CONSUMER BEHAVIOUR ASSIGNMENT

ON
SHAMPOO/ SHIRT/ MUSIC SYSTEM/ GYMNASIUM

SUBMITTED TO: SUBMITTED BY:

Prof Hersh Sharma Gagan Singh
Rohan Shrivastava
Shailesh Patel
Shubham Mohabe
SHAMPOO
How would you describe the consumption experience?
 Consumption experience can be defined in various ways, sometime your expectations are
fulfilled and sometimes it doesn’t. It differs from product to product its assessment can be
done in the following ways
 Product quality
 Perceived quality
 ES<PS (Quality surprise)
 Expectations met
 ES~PS (Satisfactory quality)
 Expectations not met
 ES>PS (Unacceptable quality)
 This is the way how a person can evaluate a product suppose if a person is having
dandruff and he perceives that it would get rid of it in 3 washes but if that dandruff goes
in a single wash than it’s a quality surprise.
 Today this products offered benefits are increasing day by day as new shampoos are
coming with menthol, different fragrance etc thus demand is also changing day by day.

How often is the product used or consume?

 Shampoos are regularly used products.
 If we will talk about consumption most of the people are using shampoos as a daily used
product. As people bath daily so they like to wash there hairs also daily.
 This pattern differ of girls from boys as girls does not wash there hairs daily basis

Who uses it?

 Every one from man, women, children’s, elders and younger’s, professional ,politician,
actors etc. Age is no bar for consuming and availing the product.

When?

 Some people use this on daily basis and some on there own pattern.

Where?

 Its used in homes.

What type of relationship does the customer have with the product or
service?
 As far as relationship part is concerned people are now shifted towards modern methods
for hair care rather than traditional methods for hair washes. As changing environment
people are making them as a necessity of life rather than facility.

How long has the relationship been going on?

 The relationship is not very long as of few years back only people have started using
these products because earlier there were traditional methods for these things but now
due to changing life style its has became a regular product. Now people are using
shampoos on more frequent basis and are now more dependent on it.

How has it evolved and changed overtime?

 Its has evolved with changing human life from a tribal nomads to a well settled citizens .
 Its ha changed a lot from early age earlier hair were washed only when they became very
dirty but now they are being washed just not for cleaning purpose but making them soft
and silky. They have now became a fashion product rather than just a facility it has now
became necessity

How does the product fit into the consumer’s life? What role does it
play? What role does the brand play in all of this?
 As of in early age this products were just used as a facility as people at that time were not
very concerned about there hairs.
 It plays various roles ranging from cleaning hairs, removing dandruff making them soft
and silky. They make a person look good and signal that he is a neat and clean
personality.
 Brand –it’s an identity given to any product, service or organization. It can be anything
name, symbol, sign etc.It helps you differentiate. It gives you extra cushion. In this
industry also brand plays a very important role. As it is a health related issue people are
very much concerned about the brands. What is the image of the brand in the customer’s
mind that is what is his perceived expectations and what are his benefit that he will derive
is because of brand image what is being made.
Characterize the decision making process? What triggered the
process? Was there an information search? How was the search
conducted? How much information was collected? What sources
where used? When in the process was information gathered? How
many alternatives were evaluated? Why those? How was the final
choice determined?
 It is an impulsive decision that is, it is like you see it start italso involves various factors
like time, cost, brand image and need.
 Flow of idea from somewhere or from oneself, within.
 Thought process weather to buy which shampoo a anti dandruff or softening or a natural
one.
 Choices & alternatives
 Selecting the best or suited one
 Bought it.

 Process can be triggered by anyone, it could be family, society, culture most importantly
friends, from within oneself etc.

 Yes, there is definitely a information search, information can be browsed from anywhere
like friends, t.v, society, internet, magazines, commercials etc.

 How much information was collected depends upon the source of information its
credibility, genuinity.

 Alternatives in this case could be traditional methods like sand, amla curd lemon etc.

 Final choice depends on the purpose or objective of the individual, if somebody wants to
remove dandruff than he will obviously go for an anti dandruff shampoo and if somebody
does not want to apply chemical products than he will go for natural shampoos and even
if somebody wants to go for softening hair he wil go for that type of shampoo not an anti
dandruff or natural one.
SHIRT

How would you describe the consumption experience?

 Consumption experience can be defined in various ways, sometime your expectations are
fulfilled and sometimes it doesn’t. It differs from product to product its assessment can be
done in the following ways
 Product quality
 Perceived quality
 ES<PS (Quality surprise)
 Expectations met
 ES~PS (Satisfactory quality)
 Expectations not met
 ES>PS (Unacceptable quality)
 This is the way how a person can evaluate a product. Shirt is basically a personal
consumption product. It is generally consumed on daily experience and to pass on the
signals.
 Wide variety of shirts is available to a very great extent in the market to provide options.
If is ables to fulfill the experience of the consumer the its worth spending for.

How often is the product used or consume?

 Shirts are regularly used products.
 If we will talk about consumption most of the people are using shirts as a daily used
product in there day to day formal life as the working environment requires shirts to a
very great extent.

