Consumer Behaviour

Batch 2019-21

Project Report- Phase 2

Submitted to: Prof. Neena Sondhi

Submitted by:
Group 5
Mahima Mantri-19PGDM039
Lakshmi Gupta- 19PGDM105
Raghav Gulati- 19PGDM175
3.5/5
The consolidation and
implications were
fine; but interviews
lacked depth that was
required at this stage.

Shivangi Saxena- 19PGDM190

Puneet Tyagi- 19PGDM236

Rajat Jain- 19PGDM238

Trishala Pandey- 19PGDM269

Mahima Mantri- 19PGDM

 Table of Contents

Content Page No.

External Influences 3

Marketing Implications 5

Appendix 8

2
 External Influences

Culture:

 Most of the respondents feel that being Indian is about being family oriented and
looking after each other.
 They believe in saving money and spending only when required.
 It was observed that the respondents consider themselves as being patriotic. However,
while purchasing TV, most of them do not think much about the fact whether the TV
was manufactured in India or not.
 But when it comes to national security and country’s broader interest, consumers as a
whole sharing a common culture stand together with the nation– as evident from
#BanChineseProduct that recently trended after China’s intrusion in our territory.
Masses are avoiding Chinese product and are ready to spend a few more bucks on
other alternatives.

Subculture:

 Religion: All the respondents feel that religion have no influence on their buying
behaviour. It was observed that they have faith in their gods and belief in their
religion as well as respect for other religions, but it has no bearing on the process of
purchasing a television.

 Ethnicity: It was observed that there was no direct influence on individuals of the
ethnic group that they belong to on the buying behaviour but people do make choices
based on the larger ethnicity, for example, Punjabis & Baniyas usually select premium
options for television whereas Tamilians (people from south) usually select small
sized television even if they have the spending power.

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  Gender: No influence of gender was observed. In most of the cases, it was a
collective decision of the couple or the family that is making the purchase.

 Social Class:

 Most of the people that we interviewed belong to upper middle class and
generally prefers to buy branded products over unbranded products.
 They prefer to buy TV that has good value for money along with great quality.
 It was observed that the respondents are not generally brand loyal regarding
TV and might shift to other brand if they consider it to be a better option.
 They generally buy a brand which resonates with their aspirations or identity.
 Since buying TV is a high involvement decision, they browse online to get the
required information and then purchase it from their local store.
 It was also observed that for half of the respondents the expenditure over TVs
have increased over time owing to an increase in their disposable income as
well as the price of the TV.

 Group Influence:

 People generally are a part of various family, business, and friends’ groups on
social media.
 These groups have a low to moderate influence on these buyers. Some
respondents do consider what these groups have to say but ultimately, they
make final decision on their own.
 It was also observed that most of the respondents do consider word of mouth
as an important factor while making the purchase.

4
 Marketing Implications

Reliance digital has some edge over the competitors in terms of providing in house service
warranty, free installation etc.- which become selling point enticing the buyer with trust of
tension free support. But somehow this becomes a hurdle for the brand to provide lowest
prices compared to both retail chain like Vijay Sales– which provides lowest prices for
consumer electronics and e commerce giant Amazon.

From the interviews, we got some keywords that consumers and their families associate with
the most when buying Television or any Consumer electronic for that matter:

Quality & Price are the two words that were repeated the most and everyone really care for
these two things.

 Price can be easily understood as people generally have favorite brands to purchase
the product but the channel of buying drastically changes based on the lowest price
offered, when the same product is available across different channels & stores.
Though, Reliance digital provides competitive prices but still it fails to provide the
lowest price in the market. It generally has a fixed price point in stores whereas
competitors like Vijay Sales & Sargam, do lower their price points at instances to not
let the customer go away which makes them sell a lot and inventory cycle is reduced
thus they can further provide lower prices. This is the reason the stores of Vijay Sales
are always flooded be it the newly renovated store in Preet Vihar or one of their oldest
stores in Saket, whereas Reliance digital struggles to get the similar footfall.

 Accessing Quality becomes much more complex when the same product is offered by
different stores/mediums. When buying premium television, consumers generally
prefer in store rather than online purchase, as they associate in-store consumer
durables of better quality and of latest manufacturing date. Then Consumers associate
the in-store experience or website experience (UI, ease of access) with the quality of

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 product provided. Talking about Reliance digital, both website and in store experience
is mediocre when compared to competitors. Website lacks premium aesthetics/feel
and the store experience is like a normal retail store; whereas Chroma, Vijay sales
(refurbished stores) provide a premium feel and a total customer experience in the
store.

In-store: The store personnel should be trained in order to do observations which should be
backed up with facts. Sometimes the customer leave the store without purchasing the
product/television because the salesmen are not able to handle the customer objections and
queries. The sales personnel should be able to handle these with facts and differentiating
factor about their brand/store. Workshops (engaging both the user and the buyer) should be
conducted in stores in order to promote sales. This will help build a positive feedback among
the customer and also help them in interacting with the brand.

From the interviews it is gauged that Consumers strongly associate with the Country & are
patriotic, thus it is good that Reliance digital comes with different promotional offers for days
of National importance. Recently it came out with Independence day offer.

Most of the competitors also provide

promotional offers for Nationally significant
days but many of them don’t provide
promotional offer for regional festivities or
cultural/religious significance. A good section of
respondents said they are religious and celebrate
festivities like Diwali, Holi, Ganesh Chaturthi,
Durga pooja, Lohri, Paryushan, etc. – so coming
out with promotional offers for all of them can
be useful. Reliance digital has an edge here as it
comes out with offers for almost every festivity
and event. It came out with Ganesh Chaturthi
offers recently.

