DIGITAL ASSIGNMENT – 3

SERVICES MARKETING

Submitted to, Submitted by,

Ganesan.P Name: J.S.Supreetha

Professor VITBS Reg no: 19BBA0089

VIT Slot: B2/TB2

 CONSUMER BEHAVIOR EXERCISE

Exercise (C) : A service costing over Rs.500 that, the customer feels, reveals
something about the kind of person she or he is:

 INTERVIEW:

Interviewer: Who bought the service?

Interviewee: My name is Samaira. I bought this service for myself.

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

Interviewee: I asked suggestions from my friends who were already taking art
classes.

Interviewer: What motivated the purchase? What problems did the service
solve?

Interviewee: my passion and interest towards art motivated to join an art class.

Interviewer: Was it a first time decision? A review of a previous decision?

Interviewee: I have been taking art classes in Dessin Academy for the past few
months.

Interviewer: What triggered the process?

Interviewee: I really love art and find it as an opportunity to express my

personality.

Interviewer: Was there an information search? How was the search conducted?
What sources were used?
Interviewee: yes, I got suggestions from my friends and also visited various Art
academies.

Interviewer: How many alternatives were evaluated? Why those?

Interviewee: Life & Art Academy, Menaka Arts are the two alternatives that I
evaluated before choosing Dessin academy.

Interviewer: How was the final choice determined?

Interviewee: I chose Dessin academy because their class timings were

comfortable and they had experienced teachers.

Interviewer: How would you describe the consumption experience?

Interviewee: the experience at Dessin academy is so good as they help me

improve my artistic and creative skills.

Interviewer: What type of relationship do you have with the service? How long
has the relationship been going on? How has it evolved and changed over time?

Interviewee: I share a really good relationship with my teachers as they help

me in teaching art as well as guide me in my life.

Interviewer: What kinds of things have gone wrong in the relationship?

Interviewee: I have not felt any difficulties with the teachers as well as the
place.

Interviewer: Are you satisfied or dissatisfied with the service?

Interviewee: yes, I’m completely satisfied with the service provided by Dessin
academy.
Interviewer: How does the service fit into your life? What role does it play?
What role does the brand play in all of this?

Interviewee: It fits perfectly in my life as whenever I go to the class I take it as

an opportunity to relieve the stress from my academics.

 SUMMARY:

Ms. Samaira is my friend’s sister who have been learning art from a centre
named Dessin Academy for the past few months. She chose to learn art because
she is creative minded, passionate, persistence and visionary. Art helps her to
express her personality traits and the kind of person she is. As she was
interested in learning art she decided to join an art academy.

She have been doing her bachelor’s degree in business but she is passionate
about learning art and wants to learn it as an extra-curricular activity. She asked
her friends who have been learning art about the art classes available and also
searched in social media about various alternatives available.

Before choosing Dessin Academy she had visited few other classes like Life &
Art Academy, Menaka Arts, etc… but she was not satisfied with their service as
some had timings which clashed with her college, some had high fees structure,
and some didn’t have trained teachers. She chose Dessin Academy after
evaluating all the alternatives because it had the best trained and experienced
teachers who were experts in drawing, painting, calligraphy, etc. also their
timings were tailor made i.e. Ms. Samaira had the option to choose whichever
time was preferable and comfortable to her while she is still focusing on her
bachelor’s degree and concentrating on her academics. Also the fee structure of
the academy is Rs.700 per month which is cheap and affordable compared to
other academies.

She had been learning art from Dessin Academy for the past two months. She
shared a friendly relationship with the teachers of the academy as they
understand her personality and treat her accordingly and help her express
herself through her art works. She is satisfied with the classes taken by the
teachers as they provide exceptional knowledge about various art techniques
and different types of art form. She loves the time she spends in the academy as
they not only teach her well but also she says that the ambience of the academy
is so good.

The Dessin Academy fits perfectly in her life as whenever she goes to the class
she takes it as an opportunity to relieve the stress from her academics and
allows the class to brighten her mood which makes her feel peaceful and calm.
She says that joining the academy is one of the best choices that she had made
as it allows her not only to improve her artistic skills but also to develop her
personality.

KEY INSIGHTS:

 If a service helps someone to express their personality they should not

hesitate to acquire it.