CONSUMER BUYING BEHAVIOUR –

Introduction
 

The job of marketer is to meet and satisfy target customers needs and wants but “knowing customer" is
not a simple task. 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.

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? Objective

- Who does the market buying? Organization

- What does the market buying? Objects

- When does the market buying? Occasions

- Where does the market buying? Outlets

- How does the market buying? 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 Social Factors    

Sub Culture Occupation References Group Psychological  

  Life Styles   Motivation  

Social Class Personality Family     

  Perception BUYER

Roles and Statues  

Learning

FACTOR AFFECTING BUSINESS BUYING BEHAVIOR 

Environmental        

Economic Organizational      

Political Objective Inter – Personal    

Cost of Money Policies Authority Individual  

Competition Procedures Status Age  

Technological Structure Empathy Education Business

Income 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.

INDUSTRY PROFILE
 Information Technology (IT) has made possible information access at gigabit speeds. It has
created a level playing field among nations and created has a positive impact on the lives of millions.
Today, a country’s IT potential is paramount for its March towards global competitiveness, healthy gross
domestic product (GDP) and meeting up the energy and environmental challenges. The Indian IT and
Information Technology enabled Services (ITES) sectors go hand-in-hand in every aspect. The industry
has not only transformed India’s image on the global platform, but also fuelled economic growth by
energizing the higher education sector (especially in engineering and computer science). The industry
has employed almost 10 million Indians and, hence, has contributed significantly to social
transformation in the country.

India is one of the fastest-growing IT services markets in the world. It is also the world’s largest
sourcing destination, accounting for approximately 52 per cent of the US$ 124–130 billion market. The
country’s cost competitiveness in providing IT services continues to be its USP in the global sourcing
market.

India has the potential to build a US$ 100 billion software product industry by 2025, according to
Indian Software Product Industry Roundtable (ISPIRT). The software products market in India, which
includes accounting software and cloud computing-based telephony services, is expected to grow at 14
per cent in 2014.The Department of Electronics and Information Technology is coordinating strategic
activities, promoting skill development programmes, enhancing infrastructure capabilities and
supporting research and development (R&D) for India’s leadership position in IT and ITES.

Market Size

Indian IT and ITES industry is divided into four major segments – IT services, business process
management (BPM), software products and engineering services, and hardware. The IT services sector
accounted for the largest share of the IT and ITES industry, with a total market size of US$ 56.3 billion
during FY13, followed by BPM sector (US$ 20.9 billion), and software products and engineering services
(US$ 17.9 billion); the market size for hardware was US$ 13.3 billion during FY12.The Indian IT-BPM
industry is expected to add revenues of US$ 13–14 billion to the existing revenues by FY15, according to
National Association of Software and Services Companies (NASSCOM).

The industry grew at a compound annual growth rate (CAGR) of 13.1 per cent during FY08–
13.Total exports from the IT-BPM sector (excluding hardware) were estimated at US$ 76 billion during
FY13, Export of IT services has been the major contributor, accounting for 57.9 per cent of total IT
exports (excluding hardware) in FY13. BPM accounted for 23.5 per cent of total IT exports during the
same fiscal. The IT outsourcing sector is expected to see exports growing by 13–15 per cent during FY15.

The technology industry of India will have a US$ 37 billion of CMO opportunity by 2020, according to a
report titled 'Marketing, Disrupted: Opportunities for the Indian technology industry' by NASSCOM and
Sapient Nitro.

INVESTMENTS;

Indian IT's core competencies and strengths have placed it on the international canvas, attracting
investments from major countries.

According to data released by the Department of Industrial Policy and Promotion (DIPP), the computer
software and hardware sector attracted foreign direct investment (FDI) worth Rs 59,381.64 crore (US$
9.89 billion) between April 2000 and February 2014.

