Consumer Data

The consumers selected for survey were from SEC A households. In both the
families, decision was made by one individual consulting with his friends. What
we found out was AC still has a luxury tag associated with it in many
households.
Haier Split AC

Customer Name : Balagopal G.

Age: 69
Profession: Retd. Editor, Malayala
Manorama
Location: Eranjipalam
Six Family members His Wife, Son,
Sons wife and two children. Son is a practising doctor. Wife is homemaker.
Daughter in law is a dentist. Elder grandson is at 5 th. Youngest grandson is in 11th.
They have a two storey house with four bedrooms and attached bath. There is a
coomon bath room also. Haier AC is in the master bedroom.

Bedroom 2

Dining
room

kitchen

Bedroom 1
Living room
entrance
Identification of need
Mr. Balagopal mentioned that he bought the AC 3 months ago before monsoon
when the summer was at its peak. He was contemplating on buying an AC for
long time and it was his son who insisted that he buy one. The peak summer
temperature in Kerala has been increasing in previous years, reaching its peak
this year which prompted him to go for an AC.
Information Search
Before making a purchase, he enquired about different products available in the
market with his friends and few relatives. He went on checking the products in 23 showrooms, to get more information on products from different sales persons.
He believes that this is essential for a high value purchase. Being a former editor
in Manorama he belongs to the category of empowered customer who

extensively searches for information. The parameters over which he judged the
products were power consumption and durability. He did not go with the
advertisements in TV or magazines as he thinks this usually misleads people. On
asking which movie star should endorse this brand, he revealed his distrust
towards all kind of marketing communications and said he would see it himself
before believing the facts mentioned in the advertisements.
Evaluation of alternatives
Brands other than Haier considered were IFB, Samsung and LG. He purchased
two products together a 1.5 tonne IFB and a 1.5 tonne Haier. Even though IFB
was the first choice for both, he went with Haier as the price was considerably
less and wanted to try a new product.
Purchase Process
Mr. Balagopal went on checking the products in 2-3 showrooms, ending up at ZS
Electronics in Calicut to make purchase. He does not buy products online.
Post Purchase Evaluation
He is not happy with his purchase as he did not receive the warranty card along
with the AC. Even though the product is working fine, the experience he had from
the store was not good. After repeated reminders and threat of going to
consumer court, he received the warranty card from the showroom.
Voltas Split AC
Customer Name : Rajeef K.P.
Age: 30
Profession: Insurance Agent
Location: Kunnamangalam

Six Family members His father, mother,

brother, wife and daughter. Wife is homemaker. Father is retired. They have a
two storey house with three bedrooms and attached bath. Rajeef is an insurance
agent.
Bedroom 1
Living room
Dining room

Bedroom 2
entrance

kitchen

Identification of need
Mr. Rajeef mentioned that he bought the AC 3 years ago as it was too hot in his
bedroom as it was on top floor and there are no trees around his house to
provide shade. Even though the option of having an AC was thought of while the
house was built he postponed his purchase till he felt it was necessary.
Information Search
He initially sought information about the product from his friends and searched
the internet for available options. Even then the two important parameter he
looked for was the energy consumption and the capacity of AC he should buy.
Then he enquired about the product which was highest moving in this segment.
This brought him to the Voltas brand. He knew that it is a Tata product and the
trust factor prompted him to go with this.
Evaluation of alternatives
Evaluation of alternatives were done with the help of friends and relatives. But
he says that the alternatives he considered were few and he had an inclination
towards this brand from the beginning itself. H e thinks its because Voltas is a
common brand in his relatives and friend circles.
Purchase Process
One of his acquaintance was working in the ZS Electronics showroom, which
made him purchase the product from there. The purchase was made offline. He
mentioned that he did not even consider the online purchase option, even
though he searched for information online.
Post Purchase Evaluation
Mr. Rajeef is highly satisfied with the product. He says he didnt have any trouble
with the product except for the routine service. When asked about one word that
describes his product he says it is reliable. On asking which movie star should
endorse this brand, he said Shah Rukh Khan would be the apt choice.