Final project

Subject:
Consumer behaviour
Class:
BBA 6TH B (afternoon)
Roll no.
LCM-4056 Usman Nazar
LCM-4053 Sajeel Ahmed
LCM-4058 Zohra Imran
Introduction:
The modern air conditioner was invented by Willis Carrier in 1902, and textile mill engineer
Stuart Cramer was the first to coin the term “air conditioning” in 1906. Air conditioning was first
installed residentially in 1914; the unit was 7 feet high, 6 feet wide, and 20 feet long.
• Market leader: Haier 32% share of the market share
• Market Follower: Pell 30% share of the Pakistan market
Why we conduct survey?
We conduct this to check as a marketer what our consumer attitude towards our product is and
how they perceive it. What is their perception of our brands?
Survey question:
What is attitude?
Consumer attitude may be defined as a feeling of favorableness or unfavorableness that an
individual has towards an object. As we, all know that an individual with a positive attitude is
more likely to buy a product and this results in the possibility of liking or disliking a product.
Consumer attitude basically comprises of beliefs towards, feelings towards and behavioral
intentions towards some objects. How does Consumer Attitude formulate?
• Attitude formation:
 Experience
 Family and friend
 Media/social media/internet
Attitude can be formed in these three main either you personally use that product and have
experienced it or you can listen about it from your friends or family who use it and they share
their experience with it this is basically WOM marketing and last and most important mean of
gain the knowledge about any product is use any medium either it is social media or TVC or
print medium. These are the most effective way to gain knowledge about anything and that
knowledge formulate attitude toward the product.
As we talk about our survey

Around 42% of people gain knowledge through the mean of the internet and 34% of people gain
from friends and family.
What should I do as a marketer?
• Focus on my after-sale services so that WOM spread positively or if a customer has a
complaint so deal him with in a more good manner so that one image or perception that
our brand has been built in the consumer’s mind wouldn’t be affected.
• As per my survey people, 80% of people consider that Air Conditioning should save
energy too as it is a necessity now so we should make AD according to it where we
should highlight how efficiently you manufacture your unit so that it can effectively work
and save your energy.
Element of consumer learning:
 Motivation
 Cues
 Response
 Reinforcement
Motivation is the driving force of all important things to be learnt. Motives allow individuals to
increase their readiness to respond to learning. It also helps in activating the energy to do so.
Thus the degree of involvement usually determines the motivation to search information about a
product. For example, showing advertisements for summer products just before summer season
or for winter clothes before winters. Motives encourage learning and cues stimulate the direction
to these motives.
 Cues are not strong as motives, but their influence in which the consumer responds to these
motives.
For example, in a market, the styling, packaging, the store display, prices all serve as cues to help
consumers to decide on a particular product, but this can happen only if the consumer has the
motive to buy. Thus, marketers need to be careful while providing cues, especially to consumers
who have expectations driven by motives.
Response signifies how a consumer reacts to the motives or even cues. The response can be
shown or hidden, but in either of the cases learning takes place. Often marketers may not succeed
in stimulating a purchase but the learning takes place over a period of time and then they may
succeed in forming a particular image of the brand or product in the consumer’s mind.
Reinforcement is very important as it increases the probability of a particular response in the
future driven by motives and cues.
What we do as a marketer:
 motivation:
• Promote your product as energy saving
Or energy friendly or develop the product according to it.
 Cues
• Cues are not strong as motives, but their influence in which the consumer responds to
these motives.
• For example, in a market, the styling, packaging, the store display, prices all serve as cues
to help consumers to decide on a particular product, but this can happen only if the
consumer has the motive to buy. 
 Response:
 Reinforcement: