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GROUP 3
Consumer Behavior
Meaning: Consumer behavior is the study of
how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
Objective Ethnic Apparel(Street Shopping) Watches
Sampling
Watches
Consumer Durables
Characteristic Features Places: Titan Showroom
Form competition
Wall clock
Generic competition
Mobile Phones
Titan
Sun dial
Tissot
Hour glass
Omega
Water Clock
Watches
Consumer Consumer Consumer Consumer Consumer 1 2 3 4
Shopper Purpose of Shopping Impulsive/ Planned Choice Purchase Decision
Middle aged man (in 50s) Two men (friends)
Husband- Wife Watch for the Husband Old Lady ( 60+)
Impulsive
Planned
unplanned
Impulsive
Skagen worth Tommy Hilfiger Titan Automatic, Rs. 7795/worth Rs. 5995/Nebula Gold Influenced by Influenced by his each other and a previous purchase phone call. Very Confused.
Fastrack
Watches
Consumer Consumer Consumer Consumer Consumer 1 2 3 4 Time Taken
10 mins 20 mins 25 mins 15 mins
Salesman
Appearance of Shopper
Informative
Casual
Mode of Transport
Mode of Payment
Car
Car
Car
Walking
Credit Card
Credit Card
Not Purchased
Analysis of Watches
Most of the buyers take a long time to choose
watches. Most purchases are planned as watches are costly items. Every buyer had a typical choice and were searching for items based on their previous experience, personality and their attitude Buyers social class and peers had a great influence in their choice of watches. Most buyers had a preconceived idea of what they wanted to buy which is evident from time taken for shopping
Ethnic Wear
For Men and Women Embroideries Product Category: Soft Goods Characteristics Place: santacruz market
Form competition
Jeans & tshirts 3/4ths Shorts
Generic competition
Biba
Millenium
Others
Formals
Consumer 2
Female (28-35 years)
Consumer 3
Young Girl(18-23)
Regular wear
Regular wear
Party wear
Planned
Planned
Impulsive
Choice
Purchase Decision
Plain kurtis
Consumer 2
10 minutes
Consumer 3
5 minutes
Salesman
Appearance of Shopper
Minimal role
Minimal role
informative
Casual wear
Casual wear
Traditional wear
Mode of Transport
Mode of Payment
walking
Walking
Walking
Cash
Cash
Cash
wish to buy.
People accompanying the shoppers have an
the clothes
Consumer 1
Male(35-40)
Consumer 2
Male(26-30)
Occasional wear
Occasion wear
Impulsive/ Planned
Choice Purchase Decision
Planned
Planned
Influenced by wife
Influenced by friend
Consumer 2
10 minutes
Salesman
Appearance of Shopper
informative
Informative
Traditional wear
Traditional wear
Bike
Walking
cash
opinion.
Men spent a longer time in selecting the kurtas. The culture and family background affects the purchase
behavior of buyer.
Comparison
Watches
High Involvement One Time Purchase Showrooms, Retail Outlets Branded Discounts Lone Shop
EXTERNAL -Culture
Internal
Search
Comprehension
Acceptance Retention
M O R
INDIVIDUAL -Attitudes
Purchase
Consumption
External Search
Result
Dissatisfaction Satisfaction VARIABLES
INPUT
INFO PROCESS
DECISION PROCESS
To add
Planned / impulsive