Written Assignment Unit 21

A. Gabriel MENDOZA2

Using a product (goods or services) and the information from the readings, create a model of buyer
behavior for the product. Next, create a model for an organizational buyer vs. an individual consumer.

Submit a 2-3 page paper, (independent of the title page and reference page) double-spaced in Times
New Roman font which is no greater than 12 points in size. Be sure to cite any sources in APA Format.

The product: walking tour Tourism in La Paz

To reply properly to the assignment a specific service would be analyzed, then compared into
the scheme of the stages in the buying process (Principles of Marketing, 2015) from both
perspectives, fist from an individual buyer perspective and then from a organizational buyer
perspective.

The product to analyze would be the “basic” walking tour from a small startup called Wonder
Bolivia – Walking tour (walking tour - wondel Bolivia, 2019) that took place in La Paz city
before the pandemic (around the second semester of 2019). This “basic” tour implied a walking
tour to see the historical buildings and the modern city through the cable car transportation
system, all of this implying getting in touch with locals to hear from them their personal stories
and experiences in La Paz. This last item was the differentiator from any other competitor.

A. Individual Buyer perspective:

To answer properly in creating a model on the individual buyer perspective a lot of

circumstances that need to be supposed as original data from the place where the service is
provided (La Paz, Bolivia) would be just imagined as there is no official data directly related
to the topic. In this sense, to determine an individual buyer perspective, we would analyze
personal factors and the stages in the buying process related to this specific service.

A.1 Personal factors and the “basic” walking tour in La Paz for individuals

Analyzing the “big five” personality traits (Principles of Marketing, 2015)we could create a
model that implies that:

i) Openness: Regarding openness, inhabitants of La Paz city, as being part of a city

that is starting to be cosmopolitan but is not cosmopolitan as a hole of the term
implications, attire their attention, implying age ranges differences of course, may
need to appeal to their internalized or naturalized habits such as patriotism or even
family values that are related to the fact of knowing their own city (or if being an
outsider, of knowing the city there are in).
ii) Conscientiousness: Regarding how diligent people is (Principles of Marketing,
2015)the idea of implying elements as “the importance of tourism” or “the
importance of knowing about learning from the countries perspective” might be
implied in the marketing strategy

1 Second assignment for class BUS 5112 - AY2022-T2

2
Bolivian Sociologist and Student of the MBA program at the UoPeople - 2021

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 iii) Extraversion: Even though it is not clear enough, it is “well known” (as a
supposition) that inhabitants of La Paz are the shiest people from Bolivia.
Therefore, strategies that imply knowing their city with the less possible interaction
with others, which could lead to an introspective experience, would be necessary
for marketing for locals.
iv) Agreeableness: As culture does not have any inconvenient with tourism, actually
the opposite, it supports and encourages tourism, agreeableness levels are not a
problem since it is naturalized to respect and promote tourism within the
inhabitants.
v) Neurotism: Au contraire to the shyness well spread in the area, the idea of “risk-
taker” is also a natural inhabitant of La Paz characteristic, therefore the risks that
participating or being a customer in this service regarding its risks it’s not
significant to the final marketing strategy (a priori).

A.2 Stages in the Business process and the “basic” walking tour in La Paz for Individuals

As having a client in the long term and not only for once is a key element for business growth
and efficiency (Principles of Marketing, 2015)modeling the client in regards of the stages in
the business process, understood as all the stages a customer’s passes within a purchase, the
model for individuals would be as follows:

i) Need Recognition: For the first idea of needing recognition, It comes to be quite
clear that as a new start-up, the marketing strategy needs to focus on creating the
“necessity” (if the term is valid) to make inhabitants to be clients. Therefore, as
mentioned in A.1 an appeal to the patriotism could be the best strategy as it’s
naturalized in Bolivians.
ii) Search for product information: As the market is small and direct competition
would only imply having a friend that could walk you the city, for example, the
moment the “necessity” of this service comes, the moment when the customer finds
the service according to the selected age gap (being social media or newspapers the
first though medias to reach the hall possible customers).
iii) Product Evaluation: Once the product is defined as “innovative” or even “an
indispensable activity once you visit La Paz”, or even once that is the purpose, the
experience needs to show new elements not only for foreigners but also for locals
as a must-do experience that correlates with the price
iv) Product choice and purchase: Once the service is decided, the team in charge should
provide information and should provide a friendly environment for the customers
that fills the expectative and overpasses them too.
v) Post purchase use and Evaluation of the Product: The tour must be so innovative
and full of information given in such a dynamic way that customers not only
recommend it but also would like to do it again.
vi) Disposal of the product: Upgraded and variation among the tour must be done so
customers could expect to be impressed again as the tour has significant changes
from time to time

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 B. Organizational Buyer perspective:

The decision to sketch an organizational buyers perspective after the individual buyer perspective comes
from the fact that the perspective of organization, at least a priori for this model, may also imply that
the first customers were individuals that lead to such a credibility of the company and the product itself
that companies would take the risk to also decide on enjoying the service more than once as an
organization.

B.1 Stages in the Business process and the “basic” walking tour in La Paz for
Organizations

Therefore, as mentioned in B., the stages in the business process would begin in the third
stadium or step, 3. Post purchase use and evaluation of Product, since it had to be individuals
in the company that could enjoy the service to actually, as individuals part of the organization,
recommend the service to the company itself. In this sense, a step 6. Disposal of the product,
seems to be a reasonable and mandatory step about organizations since it is already the
implication of an organization an “upgrade” of the implications in the product itself.

Conclusions

In conclusion, as this models could show in the lines above, it implies the creation of a
marketing strategy that appeals, first of all, to individuals to generate a legitimacy of the
company that serves the service to actually be able to have organizations as customers in a
local and foreign level. In this sense, elements such as “patriotism” and “innovation” are key
elements to have recurrent customers not only as individuals, but also as organizations. Clearly,
this conclusions only come from a model that needs to be contrasted with the reality of the city
that needs deeper studies about tourism in the city.

References
Principles of Marketing. (2015). University of Minnesota.

walking tour - wondel Bolivia. (2019). Obtenido de Facebook: https://es-

la.facebook.com/pages/category/Tour-Guide/Walking-Tours-La-Paz-Wonder-Bolivia-
2308139519401907/