Buyers have the power to influence price and the quantity of products sold. Powerful buyers can bargain on volume or switching costs or they can find substitute products. Price sensitivity also impacts the buyer/seller relationship.
Questions to ask include:
Newspapers and trade journals may be searched for articles about company products or brands. In databases like Business Source Complete and ABI/Inform Complete, use the "All Text" field when searching by brand name.
When researching buyer power, search by company name or product combined with words like "customer," "consumer," or "distribution channel." Also try searching by company name and the terms "brand loyalty," "brand choice," or "consumer attitudes."
Try these techniques in the following databases:
Demographic data provides information about basic human characteristics of a market or population. Demographic segmentation divides consumers into groups based on variables such as age, gender, income, occupation, stage in lifecycle, generation, nationality, race or ethnicity, religion, and social class.
Psychographics, also known as the IAO variable (interest, activities, and opinions), is not quantitative and does not use simple numbers and figures. It classifies the target market's feeling toward consumer goods (e.g., what they want & why, how they carry on their everyday lives, what they value, how they make choices when it comes to what they purchase, etc.) by groups of people based on attitudes or beliefs and is sometimes referred to as "lifestyles." This category builds on demographics which look at groups based on quantifiable things like race, age, income, etc.
CONSUMER SEGMENTATION SYSTEMS