CB Project Final Report

7/30/2019 CB Project Final Report

1/46

Consumer Behavior Project Report

IMT Ghaziabad

Under The Guidance OfDr. Somnath Chakrabarti

Submitted By:-

Pankaj Singh

Pranav Bajaj

11DM-099

11DM-103

Rahul Kumar 11DM-118

Shikhar Mishra 11DM-148

Piyush Grover 11FN-128Prashant Bagaria 11FN-076

Prithvi Chandra 11IT-023


2/46

Table of Contents

Table of Contents .................................................................................................................................... 2

Acknowledgement .................................................................................................................................. 3

Topic ....................................................................................................................................................... 4

Objective ................................................................................................................................................. 4

Executive Summary ................................................................................................................................ 5

Methodology ........................................................................................................................................... 6

Data Collection and Analysis .................................................................................................................. 6

Data Analysis .......................................................................................................................................... 7

Category 1: FMCG: Washing Powder ................................................................................................ 7

Category 2: Consumer Durable: Mixer ............................................................................................. 10

Category 3: Service: Beauty Parlor ................................................................................................... 14

Conclusion(s) and Recommendation(s) ................................................................................................ 16

Appendices ............................................................................................................................................ 17

Category 1: FMCG: Washing Powder .............................................................................................. 17

Category 2: Service: Beauty Parlor ................................................................................................... 27

Category 3: Consumer Durable: Mixer ............................................................................................. 37

References ............................................................................................................................................. 46


3/46

Acknowledgement

We would take this opportunity to sincerely thank Dr. Somnath Chakrabarti for taking time

off his busy schedule and mentoring, supporting and guiding us during this academic project.The project has provided us the understanding about consumer buying process and consumer

behavior analysis and other useful consumer insights which would be useful for our careers

ahead.


4/46

Topic

Consumer Behavior analysis of Indian housewives for two products

and one service category

Objective

To study and analyze the different aspects of consumer buying

behavior and decision-making process of Indian housewives across

different categories of product(s)/service(s) and presentrecommendations henceforth if any.


5/46

Executive Summary

Our objective is to analyze the consumer behavior of Indian housewives for 3 categories- consumer

durable, FMCG and a service. More specifically aim is to interpret the decision making process for

each of these categories. Products, for the study, under each category are mixer for consumer durable,washing powder for FMCG and beauty parlor for service.

Indian housewives are a major decision maker for FMCG and consumer durable and therefore their

consumer behavior is important for any marketer. A typical Indian housewife may have lots of

alternatives to choose from but what actually leads to that alternative is the matter study. For specific

product like washing powder housewife may have lots of options and the approach to the final

decision may be different from the one towards a mixer which is a high involvement product. For

service category the decision can be more complex as the attributes used to select a particular beauty

parlor may be different from the ones used in choosing the product.

For the study, a different set of five housewives are considered for each of the above mentioned

category, sampling for which is done on a convenience sampling method. To get deeper insights, one-

to-one in-depth interviews are conducted and the responses recorded which are later analyzed to come

to specific decision rules or insights regarding the consumer decision making process. Further the

results are matched alongside specific models like Buyer Black Box.

Based on data analysis, category specific findings are presented. For consumer durables category

(mixer), motivation levels are guided by direct experience with the product as these are high

involvement products. Also, age and education levels about the products play a defining role. Where

as in the FMCG category, where the involvement levels are considerably lower, reference groups play

a major roles, with personal needs and attitudes following it. Also, lexicographic decision rule applies.

But when it comes to services, due to the perishable and intangible nature, different results were

observed. Decision rules are majorly non-compensatory i.e. disjunctive or conjunctive and externalfactors like attractiveness and hygiene are major influences.


6/46

Methodology

In order to identify specific insights; get answers to questions of why and how when it comes to the

consumer buying decisions, exploratory research was chosen as the research design. Out of the

possible techniques available, in-depth interviews were chosen as a part of the undisguisedmechanism to get deeper understanding of consumers minds. As a part of the study, three differentsets of consumers, i.e. housewives, were interviewed on a one-to-one basis, each set for a different

category of products, i.e. Consumer Durables (Mixer), FMCG (Washing Power) and service

categories (Beauty Parlor).

Sampling: As for the 3 categories, 3 different samples of consumers (housewives) were chosen in the

neighboring localities. Initially, the basis of sampling was chosen as probabilistic random sampling

but as the conversion of responses was less than desired, the technique was changed to non-

probabilistic convenience sampling.

Category-Location Distribution for the survey:

Category LocationMixer Kavi Nagar, Ghaziabad

Washing Power South Delhi

Beauty Parlor South Delhi

Data Collection and Analysis

As already mentioned, one-to-one in-depth interviews were conducted with three different samples.

The basis for the interview was to get insights with regard to the Buyer Black Box, the consumer

buying decision process. And hence, the questionnaire for each category was divided into 4 parts,

understanding different parts of consumer behavior i.e. pre-purchase, purchase, post-purchase and

disposal, with questioning identifying different concepts related to consumer behavior analysis like

needs, motivation, perception, decision rules, etc.


