Exploring Consumers Mind and Heart - Apartment-Wallahs

831 views
752 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
831
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Exploring Consumers Mind and Heart - Apartment-Wallahs

  1. 1. ECMH Project:QUALITATIVEFACTORSDETERMININGHOUSE BUYINGPREFERENCES Apartment-wallas -Oni, Jhaji, Yeeai, Yennrri
  2. 2. Research objective Objective • Analyze customer preferences (qualitative) in purchasing apartments • Check whether the overhype of price as the main criteria, has merit Market segment • Middle-class/Upper-middle class who wish to purchase homes in the range of INR 40-70 lakhs Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  3. 3. Sample selectionsCouples Individuals• Husband-wife interviews with • A mix of married and both as participants in bachelors, but an all male discussion group.• Selected across India-based • Selected across India-based and NRIs returning to India and NRIs returning to India Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  4. 4. Strategies and insightsPampered theparticipants:• Fed them well with Provided a cold drinks and chips Listened to feeling that each• Called each one of opinion of each participant is them, explained the one and recorded important. importance of their involvement and sent their inputs. Sensitive to their a personal invitation time restrictions to each Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  5. 5. Group Discussion guide The discussion points contained a mix of projective techniques:  Sentence association  Word associations  Color associations  Story completion – 1  Picture associations Discussions among the group regarding each item Try to weave in response from all questions to understand customers’ unsaid needs Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  6. 6. Sentence associations • Shady trees, Paved footpath, Bus/train What comes stop nearbyto your mind? • 3 Aartis and/or 5 Azaans a day – loudHow do you and clear feel? • Came home after 4 hrs of shopping. I wish… Walked up 3 floors and entered my home Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  7. 7. Word associations 10 th floor Midnight earthquake Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  8. 8. Color associations relaxation food family preparation argument exercise Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  9. 9. Story completionTime to go to office. I take the car out of parking lot and drive out of the apartment complex… Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  10. 10. Picture associations – Part 1 Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  11. 11. Picture associations Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  12. 12. …and the big confusion!! Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  13. 13. Group 1 Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  14. 14. Group 2 Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  15. 15. Key insights Commute and amenities of city life take precedence over price Places of religion play a lesser role than daily peace and calm Peoples’ preference is largely affected by availability of basic necessities such as:  Water  Electricity  Proximity to shopping  Proximity to open areas and parks Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  16. 16. Key insights When given a visual stimuli, people react according to their preferences and established needs  e.g. A glass full of beer, could be ○ Relaxation with friends and family ○ Pub with a choice of beer ○ Something you do not want around ○ A negative attribute to society Insights from color associations  Perceived property of a color is not necessarily reflected universally ○ E.g. Saffron was found to be the color of relaxation, prayer as well as violence.  Places within house were painted differently by different associations of utility. Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  17. 17. Methodology, learning andsuggestions •Avoid direct and quantitative mode of questioning In-depth Interview •Try to go for face-face rather than phone •Manage flow of thoughts, unobtrusively Focus group •Do not prompt or direct the interview discussion, with •Arrive at common ground after every question •Managing more than 7 or less than 5 is a problemprojective techniques •Time management is critical •Patterns emerge based on proper aggregation and assimilation of information Analysis •Insight into actual, not reported, behaviors •Proper sampling helps in better results •Critical to understand perceptions Research Sample GD guide Key Insights Methodology Conclusion Objective Selection
  18. 18. Conclusion Internal consistency and specificity of responses to be balanced Moderate the intensity of comments to get to the subliminal layer Communication strategy is critical Make the sessions memorable for participants (in a good way, i.e) Research Sample GD guide Key Insights Methodology Conclusion Objective Selection

×