Buyer Behaviour Exam: Organizational Behavior & Consumption

This document presents a comprehensive solution to a buyer behavior exam, addressing two key questions. The first question explores the differences between new task, straight re-buy, and modified re-buy scenarios within organizational behavior, along with effective B2B marketing communication strategies to cater to diverse needs and wants. The second question examines the relevance of the statement "We are what we consume" in understanding self-identity, analyzing how products shape consumer behavior and preferences, supported by relevant examples. The solution integrates academic concepts with real-world applications to provide a clear and insightful analysis of the subject matter.

Buyer behaviour 24 hour
exam

TABLE OF CONTENT
QUESTION 1...................................................................................................................................4
Explain the differences between new task straight re-buy and modified re-buy in relation to
organizational behaviour. How can B2B marketers communicate effectively to cater for
different needs and wants:...........................................................................................................4
QUESTION 2...................................................................................................................................7
We are what we consume. How is this statement relevant to the understanding of the self.
Explain the way in which products shape consumers using appropriate examples.....................7
REFERENCES..............................................................................................................................10

QUESTION 1
Explain the differences between new task straight re-buy and modified re-buy in relation to
organizational behaviour. How can B2B marketers communicate effectively to cater for
different needs and wants:
Buying is continuous process in every business organization, B2B buying is common
term in business world where firm purchase raw material, equipment, software and many other
ready to use product from supplying company. It is very clear that without connectivity with
another firm, business can not grow as they demand inclusion of material to make business
operation smooth (Grewal and et.al., 2016). There are three most common terms in buying
process, these are:
New task buy: This is one of the most common in which company buy new material from new
supplier, here dealing is made for the first time. New buying is process of purchasing new
material or equipment from supplier, these supplier can be another firm. First buying is first
stage in which firm perform B2B. For example; A manufacturing unit may purchase new
technology with new supplier, here dealing is done first time. New task buying is challenging
process in which company need to perform research on product, their type, price, benefit and set
of certain supplier. Firm might take time to purchase right product, they first understand what
will be ROI and how purchasing this product is beneficial for the firm.
Straight buying: This is another common process in which firm purchase same product with
same supplier for multiple time, here dealing is done on daily basis. For example; A restaurant
might purchase vegetables from same supplier every day in same quantity which make this
process straight buy. This is next step after new task buy, once supplier meet demand of business
then firm stick to one supplier for further dealing (Marvasti and et.al., 2021). Straight buying is
simple process of ordering product but this is still complex because reordering same product
again and again is costly product. If firm have ability to make utilization of resource then they
can purchase raw material in continuous manner. Straight buying can not be modified, this
remains same throughout the operation process in which firm maintain relationship with
supplier.
Modified buy: Modified buy is almost same as straight buy but with minor or major
modification in purchasing process, here dealing is one with same supplier but quantity of
material will be changed might impact relationship of B2B. For example; Manufacturing unit

might reduce quantity of material because quality was not meeting the requirement of business.
Here relationship of both parties are impacted, however, this can be seen as vice versa in which
relationship is improved if buying quantity is more. Modified purchasing is reordering of product
from same supplier but slight modification can be seen, firm's relationship with supplier is
impacted. Modifying order simply depend on firm's demand, if there is no demand firm will not
purchase same product in same quantity (Osmonbekov and Johnston, 2018). B2B firm try to
create healthy relationship with each other, reordering with modified quantity allowing firm to
maintain level of business and manufacturing operation. It is very clear that modifying quantity
of purchase is choice of business, supplier can not force them to make same order again.
DIFFERENCE
Basis: Straight buy Modified buy
Definition: Straight buying is process of
reordering same product in the form
of B2B transaction, straight buying
is done when business have habit of
purchasing same product again and
again.
Modified buying is process
of reordering same product
with same supplier but
quantity of order might be
changed. This is almost
same as straight buy but
company modified quantity.
Example: Manufacturing unit might purchase
same product or material with same
supplier in same quantity (Povolná,
2018).
Restaurant might modified
order according to the
demand, if more demand
more purchase.
Structure: The structure of straight buying
depends on relationship between
B2B, continuous buying from one
supplier create valuable relationship
with each other allowing firm to
cover ROI.
The structure of modified
buying is quite complex
because firm either reduce
quantity or began the
process of ending
relationship with one
supplier.
Benefit: One of the biggest benefit firm One of the biggest benefit of

