cb titan eye + project final (1)

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IMI, NEW DELHI 2016 Consumer Buyer Behavior Project: Titan Eye + Showroom By: Bidyut Kumar Mana 15XPGDM09 Rahul S Deshpande 15 SUBMITTED: PROF.DR.NEENA SONDHI

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Page 1: CB Titan Eye + Project Final (1)

SUBMITTED: Prof.Dr.Neena Sondhi

By: Bidyut Kumar Mana 15XPGDM09 Rahul S Deshpande 15

Consumer Buyer Behavior

Project: Titan Eye + Showroom

2016

IMI, New Delhi

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TABLE OF CONTENTS

CHAPTER PAGE

Executive summary..................................................................................................................2

Introduction............................................................................................................................3

Study Methodology ................................................................................................................4

Designing of the questionnaire:....................................................................................4 Interview Process: ......................................................................................................4 Study analysis: ……………………………………………………………………………………………….............4

Customer purchase decision making process...........................................................................5

Customer External & Internal influence................................................................................5-6

Study Sample......................................................................................................................7-22

Study Limitation....................................................................................................................22

Market Implication & response analysis...........................................................................22-23

Suggestion.............................................................................................................................23

Conclusion ......................................................................................................................23-24

References or bibliography....................................................................................................24

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Executive Summary

The study of the consumer psychology has been one of the major facet of studying marketing management ie marketing management without the Consumer Behavior Study is like fish without water. They are not mutually exclusive. A study of consumer buying behavior gives valuable insight in to the psychogenic of the consumer and his/her understanding, perceptions of the product, services and towards various brands available in market or not. It is in the nature of the human to form perceptions about various things either living or dead in which he/she may or may not come in contact. It’s natural to us; our mind is hardcoded to make perceptions about various items knowingly or unknowingly. Our first part of the study was based on the observations made at Titan Eye + showroom at Malvianagar and it consisted of various aspects of the Eye Wear showroom for eg the store layout, store illumination, staff, their behavior, shelf space management various promotional activities, customer relationship management and the most important consumer behavior while purchasing for a particular product ie either glares or spectacles.

The second part of our study concerns with the direct interaction with the consumer and trying to understand their psychic while making a purchase decisions and what are the external and internal forces that play on consumers’ mind before a purchase decision is been made. The methodology consisted of direct interview of the customer visiting the showroom. Some of the question were very direct one and some which were difficult to put-forth directly were asked in very informal and casual manner so that the customer don’t feel offended and their private space is been encroached upon. The whole project helped us understand the various concepts in consumer buying behavior and how marketeers can use these insights to develop better marketing campaigns which will reach maximum audience and generate a substantial sales.

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IntroductionIn the previous study we established we had discussed about how important are eyes for anyone and if anything goes wrong with them we rush to ophthalmologist. The eyes are the get way to a person’s soul and sometimes these little precious gifts of God require manmade intervention so that they keep doing the function they are intended to do in first place.

The use of spectacles and goggles has gone through leaps and bounds from functionality to fashion. The advent of carbon fiber frames fiber glass and different styles of different decades witnessed radical shift in the fashion and the utility of the Eye wear. The west lead this phenomenon and then slowly started to percolate into the east. As India opened up its economy, the incomes started to rise, there were lot of TV shows from the west which were telecast live on the Indian television for the first time and thus India’s journey to fashionable world began at much faster pace. Before this globalization wave struck India, Indians only knew fashion through Hindi cinema which showed actresses and actors sporting different kind of fancy glasses and designs and movie like An Evening in Paris, Love in Tokyo became trend setters in India and actresses such as Sharmila Tagore, Zeenat Amaan became fashionistas of that decades.

This globalization brought about a radical change in the peoples’ attitude and sense of individualism started to take root in Indian consumer mindsets. The Indians went from a frugal society to a reward seeking society and the younger generation don’t hesitate in enjoying their successes and the spoils. Thus from a very conservative society India has travelled a lot into modernization. People have started to become style conscious and aware of the latest trends in fashion industry; this phenomenon wasn’t limited to the female population; the male population also became quite fashion conscious and started rewarding themselves with expensive clothes and accessories. The Indian consumer isn’t fully matured yet and they are in process of becoming world’s biggest mature market place. Thus on the minds of Indian consumer there are lot influences external and internal playing simultaneously. The consumer in India have a tough time in balancing both these influences before they make any purchases as compared to west where it is more liberal and an individual has a freedom to express himself or herself to maximum extent as possible and this can be seen in their choice of outfits and dressing. But the time are changing in India too and that too at a very brisk pace. Thus banking of this economic and psychographic change in Indian consumer, Titan ventured into the brand of Eye wears (Spectacles & Glares) assuming that the Indian consumers are brand ready. For that an extensive research on the consumer buying behavior as to be carried out so that the brand positioning and reach will be maximum. Our second part of the study is just the tip of the ice berg in analysis consumer buying behavior for Eye Wear in India.

