consumer buying behaviour while purchasing refrigerator final project

CONSUMER BEHAVIOUR

Term Project (Phase – I,II,III,IV)

“EFFECT OF CONSUMER BEHAVIOUR

ON THE

PURCHASE OF REFRIGERATORS”

Submitted by

Group 1

Bharat Singh Chauhan (08XPGDM16)Chinmaya Nagaraj (08XPGDM17)Gaurav Upadhyaya(08XPGDM22)

Susheel Kumar Singh (08XPGDM51)Vijay Jaret(08XPGDM54)

Effect of consumer behaviour on the purchase of Refrigerators

Executive PGDM – 2008-2009Table of Content

Phase – I1. Introduction 4

2.

1 A

Executive PGDM Group 1 2


ACKNOWLEDGEMENT

We are sincerely grateful to Dr. Neena Sondhi, IMI Delhi, under whose able

guidance this study is being undertaken.

We would also like to thank Mr.& Mrs. Mohit Aggrawal, Mr.& Mrs. Srinidhi,

Mr.& Mrs. Jignesh Patel, Mr.& Mrs. Vikas Saxena, Mr.& Mrs. Randheer Singh

Ahluwalia who have all been very prompt in replying to all our queries and have

been supportive to us in completing the Phase-I of this study.



INTRODUCTION

Company’s ability to maintain satisfying customer relationships requires an understanding of

consumer buying behaviour. This refers to the buying behaviour of consumers who purchase

products or services for their personal or household use. Consumers have limited time, energy

and financial resources. Within the available resources, they make purchase and consumption

choices as they wish. Consumers purchasing decisions take place over a period of time. The

overall goal during this decision process is to evaluate various alternatives and choose the

product that satisfies the consumer in an optimal way. Consumers get influenced by several

major factors while they make their decisions. These factors can be grouped as:

social,

cultural,

psychological

personal factors etc.

The consumer’s degree of interest in a product and the importance he/she places on this product

determines the consumer’s level of involvement. High-involvement products are usually

expensive and are visible to other people such as a Diamond ring/jewellery or a Expensive car.

Low-involvement products are less expensive and have less social risk associated with them such

as a cup of coffee or daily consumption items.

When buying frequently purchased, low-cost mundane items that require very little search and

decision effort, they demonstrate routinized response behaviour. When buying products

occasionally or when they need to get information about an unfamiliar brand in a familiar

product category, they use limited problem solving. When they buy unfamiliar, expensive

products, they use extended problem solving.



Phase – I Findings

Objective : The purpose of this study is to understand key external variables influencing the

buying behavior of a particular segment of customers towards the product category of

Refrigerator.

Consumers get influenced by several major factors while they make their decisions. These

factors can be grouped as demographic, social, cultural factors etc. Consumers try to purchase

and maintain a variety of products that satisfy their current and future needs.

Segment/Sample profile Chosen : The consumer segment chosen for this study is Males

in the age group of 30 to 40 years, working professional and married.

External Factors

The External factors that influence the purchase decision of consumer in the age group of 30 to

40 for a Refrigerator.

1.) Demographic Details

2.) Media Habits

3.) Indian Culture

4.) Ethnic Subculture

5.) Occupational Subculture

6.) Family

7.) Social Class

8.) Reference Groups

9.) Celebrity and Opinion leader



External factors and their influence on Refrigerator purchase

1.) Demographic Details:

Prefer Style as it fit to home décor

Maximum budget allocated for a refrigerator purchase is Rs. 15000.

2.) Media Habits

Use media to gather information (i.e. thru advertisements)

Prefer internet to compare features so more & more information should be available on internet.

3.) Indian culture

Bright colors preferred but no one wants Black Color.

People prefer to buy on auspicious occasions and festival like Diwali & Navratri.

4.) Ethnic subculture

Aggrawal: prefer low cost for same utility.

Saxena : Prefer more features.

All consumers want value for money and after sales services is important for all.

Vegetarians look for more vegetable box space where as non-vegetarians look for

spacious deep freezers .

5.) Occupational subculture

Working Professional : Needs medium capacity range refrigerator.

Monthly income doesn’t play significant role in deciding the capacity of

refrigerator.

6.) Family

Spouse is the major influencer (Advice of other family members like mother and family friends also plays an important role).



7.) Social Class

All social class – value for money & many even consider it as style as it fit to home décor.

8.) Reference Group

Influenced by sites and brand ambassadors.

Neighbors also play a role of reference group

9.) Celebrity and opinion leader.

Purchase is influenced by Salesmen in showrooms

Celebrities was an important opinion leader and play role as influencers.

Marketing Implications

4 P approach

1.) Product

Aesthetics (looks, color) are major considerations while purchasing Refrigerators so wide range of color should be available to fulfill the demand of maximum customers.

After Sales Service is the main attributes being looked while purchasing the product.

More feature and maximum shelf space inside also looked while purchasing the product so more shelves to be provided in door side of the refrigerator so that more bottles can be kept inside it.

2.)Price

All customers look for Value For Money. Mostly people are price conscious while purchasing the product.

Low price also acts as a social barrier as people consider low price refrigerator as a low quality product.



Price is not the major constraint if we are providing additional feature needed by the customers.

3.) Place

Location of showrooms is not the most sought after criteria in the purchase decision because refrigerator is a high-involvement product and customers are ready to travel for purchasing refrigerators. But show room should be at such a place where other competitors are also available because people always want to make comparison.

Since India is very rich in its customs and traditions, a number of festivals are celebrated throughout the year. People prefer to do major purchases during festival and special occasions so marketer should take this as an opportunity and provide maximum range of the products.

4.) Promotion

Focusing on the promotion element of the four Ps, good communication is the key

to effective marketing. Potential customers go through a purchase cycle: pre-

transactional (ie before a purchase), transactional (ie at the time of purchase) and

post-transactional (ie after the purchase has been made). The AIDA model

encapsulates this sequence and can assist in the planning of any communications

campaign:

A – awareness/attention - making the consumer aware of the product and getting

their attention

I – interest – generating interest in the product/service on offer

D – desire – creating a desire for your product /service – on two levels: first,

related to the target’s needs/wants; and, second, relative to your competitors

A – action – stimulating the target to purchase the product/service

Advertisements should be focused on homemakers because they are the primary influencers, mostly joint decision is taken whereas the financers husbands.

Extended after Sales Service can be used as pull strategy of promotion to attract the customers as all customers consider it as main attribute while purchasing the product.



Internet is other sources of gathering information about refrigerators and hence the product should be heavily promoted there.

Advertisements should also highlight the style and aesthetic appearance of the product to position it as home décor.

Salesmen should be properly trained to educate the customers as they are the major opinion leaders in this segment of the market.



INTERVIEWS

INERVIEW 1:Respondent : Mohit Aggrawal Demographic Details:

Age: 31

Gender: Male

Qualification: B.Tech, DY.Mgr. Reliance Energy

Income : 5-7 Lac p.a.

Religion: Hindu

Native Residence: Pilibhit U.P., Currently Living in Gzd.