enjoy with straight buying is related
to research. Firm do not have to
research on product, supplier, price
and quality of the material. Firm
who reorder material or product as
they know the benefit and use of
right amount of material, this allow
firm to keep the flow of production
smooth in the process.
modified buying is business
can take decision according
to their demand. If they
reorder same product again,
then they might change the
quantity but firm bring
modification according to
their capacity in production.
Process used by B2B marketer to communicate effective to fulfil organizational needs and
wants:
B2B marketing is one of the most common process in which firm try to purchase product
from another firm for their daily operation, marketer of B2B adopt certain strategy while
reaching another firm, these are:
Highlight ROI: Marketer who reach another firm highlight ROI (Return on investment) which
allow purchasing company to understand whether they are in benefit or running in loss. For
example; If an electric car manufacturing firm demanding battery, then B2B marketer will
highlight the best battery in the market and sell their product in the form of ROI (Steward and
et.al., 2019). This is the best way to communicate with another firm and sell product to them,
highlight benefit is the finest means of communication.
Commitment: Commitment does matter when it comes to B2B marketing in which marketer try
to communicate effectively with another firm. For example; there are many business who run in
season time, like restaurant business might boom in December where price of raw material is
quite high, here market can commit that they have ability to provide raw material in lower rate
possible. Communication between both firm allow marketer to under need and want of
organization, their daily operation is impacted when they try to communicate.

QUESTION 2
We are what we consume. How is this statement relevant to the understanding of the self.
Explain the way in which products shape consumers using appropriate examples.
Consumption influences the life of a human being where it becomes a part of an
individual identity. In this contemporary society, an individual human being buy goods and
services to fulfil their needs and requirements in appropriate manner and can achieve the
satisfaction. Human being is not constructed with the consumption but their identity is made by
consuming the products and services at definite manner. The entire world is very habitual to
judge another human creature by their personality, living standards and qualities where they
judge how the human being is influenced and dominated by its own thoughts to use the products
and services to make their identity more popular. From this statement “We are what we
consume” defines me to understand that an individual person is influenced widely to utilize the
different and various products and services as per their different buying decision-making
thinking where they just want to create an identity in standard manner (Sahelices-Pinto, Lanero-
Carrizo and Vázquez-Burguete, 2019). This statement is referred to buying behaviour of the
consumer where it is the study of individual and groups for buying and purchasing any good in
relation to their different decision-making process. In the study, there are mainly four types of
consumer buying behaviour such as extended, limited, habitual and variety-seeking where they
get influenced to purchase the goods accordingly. In my opinion, these four decision-making
behaviour are relevant to understand the above mentioned statement where the individual person
is attracted towards the buying nature. The extended behaviour defines the consumer purchasing
ideology where they buy expensive goods to reflect their image and standard as high level.
Accordingly, the limited decision-making behaviour of the buyer convey the thoughts where the
consumer has the limited decision-making as the goods is limited in the market, and they want to
purchase it shows the style and their living standards. Along with this, the consumers are also
very habitual to shopping and buying the goods without any needs and requirements of their own
as they just like to buy the goods on daily basis. For example, an individual do not research about
the particular product and service and availability at the same time as where ever they found the

