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Year 2013 Term IV

Project for Consumer Behavior: Product Category Automatic Washing Machine

Submitted by:

Section A Group 5
Sudheer GV PGP/16/018 Arpita Agrawal PGP/16/249 Parichita Kapoor PGP/16/275 Shifali Sashidharan PGP/16/286 Shrinwanti Banerjee PGP/16/287 Segolene Terrier IE/06/006

........................................... 3 Usage ......................... 8 Whirlpool ..................................................................................................... 8 Advertisement 2 (f): PRODUCT -VIDEOCON WASHING MACHINES ............................................................................................. 8 CONSUMER LEVEL DATA .............................................................................................................................................................................. 6 Advertisement 1(f): PRODUCT: WHIRLPOOL WASHING MACHINES ..................................... 7 PRINT ADVERTISEMENT: NEWS PAPER .................................................................................. 5 Advertisement 1 (c) (Refer Appendix): PRODUCT: WHIRLPOOL SIXTH TECHNOLOGY WASHING MACHINE ......... 8 ADVERTISEMENT: TELEVISION COMMERCIAL ................................................................................ 7 PRINT ADVERTISEMENT: MAGAZINE ............................................................................................................... 4 BRAND COMMUNICATIONS ...............Videocon Washing Machine .........................................................................................................................................................................Project for Consumer Behavior: Product Category Automatic Washing Machine Table of Contents Product Category: Automatic Washing Machine .. 3 Need...................................... 7 Advertisement 2 (a) (Refer Appendix) : PRODUCT............................................................................................................. 4 Brand: Whirlpool ......................................... 5 PRINT ADVERTISEMENT: MAGAZINE................................. 7 Advertisement 2 (c) (Refer Appendix): PRODUCT ......................................VIDEOCON WASHING MACHINE .......... 8 Identification of need ...................................................................................... 7 Advertisement 2 (b) (Refer Appendix): PRODUCT................................................................Videocon Washing Machine .................... 6 BRAND: VIDEOCON ... 8 Advertisement 2 (e): PRODUCT.......................................................................................................................................................................................... 3 Benefits .......................VIDEOCON WASHING MACHINE ........................................ 4 PRINT ADVERTISEMENT: NEWPAPER ..... 7 Advertisement 2 (d) (Refer Appendix): PRODUCT ....................................................................................................................................................................................................................................................................................... 6 Advertisement 1(e) : PRODUCT: WHIRLPOOL 1-2-3 SIXTH TECHNOLOGY WASHING MACHINE ..................................................................... 4 Advertisement 1a (Refer Appendix) : PRODUCT: WHIRLPOOL 360 DEGREE BLOOMWASH ................................................................................................................................................................................................................................................................ 8 1|P ag e ........................................................................................... 6 ADVERTISEMENT: TELEVISION COMMERCIAL ............................................................... 5 Advertisement 1(d) (Refer Appendix): PRODUCT: WHIRLPOOL SIXTH TECHNOLOGY WASHING MACHINE .............................................................................................VIDEOCON WASHING MACHINE ............................ 3 Motivation ........................................................................................................................................................... 4 Advertisement 1 (b) (Refer Appendix): PRODUCT: WHIRLPOOL 1-2-3 TECHNOLOGY WASHING MACHINE ...........................................................................

...................................................................... 9 Identification of need .................................................................................................................... 10 MANAGERIAL IMPLICATIONS ............................................................................................................. 11 Importance of Internal and External factors in Purchase Decision .................. 12 References....................... 10 LINKAGE BETWEEN PRODUCT CATRGORY ASPECTS AND BRAND COMMUNICATIONS ................................................................................................................................... 10 BRAND-COMMUNICATION AND USER-PERCEPTION GAP ...................................................................................................................................................................... 14 2|P ag e ............................... 9 Post purchase evaluation ..................................................................................................................................................................................................................................................................................Project for Consumer Behavior: Product Category Automatic Washing Machine Information search ........................ 12 INSIGHTS......................... 13 Print Advertisements: Whirlpool ....................................................................................................................................................................................................... 13 Appendix 1 ............ 12 VIDEOCON ....................................................................... 12 WHIRLPOOL .................................................................................... 9 VIDEOCON .... 10 Post purchase evaluation .................................................................................................................................................... 9 Evaluation of alternatives .................................... 13 Appendix 2 ............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................. 9 Evaluation of alternatives ....................................................... 9 Information search .

