The job of marketer is to meet and satisfy target
customers needs and wants but “knowing customer" is not a simple task.
Understanding the buying behavior of the target market for its company products
is the essential task for the marketing dep’t. The job of the marketers is to
“think customer” and to guide the company into developing offers, which are
meaningful and attractive to target customers and creating solutions that
deliver satisfaction to the customers, profits to customer and benefits to the
stakeholders
Marketers must study the customer taste,
preferences, wants, shopping and buying behavior because such study provides
the clues for developing the new products, price, product changes, messages and
other marketing mix elements. In understand the concept of buying we have the
some of the key questions. They are: -
Ø Why does the market buying? Objective
Ø Who does the market buying? Organization
Ø What does the market buying? Objects
Ø When does the market buying? Occasions
Ø Where does the market buying? Outlets
Ø How does the market buying? Operations
Along with that there are two more questions that
are also related with above. They are: -
Ø How do the buyer’s characteristics influence the
buying behavior?
Ø How does the buyer make purchasing decisions?
These are some of questions that solutions help to
predict the buying behavior.
WAYS OF BUYING BEHAVIOR
According to the concept of marketing the buying
behavior can be divided in two ways :-
1. Consumer Behavior: - It includes that user who buys
the product for the direct consumption, not to use for further sale purpose.
Like as home users.
2. Business Behavior: - It includes those users who buy
the product for the further sale purpose. Like as shopkeepers, dealers, and
retailers.
BUYING ROLES IN BUYING BEHAVIOR
In the buying behavior there are different roles
played in each of consumer and business. Those are involved in the buying
decisions.
CONSUMER BUYING ROLES
In the consumer buying there are different buying
roles; i.e.
Ø Initiator: -- A Person who first suggest the
idea of buying.
Ø Influencer: - A Person who influence the
buying decision.
Ø Decider: - A Person who takes decisions
regarding buying
Ø Buyer: - A Person who actually buys the
products.
Ø User: - A Person who is the user of the
product.
BUSINESS BUYING ROLES
In the business buying there are different buying
roles; i.e.
Ø Approver: -- A Person who approves the idea
of buying.
Ø influencer: -- A Person who influence the
buying decision.
Ø Decider: -- A Person who takes decisions
regarding buying
Ø Buyer: -- A Person who actually buys the
products.
Ø User: -- A Person who is the user of the
product.
TYPES OF BUYING BEHAVIOR
There is a great difference between the purchasing
of a computer and a car. Buying decisions making varies with the type of buying
decision. The types of buying behavior divided are separately divided as per of
consumer and business buying.
TYPES OF CONSUMER BUYING BEHAVIOR
This is to be extensively divided in four types: -
1. Complex Buying Behavior: -- when the consumer are highly
involved in the purchase and aware of significant differences among brands.
2. Dissonance Reducing Buying Behavior: -- when the consumer are highly
involved in the purchase but sees little differences among brands.
3. Habitual Buying Behavior: -- when the consumer are low
involved in the purchase but sees absence of aware of differences among brands.
4. Variety Seeking Buying Behavior: -- when the consumer are low
involved in the purchase but sees significant of differences among brands.
TYPES OF BUSINESS BUYING BEHAVIOR
This is to be extensively divided
in four types: -
1. Straight Rebuy: -- In this buyer approves the
purchasing on the basis of the past buying records and satisfaction with
suppliers.
2. Modified Rebuy: -- where the buyer wants to modify
product specifications. Prices, delivery requirements.
3. New Task: -- when the buyer approves the purchasing of product
for the first time by consisting of the good and efficient salesperson.
So, that it’s the types of the buying behavior of
consumer as well as business buyer.
FACTOR AFFECTING THE BUYING BEHAVIOR
There are various factors that affect the buying
behavior on both consumer as well as business buying.
FACTOR AFFECTING CONSUMER BUYING BEHAVIOR
Cultural Factors
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Culture
Sub Culture
Social Class
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Personal factors
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Age
Occupation
Life Styles
Personality
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Social Factors
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References Group
Family
Roles and Statues
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Psychological
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Motivation
Perception
Learning
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BUYER
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FACTOR AFFECTING BUSINESS BUYING BEHAVIOR
Environmental
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Economic
Political
Cost of Money
Competition
Technological
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Organizational
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Objective
Policies
Procedures
Structure
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Inter – Personal
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Authority
Status
Empathy
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Individual
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Age
Education
Income
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Business
BUYER
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So, these are the factors that affect the consumer
as well as business buying behavior.
BUYING DECISION MAKING
Consumers make the decision on the different brands
available in the market. They will give the choice over the different brands.
