Cigarettes account for 85 per cent of the country’s total tobacco exports. Of the total tobacco produced in the country, around 48 per cent is consumed in the form of chewing tobacco, 38 per cent as bidis, and 14 per cent as cigarettes. The per capita consumption of cigarettes in India is a tenth of the world average. In the recent past, the consumption of tobacco has been reduced by anti-tobacco drives and the ban of consumption in public areas. The biggest player in this industry is ITC with a market share of 72 per cent.
Consumers drive the huge cigarette market of India. The factors that influence the purchase of a product has been discussed previously but in case of cigarettes it boils down to one thing - addiction.
However, given the number of cigarettes brands available in India, it is our prerogative to have a look at the business market for cigarettes.
However, given the number of cigarettes brands available in India, it is our prerogative to have a look at the business market for cigarettes.
A typical panwadi shop looks like:
Organizational buying refers to the decision-making process by which formal organizations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers.
•Derived demand
•Inelastic demand
•Fluctuating demand
•Geographically concentrated buyers
•Direct purchasing
Challenges of business markets:
•Multiple sales calls
•Fewer, larger buyers
•Close supplier-customer relationships
•Professional purchasing
•Many buying influences
•Close supplier-customer relationships
•Professional purchasing
•Many buying influences
•Derived demand
•Inelastic demand
•Fluctuating demand
•Geographically concentrated buyers
•Direct purchasing
Buying situations include: Straight buy, modified re-buy and new task
- Initiators
- Users
- Influencers
- Deciders
- Approvers
- Buyers
- Gatekeepers
Ultimately is boils down to the:
- How do business buyers make their decisions?
- How can companies build strong relationships with business customers?
- How do institutional buyers and government agencies do their buying?
- How can companies build strong relationships with business customers?
- How do institutional buyers and government agencies do their buying?
Cigarettes are such a high volume business that business buyers literally line up to procure them. Classic Milds is one of the biggest brands in the Indian cigarette market. Therefore, demand drives the availability of cigarettes. Certain brands are available at only certain locations.
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