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Study methodology

The methodology is basically phase II of the study. The study methodology involved of designing of the questionnaire , identification of interviewee, collection, analysis of consumer trend towards the brand perception, buying decision, identification of market implication and find out possible solution for the brand & as well as the store. The study try to match the literature but very small portion was taken form literature. However, some literature information and idea for customer buying behavior, decision process, external & internal influence.

Designing of the questionnaire: In this study we have used only open ended questionnaire for all interviewer. The demographic, culture, subculture, external & internal influence questionnaire was same for all interviewees but consumer decision making and buying behavior process questionnaire are some short of difference on the basis of individual customer. We have used the interview open ended question because, customer may not responded accurately and they will not give actual answer and it will impact on understanding the consumer buying behavior and study objective.

Interview Process: The interview process was like conversation which interviewee does not fill like given the question & answer. All the interview process was done store nearest place and in store. Our approach was interviewee feel like friend and comfortable with us. We have approached total 8 person out of them only 4 was accepted to talk with us and participate the interview process.

Study analysis: The sample of the study is very small, therefore no quantitative analysis applied in this study. Only qualitative response mention in the study.

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Customer purchase decision making processTo understand the customer decision making process we have categorized the process by the different step consumer purchase. The steps are follows as Need, information gathering/search, evaluation of alternatives purchase of product and service post purchase evaluation. We have asked the customer following sequence which has given below. Our conversation was near to 35 minutes during conversation we had asked verbally all information required to understand the behavior.

Customer External & Internal influenceConsumer purchasing decisions are often affected by factors that are outside of their control but have direct or indirect impact on how we live and what we consume. Consumers are faced with many external influences, including an individual’s culture, subculture, household structure, and groups that he/she associates with. Marketers and business owners call these external influences because the source of the influence comes from outside the person rather than from inside. Today consumers are faced with an array of product selection, and

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Need Recognition

Information Search

Evaluation alternative

Purchase

Post Purchase

Evaluation

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competition is fierce among companies. This is why your understanding of consumer behavior is vital to the success of your business. Both internal and external factors are inter connected and work together to assist the consumer decision making process. External influences include of culture, subculture, social class, family structure & reference groups. In addition to external influences, internal influences affect consumers’ choices as well—personal needs and motives, experience, personality and self-image, and perceptions and attitudes. The exact influence of internal factors is less well known than the external factors, as internal factors are not as observable and therefore are not as well documented and understood.

The study also part of external & internal influences that affect consumer purchasing decisions are evaluated and how internal & external factor act to take decision of spectacles & sunglass.

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External Influence

Culture

Social Class

Reference Group

Sub Culture

Family Structure

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Study Sample

Customer No-1

Customer Demography

Age 31Gender FemaleResident Near MalvianagarCity New DelhiEducation Post GraduateProfession Independent Working Lady Race & Ethnicity PunjabiIncome Upper Middle Class

Media Habits

The most in daily life TV, Internet, News PaperMost attention to advertisement

TV & YouTube

Language of advertisement Comfortable

Hindi, English & Panjabi

External Influences

Culture: Asian, Indian and Punjabi: In the first of our interviewee was from the northern part of India ie from the state of Punjab. She relocated to Delhi after marriage.

Sub-Culture: the subculture to which the lady belonged was Sikh community; among the Punjabis she belong to the Sikh community.

Culturally, there are some commonly regarded color preferences for certain occasions, which are as follows:

• Saffron is associated with valor, is worn during rallies.

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• White is associated with peace, is worn by elders. Many Sikh men and women choose to don a White, Off-White or a similar shade daily as part of their beliefs in keeping with the faith.

It is also a common color worn by Eastern Sikhs at events such as a funeral ceremony or any event where a bright color would not be considered appropriate. On the other hand, Western Sikhs commonly wear White as part of their daily Sikh garb. White turbans are worn to extend the aura and the person’s projection.

• Pink and Red is associated with spring, is worn during that season or for marriage ceremonies.

