Buyer Behaviour: SEASANOL's Impact on Seasonal Purchase Decisions

This essay presents a buyer behaviour model centered around "SEASANOL," an innovative all-in-one device designed to replace traditional fans, ACs, coolers, and heaters. It analyzes the consumer's need recognition, alternative solutions, and the evaluation process, highlighting SEASANOL's benefits as a compact and cost-effective solution catering to all seasonal needs. The essay contrasts organizational buyer behaviour (e.g., hotels purchasing in bulk) with individual consumer behaviour, examining differences in buying purpose, quantity, decision-making processes, market knowledge, and the nature of product use. Ultimately, it predicts high consumer satisfaction and positive word-of-mouth for SEASANOL due to its multi-functional utility and affordability.

Running head: BUYER BEHAVIOUR
Buyer Behaviour
Name of Student
Name of the University
Author Notes:

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BUYER BEHAVIOUR
Buyer Behaviour Model
The change of temperature with the change of season is a factor that is not under the
control of humans. With modernization and advancement, man has invented air conditioners,
cooler, fans and heaters to cope with the hot to humid summers and the chilly winters (Cian,
Lanzi & Roson, 2013). Although there are solutions in the form of the above mentioned gadgets,
there has not been a solution that caters to all the seasons. This statement in the past as the
company called NABSEY has introduced their all in one solution to all the temperature
fluctuation problems with their new and innovative SEASANOL. It is a device that is placed in
place of a ceiling fan and serves the purpose of a fan, an AC, a cooler and a heater. Following is
the predicted buyer behaviour model.
Need Recognition: The marketers and developers have discovered that it often becomes
troublesome and expensive for people to get devices that comfort them during every season
(Rapson, 2014). The above mentioned devices are costly and having to purchase individual
expensive products just adds up to the expenditure. Thus SEASANOL is the perfect solution for
this problem.
Alternative solution: SEASANOL provides a complete solution. Rather than having to purchase
individual devices, the consumers can choose to stick to the compact solution just as they prefer
(Borin, Mullikin & Krishnan, 2013).
Evaluation of alternatives: Alternatives such as ACs and similar devices are associated with
high costs (Li et al., 2014). The SEASANOL provides the benefits of all in one solution, thus
consumers are likely to receive the product favourably.

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BUYER BEHAVIOUR
Purchase and use: No close alternative that provides similar solutions. Additionally cater to all
seasonal need. Thus the SEASANOL is the best solution.
Evaluation of Experience: Compact product that provides multiple solutions is likely to satisfy
the rational consumer’s needs, while keeping the income elasticity in mind.
Feedback: Rational consumer are likely to appreciate the product since it provides multiple
solutions for a minimal price.
End of consumer experience: The SEASANOL is likely to satisfy the demands of the
consumers. Satisfied consumer will spread word of mouth and the company aims to generate
more revenue through that.
Organizational buyer v Individual buyer behaviour
Organizational buyer Individual buyer
Buying
purpose
They are not the ultimate consumers.
It will be used by them in hotels and
restaurants to accommodate guests or
for reselling.
Purchase made for final consumption.
Quantity Purchased in large bulks and kept in
inventories.
Small quantity depending on rooms and
demand.
Decision Purchase decision made in correlation
to organizational goal.
Decision taken by discussing with family,
peers and past users.
Market
knowledge
Adequate market knowledge. Zero to minimal market knowledge.
Nature of
use
Used for business purpose i.e. in
hotels, etc.
Used to satisfy household needs.
Effects The need for purchase of the product
is realised by multiple individuals of
the company and is then purchased.
Determined the demographics, psychological
and physical needs backed by the ability to
purchase.
Process Engagement with the supplier is of
utmost importance as it affects the
There is are no formalities or need for
maintaining relations with the suppliers or the

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BUYER BEHAVIOUR
relation. company.

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BUYER BEHAVIOUR
REFERENCES
Borin, N., Lindsey-Mullikin, J., & Krishnan, R. (2013). An analysis of consumer reactions to
green strategies. Journal of Product & Brand Management, 22(2), 118-128.
De Cian, E., Lanzi, E., & Roson, R. (2013). Seasonal temperature variations and energy
demand. Climatic Change, 116(3-4), 805-825.
Li, S., Zhang, D., Roget, A. B., & O'Neill, Z. (2014). Integrating home energy simulation and
dynamic electricity price for demand response study. IEEE Transactions on Smart
Grid, 5(2), 779-788.
Rapson, D. (2014). Durable goods and long-run electricity demand: Evidence from air
conditioner purchase behavior. Journal of Environmental Economics and
Management, 68(1), 141-160.