Divesh

PGP/24/387

Consumer Behaviour
Pre-Exercise

New Smartphone Purchase

Customer Persona
Avi is a 22-year-old student pursuing MBA from IIM Kozhikode. He is a tech-savy person
and really loves to explore latest gadgets in the market and has an impressive range of
gadgets including gaming laptop, gaming console, smartwatches, e-book reader, VR set etc.
He is also enthusiastic about sports and gaming (mobile as well as console) and do some
passive photography. Being a busy student, he prefers to buy products online to save some
time and fetch better deals than offline mode.
Need for the Product – Recently, his phone fell from his pocket while playing and got
severely damaged. Then, he planned to buy a new phone which is suitable to his needs.
Previously, he had a One-Plus phone and was overall satisfied with the product.
Consequently, he bought the latest product of the same brand i.e. One Plus 9R.
Motivation
As mentioned, he was satisfied with this brand and hence, bought the product of same
brand. Also, the brand is associated with gaming and sportiness which attracted him during
the selection from different alternatives. Also, he’s motivated to engage in identity signalling
as possession of a feature-rich and latest product would signal technological skills of the
person and openness to new experience as he really loves to explore latest products in the
market.
Also, he was looking for a mid-range phone (below INR 40,000) with a fast processor
suitable for gaming needs, with a good camera quality as he likes to do some photography
as well. So, these were the two major attributes he was looking for.
Information Search
Information was gathered, after he felt the need to buy a phone, through many sources
predominantly word of mouth being the most significant source because it is less biased as
compared to other sources which includes websites like gadget 360 and
reviews/recommendations by social media influencers such as Unbox Therapy, CNNETTV
etc. Also, he went through reviews of distal consumers of the alternatives that he selected
i.e., Samsung Galaxy S20.
He compared the preferred features and price on different sites, saw the reviews of consumers
and influencers which is adequate before buying anything. At last, he mostly relied on
personal experience of himself and known customers.
Evaluation
He had only two alternatives in the given price range which are: One Plus 9R (+ other
variants) and Samsung Galaxy S20 because of the similar features. He was impressed by the

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 Divesh
PGP/24/387
reviews of camera and processor of One Plus 9R as learning about a specific attribute of a
product repeatedly from many users increases the importance of that feature in buyer’s mind.
Also, the reviews came from his known persons only which added to the credibility. During
the information search itself, he evaluated the alternatives and went with his decision.
Final Decision
After the careful evaluation of the alternatives, he decided to buy One Plus 9R due to the
factors discussed above. Also, he decided to purchase it online instead of a physical shop as
he prefers the online mode because it’s less time consuming and gave him a discount of
INR 4,000 also.
He decided to select the product first rather than choosing the mode of shopping first.
Satisfaction
After one month of usage, he is extremely satisfied with the product and happy with his
decision.

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