Some of the major investments in Indian IT and ITES sector are as follows:

 Tata Consultancy Services (TCS) plans to merge its two units in Japan with Mitsubishi Corp’s IT
subsidiary to create a joint venture (JV) company with a revenue base of US$ 600 million in the world’s
second-largest market for software services.
 Private equity (PE) firm TPG Growth and India's Smile Group will jointly invest US$ 100 million to
help internet and e-commerce companies build and scale their businesses across the Asia–Pacific region
and West Asia.
 Synchrony plans to invest US$ 30–35 million on the expansion of its Hyderabad and Bangalore
facilities. “We have decided to expand our presence in India by setting up facilities in Hyderabad and
Bangalore. The idea is to get closer to the bigger talent pool and clients,” said Mr. Faisal Husain, Founder
and Global CEO, Synchrony.
 Bharti Airtel, India's largest telecom operator, has renewed its technology outsourcing contract
with software major IBM for a period of five years.
 Infosys has partnered with telecom company Orange to provide Internet TV to its customers.
Infosys will deliver a portfolio of interactive TV apps on the Orange Live box Play. The TV apps will be
powered by Infosys Digitize Edge, a digital asset and experience platform for TV operators, media
companies, advertisers and content publishers.

GOVERNMENT INITIATIVES;

The Government of India played a key role with public funding of a large, well trained pool of engineers
and management personnel who could forge the Indian IT industry.

The Central Government and the respective State Governments are expected to collectively spend US$
6.4 billion on IT products and services in 2014, an increase of 4.3 per cent over 2013, according to a
study by Gartner.

Some of the major initiatives taken by the Government to promote IT and ITES sector in India are as
follows:

 The Government of Bihar has unveiled 20 km free Wi-Fi zone in Patna, the longest across the
planet, making a strong impression on the world's InfoTech map.
 The Government of India has given an in-principle approval for setting up of the first electronic
system design and manufacturing (ESDM) cluster development in Electronics City, Bangalore. The ESDM
project will come up on a 1.16 acre of land at an investment of approximately Rs 85 crore (US$ 14.16
million).
 More than 20 small and medium enterprises (SMEs) in the IT sector have recently received land
allotment letters from the Government of Punjab to set up their units with an investment of Rs 500
crore (US$ 83.24 million).
 The Government of India is planning to announce a national policy on cloud computing, as per
Mr. KapilSibal, Minister of Communications and Information Technology.

 The Governments of Maharashtra and Tamil Nadu are in talks with NASSCOM to set up ‘start-up
warehouses’ for incubation of start-ups. The centers are expected to come up in Mumbai and Chennai
and are likely to be operational by December 2014.

Road Ahead

India is the most preferred location for engineering off sharing, according to a customer poll
conducted by Booz and Co. Companies are now off sharing complete product responsibility. Increased
focus on R&D by IT firms in India has resulted in rising number of patents filed by them.

India’s IT sector is gradually moving from linear models (rising headcount to increase revenue) to non-
linear ones.

In line with this, IT companies in the country are focusing on new models such as platform-based BPM
services and creation of intellectual property.

Tier II and III cities are increasingly gaining traction among IT companies aiming to establish business in
India.

Cheap labour, affordable real estate, favorable government regulations, tax breaks and special economic
zone (SEZ) schemes are facilitating their emergence as new IT destinations.

Indian insurance companies also plan to spend Rs 12,100 crore (US$ 2.01 billion) on IT products and
services in 2014, a 12 per cent rise over 2013, according to Gartner. This forecast includes spending by
insurers on internal IT (including personnel), software, hardware, external IT services and
telecommunications.

Exchange Rate Used: INR 1 = US$ 0.016 as on May 7, 2014

India is a preferred global destination for information technology (IT) and information
technology enabled services (ITES). The Indian IT-business process management (BPM) sector is
estimated to expand at a compound annual growth rate (CAGR) of 9.5 per cent to reach US$ 300 billion
by 2020. The sector increased at a CAGR of 25 per cent over 2000–13, 3–4 times higher than global IT-
BPM spends. Export of IT services accounted for 57.9 per cent of total IT exports in FY 13. Banking,
financial services and insurance (BFSI) generated export revenue of around US$ 31 billion during FY 13,
accounting for 41 per cent of total IT-BPM exports from India.

