consumer behaviour audit of i-ball aasaan

7/25/2019 Consumer Behaviour Audit of i-Ball Aasaan

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MARKETING AUDIT : iBALLAASAAN 2

CONSUMER BEHAVIOUR

SUBMITTED TO: PROF. G. K. Murthy

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SUBMITTED B: GROUP II

AKSHA KUMAR !"000#$

PRITI MISHRA !"00%%$

SHI&ANGI SINGH !"00'0$

SONU KUMAR !"00''$

BATCH 20#'(#)


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TABLE OF CONTENTS

Titles Page Number

Introduction 2

Market Segmentation 3

Product Position 5Pricing 6

Distribution Strategy 7

Promotion Strategy 8

Product 10

Customer Satisfaction and Commitment 11

Product Comarison !it" Cometitors 1#

Sur$ey %na&ysis 13

'P

%endices

(uestionnaireCustomer)s *e$ie!

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Introduction

+"e consumer be"a$iour audit is a fundamenta& art of t"e marketing &anning rocess, %

roer&y carried out consumer be"a$iour audit great&y en"ances t"e &ike&i"ood of a successfu&

marketing rogram, -ere !e "a$e carried out a consumer be"a$iour audit for i.a&& %asaan/

!"ic" is a $ery uniue and nic"e roduct t"at caters to t"e needs of o&d age eo&e, +"is

"one !as introduced in t"e market !it" t"e aim t"at t"e young eo&e !i&& gift it to t"eir

e&ders !it" !"om t"ey s"are an emotiona& bond, Moreo$er t"ere are certain features in t"e

"one &ike SS ca&& button/ !ire&ess 2M/ one touc" torc"/ big buttons/ &arge font sie etc,

!"ic" en"ance its usabi&ity for t"e senior citiens,

+"e audit is organied around certain key marketing decisions &ike market segmentation/

roduct osition/ ricing/ distribution strategy/ romotion strategy/ roduct and customer

satisfaction and commitment, +"ese key decisions !ere furt"er e$a&uated on t"e basis of

e4terna& inf&uences/ interna& inf&uences/ situationa& inf&uences and decision rocess inf&uence,

External InfluencesIt in$o&$es age/ race/ gender/ education &e$e&/ crosscu&tura& inf&uence/

subcu&tures -isanic%merican/ socia& status uer/ midd&e/ &o!er/ "ouse "o&d/ grou

inf&uences etc,

Internal Influences It inc&udes ercetion/ &earning/ memory/ roduct ositioning/

moti$ation/ ercetion/ emotion/ attitudes/ se&fconcets/ &ife sty&e etc,

Situational Influences It inc&udes situationa& c"aracteristics and consumtion be"a$ior/

ritua& situation etc,

!ecision Process Influences%&& t"e factors !"ic" inf&uences our decision making &ike

information used/ rior rob&em recognition or it must be acti$ated by ad$ertising/ roduct

erformance/ e$a&uati$e criteria in t"e roducts etc,

e a&so carried out a cometitor ana&ysis for t"e roduct to determine t"e standing of t"e

roduct in t"e market, .ased on t"e e$a&uation of t"ese factors a re$ised marketing mi4 'Ps

for t"e roduct !as de$ised in a manner consistent !it" t"e desired roduct osition,

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"A#$ET SE%"ENTATION

Market segmentation is t"e rocess of di$iding a&& ossib&e users of a roduct into grous t"at

"a$e simi&ar needs t"e roduct mig"t satisfy,

External influences

Cu&ture and subcu&ture $a&ues consistent !it" our roduct are rob&em so&$ing and

erformance, t"er oriented $a&ues are re&ated !it" age, +"e roduct does not target

articu&ar gender i,e, ma&e or fema&e, Consumtion attern of "one is simi&ar t"at means it

does not $ary across subcu&tures, ur roduct in$o&$es t!o set of eo&e, ne is consumer

and ot"er is customers, It "as to take care of t"e need of users as !e&& as buyers of t"e "one,