Media Habits: Newspaper: Regular

Television: Frequently, News and Entertainment

Internet: Regularly used to checking mails, social networking sites, educational and informational sites

Attributes of the Culture: Indian Patriotic

Believer of mythology

Respect for elders

Committed to friendship and relations

High involvement with family

Attributes of the SubcultureAggrawal

Value for money

Food-lover



Celebrates festival like Holi, Navratri, Diwali.

Follows Hindu rituals

Working Executive

Strict schedule

Monthly/bi monthly Watching movies in theaters

Dining out in food joints with family & friends

Weekly personal Shopping (Preferably sales)

North Indian Different food preferences like Dal-Rice, Rajma.

Mostly prefers homemade food

Celebrates main festivals as Holi and Diwali

Family StructureSpouse, Daughter, Mother, Younger Brother (unmarried – pursuing graduation in Bareilly) and himself

Initiator: Spouse and mother.

Information gatherer: Self

Influencer: Spouse, mother and friends

Decision maker: Joint decision (self and wife)

Purchaser: Self

User: Multiple users

Group1. Work Group, Family Group

Group plays an influential role in purchase

Watching movies Monthly/bi monthly

Dining out on weekends

Prefer Shopping through sales



Product: Refrigerator 275 Liters (Videocon)

Influence of demographics on purchase of the product

Looks for, 1.) Price (Discount offer thru promotion schemes)

2.) Brand and Quality

3.) More shelves in door to keep maximum water bottles/soft drinks

4.) After Sales Service

5.) Look for Moon Silver Color

6.) Maximum space for Vegetables and Dairy Products

Media Influence:

Uses media to gather information about the product

Prefers Internet to gather information

Indian Culture Influence

Preference to purchase on Diwali

Subculture Influences

1. Hindu/Aggrawal

Also look for low cost, but without sacrificing in the utility.

Deep freezer was not important as all members in family are vegetarian

2. Professional

Value for money

Style plays an important role as it fits in décor of the house

3. Northern India influence on his purchase

More shelf space in door to keep maximum water bottles/soft drinks

Influence from family



Spouse and Mother gets involved in the purchase and acts like an influencer.

Decision maker is he and his wife.

Brand preference: Videocon

Brand Ambassador: Shah Rukh Khan (Actor) and MS Dhoni (Cricketer)

INERVIEW 2:

Respondent : Srinidhi

Demographic Details:

Age: 31

Gender: Male

Qualification: BE, PGDCM

Income : 4.5 - 6 Lac p.a.

Religion: Hindu

Native Residence: Bangalore.

Media Habits:

Newspaper: Regular

Television: News and Entertainment

Internet: Regularly used for checking mails and information search on Google

Attributes of the Culture: Indian

Theist

Respect for elders



Attributes of the Subculture

Hindu / Brahmin

Value for money

Foody and pure vegetarian



Celebrates festival like Diwali, Sankranti etc

Strict follower of Brahminical rituals and practices

Professional

Good disposable income

Watching latest movies

Ardent Traveler

South Indian

Avid curd user

User of fresh food with lots of green vegetables

Frequent religious ceremonies and get together at home

Family Structure

Himself and his Wife

Initiator: Wife.

Information gatherer: Himself

Influencer: Wife and Cousin

Decision maker: Himself and his Wife

Purchaser: Himself

User: Wife

Group

Family Group

Family Group is major influencer for purchase

Traveling with family on weekend

Product: Refrigerator




Looks for, 1.) Maximum space for Vegetables and Dairy Products

2.) Limited Deep freezer capacity mainly for Ice Creams

3.) Double Door

4.) Frost-free, 250 Ltr capacity

5.) Bright color, no black

Media Influence:




Preference for a bright color, No Black color


1. Hindu/Brahmin and South Indian

Limited deep freezer space desired due to pure vegetarianism

Auspicious buying periods dictated by Brahminical norms

2. Professional

Value for Money

Fits into the décor of the house

Brand preference: Videocon

Brand Ambassadors: Sharaukh Khan and MS Dhoni

INTERVIEW 3:

Respondent : Jignesh Patel


Age: 33

Gender: Male



Qualification: BE, Chemical


Religion: Hindu

Native Residence: Vapi, Gujarat


Television: Less frequently, only for News and Entertainment

Internet: Regularly used for checking mails, social networking sites, and other informational sites

Attributes of the Culture: Indian Patriotic

Believer of mythology

Respect for elders



Attributes of the SubcultureGujarati

Value for money

Celebrates festival like Navratri

Prefer to do major purchases in Navratri.

Follows Gujarati rituals for marriage etc

Window Shopping

Westren Indian Different food preferences like Dal Dokhli, Gujarati kadi,Khaman etc.

Mostly prefer homemade food

Celebrates main festivals as Holi, Navratri (Dandia Nights) and Diwali



Social Standing Belongs to Upper Middle class

Works In an MNC Company

Family Structure

Parents, Wife, Kid and himself

Initiator: Wife and himself.

Information gatherer: Self (Print media, advertisement & visiting dealers)

Influencer: Wife and friends

Decision maker: Himself

Purchaser: Himself

User: Multiple users

Group

Work Group, Family Group


Watching movies on weekends


Product: Refrigerator


Looks for, 1.) Brand

2.) Features

3.) Style

4.) After sales service

Media Influence:


Refers Television and print media advertisement




Prefer to buy on Navratri or Diwali.


1. Gujarati

Looks for Quality and Value for money.

2. Working Professional

Aesthetic and product features plays an important role

3. Social Status

The purchase of the Refrigerator must depict the social status of the family.


Wife gets involved in the purchase and acts like an influencer.

Decision maker is he, himself

Brand preference: Smasung

Brand Ambassador : Aamir Khan

INTERVIEW 4:

Respondent : Vivek Saxena


Age: 34

Gender: Male

Qualification: B.Tech, Software Professional


Religion: Hindu

Native Residence: Lucknow U.P.




Television: Frequently, News and Entertainment

Internet: Regularly used for checking mails, social networking sites, for official purpose.

Attributes of the Culture: Indian Believer of mythology

Respect for elders



Attributes of the Subculture

Saxena

Value for money

Enjoy Cock Tail parties

Celebrates festival like Holi, Navratri, Diwali.

Follows Hindu rituals

Working Executive

Strict schedule

Aesthetics

Watching Latest movies in theaters

Dining out in food joints with family

North Indian Different food preferences like Rajma, Chole-Bhature, Chiken - Kabab.


Celebrates main festivals as Holi and Diwali



Family Structure

Spouse and himself

Initiator: Spouse

Information gatherer: Self and spouse

Influencer: Spouse and friends

Decision maker: Joint decision (self and wife)

Purchaser: Self

User: Both (Self and spouse)

Group

Family Group, Masti Group


Watching movies in the first week of release

Dining out on weekends


Product: Refrigerator 310 Liters (LG)


Looks for, 1.) Brand and Quality

2.) More Space (Deep Freezer)

3.) Price

4.) Good After Sales Service

Media Influence:






Prefer to do major purchases on auspicious occasions


1. Hindu/Saxena

Also look for Aesthetics , but without sacrificing in the utility.

Deep freezer was preferred for non-vegetarian eatable

2. Professional

Value for money

Style plays an important role as it fits in décor of the house



Its too hot in summers and there is power cutout is major problem .


