consumer buying behaviour while purchasing refrigerator final project(imi)

8/11/2019 Consumer Buying Behaviour While Purchasing Refrigerator Final Project(IMI)

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CONSUMER BEHAVIOUR

Term Project (Phase I,II,III,IV)

EFFECT OF CONSUMER BEHAVIOUR

ON THE

PURCHASE OF REFRIGERATORS

Sum!tte" #

$rou% &

Bharat Singh Chauhan (08XPGDM16)Chinmaya Nagaraj (08XPGDM17)Gaurav Upahyaya(08XPGDM!!)

Su"h##$ %umar Singh (08XPGDM&1)'ijay ar#t(08XPGDM&)

www.final-yearprojects.co.cc www.troubleshoot4free.com/fyp/


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Effect of consumer behaviour on the purchase of Refrigerators

E'ecut!e P$M *++-*++.Ta/e o0 Co1te1t

Pha"# * +1, +ntr-u.ti-n !,

1 /

Executive PGDM Group 1 2



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ACKNOWLEDGEMENT

We are sincerely grateful to Dr. Neena Sondhi, IMI Delhi, under whose able

guidance this study is being undertaken.

We would also like to thank Mr.& Mrs. Mohit Aggrawal, Mr.& Mrs. Srinidhi,

Mr.& Mrs.Jignesh atel, Mr.& Mrs. !ikas Sa"ena, Mr.& Mrs.#andheer Singh

Ahluwalia who ha$e all been $ery %ro%t in re%lying to all our 'ueries and ha$e

been su%%orti$e to us in co%leting the hase(I of this study.




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INTRODUCTION

Companys ability to maintain satisfying customer relationships reuires an un!erstan!ing of

consumer buying behaviour" #his refers to the buying behaviour of consumers $ho purchase

pro!ucts or services for their personal or househol! use" Consumers have limite! time% energy

an! financial resources" &ithin the available resources% they ma'e purchase an! consumption

choices as they $ish" Consumers purchasing !ecisions ta'e place over a perio! of time" #he

overall goal !uring this !ecision process is to evaluate various alternatives an! choose the

pro!uct that satisfies the consumer in an optimal $ay" Consumers get influence! by severalma(or factors $hile they ma'e their !ecisions" #hese factors can be groupe! as)

social%

cultural%

psychological

personal factors etc"

#he consumers !egree of interest in a pro!uct an! the importance he*she places on this pro!uct

!etermines the consumers level of involvement" +igh,involvement pro!ucts are usually

expensive an! are visible to other people such as a Diamon! ring*(e$ellery or a Expensive car"

-o$,involvement pro!ucts are less expensive an! have less social ris' associate! $ith them such

as a cup of coffee or !aily consumption items"

&hen buying freuently purchase!% lo$,cost mun!ane items that reuire very little search an!

!ecision effort% they !emonstrate routini.e! response behaviour" &hen buying pro!ucts

occasionally or $hen they nee! to get information about an unfamiliar bran! in a familiar

pro!uct category% they use limite! problem solving" &hen they buy unfamiliar% expensive

pro!ucts% they use exten!e! problem solving"

Executive PGDM Group 1 /



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Phase I Findings

Obective ) #he purpose of this stu!y is to un!erstan! 'ey external variables influencing the

buying behavior of a particular segment of customers to$ar!s the pro!uct category of

0efrigerator"

Consumers get influence! by several ma(or factors $hile they ma'e their !ecisions" #hese

factors can be groupe! as !emographic% social% cultural factors etc" Consumers try to purchase

an! maintain a variety of pro!ucts that satisfy their current an! future nee!s"

!egment"!amp#e profi#e Chosen) #he consumer segment chosen for this stu!y is Malesin the age group of 3 to / years% $or'ing professional an! marrie!"

E$terna# Factors

#he External factors that influence the purchase !ecision of consumer in the age group of 3 to

/ for a 0efrigerator"

1" Demographic Details

2" Me!ia +abits

3" n!ian Culture

/" Ethnic 4ubculture

5" 6ccupational 4ubculture

7" 8amily

9" 4ocial Class

:" 0eference Groups

;" Celebrity an! 6pinion lea!er




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E$terna# factors and their inf#uence on Refrigerator purchase

1" Demographic Details)

Prefer 4tyle as it fit to home !


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9" 4ocial Class

Bll social class value for money ? many even consi!er it as style as it fit to

home !loo's% color are ma(or consi!erations $hile purchasing 0efrigerators so $i!e

range of color shoul! be available to fulfill the !eman! of maximum customers"

Bfter 4ales 4ervice is the main attributes being loo'e! $hile purchasing the pro!uct"

More feature an! maximum shelf space insi!e also loo'e! $hile purchasing the pro!uct

so more shelves to be provi!e! in !oor si!e of the refrigerator so that more bottles can be

'ept insi!e it"

'()Price

Bll customers loo' for alue 8or Money" Mostly people are price conscious $hilepurchasing the pro!uct"

-o$ price also acts as a social barrier as people consi!er lo$ price refrigerator as a lo$

uality pro!uct"

Price is not the ma(or constraint if $e are provi!ing a!!itional feature nee!e! by the

customers"




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*() P#ace

-ocation of sho$rooms is not the most sought after criteria in the purchase !ecision

because refrigerator is a high,involvement pro!uct an! customers are rea!y to travel forpurchasing refrigerators" @ut sho$ room shoul! be at such a place $here other

competitors are also available because people al$ays $ant to ma'e comparison"

4ince n!ia is very rich in its customs an! tra!itions% a number of festivals are celebrate!

throughout the year" People prefer to !o ma(or purchases !uring festival an! special

occasions so mar'eter shoul! ta'e this as an opportunity an! provi!e maximum range of

the pro!ucts"

4.) Promotion

8ocusing on the promotion element of the four Ps% goo! communication is the 'ey

to effective mar'eting" Potential customers go through a purchase cycle) %re(

transactional >ie before a purchase% transactional >ie at the time of purchase an!

%ost(transactional >ie after the purchase has been ma!e" #he BDB mo!el

encapsulates this seuence an! can assist in the planning of any communications

campaign)

+ a$areness*attention , ma'ing the consumer a$are of the pro!uct an! getting

their attention

I interest generating interest in the pro!uct*service on offer

D !esire creating a !esire for your pro!uct *service on t$o levels) first%

relate! to the targets nee!s*$ants an!% secon!% relative to your competitors

+ action stimulating the target to purchase the pro!uct*service

B!vertisements shoul! be focuse! on homema'ers because they are the primary

influencers% mostly (oint !ecision is ta'en $hereas the financers husban!s"

Exten!e! after 4ales 4ervice can be use! as pull strategy of promotion to attract the

customers as all customers consi!er it as main attribute $hile purchasing the pro!uct"

nternet is other sources of gathering information about refrigerators an! hence the

pro!uct shoul! be heavily promote! there"

Executive PGDM Group 1 :



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B!vertisements shoul! also highlight the style an! aesthetic appearance of the pro!uct to

position it as home !


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INTER,IE-!

INER,IE- ./Respondent / %ohit +ggra0a#

Demographic Detai#s/ Bge) 31

Gen!er) Male

Fualification) @"#ech% D"Mgr" 0eliance Energy

ncome ) 5,9 -ac p"a"

0eligion) +in!u

Aative 0esi!ence) Pilibhit ="P"% Currently -iving in G.!"

%edia 1abits/

Ae$spaper) 0egular

#elevision) 8reuently% Ae$s an! Entertainment

Internet: Regularly used to checking mails, social networking sites,

educational and informational sites

+ttributes of the Cu#ture/ Indian

Patriotic

Believer of mythology

Resect for elders

!ommitted to friendshi and relations

"igh involvement with family

+ttributes of the !ubcu#ture

+ggra0a#

#alue for money

$ood%lover

!ele&rates festival like "oli, 'avratri, (iwali.

$ollows "indu rituals




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Working Executive

4trict sche!ule

Monthly*bi monthly &atching movies in theaters

Dining out in foo! (oints $ith family ? frien!s

&ee'ly personal 4hopping >Preferably sales

North Indian

Different foo! preferences li'e Dal,0ice% 0a(ma"

Mostly prefers homema!e foo!

