Consumer Behavior analysis of product

7/28/2019 Consumer Behavior analysis of product

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Kinley Analysis

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Kinley AnalysisSir: Imran Ejaz


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Table of Contents

Identification of personalities ......................................................................................................... 3

Profile of consumer ......................................................................................................................... 5

Fulfillers ........................................................................................................................................... 5

Achievers ......................................................................................................................................... 7

Experiencers .................................................................................................................................... 9

Believers ........................................................................................................................................ 11

Strivers ........................................................................................................................................... 13

Makers ........................................................................................................................................... 15

Actualizes........................................................................................................................................ 17

Strugglers ........................................................................................................................................ 19

Learning .......................................................................................................................................... 21

Perception ...................................................................................................................................... 22

Decision making process ................................................................................................................ 23

Appendix ........................................................................................................................................ 25


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Identification of personalities

Fulfillers

Fulfillers are mature, home oriented, and well educated professionals

They have high incomes

They are value oriented

They are open to new ideas

Achievers

They are work oriented people

They are successful

They have high job satisfaction

They respect authority

They demonstrate success through their purchase

Experiencers

They are action oriented peoples

They are youngest in vals 2 model

They are active in physical and social activities

They favor new products


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Believers

They are family and community oriented people

They are brand loyal

They favor American made products

Strivers

They are people with low income

They have values similar to achievers

Their style is important in lifestyle

Makers

They have very little interest in practical material

They have self-sufficient group

Actualizers

They possesses both high income and self-esteem

They are indulge in variety of self-orientations

Strugglers

They have few resources

They do not fit in to vals 2 categories

They are brand loyal to extent possible


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Profile of consumer

Fulfillers

Kinley drinking water is need of these peoples because they are open to new ideas.

These peoples are mostly buyer and payer of the product.

They purchase Kinley due to try the product and they also want good quality.

These type of peoples demand that there should be value in their product and

product should be of good quality.

Perception

We can develop perception for these kind of peoples by we know that these people wants a

good product and they try new products very often so we need to tell our consumers that this

an excellent product which satisfy our needs and it have a unique selling point too.

Learning

We can develop the learning of the consumer by giving them fact and figures about the product

and tell the unique thing and tell them that it is a valued product.

Motivation

We can motivate these kind of peoples by improving the value of our product and make taste

better so they can be more satisfied. We can motivate these type of peoples by adding

innovation to our product.


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Decision making process

These type of customers purchase products to look for new things. The look for value in

products and they want good quality products then they purchase that product.


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Achievers

Kinley drinking water is want of these peoples because they need high satisfaction

and Kinley provide that..

These peoples are mostly buyer, user and payer of the product.

They purchase Kinley because they want high satisfaction and pure water.

These type of peoples demand that product should be of good quality with average

price.

Perception

We can develop perception for these kind of peoples by giving them average rates and telling

them that the product is pure so that they could be satisfied and purchase that product,

because these peoples want high level of satisfaction.

Learning

We can develop the learning of the consumer by communicating them the fact and figures

about the product and how this product can fulfills their satisfaction level. As this product have

cleanest water to drink.

Motivation

We can motivate these kinds of peoples by telling them that how pure our water is because the

can be satisfied, lowering our price and make our product more attractive.


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These type of customers purchase products which gives them high level of satisfaction and its

price should also be average and the water should be clean as possible.


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Experiencers

Kinley drinking water is need of these peoples because they favor new products

because this product is not market leader..

These peoples are mostly buyer and payer of the product because they are

physically active.

They purchase Kinley because they are young peoples and energetic they want a

change, want to explore, that why they purchase a product.

These type of peoples demand that their product should be fresh and feel them

freshness in it.

Perception

We can develop perception for these kind of peoples by telling them or showing them that this

product gives you freshness and it is for young peoples and it helps in retaining active.

Learning


about the product because these peoples try new products and one should have knowledge

about product. Second thing is that we can tell them about the freshness of the product so they

could be attracted by knowing the benefits.


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Motivation

We can motivate these kind of peoples by showing some sports advertisements so that they

could be attracted towards product that it gives freshness. As these are the youngest

community so we can motivate them by providing attractive colors and telling them benefits

about the product.


These type of customers purchase products to try new products it is their interest, as they are

active so they look for the product deeply that which product suits them and gives freshness.


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Believers

Kinley drinking water is want of these peoples because they are brand loyal and

favor American products, as Coca-Cola is international brand..

These peoples are mostly buyer, user and payer of the product.

They purchase Kinley because the product is pured with latest technology.

These type of peoples demand that there should be value added services for

families by any mean.

Perception

We can develop perception for these kind of peoples by telling the advantages of the brand

because they are brand loyal peoples and these peoples also want satisfaction so satisfy them

with telling the purity of water.

Learning


about the product the brand, advantages because they are brand loyal customers and by telling

the customers that this water is purified by latest technology.

