Consumer Buying Behaviour While Purchasing Refrigerator Final Project (IMI)

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/
Effect of consumer behaviour on the purchase of Refrigerators
E'ecut!(e P$)M *++,-*++.
Ta/e o0 Co1te1t
Pha"# * +
1, +ntr-u.ti-n )
!,
1 /
Executive PGDM Group 1 2
ACKNOWLEDGEMENT
We are sincerely grateful to Dr. Neena Sondhi, IMI Delhi, under whose able
guidance this study is being undertaken.
We would also like to thank Mr.& Mrs. Mohit Aggrawal, Mr.& Mrs. Srinidhi,
Mr.& Mrs. Jignesh atel, Mr.& Mrs. !ikas Sa"ena, Mr.& Mrs. #andheer Singh
Ahluwalia who ha$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.
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 several
ma(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 $hen they nee! to get information about an unfamiliar bran! in a familiar
pro!uct category% they use limite! problem solving" &hen they buy unfamiliar% expensive
pro!ucts% they use exten!e! problem solving"
Executive PGDM Group 1 /
Phase I Findings
Obective ) #he purpose of this stu!y is to un!erstan! 'ey external variables influencing the
buying behavior of a particular segment of customers to$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 Males
in the age group of 31 to /1 years% $or'ing professional an! marrie!"
E$terna# Factors
#he External factors that influence the purchase !ecision of consumer in the age group of 31 to
/1 for a 0efrigerator"
1"2 Demographic Details
2"2 Me!ia +abits
3"2 3n!ian Culture
/"2 Ethnic 4ubculture
5"2 6ccupational 4ubculture
7"2 8amily
9"2 4ocial Class
:"2 0eference Groups
;"2 Celebrity an! 6pinion lea!er
E$terna# factors and their inf#uence on Refrigerator purchase
1"2 Demographic Details)
Prefer 4tyle as it fit to home !<cor
Maximum bu!get allocate! for a refrigerator purchase is 0s" 15111"
2"2 Me!ia +abits
=se me!ia to gather information >i"e" thru a!vertisements2
Prefer internet to compare features so more ? more information shoul! be
available on internet"
3"2 3n!ian culture
@right colors preferre! but no one $ants @lac' Color"
People prefer to buy on auspicious occasions an! festival li'e Di$ali ? Aavratri"
/"2 Ethnic subculture
Bggra$al) prefer lo$ cost for same utility"
4axena ) Prefer more features"
Bll consumers $ant value for money an! after sales services is important for all"
Cegetarians loo' for more vegetable box space $here as non,vegetarians loo' for
spacious !eep free.ers "
5"2 6ccupational subculture
&or'ing Professional ) Aee!s me!ium capacity range refrigerator"
Monthly income !oesnt play significant role in !eci!ing the capacity of
refrigerator"
7"2 8amily
4pouse is the ma(or influencer >B!vice of other family members li'e mother an!
family frien!s also plays an important role2"
9"2 4ocial Class
Bll social class D value for money ? many even consi!er it as style as it fit to
home !<cor"
:"2 0eference Group
3nfluence! by sites an! bran! ambassa!ors"
Aeighbors also play a role of reference group
;"2 Celebrity an! opinion lea!er"
Purchase is influence! by 4alesmen in sho$rooms
Celebrities $as an important opinion lea!er an! play role as influencers"
%ar&eting Imp#ications
4 P approach
1.) Product
Besthetics >loo's% color2 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 Calue 8or Money" Mostly people are price conscious $hile
purchasing the pro!uct"
-o$ 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 $e are provi!ing a!!itional feature nee!e! by the
customers"
*() P#ace
-ocation of sho$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 for
purchasing refrigerators" @ut sho$ room shoul! be at such a place $here other
competitors are also available because people al$ays $ant to ma'e comparison"
4ince 3n!ia is very rich in its customs an! tra!itions% a number of festivals are celebrate!
throughout the year" People prefer to !o ma(or purchases !uring festival an! special
occasions so mar'eter shoul! ta'e this as an opportunity an! provi!e maximum range of
the pro!ucts"
4.) Promotion
8ocusing on the promotion element of the four Ps% goo! communication is the 'ey
to effective mar'eting" Potential customers go through a purchase cycle) %re(
transactional >ie before a purchase2% transactional >ie at the time of purchase2 an!
