1. IMI, NEW DELHI
2016
Consumer Buyer
Behavior
Project: Titan Eye +
Showroom
By: Bidyut Kumar Mana 15XPGDM09
Rahul S Deshpande 15
SUBMITTED: PR O F.DR .NE E NA SO ND H I

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TABLE OF CONTENTS
CHAPTER PAGE
Executive summary .........................................................................................................................2
Introduction.....................................................................................................................................3
Study Methodology ........................................................................................................................4
 Designing of the questionnaire:..........................................................................................4
 Interview Process: .............................................................................................................4
 Study analysis: ………………………………………………………………………………………………..............4
Customer purchase decision making process ................................................................................5
Customer External & Internal influence..................................................................................... 5-6
Study Sample............................................................................................................................. 7-22
Study Limitation ............................................................................................................................22
Market Implication & response analysis................................................................................ 22-23
Suggestion......................................................................................................................................23
Conclusion .............................................................................................................................. 23-24
References or bibliography...........................................................................................................24

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Executive Summary
The study of the consumer psychology has been one of the major facet of studying marketing
management ie marketing management without the Consumer Behavior Study is likefishwithout
water. They are not mutually exclusive. A study of consumer buying behavior gives valuable
insight in to the psychogenic of the consumer and his/her understanding, perceptions of the
product, services and towards various brands available in market or not. It is in the nature of the
human to form perceptions about various things either living or dead in which he/she may or
may not come in contact. It’s natural to us; our mind is hardcoded to make perceptions about
various items knowingly or unknowingly. Our first part of the study was based on the
observations made at Titan Eye + showroom at Malvianagar and it consisted of various aspects
of the Eye Wear showroom for eg the store layout, store illumination, staff, their behavior, shelf
space management various promotional activities, customer relationship management and the
most important consumer behavior while purchasing for a particular product ie either glares or
spectacles.
The second part of our study concerns with the direct interaction with the consumer and trying
to understand their psychic while making a purchase decisions and what are the external and
internal forces that play on consumers’ mind before a purchase decision is been made. The
methodology consisted of direct interview of the customer visiting the showroom. Some of the
question were very direct one and some which were difficult to put-forth directly were asked in
very informal and casualmanner so that the customer don’t feel offended and their private space
is been encroached upon. The whole project helped us understand the various concepts in
consumer buying behavior and how marketeers can use these insights to develop better
marketing campaigns which will reach maximum audience and generate a substantial sales.

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Introduction
In the previous study we established we had discussed about how important are eyes for anyone
and if anything goes wrong with them we rush to ophthalmologist. The eyes are the get way to
a person’s soul and sometimes these little precious gifts of God require manmade intervention
so that they keep doing the function they are intended to do in first place.
The use of spectacles and goggles has gone through leaps and bounds from functionality to
fashion. The advent of carbon fiber frames fiber glass and different styles of different decades
witnessed radical shift in the fashion and the utility of the Eye wear. The west lead this
phenomenon and then slowlystarted to percolate into the east.As India opened up its economy,
the incomes started to rise, there were lot of TV shows from the west which were telecast live
on the Indian television for the first time and thus India’s journey to fashionable world began at
much faster pace. Before this globalization wave struck India, Indians only knew fashion through
Hindi cinema which showed actresses and actors sporting different kind of fancy glasses and
designs and movie like An Evening in Paris, Love in Tokyo became trend setters in India and
actresses such as Sharmila Tagore, Zeenat Amaan became fashionistas of that decades.
This globalization brought about a radical change in the peoples’ attitude and sense of
individualism started to take root in Indian consumer mindsets. The Indians went from a frugal
society to a reward seeking society and the younger generation don’t hesitate in enjoying their
successes and the spoils. Thus from a very conservative society India has travelled a lot into
modernization. People have started to become style conscious and aware of the latest trends in
fashion industry; this phenomenon wasn’t limited to the female population; the male population
also became quite fashion conscious and started rewarding themselves with expensive clothes
and accessories. TheIndian consumer isn’t fullymatured yet and they are in process of becoming
world’s biggest mature market place. Thus on the minds of Indian consumer there are lot
influences external and internal playing simultaneously. The consumer in India have atough time
in balancing both these influences before they make any purchases as compared to west where
it is more liberaland an individual has afreedom to express himself or herself to maximum extent
as possible and this can be seen in their choice of outfits and dressing. But the time are changing
in India too and that too at a very brisk pace. Thus banking of this economic and psychographic
change in Indian consumer, Titan ventured into the brand of Eye wears (Spectacles & Glares)
assuming that the Indian consumers are brand ready. For that an extensive research on the
consumer buying behavior as to be carried out so that the brand positioning and reach will be
maximum. Our second part of the study is just the tip of the ice berg in analysis consumer buying
behavior for Eye Wear in India.

