CONSUMER BEHAVIORS

TEAM
V i n ay Pu roh i t V i sh al Sh i n de Roh an Ku dt arkar

Table of Contents
Table of Contents ................................................................................................................. 1 Table of Contents ................................................................................................................. 2 Decision Making Unit ............................................................................................................ 3 Consumer......................................................................................................................... 3 References ....................................................................................................................... 4 Motivation Behind Purchase ................................................................................................... 6 Necessity.......................................................................................................................... 6 Product Property ............................................................................................................... 6 Decision Characterization ...................................................................................................... 7 Frequency of Buying .......................................................................................................... 7 Impact on Decision ........................................................................................................ 7 Decision Making Process ....................................................................................................... 8 Triggers to Decision Making ................................................................................................ 8 Information Gathering .................................................................................................... 8 Alternatives ................................................................................................................... 8 Final Choice ................................................................................................................... 8 Final Shopping................................................................................................................. 10 Conclusion......................................................................................................................... 10

Decisio n Mak in g Un it
Co n su mer Pro fi l e:

Name Age Gender Location Qualification Profession Income Social Life

:Mr Siddhant Kaval :25 :Male :Thane :BE - EXTC :Engineer :30000 :Party Loving.

Role Players

1. Relation : Friend Name Age Gender Location Qualification Profession :Mr Mihir Deshpande :24 :Male :Thane :MBA Marketing :Sales Executive Asian Paints

Why you want

to buy it?

I have a sport shoes but it don't go with party casuals. I am looking for shoes which I can wear in weekend parties or any casual location.

What k ind of shoe you are look ing for?

I want to buy casual shoes which are sporty in looks, something like woodlands etc.

In Wha t range ?
Somewhere between 2000 to 3000 rupees.

Go For
y y y y Wait for Independence day sale First check out on internet Check out in multi brand store Check in grey market

2. Relation : Colleague Name Age Gender Location Qualification Profession Company :Mr.Vicky Nathani :27 :Male :Mumbai :BE IT :Project Leader :NEC Pvt Ltd.

What k ind of shoe you are look ing for?

Casual shoe

In Wha t range ?
Somewhat between 2000 to 3000 rupees.

Go For
y y y Woodland Nike Reebok

3. World wide web y y y y y y y y Bata Reebok Nike Puma Fila bagit2day Snapdeal Yebhi www.bata.in/ www.reebok.com/ www.nike.com/ www.puma.com/ www.fila.com/ www.bagittoday.com/ www.snapdeal.com www.yebhi.com/

Motiva tion Behind Purcha se What make s you to buy shoe s?

I worked in NEC Pvt Ltd., I am an Engineer. I worked with foreign clients and we do work hard in weekdays and party harder in weekend. We go in pubs and sports bar sometimes in 5 star restaurants for party or to celebrate teams success. I wanted to be in smart casuals. I already have sports shoes but it does not carry with all kind of casuals. I have seen my colleagues dressing during these occasions so I wanted to have similar smart and cool casuals.

Nece ssity
y Consumer need different types of shoes for different occasion like party, any formal event.

What k ind of Fea ture s you look ing for?

The casual shoes has to be Comfortable Attractive Branded Smart Carries with all kind of casuals In range 2000-3000

Decision Charac terization Was It a first-time decision? Review it.

I already have an sport shoes, I do buy formal and sports shoes as per requirement approximately once in 2 years. I have bought my previous sports shoes form retail shoes shop. I haven't did any survey also not took advice of any of my friend. I checked few retail shops and the shoes which i like i bought it. It was not a branded but of good quality also its available at reasonable rate. I did buy it as an necessity not for specific requirement.

Was the a mount of de libera tion a ppropriate to the dec ision?

Yes, It fulfilled my requirement at that time.

Decision-Making Process How earlier did you start pla nning?

I have been thinking of buying for about last 2 months .However ,due to some activity or other I was not able to get it done. About 3weeks earlier ,I did go to purchase but I did not get the fresh designs. Also my friends did ask me to try out a new brand from MOCHI .

What triggered the process of buying?

On the occasion of Independence Day ,there were many offers going around like Maha Bacchat Week for Big Bazaar, and 50% off Sale on Adidas & Nike brands .Hence ,I had decided to avail this offer and actually pre-pond my buying decision.

Was there any information search?

I believe in researching through physically visiting the stores and trying them out. I visited some Branded outlets at Nirmal Lifestyle, R-City and Korum Mall. I also visited a factory outlet for Nike and Reebok near my office. My colleagues also suggested that I visit sites like snapdeal.com to get a good offer. I was apprehensive a bit since I have never used this medium to shop. Hence, I used the site only to know about different brands and get the price difference.

What information wa s collected?

I was mainly concerned about two main factors: 1. The fitting as in the comfort level I was in after wearing the pairs as I believe that You should not carry the shoes but the shoes should carry you. 2. Medical problem: Since I suffer from Flat Foot Problem ,not all shoes fit well on me. Hence I was particularly concerned about the sole as well as the internal pad to ensure that I can carry on my activities without hurting my legs. 3. Besides these factors ,I was also concerned about the weight of the shoes and wear-tear capacity of the shoes.

How many bra nds did you conside r?

I have been an impulsive buyer i.e. I am not concerned about the brand as far as the product satisfies my needs .Hence this time too, I zeroed in on Woodlands, Nike, Adidas and Buckaroo. Woodlands because it is great on my trekking expeditions and I have been longing to own one. Nike provides great comfort and styling. Adidas was considered for its fitting and low price since I found their shoes to be at least 500 rupees lesser than Nike one. Buckaroo is a leading footwear dealer and was suggested by one of my doctors for their custom made soles .

How was the fina l choice made?

I finally went on and got one Nike. It was a tough battle between Nike and Buckaroo but Nike won due to its Brand power and easy accessibility since Buckaroo outlets are very limited (two to be precise).Also high price was not a deterrent because I got Nike from an 50%offer from Nirmal outlet and the price after discount came well under my budget.

Did ads pla y any role in your dec ision?

I should agree that Nike ads also had a say in my purchase. I relate these ads to higher performance in all my sporting endeavors. Also my favorite football star , Cristiano Ronaldo ,being a brand ambassador for Nike aids my thought process of investing in Nike.

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Fina l Shopping Where did the customer buy?

I bought my NIKE shoes from Nike Showroom in Nirmal Lifestyle, Mulund. As I stay at thane, Nirmal Lifestyle was too nearer from my house, as well as Nike outlet at Nirmal is also providing the same offer which other Nike outlets in the city are providing an end of season sale.

Where to buy or wha t to buy?

Since I made up my mind to purchase Nike's shoe any Nike outlet is best place to buy shoes. Brand shoes has almost all varieties of their products which may not found in multi branded outlets.

Conc lusion

Factors affecting Buyers Decision

1. 2. 3. 4. 5. 6. 7. Consumer's specific need Peer influence Previous experience Awareness about brand Features Consumer looks for in product Awareness about Market Easiest option to buy