CB Project - Batch-2 - Group-9 - Phase 2

CONSUMER BEHAVIOR PROJECT
PRODUCT & SEGMENT – BACKPACKS; 18-24 years

BRAND – WILDCRAFT
PHASE - II
FACULTY- DR. NEENA SONDHI
SUBMITTED BY (Group 9) :
ARKA BOSE - 19PGDM215

DEVANSHU KHOTI - 19PGDM221
KARAN AGGARWAL - 19PGDM224
PARTH SUVAGIA - 19PGDM231
ROHAN SHARMA - 19PGDM241
SARTHAK BHADURI - 19PGDM247
SURAJ CHANDEL - 19PGDM265
BACKPACKS - WILDCRAFT
TABLE OF CONTENTS
ACKNOWLEGEMENT..........................................................................................................3
1. SAMPLE PROFILE............................................................................................................4
2. EXTERNAL INFLUENCES...............................................................................................6
2.1 DEMOGRAPHICS...........................................................................................................6
2.2 CULTURE........................................................................................................................7
2.3 SUBCULTURE................................................................................................................8
2.4 SOCIAL CLASS..............................................................................................................9
2.5 FAMILY STRUCTURE................................................................................................10
2.6 GROUPS........................................................................................................................11
3. MARKETING IMPLICATIONS.....................................................................................12
4. APPENDIX.........................................................................................................................13
4.1 RESPONDENT 1...........................................................................................................13
4.2 RESPONDENT 2...........................................................................................................16
4.3 RESPONDENT 3...........................................................................................................19
4.4 RESPONDENT 4...........................................................................................................22
4.5 RESPONDENT 5...........................................................................................................25
4.6 RESPONDENT 6...........................................................................................................28
4.7 RESPONDENT 7...........................................................................................................30
4.8 RESPONDENT 8...........................................................................................................33
4.9 RESPONDENT 9...........................................................................................................36
4.10 RESPONDENT 10.......................................................................................................39
4.11 RESPONDENT 11.......................................................................................................41
4.12 RESPONDENT 12.......................................................................................................44
4.13 RESPONDENT 13.......................................................................................................47
4.14 RESPONDENT 14.......................................................................................................51
BATCH – 2 || GROUP - 9 2
ACKNOWLEGEMENT
We would like to express our gratitude to Dr. Neena Sondhi who gave us this wonderful
opportunity to work on Consumer Behaviour Project which led us to this amazing Consumer
Decision Making journey. The teachings provided by her have been invaluable for us and it
would not have been possible to complete Phase I of the project.
We would also like to thank all the respondents who took out time from their busy schedule
for us and gave their intriguing insights on their decision-making journey. They have been
kind enough to go on record and answer all our queries. These insights have helped us
understand the consumer behavior a little better and will immensely benefit us in achieving
the mapped objectives during the final phase of the project.
Lastly, we express our sincere gratitude to International Management Institute, New Delhi,
for giving us the opportunity to work on such an interesting project which has helped us in
understanding the consumer behaviour.
Group 9
Batch II
International Management Institute, New Delhi
1. SAMPLE PROFILE
The demographic details of the 14 respondents, their channel through which the purchase was
made, their involvement level, and other factors are mentioned in the table below. Out of 14
respondents, one was a non-consumer of wildcraft.
Respo
Income Wildcraft Store
- Employmen Purchase Involve- Decision Satisfied/
Gender Age Bracke Custome Classifi-
ndent t Channel ment Type Dissatisfied
t r cation
No.
1 Male 24 Professional 3-7 lacs Yes Offline Third Party Low Normal Satisfied
2 Female 24 Professional NA Yes Offline Third Party Medium Normal Satisfied
3 Male 23 Student NA Yes Offline Official High Extended Satisfied
4 Male 24 Professional 6 lacs Yes Offline Official Low Limited Satisfied
5 Female 22 Student NA Yes Online Third Party Medium Normal Satisfied
6 Female 24 Professional 10 lacs Yes Online Third Party Low Limited Satisfied
7 Male 23 Student NA Yes Offline Third Party Low Normal Satisfied
8 Male 23 Student NA Yes Offline Official High Normal Satisfied
9 Male 24 Professional 4-6 lacs Yes Offline Official Medium Normal Satisfied
10 Male 23 Student NA Yes Offline Third Party High Extended Satisfied
11 Male 24 Professional 9 lacs No Online Third Party Medium Limited Satisfied
12 Male 23 Professional NA Yes Offline Official Low Normal Satisfied
13 Male 23 Student NA Yes Online Official High Extended Satisfied
14 Female 24 Student NA Yes Online Official Medium Normal Satisfied
Gender classification of respondents: Employment Classification of respondents:

