consumer buying behaviour mak assignment 2

5/24/2018 Consumer Buying Behaviour MAK Assignment 2

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EXECUTIVE SUMMARY

Consumer behaviour 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. The emerging

costumer trends play an important role in analysing the marketing opportunities. A consumer buying

behaviour is influenced by cultural, social and personal factors. The consumer passes through five

stages of the buying decision process: Problem Recognition, Information Search, evaluation of

alternatives, purchase decision and post purchase behaviour. This model is important for anyone

making marketing decision and customer pass through all stages in every purchase.

In our study, we have analyzed the buying behaviour of consumers by interviewing 3 consumers

each for a different product variety. The first was a security guard who had bought a soap for Rs. 10.

He was set on buying the same brand of soap and was not very keen on trying other brands. He has

been using the product for a long time and was satisfied with the quality. Next, we interviewed the

receptionist of a hostel who had bought a pair of shoes for approx. Rs. 1000. the primary factor

influencing consumer behaviour in this case is the quality and long lasting performance of the

product. There are other factors like price, awareness, information as well but these factors play a

very marginal role in the ultimate decision making process. Lastly, we interviewed a senior analyst

about a pair of headphones which he had purchased for Rs. 1150. We believe that this buy revealed

a little bit about his personality. The respondent conducted thorough research and judged several

parameters before converging on the product. He does not indulge in impulsive buying and

considers products from several brands. He was not much worried about availability as he brought

the product online.

As marketing students, we realized that understanding consumer buying behaviour offers

consumers greater satisfaction (Utility). We must assure that we adopt the marketing concept and

are consumer oriented.

Category 1: A mundane product of cost less than Rs.10

Product Cost: Rs. 10

Product: Lux

Customer Profession: Security Guard.

Customer Name: Vijay

Vijay purchased a Lux soap for a price of Rs. 10. He has been using Lux since his childhood and it was

the first soap he was exposed to by his family. He has not experienced any ill effects so far. He is

particularly fond of the fragrance the product offers. Besides fragrance he prefers Lux for the glow it

offers and the quality of product. He has faith in the brand and he shall not consider changing the

brand even if there is a price hike. He purchases Lux once in a week from the nearby general stores.

Even though he used soap brands like LifeBouy and Cintholin his village, where Lux was not easily

available, but he still prefers Lux. Given a chance he would recommend others to use Lux but he

himself is not very highly influenced by others suggestions and recommendations. Advertisements


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also played a part in his decision to continue with Lux. He categorized the purchase as a casual

decision since he has been using since his childhood.The consumer was set on buying the same brand of soap and was not very keen on trying other

brands. He has been using the product for a long time and is satisfied with the quality.

Refer to Table 1.

Category 2: A PERSON WHO HAS INVESTED IN A PRODUCT WORTH RS. 1000


Product: Shoes

Customer Profession: Receptionist

Customer Name: Chandan

The respondent has been purchasing Bata shoes for an approximate price of Rs. 1000 over the last

several years. He works as a receptionist in a hostel and is thus required to spend a lot of time,

around 10 hours, at the counter. He thus expects certain qualities from the shoe product which can

make him feel comfortable at work.The first time he used Bata shoes was in the year 2002 on the

recommendation by his friend and since then he has become its permanent customer.

Though he tried different products like Reebok, Nike, Columbus etc. but he still preffered the

qualities of Bata shoes like endurance- he believes Bata is sturdy and tough and lasts longer than

other shoes, lightweight- doesnt make his legs feel heavy, soft- comfortable in wearing, price-

cheaper as compared to other branded products. He is neither influenced by the advertisements and

commercials in the media nor by the suggestions of his peer group. He thus believes in his own

experience with the product. He frequently suggests the product to his colleagues. Even if there is a

hike in price of the product he shall stick with the same. He is not influenced by the availability as he

is willing to wait in case the Bata shoes are noteasily available in his vicinity.

The respondent doesnt trust discounts on other products and doesnt expect the Bata shoes to offer

him the same. If there is bad publicity of Bata he shall still trust the brand as he has been using it for

such a long time. So his faith in the product cant be easily moved.But the respondent is also willing

to recommend some add-ons in the existing product like the sole can be stronger and stitches can be

more stylish. In case he faces any problem with the product he shall not immediately switch over to

a new product but shall first report it to the company and in case of repudiation he wont mind

trying a new product. Other cheaper products in the market dont influence his decision.

