Table of Contents
Need, Motivation, Benefits, Advantage
Analysis of advertisements
Consumer Decision Making Process
The objective of the Project work is to undertake a precise study of consumer behaviour in terms of purchase and usage of a product category by households based on secondary and primary data. 2.
The purpose of this study is to understand key external variables influencing the buying behavior of a particular segment of customers towards the product category of Double Door Refrigerator.
Based on the information obtained from the interviews we concluded the following aspects 3.1
The need is utilitarian as their existing old refrigerators often trouble them and they are not getting good after sales service. They are looking for up gradation in terms of features, technology, design, style, storage capacity.
Need of our consumers were different. Mainly focused on following •
Technical problems with older refrigerator.
De-freezing was manual. Therefore a separate freezing section will eliminate the need to keep a watch for manual switching •
Earlier the need was mostly to keep the vegetables and general food items. Deep freezing need became critical for storing meat, ice creams, dairy products, etc. Therefore the requirements had changed. 3.1
Motives are mostly ‘Latent’ than ‘Manifest’. Motives play important role in purchase behavior of the refrigerator. The consumers here are family men – staying with family and parents. 3.2
The benefits are more of ‘Functional’ than ‘Emotional/Symbolic’
Energy saving – A separate deep freezing section will not unnecessarily consume more energy
Time saving – Separate sections in the refrigerator makes it convenient for the consumers to arrange food items
Health – freshness for food items that require deep freezing
No manual efforts needed
Deep Freezing needs are addressed
This allows consumers to separately store food items that need deep freezing e.g. for storing meat, ice creams, products, etc.
More Freezer storage space
Having a larger freezer capacity also allows consumers to buy in bulk and stock up on meats when they are brought in bulk for further consumption.
ANALYSIS of the advertisements
(url for the advertisements are given in the appendix)
4.1 Classifying the communications into central and peripheral route of Persuasion. SAMSUNG
OFFERS PRODUCT BELIEFS
THROUGH CLASSIC CONDITIONING
4.2 Identifying the cognitive and affective components of communication.
AFFECTIVE AND COGNITIVE ELEMENTS
It keeps me refreshed and revived
It keeps my food fresh
It keeps everyone’s eyes on me
It keeps the minerals restored in my food Design complements with my house
It has awesome design
It’s a family brand which binds family together
Space provided is large enough It makes life easier
Has digital readout of temperature
Keeps me tension free and happy
Ice formation is faster due to two freezers It helps in mental management
Deep freezing, an added benefit
Eye level access
4.3 Differentiate the positive and negative reinforcements of advertisements if any
RE-ENFORCEMENT: Operant conditioning
Happy family; lots of time saving ; multi-tasking
Positive punishment Take away
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