Spouse gets involved in the purchase and acts like an influencer.

Decision maker is he and his wife.

Brand preference: LG

Brand Ambassador : Abhishek Bacchan

INTERVIEW 5:

Respondent : Randheer Singh AhluwaliaDemographic Details:

Age: 38

Gender: Male

Qualification: B.A,


Religion: Sikh



Native Residence: Jullander,Punjab.(Presently residing in Delhi)

Media Habits: Newspaper: Regular (Nav Bharat Times)

Television: Sometimes, ETV(Punjabi) and Entertainment

Internet: Never used.

Attributes of the Culture: Indian Devout Sikh

Respect for elders



Attributes of the SubcultureSikh/Khatri

Wants the best product available in the market

Always wants something flashy

Celebrates festival like Baisakhi, Lohiri, Guruperb.

Follows Sikh norms

Working Professional

Love Folk songs

Occasionally throw parties for friends at home.

Went to native place in summers

Have a like for latest electronic gadgets.

North Indian Likes the north Indian food “PARATHA” and “MAKKE KI ROTI AUR SARSO KA

SAAG”

He also likes the non veg food like chicken biryani and chicken tandoori.


Also enjoy another religions festival like HOLI ,DIWALI, and CHRISTMAS



Social Standing Belongs to Upper Middle class

Family business of General Store (Munirka).

Family Structure

Wife ,Mother, Two children

Initiator: Spouse

Information gatherer: Self

Influencer : Mother, Spouse & friends

Decision maker: Himself

Purchaser: Himself

User: Multiple users.

GroupFamily Group, Masti Group

Both Group plays an influential role in purchase

Party with friends

SALES doesn’t have much impact to plan for shopping

Product: Refrigerator 310 Liters (Whirlpool)


Looks for, 1.) Deep freezer and spacious

2.) Price (Ranging b/w 12~15K)

3.) Brand and Quality

4.) After Sales Service

Media Influence:

Advertisements on TV.(influenced by Ajay Devgan & Kajol)




1. Sikh/Khatri

Prefer for bright colors.

Deep freezer was required for non-vegetarian & dairy eatable

2. Professional

Value for money




Spouse gets involved in the purchase and acts like an influencer.

Decision maker - himself.

Brand preference: Whirlpool

Brand Ambassador: Ajay Devgan and Kajol



PHASE - II

INTERNAL FACTORS AFFECTING THE PURCHASE

BEHAVIOUR OF REFRIGERATORS



The consumer segment chosen for this study is Males in the age group of 30 to 40 years, working

professional and married.

The internal factors that influence the purchase decision of these consumers for a Refrigerator:

1. Need for the Refrigerator (whether need is physiological or esteem)

2. Personality of the buyer: whether he is extrovert or introvert, open to experiment, etc.

3. Level of Involvement of the buyer with the Refrigerator.

4. Motivation towards the Refrigerator whether it is latent or manifest.

5. Emotions towards the Refrigerator: which dimension will it satisfy amongst the

pleasure, dominance and arousal?

6. Brand personality as perceived by the buyer and how he relates it to his own

personality.

7. Attitude of the buyer towards the Refrigerator or the brand.

8. Self-concept of the buyer: his thoughts and feelings towards the refrigerators/brands

having reference to himself as an object.

9. Loyalty towards a particular brand of Refrigerator.

10. Positioning of a particular brand in the mind of the buyer.

MARKETING IMPLICATIONS BASED ON

INTERNAL INFLUENCES ON PRODUCT PURCHASE



1. Need for the refrigerator

The need for refrigerator is mostly just a physiological need and a refrigerator is a

utilitarian product for all the consumers.

In cases where a high end refrigerator is bought it is also to satisfy the esteem need of

the consumer. By buying a high end product at a premium price the consumer would

like to impress his friends or relatives after being seen using a stylish and high

technology product.

Marketing Implications:

In the case of high quality product the marketer should try to promote its products in a

way such that the consumer feels that owning the product will enhance his esteem.

In case of a utilitarian product the marketer should promote its product as a product

which fulfills physiological needs of the product.

2. Personality of the buyer

Personality of the buyer influences his purchase behaviour. An extrovert person will

buy a stylish product and a person who is not afraid of taking risks is more likely to

buy an innovative product.


Marketer should try to have a product which appeals to all its customers irrespective of

the personality of the customer i.e. it should have such attributes which appeals to the

masses.

3. Level of involvement with the purchase



Refrigerator is a high involvement product for all the respondents and the buyer

generally consults with others and compares the features of different brands before

deciding to buy.


As refrigerator is a high involvement product for which the customer searches and

evaluates it the marketer should make sure that his brand is in the evoked set of the

customer and try to influence the evaluation criteria of the consumer so that his brand has

a top of the mind recall while buying refrigerator.

4. Motive of buying refrigerator

Both the manifest & the latent motives play important part in the purchase behavior

of the refrigerators.


Marketer should promote and position its products in such a way that the consumer

believes that buying his brand will fulfill all his motives of owning the product.

5. Emotions towards purchase of refrigerator

Refrigerator is a utilitarian product which is used in homes so the consumer has a positive

emotion towards it.


Marketers should make sure that purchase of refrigerator is accompanied with positive emotion

arousal for the refrigerator as well as for the brand.

6. Brand-personality of the refrigerator as perceived by the buyer

Every brand is perceived differently by a consumer while buying the product

consumer buys a product which is in sink with his personality. So the perception of a

consumer towards brand also influences his purchase behaviour.




Marketer should make sure that his brand is seen as a successful and vibrant brand by the

consumer . It should also be seen that all the promises made to the consumer is met so

that it is seen as a trustworthy brand by the consumers only then will the consumers buy

the brand.

7. Attitude of the buyer towards the Refrigerators

Double door Refrigerators are considered more useful than single door refrigerators.

Frost Free refrigerators are considered hassle free.

High priced goods have better quality

If a buyer has got positive emotional reaction towards a particular brand, he will

always prefer this brand and it is very difficult for the competitors to attract him

towards their products.

Marketing Implications: Marketer should build the positive image in the minds of the

consumer and should work hard to maintain that image.This positive image will then

result in a positive attitude towards the brand.

Comparative advertising can be used here by the marketer to generate attention, message and

brand awareness in the minds of the customer.

8. Self-concept of the buyer

The consumer buys a product which helps him to achieve his ideal private self and

ideal social self concept.


The marketer should market its products in such a way that the consumer is able to

identify with the product and thinks that buying the product will help in achieving ideal

self.



9. Lifestyle of the buyer

A buyer with lavish lifestyle will prefer expensive refrigerators with new features and

will be ready as a innovator to try new models with latest trends and technology.

A buyer leading a simple lifestyle will opt for economic refrigerators and will be

much more price-sensitive.


The marketer should try to create a product mix which caters to different segment of

consumers based on different lifestyles of the consumer. There should be such a product

mix that there is at least one product for each type of consumer.

10. Brand-loyalty

Consumers who are brand loyal will always prefer the products of their brand due to

the trust & faith that their brand is best in the business.

Brand-loyal buyers are repeat purchasers and acts as opinion leaders for the brand.