• Orange and Navy Blue are traditional Sikh Khalsa colors, also worn on days of religious observance or special commemorative events. The blue is the color of the warrior and of protection. Royal blue or navy blue turbans are common among Sikh ministers and Gyanis, especially in India. Orange represents wisdom.

• Black and Navy Blue are more popular with the younger generation and also worn at more formal events.

• Black turbans are believed to represents surrender of the ego.

• Camouflage pattern is worn by the military personnel.

Implications to the Buying habit for the Eye gear:

1) She was looking for the saffron color a symbol of courage, bravery and confidence. Hence her frame choices for the glares selection was mainly revolving around the saffron color.

2) She was also an independent working lady hence she was also looking for a blue and black color frame to look more professional in her demeanor.

3) Her color choices were mainly revolving around the Khalsa colors like oranges and navy blue which are worn mainly on various religious occasions. Where orange represented wisdom and blue represented warrior spirit and protection.

Social Class:

She belonged to the upper middle class by the looks of her dressing sense; it was quite trendy but also simultaneously moderately conservative also. The clothes seemed to be from expensive clothing line or boutique. When asked about the various TV programs she enjoys watching it became clear that she is well informed and very much into English sitcoms like The Big Bang theory, Modern Family and drama like Dexter. In music she was mostly into Bollywood songs. An indirect question about her eating habits suggested that she is willing to try new cuisines and loves Pizzas. The overall picture generated by this was of an independent working lady which belongs to an upper class of the society.

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Family Structure:

She belonged to a nuclear family; living with her husband and a kid (kindergarten age). Both of them were working. Didn’t reveal much information about the family members. Hence the again there was a streak of conservatism and protection instincts which came to the forefront.

Reference Group:

The reference group which belonged to was that one which was present in their housing society and also the other reference group she was affiliated to was from her office. These group had direct implication on her purchase behavior. This was to be seen while she was making a decision about the frame. She first went to the orange frame but again changed to the black or the blue frame which showed she wanted to look more professional and serious at her workplace. The major outcome of the reference understanding was that for her the reference group which seemed to be more important was that of the office and not of the housing society.

Internal Influences

According to the non-Freudian personality theory she belonged to the Aggressive Individual kind; as she was trying to create and assert her own identity among her work colleagues and society in general. A brief conversation with her suggested of her having an individualistic attitude and desire to excel at her work place. Talking to her made us realized that she was try to make her influence felt even in this brief conversation and a desire of admiration from others. According to the personality of the lady it can be said that it was in sync with her color choice. She was an aggressive lady hence default color choice was an orange color in glares frames and but her work group made her go for more subdued colors such as black and blue. As per the consumer behavior and the personality her need for uniqueness was quite apparent and was in conflict with the dogmatic behavior of the society. Thus the her personality showed two aspects that were in conflict each other while a consumer decision regarding selecting glares. As per the influence of the advertisement of the Titan Eye gears it pretty evident that she wasn’t satisfied with just the picture of various sung glasses she wanted to have more information regarding the material with which the glares are made and there benefits for her use; thus indicating towards the “Need for Cognition”.

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Thus the choices of frame of the glares indicates something about her personality:

Blue: Commands respect, authority

Yellow: Caution, novelty, temporary and warmth.

Red: Human, exciting, hot, passionate and strong.

Orange: Powerful, affordable and informal.

Black: Sophistication, power, authority and mystery.

Consumer decision process and buying behavior

Need Recognition: Our conversation was near about 15 minute. She was professionally Doctor 31 year’s lady working in government hospital and she belong to Punjabi family. She come with her friend looking for sunglass. I introduce myself asked to give me time for 10 minutes and she agreed to response my survey question.

I asked her why are came this store?

Answer: She respond me that she looking for sunglass.

Are you first time visit the store?

Answer: No, It will 3rd or 4th time visit and she buy the sunglass for her last year. Today I am coming for buy a new sunglass.

If you don’t mind can I asked one question, yes please

Why you need the new sunglass?

Answer: The current sunglass is old more than years, therefore I need new kind of branded sunglass.

So, her internal need stimulate for new sunglass because the current was one year old.

Information Search: The next set of question was asked about information search. How she search the information about sunglass.

Hello Ma’am,

Before coming to this what information you have collected about the sunglass and what are the source of information you collected?

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Answer: see I am not first time user of the sunglass because I have already used more than 5 five branded sunglass. I see the magazine, internet & newspaper advertisement and I follow the new brand every day whenever I get free time. I follow the brand like police, Versace and Fastrack. Basically, I love the Fastrack brand and all the product within the affable price. I always take my friend to evaluate how I am looking after the wearing, if my friend tell not looking good then I will not buy the sunglass. You can say I love the brand.

