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CONSUMER BUYING BEHAVIOUR - INTRODUCTION
Our The job of marketer is to meet and satisfy target customers needs and Sitemap Home wants but ―knowing customer" is not a simple task. Understanding the buying behavior of the target market for its company products is the HR Projects essential task for the marketing dep‘t. The job of the marketers is to ―think Marketin customer‖ and to guide the company into developing offers, which are g Projects meaningful and attractive to target customers and creating solutions that Finance deliver satisfaction to the customers, profits to customer and benefits to the Projects 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?  Who does the market buying?  What does the market buying?  When does the market buying?  Where does the market buying?  How does the market buying? Objective Organization Objects Occasions Outlets Operations

Along with that there are two more questions that are also related with above. They are: -

 How do the buyer‘s 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 it‘s 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 Personal factors Age Occupation Sub Culture Life Styles Family Personality Social Class Roles and Statues Learning Perception BUYER Motivation Social Factors References Group Psychological

FACTOR AFFECTING BUSINESS BUYING BEHAVIOR
Environmental Economic Organizational Objective Inter – Personal Authority

Individual

Political Cost of Money Competition Technological

Policies Procedures Structure

Status Empathy

Age 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 it‘s a process, which defines that, how a buying decisions are made among the number of brands available In the market. So that it‘s 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 dep‘t. 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 Home PC users Doctors Chemists Small Software Companies Shop Keepers And Self-Employed Software Comp. Scientists MEDIUM Departmental Stores Small Industries BIG Banks, Insurance Laptop Users Big Industries

MODEL OF CONSUMER BUYING BEHAVIOR

BUSINESS BUYING S–M–B SMALL Retailers Small Traders Small Assemblers MEDIUM Whole — Sellers Big Assemblers Intel Agents BIG Auth. Assemblers e.g. HP, HCL, ACER Super Store Retailers

MODEL OF BUSINESS BUYING BEHAVIOR So that‘s 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?

Find the Next Chapter of Project Report ........... COMPUTER INDUSTRY – AN INTRODUCTION

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PROJECT REPORT ON CONSUMER BEHAVIOUR COMPUTER INDUSTRY COMPUTER INDUSTRY – AN INTRODUCTION

INTRODUCTION — COMPUTER INDUSTRY

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 Wonderful invention of the men among the different machines and result is that today this machine is ready to beat the man mind, but before this computer was not as it looks and works today. In the age of 1940 computer was invented by Americans for the purpose made easy the chemical equation, which were used later on in Second World War as atom bomb, for which equations were firstly made on computers. That time size was very big and requires a one room space for this machine, but time to time technology advancement and its necessity in different fields increase it utility and on the other hand decrease in its size. Today computer is portable that we can wear it on wrist as wristwatch. That is possible due to of the changes in the IC technology and result is that today computer is emerged as big industry of the world. Computer ranked as industry in the age of 1970 in USA and after that in other countries of world, because it creates the lots of business, employment, business resource, foreign exchange etc.

TYPES OF COMPUTER INDUSTRY Computer industry is broadly in two types. 1. Computer Software Industry :- Computer software means all those application programs, which we cannot touch but see and computer software industry means that providing the business opportunities and employment in the field of computer software development.

2. Computer Hardware Industry :- Computer hardware means all those parts, which we can touch and see and computer hardware industry means that providing the business opportunities and employments in the field of computer software development.

COMPUTER INDUSTRY - MAJOR PLAYER IN INDIA Computer industry has the number of player in each software and hardware industry in the world. Now we have a look over the major players of this industry in India. They are: -

SOFTWARE INDUSTRY TCS WIPRO INFOSYS HCL CISCO

HARDWARE INDUSTRY INTEL SEGATE HP HCL MICROTEK

COMPUTER INDUSTRY - THEIR SHARE : In USA Computer industry shares the 48% of the total income where as in INDIA it shares only 12% of the income and major portion goes to software industry.

