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Transcript of CB Project Final Report
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Consumer Behavior Project Report
IMT Ghaziabad
Under The Guidance OfDr. Somnath Chakrabarti
Submitted By:-
Pankaj Singh
Pranav Bajaj
11DM-099
11DM-103
Rahul Kumar 11DM-118
Shikhar Mishra 11DM-148
Piyush Grover 11FN-128Prashant Bagaria 11FN-076
Prithvi Chandra 11IT-023
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Table of Contents
Table of Contents .................................................................................................................................... 2
Acknowledgement .................................................................................................................................. 3
Topic ....................................................................................................................................................... 4
Objective ................................................................................................................................................. 4
Executive Summary ................................................................................................................................ 5
Methodology ........................................................................................................................................... 6
Data Collection and Analysis .................................................................................................................. 6
Data Analysis .......................................................................................................................................... 7
Category 1: FMCG: Washing Powder ................................................................................................ 7
Category 2: Consumer Durable: Mixer ............................................................................................. 10
Category 3: Service: Beauty Parlor ................................................................................................... 14
Conclusion(s) and Recommendation(s) ................................................................................................ 16
Appendices ............................................................................................................................................ 17
Category 1: FMCG: Washing Powder .............................................................................................. 17
Category 2: Service: Beauty Parlor ................................................................................................... 27
Category 3: Consumer Durable: Mixer ............................................................................................. 37
References ............................................................................................................................................. 46
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Acknowledgement
We would take this opportunity to sincerely thank Dr. Somnath Chakrabarti for taking time
off his busy schedule and mentoring, supporting and guiding us during this academic project.The project has provided us the understanding about consumer buying process and consumer
behavior analysis and other useful consumer insights which would be useful for our careers
ahead.
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Topic
Consumer Behavior analysis of Indian housewives for two products
and one service category
Objective
To study and analyze the different aspects of consumer buying
behavior and decision-making process of Indian housewives across
different categories of product(s)/service(s) and presentrecommendations henceforth if any.
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Executive Summary
Our objective is to analyze the consumer behavior of Indian housewives for 3 categories- consumer
durable, FMCG and a service. More specifically aim is to interpret the decision making process for
each of these categories. Products, for the study, under each category are mixer for consumer durable,washing powder for FMCG and beauty parlor for service.
Indian housewives are a major decision maker for FMCG and consumer durable and therefore their
consumer behavior is important for any marketer. A typical Indian housewife may have lots of
alternatives to choose from but what actually leads to that alternative is the matter study. For specific
product like washing powder housewife may have lots of options and the approach to the final
decision may be different from the one towards a mixer which is a high involvement product. For
service category the decision can be more complex as the attributes used to select a particular beauty
parlor may be different from the ones used in choosing the product.
For the study, a different set of five housewives are considered for each of the above mentioned
category, sampling for which is done on a convenience sampling method. To get deeper insights, one-
to-one in-depth interviews are conducted and the responses recorded which are later analyzed to come
to specific decision rules or insights regarding the consumer decision making process. Further the
results are matched alongside specific models like Buyer Black Box.
Based on data analysis, category specific findings are presented. For consumer durables category
(mixer), motivation levels are guided by direct experience with the product as these are high
involvement products. Also, age and education levels about the products play a defining role. Where
as in the FMCG category, where the involvement levels are considerably lower, reference groups play
a major roles, with personal needs and attitudes following it. Also, lexicographic decision rule applies.
But when it comes to services, due to the perishable and intangible nature, different results were
observed. Decision rules are majorly non-compensatory i.e. disjunctive or conjunctive and externalfactors like attractiveness and hygiene are major influences.
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Methodology
In order to identify specific insights; get answers to questions of why and how when it comes to the
consumer buying decisions, exploratory research was chosen as the research design. Out of the
possible techniques available, in-depth interviews were chosen as a part of the undisguisedmechanism to get deeper understanding of consumers minds. As a part of the study, three differentsets of consumers, i.e. housewives, were interviewed on a one-to-one basis, each set for a different
category of products, i.e. Consumer Durables (Mixer), FMCG (Washing Power) and service
categories (Beauty Parlor).
Sampling: As for the 3 categories, 3 different samples of consumers (housewives) were chosen in the
neighboring localities. Initially, the basis of sampling was chosen as probabilistic random sampling
but as the conversion of responses was less than desired, the technique was changed to non-
probabilistic convenience sampling.
Category-Location Distribution for the survey:
Category LocationMixer Kavi Nagar, Ghaziabad
Washing Power South Delhi
Beauty Parlor South Delhi
Data Collection and Analysis
As already mentioned, one-to-one in-depth interviews were conducted with three different samples.
The basis for the interview was to get insights with regard to the Buyer Black Box, the consumer
buying decision process. And hence, the questionnaire for each category was divided into 4 parts,
understanding different parts of consumer behavior i.e. pre-purchase, purchase, post-purchase and
disposal, with questioning identifying different concepts related to consumer behavior analysis like
needs, motivation, perception, decision rules, etc.
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Data Analysis
Category 1: FMCG: Washing Powder
Decision Rule usedThe 2 types of decision rule are compensatory and non-compensatory. And of the 3 non compensatory
conjunctive, disjunctive and lexicographic the decision rule used here is lexicographic rule as thehousewives said that cleaning power of the detergent is the first criteria and whichever detergent
satisfies that rule is selected. Second criterion is damaging of clothes but the selection is done on the
basis of first criteria only and therefore lexicographic rule is applied. For one housewife the criteria
was whitening and therefore Tide was selected over Surf excel.
