The document summarizes the buyer's decision-making process when purchasing a refrigerator. It involves 5 stages: need recognition due to increased family size or income, information search through internal research and external sources like friends and ads, evaluation of alternatives by online comparisons or visiting multiple stores, evaluation of key criteria like price, power consumption and brand loyalty, and finally the purchase decision between purchasing immediately or continuing to search. Higher income groups prioritize design and technology over just fulfilling basic needs. Brand loyalty and aesthetic factors also influence the decision.

1. BUYER’S DECISION
MAKING ON PURCHASE
OF A REFRIGERATOR
By Group 4

2. Need Recognition
 Storing
 Dairy Products
 Leafy Vegetables
 Egg, fish, meat etc
 Increase Capacity
 Increase in family members
 Increase in Salary

3. Information Search
6
2
Sales
Internal Research
External Research

4. Information Search
 Internal
 External : Relatives Reference,
Friends reference, Advertisement
• Known brand
• Evoked Set : LG, Samsung, Godrej
• Known but not recalled: Electrolux,
Whirlpool, Panasonic, Hitachi
• Unknown
• Bluestar, Bosch, Sharp

5. Evaluation of Alternatives
 Online comparison
 Hopping shop to shop

6. Evaluation of Alternatives
0 5 10 15
Product bought
Still Searching
More than one
Single store

7. Evaluation of Product
 Budget
 Power Consumption
 Brand Loyalty
 Availability of Design and Colours
0 1 2 3 4
Primary Criteria
Power
Consumption
Design
Brand Loyalty

8. Purchase Decision
Customers
Purchased
Not yet Purchased

9. Conclusion
 Not much Extended DMP
 Not much difference but some level of thinking
 Income group(below 10000)
 To fullfill main need
 Average or lower capacity fridge
 Higher Income Group(50000 above)
 looks more technology
 Design
 Larger Capacity
 Thumb rule(Used by brand loyal customer)
 Technology, colour & appearance triggers the
consumer’s mind set

10. Thank
You