analysis plan-nectar bee

8/8/2019 Analysis Plan-Nectar Bee

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S No Centre Occupation

1 Delhi

2 Bhopal

Name of theRespondent

Family SetUp

1) Satish2) Priya3)Santosha4) Deepak5) Nidhi6)Sudeshna7) Sanjay

1) Satish(propertybusiness)2) Priya(Business)3)Santosha(Housewife)

1) Satish2) Priya-Nuclear3)Santosha7)Sanjay(Nucler faily)

1) RupaDevi

2)3) JPReddy4) KartalSingh5)Musarafuddin6)Abhishek

1)Housewife

2)Housewife3)Business4)Mehanic5)

TeacherIncharge6) Shop of

1.Nucleara)

Husbandb)Son2. Nulceara)Husband


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3 Coimbatore

1 Rosy2.Radhika3. Vennila4. Sashi5. Arun6.Bhopalan

7. Bhuvan8.

1.Housewife2.Housewife3.Housewife4.Housewife

5.Service( Computersales andservice6.Business(Helpsfather inhiscompany7.

Business(workswithfather asgoldsmith)8.

1 NuclearFamily.a)husband(works inLalbookingoffice)

b) Twochildren-10 and 15years old2. Nucleara)Husband( InteriorDecoratorb) 2children-5,6 and 10

years old3. Nucleara)Husband(Paint Shopb) 2children( 9years old)4.Nucleara)Husband(Sakthi

group ofIndustries)b)Daughter(12 yearsold)5. Nucleara) twochildren-10 yearsand 15years

6. Nucleara) Fatherb) Mother(works in aprivatefirmc)sister(6thclass)7. Nucleara) Mother(Housewife

)b) Father


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DEMOGRAPHICS

Daily Routine & Interest

What they do?- Interest- Hobbies

Dreams andAmbition- Future Plans

1) Hectic morning--> et ready and get familyready2) Shopping (Once in a week)3) Watching movies4) Going out(On weekends)6) Cooking

Nomentions

A. HOUSEWIVES1.a) Get up in the morning --> Brush+ freshen

up--> prepare and pack tiffin for children andhusband--> Take children to school--> In theevening prepare food--> go to bed2. If have to preapre food then do it + also getinvolved in sewing job

b) Businessa) Leave for office at 1030 am and come back at11 PMb) In the ffice have to travel to places


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1. Females-1. Get up early--> Daily routine -->send husbandto office and children to school -->householdwork -->watch T.V.2. Radhika-a) Additionally have joined computer courseb) Listen to songs3. Vennila

a) Additionally do tailoringb0 do not watch TV much2. Males1. cricket coach-->a)6-7:30 am and3pm to 6 pm coaching forcricketb) Remaining time do excercisesc) watch and correct mistakes students do2. ( General)a) watch TV- HBO and STARb) go for movie in the theatres for night show.c) Internet chatting

"...This will help in my business to know thelatest arrival and trend. Ads and search willhelp..."d) Shoppinge) Photographyf) Music

1. Male

1.Wants togo abroad2. Wants toown house3. Wants hisown

business4. Wants tomake owncricketacademy5. Builds myown house

2. Females1. Radhilka-Build ownhouse and

develop hisbusiness.2. want tobuy a house3. Firhusband-->should beable to havestonecrusher here itselfso that donot have to

go outside

Actionsaken fordreamsa) savemoneyb) Developbusinessc) developcontacts forbusiness

d) Maintainthecustomerse)? toincrease ourtime ofwork to getmoreincome andthenachieve theaim


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No mentions

Understanding Ownership andUsage of Electronic Equipments

Challenges- Ways to overcome

ElectronicGoodsownership

Electronic Goodsintending to buy

Equipmentspurchased atparticular

1) AC, TV,FridgeInverter,Washingmachine,Grinder,Geyser,CFL

R: Fridge, TV.R: I have takenfridge.2) AC--> Split andElectricity saving

I have takenAC last timein June.

Challenges1. In Business

a) Have to lie2. As Teachera) Difficult to managechildrenb) Tackling children whenteacher is absentc) Persuading teachers totake extra classWays to Overcome1. In Business

R1: Fridge,geezer,

washingmachine,ACR2:FanR3: TV andWashingMachineR4(TeacherIncharge)-

R1: OvenR2: washing

machineR3: ,TataSky,GeyserR4:Geyser, AC withcheap rateR5: FridgeR6: Fridge

a)"...We wait fordiwali"b) Any timec) Whendiscounts/sale arethered) Off season

Conclusion:No specific time"...in both times.In the festivaltime we give giftalso. Other timeswe have to followour budget also..."


