FPS did this study on behalf of Philips headphones as to what influences a consumer to buy a pair of headphones and how varied this consumer segment is.

1. Philips-Getting to know the consumers!

2. Philips-Headphones

3. Who are we talking to?
Music lovers-Both male & female(18-24 years)
Section A & B from Urban areas

4. Let’s get to know them better

5. Music lovers and their segments

6. Music lovers can be categorized into the following segments:
Source: http://www.afaqs.com/news/story/41371_Presentation:-Decoding-
the-Indian-Music-Consumer

7. •INDIFFERENTS: They are the biggest group of music lovers. Music
doesn’t play a significant role.They tend not to be up-to-date on the
latest artists, prefering to listen to the music that they grew up with.
•CASUALS: Music plays an important functional role.They use music
as a background to driving, working out, studying, socializing,etc.
•ENTHUSIASTS: They are keen to discover new music, but rarely
venture too far off the beaten path to find it.They usually have a
diverse range of interests and like to be plugged into several passion
fields at once, rather than wholly committed to just music.
•FANATICS: Everything in the Fanatic’s life seems to be tied up with a
deep seated passion for music.They tend to be the heaviest
consumers of music and spend more time and money in comparison
to the Enthusiasts.

8. Determining factors before buying a headphone

9. Purchase influencers
•Price
•Sound quality
•Headphone type
•Wearing comfort
•Brand
Source: http://business.mapsofindia.com/top-brands-india/headphones.html

10. Buying motives
When a customer wants to acquire headphone, rational and emotional motives
often overlap

11. Rational buying motives
•Economy of purchase
•Economy of use
•Efficient profits
•Durability
•Accurate performance
•Time-saving
•Simple construction
•Ease of repair and installation
•Low maintenance
Source: http://brandsaudit.wordpress.com/consumer-insight/#

12. Emotional buying motives
•Pride of appearance
•Pride of ownership
•Desire for recognition
•Desire to imitate
•Desire for variety
•Safety
•Fear
•Desire to be unique
Source: http://brandsaudit.wordpress.com/consumer-insight/#

13. Why do we use headphones?

14. Headphones are a must have while travelling

15. People fall back on headphones when in stress

16. People have become fitness freaksHeadphones and workout goes hand in hand

17. Key learning
•The headphone industry is booming at a very fast rate
•Competition between brands going fiercer and fiercer leading to
more product launches and innovations
•Currently ,consumers are opting for slimmed down and trendy
headphones with high resolution music
•The frequency of purchase is infrequent
•The technical complexity of headphones can be high, especially for
first time buyers or people who are not use to using high-tech items

18. What do we want to achieve?
Increment in sales & improving the brand image
Who are we talking to?
Music lovers-Both male & female(18-24 years)
Section A & B from Urban areas
Who do we want them to do?
To explore the range of Philips
headphones
Where shall we talk to them?
On relevant social and digital platforms
and through on ground activations
What can we offer them as reward?
Extraordinary auditory experience

19. Headphone-a lifestyle product

20. The Insight
•Headphones have gradually become a lifestyle product
•Sustainability is a key factor
•Consumers nowadays are opting for portable headphones which can be
easily carried while travelling
•Consumers nowadays prefer buying headphones online as they get a variety
of range and can easily compare among them

21. Mandatory(ies):
•Sound quality cannot be overlooked
•Comfort & packaging is also a determining factor