A precise study of consumer behaviour in terms of purchase and usage of a product category by households based on secondary and primary data under four headings – Product Category, Brand Communication, Consumer level data and Managerial implications. Analysis includes:Brand Communications, Newspaper/Magazine Advertisement, Television Advertisement

1. CONSUMER BEHAVIOUR
PROJECT PRESENTATION - SUV
PRESENTED BY: VIPUL GUPTA

2. ITEM ATTRIBUTES REFERENCE
Need  Car for joint family - space
 Tough car for driving on poorly built roads /
terrain areas
 Luxury
 Safety
 High leg space for driver
 Higher clearance above the ground
 Increased headroom for driver
Train, K. E., & Winston, C.
(2007).
Puri, A., & Varaiya, P. (1995,
June)
Takubo, N., & Mizuno, K. (2000)
Usage  The sheer thrill and passion of driving an SUV
 Excellent Mileage
 Higher towing capacity
 Carry Pets
 Higher cargo capacity
Wellings, T., Williams, M. A., &
Pitts, M. (2008)
Choo, S., & Mokhtarian, P. L.
(2004).
Benefits  Functionality, space and comfort
 Imagery but at affordable prices
 fuel efficiency
 Undisturbed by floods / heavy snowfall
 High capacity cooling system
 Lesser damage – in event of accident
 Seating versatility
Sravan, D., Sampathrushi, K.,
Sarakamu, V. K., & Rao, P. H.
(2015)
Raj, M. P. M., Sasikumar, J., &
Sriram, S. (2013).
Motivation  More Horsepower
 young people get bored very quickly – Variety
seeking
 Make a difference
 Size matters- big size stands for status
Rivara, F. P., Rivara, M. B., &
Bartol, K. (1998)
Choo, S., & Mokhtarian, P. L.
(2004).
PRODUCT CATEGORY DESCRIPTION : SECONDARY
RESEARCH

3. NEWSPAPER ADS – RENAULT DUSTER
ELEMENTS OF ATTENTION &
INTERPRETATION
COGNITIVE & AFFECTIVE
COMPONENTS
ELEMENTS OF ATTENTION &
INTERPRETATION
COGNITIVE & AFFECTIVE
COMPONENTS
ATTENTION
Color – Metallic brown on a light background. The
contrasting combination is attractive
Intensity – The brand is less visible while the product is
occupying majority of the space
Format – The word MEDIA NAV is written twice which is
redundant because the font below “Intelligent” is not
visible
INTERPRETATION
The brand has repeated the “Big, Beautiful, and
Efficient” communication from its previous ad because
it could highlight the word “Intelligent” when users
look through what is different in the ad. The word
“Intelligent” when read for the first time on top of the
ad, the users are free to interpret on the capabilities of
the car.
COGNITIVE
MEDIA NAV is completely a cognitive benefit that
educates user on the multiple features the car
offers through simple touch mechanism
AFFECTIVE
The adjectives “Big, Beautiful, Efficient and
Intelligent” personify the car to be a mixture of
characters. A user will find himself/herself
intelligent (say) when he drives the car
ATTENTION
Color/Background – The car placed in a
mountainous and rugged area combined with the
metallic green color of the car attracts readers
Position – While most cars are positioned in a
smooth floor level, Duster’s front wheels are
elevated representing its use in rugged
environment where smooth roads are not available.
INTERPRETATION
The word “Adventure” combined with the green
color of the car (different from the launch color
which is brown) leaves the readers to interpret the
unique features of this car. It is done to convey the
message that the car is suitable to drive in Amazon
forests.
COGNITIVE
The ad highlights a number of functional benefits
through the small boxes at the bottom of the ad. A
reader gets a detailed view of the benefits mentioned.
AFFECTIVE
The word “Unstoppable” makes the user feel fearless
and full of rigor to achieve one’s goal. The messages
and the positioning of the car try to portray that the
car is for the explorers who would like to try new
challenges often and consider them an adventure.

