Project for Consumer Behavior on Two Door Refrigerator

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  • Topic: Brand management, Brand, Decision making
  • Pages : 9 (2395 words )
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  • Published : February 1, 2013
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CONSUMER INSIGHTS


Table of Contents

Introduction 1
Findings 1
Need, Motivation, Benefits, Advantage 1
Analysis of advertisements 4
Consumer Decision Making Process 5
Managerial Implication 11
Appendix 13

1.INTRODUCTION
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.FINDINGS

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 3.1NEED
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. 3.1MOTIVATION

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. 3.2BENEFITS

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

3.3ADVANTAGES

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.

4ANALYSIS 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
ATTRIBUTESDESCRIPTION
INVOLVEMENTHIGH
ATTENTIONSTRONG
INFORMATION PROCESSINGCONSCIOUS
PERSUASIONOFFERS PRODUCT BELIEFS
ELECTROLUX
ATTRIBUTESDESCRIPTION
INVOLVEMENTLOW
ATTENTIONLIMITED
INFORMATION PROCESSINGLOW/NON CONSCIOUS
PERSUASIONTHROUGH CLASSIC CONDITIONING

4.2 Identifying the cognitive and affective components of communication.

AFFECTIVE AND COGNITIVE ELEMENTS
AFFECTIVE ELEMENTSCOGNITIVE ELEMENTS
It keeps me refreshed and revivedIt keeps my food fresh
It keeps everyone’s eyes on meIt keeps the minerals restored in my food Design complements with my houseIt has awesome design
It’s a family brand which binds family togetherSpace provided is large enough It makes life easierHas digital readout of temperature
Keeps me tension free and happyIce formation is faster due to two freezers It helps in mental managementHigh cooling
Pleasant lifeDeep freezing, an added benefit
Eye level access

4.3 Differentiate the positive and negative reinforcements of advertisements if any

RE-ENFORCEMENT: Operant conditioning
APPETITIVE STIMULUSAVERSIVE STIMULUS
Presented Positive reinforcement
Happy family; lots of time saving ; multi-taskingPositive punishment Take awayNegative punishmentNegative reinforcement:
Rotten vegetables...
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