So there is a model that describes how the consumers make the choice and
preferences over the different brands.
The Following is the model of buying
decision-making: -
1. Total Set: - In this they used to maintain the list of the
all-leading brand to those particular products, that are available in the
market.
2. Awareness Set: - After that they used to make the
list of those selected brands with that they are something knows and aware
about their products.
3. Consideration Set: - After that they used to make the
list from the list of known brands, about those they know something better than
other brands.
4. Choice Set: - After the consideration of some brands, a list of
choice brands those having the greater chances of acceptance over others.
5. Decision Set: - After the all of the process in
last most preferred, most acceptable during the buying decision process.
So that it’s a process, which defines that, how a
buying decisions are made among the number of brands available In the market.
So that it’s all about the general buying behavior
of cons, and business buying according to marketing concept, because to
understand and making study over buying behavior first its necessary to aware
with concept of buying behavior.
BUYING BEHAVIOR - INTRODUCTION OF STUDY
INTRODUCTION
Understanding the buying behavior of the target
market for its company products is the essential task for the marketing dep’t.
The job of the marketers is to “think customer and to guide the company into
developing offers, which are meaningful and attractive to target customers and
creating solutions that deliver satisfaction to the customers, profits to
customer and benefits to the stakeholders.
The computer processor company divides its buying
behavior in both way i.e. Consumer and Business. The both of term have same
meaning as to define in the chapter of buying behavior. The both consumer and
business are divided further as SMB —Small Medium Big - to identify the type of
client according to their sales and SMB have their own group of clients.
CONSUMER BUYING BEHAVIOR:-
It includes all those person who are the direct
user of the computers and their processors or for their employees and family
member use. They are not indulging in the sale activity of the computer and
other Products. i.e. home users, companies for their employees.
BUSINESS BUYING BEHAVIOR: -
It includes all those person who are not the direct
user of the computers and their processors or for their employees and family
member use. They are indulging in the sale activity of the computer and other
Products. They can also be authorized from companies i.e. Intel. i.e. hp, HCL,
Assemblers.
There is model of the both of behavior as suggested
by companies with the dividing in the SMB, the both of the buying behavior. The
models are below for both behaviors: -
Consumer Buying
S – M – B
Small
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Medium
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Big
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Home PC users
Doctors
Chemists
Shop Keepers
And Self-Employed
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Departmental Stores
Small Industries
Small Software Companies
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Banks, Insurance
Laptop Users
Big Industries
Software Comp.
Scientists
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MODEL OF CONSUMER BUYING BEHAVIOR
Business Buying
S – M – B
Small
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Medium
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Big
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Retailers
Small Traders
Small Assemblers
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Whole — Sellers
Big Assemblers
Intel Agents
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Auth. Assemblers
e.g. HP, HCL, ACER
Super Store Retailers
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MODEL OF Business
BUYING BEHAVIOR
So that’s all about the category of computer
processors buying behavior as to each divided in SMB as to their use and sales
point. Now we will be discuss with the concept of the from the point our study
and discuss how these companies make it possible.
PROBLEM FORMULATION
In this report we are making a study report for the
buying behavior of Processors in order to know the position of different sets
Processors brands of different companies in the market. So that we divide the
problem in sub parts to make the good and result oriented study report. Problem
defined as: -
Ø What is the Position of the computer processors all
companies in the Indian market?
Ø Different players in the processor market.
Ø Perception of dealers and consumer about these
companies.
Ø Physical distribution of these companies competing
with others.
Ø Taste and preferences of dealer and consumer
towards computer.
Ø Price effect over consumer and dealer between
competitions. Marketing and sales promotion activity of these companies.
Ø Competition in terms of price, technology and after
sale service.
Ø Find out the consumer and business target groups.
So as to study the buying behavior we divide the
problem overstated parts, so that it can be easily formulate and solved.
SIGNIFICANCE OF PROBLEM
Every one knows the time of manual working and now
we have different set of machines for the different work, it makes our work
very easy and fast. In these machines computer is one and buying of a computes
is not a simple task. In that buying behavior for the computer processors has
Its own significance. For that we divide the problem as stated in above sect
and each problem has its own significance to answer the following questions: -
Ø Why, When, How, What, where and who is buying the
Computer?
Ø Why, When, How, What, where and who is buying
processors and which one?
Ø Why, When, How, What, where and who is buying only
INTEL processors?
Ø Why, When, How, What, where and who is buying other
than INTEL processors?
In the, context of the solving these questions,
problem has significance in the form of the over stated questions?
