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    Consumer Behavior Cia 1

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    The document describes the consumer buying process for a recently purchased high-value product. It details each stage of the buying process for a OnePlus 55-inch TV, from problem recognition to post-purchase behavior.

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    Consumer Behavior Cia 1

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    The document describes the consumer buying process for a recently purchased high-value product. It details each stage of the buying process for a OnePlus 55-inch TV, from problem recognition to post-purchase behavior.

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    CONSUMER BEHAVIOR CIA 1

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    The document describes the consumer buying process for a recently purchased high-value product. It details each stage of the buying process for a OnePlus 55-inch TV, from problem recognition to post-purchase behavior.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    43 views6 pages

    Consumer Behavior Cia 1

    Uploaded by

    Subscribe Pranks
    The document describes the consumer buying process for a recently purchased high-value product. It details each stage of the buying process for a OnePlus 55-inch TV, from problem recognition to post-purchase behavior.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    You are on page 1of 6

    CONSUMER BEHAVIOR

    & INSIGHTS

    Assignment: CIA 1 - Consider a high value, a recent product


    purchased by you (for example, a mobile phone, 2-wheeler, car,
    laptop, smart device etc.). Describe in detail the process used
    by you, detailing each of the stages of consumer buying process.

    Consumer buying decision process:


    This process consists of 5 stages and they are:

    1.Problem recognition:

     Need or problem recognition


     Triggered by internal or external stimuli
     Marketers must identify these triggers to develop marketing
    strategies.

    2.Information Search:

     Information Sources:

    Personal: Family and friends

    Commercial: Advertising, websites, salesmen, retailers, packaging

    Public: Consumer rating organisations, review and rating sites, blogs

    Experiential: Using the product

     Search dynamics:

    Total set

    Awareness set

    Consideration set

    Choice set

    Decision

    3.Evaluation of alternatives

    4.Purchasing Decision:

     Choosing brand, quantity, location, timing, payment type


     Intervention of factors

    5.Post purchase behaviour:

     Satisfaction and dissatisfaction


     Trial or repeated buy
     Use
     Disposal

    One Plus 55-inch TV:

    A high value product that I recently purchased.

    Problem recognition:

    I wanted to purchase a new tv because the old tv wasn’t working


    properly and it wasn’t a smart tv. The old tv was of LCD screen and
    was used for nearly 8 years and thus its speaker had also lost its sound
    clarity. The tv I was looking for had to have advanced features, high
    resolution, internet connectivity and sound clarity but it should be at
    an affordable price. This led me to choose Oneplus tv.

    Information search:
    The first thing that I did when I wanted to buy a new tv was use
    Google. Google showed and suggested me with different tv’s and
    gave a lot of detailed information on every tv that were available in
    the market and about the new tv’s that were yet to launch.

    After this I asked my close friends and family members to suggest me


    a tv that had smart features and was available at an affordable price.
    Next, I went through consumer reviews and feedback on various e-
    commerce websites like Amazon and Flipkart. Even their way of
    advertisement influenced my decision to shortlist my options.

    YouTube was also a great source of information because various


    vloggers gave their reviews after months of usage, this was better than
    reading blogs because I could see the performance and working of the
    tv. Tech vloggers gave a detailed information and review about the
    product which was very helpful and made my buying process easier.

    Search dynamics:

    Total set: Samsung, Sony, LG, Redmi, Vu, TCL, One Plus….

    Awareness set: Samsung, Sony, LG, Oneplus

    Consideration set: Samsung, Sony, Oneplus

    Choice set: Samsung and Oneplus

    Decision: Oneplus

    Evaluation of Alternatives:
    The final two alternatives that I had along with Oneplus were
    Samsung and Sony. The reason why I chose Oneplus was:

     Advanced smart features


     Affordable price
     Bigger screen for lesser price
     4K resolution and Dolby surround sound
     User friendly, can be controlled with phone
     Motion sensor and audio assist with Alexa.
     Performance and style

    Out of all these the main factor was affordability and trust on Oneplus
    because its phones were a huge success. Samsung and Sony would
    have costed me double of Oneplus price for the same features.

    Purchase Decision:

    After all this information and evaluation search. I went to the nearby
    Oneplus showroom to test and get a first-hand experience of the
    product. I was satisfied with the product. The product fulfilled all my
    needs and wants. Then I compared the price online and offline to see
    where I could find the maximum discount.

    To my surprise, there was more discount in Reliance digital than any


    e-commerce website or Oneplus store or Oneplus website. So, I went
    to my nearby Reliance digital showroom and purchased the product.
    Post Purchase behaviour:

    The service was excellent. There was a free installation from Oneplus
    even though I had purchased the product from reliance digital. The
    service personnel were friendly and quick.

    After months of usage, I am satisfied with the product and my


    decision. I am happy that I saved a lot of money by going for Oneplus
    but at the same time got all the features of Samsung and Sony. So,
    this is a win-win situation. I did not find any issues with the tv. If
    there were any bugs then it was immediately fixed with a software
    update.

    I would buy Oneplus tv again and recommend others also to go for


    this tv if affordability and performance are your main priority. The
    usage and user experience are smooth like no other tv. It looks like
    the slimmest tv out there in the market.

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