Celebrates main festivals as +oli an! Di$ali

Fami#2 !tructure

4pouse% Daughter% Mother% ounger @rother >unmarrie! pursuing gra!uation in @areilly an!

himself

nitiator) 4pouse an! mother"

nformation gatherer) 4elf

nfluencer) 4pouse% mother an! frien!s

Decision ma'er) Hoint !ecision >self an! $ife

Purchaser) 4elf

=ser) Multiple users

3roup

1. &or' Group% 8amily Group

Group plays an influential role in purchase

&atching movies Monthly*bi monthly

Dining out on $ee'en!s

Prefer 4hopping through sales




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Product/ Refrigerator '45 6iters 7,ideocon)

Inf#uence of demographicson purchase of the pro!uct

-oo's for% 1" Price >Discount offer thru promotion schemes

2" @ran! an! Fuality3" More shelves in !oor to 'eep maximum $ater bottles*soft !rin's

/" Bfter 4ales 4ervice

5" -oo' for Moon 4ilver Color

7" Maximum space for egetables an! Dairy Pro!ucts

%edia Inf#uence/

=ses me!ia to gather information about the pro!uct

Prefers nternet to gather information

Indian Cu#ture Inf#uence

Preference to purchase on Di$ali

!ubcu#ture Inf#uences

1" +in!u*Bggra$al

Blso loo' for lo$ cost% but $ithout sacrificing in the utility"

Deep free.er $as not important as all members in family are vegetarian

2" Professional

alue for money

4tyle plays an important role as it fits in !


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8rand preference/ ,ideocon

8rand +mbassador/ !hah Ru&h 9han 7+ctor) and %! Dhoni 7Cric&eter)

INER,IE- '/

Respondent / !rinidhi

Demographic Detai#s/

ge: *1

+ender: ale

-ualification: B, P+(!

Income : 4./ % 0 ac .a.

Religion: "indu

'ative Residence: Bangalore.

%edia 1abits/

Ae$spaper) 0egular

#elevision) Ae$s an! Entertainment

nternet) 0egularly use! for chec'ing mails an! information search on Google


#heist

0espect for el!ers

Committe! to frien!ship an! relations

+igh involvement $ith family





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1indu " 8rahmin

alue for money

8oo!y an! pure vegetarian

Celebrates festival li'e Di$ali% 4an'ranti etc

4trict follo$er of @rahminical rituals an! practices

Professiona#

Goo! !isposable income

&atching latest movies

Br!ent #raveler

!outh Indian

Bvi! cur! user

=ser of fresh foo! $ith lots of green vegetables

8reuent religious ceremonies an! get together at home

Fami#2 !tructure

+imself an! his &ife

nitiator) &ife"

nformation gatherer) +imself

nfluencer) &ife an! Cousin

Decision ma'er) +imself an! his &ife

Purchaser) +imself

=ser) &ife

3roup

Executive PGDM Group 1 1/



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8amily Group

8amily Group is ma(or influencer for purchase

#raveling $ith family on $ee'en!

Product/ Refrigerator


-oo's for% 1" Maximum space for egetables an! Dairy Pro!ucts

2" -imite! Deep free.er capacity mainly for ce Creams

3" Double Door

/" 8rost,free% 25 -tr capacity

5" @right color% no blac'

%edia Inf#uence/




Preference for a bright color% Ao @lac' color


1" +in!u*@rahmin an! 4outh n!ian

-imite! !eep free.er space !esire! !ue to pure vegetarianism

Buspicious buying perio!s !ictate! by @rahminical norms

2" Professional

alue for Money

8its into the !


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8rand +mbassadors/ !harau&h 9han and %! Dhoni

INTER,IE- */

Respondent / :ignesh Pate#


ge: **

+ender: ale

-ualification: B, !hemical

Income : /%2 ac .a.

Religion: "indu

'ative Residence: #ai, +u3arat

%edia 1abits/

'ewsaer: Regular

elevision: ess fre5uently, only for 'ews and ntertainment

Internet: Regularly used for checking mails, social networking sites,and other informational sites


Patriotic

Believer of mythology

Resect for elders

!ommitted to friendshi and relations

"igh involvement with family


3uarati

#alue for money

!ele&rates festival like 'avratri




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Prefer to do ma3or urchases in 'avratri.

$ollows +u3arati rituals for marriage etc

6indow 7hoing

-estren Indian

(ifferent food references like (al (okhli, +u3arati kadi,8haman etc.

ostly refer homemade food

!ele&rates main festivals as "oli, 'avratri 9(andia 'ights) and (iwali

!ocia# !tanding

@elongs to =pper Mi!!le class

&or's n an MAC Company

Fami#2 !tructure

Parents% &ife% Ii! an! himself

nitiator) &ife an! himself"

nformation gatherer) 4elf >Print me!ia% a!vertisement ? visiting !ealers

nfluencer) &ife an! frien!s

Decision ma'er) +imself

Purchaser) +imself

=ser) Multiple users

3roup

&or' Group% 8amily Group


&atching movies on $ee'en!s


Product/ Refrigerator





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-oo's for% 1" @ran!

2" 8eatures

3" 4tyle

/" Bfter sales service

%edia Inf#uence/


0efers #elevision an! print me!ia a!vertisement


Prefer to buy on Aavratri or Di$ali"


1" Gu(arati

-oo's for Fuality an! alue for money"

2" &or'ing Professional

Besthetic an! pro!uct features plays an important role

3" 4ocial 4tatus

#he purchase of the 0efrigerator must !epict the social status of the family"

Inf#uence from fami#2

&ife gets involve! in the purchase an! acts li'e an influencer"

Decision ma'er is he% himself

8rand preference/ !masung

8rand +mbassador / +amir 9han

INTER,IE- ;/

Respondent / ,ive& !a$ena

Executive PGDM Group 1 1:



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Bge) 3/

Gen!er) Male

Fualification) @"#ech% 4oft$are Professional


0eligion) +in!u

Aative 0esi!ence) -uc'no$ ="P"

%edia 1abits/

Ae$spaper) 0egular

#elevision) 8reuently% Ae$s an! Entertainment

nternet) 0egularly use! for chec'ing mails% social net$or'ing sites% for official purpose"


@eliever of mythology

0espect for el!ers




!a$ena

alue for money

En(oy Coc' #ail parties

Celebrates festival li'e +oli% Aavratri% Di$ali"

8ollo$s +in!u rituals

-or&ing E$ecutive

4trict sche!ule

Besthetics

Executive PGDM Group 1 1;



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&atching -atest movies in theaters

Dining out in foo! (oints $ith family

North Indian

Different foo! preferences li'e 0a(ma% Chole,@hature% Chi'en , Iabab"

Mostly prefer homema!e foo!

Celebrates main festivals as +oli an! Di$ali

Fami#2 !tructure

4pouse an! himself

nitiator) 4pouse

nformation gatherer) 4elf an! spouse

nfluencer) 4pouse an! frien!s

Decision ma'er) Hoint !ecision >self an! $ife

Purchaser) 4elf

=ser) @oth >4elf an! spouse

3roup

8amily Group% Masti Group


&atching movies in the first $ee' of release

Dining out on $ee'en!s


Product/ Refrigerator *.< 6iters 763)


-oo's for% 1" @ran! an! Fuality




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2" More 4pace >Deep 8ree.er

3" Price

/" Goo! Bfter 4ales 4ervice

%edia Inf#uence/




Prefer to !o ma(or purchases on auspicious occasions


1" +in!u*4axena

Blso loo' for Besthetics % but $ithout sacrificing in the utility"

Deep free.er $as preferre! for non,vegetarian eatable

2" Professional

alue for money

4tyle plays an important role as it fits in !


