CONSUMER BEHAVIOUR ASSIGNMENT

Group members
rajat sachan (JL18FS041)
INTRODUCTION
Inspired by Hrithik Roshan’s life that taught him, no matter how big an adversity, it can be
overcome with perseverance, HRX was built in 2013 by Hrithik Roshan and Exceed
Entertainment. Created to inspire and guide billions of people, HRX aims to help people
achieve their fitness goals. Not just a brand, HRX is a mission that helps us enable and
support people to be the fittest, happiest and most confident version of themselves.
The journey of HRX over the years has been nothing short of a rollercoaster. With every year
bringing its own adventures, here's a look at some of our biggest highlights on this
motivational journey.
1ST MONTH

Instagram
Page Followers: 155,000
Posts: 1519
Post 1

Type of post: Offers and discount

No. Likes: 52,513
No. of Comments: 344
Comments:
 Awesome
 Yep we look forward too Sir.
 English is very much appreciable.
 Nice functional chair there.
 I don’t like this brand.
 Go on.
 Very Nice
 I am your such a big fan Sir
 Happy Birthday Sir
 Wish you a very happy birthday.
 Where can I get HRX Product in Africa
 I love your Brand
 Keep Going
 Good work brother.
 Too Good.

ANALYSIS – Major category of comments are of Affective category showing positive

attitude by expressing feelings towards brand as well as Hrithik Roshan.

Facebook
Page Followers: 3,92,665

Post 1
Type of product: Offers and discount
No. of likes: 3400
Love React: 282
Wow: 23
No. of views: 433000
Shares: 91 Shares
Comments: 52
 Wow
 Super Star Hrithik Roshan
 Me too looking forward new things to buy.
 In love with #hrx #hrithikroshan advance happy birthday
 I bought @Hrx shoes & they were worst quality .. Will never prefer it again.
 I love hrx brand
 Looking cute & smart
 Many many happy returns of the day.
 The best HRITHIK ROSHAN
 Waiting
 Worst purchase, I did not liked it.
  Very nice
 Comfortable shoes
 Light weight & good quality.

Analysis – Major category are of positive affective category by showing their feelings towards
brand and also negative cognitive due to their bad experience with the brand.

2ST MONTH

Post 2

Type of post: Campaigning

No. Likes: 8703
No. of Comments: 27
Comments:
 Super
 Good material in HRX Brand.
 Hrithik Best
 I hate like this brand.
 Wow
 Very Nice
  I am your such a big fan Sir
 Love you Sir
 @HRD is going to get lots of success
 Where can I get HRX Product in Africa
 I love your Brand
 Keep Going
 Good work brother.
 My favorite Hero

Analysis – Major category of this brand are of positive affective as customers are
showing affection towards both brand as well as Hrithik roshan and negative cognitive
they are showing their own experience with the brand.

Post 2
Type of post: Campaing
No. of likes: 55
Love React: 2
Wow: 1
Angry: 1
No. of views: 735
Shares: 1
Comments: 3
 In love this brand
 Love HRX brand, always wear it.
 (Emoji)

Analysis – The comments are basically Affective by audience basically showing positive
feelings towards brand.
3rd MONTH

Post 3
No. Likes: 3691
No. of Comments: 23
Type of Post: Product Launch
Comments:
 Amazing it is, would love to try this out.
 I liked your photos.
 Flexible and very comfortable
 Best product
 Too good
 Awesome
 Its light weight and comfortable
 What is the price of this one?
 Very comfortable shoes ever.
 Value for money it is.
 A must purchase.
 Is this in Bangladesh?
 No delay anymore, purchase the shoes, tight lashes and start run and don’t stop.
 Awesome Blossom
 Size 12 is available?