They also have customizable wash settings. automatic washing machines are no longer a luxury but a necessity. They have in-built temperature settings. you can perform all functions without having to shift tubs like in semi. Some of them can handle voltage fluctuations also. whereas their southern counterparts prefer fully automatic washing machines. The clothes of the entire family are washed together in the washing machine. Thus they don’t have enough time to take care of the family members clothes. The automatic washing machine is preferred in households with a permanent water connection.automatic washing machines. who no longer stay at home but work. it provides a good level of comfort. Today. for resting or working. Thanks to various wash programs. The most noticeable change is the new status of women. dirty clothes are better washed. one can add clothes in the middle of the wash cycle unlike the front loading machines. north Indians prefer semi-automatics. therefore Indian families can afford an automatic washing machine. Automatic washing machines have usually a high capacity. Usage    Because of an automatic washing machine. No manual intervention is required. incomes are higher. clothes are not worn. Fragile materials can be washed in the washing machine at a low degree program. Some automatic washing machines have in-built abilities to treat hard-water. Thus. Automatic washing machines provide a safe way of washing. According to a survey of the Indian washing machine market by TV Veopar Journal. They help in drying clothes.Project for Consumer Behavior: Product Category Automatic Washing Machine Product Category: Automatic Washing Machine Need Nowadays in India. In one tub. Automatic washing machines use hot water to wash. lifestyles are changing. so all the family can put their clothes in at once. There is an incredible gain of time thanks to automatic washing machines. Moreover. The consumers preferred easy-to move and compact washing machines     Benefits Automatic washing machines produce a great number of benefits for Indian women who are working and have no longer time to take care of the house. and more and more achieve places with responsibility. and thanks to that. In top loading machines. as both people work in the couple. This helps Indians save water and energy to wash. The consumers preferred in-built programs with customizable options for water-temperature.           Many machines have preset wash programmes and provide options to automatically choose settings to suit quantity of clothes. 3|P ag e . a trade magazine of the Consumer Electronics and Home Appliances Industry in India. women no longer go to a laundryman.

window displays and showrooms. internal) for women to reduce levels of stress. internal) to have a happy household. The positive reinforcements used in the advertisement are: It shows if the consumer uses this machine. no noise). they will pay attention to reference prices. BRAND COMMUNICATIONS Brand: Whirlpool PRINT ADVERTISEMENT: NEWPAPER Advertisement 1a (Refer Appendix) : PRODUCT: WHIRLPOOL 360 DEGREE BLOOMWASH http://www. Indians like to feel fresh in their clothes. Indians are influenced by the brand image. but the sources of motivation remain the same for everyone: the influence of relatives. sign of quality and durability (automatic. There is motive of tension reduction (affective preservation – active. We can highlight various motives to buy an automatic washing machine:     There is self-esteem among Indian people regarding the dress. and change dress every day.Project for Consumer Behavior: Product Category Automatic Washing Machine Motivation According to the McGuire motives. making it seem as if the trees are growing out of the boxes. • • • • • Route of Persuasion: Central The cognitive components of the advertisement are as follows: It implies the machine is environment friendly. teleological needs (cognitive growth – passive. This is an abstract way of implying the idea that the machines are good for the environment. he/she will help the environment. buying a washing machine is a utilitarian need (cognitive growth– passive. external) these days. energy-efficient.coloribus. The initiative was putting Whirlpool washing machine boxes around trees. and won’t buy an expensive washing machine with features they won’t use. Motive of need for affiliation (affective growth – active. As Indians are really price-sensitive. internal) is also present when buying an automatic washing machine as people want to wear clean clothes and use an environment friendly product to seek acceptance and have a satisfying relationship with others. and advertisements through television. Indian people want to buy the more advanced technologies. Motivations to buy a washing machine are diverse among Indian families. The machine saves 66% of the regular washing water as used by other machines Its “360 degrees” washing technology ensures thorough washing of clothes The affective components are: Trees are shown to grow out of the machine boxes. the more they are disposed to buy this brand. the more the brand image is positive. This was to imply that the machines protect the environment.com/adsarchive/outdoor/washing-machine-eco-wash-16456005/resizes/1024/ This is a print advertisement describing the promotional activity taken up by Whirlpool. • 4|P ag e . lightweight.