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INTER,IE- 5/

Respondent / Randheer !ingh +h#u0a#ia

Demographic Detai#s/ Bge) 3:

Gen!er) Male

Fualification) @"B%


0eligion) 4i'h

Aative 0esi!ence) Hullan!er%Pun(ab">Presently resi!ing in Delhi

%edia 1abits/

Ae$spaper) 0egular >Aav @harat #imes

#elevision) 4ometimes% E#>Pun(abi an! Entertainment

nternet) Aever use!"


Devout 4i'h

0espect for el!ers




!i&h"9hatri

&ants the best pro!uct available in the mar'et

Bl$ays $ants something flashy

Celebrates festival li'e @aisa'hi% -ohiri% Guruperb"

8ollo$s 4i'h norms

-or&ing Professiona#

-ove 8ol' songs




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6ccasionally thro$ parties for frien!s at home"

&ent to native place in summers

+ave a li'e for latest electronic ga!gets"

North Indian

-i'es the north n!ian foo! JPB0B#+BK an! JMBIIE I 06# B=0 4B046 IB

4BBGK

+e also li'es the non veg foo! li'e chic'en biryani an! chic'en tan!oori"

Mostly prefer homema!e foo!

Blso en(oy another religions festival li'e +6- %D&B-% an! C+04#MB4

!ocia# !tanding

@elongs to =pper Mi!!le class

8amily business of General 4tore >Munir'a"

Fami#2 !tructure

&ife %Mother% #$o chil!ren

nitiator) 4pouse

nformation gatherer) 4elf

nfluencer ) Mother% 4pouse ? frien!s

Decision ma'er) +imself

Purchaser) +imself

=ser) Multiple users"

3roup

8amily Group% Masti Group

@oth Group plays an influential role in purchase

Party $ith frien!s

4B-E4 !oesnt have much impact to plan for shopping




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Product/ Refrigerator *.< 6iters 7-hir#poo#)


-oo's for% 1" Deep free.er an! spacious

2" Price >0anging b*$ 12L15I

3" @ran! an! Fuality

/" Bfter 4ales 4ervice

%edia Inf#uence/

B!vertisements on #">influence! by B(ay Devgan ? Ia(ol


1" 4i'h*Ihatri

Prefer for bright colors"

Deep free.er $as reuire! for non,vegetarian ? !airy eatable

2" Professional

alue for money

3" Aorthern n!ia influence on his purchase

More shelf space in !oor to 'eep maximum $ater bottles*soft !rin's

Inf#uence from fami#2

4pouse gets involve! in the purchase an! acts li'e an influencer"

Decision ma'er , himself"

8rand preference/ -hir#poo#

8rand +mbassador/ B(ay Devgan an! Ia(ol




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P1+!E = II




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%+R9ETIN3 I%P6IC+TION! 8+!ED ON

INTERN+6 INF6UENCE! ON PRODUCT PURC1+!E

1" Aee! for the refrigerator

#he nee! for refrigerator is mostly (ust a physiological nee! an! a refrigerator is a

utilitarian pro!uct for all the consumers"

n cases $here a high en! refrigerator is bought it is also to satisfy the esteem

nee! of the consumer" @y buying a high en! pro!uct at a premium price the consumer

$oul! li'e to impress his frien!s or relatives after being seen using a stylish an! high

technology pro!uct"

%ar&eting Imp#ications/

n the case of high uality pro!uct the mar'eter shoul! try to promote its pro!ucts in a

$ay such that the consumer feels that o$ning the pro!uct $ill enhance his esteem"

n case of a utilitarian pro!uct the mar'eter shoul! promote its pro!uct as a pro!uct

$hich fulfills physiological nee!s of the pro!uct"

2" Personality of the buyer




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Personality of the buyer influences his purchase behaviour" Bn extrovert person

$ill buy a stylish pro!uct an! a person $ho is not afrai! of ta'ing ris's is more li'ely

to buy an innovative pro!uct"


Mar'eter shoul! try to have a pro!uct $hich appeals to all its customers irrespective of

the personality of the customer i"e" it shoul! have such attributes $hich appeals to the

masses"

3" -evel of involvement $ith the purchase

0efrigerator is a high involvement pro!uct for all the respon!ents an! the buyer

generally consults $ith others an! compares the features of !ifferent bran!s before

!eci!ing to buy"


Bs refrigerator is a high involvement pro!uct for $hich the customer searches an!

evaluates it the mar'eter shoul! ma'e sure that his bran! is in the evo'e! set of the

customer an! try to influence the evaluation criteria of the consumer so that his bran! has

a top of the min! recall $hile buying refrigerator"

/" Motive of buying refrigerator

@oth the manifest ? the latent motives play important part in the purchase

behavior of the refrigerators"


Mar'eter shoul! promote an! position its pro!ucts in such a $ay that the consumer

believes that buying his bran! $ill fulfill all his motives of o$ning the pro!uct"




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5" Emotions to$ar!s purchase of refrigerator

0efrigerator is a utilitarian pro!uct $hich is use! in homes so the consumer has a positive

emotion to$ar!s it"


Mar'eters shoul! ma'e sure that purchase of refrigerator is accompanie! $ith positive emotion

arousal for the refrigerator as $ell as for the bran!"

7" @ran!,personality of the refrigerator as perceive! by the buyer

Every bran! is perceive! !ifferently by a consumer $hile buying the pro!uct

consumer buys a pro!uct $hich is in sin' $ith his personality" 4o the perception of a

consumer to$ar!s bran! also influences his purchase behaviour"


Mar'eter shoul! ma'e sure that his bran! is seen as a successful an! vibrant bran! by the

consumer " t shoul! also be seen that all the promises ma!e to the consumer is met so

that it is seen as a trust$orthy bran! by the consumers only then $ill the consumers buy

the bran!"

9" Bttitu!e of the buyer to$ar!s the 0efrigerators

Double !oor 0efrigerators are consi!ere! more useful than single !oor refrigerators"

8rost 8ree refrigerators are consi!ere! hassle free"

+igh price! goo!s have better uality

f a buyer has got positive emotional reaction to$ar!s a particular bran!% he $ill

al$ays prefer this bran! an! it is very !ifficult for the competitors to attract him

to$ar!s their pro!ucts"

%ar&eting Imp#ications/Mar'eter shoul! buil! the positive image in the min!s of the

consumer an! shoul! $or' har! to maintain that image"#his positive image $ill then

result in a positive attitu!e to$ar!s the bran!"




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Comparative a!vertising can be use! here by the mar'eter to generate attention% message an!

bran! a$areness in the min!s of the customer"

:" 4elf,concept of the buyer

#he consumer buys a pro!uct $hich helps him to achieve his i!eal private self

an! i!eal social self concept"


#he mar'eter shoul! mar'et its pro!ucts in such a $ay that the consumer is able to

i!entify $ith the pro!uct an! thin's that buying the pro!uct $ill help in achieving i!eal

self"

;" -ifestyle of the buyer

B buyer $ith lavish lifestyle $ill prefer expensive refrigerators $ith ne$ features

an! $ill be rea!y as a innovator to try ne$ mo!els $ith latest tren!s an! technology"

B buyer lea!ing a simple lifestyle $ill opt for economic refrigerators an! $ill be

much more price,sensitive"


#he mar'eter shoul! try to create a pro!uct mix $hich caters to !ifferent segment of

consumers base! on !ifferent lifestyles of the consumer" #here shoul! be such a pro!uct

mix that there is at least one pro!uct for each type of consumer"

1" @ran!,loyalty

Consumers $ho are bran! loyal $ill al$ays prefer the pro!ucts of their bran! !ue

to the trust ? faith that their bran! is best in the business"

@ran!,loyal buyers are repeat purchasers an! acts as opinion lea!ers for the

bran!"




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#he mar'eter shoul! try to inculcate the feeling of loyalty in the min! of the consumer

because $hen a consumer is loyal to$ar!s a bran!

+e $ill buy only the pro!ucts of that bran!"

Bct as an a!vocate for the bran!

#he company can !o so by customer !elight i"e" excee!ing the expectations of the

consumer" t is not so easy for a company to !o so but a company $ho manages to !o so

$ill surely be highly successful in the mar'et an! emerge as mar'et lea!er"

11" Positioning of a particular bran! in the min!s of the buyer

i!eocon is consi!ere! as economical bran!"

