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456 Muskan Valbani CBexercise1
456 Muskan Valbani CBexercise1
MBA graduate from NMIMS, Mumbai. She is currently working with Kantar Group and is
based in Lucknow although she hails from Delhi and has a family with 4 members; her
parents, her brother and she herself. Aakriti mentions how she has recently shifted to and
purchased a new coffee brand Rage in 4 different flavours; Irish Hazelnut, Dark Chocolate,
Chai Latte and Original out of the available 10 flavours for a total of INR1800 for the kit
containing 4 jars (100gms each) along with 2 free products that she received with the coffee
jars namely a Coffee Bar and a Coffee Mug.
Purchase Journey through the 5 stages:
Interestingly, the consumer mentions in her interview that this wasn’t an impulse decision
and was a deliberate thought process although she admits to have bought coffee brands
earlier without much thought and acknowledges it be a low involvement product category.
Looking at the journey from a lens of the 5 stages of Purchase decision process: