Marketing project on " Consumer Buying Behaviour "
By : Virender Singh
PEM , 5TH Year
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
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
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,
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.
TYPES OF CONSUMER BUYING BEHAVIOR
This 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
2. Dissonance Reducing Buying Behaviour: -- when the consumer
are highly involved in the purchase but sees little differences
3. Habitual Buying Behaviour: -- when the consumer are low
involved in the purchase but sees absence of aware of differences
4. Variety Seeking Buying Behaviour: -- when the consumer are
low involved in the purchase but sees significant of differences
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
2) How does the buyer make purchasing decisions?
Sub Culture Age
Social Class Life Styles
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.
• First and utmost findings the consumer buying behaviour for
Perception and awareness level of all companies in the
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
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 :
Service Man Self
Inference : Most of the consumers of the computers are students.
Income of Respondents
Inference : Most of the consumers belongs to Income Group of
more than 300000
Which type of Computer Respondents Own :
Which processor based PC Respondents Own :
Which Processor based Laptop Respondents Own :
Respondent’s awareness and performance about
Different Brands :
Overall Performance and satisfaction of your computer with Intel
PC is :
Overall performance and satisfaction of your computer
with AMD Based PC is :
Most of the owners belongs to the income group of 300,000 and
student category but on the other hand dealer have turnover
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.
1) 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
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
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.
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
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
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
Offenbar haben Sie einen Ad-Blocker installiert. Wenn Sie SlideShare auf die Whitelist für Ihren Werbeblocker setzen, helfen Sie unserer Gemeinschaft von Inhaltserstellern.
Sie hassen Werbung?
Wir haben unsere Datenschutzbestimmungen aktualisiert.
Wir haben unsere Datenschutzbestimmungen aktualisiert, um den neuen globalen Regeln zum Thema Datenschutzbestimmungen gerecht zu werden und dir einen Einblick in die begrenzten Möglichkeiten zu geben, wie wir deine Daten nutzen.
Die Einzelheiten findest du unten. Indem du sie akzeptierst, erklärst du dich mit den aktualisierten Datenschutzbestimmungen einverstanden.