MBA (DISTANCE MODE) DBA 1722 CONSUMER BEHAVIOUR IV SEMESTER COURSE MATERIAL Centre for Distance Education Anna University Chennai Chennai – 600 025 Author Dr. V.J SIVAKUMAR, .J. Dr. V.J.…Full description
Consumer Behaviour : This is the No. 3 of a Series of Articles on Consumer Behaviour to be taught to MBA students in Indian Business Schools. Topic is "PERCEPTION"Descripción completa
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consumer behaviour
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Consumer Behaviour : This is the No. 3 of a Series of Articles on Consumer Behaviour to be taught to MBA students in Indian Business Schools. Topic is "PERCEPTION"Descripción completa
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Consumer Behaviour : This is the No. 2 of a Series of Articles on Consumer Behaviour to be taught to MBA students in Indian Business Schools. Topic is "MOTIVATION"Full description
Consumer Behaviour : This is the No. 2 of a Series of Articles on Consumer Behaviour to be taught to MBA students in Indian Business Schools. Topic is "MOTIVATION"Descripción completa
Consumer Behavior
In partial fulllment of the requirements requirements of the course for MBA FT- II
Submitted to: Prof. Prof. Jayesh J ayesh Aagja Submitted By: Ameya Pai Angle(121105) V. Keshav Kesha v Kuma (12115!) Anshul Sinha (12120") #ishant $anti(1212%0) Vi&ay ba'oda(12125)
Interview No. 1 •
Person : Mr. Viraj
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Product: Gujarati Thali
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Place: GordhanThal
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Time : Dinner Time
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Price: Rs 250
Identify all those ho !layed a role in the decision !rocess. "hat role did they !lay# It as near $.G. %i&hay so it as con'enient to reach o'er there. Trans!ortation issue as resol'ed as he as &oin& o'er there for dinner. %e and his hole &rou! anted to eat &ujaratithali that(s hy they choose &ordhanthal.%e had !re'ious e)!erience and found it &ood com!ared it ith other restaurants here thali as offered. *lmost all &ujarati dishes ere co'ered in thali hich he !rimarily anted. "hat !ro+lems did the !roduct,ser'ice sol'e# "hat functions ould it facilitate# Did not eat &ood &ujarati food and seets since lon& time.-Gharahana/ +ecause some food reminds us of our home food. %e anted to &o near+y $.G. %i&hay +ecause of trans!ortation issue and rains. ot anted to ait for lon& time in aitin& line 1as he ent on eeend 3unctions it facilitated ere: There as no aitin& 4ueue hen he reached there for dinner.Menu as dis!layed on the +oard Rajadi style of am+ience. "hat attri+utes seemed im!ortant# uality of food and hence he as ready to !ay !remium !rice for that.6rder of food items as im!ortant 1seets ere &i'en first7 dal +aati and then remainin& itemsTa+les ere clean and hy&ienic.Taste as maintained e'ery time he ent there to eat. 8haracteri9e the decision It as a re'ie of !re'ious decision +ecause he has already &one to this !lace +efore and he found it &ood com!ared ith others in that cate&ory. There as an information search hile &oin& to this !lace for the first time. ast year hen he joined IM;7 seniors su&&ested this !lace hen he ased them for &ood &ujarati
aitin& line or not# This information as collected hen he and his &rou! ere main& the !lans for dinner outside on eeend. "hy there# %e ate &ujarati thali in to other restaurants hich ere *tithi7 Paaan and he found &ordhan< thali +est com!ared to these to restaurants. "hich came first# %e anted to eat &ujarati thali so this as his to!most !riority. Then he chose &ordhanthal to eat thali +ecause of reasons discussed a+o'e.
Interview No. 2 •
Person : Mr. $am
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Product: Good day +iscuits
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Place: = +loc canteen
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Time : e'enin& 5!m
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Price: Rs >0 !er !ac
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uantity : ? !acs
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8ate&ory : 3M8G
"ho as the decision main& unit# 8onsumer himself as the decision main& unit in this case. The consumer as accom!anied +y his roommate to the !lace here he !urchased the !roduct. @ut there as no o!inion &i'en +y the roommate. The decision as solely made +y the consumer himself.
