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 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?
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 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.
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
Organizational
Objective
Policies
Procedures
Inter Personal
Authority
Status
Individual
Age
Technological Structure Empathy 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 its a process, which defines that, how a buying
decisions are made among the number of brands available In
the market.
So that its 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 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 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
Departmental Stores
Small Industries
Small Software Companies
Banks, Insurance
Laptop Users
Big Industries
Software Comp.
And Self-Employed 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 thats 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?