Thought of the Day

"He is happiest, be he king or

peasant, who finds peace in his
home."
 Who buys?
• Does he decide too?
• Can he change the brand/supplier?
• Is he the user?
 Who decides?
• The user
• The buyer
• Maintainer
 Who influences
• Whom the decider consults before buying?
 Benefits sought
• Performance
• Low maintenance
• Ease of use
• Status etc.
 How evaluation is done
• The main criteria for evaluation for the
product
 Where they shop
• Malls
• Big retailers
• Nearest retailer
 Social factors influencing the
buying
• Specially in case the product used is
visible
 Underline motives
• Can be found out by research
 Competitors Analysis
• Identify the competitors
• Determine the competitors position
– Attribute based scaling
– Perceptual mapping
• Determine your position
• Know their budgets
• Know their messages