Understanding Buyers intention

Report
Marketing (Term-1) Assignment

Group 4: (Sec-F)
Mahajan Ajinkya Arun
Suraj Singla
Kanksha Gupta
Piyush Yadav
K S Shibani Shankar Ray
Harsimrat Kaur
Ambika Ratnoo

Aim of the intention research:

To understand the consumers mindset and the entire process as to how the buying decisions are
influenced and shaped and hence how can the customer be understood in a better way. Our
product here was a Tablet.

Method of Research:
We thought that to conduct a survey, interviewing various customers would help. We can directly
gain insight into the customers mindset by talking to him. The language of interview was hindi
and English both to properly communicate and we asked elaborate questions as per the
proceedings of the interview.

Utility to consumers:
When you start to look at the needs and desires of those device owners, you see very different
segments of customers that use the product in different ways over time and within different
contexts.
Tablets do bridge the gap between desktop and mobile behavior patterns. People find it easier to
carry around a tablet rather than a laptop. But, as we can see, this is not the only factor. People
still found it prudent to buy a tablet despite having a smartphone, which provides almost the
same functionalities. Based on our survey, we found that people also want a big screen size as
compared to a smartphone. The major reason behind this was all of them wanted to use a tablet
for reading purposes, be it casual reading or business reports.

Information Gathering and Analysis:

All the consumers used Internet extensively to search for the product that could provide them the
best fit. Another major source of information for potential consumers of tablets was seeking
opinions from tablet users in their vicinity.
Another major factor is the depth of analysis done by different people. While a technology freak
looks at technical reviews shows on TV, reads about the latest gadgets in the tech magazines and
wants the best product in the market based on parameters such as performance, user experience
and brand value, a business person who needed it just to manage his reports, sought, ease of use,
performance and a friendly UI. Performance is the core issue that stands out here as there is no
substitute for performance.
As can be seen from the analysis, people didnt like devices that showed the slowest delays in
performance. A tablet is more like an on the go device for users, which means they want to save
time and if the device lags, it is a big deterrent for that user to trust that brand.

Marketing Implications:
For marketers of consumer electronics products, knowing how people really use tablets and how
their behavior changes over time is helpful in determining factors such as features, functionality,
and even device content to focus on building in the product ecosystem, all to help keep users
engaged with their products over time.
For all marketers, looking at consumers through the lens of different segments, each with varying
needs based on length of ownership, maturity as a device user, and location they use the devices,
marketers can find new ways to improve an interaction with a customer.
Seeing the interplay that occurs between tablets, smartphones and PCs can be useful in
determining things like which screen to launch digital services on first, etc. Lastly, understanding
the process by which people research and purchase tablets can have obvious implications on
marketing spend.
This gives an important insight about the changing dynamics of how Internet can serve as a great
opportunity for marketers to build as most of our consumers used Internet as a way of gauging
their potential alternatives and getting reviews about them. Also, peer review remains a strong
factor. People still believe in seeking opinions from the current users of a particular product to
get a better idea than solely relying on a single source of information. This just goes on to
reinforce the fact that selling is not the end of marketing, you need to make the consumer
satisfied with your product as well. Word of mouth publicity can have a big influence on
consumers buying decisions.
By leveraging data, such as from this study, it helps us humanize the trends and to better
understand the consumers needs, attitudes and behaviors.
With all of its technology and innovation, it is really about creating deep personal relationships
with the end user.

Survey Respondents Insight

Consumer 1
Background: Raghav, 35 years of age, in transport business
Triggers: For business purposes, to keep track of all the activities
Stages in purchase process: Need identification, online search, consulted other
consumers who owned a tablet, finally purchased.
Input sought in each stage: Peer review, price, performance, ease of use
Time taken in each stage: Information gathering 4-5 days, purchase decision 3-4
days.

Consumer 2
Background: Akshar, 22 years of age, recently joined IT firm
Triggers: Technology freak and wants to have the latest gadgets, also a
bibliomaniac. 2nd purchase, problems with earlier Samsung model
Stages in purchase process: Saw the product on TechReview, (information
gathering and alternatives)consulted with friends, Went to the local retail store,
purchase step.
Input sought in each stage: Peer review, Salesmen advice, brand
Time taken in each stage: Information gathering 1-2 weeks, Purchase decision 1
week.

Consumer 3
Background: Rishi, 23 years of age, MBA student
Triggers: For studying, an easy to carry device to use the functionalities of MS
Office
Stages in purchase process: Need identification, analysis of specifications
required, searching for a product that fits the need, Online tech websites and
reviews to evaluate alternatives, purchase step.

Input sought in each stage: online reviews, peer review, prices

Time taken in each stage: need identification- 1 week, Information gathering 1
week, evaluating alternatives 1 week, purchase decision 1 week.

Observations:
The basic factors that the customer keep in mind while buying a tablet were:
Built, processor speed, camera quality, size, price, design, look & feel, the operating system, ease
of availability, brand-name, life-time, after-sales service
The ways customer research:
Comparison websites such as Amazon, flipkart, etc., peer review, tech shows such as TechReview, visiting a company outlet such as chroma.
General Buying cycle time:
On average, customer took a time of about one month to but the tablet from the day of deciding
to buy a tablet.
Advertisements and media also play an important role in influencing the customers choice

Making use of the findings:

There is no substitute of a quality product as that is what it matters in the end.
Second, the channels of distribution and your marketing and product innovation should be linked
in a way so as to support each other.
The best product also has to be advertised and made available easily and also the customer is to
be served in terms of after-sales service.