Demand from emerging countries is expected to show strong growth going forward. Tax holidays are
also extended to the IT sector for software technology parks of India (STPI) and special economic zones
(SEZs). Further, the country is providing procedural ease and single window clearance for setting up
facilities. The country’s cost competitiveness in providing IT services, which is approximately 3–4 times
cheaper than the US, continues to be its USP in the global sourcing market. Disruptive technologies
present an entire new gamut of opportunities for IT firms in India. India’s IT sector is gradually moving
from linear models (rising headcount to increase revenue) to non-linear ones. In line with this, IT
companies in India are focusing on new models such as platform-based BPM services and creation of
intellectual property.
 Company Profile

SUN SQUARE EDUCATION

The Company attributes its growth to the dedication of the staffs that are professionals and
have a strong will to excel at work. The clinical performance and catalyst services made the organization
as a Hallmark of its own in IT field.

OUR SERVICES

 Class Room Training

 Online Training
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TRACK RECORD IN A NUTSHELL

 Over 8years’ Experience in IT industry.

 Trained More than a 6000studentssuccessfully placed most of them.
 More than 8years’ experience in Academic ProjectsDevelopment for All Departments
(M.Tech, B.Tech, MCA, MSc, MBADegree &Diploma).
 M.Tech& Ph.d Candidates Only: Journals Publishing,Plagiarism Documentation
Providing.

 Executed Number of Placement linked job oriented/ skill development programs are
various sectors of Govt. of AP.

Our Training Highlights

 More than Five Years Industrial Experienced Faculty.

 Regular Job Melas (PLACEMENT ASSISTANCE).
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COURSES OFFERED
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IT COURCES BY THE REAL TIME EXPERTS
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STATE & CENTRAL GOVERNMENT PROJECTS:

SC, ST, BC CORPORATION, ITDA, DRDA (EGMM),MEPMA, DMHO, MCRHRD,

GVMC, VMC, PMKVY, DIS.WELFARE, etc..

SOFT-SKILLS PROGRAMS:

Sun Square Technologies has taken up soft-skills programs to conducting at corporate Sectors. In that
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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 allthose 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 allthose 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 Medium Big

 Home PC users Departmental Stores Banks, Insurance

Doctors Small Industries Laptop Users

Chemists Small Software Companies Big Industries

Shop Keepers Software Comp.

And Self-Employed Scientists

MODEL OF CONSUMER BUYING BEHAVIOR

Business Buying

S–M–B

Small Medium Big

Retailers Whole — Sellers Auth. Assemblers

Small Traders Big Assemblers e.g. HP, HCL, ACER

Small Assemblers Intel Agents 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?
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 Hardware Industry

TCS INTEL

WIPRO SEGATE

INFOSYS HP

HCL HCL

CISCO 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 — STRATEGIC ALLIANCES AND PREMIUM PROVIDERS

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 Provides

TCS Customized Business Software’s

IDBI Financial Assistance

N ICON SYSTEMS Hardware Assistance

KARISHMA SOFT Doctors Software

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 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 %age

Processors 65%

Mother Boards 18%

Chipsets 10%

Communication Devices 5%

Storage Devices 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.

1975 - AMD enters the RAM market with the AM-9102.

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 Bit TM architecture.

2003—AMD introduces AMD Opteron TM 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 Europe Middle East & Africa Region

Australia Belgium

China France

Hong Kong Germany

India Ireland

Korea Israel

Singapore Poland

Taiwan Russia

Sweden United Kingdom

Latin America Region North America Region

Chile United States

Brazil  

Costa Rica Japan

Mexico Tokyo

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 is a person felling of pleasure or disappointment resulting from comparing a products

perceived performance in relation to his or her 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.

How company is able to cater the demand and need of different target groups.

FUTURE SCOPE OF STUDY

This study report has scope of understanding the different aspects of buying and this can be used in
future for further study for: --
To understand the future demand of consumer and dealer

To understand the future processor market characteristics.

For making of better competition strategy in changing environment.

Future marketing war and promotional plans decisions.

For the study of future buying behavior affecting factor prediction.

To check the customer satisfaction and brand awareness.

Suggestions and complaints can be considered for future products.

So, those are the points of the future scope this study, in which this study can be used.