The marketer should try to inculcate the feeling of loyalty in the mind of the consumer

because when a consumer is loyal towards a brand

He will buy only the products of that brand.

Act as an advocate for the brand

The company can do so by customer delight i.e. exceeding the expectations of the

consumer. It is not so easy for a company to do so but a company who manages to do so

will surely be highly successful in the market and emerge as market leader.

11. Positioning of a particular brand in the minds of the buyer

Videocon is considered as economical brand.



Samsung is a market leader in electronics and electrical products and hence worth buying.

LG is positioned having very wide network of service center all over the country so can

provide better after sales service then others.


The marketer should position the product according to the target Market for the brand and

also according to the segment of society it wants to cater to. Eg. If the brand wants to be

seen as a premium product it should position itself as a product with high quality and

technologically advanced product.

MARKETING MIX STRATEGY4 Ps approach

1) Product Refrigerator’s fulfill the physiological need of the consumer and considered as

utilitarian product. Company should insure that whatever product they market it

should be durable enough which last quite many years and give trouble free service to

their customers. Customer expects good after sales service and prompt response to his

complaints in case of any problem with the product. Extended warranty can be used

as an attribute attached with the product.

2) Price For high quality refrigerators the company can charge a premium price as consumers.

For this target segment, focus should be more on the features, technology & the style

quotient of the refrigerators.

For middle class a consumer who is wants value for money product marketer should

emphasize on attributes of the product by which consumer is aware of the value of his

investment.

3) Place

Customer prefers to visit authorized dealers of the particular brand and has a attitude

to visit big dealers or supermarket to buy the product. Customer also have tendency

of comparing various attributes of different brands before buying the product. So



Shoppe should be in such a location where competitor brands also exist. Hence

clustering of showrooms is something which has to be kept in mind while deciding on

the showroom location.

Consumers also prefer showrooms where they have experienced some pleasant

experience, so it’s also important to appoint friendly staff in the showrooms with

knowledge of the product so that customers visiting showroom can get sufficient

information regarding features and other attributes of the product.

4) Promotion

Emotion in advertising: Repeated exposure to positive-emotion-eliciting ads may

increase the brand preference of refrigerators due to classical conditioning.

Print ad should contain information of features and attributes that consumer wants, it can

be useful when customer is thinking rationally before buying the product. It may also

show strength of attributes with compared to other competitors in the market.

Where as electronic ad should look to create positive emotion for the product through

classical conditioning.

Change the cognitive component-Change beliefs:

Exposure: The companies need to do more of exhibitions as trade fair etc. in order to

expose the consumers towards the new launches.

Emotional appeals: Companies like Videocon which have strong emotional connect

with the Indian consumers should also concentrate on emotional appeals in order to

exploit the manifest motives of the consumers.

Emotion arousal as a product benefit: Refrigerators can be positioned as emotion-

arousing products by the companies like “don’t let smells mix”, “one call does the

all” or “Wow factor” of the refrigerators can be used by the marketers to promote

their refrigerators



Comparative ads: Companies which have got superior models this will help in

generating attention, changing brand attitudes & increased purchase intentions.

INTERVIEWS

INTERVIEW #1Respondent name: Mohit AggrawalPersonality

Likes to mingle with others

Down to earth & humble

Friendly



Polite & sympathetic towards others

Less open to experience

PURCHASE BEHAVIOUR OF REFRIGERATOR: Model/Capacity: 275 Liters (Videocon- Refrigerator)Need:

Wanted a new refrigerator for family use

Wanted to replace old refrigerator as old refrigerator didn’t provide sufficient cooling (more than 10yrs old -Kelvinator)

Classification of need as per Maslow’s hierarchy

Respondent’s need for refrigerator was physiological as he wanted it for daily use of his family.

Motives for purchase of refrigerator

i) Manifest motives

A Videocon refrigerator was more economical and value for money

It’s a decent simple and will fulfill the necessity of my house hold

ii) Latent motives

Didn’t want to spend too much on buying of refrigerator

Now I can boast of being a proud-owner of latest technology refrigerator i.e. Frost Free.

Emotions of Respondent while buying refrigerator

Respondent is a family oriented guy who believes that refrigerator would help him in

fulfilling his family’s need to keep perishable eatables safe and fresh.

Attitude of Respondent towards refrigerators

i) Cognitive component

Double door refrigerators perform better as they have separate compartments, ice

formation is faster as freezer compartment is not opened frequently.

Moon silver color has less effect of dust on it.



ii) Affective component

Respondent feels that 275 liter refrigerator will be more convenient for his family.

Feel good factor that respondent has purchased latest technology refrigerator.

iii) Behavioral component

Respondent was getting good deal of discount after bargain on Videocon refrigerator

from the dealer

Self-concept

i) Actual private

Respondent feels that sometimes he goes overboard while shopping.

ii) Ideal private

Respondent would like to be more rational while purchasing.

iii) Actual Social

Respondent is seen in the society as a person who indulges in showoff of wealth a lot.

iv) Ideal Social

He likes to be seen as someone who knows the value of money.

Brand personality of Videocon as perceived by the respondent

Videocon is a well established Indian brand. It is economical than other brands.

It has got competence. It is reliable & durable.

It is a typical middle class brand and is not a sophisticated one.

Respondent’s attitude towards Videocon

Videocon is a well established Indian brand so has a soft corner towards it.

Videocon provides value for money products.

Videocon understands the Indian conditions as it is an Indian brand.



Positioning of Videocon in the mind of the respondent

Videocon is an economical brand for middle segment people.

Its products are reliable and require less maintenance

Videocon refrigerator provides anti bacterial liner by completely preventing the entry of

germs so it keeps protection and freshness of the food stored in it. (Respondent had read about it

from some article some where).

INTERVIEW #2

Respondent name: Srinidhi

Personality

Extrovert

Moody


Less open to experience

PURCHASE BEHAVIOUR OF Refrigerator:

Model: Videocon Double Door Frost-Free 250 Ltr Refrigerator

Need:

Wanted the Refrigerator for family use (to be used by himself & his wife)

Consumption of fresh green vegetables everyday


Respondent’s need for Refrigerator was physiological as he wanted it for storing the

required consumables for daily use



This also manifested as an esteem need in terms of the size and design of the refrigerator

as most of his friends and colleagues at his level had a double door refrigerator and he

had to buy a product which was atleast as good as theirs.


i) Manifest motives

A 250 ltr double door refrigerator is a product made for families

A number of my friends and colleagues have preference for the same design.

ii) Latent motives

He believes that the Videocon Refrigerator is a product that will demonstrate his logical

decision making ability and rationality

It will also put him in the same group as his friends and colleagues are.


Respondent is a traditional person who believes that a Refrigerator is one of the basic

necessities in family to keep the some of the daily use consumables fresh.



Frost-free Refrigerators are easy to use and hassle free

Double door design is the best design for medium to large size refrigerators


Respondent feels that Videocon refrigerators are best in business and thus has a positive

emotions towards them




If Videocon comes up with an exchange offer for the old refrigerators, respondent would

be happy to exchange his old refrigerator with a new Videocon one.