6
Digital is the new normal for a larger section of society which previously used to rely on
recommendations from family & friends only. In our interviews too, almost all consumers
replied that they search online on blogs, tech forums, review & ratings before actually
purchasing, no matter if the purchase in from online channels or offline but information
search on online platforms has become major part of consumer search and decision making.
Thus, Reliance digital can leverage digital opportunities by having presence everywhere,
organizing regular engaging contests, providing regular informational content in terms of
consumer electronics.

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 Annexures:

I: Interviewer
R: Respondent

Interview 1
Age of Respondent: 30
Gender: Male
Family: Nuclear Family of 2 Members
City: Lucknow

I: What platforms (print, digital, radio, etc.) do you search before buying the tv? 
R: Internet and catalogues 

I: What WhatsApp groups are you a part of? Which of them do you enjoy being a part
of? 
R: I'm part of various newsgroups but they don't impact any buying behavior of mine. I
personally  ask otherwise

I: Do these groups influence your buying decision? 

R: No

I: What are the attributes you associate with being an Indian? 

R: Being an Indian you learn to tolerate and respect others of all religions, demographics,
sects, castes, etc. 

I: Do you see yourself as a patriotic person? 

R: Yes. 

I: Do you see where the TVs are manufactured before buying them? 
R: No

I: Are there any cultural/religious norms that you follow before buying the tv? 
R: No

I: Do you prefer branded products over unbranded products? 

R: Branded over unbranded for TV's

I: Is there any specific go-to brand for tv shopping? What are the criteria? 
R: Sony because of great experience

I: What is the quality that makes it (the above said brand) your favorite brand?
R: Great picture quality and link up with my PlayStation

I: Will you be willing to give up an already using brand over a brand that offers a more
innovative solution to your needs?
R: No. Because they might fail

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I: What language do you and your family converse in? 
R: Urdu

I: What festivals do you majorly celebrate? 

R: Eid-ul-Fitr and Eid-ul-Adha

I: Has your expenditure on tv increased over time? 

R: No.

I: How often do you eat outside? What is your favorite cuisine and restaurant? 
R: Quite less as compared to others, especially at home. Pizza and Mughlai

I:  Do you like traveling? Domestic/International? What mode of transport do you use
to travel? 
R: For domestic I prefer to train and for international airplane

I: Do you prefer branded apparel over unbranded? Are they premium brands? 
R: Branded just because of quality. Branded as in they have a name and I can search easily
for them online

I: Do you own a vehicle? Which? 

R: Car. Hyundai i20

I: Do you have a joint or a nuclear family?  

R: Nuclear

I: Does your religious group/family influence your decision making? 

R: No. 

I: What factors does your family prioritize? 

R: Should be in budget and offer good quality with long life

I: What factors does your religious group/friends prioritize while purchasing? 

R: They usually ask others and what brand is hot in the market these days.

I: Do the brand ambassadors ever play a role in your mind while choosing the brand? 
R: For TV, not at all

I: Do you think your choice of brand resonates with your aspirations or identity? 
R: Yes absolutely

I: Do you rely on your instincts while purchasing, or do you rely on your information
search solely? 
R: Both

I: Do you believe in word of mouth?

R: Yes but I get it verified.

9
I: Do you have a workgroup/study group/online forum which you consider for opinions
before making any purchase? If yes, how many suggestions from them influence your
choice?
R: No I search by myself and don't go through the choices of others unless I'm clueless about
the product.

Interview 2

Age of Respondent: 30
Gender: Male
Family: Nuclear Family of 3 Members
City: Bentonville, Arkansas

I: What platforms (print, digital, radio, etc.) do you search before buying the tv? 
R: Digital

I: What WhatsApp groups are you a part of? Which of them do you enjoy being a part
of? 
R: Family, friends, Corporate

I: Do these groups influence your buying decision? 

R: Yes

I: What are the attributes you associate with being an Indian? 

R: People who save and keep the money for their kids

I: Do you see yourself as a patriotic person? 

R: Yes, but not to my sleeve

I: Do you see where the TVs are manufactured before buying them? 
R: No

I: Are there any cultural/religious norms that you follow before buying the tv? 
R: No

I: Do you prefer branded products over unbranded products? 

R: Anything that serves the purpose

I: Is there any specific go-to brand for tv shopping? What are the criteria? 
R: No

I: What is the quality that makes it (the above said brand) your favourite brand?
R: Cost and good quality

I: Will you be willing to give up an already using brand over a brand that offers a more
innovative solution to your needs?
R: Yes

10
I: What language do you and your family converse in? 
R: Hindi

I: What festivals do you majorly celebrate? 

R: Diwali

I: Has your expenditure on tv increased over time? 

R: Yes

I: How often do you eat outside? What is your favourite cuisine and restaurant? 
R: Chinese

I:  Do you like traveling? Domestic/International? What mode of transport do you use
to travel? 
R: No

I: Do you prefer branded apparel over unbranded? Are they premium brands? 
R: No

I: Do you own a vehicle? Which? 

R: Yes, Chevrolet Aveo

I: Do you have a joint or a nuclear family?  

R: Nuclear

I: Does your religious group/family influence your decision making? 

R: No. 

I: What factors does your family prioritize? 

R: Religion

I: What factors does your religious group/friends prioritize while purchasing? 

R: Indian Brands

I: Do the brand ambassadors ever play a role in your mind while choosing the brand? 
R: No

I: Do you think your choice of brand resonates with your aspirations or identity? 
R: Yes 

I: Do you rely on your instincts while purchasing, or do you rely on your information
search solely? 
R: Both

I: Do you believe in word of mouth?

R: Yes 

I: Do you have a workgroup/study group/online forum which you consider for opinions
before making any purchase? If yes, how many suggestions from their influence are
your choice?

