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ASSIGNMENT: INTRODUCTION TO CONSUMER BEHAVIOR By: Bharat Bhushan Submitted to: Mrs. Parul Sharma

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ASSIGNMENT: INTRODUCTION TO CONSUMER BEHAVIOR

By: Bharat BhushanSubmitted to: Mrs. Parul Sharma

Deciphering Consumer Behaviour

Consumer DetailsKrishnaAge:40WorkPlace and

designation: Verbal Reasoning Professor Indian Institute of language training

Product: SmartphonePrice: 8600 Rs

Decision Making Process

1 •Problem Recognition

2 •Search for Alternatives

3 •Evaluation of Alternative

4 •Purchase

5 •Postpurchase Use and Reevaluation of Chosen AlternativeNeed for an smartphone

to connect betterInvolved looking up for

budget smartphonesAlternatives were

evaluated acc. To price and features

Final purchase was made

Consumer was ecstatic about the product and features

Level of InvolvementThe buying decision

was an example of dissonance reducing buying behaviour

Triggers to Purchase As per the

conversation with Mr. Krishna it was reflected that the prime trigger for purchase was Bandwagon effect & Sociological effect as well

Feeling About the ProductMr. Krishna felt very

satisfied with the way his new Smartphone is working, he seemed quite ecstatic about using Android OS and latest features

Frequency of consumptionThe consumer is not

an impulsive buyer. He took the decision social situation and due to the need of staying in touch with his students continuously

Relationship with ProductThe consumer didn’t

had any prior experience with the product his purchasing decision was impacted via word of mouth

Factors influencing

Factors InfluencingConsumer

Buying Behaviour

Cultural Factors

Social Factors

Personal Factors

Phsycological

factors

Social Factors Roles and status

Reference Group

Personal Factors Occupation

Meaning of Product for ConsumerEmpowering

ConnectivityStyleAndroid ExperienceTransition from a

feature phone to smartphone

Thank You