Hardeep Singh

1910120011

Consumer Behaviour Assignment

Abstract

Consumer behavior is the study of how individuals, groups, and organizations select, buy,
use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
It is influenced by cultural, social, and personal factors.

The factors that influence consumer behavior are as follows:

 Cultural Factors
Social Factors
 Personal Factors
This assignment basically deals with the consumer behaviour. The main aim to get an
idea about consumer behaviour and to understand the decision-making process involved
in purchase of the product.
Products:
Case 1: - Product worth more than Rs.10000/
Case 2: - Product worth less than Rs.100/
Introduction
This assignment is about understanding the decision making process that goes in the
mind of the people before and after buying any product and to learn and understand the
consumer behavior by interacting with customers.
Steps involved:
Step 1: - To find individuals who has recently brought products (worth more than
Rs.10000 and worth less than Rs.100).
Step 2: - Conduct depth interviews.
Step 3: - Understand the decision-making process involved in purchase of the product
and develop a deep understanding of the purchase decision process.
Step 4: - Find the factors that really determined why the customer acted the way he/she
did.

INTERVIEW 1: (For product worth more than Rs.10000/)

Name: Ashmeet Singh, age 21 years. He is currently studying law from Delhi University.
He recently bought a mobile phone worth Rs.35000.
Who was the decision-making unit?
1. Who brought the product?
My parents bought it for me.
2. Identify all those who played a role in the decision process. What role did they play?
My father and I was the decision-maker. I decided which phone is currently
trending and made the choice and my father paid for it.
What motivated the purchase?

What problems did the product solve? What functions would it facilitate?

My old phone is broken so i needed a new phone. Without a phone in today’s

world is very difficult so it will help me able to do all day to day activities again

What attributes seemed important?

The processor, camera, memory, battery of the phone and also the financial
attribute of the phone is important.

Characterize the decision

 Was it a first-time decision? A review of a previous decision? A careful decision? It
was a combination of my previous decision and a careful one as technology is
changing everyday and I had to choose from a lot of options.

Was the amount of deliberation appropriate to the decision?

Yes, i was using my previous phone for the past 4 years and it was hanging and
with my studies in which most of the work is done online I needed it.
Characterize the decision-making process

What triggered the process?

My phone broke and it was very old.

Was there an information search? How was the search conducted? How much
information was collected? What sources were used? When in the process was
information gathered?

I did a lot of research online and a saw a lot of reviews and then only I was able to
come to a decision even after that I was not sure about my decision but when I got
the phone in hand then I was sure that I made a good choice.
Where did the consumer buy?

Why there?

I bought the phone online because there was sale going on Amazon and I got a
decent discount on it.

Which comes first: where to buy or what to buy?

What to buy comes first.

Post Purchase Behaviour: Consumer is much satisfied about the product.

Product worth less than Rs.100

Product that he bought was a Reynolds blue trimax pen.
Who was the decision-making unit?

Who brought the product?

I bought it myself.

Identify all those who played a role in the decision process. What role did they
play?

I went to the shop and bought it.

What motivated the purchase?

What problems did the product solve? What functions would it facilitate?

I needed the pen for my assignment and to take down notes in the class.

What attributes seemed important?

It feels smooth to write and is long lasting.

Characterize the decision

1. Was it a first-time decision? A review of a previous decision? A careful

decision?

Based on my previous experience with this pen

2. Was the amount of deliberation appropriate to the decision?
Yes
Characterize the decision-making process

What triggered the process?

I just needed it.

Was there an information search? How was the search conducted? How much
information was collected? What sources were used? When in the process was
information gathered?
 No information search was done.
Where did the consumer buy?

Why there?

I bought it from a nearby stationery shop

1. Which comes first: where to buy or what to buy?
What to buy comes first.
Post Purchase Behaviour: Consumer is much satisfied with the product.

INTERVIEW 2: (For product worth more than Rs.10000/)

Name: Sukhdeep Singh, age: 40 years. He is a businessman. He currently bought a

Honda city car worth Rs.10 lakh.
Who was the decision-making unit?

Who brought the product?

I bought the product for myself.

Identify all those who played a role in the decision process. What role did they play?

I with the help of my brother and son took the decision to buy the product. My son
helped me in searching for the car.
What motivated the purchase?

What problems did the product solve? What functions would it facilitate?

It looks great and has been wanting to change my car for a long time. It has 1497
cc engine with 100 PS of power and 17kmpl mileage .

What attributes seemed important?

Price, Design, Mileage, Maintenance cost seemed important attributes for this
product.
 Characterize the decision

Was it a first-time decision? A review of a previous decision? A careful decision?

It was a careful decision and along with the review of a previous decision.
Was the amount of deliberation appropriate to the decision?
Yes
Characterize the decision-making process

What triggered the process?

