Submitted to | Prof.

Neena Sondhi

Consumer
Behaviour

01

Presentation by Group 9 || Batch 2

15

10
Demographics
Gender - 10 males and 4 females
Employement Status - 7 students and 7 working professionals
5 Involvement Level - 4 High,5 medium, 5 low
Decision making - 8 Normal,3 Limited, 3 Extended
Store Classfication - 7 Third Party, 7 Official
Channel - 9 Offline , 5 Online
0

02
TG || 18-24 years old
 Consumer Decision Making

Need Recognition Information Alternative Purchase Post Purchase

Search
Difference between actual Was very less. Most of the
information search was carried out
and desired state
online. High Involvement consumers
Stated Needs
Actively acquired information, low
involvement ones passively acquired
information. External information
was done up to some extent
Evaluation
Consumer Experience in store Satisfied with the product
Evoked Set
Touch & Feel, Delivery Time Value for money
Preconceived vs
and promotional offers Word of Mouth Marketing was
Influenced by salesperson
important expected to be positive
Disjunctive Decision Rule
External Influences

Culture and Sub-culture

Did not play any role in influencing the decision

Family
Did not play a huge role

Groups and Social Class

Had a big role to play in affecting the purchase decision.
People belonging in high income brackets bought trendy bags
of Wildcraft, while people belonging in the middle-income
brackets chose between the lower range products
INTERNAL INFLUENCES
PERSONALITY & Friends play a very big role in influencing the buying decisions, and
some customers were open to delegate their task of buying to their friends.
  
People who like to have new experiences and
fun-loving people connect more with the brand.
   
Consumers who did planned purchase think more on
the logical side as compared to people who go for impulse purchase.
    
Those who speak truth, there was a more
evaluation of alternatives.
  
For the people, who gave more importance to
details, the visual appeal of the product is not important.
    
Wildcraft bag purchase triggered positive
emotions in most of the customers
  
The perceived image of the bag was high. People
felt more connected with the brand.
RETAIL
COMMUNICATION WILDCRAFT:WILD+CRAFT

STRATEGY Wild : Adventure Junkies, Fierce

Craft : Creative, visionary
• A Brand Ambassador like Vidyut Jamwal who
is the physical manifestation of what the
brand stands for
• Discounts and promotional schemes should be
given during festive and school college
opening seasons
• Product line extension in corporate bags and
duffel bags
• Enter into institutional selling market
• Product customisation to be offered to
customers like engraving their names
• Increasing the customer experience in
exclusive stores
• Extensively communicating the promotional
offers and discounts outside the store
Annual Trek with
Vidyut Jamwal
FOUR LUCKY CUSTOMERS WIN A
CHANCE TO GO ON A 5 DAY TREK
• The online and offline customers will have to post a
picture with their new Wildcraft Product and register
and then give a brand awareness quiz
• In the second stage they have to say on social media
why they are "Wild at Heart"
• In the Final Round 15 will be selected and will have to
upload a 30 sec video on the WildCraft social media
proving they are "Wild at Heart".
• The video entries will be be checked by Vidyut Jamwal
himself
Online Strategy

Increase the Wildcraft Brand Through

Digital Medium
• Use social media ad trageting to reach potential customers
• Referral Marketing
• Official pages should be as engaging as possible
• The online community "THE CIRCLE" should be given
importance and be turned into an online hub of trekkers, solo
travellers and adventure junkies
• Regular posting from brand ambassador Vidyut Jamwal
through his personal account and post the user generated
content from "THE CICRLE" on social media accounts