Consumer Behaviour – Project

Submitted By: Harendra Kumar

Date of interview: 7th April 2021
Duration of the interview: Approx. 7 Minutes
Mode of Interview: Telephonic
Service: Insurance

Questions
1. Who was the decision-making unit?
Ans: In our case the decision-making unit was wholly taken by individual
customer.
A. Who Bought the product or service?
Ans: It was bought by my father.
B. Identify all those who played a role in the decision process. What role
did
they play?
Ans: The primary concern of the customer will be the age diversity with the
benefits that will be offered if he makes the purchase.
2. What motivated the purchase?
Ans: The purchase was made by motivating and keeping in mind sub charge
that hospitals charge in name of simple check-ups and monthly check-ups
A. What problems did the product/service solve? What functions would it
facilitate?
. Ans: It has relieved informed the expense a part of the health-related issue. Will
conceal the unwanted significant expense at the hospital if one thing
uncanny happens. It will also cover accidental benefits.
 B. What attributes seemed important

Ans: Death coverage, Accidental Benefits, High sum assured to the client all

these appear to be important and valuable attributes of the health

insurance

he brought.

3. Characterize the decision.

Ans: It was an individual decision to buy health insurance for himself.

A. Was it a first-time decision? A review of a previous decision? A careful

decision? A casual decision? Was the amount of deliberation

appropriate

to the decision?

Ans: No, it was not the first-time decision as the respective candidate has
already

opt for some other type of insurance and they already know the benefit of

other insurance that company is offering.

4. Characterize the decision-making process.

Ans: The decision-making process was quite lengthy and other aspects were also

needed to take in consideration and also other options were needed to be seen

and analyse them accordingly.

A. What triggered the process?

 Ans: Scam of overcharge bill that hospital is saying to pay for a customer or a
hospital rent triggered the process of buying the insurance.

B. Was there an information search? How was the search conducted? How

much information was collected? What sources were used? When in the

process was information gathered?

Ans: The customer first came to know about the insurance through print media.
He went through the details of the ad that was advertising the insurance.
He looked into the rules and regulations and the benefits the insurance
was claiming.
C. How many alternatives were evaluated? Why those?

Ans: Approx. 5-6 alternatives were often checked into further to take the best
out of it.
D. How was the final choice determined?

Ans: The final choice was made when the buyer has critically evaluated the
terms and evaluation of the insurance offered and examine the pros and
cons of purchasing this insurance.
5. Where did the consumer buy?

Ans: It was bought with the help of an agent.

A. Why there?

Ans: Because the customer thought it was the safest way to buy the health
insurance through an agent.
B. Which came first: first where to buy or what to buy?

Ans: Where to buy as it was pre decided that the customer wants to buy the
health insurance.