Consumer Behavior Analysis of Garri: B2B vs. Individual Buyers

This report analyzes the consumer behavior surrounding Garri, a popular food item in Nigeria. It examines the purchase patterns, market trends, and the factors influencing consumer choices. The report highlights the significance of Garri within Nigerian culture and its appeal as a healthy and affordable food option. It also compares the buying behavior of B2B (organizational) and individual consumers, focusing on their respective priorities and motivations. The report references relevant literature to support its analysis, providing insights into the dynamics of the Garri market and consumer preferences. The analysis considers elements like recognition, information search, and purchase decisions, providing a comprehensive overview of consumer behavior in the context of this specific food product.

Running head: CONSUMER BEHAVIOR
Consumer Behavior
Name of the Student
Name of the University
Author’s note

2CONSUMER BEHAVIOR
Question 2
The consumer behavior is the study to analyze and review the purchase pattern and
mannerisms of an individual. A person in inclined to purchase a product that he or she needs or
wants but this requirement has to be backed by purchasing power as well. In the case of Garri, it
is known as the “poor man’s food” as it is available very easily at a very reasonable price
(Lasekan et al., 2016).
Buyer behavior of Garri
Recognition- Garri is important part of the Nigerian culture. As it is not only a tasty but
also a healthy option of than its competition like rice or wheat flour.
Information search- It is a popular and native food item of Nigeria and its popularity is
gaining in the rest of the world owing to its healthy characteristics. Garri is an item that is
preferred by all natives as it is a significant part of the Nigerian culture. People who love the
food item and can prepare it in his or her way tends to buy it.
Purchase- It is a part of nostalgia and culture for people who are form Nigeria and will
buy it to savor the goodness and warmth the food item brings with it. It is also a very reasonable
option and hence it is popular among the natives as well as people who know about it (Solomon,
2014).
Organizational buyer VS Individual consumer
For organizational or B2B buyer of Garri will look after the prospect of the item and how
well it will sell in the Nigerian market and also if the organization wants to export it to other
countries as well. Companies that make ready to eat items will be interested in a healthy option

3CONSUMER BEHAVIOR
like Garri as it can draw customers from the market those who are focused towards healthy
eating.
While, an individual buyer will focus on the fact that firstly it is tasty and it has a large
part of the Nigerian culture associated with it. It is healthier than any other staple food items that
are available in the market and it is also very reasonable in cost. The fact that it is pocket friendly
and healthy is one of the main reason individual buyers would invest their money on this product
(Gummesson, 2014).

4CONSUMER BEHAVIOR
Reference List:
Gummesson, E. (2014). The theory/practice gap in B2B marketing: reflections and search for
solutions. Journal of Business & Industrial Marketing, 29(7/8), 619-625.
Lasekan, O., Hosnas, R., Ng, S., Lin, M., Azeez, S., Teoh, L., & Shittu, R. (2016). Identification
of aromatic compounds and their sensory characteristics in cassava flakes and
“garri”(Manihot esculenta Crantz). CyTA-Journal of Food, 14(1), 154-161.
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.