%ost(transactional >ie after the purchase has been ma!e2" #he B3DB mo!el
encapsulates this seuence an! can assist in the planning of any communications
campaign)
+ D a$areness*attention , ma'ing the consumer a$are of the pro!uct an! getting
their attention
I D interest D generating interest in the pro!uct*service on offer
D D !esire D creating a !esire for your pro!uct *service D on t$o levels) first%
relate! to the targets nee!s*$antsE an!% secon!% relative to your competitors
+ D action D 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 $hile purchasing the pro!uct"
3nternet is other sources of gathering information about refrigerators an! hence the
pro!uct shoul! be heavily promote! there"
Executive PGDM Group 1 :
B!vertisements shoul! also highlight the style an! aesthetic appearance of the pro!uct to
position it as home !<cor"
4alesmen shoul! be properly traine! to e!ucate the customers as they are the ma(or
opinion lea!ers in this segment of the mar'et"
Executive PGDM Group 1 ;
INTER,IE-!
INER,IE- ./
Respondent / %ohit +ggra0a#
Demographic Detai#s/
Bge) 31
Gen!er) Male
Fualification) @"#ech% DG"Mgr" 0eliance Energy
3ncome ) 5,9 -ac p"a"
0eligion) +in!u
Aative 0esi!ence) Pilibhit ="P"% Currently -iving in G.!"
%edia 1abits/
Ae$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
Working Executive
4trict sche!ule
Monthly*bi monthly &atching movies in theaters
Dining out in foo! (oints $ith family ? frien!s
&ee'ly personal 4hopping >Preferably sales2
North Indian
Different foo! preferences li'e Dal,0ice% 0a(ma"
Mostly prefers homema!e foo!
Celebrates main festivals as +oli an! Di$ali
Fami#2 !tructure
4pouse% Daughter% Mother% Gounger @rother >unmarrie! D pursuing gra!uation in @areilly2 an!
himself
3nitiator) 4pouse an! mother"
3nformation gatherer) 4elf
3nfluencer) 4pouse% mother an! frien!s
Decision ma'er) Hoint !ecision >self an! $ife2
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
Product/ Refrigerator '45 6iters 7,ideocon)
Inf#uence of demographics on purchase of the pro!uct
-oo's for% 1"2 Price >Discount offer thru promotion schemes2
2"2 @ran! an! Fuality
3"2 More shelves in !oor to 'eep maximum $ater bottles*soft !rin's
/"2 Bfter 4ales 4ervice
5"2 -oo' for Moon 4ilver Color
7"2 Maximum space for Cegetables an! Dairy Pro!ucts
%edia Inf#uence/
=ses me!ia to gather information about the pro!uct
Prefers 3nternet to gather information
Indian Cu#ture Inf#uence
Preference to purchase on Di$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
Calue for money
4tyle plays an important role as it fits in !<cor of the house
3" Aorthern 3n!ia influence on his purchase
More shelf space in !oor to 'eep maximum $ater bottles*soft !rin's
Inf#uence from fami#2
4pouse an! Mother gets involve! in the purchase an! acts li'e an influencer"
Decision ma'er is he an! his $ife"
8rand preference/ ,ideocon
8rand +mbassador/ !hah Ru&h 9han 7+ctor) and %! Dhoni 7Cric&eter)
INER,IE- '/
Respondent / !rinidhi
)ge: *1
+ender: ,ale
-ualification: B., P+(!,
Income : 4./ % 0 1ac .a.
Religion: "indu
'ative Residence: Bangalore.
%edia 1abits/
Ae$spaper) 0egular
#elevision) Ae$s an! Entertainment
3nternet) 0egularly use! for chec'ing mails an! information search on Google
#heist
0espect for el!ers
Committe! to frien!ship an! relations
+igh involvement $ith family
1indu " 8rahmin
Calue for money
8oo!y an! pure vegetarian
Celebrates festival li'e Di$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
3nitiator) &ife"
3nformation gatherer) +imself
3nfluencer) &ife an! Cousin
Decision ma'er) +imself an! his &ife
Purchaser) +imself
=ser) &ife
3roup
Executive PGDM Group 1 1/
8amily Group
8amily Group is ma(or influencer for purchase
#raveling $ith family on $ee'en!