12 8
7
10
6
8
5
6 4
3
4
2
2
1
0 0
Male Female Student Professional
Store Classification of respondents: Involvement Level of respondents:

6
3 Offline
Online
0
Third Party Official
Decision of respondents:
2. EXTERNAL INFLUENCES
2.1 DEMOGRAPHICS
2.2 CULTURE
2.3 SUBCULTURE
2.4 SOCIAL CLASS
2.5 FAMILY STRUCTURE
2.6 GROUPS
3. MARKETING IMPLICATIONS
4. APPENDIX
4.1 RESPONDENT 1
1. Do you put your needs first compared to your family members or your friends?
A. Yes, I put my needs first
2. Do you think there is a huge difference in power between people in your culture?
A. Yes, there is
3. Do you think you take risk and does your culture support taking risks?
A. I do take risk, and culture supports moderately yes
4. Are you influenced by celebrities and people in power and do you think your culture
has this bias’?
A. Yes, I am influenced and everyone has this bias
5. Are there things which are considered taboo in your culture?

A. Yes. For example, same sex marriage
6. If you belonged to a different culture, do you think you would have bought the same
wildcraft bag? If no, why not?
A. Yes, I would maybe because I feel wildcraft is a national brand
7. What are typical foods served and dresses in the culture?

A. Loads of fish and dresses culturally are kurta pajama.
8. What do people do for recreation and what holidays do you celebrate?

A. For Recreation our culture does picnics, and for holidays we celebrate Durga puja
9. How is public space used? How do people greet one another? For example, do people
tend to “hang out” on the street, or are they in public because they are going from one
place to the next?
A. Public space is generally used for drinking tea, sitting and in our culture is used
for smoking, for what we call Adda and people greet each other quite well by
calling each other dada or Didi or something of that sort
10. What personal activities are seen as public? What activities are seen as private?
A. Public activities are any form of get together, or any form of public speaking,
private your personal stuff is mostly private like work or an intimate moment with
someone.
11. Have the above activities you just mentioned affect your decisions when you buy
something? For example, while buying the wildcraft bag, did they affect your
decision-making process?
A. Well no, but may be sometime. Nothing in general
12. What is your family size? Who do you live with in your family, their education and
profession?
A. We are a family size of three but including Grandparents is five, otherwise three
only and all of them is in service. Except my mother who has done masters me
and my dad are graduates.
13. How many vehicles do you own? Which are they?

A. Two, Linea and a Maruti Desire
14. Which celebrities do you follow? How much do they influence your life?
A. Lot, any football star or movie star and as I said they do influence me.
15. Do you love to wear branded clothes and gadgets? If yes, what brands do you wear
and what brand gadgets do you own?
A. Yes, for branded clothes you can look at H&M, Zara and gadgets you can look at
Apple.
16. Do you remember the ambassadors of brands you mentioned before?

A. No, Apple maybe, no I don’t remember
17. Do you prefer to eat in restaurants? Are you more inclined to fine dining experience?
A. Compared to home of course. Fine dining sort of but not inclined to
18. What do you aspire to become and own in the future?

A. In terms of power person, be famous well known in the society.
19. Do you like to shop alone or are you accompanied by someone?

A. I like to shop alone
20. Where do people in your family shop from?

A. Amazon!!
21. How often do you consider the opinions of your family members while shopping?
A. After Shopping I consult them, not before obviously
22. How involved are the family members in each other's purchase?
A. My mother involves the family, Dad does buy a lot of gadgets which he does on
his own
23. How involved were your family members when you purchased the wildcraft product?
A. In my school days yes, But not now.
24. Do you think that had you been a student instead of working; you would have chosen
a different bag? If yes, why?
A. In school it would have been my parent’s decision, so I did not have a say but now
it depends how the bag is.
25. Do you have to work/Study alone or in a team? What is the maximum number of
people you work/Study with?
A. I like group work, I don’t have a particular number, I have worked with a group of
20 also
26. Whom do you hangout the most for recreation? (Is this the same group mentioned
above or some other group) If this is a different group, reason for the same?
A. Hangout with my friends, my society friends, my family and my work colleague.
My primary recreational group is separate from my work group but my work
group occasionally becomes my recreational group
27. As a group what type of recreation do you prefer?

