Consumer Behaviour and Neuromarketing

Exercise-3

SUBMITTED BY :

Anwesha Nath
Nancy Das
Ruchita Kirti
Shivangi Sharma
Vishnu Gupta
Interviews Conducted: Anwesha Nath, Nancy Das, Ruchita Kirti, Shivangi Sharma &
Vishnu Gupta
Product- Laptop

Collect information related to questions

1.How was the need for this product identified?

Anwesha- With the beginning of my fashion course, purchase of a laptop became the need of the hour
especially with the ongoing pandemic I needed a laptop to carry on with all the online classes, projects and
reading materials.
Nancy- The laptop I was using earlier was not working properly as it lagged a lot and the battery life was not
upto the mark. Since a Laptop is a necessity nowadays to fulfil the requirements of your work life or your
studies especially with the ongoing pandemic and the shift to the virtual world I needed a device which is
compatible with my iPhone.
Shivangi-I wanted to buy to make art and learn digital illustrations.
Ruchita- I wanted a laptop for my fashion design course on which I could use design softwares.
Vishnu-The need of the product was felt multiple times particularly after the virtual classes started. The need to
attend classes and make assignments, do multiple work like watch videos,and compile stuff etc.

2.Who else was involved in the process and what roles did they take on?
Anwesha- My brother and my friend helped me make the right decision of purchasing the new
MacBook air with m1 chip as it was the best available option in the market. My dad helped me with
the financial part.
Nancy- Few of my friends who are already using Macbook Air M1 gave me an idea of how this product fulfills
my requirements and my parents were also on board with the product’s purchase.
Ruchita- My brother & my parents were involved in the process. My brother has knowledge about technical
stuff and my parents were responsible for providing money to buy the laptop.
Shivangi- My parents since I wasn’t the earning person in the family I had to take their opinion and ask them
for money.
Vishnu - My family members and friends were involved in the process. They helped me in making the right
choice and comparing different choices available and selecting the best.

3.How important was it to make the right choice? What affected your level of
involvement?
Anwesha- Making the right choice was very crucial as firstly, the product is very expensive and secondly it’s a
long term investment which includes storage of important data and my college life currently depends on it.
Personally, I wanted to purchase a MacBook for a long time which helped me narrow down my decision.
Nancy- The importance of making the right choice was extremely important as it included a huge sum of money
as well as the reason I was getting a macbook was for a smoother experience in terms of my ongoing online
classes and assignment work. The decision was an important one as the product was bought for my personal use
hence it has affected my level of involvement a lot.
Ruchita- Making the right choice was important as my parents would not be buying me another laptop if the
product I bought did not meet my requirements. My level of involvement was necessary to make sure the laptop
was compatible with design softwares.
Shivangi-It involved lots of research because it involved a lot of money and see the features and offer available
Vishnu - It was very important for me to make the right decision as the product was expensive .
4.Explain how you went about the search for information to make the purchase
decision. Did you have enough information from your internal search or did you have
to collect information from external sources? List the external sources of information
and decide which source was most valuable to you in the decision process.
Anwesha- In order to make the right purchase I went through several YouTube videos and blogs reviewing the
product. Next I went through Apple’s product launch video and studied about their very first owned M1 chip.
For external sources my long time apple user friend suggested me to go with the product as it has excellent
reviews.
Nancy- I used the Apple India website to search about the product at first and basically went through its
features. External factors would be comparing the costs on few ecommerce websites and some loyal apple users
who were my acquaintances, supported their statements with nice reviews for the product.
Ruchita- I relied on the knowledge of my brother. I also asked my friends and college seniors to understand
their experiences with the laptops they had. My brother’s knowledge and opinions were the most valuable to me
in my decision making process.
Shivangi-Not good in electronics so I had to use external links a lot . I searched on the internet and then asked
my friends who were good at electronics and knew the stuff and also read up about the features on the internet
and see performance related reviews.
Vishnu - I didn't know about the product but when I started searching for the product then I got most of the
information about it.
There was not much information from the internal source except past experience with the brand.
Most of the information I got was from external sources like friends , ecommerce like youtube, instagram etc.