Product/ Refrigerator
-oo's for% 1"2 Maximum space for Cegetables an! Dairy Pro!ucts
2"2 -imite! Deep free.er capacity mainly for 3ce Creams
3"2 Double Door
/"2 8rost,free% 251 -tr capacity
5"2 @right color% no blac'
%edia Inf#uence/
Preference for a bright color% Ao @lac' color
1" +in!u*@rahmin an! 4outh 3n!ian
-imite! !eep free.er space !esire! !ue to pure vegetarianism
Buspicious buying perio!s !ictate! by @rahminical norms
2" Professional
Calue for Money
8its into the !<cor of the house
8rand preference/ ,ideocon
8rand +mbassadors/ !harau&h 9han and %! Dhoni
INTER,IE- */
Respondent / :ignesh Pate#
)ge: **
+ender: ,ale
-ualification: B., !hemical
Income : /%2 1ac .a.
Religion: "indu
'ative Residence: #ai, +u3arat
%edia 1abits/
'ewsaer: Regular
4elevision: 1ess 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
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 3n an MAC Company
Fami#2 !tructure
Parents% &ife% Ii! an! himself
3nitiator) &ife an! himself"
3nformation gatherer) 4elf >Print me!ia% a!vertisement ? visiting !ealers2
3nfluencer) &ife an! frien!s
Decision ma'er) +imself
Purchaser) +imself
=ser) Multiple users
3roup
&or' Group% 8amily Group
&atching movies on $ee'en!s
Product/ Refrigerator
-oo's for% 1"2 @ran!
2"2 8eatures
3"2 4tyle
/"2 Bfter sales service
%edia Inf#uence/
0efers #elevision an! print me!ia a!vertisement
Prefer to buy on Aavratri or Di$ali"
1" Gu(arati
-oo's for Fuality an! Calue 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"
&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$ena
Executive PGDM Group 1 1:
Bge) 3/
Gen!er) Male
Fualification) @"#ech% 4oft$are Professional
0eligion) +in!u
Aative 0esi!ence) -uc'no$ ="P"
%edia 1abits/
Ae$spaper) 0egular
#elevision) 8reuently% Ae$s an! Entertainment
3nternet) 0egularly use! for chec'ing mails% social net$or'ing sites% for official purpose"
@eliever of mythology
0espect for el!ers
!a$ena
Calue 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;
&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
3nitiator) 4pouse
3nformation gatherer) 4elf an! spouse
3nfluencer) 4pouse an! frien!s
Decision ma'er) Hoint !ecision >self an! $ife2
Purchaser) 4elf
=ser) @oth >4elf an! spouse2
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"2 @ran! an! Fuality
2"2 More 4pace >Deep 8ree.er2
3"2 Price
/"2 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 $as preferre! for non,vegetarian eatable
2" Professional
Calue for money
4tyle plays an important role as it fits in !<cor of the house
3ts too hot in summers an! there is po$er cutout is ma(or problem "
4pouse gets involve! in the purchase an! acts li'e an influencer"
Decision ma'er is he an! his $ife"
8rand preference/ 63
8rand +mbassador / +bhishe& 8acchan
INTER,IE- 5/
Respondent / Randheer !ingh +h#u0a#ia
Bge) 3:
Gen!er) Male
Fualification) @"B%
0eligion) 4i'h
Aative 0esi!ence) Hullan!er%Pun(ab">Presently resi!ing in Delhi2
%edia 1abits/
Ae$spaper) 0egular >Aav @harat #imes2
#elevision) 4ometimes% E#C>Pun(abi2 an! Entertainment
3nternet) 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
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 3n!ian foo! JPB0B#+BK an! JMBIIE I3 06#3 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 +6-3 %D3&B-3% an! C+034#MB4
!ocia# !tanding
@elongs to =pper Mi!!le class
8amily business of General 4tore >Munir'a2"
Fami#2 !tructure
&ife %Mother% #$o chil!ren
3nitiator) 4pouse
3nformation gatherer) 4elf
3nfluencer ) 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 $ith frien!s
4B-E4 !oesnt have much impact to plan for shopping
Product/ Refrigerator *.< 6iters 7-hir#poo#)
-oo's for% 1"2 Deep free.er an! spacious
2"2 Price >0anging b*$ 12L15I2
3"2 @ran! an! Fuality
/"2 Bfter 4ales 4ervice

%edia Inf#uence/
B!vertisements on #C">influence! by B(ay Devgan ? Ia(ol2
1" 4i'h*Ihatri
Prefer for bright colors"
Deep free.er $as reuire! for non,vegetarian ? !airy eatable
2" Professional
Calue for money
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
P1+!E = II
INTERN+6 F+CTOR! +FFECTIN3 T1E PURC1+!E
8E1+,IOUR OF REFRI3ER+TOR!
