Consumer Behaviour Projects (CNB)

Term-4
2021
Company: Uber Company: Diageo
Project Code: UB01 Project Code: DI01

Objective: Objective:
Study triggers and entry barriers for a customer with What drives “Consumer behavior” while selecting /
regard to digital transaction on the mobility platform. purchasing an alcoholic beverage.

Deliverables: Deliverables:
● Customer-Decision making model ● Market/Social Influence: Pricing, word of mouth,
● Pain Points and Customer behaviour at each stage digital / social media, goodies / gifts etc.
● Recommendations ● Product Knowledge: Awareness of flavors, i.e.,
Brandy, Rum, Vodka, Gin, Whisky, Scotch etc.
Background ● Health Consciousness: Preference for healthy
● Digital payments in India are expected drinks. eg. No/Low alcohol drinks, etc.
to skyrocket with mobile payments to see highest ● Trend: Latest trends and offerings. eg. crafts,
growth, especially post COVID. However, early mixers, new launch etc.
trends post COVID show muted growth on digital
transactions in the mobility sector. Provide the brand name or brand owner for each case.
Company: Eros International Company: Eros International
Project Code: ER01 Project Code: ER02

Objective: Objective:
Identify the User Segments based on usage & How can we solve for the concurrent watch Use-Case
consumption. and is it a sizeable consumer requirement?

Deliverables: Deliverables:
● Engagement: How can we have our traffic to ● Engagement: How can we have our traffic to
consume at least 1 content piece every week? consume at least 1 content piece every week?
Identify opportunities while being constrained to Identify opportunities while being constrained to
existing Library. existing Library.
● Research: Speak to 100 Consumers across various ● Research: Speak to 100 Consumers across various
SEC segments and identify new/unaddressed SEC segments and identify new/unaddressed
needs for recreational content. needs for recreational content.
Company: React Labs Company: Bajaj Auto
Project Code: RL01 Project Code: BA01

Objective: Objective:
How will consumer brands change for High ASP (> Buyer Personas of Different Categories of Motorcycles.
₹10,000) durable goods as more of the Millennial
Generation (27 – 40 year olds) has higher disposable Deliverables:
income and aspires a higher standard of living?
● Find out the psychographic profiles of the buyers
of company's motorcycles (vs competition).
Deliverables: ● Understand the (emotional) reasons behind why
● What are the characteristics of Brands that are people buy different brands. The understanding
likely to win this segment? will have to go beyond the features of the bikes
● How should traditional brands cope with this (on which we have a lot of data) but the emotional
changing behavior and market? payoffs behind buying the bikes.
● Meet (virtually or physically) a substantial number
of our consumers, across cities to provide a cross-
section of views.
Company: Jubilant Industries Company: Jubilant Industries
Project Code: JI01 Project Code: JI02

Objective: Objective:
Consumer behaviour while buying Adhesives on E- Can WhatsApp be used as a strong platform to engage
Commerce. with contractors/carpenters to influence their Purchase
(frequency/volume)?
Deliverables:
● Do consumers buy Adhesives online?
● Which channels/platforms do they buy more from? Deliverables:
● What kind of products do they buy?
● What information do they look at on the E-Com ● In a Trade environment (such as with
channels? Dealers/Contractors/Carpenters in Adhesives),
● What is their search behaviour, etc. which is highly transactional, how can we build
● Study how can the company cause disruption in an emotional engagement with them (e.g. Intangible
environment where the category leader is (a) benefits like Insurances/Scholarships)?
Category defining brand, (b) Extremely strong and
(c) The only Adhesive brand consumers know.
Company: Byju’s Company: Vibe by Hike
Project Code: BY01 Project Code: VI01

Objective:
Objective:
What is the attitude and behaviour of Young Adults (MF
Online vs Offline tuitions. 18-30) towards ‘meeting new people/making friends
online’?

Deliverables: Deliverables:
● Category view: Is it the same as 'Dating' or 'different? If yes, how
● Understanding the need for tuitions. and if not why not?
● Drivers & Barriers in the selection of tuition classes. ● Motivation: What do consumers want to get out of 'Making new
friends online? Is it hook-up, just a friend to chat with, or a friend
● What will get consumers to shift from offline with hope to become more than a friend, etc.?
tuitions to online tuitions? (understanding more ● Triggers & Barriers: What are the triggers to want to 'make a new
about what will influence behavior) friend online? What are the barriers to it?
● Evaluation: How are new apps in the space evaluated?
● 'Safety': How does the TG evaluate online 'safety' on these apps?
TG: Parents of children in classes 4-10th; Sec A & B. What is safe? What is unsafe? What kind of behavior is ok? What is
not ok? How important is privacy?
● Revenue Loops: Based on the above, when and for what are these
consumers likely to 'Pay' for such apps/their features?