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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,
Evaluation ofalternatives
-- 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,
Evaluation ofalternatives
-- 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
Ad Recall- PreExposure
AdMessage
Connectionof messagewith
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
Any otherassociations
Spontaneousmentions
Ad Recall- PreExposure
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
Connectionof messagewith
Persuationto action
Any otherassociations
Spontaneousmentions
Ad Recall- PreExposure
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
Connectionof messagewith
Persuation toaction
Any otherassociations
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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