7/46

Data Analysis

Category 1: FMCG: Washing Powder

Decision Rule usedThe 2 types of decision rule are compensatory and non-compensatory. And of the 3 non compensatory

conjunctive, disjunctive and lexicographic the decision rule used here is lexicographic rule as thehousewives said that cleaning power of the detergent is the first criteria and whichever detergent

satisfies that rule is selected. Second criterion is damaging of clothes but the selection is done on the

basis of first criteria only and therefore lexicographic rule is applied. For one housewife the criteria

was whitening and therefore Tide was selected over Surf excel.

Consumer decision making modelExternal Influences

Consumer Decision Making

Firms Marketing Effort

Product- Surf Excel, Tide, Ariel,

Wheel, Rin

Promotion- Print and Electronics

Advertisements

Price- Varies across categories

Channels of Distribution- Consumers

purchase through kirana shops or

organized retail stores e.g. Reliance

fresh

Socio-cultural Environment

Family- For a housewife the role of

mother-in-law and husband was found to

be influential

Informal Sources- Friends, colleagues

and housing society members were

identified as informal sources

Other non-commercial sources

Social Class

Subculture and culture


8/46

Psychological Field

Motivation- Prestige

Perception- Cleaner clothes means

more confidence

Learning- Learning in this case has

been through direct experience and

social experience

Personality-

Attitudes- Attitude towards the

product category has been favourable

and towards specific brands also.

Need Recognition- Here the

problem for the consumer

was dirty clothes and

therefore the need has arisen.

Here the need is of actual

state type because as the

consumers do not try new

products

Pre-purchase Evaluation-

Pre-purchase evaluation in

this case is majorly based on

past experiences as the past

performance of the brad

influences future use

Evaluation of Alternatives-

Here the evoked set

consisted Surf Excel, Rin,

Tide and Aerial while wheel

and Fena being low end

brands belonged to inept set


9/46

Purchase

1. Trial- Trial of newproducts is rare because

consumers have

established preferences

2. Repeat Purchase-Frequency of repeat

purchase is very high

Post-purchase Evaluation- Overall

evaluation for surf excel was found

to be positive while for Tide which

was used by one of the respondents

was not very positive but repeat

purchase was done because it

outperformed surf excel in terms of

whiteness


10/46

Category 2: Consumer Durable: MixerSocio Demographic profile of the consumers: All the respondents belong to the upper middle class

strata of the society having a yearly income at least 12 lakh per annum. Although some of the

respondents were house wives their family consolidated income was considerably high.

Demographics of the consumers: All the respondents were married either working or housewives inthe age range of 25-60+

Pre purchase behavior of the consumers

Motive: The motives of buying are different for different consumers. For working women the motive

of buying a mixer is reduction in cooking time, for housewives it for cooking tasty and fresh food for

the family. However the motive for newlywed women the motive of buying the mixer was to conform

to the wishes of the mother-in-law who was setting up the household for her son.

Most of the respondents were using the brand Bajaj for mixers. However every consumer had the

same set of brands in the consideration set namely Bajaj, Philips and Maharaja. Here an interestinginsight can be seen. Most of the consumers who were interviewed had done the purchase individually

and a consideration set in mind while buying the mixer. Whereas there was one consumer who had

only given the requirement to her husband and his husband had done the final purchase had no

consideration in her mind.

The list of attributes that the consumer evaluates while going for a brand is widely varied. For e.g.:

For respondents who had earlier brands of mixers were highly driven by their previousexperience.

For most respondents the perceived quality of the product was the second most attributewhile going for a particular brand of mixer.

However the other attributes like price and brand image was inter changeably the thirdand fourth most important attribute

In general warranty was the least attribute as it was same from consumers toconsumers.

The reference group of the consumers depends on the occupation, education and degree of

socialization. For e.g. consumers who were working referred to wide range of sources before zeroing

on their preferred brand. People in the range of 25-40 and are highly educated referred to internet

websites for information collection. Whereas consumers in the range of 50-60 weighted heavily on

their peer group, television and newspaper for pre-purchasesearch.

Most of consumers did not buy mixers on any occasion. However mixers are heavily required during

family functions which involves eating at home of the host specifically the hostess prepares the food

with her own hand.

Consumer Behavior during purchase

The consumers generally bought mixers from various locations. The point of purchase heavily

depends on a set of factors for e.g.:

1. Age2. Level of education


11/46

For e.g. in the age group of 25-40 the consumers went to multi brand retail stores and generally went

with the whole family for buying the consumer durable, whereas in the age group of 40+ consumers

generally preferred single brand store.

For consumers who are high on education level generally go through the internet compare the various

brands go to a multi brand retail shop to further evaluate the various brands before zeroing on the finalone. Where as consumers whose education level were not as high preferred a single brand retail shop

as they try to minimize the cognitive dissonance as much as possible and adopt a defensive

attribution type of attitude while zeroing on the brand.

