Group-1

Shankar Nath Dutta Rohit M R Dinesh Rohan Wagh Madhavi Ashish Krishna Kishore Burugula

The triggers for buying AC

y Personal Factors: y Comfort in extreme weather conditions y Increase in income easy affordability y Social Factors: y Maintaining social status y Better life style

5 stages of Purchase process

y Problem Recognition: The need for AC arises due to several personal and social

factors
y Information Search: Main sources are Internet, TV, Newspaper and other informal

advertisements.
y Evaluation of Alternatives: Customers get driven by enhanced features in AC a

result of high competition in the market.

y Purchase Decisions: Product Quality, features, brand value and lucrative pricing

facilitates in decision making.

y Post Purchase Behavior: Performance of the product and the services provided by

the company determines the customer satisfaction.

Stages of Purchase

(for a particular customer)

Marketing Implications
y Intensive promotion of ACs at the beginning of summers y Introduction of attractive offers y Identification of regions with longer summer and monsoon y Target customers from higher middle class and upper class. y Investment in R&D for delivering more power efficient products at cheaper cost. y Promote ACs as a medium to enhance ones social status and as a symbol of

economic prosperity.
y The automatic controls of the ACs should be highlighted in every promotion.