CONSUMER BUYING BEHAVIOUR - INTRODUCTION

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: -

 Why does the market buying? Objective

 Who does the market buying? Organization

 What does the market buying? Objects

 When does the market buying? Occasions

  Where does the market buying? Outlets

 How does the market buying? Operations

Along with that there are two more questions that are also related with
above. They are: -

 How do the buyer’s characteristics influence the buying behavior?

 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.

 Initiator: -- A Person who first suggest the idea of buying.

 Influencer: - A Person who influence the buying decision.

 Decider: - A Person who takes decisions regarding buying

 Buyer: - A Person who actually buys the products.

 User: - A Person who is the user of the product.

BUSINESS BUYING ROLES

In the business buying there are different buying roles; i.e.

 Approver: -- A Person who approves the idea of buying.

  influencer: -- A Person who influence the buying decision.

 Decider: -- A Person who takes decisions regarding buying

 Buyer: -- A Person who actually buys the products.

 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
Culture Personal factors
Age Social Factors
References Group Psychological
Motivation
Occupation

Sub Culture
Life Styles
Family
Perception
BUYER
Personality

Social Class
Roles and Statues Learning

FACTOR AFFECTING BUSINESS BUYING BEHAVIOR

Environmental
Economic Organizational
Objective Inter – Personal
Authority Individual
Political Age
Policies
Status
Cost of Money Education BUSINESS
Procedures Empathy
Income
Competition BUYER
Structure

Technological

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 MEDIUM BIG

 Home PC users Departmental Stores Banks, Insurance

Doctors Laptop Users

Small Industries

Chemists Big Industries

Small Software Companies
Shop Keepers Software Comp.

And Self-Employed Scientists

MODEL OF CONSUMER BUYING BEHAVIOR

BUSINESS BUYING

S–M–B

SMALL MEDIUM BIG

Retailers Whole — Sellers Auth. Assemblers

Small Traders Big Assemblers e.g. HP, HCL, ACER

Small Assemblers Intel Agents Super Store Retailers

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:
-

 What is the Position of the computer processors all companies in the

Indian market?

 Different players in the processor market.

 Perception of dealers and consumer about these companies.

 Physical distribution of these companies competing with others.

 Taste and preferences of dealer and consumer towards computer.

 Price effect over consumer and dealer between competitions.

Marketing and sales promotion activity of these companies.

 Competition in terms of price, technology and after sale service.

  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: -

 Why, When, How, What, where and who is buying the Computer?

 Why, When, How, What, where and who is buying processors and

which one?

 Why, When, How, What, where and who is buying only INTEL

processors?
  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?