Assignment -5 Solution

Q1. Recall all the happenings of your last big ticket purchase (car, bike,
phone, home) and analyze your buying process with respect to the concept
you have learnt in the course.

Ans: My last big ticket purchase was that of a Mobile Phone (Samsung Galaxy Grand2)

Need identification: I was already was using a smart phone of Samsung. I was quite satisfied with its
services. Once the screen broke, I decided to buy a new one. I needed a smart phone as I was used
to watching movies, playing games and reading on my phone.

Information Search: Information regarding mobiles is easily available. First I consulted my friends
who recently have made mobile phone purchase. Then I went for websites like gsmarena which gave
details regarding specification of the phone. I also went through the feedback provided on sites
provided like Flipkart to know which brands are performing well in the consumer market.

Evaluation of alternatives: Once I had gathered information about various options, I had to decide
my own requirements. I needed a phone which has:

1. Large screen size

2. Large memory and Optimum processing power.

Since I was already using a Samsung phone and my experience was good I was a little biased to begin
with. Also a couple of friends who had purchased the phone gave very good reviews. To begin with
my decision making was constrained by my budget. I selected some models of Samsung, Micromax
and Red Mi based on the budget and brand name. Then I tried to evaluate them on the basis of the
above mentioned requirements. It was mostly elimination by aspects as models while did not meet
my price criteria were cut off. Then came the screen size criteria followed by available memory and
processor. Battery life was not considered as I already have a power bank. So based on these, I
selected the Samsung Grand2.

Purchase decision: The Samsung grand was priced within my budget, I decided to with it. The online
channel was selected because of huge discounts. Since it came well within my savings limit, I paid it
online. Though initially I thought about Cash on Delivery, but later realized I may not be at home to
receive it and it made no sense to bother my family members.

Post purchase behaviour: As of now I am very happy with the phone’s performance. I am able to use
it for serving all those purposes which I thought I would use it for. Servicing is also easily available.

Q2. 2. Identify an infomediary and describe its services. How does it

generates revenue for sustaining the business.

Ans: cardekho.com is an example of an infomediary. It provides users with various services of which
some prominent ones are:
1. Users can sell their cars.
2. Users can compare two or more cars easily in terms of their specifications.
3. Users can have expert review of newly launched models/variants.
4. Users come to know about Auto expo and all other happening news related to the
automobile industry.
5. Users can get asses the cost, calculate EMI and even check loan eligibility with partner
banks.

Sources of revenue:

As with all most web based services, advertising is a major source of their revenue.

Motor training schools and roadside assistance service providers are using this platform to reach
out to consumers. They have to give some payment to the website.

Banks etc which helps in calculating EMI, checking loan are able to generate leads which also
provides the website with revenue.