5.What criteria did you use to help you evaluate the alternative products?
Anwesha- The ongoing craze of Apple’s very first designed and owned, the most powerful M1 chip caught my
attention. Before my search I was looking forward to making a long term investment for a laptop that could help
operate photoshop and edit heavy loaded 4k videos with ease. One major issue that I was trying to avoid was the
laptop getting heated with most of the video editing softwares, which is being greatly handled by the new
MacBook air M1 without an external fan which in my opinion is very cool.
Nancy- Apple is well known for its OS and its user-friendly interface. The fact that it requires so many
permissions before installing and connecting any external apps and devices protects your laptop from getting
hacked and prevents any outside viruses and malwares from entering the system which again protects your
valuable data. Also the ongoing craze surrounding Apple's very first designed and owned, the powerful M1 chip
grabbed my attention. The product itself is designed in such a way that it doesn't get heated up and keeps the
laptop working perfectly even at a stretch.
Ruchita- Prior experience with laptop brands, prior product performance and online reviews of the products
were the criterias i used to evaluate the alternative products.
Shivangi-. The alternative product I choose was a normal tab but they didn’t come with few features , I decided
to let go of performance and the application along with it
Vishnu - I used criteria like ( processor, battery backup, camera, speaker , memory and graphic card etc.)

6.Were there any other factors that you considered at the purchase stage?
Anwesha- Apple products often provide a student discount which I was able to avail online - A total discount of
9% on MRP.
Nancy- At the time of purchase they were providing a straight 10% discount on Hdfc credit/debit cards. Also,
my preferred colour (silver) was available at the store which encouraged me to buy the product on the spot.
Ruchita- The design of the laptop body, warranty time period and free accessories were other factors I
considered at the purchase stage.
Shivangi-. Yes they were considered at the purchase decision, they were the base on which I wanted to buy the
product
Vishnu - Yes friends recommendation and reviews of the purchasers.
7.After you had made the purchase, were you satisfied with the product? Did it satisfy
the criteria you used when evaluating the alternatives?
Anwesha- Yes, I am certainly satisfied with the purchase. It might be expensive but is totally worth every penny
invested. Apple has once again proved its worth.
Nancy- Yes I am completely satisfied as its picture quality and the music quality is amazing and the fact that it
almost never hangs or lags it ticked all the boxes i had in mind before purchasing the product.
Ruchita- Yes the purchase fulfilled all the criterias and I was satisfied with the purchase.
Shivangi-Yes I was very satisfied with the product that I bought . they ticked off all my criteria and was as
expected
Vishnu - Yes i was very much satisfied with the product all criteria i used to evaluate and make the purchase it
has been performing really well.

How information in exercise is different from the info you collected now.
Anwesha: Comparing the two, my requirements were mostly based on the need of the hour basis i.e., to carry
on with my online classes and designing projects amidst the pandemic whereas the collected information states
the purchase needs such as latest features, designing software or brand image.
Nancy: My requirements for the product were a bit different than others. Some were looking for design specific
features or were majorly into softwares or looking for some heavy discount offers. While on the other hand I
was much more into compatibility and believed in word of mouth.
Ruchita: The main differences can be seen in the need of the product and the other factors affecting the
purchase. Other group members needed laptops to attend virtual classes and the factors they considered were to
do with discounts and friends reviews whereas for me the need was designing and the factors were warranty &
body design.
Shivangi: The main difference which I felt about my answers and my friends' answers were that I wanted to buy
the product for the software specific reasons and wanted to do designing rather than everyday use. My criteria
were different in terms of use and in terms of requirement and functionalities.
Vishnu: The main difference was the need for different purposes. Some needed for virtual classes, some for
designing etc. And the criteria of selecting the product was somewhere different. Some believed in just the name
of the brand where I kind of went up with a new brand which was just launched and had new features and was
offering more than other brands.

Develop strategies and action plans to market the product using common
information.

PRODUCT

1. Customisation - based on themes; Rockstar, EA Sports, BTS etc and based on

software; designing and gaming.
2. The company should keep up with new technologies and make changes.

PRICE-
1. Providing education/student discounts makes the product much more popular and
affordable within the college students community.

PLACE-
 1. Omni-channel strong brand presence should be a target.

PROMOTION-
1. Appearance on OTT video platforms.
2. Bollywood celebrity should be made a brand ambassador
3. Social media promotions through Mega & Nano Influencers.
4. Utilizing traditional promotion methods of billboards, newspaper ads, email
campaigns, etc