Thus it can be concluded that the primary factor influencing consumer behaviour in this case is the

quality and long lasting performance of the product. There are other factors like price, awareness,

information as well but these factors play a very marginal role in the ultimate decision making

process.

Category 3: A thousand rupees product that reveals the kind of person the buyer is



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Product: Headphones

Customer Profession: Senior Analyst

Customer Name: Rishi Nag

The respondent has recently purchased a pair of headphones for a price of about Rs. 1000. He is a

music enthusiast and believes that headphones are something very close to his personality and

reveals the kind of person he is. On an average, the respondent spends about 1 hour listening to

music and is very conscious of the quality of music. The respondent wanted to listen to music at his

workplace and hence wanted headphones that did not leak sound to the surroundings.

The respondent had conducted extensive research to understand the various products available in

the market. He had consulted with several peers to develop a basic understanding of the various

features and attributes of headphones and also took into account their recommendations and

suggestions. During this research, he also took help of the internet and read through several forums

to identify the best brands in the industry. The respondent was able to identify different types of

headphones (such as In-ear buds, earphones, Circumaural headphones, Supra-aural headphones)

and establish their pros and cons (such as Noise Isolation, Noise Cancellation, Ambient Noise

Reduction, impedence and senstivity). All through this process, the respondent did not take into

account his budget constraints and hence, in the next step, he listed products belonging to the

brands identified, which were within his purchasing capacity.

After careful examination of various types of headphones and several brands of the product, the

respondent bought Sennheiser HD202 headphones and is very pleased with the sound quality. He

evaluated several brands such as Sony, Phillips and Sennheiser and compared their prices. He

purchased the product from an online merchandise store and was pleased with the quick delivery,

hence availability of the product was not a problem. The respondent claimed that he was conscious

of the images of the brands and would recommend others to buy Senneheiser. He categorised the

buy as a careful first time decision. He claimed to be very satisfied with the product and deemed the

product value for money.

In conclusion, the respondent conducted thorough research and judged several parameters before

converging on the product. He does not indulge in impulsive buying and considers products from

several brands. He was not much worried about availability as he brought the product online.

Table 1:

Purchase Decision ProcessName Vijay (Security Guard)

Product Lux Sop

Category of Product Hygiene Product, Personal care

Usage Frequency Daily

Requirements Fragrance, glow, cleansing properties

Research No research. Using since childhood

Category of Buy frequent buy

Factors considered (in order of

importance)

brand importance, availability(will use other brands only in case of

emergency), price

Price Rs. 10


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Availability Easily Available (general stores)

Importance of Factors determining the Purchase behaviour

Brand Very High

Look Low

Feature High on Fragrance, Low on price, Medium on cleansing propertiesPrice Low

Influence of peers Low

Availabilty Low

Luxury, Life Style Low

Durability Low

Income Low

Product/Availabilty -

Importance? Product more important

Post Purchase Evaluation

Willing to pay more for the

product? Yes

Satisfied with the product Yes

Will recommend to others? Yes

Will buy again from same brand? Yes

Value for money? Yes

Table 2:

Purchase Decision Process

Name Chandan (ER3 Receptionist)

Product Bata Shoes

Usage Frequency Almost everyday

Where does he use it At work

Requirements Durability, light weight, price, brand

Research

No research done (based only on

experience)

Category of Buy Frequent buy, based on past experience

Factors considered (in order ofimportance) Durability, light weight, price, brand

Price Rs 899

Availability Easily Available


Brand High

Look Medium

Feature Very High

Price Medium


Availabilty LowLuxury, Life Style Low


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Durability High

Income Medium

Product/Availabilty - Importance? Product more important


Willing to pay more for the product? YesSatisfied with the product Yes


Will buy again from same brand? Yes


Table 3:

Purchase Decision Process

Name Rishi Nag

Product Sennheiser HD202 Headphones

Usage Frequency Average 1 hour per day

Where At Work Place

Why Music enthusiast

Requirements Noise should not leak and disturb others

Research

Very High Research done - peers and internet, 3 brands

surveyed

Category of Buy First time careful buy

Factors considered (in order of

importance)

Should satisfy requirements, brand, availability and price

(filtering factor)

Price Rs. 1150

Availability Online (easily available)


Brand High

Look Medium

Feature Very High

Price Medium


Availabilty Medium

Luxury, Life Style LowDurability Low

Income Low

Product/Availabilty - Importance? Product more important


Willing to pay more for the product? Yes

Satisfied with the product Yes


Will buy again from same brand? Not certain, depends on requirements at that time


consumer buying behaviour mak assignment 2

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