4amsung is a mar'et lea!er in electronics an! electrical pro!ucts an! hence $orth

buying"

-G is positione! having very $i!e net$or' of service center all over the country so can

provi!e better after sales service then others"


#he mar'eter shoul! position the pro!uct accor!ing to the target Mar'et for the bran! an!

also accor!ing to the segment of society it $ants to cater to" Eg" f the bran! $ants to be

seen as a premium pro!uct it shoul! position itself as a pro!uct $ith high uality an!

technologically a!vance! pro!uct"

%+R9ETIN3 %I> !TR+TE3?4 Ps approach

.) Product

0efrigerators fulfill the physiological nee! of the consumer an! consi!ere! as

utilitarian pro!uct"Company shoul! insure that $hatever pro!uct they mar'et it

shoul! be !urable enough $hich last uite many years an! give trouble free service to




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their customers" Customer expects goo! after sales service an! prompt response to his

complaints in case of any problem $ith the pro!uct" Exten!e! $arranty can be use!

as an attribute attache! $ith the pro!uct"

') Price 8or high uality refrigerators the company can charge a premium price as consumers"

8or this target segment% focus shoul! be more on the features% technology ? the style

uotient of the refrigerators"

8or mi!!le class a consumer $ho is $ants value for money pro!uct mar'eter shoul!

emphasi.e on attributes of the pro!uct by $hich consumer is a$are of the value of his

investment"

*) P#ace

Customer prefers to visit authori.e! !ealers of the particular bran! an! has a attitu!e

to visit big !ealers or supermar'et to buy the pro!uct" Customer also have ten!ency

of comparing various attributes of !ifferent bran!s before buying the pro!uct" 4o

4hoppe shoul! be in such a location $here competitor bran!s also exist" +ence

clustering of sho$rooms is something $hich has to be 'ept in min! $hile !eci!ing on

the sho$room location"

Consumers also prefer sho$rooms $here they have experience! some pleasant

experience% so its also important to appoint frien!ly staff in the sho$rooms $ith

'no$le!ge of the pro!uct so that customers visiting sho$room can get sufficient

information regar!ing features an! other attributes of the pro!uct"

;) Promotion

Emotion in advertising: 0epeate! exposure to positive,emotion,eliciting a!s may

increase the bran! preference of refrigerators !ue to classical con!itioning"




33/76


Print a! shoul! contain information of features an! attributes that consumer $ants% it can

be useful $hen customer is thin'ing rationally before buying the pro!uct" t may also

sho$ strength of attributes $ith compare! to other competitors in the mar'et"

&here as electronic a! shoul! loo' to create positive emotion for the pro!uct through

classical con!itioning"

Change the cognitive component-Change beliefs:

Exposure:#he companies nee! to !o more of exhibitions as tra!e fair etc" in or!er to

expose the consumers to$ar!s the ne$ launches"

Emotional appeals:Companies li'e i!eocon $hich have strong emotional connect

$ith the n!ian consumers shoul! also concentrate on emotional appeals in or!er to

exploit the manifest motives of the consumers"

Emotion arousal as a product benefit:0efrigerators can be positione! as emotion,

arousing pro!ucts by the companies li'e J!ont let smells mixK% Jone call !oes the

allK or J&o$ factorK of the refrigerators can be use! by the mar'eters to promote

their refrigerators

Comparative ads: Companies $hich have got superior mo!els this $ill help ingenerating attention% changing bran! attitu!es ? increase! purchase intentions"




34/76


INTER,IE-!

INTER,IE- @.Respondent name/ Mohit Bggra$al

Persona#it2

-i'es to mingle $ith others

Do$n to earth ? humble

8rien!ly

Polite ? sympathetic to$ar!s others

-ess open to experience

PURC1+!E 8E1+,IOUR OF REFRI3ER+TOR/%ode#"Capacit2/ '45 6iters 7,ideocon= Refrigerator)

Need/

&ante! a ne$ refrigerator for family use

&ante! to replace ol! refrigerator as ol! refrigerator !i!nt provi!e sufficient cooling>more than 1yrs ol! ,Ielvinator

C#assification of need as per %as#o0As hierarch2




35/76


0espon!ents nee! for refrigerator $as physiological as he $ante! it for !aily use of his

family"

%otives for purchase of refrigerator

i) Manifest oti$es

B i!eocon refrigerator $as more economical an! value for money

ts a !ecent simple an! $ill fulfill the necessity of my house hol!

ii) *atent oti$es

Di!nt $ant to spen! too much on buying of refrigerator

Ao$ can boast of being a prou!,o$ner of latest technology refrigerator i"e" 8rost 8ree"

Emotions of Respondent 0hi#e bu2ing refrigerator

0espon!ent is a family oriente! guy $ho believes that refrigerator $oul! help him in

fulfilling his familys nee! to 'eep perishable eatables safe an! fresh"

+ttitude of Respondent to0ards refrigerators

i) +ogniti$e co%onent

Double !oor refrigerators perform better as they have separate compartments% ice

formation is faster as free.er compartment is not opene! freuently"

Moon silver color has less effect of !ust on it"

ii) Affecti$e co%onent

0espon!ent feels that 295 liter refrigerator $ill be more convenient for his family"

8eel goo! factor that respon!ent has purchase! latest technology refrigerator"

iii) eha$ioral co%onent

0espon!ent $as getting goo! !eal of !iscount after bargain on i!eocon refrigerator

from the !ealer

!e#f=concept




36/76


i) Actual %ri$ate

0espon!ent feels that sometimes he goes overboar! $hile shopping"

ii) Ideal %ri$ate

0espon!ent $oul! li'e to be more rational $hile purchasing"

iii) Actual Social

0espon!ent is seen in the society as a person $ho in!ulges in sho$off of $ealth a lot"

i$) Ideal Social

+e li'es to be seen as someone $ho 'no$s the value of money"

8rand persona#it2 of ,ideocon as perceived b2 the respondent

i!eocon is a $ell establishe! n!ian bran!" t is economical than other bran!s"

t has got competence" t is reliable ? !urable"

t is a typical mi!!le class bran! an! is not a sophisticate! one"

RespondentAs attitude to0ards ,ideocon

i!eocon is a $ell establishe! n!ian bran! so has a soft corner to$ar!s it"

i!eocon provi!es value for money pro!ucts"

i!eocon un!erstan!s the n!ian con!itions as it is an n!ian bran!"

Positioning of ,ideocon in the mind of the respondent

i!eocon is an economical bran! for mi!!le segment people"

ts pro!ucts are reliable an! reuire less maintenance

i!eocon refrigerator provi!es anti bacterial liner by completely preventing the entry of

germs so it 'eeps protection an! freshness of the foo! store! in it" >0espon!ent ha! rea! about it

from some article some $here"




37/76


INTER,IE- @'

Respondent name/ !rinidhi

Persona#it2

Extrovert

Moo!y


-ess open to experience

PURC1+!E 8E1+,IOUR OF Refrigerator/%ode#/ i!eocon Double Door 8rost,8ree 25 -tr 0efrigerator

Need/

&ante! the 0efrigerator for family use >to be use! by himself ? his $ife

Consumption of fresh green vegetables every!ay


0espon!ents nee! for 0efrigerator $as physiological as he $ante! it for storing the

reuire! consumables for !aily use

#his also manifeste! as an esteem nee! in terms of the si.e an! !esign of the refrigerator

as most of his frien!s an! colleagues at his level ha! a !ouble !oor refrigerator an! he

ha! to buy a pro!uct $hich $as atleast as goo! as theirs"


i) Manifest oti$es

B 25 ltr !ouble !oor refrigerator is a pro!uct ma!e for families




38/76


B number of my frien!s an! colleagues have preference for the same !esign"

ii) *atent oti$es

+e believes that the i!eocon 0efrigerator is a pro!uct that $ill !emonstrate his logical

!ecision ma'ing ability an! rationality

t $ill also put him in the same group as his frien!s an! colleagues are"


0espon!ent is a tra!itional person $ho believes that a 0efrigerator is one of the basic

necessities in family to 'eep the some of the !aily use consumables fresh"