Evaluation of alternatives:

How you evaluate the product?

Answer: I generally evaluate the product by price, brand, color and availability of the market. I see the sunglass in internet first compare the different brand & price. Then I visit Titan Eye Plus store. However, I checked with the store & try to find out the availability along with my friend. If I feel it suitable my face then I select the product. Then looking after my favorite colour blue and price. Sometimes price does not matter, if I find that the sunglass colour & attractive to me. Kindly note I never purchase the product from online.

Today what you are purchase from store?

Answer: Yes, I have purchased the Fastrack sunglass, Cabana Full Rim Sporty Wrap Sunglasses the price is 4000.

Post Purchase evaluation:

Can you say something about post purchase experience?

Answer: Post purchase service is very good and I am satisfy with the past purchase experience. Whenever I fill any kind of difficulty with my sunglass, the store representative help me and solve the problem.

Customer No-2

Customer Demography

Age 25Gender MaleResident IIFTCity New DelhiEducation Post GraduateProfession StudentRace & Ethnicity GuajaratiIncome Middle Class~ upper class.

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Media Habits

The most in daily life TV, Internet, News PaperMost attention to advertisement

Internet, YouTube & TV

Language of advertisement Comfortable

Guajarati, Hindi & English

External Influences

The external influences are one of the biggest factors while consumer makes certain decisions regarding the any products to purchase or any services to avail. In our case the next customer we interviewed was an MBA student from IIFT, New Delhi and was staying in the hostel.

Culture: Asian, Indian, Hindu

Sub-Culture: Gujarati.

Social Class: By his dressing sense it was somewhat clear that the boy belonged to middle class family but looks can be deceiving. Therefore tried to probe in little for information about his life style here in Delhi. After few question it became pretty much clear that the guy belonged to the upper strata of the society. The things which gave away his original identity was about his eating habits and the names he took of the restaurants were quite fancy places and expensive places and also his most preferred brands in denims and T shirts were also quite expensive ones like the Levis and Jack & Jones, Adidas and Nike.

Cultural Influences of the colors on the product choice:

We have already seen that the colors play an important role in Indian consumers mind while he or she makes a purchase decision to avail certain services or products. Here he example of the boy it as he belonged to the Hindu community he had the somewhat same cultural implications on his buying pattern like the one which we saw in the lady’s case.

Family:

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He was the elder son in the family followed by sister. The family lived in Gandhinagar Gujarat and was a joint family. His father was working in a private petrochemical company there at a senior managerial level. His mother was a housewife and also quipped that his current family is the fellow IIFTians.

Reference Group:

Since the boy was studying in a MBA college his reference group was pretty obvious that it comprised of the college going students and that to a professional college and program like MBA.

Therefore his choice the spectacles were influenced by the recent trends; ie he was reaching for some of the “cool” looking frames and which were made of jazzy colors. His main work was done on the laptop and desktop computers hence required an anti-glare glasses for his spectacles according to his friend’s suggestion who was accompanying him for his shopping. This friend was acting as the encouragement or an opinion leader for the boy before trying any of the frames he chose.

Internal Influences

The boy was desperately trying to amalgamate his needs, budget for the glasses, style and recent trends in choice for the glasses. Therefore it was getting difficult him to arrive or to zero done to few options as there some drawbacks with the frame he chose either it was lacking functional aspects or sometimes it felt behind the recent trends and styles. His buying pattern suggested that was both a visualizer and a verbalizer. He was trying to break the dogma and simultaneously trying to be unique and trying to make an informed decision for the product choice based on the cognitive information gathering. The boy exuded in confidence and was very outgoing while interviewing. Thus his choice of colors mostly were a flashy kind and were revolving around bright colors like red, yellow, orange and possibly he tried to explore some neon colors to in fluorescent green, orange and blue, less emphasis was there on white and black because his friend termed them as dull and boring. If we go by the VALS ie values attitudes and life style we can figure out the boy was not much of an experiencers but was influenced by peer pressure and thus tried using funky frames which he initial did not touched upon.

The action of external influences was much more powerful than the internal influences in this case.

Consumer decision process and buying behavior

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Need Recognition: Our conversation was near about 20 minute. He was an MBA student from IIFT, New Delhi and was staying in the hostel and he belong to Gujarat family. His main work was done on the laptop and desktop computers hence required an anti-glare glasses for his spectacles according to his friend’s suggestion who was accompanying him for his shopping. We introduce our self-asked to give me time for 20 minutes and she agreed to response my survey question.