#he consumer segment chosen for this stu!y is Males in the age group of 31 to /1 years% $or'ing
professional an! marrie!"
#he internal factors that influence the purchase !ecision of these consumers for a 0efrigerator)
1" Aee! for the 0efrigerator >$hether nee! is physiological or esteem2
2" Personality of the buyer) $hether he is extrovert or introvert% open to experiment% etc"
3" -evel of 3nvolvement of the buyer $ith the 0efrigerator"
/" Motivation to$ar!s the 0efrigerator $hether it is latent or manifest"
5" Emotions to$ar!s the 0efrigerator) $hich !imension $ill it satisfy amongst the
pleasure% !ominance an! arousalM
7" @ran! personality as perceive! by the buyer an! ho$ he relates it to his o$n
personality"
9" Bttitu!e of the buyer to$ar!s the 0efrigerator or the bran!"
:" 4elf,concept of the buyer) his thoughts an! feelings to$ar!s the refrigerators*bran!s
having reference to himself as an ob(ect"
;" -oyalty to$ar!s a particular bran! of 0efrigerator"
11" Positioning of a particular bran! in the min! of the buyer"
%+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"
3n 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/
3n 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"
3n 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
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"
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 " 3t 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
3f 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!"
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"
11" @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!"
#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" 3t 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
Ci!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" 3f 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
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"
Print a! shoul! contain information of features an! attributes that consumer $ants% it can
be useful $hen customer is thin'ing rationally before buying the pro!uct" 3t may also
sho$ 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 Ci!eocon $hich have strong emotional connect
$ith the 3n!ian consumers shoul! also concentrate on emotional appeals in or!er to
exploit the manifest motives of the consumers"
Emotion arousal as a product benefit: 0efrigerators can be positione! as emotion,
arousing pro!ucts by the companies li'e J!ont let smells mixK% Jone call !oes the
allK or J&o$ 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 $ill help in
generating attention% changing bran! attitu!es ? increase! purchase intentions"
INTER,IE-!
INTER,IE- @.
Respondent name/ Mohit Bggra$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 11yrs ol! ,Ielvinator2
C#assification of need as per %as#o0As hierarch2
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 Ci!eocon refrigerator $as more economical an! value for money
3ts a !ecent simple an! $ill fulfill the necessity of my house hol!
ii) *atent &oti$es
Di!nt $ant to spen! too much on buying of refrigerator
Ao$ 3 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 $as getting goo! !eal of !iscount after bargain on Ci!eocon refrigerator
from the !ealer
!e#f=concept
i) Actual %ri$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
Ci!eocon is a $ell establishe! 3n!ian bran!" 3t is economical than other bran!s"
3t has got competence" 3t is reliable ? !urable"
3t is a typical mi!!le class bran! an! is not a sophisticate! one"
RespondentAs attitude to0ards ,ideocon
Ci!eocon is a $ell establishe! 3n!ian bran! so has a soft corner to$ar!s it"
Ci!eocon provi!es value for money pro!ucts"
Ci!eocon un!erstan!s the 3n!ian con!itions as it is an 3n!ian bran!"
Positioning of ,ideocon in the mind of the respondent
Ci!eocon is an economical bran! for mi!!le segment people"
3ts pro!ucts are reliable an! reuire less maintenance
Ci!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 $here2"
INTER,IE- @'
Respondent name/ !rinidhi
Persona#it2
Extrovert
Moo!y
-ess open to experience
PURC1+!E 8E1+,IOUR OF Refrigerator/
%ode#/ Ci!eocon Double Door 8rost,8ree 251 -tr 0efrigerator
Need/
&ante! the 0efrigerator for family use >to be use! by himself ? his $ife2
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 251 ltr !ouble !oor refrigerator is a pro!uct ma!e for families
B number of my frien!s an! colleagues have preference for the same !esign"
ii) *atent &oti$es
+e believes that the Ci!eocon 0efrigerator is a pro!uct that $ill !emonstrate his logical
!ecision ma'ing ability an! rationality
3t $ill also put him in the same group as his frien!s an! colleagues are"
0espon!ent is a tra!itional person $ho believes that a 0efrigerator is one of the basic
necessities in family to 'eep the some of the !aily use consumables fresh"
8rost,free 0efrigerators are easy to use an! hassle free
Double !oor !esign is the best !esign for me!ium to large si.e refrigerators
0espon!ent feels that Ci!eocon refrigerators are best in business an! thus has a positive
emotions to$ar!s them
3f Ci!eocon comes up $ith an exchange offer for the ol! refrigerators% respon!ent $oul!