Consumers who are working generally go out long with their entire family to buy the brand (as it is

also an opportunity to spend time with family). House wives generally give their requirements to their

husbands who do the final purchase. In cases where husband does the final purchase the consumer

buying process of the consumer is extremely important to understand.

The decision rule employed by the consumer in the universally the Lexicographic rule. Every

consumer has a separate ranking order of attributes for buying a particular brand of mixer. It evaluatesall the brands in the consideration set based on this rank order of the attributes. Generally Bajaj is

highest on all the major attributes that the consumers considers while buying a particular brand.

Post purchase behavior of the consumers

All the consumers interviewed were very satisfied with their existing mixers and were ready to

recommend the brand to others. All the Consumers considered Mixer as an integral part of their

kitchen. One of the respondents replied that she cannot sleep without the churning sound of the

mixer

Some very interesting insights came into light in response to the improvements that are sought by the

consumers on the current products.

One of the respondents was very fond of listening to the FM while working in the kitchen.She preferred a FM attached to the mixer so that she can constantly listen uninterruptedly to

songs

Most of the consumers wanted everything under one roof. A single attachment that would actas juicer, mixer and grinder and occupy as small a place in kitchen as possible.

Disposal

Most of the consumers would dispose the product as an unused article in the attic. These consumers

did not evaluate these options while purchasing.


12/46

Consumer decision making model

External Influences

Firms Marketing Effort

Product- Bajaj, Maharaja, Philips

Promotion-Newspaper, Print media,

internet

Price- Varies across categories

Channels of Distribution- Single band

retail, Multi brand retail, retail outlets

in electric market (where there is a

congregation of electric

shops),internet(sites like e bay)

Socio-cultural Environment

Family- For a housewife the role of

mother-in-law and husband was found to

be influential

Informal Sources- Friends and housing

society members were identified as

informal sources

Other non-commercial sources

Social Class

Subculture and culture


13/46

Consumer Decision Making

Psychological Field

Motivation- Quality cooking in a

reduced time

Perception-

Learning- Learning in this case has

been through direct experience and

social experience

Personality-

Attitudes- Attitude towards the

product category has been favorable

and towards specific brands also.

Need Recognition- Here

the need for the consumers

are different. For consumers

of age group greater than 60

the need is to provide fresh

and tasty food for the

family.

Pre-purchase Evaluation-

Pre-purchase evaluation in

this case is majorly based on

past experiences as the past

performance of the brad

influences future use

Evaluation of Alternatives-

Here the evoked set

consisted of Bajaj, Maharaja,

Philips set


14/46

Category 3: Service: Beauty Parlor

Decision Rule used:-

The particular service analyzed was Beauty Parlor for housewives to ascertain their criteria forchoosing a particular beauty parlor over others in terms of evaluative parameters.

Since, we have two types of major decision rules: Compensatory and Non-compensatory decision

rule, Non-compensatory being further divided into three categories: Conjunctive rule, Disjunctive rule

and Lexicographic rule.The responses given by consumers of this service clearly pointed out that the consumer used Non-

compensatory decision rule while selecting a particular beauty parlor for service as a particular

attribute cannot be compensated by the other in choosing this service.

That is, an attribute like hygiene cannot be compensated for Good service quality because all the

factors must be favorable for selection of this kind of a service by the consumers.

By the responses obtained, it has been concluded that consumers of parlor service use Conjunctive

decision rule while choosing the best parlor. That is, the consumers establish a separate, minimally

acceptable level as a cut off point for each attribute in their minds and only if all the attributes are

above this minimally acceptable level, then only the service is selected otherwise the parlor is

eliminated for service and future consideration.

After arriving at this decision or short listing the parlors, the consumers can apply another decision

rule like proximity to home as the final refined criteria to arrive at a final choice.

Consumer decision making

An important factor that came to light while interviewing the respondents was their Personality andLifestyle as a major choice determining factor and hence the eventual decision of choosing aparticular parlor over the others.

PersonalityThe following factor of Personality affecting consumer purchase and usage identified are as

mentioned in the analysis below:-

Ideal self image: - It was identified from the in-depth interview that respondents hada particular picture about how they want to see themselves. This being a beauty

related service; this factor is a major influence in choosing such a service. The major

factors identified by respondents for an ideal self-image include

o Good lookso Confidenceo Internal satisfactiono External praise

The respondents wanted to be praised externally by other people after availing

services from their regular beauty parlour. Another factor was the internal satisfaction

or the feel good factor. That is, after availing parlour services from their regular

parlour, the respondents felt satisfied internally and felt good/satisfied and hence, the

service created feeling of contentment with the respondents.

The respondents felt that their actual self image has improved and they desired good

looks as the final outcome of the parlour service.


15/46

Consumer Perception

In relation to services, consumers rely on surrogate cues i.e. (external cues) to

evaluate service quality. Hence, the same was visible in the interviews conducted for

beauty parlour service .That is, the users were majorly influenced by the following

identified external factors:-o Hygieneo Proximity from home.o Behaviour of service staff.o Availability and accessibility of foreign products.o Additional services like spa and massage.o Space occupied/available at the parlour.

