Assignment on Consumer Behavior

Submitted By:Raktim Rajkhowa

Raveena Trivedi
Rishab Mehta
Rishi Chauhan
Sandeep Banerjee
Santosh Kumar Das
Sapan Mehta
Class: Marketing Major 1
Session: PGDM(2014-16)

Submitted to:
Prof. Jayanta Sengupta

Q.1. Describe the process of need recognition for buying a gym

membership.
Answer: Need Recognition for choosing a GYM
1.Location
If you choose a gym on the other side of town, will you really make it there
consistently to work out? Often, a gym located somewhere between your home and
office (or school) is best. On days when youre crunched for time, having a gym close
by will make things easier on your hectic schedule. After all, a good workout is
supposed to lower your stress level, not increase it.
2.Hours
Is the gym open when youll use it most? While some gyms are open 24 hours a day,
others are closed on weekends. Whether you workout early in the morning or late at
night, make sure the hours fit your schedule, or youll be paying for something you
cant access.
3.Members
Everyone responds differently to those around them, and you should keep this in mind
before you choose a gym. You should feel relaxed in your exercise environment, not
embarrassed or intimidated. Some gyms are co-ed, while some are same-sex only.
Others attract individuals of certain age groups. Will you be comfortable exercising
around the current members? On your tour, does the gym seem overly crowded?
4.Staff
The staff members of the gym should be supportive and courteous, ready to answer
questions or spot you on a machine if needed. They are there to help you make the
most of your workouts. Before selecting a gym, ask about the certifications of the
staff members. Are they qualified to guide you through your fitness routine? If you
need a trainer, what are their rates?
5.Cleanliness
This may or may not be obvious on your first trip to the gym, so keep your eyes
peeled. Make sure that towels are available to wipe off the equipment after each use.
Also, look to see if staff members enforce this standard of hygiene. Peek into the
locker rooms and showers, especially if youll be using these often. Look at the
toilets, sinks, and showers themselves to see that theyre properly maintained.
6.Equipment
Take a good look around. Are there enough of the "popular" machines to go around,
or do members have to wait in line to use them? Find out if there is a sign-up sheet or
a time limit on cardio equipment. If you run on a treadmill for an hour, then a 30minute time limit wont really suit you.

Make sure that there are a wide variety of machines, but dont be intimidated by new
ones. Notice whether or not instructions and pictures are posted on the machines, or if
staff is available to help you. Be cautious of out-of-order machines; this might be
indicative of a poorly maintained gym.
7.Classes
Ask to see the schedule of fitness classes offered at the gym. Make sure that the
classes you WANT to take are offered at the times you can attend, and find out if you
need to show up early to reserve a spot. High-energy classes like spinning might
interest you, or a calming yoga class might be more up your alley. If group classes are
the staple of your exercise program, find out if the gym charges extra for classes
before you join. Decide whether or not these fees are affordable before you join, or
you might be paying for a membership that you dont really use.
8.Fees
Cost is probably the deciding factor when choosing a gym. Many gyms have a signup fee, but these are often waived during certain promotions. Take a look at the
payment schedule. Do you pay each month, or do you have to commit yourself to an
entire year as a member? Can you cancel without penalty? And ultimately, does a gym
fit into your budget?
When it comes down to joining a fitness center, you may feel like youre signing your
life awayif you arent informed and prepared. Be picky! Shop around, talk to
friends, and take the tours until you find a place that meets all (or most) of your
expectations at a reasonable price. After all, finding the right gym can be the key to a
healthy lifestyle!

Q.2 Describe the process of internal and external search for buying a
pair of prescription glasses.
Answer: Search means the motivated acquisition of knowledge stored in memory or
acquisition of information from the environment .There are two types of search internal research and external research.
Internal search involves scanning and retrieving decision-relevant knowledge stored
in memory. This information is already present in the consumers memory. It comes
from previous experiences he had with a product or brand and the opinion he may
have of the brand whereas External search involves collecting information from the
environment. This is information on a product or brand received from and obtained by
friends or family, by reviews from other consumers.
1. At first a customer starts with internal search

a. Need recognition The process of internal search starts with need recognition. Here the need is a pair of
prescribed glasses that provides clear vision and maintains healthy eyesight. The need
recognition is the first and most important step in the buying process. If there is no
need, there is no purchase
b. Internal searchNext step is to do internal search by scanning and retrieving decision-relevant
knowledge stored in memory. It comes from previous experiences he had with a
product or brand and the opinion customer may have of the brand. If a customer is
strongly associated with any brands like Ray Ban, Lance Bremmer, Girorgio Armani,
etc or any with any dispensing opticians shops and have good knowledge on its price,
quality, service then it will influence him to take decision by himself. Moreover past
experience and culture with any brand also plays an important role in internal search.
When a customer has good experience and high satisfaction level it helps him to
retrieve his stored knowledge which helps him in decision making.

So, if a customer has a good knowledge on his brand that prescribed glasses and
confident and satisfied with his knowledge then he may proceed with decision by
himself but if he is not satisfied or not confident with his knowledge then he must
undertake external search

2. External search
External search involves collecting information from the environment. This is
information on a product or brand received from and obtained by friends or family, by
reviews from other consumers
During external search, consumers may gather information from a variety of sources
including:
Advertisements
Magazines
Internet
Friends and family members
A customer can gather information and ideas on advertisement that comes on
television, radio, newspaper etc on different brands and best dispensing optician in his
local areas. A dispensing optician dispenses spectacles as prescribed by the
optometrist or ophthalmologist. A customer can also search on internet by visiting
various websites like lenskart, Warby Parker, Titan eye+, Zenni optical. External
search can also be done through various magazines like Elle, In style, look, etc.
Friends and family members also play a dominant role in influencing buying
behaviour of a customer. These are the social factors that include reference groups and
group compliance so that behaviour is influenced by specific values, codes and
culture and distinguishes groups from each other. So, before making any decision to
buy glasses he can have the past experience of his friends or other reference groups on
this product, their feelings and knowledge, their reviews and opinion on various
optical brands and its price, quality, service, which might be helpful to make a
relevant decision
So, during decision-making process and Consumer Buying Decision Process, the
consumer will pay more attention to his internal information and the information from
friends, family or other consumers. It will be judged more objective than these from
advertising, a sellers speech or a commercial brochure of the product.