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ATUL MISHRA, PGP-12-096

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Consumer Behavior exercise-F

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Consumer Behavior Exercise F

A product or service costing over Rs. 3000/- that, the customer feels,

reveals something about the kind of person he or she is.

Consumer profile

Name: Rishi Raj

Age: 25

Occupation: Engineer PSU (BHEL)

Location: Haridwar

Salary: Above 8 lakhs

Name: Rishi bardhan

Age: 24

Occupation: Engineer PSU (BHEL)

Location: Hyderabad

Salary: Above 8 lakhs

Reason for 2 consumers

People have different attitudes towards the product they buy. Not all consumersbuy the product with same use in mind. I know both of them personally and felt itsgood that we can show the contrast the same product can have

The consumer represents the demographic trend of India. Growing population of

young people with high earning capacity. This also means that there is a growing

market with high competition where market will do anything to create product

differentiation and causing the product to buy. A product that defines todays youthis definitely the bikes. Bikes have always been the favorite toys of men. With

movies like Dhoom series and rapidly changing technology the market is growing at

rapid rate. According to ICRA the volumes growth was approximately 13%

(http://www.icra.in/Files/ticker/Indian%202W%20Industry,%20Update,%20Feb

%202012.pdf)

http://www.icra.in/Files/ticker/Indian%202W%20Industry,%20Update,%20Feb%202012.pdfhttp://www.icra.in/Files/ticker/Indian%202W%20Industry,%20Update,%20Feb%202012.pdfhttp://www.icra.in/Files/ticker/Indian%202W%20Industry,%20Update,%20Feb%202012.pdfhttp://www.icra.in/Files/ticker/Indian%202W%20Industry,%20Update,%20Feb%202012.pdf

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The interview revolved around asking the questions given and forming deductions

based on them

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 theconsumption experience?

While for Rishi Raj the product is important since he needs it for commuting, Rishi

Bardhan has bought his Karizma as he likes to go for drives. They use their bikesalmost daily however while Rishi raj uses it for transportation, Rishi Bardhan mainly

uses it on weekends for road trips.

While asking them the feelings and opinion both of them admitted that they buy the

bike based on the belief that the bike defines them to a certain extent. Rishi raj

described himself a calm composed person who like to have the product which are

not very complex. Needless to say his bike was black in color with simple to basic

feature (Hero, CD Dawn, a 100cc bike)

Rishi Bardhan on the other hand like speed and he described himself as energetic,

gregarious natured person who like to travel and wants to use his bike for the samepurposes. He bike colour is Red with high end features (Karizma, a 220 cc bike)

Both of them expressed a sense of satisfaction while using the bike. They

associated their nature to the kind of bike they drive and expressed satisfaction

with it.

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?

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Rishi raj bough his bike 1 year ago, quickly after shifting to Haridwar, whereas for Rishi Bardhan it has been just 6 months . Its still a little too early todeuce much from their purchase however on interviewing and giving themthe above words to describe their relationship with their product, Rishi rajchose dependency and partners. Rishi bardhan on the other hand described

it as good friends and good.

Rishi raj later explained that he would prefer to have a car as soon aspossible and hence he did not invest large amount on the bike. Rishi Bardhanon contrast to that described how much he loves biking and plans to buy caronly when he will decide to settle down.Incidentally Rishi Raj has missed a few servicing sessions whileRishi Bardhan has not missed any.What I deduced was that a product can be bought for different reasons. It isimportant to understand the reasons which will help us to market theproduct effectively.

What kinds of things have gone wrong in the relationship?

Stockouts, unavailability of parts of service, inappropriate

communication, quality lapses, violations of norms or expectationsor values.

Both did not express anything wrong happening with their product. WhileRishi Bardhan had an accident but the servicing ensured that his bike was

repaired. Rishi raj said he does no use his bike that much but till now he hasno complaints from the product.While surprisingly thee were no product complain but I believe 1 year or 6months are a little early for the product complaint. A personal experiencefrom my side says that normally problem start after 2 years when thefrequency of servicing increases and more interaction with customer servicecentre and insurance company increases.

Moreover since both the bikes are from well reputed strong brands so I seeless chance of any violation of any norm.

What positive surprises have occurred?

Exceptional service, welcome communication, performance above

expectations, affirmation of values.

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Rishi Raj said while he appreciates the facility that a bike offers, as such he has no

positive surprise from his bike. He uses it for primarily