be happy to exchange his ol! refrigerator $ith a ne$ Ci!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 $ith technological a!vances"
iii) Actual Social
0espon!ent thin's that he !oes not use high tech pro!ucts"
i$) 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 Ci!eocon an! $oul! anytime prefer the pro!ucts of this
company only" 3n the future also% if he $ants to buy another refrigerator he $ill go for Ci!eocon
bran! only"
8rand persona#it2 of ,ideocon as perceived b2 the respondent
3t has got competence" 3t is reliable ? successful
3t is highly utilitarian an! value for money bran!
Provi!es high technology pro!ucts at a reasonable price"
RespondentAs attitude to0ards ,ideocon
Ci!eocon has a strong mar'et share in 0efrigerator category hence $orth buying
Ci!eocon al$ays provi!es goo! uality pro!ucts an! excellent after sales service
Ci!eocon 0efrigerators al$ays perform on par $ith the 0efrigerators from some of the
other top companies
4ince Ci!eocon is recogni.e! as a very goo! bran! an! everyone appreciates its pro!ucts%
it is !efinitely better
Positioning of ,ideocon in the mind of the respondent
Ci!eocon is an economical bran! an! provi!es highly utilitarian refrigerators
3ts pro!ucts reuire less maintenance
Ci!eocon 0efrigerators last long
INTER,IE- @ *
Respondent name/ :ignesh Pate#
Persona#it2
Do$n to earth ? humble"
Polite ? sympathetic to$ar!s others"
-ess open to experimentation"
%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 /1
+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 251 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
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" 3n 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!"
3t is reliable ? successful
3t 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 $ith latest features"
Positioning of !amsung in the mind of the respondent
4amsung is a stylish bran! an! it provi!es uality pro!ucts at reasonable Price"
INTER,IE- @ ;
Respondent name/ ,ive& !a$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
%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"
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"
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$ate
0espon!ent feels that he is a sincere an! humble guy
Executive PGDM Group 1 //
ii) Ideal ri$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
3t is a foreign bran! but un!erstan!s the 3n!ian mar'et"
6ffers goo! after sales service"
#echnologically a!vance! pro!uct being offere! by -G
RespondentAs attitude to0ards 63
3t 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
-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
3nnovative 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
$ants to ma'e impression on his frien!s"
i) Manifest &oti$es
311 -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
3ts a large storing capacity refrigerator suitable for both business an! home use"
Ao$ 3 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! $arranty on the pro!uct"
Blso bargains about the price of pro!uct"
!e#f=concept
i) Actual ri$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"
3t 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 $orth to buy"
Executive PGDM Group 1 /:
Positioning of -hir#poo# in the mind of the respondent
&hirlpool al$ays provi!es goo! uality pro!ucts at reasonable price"
&hirlpool refrigerators are having latest technology an! ne$ !esigns"
3ts pro!ucts maintenance free an! less energy consuming"
&hirlpool refrigerators are better loo'ing an! more spacious from insi!e"
Executive PGDM Group 1 /;
P1+!E @ *
RE!PONDENT.@ %ohit +gra0a#
CON!U%ER DECI!ION %+9IN3 PROCE!!
3t $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
Prob#em Recognition
0espon!ent foun! that his ol! refrigerator $as not $or'ing properly an! not giving sufficient
cooling" 4econ!ly after marriage he nee!s a ne$ refrigerator for the house"
Information search for Refrigerator
Interna# !earch/ #he respon!ent is a$are of some of the refrigerator bran!s an! has some
'no$le!ge of the attributes each bran! has to offer"
E$terna# !earch/ #he respon!ent !oes an external search about the pro!uct being offere! by the
bran!s $hich are in his evo'e! set"
!ources of information
i) ersonal sources- 0espon!ents cousin $hom he believe! too much" +e a!vise! the
respon!ent to opt for Ci!eocon 251 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. Ci!eocon an! $hirlpool before finali.ing Ci!eocon"
#hus the information source $as limite! external an! $as actively acuire!"