Do you consulted with eye specialist?

Answer: No,

How you decided that you need anti –glare glass spectacles?

Answer: Actually my friend had same problem and eye specialist suggested him to wear the anti –glare glass it will protect your eye. I have spoken with my parents and other friend they also suggested the same.

This person need created by external influence and safety of eye.

Information Search: This consumer information search mainly influenced by external source of information. However he always check the information in internet to match with others brand or product. We have asked some question how he search the information before buying the product.

When you decided to buy anti –glare glass spectacles wow you search the information?

Answer:

1. When my friend aware me the spectacles then I directly go to the internet & find out what are the functional benefit of the product. Then I search from in internet where it available and what are the brand available at Delhi.

2. Then I found that lens-kart & Titan eye plus given the best information as per requirements. Then I compare to price with other brand which are available in online.

3. I found that Titan Eye Plus store is the best option in terms of availability, brand & price. 4. I consult with my friend about the purchase decision & he also suggested me to visit

Titan Eye Plus store.

Have you ever purchase this kind of spectacles?

No, I was not aware about it and I had not any problem in my Eye.

Evaluation alternative: This person evaluation of alternative was different because his choice the spectacles were influenced by the recent trends; ie he was reaching for some of the “cool” looking frames and which were made of jazzy colors.

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We asked the question how he reached the decision to buy the product from Titan Eye Plus.

Answer: I am the first time user of contemporary glass, I have no idea which will be the best. I have no details knowledge about the spectacle. I will select the product on basis of brand & my friends past experience. I have limited time to visit the different store therefore, I will choose the branded spectacle which byproduct of TATA. I have also seen advertisement in TV, Internet and newspaper. I also look the product should met the current trend of the fashion and it should be match with my face. The price is not a matter for me but product functionality and post purchase service is the main factor to buy the product.

Purchase Decision: The customer purchase decision is not price concern but product functionality and style is the main concern. He choose 3 branded frame Trendz, Versace and Enigma with the colour of metallic, black and brown. The cost of the three product near about Rs. 30000/-. Finally he chose black & brown frame. Before he decided to order to sales representative he ware and show to his nearest friend, after his confirmation he order the two frame.

Post Purchase evaluation:

Do you have any comment about post purchase evaluation?

Answer: I will be using it then I can evaluate but my friend positive perception about the product and service.

Conclusion about the customer buying decision, his action of external influences was much more powerful than the internal influences in this case.

Customer No-3

Demography:

Age 56Gender MaleResident CR Park City New DelhiEducation Post-GraduateProfession Central Government Employee Race & Ethnicity Bengali Income Upper Middle Class

Media Habits

The most in daily life TV & News PaperMost attention to advertisement

TV & News Paper

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Language of advertisement Comfortable

Bengali Hindi & English

External Influences

The customer this time interviewed for this time was into his late fifty’s. He had come alone to shop for his spectacles.

Culture:

He belonged to Asian culture and was an Indian citizen.

Sub-culture: He originally belonged to the West Bengal state of India and was transferred here in Delhi on a promotion. He was little serious and reserved in his demeanor and body language. When asked him his name, education and job it became clear that he belonged to the Brahmin community of Bengalis who are supposed to be highly learned and are very well mannered in their behavior without much of the hoopla and show biz around them. The Bengalis have a conservative society as compared to the north Indians. Their choices for the product are also governed by these principles. They don’t like anything which is extravagantly flashy or something which catch everyone’s attention towards them. He was extremely well mannered and little bit loud while answering the questions put forth by us. Initially he was little skeptical about the purpose of these interview and categorically mentioned us that he doesn’t want to be part of any commercial and schemes. After his ensuring of us that we aren’t from the store and just students doing our field project he decided to answer our questions. Once he understood that we are students he talked on various aspects of the field work and at one point who is interviewing whom was the question that crossed in our minds but none the less once he started answering questions he was extremely helpful towards us.

Family:

He was living in Delhi for past two years and hated something about it and missed his Kolkata days but at the same time said that there something which are good in Delhi as compared to Kolkata for eg infrastructure and job opportunities. His was a nuclear family but his parents were staying with them as they were old and couldn’t afford to stay on their own in Kolkata. His wife was a teacher in local Delhi Municipal Corporation School and daughter was in college studying commerce. Didn’t divulge much about the daughter once again it showed the streak of conservatism and protectionist attitude.

