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NMIMS BANGALORE

Consumer Behaviour
Assignment Number 1
Kamal Syal 7/10/2012

As per the following assignment I had to conduct an in depth interview of a product costing over Rs 5000/- that , the customer feels, reveals something about the kind of person he or she is. To do the following exercise I have taken the help of buyers decision process to understand that how the decision was being made.

The person whom the question were asked is Mr. Pravin Wakle, who has recently done EPGDM from NMIMS, Bangalore. The product which Mr. Pravin has purchased recently is BLACKBERRY CURVE SMART PHONE What How much When Where How BlackBerry Curve Rs. 10,000(Approx) Decemeber-2011 Mobile Store, Koramangala Physical Stores

Aspects of Consumer Behaviour (Pravin Wakle Behaviour) :Buyer Decision Process

Problem Reconition:As the user has lost his phone during trip to Ooty, So it was urgent need of an hour to purchse new phone.He had started hunt for a Smartphone.

Information Search:User used many Integrated Marketing communication tools to gather information about the product.He did alot of pre research with respect to Smart phones in India.All the personal,public and Commercial source of information were used by Prvain

Alternative Evaluation:Initially, his mindset was clear that he wants to purchase Nokia Handset, but Nokia was not fulfilling his need, so he was confused between Samsung and Blackberry Smartphones.

Choice/Purchase:Due to both Intrinsic and Extrinsic factors and as he wants the product for comfort and convenience, he decided to purchase Blackberry Curve Smartphone, mainly he was impressed by Brand positioning of Blackberry and RIM .Moreover, his perception about the Backberry motivated him to buy this product.

Post purchase Evaluation:User is not at all satisfied with Blackberry,he finds BB Messanger service to be very expensive.Later on he relaized that Samsung with Android would have saitisfied his need in much better way.His expectations were not fulfilled

Kamal Syal PGDM 11 02 B54

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Analysis of the customer: The customer purchase does indicate that the purchase of mobile is an urgent take for him as his old phone was lost in ooty. Although, earlier he has used Nokia handsets, but this time he want to purchase a Smart Phone and in this segment Nokia is below par. So, he did lot of research. He used Internet to gather maximum knowledge about the various handsets available in the market and was fulfilling his needs and desires and within his price range. He realizes that Samsung and blackberry are flooding Indian market with their models. Most of the shops are aggressively selling Samsung and Blackberry which did ring bells in his mind. Canada-based Research in Motion is best known for its BlackBerry phones. Samsung is being flooding the world market with its new smart phones. Pravin is kind of person who prefers features rather than Aesthetics. Below are the factors which influenced his buying decision process: Extrinsic Factors Social Factors Reference group Role and status in society Intrinsic Factors Personality Factors Age Occupation Lifestyle Personality Psychological Factors Perception Motivation Attitude

Culture Factors Social Class

He was quite surprised to hear sales pitch of Blackberry at my budget. Blackberry is perceived by many as Work Phone for e-mailing and same was his perception. It has superior push email software. The phone is given by companies to its employees to check email and limited browsing of Web. All Blackberry application use 128 bit encryption. It runs chat software more efficiently than any other handheld wireless devices.BBM is one such tool. Mainly his perception about BB motivated him and he purchased BlackBerry Curve. The main contributor towards this purchase was Salesman of the respective store; He told all the good things about the handsets and presented it in such a nice manner that user purchased this mobile. User is not at all Brand loyal, infact he consider himself as a switcher. The relationship which Pravin enjoys with BlackBerry Smartphone is not up to the mark. According to him, after some months only, he realized that he should have gone for Samsung Galaxy rather than going for BB, Web browsing is the area where Blackberry is a big loser, and applications offered by Android. So, he was completely dissatisfied with the product, as during the whole interaction, he never said a single positive thing about BlackBerry. Brand do play a major role for him, as he said he never go for brands like Karbonn or Micromax, this mobile is more of a status symbol for him, as he has seen most of the executives using BB, So, being a MBA student, he decided to go for BB.But his post purchase evaluation about blackberry clearly states that Pravin want to change his handset and next time he will not purchase Black Berry. So, this handset was below expectation and he enjoys Bad, Hatred relation with the product now.

Kamal Syal PGDM 11 02 B54

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Complexity and problem solving of Pravin

RPS Involvement Level Problem Recognition Information Search Yes Automatic Too much Search

LPS Yes Semiautomatic Too much Search

EPS No Complex Extensive

So, to summarise a customer, he did his ground work appropriately, he did lot of research before making a decision, as he is a Brand Switcher, he switched from Nokia and being Nokia not satisfying his needs, he was having the option to choose from BlackBerry and Samsung and due to all intrinsic and extrinsic factors, he decided to purchase BlackBerry curve, but within months, he was having negative feeling and Hatred kind of relationship with the product as this was not satisfying his basic need that is cheap web browsing. So, when I asked him about his next purchase, he said it will never be BlackBerry again, in fact he will like to with Samsung Galaxy with Android OS in future.

Kamal Syal PGDM 11 02 B54

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