The expectations from parlor service varied widely among different consumers of the same

service as it largely depended on the following factors:-

o Recommendations.o Past experiences.o Word of mouth.o Service staff.o Alternatives available.

As can be seen from the responses, all the respondents perceived the services obtained from

their regular parlors as exceeding expectations due to variety of different factors hence it

shows that if the service exceeds expectations of the consumer, it is perceived as that of high

quality.

It can be established that beauty parlor as a service is a high involvement service. For high

involvement services, consumer patronage decisions may be affected by consumers'

emotional states experienced during the service delivery process. This is exactly what waswitnessed during the in-depth interviews of respondents since the users perception of

excellent service stemmed from their experiences and this is the point which led to repeat

patronage or continuance of availing service at that particular parlor itself.


16/46

Conclusion(s) and Recommendation(s)

Although it may be not the right approach to give recommendations on the basis of such small sample

but on the basis of our study we can conclude and recommend a few major findings.

For the washing power category it was found that prestige is a major source ofmotivation and so the advertising can emphasize more on prestige.

On analyzing the responses given by the sample regarding beauty parlour service, itcan be concluded that external factors affect the service selection decision more than

internal factors. That is, the way consumers perceive this service as acceptable and

satisfactory is based primarily on the look and feel or the overall experience of going

to the parlour and not just the specific service availed from there. Therefore, for

communications, the parlours can focus more towards the external factors like how

attractive and hygienic the parlour looks, what is the location the parlour is situatedat, etc.

On analyzing the consumer behaviour of the respondents regarding consumerdurables, it is found that house wives have an entirely different approach towards

buying and usage of the mixer from working woman. So the promotional strategy

adopted by companies should be different for different for these two categories of

consumers.Also while studying the consumer analysis of the house wife the consumer

analysis of the husband (generally the person who has the final say in the buying

process) should be properly done to get the complete picture.


17/46

Appendices

Category 1: FMCG: Washing Powder

Questionnaire

Pre-purchase

Why did you purchase? (motivation/need) Which brands you shortlisted and why? (top of the mind brands) Explain the buying decision? At what time or season you purchased? What influenced your buying decision? From where you collected the information?

Purchase

Point of actual purchase? Which brand was purchased finally and with what specifications? Why did you

purchase this brand?

What influenced the buying decision? Was it the same brand which you decided to purchase?

Did you compromise any of the attribute? Explain the decision rule? Apart from specifications what other factors influenced

your decision?

Post- purchase

Describe your experience and relationship with the product? When and how are youusing your product?

What benefits the product has given to you? Have you faced any problems? Have you recommended this brand to anyone? Has it matched your expectations? What improvements could have been made in this product?

Disposal

Do you intend to dispose it off in the form of return/exchange scheme? Did you evaluate this option while purchasing?


18/46

Responses

Respondent #1

Name: Mrs. Janki Arora

Location: East of Kailash, New Delhi

Pre-purchase

Why did you purchase? (motivation/need)To clean clothes because no one like to wear dirty clothes

Which brands you shortlisted and why? (top of the mind brands)Surf excel, Arial, Tide etc

Explain the buying decision?It is not complex as it is a low involvement product and there is no harm in switching

to any other brand. (Switching costs are low)

At what time or season you purchased?Throughout the year.

What influenced your buying decision?The past performance of the brand is an important factor.

From where you collected the information?Television is the major source for information.

Purchase

Point of actual purchase?Nearby kirana store.

Which brand was purchased finally and with what specifications? Why did youpurchase this brand?Surf excel was purchase as it is perceived as a quality brand and has been performing

well.

What influenced the buying decision?On trying different brands it was realised that surf excel was the best and so

performance was the only criteria.

Was it the same brand which you decided to purchase?Yes.


19/46

Did you compromise any of the attribute?No.

Explain the decision rule?As per the analysis, Lexicographic rule has been applied.

Apart from specifications what other factors influenced your decision?Word of mouth and advertisements

Post- purchase

Describe your experience and relationship with the product?Experience has been very good. As the brand has matched our expectation till now the

relationship has been going fine.

When and how are you using your product?Household made uses the product more often. And it is used once in 2 days

What benefits the product has given to you?Clothes should be clean as it is a prestige issue

Have you faced any problems?Not yet.

Have you recommended this brand to anyone?Very often. As it serves the purpose which other brands cannot, recommendations

have been made to colleagues.

Has it matched your expectations?Yes.

What improvements could have been made in this product?Could not think of any.

Respondent #2

Name: Mrs. Meenu Arora

Location: East of Kailash, New Delhi

Pre-purchase

Why did you purchase? (motivation/need)To clean clothes. Automatic washing machines require washing powder.


20/46

Which brands you shortlisted and why? (top of the mind brands)Tide, Surf Excel, Arial, Rin.

Explain the buying decision?Being a regular good, the decision making is not complex. Although sometimesdifferent brands are tried but mostly it is only one brand which is regularly used.


What influenced your buying decision?Sometimes it is the household made which recommends the brand.