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Purpose of the visit:

To get glasses for him.

Reference Groups:

The obvious reference group for him was the local CR park Bengali community and his office group. Therefore most of the actions of his were in line with the Bengali community he represented. His Bengali community influenced his decision for buying of the frame. He wanted something elegant, classy which is not to flashy and exorbitantly expensive. The spectacles should look classy and the same time little stylish as to give a professional feel and some status in the Bengali community while going for the Durga pooja and other festivities. Thus it was evident that this purchase of his for the glasses was considered by him as a long term investment which he intended to use at-least till the Durga Pooja. Hence it didn’t matter to him that the glasses would be of a little higher range as compared to which he normally wears.

Internal Influences

The personality factor in this case was difficult to find out, as the first look of him suggested that the he was pretty moderate and conservative in his behavior. Thus he go for some boring colors like black, white grey and ash color but instead he went to navy blue color and deep maroon color which were extremely sober color yet extremely trendy. Thus gave us hint that may be he doesn’t want to show what he is or there is a difference between the perceived self and manifest self. His buying behavior is much influenced by his needs ie myopia ( Short sighted ness and Long sightedness ) thus there was a need for having bifocal glasses or having two different glasses one for myopia and other for long-sightedness which was too cumbersome to carry both the glasses simultaneously with a fear of losing or forgetting anyone of the two. The attitude toward the products showed that instead of the product he trusted the brand of Tata group as whole and not just Titan Eye glasses. Therefore he was of strong opinion that the brand like Tatas won’t cheat their customers and has been religiously using Titan watches from times immemorial. Therefore the loyalty toward the brand was extremely high, ie the loyalty towards the parent brand and not the sub brand; Tatas in this case and not just Titan. He was seeing as the purchasing of spectacles as low involvement activity until he decided to go for a branded and expensive Titan eye gears.

Consumer decision process and buying behavior

Need Recognition: Our conversation with this person near 25 minutes during interview we understand that the person need influenced by his own decision for buying of the frame. He wanted something elegant, classy which is not to flashy and exorbitantly expensive. The spectacles should look classy and the same time little stylish as to give least till the festival.

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Hence it didn’t matter to him that the glasses would be of a little higher range as compared to which he normally wears. His need recognition strong on own internal influence than external influences. He was not first time user of spectacles. He using the spectacles since last 20 years for his eye the functional benefit is most important for his purchase decision.

Information Search: His information search process is contemporary, whenever he buy spectacles he visit different store of spectacles in market. He always compare with previous frame and current available frame in market. He try to search functional benefit of the glass & frame. He was not tech shabby therefore he did not use internet searching methods. However, his another source information from his office collogue. He first time visiting the Titan Eye Plus store before that he visited others contemporary non-branded store.

Alternative evaluation:

We have asked about how you evaluate spectacles?

Answer: whenever I purchase my spectacles I visit at least 3 to 4 store to find out my suitable spectacles which will give me more functional benefit. But now I am looking for different ways which my spectacles not only give the functional benefit but also give me the stylish. This time price is not matter for me but it should not be very high end and looking for branded product.

Purchase Decision:

How you decided your purchase decision for the case of spectacles?

Answer: I have used some common colors like black, white grey and ash color but instead he went to navy blue color and deep maroon color which were extremely sober color yet extremely trendy. His buying behavior is much influenced by his needs ie myopia ( Short sighted ness and Long sightedness ) thus there was a need for having bifocal glasses or having two different glasses one for myopia and other for long-sightedness which was too cumbersome to carry both the glasses simultaneously with a fear of losing or forgetting anyone of the two. He has strong opinion that the brand like Tatas won’t cheat their customers and he has been religiously using Titan watches from times immemorial. Therefore the loyalty toward the brand was extremely high, ie the loyalty towards the parent brand. He was seeing as the purchasing of spectacles as low involvement activity until he decided to go for a branded and expensive Titan eye gears.

Post Purchase evaluation:

Do have any comments about post purchase?

Answer: I will using the expensive Titan eye gears first time. During my purchase the sales representative showing good approach and hope post purchase service will be very effective.

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Customer No-4

Demography:

Age 22Gender FemaleResident DUCity New DelhiEducation Graduate Student Profession NARace & Ethnicity HaryanviIncome Middle Class

Media Habits:

The most in daily life TV , Internet & News PaperMost attention to advertisement

TV & News Paper

Language of advertisement Comfortable

Haryanvi, Hindi & English

Culture:

The girl we inquired for project studied in Delhi University and was from Haryana State of India. Therefore the culture was Asian, north Indian on broader perspective.

Sub-Culture:

We guessed that the girl belonged to Jaat section of the Haryanvi community inferred through the dialect of Haryanvi she was using and the way she pronounced Hindi words. In the culture from hailed the males are more dominating over the females and thus females have become tough in their language and actions. Hence it was quite intimidating for us to ask question to her. Her actions and the way she dressed up with bare minimum make up on her face showed that she was one of the toughest girl.

Family:

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The girl was living in paying guest apartment near DU campus. Back home she had a joint family and her father were working for the Haryana State government and mother was a housewife. She had a little brother who was nearing his matriculation exam. By the looks of her dressing we deduced that she belonged to the middle class family.

Purpose of Visit:

Wanted to purchase spectacles.

Reference Groups:

Much of her reference group were made up of her fellow colleague of the DU and were mostly serious bunch of students who weren’t into the fashion as compared to other Delhi Students. Her other reference we presumed a possibility was her sports team members in badminton and table tennis. Because mentioned she has been playing these sports for quite some time now. Therefore the influence of the reference group predominant as the she was accompanied by her colleague and both were involved in decision making about the spectacles.

Internal Influences

One the first impression basis she appeared to be very tough girl to talk to. But later on it became clear that it was the upbringing and the cultural influence of the land from where she belonged that her speech had become such loud and intimidating. At first we thought it as a compensatory mechanism because they might have not spoken to guys other than their batch mates and they wanted to send some stay way signal to us. The purchase behavior showed that it was mostly influenced by the need and little bit by the friends circle. She wasn’t willing to come to the store but her friend dragged her to the store to check out new collections and try purchase a fashionable frame for spectacles. She had no predilections towards the Titan brand and was into buying of branded accessories except for her watch which was Titan gifted by her father on passing HSC examination. For her buying of the glasses was a very low involvement activity and mostly a waste of time, effort and boring. Therefore her intention was to choose the reasonable frame which will be little stylish but will go with her persona and get the hell out of that showroom. To us the girl pretty young doesn’t understand the sense of self and still trying to figure what she really likes and haven’t much of the other side of the India ie the urban behavior, language, culture and does and don’ts. Thus the internal influences are not much of the importance here as the girl is pretty much indifferent towards what kind of glasses she wears.

Consumer decision process and buying behavior

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Problem Recognition:

She was 22 year’s graduate student from Delhi University and she belong to Haryanvi family. She told us past few days, she suffering from eye sight pain and she visited to eye specialist for eye check. After investigation it was identified she has low vision and she need urgent basis spectacles.

When eye specialist suggest for spectacle, then what was first thought in mind?

Answer: She was discussing with eye specialist what kind of frame, glass will be most effective for her and when & uses process description where it best available.

Information Search:

How you had search the information about spectacles?

She started search for the spectacles from internet & try to find out the price, colour, product category, warranty and user review. She told us that she visited website of lens kart, Titan-Eye Plus and others branded web site. The information search was internal stimuli. Then she discussed with her friends about the spectacles and she asked where it will be most trusted brand available. Her friend has been using the spectacles since last 5 years and he recommended her visit to Titan Eye Plus which was external influence from her friend. The list of external influence information has been given below.

External Influence:

Mother Her mother told her to visit nearest store where their relative purchase the spectacles.

Brother He told go for online & order in lens kart where you will get different kinds of branded spectacles in affordable price.

Father He suggested to buy the spectacles from he generally buy because that store is available all kind of spectacles and trust

Boyfriend Her boyfriend suggested to visit nearest Titan Eye Plus store where she can get branded and stylist spectacles.

Alternative evaluation:

We asked her how you would evaluate the all information which you had received from the different source of information about the spectacles.

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Answer: As I told you I am the first time user of spectacle for eye problem purpose though in my family my father use spectacles but I was not interested how he purchased. When I coming to my home from university I searched different branded website like lens-kart, Titan eye plus. But lens kart is online purchase option available but I need real feeling of thing which I will purchase. Then when I speak with my friend she told me go and visit Titan Eye Plus store and she also user experience about the titan eye plus product. However, I visited my mother recommended shop but I was not satisfy the product availability. I neglected my brother recommendation purchase through online because it is not sunglass. It about health & safety of my eye, therefore before selecting the product I want check myself the demo. The other things was in my mind that the spectacles will give my functional benefit as well as stylized. So, I come to the Titan Eye plus store with the recommendation of my friends & boyfriend. Here I have seen different colors of branded spectacles with affordable price range which I am looking for.

