Consumer Buying Journey

Submitted in Lieu of
End Semester Examination (ESE)

Consumer Behaviour
MBAEM18301
Exam: Regular

Mode of Examination: Presentation

followed by Viva-Voice
Number of slides in PPT : 12

Submitted By: Submitted To:

Kartik Singh Chauhan Dr. Ankush Sharma
Harshika Ramchandani
01
Apple - Macbook air
Reason for selecting Apple
(Harshika)

● Stimulus- Glitch in my HP Laptop.

● Drive - Requirement of a good laptop for
academic purposes
● Response- Started actively searching for the
best prices for Macbook available.
Reason for selecting Apple
(Kartik)

● Stimulus- Laptop Graphic card Got fried

● Drive- As the nature of the work demands a
high performing video editing laptop
● Response- Started actively searching for the
best prices for Macbook available online.
 02
Relevance of
motivation, personality,
learning, and attitude
theories
Kartik’s Understanding

● Motivation - Strong need for a Fast Laptop

● Personality - Always expected to find perfect
products
● Learning - Experience from my previous HP
laptop led to clarity towards my needs
● Attitude - Tech Favourable attitude
Harshika’s Understanding
● Motivation - to utilize the product for my college
studies.
● Personality - Openness towards trying a better
quality gadget.
● Learning - Experience from my previous HP
laptop led to clarity towards my needs
● Attitude - In favour of Minimalistic Tech in terms
of ergonomics.
 03
Most Important
Steps for Product
Analysis
 Pre-Purchase V/S Post Purchase

Pre-Purchase Post-Purchase

● Product Brands ● Post-Purchase Dissonance/

● Products Variations Consonance
● Product Quality ● Experience
● Product Alternatives. ● Comparison
 04
Learnings From
the Study
Major learnings from the
Study & Classes
● Discovering the rationale
● Bifurcating to better learn and analyze
● Drive, Stimulus, and response theory
● High, Medium, and low product
involvement
● Importance of reference groups
 References

● Learnings from the classes conducted by Ankush Sir.

● Class Interactions & Discussions.
● Experience Gathered during the consumer buying
journey.
● https://modernbuyerbehaviour.wordpress.com/2020/11
/19/buyer-behaviour-in-switzerland/
Thank You!