.uyers of t"e "one are genera&&y young to mid aged eo&e/ !"ereas users of t"e "one are

o&d aged eo&e,

+"e roduct does not target "ig" or &o! income grou eo&e, +"e "ig" income eo&e maynot buy it as it !i&& symbo&ie t"ey "a$e become o&d and !i&& not s"o! t"eir status or !ea&t",

ur roduct is articu&ar to secific ro&es &ike arents or grandarents, Peo&e in different

stages of &ifecyc&e suc" as emty nest I 9 II/ sing&e III are t"e consumer of t"e roduct,

Peo&e in$o&$ed in t"e urc"ase rocess are genera&&y of age 18'5 :ears younger &ess t"an

35/ sing&e II/ de&ayed fu&& nest,

Internal influences

ur roduct can satisfy different needs or moti$es in different eo&e &ike safety/ emotiona&need/ security etc,

2eatures; Ca&&/ SS emergency ca&&< message/ radio/ e4andab&e memory u to 8=. etc,

Positi$e urc"ase emotions affected by t"e roduct are; %ffection/ >oy/ surrise etc,

?egati$e urc"ase emotions affected by t"e roduct is "e&&essness,

ur roduct)s user is aroriate for t!o &ife sty&es sur$i$ors and makers, %nd roduct

customers are makers and t"inkers, +"inkers fa$or durabi&ity/ functiona&ity and $a&ue in

roducts, Makers buy basic roducts and send time !it" fami&y,

Situational influences

Situation I; &d age eo&e &i$ing a&one,

Situation II; &d age eo&e !it" "ea&t" issues

Situation III; &d age eo&e@ Music Ao$ers

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!ecision &rocess influences

In our roduct t"e consumer and customers are different, 2or t"e eo&e !"o are buying t"e

roduct for t"eir arents or grandarents see t"e roducts durabi&ity and features &ike battery

&ife/ SS feature/ after sa&es suort etc,

In o&d age "one as it !as t"e key &ayer !it" a ma>or cometitor P"i&is B310 &aunc"ed in

%ri& #015, .ut P"i&is B310 is riced "ig"er t"an i.a&& %asaan # !it" simi&ar set of features,

So/ sti&& otentia& customers do not differ in t"eir &oya&ty to e4isting roducts,

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P#O!'CT POSITION

Product ositioning is an imortant e&ement of a marketing &an, Product ositioning is t"e

rocess marketers use to determine "o! to best communicate t"eir roducts attributes to t"eir

target customers based on customer needs/ cometiti$e ressures/ a$ai&ab&e communication

c"anne&s and carefu&&y crafted key messages,

Internal influences

+"e roduct is a&ready in its idea& $ersion !it" regards to t"e situations t"e firm !ants to

ser$e, If at a&& t"e comany decides to add an additiona& feature/ t"en it cou&d be t"e ro$ision

of internet connecti$ity in t"e "one,


+"e ma>or e$a&uati$e criteria used in t"e urc"ase decision are t"e features and benefits of t"e

roduct as !e&& as t"e emotiona& asect re&ated !it" t"e roduct, +"e feature ric" "one is a

erfect item to be gifted to t"e e&der one)s in t"e fami&y !"om !e &o$e and resect,

+"erefore/ t"e features and benefits is t"e ma>or e$a&uati$e criteria and not t"e rice of t"e

roduct,

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P#ICIN%

Pricing is t"e rocess of determining !"at a comany !i&& recei$e in e4c"ange for its roduct

or ser$ice, Pricing factors are manufacturing cost/ market &ace/ cometition/ market

condition/ brand/ and ua&ity of roduct,

External influences

%na&ysing a&& t"e uestions !e come to conc&ude t"at in terms of ricing t"e e4terna&

inf&uences &ay a $ery imortant ro&e as t"e customers age 18yrs'5yrs are not t"e users of

