consumer behavior - influence by familly

8/8/2019 Consumer Behavior - influence by familly

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CASE STUDY ON

FAMILY INFLUENCES

CONSUMER BUYING BEHAVIOR

GROUP MEMBERS :

SHAHNOOR KHAN (20)

TABASSUM NAGOTHANEKAR (34)

TALHAH PATEL (40)ABDUL K.SHAIKH(46)

PRASHANT SHEJWAL (53)

PROF. R. B. TANDON



FACTS

The store is a multi brand outlet, stocking washing machines of IFB,

Videocon, BPL, National, Godrej and local brands.

The washing machines are available in automatic, semi-automatic and

manual modes.

The store caters to all segments of society, be it high income,middle class or low income groups.

Sale is observed to be highest during marriage season and at

festival times.

The housewives have a great influence in purchase decision

as they are the ultimate users.

With media exposure, the children have good knowledge

of the product and their opinion also was given weight age

by the parents.



ISSUES

When customers come to buy an automatic machine they usually come

with their spouses, who mainly looked at the aesthetics, functioning, ease of

operation and handling and price factors.

Many customers do not make a purchase on the first visit , and

would also lower their choice on coming back after careful

considerations.

APPARENT PROBLEMS

The entire family is involved in making a purchase decision,

so different members would have different criteria¶s.

Thus the entire sales process gets delayed.

Actual sales take place after several visits.



REAL PROBLEM

As the entire family is actively involved in the decision making process, theentire sales process gets delayed, hence it is not beneficial for the store.

SOLUTIONSThe sales person should be able to convince the entire family in

the first visit itself. He/she should be able to provide the customer

with their exact requirement.

The salesperson should be able to clear all objections of the

customers mind on the spot itself.

The advertising and promotions of the products should be

able to make the purchase decision easier.



QUESTIONS & ANSWERS

Q1. Do you feel that group interaction helps the buyer too, in his decision

making process? Elaborate.

Ans . Yes group interactions at times do help the buyer in his decision

making process. This is especially true when the buyer may not

exactly be aware of the product needs, functions that is he may not be

the end user.

For e.g. when a husband buys a washing machine for his wife, he

will not be the end user ,so it is important for him to include her

opinion because she will be more aware of what she requires.

Moreover it may also be possible that the children at home

are more aware to the technical aspects and thus it is

imperative to include them in the decision making

process.

But at times it is also possible that the customer is well

aware about the product and is the end user .thus in such

situation the collective decision making process would

be of no use ,and would be a reason to delay the

entire buying process would be delayed and might

also cause the customer to lose an opportunity .



Q2. What should be the role of the marketer in the above case regarding

advertisement, promotion, persuasion and closing the sales?

Ans . The role of marketer in the above case is simply to make the

purchase decision easier for the customer, so that they do not have any

Post Purchase Cognitive Dissonance (PPCD) as well as spread word

of mouth for others to ease their decision making.For the marketer its very important to understand and cater to the

needs of not just the person who takes the decision for purchase

but also the people who are involved in the decision making

process as in the above case we have seen the decision

maker may or may not be the end user.



ROLE OF THE MARK ETER

Advertisements

T.V. ads in between daily women soaps.

Point of Purchase materials & Ads near detergent soap markets.

Weekly special price offers in leading newspapers.

Advertisement in women's magazines.

Pamphlet distribution in malls and other shopping areas.

Insertions in newspapers.

Promotions

The store can offer some trials at their premises.

They can also arrange a day wherein the husbands

will be thought how to wash clothes and there will

be other activities as well.



Persuasion

Providing discounts, freebies and a bumper draw contest options.

Easy payment options with EMI¶s with 0% interest rates.

Delivering a product on the door step of the customer.

Persuading them on brand name and services offered.

Extended warranty schemes.



Closing the Sale

Being friendly with customers, but at the same time able to clear all their technical objections.

Salesman should help buy and not force a product, he must see that

the customer gets his requirement and walks away delighted.

Ensuring the customer is not forgotten after sale, provide after sales

support.

Delivery of product on time as per the customer¶s

requirement.

Giving a proper/practical demonstration about the use of

the product.



THANKYOU

consumer behavior - influence by familly

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