Business-To-Business Marketing, Marketing Channels

Introduction 

The behavior of the buyer is the core of every marketing and production. Every business begins its marketing program by understanding the needs and tastes of consumers. Companies rely on buyers for survival, and failure to establish even a single buyer leads to closure of the company. Consumer behavior is the process through which people decide what, where, when, how, and from whom to buy the products or services ( Burnett, 2014) . When purchasing products and services, consumers display some elements like what they are searching for purchasing, evaluating products, and disposing of ideas on products or services. Before purchasing a cigarette, consumers have to make a decision using the available information. The paper will focus on consumer model behavior that guides the purchase of cigarettes. 

Situational Influences 

When purchasing tobacco products, a customer's purchase decision is influenced by situational influences like buying tasks, market offerings, complexity, and demographics. A cigarette is a low-cost product that does not require a lot of involvement in decision thinking. Customers are already aware of the product and established loyalty; thus, they do not have to evaluate alternative sources. Consumers also have to determine market offerings before settling on purchasing cigarettes from particular manufacture. The five leading cigarette brands in the USA that consumers evaluate include Marlboro, Newport, camel, Pall Mall box, and maverick. Demographics also influence the decision on the purchase of tobacco. Tobacco is of different flavors and brands whose costs vary on quality. The income status of an individual determines the purchase of cigarettes in that the wealthy will go for the most expensive cigarette while low-income purchase low quality and cheap cigars from local shops ( Burnett, 2014) . The youth are more price-sensitive than adults, particularly concerning smoking prevalence. Through the use of these three situational influences, it is easy for the customers to decide on the most favorable product to purchase that fit their specification. 

External Influences 

Consumer behavior is influenced by external factors like culture, social class, and family. The culture of an individual determines their consumer behavior of cigarettes. American culture holds a belief that smoking is harmful to health; hence there are restricted regions for smokers. When purchasing a cigarette, the individual has to follow the customs by avoiding smoking in the public or neighborhood. Cultural values also affect the availability of cigarette commodities in that most are sold around areas set aside for smoking. The purchase of tobacco is influenced by the social class of an individual and reference group like family ( Burnett, 2014) . Individuals from upper -class have a reputation to protect; thus they will be selective on where to purchase tobacco, the brand, and the quality of the product. High-class individuals will buy quality cigarettes from expensive stores where they are less likely to meet with society members who look upon them as role models ( Cummings et al., 2009) . Consumer’s family impact their attitude on and behavior when purchasing tobacco products. Parents understand the impact of smoking on their children's health and social life; when purchasing tobacco, they will be keen to avoid negative influence. 

Internal Influences and Process 

Internal influences like socialization, motivation, personality, and lifestyle have a significant impact on the buying process and marketing needs. During the socialization process, consumers gather information concerning the taste and effect of various cigarette brands ( Burnett, 2014) . Information learned to affect their decision when purchasing the product. Frequent campaigns against cigarettes, placing bans and educating the public on the health effect of tobacco has affected consumer behavior. Government and health experts use reinforcements to show the negative impact of smoking, an influence that makes many people quit smoking ( Shiu et al., 2009) . The purchase of tobacco products is influenced by motives where, to some, smoking is a basic need due to addition while others smoke for fun. Today, lifestyle is an essential factor for understanding consumer behavior in the purchase of cigarettes. Today, many young people are introduced to smoking by peers who see it as a luxurious lifestyle. Tobacco industries find it difficult to change consumers' attitudes regarding tobacco. Although the company can change the taste of the product appeal to customers, they are restricted from advertising their products hence limiting their persuasion capabilities in marketing. 

Conclusion 

In summary, The relationship between buyers and producers is integral to the success of the company. Consumer behavior in cigarettes is influenced by situational influence, external and internal influences. Changing attitudes of consumers on tobacco use is difficult; hence most tobacco-producing companies focus on improving the product. 

References 

Burnett, J. (2014). Introducing Marketing. http://solr.bccampus.ca:8001/bcc/file/ddbe3343-9796-4801-a0cb-7af7b02e3191/1/Core%20Concepts%20of%20Marketing.pdf 

Cummings, K. M., Fong, G. T., & Borland, R. (2009). Environmental influences on tobacco use: evidence from societal and community influences on tobacco use and dependence.  Annual Review of Clinical Psychology ,  5 , 433-458. 

Shiu, E., Hassan, L. M., & Walsh, G. (2009). Demarketing tobacco through governmental policies–The 4Ps revisited.  Journal of Business Research ,  62 (2), 269-278.