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Study methodology
The methodology is basically phase II of the study. The study methodology involved of designing
of the questionnaire , identification of interviewee, collection, analysis of consumer trend
towards the brand perception, buying decision, identification of market implication and find out
possible solution for the brand & as well as the store. The study try to match the literature but
very small portion was taken form literature. However, some literature information and idea for
customer buying behavior, decision process, external & internal influence.
Designing of the questionnaire: In this study we have used only open ended questionnaire for
allinterviewer. The demographic, culture, subculture, external & internal influence questionnaire
was same for all interviewees but consumer decision making and buying behavior process
questionnaire are some short of difference on the basis of individual customer. We have used
the interview open ended question because, customer may not responded accurately and they
will not give actual answer and it will impact on understanding the consumer buying behavior
and study objective.
Interview Process: The interview process was like conversation which interviewee does not fill
like given the question & answer. All the interview process was done store nearest place and in
store. Our approach was interviewee feel like friend and comfortable with us. We have
approached total 8 person out of them only 4 was accepted to talk with us and participate the
interview process.
Study analysis: The sample of the study is very small, therefore no quantitative analysis applied
in this study. Only qualitative response mention in the study.

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Customer purchase decision making process
To understand the customer decision making process we have categorized the process by the
different step consumer purchase. The steps are follows as Need, information gathering/search,
evaluation of alternatives purchase of product and service post purchase evaluation. We have
asked the customer following sequence which has given below. Our conversation was near to 35
minutes during conversation we had asked verbally all information required to understand the
behavior.
Customer External & Internal influence
Consumer purchasing decisions are often affected by factors that are outside of their control but
have direct or indirect impact on how we live and what we consume. Consumers are faced with
many external influences, including an individual’s culture, subculture, household structure, and
groups that he/she associates with. Marketers and business owners calltheseexternal influences
because the source of the influence comes from outside the person rather than from inside.
Today consumers are faced with an array of product selection, and competition is fierce among
companies. This is why your understanding of consumer behavior is vital to the success of your
business. Both internal and external factors are inter connected and work together to assist the
consumer decision making process. External influences include of culture, subculture, socialclass,
Need
Recognition
Information
Search
Evaluation
alternative
Purchase
Post
Purchase
Evaluation

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family structure & reference groups. In addition to external influences, internal influences affect
consumers’ choices as well—personal needs and motives, experience, personality and self-
image, and perceptions and attitudes. The exact influence of internal factors is less well known
than the external factors, as internal factors are not as observable and therefore are not as well
documented and understood.
The study also part of external & internal influences that affect consumer purchasing decisions
are evaluated and how internal & external factor act to take decision of spectacles & sunglass.
External
Influence
Culture
Social
Class
Reference
Group
Sub
Culture
Family
Structure

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StudySample
Customer No-1
Customer Demography
Age 31
Gender Female
Resident Near Malvianagar
City New Delhi
Education Post Graduate
Profession Independent Working Lady
Race & Ethnicity Punjabi
Income Upper Middle Class
Media Habits
The most in daily life TV, Internet, News Paper
Most attention to
advertisement
TV & YouTube
Language of
advertisement
Comfortable
Hindi, English & Panjabi
External Influences
Culture: Asian, Indian and Punjabi: In the first of our interviewee was from the northern part of
India ie from the state of Punjab. She relocated to Delhi after marriage.
Sub-Culture:thesubculture to which the lady belonged was Sikh community; among the Punjabis
she belong to the Sikh community.
Culturally, there are some commonly regarded color preferences for certain occasions, which
are as follows:
• Saffron is associated with valor, is worn during rallies.
• White is associated with peace, is worn by elders. Many Sikh men and women choose to don
a White, Off-White or a similar shade daily as part of their beliefs in keeping with the faith.