Consumer decision making modelExternal Influences
Consumer Decision Making
Firms Marketing Effort
Product- Surf Excel, Tide, Ariel,
Wheel, Rin
Promotion- Print and Electronics
Advertisements
Price- Varies across categories
Channels of Distribution- Consumers
purchase through kirana shops or
organized retail stores e.g. Reliance
fresh
Socio-cultural Environment
Family- For a housewife the role of
mother-in-law and husband was found to
be influential
Informal Sources- Friends, colleagues
and housing society members were
identified as informal sources
Other non-commercial sources
Social Class
Subculture and culture
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Psychological Field
Motivation- Prestige
Perception- Cleaner clothes means
more confidence
Learning- Learning in this case has
been through direct experience and
social experience
Personality-
Attitudes- Attitude towards the
product category has been favourable
and towards specific brands also.
Need Recognition- Here the
problem for the consumer
was dirty clothes and
therefore the need has arisen.
Here the need is of actual
state type because as the
consumers do not try new
products
Pre-purchase Evaluation-
Pre-purchase evaluation in
this case is majorly based on
past experiences as the past
performance of the brad
influences future use
Evaluation of Alternatives-
Here the evoked set
consisted Surf Excel, Rin,
Tide and Aerial while wheel
and Fena being low end
brands belonged to inept set
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Purchase
1. Trial- Trial of newproducts is rare because
consumers have
established preferences
2. Repeat Purchase-Frequency of repeat
purchase is very high
Post-purchase Evaluation- Overall
evaluation for surf excel was found
to be positive while for Tide which
was used by one of the respondents
was not very positive but repeat
purchase was done because it
outperformed surf excel in terms of
whiteness
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Category 2: Consumer Durable: MixerSocio Demographic profile of the consumers: All the respondents belong to the upper middle class
strata of the society having a yearly income at least 12 lakh per annum. Although some of the
respondents were house wives their family consolidated income was considerably high.
Demographics of the consumers: All the respondents were married either working or housewives inthe age range of 25-60+
Pre purchase behavior of the consumers
Motive: The motives of buying are different for different consumers. For working women the motive
of buying a mixer is reduction in cooking time, for housewives it for cooking tasty and fresh food for
the family. However the motive for newlywed women the motive of buying the mixer was to conform
to the wishes of the mother-in-law who was setting up the household for her son.
Most of the respondents were using the brand Bajaj for mixers. However every consumer had the
same set of brands in the consideration set namely Bajaj, Philips and Maharaja. Here an interestinginsight can be seen. Most of the consumers who were interviewed had done the purchase individually
and a consideration set in mind while buying the mixer. Whereas there was one consumer who had
only given the requirement to her husband and his husband had done the final purchase had no
consideration in her mind.
The list of attributes that the consumer evaluates while going for a brand is widely varied. For e.g.:
For respondents who had earlier brands of mixers were highly driven by their previousexperience.
For most respondents the perceived quality of the product was the second most attributewhile going for a particular brand of mixer.
However the other attributes like price and brand image was inter changeably the thirdand fourth most important attribute
In general warranty was the least attribute as it was same from consumers toconsumers.
The reference group of the consumers depends on the occupation, education and degree of
socialization. For e.g. consumers who were working referred to wide range of sources before zeroing
on their preferred brand. People in the range of 25-40 and are highly educated referred to internet
websites for information collection. Whereas consumers in the range of 50-60 weighted heavily on
their peer group, television and newspaper for pre-purchasesearch.
Most of consumers did not buy mixers on any occasion. However mixers are heavily required during
family functions which involves eating at home of the host specifically the hostess prepares the food
with her own hand.
Consumer Behavior during purchase
The consumers generally bought mixers from various locations. The point of purchase heavily
depends on a set of factors for e.g.:
1. Age2. Level of education
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For e.g. in the age group of 25-40 the consumers went to multi brand retail stores and generally went
with the whole family for buying the consumer durable, whereas in the age group of 40+ consumers
generally preferred single brand store.
For consumers who are high on education level generally go through the internet compare the various
brands go to a multi brand retail shop to further evaluate the various brands before zeroing on the finalone. Where as consumers whose education level were not as high preferred a single brand retail shop
as they try to minimize the cognitive dissonance as much as possible and adopt a defensive
attribution type of attitude while zeroing on the brand.
Consumers who are working generally go out long with their entire family to buy the brand (as it is
also an opportunity to spend time with family). House wives generally give their requirements to their
husbands who do the final purchase. In cases where husband does the final purchase the consumer
buying process of the consumer is extremely important to understand.
The decision rule employed by the consumer in the universally the Lexicographic rule. Every
consumer has a separate ranking order of attributes for buying a particular brand of mixer. It evaluatesall the brands in the consideration set based on this rank order of the attributes. Generally Bajaj is
highest on all the major attributes that the consumers considers while buying a particular brand.
Post purchase behavior of the consumers
All the consumers interviewed were very satisfied with their existing mixers and were ready to
recommend the brand to others. All the Consumers considered Mixer as an integral part of their
kitchen. One of the respondents replied that she cannot sleep without the churning sound of the
mixer
Some very interesting insights came into light in response to the improvements that are sought by the
consumers on the current products.