4. NEWSPAPER ADS – FORD ECOSPORT
ELEMENTS OF ATTENTION &
INTERPRETATION
COGNITIVE & AFFECTIVE
COMPONENTS
ELEMENTS OF ATTENTION &
INTERPRETATION
COGNITIVE & AFFECTIVE
COMPONENTS
ATTENTION
Format – The message written on the ad about wife is
an immediate attraction to all male cricket enthusiasts.
Attractive Visuals – The placing of stump and ball right
above the car and next to the message captures
attention as there is least connection between car and
cricket
INTERPRETATION
The orange colored message along with the orange
color of the car is a factor left for interpretation.
Readers will try to connect the message “Talk to your
Ford Ecosport” with the car itself and try to guess the
additional feature it is offering during the cricket
season.
COGNITIVE
There are no cognitive messages in the ad except
for the car itself.
AFFECTIVE
The ad captures the emotions of the male cricket
enthusiasts by using the word “fed up”. Cricket
fans who would like to discuss various
happenings would enjoy driving the car as it
assures a virtual companion. The user will have a
friend (car in this case) to share his thoughts.
The ad however predominantly targets men.
ATTENTION
Color – While most ads are on a light background
with a dark colored car, this ad is slightly different
with dark shades of background and car color. This
is because the ad tries to divert all the attention to
the message “ Most Awarded”
Format – The change of font for “Yet Again” is
important because it tries to convey that the car
has been consistently performing above par.
Attractive Visuals – The ad is simple with a bright
colored car to capture attention
INTERPRETATION
There is less scope for interpretation in this ad
because the message is direct and the users
believe that the car has been doing well over a long
COGNITIVE
There are no cognitive messages in the ad except for
the car itself.
AFFECTIVE
The message directly drives home the point that the
users who already own a Ford are intelligent and that
they have made the right choice while those who are
yet to buy a car start believing or trusting the
capability of the brand and the car portrayed in the
ad.

5. MAGAZINE ADS – RENAULT DUSTER
ELEMENTS OF ATTENTION &
INTERPRETATION
COGNITIVE & AFFECTIVE
COMPONENTS
ELEMENTS OF ATTENTION &
INTERPRETATION
COGNITIVE & AFFECTIVE
COMPONENTS
ATTENTION
• High quality photo make for a great visual impact
• SUV’s full focus with vibrant color but rest of the
background isn’t
• These size of the car covers most of the ad
• The logo of Renault helps generate brand familiarity
• Main portion of the ad is clutter free with well placed
text
• Highlight text colour is same the SUV’s
INTERPRETATION
• The tagline helps people understand that success
association
• The SUV’s photo is clicked while in motion on a
clean road which is a cue for its speed, quality and
elegance
• Highlighting multimedia features focuses on
psychological traits of tech savvy people
COGNITIVE
Mention of offers, additional benefits, features of
the SUV, certifications etc are cognitive elements
of the ad
AFFECTIVE
“Expect more, get more” line emphasis the
expectations and feelings a customer has with an
SUV.
“Navigate the road to success” appeals to the
high achievers
ATTENTION
• Brand new car being driven on a rough terrain showing its
ruggedness & handling
• Muted colour of the car to appeal to general public
• Inset photos of various features to highlight them
• The logo of Renault helps generate brand familiarity
• Coloured text to highlight important features
• Clutter free ad with focus only on main features
INTERPRETATION
• Highlight is on differentiating factors for
customers who like a vehicle which stands out
• Mention of offer to make potential consumers to
want to buy it is early & show attractability
COGNITIVE
The ad mentions eco features, mileage, unique
features etc. which are the various cognitive
components which convey important functions of the
SUV
AFFECTIVE
“SUV of the year” award line shows consumers trust in
the brand and appeals to those who like best of the
lot