11
R: No 

Interview 3

Age of Respondent: 34
Gender: Female
Family: Nuclear Family of 4 Members
City: Greater Noida

I: What platforms (print, digital, radio, etc.) do you search before buying the tv? 
R: My kids search on all the online platforms; we visit at least 1-2 stores too

I: What WhatsApp groups are you a part of? Which of them do you enjoy being a part
of? 
R: I'm a part of a number of society groups; I'm updated of the major happenings in the
society through that group. But, it doesn't impact my buying decision.

I: Do these groups influence your buying decision? 

R: No

I: What are the attributes you associate with being an Indian? 

R: Respect for elders, compromising on my personal things for the sake of my family, taking
immense care, carrying on the family legacy

I: Do you see yourself as a patriotic person? 

R: Yes; my family is a bit into politics too

I: Do you see where the TVs are manufactured before buying them? 
R: No

I: Are there any cultural/religious norms that you follow before buying the tv? 
R: No

I: Do you prefer branded products over unbranded products? 

R: Branded because my family is of the opinion that branded products last longer and
provide a better customer service so basically, we have a place to go back to when any
problem arises.

I: Is there any specific go-to brand for tv shopping? What are the criteria? 
R: Yes, we visit the nearest Croma store for any electrical appliance that we are planning to
buy

I: What is the quality that makes it (the above said brand) your favourite brand?
R: Great colour contrast and quality

I: Will you be willing to give up an already using brand over a brand that offers a more
innovative solution to your needs?

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R: The brand matters more to me. It kind of satisfies me that the product I'm using is of a
good quality.

I: What language do you and your family converse in? 

R: Hindi

I: What festivals do you majorly celebrate? 

R: All the festivals (Holi, Diwali, Raksha Bandhan, Navaratri, and it goes on)

I: Has your expenditure on tv increased over time? 

R: No, I'm home alone and busy with the household chores. We hardly get time to watch tv.

I: How often do you eat outside? What is your favourite cuisine and restaurant? 
R: Extremely rarely. My kids get me things that I wish to eat. I like South Indian food the
most and I cook it at home.

I:  Do you like traveling? Domestic/International? What mode of transport do you use
to travel? 
R: I don't travel much. I travel once a year to Rishikesh to visit my sister.

I: Do you prefer branded apparel over unbranded? Are they premium brands? 
R: Anything works for me. I check the quality and then, make the decision. I never buy
online because I don't get to check the quality of the product.

I: Do you own a vehicle? Which? 

R: Yes, Creta

I: Do you have a joint or a nuclear family?  

R: Nuclear

I: Does your religious group/family influence your decision making? 

R: Yes; I talk to my close relatives and their experience with a particular brand influences
me.

I: What factors does your family prioritize? 

R: Quality, size, customer service, Price

I: What factors does your religious group/friends prioritize while purchasing? 

R: Nearest store to go, visit and see the products and then, customer service, existing users'
experience

I: Do the brand ambassadors ever play a role in your mind while choosing the brand? 
R: No, for TVs

I: Do you think your choice of brand resonates with your aspirations or identity? 
R: Yes 

I: Do you rely on your instincts while purchasing, or do you rely on your information
search solely? 
R: Information and previous/existing users' experience

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I: Do you believe in word of mouth?
R: Yes, a lot but considering the source of information

I: Do you have a workgroup/study group/online forum which you consider for opinions
before making any purchase? If yes, how many suggestions from them influence your
choices?
R: No, all such information search is done by my husband and kids. I tend to seek my close
relatives' opinion about whom I know are using any product of the same company.

Interview 4

Age of Respondent: 35
Gender: Male
Family: Nuclear Family of 3 Members
City: Chennai

I: What platforms (print, digital, radio, etc.) do you search before buying the tv? 
R: Digital & Prints such as newspapers

I: What WhatsApp groups are you a part of? Which of them do you enjoy being a part
of? 
R: Family, friends but they don't impact my buying behaviour a lot

I: Do these groups influence your buying decision? 

R: Not much

I: What are the attributes you associate with being an Indian? 

R: Respect, Saving money, etc.

I: Do you see yourself as a patriotic person? 

R: Yes

I: Do you see where the TVs are manufactured before buying them? 
R: No

I: Are there any cultural/religious norms that you follow before buying the tv? 
R: no

I: Do you prefer branded products over unbranded products? 

R: Branded, it is more trustworthy

I: Is there any specific go-to brand for tv shopping? What are the criteria? 
R: No, I usually go for the latest technology and the best brand at that time

I: What is the quality that makes it (the above said brand) your favourite brand?
R: Technology and price

14
I: Will you be willing to give up an already using brand over a brand that offers a more
innovative solution to your needs?
R: I'm not sure but yes if it offers something better than I can give it a try

I: What language do you and your family converse in? 

R: Hindi

I: What festivals do you majorly celebrate? 

R: Diwali, Holi

I: Has your expenditure on tv increased over time? 

R: Yes

I: How often do you eat outside? What is your favourite cuisine and restaurant? 
R: I'm a foodie, I love trying new dishes and cuisines all the time

I:  Do you like traveling? Domestic/International? What mode of transport do you use
to travel? 
R: Yes, I usually go for domestic travels by flight as it saves time and is affordable

I: Do you prefer branded apparel over unbranded? Are they premium brands? 
R: Yes

I: Do you own a vehicle? Which? 

R: Yes, I own a Wagon R

I: Do you have a joint or a nuclear family?  

R: Nuclear

I: Does your religious group/family influence your decision making? 

R: Not much

I: What factors does your family prioritize? 

R: Good Quality, trying out new things in the market

I: What factors does your religious group/friends prioritize while purchasing? 

R: Which brand is reliable as in how's its products, after service, etc.

I: Do the brand ambassadors ever play a role in your mind while choosing the brand? 
R: No

I: Do you think your choice of brand resonates with your aspirations or identity? 
R: Yes 

I: Do you rely on your instincts while purchasing, or do you rely on your information
search solely? 
R: Both

I: Do you believe in word of mouth?

