NIMISH KHANNA- 18 ADITI SHARMA- 42 HUNEY SRIVASTAVA- 51 NISHA UPADHYA- 60 PRERNA SURI- 65 RIDHI KATHURIA- 68 SHILPI BISWAS- 75 SHRUTI

GERA-76

High Involvement product (LAPTOP)

Low involvement product (SHAMPOO)

DECISION MAKING UNIT

WHO BOUGHT THE PRODUCT ?

LAPTOPS
FAMILY(HEAD) SELF

40%

60%

SHAMPOO

ROLE IN DECISION MAKING PROCESS

LAPTOPS
INITIATOR
salesper son, 15%

INFLUENCER
family(h ead), 20% Peer group, 25%

advertis ements, 40%

Payers self/earner /head of a family Source of information Advertisements, Word of mouth, Salesperson, internet, relatives, friends, family

User self/family members

ROLE IN DECISION MAKING PROCESS

SHAMPOO
INITIATOR
salespe rson, 5%

INFLUNCER
Family( mother) , 50%

adverti sement s, 25%

kids, 20%

Payers self/earner /head of a family Source of information Advertisements, Word of mouth, Salesperson, internet, relatives, friends, family User self/family members

What motivated the purchase ?

LAPTOP
60% respondents say services which are essential for daily purpose 30% respondents say Updation of technology

10% respondents say Status symbol

What motivated the purchase?

SHAMPOO
70% respondents say basic requirement
10% respondents say nourishment of hair 20% respondents say cleanliness

What problems did the product or service solve? LAPTOP

60% respondents say portability 20% say connectivity 10% say Internet surfing 10% say access to work easily

What problems did the product or service solve? SHAMPOO

Cleanliness Nourishing of Hair Freshness

What attributes seemed important?

LAPTOP
10% say Processor
40% say Price 30% say Brand image 10% say Features

What attributes seemed important? SHAMPOO

60% says Suitability 30% says Advertisement

10% says Price

What triggered the process?

Laptop: Processor Design Price

Price 40%

Proces sor 40%

Design 20%

SHAMPOO
Advertisement Fragrance Suitability Price
Price 10%

Advertise ment 30%

Suitability 40%

Fragrance 20%

Was there an information search?

LAPTOP: Yes No

Chart Title 80% 70% 60% 50% 40% 30% 20%

10%
0%

yes
Series1

no

SHAMPOO:
YES NO
80% 70% 60% 50% Axis Title 40% 30% 20% 10% 0% Series1 yes 80% no 20%

Chart Title

How was the search conducted?

LAPTOP: Internet Magazines Friends & Relatives

Friends & Relative s 30%

Internet 50%

Magazin e 20%

Shampoo: Advertisement Friends and Relatives

Friends & Relative s 40%

Adverti sement 60%

How many alternatives were evaluated ? Why those?

Laptop: Three Four More than four
40% 35% 30% 25% 20% 15% 10% 5% 0%

three four more than four

three

four

more than four

Shampoo:
Two Three More than three
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% two three more than three

How was the final choice determined?

Brand Features Processor Price

Price 30%

Brand 30%

Design 10%

Features 30%

Shampoo Brand Fragrance Attributes

Attributes 40% Brand 40%

Fragrance 20%

Characterize the decision

SHAMPOO
50% respondents say Casual decision 30% respondents say review of past experience 20% respondents say careful decision

Characterize the decision

LAPTOP
70% respondents say Careful decision
30% respondents say Review of their previous decision

Was the amount of deliberation appropriate to the decision SHAMPOO

All the respondents say yes the amount of deliberation appropriate to the decision

Was the amount of deliberation appropriate to the decision LAPTOP

70% respondents say the amount of deliberation appropriate to the decision

30% respondents say the amount of deliberation not appropriate to the decision

WHERE DID THE CONSUMER BUY?

SHAMPOO LAPTOP
COMPANY KIRANA STORE SHOWROOMS GENERAL STORE MAIN MARKETS FOR COMPUTERS EXAMPLE:NEHRU PLACE

WHY THERE?
SHAMPOO LAPTOP

Because all respondents say it is more convenient.

Because all respondents say it is more reliable

Where did you buy the product?

Almost all of the respondents said they first decided what to buy and 90% of them said they bought from the store they have dealt with in the past

SHAMPOO IS LOW INVOLVEMENT PRODUCT SO ACCORDINGLY:

WHAT TO BUY: 90% say WHERE TO BUY: 10% say

LAPTOP IS HIGH INVOLVEMENT PRODUCT SO ACCORDINGLY:

WHAT TO BUY:60% say

WHERE TO BUY:40% say

Where to buy
SHAMPOO
PRODUCT-SHAMPOO KNOWN(PROMOTION)ADVERTISEMENT, SALESPERSON, NEWSPAPERS, MAGAZINES, BROWZER PLACEKIRANA STORE,GENERAL STORE

LAPTOP
PRODUCT-LAPTOP KNOWN(PROMOTION)ADVERTISEMENT, SALESPERSON, NEWSPAPERS, MAGAZINES, BROWZER PLACECOMPANY SHOWROOM,MAIN MARKET FOR COMPUTERS LIKE NEHRU PLACE