Buyers Behaviour Study

Guide lines for survey:

1.

Purpose -To provide an opportunity to the participants to apply the concepts in buying behaviour and segmentation to specific product situation.

2.

Each group is assigned a specific product category. Please select one product for your group from the 4/24/12 assigned product category.

With respect to the chosen product, the group should study the following: 2.I.Steps involved in the consumer purchases decision process 2.II.The decision making unit involved in each step and cumulative time 2.III.Strategic marketing implications of what you learnt about each step
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3.Few suggestions

Your group should discuss & conceptualize the above issues with respect to selected product Examine secondary sources including literature, advertisements, pamphlets etc to use your conceptualization Talk to about 5 consumers/potential 4/24/12 consumers particularly about items

4. Suggested products

Category 1: Consumer non durables: Detergent, CFL bulbs, Perfumes Category 2: Consumer durables: Car, Microwave Owens, Refrigerators Category 3: Services: Bank, Restaurant etc.

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Administration

Power Point Presentation to be made in the class The written report not exceeding four pages to be submitted after the presentation Sample size to be restricted to 5 The presentation shall be made in the 1st week of April
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