t"e roduct as t"ey gift it to t"eir e&ders and t"e rice is not t"at muc" "ig" t"at it can cause

concern, It is not necessary to &o!er t"e rice to obtain a re&ati$e ad$antage to ensure

diffusion, %s t"e roduct rice if &o!ered do!n it can "a$e t!o negati$e imact, 2irst eo&e

may t"ink t"at roduct "ad some fau&ts t"at)s !"y t"ey are &o!ering t"e rice, %nd second/

eo&e may t"ink t"at t"e roduct is not se&&ing in t"e market t"at)s !"y t"ey are doing so, In

bot" t"e abo$e !ritten cases t"e comany image/ rofit and market s"are !i&& be at risk,

Internal influences

Interna& inf&uence doesn)t &ay muc" ro&e as t"e customer is not t"e user so ricing is not

deciding factor for t"e users, %ccording to secondary data searc" customer)s re$ie! some

eo&e said t"at t"e roduct is rices a bit "ig"er as comared to its features, .ut by seeing

t"e cometitors rice P"i&is B310 !e can say t"at it)s rice is &o!er,


+"ere is no situationa& inf&uence "ere as rice is same for a&& customers, "en !e buy a

P"one !e "a$e urc"ased a&& its features for t"e one rice, So ro&e of rice does not $ary !it"

t"e situation of usage,

!ecision &rocess factors

Most of t"e decision in t"e buying rocess is taken by customers !"o are not t"e actua& users

as t"is roduct is most&y gifted to t"e users, %&so t"is roduct connects customers and users

emotiona&&y, So/ rice is not a ma>or factor, +"e ot"er e$a&uati$e criteria !ou&d be battery &ife/

SS/ +orc" and ot"er features, +"e decision ru&e a&ied to t"e e$a&uati$e criteria used is in

%ttribute based C"oice Comensatory Decision ru&e, %s/ t"e roduct caters to a secific

segment !"ere eo&e are not so affected by rice/ t"e roduct sa&es can be increased

margina&&y, +"ere !i&& not be any boost in sa&es of t"e roduct,

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!IST#IB'TION ST#ATE%(

Distribution is t"e rocess of making a roduct or ser$ice a$ai&ab&e for use or consumtion by

a consumer or business user/ using direct means/ or using indirect means !it" intermediaries,

External influences

+"e roduct caters to a $ery nic"e segment and it is t"erefore $ery imortant to se&ect a

roer distribution c"anne& keeing in mind t"e $arious reuirements of t"e target segment,

%&so t"e roduct is most&y used for gifting urose t"erefore t"e comany)s strategy of

se&&ing t"e roduct on&ine seems to be an at one, ?eit"er do t"e $arious members of t"e

target segment "a$e any secific reuirements of t"e distribution c"anne&/ nor do t"ey "a$e

any uniue needs re&ating to roduct distribution, Since t"is roduct is an easy to use roduct

and &ies in t"e category of a &o! in$o&$ement roduct so t"ere doesn)t seem to be a need for

caita&iing on t"e reference grous, +"e roduct symbo&ies sim&icity and is designed in a

manner t"at t"e o&d eo&e find it easy to use !"ic" renders t"e reuirement of a "ig"ser$ice

c"anne& to ensure diffusion of t"e roduct abso&ute&y redundant,

Internal influences

+"e roduct is suc" t"at its buyers are not its actua& users, So t"e se&ection of out&ets !on)t

