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Name : Krishnan Iyer Mahadevan Roll no : eEPM-03 / 014 Course : eEPM -03- IIMK Subject : Consumer Behaviour

Project : Understanding Consumer Behaviour Mr Ajay Gupta, a Bangalore resident for the last fifteen years has to make a choice of installing Aluminium sliding windows with 5 mm thick glass in his flat at Raheja Towers. Mr Gupta bought the flat around ten years back at Raheja Towers Bangalore. At the time of possession and subsequent occupation ,the flat had wooden openable casement windows. Mr Guptas flat has three bedrooms, living room and a small kitchen. The three bedrooms, living rooms had two windows each while the kitchen had one small window. Thus making the total number of windows in the flat as nine . The present wooden windows over a period of weathering had slowly started warping and at times getting jammed while opening. In view of this, Mr Gupta felt that the wooden windows installed around ten years back had far exceeded the utility value and needed replacement. The choice available to Mr Gupta was to replace the windows with :1) 2) PVC frames Aluminium Extruded frames

Mr Guptas choice narrowed down to install Aluminium windows which was considered sturdier than PVC windows. Also in all flats in his building the occupants had installed Aluminium sliding windows and were quite happy with the product performance and durability. Having decided to install Aluminium Sliding Windows, Mr Gupta surfed the net to know more about Aluminium windows glazed with glass. His search resulted in knowing the names of leading manufacturers of Aluminium Extrusions namely :1) 2) 3) 4) M/s. Hindalco Aluminium Ltd. M/s. Jindal Aluminium Ltd. M/s. Bhoruka Aluminium Ltd. M/s. Pennar Profiles Ltd.

All the above companies were supplying the products (extrusions) manufactured by them to their installers and dealers. Mr Gupta decided to buy and install the aluminium windows through one of the leading dealers located in K R Market Bangalore. Now his search started in locating the fabricator/installer of windows. He regularly had seen insertion in Times of India newspaper about Jindal Aluminium advertising its products (aluminium extrusions) for a variety of applications. Mr Gupta also came to know by going through the industrial magazines in his office that M/s. Jindal Aluminium was the largest manufacturer of aluminium extrusions in the country and its products met a variety of applications. Through his neighbours, Mr Gupta ascertained that they had also installed aluminium sliding windows using the aluminium frames manufactured by Jindal Aluminium. After making a decision to install aluminium windows with Jindal extrusions, Mr Gupta went through the Getit Yellow Pages. He was able to locate the names of three dealers of Jindal Aluminium. He decided to visit all the three parties the same day. His objective was to see the display of aluminium sliding windows in all the three shops of the installers. On going through the shop displays, he finally decided to buy and install the sliding windows system offered by Best Aluminium Company. His decision to go ahead with Best Aluminium Co. was influenced by : 1) 2) 3) 4) Wide range of display of aluminium sliding windows in various colour shades of aluminium extrusions. M/s. Best Aluminium appeared to have a good technical team in fixing the windows. The salesman at the shop/retail outlet was very informative. M/s Best Aluminium offered a free service maintenance once a year for next three years from date of installation. The free service consisted of routine check up in the functionality of the sliding windows as far as the sliding of window frames was smooth. In case, the windows were not sliding, the company offered to apply lubricants/oil of the rollers to ensure a feather touch usage.

To summarize Mr Guptas buying behaviour comprised the following : 1) 2) Identification of the need for replacing the existing wooden casement windows with aluminium sliding windows. Go through the learning process by going through the websites, industrial magazines and seek an opinion of his neighbours who had installed the aluminium sliding windows.

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4)

The buying process has been a extensive problem solving behaviour approach as the amount which Mr Gupta would be spending in carrying out the renovation work in his house was approximately Rs 1.5 lacs and he looked forward towards the product durability of minimum 10-12 years. Hence he spent lot of time with the three dealers of Jindal Aluminium Extrusions in understanding the product and the attributes. The decision on using Jindal Brand aluminium frames for the sliding windows was influenced by : a) Advertising message communicated that Jindal frames were of higher guage which resulted in trouble free operations b) M/s. Jindal aluminium was the leading manufacturer of extrusions for the last thirty years. c) The company also had a reputation of manufacturing quality extrusions for various applications in the engineering industries. d) He decided to install the windows offered by M/s. Best Aluminium Co. as a service guarantee came with the system.

Finally Mr Guptas decision to use the aluminium sliding window systems offered by Best Aluminium was influenced by :1) 2) 3) Jindal brand aluminium frames Higher guage of frames which will result in smooth operations of the windows. Aesthetic finish

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