The affective components are:  The advertisement has been made colourful.com/bangalore/whirlpool-washing-machines-exchange-offers This advertisement appeared in the newspaper at the time of Independence Day to promote an offer for the sale of the washing machine. It shows a waterfall washing the numbers off a clock and an enchantress (indirectly hinting at the household woman. for effective cleaning of clothes. She is being used to attract attention to the ad and give a feeling of assurance of the quality of the product.  The functional benefits. without even showing the machine. is affective. This is used to imply how this washing machine saves the user time. 5|P ag e .  Whirlpool’s new “6th sense” technology. is promoted. PRINT ADVERTISEMENT: MAGAZINE Advertisement 1 (c) (Refer Appendix): PRODUCT: WHIRLPOOL SIXTH TECHNOLOGY WASHING MACHINE http://www. Route of Persuasion: Central The cognitive components of the advertisement are as follows:  The ease of use of the washing machine is stressed on.  The mother and daughter relationship is shown. The positive reinforcements used in the advertisement are:  Holiday related special offer No negative reinforcements have been used. in an abstract manner.visit4ads.  It gives a feeling of a woman becoming free and empowered with more time at disposal.  There is a promotional offer to pay by EMI given on Independence Day.  Whirlpool’s new “6th sense” technology. Advertisement 1 (b) (Refer Appendix): PRODUCT: WHIRLPOOL 1-2-3 TECHNOLOGY WASHING MACHINE http://saleraja. are implied through the advertisement. is promoted.  The advertisement has celebrity endorsement.com/advert/Whirlpool-Sixth-Sense-Washing-Machine-Whirlpool-WashingMachines/5093 The advertisement is based on a painting depicting. for effective cleaning of clothes.Kajol. depicted through painting. The affective components are:  The use of an abstract concept. time getting washed away by water. like its effective removal of tough stains through a 6 stage process.Project for Consumer Behavior: Product Category Automatic Washing Machine No negative reinforcements have been used.that it saves time in washing. It dramatizes the time-saving function of the machine. Route of Persuasion: Central The cognitive components of the advertisement are as follows:  It shows users an important functionality of the machine.the user of the machine) standing below it. Also variety of colours of the machine for sale has been shown.

The positive reinforcements used in the advertisement are:  Improves the user’s confidence by saying that their clothes will remain attractive and they will turn heads.youtube. Route of Persuasion: Central The cognitive components of the advertisement are as follows:  The simplicity in using it has been shown by showing a child using the machine. Route of Persuasion: Central The cognitive components of the advertisement are as follows:  It shows users an important functionality of the machine.  It shows a happy family bonding between mother and daughter.  It shows how the machine can play a part in family bonding. The affective components are:  The vibrant colours and the way the dress and the writing around it have been depicted is attractive. The positive reinforcements are:  It shows that even a child can operate the machine.that it is gentle with the clothes. Advertisement 1(d) (Refer Appendix): PRODUCT: WHIRLPOOL SIXTH TECHNOLOGY WASHING MACHINE The advertisement emphasizes how the Whirlpool washing machine cares for the consumer’s clothes so they don’t wear out easily and survive many washes.Project for Consumer Behavior: Product Category Automatic Washing Machine The positive reinforcements used in the advertisement are:  Idea of time saving is a positive reinforcement.  Superior washing with 6th sense technology has been depicted. The affective components are:  A celebrity.com/watch?v=nIMw47B8CN0&list=PL8E60A315EEE7FEC4 6|P ag e . No negative reinforcements have been used.Kajol has been used to attract attention to the ad.com/watch?v=KauQ4bbSqqE&list=PL8E60A315EEE7FEC4 The commercial shows a young girl operating the machine by simply pressing 2 buttons. Advertisement 1(f): PRODUCT: WHIRLPOOL WASHING MACHINES http://www. The setting of the advertisement is an upper-middle class family household. their clothes will become dull and they will lose their social attraction. No negative reinforcements have been used.youtube. Hence it gives the consumer (especially if he/she is a 1st time user) the confidence to buy it. Negative reinforcements used are:  Very subtly it has been put that if they don’t use the washing machine. ADVERTISEMENT: TELEVISION COMMERCIAL Advertisement 1(e) : PRODUCT: WHIRLPOOL 1-2-3 SIXTH TECHNOLOGY WASHING MACHINE http://www. She is a likeable and popular star and has a strong and credible public persona.

