Consumer Behaviour Cace

CONSUMER BEHAVIOUR ASSIGNMENT

TOPIC- TWO WHEELER

                                                                                      SUBMITTED TO-

PROF.BHALENDER SINGH

                                                                                          SUBMITTED BY-

                                                                                           SAHIL WADHWA

                                                                         221123

                                                                                FMG 22 C

Consumer Behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. Or in other words it is the dynamic interaction of effect and cognition, behavior and environment by which human beings conduct the exchange aspects of their lives.

PURPOSE OF THE ASSIGNMENT-

To find out how different consumers behave by conducting an interview. The basic reason to conduct an interview is to find out – what are the products they buy? Why they buy them? How often they buy them?  When they buy them?  Where they buy them? How often they buy them? Who is important in the buying decision process? Etc

Two persons who have recently bought a bike (motorcycle) have been interviewed.

Two persons interviewed:-

1. Sanjeev Malhotra – 23 years, working in SBI, who recently bought a Bajaj Pulsar 150cc to go to his office daily which is 20kms from his house.
2. Dhananjay Sachdeva- 19 Years, studing in Delhi University, who recently bought a Royal Enfield Bullet 500cc to go to his college which is 24kms from his house.

ANALYSIS:-

1) DECISION MAKING UNIT

- Sanjeev Malhotra is working in SBI on a monthly salary of 64000 rupees. He belongs to a middle class family and has bought the bike from his savings. Dhananjay Sachdeva has no personal income but belongs to a upper middle class family which has a established business of spare parts.

-Sanjeev Malhotra was looking for a bike in a budget of 80000 which had low cost of maintence and gives a good mileage. Sanjeev basically wanted a value for money product as it was his hard earned money.  Dhananjay wanted a stylish bike .Dhananjay was also looking for an engine of more than 400cc as he preferred speed and pick up.

-Sanjeev bought the Bajaj pulsar for 74000(on road) and Dhananjay paid 1,42,000(on road)for bullet.

-Sanjeev Malhotra bought the bike himself (Bajaj pulsar) to go to his office daily whereas in case of Dhananjay the bike(Royal Enfield Bullet)was bought by his father but is used by him to go to his college daily.

2) INFORMATION SEARCH

-Sanjeev’s decision was influenced by his father as his father had an experience of working in automobile industry and his father knew that Bajaj is a trusted name. Dhananjay’s decision was only influenced by his friends as all of his friends had the same bike and it was in trend.

-Sanjeev saw an advertisement in a newspaper which influenced him to buy the bike. The advertisement stated that the bike gives an mileage of 60kms/litre in city traffic. Dhananjay’s decision was not influenced by information media as it was just because of peer pressure. Sanjeev also used the internet to find out a comparison between bikes which give the same mileage at a better price or at a same price. He looked at various sites which gave a comparison and also saw TOP GEAR- car and bike show at television to know more about the Bajaj pulsar and its competitors. Dhananjay used the internet to check out the colours available in Royal Enfield Bullet and which one looks more trendy and stylish.

3) PURCHASE MOTIVATION

- In case of Sanjeev, the bike has helped him to save time while going to his office as he used to travel in a public bus earlier. He had to face a lot of rush in office hours and fares of bus were also increasing because of increase in CNG prices. Dhananjay would have also faced the same problem if he did not have a bike.

-  Price of the bike, mileage, cost of maintence, seating comfort, discounts were taken into consideration by Sanjeev before buying the Bajaj pulsar whereas Dhananjay only considered style and looks before buying the royal Enfield bullet.