BUS 5112: Organizational vs. Individual Buyer Behaviour - Cadbury

This report provides an analysis of buyer behavior using Cadbury Dairy Milk as a case study. It presents a model of buyer behavior for the product, detailing the five-step buying process: need recognition, information search, evaluation of alternatives, purchase, and post-purchase decision. The report also contrasts organizational buyers with individual consumers, highlighting differences in purchasing motivations and volumes. It references the Webster and Wind model for organizational buying behavior and sociological models for individual consumer behavior, emphasizing the influence of environmental, organizational, and social factors. The analysis concludes that understanding consumer behavior is crucial for businesses to meet evolving customer needs and improve product satisfaction. Desklib provides similar solved assignments and past papers for students.

Understanding Customer
Behaviour

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.
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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
positive reviews from their customers leading to enhance the brand image of the
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 buyers Individual 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
Organization mainly buy goods in large
volumes as compared to individuals and are
generally driven by customers demand for
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. These factors include environmental, organizational, buying centre and the
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
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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.
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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.
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