A. Some sort of sports activities.
28. Are you a part of any online forums too? (Quora, Reddit, TripAdvisor etc.). If yes, do
you talk with other members too?
A. No, I am not.
29. Do you consult people in any group or forum before buying a product?
A. I refer to them
30. Did you consult any of the above-mentioned group while buying the wildcraft bag?
Why that particular group and not any other group?
A. As I said yes, I do, there isn’t any particular group though. But i did not consult for
the last purchase
4.2 RESPONDENT 2
A. No, both are equally important to me
A. Politically yes, I feel
A. No, I do not take risks, I don’t know if my culture supports in risk, there isn’t any
preconceived notion as such
has this bias’?
A. Almost everyone in my culture is biased on a celebrity be it sports, Bollywood or
a god man

A. Yes, a lot of things, for e.g. live in relationships.
A. Depends if I knew the brand. If I was from any metro, I would have bought
obviously

A. Bengali’s are known for their food, there are loads predominantly fish in our
culture. For women during pujas is ‘lal par shaada saree’ is the traditional dress
but mainly saree and salwar’s are what we wear.

A. For recreation I do a lot of things like cooking, yoga chilling with friends etc. We
celebrate holidays all the year round from Christmas to Durga puja
place to the next?
A. People greet other normally like how they do all over India like with a handshake
or a namaste or by hugging. The adda culture is common in Kolkata though, so
public spaces are mainly used for that with a tea and cigarette.
A. Intimate activities, personal work is private. Anything else is feel is public
A. Sometimes I think maybe. So Yes
profession?
A. We are a family size of three. All graduate, my father is in merchant navy and
mom is a homemaker but is into various part time professions which suites her
taste.

A. My family owns two cars, a ford figo and an ecosport
A. Yes, they do. For e.g. As I said in my previous interview with you
A. Yes I love Mango, Zara, H&M and Forever 21. Mostly for apparel. Gadgets
require more thorough research - One Plus, Dell currently.

A. No, I don’t
A. Yes, I do, I generally prefer fine dining.

A. I want to own a restaurant of my own and be independent

A. It depends on the situation actually

A. Different places, different products
A. Yes, if it’s a costly product I do.
A. Yes, we do, if it’s a family purchase otherwise if its personal people would only
involve themselves if its costly
23. How involved were your family members when you purchased the wildcraft product?
A. Yes, when I was in school but not now
24. Do you think that had you been a student instead of working; you would have chosen
A. If I was a student, I would have thought of buying a cheap and affordable bag. So,
no I would not have bought a different bag maybe.
A. I do like to work in a team. Strength of a team is not a facror
before or some other group) If this is a different group, reason for the same?
A. As I said, with my para friends, my college group, my colleagues and my
colleagues. Sometimes this is the same group from work

