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A Case on Buyer Behavior

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OVERVIEW :

Pioneer in manufacturing of FLTS

In sti competition with Aquarius

Leader in !ectric FLTs

"istant second in "iese! FLTs

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Key determinants ofbuyer behavior for FLTs?

#$Price and sa!es eort%$ Lower investment& try to e!iminate e'it

(arriers

)$ feature& (ene*t ana!ysis& customi+e product

as per customer needs&types of tyres,transmission, !ifting and steeringmechanisms, !oad and !ift capacities

-$ cost&(ene*t ana!ysis& capita! costs and

running costs$

.$ Post&purchase eva!uation&for re(uy&frequency of (rea/down, downtime,avai!a(i!ity of spares, operating costs

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Buyer Segments Basis of Sca!e of usage

0a1or

Sma!!

Basis of 2wnership

PrivatePu(!ic

T3P 2F B435

627 2FT8 IS T6 B43576AT IS T6 TI0 TA98 T2 "CI"5

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Major and ma!! users

0a1or users Proven technica! performance : Straight

;e(uy

Purchase price

Brand and supp!ier image

Sma!! users Proven operating cost or economy

Purchase price

Technica! superiority

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$om%etition &ith

'()'RI): Price criteria

=overnment sector

Sma!! users Technica! criteria

Private sector

0a1or users

;e(uy decisions 0a1or users > due to e'isting mar/et

presence?

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0ar/et Target 0ar/et Segment Target Segments

Industries whichhave the

requirement ofmateria! hand!ingi$e$ !ifting, movingand stac/ing$

Industries whichprefer to have use

materia! hand!ingdevices

2n the (asis ofsca!e of the

industries&0a1or user&Sma!! user&Stray user

2n the (asis ofownership

&=overnment&Pu(!ic sector&Private sector

2n the (asis ofuser requirement&Indoor&2utdoor

2n the (asis ofcapacity&Less than %tonnes

&Less than .tonnes

0a1or userSma!! user

P2;T T;4STS,6A8" P;2CSSI8"4ST;IS

=overnmentPu(!ic sectorPrivate sector

Indoor2utdoor

Less than .tonnes

e*mentation of the FLT mar+et:

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,ata on buyer behavior

4nderstanding 7ho are the ma1or decision participants5

7hat decisions do they in

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Inf!uen#e the de#ision ma+ers-

redu#e mar+etin* effort. *etbetter %ri#e

For sma!!er users&production head

and genera! manager 0a1or users& p!anning department

and industria! engineering peop!e

8ew pro1ects in private sector&consu!tants

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#enario- WOT ana!ysis