segment display and digital display. The affective component of the communication targets people with the attractive aqua color inside and under the washing machine.VIDEOCON WASHING MACHINE The route of persuasion for this advertisement is central.VIDEOCON WASHING MACHINE The route of persuasion for this print advertisement is Central. LED light. Advertisement 2 (b) (Refer Appendix): PRODUCT. The affective components of the communication include variety of colors of washing machines and green back ground to show that Videocon washing machines are eco-friendly. instead of reprimanding him. They serve like third-party endorsements to add source credibitlity. Cognitive components in this communication are engineering advantages and uniqueness of Videocon washing machines like scooper pulsator.Project for Consumer Behavior: Product Category Automatic Washing Machine The commercial is a part of a series of ads for Whirlpool home appliances. Affective Components are:  Lots of attractive vibrant colours have been used to attract attention. It is communicating the functional benefits like UV light function. The statement present above the picture “The earth is on with Videocon” acts as a positive reinforcement.  The ad portrays a happy family. Rather than one specific product. Awards and innovations mentioned on the timeline are positive reinforcements about the sophistication of Videocon washing machine technology. Positive Reinforcements are:  It shows a positive side to even an accidental stain. No negative reinforcements have been used. turns the mess into an abstract painting and frames it on the wall. It depicts a child accidentally spilling paint over his drawing paper and his mother. Hot Air Dry and Tornado Air Dry.Videocon Washing Machine The route of persuasion for this communication is predominantly central. lesser energy consumption and tilt drum technology.  The setting is inside a beautiful homely-looking house. Route of Persuasion: Peripheral The cognitive components of the advertisement are as follows:  Tension-free cleaning of even severe stains is indirectly implied. the advertisement uses this platform to communicate the benefits of a range of Videocon washing machines. BRAND: VIDEOCON PRINT ADVERTISEMENT: NEWS PAPER Advertisement 2 (a) (Refer Appendix) : PRODUCT. It is communicating the functional benefits of the product to the cognitive component of the brain through the use of technical words like tilt drum washing machine. PRINT ADVERTISEMENT: MAGAZINE Advertisement 2 (c) (Refer Appendix): PRODUCT . A happy 7|P ag e . It is communicating mainly the functional benefits of Videocon washing machines. direct drive motor. Affective components include a happy mother and child and the subtle color of the back ground.

