Retailing Project

8/12/2019 Retailing Project

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CONSUMER BUYING BEHAVIOUR - INTRODUCTION

The job of marketer is to meet and satisfy target customers needs and wants butknowing 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 dept.

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 buyers characteristics influence the buying behavior?


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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.


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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: -


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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 its 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.


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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

InterPersonal

Authority

Status

Empathy

Individual

Age

Education

Income

BUSINESS

BUYER


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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 dept. 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 thechapter of buying behavior. The both consumer and business are divided further as

SMBSmall 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.


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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

SMB

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

SMB

SMALL MEDIUM BIGRetailers

Small Traders

Small Assemblers

WholeSellers

Big Assemblers

Intel Agents

Auth. Assemblers

e.g. HP, HCL, ACER

Super Store Retailers


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MODEL OF BUSINESS BUYING BEHAVIOR

So thats all about the category of computer processors buying behavior as to eachdivided 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.


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So as to study the buying behavior we divide the problem overstated parts, so that

it can be easily formulate and solved.

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Retailing Project