Motivation

We can motivate these kind of peoples by telling them that this is an family oriented product

and it is safe for everyone. We can also motivate them by telling the benefits of the brand

because these peoples are brand loyal.


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These type of customers purchase products by the brand they use, they do not switch theirbrand and they want the product which is totally pured and latest tools are used to purify it.


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Strivers

Kinley drinking water is want of these peoples because they have low income and

Kinley is cheap to purchase.

These peoples are mostly buyer and user of the product

They purchase Kinley because they are satisfied by this product. Its taste, price etc.

These type of peoples demand that the price of the product should be low and the

bottle should be stylish because style is important to them.

Perception

We can develop perception for these kind of peoples by telling them that this is the product

with cheap rates and good benefits as well and we could also make new and innovative bottles

to attract them or to perceive them that this is stylish product.

Learning


about the product telling them that product is good and also have lowest price in the market.

And we can also guide them about its unique and stylish design of the bottle because these

peoples are style lovers.


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Motivation

We can motivate these kind of peoples by making the bottle more stylish so that they can be

attracted because they are stylish type of peoples. We can motivate these kind of peoples by

cutting down prices as well because they have low income.


These type of customers purchase products by keeping the price in their mind as these peoples

have low income and can not purchase expensive products. They look for stylish products

because the love stylish things.


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Makers

Kinley drinking water is need of these peoples because these peoples are least

interested in doing practical work.

These peoples are mostly payer of the product.

They purchase Kinley because the product it is essential for life and they have to

purchase it.

These type of peoples do not demand anything special because these are lazy

peoples and are least interested.

Perception

We can develop perception for these kind of peoples by telling them the benefits of the

product so they become interested in it and tries to take interest in the product.

Learning


about the product the importance of the product. We can tell them that it is basic necessity of

life to have clean and clear water

Motivation

We can motivate these kind of peoples by some attractive colors or to make a sound to attract

them because these kind of peoples are least interested in anything. We can also cut down our

prices to motivate them.


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These type of customers purchase products very rare as they are least interested and theproduct clicks on their mind the purchases it.


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Actualizers

Kinley drinking water is need of these peoples because they are rich peoples and do

not bother much.

These peoples are mostly buyer and payer of the product.

They purchase Kinley because they want good quality of water and they are self-

esteemed peoples.

These type of peoples demand that product should be of good quality

Perception

We can develop perception for these kind of peoples by communicating them that this a elite

product and it is having good quality water just what u need.

Learning


about the product value its rank and the satisfaction it provides to the customer so they buy

this product.

Motivation

We can motivate these kind of peoples by providing them good services and by making our

product well enough so they buy our product frequently


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These type of customers purchase products which are elite class. They have enough money and

price does not bother them. They only wand satisfaction from the product and it should be of

good quality.


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Strugglers

Kinley drinking water is want of these peoples because they are poor with les

resources and water is an essential thing so hey purchases that product.

These peoples are mostly buyer and user of the product.

They purchase Kinley due to the brand loyalty of Coca-Cola.

These type of peoples demand that their product should be cheap in any cost

because they have few resources to purchase the product.

Perception

We can develop perception for these kind of peoples by telling them that it is cheap water but

at the same time beneficial also. We should also tell them about the advantages of brand and

tell the importance of clean water.

Learning


about the product and tells them it is easily available every where in the market and is cheap as

well. We should also tell the brand it belongs to because these peoples are brand lovers.

Motivation

We can motivate these kind of peoples by cutting down our prices and providing them the

product where they can find them easily because these kind of peoples do not have enough

resources. And make advertisement of their brand because these peoples are brand loyal.


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These type of customers purchase products which are easily available and cheap as well. Theyare brand loyal. They do not change their products. They stick to one brand they look for the

cheap and reasonable products.


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Learning:

There are two type of learning

1) Un-intentional

2) Intentional

Un-intention:

Our product Kinley is a product which is everywhere around if we just do not pay attention to

Kinley rather then we consume it because our friends, family member the people who are around

us every time they are consuming

Intention:

Kinley is also a product which is always on the advertisement, bill board and many other places.

We can see the celebrity endorsement in the ads of Kinley which is also cause of grabbing

attention.


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Perception

Exposure:

When something is come in our circle of exposure the thing which we can see and touch,

smell and that can affect us and our decision this exposure and like this Kinley is working

on consumers.

Attention:

We can change the thought or decision of our customer by changing the packing and prices

this can grab the attention of customer.


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Decision making

There is following steps in the decision making

Problem recognition

Information search

Alternative

Post purchase behavior

Problem recognition:

It is a process in which we identify the problem which is face by any company/product it is just

consist of identification of problems and analyze the problem why the sale is low, why

consumer is less motivated and which factors effect on our product.

Information search:

In the second step we sort the information gather the information and analyze the situation

and collect the information from effected area and scene in which we identify the core

problem.

Alternative:

In the market there is many competitors which can affect the lays market. Like Nestle,

Aquafina, these are also good brands but we have advantages of brand name, quality and

reliability of our product which the others dont have and we can use it as plus point.


