CONSUMER BEHAVIOR (B)

TASK- Auditing the decision-making process of a consumer

PRODUCT- Air conditioner
BRAND- Deccan
ORIGINAL PRICE- Rs.55,400
PRICE PAID- Rs.42,990

CASE- In this case, the consumer and his family moved from Mumbai to Delhi NCR, and the
decision-making process is about how they decided to buy this particular Air Conditioner as they
moved during summer and their new home is located on 14th floor of a building.

Who was the decision-making unit?

NAME-Abhishek Shukla
AGE-32
DESIGNATION- Working with Ernst & Young Global Limited as Senior consultant.

Who bought the product or service?

Abhishek Shukla

Identify all those who played a role in the decision process. What role did they play?
Apoorva Dwivedi- Wife
Designation- Working with ACCENTURE as Marketing analyst
Age-30
ROLE
 She helped in finalizing the Model,
 Deciding the budget.

What motivated the purchase?

The climate condition of Delhi NCR and comfort zone.

What problems did the product/service solve? What functions would it facilitate?
PROBLEMS-
The weather in Delhi NCR is not pleasant. The temperature is way too hot. That would not allow
you to live comfortably during summers because the summers are unbearably hot.
Also, the air quality of Delhi NCR is poor.
AC provided-
 Better air quality,
 Cooler temperature,
 Easier sleep,
 Improved work efficiency,
 Fewer insects and parasites.

What attributes seemed important?

 Market reputation of the company,
 Low maintenance cost,
 Less customer complaints,
 More cooling.
Characterize the decision.

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?
 Yes, it was a first-time decision.
 Careful decision.
 Yes, the amount of deliberation was appropriate to the decision.

Characterize the decision-making process.

What triggered the process?

 Relocation to Delhi NCR,
 Buying a flat on topmost floor of the building.
 Office work was getting affected due to the temperature.
 The discomfort which the consumer was feeling because of the temperature.

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?
Yes, there was a proper information search. The search was conducted through Google. The
information was collected for approximately 1 week. The consumer also talked with some of his
friends and looked for online reviews. The information was gathered at the start of the decision-
making process, mainly before looking for alternatives.

How many alternatives were evaluated? Why those?

 Voltas
 Blue star
 LG
Because of their market reputation, consumer satisfaction and reviews.

How was the final choice determined?

The final choice was based on pricing and customer reviews.

Where did the consumer buy?

Consumer bought the product online- AMAZON

Why there?
Because he had an Amazon coupon for Rs.10,000 and he was getting a discount.

Which came first: where to buy or what to buy?

What to buy? came first and then where to buy?