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First and foremost I would like to thank my course teacher Moinak Kanungo for offering me and providing full

assistance and detail about how to proceed and report writing procedure. Finally, I would like to say, without you all of your guidance and co-operation this report would never been completed.

ABSTRACT

Wireless internet is a new technology for new generation we can use it anywhere and any place. If we think Banglades prospective that our government declared Digital Bangladesh within 2020. Wireless Internet has lot of advantages like its a very reasonable price rather than parallel internet connection. Wireless technology allows us to use our equipment without any hassles of cable connected device. This device worked by sending data from one location to another location by bouncing signals to antennas throws the device. Wireless Internet also provides a first response and unbreakable connection. Business people are no longer chained to their desk. Its present situation is we can communicate one place to another place very easily by Wireless Internet. In this report use Wireless Internet as an example to discuss Buyer Behavior.

INTRODUCTION

Purchase decision making for a product or service is always considered as the main problem for a consumer. For this reason we have to keep sufficient knowledge on Buyer Behavior and how to gather and manage it effectively. "Customers set up a hierarchy of values, wants, and needs based on empirical data, opinions, word-of-mouth references, and previous experiences with products and services. They use that information to make purchasing decisions." _______Regis McKenna To make a baying decision we have to follow some process and also have to face some factors. In this report we discussed all the processes and factors we use Wireless Internet Connection as an example. However, these issues are mainly related with Consumer Buying Behavior. Now as being a CONSUMER suggestions and recommendations are given below.

1.1 Definition of Buying Behavior: Buying Behavior is the decision processes and acts of people mixed up in buying and using products. Consumer Buying Behavior What influences consumers to buy products or services? The consumer buying procedure is a complex subject as several internal and external factors have an impact on the buying decisions of the purchaser. When purchasing a product there several steps, which consumers go through. These will be discussed below.

Stages of the Consumer Buying Process


There are main five stages to the Consumer Buying Behavior Decision Process and overall Six Stages. Actual purchasing is only one step of the process. Not all choice processes lead to a buy. All consumer decisions do not all the time contain all 6 stages, determined by the degree of involvedness discussed next. For example, a student want to take wireless internet connection, internet would recognize the need (Wireless Internet Modem) now there is three options for wireless internet connections. 1. WiMAX 2. EDGE (from the GSM based cell phone companies)and 3. CDMA (citycell ZOOM) To make right to purchase decision, skipping information search and estimate. However, the model is very positive when it comes to considerate any purchase that requires a few thought and consideration.

The purchase process starts with need detection. At this stage, the buyer recognizes a problem or want (e.g. need Internet Connection, need cell phone)

Figure: A- Main five stages to the Consumer Buying Behavior Decision Process

The 6 stages are: 1. Problem Recognition - difference among the desired state and the actual situation. Deficit in assortment of goods. Wireless Internet connection stimulates need to acquire Internet. Need unlimited connection at low cost, strong network, removable and small size modem, need warranty on Modem, want to get strong network a all over the country etc. Can be inspired by the marketer through product information

2. Information search

Internal search, External search if we need additional information. Friends and family (sound of mouth). Marketer dominated sources; contrast shopping; open sources etc.

A successful information seek leaves a buyer with possible alternatives, Wireless Internet, want to go to purchase

Banglalion WiMAX Qubee WiMAX Grameen Phone (EDGE) Warid Telecome (EDGE) Banglalink (EDGE) Robi (EDGE) Citycell (CDMA)

3. Evaluation of Alternatives- need to found criteria for evaluation, features the purchaser requirements or does not desire. Rank/weight alternatives or resume seek. May decide that we want to get high speed connection at cheap rate, want to get strong network all over the country etc. If not satisfied with the choice then return to the search phase. We have to think for all internet service providers. We can go for yellow pages, google, yahoo and different types of search engines to gather information etc. Information from different sources may be treated in a different way. Marketers try to come out with the best alternatives. 4. Purchase decision- Identify buying option, includes product, package, store, method of buy etc. 5. Purchase- can vary from decision, packages, coverage, product availability. 6. Post-Purchase Evaluation- Satisfaction or Dissatisfaction. Cognitive Dissonance, have we made the right choice. This can be condensed by warranties, after sales

communication etc. Imagine after using Banglalion WiMAX, may think that really we wanted a Qubee WiMAX or EDGE or CDMA services.

