Laddering Assignment 1501005

ARIJEET MAJUMDAR : 1501005 CONSUMER BEHAVIOUR : LADDERING STUDY ASSIGNMENT

Interview !"#e: Central Bank of India, Cantonment Branch, Tiruchirappalli. Re$%&n'ent: Mr. P. Jayashankar , Senior Manager, Trichy Cantonment Branch. r&(i!e &( t)e Re$%&n'ent: The Re$%&n'ent: The Profile of the respondent is stated belo ! De*&+r"%)i#$:

"# $ge% &'(') *ears *ears +# ender% Male -# Income roup% igh Income I ncome roup.

$,#)&+r"%)i#$:

"# /ery calm and polite persona. +# ets recommendations from friend circle, family and online platforms. -# 0amily centric person. &# 1ikes to get a good deal hile purchasing a product.

B-,in+ H".it$:

"# 2ot a fast mo3ing buyer. buyer. +# Spends lot of time discussing ith friends and family and checking online re3ies before buying a product. -# 4ses mobile phone for communications and latest apps.

r&'-#t$:

5"# $pple iPhone 6, 5+# 7aymond8s $pparel

Interview: •

Inter3ie on $pple iPhone 6%

Me:

9:hat do you like most about your $pple iPhone 6;<

Re$%&n'ent:

9Its design, great call =uality, outstanding display, superb camera =uality and last but not the least $pple8s app store.<

Me:

9:hy these factors are important for you;<

Re$%&n'ent:

9To communicate ith my friends, family members and other branches of the bank hassle(free, be aare of the nes about Indian banking industry and other nes hich are happening around the orld.<

Me:

9:hat purposes do these ser3e for you;<

Re$%&n'ent:

9To call or message my friends and family in the time of need. To tell the latest banking nes to my staffs and colleagues and connect socially ith my friends.<

Me:

9:hat ill be the purpose of telling your staffs and colleagues and socially connecting ith your friends ill ser3e for you;<

Re$%&n'ent:

9Telling to my staffs and colleagues about the banking orld8s nes and facts ill bring respect in their eyes and it ill also help me to be ahead of my competitors in case of promotions in the bank. $nd to be on the social platforms noadays has become a necessity of life. $ll of my friends are


on social netork platforms so being on these platforms and staying updated about this makes me more socially accepted in my friend circle.<

Me"n$ En' V"!-e C)"in (&r t)e Interview &n A%%!e i)&ne /:

Attri.-te

Superbly stylish design. Crystal clear call =uality. reat camera =uality. >i3erse $pple app store.

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-n#ti&n"! C&n$e-en#e$

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Communicate ith family members and friends. et the nes of banking sector and other nes.

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V"!-e

$,#)&$&#i"! C&n$e-en#e$

Telling the interesting nes in the friend circle. Telling the banking sector related nes to staffs and colleagues. Connect socially ith friend circle.

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To feel confident. To be ahead of the competitors. To be more socially acceptable in the friend circle.

Inter3ie on 7aymond8s office apparel%

Me:

9>o you alays use 7aymond8s office apparel; :hat are the primary reasons for it.;<

Re$%&n'ent:

9*es, most of the time. Mostly because it is a ell(knon brand and it is of e?cellent =uality, loads of colour and fabric options, customised tailoring.<

Me:

9:hy these aspects are important for you to buy 7aymond8s office apparel;<

Re$%&n'ent:

9Being the branch manager, I should look perfect and uni=ue in office apparel. Besides that, the fabrics are 3ery comfortable to ear for e3en ")( "+ hours.<

Me:

9:hy do looking perfect and uni=ue is important for you;<

Re$%&n'ent:

9Because in my branch, I am the main person ho brings the ne business hich is ne in3estments for our branch. So, it is 3ery important for me to look sharp in front of my clients.<


Me:

9@k. So are there any farfetched conse=uences of looking sharp and formal in office apparel;<

Re$%&n'ent:

9*es ob3iously. It makes me feel comfortable and confident as ell as it indirectly brings respect among my colleagues and my clients.<

Me"n$ En' V"!-e C)"in (&r t)e Interview &n R",*&n'2$ O((i#e A%%"re!:

-n#ti&n"! C&n$e-en#e$

Attri.-te

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:ell non brand. ?cellent fabric =uality and comfort. 1ot of choices to pick from. Customised tailoring.

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To look good and smart in office apparel. 0eel comfortable in earing the apparels in long office hours.

$,#)&$&#i"! C&n$e-en#e$

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To face clients and bring ne in3estments for the branch.

V"!-e

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To feel confident at the same time comfortable. To get the respect from colleagues as ell as clients.

M, In$i+)t$ "n' E3%erien#e$ ".&-t '&in+ t)e !"''erin+ $t-'ie$: My insights and e?periences about doing the laddering study are listed belo% "# It is a 3ery important techni=ue to gauge the reasons for certain preferences and beha3iours of consumers toards a particular product or brand. +# It brings out broad e?plorations about a product or a particular brand ithout the bias of predefined notion. -# It step by step re3eals the ultimate 3alue a product or a brand pro3ides to a customer starting from the product or brand8s attributes to finally re3ealing its 3alue. &# In my personal 3ie, laddering techni=ue may sometimes be a bit boring for the participant as the inter3ieer repeatedly asks Ahy8 =uestions and sometimes participants may not kno the actual anser for a Ahy8 =uestion. This has happened for the inter3ie of the second product hich as recorded by me. '# Conducting a formal laddering e?ercise is =uite eird and difficult. $s for my case, I did not formally arrange the inter3ie. :hen I ent to the Central Bank of India, Cantonment Branch to submit some documents regarding my educational loan to the branch manager, I tactically asked him laddering =uestions about his $pple iPhone 6 and his orn 7aymond8s Colour(Plus apparel. 6) I feel that laddering techni=ue is perfect for some products or some brands but for some other products or brands, the ansers of the layering =uestions may o3erlap


ith each other. So, for some products or brands the distincti3eness of the ansers for each of the laddering =uestions may not be possible.

Laddering Assignment 1501005

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