Purchase patterns

• Large amount of money goes in purchasing groceries,

paying rentals and buying basic amenities also in
repatriating money top households in villages
• DINKS & MINKS hence high income growth
• Big family sizes
• Small SKU
• Lower price point
• Distribution is a problem (in terms of reaching them).
But certainly accessibility is not a problem for high
ticket items
Process of Marketing Planning
All the Best
B2 B Marketing/Marketing of
Professional Services
Prof. Sanjeev Varshney
XLRI Jamshedpur
Buying Situations

Buying
New Buy Straight Re-buy
Situations

Modified Re-buy

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Business-to-Business Buying Process

Need Recognition

Product Specification

RFP Process

Proposal Analysis and Supplier Selection

Order Specification

Vendor/Performance Assessment
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Segmenting for Business Markets

Demographic

Operating Variable

Purchasing Approaches

Situational Factors
Personal
Characteristics
Segmentation of B2B customers:
Firmographics
• Size
• Activities & Objectives
• Commercial
• Governmental
• Non-profit
• Location
• Industry category
• Organization Composition
• Macro-segmentation