Haier in India Building presence in a Mass Market Beyond China
Struggling to Make the Best Buy
Analysis of the case-
• User- Kade
• Buyer- Ashey
• Decision Maker- Ashley
• Influencing Factors- Advice of Kade’s Friend , Persuasion of Sales Person
• Ashley’s dilemma in this case.
Since her boyfriend had lost his MP3 player a month before his birthday the choice for the perfect gift for his birthday was clear.i.e.MP3 player so Ashley has decided to buy the MP3 player with an assumption that her boyfriend Kade will like it. The biggest dilemma of Ashley was to find a right kind of MP3 player for which Kade will perceive a good value. The ultimate objective is not the features but the value realisation by his boyfriend. So the dilemma is
1. She is not tech savvy, she is not aware about exact usage of MP3 player by his boyfriend
2. She has never bought a MP3 player for her boyfriend so she has no experience whatsoever.
3. She is not tech savvy and doesn’t understand the features and the functions of a MP3 player
Having all these constraints how to decide on best buy. This buying decision should match with the taste & preference of ultimate user ie Kade.
What steps are required Ashley, leading up to her final decision? How does Ashley prioritize which information is more important and relevant to her purchase? What are her alternatives?
Problem Recognition - As we can see clearly that Problem recognition/need recognition in the case is clear-
• How to match gift with the preference of her boyfriend- Taking right decision on selection of MP3 player.
• Price range has already been decided ($40 to $60).
Information Search - She has done enough information search on MP3 product range but in very limited time. She has started this from internet and after that she decides to get some help from Kade’s best friend who she figured would have an idea of his taste and preferences. She also tried to seek the advice from the store salesman who had knowledge about the players leaving her with the option of
Analysis of the case-
• User- Kade
• Buyer- Ashey
• Decision Maker- Ashley
• Influencing Factors- Advice of Kade’s Friend , Persuasion of Sales Person
• Ashley’s dilemma in this case.
Since her boyfriend had lost his MP3 player a month before his birthday the choice for the perfect gift for his birthday was clear.i.e.MP3 player so Ashley has decided to buy the MP3 player with an assumption that her boyfriend Kade will like it. The biggest dilemma of Ashley was to find a right kind of MP3 player for which Kade will perceive a good value. The ultimate objective is not the features but the value realisation by his boyfriend. So the dilemma is
1. She is not tech savvy, she is not aware about exact usage of MP3 player by his boyfriend
2. She has never bought a MP3 player for her boyfriend so she has no experience whatsoever.
3. She is not tech savvy and doesn’t understand the features and the functions of a MP3 player
Having all these constraints how to decide on best buy. This buying decision should match with the taste & preference of ultimate user ie Kade.
What steps are required Ashley, leading up to her final decision? How does Ashley prioritize which information is more important and relevant to her purchase? What are her alternatives?
Problem Recognition - As we can see clearly that Problem recognition/need recognition in the case is clear-
• How to match gift with the preference of her boyfriend- Taking right decision on selection of MP3 player.
• Price range has already been decided ($40 to $60).
Information Search - She has done enough information search on MP3 product range but in very limited time. She has started this from internet and after that she decides to get some help from Kade’s best friend who she figured would have an idea of his taste and preferences. She also tried to seek the advice from the store salesman who had knowledge about the players leaving her with the option of