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It is also a common color worn by Eastern Sikhs at events such as a funeral ceremony or any
event where a bright color would not be considered appropriate. On the other hand, Western
Sikhs commonly wear White as part of their daily Sikh garb. White turbans are worn to extend
the aura and the person’s projection.
• Pink and Red is associated with spring, is worn during that season or for marriage ceremonies.
• Orange and Navy Blue are traditional Sikh Khalsa colors, also worn on days of religious
observance or special commemorative events. The blue is the color of the warrior and of
protection. Royal blue or navy blue turbans are common among Sikh ministers and Gyanis,
especially in India. Orange represents wisdom.
• Black and Navy Blue are more popular with the younger generation and also worn at more
formal events.
• Black turbans are believed to represents surrender of the ego.
• Camouflage pattern is worn by the military personnel.
Implications to the Buying habit for the Eye gear:
1) She was looking for the saffron color a symbol of courage, bravery and confidence. Hence
her frame choices for the glares selection was mainly revolving around the saffron color.
2) She was alsoan independent working lady hence she was also looking for a blue and black
color frame to look more professional in her demeanor.
3) Her color choices were mainly revolving around the Khalsa colors like oranges and navy
blue which are worn mainly on various religious occasions. Where orange represented
wisdom and blue represented warrior spirit and protection.
Social Class:
She belonged to the upper middle class by the looks of her dressing sense; it was quite trendy
but also simultaneously moderately conservative also. The clothes seemed to be from expensive
clothing line or boutique. When asked about the various TV programs she enjoys watching it
became clear that she is well informed and very much into English sitcoms like The Big Bang
theory, Modern Family and drama like Dexter. In music she was mostly into Bollywood songs.
An indirect question about her eating habits suggested that she is willing to try new cuisines and
loves Pizzas. The overall picture generated by this was of an independent working lady which
belongs to an upper class of the society.

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Family Structure:
She belonged to a nuclear family; living with her husband and a kid (kindergarten age). Both of
them were working. Didn’t reveal much information about the family members. Hence the again
there was a streak of conservatism and protection instincts which came to the forefront.
Reference Group:
The reference group which belonged to was that one which was present in their housing society
and also the other reference group she was affiliated to was from her office. These group had
direct implication on her purchase behavior. This was to be seen while shewas making a decision
about the frame. She first went to the orange frame but again changed to the black or the blue
frame which showed she wanted to look more professional and serious at her workplace. The
major outcome of the reference understanding was that for her the reference group which
seemed to be more important was that of the office and not of the housing society.
Internal Influences
According to the non-Freudian personality theory she belonged to the AggressiveIndividual kind;
as she was trying to create and assert her own identity among her work colleagues and society
in general. A brief conversation with her suggested of her having an individualistic attitude and
desire to excel at her work place. Talking to her made us realized that she was try to make her
influence felt even in this brief conversation and a desire of admiration from others. According
to the personality of the lady it can be said that it was in sync with her color choice. She was an
aggressive lady hence default color choice was an orange color in glares frames and but her work
group made her go for more subdued colors such as black and blue. As per the consumer
behavior and the personality her need for uniqueness was quite apparent and was in conflict
with the dogmatic behavior of the society. Thus the her personality showed two aspects that
were in conflict each other while a consumer decision regarding selecting glares. As per the
influence of the advertisement of the Titan Eye gears it pretty evident that she wasn’t satisfied
with just the picture of various sung glasses she wanted to have more information regarding the
material with which the glares are made and there benefits for her use; thus indicating towards
the “Need for Cognition”.
Thus the choices of frame of the glares indicates something about her personality:
Blue: Commands respect, authority

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Yellow: Caution, novelty, temporary and warmth.
Red: Human, exciting, hot, passionate and strong.
Orange: Powerful, affordable and informal.
Black: Sophistication, power, authority and mystery.
Consumer decision process and buying behavior
Need Recognition: Our conversation was near about 15 minute. She was professionally Doctor
31 year’s lady working in government hospital and she belong to Punjabi family. She come with
her friend looking for sunglass. I introduce myself asked to give me time for 10 minutes and she
agreed to response my survey question.
I asked her why are came this store?
Answer: She respond me that she looking for sunglass.
Are you first time visit the store?
Answer: No, It will 3rd or 4th time visit and she buy the sunglass for her last year. Today I am
coming for buy a new sunglass.
If you don’t mind can I asked one question, yes please
Why you need the new sunglass?
Answer: The current sunglass is old more than years, therefore I need new kind of branded
sunglass.
So, her internal need stimulate for new sunglass because the current was one year old.
Information Search: The next set of question was asked about information search. How she
search the information about sunglass.
Hello Ma’am,
Before coming to this what information you have collected about the sunglass and what are the
source of information you collected?
Answer: see I am not first time user of the sunglass because I have already used more than 5
five branded sunglass. I see the magazine, internet & newspaper advertisement and I follow the
new brand every day whenever I get free time. I follow the brand like police, Versace and

