UNDERSTANDING CUSTOMER BEHAVIOUR

GROUP-3 SECTION-F AMRITANSH GUPTA DILIP TOMMY MONSON ISHITA SINGH JITESH RAJENDRA KETKAR PRITHVI TEJA GONAPA SUBHANAN SAHOO SURBHI SINGH

CONTENTS
Introduction Product 1- Lemonade Inferences Product 2- Reebok shoes Inferences Product 3- Lakme hair spa Inferences

INTRODUCTION

PRODUCT 1 LEMONADE
Customer Specifications:

Age-22,Occupation- Service,

Gender- Male
Demand- Need to quench the

thirst with citrus and healthy drink.

Action- Purchases lemonade at

Rs. 10 over costly packaged drinks.

INFERENCES
Cultural Aspects

No brand consciousness. Depicts different class with different reasons. Lower middle class refreshment, upper middle class health drink.
Social Aspects

Primary reference group is neighbors, friends who had an influence on him for his choice set of juices.
Personal Aspects

Age-Youth is becoming health conscious and like citrus juices. Economic Circumstances- Prefer over packaged drinks as it is cost effective. Low income group or health conscious group prefer it.

Continued
Personality and self concept- Has good personality. Lifestyle and values- Lifestyle is money constrained. Not brand conscious.
Psychological Aspects- Need based driven. Refreshment drink.
Post purchase behaviour- Satisfied with the drink. Use it as regular

means for refreshment.

PRODUCT 2 REEBOK SANDAL

Customer Specifications:
Age-21,Occupation- Student,

Gender- Male Demand- Wants a replacement for his old sandal. Action- Purchases Reebok sandal of MRP 1599 at 40% discount over other brands like Puma, Nike, Adidas as it was cost effective.

INFERENCES
Cultural Aspects

Brand consciousness, cost consciousness, preference for discount depicts middle class family social system. Social Aspects Primary reference group is friends who had an influence on him for his choice set of sandal brands. Personal Aspects Age-Youth prefer sports and flashy shoes. Economic Circumstances- Unemployed people, dependent on parents in middle class prefer branded shoes at lower costs. Gives importance to costs, discounts over brand value.

Continued
Personality and self concept- Outgoing and image conscious consumer since the choice set of brands has sport shoes. Lifestyle and values- Lifestyle is money constrained.
Psychological Aspects

Need based driven. Holds favorable perception about the choice set.
Post purchase behaviour

Satisfied with the brand and cost trade off. Contented with the usage.

PRODUCT 3 LAKME HAIR SALON

Customer Specifications:
Age-24,Occupation-

Service,

Gender- Female
Demand- Wants hair styling

that makes her looks more attractive and charming.

Action- Uses Lakme hair salon

services at Rs. 1100 preferring over Jawed Habib as Lakme offered better services.

INFERENCES
Cultural Aspects

Brand consciousness, preference for valuable services depict the customer as upper middle class.
Social Aspects

Primary reference group is friends and peers.

Personal Aspects

Age- Salon facilities popular among youth, esp. females. Economic Circumstances- Financially sound, prefers costly qualitative services.

Continued.
Personality and self concept- Such consumers are beauty and brand conscious. Lifestyle and values- Lifestyle is not money constrained. Consumer has good spending power, likes the services, ambience and the quality products, discount to regular customer adds value.
Psychological Aspects

Ladies are reluctant to shift from one salon to the other or even from one hair stylist to another.
Post purchase behaviour

Satisfied with the services thus a regular customer.

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