Consumer Behavior

In partial fulfillment of the requirements of the

course for MBA FT- II

Submitted to:
Prof. Jayesh Aagja
Submitted By:
Ameya Pai
Angle(121105)
V. Keshav Kumar
(121159)
Anshul Sinha (121204)
Nishant Mantri(121230)
Vijay bapodra(121257)

Interview No. 1

Person : Mr. Viraj

Product: Gujarati Thali

Place: GordhanThal

Time : Dinner Time

Price: Rs 250

Identify all those who played a role in the decision process. What role did they play?
It was near S.G. Highway so it was convenient to reach over there. Transportation issue was
resolved as he was going over there for dinner. He and his whole group wanted to eat
gujaratithali thats why they choose gordhanthal.He had previous experience and found it good
compared it with other restaurants where thali was offered. Almost all gujarati dishes were
covered in thali which he primarily wanted.
What problems did the product/service solve? What functions would it facilitate?
Did not eat good gujarati food and sweets since long time.Gharkakhana because some food
reminds us of our home food. He wanted to go nearby S.G. Highway because of transportation
issue and rains. Not wanted to wait for long time in waiting line (as he went on weekend)
Functions it facilitated were:
There was no waiting queue when he reached there for dinner.Menu was displayed on the board
Rajwadi style of ambience.
What attributes seemed important?
Quality of food and hence he was ready to pay premium price for that.Order of food items was
important (sweets were given first, dal baati and then remaining items)Tables were clean and
hygienic.Taste was maintained every time he went there to eat.
Characterize the decision
It was a review of previous decision because he has already gone to this place before and he
found it good compared with others in that category. There was an information search while
going to this place for the first time.
Last year when he joined IMNU, seniors suggested this place when he asked them for good
gujarati-thali.He searched on net about the place and called them before going over there. He
asked them about what was the menu for that day, price of thali and whether there will be

waiting line or not? This information was collected when he and his group were making the
plans for dinner outside on weekend.
Why there?
He ate gujarati thali in two other restaurants which were Atithi, Pakwaan and he found gordhanthali best compared to these two restaurants.
Which came first?
He wanted to eat gujarati thali so this was his topmost priority. Then he chose gordhanthal to eat
thali because of reasons discussed above.

Interview No. 2

Person : Mr. Sam

Product: Good day biscuits

Place: K block canteen

Time : evening 5pm

Price: Rs 10 per pack

Quantity : 4 packs

Category : FMCG

Who was the decision making unit?

Consumer himself was the decision making unit in this case. The consumer was accompanied by
his roommate to the place where he purchased the product. But there was no opinion given by
the roommate. The decision was solely made by the consumer himself.

What motivated the purchase?

The consumer was studying in his room. It was 5pm in the evening. Consumer had his lunch at
1pm. He felt hungry and wanted to have some snacks. Also he was studying from last 2 hrs. He
needed a change. He thought of buying biscuits. With this reason he could also go for an evening
walk. He went to the canteen with sole intention of buying biscuits.

Characterize the decision

The decision was not a first time decision. It was just a casual decision. Other biscuits that were
available were Britania Tiger and Parle G. He has purchased Good day before and he used to like
it, hence he purchased Good day.

Characterize the decision making process

Hunger was the main reason for buying the biscuits. Also secondary reason was to have an
evening walk. There was no information search. Consumer had purchased this product many
times in the past. It was a casual decision and not a careful decision. Consumer seems to be
brand loyal as compared to what was available; he preferred to purchase Good day biscuits.

Where did the customers buy?

Consumer brought the biscuits for K-Block canteen in the Nirma University. Biscuits are sold
only at 2 locations in the campus. One is at K-block canteen and second t Pharmacy Canteen. KBlock canteen is near to hostel. Hence consumer preferred to buy from there. Convenience was
the major factor here. Also what to buy came first than where to buy.

Interview 3

Name : Mr. Daniel

Product : Adidas Deodorant

Price : Rs 170/-

Place : Iskon Mall

Category: FMCG

Who was Decision making unit?

Mr. Daniel bought Adidas Deodorant for Rs 170/-. He himself bought the product but it was due
to recommendation from a friend. He liked the fragrance of the deodorant when his friend was

using it. Also at Rs 170, it was value for money as it lasted longer. His earlier product Park
Avenue was at same price but lasted for short time.

What motivated the Purchase?

Mr. Daniel sweats a lot. So using deodorant keeps him sweat less and he feels more confident.
Addition to this is the odor of the deodorant which was pleasant. With time it had become a habit
to use deodorant after bath or before going outside.
Following attribute seemed important while purchase of deodorant :

Good price. Value for money.

Pleasant fragrance.
Tested and verified by friend.
More liquid, so lasted longer.
Brand value of Adidas.

Characterize the Decision

Customer earlier used Park Avenue. He bought this product for first time.
Since the product was not that critical to use, it was more sort of a casual decision and he
did not have to do a prior study of the product.
He was bored of using Park Avenue and wanted to change his deodorant, so he bought
Adidas which was tested and verified by friend.
He didnt do much deliberation while purchasing the product. He was already in Iskon
mall while he purchased the product.

Characterize the decision making process

Trigger Earlier product was about to finish and there was discount of Rs 7 on the product. There
was no research done before buying the product.

Where did customer buy the product?

The customer bought the product from Iskon Mall. He didnt go there specially to buy the
product but he was already there and was reminded about the product when he saw it in the store.
It was more sort of reminder purchase.

Which one came first What to buy or where to buy?

Product came first. The customer could have bought the deodorant from any other place also, so
it was just a matter of time that he bought the product from Iskon mall since he was already in
the mall and was reminded that his earlier product is about to finish once he saw it in the store.