buyer's decision making while purchasing a refrigerator
TRANSCRIPT
BUYER’S DECISION
MAKING ON PURCHASE
OF A REFRIGERATOR
By Group 4
Need Recognition
Storing
Dairy Products
Leafy Vegetables
Egg, fish, meat etc
Increase Capacity
Increase in family members
Increase in Salary
Information Search
6
2
Sales
Internal Research
External Research
Information Search
Internal
External : Relatives Reference,
Friends reference, Advertisement
• Known brand
• Evoked Set : LG, Samsung, Godrej
• Known but not recalled: Electrolux,Whirlpool, Panasonic, Hitachi
• Unknown
• Bluestar, Bosch, Sharp
Evaluation of Alternatives
Online comparison
Hopping shop to shop
Evaluation of Alternatives
0 5 10 15
Product boughtStill Searching
More than one
Single store
Evaluation of Product
Budget
Power Consumption
Brand Loyalty
Availability of Design and Colours
0 1 2 3 4
Primary Criteria
PowerConsumption
Design
Brand Loyalty
Purchase Decision
Customers
Purchased
Not yet Purchased
Conclusion
Not much Extended DMP
Not much difference but some level of thinking
Income group(below 10000) To fullfill main need
Average or lower capacity fridge
Higher Income Group(50000 above) looks more technology
Design
Larger Capacity
Thumb rule(Used by brand loyal customer)
Technology, colour & appearance triggers the consumer’s mind set
Thank
You