Who uses it?

 It is basically the male section which dominates the using pattern of the product. Males
aged from 20+ generally prefer this product through out there life.

When?

 On day to day basis in working schedule

Where?

 Offices, home, business etc

What type of relationship does the customer have with the product or
service?
 As far as relationship part is concerned people are very closely related to this product as
the people are very much style conscious and bother a lot about there personality. So
from past many centuries males have been very closely related with shirts.

How long has the relationship been going on?

 The relationship trend has been very long as from centuries no substitute product lies
instead of shirt.

How has it evolved and changed overtime?

 Its has evolved with changing human life from a simple sober man to well dressed and
personality conscious man .
 Its ha changed a little bit from the earlier years as there is just a gradual change in styling
pattern but the design has remained the same for years.

How does the product fit into the consumer’s life? What role does it
play? What role does the brand play in all of this?
 Shirts fits in the day to day part of the consumer life as it is the essential part of dressing
 It plays various roles ranging from clothing necessity, shelter, styling and describing the
personality.
 Brand –it’s an identity given to any product, service or organization. It can be anything
name, symbol, sign etc.It helps you differentiate. It gives you extra cushion. In this
industry also brand plays a very important role. As it is a styling and clothing related
issue people are very much concerned about the brands and availability. What is the
image of the brand in the customer’s mind that is what is his perceived expectations and
what are his benefit that he will derive is because of brand image what is being made.
 Characterize the decision making process? What triggered the
process? Was there an information search? How was the search
conducted? How much information was collected? What sources
where used? When in the process was information gathered? How
many alternatives were evaluated? Why those? How was the final
choice determined?
 It is an impulsive decision that is, it is like you see it start it also involves various factors
like time, cost, brand image and need.
 Flow of idea from somewhere or from oneself, within.
 Thought process weather to buy which type of shirt whether formal or informal
 Choices & alternatives
 Selecting the best or suited one
 Bought it.
 Process can be triggered by anyone, it could be family, society, culture most importantly
friends, from within oneself etc.
 Yes, there is definitely a information search, information can be browsed from anywhere
like friends, t.v, society, internet, magazines, commercials etc.
 How much information was collected depends upon the source of information its
credibility, genuinity.

 Alternatives in shirt as such dosent lies but to an extent polo t-shirts and t-shirts can also
serve the purpose to a certain extent

 Final choice depends on the purpose or objective of the individual

MUSIC SYSTEM
How would you describe the consumption experience?
Based on the words 'music' and 'consumer', we could come up with an idea of people who
consumes / uses a particular object or services regarding music. A good example for it probably
would be a person who just bought a new guitar or a person who just bought an album of Lenka
Kripac (Australian singer). They consume / bought / use a product pertaining to music.
How often is the product used or consume?
It depends on the choice of individuals, depending on their likings and disliking of the same it
differs.There are few people who are addicted to music known as Music lovers.But now in
todays hectic world most of the people finds music one of the best way for stress relief.

If we talk about the consumption of music it can be for a few people daily, fortnightly for
another or once in blue moon for someone else.

Who uses it?

 Every one from man, women, children’s, elders and younger’s ,professional ,politician,
actors etc. Age is no bar for consuming and availing the services.

When?

It can be listened 24*7

Where?

It can be listened anytime at any place.

What type of relationship does the customer have with the product or service?
Music for few person is like a necessity, for most its a mode of entertainment, for others it’s a
time pass.But there are many who have a great intimacy and passion for music.

How long has the relationship been going on?

The History of Music is as old as human civilization. From the Kings kingdom to the modern
Micheal Jackson Music is related to Humans.

How has it evolved and changed overtime?

Previously Music was played Typical instruments like Sitar, Harmonium, Flute etc.But with the
passage of time it grew and changed to modern instruments like High Definition Music System
etc.

How does the product fit into the consumer’s life? What role does it
play? What role does the brand play in all of this?
Music system can be used anywhere anytime like at home we can listen to Music system, in Car
we can have Audio System for our car, or even while walking we can listen it on Ipod or even on
our Mobile cell Phone.
Brand consciousness has been continuously increasing in this segment.For ex.Apple is the
Pioneer in Ipod.

Characterize the decision making process? What triggered the process?

Was there an information search? How was the search conducted? How
much information was collected? What sources where used? When in
the process was information gathered? How many alternatives were
evaluated? Why those? How was the final choice determined?
 It is an impulsive decision that is, it is like you see it start it also involves various factors
like time, cost, brand image and need.
 Flow of idea from somewhere or from oneself, within or on the family
 Choices & alternatives
 Selecting the best or suited one
 Bought it.
 Process can be triggered by anyone, it could be family, society, culture most importantly
friends, from within oneself etc.
 Yes, there is definitely a information search, information can be browsed from anywhere
like friends, t.v, society, internet, magazines, commercials etc.
 Final choice depends on the purpose or objective of the individual or the group.

