Purchase

Decision Survey
Consumer Behavior Group 5

Avinash Kumar 13C

Ayushi Ingole 14C
Dipanjan Roychoudhary 16C
Kaushik Merugu 23C
Subhojit Basak 45D
Vishakha Gupta 49C
Subject: Two women 40+, one working and the other, a housewife
Key differences in Attitudes and Behaviour
  Housewife
Online Shopping Those in urban areas are not averse
to online shopping now that they
have seen the price benefits.
However, those in rural areas are
still hesitant and largely associate
anything related to the internet with
fraud, cheating and lack of safety
Choice of Products Heavily guided by neighbours and
most people of her age. TV
advertisements also play a part but
for most cases it is based on
recommendations from the local
kirana store owner as well
Celebrity Influence Influenced by those kinds of
celebrities who were popular in
their era and have a family friendly
image, actresses with children are
viewed more favourably than those
single or divorced
Decision Making To some extent, guided by the
elders in their family and husband
as well. Do not have much financial
power hence are dependent upon
the former
Working Woman
Totally open to the idea of online shopping
based on the experience of their friends,
neighbours and children. Will not hesitate to
explore new product categories and will
eagerly wait for big discounts and special day
sales.
Independent in choice of products, guided
not just by TV but internet and social media
ads as well. More likely to pick up something
on impulse shopping while at mall or local
market
Not much of a celebrity influence, more likely
to buy a product based on recommendations
from colleagues or friends rather than
celebrities.
Very little influence of elders or husband at
least for those living in the metro cities. Even
in Tier 2 and Tier 3, decision making is not
influenced much by husband but more often
by friends and neighbours.
  Housewife Working Woman

Product Research There is very little research before buying a product, it is In today’s era there is fair amount of internet search
mostly based on hearsay from local people and relatives, at involved before buying a product besides asking people
times even shopkeepers. who are already using it about their opinion and
experiences.
Product Awareness Mostly comes from television and other than that, whatever Aware about all kinds of brands, even those that may not
they see in their local shop or mart. In rural areas, there is be available in their local market. May hesitate in buying a
anyways very little choice so they stick with what is available new brand initially but will proceed based on
to them recommendations from people around them

Customer Loyalty More likely to stick with a particular product or brand for Will switch between different brands throughout a year
years unless there is drastic increase in price or there are but will eventually settle down with a particular favourite
some health or safety related issues. Trust in a brand tends brand for each product category. Will switch in case a
to grow over time more value for money product comes along, in case of
Content Here well to do people price does not matter much but brand
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Social Media Aspect Hardly aware of any products though social media apps like Receives information from a variety of sources including
WhatsApp often end up promoting products based on false Facebook, Instagram, YouTube etc. More likely to buy
information which results in panic buying. No substantial something based on what a social media influencer says
impact of anythingContent Here
other than WhatsApp. about it
You can simply impress your audience and add a unique zing and appeal to your
Presentations. Easy to change colors, photos and Text.
Cultural Norms More likely to buy products associated with festivals or Will buy products based on actual feasibility of the
tradition irrespective of whether they are always needed or cultural norm rather than going by blind tradition, for
not, opinions of society around them matter a lot to them example a person from the Purvanchal region staying in a
e.g., a Christmas tree or new idols of Lakshmi Ganesh on city like Bangalore is hardly likely to buy ingredients for
Diwali Chath Puja

Personal and Personal opinions play a minor role, its mostly about what Depending upon the income level of the person, very
Psychological the family wants, how society perceives the purchase, high degree of independence which is reflected in
Motivation especiallyContent
for middle
Hereclass people this factor matters a lot. purchase decisions as well especially in urban areas.
There is no impulse shopping rather everything is budgeted Little to no impact of societal thinking but purchase
for monthsYouincan simply impress your audience and add a unique
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Presentations. Easy to change colors, photos and Text.