R: Yes but Verification is important

15
I: Do you have a workgroup/study group/online forum which you consider for opinions
before making any purchase? If yes, how many suggestions from them influence your
choices?
R: No

Interview 5

Age of Respondent: 33
Gender: Female
Family: Nuclear Family of 3 Members
City: Delhi

I: What platforms (print, digital, radio, etc.) do you search before buying the tv? 
R: Internet and digital 

I: What WhatsApp groups are you a part of? Which of them do you enjoy being a part
of? 
R: Business groups (Samsung office groups), family, friends 

I: Do these groups influence your buying decision? 

R: No

I: What are the attributes you associate with being an Indian? 

R: Family values, looking for younger siblings, responsibilities, work life balance, functions
and festivals

I: Do you see yourself as a patriotic person? 

R: Yes

I: Do you see where the TVs are manufactured before buying them? 
R: No

I: Are there any cultural/religious norms that you follow before buying the tv? 
R: no

I: Do you prefer branded products over unbranded products? 

R: Anything that serves the purpose and falls under the budget

I: Is there any specific go-to brand for tv shopping? What are the criteria? 
R: Yes, sometimes. I explore Samsung first of all because that is the company I work for

I: What is the quality that makes it (the above said brand) your favourite brand?
R: Cost + quality = combined score

I: Will you be willing to give up an already using brand over a brand that offers a more
innovative solution to your needs?
R: No, the experience with the brand I'm using matters

16
I: What language do you and your family converse in? 
R: Hindi

I: What festivals do you majorly celebrate? 

R: Diwali, Holi

I: Has your expenditure on tv increased over time? 

R: Yes because staying home and music goes along with my work

I: How often do you eat outside? What is your favourite cuisine and restaurant? 
R: Twice a month. I like Chinese the most but don't have any favourite restaurant as such.

I:  Do you like traveling? Domestic/International? What mode of transport do you use
to travel? 
R: Yes, domestic. Flights and trains both depending upon the availability of time.

I: Do you prefer branded apparel over unbranded? Are they premium brands? 
R: I prefer branded apparels because I know my size in a particular brand and it makes
shopping online much easier for me.

I: Do you own a vehicle? Which? 

R: Yes, Scooty back at home

I: Do you have a joint or a nuclear family?  

R: Nuclear

I: Does your religious group/family influence your decision making? 

R: Yes, sometimes but I'm the eldest one so I take the majority of the decisions

I: What factors does your family prioritize? 

R: Quality, cost, customer service and life of the product

I: What factors does your religious group/friends prioritize while purchasing? 

R: Quality and customer service

I: Do the brand ambassadors ever play a role in your mind while choosing the brand? 
R: Not for this product

I: Do you think your choice of brand resonates with your aspirations or identity? 
R: Yes 

I: Do you rely on your instincts while purchasing, or do you rely on your information
search solely? 
R: Both, I would say

I: Do you believe in word of mouth?

R: Yes, the experience of my knowns with a brand is what I definitely consider

17
I: Do you have a workgroup/study group/online forum which you consider for opinions
before making any purchase? If yes, how many suggestions from them influence your
choices?
R: I search for the product on my own. I seek advice from my younger siblings but the
decision is mine in the end.

Interview 6

Age of Respondent: 34
Gender: Female
Family: Nuclear Family of 3 Members
City: Faridabad

I: What platforms (print, digital, radio, etc.) do you search before buying the tv? 
R: For my last purchase of TV, I went directly to the showroom as I needed a new TV
urgently

I: What WhatsApp groups are you a part of? Which of them do you enjoy being a part
of? 
R: I'm part of Business group , family group but  I enjoy the chat on family group as it is on
lighter node

I: Do these groups influence your buying decision? 

R: No

I: What are the attributes you associate with being an Indian? 

R: We are more emotional, focus on our family and care for them and all the priority is given
to them before anyone else

I: Do you see yourself as a patriotic person? 

R: Yes, definitely. 

I: Do you see where the TVs are manufactured before buying them? 
R: No

I: Are there any cultural/religious norms that you follow before buying the tv? 
R: No

I: Do you prefer branded products over unbranded products? 

R: A mix of them, depends on my requirement, budget and functionality of the product

I: Is there any specific go-to brand for tv shopping? What are the criteria? 
R: Yes, Samsung. As I had my previous tv of the same brand and it performed very well for
me

I: What is the quality that makes it (the above said brand) your favourite brand?
R: Functioning of the television and sound quality, and overall it performs very well

18
I: Will you be willing to give up an already using brand over a brand that offers a more
innovative solution to your needs?
R: Maybe, if I like the features

I: What language do you and your family converse in? 

R: Hindi

I: What festivals do you majorly celebrate? 

R: Diwali and Holi

I: Has your expenditure on tv increased over time? 

R: Yes, definitely as my budget and disposable income both had increased and also the price
of the tv had increased

I: How often do you eat outside? What is your favourite cuisine and restaurant? 
R: Twice or thrice in a month, and I prefer Indian cuisine like Idli, Dosa, etc.

I:  Do you like traveling? Domestic/International? What mode of transport do you use
to travel? 
R: Yes, but not much. I prefer train as it suits my budget

I: Do you prefer branded apparel over unbranded? Are they premium brands? 
R: There is no such priority for me, I decided to purchase clothes after trying them on myself
and seeing how it looks on me. If it looks good and suits me , I buy it no matter if it is
branded or unbranded.st because of quality. Branded as in they have a name and I can search
easily for them online

I: Do you own a vehicle? Which? 

R: No

I: Do you have a joint or a nuclear family?  

R: Nuclear

I: Does your religious group/family influence your decision making? 

R: Yes, they do affect my decisions as I consider all the religious guidelines important for me
being from a brahmin family.

I: What factors does your family prioritize? 

R: Should be in budget, offers good  functionality, quality, convenience

I: What factors does your religious group/friends prioritize while purchasing? 