8rost,free 0efrigerators are easy to use an! hassle free

Double !oor !esign is the best !esign for me!ium to large si.e refrigerators


0espon!ent feels that i!eocon refrigerators are best in business an! thus has a positive

emotions to$ar!s them


f i!eocon comes up $ith an exchange offer for the ol! refrigerators% respon!ent $oul!

be happy to exchange his ol! refrigerator $ith a ne$ i!eocon one"

!e#f=concept

i) Actual ri$ate

0espon!ent feels that he is abreast $ith the latest technology"

ii) Ideal ri$ate

0espon!ent $oul! li'e to be in touch $ith technological a!vances"




39/76


iii) Actual Social

0espon!ent thin's that he !oes not use high tech pro!ucts"

i$) Ideal Social

0espon!ent $oul! li'e to be seen as someone $ho is a$are of latest high technology

available pro!ucts"

6O?+6T? TO-+RD! + 8R+ND/ ,ideocon

0espon!ent is loyal to$ar!s the i!eocon an! $oul! anytime prefer the pro!ucts of this

company only" n the future also% if he $ants to buy another refrigerator he $ill go for i!eocon

bran! only"

8rand persona#it2 of ,ideocon as perceived b2 the respondent

t has got competence" t is reliable ? successful

t is highly utilitarian an! value for money bran!

Provi!es high technology pro!ucts at a reasonable price"

RespondentAs attitude to0ards ,ideocon

i!eocon has a strong mar'et share in 0efrigerator category hence $orth buying

i!eocon al$ays provi!es goo! uality pro!ucts an! excellent after sales service

i!eocon 0efrigerators al$ays perform on par $ith the 0efrigerators from some of the

other top companies

4ince i!eocon is recogni.e! as a very goo! bran! an! everyone appreciates its pro!ucts%

it is !efinitely better




40/76


Positioning of ,ideocon in the mind of the respondent

i!eocon is an economical bran! an! provi!es highly utilitarian refrigerators

ts pro!ucts reuire less maintenance

i!eocon 0efrigerators last long

INTER,IE- @ *

Respondent name/ :ignesh Pate#

Persona#it2

Do$n to earth ? humble"

Polite ? sympathetic to$ar!s others"

-ess open to experimentation"

PURC1+!E 8E1+,IOUR OF REFRI3ER+TOR/

%ode#/ 0efrigerator

Need/

&ante! a refrigerator as ol! refrigerator $as not $or'ing properly"

+is ol! refrigerator $as not cooling properly"


0espon!ents nee! for refrigerator $as physiological as he $ante! it for !aily usage to

'eep !aily foo! fresh"


i) Manifest oti$es

Executive PGDM Group 1 /



41/76


+e $ante! a large si.e refrigerator as he recently got marrie! an! also his parents are

no$ living $ith him"

ii) *atent oti$es

+e is also loo'ing for stylish an! large refrigerator as his relatives an! frien! are having

the 25 liters refrigerator"


0espon!ent is a pleasure,see'ing guy $ho believes that 4amsung refrigerator helps him

in nee!s of his family $ithout much hassle of after sales service along $ith the style

statement



4amsung provi!es uality an! stylish pro!ucts"

#hey are having a very goo! after sales service"


0espon!ent feels that 4amsung pro!ucts are goo! loo'ing an! thus has a positive

emotions to$ar!s it"


0espon!ent enuires about after sales service $hile buying the pro!uct"

!e#f=concept

i) Actual ri$ate

0espon!ent feels that he is humble ? !o$n,to,earth guy

ii) Ideal ri$ate

Executive PGDM Group 1 /1



42/76


0espon!ent $oul! li'e to be more sincere"

iii) Actual Social

4een using value for money pro!ucts"

i$) Ideal Social

&ants to go for stylish pro!ucts"

6O?+6T? TO-+RD! + 8R+ND/

0espon!ent is loyal to$ar!s the 4amsung an! $oul! anytime prefer the refrigerator of this

company only" n the future also% if the company comes out $ith any exchange offer% he $oul!

li'e to exchange his ol! refrigerator $ith a ne$ refrigerator of same bran! only"

8rand persona#it2 of !amsung as perceived b2 the respondent

4amsung is stylish% innovative an! uality oriente! bran!"

t is reliable ? successful

t is a rugge! an! tough bran!

RespondentAs attitude to0ards !amsung

4amsung is a mar'et lea!er in electronics an! electrical pro!ucts an! hence $orth

buying"

4amsung al$ays provi!es goo! uality pro!ucts $ith latest features"

Positioning of !amsung in the mind of the respondent

4amsung is a stylish bran! an! it provi!es uality pro!ucts at reasonable Price"


INTER,IE- @ ;




43/76


Respondent name/ ,ive& !a$ena

Persona#it2

1 Extrovert an! flashy

2 4table $ith less moo! s$ings

3 Polite ? sympathetic to$ar!s others

4 -i'es to experience ne$ things

PURC1+!E 8E1+,IOUR OF REFRI3ER+TOR/

%ode#/ -G

Need/

+e bought the refrigerator (ust before marriage because of the nee! of refrigerator in

the house after marriage

+e @ought -G because of the bran! image an! its image in the mar'et as a high

uality pro!uct"

C#assification of need as per %as#o0As hierarch2 0espon!ents nee! for the refrigerator $as physiological as he $ante! it for !aily

househol! nee!s"

+is nee! $as that of a esteem nee! too as he bought -G bran! because of the bran!

image an! being perceive! by his relatives an! frien!s as a high uality pro!uct an!

he $ante! others to perceive him as a user of high uality goo!s"


i) Manifest oti$es

+e !oes not o$n a refrigerator so he $ants to buy one"

Aee! of a t$o !oor mo!el as use of ice in summers is uite high"




44/76


ii) *atent oti$es

&ante! to impress his relatives an! frien!s by purchasing a pro!uct $hich is a mar'et

lea!er in its class"

&ent for a large si.e as he $ante! him an! others to see him as someone $ho loo's

for$ar! for the future nee!s too"


0espon!ent is a pleasure,see'ing guy $ho believes that usage of high price goo!s is goo!

because he perceives high price! goo!s as a mar' of high uality"



+igh price! goo!s have better uality

Bs -G is a mar'et lea!er it must be a high uality pro!uct"


0espon!ent feels that -G refrigerators are best in uality an! thus has a positive

emotional reaction to$ar!s them

&ants to impress others by purchasing a large si.e refrigerator of a mar'et lea!er bran!"


&hile purchasing the pro!uct he enuire! about pac'age !eal on the pro!uct

+e also bargaine! for the price an! got !iscount on the pro!uct"

!e#f=concept

i) Actual ri$ate

0espon!ent feels that he is a sincere an! humble guy

Executive PGDM Group 1 //



45/76


ii) Ideal ri$ate

0espon!ent $oul! li'e to be more participative in !aily househol! chores an! $oul! li'e to help

his $ife in househol! chores $hich he is not able to !o !ue to lac' of time"

iii) Actual Social

0espon!ent thin's that he is a level hea!e! guy $ith control on his emotions"

i$)Ideal Social

+e $oul! li'e to be seen in the society as a successful guy $ho has achieve! his success !ue to

his o$n har! $or'"

6O?+6T? TO-+RD! + 8R+ND/ 63

0espon!ent is loyal to$ar!s the bran! -G an! has bought #elevision an! refrigerator of this

bran! only"

8rand of 63 as perceived b2 the respondent

t is a foreign bran! but un!erstan!s the n!ian mar'et"

6ffersgoo! after sales service"

#echnologically a!vance! pro!uct being offere! by -G

RespondentAs attitude to0ards 63

t is costly but value for money in the long run"

-G offers high uality pro!ucts(

4ince $or! of mouth of -G is very goo! an! everyone appreciates its pro!ucts% it is

!efinitely better

Positioning of 63 in the mind of the respondent





46/76


-G has a very $i!e net$or' of service center all over the country so can provi!e better

after sales service then others"

+igh uality pro!ucts being offere!