From where you collected the information?Television is the major source for information. Sometimes during discussions with

relatives and friends a particular brand is recommended.

Purchase


Which brand was purchased finally and with what specifications? Why did youpurchase this brand?

Surf excel because of its past performance.

What influenced the buying decision?No one influenced the decision. The product was good that is the reason we stuck to

it.



Explain the decision rule?Lexicographic (explained in analysis)

Apart from specifications what other factors influenced your decision?Word of mouth and advertisements.


21/46

Post- purchase

Describe your experience and relationship with the product?Till now the experience has been good and loyalty has also been good so overall

relationship has been good.


What benefits the product has given to you?Wearing cleaner clothes gives more confidence.

Have you faced any problems?Not yet.

Have you recommended this brand to anyone?I think the choice of washing power is ones own choice and influence has a little role

to play



Respondent #3

Name: Mrs. Shamina Mehta

Location: Bhogal, New Delhi

Pre-purchase

Why did you purchase? (motivation/need)My husband is very particular about clothes. A little stain on clothes makes him

annoyed. That is the reason very special attention is given to cleaning clothes.

Which brands you shortlisted and why? (top of the mind brands)Arial, rin, Tide, Surf Excel

Explain the buying decision?Buying decision involves inputs from my mother-in-law also.


22/46


What influenced your buying decision?Mother-in-law sometime influences the decision making. Once she recommended Rinbut then we again switched back to Tide.

From where you collected the information?Television advertisements are the major source. Sometimes the kirana store people

recommend a particular brand.

Purchase



Tide is majorly used because the whiteness in clothes it gives after washing. But we

use other brands as well.

What influenced the buying decision?I and my mother-in-law jointly make the decision.


Did you compromise any of the attribute?No not one which I can remember.

Explain the decision rule?As per the analysis lexicographic rule is used because 2-3 main attributes are selected

and then the decision is made.


Post- purchase

Describe your experience and relationship with the product?Relationship and experience have been okay. Because sometimes we need to use surf

excel instead of tide.

When and how are you using your product?Household made uses the product more often. And it is used once in 2 days.


23/46

What benefits the product has given to you?(Jokes and says) It makes my husband happy. Just think if washing powers were not

there, hand washing must have been so tedious and hectic.

Have you faced any problems?Yes sometimes when stains are really bad then we have used surf excel.

Have you recommended this brand to anyone?Could not remember if any recommendations have been made.

Has it matched your expectations?Mostly it has matched but not to a great extent.

What improvements could have been made in this product?Could have performed better with tough stains.

Respondent #4

Name: Mrs. Neelam Gandhi

Location: Kalkaji, New Delhi

Pre-purchase

Why did you purchase? (motivation/need)Washing powder is needed for automatic machines. No one wants to wear dirty

clothes.

Which brands you shortlisted and why? (top of the mind brands)Tide, surf excel, Arial, Rin.

Explain the buying decision?Buying decision is simple as it is a low-involvement product.


What influenced your buying decision?Mainly the household brands because ultimately its her responsibility to clean the

clothes

From where you collected the information?Television is the major source


24/46

Purchase



Aerial and sometimes surf excel. Aerial is used because it is cheaper than others and

performance is comparable. Surf excel is also used sometimes because it is good in

quality.

What influenced the buying decision?Household made.


Did you compromise any of the attribute?Yes aerial is cheaper so little compromise was made on the quality

Explain the decision rule?Lexicographic.

Apart from specifications what other factors influenced your decision?Word of mouth and advertisements

Post- purchase

Describe your experience and relationship with the product?Given the price relationship has been okay.


What benefits the product has given to you?Clothes should be clean as it is a prestige issue Have you faced any problems?

Sometimes with tough stains, aerial is not that effective.

Have you recommended this brand to anyone?Not many.



25/46


Respondent #5

Name: Mrs. Manja Gandhi

Location: Dwarka, New Delhi

Pre-purchase

Why did you purchase? (motivation/need)Washing power is necessary for wearing cleaner clothes as it is a prestige issue.

Which brands you shortlisted and why? (top of the mind brands)Rin, Surf Excel, Tide, Arial etc

Explain the buying decision?It is a normal day to day purchase and so not a great deal of effort is put into buying

the product.


What influenced your buying decision?Mostly it is my decision but very often other people in the society recommend abrand.

From where you collected the information?Television and word of mouth.

Purchase

Point of actual purchase?Reliance fresh store.


No specific brand is purchased. Different brands are purchased from time to time.

What influenced the buying decision?Mainly the neighbours in the society.

Was it the same brand which you decided to purchase?Different brands are purchased for different reasons. (A concept of Brand-slut)


26/46


Explain the decision rule?Lexicographic.


Post- purchase

Describe your experience and relationship with the product? A particular brand is not used and so experience with a particular brand cannot be

described.

When and how are you using your product?Household made uses the product more often. And it is used once in 2 days.

What benefits the product has given to you?Cleaner clothes.

Have you faced any problems?No because different brands are used.

