Write an analysis of the purchasing process conducted by a specific enterprise.

Introduction

Just as consumers have a process by which they purchase products, every enterprise has a process by which it purchases products. Analyzing how consumers recognize their needs for products and evaluate their alternatives allows companies to determine how many types of products they should offer and how to advertise them. In recent years, when consumers showed a strong interest in healthier living and eating, fast food restaurants began offering alternative menu items. In some cases, such restaurants had difficulty predicting the particular ways that healthy living could be translated into their product offerings. Hamburgers without buns became a short-lived offering at some fast food restaurants. In contrast, healthy alternatives to French fries and soft drinks in kids’ meals are still offered by many establishments.

The purchasing of goods and services drives the economy, but many factors influence consumers’ purchasing decisions. The price associated with a purchase impacts whether or not a consumer will buy. Many other variables, such as how to pay for the purchase and the timing of the purchase, do as well. Many companies will use incentives such as cash-back, zero percent financing, or discounts to try to influence customers buy sooner rather than later.

Consumers have many choices in the types of goods and services they may purchase. They also have a variety of choices in the means by which to make a purchase. For example:

• Retail stores remain a dominant force in the sales of goods to consumers. A great deal of consideration is involved in retail store layout, employee training, and in selecting the location of the stores.
• Online shopping continues to increase and evolve, and firms such as eBay and Amazon have become permanent fixtures in the marketing landscape.

Write an analysis of the purchasing process conducted by a specific enterprise of your choice.

Complete the following:

• Select a current or previous employer and briefly describe the organization and its main business. You do not have to have been involved in the organization’s actual purchasing process and decisions to complete the assessment.
• Analyze the purchasing process of the company by answering the following:
  • Assess and describe what it was like to acquire products within the company for use in your job. Do not include products that were for resale.
  • If possible, provide examples of both smaller items—such as office supplies or items needed to complete daily tasks—as well as larger items, such as a computer.
• Describe the process required to obtain the products. Include such information as:
  • The time it took to obtain items.
  • The process, or processes, involved. For example, was the process time consuming or straightforward?
• Explain any difficulty in obtaining products.
• Describe how the process could have been improved.

Use proper APA style and formatting. The content of your assessment should determine the length. Visit Evidence and APA for help with APA.

Competencies Measured

By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:

• Competency 2: Analyze consumer behavior.
  • Describe a business that acquires, consumes, and disposes of a product.
  • Assess how the business acquires products or services, including the purchasing process.
• Competency 3: Assess the managerial application of customer behavior concepts.
  • Explain difficulties of obtaining products and how the process can be improved.