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- Guidelines for the Assignment (Understanding Buyer’s Behaviour)
This is a group assignment. Each group should select any ONE product/service of their choice. The class-representative may ensure that No two groups can pick up the same category. The group should carry out following for the product category picked up by them: A. Group should meet THREE (not more or less) consumers who have purchased the product in the recent past. Based on the in- depth discussion with each consumer the group should discern the following. i. What were the triggers of purchase? A.ii. What were the stages in the purchase processes? A.iii. What inputs were sought in each of these stages? A.iv. Who played what kinds of roles in each stage? and A.v. Approximately how much time was taken in each stage? B. Based on the learning and insight from the in-depth discussions with THREE consumers, Please draw implications for marketing decisions. C. Do not either increase or decrease the sample size. Please conduct in-depth discussions by asking probing questions. D. Do not construct a structured questionnaire. Just carry with you a list of questions to guide your discussions. E. You may assign a 2-member team to discuss with one consumer. F. The report should be limited to 3 pages (one and a half space, 12pt. Times Roman) including Appendix, if any.
Product- Water Purifier Appendix ‘A’
Stage-1 Need (What is our requirement)
Ser Questions Answers
Consumer 1 Consumer 2 Consumer 3
- (^) Why do I require a water purifier Drinking water not available.
Cost of buying very high and not viable in the long run.
Present Water Purifier is very old and outdated. Quality of water seems to be not so good.
Water supplied through Municipal Corporation is being consumed but family members often fall sick.
- (^) What are the features that I am looking at? Compact Design, RO/UV
double/ Auto cut off,
Good looks (digital panel) matched with latest copper technology
Basic features, large storage capacity, easy & low maintenance, low cost
- (^) What is my budget? Not more than 18K Price not a concern Not more than 7K
Stage-2 Research on availability of potential water purifiers
Ser Questions Answers
Consumer 1 Consumer 2 Consumer 3
- (^) Should I buy from physical market or through e-
commerce
Online Online From a local retailer
- (^) What are the options of water purifiers available in the
market? Which Brand should I chose?
Aquaguard, LG, Kent, Havells, Blue Star, Eureka Forbes, Pureit, etc
Aquaguard, LG, Kent, Havells, Blue Star, Eureka Forbes, Pureit, etc
Aquaguard, LG, Kent, Havells, Blue Star, Eureka Forbes, Pureit etc
- (^) Compare shortlisted products w.r.t. features, cost,
reviews, etc
Aquaguard Eureka Forbes Kent
- (^) Can I get the best features within my budget? Yes Yes Yes
- (^) What are the best offers/ discounts being provided? Free Installation, 01 year free Free Installation Free Installation, Immediate
- (^) What should I do for demonstration and Installation? Call customer care on receipt
of water purifier
Call customer care on receipt of water purifier
Installation person accompanied along with the purifier
- (^) Is there any Free maintenance/ service period 1 year 1 year 1 year
- (^) Whom should I call, if I face any issues? Call customer care Call customer care Call retailer
FINDINGS, CONCLUSIONS
Ser Questions Customer 1 Customer 2 Customer 3
- (^) What were the triggers of purchase? Basic need for drinking water Want for an escalated status Inescapable Need for drinking
water
- (^) What inputs were sought in each of these stages? As per appendix ‘A’ As per appendix ‘A’ As per appendix ‘A’
- (^) Who played what kinds of roles in each stage? Stage 1 – Buyer dominates as he spells out his requirements Stage 2-3 – Seller i.e. the market lures the buyer with features, cash backs, offers, etc Stage 4 – Agencies like banks, payment apps assists/ attracts the buyers to chose them as payment options. Stage 5 – Seller provides after sales support to buyers to create brand image.
Stage 1,2 – Seller lures the buyer with newer technology Stage 3,4 & 5 – Does not affect the buyer as he has no limitation of budget and is not significantly affected by the offers and payment agencies.
Stage 1 – Buyer dominates Stage 2 – seller tries to lure the buyer but the buyer is limited by his budget Stage 3 – The retailer plays a vital role in influencing the buyer’s decision. Stage 4 - Agencies like banks, payment apps assists/attracts the buyers to chose them as payment options. Stage 5 – The retailer provides installation and other assistance to create his goodwill.
- (^) Approximately how much time was taken in each stage?
Stage 1 – 01 day Stage 2 – 2-3 hours Stage 3 – 10 mins Stage 4 - 05 mins Stage 5 - 3-5 days from receipt of order
stage 1 – 02 days stage 2 – 1 hour stage 3 – 10 mins stage 4 – 5-7 mins stage 5 - 1-3 days from receipt of order
stage 1 – 04 days stage 2 – 01day stage 3 – 15 mins stage 4 - 05 mins stage 5 - immediately
- (^) Implications for marketing decisions To have pure drinking water with compact design Basic features of RO/ UV etc Budget not too high
To replace existing water purifier for better aesthetics. Should have latest technology Budget was never a limitation
To satisfy basic need of drinking water. So that family members do not fall ill. To have a large storage tank owing to larger family size To get best features within limited budget