In USA Computer industry provides the employment about 5.5 Iakhs and in INDIA 78 thousands approx. yearly and also the major portion goes to software industry. In USA 62% of population is dependent on the computer industry and where as in INDIA this ratio only is 8% of population. In INDIA computer industry shares the 10.9% of Export in form of software industry and 20 % of Import in form of hardware industry. In India only the 6-computer hardware companies and 13 computer software industry companies are listed in Indian stock exchanges. Today the computer industry shares the 28.9% of the total of world income. Today INDIA have 5computer behind 100 peoples and whereas in USA ration is 98 computer behind 100 people.

 

AN INTRODUCTION - DIFFERENT PROCESSORS BRANDS INTRODUCTION Everyone related with the IT or Infotech knows that a processor is the one a chip ―heart of the computer‖. There no. of companies that‘s provides the sales support services and product services worldwide. In India there are only no. of companies that‘s provides the computer processors for the home PC and as well as for the office use. The each of the companies having the set of different processors that‘s are segmented on the basis of price and technology. Because in the computer processor market the price and technology plays the interchangeable role, but the technology advancement creates a mark able and vital role as competitive weapon. The different companies that are present in India, They are follows :-

COMPUTER PROCESSOR COMPANIES IN INDIA INTEL AMD CYRIX CELERON

In India there is only four companies is exist, but present scenario tells about only the three companies except Celeron because it‘s near about to end from the Indian processor market.

ABOUT INTEL Intel is the world first, largest processor manufacturing company. Intel was established in the age of 1960 with its first product a computer processor named with 8080 and after that in every decades Intel launched the many versions of the processor named in number terminology i.e. 8084, 8085 etc till the age, of 1980‘s After 1980‘s Intel uses name terminology of processor named Pentium—I, Pentium— 2 etc. With the advancement of technology in IC‘s technology for the personal computers. After 1995 along with the processor and chipset Intel launched the motherboards and other networking peripheral i.e. Hub, Web-Camera, VGA cards and Network cards. After that Intel launches the processor for the PC as welt as for the servers named XEON and for notebook computers named Pentium—4 M. Intel keeps the range of products of different segments to meet out the competition and change. Intel R & D division is continuously engaged to come out with the latest state of the art product in the IT hardware sector. Today Intel is world‘s only company that produces more than the 8 hardware devices for the computer with world best rated technology.

SOME UNIVERSAL TRUTH ABOUT INTEL:- WHERE DOES

INTEL STAND           Intel is the 4th known brand In the world and 2nd in the world Infotech scenario. Intel comes under the list of top 10 companies of the world. Intel is first, largest and ranked as number one processor and chipset manufacturing company in the world. Intel has presence in 45 countries worldwide but has representatives in 22 offices around the world. Intel is only Company that has the first largest investment in IT Hardware Sector. Intel is an ISO—9001 and ISO—9002 company. Intel employs approximately 80,000 people in 45 nations worldwide. Intel satisfies the approx.92.5% of the IT people worldwide. Intel is only World Company that produces more than 8 devices of computers. Intel is only world company that produces the all type of processors i.e. server processors, PC processors, notebook processors etc. Intel have their alliance and premium provider in each of operating country. In India Intel enjoying the approx. 93% market share of IT hardware since 1998.

 

ABOUT INTEL IN INDIA In India Intel enjoying the approx. 93% market share of IT hardware since

1998. Intel products in India in age of 1980‘s but with their representatives in 1997. Now in India Intel have one head office and two marketing office whose address are below.

Intel Head Office in India : INTEL INDIA TECHNOLOGY PVT. LTD. 136, Airport Road, Banglore 560017 Intel Marketing Office in India :INTEL TECHNOLOGY INDIA PVT. LTD. 45, Tech Park, Mumbai INTEL TECHNOLOGY INDIA PVT. LTD. Gresco Corporate Center, Nehru Place, New Delhi

INTEL - PRODUCTS INTEL has number of products that are used worldwide computers. They are :     Processors Mother boards Chipsets Communication devices Storage products

Intel processors are bringing desktop and notebook computing to new levels of speed and convenience, and extending Intel® Architecture to new levels of technical computing performance, offering you all the

compatibility and reliability you‘d expect from Intel.