Self-concept

i) Actual Private

Respondent feels that he is abreast with the latest technology.

ii) Ideal Private

Respondent would like to be in touch with technological advances.

iii) Actual Social

Respondent thinks that he does not use high tech products.

iv) Ideal Social

Respondent would like to be seen as someone who is aware of latest high technology

available products.

LOYALTY TOWARDS A BRAND: Videocon

Respondent is loyal towards the Videocon and would anytime prefer the products of this

company only. In the future also, if he wants to buy another refrigerator he will go for Videocon

brand only.

Brand personality of Videocon as perceived by the respondent

It has got competence. It is reliable & successful

It is highly utilitarian and value for money brand

Provides high technology products at a reasonable price.

Respondent’s attitude towards Videocon

Videocon has a strong market share in Refrigerator category hence worth buying



Videocon always provides good quality products and excellent after sales service

Videocon Refrigerators always perform on par with the Refrigerators from some of the

other top companies

Since Videocon is recognized as a very good brand and everyone appreciates its products,

it is definitely better

Positioning of Videocon in the mind of the respondent

Videocon is an economical brand and provides highly utilitarian refrigerators

Its products require less maintenance

Videocon Refrigerators last long

INTERVIEW # 3

Respondent name: Jignesh Patel

Personality

Down to earth & humble.

Polite & sympathetic towards others.

Less open to experimentation.

PURCHASE BEHAVIOUR OF REFRIGERATOR:

Model: Refrigerator

Need:

Wanted a refrigerator as old refrigerator was not working properly.

His old refrigerator was not cooling properly.




Respondent’s need for refrigerator was physiological as he wanted it for daily usage to

keep daily food fresh.


i) Manifest motives

He wanted a large size refrigerator as he recently got married and also his parents are

now living with him.

ii) Latent motives

He is also looking for stylish and large refrigerator as his relatives and friend are having

the 250 liters refrigerator.


Respondent is a pleasure-seeking guy who believes that Samsung refrigerator helps him

in needs of his family without much hassle of after sales service along with the style

statement



Samsung provides quality and stylish products.

They are having a very good after sales service.


Respondent feels that Samsung products are good looking and thus has a positive

emotions towards it.


Respondent enquires about after sales service while buying the product.



Self-concept

i) Actual Private

Respondent feels that he is humble & down-to-earth guy

ii) Ideal Private

Respondent would like to be more sincere.

iii) Actual Social

Seen using value for money products.

iv) Ideal Social

Wants to go for stylish products.

LOYALTY TOWARDS A BRAND:

Respondent is loyal towards the Samsung and would anytime prefer the refrigerator of this

company only. In the future also, if the company comes out with any exchange offer, he would

like to exchange his old refrigerator with a new refrigerator of same brand only.

Brand personality of Samsung as perceived by the respondent

Samsung is stylish, innovative and quality oriented brand.

It is reliable & successful

It is a rugged and tough brand

Respondent’s attitude towards Samsung

Samsung is a market leader in electronics and electrical products and hence worth

buying.

Samsung always provides good quality products with latest features.

Positioning of Samsung in the mind of the respondent

Samsung is a stylish brand and it provides quality products at reasonable Price.




INTERVIEW # 4

Respondent name: Vivek Saxena

Personality

1 Extrovert and flashy

2 Stable with less mood swings

3 Polite & sympathetic towards others

4 Likes to experience new things

PURCHASE BEHAVIOUR OF REFRIGERATOR:

Model: LG

Need:

He bought the refrigerator just before marriage because of the need of refrigerator in

the house after marriage

He Bought LG because of the brand image and its image in the market as a high

quality product.


Respondent’s need for the refrigerator was physiological as he wanted it for daily

household needs.

His need was that of a esteem need too as he bought LG brand because of the brand

image and being perceived by his relatives and friends as a high quality product and

he wanted others to perceive him as a user of high quality goods.




i) Manifest motives

He does not own a refrigerator so he wants to buy one.

Need of a two door model as use of ice in summers is quite high.

ii) Latent motives

Wanted to impress his relatives and friends by purchasing a product which is a market

leader in its class.

Went for a large size as he wanted him and others to see him as someone who looks

forward for the future needs too.


Respondent is a pleasure-seeking guy who believes that usage of high price goods is good

because he perceives high priced goods as a mark of high quality.



High priced goods have better quality

As LG is a market leader it must be a high quality product.


Respondent feels that LG refrigerators are best in quality and thus has a positive

emotional reaction towards them

Wants to impress others by purchasing a large size refrigerator of a market leader brand.


While purchasing the product he enquired about package deal on the product

He also bargained for the price and got discount on the product.

Self-concept



i) Actual Private

Respondent feels that he is a sincere and humble guy

ii) Ideal Private

Respondent would like to be more participative in daily household chores and would like to help

his wife in household chores which he is not able to do due to lack of time.

iii) Actual Social

Respondent thinks that he is a level headed guy with control on his emotions.

iv)Ideal Social

He would like to be seen in the society as a successful guy who has achieved his success due to

his own hard work.

LOYALTY TOWARDS A BRAND: LG

Respondent is loyal towards the brand LG and has bought Television and refrigerator of this

brand only.

Brand of LG as perceived by the respondent

It is a foreign brand but understands the Indian market.

Offers good after sales service.

Technologically advanced product being offered by LG

Respondent’s attitude towards LG

It is costly but value for money in the long run.

LG offers high quality products.

Since word of mouth of LG is very good and everyone appreciates its products, it is

definitely better



Positioning of LG in the mind of the respondent


LG has a very wide network of service center all over the country so can provide better

after sales service then others.

High quality products being offered

Market leader in refrigerators.

INTERVIEW # 5

Respondent name: Randheer Singh Ahluwalia

Personality

Extrovert, friendly in nature

Moody & spendthrift


Innovative and open to experiment

PURCHASE BEHAVIOUR OF Refrigerator:

Model: 310 Liters (Whirlpool)

Need:

Wanted the refrigerator for family use.

Also wants to use it for his business purpose.


Respondent’s need for refrigerator was physiological as he wanted it for daily use.



His need was esteem because he often had party with his friends or peer group so he

wants to make impression on his friends.


i) Manifest motives

310 Ltrs refrigerator will be most suitable for his business purpose.

Deep freezer is needed to store non veg and dairy products as paneer etc.

All his friends of business community have such refrigerator for their business.

ii) Latent motives

It’s a large storing capacity refrigerator suitable for both business and home use.

Now I can boast of being a proud-owner of large branded refrigerator.


Respondent is a social guy with responsibility of family on his shoulders who wants such

a refrigerator that will also beneficial for his family use.



Larger refrigerators are more useful than smaller refrigerator.


Respondent feels that his choice of refrigerator will be beneficial for his family and thus

has a positive emotion towards it.


He enquired about extended warranty on the product.



Also bargains about the price of product.

Self-concept

i) Actual Private

Due to lack of time he can’t spend more time with his family.

ii) Ideal Private

Respondent would like to spend more quality time with his family.

iii) Actual Social

He is seen in his society as someone who give more importance to money than his

family.

iv)Ideal Social

Respondent would like to be seen as who is very close to his family.

Brand personality of Whirlpool as perceived by the respondent

Whirlpool is a reliable brand.

Brand is trustworthy.