A. As I said I am fond of fine dining.
A. Yes, I am part of Quora, and no I just refer to forums for some answers to a
problem
A. Depends on the situation
A. No and Again, depends on the situation.
4.3 RESPONDENT 3
Q. Do you put your needs before your family members or your friends’ needs?
R. That depends on the need. If the need is important than I will go for my need.
Q. Do you think there is a huge difference in power between people in your culture?
R. Yes, I think so.
Q. Do you think you take risk and does your culture support taking risks?
R. I do. No, I don’t think so.
Q. Are you influenced by celebrities and people in power and do you think your culture has
this bias’?
R. Yes. Very much.
Q. Are there things which are considered taboo in your culture?
R. Yes.
Q. If you belonged to a different culture, do you think you would have bought the same
R. I don’t think so that following different cultures will make us change our decision for
bags. Bag is used for the same purpose by everyone so I don’t think my decision would have
changed.
Q. What are typical foods served and dresses in the culture?
R. Typically we eat just chapati with rice and vegetables. And dresses are now normal what
we wear nowadays like shirt, jeans and all and I think this part is the new change.
Q. What do people do for recreation and what festivals do you celebrate?
R. We go out for visiting several places and have family get-togethers. We celebrate many
festivals, but main festivals are Diwali and Dusshera.
Q. How do people greet one another?
R. We do a namaste.
Q. Do you ask your family for their suggestions when you buy something? For example,
while buying the wildcraft bag, did you ask any of them for suggestions?
R. Yes, sometimes I ask them. Like if they have bought the product before, I generally ask
them. For the bag as well, I consulted with my brother before buying.
Q. What is your family size? Who do you live with in your family, their education and
profession?
R. I have my sister and my parents. So, we are 4 in total.
Q. How many vehicles do you own? Which are they?
R. I own just one vehicle that is Activa.
Q. Which celebrities do you follow? How much do they influence your life?
R. Hritik Roshan, Rashmika Mandana, Pretiy Zinta are some of them. Not much, whenever I
am confused about a brand, I look at the brand they endorse.
Q. Do you love to wear branded clothes and gadgets? If yes, what brands do you wear and
what brand gadgets do you own?
R. Yes, I do. I used to wear watches of maxima, titan, shoes of adidas, nike.
Q. Do you remember the ambassadors of brands you mentioned before?
R. Yes, I know some of them like I know Cristiano Ronaldo is the ambassador of Nike.
Q. Do you prefer to eat in restaurants? Are you more inclined to fine dining experience?
R. No. I am that type of guy who likes to eat in restaurants.
Q. What do you aspire to become and own in the future?
R. A rich man to be precise.
Q. Do you like to shop alone or are you accompanied by someone?
R. I mostly prefer online shopping so no point of accompaniment.
Q. Where do people in your family shop from?
R. Mostly from malls, and shops like pantaloons.
Q. How often do you consider the opinions of your family members while shopping?
R. Never want to have an opinion. But every time I have to consider their opinion.
Q. How involved are the family members in each other's purchase?
R. They are very much involved.
Q. How involved were your family members when you purchased the wildcraft bag?
R. Yes, there was involvement of my brother. He was with me during the purchase and his
recommendations were important for me before buying the product.
Q. Do you think that had you been working instead of a student; you would have chosen a
different bag? If yes, why?
R. Yes, it depends. Like if I had been working, I would have comparatively more budget to
buy so more options to look for.
Q. Do you have to work/Study alone or in a team? What is the maximum number of people
you work/Study with?
R. In a group mostly. Mostly 2 other people.
Q. Whom do you hangout the most for recreation?
R. My brothers, and my friends.
Q. As a group what type of recreation do you prefer?
R. We play chess, and mobile games. Sometimes we go out.