Highlighted Processors products of Intel are: --

INTEL — PROVIDERS

STRATEGIC

ALLIANCES

AND

PREMIUM

INTEL has eight strategic alliances worldwide and premium providers are exclusive of operating country those provide the sales support services and product services worldwide. They are: -

STRATEGIC ALLIANCES BEA Alliance IBM And Intel Microsoft And Intel Broad vision Alliance Oracle Alliance SAP And Intel SAS And Intel Intel i2 Alliance

Premium Provider in India TCS IDBI N ICON SYSTEMS KARISHMA SOFT HCL HP

Provides Customized Business Software‘s Financial Assistance Hardware Assistance Doctors Software Assembler Assembler

ABOUT AMD

―The era of technology for technology‘s sake is behind us. Innovation driven by real customer needs — ‗customer-Hector Ruiz Founded in 1969 and based in Sunnyvale, California, AMD provides microprocessors, Flash memory devices, and silicon-based solutions for our customers in the communications and computer industries worldwide. However, our focus goes beyond integrated circuits and transistors. AMD is committed to helping our customers — and their customers — take advantage of the phenomenal capacity of silicon to add value and help differentiate their offerings. To that end, AMD products are developed with customer needs always in mind and not for the sake of innovation alone. Stated more plainly, it means that AMD exists to provide real solutions for real customer problems that exist in the real world today. AMD refer to this philosophy as ―customer-centric innovation‖ and it represents the guiding principle behind everything. AMD provide the different solutions in:    Recommended motherboards. Cooling solutions. Power supplies.

  

Storage devices. Chipsets. Communication devices.

AMD PRODUCT — PROCESSORS

AMD PRODUCT - MIX AMD has number of products at their different percentage as their product mix. Products Processors Mother Boards Chipsets Communication Devices Storage Devices %age 65% 18% 10% 5% 2%

AMD – LOCATIONS

AMD has manufacturing facilities in the United States, Europe, Japan and Asia, and sales offices in major cities around the globe. Founded in 1969 and based in Sunnyvale, California, AMD had revenues of approximately $2.7 billion in 2002. A truly global company, AMD derives more than half of its revenues from international markets. Shares of the company trade on the New York Stock Exchange under the symbol AMD.

One AMD Place P.O. Box 3453 Sunnyvale, California 94088-3453 (408) 749-4000 TWX:910-339-9280 TELEX:34-6306

AMD SUPPORT SERVICES AMD provides the support services to their consumers, to get the maximum consumer satisfaction. The services are: -     After sales services. Warranty and credit facility. Services by premium provider in each country. The download area offers software, drivers, plug-ins and other utilities for your products, Quickly locate a variety of product support information throughout the Technical Support site.

AMD - FLASH BACK   May 1, 1969 - AMD incorporates with $100,000. September 1969 - The company moves to new headquarters at 901 Thompson Place, Sunnyvale.

      

November 1969 - First good die emerges from Fab 1, the Am-9300, a 4-bit MSI shift register. 1970 - First proprietary product introduced, the Am-2501. January 1973 - First overseas manufacturing base in Penang, Malaysia, in volume production. 1975 - AMD enters the RAM market with the AM-9102. April 1987 - AMD and Monolithic Memories Inc. agree to merge. March 1991 - AMD introduces the AM386 microprocessor family, breaking the Intel monopoly. February 1992 - Five-year arbitration with Intel ends, with AMD awarded full rights to make and sell the entire Am-386 family of microprocessors. April 1993 - First members of the Am-486 microprocessor family are introduced. January 1994 - Compaq Computer Corp. and AMD form long-term alliance und which Am486 microprocessors will power Compaq computers. March 10, 1994--Federal court jury confirms AMD‘s right to Intel microcode in 287 math coprocessor trial. 1997 - AMD introduces AMD-K6 processor. 1998 - AMD and Celeron announce long-term alliance to develop copper 2001—AMD introduces AMD AthlonTM XP processor. 2001—AMD introduces AMD Athlon MP dual processor for servers and workstations. 2002—AMD introduces first Flash memory device based on

 

     

Mirror BitTM architecture.    2003—AMD introduces AMD OpteronTM processor for servers and workstations. 2003—AMD introduces AMD Athlon 64 processor for desktop and notebook PCs. 2003—AMD introduces the AMD Athlon 64 FX processor, enabling cinematic computing on the desktop