products cheap they just buy them (Hanna, 2019). Thus, the last types is variety-seeking
behaviour of consumer where the consumer has an ideology to seek the goods different from a
particular and likes to get the goods and services in a different order where it also makes them to
look different and reflects the unique personality and identity of a person. However, in my
opinion the above mentioned statement reflecting the accurate meaning where an individual
person or a human being gets affected by the different products in the market where their
different buying behaviour dominates them to purchase the products, where they can be able to
create and develop their image, reputation and an identity in this contemporary society and can
reflect their own living standard. The consumer has different ideologies and thoughts for the
purchasing where the individual person has been get influenced in wider manner. The impact of
the products is also wider on the consumer buying behaviour as it can be said as products shapes
the consumer buying nature where variety and quality of the products actually matters in
increasing way (Eng, Buckley and Peng, 2022). When so ever, a consumer purchases the
products and any service they might visualize and consider some factors which are significant for
them to get the knowledge effectively. The factors are product's pricing structure, its quality,
benefits, its duration of stability and even the offers which the company is providing. Consumer
always look out for these mentioned factor while buying any product where they have to do this
for obtaining the beneficial outcome and usage of the product. For example, an individual person
wants to buy a t-shirt where the person will search and look for the best quality material which
has been used to produce a t-shirt. When a consumer appropriately check the quality, they chose
and select the colour and size as per the consumer requirements and needs. However, the pricing
structure is the major factor an individual always looks for whether the person is of any type of
decision-making behaviour. A consumer always compare the pricing and cost of the product and
service from other organizations and companies where the best quality and affordability will get,
consumer purchase the product from that particular company. Along with this, a consumer
buying behaviour in relation to any product makes them to acquire the information for the
product life cycle or its duration from which the consumer can be able to buy the product in
appropriate manner. Thus, the consumer has an ideology to create their identity in unique and
different manner from other human being where they met to an accurate satisfaction (Dunnan,
Jamil, Abrar, U., Ali and et.al., 2020). The buying behaviour of the consumer relates also with
the comparison areas where an individual always compare the pricing and quality of the products

from another organization and company as they always wanted the best and unique product.
Furthermore, in this contemporary society, an individual also keeps their focus on the
sustainability areas of the company where consumers nowadays want to purchase the products
which are sustainable and the company who is promoting and implementing the sustainability at
their business organization. The consumer trends in 2020, reveals that the sustainability is the
key factor for the variety of the consumer segments while making the purchasing decision
(Waqas, Qalati, Hafeez, Rana and Farhan, 2020). Sustainability is a desire for the human to help
the environment where the companies should follow the sustainability and produce the goods
and products sustainably. Today, there are many organizations who practise the sustainability at
their workplace which results them excellently and allow the consumers to make their buying
decision behaviour in appropriate and satisfied manner.

REFERENCES
Books and Journals
Dunnan, L., Jamil, K., Abrar, U., Ali, and et.al., 2020, January. Digital generators and consumers
buying behavior. In 2020 3rd International Conference on Computing, Mathematics and
Engineering Technologies. (iCoMET) (pp. 1-5). IEEE.
Eng, N., Buckley, C. and Peng, R.X., 2022. Tracking the Path of the Green Consumer: Surveying
the Decision-Making Process from Self-Transcendent Values to Supportive CSR
Intentions. Sustainability. 14(3), p.1106.
Grewal and et.al., 2016. Business-to-business buying: Challenges and opportunities. Customer
needs and Solutions, 2(3), pp.193-208.
Hanna, H.A.L.L., 2019. An application of qualitative marketing studies in the identification of
the consumer decision-making process. Effects and benefits. Humanities and Social
Sciences. 26(4), pp.61-69.
Marvasti and et.al., 2021. Is this company a lead customer? Estimating stages of B2B buying
journey. Industrial Marketing Management, 97, pp.126-133.
Osmonbekov, T. and Johnston, W.J., 2018. Adoption of the Internet of Things technologies in
business procurement: impact on organizational buying behavior. Journal of Business &
Industrial Marketing.
Povolná, L., 2018, October. Business cycle survey and B2B buying decision. In Proceedings of
International Academic Conferences (No. 7009949). International Institute of Social and
Economic Sciences.
Sahelices-Pinto, C., Lanero-Carrizo, A. and Vázquez-Burguete, J.L., 2019. Corporate social
responsibility and consumer behaviour in the hospitality sector: its effects on the
decision-making process. World Review of Entrepreneurship, Management and
Sustainable Development. 15(1-2), pp.132-150.
Steward and et.al., 2019. From transactions to journeys and beyond: The evolution of B2B
buying process modeling. Industrial Marketing Management, 83, pp.288-300.
Waqas, M., Qalati, S.A., Hafeez, S., Rana, L.T. and Farhan, S.M., 2020. Effects of Celebrity
Endorsement, Promotional activities, Packaging of products, and Brand image, on
Green Consumer buying behavior. Paradigms. 14(1), pp.66-73.