RESEARCH METHODOLOGY

INTRODUCTION
The research is a systematic, collection, recording and analyzing of data about the problem relating to
the marketing of goods and services, It involves the diagnosis of information needs and the selection of
relevant inter-related variables about which valid and reliable information is gathered, recorded and
analyzed.

This chapter of research methodology of report consisting of the series of steps of research process for
the study “BUYING BEHAVIOR OF COMPUTER PROCESSORS”. This chapter consisting of the research
process in both the aspect i.e. consumer buying behavior and business buying behavior for different
computer processors. Along with this it explains the all of the research tools from collection of data till
analyzing of collected data.

Sample Size :

Sales Persons : 7

Dealers : 20

Consumers : 55

Sampling Method : Convenience Sampling.

Data Collection : Primary & Secondary Data.

Data Collection

After making of the list of the needed information, source of data and the sampling plan the next step is
taken out for the collection of data. In this study of the data is collected from primary as well as
secondary data. The details of the source of the data are :

- Primary & Secondary Data.

Primary Data : Primary data are collected with the help of :

- Questionnaire, Survey and feedback form.

- Through interviewing of consumer and dealer.

- Product supplement and Manual.

- Product warranty cards.

Secondary Data : Secondary data are collected with the help of :

- From the books and journals of Intel.

- From the site www.intel.com, www.amd.com www.computertoday.com

- Information from different officials.

- From the magazines and newspapers article of Intel and others.

Analysis Instrument

After identify the variables and other factor on that basis the data is to be analyzed it is necessary to
identify the tools and instrument through which the analysis of data is to be done and presented. So
that it lead to the meaningful and good results from the analysis. In this study, we use the following
instrument of analysis of data :-

Tables

Graphs and Charts

Ratios

Ranking

Percentage

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.

74% of the population says that the effective product education and supplement is to be supplied with
the product and 90% of the Population know about the Intel service providers and overall satisfied with
that.

92% of the population are strongly agreed that Intel uses the world best Technology in their processors.

84% of the population considered the technology first while purchasing the processors and the
consumer perception about speed, company, technology, after sale service, warranty policy and price is
excellent.

Friends and family members have the more influence in buying decision.
 95% of the Intel Dealers says that the Intel have the maximum sale, most population, customer
satisfaction than others.

88% of the dealers are the authorized dealer of Intel and they deal in genuine Intel Products.

Dealers say our 92% customers are satisfied and Intel influences the choice of consumers rather than
the other brand in the market.

Dealers says the frequency of visit of Intel supervisor is mostly 2- 4 days in a week and 80% of the dealer
are unsatisfied with the promotional activities of Intel and provides the marketing support to big dealers
only.

91% of the dealer grades the Intel as the first position among other brands.

BUYING BEHAVIOR — FINDINGS

The most preferred and strong points are observed and find during the study are:

Intel products have the more customers irrespective of other competitors i.e. AMD.

Intel premium providers are very happy with the Intel business criteria.

As the advertisement expenses of Intel are very low but in comparison to others the brand awareness
of Intel is very high.

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.

Intel divides its buying behavior consumer and business buyers in SMB unlike other competitors for
facilitating the quality products and services.

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

Irrespective of price the technology and speed are most preferred element.

Perception of consumer about the attributes like product, company, technology is favorable to Intel.

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

The main problem of dealer is find to be that no advertisement assistance any other sales promotional
and discount schemes for dealers.
 The customer satisfaction of Intel consumer and dealer is remarkable in comparison of other
competitors.

RESPONDENT COMPLAINTS

The complaints that are encountered during the study period from dealer as well as customers in
suggestions columns of questionnaire are: -

The first ever complaint of Intel product is that price of all product in comparison to other is very high.

Consumer says Intel gives 5-year warranty on their product but dealers gives only for 1 year.

Number of Advertisement on television is very less.

Intel after sale service towards laptop products is not satisfactory.

No range available for laptop products in any of brands.

Intel after sales service is not satisfactory.

Procedure for replacement of product is very lengthy and it takes lots of time.

Service cost of premium provider is very costly and not satisfactory up to cost.

