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Consumer Behavior Exercise F

The document discusses interviews conducted with two customers, Rishi Raj and Rishi Bardhan, about their motorcycle purchases and usage. While Rishi Raj uses his basic 100cc Hero motorcycle mainly for daily commuting, Rishi Bardhan enjoys taking his high-end 220cc Karizma bike on weekend road trips. Both customers associate certain personality traits with their bike choices. The relationships with their motorcycles are still relatively new, within the last 1-2 years, and so far no major issues have arisen.

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Atul Mishra
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895 views6 pages

Consumer Behavior Exercise F

The document discusses interviews conducted with two customers, Rishi Raj and Rishi Bardhan, about their motorcycle purchases and usage. While Rishi Raj uses his basic 100cc Hero motorcycle mainly for daily commuting, Rishi Bardhan enjoys taking his high-end 220cc Karizma bike on weekend road trips. Both customers associate certain personality traits with their bike choices. The relationships with their motorcycles are still relatively new, within the last 1-2 years, and so far no major issues have arisen.

Uploaded by

Atul Mishra
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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ATUL MISHRA, PGP-12-096

Consumer Behavior exercise -F

Consumer Behavior Exercise F A product or service costing over Rs. 3000/- that, the customer feels, reveals something about the kind of person he or she is.

Consumer profile

Name: Rishi Raj Age: 25 Occupation: Engineer PSU (BHEL) Location: Haridwar Salary: Above 8 lakhs

Name: Rishi bardhan Age: 24 Occupation: Engineer PSU (BHEL) Location: Hyderabad Salary: Above 8 lakhs

Reason for 2 consumers People have different attitudes towards the product they buy. Not all consumers buy the product with same use in mind. I know both of them personally and felt its good that we can show the contrast the same product can have The consumer represents the demographic trend of India. Growing population of young people with high earning capacity. This also means that there is a growing market with high competition where market will do anything to create product differentiation and causing the product to buy. A product that defines todays youth is definitely the bikes. Bikes have always been the favorite toys of men. With movies like Dhoom series and rapidly changing technology the market is growing at rapid rate. According to ICRA the volumes growth was approximately 13% (http://www.icra.in/Files/ticker/Indian%202W%20Industry,%20Update,%20Feb %202012.pdf)

The interview revolved around asking the questions given and forming deductions based on them

How would you describe the consumption experience?

How is the product/service used or consumed? Who uses it? When? Where? How often? What feelings and opinions surround the consumption experience?

While for Rishi Raj the product is important since he needs it for commuting, Rishi Bardhan has bought his Karizma as he likes to go for drives. They use their bikes almost daily however while Rishi raj uses it for transportation, Rishi Bardhan mainly uses it on weekends for road trips. While asking them the feelings and opinion both of them admitted that they buy the bike based on the belief that the bike defines them to a certain extent. Rishi raj described himself a calm composed person who like to have the product which are not very complex. Needless to say his bike was black in color with simple to basic feature (Hero, CD Dawn, a 100cc bike) Rishi Bardhan on the other hand like speed and he described himself as energetic, gregarious natured person who like to travel and wants to use his bike for the same purposes. He bike colour is Red with high end features (Karizma, a 220 cc bike) Both of them expressed a sense of satisfaction while using the bike. They associated their nature to the kind of bike they drive and expressed satisfaction with it.

What type of a relationship does the customer have with the product or service? How long has the relationship been going on? How has it evolved and changed over time? What terms best describe the relationship: good, bad, mixed, love-hate, dependency, casual, partners, exploited, exploitative, good friends?

Rishi raj bough his bike 1 year ago, quickly after shifting to Haridwar, where as for Rishi Bardhan it has been just 6 months . Its still a little too early to deuce much from their purchase however on interviewing and giving them the above words to describe their relationship with their product, Rishi raj chose dependency and partners. Rishi bardhan on the other hand described it as good friends and good. Rishi raj later explained that he would prefer to have a car as soon as possible and hence he did not invest large amount on the bike. Rishi Bardhan on contrast to that described how much he loves biking and plans to buy car only when he will decide to settle down. Incidentally Rishi Raj has missed a few servicing sessions while Rishi Bardhan has not missed any. What I deduced was that a product can be bought for different reasons. It is important to understand the reasons which will help us to market the product effectively. What kinds of things have gone wrong in the relationship? Stockouts, unavailability of parts of service, inappropriate communication, quality lapses, violations of norms or expectations or values.

Both did not express anything wrong happening with their product. While Rishi Bardhan had an accident but the servicing ensured that his bike was repaired. Rishi raj said he does no use his bike that much but till now he has no complaints from the product. While surprisingly thee were no product complain but I believe 1 year or 6 months are a little early for the product complaint. A personal experience from my side says that normally problem start after 2 years when the frequency of servicing increases and more interaction with customer service centre and insurance company increases. Moreover since both the bikes are from well reputed strong brands so I see less chance of any violation of any norm. What positive surprises have occurred?

Exceptional service, welcome communication, performance above expectations, affirmation of values.

Rishi Raj said while he appreciates the facility that a bike offers, as such he has no positive surprise from his bike. He uses it for primarily

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