DIGITAL ASSIGNMENT – 2
SERVICES MARKETING
Submitted to, Submitted by,
Ganesan.P Name: J.S.Supreetha
Professor VITBS Reg no: 19BBA0089
VIT Slot: B2/TB2
CONSUMER BEHAVIOR EXERCISE
Exercise (B) : A service costing over Rs.300 that performs a utilitarian
function:
INTERVIEW:
Interviewer: Who bought the service?
Interviewee: my name is Suresh. I bought the service for myself and my family
members.
Interviewer: Identify all those who played a role in the decision process.
What role did they play?
Interviewee: I asked my neighbours, relatives to suggest me the best plumbing
service available in my city and also saw advertisements about Housejoy.
Interviewer: What motivated the purchase? What problems did the service
solve?
Interviewee: my drinking water faucet got clogged and started leaking, this
motivated me to get it fixed.
Interviewer: Was it a first time decision or a review of a previous decision?
Interviewee: yes, it was my first time decision to get plumbing service from
Housejoy.
Interviewer: What triggered the process?
Interviewee: drinking water is necessity for various household activities, so
getting it fixed as soon as possible will be useful for drinking and cooking for
me and my family members.
Interviewer: Was there an information search? How was the search conducted?
What sources were used?
Interviewee: earlier I used to get the plumbing service from local plumbers but
after the suggestions and positive reviews from my neighbours I chose to get the
service from Housejoy.
Interviewer: How many alternatives were evaluated? Why those?
Interviewee: Mr.right, helpr, timesaverz are the alternatives that I evaluated.
Interviewer: How was the final choice determined?
Interviewee: my final choice was made based on price and availability of the
service.
Interviewer: How would you describe the consumption experience?
Interviewee: the experience was really good thou it was my first time
experience.
Interviewer: What type of relationship do you have with the service? How long
has the relationship been going on? How has it evolved and changed over time?
Interviewee: the relationship I shared with the plumber was very friendly.
Interviewer: What kinds of things have gone wrong in the relationship?
Interviewee: everything went well and I did not experience anything bad.
Interviewer: Are you satisfied or dissatisfied with the service?
Interviewee: yes, I’m completely satisfied with the service provided by
Housejoy.
Interviewer: How does the service fit into your life? What role does it play?
What role does the brand play in all of this?
Interviewee: getting the leaking water faucet is essential as it is used for basic
needs in my daily life and Housejoy provided the service at affordable cost and
time.
SUMMARY:
Mr. Suresh is my uncle who lives in Bangalore. A few days ago his drinking
water faucet clogged and started leaking. Since drinking water is an essential
need, the leakage had to be fixed as soon as possible so that he can use it for
cooking, drinking and other household activities. To fix the damaged faucet Mr.
Suresh asked his neighbours and relatives to suggest the best plumbing service
available in the city.
From the suggestions he received, he chose Housejoy, which is an on-demand
service provider brand that caters complete home solutions ranging from home
construction, renovation, plumping, painting, etc. The pluming service from
Housejoy costs Rs.350 which includes fixing the damaged faucet and replacing
it with a new one if needed. It was the first time decision taken by Mr. Suresh to
get the plumbing service from Housejoy, as earlier if he faced any problems
related to water clogging and leaking, he used to get it fixed by local plumbers.
This time he chose Housejoy because of the suggestions and positive reviews
that he received from his neighbours. Also he had watched advertisements about
the services provided by Housejoy in television earlier which impressed him to
get the plumber from Housejoy.
There were various alternatives such as Mr.right, helpr, timesaverz, etc… which
were evaluated before choosing Housejoy. These alternatives were evaluated as
they provide similar services and are close competitors to one another. The final
choice was determined based on various components which includes the price
of the service, availability of service, reviews from neighbours, fast delivery of
the service.
Since that was the first time for Mr. Suresh to render a service from Housejoy
his expectations were pretty high and all of them were met by the service that he
received from the service company. He was pleased and completely satisfied
with their service because when he approached Housejoy for the first time they
responded to his problem real quick and the plumber who was sent to fix the
damaged water faucet reached his house on time without any delay and fixed
the leakage very quickly and effectively.
The service plays a vital role in Mr. Suresh’s life because he had to get the
water faucet fixed as quickly as possible as the water faucet serves for various
purpose in his day to day life. Housejoy plays a key role in getting the water
faucet fixed because from now on if Mr. Suresh faces any problems related to
leakage of water faucet he can get it fixed from Housejoy as they provide the
best service at minimum cost and time structure.
KEY INSIGHTS:
Utilitarian need has to be satisfied as quickly as possible.
Cost and time structure plays an important role in this service.