Analysis – The comments are basically of positive cognitive as they are telling
about their own experience with this brand and seeking information category as
were asking question related to size, availability.
Post 3:
No. of likes: 157
Love React: 37
Wow: 2
No. of views: 1100
Type of Post: Fitness Tips Campaign
Shares: 14
Comments: 10
 Sticker (Thumps up)
 Awesome products
 I want to purchase some.
 Love you Hrithik
  (Emoji)
 Loved it.
 Must but products.
 Worst products, please don’t purchase.
 Nice

Analysis – The comments are of positive cognitive as major comments are expressing
their own view about their good experience with the brand.

4th MONTH

Post 4
No. Likes: 1165
No. of Comments: 20
Type of post: Promotional Post
Comments:
 Proud of You girl
 You slay
 Great going
 Doing great
 Beauty
 Keep growing and succeeding
 The go Getter
 Congrats
 This is amazing, more power to you.
 Keep going
 Congratulations
 You’re too good.
 Damn good.
 You Rock
 Congratulations Girl… You Rock.
Analysis – The comments are of affective category with positive by expressing
their feelings and affection in this post.

Post 4
No. of likes: 253
Love React: 61
Wow: 10
Shares: 14
No. of views: 2700
Type of Post: Fitness Training
Comments: 14
 We love you Hrithik
 Awesome work out sir
 Mind Blowing
 Back with a bang
 Very nice sir
 Emoji
 Sticker
 I am your biggest fan sir
 Too good.
 Keep going
 Emoji
 Sticker
 Sticker
 Emoji

Analysis – The comments shows a positive affective attitude towards brand by showing
affection towards brand as well as Hrithik roshan.
5th MONTH
MAY 3

LIKES: 1126
COMMENTS: 8
Type of Post: Promotional
 💖💖💖💖💖💖
 💖💖
 Hot
 💖💖
 @kgdudsnaccs
 Superb💖💖
 What is with the shoe sizes? Why can't you stick to standard sizes? UK5 is 23.8cm, 24.1cm,
25.3cm in some shoes? Why is that so? It is stupid 💖

Analysis – The major category of comments are of the seeking information about the brands like
shoe sizes etc.

 APRIL 30


 LIKES 260
 SHARES 10
 COMMENTS 20
 Type of Post: Fitness

 Fatiha Mohrem 👍👍💪🙏

 Marie Lamberkova HRITHIK ROSHAN WHAT NOT UNTERSDANT ENGLISH SPEAK MĚ.OK.
 Analysis – The comments are basically are of positive affective category showing their affection
towards Hrithik roshan.

6TH MONTH

JUNE 3

LIKES: 42282
COMMENTS: 32
Type of Post: Product Launch
 Omg 💖💖
 💖💖💖💖💖💖💖💖💖💖💖💖
 💖💖💖💖
 ❤️
 ❤️❤️❤️❤️❤️ufffff hotness overloaded ❤️❤️❤️❤️💖
 Oree... ❤️❤️❤️❤️❤️ idol❤️
 💖💖💖💖💖
 Killer!!!!!! 💖💖💖💖💖💖💖💖💖💖💖💖💖💖💖💖💖
 What a body @hrithikroshan sir
 💖💖💖💖
 Serious gainzzzzz 💖 @hrithikroshan
 💖💖💖💖💖💖💖
  💖💖💖💖💖💖💖💖💖💖💖💖💖💖💖💖💖too hot
 Sexy

Analysis – The major of all the comments are of positive Affective category showing their
feelings towards Hrithik roshan and HRX brand.

JUNE 3

LIKES: 489
SHARE: 11
COMMENTS: 25
Type of Post: New Launch

 Emon Khan We Love You Hrithik

 Er Ajay Sharma Keep going
 Emon Khan So Hot
 Sovan Dey Greek god physics. He looks like of Sylvester Stallone. He has international look as
an actor can do it anything for the roles. Hrithik Roshan has fan around of world. People are
doing comments for the fitness & his expression. That's the popularity of Hrithik Karismatic.
He is my fitness inspiration. Foreigner girls is too much crazy for him. That's the real magic of
Hrithik.
 Deepak Patel Super
 Marie Lamberkova Hrithik roshan beautfiful wow lovely pic ❤️❤️❤️💖💖
Analysis – The major category of comments are of affective category showing feelings towards
Hrithik roshan and showing their positivity towards brand.

