Consumer Behaviour Exercise (F)

Name: M/s Asian Steel Fabrications

Owner Name: Mr. Tejaram Patel

Product : Welding Machine (Single Phase)

A Consumption Experience:

1. The Welding machine is main item used for SS railing works to connect
the SS pipe at various locations.
2. Welders of Company use the product very extensively.
3. Daily basis as per work requirement the welding machine is used
approximately 9 to 10 hours a day.
4. The end user of machine as well as owner of company is satisfied with the
welding machine performance till date.

B Relationship with supplier

5. The welding machine is being used by user from last five years, and he
has relationship with supplier of product from more than nine years.
6. The supplier is very keen on payment of any purchase on the same time of
delivery; no credit is given except that the one year replacement & repair
guarantee is most likes by consumer of product.
7. Also the owner of M/s Asian Fab has kept back-up of two more supplier &
repair shop from where in case of emergency he can get service.

C Relationship Explored
8. The minor repairs are done very easily for welding machine and all related
parts are available with shop of M/s Malik Weld.
9. In case of major burn of Coil or Electrical damage to welding machine
normally product supplier takes time to make or order the part from
concern main product manufacturer, which create sometime panic
situation for Mr Patel as work might get held.
10. Re-work in repair if require or same fault gets repeated after doing
servicing; same is done by supplier M/s Malik free of cost for minor
works, which is the thing liked by Mr. Patel
11. Some time in peak season major items of welding machine are out of
market for one week to ten days this is very crucial period for Mr. Patel to
arrange & use available resources very carefully.

D Positive Surprise

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 12. The nine year plus relation with supplier always help Mr. Patel to get the
welding machine new order or repair done on priority for him from
supplier which we feels lucky for same.
13. Mr. Patel gets intimation for new upcoming & useful product information
from supplier which helps him to plan for purchase or scrape out old & get
new product.

E Satisfaction with product:

14. Mr. Patel of M/s Asian steel Fab. are really happy with around seven
welding machine purchased from M/s Malik as they are performing well,
any minor works/repairs are carried out till date, but against the usage
given by machine its worth for him.
15. Welding machine of particularly JKARC are found very effective in work
as they are, light in weight with good performance in field, this is one of
suggestion from supplier M/s Malik weld with which Mr. Patel are very
pleased.

F Meaning of the product to customer

16. Mr. Patel are doing the business of manufacturing SS items in commercial
& residential building from last 10 years, the welding machine is very
important item, as an defect free welding in one go increases the
productivity as well as final finish of product he is manufacturing. So
welding machine is very much essential asset for him.
17. Final finish product at edges or bends can be made good in look by doing
at good at one time with no rework, also the joints should be in such a
manner after welding that it can receive the mirror finish very easily with
spending more time. Mirror finish in SS works is mainly asked by client
so it’s very essential for Mr. Patel to have best in class welding machines.

G. Brand play
18. After being in business for 10 years now Mr. Patel has started going for
some well-known branded welding machine for specialize works as follow
a. S-zone
b. Spark
c. AC Arc
Which are bit costly as compare to others but as clients of Mr. Patel are
demanding for particular machine & also he feels to have two to three
such branded machines as asset of his company.

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 General Discussion Areas

Your task is to audit the relationship between the consumer and the
product/service.

How would you describe the consumption experience?

 How is the product/service used or consumed? Who uses it? When?

Where? How often? What feelings and opinions surround the
consumption experience?

What type of a relationship does the customer have with the product or
service?
 How long has the relationship been going on? How has it evolved and
changed over time? What terms best describe the relationship: good,
bad, mixed, love-hate, dependency, casual, partners, exploited,
exploitative, good friends?

What kinds of things have gone wrong in the relationship?

 Stockouts, unavailability of parts of service, inappropriate
communication, quality lapses, violations of norms or expectations or
values.

What positive surprises have occurred?

 Exceptional service, welcome communication, performance above

expectations, affirmation of values.
Is the customer satisfied or dissatisfied with the product or service?

 What factors influence the level of felt (dis)satisfaction? How were

expectations formed? Did the product exceed them or fall short? How?

What is the meaning of this product or service to the customer?

 How does the product fit into the consumer’s life? What role does it
play?

 What role does the brand play in all of this?

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