campaign which help in circulating information regarding this organic
bottle among consumers for attracting them.
Marketing campaign, strategy and channel used
This marketing campaign involve promotion of product i.e. organic bottle which is
launched by Aqua container company at a broader level to gain the attention of target market
toward the benefit of this bottle. It will support not only in creating awareness but also help in
evaluating the responses that customers will present after getting information regarding that
organic bottle which support in determining their purchasing behaviour regarding the future
growth of product. In addition to this it also support in determining the actual demand that

product will create after getting launch in the marketplace. This marketing campaign work over a
strategy to create more creative and informative advertisement which will be forecasted over
several media channels like television, radio and social media sites. These advertisement will
reflect about the benefit that this organic bottle will offer to them in term of their health which
support in getting them free from any kind of illness that cause due to not properly purified
water. In addition to this, advertisement also reflect about the technology which is used to coat
the inner shell of bottle which act as a purifier so that people would be able to get aware about
actual process that get happen after the zinc particles that are present inside the bottle work over
the liquid. This will act as a major factor which support in approaching more and more customer
toward purchasing of product or services.
These advertisement will be broadcast over the national as well as international channels
in order to approach more and more customers. In addition to this, these videos will also be
uploaded over the internet on several social media channels so that more view can be earned.
These videos will be further supported with some contained which will be mentioned below the
table for giving people an idea behind this video. In order to maintain a better relation with
customer, social media advertisement will provide an option of placing comment to the viewer
where they can post their doubts which will be cleared by the marketing team. So that better
relation can be maintained for getting positiove response from the customers and marketing
growth as well.
The main channel which is adopted by the Aqua container for selling of product or
services is direct selling where customer can directly contact with company to purchase bottle. In
order to purchase these bottles people can place their order through social media sites or by
visiting the official website of Aqua container. Despite of this, customers can also place their
order after watching the TV advertisement which involve contact number of Aqua container
sales department which will place their order and deliver as much quicker as possible. The
responses in term of queries and order placement of purchasing get by marketing team of Aqua
container through marketing support in evaluating the future market performance and demand
that will be arise in future for the product. It act as a base for formation of several strategy that
help in achieving sustainability at marketplace.

Engel, Blackwell and Kollat model
In order deeply understand the consumer behaviour through marketing campaign a 5
stage consumer behaviour model has been used which was given by Engel, Blackwell and Kollat
in year 1968. This model is based on five major factor or stages through which a consumer move
while coming in contact with a information regarding particular product or services and manner
in which it help in predicting the actual behaviour that consumers are presenting and manner in
which it must be used to determine future course of action to be taken.
Application of buyer decision making process
This implementation of consumer behaviour model over the marketing campaign support in
determining the relevance of this model in term of consumer buyer behaviour in today's
marketplace. The stages involved in model are explain below:
Stage 1:Need recognition:
This stage is the prime phase where the company will seeks to identify their need to
launch the products . In order to do so, the company within the marketplace will search for the
need to introduce this organic bottle which the company like Aqua containers have produce for
the benefits of customers (Cohen and et. al., 2014). In this stage they will try to research the
market of the organic product and will form their decision whether the organic bottles are
essential to the customers or not. Identification of the need must be done on the prior notice as
this will allow them to know what products are prevailing in the market and what are required by
the consumer so that their ultimate need can be served in a effective way. This information will
be gathered by the Aqua container as per the responses they get from the viewers of the
advertisement in form of like, comment, queries, share etc. this help in determining if there is a
requirement of such product or whether the response of target market toward this product is
positive. If the focus is not given on this factor of the need recognition they may launch the
product which is unusable to them and unnecessary cost on manufacturing that product will be
incurred.
This prime step of the process still fosters their significant relevance in current
competitive market as this will allow the consumer as well as the company of today's era to take
their decision of buying a product and manufacturing a product as in this modern time the needs
and demand of the customers fluctuation along with the changing trend in the market place so in

