The consumer needed new spectacles after a checkup showed a change in prescription. They searched online and in stores, prioritizing budget, durability, and style. They chose a pair within 30 minutes with input from a friend. The experience has been average due to the glasses feeling heavy. A new headset was needed for better sound quality and aesthetics. The consumer researched options online, comparing reviews and prices on multiple sites. They chose a Sony model that offered good sound for the budget. Though somewhat heavy, they are very satisfied overall. Bournvita was repurchased as the previous pack was finished. The consumer instantly rebought the same flavor due to familiarity and past disappointments with

1. CONSUMER BEHAVIOUR
SURVEYS REPORTS OF CONSUMER BEHAVIOUR IN BUYING DIFFERENT PRODUCTS
Group 2
Akshat Sharma
Akash Jain
Amit Kumar Singh
Amit Pandey
Anirban Sinha

2. UTILITY PRODUCT: SPECTACLES
Spectacles, price – 2.5kProduct Purchased
What prompted the buy?Need
Regular check-up for minus power showed a change
•Previous frame was damaged.
•There was a time constraint.
Questions asked during the surveyQuestions
•Next Slide

3. SURVEY QUESTIONS
• Where did you look for while buying?
Ans. Purchased the product offline though searched a few online platforms e.g. lenskart
• What factors did you concentrate on while searching for spectacles?
Budget was a major constraint as glasses were also to be purchased
Should be durable enough to withstand some degree of rough handling
Aesthetics were also a major factor- “It should suit my personality”
• When you went to the shop, how much time did you take to choose?
Ans. Around 30 minutes to choose from 4 different frame. But to come down to 4 from a large took no
time as they we distinctively attractive.
• Who influenced your buy (If any)?
Ans. Friend (primary reference group) who went to the shop
• In what way?
Ans. When it came down to 4, his views helped in narrowing down.

4. SURVEY QUESTIONS
• Did you have any brand preference?
Ans. No. They are all too costly. So I mostly went for unbranded frames and lenses.
• How is your Experience?
Ans. 1. After fitting glasses doesn’t look that good
2. A bit heavy
• How much satisfied you are with the product?
Ans. Necessity, performance depends on usage
•
• In one word, how would you classify your experience?
Answer. Average

5. ANALYSIS
 The need for the product was triggered by the internal stimuli.
 The main decision maker is the buyer himself though his doctor and his friend both had an indirect and
a direct impact on the purchase.
 As it was a product to be used daily, cost effectiveness, style, durability against rough handling and glass
quality are the attributes valued mostly, which lead to the product being purchased offline after
checking.
 There’s a lack of brands who can match the prices for consumer in less budget.
 As a marketer, here our approach should be such that this type of product should be able to fulfil its
major objective first, that is being durable and of good quality. On top of this, to attract the Gen Y,
aesthetic feature that suits their style is also important. So we should try to incorporate some styling
features to attract these segments.

6. HEDONIC PURCHASE: SONY HEADSETS
Sony Headsets MDR XB-450, price – 2kProduct Purchased
What prompted the buy?Need
A better model was required
Previous headset’s performance was good but could have been better
Previous was not having good looks
Questions asked during the surveyQuestions
•Next Slide

7. SURVEY QUESTIONS
• Where did you look for while buying?
• Purchased the product online from Ebay
• Looked in other online platforms such as amazon, flipkart etc. to compare
• What factors did you concentrate on while searching?
• Budget was a major constraint
• Should be durable enough to withstand some degree of rough handling
• Aesthetics were also a major factor- “It should suit my personality”
• Should have certain attributes such as Extra Bass, tone etc.
• How did you choose this particular product?
• Compared products from 3 different platforms within budget
• Read reviews, considered ratings and compared both inter and intra platform
• Have you owned a Sony Headset before?
Ans. No. But I have that they are premium brand in headphone category

8. SURVEY QUESTIONS
• How many different brands did you considered before buying?
• Sony, Senheiser, JBL and Skull kandy
• JBL went beyond budget, Senheiser and Sony was final two to be considered
• Who influenced your buy (if any)?
• Friends (primary reference group) who already use exactly the same or close variants of the product
• Reviews and ratings in the online platforms
• How is your Experience?
• Good, Sound quality was as expected and required features were present
• Bit heavy, prolong usage hurts the ears
• How satisfied you are with the product?
• Very Satisfied, at the price range, performance is good enough

9. ANALYSIS
 The need for the product was triggered by need of an upgrade in terms of sound quality and better
looks.
 The key decision maker is the buyer himself who used commercial information sources i.e. different
websites and online reviews to arrive at the decision.
 The product is meant to be used extensively- multiple times every day. The product should offer good
sound quality, should be aesthetically pleasing and should be able to sustain rough handling.
 Cost effectiveness was also a major concern. Suitable time was allocated to make comparisons via
different shopping websites and reading their reviews.
 Brand marketing has affected brand perception of customer. The customer satisfaction level was
delightful and it is highly likely that the customer will give a positive word of mouth promotion when
consulted.

10. A MUNDANE PRODUCT: BOURNVITA
Bournvita, price – Rs. 380Product Purchased
What prompted the buy?Need
Previous pack was finished
Questions asked during the surveyQuestions
•Next Slide

11. SURVEY QUESTIONS
Where did you look for while buying?
– easy day convenience store
What factors did you concentrate on while searching?
– price increase, expiry
When you went to the shop, how much time did you take to choose?
– instantly
How many alternatives did you try?
– None
Have you tried any other Bournvita flavour?
-Yes. But the experience was not good..

12. SURVEY QUESTIONS
• Why?
–Bitter past experience (Five star flavour, Milo)
• Who influenced your buy (If any?)
– no one
• In what way?
– N/A
• Why didn’t you take more time and sample size to choose?
– Completely aware of the taste, had already tried other samples in past
• How is your Experience?
– same old experience, tasty

13. ANALYSIS
 In this case the purchase is planned and habitual. So, it is observed that when the consumer is sure what
to buy the time and research spent to make the purchase decision is very less.
 The need for the product was triggered due to scarcity of product. Also, since the purchase is habitual so
the consumer is reluctant to try the new varieties.
 Bitter past experiences also make the consumer reluctant to try new varieties. In such case, consumer’s
behaviour can be changed by branding of our product.
 Also, if the habitual buying can be converted into impulse buying then we can adapt to the consumer
behaviour to increase the urge of consumer to buy.

14. THANK YOU