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FridgeChallenges1. Bhuwan( Goldsmith)-->Have to maintain customers

Female R:Mixie,Grinder,Washingmachine,fridge,fan, light,Induction

Stove( 4membersown)"...Induction stoveis moreeconomical thanGeyser...", Laptop ,iron BoxMale R:

System,TV color,Oven

During timeofa) Diwalib) New Yearc) Pongal

For Mixie,Grinder

a) Duringexchangeoffers"We canget newmodel bygiving ourold ones. Itwill haveadvantages..."


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Occasion of Purchase

Reason for preference particular time Critical Factors Important Factors

(To understand Energy Efficiency

* IN Summers, for cooling Ac isrequired

1) Company name--> Brand Name"...if companyname will begood, product willdefinetly begood.."2)Electricityconsumption (Most

1) Wattage in case ofCFL--> less wattage lessbill"If I talk about 40watts then it takesthat much but someother thing is taking20 watts then that oneis better and saves

Reasonsa) Diwali

i) For gifting purpose

b) Any time1) Because it is needed2) At display so bought afterseeing it"Some days earlier I was going for purchasing awashing machine but we take fridge. I think I can

manage our washing of our small family by hand."3. Discounts"...Sometimes it happens like if some old items

1. Decision fromelders and other

familty menbers2 Offers available"...Companies are

providing mobilewith washingmachine, TV andany other

products, thendemand of those

products

1. Company's Name2. Quality

": Whether companyproduct is good ornot"3. Warranty/Guarantee/After Salesservice


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1. Exchange offersa) you get smart offers

1. Price.2. Brand3. Quality

1. Service2. Color3. Model4. Size5. Appearance6. Strength7.Guarantee.


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U

Purchase Behaviour

1. Size & Style

comes when)

Not so ImportantFactor/ Compromisingfactors

IndifferentFactors

ProductCategory

Need to Purchase product Source of Information(Advertisement,Dealers, Family,

1) Budget (Recallwhen Probed, butconsidered asCompromisingFactor)"...Obviously wekeep budget butif some item isgiving benefits

Refrigerator

1) Need to upgradethe model2) Volume increase-->Increase in size offamily3) Problem while using--> Problem of Waterdraining out

1) Advertisementon TV2) Dealers inmarket

Refrigerator

( 4 peopleowned)a) DeepFridge(360KV)b) LGfridgec)Videocond)

R: It was theneccessity

R: "...Previous onetook heavyelectricity so I hadto exchange that"R:Needed more spacein fridge to make icecreamR: Need

1. Salesman"They come to my homeand give me 6 months

time to check the electricbill...."2. Dealers


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FridgeOwnershipa) 4-5yearsb) 7-8yearsc) 5 yearsBrands

owneda) BPLb) Godrejc)Kelvinator

a) bought in coldseason as during thatperiod the rates arecheap

b) Bought near newyear because of offersavailable on fridge and

avoided during diwalibecause of rush

1. Advertisementson TV andNewspapers2. Friends whohave appliancesof those brands"we wentbecause of seeing

the ad. Twoplaces of friendswe saw. And weasked the reason.They said it wasdue to brandname...."


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nderstanding the Consumer Behavior- Purchase

Product Category 1

Any other mentions Product Category

TV

Evaluation ofalternatives

-- Brand Search

Purchase process-- selection of dealer

Need to Purchaseproduct

1) BrandEvaluation-->prior Experience"..Almirah andall are of Godrejin my home so Ihave decided totake Godrejfridge also"

Brand Selection--> Dealerselection on thebasis of nearnessand difference inprice

Husband andWife wereDecision maker

AC3 star ACSamsung.

1) IncreasedFamily size

BrandEvaluation

1.Videocon vs LGa) Owned otherproducts of samebrand". I have seen LG alsobut I have takenVideocon. My washingmachine is also from

Videocon..."2. LG Fridge"all things are writtenhere how much electricit

R: Star Sticker onthe fridge

R: Bought thelatest one"My electricbill is not much.It is alright...."R: Never thoughtanything. Justbought onlikeliness andmatching with the

Dissatisfactionwith Videocon

"...ThoughhavetakenVideoconbut bill iscoming veryhigh. Allappliances runat the sametime. Beforebuying we


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1. Brandevaluation of allwhich friends own2. Word of mouth

from friends whoalready own it

R1:1. Firstly thinkbest of the brands2. 4 or 5 shopsare chosen andvistedR2: Selected thefridge according

to1. convenientShowroom2.space availableat home Theysaid they weredealing withKelvinator andwe saw theirfridge .Whatwas suitableand that can be

accomadated inthe small placeavailable for itin our house weselected andbought. Idecidedaccording thespace at homethough theysuggestedseveral

models..."