+#ternative eva#uation
Bttribute base! choice
-exicographic !ecision rule
Purchase
Post purchase
Ao !issonance
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! Ci!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 Ci!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 Ci!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 Cegetables an! Dairy Pro!ucts
+0areness !et
0 Ci!eocon
0 -G
0 Go!re(
0 Ielvinator
0 Coltas
0 &hirlpool
0 4amsung
0 +aier
Evo&ed !et
#ideocon
6hirlool
Inert !et
1+
7amsung
Inept set
#oltas
8elvinetor
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 3n!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 Ci!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! $ith the performance of this 0efrigerator"
Customer satisfaction
,rand loyal custo&er- #he respon!ent is a committe! customer of Ci!eocon" +e is a bran!,loyal
to the company an! is emotionally attache! to the firm"
#e%eat %urchase- 0espon!ent ac'no$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 Ci!eocon pro!ucts if he gets
goo! !eal an! value for money"
RE!PONDENT'@ !rinidhi
Prob#em recognition
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/
i) ersonal sources- 0espon!ents cousin $hom he believe! too much" +e a!vise! the
respon!ent to opt for Ci!eocon 251 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. Ci!eocon an! Go!re( before finali.ing Ci!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 $oul! buy a 251 ltr frost free !ouble !oor refrigerator from the stable of Ci!eocon"
+0areness !et
0 Ci!eocon
0 -G
0 4amsung
0 Go!re(
0 &hirlpool
0 +aier
Evo&ed !et
#ideocon
+odre3
Ba3a3 Bo:er
Inert !et
1+
7amsung
6hirlool
Inept set
"aier
Eva#uation criteria
+ttribute based
0espon!ent consi!ere! the follo$ing attributes before finali.ing his choice for Ci!eocon)
Ci!eocon bran! name
Design
0ugge!ness
4imple loo's
Maximum space for Cegetables an! Dairy Pro!ucts
Deep free.er capacity mainly for 3ce Creams
8rost,free% 251 -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"
#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 Ci!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! $ith the performance of this 0efrigerator"
+o&&itted custo&er- #he respon!ent is a fully committe! customer of Ci!eocon"
#e%eat %urchase- 0espon!ent ac'no$le!ges that he is a fully satisfie! customer an! if he has to
buy any other home appliance in the future% it $ill !efinitely be from the Ci!eocon family"
RE!PONDENT *@ :ignesh Pate#
Prob#em recognition
Generic
Information !earch
E$terna#) Personal
contacts% mar'eter
information
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"
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
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 $oul! be able to
provi!e goo! after sales service in 3n!ia or not"
Eva#uation criteria
+ttribute based
0espon!ent consi!ere! the follo$ing attributes before finali.ing his choice for 4amsung
4amsung bran! name
+0areness !et
0 4amsung
0 -G
0 Go!re(
0 &hirlpool
0 Ci!eocon
0 +aier
Evo&ed !et
7amsung
1+
Inert !et
#ideocon
6hirlool
Inept set
+odre3
"aier
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 251
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
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-1$#m 2#.-gniti-n
G#n#ri.
+n3-rmati-n S#ar.h
+nt#rna$ 4 56t#n"iv# 56t#rna$
/$t#rnativ# 5va$uati-n
7#6i.-graphi. #.i"i-n ru$#
Many a$t#rnativ#
Pur.ha"#
P-"t Pur.ha"#
Di""-nan.#
C-mp$#6 #va$uati-n
56t#n# D#.i"i-n Ma8ing
71
E$terna# search/
i) ersonal sources- 6ne of his frien!s o$ne! a -G refrigerator" +e ha! a tal' $ith him
regar!ing his experience $ith the bran!"
ii) Market sources- 0espon!ent too' a tour of the mar'et an! evaluate! all the options in his
evo'e! an! inert set i"e" -G an! 4amsung bran!"
3ii2 Me!ia 4ources) &ent through the a!vertisement in both print an! electronic me!ia to be
a$are of the !eals being offere! by the t$o bran!s"
Blthough the respon!ent $as a$are of the five ma(or bran!s available in the mar'et an!
evaluate! both -G an! 4amsung refrigerators% he $as more or less sure that he $oul! buy -G
bran!"