R: It should be convenient as people are usually busy these days

I: Do the brand ambassadors ever play a role in your mind while choosing the brand? 
R: No

I: Do you think your choice of brand resonates with your aspirations or identity? 
R: Yes, definitely

19
I: Do you rely on your instincts while purchasing, or do you rely on your information
search solely? 
R: For higher price product like electronics I do information search and for rest I rely on my
instinct

I: Do you believe in word of mouth?

R: Yes, because if it sounds attractive to me

I: Do you have a workgroup/study group/online forum which you consider for opinions
before making any purchase? If yes, how many suggestions from their influence are
your choices?
R: Yes, I do have a group for clothes and jewellery and I get influenced if others are
discussing it.

Interview 7

Age of Respondent: 31
Gender: Female
Family: Nuclear Family of 2 Members
City: Lucknow

I: What platforms (print, digital, radio, etc.) do you search before buying the tv? 
R: My brother works in Samsung so I could easily get all the information from him and didn't
need anything else

I: What WhatsApp groups are you a part of? Which of them do you enjoy being a part
of? 
R: Professional, friends and family groups and I enjoy being a part of my professional group
as I'm a lawyer and love interacting with my peer group of other lawyers

I: Do these groups influence your buying decision? 

R: Yes, but not to a very great extent. I just consider whatever they say but I make my own
decisions ultimately.

I: What are the attributes you associate with being an Indian? 

R: We are the people who are more attached to their families. We are more social people who
think much about society before taking any decision of our own.

I: Do you see yourself as a patriotic person? 

R: Yes, I do have patriotic feeling with rationale 

I: Do you see where the TVs are manufactured before buying them? 
R: Yes, I do look into that as the products made in Japan or Germany, especially in
electronics have much higher quality than others.

I: Are there any cultural/religious norms that you follow before buying the tv? 
R: no

20
I: Do you prefer branded products over unbranded products? 
R: Branded products are always my first choice but I sometimes even buy unbranded
products if I like them.

I: Is there any specific go-to brand for tv shopping? What are the criteria? 
R: As I mentioned earlier that my brother works in Samsung so I always prefer Samsung
products over others as I get all the services and information easily.

I: What is the quality that makes it (the above said brand) your favourite brand?
R: The price and the trust and reliability of the brand.

I: Will you be willing to give up an already using brand over a brand that offers a more
innovative solution to your needs?
R: No, for other brands but if there is a better product from Samsung itself may be I’ll try.

I: What language do you and your family converse in? 

R: Hindi

I: What festivals do you majorly celebrate? 

R: All the major festivals celebrated by Hindus and the Brahmin caste. Majorly saying Holi,
Diwali, Navratri, Janmashtami, etc.

I: Has your expenditure on tv increased over time? 

R: somewhat

I: How often do you eat outside? What is your favourite cuisine and restaurant? 
R: Me and my husband both are working so, we quite often dine outside for lunch and
dinner. I love Indian and Chinese cuisine but sometimes I also try Italian.

I:  Do you like traveling? Domestic/International? What mode of transport do you use
to travel? 
R: No, I don't travel much now. I used to travel a lot when I was not married. Now I have a
lot of responsibilities to look after along with my job so don't get much time for travel plans.
If at all I travel I take flight to save my time.

I: Do you prefer branded apparel over unbranded? Are they premium brands? 
R: Yes, I have been fond of branded apparels since my childhood as everyone in my family
prefers branded clothes over unbranded for the reason of status and quality.

I: Do you own a vehicle? Which? 

R: Yes, Verna

I: Do you have a joint or a nuclear family?  

R: Nuclear

I: Does your religious group/family influence your decision making? 

R: No. 

I: What factors does your family prioritize? 

R: Quality and convenience

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I: What factors does your religious group/friends prioritize while purchasing? 
R: Past experience with the brand, variety, and quality. 

I: Do the brand ambassadors ever play a role in your mind while choosing the brand? 
R: Yes, to somewhat extent

I: Do you think your choice of brand resonates with your aspirations or identity? 
R: Yes it does

I: Do you rely on your instincts while purchasing, or do you rely on your information
search solely? 
R: Depends on the category and situation of the purchase made, if it's a regular consumption
product I go by my instinct and if it's a product of high value I search for information.

I: Do you believe in word of mouth?

R: Yes

I: Do you have a workgroup/study group/online forum which you consider for opinions
before making any purchase? If yes, how many suggestions from their influence your
choice?
R: No, I do not join such groups as they spam too much.

Interview 8

Age of Respondent: 35
Gender: Male
Family: Nuclear Family of 3 Members
City: Varanasi

I: What platforms (print, digital, radio, etc.) do you search before buying the tv? 
R: internet/digital 

I: What WhatsApp groups are you a part of? Which of them do you enjoy being a part
of? 
R: Family and friends. I love being a part of both the groups as they share jokes, memes,
informational videos and other content throughout the day

I: Do these groups influence your buying decision? 

R: No

I: What are the attributes you associate with being an Indian? 

R: Religion , faith in god, giving due priority to family and helping and supporting each other

I: Do you see yourself as a patriotic person? 

R: Yes. 

I: Do you see where the TVs are manufactured before buying them? 
R: No

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I: Are there any cultural/religious norms that you follow before buying the tv? 
R: No

I: Do you prefer branded products over unbranded products? 

R: I do not have any such priority

I: Is there any specific go-to brand for tv shopping? What are the criteria? 
R: No, it changes with time but I have few brands in mind like Samsung, Sony, Sansui, etc.

I: What is the quality that makes it (the above said brand) your favourite brand?
R: The image quality, sound and regular upgradation in technology.

I: Will you be willing to give up an already using brand over a brand that offers a more
innovative solution to your needs?
R: Yes, why not!

I: What language do you and your family converse in? 