It is well accepted and well known brand.

Respondent’s attitude towards Whirlpool

Whirlpool always provides good quality products at reasonable price.

Whirlpool is a durable brand with Sleek designs and contemporary styling

Believed to be low energy consuming refrigerators.

Since the brand reorganization and brand acceptability is good and belief is that it is

trustworthy brand so respondent has feeling that it has worth to buy.



Positioning of Whirlpool in the mind of the respondent Whirlpool always provides good quality products at reasonable price.


Whirlpool refrigerators are having latest technology and new designs.

Its products maintenance free and less energy consuming.

Whirlpool refrigerators are better looking and more spacious from inside.



PHASE # 3

RESPONDENT1# Mohit Agrawal

CONSUMER DECISION MAKING PROCESS

It was a high involvement purchase for the respondent but his decision making was limited. He

underwent through following steps of decision making:


Problem recognitionGeneric

Information SearchInternal search

External: Personal contacts, marketer information


Problem Recognition

Respondent found that his old refrigerator was not working properly and not giving sufficient

cooling. Secondly after marriage he needs a new refrigerator for the house.

Information search for Refrigerator

Internal Search: The respondent is aware of some of the refrigerator brands and has some

knowledge of the attributes each brand has to offer.

External Search: The respondent does an external search about the product being offered by the

brands which are in his evoked set.

Sources of information

i) Personal sources: Respondent’s cousin whom he believed too much. He advised the

respondent to opt for Videocon 250 ltr frost free double door refrigerator as he was already using

the same one.

ii) Experiential sources: Respondent along with his wife visited a local showroom and had a

look at the options in their evoked set viz Videocon and whirlpool before finalizing Videocon.

Thus the information source was limited external and was actively acquired.


Alternative evaluationAttribute based choice

Lexicographic decision rule

Purchase

Post purchaseNo dissonance


Evaluating alternatives

Although the respondent was aware of many brands but he was looking for the refrigerator that

was most economical to him. So economical refrigerator was most important parameter for him

and evaluated refrigerators from different brands on that basis, Whirlpool and Videocon was in

his evoked set but never interested to go of Haier as he didn’t knew much about that brand.

Finally he decided to buy Videocon as it felt most appropriate one to fulfill his need at

economical price.

Evaluation criteria

Attribute basedRespondent considered the following attributes before finalizing his choice for Videocon:

Price - Discount from dealer

Brand and Quality

More shelves in door to keep maximum water bottles/soft drinks

After Sales Service

Moon Silver Color


Awareness Set• Videocon

• LG

• Godrej

• Kelvinator

• Voltas

• Whirlpool

• Samsung

• Haier

Evoked Set Videocon

Whirlpool

Inert Set LG

Samsung

Inept set Voltas

Kelvinetor


Maximum space for Vegetables and Dairy Products

Decision rules

Lexicographic decision rule: The attributes ranked according to importance by the respondent are:

Price was the most important attributes for the respondent.

Next most important attribute was brand name. Reliability of the brand

Requires less maintenance.

Understanding of the Indian conditions

Thus, the decision rule chosen by the respondent was lexicographic.

Purchase behavior

The respondent browsed in near by mall to check out the market price and also visited

multi brand outlets located near his house to compare the prices and other value added

services offered by both the outlets. Finally he purchased the refrigerator from the mall as

it offered him better deal in term of price discount.

The respondent preferred cash purchase and paid the full amount of money at the time of

purchase.

Post purchase evaluation

Post purchase dissonance

Respondent feels that his decision to buy Videocon best that he had made as he feels that

he is deriving full value of money paid for the same.

He is fully satisfied with the performance of this Refrigerator.

Customer satisfaction



Brand loyal customer: The respondent is a committed customer of Videocon. He is a brand-loyal

to the company and is emotionally attached to the firm.

Repeat purchase: Respondent acknowledges that he is a fully satisfied customer and if he has to

buy other home appliance in the future, it will definitely purchase Videocon products if he gets

good deal and value for money.

RESPONDENT2# Srinidhi






Problem recognition

Respondent found that he would need a refrigerator among other home appliances while setting

up his home post marriage

Thus problem recognition was generic for the respondent and sensing the need for the

refrigerator, he straightway decided to purchase it.

Information search for Refrigerator :

External Search:


i) Personal sources: Respondent’s cousin whom he believed too much. He advised the

respondent to opt for Videocon 250 ltr frost free double door refrigerator as he was already using

the same one.

ii) Experiential sources: Respondent along with his wife visited a local showroom and had a

look at the options in their evoked set viz Videocon and Godrej before finalizing Videocon.

Thus the information source was limited external and was actively acquired.


Although the respondent evaluated refrigerators from different brands, he was more or less sure

that he would buy a 250 ltr frost free double door refrigerator from the stable of Videocon.


Awareness Set• Videocon

• LG

• Samsung

• Godrej

• Whirlpool

• Haier

Evoked Set Videocon

Godrej

Bajaj Boxer

Inert Set LG

Samsung

Whirlpool

Inept set Haier


Evaluation criteria

Attribute based

Respondent considered the following attributes before finalizing his choice for Videocon: Videocon brand name

Design

Ruggedness

Simple looks

Maximum space for Vegetables and Dairy Products

Deep freezer capacity mainly for Ice Creams

Frost-free, 250 Ltr capacity

Decision rules


Brand name

reliability.

ruggedness

simple looks

Thus, the decision rule chosen by the respondent was lexicographic.

Purchase behavior

The respondent visited two of the closest multi brand outlets located near his house to

compare the prices and other value added services offered by both the outlets.



The respondent preferred the cash purchase and paid the full amount of money at the time

of purchase.



Respondent feels that his decision to buy Videocon was one of the best that he had made

until now as he feels that he is deriving full value of money paid for the same

He is fully satisfied with the performance of this Refrigerator.


Committed customer: The respondent is a fully committed customer of Videocon.

Repeat purchase: Respondent acknowledges that he is a fully satisfied customer and if he has to

buy any other home appliance in the future, it will definitely be from the Videocon family.

RESPONDENT 3# Jignesh Patel





Problem recognitionGeneric

Information SearchExternal: Personal contacts, marketer

information


Problem recognition

Respondent found that he was facing problems with his old refrigerator cooling system.

Respondent desired for a Refrigerator which could do away this problem and also provide him

with a sense of superiority.



Information search for refrigerator

Internal Search : Because he owned a refrigerator he had some basic idea about the brands and

the attributes brands have to offer.

External Search: Ongoing search was made as respondent was thinking to replace his old

refrigerator for last 8~9 months.


i) Personal sources: Respondent had a friend whom he believed too much. He only advised

them to opt for Samsung as he was already using the same refrigerator.

ii) External sources: Respondent had visited Samsung and LG website which were in his

evoked set i.e. Samsung& LG before finalizing Samsung.

Thus the information source was external and was actively acquired.



Alternative evaluationAttribute based choice

Lexicographic decision rule

Purchase

Post purchaseNo dissonance


Respondent kept on visiting store/outlets, comparing features and price so he was aware of many

brand from which he considered to purchase refrigerator from Samsung or LG. Haier & Godrej

was in his inept set as he didn’t consider Godrej was having latest features and he had also not

seen anyone known to him using Haier. So he was not confirmed whether Haier would be able to

provide good after sales service in India or not.