One of the respondents was very fond of listening to the FM while working in the kitchen.She preferred a FM attached to the mixer so that she can constantly listen uninterruptedly to
songs
Most of the consumers wanted everything under one roof. A single attachment that would actas juicer, mixer and grinder and occupy as small a place in kitchen as possible.
Disposal
Most of the consumers would dispose the product as an unused article in the attic. These consumers
did not evaluate these options while purchasing.
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Consumer decision making model
External Influences
Firms Marketing Effort
Product- Bajaj, Maharaja, Philips
Promotion-Newspaper, Print media,
internet
Price- Varies across categories
Channels of Distribution- Single band
retail, Multi brand retail, retail outlets
in electric market (where there is a
congregation of electric
shops),internet(sites like e bay)
Socio-cultural Environment
Family- For a housewife the role of
mother-in-law and husband was found to
be influential
Informal Sources- Friends and housing
society members were identified as
informal sources
Other non-commercial sources
Social Class
Subculture and culture
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Consumer Decision Making
Psychological Field
Motivation- Quality cooking in a
reduced time
Perception-
Learning- Learning in this case has
been through direct experience and
social experience
Personality-
Attitudes- Attitude towards the
product category has been favorable
and towards specific brands also.
Need Recognition- Here
the need for the consumers
are different. For consumers
of age group greater than 60
the need is to provide fresh
and tasty food for the
family.
Pre-purchase Evaluation-
Pre-purchase evaluation in
this case is majorly based on
past experiences as the past
performance of the brad
influences future use
Evaluation of Alternatives-
Here the evoked set
consisted of Bajaj, Maharaja,
Philips set
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Category 3: Service: Beauty Parlor
Decision Rule used:-
The particular service analyzed was Beauty Parlor for housewives to ascertain their criteria forchoosing a particular beauty parlor over others in terms of evaluative parameters.
Since, we have two types of major decision rules: Compensatory and Non-compensatory decision
rule, Non-compensatory being further divided into three categories: Conjunctive rule, Disjunctive rule
and Lexicographic rule.The responses given by consumers of this service clearly pointed out that the consumer used Non-
compensatory decision rule while selecting a particular beauty parlor for service as a particular
attribute cannot be compensated by the other in choosing this service.
That is, an attribute like hygiene cannot be compensated for Good service quality because all the
factors must be favorable for selection of this kind of a service by the consumers.
By the responses obtained, it has been concluded that consumers of parlor service use Conjunctive
decision rule while choosing the best parlor. That is, the consumers establish a separate, minimally
acceptable level as a cut off point for each attribute in their minds and only if all the attributes are
above this minimally acceptable level, then only the service is selected otherwise the parlor is
eliminated for service and future consideration.
After arriving at this decision or short listing the parlors, the consumers can apply another decision
rule like proximity to home as the final refined criteria to arrive at a final choice.
Consumer decision making
An important factor that came to light while interviewing the respondents was their Personality andLifestyle as a major choice determining factor and hence the eventual decision of choosing aparticular parlor over the others.
PersonalityThe following factor of Personality affecting consumer purchase and usage identified are as
mentioned in the analysis below:-
Ideal self image: - It was identified from the in-depth interview that respondents hada particular picture about how they want to see themselves. This being a beauty
related service; this factor is a major influence in choosing such a service. The major
factors identified by respondents for an ideal self-image include
o Good lookso Confidenceo Internal satisfactiono External praise
The respondents wanted to be praised externally by other people after availing
services from their regular beauty parlour. Another factor was the internal satisfaction
or the feel good factor. That is, after availing parlour services from their regular
parlour, the respondents felt satisfied internally and felt good/satisfied and hence, the
service created feeling of contentment with the respondents.
The respondents felt that their actual self image has improved and they desired good
looks as the final outcome of the parlour service.
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Consumer Perception
In relation to services, consumers rely on surrogate cues i.e. (external cues) to
evaluate service quality. Hence, the same was visible in the interviews conducted for
beauty parlour service .That is, the users were majorly influenced by the following
identified external factors:-o Hygieneo Proximity from home.o Behaviour of service staff.o Availability and accessibility of foreign products.o Additional services like spa and massage.o Space occupied/available at the parlour.
The expectations from parlor service varied widely among different consumers of the same
service as it largely depended on the following factors:-
o Recommendations.o Past experiences.o Word of mouth.o Service staff.o Alternatives available.
As can be seen from the responses, all the respondents perceived the services obtained from
their regular parlors as exceeding expectations due to variety of different factors hence it
shows that if the service exceeds expectations of the consumer, it is perceived as that of high
quality.
It can be established that beauty parlor as a service is a high involvement service. For high
involvement services, consumer patronage decisions may be affected by consumers'
emotional states experienced during the service delivery process. This is exactly what waswitnessed during the in-depth interviews of respondents since the users perception of
excellent service stemmed from their experiences and this is the point which led to repeat
patronage or continuance of availing service at that particular parlor itself.
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Conclusion(s) and Recommendation(s)
Although it may be not the right approach to give recommendations on the basis of such small sample
but on the basis of our study we can conclude and recommend a few major findings.
For the washing power category it was found that prestige is a major source ofmotivation and so the advertising can emphasize more on prestige.
On analyzing the responses given by the sample regarding beauty parlour service, itcan be concluded that external factors affect the service selection decision more than
internal factors. That is, the way consumers perceive this service as acceptable and
satisfactory is based primarily on the look and feel or the overall experience of going
to the parlour and not just the specific service availed from there. Therefore, for
communications, the parlours can focus more towards the external factors like how
attractive and hygienic the parlour looks, what is the location the parlour is situatedat, etc.