WORLDWIDE LOCATIONS OF THESE COMPANIES These companies having the presence over 45 countries but has representatives in offices around the world. They are: Asia Pacific Region Australia China Hong Kong India Korea Singapore Taiwan Sweden Latin America Region Chile Brazil Costa Rica Mexico Europe Middle East & Africa Region Belgium France Germany Ireland Israel Poland Russia United Kingdom North America Region United States Japan Tokyo

Find the Next Chapter of Project Report ........... Research_objectives, methodology, finding, suggestions, questionnaire

Find the Previous Chapter of Project Report on Consumer Behaviour towards Computer Industry

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Project Report on Intel Processors Vs. AMD Processors RESEARCH OBJECTIVES

After the formulation of the problem for the study and the having the significance of problem we have the some of the research objectives for that we are doing the study‘ because with out any objective nothing is to be a study report. The research objectives of this study are as below stated: -

 First and utmost findings the consumer and business buying behavior 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 behavior of processors. Physical distribution of these companies competing with others. Difference between these companies in terms of product attributes. Find out the consumer and business target groups. To know the consumer and dealer profile of these companies customer and dealers. Identify the problem of consumer and dealer with these companies. Taking the suggestions and complaints of the consumer and dealer.

So that we are taking these some of the research objectives on which our study is based.

PRELIMINARY INVESTIGATION

After getting through of the research objectives now we go through step of the preliminary investigation to find out the necessary information to fill out the objectives of the study. The information expected to be collect on the basis of the preliminary investigation are: -

The various brands and available companies in the market.

The various feature of various brands competing with the Intel

 

List of all dealer and auth. assembler in New Delhi. Various promotional, marketing, advertisements, sales activity and physical distribution of these companies.

Competition in terms of price and technology between different brands.

 

Future marketing plan from point of competition. List of strategic alliances and premium providers and their services.

Mapping of buying behavior.

So that to fill out the objectives of study I have done the preliminary Investigation on overstated defined points and after that a list of needed information prepared in next chapter.

REVIEW OF EXISTING LITERATURE To study the buying behavior it necessary to aware with the market change in few years, because day by day the awareness of the computers is growing bind along with that the entry of new players in the market grow rapidly. That has drastically hits the traditional processors market and

makes the many changes in the few years. As to in the processor market the change is not only due to of competition but along with the change of technology. To see the market changes in few years we have to go through with the existing literature of processor market. In the computer studies as to not of such of studies are done only of few studies were done regarding computers and their perspectives by foreign as well as by the foreign writers. So some of the content can be used for this study, the few studies are used they are: -

 DR. S.P Joseph, ―Computer and Human — Relation of IC and Blood‖, A.M.K. University, South Africa, 1998.  Louis. E. Frenzel, ―Computers — Futures Man By Man‖, Parsons Electronics, USA, 2001.  Dr. A.K. Shiva ―Computer Impact over Human lives‖, Banglore University, India, 1998.  Mr. Arun Jain, ―Customer Satisfaction Level of Intel Products‖, Trainee at INTEL, G.G.S. University, 2002.

The some of useful and meaningful point of existing literature for this study are: - Customers of the processors are not only interested to the price but they pay more stress towards the advancement of technology for easy and speedy work.  Computer has made greater impact over human

lives rather than the other technology invention and advancement.  Computer is another name of change, with that in each one or two years in computers technology changes is not a big and new thing.  Initially computers only provide the limited range of services but today we can not think any service without computers.  Till 1960 computers have the presence only in 5 countries around the globe but today approx. each and every country of world have computers. So these are the extract of the computer literature that is useful towards the solution of buying behavior.

FOCUS OF STUDY Satisfaction perceived is a person in felling relation of to pleasure his or or her

disappointment resulting from comparing a products performance expectations. So this study mainly focuses on:  The satisfaction level of customers the study based on the feedback collected from the filled questionnaire.  Whether the customer is satisfied with the supplied

product and not.  If customer is satisfied up to what extent and if is not satisfied why. What is the reason behind this?  Factors that affect the buying behavior as well as the customer satisfaction.  How customer taste and preferences affects the company marketing strategy.

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