ADVERTISEMENT: TELEVISION COMMERCIAL Advertisement 2 (e): PRODUCT. Advertisement 2 (f): PRODUCT -VIDEOCON WASHING MACHINES http://www. Identification of need The need of this particular consumer arose from the problems figured out with her old washing machine which was a semi-automatic washing machine.Project for Consumer Behavior: Product Category Automatic Washing Machine woman wearing vibrant colored clothes is shown showing happiness and satisfaction with the product. Moreover. unique UV light and 10% water selection level. Awards and milestones listed in the timeline that shows the uniqueness of Videocon washing machine as innovation leader acts as positive reinforcements of this communication Advertisement 2 (d) (Refer Appendix): PRODUCT . She also wanted a hot water program which this machine served.youtube. This is mainly targeted at the affective component of the consumers’ attitude. Dirty clothes becoming clean and fresh after they are put into a washing machine by a bunch of kids clearly convey the functional benefits of the product. The communication also targets affective component of the consumers’ attitude by the use of animations on shirts showing that the cloth is coughing or sneezing. This advertisement also makes use of beautiful photography in communicating the use of a washing machine. CONSUMER LEVEL DATA Whirlpool The household used 360 degree Bloomwash.youtube. The communication that even children can operate the machine is a positive reinforcement as far as this commercial is concerned. It targets the cognitive component of consumers’ attitude by conveying functional benefits like contra wash technology. 8|P ag e .com/watch?v=bDL6XFKjq-s Route of communication for this TV commercial is central. It targets the cognitive part of the consumers’ attitude by communicating the concept of germ free air wash technology. This print communication shows that smoke coming out of a chimney is as clean and white as a new white cloth. The consumer wanted was not comfortable with the act of filling water again and again in the semi-automatic washing machine. multi fin pulsator .com/watch?v=G7qYZtVa8Fg This advertisement uses both central and peripheral routes of persuasion.VIDEOCON WASHING MACHINE Route of persuasion for this advertisement is only peripheral with no functional benefits being communicated. There is no positive reinforcement as such but the communication uses a fear appeal to keep clothes in good health.8kg capacity. The caption present in the right bottom corner of the advertisement saying that “ It cleans any kind of dirt” provides a positive reinforcement. The affective component is targeted by the use of beautiful kids and celebrity cricketers in the end. The consumer in the household had been using this washing machine for more than a year. Thus there is negative reinforcement. The interview was conducted with the homemaker. the consumer wanted a digital display washing machine with built-in customized programs unlike the one with a regulator for adjusting the time.Videocon Washing Machine http://www.

gained feedback. The consumer was very particular about the top-door model and wanted top-door model instead of the front-door model. but unreliable timings of the servant did not suit her. Information search The consumer waited for a month to let her colleague buy her model. Even though she visited the dealer with her 21year old daughter. A special platform just outside the washroom was the place where it was kept. she considered the option of keeping maid for washing clothes. The model used in the household is Arion Plus fully automatic and is in use since last 3-4 months. but owing to the high cost of IFB and dark colors of LG. The consumer was in general happy except the fact that the washing machine made noise sometimes due to power disruption. She preferred top-door to front-door because one cannot open the door till the entire program is finished in front-door in the fear that water would come out. rinse or clothes cleaning issues occurred. They considered LG and IFB as to other alternatives. Finally it had stopped. The approximately 10 year old washing machine was kept in the washroom. Post purchase evaluation The consumer did not find any problems with this model of Whirlpool. They even conducted the trial of the same. 9|P ag e . Moreover. the consumer did pay attention to the aesthetic attributes of LG and Whirlpool. A salesperson/a similar associate despatched the whirlpool washing machine in the evening. Indeed.Project for Consumer Behavior: Product Category Automatic Washing Machine Information search This consumer went to the dealer in Mavoor Road. tried and tested it. Purchase process After visiting 3 dealers. Identification of need The need for buying a new washing machine arose from operation failure of the old washing machine of IFB. VIDEOCON The consumer interviewed was a school teacher. compared several models of washing machine and gathered more information. the decision maker of the washing machine after evaluating 2 more options was primarily her daughter. She visited 3 dealers in total for better models in top-door washing machines Evaluation of alternatives For a while. the consumer bought the washing price from Mavoor road.2 kg washing machine which made her decision easier. she decided to go with grey-white sober shades in Whirlpool. The opinion of homemaker’s husb and was also taken into consideration but the main decision was taken by the daughter. She specifically gathered information about different top-door models available with the dealer. She conveyed that she also visited an electronics exhibition held in the city and got a few pamphlets of different brands. made a lot of noise and started shaking while in operation. With continuous spilling of water on the washing machine. No filter related. one of her colleagues at school was in the process of purchasing Videocon frontloading 6. the washing machine started getting rusted. evaluating options.