Case Study forpurchaseprocess"At that time there wasa model called Frostfree. They said it ismodern technology.Unlike other brand fridgethe compressor in thiswill not produce anynoise.You cant sleep. Wechecked by visiting other

friends house and thecompressor of the otherbrand was making noise.The Frost free modelwas at that time withB.P.L. which had silentcompressor. So weselected BPL...."

Color TVa) Sonyb) Flat3. Videocon

1. Needed newso as to protecteye sight"First wehad a verynormal TV.Now I boughtLCD. They

said it willnot harm theeyes. So webought. SonyI bought..."


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urchase Process- Product Category 2

Any other mentionsSource ofInformation(Advertisement,


-- Brand Search

Purchase process-- selection ofdealer

ProductCategory

Influencers:1)Sales Man:-->Helps inexplainingbenefits of Starrated AC"...Sales manexplains us

1) Only 3 starand 2 star AC'swereavailable-->Preefered 3star over 2although adifference ofRs. 3000

1) WindowShopping--> tosee the rates inmarket

1) For buyingStar labelledproduct paidExtra--> forfurtherelectricitysaving"...We arethinking to

Nomentions

1. Dealers"We learn

abut safetyfrom them ..."2. "we seeconfigurationin box also..."3.Advertisements( Newspapers/TV)4. Other Buyers

1. Star rating2. ISI mark

3. PictureQuality4. Looks &color5. Sound"It produces musicupper side when itbits. It creates a goodfeeling. My husbandlikes music and he

needs loud music"6."Videocon

1. Dealera)"It depends a loton him what he will

say...."b) "Dealer istelling that how muchelectricity isconsuming and whatis watt of it etc. healso told about the ISImark. There is ISImark in LG and itsengine becomes

different...."c) He informs


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Friends 1. Powerconsumption isone thing to beseen."In mySamsungmodel the

power saving

is more theysai..."

1. Decided thebrand and wentto its(Sony)showroom2. Slection fromdifferentmodels andsizes of the

same brand


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Purchase Process- Product Category 3

No mentions No mentions

Mentioned

Efficiency/Star

Labelmentioned

Section 1 elseSection2(Mention

Section 1 orSection 2

Believe on StarLabelling

programmeSource ofInformation(Advertisement,


-- Brand Search

Purchaseprocess-- selection of

Any othermentions

Nomentions

Nomentions

EnergyEfficiencyMentioned

Believedependsupon thecompany(Manufacturers)Reputation"..If thecompany is


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Awareness of

Level of Awareness and Impact

AidedAwareness of Starlabeling Program-- Spontaneous

Sources ofAwareness-- Dealer

Impact ofAdvertisement

Impact of dealer onpurchasing Starlabeled product.

Organisation:1) GovernmentInitiatie to saveelectricity to giveit to others-->Benefit toGovernment asrecurring losssesby giving

1) Dealer's Shop(main Source)2)Advertisementin TV--> newconceptintroducedthrough TV only

1)Dealerexplained aboutthe benefit ofthe star labeledproduct--> toldthat starlabeledproduct arecostly but

1. it reducesenergy

consumptionupto 70-80%2. It providesinformationabout theproduct. It alsoindicates howmuch energy ittakes.

a)It is initiated byGOI--> Goi

orders tocompanies to sellfor products withthis

1.Dealer( Mainly)

2. TV

1) Dealera) He told many

things about theenergyefficiency andhow much ithelpfor savingenergy


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tar Labeling- Section 1

Ad Recall Star Label Recall

Spontaneousmention

Messagefrom Ad

InfluencingFactors

DislikingFactors

KeyAssociations

AssociationswithApperance

InformationRecall

It indicateshow muchunits youare saving.Earlierfridge hadonly onedoor and ittook more

I haveread anarticle andthey toldthat theyare savingthat muchfor 5 starsAC.

Ad Recall"A person

buys ageyser andafter somemonths heupset fromelectricitybills."


