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Abstract
Consumer behavior is the study of how individuals, groups, and organizations select, buy,
use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
It is influenced by cultural, social, and personal factors.
Cultural Factors
Social Factors
Personal Factors
This assignment basically deals with the consumer behaviour. The main aim to get an
idea about consumer behaviour and to understand the decision-making process involved
in purchase of the product.
Products:
Case 1: - Product worth more than Rs.10000/
Case 2: - Product worth less than Rs.100/
Introduction
This assignment is about understanding the decision making process that goes in the
mind of the people before and after buying any product and to learn and understand the
consumer behavior by interacting with customers.
Steps involved:
Step 1: - To find individuals who has recently brought products (worth more than
Rs.10000 and worth less than Rs.100).
Step 2: - Conduct depth interviews.
Step 3: - Understand the decision-making process involved in purchase of the product
and develop a deep understanding of the purchase decision process.
Step 4: - Find the factors that really determined why the customer acted the way he/she
did.
What problems did the product solve? What functions would it facilitate?
The processor, camera, memory, battery of the phone and also the financial
attribute of the phone is important.
Yes, i was using my previous phone for the past 4 years and it was hanging and
with my studies in which most of the work is done online I needed it.
Characterize the decision-making process
Was there an information search? How was the search conducted? How much
information was collected? What sources were used? When in the process was
information gathered?
I did a lot of research online and a saw a lot of reviews and then only I was able to
come to a decision even after that I was not sure about my decision but when I got
the phone in hand then I was sure that I made a good choice.
Where did the consumer buy?
Why there?
I bought the phone online because there was sale going on Amazon and I got a
decent discount on it.
I bought it myself.
Identify all those who played a role in the decision process. What role did they
play?
What problems did the product solve? What functions would it facilitate?
I needed the pen for my assignment and to take down notes in the class.
Was there an information search? How was the search conducted? How much
information was collected? What sources were used? When in the process was
information gathered?
No information search was done.
Where did the consumer buy?
Why there?
Identify all those who played a role in the decision process. What role did they play?
I with the help of my brother and son took the decision to buy the product. My son
helped me in searching for the car.
What motivated the purchase?
What problems did the product solve? What functions would it facilitate?
It looks great and has been wanting to change my car for a long time. It has 1497
cc engine with 100 PS of power and 17kmpl mileage .
Price, Design, Mileage, Maintenance cost seemed important attributes for this
product.
Characterize the decision
It was a careful decision and along with the review of a previous decision.
Was the amount of deliberation appropriate to the decision?
Yes
Characterize the decision-making process
The looks, price and the need of buying a new car triggered the process.
Was there an information search? How was the search conducted? How much
information was collected? What sources were used? When in the process was
information gathered?
The information was gathered from various online portals and through showrooms
and friends.
Why there?
Where to buy
Post Purchase Behaviour: Consumer is much satisfied about the product and will
recommend to friends.
Product worth less than Rs.100
Product that my son bought was a cadbury silk chocolate.
Who was the decision-making unit?
Identify all those who played a role in the decision process. What role did they
play?
What problems did the product solve? What functions would it facilitate?
Yes
Characterize the decision-making process
Why there?
Identify all those who played a role in the decision process. What role did they play?
What problems did the product solve? What functions would it facilitate?
It is an automatic machine which makes all the work easy as I don’t have to
change water again and again and it will just do all the work by itself.
Yes.
Characterize the decision-making process
My old machine was not working properly and it was very old and there were
many defect s in it.
Was there an information search? How was the search conducted? How much
information was collected? What sources were used? When in the process was
information gathered?
The information was gathered from various online portals and through showrooms
and friends.
Where did the consumer buy?
Why there?
Bought from Croma during diwali because of their sale and got a really good
discount.
Identify all those who played a role in the decision process. What role did they
play?
What problems did the product solve? What functions would it facilitate?
Yes
Characterize the decision-making process
Why there?
Conclusion
The aim of the study was to examine how social, personal and psychological factors
have effect on consumer behavior when buying a product worth less than Rs 100/ and
more than Rs 10,000/, and gain knowledge of the decision-making process. While
making a big investment the decision making process is very complicated and long as
compared to making a decision when there is less investment.
Consumer behavior is understood by interviewing 3 people from three different social
and economic background and people who are financially sound don’t make much
time in making decision regarding large investment. While buying small investment
product, people from all the backgrounds just think and buy it which is called impulse
goods.
Also friends and family plays an important role in decision making process but they
are asked for help when the amount of investment is huge and the person is not able to
take the decision on his own.