On analyzing the consumer behaviour of the respondents regarding consumerdurables, it is found that house wives have an entirely different approach towards
buying and usage of the mixer from working woman. So the promotional strategy
adopted by companies should be different for different for these two categories of
consumers.Also while studying the consumer analysis of the house wife the consumer
analysis of the husband (generally the person who has the final say in the buying
process) should be properly done to get the complete picture.
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Appendices
Category 1: FMCG: Washing Powder
Questionnaire
Pre-purchase
Why did you purchase? (motivation/need) Which brands you shortlisted and why? (top of the mind brands) Explain the buying decision? At what time or season you purchased? What influenced your buying decision? From where you collected the information?
Purchase
Point of actual purchase? Which brand was purchased finally and with what specifications? Why did you
purchase this brand?
What influenced the buying decision? Was it the same brand which you decided to purchase?
Did you compromise any of the attribute? Explain the decision rule? Apart from specifications what other factors influenced
your decision?
Post- purchase
Describe your experience and relationship with the product? When and how are youusing your product?
What benefits the product has given to you? Have you faced any problems? Have you recommended this brand to anyone? Has it matched your expectations? What improvements could have been made in this product?
Disposal
Do you intend to dispose it off in the form of return/exchange scheme? Did you evaluate this option while purchasing?
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Responses
Respondent #1
Name: Mrs. Janki Arora
Location: East of Kailash, New Delhi
Pre-purchase
Why did you purchase? (motivation/need)To clean clothes because no one like to wear dirty clothes
Which brands you shortlisted and why? (top of the mind brands)Surf excel, Arial, Tide etc
Explain the buying decision?It is not complex as it is a low involvement product and there is no harm in switching
to any other brand. (Switching costs are low)
At what time or season you purchased?Throughout the year.
What influenced your buying decision?The past performance of the brand is an important factor.
From where you collected the information?Television is the major source for information.
Purchase
Point of actual purchase?Nearby kirana store.
Which brand was purchased finally and with what specifications? Why did youpurchase this brand?Surf excel was purchase as it is perceived as a quality brand and has been performing
well.
What influenced the buying decision?On trying different brands it was realised that surf excel was the best and so
performance was the only criteria.
Was it the same brand which you decided to purchase?Yes.
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Did you compromise any of the attribute?No.
Explain the decision rule?As per the analysis, Lexicographic rule has been applied.
Apart from specifications what other factors influenced your decision?Word of mouth and advertisements
Post- purchase
Describe your experience and relationship with the product?Experience has been very good. As the brand has matched our expectation till now the
relationship has been going fine.
When and how are you using your product?Household made uses the product more often. And it is used once in 2 days
What benefits the product has given to you?Clothes should be clean as it is a prestige issue
Have you faced any problems?Not yet.
Have you recommended this brand to anyone?Very often. As it serves the purpose which other brands cannot, recommendations
have been made to colleagues.
Has it matched your expectations?Yes.
What improvements could have been made in this product?Could not think of any.
Respondent #2
Name: Mrs. Meenu Arora
Location: East of Kailash, New Delhi
Pre-purchase
Why did you purchase? (motivation/need)To clean clothes. Automatic washing machines require washing powder.
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Which brands you shortlisted and why? (top of the mind brands)Tide, Surf Excel, Arial, Rin.
Explain the buying decision?Being a regular good, the decision making is not complex. Although sometimesdifferent brands are tried but mostly it is only one brand which is regularly used.
At what time or season you purchased?Throughout the year.
What influenced your buying decision?Sometimes it is the household made which recommends the brand.
From where you collected the information?Television is the major source for information. Sometimes during discussions with
relatives and friends a particular brand is recommended.
Purchase
Point of actual purchase?Nearby kirana store.
Which brand was purchased finally and with what specifications? Why did youpurchase this brand?
Surf excel because of its past performance.
What influenced the buying decision?No one influenced the decision. The product was good that is the reason we stuck to
it.
Was it the same brand which you decided to purchase?Yes.
Did you compromise any of the attribute?No.
Explain the decision rule?Lexicographic (explained in analysis)
Apart from specifications what other factors influenced your decision?Word of mouth and advertisements.
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Post- purchase
Describe your experience and relationship with the product?Till now the experience has been good and loyalty has also been good so overall
relationship has been good.
When and how are you using your product?Household made uses the product more often. And it is used once in 2 days
What benefits the product has given to you?Wearing cleaner clothes gives more confidence.
Have you faced any problems?Not yet.
Have you recommended this brand to anyone?I think the choice of washing power is ones own choice and influence has a little role
to play
Has it matched your expectations?Yes.
What improvements could have been made in this product?Could not think of any.
Respondent #3
Name: Mrs. Shamina Mehta
Location: Bhogal, New Delhi
Pre-purchase
Why did you purchase? (motivation/need)My husband is very particular about clothes. A little stain on clothes makes him
annoyed. That is the reason very special attention is given to cleaning clothes.
Which brands you shortlisted and why? (top of the mind brands)Arial, rin, Tide, Surf Excel
Explain the buying decision?Buying decision involves inputs from my mother-in-law also.
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At what time or season you purchased?Throughout the year.
What influenced your buying decision?Mother-in-law sometime influences the decision making. Once she recommended Rinbut then we again switched back to Tide.