"a$e muc" imact on t"e desired roduct osition, +"e ma>or buyers of t"e roduct fa&& in t"e

category of be&ie$ers and makers !"ic" indicates t"at t"e e4isting distribution system is

consistent !it" t"e &ifesty&e of eo&e fa&&ing in t"ese segments and t"ere is no need for t"e

se&ection of a ne! distribution c"anne&,


+"e distribution strategy of t"e roduct "as been designed keeing in mind t"e &ifesty&e of its

target customers/ so t"e $ariance in distribution system according to situation need not be

factored in,

!ecision &rocess factors

+"e roduct is being so&d t"roug" on&ine orta&s &ike f&ikart/ snadea&/ amaon and t"e

comany)s !ebsite, So t"e e$a&uati$e criteria being used by t"e segment to e$a&uate t"e

out&ets can be t"e ease of na$igation of t"ese on&ine orta&s/ difference in rices and ser$ice

ua&ity, +"ese decisions are "ig"&y inf&uenced by t"e re$ious urc"ase e4eriences of t"e

members of t"e target segment as !e&& as t"e re$ie!s t"at are a$ai&ab&e on&ine,

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P#O"OTION ST#ATE%(

Promotion is t"e met"od used by marketers to sread t"e !ord about t"eir roduct or ser$ice

to customers/ stake"o&ders and t"e broader ub&ic,

External factors

+"e roduct "as an emotiona& asect attac"ed !it" it and is genera&&y used by younger

members of t"e fami&y to gift it to t"e o&der ones, +"ere are $arious $a&ues "e&d by t"e

segment t"at can be used in our communications, +"e $a&ues to be used in our

communications strategy inc&ude an acti$e aroac" to!ards &ife/ rob&em so&$ing sirit/

focus on erformance/ reference for an e4tended fami&y/ co&&ecti$e orientation/ age and

feminine orientation/ !"i&e t"e $a&ues to be a$oided are reference for &imited fami&y and

materia&istic be&iefs, e can communicate our desired message to t"e target segment by

"ig"&ig"ting t"e emotions attac"ed !it" t"e roduct and gi$ing rise to a sense of gratitude/

emat"y and resect to!ards our e&ders, +"is roduct being a $ery sim&e one/ t"ere is no

reuirement of a reference grou as suc", .ut if at a&& !e !ere to use reference grous in our

ad$ertisements t"en !e !ou&d need to focus on t"e asects of e4erience and emotion,

Moreo$er t"ere is no need to inf&uence t"e oinion &eaders, +"e diffusion in"ibitors in t"e

case of t"is articu&ar roduct can be o$ercome by e4tensi$e ad$ertisements "ig"&ig"ting t"e

features and benefits of t"e roduct, Since t"e buyers of t"e roduct are genera&&y t"e eo&e

in t"e age grou of 18'5 years/ t"erefore !e s"ou&d target our romotions to!ards t"em in a

manner t"at t"ey are !e&& informed about a&& t"e features and benefits of t"e roduct,

Internal influences

%d$ertisement s"o!s t"e emotions of t"e eo&e !"i&e gifting a "one to t"e fat"er and

grandfat"er, %&so it "ig"&ig"ts t"e key features &ike SS faci&ity/ !"ere in emergency by

ressing SS button t"e message


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!ou&d be communicating !it" credib&e source, e can s"o! in our ad$ertisement e4erience

s"aring of o&d eo&e,


+"e Camaign i&&ustrates t"e fu&& range of aroriate basic usage of roduct but it does notta&k about ot"er features &ike !ire&ess 2M/ Camera and +orc", It on&y describes t"e security

and concern features &ike emotions of gifting a "one to arents/ SS 2eature/ &arge keyad

etc, It ta&ks on&y about situations &ike emergency and norma& usage, ?o situation is e4&ained