Have you recommended this brand to anyone?For tough stains surf excel has been recommended.

Has it matched your expectations?N/A (uses different brands)

What improvements could have been made in this product?N/A (uses different brands)


27/46

Category 2: Service: Beauty Parlor

Questionnaire

Pre-purchase

Why did you purchase? (motivation/need) Which brands you shortlisted and why? (top of the mind brands) Explain the buying decision? At what time or season you purchased? What influenced your buying decision? From where you collected the information?

Purchase

Point of actual purchase? Which brand was purchased finally and with what specifications? Why did you

purchase this brand?

What influenced the buying decision? Was it the same brand which you decided to purchase? Did you compromise any of the attribute? Explain the decision rule? Apart from specifications what other factors influenced your decision?

Post- purchase

Describe your experience and relationship with the product? When and how are you using your product? What benefits the product has given to you? Have you faced any problems? Have you recommended this brand to anyone? Has it matched your expectations? What improvements could have been made in this product?

Disposal

Do you intend to dispose it off in the form of return/exchange scheme? Did you evaluate this option while purchasing?


28/46

Responses

Respondent #1

Name of respondent:-Karuna Kochhar

Location:-Moti Bagh, New Delhi

Pre-purchase

What are the services you avail at a parlour? (motivation/need)1. Threading2. Waxing3. Facial4. Pedicure/Manicure5. Hair cutting

What are the factors you consider before choosing a particular parlour(top of the mind )

1. Cleanliness2. Quality service3. Cost4. Staff behaviour

Explain the decision for choosing a particular parlour?Services provided and behaviour of the staff.

What influenced your parlour service selection decision?Price charged as well as cleanliness.

From where you collected the information regarding the parlour (word ofmouth/recommendation/trying once)?

Trying once.

Purchase

Where is your regular parlour located (nearby market etc.)?Near to my residence. Is your regular parlour the same parlour which you decided on the first go?

No

Did you compromise any of the attribute while changing the parlour (if any)?Staffs behavior.


29/46

Apart from factors like nearby availability, what other factors influenced yourdecision?

Cost effective and humble behaviour of the staff.

Post- purchase

Describe your experience with services availed at the parlour?Satisfactory and enjoyable.

How frequently do you avail the parlour services?Twice a month

What benefits the service provided by the parlour has given to you?Good looks, confidence, better feeling and nice comments.

Have you faced any problems with the service provided at your regular parlour?No

Have you recommended your regular parlour to anyone?Yes to all my friends.

Has it matched your expectations?Yes

What improvements could have been made in the services currently provided at yourregular parlour?

More space and better ventilation.

Disposal

Do you intend to change your regular parlour?Not now may be in future.

Did you evaluate not changing parlour in future as an attribute before carefullyselecting your current parlour for service?

No

Respondent #2

Name of respondent :-Darshana Sabharwal

Location: - Moti Bagh, New Delhi


30/46

Pre-purchase

What are the services you avail at a parlour? (motivation/need)Threading, Waxing, Facial

Pedicure/Manicure, Hair Spa


Cleanliness, Quality service, Cost, Distance from home

Explain the decision for choosing a particular parlour?If the service provided at a particular parlour is excellent and the staffs are humble I

go for that parlour for all my needs.

What influenced your parlour service selection decision?Service time i.e. less waiting time

From where you collected the information regarding the parlour(word of mouth/recommendation/trying once)?

Recommendation

Purchase

Where is your regular parlour located (nearby market etc.)?Near to my home

Is your regular parlour the same parlour which you decided on the first go?No

Did you compromise any of the attribute while changing the parlour (if any)?Price charged for different services. I chose a more costly parlour only because the

service provided is excellent.


1. Better Service2. Less wait time3. Good ambience


31/46

Post- purchase

Describe your experience with services availed at the parlour?Superb services provided.


What benefits the service provided by the parlour has given to you?Good looks and confidence


Have you recommended your regular parlour to anyone?Yes.

Has it matched your expectations?Yes


It is time bounded with only one shift 10am-7pm. I guess it would be great if it can

open a bit early and opened till late.

Disposal

Do you intend to change your regular parlour?Not until I shift my home.


No

Respondent #3

Name of respondent: - Deboshree Ghosh

Location: - New Delhi

Pre-purchase

What are the services you avail at a parlour? (motivation/need)Motivated to go for face cleaning and bleach, Actual use: Waxing, threading


32/46


Hygiene

Explain the decision for choosing a particular parlour?Distance from my residence, hygiene, and price

What influenced your parlour service selection decision?Distance from my residence, and hygiene


Word of mouth

Purchase

Where is your regular parlour located (nearby market etc.)?Same colony


Did you compromise any of the attribute while changing the parlour (if any)?Yes, Price- my regular parlour is more expensive than previous one


Price and hygiene

Post- purchase

Describe your experience with services availed at the parlour?Quick and up to the mark.


What benefits the service provided by the parlour has given to you?Maintaining my skin as the skin feels very good after availing services at the parlour.