Q. Are you a part of any online forums too? (Quora, Reddit, TripAdvisor etc.). If yes, do you
talk with other members too?
R. Yes. No, I just see the answers on quora.
Q. Do you consult people in any group or forum before buying a product?
R. No.
Q. Did you consult any of the above-mentioned group while buying the wildcraft bag? Why
that particular group and not any other group?
R. No, I just consulted my brother.
4.4 RESPONDENT 4
R. I put family members’ needs before my needs.
R. Yes. I think so.
R. Yes, sometimes. No, my culture does not support taking risks.
this bias’?
R. Now we have internet so, pretty less. Yes, culture has this bias very much.
Q. Are there things which are considered taboo in your culture
R. Yes. I think many things are considered taboo in my culture.
R. No, I think bag will be same for every culture.
Q. What are typical food and dresses in your culture?
R. For us chapati, vegetables, daal and rice are normal. Normally we wear t-shirts and shirts
but there is a presence of kurta-pyjama also in the culture which is towards the traditional
side.
Q. What do people do for recreation and what holidays do you celebrate?
R. Diwali, Holi, Raakhi and Ganesh Chaturthi are mostly celebrated and get together with
family or friends or we go out for drive, visit some place or play some games for recreation.
R. Just a gentle namaste.
R. No. Not much. I just asked one or two of my friends. That’s it.
profession?
R. 4. I don’t live with my family as my office is in another city, but I have my parents and a
younger brother in the family. All of them are graduate.
R. One. Honda Activa.
R. I follow Hritik Roshan, Ranvir Singh, Shraddha Kapoor among some and they have very
little influence over my life.
R. Yes. I own Google pixel phone, Dell laptop, JBL speakers and 2-3 gadgets more. And I
wear some brands like Mufti, Nuon but could not recollect all the names.
R. I don’t know who the ambassadors of these brand are. I am not even sure that there are
some famous brand ambassadors of these but as far as I can remember, Virat Kohli was a
brand ambassador of Mufti.
R. Yes. I can eat in a dhaaba also. I do not require much of the ambience and all the stuff
now.
R. I aspire to own a business sometime in the future but honestly speaking not decided
anything yet.
R. I am mostly accompanied by someone.
R. Malls, shopping outlets and stores like Westside and Shoppers Stop.
R. Their opinions do influence you but just 10-15% of times it happens. If I like something, I
buy it and do not ask from the family.
R. Family members are usually involved in purchases. On a scale of one to ten maybe 6 or 7.
R. No one was involved. I was in a different city while I was buying. So, no one was
involved.
Q. Do you think that had you had been a student instead of working, you would have chosen
R. Yes. Because my needs would have been different. Like I would not have needed more
number of pockets in my bag if I were a student. So, that’s why, also if I was a student, I
would have gone more for the attractiveness and style aspect of the bag.
Q. Do you have to work/Study alone or in a team? What is the average number of people you
work/Study with?
R. I prefer to work alone but wherever the requirement is to work in a team then I work with
team. 10-12 people in a team is the usual number.
Q. Whom do you hangout the most for recreation? (Is this the same group mentioned above
or some other group) If this is a different group, reason for the same?
R. With friends. Mostly the same group of friends.
R. On daily basis, we eat together, go for tea, sometimes hit gym, sometimes play cricket and
something like that and other times we go out for a movie.
R. Yes. No, don’t talk with other members.
R. Sometimes when I do not have much idea about the product.
R. I just consulted my friends.
4.5 RESPONDENT 5
Yes, I put my needs first always compared to my friends and most of the time
compared to my Family.
Yes, I think the difference in power large, People are divided on the basis of religion
and cast, and racism is still a practice in India.
Yes, I think I like taking risks, but my culture doesn’t support taking risk as it is still
focused on some of the old rituals followed by our ancestors.
has this bias’?
I am not influenced a lot, but I think Indians have a bias towards a lot of actors or
people in power and they tend to do stupid things because of this bias.
Yes, there are a lot of things that are taboo like sex before marriage, living
relationships and marrying outside your religion etc.
Yes, my culture and my purchase decision are two separate things it was for my daily
use so it has noting to do with my culture.
Indian ethnic clothes, some western clothes like Denims and T-shirts are typical dress
for me, The food is a mix of Indian and all the other cultures. People are slowly
changing and adapting food and dress from other culture in India.
People usually go to movies; visit friends and family and sometime plan short trips I
summer vacations. We celebrate Holi, Diwali and mostly all the Hindu festivels.
place to the next?
It is used for both sometimes people just hangout but mostly it is used for traveling.
We usually great people by a Namaste.
We can publicly eat and hangout but we cannot get intimate in public places.
Celebrations of large festivals are done publicly on roads in India.
11. Do you ask your family for their suggestions when you buy something? For example,
I usually discuss with my sister before purchase because I think she is more aware
about brands than I am.
profession?
I live in a nuclear Family of 4 People (Dad, Mom, elder sister and me). My dad is a
doctor (Ortho), my mom is an homemaker and my sister is a curator in a museum.
We have 2 cars (Jeep Compass and Chevrolet Optra) and 2 Scotters (both Honda
Activa).
Yes I love branded cloths, I usually like Mango, Zara, Forever New, Forever 21,
Adidas and Nike. Most of the gadget I own are form Apple.
Yes, I like eating in a restaurant and love fine dining
I follow few celebrities like Tom Cruise, Magen Fox etc. I think they have a
negligible influence on my life.
NA
I want to be a great Doctor and own my house, hospital and a farmhouse.
I can do both but usually I like to be alone.
All the branded outlets like Lifestyle, Shoppers Stop etc.
Mostly I listen to them.
If the ticket value of the product is high then we sometimes involve other family
members otherwise it is usually alone.
