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(MBA-110-2K15)
Bhagwati prasad
(MBA-110-2K15)
a.Culture Factor:
Cultural factors comprise of set of values and ideologies of a particular
community or group of individuals.
1. Culture (Indian culture)
For ex.: In INDIA bright colors preferred but no one wants Black
Color.
People prefer to buy on auspicious occasions and festival like Diwali
& Navratri.
2. Sub-culture(Occupational subculture)
Bhagwati prasad
(MBA-110-2K15)
3. Social class
a.Social Factor:
The facts and experiences that influence individuals' personality, attitude
s and lifestyle
Family
Reference Group
Roles and Status
Bhagwati prasad
(MBA-110-2K15)
1.Family:
Spouse is the major influencer (Advice of other family members like
mother and family friends also plays an important role).
If a mother purchases a refrigerator she would prefer more cubic
space in refrigerator and also be economic , while a teenager will
prefer more on looks and features.
2.Reference Groups:
Bhagwati prasad
(MBA-110-2K15)
c.Personal Factors:
2.Life Style:
A persons lifestyle is reflected by in his activities hobbies, opinions &
thinking as , a man believing in simple living and high thinking will purchase
a Refrigerator with low budget with same features while a man living
luxurious life will purchase a Refrigerator with additional features like deep
freeze ,and with energy backup.
3.Occupation:
Bhagwati prasad
(MBA-110-2K15)
4.Personality:
Personality means some total of appearance, knowledge and different types
of skills. Thats why a teenager believing in innovation will go for latest
updated refrigerator whether it is costly or not, while a person loving
indigenous product may purchase simple refrigerator.
d.Psychological Factor:
1.Motivation:
Bhagwati prasad
(MBA-110-2K15)
3.Perception:
For instance two mothers want to purchase a VIDEOCON (Deep Freeze) and
LG Refrigerator. But one, instead of being motivated by same purpose still
they purchased different types of refrigerators. Because one pursued that
VIDEOCON (Deep Freeze) best for her because of deep freeze option and
latter one pursued that LG is best for her because of good services.
4.Learning:
If a person is using a LG Refrigerator he/she is mostly aware about feature of
the LG Refirigerator he/she will force other consumer to buy a same brand of
refrigerator.
Bhagwati prasad
(MBA-110-2K15)
Bhagwati prasad
(MBA-110-2K15)
Respondent found that he was facing problems with his old refrigerator
cooling system.
Respondent desired for a Refrigerator which could do away this
problem and also provide him with a sense of superiority. Thus problem
recognition was generic for the respondent and sensing the need for
the refrigerator, he straightway decided to purchase it.
Bhagwati prasad
(MBA-110-2K15)
Sources of information
i) Personal sources: Respondent had a friend whom he believed too much.
He only advised them to opt for Samsung as he was already using the same
refrigerator.
ii) External sources: Respondent had visited Samsung and LG website which
were in his evoked set i.e. Samsung& LG before finalizing Samsung.
Thus the information source was external and was actively acquired.
Godrej
Kelvinator
refrigerator
from Samsung or LG. Haier & Godrej was in his inept set as he
didnt consider
Voltas Godrej was having latest features and he had also not seen
anyone known
to him using Haier. So he was not confirmed whether Haier
Whirlpool
would be able to provide good after sales service in India or not.
Samsung
Evoked Set
Whirlpool 250
Ltrs
Bhagwati prasad
(MBA-110-2K15)
Inert Set
Godrej
Samsung
Inept set
Voltas
Kelvinetor
Evaluation criteria:
1. Attribute based
Respondent considered the following attributes before finalizing his choice
for LG Refrigerator :
Exterior looks
2. Decision rules
The attributes of the refrigerator were ranked according to its importance.
Below given are the attributes arranged in a descending order as perceived
by the respondent:
Bhagwati prasad
(MBA-110-2K15)
Brand image
Price
Looks
The respondent preferred the cash purchase and paid the full amount
of money at the time of purchase.
Customer satisfaction
Bhagwati prasad
(MBA-110-2K15)