Marketing Project on Consumer Buying Behaviour

(Computer Products)

By : Virender SinghPEM , 5TH Year09214025

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Marketers must study the customer taste, preferences, wants, shopping and buying behaviour because such study provides the clues for developing the new products, price, product changes, messages and other marketing mix elements.

There are two more questions that are also related with the concept of buying. They are: -How do the buyer’s characteristics influence the

buying behaviour?How does the buyer make purchasing decisions?

According to the concept of marketing the buying behaviour can be divided in two ways :-

1. Consumer Behaviour : - 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 Behaviour : - It includes those users who buy the product for the further sale purpose. Like as shopkeepers, dealers, and retailers.

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.

TYPES OF CONSUMER BUYING BEHAVIORThis is to be extensively divided in four types: -1. Complex Buying Behaviour: -- when the consumer are highly involved in the purchase and aware of significant differences among brands.2. Dissonance Reducing Buying Behaviour: -- when the consumer are highly involved in the purchase but sees little differences among brands.3. Habitual Buying Behaviour: -- when the consumer are low involved in the purchase but sees absence of aware of differences among brands.4. Variety Seeking Buying Behaviour: -- when the consumer are low involved in the purchase but sees significant of differences among brands.

There are two more questions that are also related with the concept of buying. They are: -

1) How do the buyer’s characteristics influence the buying behaviour?

2) How does the buyer make purchasing decisions?

FACTOR AFFECTING CONSUMER BUYING BEHAVIOR

Cultural Factors

       

Culture Sub Culture Social Class

Personal factors

     

AgeOccupationLife StylesPersonality

Social Factors

   

References Group Family  Roles and Statues

Psychological

 

Motivation

 Perception Learning

  BUYER

There is a model that describes how the consumers make the choice and preferences over the different brands.

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.

So that it’s a process, which defines that, how a buying decisions are made among the number of brands available In the market.

Project Report on Intel Processors Vs. AMD Processors

• First and utmost findings the consumer buying behaviour for Processors.

• Perception and awareness level of all companies in the market.

• Determination of customer satisfaction level in regard to various brands with Intel.

• Factor affecting the buying behaviour of processors.

• Physical distribution of these companies competing with others.

• Find out the consumer and business target groups.• To know the consumer and dealer profile of these

companies customer and dealers.

Data Collection :

Questionnaire and feedback form.From the books and journals of Intel.From the site www.intel.com, www.amd.com 

www.computertoday.com Information from different officials.

DATA ANALYSIS : Profession of respondents :

Response Student Businessman

Service Man

Self Employed

% age 36 22 17 25

Inference : Most of the consumers of the computers are students.

Income of Respondents

Response 100000 150000 200000 300000

% age 18 15 22 45

Inference : Most of the consumers belongs to Income Group of more than 300000

Which type of Computer Respondents Own :

Response

PC Server Laptop

% age 85 10 5

Response Intel Celeron Cyrix AMD

% age 92 1 2 5

Which processor based PC Respondents Own :

Which Processor based Laptop Respondents Own :

Response

INTEL Celeron Cyrix AMD

% age 98 0 0 2

Response INTEL Celeron Cyrix AMD

% age 97 0 1 2

Respondent’s awareness and performance about Different Brands :

Overall Performance and satisfaction of your computer with Intel PC is :

Response Excellent V. Good Good Poor

% age 90 6 4 0

Response Excellent V. Good Good Poor

% age 10 40 20 30

Overall performance and satisfaction of your computer with AMD Based PC is :

Macro Analysis• Most of the owners belongs to the income group of

300,000 and student category but on the other hand dealer have turnover around Rs.15,00,000.

• 85 % respondents have the PC and on other hand only 5% have the laptop computer own and in that 92 have Intel Based processors.

• 97% are aware and performance about the Intel Brand and only 2% are aware about the AMD Processors.

• 90% are overall satisfied with the Intel Processors but on the other hand AMD have the 5% of the overall customer satisfaction level.

Buying Behaviour - Findings1) 92% of the population are strongly agreed that Intel uses the world best Technology in their processors 2) Intel premium providers are very happy with the Intel business criteria.3) As the advertisement expenses of Intel are very low but in comparison to others the brand awareness of Intel is very high.4) In India Intel is only company that providing the Laptop products and other accessories up to latest technology and also the number of range of products in laptop computers rather than other companies i.e. AMD and Cyrix.5) 84% of the population considered the technology first while purchasing the processors.6) Perception of consumer about the attributes like product, company, technology is favourable to Intel.

7) Friends and family members influence respondents more advertisements have comparatively less influence on buying decision. Relatives have negligible influence on purchase decision.

8) The main problem of consumer is find to be the price of product irrespective to others competitor i.e. AMD and Cyrix.

9) The main problem of dealer is find to be that no advertisement assistance any other sales promotional and discount schemes for dealers.

10) The customer satisfaction of Intel consumer and dealer is remarkable in comparison of other competitors. 95% of the Intel Dealers says that the Intel have the maximum sale, most customer satisfaction than others.

11) 88% of the dealers are the authorized dealer of Intel and 91% of the dealer grades the Intel as the first position among other brands.

Conclusion• In Delhi near about all dealers and retailer of computer

hardware deals in Intel Processor.• Latest Technology and speed are the first attribute of

choice of consumer and dealers rather than the price and advertisement.

•  Dealer says if promotional activities and advertisements are to be increased then sale can be increased.

• Discount schemes and gifts should be introduced for big Dealers.

• Consumer buyer decision mainly influenced by the friends and already user views.

• Mostly consumers are interested in buying the computers during budget time.

• Most of Intel based PC and laptop are happy with their performance.

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Thanks for your

attention !!