Dealer says any company does not give the advertisement assistance.

Intel attitude towards sub — dealer is not up to remark.

Dealer says that sales and promotional activities are not satisfactory.

RECOMMENDATIONS

As the recommendations that are given by the dealer and consumer in suggestions columns of
questionnaire for Intel are: -

As price is most preferred attribute, so prices of product should be reduced as to make price
competitive.

After sales service should be improved, by the arrangement of authorized service centers and dealers.

More advertisement should be given on television, newspapers etc. and based on children’s and family
members.

The Company should provide promotional schemes & discount scheme to satisfy the consumers.

Advertisement for business buyers should be given and advertisement assistance should be given to
dealers.
 Service of premium providers should be in reach of each user by reducing the prices and more service
centers should be opened.

Intel should sponsors the T.V. programs, films and public services to promote the brand.

The company should promote its brands so that the target consumers hear its name about the
technology.

The number of Authorized whole seller and dealer should be increased.

The more support should be given to authorized assemblers.

LIMITATIONS OF STUDY

Though every effort was put in to make this report authentic in every sense, yet there were few factors,
which might have their influence on the final report. Hence limitations of the study are: -

This study is based on the primary data and observations; hence the probability of personal bias cannot
be over rule.

Limited time is also a limitation due to much of the dealer and target consumers are not to be surveyed.

This study is conducted only in some part of Delhi due to of limited time constraints, so that results are
confined to that area only.

Data could not be collected correctly as sometimes respondents did not respond seriously to the
questions an d their response may not reflect the real picture.

Some times the dealers does not respond correctly due to of business time and due to of ill mood for
conversation but tries to make possible and unbiased. Respondents, no matter, how honest t hey,
normally do not exhibit their attribute and this kind of study retains such limitations.

In-co-operation of few dealers and consumers is another limitations of the study.

Major limitations number of respondent was very small which may not be true representative of
population.

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.

All companies divides its buying behavior consumer and business buyers in SMB unlike other
competitors for facilitating the quality products and services.
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.

Credit period should be allowed.

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.

Most of consumers are waiting for the other range of processors.

Most of the consumer preferred the technology and speed first rather than the price and
advertisement.

Please Tick () on Choice: -

QUESTIONNAIRE – CONSUMER

1) Do You Own A Computer?

A) Yes B) No
2) If No — Which Processor Based Computer Would You Like To Purchase

A) Intel B) Celeron C) Cyrix D) AMD

And Specify Why ___________________________________________.

3) If Yes Please Specify Type of Computer?

A) PC B) Notebook C) Server

4) For Whom Did You Buy PC?

A) Personal B) Spouse C) Children

5) Which PC Do You Own?

A) Assembled B) HCL C) HP D) Acer

6) Which Processor Your Computer Own?

A) Intel B) Celeron C) Cyrix D) AMD

7) Specify Why This ___________________________________________.

8) Which processors uses The World Best Technology In Their Products

A) Intel B) Celeron C) Cyrix D) AMID

9) Performance Of Your Computer With above specified Processors Is

A) Excellent B) Very Good C) Good D) Poor E) Fair

10) Have You Ever Avail Service Of any processors Premium

A) Yes B) No

If Yes Specify Name _______________________________________

11) Product Education And Supplement With The Product.

A) Manual B) Warranty Card

C) Credit Facility D) All Mentioned

12) Would You Recommend Any Person To Purchase which Processor?

Specify Name ______________________________________________.

13) Which Factor You Consider Most While Purchasing A Processor

A) Price B) Speed C) Company image D) Technology

14) What is Your Perception About The Following Factor of computer Processors.

Factor Excellent Good Poor Can’t Say

Price        

Speed        

Company Name        

Technology        

After Sale Service        

15) How Did You Came To Know About different brands of processors.

A) Friends B) Family C) Advertisements D) Dealer

16) What is The First Word That Comes In Your Mind When You Hear About any processors brand.