Have you faced any problems with the service provided at your regular parlour?Sometimes too little use of branded products


33/46

Have you recommended your regular parlour to anyone?Yes

Has it matched your expectations?Almost


More branded products and more space in the parlour

Disposal

Do you intend to change your regular parlour?No


No

Respondent #4

Name of respondent:-Manju Kohli


Pre-purchase

What are the services you avail at a parlour? (motivation/need)Waxing, facial, threading.


Price charged for various services, proximity to home.

Explain the decision for choosing a particular parlour?Price


Self exploration


34/46

Purchase

Where is your regular parlour located (nearby market etc.)?Nearby Market

Is your regular parlour the same parlour which you decided on the first go?Yes, after trying out once.

Did you compromise any of the attribute while changing the parlour (if any)?I have continued with my nearby parlour for last 10 years now as we havent changed

the residence after my marriage.


Trained staff, hygiene, Material used like wax-strips etc.

Post- purchase

Describe your experience with services availed at the parlour?Value for money, satisfactory and trustworthy due to the fact that I have been a loyal

customer.

How frequently do you avail the parlour services?Once a month

What benefits the service provided by the parlour has given to you?No external skin problems like pigmentation or itching after waxing and threading

more to be attributed towards experienced staff.


Have you recommended your regular parlour to anyone?Yes, to my friends and daughter.

Has it matched your expectations?Yes, infact it has exceeded the expectations.


Overhauling the space of the parlour and infrastructure as such in the forms of

contemporary equipments.


35/46

Disposal



No

Respondent #5

Name of respondent: - Deepika Khullar


Pre-purchase

What are the services you avail at a parlour? (motivation/need)Facial, threading, waxing, pedicure-manicure, hair color


Service quality, ambience, brands of products available.

Explain the decision for choosing a particular parlour?Ambience and Service quality.

From where you collected the information regarding the parlour (word ofmouth/recommendation/trying once)?

Word of mouth (from one of my friend) who asked me to try it once.

Purchase

Where is your regular parlour located (nearby market etc.)?Around 5 k.m from my house.


Did you compromise any of the attribute while changing the parlour (if any)?My current parlour is more expensive but the service provided compensates for the

higher price charged.


Ambience and Hygiene.


36/46

Post- purchase

Describe your experience with services availed at the parlour?Absolutely satisfied as the service provided is of good quality.

How frequently do you avail the parlour services?Thrice a month.

What benefits the service provided by the parlour has given to you?Feel good factor after availing the service, Variety of services available at the parlour

like body massage and Spa.


Have you recommended your regular parlour to anyone?Yes

Has it matched your expectations?Exceeds expectations.


I am satisfied by the services provided at my regular parlour, hence its difficult tomention improvements.

Disposal


Did you evaluate not changing parlour in future as an attribute before carefullyselecting your current parlour for service?No


37/46

Category 3: Consumer Durable: Mixer

Name of the respondent:

Age:

Sex:

No of members of the family:

Locality:

How many mixers do you in total:

Pre purchase Consumer black box:

1. What propelled you to buy the mixer?2. Are you using more than one mixer

a) Yesb) No

3. If yes the brand of the previous mixera) Bajajb) Philipsc) Maharajad) Local brande) other

4. what brand of mixer are you currently usinga) Bajajb) Philipsc) Maharajad) Local brande) other

5. What brands of competitor mixer were there in your consideration set?6. List down the factors that you consider while choosing

1 2 3 4 5

Price

Perceived qualityPrevious direct

experience

Warranty

Brand image

7. Collection of relevant information/decision influencera) Familyb) Friendsc) Husbandd) Neighbourse) Newspaperf) Television


38/46

g) FMh) Internet

8. Specific occasion when you buy mixersPurchase consumer black box:

9. Point of actual purchasea) Single brand retail outlet(for eg retail outlet dealing with only Philips items)b) Multi brand retail outletc) Retail outlets in electric markets(where there is a congregation of many electric shopsd) Ordering through internet through sites like ebay.e) others

10.Who goes to the shop to make the final purchasea) Myselfb) My husbandc) My childrend) Me and husbande) Me and my whole family

11.What decision rule employed by the consumer to finally make the purchase decisiona) Compensatory decision rules: evaluate brand or model in terms of each attribute and

compute a weighted average score

b) Noncompensatory decision rules:I. Conjunctive decision rule

II. Disjunctive ruleIII. Lexicographic rule

Post purchase Consumer black box

12.Your experience with the branda) Highly satisfiedb) Moderately satisfiedc) indifferentd) not satisfiede) highly unsatisfied

13.What kind of relationship do you have with your product14.Do you have any problem with your mixer

a) Yesb) No

15. If yes how has been the after sales service experiencea) Highly satisfiedb) Moderately satisfiedc) indifferentd) not satisfiede) highly unsatisfied

16.Would you recommend the brand to othersa) Yesb) No


39/46

17.What improvements do you want to see in the productsDisposal

18.How do you dispose the producta) Sell it as scrapb) Use it in return/exchange schemec) Remain unused in the attic