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Fastrack. Basically, I love the Fastrack brand and all the product within the affable price. I
always take my friend to evaluate how I am looking after the wearing, if my friend tell not
looking good then I will not buy the sunglass. You can say I love the brand.
Evaluation of alternatives:
How you evaluate the product?
Answer: I generally evaluate the product by price, brand, color and availability of the market. I
see the sunglass in internet first compare the different brand & price. Then I visit Titan Eye Plus
store. However, I checked with the store & try to find out the availability along with my friend. If
I feel it suitable my face then I select the product. Then looking after my favorite colour blue and
price. Sometimes price does not matter, ifI find that the sunglass colour& attractive to me. Kindly
note I never purchase the product from online.
Today what you are purchase from store?
Answer: Yes, I have purchased the Fastrack sunglass, Cabana Full Rim Sporty Wrap Sunglasses
the price is 4000.
Post Purchase evaluation:
Can you say something about post purchase experience?
Answer: Post purchase service is very good and I am satisfy with the past purchase experience.
Whenever I fill any kind of difficulty with my sunglass, the store representative help me and
solve the problem.
Customer No-2
Customer Demography
Age 25
Gender Male
Resident IIFT
City New Delhi
Education Post Graduate
Profession Student
Race & Ethnicity Guajarati
Income Middle Class~ upper class.

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Media Habits
The most in daily life TV, Internet, News Paper
Most attention to
advertisement
Internet, YouTube & TV
Language of
advertisement
Comfortable
Guajarati, Hindi & English
External Influences
The external influences are one of the biggest factors while consumer makes certain decisions
regarding the any products to purchase or any services to avail. In our case the next customer we
interviewed was an MBA student from IIFT, New Delhi and was staying in the hostel.
Culture: Asian, Indian, Hindu
Sub-Culture: Gujarati.
Social Class: By his dressing sense it was somewhat clear that the boy belonged to middle class
family but looks can be deceiving. Therefore tried to probe in little for information about his life
style here in Delhi. After few question it became pretty much clear that the guy belonged to the
upper strata of the society. The things which gave away his original identity was about his eating
habits and the names he took of the restaurants were quite fancy places and expensive places
and also his most preferred brands in denims and T shirts were also quite expensive ones like the
Levis and Jack & Jones, Adidas and Nike.
Cultural Influences of the colors on the product choice:
We have already seen that the colors play an important role in Indian consumers mind while he
or she makes a purchase decision to avail certain services or products. Here he example of the
boy it as he belonged to the Hindu community he had the somewhat same cultural implications
on his buying pattern like the one which we saw in the lady’s case.
Family:
He was the elder son in the family followed by sister. The family lived in Gandhinagar Gujarat
and was a joint family. His father was working in a private petrochemical company there at a

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senior managerial level. His mother was a housewife and also quipped that his current family is
the fellow IIFTians.
Reference Group:
Since the boy was studying in a MBA college his reference group was pretty obvious that it
comprised of the college going students and that to a professionalcollegeand program like MBA.
Therefore his choice the spectacles were influenced by the recent trends; ie he was reaching for
some of the “cool” looking frames and which were made of jazzy colors. His main work was done
on the laptop and desktop computers hence required an anti-glare glasses for his spectacles
according to his friend’s suggestionwho was accompanying him for his shopping. This friend was
acting as the encouragement or an opinion leader for the boy before trying any of the frames he
chose.
Internal Influences
The boy was desperately trying to amalgamate his needs, budget for the glasses, style and recent
trends in choice for the glasses. Therefore it was getting difficult him to arrive or to zero done to
few options as there some drawbacks with the frame he chose either it was lacking functional
aspects or sometimes it felt behind the recent trends and styles. His buying pattern suggested
that was both a visualizerand averbalizer. He was trying to break the dogma and simultaneously
trying to be unique and trying to make an informed decision for the product choice based on the
cognitive information gathering. The boy exuded in confidence and was very outgoing while
interviewing. Thus his choice of colors mostly were a flashy kind and were revolving around
bright colors like red, yellow, orange and possibly he tried to explore some neon colors to in
fluorescent green, orange and blue, less emphasis was there on white and black because his
friend termed them as dull and boring. If we go by the VALS ie values attitudes and life style we
can figure out the boy was not much of an experiencers but was influenced by peer pressure and
thus tried using funky frames which he initial did not touched upon.
The action of external influences was much more powerful than the internal influences in this
case.
Consumer decision process and buying behavior
Need Recognition: Our conversation was near about 20 minute. He was an MBA student from
IIFT, New Delhi and was staying in the hostel and he belong to Gujarat family. His main work was
done on the laptop and desktop computers hence required ananti-glare glassesforhis spectacles
according to his friend’s suggestion who was accompanying him for his shopping. We introduce
our self-asked to give me time for 20 minutes and she agreed to response my survey question.