Maslows Hierarchy of Needs


Abraham Maslow hierarchy of needs theory sets out to give details what motivated individuals in life to get. He set out his respond in a form of a hierarchy. He suggests individuals aim to meet essential psychological needs of hunger and thirst. When this has been met they then move up to the next step of the hierarchy, safety needs, where the right of way lay with job security and the knowing that an income will be accessible to them regularly. Social needs come in the

Figure: B- Abraham Maslow`s Hierarchy of Needs

next stage of the hierarchy, the need to belong or be loved is a natural human want and people do strive for this belonging. Esteem need is the need for position and recognition within society, status occasionally drives people, the need to have a good job title and be recognized or the need to wear branded clothes as a representation of status. Self-actualization the understanding that an individual has reached their potential in life. The position of self-actualization is down to the individual, when we know we reached our position of self-fulfillment. So Maslows theory is useful for marketers as it can help them understand and develop consumer needs and wants.

1.2
Types of Consumer Buying Behavior
Types of consumer buying behavior are determined by:

Level of participation in buy decision. Importance and intensity of curiosity in a product in a particular position.

Buyers stage of participation determines why he/she is motivated to seek information concerning a certain products and brands but virtually ignores others.

High participation purchasesWiMAX, new and high quality goods, as soon as possible cover all over the country, products visible to others, and the higher the risk the higher the connection. Types of risk:

Personal risk Social risk Economic risk

The four type of consumer buying behavior are:

Routine Response Behavior--buying low participation regularly purchased low cost items; need very little search and decision effort; purchased almost routinely. For Examples include WiMAX connection, EDGE and CDMA connection etc.

Limited Decision Making--buying product irregularly. When we have to to obtain information about unknown brand in a familiar product group, perhaps. Requires a moderate amount of time for information gathering. For Examples WiMAX Internet-know product class but not the brand.

Extensive Decision Making/Complex high involvement, unknown, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk.

For Examples: for internet connection, Mobile Phone. Cannot spend a lot of time seeking in order to make decision. Information from the companys Marketing Mix; friends and relatives, store personnel etc. We can go all the way during all six stages of the buying process.

Impulse buying, no conscious preparation.

1.3
Factors influencing the behavior of buyers
A consumer, making a buy decision will be influenced by the following three factors: 1. Personal 2. Psychological 3. Social The marketer must be conscious of these factors in order to expand an suitable Marketing Mix for its target market.

Personal
Exceptional to a particular one. Demographic factor. Sex, Race, Age etc. Who in the family is dependable for the choice structure. Young people acquire things for different reasons than older group. For example: he/she also thinking about a cell phone cause he/she can use internet by using any EDGE enable mobile phone no need MODEM.

Psychological factors
Psychological factors contain:

Motives-A motive is an inner energizing strength that orients a person's activities toward fulfilling a need or achieving a goal. Procedures are effected by a set of motives, not just one. If

marketers can make out motives then they can better expand a marketing mix MASLOW hierarchy of requirements.

Physiological Safety Love and Belonging Esteem Self Actualization

require to settle on what level of the hierarchy the consumers are at to set up what motivates their purchases.

Social Factors
Consumer needs, learning, motives etc. are influenced by judgment influential, person's family, mention groups, social class and culture.

Opinion leaders-Marketers try to attract judgment leaders. They really use (pay) spokesperson to market their products. Qubee WiMAX, Banglalion WiMAX, Grameen Phone (EDGE), Warid (EDGE), Citycell (CDMA) etc.

