ANALYSING CONSUMER PRODUCT CHOICE
DETAILS OF THE PERSON INTERVIEWED
NAME : TANU SINHA
OCCUPATION: HR Executive in Bajaj Auto Ltd, Pune
AGE: 25 years
TYPE OF PRODUCT: A product or service costing more than Rs. 500/- and is primarily purchased for its function utility.
PRODUCT SELECTED: Laptop
BACKGROUND OF THE INTERVIEWEE: Tanu has been a resident of Patna since her childhood. She completed her +2 education there and went to Pune to pursue a 3 year Bachelor in Arts (B.A.) degree. After which she did an MBA in HR for 2 years. Currently she has been working with Bajaj Auto Ltd, Akurdi, Pune in Human Resources.
Tanu was asked around 20-25 questions with each question trying to gain more insight on why she chose that particular product and the attributes pertaining to it. The interview lasted for around 25 minutes.
STRUCTURE OF THE INTERVIEW
The main objective of this interview was to develop a deep understanding of the purchase decision process and bring out the individual factors and group factors that really determined why the customer acted the way he did. The interview aimed at understanding the following aspects –
a. Need of the product
b. Decision making Unit
c. Decision making process
d. Nature of the process
e. Where the consumer bought it
CHOICE OF PRODUCT
Tanu had to purchase a laptop just before pursuing an MBA since the course demanded it. Although she had an option of choosing among two laptop deals in her college yet she purchased one on her own. She bought a Dell Inspiron 1520 for approximately Rs 48,000.
1. NEED OF THE PRODUCT :
Since she had joined a MBA program, her course work demanded her to have a computer or a laptop given the amount of presentations and reports to be prepared. Being an expensive product, she wanted to make...