"hat moti'ated the !urchase# The consumer as studyin& in his room. It as 5!m in the e'enin&. 8onsumer had his lunch at >!m. %e felt hun&ry and anted to ha'e some snacs. *lso he as studyin& from last 2 hrs. %e needed a chan&e. %e thou&ht of +uyin& +iscuits. "ith this reason he could also &o for an e'enin& al. %e ent to the canteen ith sole intention of +uyin& +iscuits.
8haracteri9e the decision The decision as not a first time decision. It as just a casual decision. 6ther +iscuits that ere a'aila+le ere @ritania Ti&er and Parle G. %e has !urchased Good day +efore and he used to lie it7 hence he !urchased Good day.
8haracteri9e the decision main& !rocess %un&er as the main reason for +uyin& the +iscuits. *lso secondary reason as to ha'e an e'enin& al. There as no information search. 8onsumer had !urchased this !roduct many times in the !ast. It as a casual decision and not a careful decision. 8onsumer seems to +e +rand loyal as com!ared to hat as a'aila+leA he !referred to !urchase Good day +iscuits.
"here did the customers +uy# 8onsumer +rou&ht the +iscuits for =<@loc canteen in the irma ;ni'ersity. @iscuits are sold only at 2 locations in the cam!us. 6ne is at =<+loc canteen and second t Pharmacy 8anteen. =< @loc canteen is near to hostel. %ence consumer !referred to +uy from there. 8on'enience as the major factor here. *lso hat to +uy came first than here to +u y.
Interview 3
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ame : Mr. Daniel
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Product : *didas Deodorant
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Price : Rs >B0,<
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Place : Ison Mall
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8ate&ory: 3M8G
"ho as Decision main& unit# Mr. Daniel +ou&ht *didas Deodorant for Rs >B0,<. %e himself +ou&h t the !roduct +ut it as due to recommendation from a friend. %e lied the fra&rance of the deodorant hen his friend as
usin& it. *lso at Rs >B07 it as 'alue for money as it lasted lon&er. %is earlier !roduct Par *'enue as at same !rice +ut lasted for short time.
"hat moti'ated the Purchase# Mr. Daniel seats a lot. $o usin& deodorant ee!s him seat less and he feels more confident. *ddition to this is the odor of the deodorant hich as !leasant. "ith time it had +ecome a ha+it to use deodorant after +ath or +efore &oin& outside. 3olloin& attri+ute seemed im!ortant hile !urchase of deodorant :
Good !rice. Value for money. Pleasant fra&rance. Tested and 'erified +y friend. More li4uid7 so lasted lon&er. @rand 'alue of *didas.
8haracteri9e the Decision
8ustomer earlier used Par *'enue. %e +ou&ht this !roduct for first time. $ince the !roduct as not that critical to use7 it as more sort of a casual decision and he
did not ha'e to do a !rior study of the !roduct. %e as +ored of usin& Par *'enue and anted to chan&e his deodorant7 so he +ou&ht
*didas hich as tested and 'erified +y friend. %e didn(t do much deli+eration hile !urchasin& the !roduct. %e as already in Ison mall hile he !urchased the !roduct.
8haracteri9e the decision main& !rocess Tri&&er Carlier !roduct as a+out to finish and there as discount of Rs B on the !roduct. There as no research done +efore +uyin& the !roduct.
"here did customer +uy the !roduct# The customer +ou&ht the !roduct from Ison Mall. %e didn(t &o there s!ecially to +uy the !roduct +ut he as already there and as reminded a+out the !roduct hen he sa it in the store. It as more sort of reminder !urchase.
"hich one came first C "hat to +uy or here to +uy# Product came first. The customer could ha'e +ou& ht the deodorant from any other !lace also7 so it as just a matter of time that he +ou&ht the !roduct from Ison mall since he as already in the mall and as reminded that his earlier !roduct is a+out to finish once he sa it in the store.