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Do you consulted with eye specialist?
Answer: No,
How you decided that you need anti –glare glass spectacles?
Answer: Actually my friend had same problem and eye specialist suggested himto wear the anti
–glare glass it will protect your eye. I have spoken with my parents and other friend they also
suggested the same.
This person need created by external influence and safety of eye.
Information Search: This consumer information search mainly influenced by external source of
information. However he always check the information in internet to match with others brand or
product. We have asked some question how he search the information before buying the
product.
When you decided to buy anti –glare glass spectacles wow you search the information?
Answer:
1. When my friend aware me the spectacles then I directly go to the internet & find out what
are the functional benefit of the product. Then I searchfrom in internet where it available
and what are the brand available at Delhi.
2. Then I found that lens-kart & Titan eye plus given the best information as per
requirements. Then I compare to price with other brand which are available in online.
3. I found that Titan Eye Plus store is the best option in terms of availability, brand & price.
4. I consult with my friend about the purchase decision & he also suggested me to visit Titan
Eye Plus store.
Have you ever purchase this kind of spectacles?
No, I was not aware about it and I had not any problem in my Eye.
Evaluationalternative:This person evaluation of alternative was different becausehis choice the
spectacles were influenced by the recent trends; ie he was reaching for some of the “cool”
looking frames and which were made of jazzy colors.
We asked the question how he reached the decision to buy the product from Titan Eye Plus.
Answer: I am the first time user of contemporary glass, I have no idea which will be the best. I
have no details knowledge about the spectacle. I will select the product on basis of brand & my
friends past experience. I have limited time to visit the different store therefore, I will choose the
branded spectacle which byproduct of TATA. I have also seen advertisement in TV, Internet and
newspaper. I also look the product should met the current trend of the fashion and it should be

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match with my face. The price is not a matter for me but product functionality and post purchase
service is the main factor to buy the product.
Purchase Decision: The customer purchase decision is not price concern but product
functionality and style is the main concern. He choose 3 branded frame Trendz, Versace and
Enigma with the colour of metallic, black and brown. The cost of the three product near about
Rs. 30000/-. Finally he chose black & brown frame. Before he decided to order to sales
representative he ware and show to his nearest friend, after his confirmation he order the two
frame.
Post Purchase evaluation:
Do you have any comment about post purchase evaluation?
Answer: I will be using it then I can evaluate but my friend positive perception about the product
and service.
Conclusion about the customer buying decision, his action of external influences was much more
powerful than the internal influences in this case.
Customer No-3
Demography:
Age 56
Gender Male
Resident CR Park
City New Delhi
Education Post-Graduate
Profession Central Government Employee
Race & Ethnicity Bengali
Income Upper Middle Class
Media Habits
The most in daily life TV & News Paper
Most attention to
advertisement
TV & News Paper
Language of
advertisement
Comfortable
Bengali Hindi & English

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External Influences
The customer this time interviewed for this time was into his late fifty’s. He had come alone to
shop for his spectacles.
Culture:
He belonged to Asian culture and was an Indian citizen.
Sub-culture: He originally belonged to the West Bengal state of India and was transferred here
in Delhi on a promotion. He was little serious and reserved in his demeanor and body language.
When asked him his name, education and job it became clear that he belonged to the Brahmin
community of Bengalis who are supposed to be highly learned and are very well mannered in
their behavior without much of the hoopla and show biz around them. The Bengalis have a
conservative society as compared to the north Indians. Their choices for the product are also
governed by these principles. They don’t like anything which is extravagantly flashy or something
which catch everyone’s attention towards them. He was extremely well mannered and little bit
loud while answering the questions put forth by us. Initially he was little skeptical about the
purpose of these interview and categoricallymentioned us that he doesn’t want to be part of any
commercial and schemes. After his ensuring of us that we aren’t from the store and just students
doing our field project he decided to answer our questions. Once he understood that we are
students he talked on various aspects of the field work and at one point who is interviewing
whom was the question that crossed in our minds but none the less once he started answering
questions he was extremely helpful towards us.
Family:
He was living in Delhi for past two years and hated something about it and missed his Kolkata
days but at the same time said that there something which are good in Delhi as compared to
Kolkata for eg infrastructure and job opportunities. His was anuclear family but his parents were
staying with them as they were old and couldn’t afford to stay on their own in Kolkata. His wife
was a teacher in local Delhi Municipal Corporation School and daughter was in college studying
commerce. Didn’t divulge much about the daughter once again it showed the streak of
conservatism and protectionist attitude.
Purpose of the visit:
To get glasses for him.
Reference Groups:

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The obvious reference group for him was the local CR park Bengali community and his office
group. Therefore most of the actions of his were in line with the Bengali community he
represented. His Bengali community influenced his decision for buying of the frame. He wanted
something elegant, classy which is not to flashy and exorbitantly expensive. The spectacles
should look classy and the same time little stylish as to give a professional feel and some status
in the Bengali community while going for the Durga pooja and other festivities. Thus it was
evident that this purchase of his for the glasses was considered by him as a long term investment
which he intended to use at-least till the Durga Pooja. Hence it didn’t matter to him that the
glasses would be of a little higher range as compared to which he normally wears.
Internal Influences
The personality factor in this case was difficult to find out, as the first look of him suggested that
the he was pretty moderate and conservative in his behavior. Thus he go for some boring colors
like black, white grey and ash color but instead he went to navy blue color and deep maroon
color which were extremely sober color yet extremely trendy. Thus gave us hint that may be he
doesn’t want to show what he is or there is a difference between the perceived self and manifest
self. His buying behavior is much influenced by his needs ie myopia ( Short sighted ness and Long
sightedness ) thus there was a need for having bifocal glasses or having two different glasses one
for myopia and other for long-sightedness which was too cumbersome to carry both the glasses
simultaneously with a fear of losing or forgetting anyone of the two. The attitude toward the
products showed that instead of the product he trusted the brand of Tata group as whole and
not just Titan Eye glasses. Therefore he was of strong opinion that the brand like Tatas won’t
cheat their customers and has been religiously using Titan watches from times immemorial.
Therefore the loyalty toward the brand was extremely high, ie the loyalty towards the parent
brand and not the sub brand; Tatas in this case and not just Titan. He was seeing as the
purchasing of spectacles as low involvement activity until he decided to go for a branded and
expensive Titan eye gears.
Consumer decisionprocess andbuying behavior
Need Recognition: Our conversation with this person near 25 minutes during interview we
understand that the person need influenced by his own decision for buying of the frame. He
wanted something elegant, classy which is not to flashy and exorbitantly expensive. The
spectacles should look classyandthe same time little stylishas to giveleasttill the festival.Hence
it didn’t matter to him that the glasses would be of a little higher range as compared to which he
normally wears. His need recognition strong on own internal influence than external influences.
He was not first time user of spectacles. He using the spectacles since last 20 years for his eye the
functional benefit is most important for his purchase decision.

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Information Search: His information search process is contemporary, whenever he buy
spectacles he visit different store of spectacles in market. He always compare with previous
frame and current available frame in market. He try to search functional benefit of the glass &
frame. He was not tech shabby therefore he did not use internet searching methods. However,
his another source information from his office collogue. He first time visiting the Titan Eye Plus
store before that he visited others contemporary non-branded store.
Alternative evaluation:
We have asked about how you evaluate spectacles?
Answer: whenever I purchase my spectacles I visit at least 3 to 4 store to find out my suitable
spectacles which will give me more functional benefit. But now I am looking for different ways
which my spectacles not only give the functional benefit but also give me the stylish. This time
price is not matter for me but it should not be very high end and looking for branded product.
Purchase Decision:
How you decided your purchase decision for the case of spectacles?
Answer: I have used some common colors like black, white grey and ash color but instead he
went to navy blue color and deep maroon color which were extremely sober color yet extremely
trendy. His buying behavior is much influenced by his needs ie myopia ( Short sighted ness and
Long sightedness )thus there was a need for having bifocalglasses orhaving two different glasses
one for myopia and other for long-sightedness which was too cumbersome to carry both the
glasses simultaneously with a fear of losing or forgetting anyone of the two. He has strong
opinion that the brand like Tatas won’t cheat their customers and he has been religiously using
Titan watches from times immemorial. Therefore the loyalty toward the brand was extremely
high, ie the loyalty towards the parent brand. He was seeing as the purchasing of spectacles as
low involvement activity until he decided to go for a branded and expensive Titan eye gears.
Post Purchase evaluation:
Do have any comments about post purchase?
Answer: I will using the expensive Titan eye gears first time. During my purchase the sales
representative showing good approach and hope post purchase service will be very effective.
Customer No-4
Demography:
Age 22
Gender Female
Resident DU