Purchase Decision:

How you decided your purchase decision for the case of spectacles?

Answer: First of all I am new user of spectacles and I am also a student and young lady. So I will deficiently evaluate all alternative which will best fit to me. However, In Titan Eye Plus store I have chosen 3 frame which one is metallic & other two non-metallic. The colour are Black, Red, and Yellow all the brand belong to Titan only the range between Rs.3000-5000 which are most attractive to me.

Do have any comment about post purchase evaluation?

Answer: No

Study LimitationThe study was conducted on Titan Eye Plus store at Malviya Nagar, New Delhi. Interview & primary data collection was based on the store and customer only.

Market Implication & response analysis

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From the short study we had able to interview four customer only. The study may not be signify the purchase trend of Titan Eye Plus store. After due analysis it has been founded that consumer are more towards of product functional benefit. The new consumer are more attractive to the brand of Titan Eye Plus. The customer believe that they will get number of Varity of functional & stylish product from the store. The customer are not too much price sensitive. Though there are online business going faster but in the case of prescription spectacles customer are more prone towards visit the store and buying from the store. No one interested to the spectacles or sunglass from online market place. However, all the young customer visit the online market place for information search and price comparison. The consumer buying influence towards internal & external mixed. The study also found that customer loyal to the brand and consumer new trend towards branded product.

Suggestion1. Marketer need more focused on functional benefit of the product.2. The majority of customer are loyal to the TATA parent brand, so they need more focus on

pre & post purchase service. So, customer feel happy in terms of product functional benefit & post purchase service.

3. Store need more sock of inventory of mid-range price with different types of colour.4. Marketer can start sales promotional discount for sunglass & spectacles to attract the young

customer. 5. They need new strategy for loyal customer for increase the loyalty about the Titan Eye Plus.6. Marketer need more attention towards brand awareness to the people.

Conclusion

The consumer perception towards buying of spectacle & sunglass act on different factors like personal needs, information gathering, alternatives and price. The purchase decision factor not only internal influenced but large of external factor influenced in customer mind like an individual’s culture, subculture, household structure, and groups. The post purchase evaluation factor help the marketer loyal customer of the particular brand. There are some people thought that purchase of spectacles & sunglass low involvement product, but in reality it is high involvement because for the case of spectacles its must meet the functional benefit of the consumer basic needs, safety, health then last come to the how look like the person after

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wearing it. The case of sunglass it first come how the person look like after wearing then come the price and lastly functional benefit. The study found that consumer buying behavior of spectacles & sunglass very volatile and it’s very tough to track the marketer because every customer have own individual needs & wants which influenced by internal & external influence. However, study founded that after certain level consumer want scale has increased by external influence than internal influence. From the study we found that as Indian people increase the income level and same time customer are more towards interested on branded & quality of the product. The customer brand loyalty is more prone towards pre & post purchase service. It was also identified that consumer are loyal until he/she does not best alternative option. From the small sample sized interview new consumer are more attractive to the brand of Titan Eye Plus. The customer believe that they will get number of Varity of functional & stylish product from the store. The customer are not too much price sensitive. Though there are online business going faster but in the case of prescription spectacles customer are more prone towards visit the store and buying from the store. Customer are not interested to buy the spectacles or sunglass from online market place. However, customer used to visit information search and price comparison. The brand advertisement focused all segment of the society but in reality they attract upper middle income & higher class of the society. The another major important things found that the middle class people brand knowledge about the Titan Eye Plus very less they come to the store on trust of TATA brand. The marketer need more conscious about the brand building to common middle class & as well as young crowed. To increase the customer base they need more inventory of mid-range price with different variety of frame & colour. Marketer need to more focused on customer loyalty rewards. Finally, it can be conclude that overall customer perception towards Titan Eye Plus was very positive & loyal. The customer purchase decision not too much on price sensitive and brand crate itself own perception to the high income society of people but not for lower and ultra-middle class society of the people.

Reference1. Hotel, M.U.L.E. 1. Factors that influence consumer behavior. [Online]. Available from:

http://www.hotelmule.com/forum/viewthread.php?tid=443 [Accessed 28 January 2016].

2. 1. Slide, S.H.A.R.E. 1. Factors that influence consumer behavior. [Online]. Available from: Consumer behavior external factors [Accessed 28 January 2016].

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