Mar'et lea!er in refrigerators"

INTER,IE- @ 5

Respondent name/ Randheer !ingh +h#u0a#ia

Persona#it2

Extrovert% frien!ly in nature

Moo!y ? spen!thrift


nnovative an! open to experiment

PURC1+!E 8E1+,IOUR OF Refrigerator/

%ode#/ *.< 6iters 7-hir#poo#)

Need/

&ante! the refrigerator for family use"

Blso $ants to use it for his business purpose"


0espon!ents nee! for refrigerator $as physiological as he $ante! it for !aily use"

+is nee! $as esteem because he often ha! party $ith his frien!s or peer group so he

$ants to ma'e impression on his frien!s"




47/76



i) Manifest oti$es

31 -trs refrigerator $ill be most suitable for his business purpose"

Deep free.er is nee!e! to store non veg an! !airy pro!ucts as paneer etc"

Bll his frien!s of business community have such refrigerator for their business"

ii) *atent oti$es

ts a large storing capacity refrigerator suitable for both business an! home use"

Ao$ can boast of being a prou!,o$ner of large bran!e! refrigerator"


0espon!ent is a social guy $ith responsibility of family on his shoul!ers $ho $ants such

a refrigerator that $ill also beneficial for his family use"



-arger refrigerators are more useful than smaller refrigerator"


0espon!ent feels that his choice of refrigerator $ill be beneficial for his family an! thus

has a positive emotion to$ar!s it"


+e enuire! about exten!e! $arranty on the pro!uct"

Blso bargains about the price of pro!uct"




48/76


!e#f=concept

i) Actual ri$ate

Due to lac' of time he cant spen! more time $ith his family"

ii) Ideal ri$ate

0espon!ent $oul! li'e to spen! more uality time $ith his family"

iii) Actual Social

+e is seen in his society as someone $ho give more importance to money than his

family"

i$)Ideal Social 0espon!ent $oul! li'e to be seen as $ho is very close to his family"

8rand persona#it2 of -hir#poo# as perceived b2 the respondent

&hirlpool is a reliable bran!"

@ran! is trust$orthy"

t is $ell accepte! an! $ell 'no$n bran!"

RespondentAs attitude to0ards -hir#poo#

&hirlpool al$ays provi!es goo! uality pro!ucts at reasonable price"

&hirlpool is a !urable bran! $ith 4lee' !esigns an! contemporary styling

@elieve! to be lo$ energy consuming refrigerators"

4ince the bran! reorgani.ation an! bran! acceptability is goo! an! belief is that it is

trust$orthy bran! so respon!ent has feeling that it has $orth to buy"

Executive PGDM Group 1 /:



49/76


Positioning of -hir#poo# in the mind of the respondent

&hirlpool al$ays provi!es goo! uality pro!ucts at reasonable price"


&hirlpool refrigerators are having latest technology an! ne$ !esigns"

ts pro!ucts maintenance free an! less energy consuming"

&hirlpool refrigerators are better loo'ing an! more spacious from insi!e"

Executive PGDM Group 1 /;



50/76


P1+!E @ *

RE!PONDENT.@ %ohit +gra0a#

CON!U%ER DECI!ION %+9IN3 PROCE!!

t $as a high involvement purchase for the respon!ent but his !ecision ma'ing $as limite!" +e

un!er$ent through follo$ing steps of !ecision ma'ing)


Prob#em recognition

Generic

Information !earch

Interna# search

E$terna#) Personal contacts%mar'eter information



51/76


52/76


Eva#uating a#ternatives

Blthough the respon!ent $as a$are of many bran!s but he $as loo'ing for the refrigerator that

$as most economical to him" 4o economical refrigerator $as most important parameter for him

an! evaluate! refrigerators from !ifferent bran!s on that basis% &hirlpool an! i!eocon $as in

his evo'e! set but never intereste! to go of +aier as he !i!nt 'ne$ much about that bran!"

8inally he !eci!e! to buy i!eocon as it felt most appropriate one to fulfill his nee! at

economical price"

Eva#uation criteria

+ttribute based

0espon!ent consi!ere! the follo$ing attributes before finali.ing his choice for i!eocon)

Price , Discount from !ealer

@ran! an! Fuality

More shelves in !oor to 'eep maximum $ater bottles*soft !rin's

Bfter 4ales 4ervice

Moon 4ilver Color

Maximum space for egetables an! Dairy Pro!ucts


+0areness !et

i!eocon

-G

Go!re(

Ielvinator

oltas

&hirlpool

4amsung

+aier

Evo&ed !et

#ideocon

6hirlool

Inert !et

+

7amsung

Inept set

#oltas

8elvinetor



53/76


Decision ru#es

*e"icogra%hic decision rule- /he attributes ranked according to i%ortance by the res%ondent

are-

Price $as the most important attributes for the respon!ent"

Aext most important attribute $as bran! name" 0eliability of the bran!

0euires less maintenance"

=n!erstan!ing of the n!ian con!itions

#hus% the !ecision rule chosen by the respon!ent $as lexicographic"

Purchase behavior

#he respon!ent bro$se! in near by mall to chec' out the mar'et price an! also visite!

multi bran! outlets locate! near his house to compare the prices an! other value a!!e!

services offere! by both the outlets" 8inally he purchase! the refrigerator from the mall as

it offere! him better !eal in term of price !iscount"

#he respon!ent preferre! cash purchase an! pai! the full amount of money at the time of

purchase"

Post purchase eva#uation

Post purchase dissonance

0espon!ent feels that his !ecision to buy i!eocon best that he ha! ma!e as he feels that

he is !eriving full value of money pai! for the same"

+e is fully satisfie! $ith the performance of this 0efrigerator"

Customer satisfaction

rand loyal custoer- #he respon!ent is a committe! customer of i!eocon" +e is a bran!,loyal

to the company an! is emotionally attache! to the firm"




54/76


#e%eat %urchase- 0espon!ent ac'no$le!ges that he is a fully satisfie! customer an! if he has to

buy other home appliance in the future% it $ill !efinitely purchase i!eocon pro!ucts if he gets

goo! !eal an! value for money"

RE!PONDENT'@ !rinidhi




Prob#em recognition




55/76


0espon!ent foun! that he $oul! nee! a refrigerator among other home appliances $hile setting

up his home post marriage

#hus problem recognition $as generic for the respon!ent an! sensing the nee! for the

refrigerator% he straight$ay !eci!e! to purchase it"

Information search for Refrigerator /

E$terna# !earch/

!ources of information

i) ersonal sources- 0espon!ents cousin $hom he believe! too much" +e a!vise! the

respon!ent to opt for i!eocon 25 ltr frost free !ouble !oor refrigerator as he $as alrea!y using

the same one"ii) "%eriential sources- 0espon!ent along $ith his $ife visite! a local sho$room an! ha! a

loo' at the options in their evo'e! set vi. i!eocon an! Go!re( before finali.ing i!eocon"

#hus the information source $as limite! external an! $as actively acuire!"