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City New Delhi
Education Graduate Student
Profession NA
Race & Ethnicity Haryanvi
Income Middle Class
Media Habits:
The most in daily life TV , Internet & News Paper
Most attention to
advertisement
TV & News Paper
Language of
advertisement
Comfortable
Haryanvi, Hindi & English
Culture:
The girl we inquired for project studied in Delhi University and was from Haryana State of India.
Therefore the culture was Asian, north Indian on broader perspective.
Sub-Culture:
We guessed that the girl belonged to Jaat section of the Haryanvi community inferred through
the dialect of Haryanvi she was using and the way she pronounced Hindi words. In the culture
from hailed the males are more dominating over the females and thus females have become
tough in their languageand actions. Hence it was quite intimidating for us to askquestion to her.
Her actions and the way she dressed up with bare minimum make up on her face showed that
she was one of the toughest girl.
Family:
The girl was living in paying guest apartment near DU campus. Back home she had a joint family
and her father were working for the Haryana State government and mother was a housewife.
She had a little brother who was nearing his matriculation exam. By the looks of her dressing we
deduced that she belonged to the middle class family.
Purpose of Visit:
Wanted to purchase spectacles.

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Reference Groups:
Much of her reference group were made up of her fellow colleague of the DU and were mostly
serious bunch of students who weren’t into the fashion as compared to other DelhiStudents. Her
other reference we presumed a possibilitywas her sports team members in badminton and table
tennis. Because mentioned she has been playing these sports for quite some time now.
Therefore the influence of the reference group predominant as the she was accompanied by her
colleague and both were involved in decision making about the spectacles.
Internal Influences
One the firstimpression basis sheappeared to be very tough girlto talk to. But later on it became
clear that it was the upbringing and the cultural influence of the land from where she belonged
that her speech had become such loud and intimidating. At first we thought it as a compensatory
mechanism because they might have not spoken to guys other than their batch mates and they
wanted to send some stay way signal to us. The purchase behavior showed that it was mostly
influenced by the need and little bit by the friends circle. She wasn’t willing to come to the store
but her friend dragged her to the store to check out new collections and try purchase a
fashionable frame for spectacles. She had no predilections towards the Titan brand and was into
buying of branded accessories except for her watch which was Titan gifted by her father on
passing HSC examination. For her buying of the glasses was a very low involvement activity and
mostly a waste of time, effort and boring. Therefore her intention was to choose the reasonable
frame which will be little stylish but will go with her persona and get the hell out of that
showroom. To us the girl pretty young doesn’t understand the sense of self and still trying to
figure what she really likes and haven’t much of the other side of the India ie the urban behavior,
language, culture and does and don’ts. Thus the internal influences are not much of the
importance here as the girl is pretty much indifferent towards what kind of glasses she wears.
Consumer decision process and buying behavior
Problem Recognition:
She was 22 year’s graduate student from Delhi University and she belong to Haryanvi family. She
told us past few days, she suffering from eye sight pain and she visited to eye specialist for eye
check. After investigation it was identified she has low vision and she need urgent basis
spectacles.
When eye specialist suggest for spectacle, then what was first thought in mind?

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Answer: She was discussing with eye specialist what kind of frame, glass will be most effective
for her and when & uses process description where it best available.
Information Search:
How you had search the information about spectacles?
She started search for the spectacles from internet & try to find out the price, colour, product
category, warranty and user review. She told us that she visited website of lens kart, Titan-Eye
Plus and others branded web site. The information search was internal stimuli. Then she
discussedwith her friends about the spectacles andshe askedwhere it will be most trusted brand
available. Her friend has been using the spectacles since last 5 years and he recommended her
visit to Titan Eye Plus which was external influence from her friend. The list of external influence
information has been given below.
External Influence:
Mother Her mother told her to visit nearest store where their relative purchase
the spectacles.
Brother He told go for online & order in lens kart where you will get different
kinds of branded spectacles in affordable price.
Father He suggested to buy the spectacles from he generally buy because
that store is available all kind of spectacles and trust
Boyfriend Her boyfriend suggested to visit nearest Titan Eye Plus store where she
can get branded and stylist spectacles.
Alternative evaluation:
We asked her how you would evaluate the all information which you had received from the
different source of information about the spectacles.
Answer: As I told you I am the first time user of spectacle for eye problem purpose though in my
family my father use spectacles but I was not interested how he purchased. When I coming to
my home from university I searched different branded website like lens-kart, Titan eye plus. But
lens kart is online purchase option available but I need real feeling of thing which I will purchase.
Then when I speak with my friend she told me go and visit Titan Eye Plus store and she also user
experience about the titan eye plus product. However, I visited my mother recommended shop
but I was not satisfy the product availability. I neglected my brother recommendation purchase
through online because it is not sunglass. It about health & safety of my eye, therefore before

