1.4 Buying business behavior

Toblerone is a product that appeal to customers and it is sold to them, but it is not sold directly to them. Therefore, Toblerone sells its chocolate bars to the reseller markets. For example, the supermarkets are their main buyer, which also sells the chocolates bought to customers, of course, at a higher cost than for what were bought for, but that is for another chapter.

This being the case, Toblerone has adapted to the business markets since it depends on them. Selling directly to the consumer will mean that the profit will be too low and the work very confusing. This works best for the customizable products, but Toblerone is a mass seller, since it sells large quantities to retailers.

In a buying situation, as mentioned before, Toblerone will fit in the straight rebuy process. Little to none modifications are made for the product when sold, so it is mass sold with no variation. Toblerone is not a customizable product, so a straight rebuy process is most likely to be applicable.

Usually, retailers adopt a mercantile purchasing since they buy the product for reselling. Because of that, they make a planned agreement with the firm in which a specific type of item, Toblerone chocolate bar in this case, has to be delivered at an approximate date. Between this deal, a series of activities happen. First of all, Toblerone has to inform the others about the product and its assets. Toblerone has a very detailed description of their product on the official website, which is aviable in different languages so that it can be more accessible. Toblerone also conducted a series of commercial to appeal directly to the customers and create demand. (Toblerone)

Next, the same can be considered about the product.  Toblerone was very strict to its formula which is patented and they were very faithful to it. After several years, new variations were added, but they still focused on their main recipe. That is why, before selling, Toblerone makes sure that the products are of the highest quality.Regarding Financials, Toblerone is trying to acquire profit through large sells to the retailers.

And finally, on the social status they make a very much use of their history which appeals even today to customers. Their main focus is to create demand for their product, and they managed to do so. Despite the rich history of the product, the need of appealing to a younger audience came, and they did so through making a limited edition huge Toblerone chocolate of 750 gram. This braught more media attention to them since it became popular, mainly through youtube, which is one of the most popular websites of sharing videos. Because of the attention it got, several videos appeared and it created an improved likeliness to the product. (Toblerone) (Youtube) Down below, is an example of one of the funny videos mentioned.

Because of the demand of the product grown, retailers were more interested in reselling their product, and even after the limited edition was gone, people still wanted the Toblerone.

The example gave above is also creates derived demand which translates in a bigger revenue for the company. Also, the demand increases in skilled and unskilled workers.