High involvement (B)

Choice Decision

1.Screen was old and a bit broken, but the phone was okay
Decision sequence 2.Wanted to access new features and wanted change
3.Was bored of the phone and the purchase wasn’t necessarily need
based.
4.Phone is a need for the consumer and might just go overboard in
his expenditure irrespective of his salary

1. The consumer believes that a phone is something which should be

Process triggers changed in every 2-3 years
2. Somewhere in his unconscious mind change in employment and
increment in salary were also deciding factors for the budget of his
phone
3.Is ready to go overboard with the purchase as it’s a need for him
and also requires quality

Alternatives: Nord2, Vivo Y27 , MI i

Evaluation of alternatives The consumer was highly informed about his research and
seemed like he had a comprehensive overview about his
alternatives as he still remembered a lot of features.
(Preferable feature -Camera)

1.Consumer’s preference in order

Primary decision rule(s) ● Price (80%)
● Brand (20%)
● Budget (0%)

2.Social recognition matters only slightly to him but is not too brand
obsessed and is more features- oriented

3.Was slightly influenced by his culture and price range was pretty
much similar to his family's budget

4.One plus being perceived as a better brand sort of affected his

decision but not for social recognition

Usage Experience
Satisfaction model
Brand loyalty
Pivotal relationship facet
Consequences of consumer
brand relationship
Marketing considerations
Marketing role in affecting
purchase
High involvement (E)
1.RAM - Did research about ram and was impressed by Nord2 only
2.Processor - Compared the processors as well and was impressed
with nord2’s processor only
3.Battery life - An average battery life was sufficient for the
consumer and was sort of indifferent to it . (A large battery life might
not impress the customer and a small one might just demotivate)
4.Camera- Was consumers major attraction and emphasised on it
repetitively and was highly captivated by Nord2 camera (Nord2’s
selling feature was also its camera as perceived by the consumer)
5.Indifferent Features
● Size
● Storage
1.Wanted a change in the brand (from MI) as he was bored of it for
having bought the same brand for the last 3 purchases
2. Wasn't necessarily lacking in loyalty but was basically motivated
for a change
1. The consumer has been satisfied with the product.
2. Upgradation in features
1. Last 3 purchases were from the same brand which underlines the
faith and loyalty towards the brand
Would do a lot of research on a product like phone and mostly listen
to one self
Might not give this much of time to research for other products
20.Source
1.Follows youtube / tech channels (80%)
2.Company websites - A lot of data was present there
3.social media (20%)
 4. Television - Doesn't watch television
5. Newspaper - doesn't read much

1.Relationship with MI was affected by external competition from

Central threat to One Plus
relationship continuity 2.Technological advancements in different brands such as superior
quality camera from one plus nord
3.Better pricing strategy from different brands
4.Similar made in india products can affect the relationship as
consumer research made in india products and only lack of
availability made him stick to the brand.