Evaluation criteria

Attribute based

Respondent considered the following attributes before finalizing his choice for Samsung Samsung brand name


Awareness Set• Samsung

• LG

• Godrej

• Whirlpool

• Videocon

• Haier

Evoked Set Samsung

LG

Inert Set Videocon

Whirlpool

Inept set Godrej

Haier


Quality and Looks

Ruggedness

Product Features

After sales service

Decision rules


Brand name

Quality

Looks

Purchase behavior

Respondent went to the “NEXT” Electronics showroom from where he bought his

television six month back. He looked at various offerings by different companies before

zeroing on the Samsung and LG. He found no difference with the two products but

because of his good experience with the Samsung products he went for the Samsung 250

liters refrigerator.

The respondent preferred the Credit Card purchase.



Respondent feels that Samsung, the one he bought was the good deal.

There is no other dissonance as such from the part of the respondent and he is fully

satisfied with the performance of this Refrigerator.

RESPONDENT 4# Vikas Saxena






Problem recognition

Respondent found that he is going to face problems after marriage of he doesn’t own a

refrigerator.

Respondent desired for a refrigerator which could do away this problem and also provide him

with a sense of owning a high quality product.



Information search for Refrigerators

Internal search: respondent was aware of the four major brands available in the market

Executive PGDM Group 1

Problem RecognitionGeneric

Information SearchInternal / Extensive External

Alternative Evaluation Lexicographic decision rule

Many alternative

Purchase

Post Purchase Dissonance

Complex evaluation

Extended Decision Making

60


External search:


i) Personal sources: One of his friends owned a LG refrigerator. He had a talk with him

regarding his experience with the brand.

ii) Market sources: Respondent took a tour of the market and evaluated all the options in his

evoked and inert set i.e. LG and Samsung brand.

Iii) Media Sources: Went through the advertisement in both print and electronic media to be aware of the deals being offered by the two brands.


Although the respondent was aware of the five major brands available in the market and

evaluated both LG and Samsung refrigerators, he was more or less sure that he would buy LG

brand.


Awareness Set• LG

• Kelvinator

• Voltas

• Whirlpool

• Samsung

Evoked Set LG

Samsung

Inert Set Whirlpool

Inept set Voltas

Kelvinetor


Evaluation criteria

Attribute based

Respondent considered the following attributes before finalizing his choice for LG Refrigerator :-

Size of the refrigerator

Price of the product

Ruggedness of the product

Exterior looks

No of shelves inside the refrigerators and its interiors on the whole

Decision rules

Lexicographic decision rule: The attributes of the refrigerator were ranked according to its

importance. Below given are the attributes arranged in a descending order as perceived by the

respondent:

Quality of the product

Brand image

Price

Ruggedness

Looks

Purchase behavior The respondent preferred the cash purchase and paid the full amount of money at the time

of purchase.



Bargained for the price while paying for the product.

Evaluated alternative brands available before choosing the brand he purchased.

Brand image played a important role in choosing the brand

Evaluated different attributes of the product once again even though he had made up his mind to go for a particular product

Went for a silver color as according to him it gets less dirty

Looks also played a important role while purchasing decision was made.



There is no dissonance as such from the part of the respondent and he is fully satisfied with the

performance of the refrigerator.


The respondent is a fully satisfied customer of LG. Due to his good experience with the products

of LG he is brand-loyal to the company and is emotionally attached to the firm.

He is satisfied with the after sales service of LG.

RESPONDENT5# Randheer Singh Ahluwalia


It was a high involvement purchase because he is considering number of things for his decision

making He underwent through following steps of decision making:



Problem recognition

Respondent found that he was facing problems of storing of daily consumables and storing of

family usable products so he wanted a refrigerator which have enough storing capacity so that he

can use it for storing of business and home use consumables..

Information search for Refrigerators

Internal Search: He had awareness about different brands of refrigerator available in the market

and had somewhat made up his mind to go for the whirlpool brand

External Search:


i) Personal sources: Respondent’s wife had a friend whom he believed too much. He only

advised them to opt for whirlpool refrigerator.



ii) External sources: Respondent went to a dealer of the electronic goods and had a look on the

various brands of the various refrigerators and according to the features for his need and the

advice of the dealer he selected whirlpool brand for his use.

Thus the information source was limited external.


Although the respondent evaluated various size of the refrigerator he was more or less sure that

he would buy a refrigerator form the stable of whirlpool.

Evaluation criteria

Attribute basedRespondent considered the following attributes before finalizing his choice for Whirlpool:

Brand name

Storing capacity.

Color of the refrigerator.

Looks of the refrigerator.


Awareness Set• Godrej

• Kelvinator

• Voltas

• Whirlpool

• Samsung

Evoked Set Whirlpool 250 Ltrs

Whirlpool 310 Ltrs

Inert Set Godrej

Samsung

Inept set Voltas

Kelvinetor


Decision rules


Brand name

Quality

Storage Capacity

Looks

Purchase behavior Although there were many showrooms in New Delhi, respondent preferred a particular

shop because it is nearest from his home and believed that this particular shop has wide

range of products.

The respondent preferred cash purchase and paid the full amount of money at the time of

purchase.


Post purchase dissonance There is no dissonance as such from the part of the respondent and he is fully satisfied

with the performance of this Refrigerator.

Customer satisfaction Respondent agrees that he is a fully satisfied customer and if he has to buy or giving advice to

any other person for the purchase of the refrigerator he will suggest for the purchase of the

whirlpool brand.



CONSUMER DECISION MAKING MODEL (Engel-Blackwell Model)

The Engel-Blackwell model is a conscious problem solving and learning model of buying

behavior attempts to explain the complexity of the consumer decision making process:

The decision making process according to Engel-Blackwell model consists of five components

namely "the input stimuli, information processing, decision – making process, decision making

process variables and outside influences. The decision making process goes through five stages.

These are problem awareness, information search, alternative evaluation, choice and the

purchase results.

Stage 1:


Information processing

Decision process

Variable influencing decision process

Need recognition

Search

Exposure

Attention

Comprehension

Acceptance

Retention

Stimuli:MarketerDominatedOthers

External search

Memory

Internal search

Alternative Evaluation

Purchase

Outcomes

DissatisfactionSatisfaction

Environmental influencesCultureSocial classPersonal influenceFamilySituation

Individual differencesConsumer resourcesMotivation and involvementKnowledgeAttitudesPersonalityLifestyleDemographics

Beliefs

Attitude

Intention

67


Problem Awareness:

Consumer becomes aware of the difference between his present state and the ideal state. The

awareness may be created by internal motives or external stimuli.

Stage 2:

Information Search:

The consumer may make use of information stored in his memory or of his experiences which

take the form of ideas and attitudes which influence his preferences. The consumer may also

make use of stimuli, that is, market dominated sources of information. The external information

search can be done in the following ways:

i) Personal sources

ii) External sources

Stage 3:

Alternative evaluation:

The consumer stores the acquired information in his 'short term memory' for further processing

in evaluation of alternatives. In the alternative evaluation stage, the consumer compares the

acquired information with the product standards or evaluation criteria. The strengthening or

weakening of existing evaluation criteria in the long-term memory by information gathered leads

to acceptance or yielding of the product.