R: Hindi

I: What festivals do you majorly celebrate? 

R: Holi, Diwali, Shivratri, Navratri, Durga Pooja, etc.

I: Has your expenditure on tv increased over time? 

R: no, not much

I: How often do you eat outside? What is your favorite cuisine and restaurant? 
R: Very rare, I feel home cooked food is more tasty and healthy.

I:  Do you like traveling? Domestic/International? What mode of transport do you use
to travel? 
R: Yes, Domestic, I usually travel by train.

I: Do you prefer branded apparel over unbranded? Are they premium brands? 
R: No, I'm fine with anything that looks good and has quality.

I: Do you own a vehicle? Which? 

R: Yes, Bajaj Pulsar 220

I: Do you have a joint or a nuclear family?  

R: Nuclear

I: Does your religious group/family influence your decision making? 

R: Yes, I listen to them and follow them  

I: What factors does your family prioritize? 

R: Quality, functions, and most important price

I: What factors does your religious group/friends prioritize while purchasing? 

23
R: Price, looks, past experience and quality

I: Do the brand ambassadors ever play a role in your mind while choosing the brand? 
R:  No

I: Do you think your choice of brand resonates with your aspirations or identity? 
R: Yes 

I: Do you rely on your instincts while purchasing, or do you rely on your information
search solely? 
R: Both, depends on the product

I: Do you believe in word of mouth?

R: No, rarely

I: Do you have a workgroup/study group/online forum which you consider for opinions
before making any purchase? If yes, how many suggestions from their influence your
choice?
R: No

Interview 9

Age of Respondent: 34
Gender: Female
Family: Joint Family of 6 Members
City: Delhi

I: What platforms (print, digital, radio, etc.) do you search before buying the tv? 
R: Digital

I: What WhatsApp groups are you a part of? Which of them do you enjoy being a part
of? 
R: I’m a part of Friends and Family groups. I enjoy being a part of my family groups.

I: Do these groups influence your buying decision? 

R: Yes

I: What are the attributes you associate with being an Indian? 

R: We believe in religion, are very attached to our family and believe in saving money.

I: Do you see yourself as a patriotic person? 

R: Yes. 

I: Do you see where the TVs are manufactured before buying them? 
R: No

I: Are there any cultural/religious norms that you follow before buying the tv? 
R: No

24
I: Do you prefer branded products over unbranded products? 
R: Yes, definitely

I: Is there any specific go-to brand for tv shopping? What are the criteria? 
R: Yes, Samsung, LG and Sony.

I: What is the quality that makes it (the above said brand) your favourite brand?
R: The picture quality is great, and I trust the brands

I: Will you be willing to give up an already using brand over a brand that offers a more
innovative solution to your needs?
R: Yes, I can try

I: What language do you and your family converse in? 

R: Hindi and Marwari

I: What festivals do you majorly celebrate? 

R: Diwali, Rakhi, Holi and Mahavir Jayanti

I: Has your expenditure on tv increased over time? 

R: A little, with time.

I: How often do you eat outside? What is your favourite cuisine and restaurant? 
R: Once or twice a month. North Indian.

I:  Do you like traveling? Domestic/International? What mode of transport do you use
to travel? 
R: Yes, domestic. By air.

I: Do you prefer branded apparel over unbranded? Are they premium brands? 
R: Not really, I am okay with both.

I: Do you own a vehicle? Which? 

R: Yes, A car. Verna.

I: Do you have a joint or a nuclear family?  

R: Joint.

I: Does your religious group/family influence your decision making? 

R: Yes, a little.

I: What factors does your family prioritize? 

R: Price, quality and longevity.

I: What factors does your religious group/friends prioritize while purchasing? 

R: Price, quality and life of the product.

I: Do the brand ambassadors ever play a role in your mind while choosing the brand? 
R: Never

25
I: Do you think your choice of brand resonates with your aspirations or identity? 
R: Yes absolutely

I: Do you rely on your instincts while purchasing, or do you rely on your information
search solely? 
R: Only the information search

I: Do you believe in word of mouth?

R: No

I: Do you have a workgroup/study group/online forum which you consider for opinions
before making any purchase? If yes, how many suggestions from their influence your
choice?
R: No

Interview 10

Age of Respondent: 32
Gender: Female
Family: Nuclear Family of 3 Members
City: Mumbai

I: What platforms (print, digital, radio, etc.) do you search before buying the tv? 
R: Digital and Store

I: What WhatsApp groups are you a part of? Which of them do you enjoy being a part
of? 
R: I’m a part of Friends and Family groups.

I: Do these groups influence your buying decision? 

R: They do not affect my final decision, but they do have an impact on my decision making

I: What are the attributes you associate with being an Indian? 

R: Taking care of my family, and keeping good relationships with friends

I: Do you see yourself as a patriotic person? 

R: Yes, to an extent.

I: Do you see where the TVs are manufactured before buying them? 
R: Earlier I did not use to, but now after Covid and immense focus on Make in India, I do try
to see the country of origin before making a purchase

I: Are there any cultural/religious norms that you follow before buying the tv? 
R: No

I: Do you prefer branded products over unbranded products? 

R: For many things I do, especially the ones involving more money.

I: Is there any specific go-to brand for tv shopping? What are the criteria? 

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R: Yes, Samsung and Sony.

I: What is the quality that makes it (the above said brand) your favourite brand?
R: Price and the Quality these brands offer

I: Will you be willing to give up an already using brand over a brand that offers a more
innovative solution to your needs?
R: As I said earlier, if it is a low cost product with negligible side effects I would try

I: What language do you and your family converse in? 

R: Hindi

I: What festivals do you majorly celebrate? 

R: All festivals celebrated by Hindus

I: Has your expenditure on tv increased over time? 

R: No.

I: How often do you eat outside? What is your favourite cuisine and restaurant? 
R: A lot, Chinese.