order to manufacture the products which is exactly what the customers want so that their current
needs and expectation of the product gets full filled and the firm can achieve success by this
series of need recognition. Though to identify these need the company will research the market
through the process of its market research which will further assist in the formulation of the
marketing strategy to the marketers which will leads the business of Aqua Containers to a
extreme position in the competitive industry.
Stage 2: Information Search
Once the need regarding organic bottle has been identified in the market the next step is
to determine whether the organic bottle which Aqua Container are manufacturing become able to
fulfil the demand of consumers regarding intake of purifying water (Sherry and Fischer, 2017).
By evaluating this phase in campaign the marketing manager of Aqua container become able to
understand whether the product they are bringing to market be acceptable by consumer and
whether it would be able to earn decided benefits. This information search will be performed
with the help of market research where the comparison between the consumers need identified is
compatible or will be completed by benefits the organic bottle provide to consumers. The
information search would be perform over the queries that target market have over this product
by performing an internal capability that Aqua container have which support in fulfilling the
demand and expectations that customers have. In addition to this the information regarding
order to be delivered will be gathered so that proper inventories can be managed on timely
manner. The information gathered through this stage will further support company in
formulating strategies which contribute toward making customer influenced by the message that
product want to deliver.
By performing information search the Aqua Container company become able to
determine the soundness of viability of product in term of its future market acceptance. This will
contribute up to a great extend in success of organic product by making market manager capable
of taking more informed decision and marketing strategy which have a high influence over
consumer purchasing decision (Funk, Alexandris and McDonald, 2016). But in case when an
organisation doesn't move toward performing information search before launching its product or
services then it may affect the market share of company. This is because with the lack of
knowledge regarding the capability of product to deal with market demand, company would not
be able to formulate effective strategies for approaching customers. In addition to this it will

also not lead the aqua container to satisfy the need and expectation of customers with the organic
bottle made up of bamboo tree. Hence, through this evaluation it has been identified that the
information search is one of the basic factor that a company must consider while formulating
marketing strategies and campaign. This is because it support in making better decisions and
strategies by considering the current market scenario which includes competition in the market,
consumer demand, product present in market currently. These are essential factors which have a
direct influence over the consumer decision making process which when not adjusted properly
affects then affect the profitability of company.
Stage 3: Evaluation of alternative:-
After performing the information search regarding the need of customer and
compatibility of benefits offered by a product with the consumer expectation the next step is to
evaluate the alternatives which support in fixing the locus of particular product in the mind of
consumer. Here the role of marketing manager is to perform several type of marketing and
promotional activities with an aim to promote its product i.e. organic bottle which is made up of
a bamboo tree with water filtering technology (Heuer and Becker-Leifhold, 2018). By
performing this the marketing manager become able to communicate the healthy benefit that the
organic bottle deliver to the customer in a manner that the product get fixed in the required
image that consumer has formulated in his mind as per their need. After this the marketing
manager is required to identify several other alternatives through which products can be
delivered on timely manner to the customers which includes strengthening the distribution
channel so that delivery time can be reduced. Another alternative they can adjust for quick
delivery is development of warehouses at several places so that by predicting the demand stock
can be maintained on timely manner.
In this stage the marketing manager of Aqua container focuses over identifying the
several alternative that it can use to communicate the benefit of product among consumer in a
manner that support in attracting them and influencing to make purchases. The major benefit to
using this stage is that it support marketing manager in selecting most suitable channel for
delivering the message of brand to the consumer for most positive outcome. On the other side the
negative side of using this model is that it take more time to select an appropriate medium of
performing promotion practices for product (Kostelijk, 2016). Hence through the evaluation of
this stage it can be state that it doesn't hold much relevance as per the current market scenario.