23. Do you think that had you been a working professional instead of a student, you
would have chosen a different bag? If yes, why?
Not really i bought a bag for a particular need it had nothing to do with my current
profession.
I like to study with my friends it helps me keep a track and I usually study in a group
of 2 or 3.
It is mostly the same group but there are few other people who are not studying with
me but are my friends since childhood I spent time with them.
I like cooking, going out on a drive or maybe a glass of wine sometimes in my bed.
No, I am not.
Yes I check online reviews on different platforms.
Yes, I did consult my sister as she has more knowledge about brands in the family and
friends.
4.6 RESPONDENT 6
I mostly keep my family and friend first.
Yes, I do think that there is a significant amount of difference in Power among
people.
No, I usually don’t take risk and my culture doesn’t support taking risks either.
has this bias’?
Yes, I am most of the times if my fav actor is doing an add I would want to use the
product. Yes, Indian culture is having huge bias for people in power or celebrities.
Yes, Smoking and cutting hairs are considered taboo in my religion.
Yes, my cultural belonging will not affect my purchase as it was a utility for daily use
for my brother.
The food is usually Punjabi, and the cloths are ethnic Punjabi Turban and salwar
kameez mostly. The people of our generation have started wearing western clothes.
All the Sikh and Hindu festivals, we usually visit family and friends as a part of
recreation otherwise watch TV.
place to the next?
People usually great using phrase “Sat Sri Akaal” or Namaste. People usually like to
hangout in Public.
People most of the times sit together and discuss daily life sometime play games etc.
in public, in private people show their concerns and fight in private.
11. Do you ask your family for their suggestions when you buy something? For example,
Depends on the product I am buying. If its an expensive product I consult them. Bag
was not that important for me so I went ahead without their suggestion.
profession?
I have 5 members in my family (Dad, Mom, Grandma, younger brother and me), My
dad is a businessman who is a graduate, my mom is a house wife, my grand maa is
old and she is mostly in bed and has take formal education till 2 standard. My brother
is about to graduate and I am a post graduate working as Legal head at Air Bnb.
1 Car (Honda Brio) and 1 Scooter (Honda Aviator)
Yes, I do, I like many brands like Madam, Benetton, Zara etc. I have gadgets of
Samsung, Apple etc.
Yes I love restaurants, I don’t have a thing for fine dine but sometimes I do that.
I love SRK, I am very much influenced by him.
NA
I want to grow up the chain of command at Airbnb. I want to have my own apartment
and my car.
I love shopping alone as I don’t want people to disturb me.
They usually do it form malls and shopping complexes.
Sometimes
I think until the purchase that is being done is of use to them they done get involved.
23. Do you think that had you been a student instead of a working professional, you
No, The bag was for my brother so I think the choice would have remained the same.
I work with a team of 8 people. I like working in a team.
No, my work buddies and my go to friends are different I usually hangout with my
college friends for parties.
I love playing board games and drinking beer with my close friends.
No
Mostly when ever I am doing a purchase of a product that involves large amount of
Money.
No.
4.7 RESPONDENT 7
Ans: No, I do not put my needs first. I put my family member’s needs first.
Ans: Not much. But it is a patriarchy system.
Ans: I really don’t care about what others think. If something appeals to me, I do it.
has this bias’?
Ans: No, I don’t think I am influenced by any of the celebrities.
Ans: There is nothing right now on the top of my mind. So, nothing that is considered as a
taboo in my culture.
Ans: Yes, my decision would have been same.
Ans: More of South Indian dishes I would say and dresses are subtle and sober, I mean
not very funky. Colors should be very subtle and not very bright.
8. What do you do for recreation and what holidays do you celebrate?
Ans: For recreation, I would go out and take a holiday and get some fresh air and try new
food cuisines as I a great foodie. I love exploring new foods. I celebrate all the holidays.
Born and brought up in India, I celebrate Christmas, Diwali, Eid. It depends upon whom I
am with. If my family or friends celebrate something, I will celebrate with them as well.
9. How is public space used? How do you greet with your friends? For example, do
people tend to “hang out” on the street, or are they in public because they are going
from one place to the next?
Ans: I greet normally, I mean there is nothing peculiar about it like a normal hand shake.
But due to COVID, I usually prefer waving of hand and that is it.
Ans: There are many. Making out, getting romantic, etc. is private and eating, playing,
celebrating, etc. are public.
11. Do you ask the people for their suggestions when you buy something? For example,
Ans: I ask few of my friends and my family members before I buy something costly. In
small product of not much monetary value attached to it, I usually take the decisions
alone without others involvement.
profession?
Ans: Family size is 5. We live in a joint family – parents, grandmother and brother. My
father works in central government – Senior Manager in SAIL, mother works in state
government as Executive Manager – electricity board. Both are post-graduate. I am doing
my MBA and my brother has done engineering and is working in a company.
Ans: 1 car – Santro and 3 two-wheelers – Access, Wego and Shine.
Ans: I don’t follow any celebrities and they don’t influence my life.
Ans: Yeah, I do. I prefer Allen Solly the most, Levis, wrangler, zodiac, etc. I am not
particularly loyal to any brand. I have Motorola phone, titan watch.
Ans: Yes, I remember a few but not of all.
Ans: Yes, I prefer to eat a lot in restaurants. Inclined to fine dining experience. I prefer to
go to restaurant which are economical in nature and not very costly.
Ans: I aspire to become a manager in FMCG company. I would love to own a BMW one
day as it is my favorite brand.
Ans: I usually prefer taking someone with me.
20. Where do your family shop from?
Ans: Due to COVID, we have shifted to online. But earlier we used to shop from
market/mall, etc.
Ans: A lot.
Ans: A little much.

