1. Who bought the product or service?

Profile – Abha, 45/F, married with two children, gig

worker, Middle class, Vadodara, 10-15 lakhs per annum household income.
2. Roles played in purchase - Family & friends – influencers. Abha – decision maker.
3. Problems solved - Switched from Red Label to Wagh Bakri because the drink wasn’t strong
enough. Also, it’s cheaper Functions served – Increased satisfaction at a lower price.
4. Attributes – Primary – Strength of the tea, Secondary – Price
5. No, it’s not a first-time decision. Abha reviewed her previous decision and made a casual
decision to try out Wagh Bakri. Yes, the amount of deliberation was appropriate for the
decision
6. Trigger for the process – Change in taste and quality prompted Abha to look out for a
different product
7. Information search – Abha conferred with her friends before reaching a decision to switch
brands.
8. Alternatives evaluated – Wagh Bakri was the only brand under consideration. She
considered it as her friends recommended it.
9. Factors in making a decision – Recommendation on taste, comparable cost
10. Where did she buy – Dmart, local grocers
11. Why there? – Dmart – physical proximity, discounts, Local grocers – convenient
12. ‘What to buy’ came before ‘where to buy’ as Abha wasn’t price conscious enough to have a
definite preference for Dmart over local grocers