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Analyzing and Reporting Results - Essay Example

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They are more focused on the profitability, and will mostly buy competitive products, raw materials and parts for manufacturing purposes (Brenkert, 2008). Institutional buyers are firms and individuals who are more sophisticated and recognized by the financial institutions. Intermediate organizations buy bulky amounts of products and raw materials for distributions to the consumer. They include wholesalers, importers and distributors. Governments and public sector organizations are the ones regulated by the government. These are basically the federal, the state and local agencies that buy goods and services for the citizens they serve. Organizational buyers are typically the people who buy goods in bulk and not for consumption. This is also known as business buying. Consumers on the other hand can be categorized into seasonal, personal, need based, impulse, discount driven or habitual consumers. Seasonal consumers are those that buy season based goods that are demanded only at certain times. Personal consumers purchase goods for the sole purpose of household, family or personal needs. Impulse consumers are the consumers who buy products with no prior plans of buying (Malhotra, 2010). Need based consumers are the consumers who buy goods only when they need them for certain purposes and not any other time. Discount driven consumers are the consumers who buy goods primarily due to the discount on offer. Habitual consumers are those who find it compelling to use certain goods when presented

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with the opportunity. The factors that influence consumer decision could be classified under the buying state, social as well as personal influences. The buying situation could entail extensive problem solving, limited problem solving and automatic response. When the need is new, the means of satisfying it are uncertain and expensive and so the consumer employs extensive problem solving. Limited problem solving is where the buyer has some know-how and experience about what is being sold. It only needs a certain amount of research and information. In automatic response the company tries to keep advertising to keep the brand in the consumers’ mind. Personal influences are all about the psychology of the consumer. These may include a consumer’s personality, perception, motivation or learning. The personality could be submissive, dominant, hostile or warm. The social influences of consumer decision making include the family, culture, reference group and social class. The major factors that affect organizational buyers’ decision to buy can be categorized into the buy class, the product type and the importance of purchase to the
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Analyzing and Reporting Results University/College Date Analyzing and Reporting Results Organisational buyers are the individuals in charge of buying or purchasing products and services for governments, organisations and businesses. They purchase products and services professionally after making decisions for their organisations…
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