7TH MONTH

JULY 19

LIKES: 12813
COMMENTS: 33
Type of Post: Promotional
 U always look gud
 💖💖❤️❤️💖💖
 💖💖
 💖💖💖
 💖
 This is the man yes this is the man who played Anand Kumar role.. That's why he is a
versatile actor.. @hrxbrand
 Great
 💖💖💖💖💖💖💖💖💖💖
 Hot beast 💖
 Damn 💖 @hrxbrand @hrithikroshan
 nice post sir
 Verified
 💖💖💖 @hrxbrand
  💖💖💖💖💖💖💖💖💖💖💖💖💖💖💖💖💖💖💖💖💖💖
 Super duper follow for fitness n style @malhotrajazz 💖💖💖💖💖💖💖💖
 No leg day...

ANALYSIS – Basically all the comments are of affective category showing positivity towards brands
and expressing their feelings for the brand as well as Hrithik roshan.

JULY 8


 LIKES: 132
 COMMENTS: 7
  SHARE: 2
 Type of Post: New Launch

ANALYSIS – Basically major category belongs to affective as they show their affection towards the
brand and some are of seeking information also.

8TH MONTH
INSTAGRAM
AUGUST 9
LIKES: 3388
COMMENTS: 6
Type of Post: Promotional

 How many colors available ?

 💖💖💖
 💖💖💖💖💖
 Flipkart par sell karo HRX
 Plz let start in pakistan
💖💖

ANALYSIS – Majorly the comments are related to seeking information category like availability of
products , variants of product etc.

AUGUST 8
LIKE: 119
SHARE: 0
COMMENT: 1
Type of Post: Fitness
 Deepak Patel #KeepGoing

ANALYSIS – The only comment in this post is showing their positive affective towards the brand.
 OVERALL ANALYSIS

From the data we can interpret that on analysing all the different type of post either they are of
offers and discount, campaigning, product launch, Fitness training major were of positive
affective types of comments on them and the product launch and promotional types of post
were most common one among all other types of post.

Offers and
discount 2
Campaigning 3
Product launch 4
Promotional 4
Fitness training 3

So from the above table we can see that product launch and promotional are most common
types of post and offers and discount least types of post seen.

OVERALL CUSTOMER ENGAGEMENT BASED ON TYPE OF POST

Offers and discount Campaigning Product launch Promotional Fitness training

Overall customer engagement 57574 9110 46920 18693 1387

Offers and discount Campaigning Product launch Promotional Fitness training

Likes 55931 8915 46594 18492 532
Comments 396 40 87 67 35
Shares 91 15 13 0 150

Overall Customer engagement (Type

of post)
Overall number of likes

57574
46920

18693
9110
1387
OFFERS AND CAMPAIGNING PRODUCT PROMOTIONAL FITNESS
DISCOUNT LAUNCH TRAINING
Type of post
From the above table we can interpret that offers and discount are best ways of engaging with
customers with highest frequency of 57574 and lowest with the fitness training.

By using the formula,

1 share= 5 likes; 1 comment= 3 likes

Overall customer engagement = Number of likes + 5 (Number of share)+ 3 (Number of comments)

OVERALL CUSTOMER ENGAGEMENT BASED ON SOCIAL MEDIA PLATFORM

Instagram Facebook
No of likes 125699 4765
Comments 493 132
Shares 0 269
Overall Customer engagement 127178 6506

140000
OVERALL CUSTOMER ENGAGEMENT

120000

100000

80000
127178
60000
INSTAGRAM
40000

20000
6506
0 FACEBOOK
1 2
SOCIAL MEDIA PLATFORM

From the above table we can interpret that Instagram are best ways of engaging with customers
with highest frequency of 127178 and lowest with the Facebook.

By using the formula,

1 share= 5 likes; 1 comment= 3 likes

Overall customer engagement = Number of likes + 5 (Number of share)+ 3 (Number of comments)