19.Did you evaluate this option while purchasinga) Yesb) No


40/46

Responses

Response 1

Name of the respondent: Mrs Nandini Sharma

Age: 40-45

Sex: Female

No of members of the family: 4

Locality: Kavinagar, Ghaziabad

How many mixers do you have in total: 2


20.Since I am working in a responsible position I have to optimally balance my time betweenfamily and work so I need a machine that will greatly reduce my efforts in cooking

21.Yes22.Maharaja23.Bajaj,Maharaja,Philips24.Bajaj25.List down the factors that you consider while choosing

1 2 3 4 5

Price 3

Perceived quality 2Previous direct

experience

1

Warranty 5

Brand image 4

26.i) Friends

j) Husbandk) Newspaperl) Televisionm) FMn) Internet

27.There is as such no specific occasion to buy thesePurchase consumer black box:

28.Multi brand retail outlet29.Me and my whole family30.Noncompensatory decision : Lexicographic rule


41/46


31.Highly satisfied32.Mixer has become an integral part of my life and I cannot think cooking without it. Its

concept has been extended to products like juicer and grinder

33.No34.NA35.Yes36. Improvements where we will have everything under one roof same accessories can be used

for crushing mixing crushing etc.

Disposal

37.Remain unused in the attic38.No

Response 2

Name of the respondent: Mrs Sunaina Khanna

Age: 60

Sex: Female


Locality: Kavinagar,ghaziabad

How many mixers do you in total: 1


1. Convenience to cooking2. No3. NA4. Bajaj5. Bajaj, Philips ,maharaja and local brands6. List down the factors that you consider while choosing

1 2 3 4 5

Price 1

Perceived quality 2

Previous direct

experience

4

Warranty 5

Brand image 3


42/46

7.o) Friendsp) Neighboursq) Televisionr) FM

8. Whenever there is some major function in the familyPurchase consumer black box:

9. Retail outlets in electric markets(where there is a congregation of many electric shops10.Myself11.Noncompensatory decision :Lexicographic rule


12.Highly satisfied13.

Have become an integral part of my life and kitchen

14.No15.NA16.Yes17.There is large amount of sound while using the mixer which causes a headache to me. This

sound should be reduced

Disposal


Response 3

Name of the respondent: Mrs Rakhi khanna

Age: 25-30

Sex: Female

Occupation: Dentist





43/46


1. I was married last year and seen my mother using it in her kitchen so bought it as a suggestionfrom my mother and my mother in law

2. No3. NA4. Bajaj5. Bajaj and philips6. List down the factors that you consider while choosing

1 2 3 4 5

Price 5

Perceived quality 3

Previous direct

experience

1

Warranty 4

Brand image 2

7. Collection of relevant information/decision influencera. Familyb. Husbandc. Televisiond. FMe. Internet

8. When I got married my mother in law came all the way from dehradun to set up the householdPurchase consumer black box:

9. Multi brand retail outlet10.Me and husband11.Noncompensatory decision : Lexicographic rule


12.Highly satisfied13.Highly involved and it has become an integral part of the kitchen14.No15.NA16.Yes17.Nothing

Disposal

18.Use it in return/exchange scheme19.Yes


44/46

Response 4

Name of the respondent: Mrs Usha Sharma

Age: 60+

Sex: Female





1. Her son from very early age was very fond of fruit drink specially after he used to come fromschool. In order to prepare instant and fresh juice she bought the mixer

2. Yes3. Bajaj4. Bajaj5. She did not do any research. She only gave the requirement to her husband who did the final

purchase. She did not have any idea

6. List down the factors that you consider while choosing1 2 3 4 5

Price 4

Perceived quality 2

Previous directexperience

1

Warranty 5

Brand image 3

7. None8. Not as such

Purchase consumer black box:

9. She did not do the final shopping10.

My husband

11.She has no ideaPost purchase Consumer black box

12.Highly satisfied13. It has become an integral part of her kitchen so much so she cannot sleep without hearing the

churning sound of the motor blades

14.No15.NA16.Yes17.Nothing as such


45/46

Disposal

18.Sell it as scrap19.No

Response 5

Name of the respondent: Mrs Rani Hooda

Age: 50-55

Sex: Female





1. Ease of cooking2. No3. NA4. Bajaj5. Bajaj, Philips, local brands6. List down the factors that you consider while choosing

1 2 3 4 5Price 4

Perceived quality 1

Previous direct

experience

3

Warranty 5

Brand image 2

7.a. Familyb. Friendsc.

Husband

d. Neighbourse. Newspaperf. Television

8. She bought the mixer when there was a special occasion in her housePurchase consumer black box:

9. Retail outlets in electric markets(where there is a congregation of many electric shops10.Myself11.Noncompensatory decision : Lexicographic rule


46/46


12.Highly satisfied13.Has become an integral part of her kitchen14.No15.NA16.Yes17.She is very fond of listening to FM while cooking so she would like the integration of FM in

the mixer

Disposal


References

1. Consumer Behaviour by Schiffman Kanuk Kumar

Documents

CB Project Final Report