Roles and Family Influences-Role things we should do based on the prospect of us from our situation within a group. Public have many roles. Partner, father, employer/ee. Persons role are continuing to alter therefore marketers must carry on to update information. Family is the most essential group a person belongs to. Marketers must recognize:

That a lot of family decisions are made by the family part Consumer behavior starts in the family part

Family roles and preferences are the representation for children's future family (can refuse/change/etc)

Family trade decisions are a combination of family connections and individual decision making

Family acts an analyst of social and cultural values for the individual.

Social Class-An unwrap group of individuals who have comparable social rank. Bangladesh is not a classless society. Bangladesh criteria; profession, education, earnings, wealth, race, ethnic groups and possessions.

Figure: C- Factors influencing the behavior of buyers

Public group determines to a few extent, the types, class, and quantity of products that a person buys or uses. Culture and Sub-culture-Culture refers to the set of values, ideas, and attitudes that are recognized by a homogenous group of people and transmit to the next generation. Culture also determines what is reasonable with product advertising. Culture determines what people carry, eat, reside and travel. Cultural value in the US is good health, education, individualism and liberty. In american culture time scarcity is a rising trouble. IE alter in meals. Big impact on global marketing. Culture can be separated into subcultures:

Geographic regions Human characteristics such as age and ethnic background.

For example: West Coast, teenage and Asian American. Culture affects what people purchase, how they purchase and when they purchase.

1.4
Brand Loyalty is the consumer's aware or unaware decision, expressed through objective or behavior, to repurchase a brand repeatedly. It occurs because the buyer perceives that the brand offers the correct product features, image, or rank of quality at the accurate price. Consumer performance is ordinary because habits are secure and recognizable. In order to create brand loyalty, advertisers have to break consumer behavior, help them increase new habits, and support those habits by reminding consumers of the value of their buy and support them to continue purchasing those products in the future.

The representation nearby a company's brand is the major source of its competitive growth and is therefore a valuable planned benefit. Unluckily, many companies are not practiced at disseminating a strong, clear message that not only distinguishes their brand from the competitor, but distinguishes it in a unforgettable and positive manner. The challenge for all brands is to keep away from the pitfalls of portraying a muddled or negative image, and instead, create a broad brand vision or individuality that recognizes a brand as something greater than a set of attributes that can be imitated or surpassed. In fact, a company should vision its brand to be not just a product or service, but as an overall brand image that defines a companys philosophies. A brand requirements more than individuality; it needs a personality. Just like a person without exciting characteristics, a brand with no individuality can simply be passed right over. A strong sign or company logo can also help to make brand loyalty by making it quickly special.

From the drawing of a new product to the addition of a mature brand, successful marketing strategies depend on a thorough considerate of the inspiration, learning, memory, and decision processes that ability what consumers buy theories of consumer performance have been frequently linked to managerial decisions linking development and launching of new products, segmentation, timing of market entry, and brand running. Consequently, the matter of brand loyalty has been examined at great duration. Branding is by far one of the majority important factors influencing an item's realization or letdown in the marketplace, and can have a significant force on how the "company behind the brand" is supposed by the buying public. In other words, the brand is not just a representation of a company's product; it is a sign of the company, and that is where the core of brand loyalty lies. The image nearby a company's brand is the principal source of its competitive benefit and is therefore a valuable strategic asset.

Conclusion
The virtue of this issues now we have sufficient knowledge on Buyer Behavior on Wireless Internet. With our quickly rising technology oriented society of individual digital assistants, cell

phones, and other mobile technology, WiFi, WiMAX, the demand for wireless connections with increased broadband width has significantly increased over the last few years.

Reference
Primary Sources: 1. Principals of Marketing (13 t h Edition) By Philip Kotler 2. Marketing (13th Edition) By Walker Willam Stanton

Secondary Sources:

a. b. c. d. e. f. g. h.

http://www.learnmarketing.net/environment.htm http://www.netmba.com/strategy/process/ http://www.quickmba.com/marketing/ www.sbinfocanada.about.com/od/marketing/g/targetmarketing.htm www.allbusiness.com/marketing/ www.targetmarketnews.com www.marketingpower.com/.../definitionofmarketing.aspx www.ama.org