B2C BUYER BEHAVIOUR &

MAPPING CUSTOMER
DECISION JOURNEY

UCVC ASSIGNMENT

BY-
PRAJAKTA ROKDE
PGMPW22-20
PRODUCT: SONY TELEVISION
CONSUMER: Friend
After interviewing about her recent purchase (about 2 months ago) of Sony television, her
buyer behaviour and decision-making journey was as follows:
1. NEED RECOGNITION –
She had shifted to a new house and all things were in place except for the television
because her old Toshiba TV broke down while shifting. Initially, due to large spending in
new house she refrained from purchasing TV. She thought to herself that I have a Wi-Fi
connection, so I won’t require TV for few months. But in a month, when her son was
frequently watching his mobile, she decided to purchase a television so that he doesn’t
get addicted to watching videos on mobile and affect his eyes.
2. SEARCH FOR INFORMATION –

After deciding to buy TV, she did an internal & external search for information. She
surfed the internet for the LG, Sony and Samsung brands of television. She also asked
her sister about which TV brand she had and how was her experience with the TV. As it
was a high involvement product for her family, she and her family went to the retail
outlets like Croma, Vijay Sales and local electronic shops for understanding and
experiencing the features of the TV.

3. PRE-PURCHASE EVALUATION –

After visiting the shops, she and her husband were clear about what they want in terms
of features. One of their requirements was connectivity to Google app store so that
their kid can access Google apps. They compared brands such as LG, Sony and Samsung
(50 inch, 4K Ultra HD) on the features below:
a. Sound Technology
b. Operating system
c. Connectivity – USB ports, HDMI ports, WiFi
d. Price range – 55k-70k
There was 15% discount offer and bonus reward points from Sony. Also, the customer
service offered by Sony was instant and hassle-free. Sony engaged the customers with its
Android OS.

4. PURCHASE –
Finally, the best product matching their needs and expectations was Sony although it
was expensive compared with the rest of the brands. The points considered while
making decision to select Sony TV - Best sound technology, Android Google TV, TV make
(2022) and a greater number of USB and HDMI ports. The couple purchased the TV
from Vijay Sales which offered additional discounts.
5. CONSUMPTION –

Post-purchase, they have used the product for 2 months. The product is fulfilling
their need and the kid is able to access Google app store and is away from mobile
which could affect his eyes.

6. POST-CONSUMPTION EVALUATION –

The couple and their kid are quite happy and satisfied about the purchase and choice
of the product they selected because the TV is working smoothly with no problems
while installation and during the usage of the product in spite of heavy usage.

7. DIVESTMENT –

My friend threw the cardboard cover and the thermocol that came with TV
packaging.