&ike if you &ike to "ear t"e radio outside "ome and you "a$e you i.a&& P"one,


Prob&em recognition may occur natura&&y, .ut !e must a&so acti$ate it t"roug" ad$ertising as

it may &ead to increase in sa&es, Since t"ere are not many a&ternati$e brands a$ai&ab&e/ t"e

se&ecti$e rob&em recognition s"ou&d be generated, Irresecti$e of t"e fact !"et"er t"esegment seeks information on t"e roduct or not rior to urc"ase/ !e must reac" out to

t"em, e can effecti$e&y use t"e &o! in$o&$ement &earning rocesses by reac"ing out to t"e

segment t"roug" +G commercia&s,

%fter rob&em recognition/ if t"e segment does seek out information t"ey may robab&y

consu&t ersona& sources or refer to our ad$ertisements or t"e $arious roduct re$ie!s

a$ai&ab&e on t"e on&ine orta&s, +"e information used to make t"e decision may inc&ude t"e

roduct features and a&so t"e emotiona& benefits attac"ed to t"e roduct, +"e osturc"ase

dissonance is "ig"&y un&ike&y to occur as t"e buyers and users of t"e roduct are searate, .ut

suc" a dissonance may arise in case t"e roduct breaks do!n,

e "a$e gi$en enoug" information regarding t"e roduct to ensure roer use by t"e

consumers, +"e e4ectations generated by our romotiona& camaign are not consistent !it"

t"e roduct)s erformance as t"ere "a$e been se$era& reorted cases of t"e roduct not

meeting t"e desired e4ectations,

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11/19

P#O!'CT

In marketing/ a roduct is anyt"ing t"at can be offered to a market t"at mig"t satisfy a !ant

or need,

External influences

+"e roduct i.a&& %asaan # is designed for o&d age eo&e i,e, for eo&e abo$e 50 years of

age, It "as been designed aroriate&y for a&& t"e members of t"e segment/ inc&uding ma&es

and fema&es, +"e roduct is an inno$ation "a$ing better features targeted to o&d aged eo&e,

+"e roduct is not so muc" so"isticated and can diffuse easi&y in t"e market, %&so/ it is not

designed to meet t"e $arying needs of different "ouse"o&d members,

Internal influences

+"e roduct imagery is ositioned as a so&ution for t"e o&d aged eo&e, Moreo$er/ it is

ortrayed as a gifting item to t"e o&d members of t"e fami&y by t"eir c"i&dren and

grandc"i&dren, +"e customers "a$e ercei$ed in t"e same manner as ro>ected by t"e

comany, +"e idea be"ind buying t"is roduct is due to t"e different features !"ic" it ossess

&ike big keyad sie/ dis&ay !it" bigger font sie/ SS faci&ity/ etc, +"us/ t"e roduct "as t"e

abi&ity to satisfy t"e key urc"ase moti$es of t"e segment,


+"e roduct is aroriate for t"e $arious otentia& usage situations &ike in emergency/ in case

of !eaker eyesig"t/ during o!er cut torc" faci&ity/ etc,


+"e key set of e$a&uati$e criteria for t"is roduct inc&udes a "ost of features &ike safety

features/ ease of usage etc, +"e roduct is definite&y a better a&ternati$e as comared to

simi&ar "ones a$ai&ab&e in t"e market, Its nearest cometitor is P"i&is B310 !"ic" is a&so a

"one targeted at t"e senior citiens, .ut t"e i.a&& %asaan # "as some features t"at are

eui$a&ent to t"at of P"i&is B310 !"i&e some features are better in comarison, "i&e most

of t"e features are simi&ar in bot" t"e "ones/ but t"e absence of torc" in P"i&is B310 and its

"ig"er rice as comared to i.a&& %asaan #/ make t"e i.a&& %asaan # a better a&ternati$e,

Moreo$er t"e roduct is $ery easy to use and is designed in suc" a manner t"at it !i&& be ab&e

to erform a&& t"e uses as !e&& as or better t"an e4ected by t"e segment,

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https://en.wikipedia.org/wiki/Marketinghttps://en.wikipedia.org/wiki/Marketing


12/19

C'STO"E# SATISFACTION AN! CO""IT"ENT

+"e roduct "as $arious features &ike big keyad/ torc" &ig"t/ SS e4c&usi$e button/ ire&ess

"ands/ free 2M *adio dedicated button !it"out ear"one connected / +a&king dia& ad

consumer behaviour audit of i-ball aasaan

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