SM E-18

Smart Phone Proposition

Lord Krshn communication is a new company in Smartphones category. They
launched their Krshn mobile phone with a proposition that for the first 5 years the
phone is covered under Zero Failure Assurance scheme and hence if the phone runs
into any glitch or even if it is physically damaged it will be replaced with a new
phone. Arjun, promoter of the company had this to say
“We are proud to be the first company to make this unique offer in the Smartphone
category”.
a. What consumer behaviour insight is being applied in creating this strategy?