MARKETING CONCEPTS

Buyers’ Behaviour

CONSUMER DURABLES’ COMPANY

ABC Corporation is a company engaged in manufacture and marketing of Refrigerators

since last 15 years. The company is a market leader in this field. Over the years, the

company has built-up a large network of sales, distribution and service facilities.

Company enjoys good reputation in the market.

The company has now decided to expand product line by introduction of Domestic Air-

conditioners. The R&D department has already successfully developed the product. The

costing works out to be competitive. The company wants to introduce the product first in

a few cities in South-East Asia. However, in order to formulate the marketing and

commercial strategy for introduction, the marketing division is to know the profile of

potential customers.

The aspects needs to be assessed include following:

[1] Customer profile

[2] Factors considered important by the customer while taking purchase decision

(Need influencer)

[3] Persons on whose opinion the potential purchaser takes decision (Need initiator)

[4] Awareness level of potential purchaser

[5] Effectiveness of media vehicle

Note: For academic discussions only.

Faculty: Padmin Buch

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