ASSIGNMENT REPORT

ON
CONSUMER BEHAVIOUR ANALYSIS
Date: 10.09.2020
TOPIC
 Exercise (A). A mundane product or service costing less
than Rs 500.
 Exercise (B).A product or service costing over Rs1000 that
performs a utilitarian function.
 Exercise (C).A product or service costing over Rs 5000
that, the customer feels, reveals something about the kind
of person she or he is.

BY
VINO E
19MBM059
II-MBA (Sec-1)
Consumer Behaviour
Consumer behavior is the study of individuals, groups, or organizations and all the
activities associated with the purchase, use and disposal of goods and services, and how the
consumer's emotions, attitudes and preferences affect buying behavior. It attempts to understand
the decision-making processes of buyers, both individual and groups. It tries to assess influences
on the customer from groups such as family, friends, reference groups, and society in general.

Here we are analyzing the buying behavior of three customers. The products are of three
categories – Low End, Medium End and High End.

 Customer 1 - Low End – The Body Soap

The analysis will show that what are the thinking process and the perception of the
customers about the products. Interview is taken for three people on three different products.

CUSTOMER 1

NAME SUBIKSHA G

INTERVIEW Through Phone call

PRODUCT The Body Soap

Exercise (A). A mundane product or service costing less than Rs 500

My friend who is very particular about her skin has started to use this skin care product
from The Body Soap which was available in Chennai at any shop but when she came back to
native (which is semi urban area), the product was not easily available here even it comes in
specific stores after months and, she always used it after she took a bath. When she used that
lotion, she felt relaxed, and refreshing. After she cleaned her face, she never felt any dryness on her
face or any patchy area on her skin.
 In the beginning, she thought that her relationship with The Body Soap is just casual,
because she chooses it unintentionally. After few weeks when she was there in Chennai, she found
that this product is suitable for her skin a lot, and then she became a little dependent on it. One
thing we all know that the girls are so particular with their daily care routine but once she came
back to native and after she couldn’t have the product and due to the shortage, unavailability or late
delivery it became a love-hate relationship with the product.

The problem that she met is that it is not available here a lot. Sometimes, the lotion ran out,
she couldn’t get a new one immediately, so her cousin suggested some other lotions in convenient
store which was alike the current one. But as we know girls, she still insists to use the one she is
currently using.

She says The Body Soap suits her a lot as her face is hypersensitive to most of the lotions
which are fragranced but this one was suitable for her. As we came to know people have different
needs and choices and they see benefits of the product first.

INSIGHTS

 Even though she likes to use The Body Soap product, if the location was inconvenience or
the product is not available immediately, she would rather choose other product which is
more convince but, in the end, she would desire for the one she likes more.
 There is no complicated decision that whether people want to buy the product or not. It
may be based on their habit, or due to some needs, like in her case she wanted a lotion
which is good for her skin and with the fragrance as she has hypersensitive skin so she
might avoid other product.
 Sometimes, word of mouth can change one’s mind, but in this situation, as her Cousin
suggested her Nivea lotion which also has the same results, for substitute purpose she did
use the new product, but her heart is still with the old one.
CUSTOMER 2

NAME SARAVANAN R

INTERVIEW Direct Interview

PRODUCT MRF TYRES

Ex (B). A product or service costing above Rs 1000 that performs a utilitarian

My Uncle bought a set of MRF tractor tyres for a total of Rs 4000. He bought the tyres
from a motor vehicle spare parts store that also offers repairs and other services. The decision to
buy the tyres was influenced by the fact that it was a rainy season, the tyres of his tractor had
worn out, the store owner was his old friend and there was a clearance sale for the end year. The
rainy season meant his tractor was to plough the farm and carry farm products to various places
hence needed new tyres. The tyres had worn out because of use over a long time. He decided to
buy from that store because they have done many businesses with the owner and where his
tractor is always serviced. Further, the clearance sale at reduced prices prompted him to buy the
tyres at that time.

The decision to buy the tractor tyres was a first time decision. The tyres of the tractor had not
been replaced any time before since he purchased it. The decision can be considered as careful
because he needed quality and long lasting tyres that would ensure value for his money. Thus,
buying them from his friend was a bargain and better option because he was assured of the
quality. The amount of deliberation was sufficient to the decision as he had enough time to think
and decide on where and when to buy the tyres. The need for tyres was not urgent and nobody
forced him into buying them.

INSIGHTS

 The decision making process was triggered by the rainy season and the wearing
out of his tractor’s tyres. He could have opted for continuing to use the existing
ones, buying second hand tyres or buying new tyres from the store.
  Also, he had the choice of which store to buy the tyres from. He had searched for
information about quality tyres suited for his tractor. He got this information from
the internet because the company selling the tractors had its support online.
 On where to buy the tyres, he got information from his friend – the store owner.
Thus, before buying the tyres, he had sufficient information. He made the final
choice and bought them from the local store.
 He bought the tyres at the local store because of the reduced prices, assured
quality and friendship with the store owner. My uncle already knew that he was to
buy tyres hence ‘what to buy’ was the first.

CUSTOMER 3

NAME ARUN

INTERVIEW Direct Interview

PRODUCT FASTRACK SUNGLASSES

Ex(C). A product or service costing over Rs 5000 that, the customer feels,
reveals something about the kind of person she or he is.

My brother is big on social status and what he wants to be seen as. Especially when it
comes to what he wears even the little things. He was the only person involved in the decision
making process. He bought a pair of sunglasses from Fastrack. The brand new was a huge role
player in the decision-making. Social status had a major impact in purchasing the sun glasses. He
bought them online as they had better options and a bit cheaper price than at a store. He wanted
shades that would block out UV light as his eyes can be very sensitive.

He did not want to sacrifice looks either so he wanted to make sure they were classy and
stylish. He went with gold framed sunglasses where price was reasonable. He bought the
Sunglasses, two weeks later after he lost the glasses somewhere else, he then realized that he was
bought into the whole hype and that he could of easily bought way cheaper glasses and would of
done just as good. He realized he was more into brand name than the actual product.

Insights

It reveals his personality as he used to buy the latest and new design product having extra
features, which shows his status. The decision making was triggered by himself only, because he
is in the status of buying the luxury products. He didn’t know about the other products which is
not much familiar. He was more into the brand name than the actual product in the society.