It is really important to study the composition of the decision making unit. This is so because the decisions of purchase are affected by various reasons. Therefore the sources that affect the decision making process should be identified. The decision making unit or DMU are actually the collection of people who take active part in the decision making process specifically for buying goods and services.

The composition of the decision making can be affected by the followings.

c. Users:

The users are the people who are finally going to use or consume the particular product. This way they have their opinion heard most of the times. Thus after the deal is clinched they are given with the particular product after purchase for making its usage.

f. Gatekeepers:

Gatekeepers are those individuals who could either stop or initiate the process of purchase. They could hamper the purchase or even promote the purchase as the case may be. The work of gatekeepers are mostly done by parents in the family who earlier try to access the need of particular goods and later take the decision of buying or not to buy.

Through this approach of the study of buyer behavior, various market segmentation possibilities are opened. The market segmentation is actually a process of subdividing the broad consumer market into potential and existing consumers. The basis of difference between different characteristics are common interest, needs, lifestyles, shared vision etc. This way the attempts are made to frame a yield segment and concentrate on that so that long term benefits and gains can be secured for the organization. The different says of segmentation includes Business to Business, Business to consumer and others. The Second segmentation kind that is business to consumer is the one taken into consideration through this buyer behavioral approach. This approach takes into account the different segments such as demographic, lifestyle, behavior, age, gender etc. The main idea is to access the customer and divide them into various fractions so that strategies could be applied depending on the various needs of the customers.

The different bases of segmentation applied under this research are stated as follows.

3. Psychogrpahics:

Under this segmentation the division of population is made on the basis of lifestyle, personalit and social group. The example of psychographics based segmentation is socially aware and less aware, traditionals, conservatives and progressive etc.

This way the ethnographic approaches are becoming more popular than other methods of research as they give more near to reality outcomes. These research shows what actually is the cause behind decision making.

Market segmentation:

d. Problems with sale could be identified. That is the issues that are hindering the process of sale are identified through this method. This way the factors that affect the buyer behaviors will be identified and appropriate on timely action can be taken to overcome these problems.

3.) Critical analysis of scope of research:

2. Competitor analysis:

The research could offer the businesses with the information about the competitors and their products. This way strategies can be formed to fight back competition in the market.

5. New product development:

Research could suggest that the new product development could be done by the business which could bring back the customers or affect their purchasing decision in future.

The research would signify the requirement of the finance can be identified which are required to improve product and stage them before customers so that their purchase decision can be affected.

3. Production:

1. Product:

The research could help in reviewing the product outcome and make changes as required to affect the purchase decision of the customers. This way proper renovation of the product and production process could be achieved which will help in achieving customer priority.

4. Promotion:

The research could give away ideas of promotion that could help the product come under observation and interest of people. This way various promotional activities that could affect the decision making are selected.

Critical analysis:

Critics are however of the view that it is complete over dependence over the research process. The research may showcase various inabilities. It cannot give figures and factual outcomes like quantitative research. Rather it is just like another qualitative research where in extra efforts are made to fetch the desired information. The research could even get distorted by the personal thoughts of the researcher who may interpret the results as per his knowledge and skills. Critics are also of the view that this research process is narrow based. That is only few families or groups are taken into consideration. However there is still big target population available.

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