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TERMIV_Consumer Behavior_Buying Behaviour –150 cc Bikes

TERMIV_Consumer Behavior_Buying Behaviour –150 cc Bikes

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Published by Arnab Guha Mallik
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Categories:Types, School Work
Published by: Arnab Guha Mallik on Mar 20, 2013
Copyright:Attribution Non-commercial

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11/19/2014

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Buying Behaviour
 – 
 150 cc Bikes
Group 6, Section A
Anamika Mundhra Ekta Poddar Girish Fule Shiladitya SenguptaArnab Guha Mallik Dhananjay J.
 
NEED
Internal Stimuli
Daily Commutation
Distance travelled
Time Constraints
External Stimuli
Friends & Relatives
BuyingDecision
SocialEco-nomicPsycho-logicalAgePurp -ose
B
UYING
B
EHAVIOR 
 
Convenient and affordable mode of commutation
Establish a grown up identity by indulging in apurchase of a bike (for youngsters)
Considered attractive for females
Look and feel of sports bikes at lower prices
Better Technology
Manifest motives consist of aspiring for a fast sports bike like vehicle at affordable prices
 
Latent motives of consumers involves theneed to look cool and impress bystanders
 
USAGEBENEFITS AND MOTIVATION
Commutation
Recreation
 
B
RAND
C
OMMUNICATIONS
: PULSAR 
Newspaper AdsMagazine AdsCommercials
   N  e  w  s  p  a  p  e  r   A   d   1  :   D  e   f   i  n   i   t  e   l  y  m  a   l  e
Slogan
“Definitely male” can be considered tobe a metaphor, “Male’ can refer to both the
bike as well as the one who drives it.The featureshighlighted &explained at thebottom: central routeof persuasionCognitiveelements:features, affective
elements: the “He
-
Bike” and tagline
 The stylish purple color bike positioned with the
Mileage highlighted. The lines below, “Amazingconsidering you’ll be setting the road on fire”
 follows both routes of persuasion. Providesinformation about thesuperiority of theproduct in terms of styleand looks & also in termsof mileage superiorityaffective elements:customers thatthe bike along withrider is amazing.Cognitive elements: the features andthe mileage
   N  e  w  s  p  a  p  e  r   A   d   1  :   7   7   k  m  p   l  m   i   l  e  a  g  e

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