From where you collected the information?Television advertisements are the major source. Sometimes the kirana store people
recommend a particular brand.
Purchase
Point of actual purchase?Nearby kirana store.
Which brand was purchased finally and with what specifications? Why did youpurchase this brand?
Tide is majorly used because the whiteness in clothes it gives after washing. But we
use other brands as well.
What influenced the buying decision?I and my mother-in-law jointly make the decision.
Was it the same brand which you decided to purchase?Yes.
Did you compromise any of the attribute?No not one which I can remember.
Explain the decision rule?As per the analysis lexicographic rule is used because 2-3 main attributes are selected
and then the decision is made.
Apart from specifications what other factors influenced your decision?Word of mouth and advertisements.
Post- purchase
Describe your experience and relationship with the product?Relationship and experience have been okay. Because sometimes we need to use surf
excel instead of tide.
When and how are you using your product?Household made uses the product more often. And it is used once in 2 days.
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What benefits the product has given to you?(Jokes and says) It makes my husband happy. Just think if washing powers were not
there, hand washing must have been so tedious and hectic.
Have you faced any problems?Yes sometimes when stains are really bad then we have used surf excel.
Have you recommended this brand to anyone?Could not remember if any recommendations have been made.
Has it matched your expectations?Mostly it has matched but not to a great extent.
What improvements could have been made in this product?Could have performed better with tough stains.
Respondent #4
Name: Mrs. Neelam Gandhi
Location: Kalkaji, New Delhi
Pre-purchase
Why did you purchase? (motivation/need)Washing powder is needed for automatic machines. No one wants to wear dirty
clothes.
Which brands you shortlisted and why? (top of the mind brands)Tide, surf excel, Arial, Rin.
Explain the buying decision?Buying decision is simple as it is a low-involvement product.
At what time or season you purchased?Throughout the year.
What influenced your buying decision?Mainly the household brands because ultimately its her responsibility to clean the
clothes
From where you collected the information?Television is the major source
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Purchase
Point of actual purchase?Nearby kirana store.
Which brand was purchased finally and with what specifications? Why did youpurchase this brand?
Aerial and sometimes surf excel. Aerial is used because it is cheaper than others and
performance is comparable. Surf excel is also used sometimes because it is good in
quality.
What influenced the buying decision?Household made.
Was it the same brand which you decided to purchase?Yes.
Did you compromise any of the attribute?Yes aerial is cheaper so little compromise was made on the quality
Explain the decision rule?Lexicographic.
Apart from specifications what other factors influenced your decision?Word of mouth and advertisements
Post- purchase
Describe your experience and relationship with the product?Given the price relationship has been okay.
When and how are you using your product?Household made uses the product more often. And it is used once in 2 days
What benefits the product has given to you?Clothes should be clean as it is a prestige issue Have you faced any problems?
Sometimes with tough stains, aerial is not that effective.
Have you recommended this brand to anyone?Not many.
Has it matched your expectations?Yes.
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What improvements could have been made in this product?Could not think of any.
Respondent #5
Name: Mrs. Manja Gandhi
Location: Dwarka, New Delhi
Pre-purchase
Why did you purchase? (motivation/need)Washing power is necessary for wearing cleaner clothes as it is a prestige issue.
Which brands you shortlisted and why? (top of the mind brands)Rin, Surf Excel, Tide, Arial etc
Explain the buying decision?It is a normal day to day purchase and so not a great deal of effort is put into buying
the product.
At what time or season you purchased?Throughout the year.
What influenced your buying decision?Mostly it is my decision but very often other people in the society recommend abrand.
From where you collected the information?Television and word of mouth.
Purchase
Point of actual purchase?Reliance fresh store.
Which brand was purchased finally and with what specifications? Why did youpurchase this brand?
No specific brand is purchased. Different brands are purchased from time to time.
What influenced the buying decision?Mainly the neighbours in the society.
Was it the same brand which you decided to purchase?Different brands are purchased for different reasons. (A concept of Brand-slut)
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Did you compromise any of the attribute?No.
Explain the decision rule?Lexicographic.
Apart from specifications what other factors influenced your decision?Word of mouth and advertisements.
Post- purchase
Describe your experience and relationship with the product? A particular brand is not used and so experience with a particular brand cannot be
described.
When and how are you using your product?Household made uses the product more often. And it is used once in 2 days.
What benefits the product has given to you?Cleaner clothes.
Have you faced any problems?No because different brands are used.
Have you recommended this brand to anyone?For tough stains surf excel has been recommended.
Has it matched your expectations?N/A (uses different brands)
What improvements could have been made in this product?N/A (uses different brands)
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Category 2: Service: Beauty Parlor
Questionnaire
Pre-purchase
Why did you purchase? (motivation/need) Which brands you shortlisted and why? (top of the mind brands) Explain the buying decision? At what time or season you purchased? What influenced your buying decision? From where you collected the information?
Purchase
Point of actual purchase? Which brand was purchased finally and with what specifications? Why did you
purchase this brand?
What influenced the buying decision? Was it the same brand which you decided to purchase? Did you compromise any of the attribute? Explain the decision rule? Apart from specifications what other factors influenced your decision?
Post- purchase
Describe your experience and relationship with the product? When and how are you using your product? What benefits the product has given to you? Have you faced any problems? Have you recommended this brand to anyone? Has it matched your expectations? What improvements could have been made in this product?
Disposal
Do you intend to dispose it off in the form of return/exchange scheme? Did you evaluate this option while purchasing?