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Awareness of Star Labeling- Section 2

NA NA NA NA NA

If EnergyEfficiency/

Star Label notmentionedSection 2

Impact onDecision Source of

InformationStar Label

Aided Recall

ProductCategory starlabel recalled

Perception forstar labellingprogramme

Spontaneousmentions

In someareas theygetelectricityfor wholeday and insomeareas theyget it for


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Attitude towards Energy EfficiencyInitiatives for creating

awareness

Need for EnergyEfficient appliance-- Relevance of

Positives ofLabelingProgramme

Benefit tonation

Influence onbuying procedure

SpontaneousMention

Activites tocreateawareness

1) Difference inthe bill-->reduced cost--> highersaving"my familyhas taken ACand they sawdifference of


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Sequence 1

CONCEPT EXPOSURE- Ad Rotation 1

Likes Dislikes

4

Spontaneousmentions

Ad Recall- PreExposure

AdMessage

Connectionof messagewith

Persuationto action

2A, 2B , 2C,2D, 2e, 2 F

Longevity ishigh.Starrated.R:BureauofEnergy

yesI mayhaveseen itin TV orpaperbut Ihaveheard it.

: entirethingsare seenwell withthelampsinside.R:Electric

Believe:If companyis goodthen wehave tobelieve.

Yes ittakeshugeelectricity.-->Powersaving.

Everybody has

seen itbeforeinadvertisementondoordarshan

Yes, onDoordar

shan forGeyserand notwashingmachine

sloganSave

energysavemoney.

Nomention

SaveElectricit

y andalsosavemoney

Government wants

to saveelectricity

Nomention


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Sequence 2

CONCEPT EXPOSURE- Ad Rotation 2

Likes Dislikes

3

3

Any otherassociations

Spontaneousmentions


AdMessage


It is saidthat it isBEE labelproduct

yes in thatall shows instar.

1.Government

of India haslaunchedthis"ISI mark islaunched by thegovernment andtax that has comefrom this goes togovernment and ifyou buy anythingfrom private you

take bill...."2. Some

It is PhilipsAd

Only onein the

groupcouldrecallad"...Saveelectricity upto 80%, if youuse 100 wattbulb and useCFL it isequal"

1. dontdump

underelectricity bill.2. It useslesselectricity ascompared to bulb

1.Stickershould

be in themiddlenot onside"...Sticker isabove thelabel, you canstick it incenter. Itshould notbeinside theglass but on

the lass"

R:that wecan save

moneyR:"...According tome theyaretryingto saywhichand

GainKnowledg

e aboutthe label


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Sequence 3

CONCEPT EXPOSURE- Ad R

Likes DislikesPersuation toaction


Spontaneousmentions


AdMessage

1A, 1B, 1 C,1 D

we aregettingelectricity savingbecauseof that

thatportioncomes inthe hand.R: theygive hereunitmattersand it is

: No,messageis same.Different:Now itgivesunitinformation.

Yespersuades

to buylabeledproduct(ALL)

2A, 2B , 2C,2D, 2e, 2 F

1.Placeme

nt onownedappliances"This ison myfridge.""This iscome ingeyser"

Yes (All)"It

comes inpressand italsocomes inallappliances...."

1. Photolooks

goodbecausea)All theitems areverycostlyb)BEEmeans itis in yourfavor, it

No Badthing

Morestars less

units willbe used


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otation 3

Sequence

CONCEPT EXP

Likes Dislikes

4

1


Persuationto action


Spontaneousmentions


Everything iswrittenhere likeit showsinpicturesalsoGovt.

:Washingmachineis alsosavingenergy.

R: It alsotells

Yes as itshows it is

from Govtof India

1. It iswritten

saveaccording to star.


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SURE- Ad Rotation 4 Best Concept

No mentions

AdMessage


Persuation toaction


Reasons forliking Reasons for Not

liking others

SpontaneousResponse

: YesR: Itdependson theusage.R: Itbecomeshigh inwinter.

1A3 (3) --In this ittells everythingaboutequipment.

It includes allthings like theytold. It is

M: What is theproblem in 1and 2?R: It is writtenas single.

M: Malini I amjust not comingwith that.

savesmoney

andelectricity, just 2things.

It is fromgovernmen

t of India.


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Ad Making

No mentionsNo mentions No mentions

Necessaryelements

ImportantMessage

Source ofcommunication

Any othermentions

Nomentions


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analysis plan-nectar bee

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