Blthough the respon!ent evaluate! refrigerators from !ifferent bran!s% he $as more or less sure

that he $oul! buy a 25 ltr frost free !ouble !oor refrigerator from the stable of i!eocon"


+0areness !et i!eocon

-G

4amsung

Go!re(

&hirlpool

+aier

Evo&ed !et #ideocon

+odre3

Inert !et

+

7amsung

6hirlool

Inept set

"aier



56/76


Eva#uation criteria

+ttribute based

0espon!ent consi!ere! the follo$ing attributes before finali.ing his choice for i!eocon)

i!eocon bran! name

Design

0ugge!ness

4imple loo's

Maximum space for egetables an! Dairy Pro!ucts

Deep free.er capacity mainly for ce Creams

8rost,free% 25 -tr capacity

Decision ru#es


are-

@ran! name

reliability"

rugge!ness

simple loo's

#hus% the !ecision rule chosen by the respon!ent $as lexicographic"

Purchase behavior

#he respon!ent visite! t$o of the closest multi bran! outlets locate! near his house to

compare the prices an! other value a!!e! services offere! by both the outlets"




57/76


#he respon!ent preferre! the cash purchase an! pai! the full amount of money at the time

of purchase"



0espon!ent feels that his !ecision to buy i!eocon $as one of the best that he ha! ma!e

until no$ as he feels that he is !eriving full value of money pai! for the same

+e is fully satisfie! $ith the performance of this 0efrigerator"


+oitted custoer- #he respon!ent is a fully committe! customer of i!eocon"

#e%eat %urchase- 0espon!ent ac'no$le!ges that he is a fully satisfie! customer an! if he has to

buy any other home appliance in the future% it $ill !efinitely be from the i!eocon family"

RE!PONDENT *@ :ignesh Pate#





Prob#em recognition

Generic

Information !earch

E$terna#) Personal

contacts% mar'eter

information



58/76


Prob#em recognition

0espon!ent foun! that he $as facing problems $ith his ol! refrigerator cooling system"

0espon!ent !esire! for a 0efrigerator $hich coul! !o a$ay this problem an! also provi!e him

$ith a sense of superiority"



Information search for refrigerator

Interna# !earch/ @ecause he o$ne! a refrigerator he ha! some basic i!ea about the bran!s an!

the attributes bran!s have to offer"

E$terna# !earch/6ngoing search $as ma!e as respon!ent $as thin'ing to replace his ol!

refrigerator for last :L; months"

!ources of information

i) ersonal sources- 0espon!ent ha! a frien! $hom he believe! too much" +e only a!vise!

them to opt for 4amsung as he $as alrea!y using the same refrigerator"

ii) "ternal sources- 0espon!ent ha! visite! 4amsung an! -G $ebsite $hich $ere in his

evo'e! set i"e" 4amsung? -G before finali.ing 4amsung"

#hus the information source $as external an! $as actively acuire!"



+#ternative eva#uation

Bttribute base! choice

-exicographic !ecision rule

Purchase

Post purchase

Ao !issonance



59/76


0espon!ent 'ept on visiting store*outlets% comparing features an! price so he $as a$are of many

bran! from $hich he consi!ere! to purchase refrigerator from 4amsung or -G" +aier ? Go!re(

$as in his inept set as he !i!nt consi!er Go!re( $as having latest features an! he ha! also not

seen anyone 'no$n to him using +aier" 4o he $as not confirme! $hether +aier $oul! be able to

provi!e goo! after sales service in n!ia or not"

Eva#uation criteria

+ttribute based

0espon!ent consi!ere! the follo$ing attributes before finali.ing his choice for 4amsung

4amsung bran! name


+0areness !et

4amsung

-G

Go!re(

&hirlpool

i!eocon

+aier

Evo&ed !et

7amsung

+

Inert !et

#ideocon

6hirlool

Inept set

+odre3

"aier



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Fuality an! -oo's

0ugge!ness

Product $eatures

Bfter sales service

Decision ru#es


are-

@ran! name

Fuality

-oo's

Purchase behavior

0espon!ent $ent to the JAEN#K Electronics sho$room from $here he bought his

television six month bac'" +e loo'e! at various offerings by !ifferent companies before

.eroing on the 4amsung an! -G" +e foun! no !ifference $ith the t$o pro!ucts but

because of his goo! experience $ith the 4amsung pro!ucts he $ent for the 4amsung 25

liters refrigerator"

#he respon!ent preferre! the Cre!it Car! purchase"



0espon!ent feels that 4amsung% the one he bought $as the goo! !eal"

#here is no other !issonance as such from the part of the respon!ent an! he is fully

satisfie! $ith the performance of this 0efrigerator"

RE!PONDENT ;@ ,i&as !a$ena





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Prob#em recognition

0espon!ent foun! that he is going to face problems after marriage of he !oesnt o$n a

refrigerator"

0espon!ent !esire! for a refrigerator $hich coul! !o a$ay this problem an! also provi!e him

$ith a sense of o$ning a high uality pro!uct"



Information search for Refrigerators

Interna# search/ respon!ent $as a$are of the four ma(or bran!s available in the mar'et

Executive PGDM Group 1

Pr-$#m 2#.-gniti-nG#n#ri.

+n3-rmati-n S#ar.h+nt#rna$ 4 5t#n"iv# 5t#rna$

/$t#rnativ# 5va$uati-n#i.-graphi. #.i"i-n ru$#

Many a$t#rnativ#

Pur.ha"#

P-"t Pur.ha"#Di""-nan.#

C-mp$# #va$uati-n

5t#n# D#.i"i-n Maing

71



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Eva#uation criteria

+ttribute based

0espon!ent consi!ere! the follo$ing attributes before finali.ing his choice for -G

0efrigerator ),

4i.e of the refrigerator

Price of the pro!uct

0ugge!ness of the pro!uct

Exterior loo's

Ao of shelves insi!e the refrigerators an! its interiors on the $hole

Decision ru#es

*e"icogra%hic decision rule- #he attributes of the refrigerator $ere ran'e! accor!ing to its

importance" @elo$ given are the attributes arrange! in a !escen!ing or!er as perceive! by the

respon!ent)

Fuality of the pro!uct

@ran! image

Price

0ugge!ness

-oo's

Purchase behavior #he respon!ent preferre! the cash purchase an! pai! the full amount of money at the time

of purchase"

@argaine! for the price $hile paying for the pro!uct"




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Evaluate! alternative bran!s available before choosing the bran! he purchase!"

@ran! image playe! a important role in choosing the bran!

Evaluate! !ifferent attributes of the pro!uct once again even though he ha! ma!e up his

min! to go for a particular pro!uct

&ent for a silver color as accor!ing to him it gets less !irty

-oo's also playe! a important role $hile purchasing !ecision $as ma!e"



#here is no !issonance as such from the part of the respon!ent an! he is fully satisfie! $ith the

performance of the refrigerator"


#he respon!ent is a fully satisfie! customer of -G" Due to his goo! experience $ith the pro!ucts

of -G he is bran!,loyal to the company an! is emotionally attache! to the firm"

+e is satisfie! $ith the after sales service of -G"

RE!PONDENT5@ Randheer !ingh +h#u0a#ia


t $as a high involvement purchase because he is consi!ering number of things for his !ecisionma'ing +e un!er$ent through follo$ing steps of !ecision ma'ing)




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ii) "ternal sources- 0espon!ent $ent to a !ealer of the electronic goo!s an! ha! a loo' on the

various bran!s of the various refrigerators an! accor!ing to the features for his nee! an! the

a!vice of the !ealer he selecte! $hirlpool bran! for his use"

#hus the information source $as limite! external"


Blthough the respon!ent evaluate! various si.e of the refrigerator he $as more or less sure that

he $oul! buy a refrigerator form the stable of $hirlpool"

Eva#uation criteria

+ttribute based

0espon!ent consi!ere! the follo$ing attributes before finali.ing his choice for &hirlpool)

@ran! name

4toring capacity"

Color of the refrigerator"


+0areness !et

Go!re(

Ielvinator

oltas

&hirlpool

4amsung

Evo&ed !et

6hirlool ;/< trs

6hirlool *1< trs

Inert !et

+odre3

7amsung

Inept set

#oltas

8elvinetor



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-oo's of the refrigerator"

Decision ru#es

*e"icogra%hic decision rule- /he attributes ranked according to i%ortance by the res%ondentare-

@ran! name

Fuality

4torage Capacity

-oo's

Purchase behavior

Blthough there $ere many sho$rooms in Ae$ Delhi% respon!ent preferre! a particularshop because it is nearest from his home an! believe! that this particular shop has $i!e

range of pro!ucts"

#he respon!ent preferre! cash purchase an! pai! the full amount of money at the time of

purchase"



#here is no !issonance as such from the part of the respon!ent an! he is fully satisfie!

$ith the performance of this 0efrigerator"


0espon!ent agrees that he is a fully satisfie! customer an! if he has to buy or giving a!vice to

any other person for the purchase of the refrigerator he $ill suggest for the purchase of the

$hirlpool bran!"