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Responses
Respondent #1
Name of respondent:-Karuna Kochhar
Location:-Moti Bagh, New Delhi
Pre-purchase
What are the services you avail at a parlour? (motivation/need)1. Threading2. Waxing3. Facial4. Pedicure/Manicure5. Hair cutting
What are the factors you consider before choosing a particular parlour(top of the mind )
1. Cleanliness2. Quality service3. Cost4. Staff behaviour
Explain the decision for choosing a particular parlour?Services provided and behaviour of the staff.
What influenced your parlour service selection decision?Price charged as well as cleanliness.
From where you collected the information regarding the parlour (word ofmouth/recommendation/trying once)?
Trying once.
Purchase
Where is your regular parlour located (nearby market etc.)?Near to my residence. Is your regular parlour the same parlour which you decided on the first go?
No
Did you compromise any of the attribute while changing the parlour (if any)?Staffs behavior.
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Apart from factors like nearby availability, what other factors influenced yourdecision?
Cost effective and humble behaviour of the staff.
Post- purchase
Describe your experience with services availed at the parlour?Satisfactory and enjoyable.
How frequently do you avail the parlour services?Twice a month
What benefits the service provided by the parlour has given to you?Good looks, confidence, better feeling and nice comments.
Have you faced any problems with the service provided at your regular parlour?No
Have you recommended your regular parlour to anyone?Yes to all my friends.
Has it matched your expectations?Yes
What improvements could have been made in the services currently provided at yourregular parlour?
More space and better ventilation.
Disposal
Do you intend to change your regular parlour?Not now may be in future.
Did you evaluate not changing parlour in future as an attribute before carefullyselecting your current parlour for service?
No
Respondent #2
Name of respondent :-Darshana Sabharwal
Location: - Moti Bagh, New Delhi
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Pre-purchase
What are the services you avail at a parlour? (motivation/need)Threading, Waxing, Facial
Pedicure/Manicure, Hair Spa
What are the factors you consider before choosing a particular parlour(top of the mind )
Cleanliness, Quality service, Cost, Distance from home
Explain the decision for choosing a particular parlour?If the service provided at a particular parlour is excellent and the staffs are humble I
go for that parlour for all my needs.
What influenced your parlour service selection decision?Service time i.e. less waiting time
From where you collected the information regarding the parlour(word of mouth/recommendation/trying once)?
Recommendation
Purchase
Where is your regular parlour located (nearby market etc.)?Near to my home
Is your regular parlour the same parlour which you decided on the first go?No
Did you compromise any of the attribute while changing the parlour (if any)?Price charged for different services. I chose a more costly parlour only because the
service provided is excellent.
Apart from factors like nearby availability, what other factors influenced yourdecision?
1. Better Service2. Less wait time3. Good ambience
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Post- purchase
Describe your experience with services availed at the parlour?Superb services provided.
How frequently do you avail the parlour services?Twice a month
What benefits the service provided by the parlour has given to you?Good looks and confidence
Have you faced any problems with the service provided at your regular parlour?No
Have you recommended your regular parlour to anyone?Yes.
Has it matched your expectations?Yes
What improvements could have been made in the services currently provided at yourregular parlour?
It is time bounded with only one shift 10am-7pm. I guess it would be great if it can
open a bit early and opened till late.
Disposal
Do you intend to change your regular parlour?Not until I shift my home.
Did you evaluate not changing parlour in future as an attribute before carefullyselecting your current parlour for service?
No
Respondent #3
Name of respondent: - Deboshree Ghosh
Location: - New Delhi
Pre-purchase
What are the services you avail at a parlour? (motivation/need)Motivated to go for face cleaning and bleach, Actual use: Waxing, threading
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What are the factors you consider before choosing a particular parlour(top of the mind )
Hygiene
Explain the decision for choosing a particular parlour?Distance from my residence, hygiene, and price
What influenced your parlour service selection decision?Distance from my residence, and hygiene
From where you collected the information regarding the parlour(word of mouth/recommendation/trying once)?
Word of mouth
Purchase
Where is your regular parlour located (nearby market etc.)?Same colony
Is your regular parlour the same parlour which you decided on the first go?No
Did you compromise any of the attribute while changing the parlour (if any)?Yes, Price- my regular parlour is more expensive than previous one
Apart from factors like nearby availability, what other factors influenced yourdecision?
Price and hygiene
Post- purchase
Describe your experience with services availed at the parlour?Quick and up to the mark.
How frequently do you avail the parlour services?Twice a month
What benefits the service provided by the parlour has given to you?Maintaining my skin as the skin feels very good after availing services at the parlour.
Have you faced any problems with the service provided at your regular parlour?Sometimes too little use of branded products
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Have you recommended your regular parlour to anyone?Yes
Has it matched your expectations?Almost
What improvements could have been made in the services currently provided at yourregular parlour?
More branded products and more space in the parlour
Disposal
Do you intend to change your regular parlour?No
Did you evaluate not changing parlour in future as an attribute before carefullyselecting your current parlour for service?
No
Respondent #4
Name of respondent:-Manju Kohli
Location: - New Delhi
Pre-purchase
What are the services you avail at a parlour? (motivation/need)Waxing, facial, threading.
What are the factors you consider before choosing a particular parlour(top of the mind )
Price charged for various services, proximity to home.
Explain the decision for choosing a particular parlour?Price
From where you collected the information regarding the parlour(word of mouth/recommendation/trying once)?