+0areness !et
0 -G
0 Ielvinator
0 Coltas
0 &hirlpool
0 4amsung
Evo&ed !et
1+
7amsung
Inert !et
6hirlool
Inept set
#oltas
8elvinetor
Eva#uation criteria
+ttribute based
0espon!ent consi!ere! the follo$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"
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
3t $as a high involvement purchase because he is consi!ering number of things for his !ecision
ma'ing +e un!er$ent through follo$ing steps of !ecision ma'ing)
Prob#em recognition
0espon!ent foun! that he $as facing problems of storing of !aily consumables an! storing of
family usable pro!ucts so he $ante! a refrigerator $hich have enough storing capacity so that he
can use it for storing of business an! home use consumables""
Information search for Refrigerators
Interna# !earch/ +e ha! a$areness about !ifferent bran!s of refrigerator available in the mar'et
an! ha! some$hat ma!e up his min! to go for the $hirlpool bran!
E$terna# !earch/
i) ersonal sources- 0espon!ents $ife ha! a frien! $hom he believe! too much" +e only
a!vise! them to opt for $hirlpool refrigerator"
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
0 Go!re(
0 Ielvinator
0 Coltas
0 &hirlpool
0 4amsung
Evo&ed !et
6hirlool ;/< 1trs
6hirlool *1< 1trs
Inert !et
+odre3
7amsung
Inept set
#oltas
8elvinetor
-oo's of the refrigerator"
Decision ru#es
are-
@ran! name
Fuality
4torage Capacity
-oo's
Purchase behavior
Blthough there $ere many sho$rooms in Ae$ Delhi% respon!ent preferre! a particular
shop 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
$hirlpool bran!"
CON!U%ER DECI!ION %+9IN3 %ODE6
7Enge#=8#ac&0e## %ode#)
#he Engel,@lac'$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'$ell mo!el consists of five components
namely Othe input stimuli% information processing% !ecision D ma'ing process% !ecision ma'ing
process variables an! outsi!e influences" #he !ecision ma'ing process goes through five stages"
#hese are problem a$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
56p-"ur#
/tt#nti-n
C-mpr#h#n"i-n
/..#ptan.#
2#t#nti-n
Stimu$i9
Mar8#t#r
D-minat#
:th#r"
56t#rna$
"#ar.h
M#m-ry
+nt#rna$
"#ar.h
/$t#rnativ#
5va$uati-n
Pur.ha"#
:ut.-m#"
Di""ati"3a.ti-n
Sati"3a.ti-n
5nvir-nm#nta$ in3$u#n.#"
Cu$tur#
S-.ia$ .$a""
P#r"-na$ in3$u#n.#
;ami$y
Situati-n
I1"!(!"ua/ "!00ere1ces
C-n"um#r r#"-ur.#"
M-tivati-n an
inv-$v#m#nt
%n-<$#g#
/ttitu#"
P#r"-na$ity
7i3#"ty$#
D#m-graphi."
B#$i#3"
/ttitu#
+nt#nti-n

7:
!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)
i2 Personal sources
ii2 External sources

!tage */
+#ternative eva#uation/
#he consumer stores the acuire! information in his Pshort term memoryP for further processing
in evaluation of alternatives" 3n 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 memoryE $hile lac' of
acceptance*yiel! results !eletes relate! information from the memory a$areness occurs
!tage ;/
B strong positive intention or acceptance of an alternative lea!s to the choice of the pro!uct in
stage four" 3n the absence of any constraint% the purchase ta'es place"
!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!" 3n case
of !issatisfaction% a reconsi!eration of such criteria ta'es place" Bnother post,purchase result
coul! 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;:22 mo!el inclu!es various external factors $hich influence the
!ecision,ma'ing process" Bmong these factors are the cultural norms an! values $hich !efinitely
influence the consumerPs value (u!gement of a pro!uct" Bt the same time% social groups%
reference groups an! family members may influence the !ecision,ma'ing process an! the
purchase intention"
#he Engel,@lac'$ell >1;:22 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 D
Physiological an! Esteem"
+ence the 0efrigerator !esign shoul! concentrate on the above t$o aspects" 3n 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
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!2 $ill launch a ne$ 2:1 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 D
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 $ant others to notice of their self,esteem through this refrigerator"
PERCEPTION
E$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
3conic 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!er2 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 D
Exhibition etc"
Bttention , Me!ium
to +igh
3nterpretation D +igh
3nvolvement
4timulus) +igh
3n!ivi!ual) More
passion high
attention
4ituation) More
sales in festive
seasons
92
+ttitude Components
Cognitive Component D 3t $ill be multi attribute mo!el" #he consumer consi!ers various
attitu!es li'e
Double !oor
8rost free
Cabinet rolling feature >easy to clean2
4tyle
@ran! personality
Consumer assigns !ifferent $eights to !ifferent attributesE 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
3t $ill be portraye! as a stylish bran!"
