1) The document discusses consumer buying behavior and how characteristics influence purchasing decisions. It covers factors like culture, personal attributes, and psychology. 2) Consumer buying behavior is divided into consumer behavior for personal use and business behavior for resale. Roles in consumer buying include the initiator, influencer, decider, buyer, and user. 3) Types of consumer buying behavior are complex, dissonance-reducing, habitual, and variety-seeking depending on involvement and awareness of brand differences.

1. By : Virender Singh
PEM , 5TH Year
09214025

2. .
 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?

3. 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.

4. 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.

5. 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
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.

6. 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?

7. Cultural
Factors
Culture
Personal
factors
Sub Culture Age
Occupation
Social Class Life Styles
Personality
Social
Factors
References Psychologic
Group
al
Motivation
Family
Perception BUYER
Roles
and
Statues
Learning

8. 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.

9. • 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.

10. 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.

11. 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

12. Which type of Computer Respondents Own :
Response
PC
Server
Laptop
% age
85
10
5
Which processor based PC Respondents Own :
Response
Intel
Celeron
Cyrix
AMD
% age
92
1
2
5

13. Which Processor based Laptop Respondents Own :
Response
INTEL
Celeron
Cyrix
AMD
% age
98
0
0
2
Respondent’s awareness and performance about
Different Brands :
Response
INTEL
Celeron
Cyrix
AMD
% age
97
0
1
2

14. Overall Performance and satisfaction of your computer with Intel
PC is :
Response
Excellent
V. Good
Good
Poor
% age
90
6
4
0
Overall performance and satisfaction of your computer
with AMD Based PC is :
Response
Excellent
V. Good
Good
Poor
% age
10
40
20
30

15. •
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.

16. 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
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.

17. .
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.

18. •
•
•
•
•
•
•
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.

19. .