Gymnasium
How would you describe the consumption experience?
 Consumption experience can be defined in various ways, sometime your expectations are
fulfilled and sometimes it doesn’t. It differs from product to product, from one service to
other. As gymnasium is a service , it’s assessment can be done in following ways.
 Service Quality Assessment
 Expectations exceeded
 ES<PS (Quality surprise)
 Expectations met
 ES~PS (Satisfactory quality)
 Expectations not met
  ES>PS (Unacceptable quality)
 That is how a person can describe his consumption experience, more over we can see this
scenario in terms of weight loss like somebody has excepted 5 kg reduction and if
perceived is 7 kg than it’s a quality surprise ans so and so forth.
 In case of a gym consumption can be described in terms of impact of gymming and
exercising on health also.How healthy or fitter you are felling availing the sevices
provided by the gym.

How often is the product used or consume?

 Going gym is not a question of necessity, it’s totally depending upon the choice which an
individual makes &differs from individual to individual. Now a days the world is to fast,
hectic, and in this pressure cooker like situation people are feeling pinch and need for
options like jim, yoga & stress relievers are becoming inevitable part of life.
 If we will talk about consumption most of the people has made these things part of the
daily life & started using these things in some or other form like gym, yoga, running,
cycling, swimming due to the increasing awareness in public about the health issues.
 And if somebody has opted gimming as a carrier he might be consuming it twice or may
be thrice a day.

Who uses it?

 Every one from man, women, children’s, elders and younger’s ,professional ,politician,
actors etc. Age is no bar for consuming and availing the services.

When?
 Most of the person generally prefer to do gimming early in the morning but due to hectic
and tight schedules it’s being consumed 24 ,7 that is anytime, any where.

Where?
 Now days it has become a huge business and opportunities are endless in these fields.
Organized & private sectors are jumping in to cash the opportunities. They are offering
specially designed and customized places to attract the customers, it’s like jo dikhta hai
vo bikta hai.
What type of relationship does the customer have with the product or
service?
 As far as relationship part is concerned, the bond between man & machines are
increasingly become inevitable. It is just like food and water that you need to consume to
sustain weather you like it or not. The dependence of man on machine is increasing at a
very faster pace the reason is technology has made the life very convenient and swifter.

How long has the relationship been going on?

 The relationship is as old as the existence of life on earth, before there were different
ways of keeping oneself fitter & healthier from today. Before People don’t have to rely
on machines to be healthy like today, their life style is so that it is itself sufficient to keep
them healthy.

How has it evolved and changed overtime?

 It has emerged with the changing needs & lifestyle of the people. It is nothing but a
facility (supply) in response to the demand made by the dynamic and ever changing
consumers.

 It has taken various shapes and has been passed through various stages and processes.
Before there were akharaas, than it took the shape of traditional Jim and now it’s has
taken the shape of commercial and customized place with full fledged facilities with
swanky machines & whole lot of facilities like Jim, yoga, swimming etc.

How does the product fit into the consumer’s life? What role does it
play? What role does the brand play in all of this?
 As I told before that it is an inevitable part of human life now a days, we can consider it
as a basic necessity product or as a life style product rather service.
 It plays various roles ranging from reducing your weight therefore keeping you healthier
& fitter and also acts as a social place where people can interact and socialize with each
other and not last but least fulfills the status quotient of an individual as it gives signal
that you belong to a well to do family.
 Brand –it’s an identity given to any product, service or organization. It can be anything
name, symbol, sign etc.It helps you differentiate. It gives you extra cushion. In this
 industry also brand plays a very important role. Businesspeople has understand the fact
quite smartly, they are quite aware that consumers also wants to give signal .it’s like
wearing a Nike shoes, having gucchi purse or going to gold Jim will give different feel
,give different signals and satisfy or cater to a particular class of needs.

Characterize the decision making process? What triggered the process?

Was there an information search? How was the search conducted? How
much information was collected? What sources where used? When in
the process was information gathered? How many alternatives were
evaluated? Why those? How was the final choice determined?
 It is not an impulsive decision that is, it is not like you see it start it, your thought process
need to be put at work before you start going to a Jim, because it involves various factors
like time, cost, physical strain etc.
 Flow of idea from somewhere or from oneself, within.
 Thought process weather to join it or not 7 if yes
 Choices & alternatives
 Selecting the best or suited one
 Start going

 Process can be triggered by anyone, it could be family, society, culture most importantly
friends, from within oneself etc.

 Yes, there is definitely a information search, information can be browsed from anywhere
like friends, t.v, society, internet, magazines, commercials etc.

 How much information was collected depends upon the source of information its
credibility, genuinity.In this case it is not a technical or very costly product so limited
information is except able.

 Alternatives in this case could be gim, yoga, swimming, cyclying, walking, power yoga
or any other sports which requires hard work and let you sweat.

 Final choice depends on the purpose or objective of the individual, if somebody wants to
lose wait gimming under professional guidance will be most suggestible and preferred
one. And if somebody wants to be healthy than, yoga will do well & if somebody wants
to be a professional body builder than he requires every thing mentioned above.