The consumers buy into brands which have a positive brand image. the two brands have shown usage by children. This utilitarian appeal is rightly used by both the brands for this functional product category. However. By showing the celebrity we address the consumer’s need for modeling their behavior on a desirable type of individual. Videocon uses the list of awards to show its high quality which is a major evaluation criteria for the purchase of an automatic washing machine. MANAGERIAL IMPLICATIONS LINKAGE BETWEEN PRODUCT CATRGORY ASPECTS AND BRAND COMMUNICATIONS The product category of automatic washing machine has its major target as women and its major benefit is saving time hence need for convenience and more time for women. Evaluation of alternatives The list of different brands got reduced to IFB and Videocon. The teacher discussed and finalized the model with her husband and finally purchased it. To convey the benefit of ease-of-use (utilitarian needs). plus it was expensive. This reflects is usage of mostly positive reinforcement by the two brands. external) and self-esteem related motivations Videocon does use negative reinforcement in its TV ad to 10 | P a g e . She also adds credibility to the claims of having superior technology. Whirlpool’s ads mostly center around this theme of saving time for busy women with celebrity Kajol (who is a mother of two children) attracting attention to the brand. to address motive of need for affiliation (affective – active. Purchase process Kids did not play a great role in purchasing process in this case. These women can be working women or young house-wives with children with the household being in young couples. Full Nest I or II stage. they can identify with her and the aspirational aspect to emulate her attracts them to the brand translating into greater popularity for the brand.Project for Consumer Behavior: Product Category Automatic Washing Machine When asked about the preference between front-door and top-door. single parent I. Post purchase evaluation The consumer is not facing any problem since the purchase except the fact that she is still wondering whether she took the right decision as IFB is coming up with various new models. The consumer was not very supportive of taking the risk again with IFB. They highlight their technology’s features and benefits. She was mostly sure about purchasing a Videocon model. A visit to a good enough dealer on the Mavoor road was sufficient for her to finalize the Arion plus model. the consumer preferred front-door since the cleaning process takes place better in the former. This consumer did not think about the option of keeping a maid for washing clothes as she believed that it was difficult to get one in Calicut due to higher wages for labor work. One major motivation of evaluation in this high involvement product category is superior technology (utilitarian needs). energy efficiency. Since she is in the same life cycle stage as the target consumer.

The Whirlpool brand communication seems to imply lack of customization depending on clothes type possible by the user by showing fixed stages of wash. Brands should try and use positive reinforcement to reinforce a positive brand image. external) BRAND-COMMUNICATION AND USER-PERCEPTION GAP   The superior technology and ease-of –use aspect of the both the products are aptly depicted by both the brands. In magazine ad of Whirlpool the benefit of freshness and cleanliness of clothes is not ambiguous by using a maroon-colored dress with generally white being associated with cleanliness and freshness attributes. The brand communication by Whirlpool does not try to differentiate between the two making it difficult for consumer to make a decision. There are a number of features listed with each model in the Videocon ads without setting a price reference which gives an impression that the machine might be expensive. One major motivation is reasonable price which has not been highlighted much by the two brands except in one ad by Whirlpool with promotional offers. the number of features gives an impression of complexity in usage and is Information Overload. Whirlpool on the other hand has shown different colors of the same model catering to the aesthetics aspect which is important for to cater for consumer’s need for expression. The users want to have a digital display of the mode chosen as shown by the customer level data. The two brands have not specifically highlighted the benefits of the automatic washing machine versus the semi-automatic washing machine which is very popular in North India. This should be highlighted more in brand communication as it was a major evaluation criterion for the consumers as shown in the consumer level data. But this is not shown in the brand communication by the two brands.Project for Consumer Behavior: Product Category Automatic Washing Machine highlight product benefit of clean and germ-free clothes. it is a case of classical conditioning that is buying Whirlpool results in satisfaction and happiness for the entire family especially the mother and the child. teleological needs) of happy household in many Whirlpool ads gives a positive reinforcement. Videocon by showing different models in a single advertisement has not focused specifically on the automatic washing machine and seems to imply only one color for a particular type of model. Videocon has used celebrity cricketers in one of its TV ads and they are not suitable to satisfy the need for modeling for the target market of women. Classical Conditioning is most effective in low-involvement products and washing machine being a high involvement product care must be taken to highlight functional benefits of the brand more and the ad should not be limited to the affective motives alone. The evaluation criterion of durability as shown in customer level data has not been highlighted by the brands. Also. The need for different colors shows motive of need for expression (affective preservation – active. One major decision that users face is buying top load machine versus the front load machine. Thus Videocon should target its brand communication more towards women. Videocon has not highlighted the benefit of time-saving in any of its brand communication which is the basic need of the consumers. Videocon’s TV advertisements do not show women. The affective component (addressing motive of tension reduction.           11 | P a g e . The aesthetics aspect of the product that is the color of the machine is highlighted only in a Whirlpool ad.