Self exploration
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Purchase
Where is your regular parlour located (nearby market etc.)?Nearby Market
Is your regular parlour the same parlour which you decided on the first go?Yes, after trying out once.
Did you compromise any of the attribute while changing the parlour (if any)?I have continued with my nearby parlour for last 10 years now as we havent changed
the residence after my marriage.
Apart from factors like nearby availability, what other factors influenced yourdecision?
Trained staff, hygiene, Material used like wax-strips etc.
Post- purchase
Describe your experience with services availed at the parlour?Value for money, satisfactory and trustworthy due to the fact that I have been a loyal
customer.
How frequently do you avail the parlour services?Once a month
What benefits the service provided by the parlour has given to you?No external skin problems like pigmentation or itching after waxing and threading
more to be attributed towards experienced staff.
Have you faced any problems with the service provided at your regular parlour?No
Have you recommended your regular parlour to anyone?Yes, to my friends and daughter.
Has it matched your expectations?Yes, infact it has exceeded the expectations.
What improvements could have been made in the services currently provided at yourregular parlour?
Overhauling the space of the parlour and infrastructure as such in the forms of
contemporary equipments.
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Disposal
Do you intend to change your regular parlour?No
Did you evaluate not changing parlour in future as an attribute before carefullyselecting your current parlour for service?
No
Respondent #5
Name of respondent: - Deepika Khullar
Location: - New Delhi
Pre-purchase
What are the services you avail at a parlour? (motivation/need)Facial, threading, waxing, pedicure-manicure, hair color
What are the factors you consider before choosing a particular parlour(top of the mind )
Service quality, ambience, brands of products available.
Explain the decision for choosing a particular parlour?Ambience and Service quality.
From where you collected the information regarding the parlour (word ofmouth/recommendation/trying once)?
Word of mouth (from one of my friend) who asked me to try it once.
Purchase
Where is your regular parlour located (nearby market etc.)?Around 5 k.m from my house.
Is your regular parlour the same parlour which you decided on the first go?No
Did you compromise any of the attribute while changing the parlour (if any)?My current parlour is more expensive but the service provided compensates for the
higher price charged.
Apart from factors like nearby availability, what other factors influenced yourdecision?
Ambience and Hygiene.
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Post- purchase
Describe your experience with services availed at the parlour?Absolutely satisfied as the service provided is of good quality.
How frequently do you avail the parlour services?Thrice a month.
What benefits the service provided by the parlour has given to you?Feel good factor after availing the service, Variety of services available at the parlour
like body massage and Spa.
Have you faced any problems with the service provided at your regular parlour?No
Have you recommended your regular parlour to anyone?Yes
Has it matched your expectations?Exceeds expectations.
What improvements could have been made in the services currently provided at yourregular parlour?
I am satisfied by the services provided at my regular parlour, hence its difficult tomention improvements.
Disposal
Do you intend to change your regular parlour?No
Did you evaluate not changing parlour in future as an attribute before carefullyselecting your current parlour for service?No
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Category 3: Consumer Durable: Mixer
Name of the respondent:
Age:
Sex:
No of members of the family:
Locality:
How many mixers do you in total:
Pre purchase Consumer black box:
1. What propelled you to buy the mixer?2. Are you using more than one mixer
a) Yesb) No
3. If yes the brand of the previous mixera) Bajajb) Philipsc) Maharajad) Local brande) other
4. what brand of mixer are you currently usinga) Bajajb) Philipsc) Maharajad) Local brande) other
5. What brands of competitor mixer were there in your consideration set?6. List down the factors that you consider while choosing
1 2 3 4 5
Price
Perceived qualityPrevious direct
experience
Warranty
Brand image
7. Collection of relevant information/decision influencera) Familyb) Friendsc) Husbandd) Neighbourse) Newspaperf) Television
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g) FMh) Internet
8. Specific occasion when you buy mixersPurchase consumer black box:
9. Point of actual purchasea) Single brand retail outlet(for eg retail outlet dealing with only Philips items)b) Multi brand retail outletc) Retail outlets in electric markets(where there is a congregation of many electric shopsd) Ordering through internet through sites like ebay.e) others
10.Who goes to the shop to make the final purchasea) Myselfb) My husbandc) My childrend) Me and husbande) Me and my whole family
11.What decision rule employed by the consumer to finally make the purchase decisiona) Compensatory decision rules: evaluate brand or model in terms of each attribute and
compute a weighted average score
b) Noncompensatory decision rules:I. Conjunctive decision rule
II. Disjunctive ruleIII. Lexicographic rule
Post purchase Consumer black box
12.Your experience with the branda) Highly satisfiedb) Moderately satisfiedc) indifferentd) not satisfiede) highly unsatisfied
13.What kind of relationship do you have with your product14.Do you have any problem with your mixer
a) Yesb) No
15. If yes how has been the after sales service experiencea) Highly satisfiedb) Moderately satisfiedc) indifferentd) not satisfiede) highly unsatisfied
16.Would you recommend the brand to othersa) Yesb) No
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17.What improvements do you want to see in the productsDisposal
18.How do you dispose the producta) Sell it as scrapb) Use it in return/exchange schemec) Remain unused in the attic
19.Did you evaluate this option while purchasinga) Yesb) No
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Responses
Response 1
Name of the respondent: Mrs Nandini Sharma
Age: 40-45
Sex: Female
No of members of the family: 4
Locality: Kavinagar, Ghaziabad
How many mixers do you have in total: 2
Pre purchase Consumer black box:
20.Since I am working in a responsible position I have to optimally balance my time betweenfamily and work so I need a machine that will greatly reduce my efforts in cooking
21.Yes22.Maharaja23.Bajaj,Maharaja,Philips24.Bajaj25.List down the factors that you consider while choosing
1 2 3 4 5
Price 3
Perceived quality 2Previous direct
experience
1
Warranty 5
Brand image 4
26.i) Friends
j) Husbandk) Newspaperl) Televisionm) FMn) Internet
27.There is as such no specific occasion to buy thesePurchase consumer black box:
28.Multi brand retail outlet29.Me and my whole family30.Noncompensatory decision : Lexicographic rule
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Post purchase Consumer black box
31.Highly satisfied32.Mixer has become an integral part of my life and I cannot think cooking without it. Its
concept has been extended to products like juicer and grinder
33.No34.NA35.Yes36. Improvements where we will have everything under one roof same accessories can be used
for crushing mixing crushing etc.
