CONSUMER DECISION MAKING

PROCESS AND ITS SUITABILITY

WITH CONVERTIBLE MODEL
 INTRODUCTION

Behavioural Segmentation is a form of customer segmentation that is based on patterns of

behaviour displayed by customers as they interact with a company/brand or make a purchasing
decision.

Convertible Model: The main objective of the model is to understand the brand value of loyal
group of customers along with that predicting about the competitor’s brand or the switcher
(customer).

Purchase Decision: In the evaluation stage, the consumer forms preferences among the brands in
the choice set. The consumer may also form an intention to buy the most preferred brand.
 OBJECTIVE OF OUR SURVEY

The main objective of our survey is to take two brands of washing powder available in the market and to
determine their customer base as well as to determine the customer loyalty based on the convertible
model that is to determine the number of customers who are entrenched(committed),shallow and average
consumers of the respective brands under survey.

BRANDS UNDER STUDY

To complete our study on convertible model we took two brands under survey namely “SURF EXCEL” and
“TIDE”.

PROCEDURE: To achieve our objective we followed various steps based on the questionnaire and
interpreted the results and did our survey.
Step1: First we calculated the market size of each brand and interpreted the results the results
are as follows.

From this we can see that the market size of surf excel is more than that of TIDE. Out of a
sample of 71 consumers 51 consumers opted for using SURF(i.e.71.8%) and 20 consumers
opted for using tide(i.e 28.2%).
Step2: After determining the market size and after segregating the consumers into two
brands we asked the consumers of each brand to rate their respective brands on a scale
of 1-5 on basis of price and after making a survey we came to the following results as
shown in the table.

RATINGS ON THE BASIS OF PRICE ON A SCALE OF 1-5 AND THE TOTAL

NUMBER OF CONSUMERS IN EACH CATEGORY

NAME OF TOTAL NUMBER OF

THE BRAND CONSUMERS 1 2 3 4 5

Surf excel 51 11 8 3 15 14

Tide 20 3 3 3 7 4
Step3: After determining the market size and after segregating the consumers into two brands we
asked the consumers of each brand to rate their respective brands on a scale of 1-5 on basis of
QUALITY and after making a survey we came to the following results as shown in the table.

RATINGS ON THE BASIS OF PRICE ON A SCALE OF 1-5 AND THE TOTAL

NUMBER OF CONSUMERS IN EACH CATEGORY

NUMBER CUSTOMERS ON VARIOUS SCALES

NAME OF TOTAL OF
THE BRAND NUMBER OF 1 2 3 4 5
CONSUMERS

SURF 51 11 6 2 22 10
EXCEL

TIDE 20 1 5 3 7 4
Step4: After determining the market size and after segregating the consumers into two brands we asked
the consumers of each brand to rate their respective brands on a scale of 1-5 on basis of positivity in peer
group and after making a survey we came to the following results as shown in the table.

NAME TOTAL 1 2 3 4 5
OF NUMBER OF
BRAND CUSTOMERS

SURF 51 10 7 4 17 13
EXCEL

TIDE 20 7 2 4 4 3
Step5: After determining the market size and after segregating the consumers into two brands we
asked the consumers of each brand to rate their respective brands on a scale of 1-5 on basis of EXTRA
PRICE THAT THE CUSTOMERS ARE WILLING TO GIVE FOR THE BRAND and after making a survey we
came to the following results as shown in the table.

NAME OF TOTAL 0-5% 5-10% 10-15% 15-20% 20-25%

THE BRAND NUMBER OF EXTRA EXTRA EXTRA EXTRA EXTRA
CUSTOMERS 1 2 3 4 5

SURF 51 14 17 1 3 16
EXCEL

TIDE 20 8 7 1 2 2
 STEP 6: Finally on the basis of our survey and calculations on the basis of their ratings we are able to
categorise consumers of each brand according to the convertible model which are as follows:

FINAL RESULT

NAME OF THE BRAND CATEGORY NUMBER OF NAME OF THE BRAND CATEGORY NUMBER OF
CONSUMER
CONSUMER

TIDE ENTRENCHED(COMMITTE 8
D)
SURF EXCEL ENTRENCHED(COMMITED) 31

SHALLOW 8 SHALLOW 8

AVERAGE 7 AVERAGE 3

CONVERTIBLE 0 CONVERTIBLE 0
 CONCLUSION

Thus from the above result it can be seen that no consumer is convertible and
maximum of the consumers are committed to the brand that they use and very few are
average consumers that is they may leave the brand or may stay loyal to the brand
depending on their future perspective.