Since consumers feel that it is fairly a big investment. would like to see a demo of its working as is the case with the teacher who waited a month for her colleague to purchase it. Classical conditioning will not be of much use in such categories of products as it is the operational advantage of the product that is mainly considered by the consumer. It culminated into the brand choice of the customer. Every brand in this segment is continuously trying to differentiate itself with some or the other new technology. if present. who influenced the decision of the consumer because she highly valued the opinion of her daughter. This is why marketers are also mostly trying to communicate the functional benefits of the product rather than going for a peripheral route of persuasion. One more reason for the less use of peripheral route of persuasion is that there are not many brands in this category as a whole. The external trigger was the purchase of a new washing machine by a colleague of the customer. There were other external factors also – the husband’s opinion. technical abstraction being very low. Hence. Hence. The internal trigger was because the customer’s previous machine broke down and would no longer function.Project for Consumer Behavior: Product Category Automatic Washing Machine Importance of Internal and External factors in Purchase Decision WHIRLPOOL The main factor that triggered the purchase of the washing machine in this case was the internal factors. and was specific about the type of product she needed. as she got positive feedbacks from her colleague who used the machine for a month. These socio-economic factors eventually played a major role as to why the customer chose Whirlpool and not the other brands. VIDEOCON Here in this case. So. Since it is a high involvement purchase. the motivation was internal. She was facing trouble with regard to her previous washing machine. both internal and external factors had triggered the purchase of the new washing machine. consumers are continuously in look out for the information about functional benefits of the products. It might be the assumption that emotions cannot drive the decision making process in high involvement purchases that is leading to marketers communicating too much of technical specs to the consumer. INSIGHTS Washing Machine is a high involvement purchase where people search for information from several sources. a number of external factors were taken into account. Other external factors that influenced included the high cost of the new IFB models and her husband’s opinion. they do a quick NPV calculation of different options available like maid or other brands of washing machines. we see that that major external factor that influenced purchase decisions in both cases was socio-economic factors. and the major internal factor was a perceived benefit. There was a perceived benefit that prompted the customer to purchase a new washing machine – ease with regard to washing clothes due to automatic nature of the washing machine. The most significant external factor was the help of the daughter. These quantitative calculations supported by other qualitative aspects often form the shortlisting criterion for the decision making of the consumer in this category. But while the purchase was being made. 12 | P a g e . there is not much of clutter in the communications which. the high cost of IFB washing machine and dark colours of LG. decisions are at times left out to the children with the assumption that the younger generation has better information as well as better information processing abilities. demands the marketer to go for a peripheral route of persuasion to stand out among the cluttered crowd.

Volume 1. October. 2012 Appendix 1 Print Advertisements: Whirlpool Advertisement 1a Advertisement 1 (b) Magazine Advertisements: Whirlpool 13 | P a g e . JEGTHEESAN. K. 23 pages.Project for Consumer Behavior: Product Category Automatic Washing Machine References Dr M. Asian Journal of Research in Marketing. Issue 5. “Brand Preference: a Study with Reference to Washing Machines”. SELVAKUMAR.

Project for Consumer Behavior: Product Category Automatic Washing Machine Advertisement 1(c) Advertisement 1 (d) Appendix 2 Print Advertisements: Videocon 14 | P a g e .

Project for Consumer Behavior: Product Category Automatic Washing Machine Advertisement 2(a) 15 | P a g e .

Project for Consumer Behavior: Product Category Automatic Washing Machine Advertisement 2(b) Magazine Advertisements: Videocon 16 | P a g e .

Project for Consumer Behavior: Product Category Automatic Washing Machine Advertisement 2(c) 17 | P a g e .

Project for Consumer Behavior: Product Category Automatic Washing Machine Advertisement 2(d) 18 | P a g e .