3t $ill be positione! as a bran! $ith innovative technology"
E>TERN+6 INF6UENCE! -1IC1 -I66 P6+? + !TRON3 RO6E
1" Demographic !etails
Colors Bvailable ? loo's of the refrigerator !eman!e! by the customer $ill !epen!
on the !emographic factors"
2" Me!ia habits
4ince our target segment ,25,51 age group of above mi!!le class%
#C ? ne$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"
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 utilitarian nee! an! external
loo'% having glossy finish an! $i!e range of colors% han!les etc" 3t $ill also attract
in!ivi!uals through $or! of mouth publicity ? peer pressure to o$n something special"
/" 0eference group
0eference groups $ill play an important part as online communities% frien!s% peer
groups may influence the consumer in his !ecision to purchase the refrigerator"
5" 8amily
Bny influencer in the family >li'e father% brother or relatives2 or purchaser >anyone
other than himself2 $ill play an important role"
7" 4ocial class
#his refrigerator $ill satisfy the asprational nee! of the mi!!le class people along
$ith their core nee! i"e" for his !aily househol! purpose"
=pper mi!!le class $ill purchase this refrigerator as the refrigerator $ill !epict their
social status"
9" 6pinion lea!er
4alesmen in the sho$room may prove an important opinion lea!er in motivating the
consumer to purchase this refrigerator through giving e!ucating the customer about
its latest features comparing its strength $ith respect to competitive mo!els in the
mar'et"
3n this 3nternet era also there is rising popularity of the brochure !esigns in propelling the
business an! mar'et" B brochure is a pamphlet that is uses for mar'eting your service or
pro!ucts or provi!es information about it" 3t is paper material !istribute! for the purposes of
a!vertising" @rochures may a!vertise events% hotels% pro!ucts etc" or 3n this $ay $e assume that
the brochure $ill be representing you% thatPs $hy it nee!s to be an eye,catching in !esign an! to
the point in language because it $ill spea' to rea!ers you have never met an! $ill try an!
convince them to come to you"
+D,ERTI!E%ENT
&e have ma!e the follo$ing a!vertisement for our refrigerator JEva @ran!K" 3t $ill be a print a!"
Tag#ine/ enjoy the natural freshness.
Theme of the ad/
The ad emphasis on t$o of the nee!s of the customer D Physiological an! Esteem"
Eva inten!s to create its mar'eting position aroun! the tagline% QEn(oy the natural freshness"
#his tag line correspon!s to the basic nee! of the consumer to consume fresh foo! at all time" Due to
lifestyle pressures to!ay there is not much time in househol!s to coo' fresh foo! every time someone
feels hungry" 3n all these situations any consumable being store! in refrigerator is pic'e! an! eaten by the
consumer" #his foo! is not fresh an! !ue to its storage has lost some of the taste also" 3f consumers are
ma!e to believe that the foo! store! in our refrigerator is as goo! as fresh it can act as a ma(or boost to
the bran! an! the bran! can connect $ith the consumer" #his $ill have a positive effect on the bran! an!
in turn $ill boost the sales of the pro!uct"
PRO%OTION
Bpart from regular a!vertising on #C an! 3nternet $e $ill also ta'e further step to promote our
bran! an! create bran! a$areness"
6ur target customer is 21,/1 years"
#arget cities are metro tier 33 cities initially"
&e can give exten!e! $arranty
8estive season pac' D by !oing bun!ling $ith other $hite goo!s"
&e $ill also !istribute pamphlets through ne$s paper to create more a$areness"
Road shows will also &e conducted in various cities to create awareness.
!ams in .:hi&itions like trade fair, .lectronic $air etc
6e &elieve that this will hel us in addressing the romotion issue of the marketing
mi: for our refrigerator.
THANKS

Consumer Buying Behaviour While Purchasing Refrigerator Final Project (IMI)

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Consumer Buying Behaviour While Purchasing Refrigerator Final Project (IMI)

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CONSUMER BEHAVIOUR

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

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