Disposal
37.Remain unused in the attic38.No
Response 2
Name of the respondent: Mrs Sunaina Khanna
Age: 60
Sex: Female
No of members of the family: 5
Locality: Kavinagar,ghaziabad
How many mixers do you in total: 1
Pre purchase Consumer black box:
1. Convenience to cooking2. No3. NA4. Bajaj5. Bajaj, Philips ,maharaja and local brands6. List down the factors that you consider while choosing
1 2 3 4 5
Price 1
Perceived quality 2
Previous direct
experience
4
Warranty 5
Brand image 3
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7.o) Friendsp) Neighboursq) Televisionr) FM
8. Whenever there is some major function in the familyPurchase consumer black box:
9. Retail outlets in electric markets(where there is a congregation of many electric shops10.Myself11.Noncompensatory decision :Lexicographic rule
Post purchase Consumer black box
12.Highly satisfied13.
Have become an integral part of my life and kitchen
14.No15.NA16.Yes17.There is large amount of sound while using the mixer which causes a headache to me. This
sound should be reduced
Disposal
18.Remain unused in the attic19.No
Response 3
Name of the respondent: Mrs Rakhi khanna
Age: 25-30
Sex: Female
Occupation: Dentist
No of members of the family: 2
Locality: Kavinagar, Ghaziabad
How many mixers do you in total: 1
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Pre purchase Consumer black box:
1. I was married last year and seen my mother using it in her kitchen so bought it as a suggestionfrom my mother and my mother in law
2. No3. NA4. Bajaj5. Bajaj and philips6. List down the factors that you consider while choosing
1 2 3 4 5
Price 5
Perceived quality 3
Previous direct
experience
1
Warranty 4
Brand image 2
7. Collection of relevant information/decision influencera. Familyb. Husbandc. Televisiond. FMe. Internet
8. When I got married my mother in law came all the way from dehradun to set up the householdPurchase consumer black box:
9. Multi brand retail outlet10.Me and husband11.Noncompensatory decision : Lexicographic rule
Post purchase Consumer black box
12.Highly satisfied13.Highly involved and it has become an integral part of the kitchen14.No15.NA16.Yes17.Nothing
Disposal
18.Use it in return/exchange scheme19.Yes
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Response 4
Name of the respondent: Mrs Usha Sharma
Age: 60+
Sex: Female
No of members of the family: 3
Locality: Kavinagar, Ghaziabad
How many mixers do you in total: 3
Pre purchase Consumer black box:
1. Her son from very early age was very fond of fruit drink specially after he used to come fromschool. In order to prepare instant and fresh juice she bought the mixer
2. Yes3. Bajaj4. Bajaj5. She did not do any research. She only gave the requirement to her husband who did the final
purchase. She did not have any idea
6. List down the factors that you consider while choosing1 2 3 4 5
Price 4
Perceived quality 2
Previous directexperience
1
Warranty 5
Brand image 3
7. None8. Not as such
Purchase consumer black box:
9. She did not do the final shopping10.
My husband
11.She has no ideaPost purchase Consumer black box
12.Highly satisfied13. It has become an integral part of her kitchen so much so she cannot sleep without hearing the
churning sound of the motor blades
14.No15.NA16.Yes17.Nothing as such
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Disposal
18.Sell it as scrap19.No
Response 5
Name of the respondent: Mrs Rani Hooda
Age: 50-55
Sex: Female
No of members of the family: 5
Locality: Kavinagar, Ghaziabad
How many mixers do you in total: 1
Pre purchase Consumer black box:
1. Ease of cooking2. No3. NA4. Bajaj5. Bajaj, Philips, local brands6. List down the factors that you consider while choosing
1 2 3 4 5Price 4
Perceived quality 1
Previous direct
experience
3
Warranty 5
Brand image 2
7.a. Familyb. Friendsc.
Husband
d. Neighbourse. Newspaperf. Television
8. She bought the mixer when there was a special occasion in her housePurchase consumer black box:
9. Retail outlets in electric markets(where there is a congregation of many electric shops10.Myself11.Noncompensatory decision : Lexicographic rule
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Post purchase Consumer black box
12.Highly satisfied13.Has become an integral part of her kitchen14.No15.NA16.Yes17.She is very fond of listening to FM while cooking so she would like the integration of FM in
the mixer
Disposal
18.Remain unused in the attic19.No
References
1. Consumer Behaviour by Schiffman Kanuk Kumar