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
Sub Culture
Social Class Personal factors
Age
Occupation
Life Styles
Personality Social Factors
References Group
Family
Roles and Statues Psychological
Motivation
Perception
Learning
BUYER
FACTOR AFFECTING BUSINESS BUYING BEHAVIOR
Environmental
Economic
Political
Cost of Money
Competition
Technological Organizational
Objective
Policies
Procedures
Structure Inter – Personal
Authority
Status
Empathy Individual
Age
Education
Income
BUSINESS
BUYER
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
Doctors
Chemists
Shop Keepers
And Self-Employed Departmental Stores
Small Industries
Small Software Companies Banks, Insurance
Laptop Users
Big Industries
Software Comp.
Scientists
MODEL OF CONSUMER BUYING BEHAVIOR
BUSINESS BUYING
S – M – B
SMALL MEDIUM BIG
Retailers
Small Traders
Small Assemblers Whole — Sellers
Big Assemblers
Intel Agents Auth. Assemblers
e.g. HP, HCL, ACER
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?