The looks, price and the need of buying a new car triggered the process.

Was there an information search? How was the search conducted? How much
information was collected? What sources were used? When in the process was
information gathered?

The information was gathered from various online portals and through showrooms
and friends.

Where did the consumer buy?

Why there?

I bought it from a dealership that my friend suggested to me because he recently

bought a car from that dealership and really liked the discounts that he got from
there

Which comes first: where to buy or what to buy?

Where to buy
Post Purchase Behaviour: Consumer is much satisfied about the product and will
recommend to friends.
 Product worth less than Rs.100
Product that my son bought was a cadbury silk chocolate.
Who was the decision-making unit?

Who brought the product?

My son bought the product.

Identify all those who played a role in the decision process. What role did they
play?

He went to the shop and bought it.

What motivated the purchase?

What problems did the product solve? What functions would it facilitate?

He just wanted to eat chocolate.

What attributes seemed important?

The taste and silky smooth texture of the chocolate.

Characterize the decision

Was it a first-time decision? A review of a previous decision? A careful decision?

Based on my previous experience with this chocolate

Was the amount of deliberation appropriate to the decision?

Yes
Characterize the decision-making process

What triggered the process?

He just wanted it.

 Was there an information search? How was the search conducted? How much
information was collected? What sources were used? When in the process was
information gathered?

No information search was done.

Where did the consumer buy?

Why there?

I bought it from a nearby confectionery shop

Which comes first: where to buy or what to buy?

What to buy comes first.

Post Purchase Behaviour: Consumer is much satisfied with the product.

INTERVIEW 3: (For product worth more than Rs.10000/)

Name: Saranjeet Kaur, age: 50 years. She is a housewife and recently bought a washing
machine for his home.
Who was the decision-making unit?

Who brought the product?

I brought this washing machine for my personal use.

Identify all those who played a role in the decision process. What role did they play?

My daughter and I were major part of the decision making process.

What motivated the purchase?

What problems did the product solve? What functions would it facilitate?

It made my daily work easy as it is an automatic washing machine and I can do

other stuff with the time that I saved from using this machine
 What attributes seemed important?

It is an automatic machine which makes all the work easy as I don’t have to
change water again and again and it will just do all the work by itself.

Characterize the decision

Was it a first-time decision? A review of a previous decision? A careful decision? – It

was a careful decision and I had to choose from a lot of options.

Was the amount of deliberation appropriate to the decision?

Yes.
Characterize the decision-making process

What triggered the process?

My old machine was not working properly and it was very old and there were
many defect s in it.

Was there an information search? How was the search conducted? How much
information was collected? What sources were used? When in the process was
information gathered?

The information was gathered from various online portals and through showrooms
and friends.
Where did the consumer buy?

Why there?

Bought from Croma during diwali because of their sale and got a really good
discount.

2. Which comes first: where to buy or what to buy?

What to buy comes first as there a lot options to choose from.

Post Purchase Behaviour: Consumer is much satisfied about the product.

Product worth less than Rs.100

Product that I bought was Parle-G biscuit.
Who was the decision-making unit?

Who brought the product?

I bought the product.

Identify all those who played a role in the decision process. What role did they
play?

I went to the shop and bought it.

What motivated the purchase?

What problems did the product solve? What functions would it facilitate?

I wanted to have biscuits with tea.

1. What attributes seemed important?
The flavour and taste of the biscuit.
Characterize the decision

Was it a first-time decision? A review of a previous decision? A careful decision?

I have previously bought Parle -G biscuit. It is a constant choice of biscuits that

our eats with tea and milk

Was the amount of deliberation appropriate to the decision?

Yes
Characterize the decision-making process

What triggered the process?

The biscuits at my home were almost finished and I wanted to refill

 Was there an information search? How was the search conducted? How much
information was collected? What sources were used? When in the process was
information gathered?

No information search was done.

Where did the consumer buy?

Why there?

I bought it from a nearby confectionery shop

Which comes first: where to buy or what to buy?

What to buy comes first.

Post Purchase Behaviour: Consumer is much satisfied with the product

Conclusion
The aim of the study was to examine how social, personal and psychological factors
have effect on consumer behavior when buying a product worth less than Rs 100/ and
more than Rs 10,000/, and gain knowledge of the decision-making process. While
making a big investment the decision making process is very complicated and long as
compared to making a decision when there is less investment.
Consumer behavior is understood by interviewing 3 people from three different social
and economic background and people who are financially sound don’t make much
time in making decision regarding large investment. While buying small investment
product, people from all the backgrounds just think and buy it which is called impulse
goods.
Also friends and family plays an important role in decision making process but they
are asked for help when the amount of investment is huge and the person is not able to
take the decision on his own.