I:  Do you like traveling? Domestic/International? What mode of transport do you use
to travel? 
R: Yes, depends on the distance.. Sometimes train, sometimes by flight.

I: Do you prefer branded apparel over unbranded? Are they premium brands? 
R: Not necessarily.

I: Do you own a vehicle? Which? 

R: Yes, A car Creta.

I: Do you have a joint or a nuclear family?  

R: Nuclear

I: Does your religious group/family influence your decision making? 

R: No.

I: What factors does your family prioritize? 

R: Price and quality.

I: What factors does your religious group/friends prioritize while purchasing? 

R: Most of them prefer convenience and quality.

I: Do the brand ambassadors ever play a role in your mind while choosing the brand? 
R: No

I: Do you think your choice of brand resonates with your aspirations or identity? 
R: Yes

27
I: Do you rely on your instincts while purchasing, or do you rely on your information
search solely? 
R: No.

I: Do you believe in word of mouth?

R: No, but I do consider opinions of friends

I: Do you have a workgroup/study group/online forum which you consider for opinions
before making any purchase? If yes, how many suggestions from their influence your
choice?
R: None of these, but I do have a friends group whose opinions I consider

Interview 11

Age of Respondent: 35
Gender: Male
Family: Nuclear Family of 5 Members
City: Delhi 
I: What platforms (print, digital, radio, etc.) do you search before buying the tv? 
R: I prefer to browse online

I: What WhatsApp groups are you a part of? Which of them do you enjoy being a part
of? 
R: Family, Friends and Work. I enjoy being a part of my Friends group
 
I: Do these groups influence your buying decision? 
R: Yes
 
I: What are the attributes you associate with being an Indian? 
R: Spending when required and getting maximum use of the product
 
I: Do you see yourself as a patriotic person? 
R: Yes
 
I: Do you see where the TVs are manufactured before buying them? 
R: Yes
 
I: Are there any cultural/religious norms that you follow before buying the tv? 
R: No
 
I: Do you prefer branded products over unbranded products? 
R: No

I: Is there any specific go-to brand for tv shopping? What are the criteria? 
R: Yes, Samsung, Sony, LG, MI
 
I: What is the quality that makes it (the above said brand) your favourite brand?
R: Very affordable with great quality
 

28
I: Will you be willing to give up an already using brand over a brand that offers a more
innovative solution to your needs?
R: Yes
 
I: What language do you and your family converse in? 
R: Hindi
 
I: What festivals do you majorly celebrate? 
R: Diwali and Holi
 
I: Has your expenditure on tv increased over time? 
R: No
 
I: How often do you eat outside? What is your favourite cuisine and restaurant? 
R: At least twice a week, We as a family love to try out different cuisines every time
 
I:  Do you like traveling? Domestic/International? What mode of transport do you use
to travel? 
R: Yes, both, by air mostly.
 
I: Do you prefer branded apparel over unbranded? Are they premium brands? 
R: Yes
 
I: Do you own a vehicle? Which? 
R: Yes, a car, City
 
I: Do you have a joint or a nuclear family?  
R: Nuclear
 
I: Does your religious group/family influence your decision making? 
R: No
 
I: What factors does your family prioritize? 
R: Price and Quality.

 
I: What factors does your religious group/friends prioritize while purchasing? 
R: Price and quality
 
I: Do the brand ambassadors ever play a role in your mind while choosing the brand? 
R: No
 
I: Do you think your choice of brand resonates with your aspirations or identity? 
R: Yes 
 
I: Do you rely on your instincts while purchasing, or do you rely on your information
search solely? 
R: A combination of the two.
 
I: Do you believe in word of mouth?

29
R: Yes, but I also verify the information and the source before relying
 
I: Do you have a workgroup/study group/online forum which you consider for opinions
before making any purchase? If yes, how many suggestions from their influence are
your choice?
R: My friends group, sometimes I do get helpful information that changes my decision

Interview 12
Age of Respondent: 35
Gender: Female
Family: Nuclear Family of 3 Members
City: Bengaluru, India
 
I: What platforms (print, digital, radio, etc.) do you search before buying the tv? 
R: Digital
 
I: What WhatsApp groups are you a part of? Which of them do you enjoy being a part
of? 
R: Family, friends, and work
 
I: Do these groups influence your buying decision? 
R: No, not really
 
I: What are the attributes you associate with being an Indian? 
R: Collective decision making
 
I: Do you see yourself as a patriotic person? 
R: Yes
 
I: Do you see where the TVs are manufactured before buying them? 
R: No
 
I: Are there any cultural/religious norms that you follow before buying the tv? 
R: No
 
I: Do you prefer branded products over unbranded products? 
R: Yes of course
 
I: Is there any specific go-to brand for tv shopping? What are the criteria? 
R: Sony, Samsung & LG. The most important criterion is quality.
 
I: What is the quality that makes it (the above said brand) your favourite brand?
R: Good quality and features
 
I: Will you be willing to give up an already using brand over a brand that offers a more
innovative solution to your needs?
R: I can go for it
 
I: What language do you and your family converse in? 

30
R: Hindi and English
 
I: What festivals do you majorly celebrate? 
R: All major Hindu festivals
 
I: Has your expenditure on tv increased over time? 
R: Yes
 
I: How often do you eat outside? What is your favourite cuisine and restaurant? 
R: Before the pandemic we used to, but now only home cooked food
 
I:  Do you like traveling? Domestic/International? What mode of transport do you use
to travel? 
R: Yes, flight.
 