6. MAGAZINE ADS – FORD ECOSPORT
ELEMENTS OF ATTENTION &
INTERPRETATION
COGNITIVE & AFFECTIVE
COMPONENTS
ELEMENTS OF ATTENTION &
INTERPRETATION
COGNITIVE & AFFECTIVE
COMPONENTS
ATTENTION
• The factor that captures maximum attention is the
colorful background of graffiti of the poster
• The contrast color of the car is also another chief
criteria that captures attention
INTERPRETATION
• The digital screen with the message about Bluetooth
indicates the advanced features incorporated in the
car
• The colorful graffiti on the compound wall may
cause the readers to think about the reason behind
it.
COGNITIVE
The side messages on SYNC, ground clearance,
water wading capability are concrete functional
benefits of the car.
As the font size is small and the positioning of
the message is subtle, a typical reader may miss
out on the details
AFFECTIVE
The placing of the car near a pavement outside a
huge apartment in the city, drives home the
point that the car is suitable to use and park in
city even though the car is a cross over SUV
ATTENTION
• Open car door draw attention like it is opening
of wings
• The high contrasting foreground with
background makes the SUV stand out
• The ad only has the vehicle and the brand name
INTERPRETATION
• Mention of “all-new” gives the impression that
this is a better version of earlier model
• SUV is parked with the washing machine inside
which signifies you can carry big items anywhere
with ease
• The dimension drawn helps consumers
understand just how spacious this SUV is
COGNITIVE
The dimensions drawn helps consumers understand
the space offered by it
AFFECTIVE
There are no affective elements

7. TV Advertisement ROUTE OF PERSUASION COMPONENTS OF
COMMUNICATION
TYPE OF REINFORCEMENTS
https://www.youtube.com/wa
tch?v=ZiOnQR6PmV0
Central: The car is shown to
clear all obstacles with its
features of 200 mm ground
clearance
Cognitive: The features of the car
are highlighted. The main focus is
on 200mm ground clearance
which will clear all obstacles
Positive Reinforcement: “Get busy
living” is being promoted by the
advertisement. The advertisement
shows people enjoying driving the
car irrespective of the obstacles
of the road.
https://www.youtube.com/wa
tch?v=sKphjmGrvCk
Central: There is a persuasion
that the car can easily travel on a
surface that is not flat and is
hilly. The TVC talks about the
features of car throughout
Cognitive: “Hill launch assist”,
Smooth movement against the
gravity, 3 second break hold,
smooth driving no matter which
side the car is facing. These are
some of the features the TVC is
focusing.
Mild positive reinforcement: The
TVC talks about the good features
of the car and how one can
benefit from it while driving on a
hilly terrain
TV Advertisement ROUTE OF PERSUASION COMPONENTS OF COMMUNICATION TYPE OF REINFORCEMENTS
https://www.youtube.co
m/watch?v=nY42P1Bj_b
0
Central: The TVC talks directly about
the car and its various features are
listed
Cognitive: The various features of the
car are highlighted like powerful engine,
fuel efficiency, “Big, Beautiful and
Efficient SUV”
Positive Reinforcement: The TVC
says that the car gives the power
you need, the space you deserve. It
also says in the end that expect
more, get more offer from Renault
https://www.youtube.co
m/watch?v=3fU5O4lHad
s
Peripheral: “The Unstoppable Indian”
is the main focus of the TVC which
shows John Abraham in Madras café
and his brave activities. The car is
introduced in the end
Affective: The qualities of an
unstoppable Indian are highlighted “The
Unstoppable Indian is all about
strength, the one that boasts about its
nation , he deserves the power he needs
because he is loaded with
determination”
Positive Reinforcement: The car is
for an unstoppable Indian who is full
of strength, determination, etc
https://www.youtube.co
m/watch?v=i4c2SKSaiGY
Central: The TVC talks that there are
many phases of India when you see it
through Renault Duster and the car
is designed for such unstoppable
Affective and little Cognitive: The car
shows the unstoppable India which is
progressive. The advertisement also
highlights “Big, Beautiful and Efficient
Mild Positive Reinforcement: The car
is made for the unstoppable India
which is unrestraint, unflappable
FORD
ECOSPORT
RENAULT
DUSTER
TV ADVERTISEMENTS

8. CONSUMER SECTION A2 A3
PURCHASED SINCE Sep 2012 (3 years) Dec 2013 (2 years)
CONSUMER BACKGROUND
Male, Manager at Big Bazaar; five
person family; parents live together
Business man; owner of a bakery in
Calicut city; four member family
RENAULT DUSTER FORD ECOSPORT
CONSUMER LEVEL DATA
IDENTIFICATION OF NEED
 The respondent travels
frequently within the city.
Hence he requires a car that is
easy to drive in Kozhikode
considering the road conditions
and climate
 The consumer and his family
likes to travel and go on family
trips quite often. Hence, the car
should support long travels in
all aspects.
 The consumer wanted to
upgrade from hatchback (Ford
Figo)
 The user did not want to buy a
Sedan because he wanted a car
with a good ground clearance
 The consumer wanted good
visibility when he is on the road
 The user also required a cheap
running cost
INFORMATION RESEARCH
The consumer relied on print as well as
TV advertisements to know about the
features of the car.
He did his research to find,
Price – to ensure that it is within his
budget
Size – to ensure that it is comfortable
for 5 people to travel
Ground Clearance – the user wanted
higher clearance
The user witnessed the car for the very
first time in a mall in Kochi and was
attracted to it.
The consumer did his research to find,
Price – to ensure that it is within his
budget
Engine Options – the user wanted to buy
a diesel engine. However, the petrol
engine of eco-sport was considered to
be the International Engine of 2013 and

