VatsalT_B64_C0_Rollno47_Consumer Behaviour Exercise-E

E. A product or service costing over Rs. 3000/- that performs a

utilitarian function.

Response: Mobile Phone/ Cell Phone

1) How would you describe the consumption experience? How is the product/service
used or consumed? Who uses it? When? Where? How often? What feelings and
opinions surround the consumption experience?

Response: The product is used widely by almost everyone uses. It is used most of the
time and everywhere. The product is a life changing device. In today’s day no one can
imagine living without a cell phone. People are dependent on the same.

2) What type of a relationship does the customer have with the product or service?
How long has the relationship been going on? How has it evolved and changed over
time? What terms best describe the relationship: good, bad, mixed, love-hate,
dependency, casual, partners, exploited, exploitative, good friends?

Response: Using cell phone since past 15 years, Earlier it was used only for connecting.
Over a period of time its utility has increased manifold and it has become of the
necessities. The relationship is described Dependency and Good Friend.

3) What kinds of things have gone wrong in the relationship?

Stockouts, unavailability of parts of service, inappropriate communication, quality
lapses, violations of norms or expectations or values.

Response: For the last phone which was used, the software production became
outdated. Hence latest applications were not available in the said phone.

4) What positive surprises have occurred?

Exceptional service, welcome communication, performance above expectations,
affirmation of values.

Response: Have been using Nokia Phone for long time and recently shifted to Iphone.
In both the cases the performance of the product has been above expectation as well
as the product has provided great performance.

5) Is the customer satisfied or dissatisfied with the product or service?

What factors influence the level of felt (dis)satisfaction? How were expectations
formed? Did the product exceed them or fall short? How?

Response: Performance of the products has been satisfactory. Expected the product
to be durable, provide good camera, work with good speed, smart software. These
VatsalT_B64_C0_Rollno47_Consumer Behaviour Exercise-E

expectation were formed based on individuals needs for e.g I do not use covers on
phone hence durability is an important feature.

6) What is the meaning of this product or service to the customer? How does the
product fit into the consumer’s life? What role does it play?

Response: The product plays an important role in the consumer’s life. It has become
part of day to day activities which include core as well as leisure. In today’s life we
cannot spend an hour without Cell Phone.

7) What role does the brand play in all of this?

Response: Brand mattered since consumer had been using Nokia for a very long time
and consumer could feel connected with the said brand. The entire journey has been
highly satisfactory. The consumer was saddened when the brand discontinued
manufacturing cell phones temporarily.