__________________________________________________________

17) Do You Remember Any processors Advertisement

A) Yes B) No

If Yes:—

A) Intel B) Celeron C) Cyrix D) AMD

Also Specify Media _____________________ Place _______________

18) Do You remember The Punch Line of any processors brand

A) Intel B) Celeron C) Cyrix D) AMD

Specify ___________________________________________________.

19) Any Suggestions And Complaints

Respondent Profile —

First Name _________________ Last Name ________________ Age _______

Address ______________________________________________________ City _________________ Pin

_______________________________________

Phone No ______________ Mobile No _____________ E-Mail ID __________

Profession

A) Student B) Business man

C) Service man D) Self Employed

Annually Family Income ( More than)

A) 100,000 B) 150,000 C) 200,000 D) 300,000

Signature
1) Are You

A) Dealer B) Sub Dealer C) Retailer D) Sub Retailer

2) Which Brand Of Processor Based Computer or Processor Do You Deal

A) Intel B) Celeron C) Cyrix D) AMD

3) Which Brand Of Processor Based Computer or Processor is Popular, Most Demanded

A) Intel B) Celeron C) Cyrix D) AMD

4) Why It Is Popular Or Demanded Most?

Please Specify _____________________________________________.

5) Which Type of PC Do You Own?

A) Assembled B) HCL C) HP D) Acer

6) Are You Authorized Assembler Of any processor brand

A) Yes B) No

If “YES “please specify

A) Intel B) Celeron C) Cyrix D) AMD

7) Are You Authorized Assembler Of any Assembled PC

(if Yes Then Specify )

A) HCL B) HP C) Acer

8) Which Processor Have the Maximum Sale At To Your Shop?

A) Intel B) Celeron C) Cyrix D) AMD

9) Your Opinion About The Performance Of Computer With computer Processors is

A) Excellent B) Very Good C) Good

D) Poor E) Fair

And Which

A) Intel B) Celeron C) Cyrix D) AMD

10) Rank The Following Brand Of Processor As To Your Perception

(From A to D)

11) Please Specify To Which fou Influence The Choice Of Customer

A) Intel B) Celeron C) Cyrix D) AMD

12) The Choice Of Customer Towards Branded System

A) Always B) Some Times C) Mostly D) Never

13) Which Factor You and Customer Consider Most While Purchasing A Processor

A) Price B) Speed C) Company Image D) Technology

14) Frequency Of Visit Of any brand Supervisor (In a Week)

A) 1—2 B) 2—4 C) 4—5 D) 5—6

And Whom

A) Intel B) Celeron C) Cyrix D) AMD

15) Which Provides You Necessary Marketing Material

A) Intel B) Celeron C) Cyrix D) AMD

16) If Yes Please Specify

A) Board B) Hoarding C) News Paper ad Support

D) Glow Sign Board E) Pamphlets F) Other

17) Which Provides You Ever Any Promotional Schemes

A) Intel B) Celeron C) Cyrix D) AMD

18) Please Specify Type _______________________________________.

19) Would You Recommend Any Person To Purchase Which Processor?

A) Intel B) Celeron C) Cyrix D) AMD

20) Any Suggestions And Complaints

_______________________________________________________

_______________________________________________________

_______________________________________________________
 _______________________________________________________

Data Analysis

Profession of Respondents

Response Student Business Man 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

Inference : Most of the consumers own the PC Computer.

Which processor based PC Respondents Own :

Response Intel Celeron Cyrix AMD

%age 92 1 2 5

Inference : Most of the consumers own the Intel Processor Based PC.

Which Processor based Laptop Respondents Own :

Response Intel Celeron Cyrix AMD

%age 98 0 0 2

Inference : Most of the consumers own the Intel Processor Based Notebook Computer.

Respondent’s awareness and performance about Different Brands :

Response Intel Celeron Cyrix AMD

%age 97 0 1 2

Inference : Awareness and preferences about Intel is more than others.

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

Response Excellent V.Good Good Poor

 %age 90 6 4 0

Inference : Most of the consumers are satisfied with their Intel Based Computer.

Overall performance and satisfaction of your computer with AMD Based PC.

Response Excellent V.Good Good Poor

%age 10 40 20 30

Inference : Most of the consumers are satisfied with their AMD Based Computers.