DECISION MAKER PROFILES

TRADE CELL DECISION MAKER PROFILES

THE DECISION MAKER PROFILE DATA IN THIS SECTION COVERS THE TRADE CELL OF THE INDUSTRY

This section provides data on both Immediate Buyers, Trade Buyers, and the End Users .

The following questions are covered by the survey:

TRADE CELL DECISION MAKER PROFILES

The purpose of the data given in this section is to identify the exact decision maker (i.e. the DMU or Decision Making Unit) in the purchase decision for Products. This data is vital for all advertising and promotional activities.

This section gives the data at two levels of commercial activity, being firstly, data sets for the Buyer and secondly, data sets for the End User. The data therefore provides information on the targeting of the Decision Makers at the two major market levels.

The data matrix is in the form of an Age & Social Profile of the respondent.

The data on Immediate Buyers, Trade Buyers, and the End Users is formatted in the following matrix.

<BUYERPROFILE> = End User Profile or Immediate Buyer

<SECTION> = Product, Country, Competitor, Commercial Operation, et al.

Year 1

Year 2

Year 3

Year 4

Year 5

Year 6

Year 7

Year 8

Year 9

Year 10

Year 11

Year 12

Year 13

Year 14

AgeGr_19

AgeGr_24

AgeGr_34

AgeGr_44

AgeGr_54

AgeGr_64

AgeGr_65

SocialGr_AB

SocialGr_C1

SocialGr_C2

SocialGr_DE

IMMEDIATE BUYER PROFILE

The above volume cover each of the sectors mentioned for the following items:-

BUYER LEVEL: The Buyer Profile is given as a matrix BY YEAR and by:-

AGE GROUP: less than 19; 20-24; 25-34; 35-44; 45-54; 55-64; 65+.

SOCIAL CLASS:
A   : Upper Middle Class : Higher managerial, administrative
B   : Middle Class : Intermediate managerial
C1 : Lower Middle Class : Supervisor or clerical
C2 : Skilled Working Class : Skilled manual workers
D   : Working Class : Semi- & unskilled manual workers
E   : Others

LOCATION: By Region & Major Urban Conurbation.

BUYER SURVEYS
    Person/s approving / authorising order/s
    Person/s deciding what products / brands are to be sourced
    Person/s evaluating products & brands available
    Person/s evaluating suppliers
    Person/s initiating decision to increase amount purchased
    Person/s initiating decision to increase purchases
    Person/s initiating decision to introduce different products
    Person/s initiating decision to introduce new products
    Person/s initiating decision to re-purchase
    Person/s initiating decision to retain supplier
    Person/s monitoring results of purchases
    Person/s monitoring results of product usage
    Person/s negotiating terms with suppliers
    Person/s re-negotiating purchases from suppliers
    Person/s deciding specifications for purchases
    Person/s preparing orders for purchases
    Person/s surveying seeking quotations
    Person/s evaluating quotations.

END USER PROFILE

The above volume cover each of the sectors mentioned for the following items:-

END USER SURVEYS LEVEL: The End User Profile is given as a matrix BY YEAR and by:-

AGE GROUP: less than 19; 20-24; 25-34; 35-44; 45-54; 55-64; 65+.

LOCATION: By Region & Major Urban Conurbation.

END USER SURVEYS
    Person/s approving / authorising order/s
    Person/s deciding what products / brands are to be sourced
    Person/s evaluating products & brands available
    Person/s evaluating suppliers
    Person/s initiating decision to increase amount purchased
    Person/s initiating decision to increase purchases
    Person/s initiating decision to introduce different products
    Person/s initiating decision to introduce new products
    Person/s initiating decision to re-purchase
    Person/s initiating decision to retain supplier
    Person/s monitoring results of purchases
    Person/s monitoring results of product usage
    Person/s negotiating terms with suppliers
    Person/s re-negotiating purchases from suppliers
    Person/s deciding specifications for purchases
    Person/s preparing orders for purchases
    Person/s surveying seeking quotations
    Person/s evaluating quotations.

Buyer Definitions