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Marketing Management Report - Exercise1-GroupA

The document summarizes research from 42 interviews about consumer purchasing behavior for inexpensive products under 100 rupees in India. Key findings include: - Most purchases were out of necessity rather than impulse buys. - Price, brand value, and quality most influenced information search. - Proximity to stores strongly affected alternative evaluation and purchase decisions, with 81% purchasing offline near home. - Post-purchase, most re-purchased the same brands and sought them at other nearby locations due to brand loyalty. Improving product quality and distribution were seen as important to growing FMCG product sales based on consumer preferences.

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Ankit Kumar
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283 views9 pages

Marketing Management Report - Exercise1-GroupA

The document summarizes research from 42 interviews about consumer purchasing behavior for inexpensive products under 100 rupees in India. Key findings include: - Most purchases were out of necessity rather than impulse buys. - Price, brand value, and quality most influenced information search. - Proximity to stores strongly affected alternative evaluation and purchase decisions, with 81% purchasing offline near home. - Post-purchase, most re-purchased the same brands and sought them at other nearby locations due to brand loyalty. Improving product quality and distribution were seen as important to growing FMCG product sales based on consumer preferences.

Uploaded by

Ankit Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Consumer

Behavior Exercise
Understanding customer buying
process

Group A
ABHINANDAN (170301001)
ABHINAV (170301002)
ABHISHEK M. (170301003)
ABHISHEK P. (170301004)
AKASH (170301005)
AKSHAY (170301006)
ALTAF (170301007)
ANKIT K. (170301008)
Objective
We conducted 42 interviews to study consumer buying process for mundane products/services
costing less than INR 100. This report will present our observations and findings of the study.

Survey questions
The questionnaire was prepared following a five-stage customer decision making process template.
The stages are

1. Need Recognition
2. Information search
3. Evaluation of Alternatives
4. Purchase
5. Post-Purchase Evaluation

The questionnaire is attached at the end of this report in Appendix A.

Observations

1. Need Recognition
Need

61.9%

23.8%

14.3%

Necessary at the moment Impulse buy Necessary in future

Figure 1: We observed that for 76% of the interviewees the purchase was necessary at the
moment or in the future. Only 24% were impulse buys. Most people made the purchase
according to their needs with proper planning.
2. Information Search

Figure 2: Consumers are motivated by Price, Brand Value and Product Quality for purchase
of products less than 100 rupees

3. Evaluation of Alternatives

Figure 3: How availability in near proximity afftects the buying decision.

4. Purchase
Online/Offline

19.048%

80.952%

Offline Online

Figure 4.1 ~81% of the consumers in the survey prefers to buy from nearby offline stores.
Proximity and immediate need are the influencers.

Various Online Platforms

12.50%

12.50%

12.50% 62.50%

amazon Flipkart Other Online Store Grofers

Figure 4.2 Distribution of online buying preferences for mundane products. Despite efforts of
brands like Grofers to market them as ideal fit for online buying, consumer trust Amazon.
Consumables/Non Consumables

45.24%

54.76%

consumable non consumable

Figure 4.3 Category of products were purchased by the survey takers.

5. Post-purchase Evaluation

Figure 5.1: 76.1% bought products on their own, 23.9 % purchased products consulting
friends & family. The products which were consulted are Food, Personal Cosmetics.
Figure 5.2
On Analyzing Figure 3 and Figure 5.2, there is high correlation between consumers who re-buy the
same product with consumers who will look for specific product at other locations as proximity
distance does not affect their purchasing decision when brand loyalty is a factor

Conclusion
It was a thought provoking exercise. The purchase was made immediately once the need was
recognized. Product quality and availability in the nearby store were the crucial factors impacting the
purchase. In light of this knowledge we can conclude that in order to grow the sales of FMCG
products, companies should focus on improving product quality and distribution.

Appendix – A: The questionnaire

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