Because with the advancement of technology the pattern of promotional practices and channel
used also get changed. Therefore, in order to promote this, the marketing manager of Aqua
container can adopt integrated marketing communication practice where a single message is
presented with the help of several medium or channel of communication.
Stage 4: Purchase
At this stage the actual purchase of product or services made by the customer after
evaluating the alternative and gathering information from several sources. In this stage the role
of marketing manager is to ensure that customers must be deliver with the better shopping
experience so that revisit from them can be expected. In order to perform this, marketing
manager of Aqua container must focuses toward creating a better ambiance within the premises
of its store where the merchandise are arranged with the message that company want to deliver
through its particular product in order to attract the customers attention (Smith, 2019). For this
the advertisement videos of these bottles will be displayed in the stores as well as posters will be
placed their so that customer attention can be grabbed. Here the marketing manager must ensure
that the consumer must be greeted well with the sales representatives and effective delivery of
information regarding the benefit and technology used for manufacture the organic bottle with
the help of bamboo tree must be delivered to consumer. In addition to this the consumers must be
treated well with good behaviour in order to make up a better relationship with them for future
course of action. The major benefit of this stage is that marketing manager has a chance to create
a better image in front of consumer regarding the product quality, capability and durability which
ensures positive brand image in front of consumers for future sales and word of mouth publicity.
On other hand the negative side of this is that in case the sales representative not be able to
present the organic bottle in effective manner then consumer may get confused and not able to
get satisfied with the product purchased.
Stage 5: Outcome
This is the final stage of EBK model which state that once the purchasing of product has
been performed the next step is to evaluate the final outcome to determine the performance of
product in marketplace (Charry and et. al., 2016) At this phase the role of Aqua Container
marketing manager is to evaluate the final outcome of marketing campaign to determine whether
the campaign organise by the company proves to helpful in increasing the awareness regarding
the main concept behind the organic bottle they are offering and manner in which it can satisfy

the need of consumers. In addition to this it also support in evaluating the market demand and
future growth of the product that company will get after this marketing campaign and whether it
is helpful to company in getting adequate amount of profit as well as sale. The main benefit of
adopting this phase is that it support the marketing manager of Aqua container in determining the
progress of the marketing campaign and profit that company get after campaign (Chadwick,
Chanavat and Desbordes, 2015). The negative point of this is that in case when the marketing
manager would not evaluate the outcome then it become difficult for them to determine the
progress and area of improvement. This outcome evaluation phase holds up relevance in
marketing practices because as per the current marketplace scenario the attributes within external
environment changes frequently which directly influence the performance of company. Hence by
evaluation of outcome it become easier for the marketing manager of Aqua container to
determine the gap between the performance of product and reason behind those gap which
further contribute toward further improvement of product.
CONCLUSION
As per the above mentioned report it can be inferred that consumers in the market plays is
the leader who is ruling the industry. As the business has expand its market share by the launch
of new product that is organic for which the marketing campaign has been prepared which helps
the marketers in successfully launching the product by analysing all the aspects which would
leads the business towards higher position. The marketing practices performed by an
organisation plays a crucial role within the growth and success as it have a direct impact over the
behaviour as well as perception that a particular consumer have toward the brand. But in order to
dsetermine the actual impact of marketing satretgy within marketplace the consumer behaviour is
required to be predicted. Hence in order to evaluate the behaviour of consumer an organisation
can use Engel, Blackwell and Kollat consumer behaviour model which work over five steps
through which a consumer mover in order to make up final decision regarding purchasing of
product.

REFERENCES
Books & Journals
Chadwick, S., Chanavat, N. and Desbordes, M. eds., 2015. Routledge handbook of sports
marketing. Routledge.
Charry, K. and et. al., 2016. Marketing research with IBM® SPSS statistics: a practical guide.
Routledge.
Cohen, S. A. and et. al., 2014. Understanding and governing sustainable tourism mobility:
Psychological and behavioural approaches. Routledge.
Funk, D. C., Alexandris, K. and McDonald, H., 2016. Sport consumer behaviour: Marketing
strategies. Routledge.
Heuer, M. and Becker-Leifhold, C. eds., 2018. Eco-friendly and Fair: Fast Fashion and
Consumer Behaviour. Routledge.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Jansson-Boyd, C. V. and Zawisza, M. J. eds., 2016. Routledge international handbook of
consumer psychology. Taylor & Francis.
Kostelijk, E., 2016. The Influence of Values on Consumer Behaviour: The Value Compass.
Routledge.
Sherry, J .F. and Fischer, E.M. eds., 2017. Contemporary Consumer Culture Theory. Taylor &
Francis.
Smith, A., 2019. Consumer Behaviour and Analytics. Routledge.