Intro

Nestlé’s foundation was built in 1867 on humanitarian needs and social responsibility when Henri Nestlé, a trained pharmacist, developed a healthy and economical alternative source of infant nutrition to save the life of an infant who could not be breastfed. Henri Nestlé, born Heinrich Nestle (10 August 1814 – 7 July 1890), was a German confectioner and the founder of Nestlé, the world's largest food and beverage company, as well as one of the main creators of condensed milk. Today, more than 140 years later, Nestlé continues with its founder’s legacy to improve lives.

Nestlé's commitment to providing quality products to Malaysians dates back almost 100 years ago. Nestlé began in Malaysia in 1912 as the Anglo-Swiss Condensed Milk Company in Penang and later, growth and expansion made a move to Kuala Lumpur necessary in 1939.

Since 1962, with its first factory in Petaling Jaya, Nestlé Malaysia now manufactures its products in 7 factories and operates from its head office in Mutiara Damansara.

The Company was publicly listed on the KLSE now known as Bursa Malaysia Berhad on 13 December, 1989. Today, the Company employs more than 5000 people and manufactures as well as markets more than 300 Halal products in Malaysia. Its brand name such has MILO®, NESCAFÉ®, MAGGI®, NESPRAY® and KIT KAT® have become trusted household names and enjoyed for generations.

Assalamualiakum, I, Ahmad Ismail as Marketing Manager from Nestle Company. I had given a task to present about buyer behavior and the purchase decision making process in Malaysian Market. As a marketing manager, I should understand and deliver my understand. First of all, we must understand about main stages of the purchase decision making process where it divided into two sector which is business sector and consumer sector.
In the stages of business purchasing decision making process, there have 8 stages which are problem recognition, general need description, product specification, value analysis, supplier search, proposal solicitation, order – routine specification and performance review. While, in the stages of consumer purchasing decision making process, there have 5 stages which are need recognition and problem awareness, information search, evaluation, purchase and post – purchase evaluation.

Next, I will explain about theories of buyer behavior in terms of business sector and consumer sector for Nestle product by using a model of buyer behavior. In terms of consumer market, a model used in the study of the buying behavior of consumers and the buyer's decision process, the model assumes that what takes place in the consumer's "black box" (consumer's mind) can be concluded from a study of observed stimuli and responses

Meanwhile, in terms of business buyer behavior. In this model, marketing and other stimuli affect the buying organization and produce certain buyer responses. As with consumer buying, the marketing stimuli for business buying consist of the four Ps which are product, price, place, and promotion. The buying center includes all members of the organization who play any of five roles in the purchase decision process which are users, influencers, buyers, deciders, and gatekeepers.

After that, I tell about factors which may affect buyer behavior in the both the business market and consumer market. In the business market, means the decision-making processes of buyers in purchasing and using goods and services. Buyers may be either ultimate consumers or agents or dealers who purchase goods for resale to ultimate consumers. There four major factors influencing business buyer behavior which are environmental factors, organizational factors, interpersonal factors and individual factors.

While, in the consumer market, the decision processes and acts of people involved in buying and using products. There four major factors influencing consumer buyer behavior which are cultural factors, social factors, personal factor and psychological factor.

Last but not least, I will explain briefly about relationship between brand loyalty, corporate image and repeat purchase of the Nestle product. Brand Loyalty is a scenario where the consumer fears purchasing and consuming product from another brand which they does not trust. It is measured through methods like word of mouth publicity, repetitive buying, price sensitivity, commitment, brand trust, customer satisfaction, etc. Brand loyalty is the extent to which a consumer constantly buys the same brand within a product category. The consumers remain loyal to a specific brand as long as it is available. They do not buy from other suppliers within the product category. Brand loyalty exists when the consumer feels that the brand consists of right product characteristics and quality at right price.

Then, a corporate image refers to how a corporation is perceived. It is a generally accepted image of what a company "stands for". The creation of a corporate image is an exercise in perception management. It is created primarily by marketing experts who use public relations and other forms of promotion to suggest a mental picture to the public. Typically, a corporate image is designed to be appealing to the public, so that the company can spark an interest among consumers, create share of mind, generate brand equity, and thus facilitate product sales.

Lastly is repeat purchase means the buying of a product by a consumer of the same brand name previously bought on another occasion. A repeat purchase is often a measure of loyalty to a brand by consumers and is often taken into account by marketing research professionals to evaluate a business.

So, by doing this presentation. I hope it’s enough to make other more understand about buyer behavior and purchase decision making process of Nestle Company in Malaysian market.

references for student