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CON!U%ER DECI!ION %+9IN3 %ODE6

7Enge#=8#ac&0e## %ode#)

#he Engel,@lac'$ell mo!el is a conscious problem solving an! learning mo!el of buying

behavior attempts to explain the complexity of the consumer !ecision ma'ing process)

#he !ecision ma'ing process accor!ing to Engel,@lac'$ell mo!el consists of five components

namely Othe input stimuli% information processing% !ecision ma'ing process% !ecision ma'ing

process variables an! outsi!e influences" #he !ecision ma'ing process goes through five stages"

#hese are problem a$areness% information search% alternative evaluation% choice an! the

purchase results"


I10ormat!o1%rocess!12

ec!s!o1%rocess

Var!a/e !10/ue1c!12"ec!s!o1 %rocess

N##r#.-gniti-n

S#ar.h

5p-"ur#

/tt#nti-n

C-mpr#h#n"i-n

/..#ptan.#

2#t#nti-n

Stimu$i9

Mar#t#rD-minat#:th#r"

5t#rna$"#ar.h

M#m-ry

+nt#rna$"#ar.h

/$t#rnativ#5va$uati-n

Pur.ha"#

:ut.-m#"

Di""ati"3a.ti-nSati"3a.ti-n

5nvir-nm#nta$ in3$u#n.#"

Cu$tur#S-.ia$ .$a""P#r"-na$ in3$u#n.#;ami$ySituati-n

I1"!!"ua/ "!00ere1cesC-n"um#r r#"-ur.#"M-tivati-n aninv-$v#m#nt%n-


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!tage ./

Prob#em +0areness/

Consumer becomes a$are of the !ifference bet$een his present state an! the i!eal state" #he

a$areness may be create! by internal motives or external stimuli"

!tage '/

Information !earch/

#he consumer may ma'e use of information store! in his memory or of his experiences $hich

ta'e the form of i!eas an! attitu!es $hich influence his preferences" #he consumer may also

ma'e use of stimuli% that is% mar'et !ominate! sources of information" #he external information

search can be !one in the follo$ing $ays)

i Personal sources

ii External sources

!tage */

+#ternative eva#uation/

#he consumer stores the acuire! information in his short term memory for further processing

in evaluation of alternatives" n the alternative evaluation stage% the consumer compares the

acuire! information $ith the pro!uct stan!ar!s or evaluation criteria" #he strengthening or

$ea'ening of existing evaluation criteria in the long,term memory by information gathere! lea!s

to acceptance or yiel!ing of the pro!uct"

Bcceptance*yiel! information gets store! in the permanent memory $hile lac' of

acceptance*yiel! results !eletes relate! information from the memory a$areness occurs

!tage ;/

B strong positive intention or acceptance of an alternative lea!s to the choice of the pro!uct in

stage four" n the absence of any constraint% the purchase ta'es place"




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!tage 5/

#he result of the purchase is seen in stage five" #he consumer may experience satisfaction of a

nee! from the use of the pro!uct% in $hich case his evaluation criteria are consoli!ate!" n case

of !issatisfaction% a reconsi!eration of such criteria ta'es place" Bnother post,purchase resultcoul! be !issonance% $hich refers to post,purchase !oubt as regar!s a pro!uct" Dissonance may

lea! to further information search $ith a vie$ to (ustifying the choice of a pro!uct after its

purchase"

#he Engel,@lac'$ell >1;:2 mo!el inclu!es various external factors $hich influence the

!ecision,ma'ing process" Bmong these factors are the cultural norms an! values $hich !efinitely

influence the consumers value (u!gement of a pro!uct" Bt the same time% social groups%

reference groups an! family members may influence the !ecision,ma'ing process an! the

purchase intention"

#he Engel,@lac'$ell >1;:2 mo!el !epicts a series of activities $hich a consumer un!erta'es in

situations of high involvement" #he !ecision,ma'ing processes vary $ith the consumer% the

social environment% the environmental factors an! the pro!ucts" #he mo!el i!entifies the various

factors an! inter,relationships bet$een them $hich influence the !ecision,ma'ing process

%+R9ETIN3 !TR+TE3?

#he segment un!er consi!eration has !emonstrate! the emphasis on t$o of the nee!s

Physiological an! Esteem"

+ence the 0efrigerator !esign shoul! concentrate on the above t$o aspects" n terms of fulfilling

the utilitarian*physiological nee!s% the internal !esign of the refrigerator shoul! be highly

efficient in terms of maximum availability of space an! ease of retrieval of foo! stuffs" #he

refrigerator shoul! be a frost free an! !ouble !oor !esign" Company shoul! insure that $hatever

pro!uct they mar'et it shoul! be !urable enough $hich last uite many years an! give trouble

free service to their customers" Customer expects goo! after sales service an! prompt response to




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his complaints in case of any problem $ith the pro!uct" Exten!e! $arranty can be use! as an

attribute attache! $ith the pro!uct"

External appearance of the refrigerator connotes ones status hence the refrigerator shoul! loo'

aesthetically goo! $ith glossy finish an! $i!e range of colors for the customer to choose from"

8rand chosen/&e have assume! that Eva >+ypothetical @ran! $ill launch a ne$ 2: liter

refrigerator" &e have base! our mar'eting strategy on this assumption"

E#ement of mar&eting mi$ chosen/Promotion

NEED/

#he segment un!er consi!eration has !emonstrate! the emphasis on t$o of the nee!s Physiological an! Esteem"

Utilitarian need i.e. physiological

Consumer $ants this refrigerator to use for his !aily househol! purpose"

Need for expression i.e. Esteem.

#his pro!uct is targete! to those consumers $ho can use this refrigerator to express their i!entity

to others i"e" they $ant others to notice of their self,esteem through this refrigerator"




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PERCEPTION

E$posure/

Exposure of the consumer to$ar!s this mo!el can be through pamphlet !istribution through

ne$s paper% television a!vertisement etc"

6earning Theor2

Iconic Rote 6earning

conic learning $ill be use! because as the a!vertisement of the refrigerator $ill be encountere!

by the consumer a number of times $hile he scans his external environment" #his $ill result in

the essence of message being learne!"

,icarious 6earning" %ode#ing

Consumers usually consult their family% frien!s >some times opinion lea!er before ma'ing the

final !ecision" #hey influence his !ecision on the pro!uct" #hus this situation $ill correspon! to

vicarious learning because it is a high involvement learning situation because the consumer is

motivate! to process or learn the use of this refrigerator"


Perception

Exposure

Exhibition etc"

Bttention , Me!iumto +igh

nterpretation +igh

nvolvement

4timulus) +igh

n!ivi!ual) Morepassion high

attention

4ituation) More

sales in festive

seasons

92



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+ttitude Components

Cognitive Component t $ill be multi attribute mo!el" #he consumer consi!ers various

attitu!es li'e

Double !oor

8rost free

Cabinet rolling feature >easy to clean

4tyle

@ran! personality

Consumer assigns !ifferent $eights to !ifferent attributes hence it $ill be a $eighte! average

attitu!e mo!el" &e are not using i!eal point $eighte! average mo!el because the consumer is

clearly not able to !ifferentiate the extra benefits he $ill !erive bet$een attributes"

%essage +ppea#&e $ill use the message appeal Jen(oy the natural freshnessK $hile promoting this mo!el"

8rand persona#it2 t $ill be portraye! as a stylish bran!"

t $ill be positione! as a bran! $ith innovative technology"

E>TERN+6 INF6UENCE! -1IC1 -I66 P6+? + !TRON3 RO6E1" Demographic !etails

Colors Bvailable ? loo's of the refrigerator !eman!e! by the customer $ill !epen!

on the !emographic factors"

2" Me!ia habits

4ince our target segment ,25,5 age group of above mi!!le class%

# ? ne$spaper a!s $ill also be the ma(or factors !ue to their $i!e reach ?

penetration an! internet $ill be also be an important me!ium to gather information"




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3" 6ccupational subculture

B large number of $or'ing professional an! upto mi!!le class businessman $ill be

attracte! to$ar!s this mo!el !ue to the as it is fulfilling all util

consumer buying behaviour while purchasing refrigerator final project(imi)

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