I: Do you prefer branded apparel over unbranded? Are they premium brands? 
R: Yes
 
I: Do you own a vehicle? Which? 
R: Yes, Honda City
 
I: Do you have a joint or a nuclear family?  
R: Nuclear
 
I: Does your religious group/family influence your decision making? 
R: No
 
I: What factors does your family prioritize? 
R: Quality and features
 
I: What factors does your religious group/friends prioritize while purchasing? 
R: Same. Quality and features
 
I: Do the brand ambassadors ever play a role in your mind while choosing the brand? 
R: No
 
I: Do you think your choice of brand resonates with your aspirations or identity? 
R: Yes 
 
I: Do you rely on your instincts while purchasing, or do you rely on your information
search solely? 
R: Mostly information search
 
I: Do you believe in word of mouth?
R: Yes 
 
I: Do you have a workgroup/study group/online forum which you consider for opinions
before making any purchase? If yes, how many suggestions from their influence are
your choice?
R: No 

31
 
 
 Interview 13
Age of Respondent: 30
Gender: Female
Family: Nuclear Family of 4 Members
City: Gurgaon, India
 
I: What platforms (print, digital, radio, etc.) do you search before buying the tv? 
R: We generally browse online
 
I: What WhatsApp groups are you a part of? Which of them do you enjoy being a part
of? 
R: Family, friends, and work
 
I: Do these groups influence your buying decision? 
R: Somewhat
 
I: What are the attributes you associate with being an Indian? 
R: Patriotism and duty towards country
 
I: Do you see yourself as a patriotic person? 
R: Yes
 
I: Do you see where the TVs are manufactured before buying them? 
R: Yes, I prefer if country of origin is India
 
I: Are there any cultural/religious norms that you follow before buying the tv? 
R: I prefer made in India if that counts
 
I: Do you prefer branded products over unbranded products? 
R: No
 
I: Is there any specific go-to brand for tv shopping? What are the criteria? 
R: Sony & Samsung
 
I: What is the quality that makes it (the above said brand) your favorite brand?
R: Good quality
 
I: Will you be willing to give up an already using brand over a brand that offers a more
innovative solution to your needs?
R: Yes
 
I: What language do you and your family converse in? 
R: Hindi
 
I: What festivals do you majorly celebrate? 
R: Hindu Festivals and national holidays
 
I: Has your expenditure on tv increased over time? 

32
R: No
 
I: How often do you eat outside? What is your favourite cuisine and restaurant? 
R: Very often. We prefer Indian cuisine.
 
I:  Do you like traveling? Domestic/International? What mode of transport do you use
to travel? 
R: Yes, air travel.
 
I: Do you prefer branded apparel over unbranded? Are they premium brands? 
R: Not really, I am good with both
 
I: Do you own a vehicle? Which? 
R: yes, Etios
 
I: Do you have a joint or a nuclear family?  
R: Nuclear
 
I: Does your religious group/family influence your decision making? 
R: Not really
 
I: What factors does your family prioritize? 
R: Quality and price
 
I: What factors does your religious group/friends prioritize while purchasing? 
R: Same. Quality and price
 
I: Do the brand ambassadors ever play a role in your mind while choosing the brand? 
R: No
 
I: Do you think your choice of brand resonates with your aspirations or identity? 
R: Yes 
 
I: Do you rely on your instincts while purchasing, or do you rely on your information
search solely? 
R: Instincts and information both
 
I: Do you believe in word of mouth?
R: Yes 
 
I: Do you have a workgroup/study group/online forum which you consider for opinions
before making any purchase? If yes, how many suggestions from their influence are
your choice?
R: No 
 
 
 Interview 14
Age of Respondent: 32
Gender: Female
Family: Joint Family of 5 Members

33
City: Gurgaon, India
 
I: What platforms (print, digital, radio, etc.) do you search before buying the tv? 
R: Digital and Store
 
I: What WhatsApp groups are you a part of? Which of them do you enjoy being a part
of? 
R: Family & friends
 
I: Do these groups influence your buying decision? 
R: No
 
I: What are the attributes you associate with being an Indian? 
R: Faith, Belief and making the best use of money
 
I: Do you see yourself as a patriotic person? 
R: Yes
 
I: Do you see where the TVs are manufactured before buying them? 
R: No
 
I: Are there any cultural/religious norms that you follow before buying the tv? 
R: No
 
I: Do you prefer branded products over unbranded products? 
R: Yes, I do.
 
I: Is there any specific go-to brand for tv shopping? What are the criteria? 
R: Sony & Samsung
 
I: What is the quality that makes it (the above said brand) your favourite brand?
R: Affordable, Screen, Technology
 
I: Will you be willing to give up an already using brand over a brand that offers a more
innovative solution to your needs?
R: Yes
 
I: What language do you and your family converse in? 
R: Hindi & Punjabi
 
I: What festivals do you majorly celebrate? 
R: All major Hindu festivals
 
I: Has your expenditure on tv increased over time? 
R: No
 
I: How often do you eat outside? What is your favourite cuisine and restaurant? 
R: Often. We really like Chinese.
 

34
I:  Do you like traveling? Domestic/International? What mode of transport do you use
to travel? 
R: Yes, air travel.
 
I: Do you prefer branded apparel over unbranded? Are they premium brands? 
R: Not really, I am good with both
 
I: Do you own a vehicle? Which? 
R: yes, Scorpio
 
I: Do you have a joint or a nuclear family?  
R: We live in a joint family
 
I: Does your religious group/family influence your decision making? 
R: No
 
I: What factors does your family prioritize? 
R: Affordable, Screen, Technology
 
I: What factors does your religious group/friends prioritize while purchasing? 
R: Quality
 
I: Do the brand ambassadors ever play a role in your mind while choosing the brand? 
R: No
 
I: Do you think your choice of brand resonates with your aspirations or identity? 
R: Yes 
 
I: Do you rely on your instincts while purchasing, or do you rely on your information
search solely? 
R: Predominantly information search
 
I: Do you believe in word of mouth?
R: Yes 
 
I: Do you have a workgroup/study group/online forum which you consider for opinions
before making any purchase? If yes, how many suggestions from their influence are
your choice?
R: No 
 

35