Learning Guide Unit 2
Written Assignment

Using a product (goods or services) and the information from this Unit’s Reading Assignment, create a model of buyer behavior for the product.

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Next, create a model for an organizational buyer vs. an individual consumer.

Submit a 2-3 pages paper, excluding the title page and reference pages) double-spaced in Times New Roman font which is no greater than 12 points in size. Cite all sources in APA Format.



https://doi.org/10.24926/8668.1901 (Original work published 2010)

Chapter 3 – Consumer Behavior: How People Make Buying Decisions. In this chapter, students will learn about the factors that influence consumer behaviors. Students will explore the purchasing decision process including the five-stage model


Akaeze, C., & Akaeze, N. (2017). Exploring factors that influence consumer loyalty to automobile dealerships in New York. Journal of Business Theory and Practice 5(6), 35–47. https://www.researchgate.net/publication/316320629_Exploring_Factors_That_Influence_Consumer_Loyalty_to_Automobile_Dealerships_in_New_York


Courtright, M. (2019, July 25). The “Why” behind the buy: Integrating consumer behavior into your marketing strategy. American Marketing Association. https://www.ama.org/2019/05/20/the-why-behind-the-buy-integrating-consumer-behavior-into-your-marketing-strategy/.

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