Acceptance/yield information gets stored in the permanent memory; while lack of acceptance/yield results deletes related information from the memory awareness occurs

Stage 4:

A strong positive intention or acceptance of an alternative leads to the choice of the product in stage four. In the absence of any constraint, the purchase takes place.

Stage 5:



The result of the purchase is seen in stage five. The consumer may experience satisfaction of a

need from the use of the product, in which case his evaluation criteria are consolidated. In case

of dissatisfaction, a reconsideration of such criteria takes place. Another post-purchase result

could be dissonance, which refers to post-purchase doubt as regards a product. Dissonance may

lead to further information search with a view to justifying the choice of a product after its

purchase.

The Engel-Blackwell (1982) model includes various external factors which influence the

decision-making process. Among these factors are the cultural norms and values which definitely

influence the consumer's value judgement of a product. At the same time, social groups,

reference groups and family members may influence the decision-making process and the

purchase intention.

The Engel-Blackwell (1982) model depicts a series of activities which a consumer undertakes in

situations of high involvement. The decision-making processes vary with the consumer, the

social environment, the environmental factors and the products. The model identifies the various

factors and inter-relationships between them which influence the decision-making process

MARKETING STRATEGY

The segment under consideration has demonstrated the emphasis on two of the needs –

Physiological and Esteem.

Hence the Refrigerator design should concentrate on the above two aspects. In terms of fulfilling

the utilitarian/physiological needs, the internal design of the refrigerator should be highly

efficient in terms of maximum availability of space and ease of retrieval of food stuffs. The

refrigerator should be a frost free and double door design. Company should insure that whatever

product they market it should be durable enough which last quite many years and give trouble

free service to their customers. Customer expects good after sales service and prompt response to

his complaints in case of any problem with the product. Extended warranty can be used as an

attribute attached with the product.



External appearance of the refrigerator connotes one’s status hence the refrigerator should look

aesthetically good with glossy finish and wide range of colors for the customer to choose from.

Brand chosen: We have assumed that Eva (Hypothetical Brand) will launch a new 280 liter refrigerator. We have based our marketing strategy on this assumption.

Element of marketing mix chosen: Promotion

NEED: The segment under consideration has demonstrated the emphasis on two of the needs –

Physiological and Esteem.

Utilitarian need i.e. physiological

Consumer wants this refrigerator to use for his daily household purpose.

Need for expression i.e. Esteem.

This product is targeted to those consumers who can use this refrigerator to express their identity

to others i.e. they want others to notice of their self-esteem through this refrigerator.

PERCEPTION



Exposure:

Exposure of the consumer towards this model can be through pamphlet distribution through

news paper, television advertisement etc.

Learning Theory

Iconic Rote Learning

Iconic learning will be used because as the advertisement of the refrigerator will be encountered

by the consumer a number of times while he scans his external environment. This will result in

the essence of message being learned.

Vicarious Learning/ Modeling

Consumers usually consult their family, friends (some times opinion leader) before making the

final decision. They influence his decision on the product. Thus this situation will correspond to

vicarious learning because it is a high involvement learning situation because the consumer is

motivated to process or learn the use of this refrigerator.

Attitude Components


Perception

Exposure – Exhibition etc.

Attention - Medium to High

Interpretation – High Involvement

Stimulus: High

Individual: More passion high attention

Situation: More sales in festive seasons

71


Cognitive Component – It will be multi attribute model. The consumer considers various

attitudes like

Double door

Frost free

Cabinet rolling feature (easy to clean)

Style

Brand personality

Consumer assigns different weights to different attributes; hence it will be a weighted average

attitude model. We are not using ideal point weighted average model because the consumer is

clearly not able to differentiate the extra benefits he will derive between attributes.

Message AppealWe will use the message appeal “enjoy the natural freshness” while promoting this model.

Brand personality It will be portrayed as a stylish brand.

It will be positioned as a brand with innovative technology.

EXTERNAL INFLUENCES WHICH WILL PLAY A STRONG ROLE1. Demographic details

Colors Available & looks of the refrigerator demanded by the customer will depend on the demographic factors.

2. Media habits

Since our target segment -25-50 age group of above middle class,

TV & newspaper ads will also be the major factors due to their wide reach & penetration and internet will be also be an important medium to gather information.

3. Occupational subculture



A large number of working professional and upto middle class businessman will be

attracted towards this model due to the as it is fulfilling all utilitarian need and external

look, having glossy finish and wide range of colors, handles etc. It will also attract

individuals through word of mouth publicity & peer pressure to own something special.

4. Reference group

Reference groups will play an important part as online communities, friends, peer groups may influence the consumer in his decision to purchase the refrigerator.

5. Family

Any influencer in the family (like father, brother or relatives) or purchaser (anyone

other than himself) will play an important role.

6. Social class

This refrigerator will satisfy the asprational need of the middle class people along

with their core need i.e. for his daily household purpose.

Upper middle class will purchase this refrigerator as the refrigerator will depict their

social status.

7. Opinion leader

Salesmen in the showroom may prove an important opinion leader in motivating the

consumer to purchase this refrigerator through giving educating the customer about

its latest features comparing its strength with respect to competitive models in the

market.

In this Internet era also there is rising popularity of the brochure designs in propelling the

business and market. A brochure is a pamphlet that is uses for marketing your service or

products or provides information about it. It is paper material distributed for the purposes of

advertising. Brochures may advertise events, hotels, products etc. or In this way we assume that

the brochure will be representing you, that's why it needs to be an eye-catching in design and to

the point in language because it will speak to readers you have never met and will try and

convince them to come to you.



ADVERTISEMENT

We have made the following advertisement for our refrigerator “Eva Brand”. It will be a print ad.

Tagline: “enjoy the natural freshness”.

Theme of the ad:

The ad emphasis on two of the needs of the customer – Physiological and Esteem.

Eva intends to create its marketing position around the tagline, ‘Enjoy the natural freshness’.

This tag line corresponds to the basic need of the consumer to consume fresh food at all time. Due to

lifestyle pressures today there is not much time in households to cook fresh food every time someone

feels hungry. In all these situations any consumable being stored in refrigerator is picked and eaten by the

consumer. This food is not fresh and due to its storage has lost some of the taste also. If consumers are

made to believe that the food stored in our refrigerator is as good as fresh it can act as a major boost to

the brand and the brand can connect with the consumer. This will have a positive effect on the brand and

in turn will boost the sales of the product.

PROMOTION

Apart from regular advertising on TV and Internet we will also take further step to promote our

brand and create brand awareness.

Our target customer is 20-40 years.

Target cities are metro tier II cities initially.

We can give extended warranty

Festive season pack – by doing bundling with other white goods.

We will also distribute pamphlets through news paper to create more awareness.

Road shows will also be conducted in various cities to create awareness.

Camps in Exhibitions like trade fair, Electronic Fair etc



We believe that this will help us in addressing the promotion issue of the marketing mix for our refrigerator.

THANKS


consumer buying behaviour while purchasing refrigerator final project

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