9. EVALUATION OF ALTERNATIVES
The consumer’s family consisted of five
members and hence he did not want to buy a
hatchback. The alternatives he evaluated for SUV
were Scorpio, XUV, Tata Safari and Duster.
He narrowed it down to Renault Duster because
the other options were big and heavy SUVs that
would not suit Kozhikode. Renault Duster is a
pseudo SUV which is relatively easy to drive in
the city as well as less expensive compared to
other options
The consumer had three cars to choose from –
Renault Duster, i20 and Ford ecosport.
He did not go for Duster because it was
expensive by 2 lakhs and the user did not like
the ergonomics of the car. He eliminated i20
because the ground clearance was low and the
steering was light.
Since the consumer already owned a Ford car, he
considered the brand reliable.
PURCHASE PROCESS
The car was purchased on finance from a dealer
“Renault Calicut” in Mavoor Road, opposite
Focus Mall.
The booking was done in August, 2012 and the
car was supposed to be delivered in the first
week of September, 2012. However the car was
delivered in the last week of September, 2012.
As there are no other dealers in Kozhikode for
Renault, the dealer had a monopoly and the
sales personnel were snobbish. The user did not
have a very pleasant experience at the store.
The outlook of the store was considered to be
below par by the user as the store had less
space and was not well maintained (compared to
Hyundai and Skoda)
The car was purchased on finance from Muthoot
Ford at Kannur Road.
The consumer had a very good experience at the
store as he was a repeat consumer. However,
the delivery time was not promised. The
booking was made in August, 2013 and the
promised delivery was in October, 2013. The
actual delivery happened in December, 2013.
The sales personnel were very transparent about
the delivery time and offered many color
options.
According to the user, the store is spacious. On
the day of delivery, a ribbon was tied to the car
and a family picture was taken which was later
framed and presented to the consumer.
POST PURCHASE EVALUATION
The user is satisfied to a certain extent as he
considers the car served his principle purpose.
However, the vehicle developed rattles within 6
months and the user found the service cost
much greater than he expected. Affective
Performance – High
Instrumental Performance – High
Symbolic Performance – Low
The user is slightly dissatisfied about the car
being overpriced. After using the car, he
realized that the quality was similar to that of
The user did not face any problems with the
vehicle and considers it to be good enough. The
post purchase service is also prompt if the
appointments are booked in advance.
Affective Performance – High
Instrumental Performance – High
Symbolic Performance – High
The user feels that the car could be slightly
lower in price.

10. Renault
Duster
Peripheral
route
Affective
Component
Ford
Ecosport
Central
route
Cognitive
routePositive
Reinforcement
MANAGERIAL IMPLICATIONS
Parameters
Price
Favorable Unfavorable
Ergonomics
Purchase
experience
Post purchase
evaluation
GAP ANALYSIS INSIGHTS
Ego Needs Mass Needs
Single, young earning youth more
influenced by internal factors

11. Influences Parameters Ratings
External Influence
Culture –
Subculture
Demographics
Social Status
Reference Groups
Marketing
activities
Internal Influence
Perception
Learning
Memory
Personality
Emotions
Attitudes
External Influence
•Culture
•Other-Oriented values: Least
•Environment-Oriented
values: Medium
•Self-Oriented values: High
•Gen Y is the main target
•Renault Duster advertisement:
Play on Ego needs of
consumer
•Group Influence: High
Internal Influence
•Selectively get exposed
•Zapping occurs frequently
•Cognitive and Affective
components used
•Renault Duster focused upon
independent self-concept

12. THANK YOU!