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Consumer Behavior Case
Consumer Behavior Case
ASAD AMIN
#11108124
Analysis
The expenditure on entertainment was revealed to have increased. Indias art market grew six per cent in 2009,
over the previous year and was estimated to be worth between INR 8 billion and 10 billion. The analysis has been
carried for from three dimensions of consumer behavior, Lifestyle, Uniqueness and Involvement levels (See
Exhibit 1). In this exhibit the results of surveys showed, the surveys were conducted during January 2011, at the
biggest art fair in New Delhi, India, the four-day India Art Summit, attended by 85 galleries (including13 foreign
galleries). That shows most of the art lovers are interesting in artistic things including fine arts. They are nature
lovers and intellectuals. They like to decorate home and they prefer to entertainment in life. These results are pretty
closer to reality.
As the disposable incomes increased, more and more High Net worth Individuals were investing to satiate their
tastes for finer things. That indicates customer involvement in art dependent on Disposable income. The art forms
that consumers purchased and appreciated reflected their personalities significantly. Customers involvement in art
can also analyze through their lifestyles, daily activities, their interest, involvement and their opinions. In (Exhibit
2) detail information is given. In which consumer involvement is analyze through their life styles, daily activities
and opinions. Furthermore as case indicates some buyers were wealthy and passionate art collectors who referred
to art by using such words as Beauty, attractive, pride and aesthetics and enhancing status. These art collectors felt
Decision
Dhonuk should target middle class and HNIs of Indian market and Focus on highlighting the combination of
abstract and figurative art as their main product typePosition themselves as an interactive website meant for
the occasional buyers who were from the emerging middle class and HNIs.
Exhibit 1
Analysis of customers perception of Art
1
2
Interest
I like to collect Art work
I am interesting in artistic things including fine
Average Score
3.94
3.57
3
4
arts
I am a nature lover
I enjoy the intellectual exercise of analyzing,
3.73
4.13
5
6
conceptualizing
I like to decorate my home
I like entertainment in life
4.43
4.50
Exhibit 2
Life Style
Consumer Characteristics
Recommended type of
Level of involvement
Youthful
Contemplative
Art
Digital Art
Abstract Art
High
High
Luxurious
deeper meaning
Home Decorators ,Art
Fine Art
High
Social
High