CONSUMER PROTOCOL INVOLVING PURCHASE OF SEWING MACHINE –

INFREQUENT PURCHASE

Dr Harsh V Verma
Faculty of Management Studies
University of Delhi
Delhi - 7

This is a major purchase and one with a lot of emotional implications as, if I choose the
wrong machine, I am going to feel angry and frustrated for a long time, since a sewing
machine should last forever. I therefore decided to shop around carefully. I watched the
newspapers for advertisements. I asked friends which machine they would recommend.

One friend who sews a lot was very decisive in her views. “ definitely get an Usha” she
said, “they are marvelous”. She went on to describe how satisfied she is with hers. She
also went on to tell me about a friend of hers who sews to almost professional standards.
This friend bought a Singer and it was “worn out” within a year. She then bought a Usha
and has worked happily with it since.
This decided me. I would get Usha especially since I already had a favorable impression
of them- due partly to the advertising campaign. At this point I should mention that it is
impossible to judge quality and special features of sewing machine by looking at it or
even seeing a demonstration (the demonstrators know the tricks). One can only judge a
machine by using it and since a certain amount of time of learning and skill is involved
for handling each machine, it really is not feasible to practice on such machine in the
shop. So on the whole recommendation by the friend is a fairly good, reliable method of
getting what one wants.
The first thing I found was that there are not many shops selling sewing machines. Singer
is well represented but I had already eliminated them form the choice. I hd decided that
even before I spoke to my friends but that conversation clinched it. This seems strange
when I say that I used a Singer for 24 years and found it an excellent machine. My
reasons for turning down a Singer are that they now seem ‘cheap’, that is , plastic,
gimmicky, and expensive, plus the fact that when I went into Singer’s to do my shopping
around, I found there were several pushy salesmen hanging about, but when they found I
was ‘only looking’ they weren’t interested.
I proceeded to look around and found a shop that seemed ideal. They sold several makes
including Usha. However, I quickly had to eliminate the Usha from my choice as I found
they were around Rs. 20000 plus. I decided then that, I would look for a simpler machine
as I did not really need one that would do embroidery. I found one, a ‘Faber’. I had never
heard of it but the the salesgirl assured me that the name was only second to Usha. This
machine was Rs. 11000 and had all the features I wanted except embroidery. If I had had
a checkbook with me, I might have bought it there and then, but I had to say I would
think it over. I did look at the other machines while I was in the shop, but there was
nothing else under Rs.15000 with the features I wanted.
A few days later I saw some machines in Style Mart, all of which had the same label.
They were on sale and I was amazed at the prices. They were Rs 1000 to 4000 off from
the original prices, but even they were very inexpensive compared with the luxury price
machines I had earlier seen. I looked at several of these machines and had a
demonstration on the ones that interested me.

1
I told my husband what I had seen and what for Rs 8000 I could get a machine that had
all the features I required and also it would do embroidery. It was reduced from Rs
13500. He said ‘get it – you can always get a more expensive one later’. I had already
more or less decided that I would get it, since the price was an important factor at this
stage, and it did every thing I wanted. I got it.
In use, the machine seems good so far but I will reserve a final judgment until I have used
it with several different kinds of fabrics. I feel pleased about the buy and think I have got
a food functional machine.
Analyze this consumer protocol and identify various rules or guidelines consumer
followed (important steps or events). What are the marketing implications there of ?

Assignment immersive research:

1. Before analyzing the case develop a protocol for the product in question after
taking in depth probes (like the one given above) with some consumers.
2. As individual group take a product (very ordinary like detergent or soap or
coffee) each participant must explore how the product is used based on
observation of the users (don’t inform the subject about the research). Look
for some peculiarities/ idiosyncrasies and cull out ‘insight’ which is useful for
the marketer. Write the entire process of usage detailing each step. See for
yourself how consumers differ in their usage.

Case-1: Sharp and Vague

Sharp, the marketing director for a major marketer of laundry detergents is concerned
about the implications of the new law on product warranties (consumer’s entitlement to
pursue cases against company breaches). He obtained the assistance consultants Vague
and Obscure. Vague contends that the housewife recognizes a problem when she runs out
of detergent. She solves the problem by purchasing her most preferred brand. There is
typically no consideration of alternatives; consequently, post purchase evaluation seldom
occurs. Obscure disagrees. He contends this may or may not be the case. However, it is
certainly not the case when a significantly new product comes on the market, for it will
stimulate information search alternatives as well as post purchase evaluation. Sharp is
somewhat confused as what position to take, particularly since his firm is clearly the
leading innovator in the industry.

Clarify this situation and make recommendation to Sharp.

Case-2: The shirt manufacturer

A manufacturer of quality shirts in the US has recently experienced a decline in sales.
The marketing director suspects that the sales decline is due change in consumer
preferences in dress shirt market. The firm decided to hire a marketing research firm. The
research firm conducted interviews with 200 housewives. The research results indicated
that the consumers liked the appearance of the dress shirt but considered them to very
difficult to care for. The research firm has suggested that the manufacturer modify the
fabric used, to reduce the problem. The marketing director is not convinced that the
research firm has adequately identified the process by which consumers select dress shirt.

What in your opinion is the decision process used by consumers in buying dress shirts.
And should the firm follow research firm’s recommendations?