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Post purchase behavior

When the consumer purchases the lays first time after consuming he wants to consume it again

and again. It is also use as healthy product for consumers. It helps to consumers to refreshing

them.


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Appendix

Q No.1 Do you use kinley drinking water?

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 30 100.0 100.0 100.0


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Q No.2 How frequent do you use kinley drinking water?


Cumulative

Percent

Valid Daily 6 20.0 20.0 20.0

Twice a week 10 33.3 33.3 53.3

weekly 9 30.0 30.0 83.3

monthly 5 16.7 16.7 100.0

Total 30 100.0 100.0


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Q No.3 Why you purchase kinley drinking water?


Cumulative

Percent

Valid Hygenic 7 23.3 23.3 23.3

brand name 5 16.7 16.7 40.0

taste 8 26.7 26.7 66.7

price 10 33.3 33.3 100.0

Total 30 100.0 100.0


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Q No.4Are you satisfied with kinley drinking water?


Cumulative

Percent

Valid yes 26 86.7 86.7 86.7

no 4 13.3 13.3 100.0

Total 30 100.0 100.0


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Q No.5 Is price of kinley drinking water is reasonable?


Cumulative

Percent

Valid yes 30 100.0 100.0 100.0


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Q No.6 Is kinley drinking water easily available?


Cumulative

Percent

Valid yes 14 46.7 46.7 46.7

no 16 53.3 53.3 100.0

Total 30 100.0 100.0


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Q No.7 Is kinley drinking water has beneficial minerals in it?


Cumulative

Percent

Valid yes 21 70.0 70.0 70.0

no 9 30.0 30.0 100.0

Total 30 100.0 100.0


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Q No.8Is kinley drinking water is refined with latest technology?


Cumulative

Percent

Valid yes 27 90.0 90.0 90.0

no 3 10.0 10.0 100.0

Total 30 100.0 100.0


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Q No.9 Is kinley drinking water is pure what their promise is?


Cumulative

Percent

Valid yes 23 76.7 76.7 76.7

no 7 23.3 23.3 100.0

Total 30 100.0 100.0


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Q No.10 Will you continue kinley drinking water?


Cumulative

Percent

Valid yes 24 80.0 80.0 80.0

no 6 20.0 20.0 100.0

Total 30 100.0 100.0


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Q No.11kinley drinking water is unique from other water bottles?


Cumulative

Percent

Valid yes 11 36.7 36.7 36.7

no 19 63.3 63.3 100.0

Total 30 100.0 100.0


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Q No.12kinley drinking water is best selling water in pakistan?


Cumulative

Percent

Valid yes 4 13.3 13.3 13.3

no 26 86.7 86.7 100.0

Total 30 100.0 100.0


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Q No.13You spend your weekend with?


Cumulative

Percent

Valid family 5 16.7 16.7 16.7

friend 15 50.0 50.0 66.7

with work 10 33.3 33.3 100.0

Total 30 100.0 100.0


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Q No.14What is more important for you?


Cumulative

Percent

Valid lifestyle 4 13.3 13.3 13.3

family 12 40.0 40.0 53.3

status 8 26.7 26.7 80.0

money 6 20.0 20.0 100.0

Total 30 100.0 100.0


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Q No.15 What is your gender?


Cumulative

Percent

Valid male 13 43.3 43.3 43.3

female 17 56.7 56.7 100.0

Total 30 100.0 100.0


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Q No.16What is your age?


Cumulative

Percent

Valid 10 to 20 4 13.3 13.3 13.3

20 to 30 13 43.3 43.3 56.7

30 to 40 10 33.3 33.3 90.0

40 and above 3 10.0 10.0 100.0

Total 30 100.0 100.0


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Q No.17Your education is


Cumulative

Percent

Valid matric 2 6.7 6.7 6.7

intermediate 6 20.0 20.0 26.7

bechelors 18 60.0 60.0 86.7

masters or above 4 13.3 13.3 100.0

Total 30 100.0 100.0


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Q No.18Your family size is


Cumulative

Percent

Valid 2 to 5 members 17 56.7 56.7 56.7

5 and above 13 43.3 43.3 100.0

Total 30 100.0 100.0


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Q No.19What is your profession?


Cumulative

Percent

Valid student 13 43.3 43.3 43.3

businessmen 7 23.3 23.3 66.7

teacher 6 20.0 20.0 86.7

job 2 6.7 6.7 93.3

other 2 6.7 6.7 100.0

Total 30 100.0 100.0


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Q No.20 Your income is?


Cumulative

Percent

Valid 10,000 to 20,000 13 43.3 43.3 43.3

20,000 to 30,000 4 13.3 13.3 56.7

30,000 to 40,000 9 30.0 30.0 86.7

40,000 to 50,000 1 3.3 3.3 90.0

80,000 and above 3 10.0 10.0 100.0

Total 30 100.0 100.0

Consumer Behavior analysis of product

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