Consumer Behaviour & Insights

Experiential Learning Assignment - Group 9

Ram Chandan Murmu 44269
Shreyanshi Agrwal 44309
Utkarsh Singh 44333
Abhishek Pande 44247
Sarthak Sahewala 44296
About the Consumer

Name: Shimona Ellora

Gender: Female
Age: 24 Yrs
Occupation: Working Professional as a Software Engineer
Work Experience: 3 Yrs
Location: Odisha

Purchase Decision Process

The consumer decision process, also known as the buyer decision process, aids marketers in determining how
customers progress from learning about a product to making a purchase decision. For marketing and sales,
understanding the buyer's buying process is critical. The customer or buyer choice process will help them to
create a marketing strategy that persuades them to acquire the product or service in order to solve their
problem.
The Need Recognition, Information Search, Evaluation of Alternatives, and Purchase Decision are all part of the
consumer decision process. The satisfaction or discontent that consuming generates leads to Post-Purchase
Behaviour.
When a customer recognises a need or has a problem, or when a need arises, the buying process begins. It can
be triggered by both internal and external factors.

Need
Recognition
“The main reason for
switching my Wifi
Service provider was
downtime and the price
they were charging”
- Previous service provider
was prone to downtimes
- Respondent’s area is prone
to cyclones, making it difficult
to get stable internet
connections
- Less speed considering a
family of three
- Price did not justify the
internet service
- Faced difficulty multiple
times in recharging the data
plan
Purchase Post-
Information Evaluation of
Decision Purchase
Search Alternatives
Evaluation
“My family, friends “There weren’t much of “After comparing all
“I am very happy with
and online alternatives available, the alternatives
available in the the consistent speed
Testimonials helped being a resident of
market I found Jio and the included
me in my information Odisha, a cyclone prone
Fiber to be the best combined offers
search”
area,Jio seems to be a option” which I’m getting with
market leader here” the plan purchased”
- Need to change service
- A Week’s time was given for
provider was considered after
information search and - Seamless data transfer was
-Took recommendations from receiving bad services from the
evaluation of Alternatives visible during field operations
friends, family and referred to existing company.
- Bandwidth, connectivity and - Prime Video and Netflix
reviews from social media to - The optic fiber facility and less
Network Speed were major were an amazing add on
evaluate alternatives. downtime other triggered the
touch points - Weekly reminders of when
-Other WiFi service providers decision of making the purchase.
- Print and visual media to pay the bill notifications
compromised either with service - Jio Fiber was found to be
available in the vicinity of the are a convenient feature
quality or with bandwidth.This cheaper with better services
respondent also aided in getting - Ease of paying the bill
thing wasn’t observed while using compared to other companies.
information online, rather than having a
Jio Fibre - After recommendation from
- JioFibre was found as a traditional approach
current customers the decision
popular recommendation, - Customer care were user
was made
respondent agreed to the same friendly and fast to act

● Respondent is a aware and
price sensitive buyer
● Proactive in judging and
taking action against
service that is not upto the
mark
● Recognized the need to
switch the brand due to
below par product, high
cost and poor post sales
experience
● Respondent is conscious ● Respondent was an ● Respondent expects to be ● Respondent is a true
about her social standing active seeker of heard and fast outcomes believer of word to mouth
and needs immediate alternatives in context from the service provider information sharing, hence
response thus she relied on WiFi service. ● Respondent was unsatisfied spreading the same words
personal sources more ● Respondent also relied with the services of ahead
● Conducted active research on experience of friends previous company ● Will be encouraging her
about the benefits and and colleagues for ● In the search of better friends to install Jio Fiber
features of the service evaluating other WiFi services respondent ● Further research of various
● Identified at least 5 services. switched to other company plans for future usage
alternatives to compare
Environmental Factors and Customer’s Psyche:

Consumer Psyche:Many distinct elements impacted consumer

behaviour in this context. Here are five key influencers on consumer
behaviour in this scenario. 1)Psychological Factors: Consumer behaviour
was heavily influenced by human psychology. Its influence is difficult to
quantify, yet it had enough clout to affect a purchase choice.The
following are some of the most important psychological factors
observed:
Motivation: In this scenario of availing a WiFi service, it was observed
that the customer was not happy with the price structure of WiFi
services and the bandwidth they were providing. So, it motivated the
customer to search for another alternative.
Perception: In this context, the customer collected information from
Quora related to particular product. The customer was also aware that
JioFibre had a great connectivity throughout the city and the plans were
the cheapest.Moreover friends and family played a major part in shaping
the perception of the consumer related to product.
Learning: This psychological factor comes into action when customer has already made a purchase. Major
learning was related to customer service, this WiFi service provider provided to the consumer. There were a
couple of issues related to bandwidth, router position and range coverage, which were solved within 48 hours.
Attitudes and beliefs: Consumer had certain attitude and beliefs which influence the buying decisions of the
consumer. Based on this attitude, the consumer behaved in a particular way towards JioFIbre. This attitude
played a significant role in defining the brand image of a product. Consumer was influenced by reviews on Quora
and other social media platform. The brand of Jio impacted the decision making of consumer inclining her to
make a purchase of JioFibre WiFi.
Social Factors: Social factors influencing consumer preference was completely hovering around
recommendations from friends and family. Also some research on Quora, reviews on social media, and brand
visibility of Jio also impacted a lot on consumer’s decision of buying this service.

Conclusion:

There isn't much of a difference between the internet speed

brands, with similar ranges of internet speeds and nearly
equivalent coverage ranges serving as points of parity. We can
categorise the respondent's buying behaviour as 'Dissonance
reducing buying activity' because she was heavily involved in
the acquisition of a new internet package from a new service
provider.When a buyer is heavily invested in the purchase of
an item, but there are few variations between the product
offerings of different companies, dissonance-reducing buying
behaviour occurs.
For example, if someone wants to buy a flat-screen TV and all of the models they're considering have the same
screen resolution, they can feel conflicted or tense. The "dissonance" happens when a customer is concerned
about making the wrong selection and later regretting it. Other types of purchases, such as lawnmowers and
engagement rings, can also result in dissonance-reducing buying behaviour.

References:
● https://imagine-hub.com/en/blog/consumer-buying-decision-process/
● https://clootrack.com/knowledge_base/major-factors-influencing-consumer-behavior/