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selecting the product I want check myself the demo. The other things was in my mind that the
spectacles will give my functional benefit as well as stylized. So, I come to the Titan Eye plus store
with the recommendation of my friends & boyfriend. Here I have seendifferent colors of branded
spectacles with affordable price range which I am looking for.
Purchase Decision:
How you decided your purchase decision for the case of spectacles?
Answer: First of all I am new user of spectacles and I am also a student and young lady. So I will
deficiently evaluate all alternative which will best fit to me. However, In Titan Eye Plus store I
have chosen 3 frame which one is metallic & other two non-metallic. The colour are Black, Red,
and Yellow all the brand belong to Titan only the range between Rs.3000-5000 which are most
attractive to me.
Do have any comment about post purchase evaluation?
Answer: No
Study Limitation
The study was conducted on Titan Eye Plus store at Malviya Nagar, New Delhi. Interview &
primary data collection was based on the store and customer only.
MarketImplication & response analysis
From the short study we had able to interview four customer only. The study may not be signify
the purchase trend of Titan Eye Plus store. After due analysis it has been founded that consumer
are more towards of product functional benefit. The new consumer are more attractive to the
brand of Titan Eye Plus. The customer believe that they will get number of Varity of functional &
stylish product from the store. The customer are not too much price sensitive. Though there are
online business going faster but in the case of prescription spectacles customer are more prone
towards visitthe store and buying from the store. No one interested to the spectacles or sunglass
from online market place. However, all the young customer visit the online market place for
information search and price comparison. The consumer buying influence towards internal &

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external mixed. The study also found that customer loyal to the brand and consumer new trend
towards branded product.
Suggestion
1. Marketer need more focused on functional benefit of the product.
2. The majority of customer are loyal to the TATA parent brand, so they need more focus on pre
& post purchase service. So, customer feel happy in terms of product functional benefit &
post purchase service.
3. Store need more sock of inventory of mid-range price with different types of colour.
4. Marketer can start sales promotional discount for sunglass & spectacles to attract the young
customer.
5. They need new strategy for loyal customer for increase the loyalty about the Titan Eye Plus.
6. Marketer need more attention towards brand awareness to the people.
Conclusion
The consumer perception towards buying of spectacle & sunglass act on different factors like
personal needs, information gathering, alternatives and price. The purchase decision factor not
only internal influenced but large of external factor influenced in customer mind like an
individual’s culture, subculture, household structure, and groups. The post purchase evaluation
factor help the marketer loyal customer of the particular brand. There are some people thought
that purchase of spectacles & sunglass low involvement product, but in reality it is high
involvement because for the case of spectacles its must meet the functional benefit of the
consumer basicneeds, safety,health then lastcome to the how look likethe person after wearing
it. The case of sunglass it first come how the person look like after wearing then come the price
and lastly functional benefit. The study found that consumer buying behavior of spectacles &
sunglass very volatile and it’s very tough to track the marketer because every customer have
own individual needs & wants which influenced by internal & external influence. However, study
founded that after certain level consumer want scale has increased by external influence than
internal influence. From the study we found that as Indian people increase the income level and
same time customer are more towards interested on branded & quality of the product. The
customer brand loyalty is more prone towards pre & post purchase service. It was also identified
that consumer are loyal until he/she does not best alternative option. From the small sample

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sized interview new consumer are more attractive to the brand of Titan Eye Plus. The customer
believe that they will get number of Varity of functional & stylish product from the store. The
customer are not too much price sensitive. Though there are online business going faster but in
the case of prescription spectacles customer are more prone towards visit the store and buying
from the store. Customer are not interested to buy the spectacles or sunglass fromonline market
place. However, customer used to visit information search and price comparison. The brand
advertisement focused all segment of the society but in reality they attract upper middle income
& higher class of the society. The another major important things found that the middle class
people brand knowledge about the Titan Eye Plus very less they come to the store on trust of
TATA brand. The marketer need more conscious about the brand building to common middle
class & as well as young crowed. To increase the customer base they need more inventory of
mid-range price with different variety of frame & colour. Marketer need to more focused on
customer loyalty rewards. Finally, it can be conclude that overall customer perception towards
Titan Eye Plus was very positive & loyal. The customer purchase decision not too much on price
sensitive and brand crate itself own perception to the high income society of people but not for
lower and ultra-middle class society of the people.
Reference
1. Hotel, M.U.L.E. 1. Factors that influence consumer behavior. [Online]. Available from:
http://www.hotelmule.com/forum/viewthread.php?tid=443 [Accessed 28 January
2016].
2. 1. Slide, S.H.A.R.E. 1. Factors that influence consumer behavior. [Online]. Available from:
Consumer behavior external factors [Accessed 28 January 2016].