23. How involved were your family members when you purchased the wildcraft bag?
Ans: They were significantly involved in my decision of purchasing the wildcraft bag.
24. Do you think that had you been working instead of a student, you would have chosen
Ans: Yes, because I have to think twice before spending money as I have to get it from
my parents. If I were earning money, money would not have mattered a lot and I might
would have chosen a more premium/costly brand.
Ans: Currently I am a student so I personally like studying alone.
Ans: If I am feeling low, the I would prefer being alone. And otherwise, I would hang out
with friends.
Ans: I would prefer to go out and take some fresh air. I would also prefer to hang out on
streets and in public parks, etc. depending upon the situation and time. But normally, I
would prefer to pick up my vehicle and go some place far.
Ans: No.
Ans: I just take few of the advices and look at the reviews.
Ans: I don’t refer to any groups as such. I just consider recommendations from my family
members and few of my friends.
4.8 RESPONDENT 8
Ans: I keep my needs first before the family’s needs.
Ans: Yes, there is a huge difference in power in the families. We follow a completely
patriarchy system.
Ans: Yes, I do take risks and my culture does support taking risks considering they are
not dangerous to life and there is not a possibility of heavy drainage of money.
has this bias’?
Ans: Yes, I am influenced by certain celebrities. But my culture does not have this bias.
Ans: Nothing is considered as a taboo in my culture. Not that I know of.
Ans: Yes, I would have bought the same bag. I don’t think different cultures would have
affected anyone’s decision on buying the bag.
Ans: Normally, Punjabi food is preferred in my culture. I also eat non-vegetarian food
with my father but my mom does not eat. So, non-vegetarian food is not cooked in my
home and also, we do not prefer to eat it at home. For dresses, we wear normal dresses
just like everyone wears. Shorts in the home and a normal shirt/t-shirt and jeans outside.
8. What do you do for recreation and what holidays do you celebrate?
Ans: I hangout with my friends and I go on trips with them for recreational purposes.
Normally, I celebrate all the festivals like Diwali, Janmashtami, etc.
place to the next?
Ans: Me and my friends do meet up in public places. So, I would say I use public places
like cinema halls, concerts, etc. for entertainment along with my friends. I greet people
normally whenever I meet them. I usually don’t get excited on meeting them but we end
up spending lot of time together.
Ans: Activities like chilling out, meeting up with friends, attending events, etc. are
considered public. And certain relationships, my personal grooming activities, etc. are
seen as private.
something? For example, while buying the wildcraft bag, did you ask any of them for
suggestions?
Ans: I talk to few of my friends before deciding to buy something. I also talk to my
family members sometimes. But usually, I buy what I have decided or I can say I always
have pre-conceived notion and most of the times I end up buying that.
profession?
Ans: 3 – my parents and me. My father is an engineer from IIT-BHU and is the AVP of
Ahmedabad Metro Rail project. My mother is also a graduate and is a teacher in school.
Ans: We own 2 cars – One swift and one Nissan – Terrano. I also own one bike – Royal
Enfield.
Ans: I follow a few football players as I am passionate about football. I adore them but I
would say they don’t influence my life much.
Ans: Yes, I do love wearing branded clothes. Adidas, Louis Phillipe, Tommy Hilfiger,
Nike, UCB, Allen Solly, etc. are the brands of clothes that I wear. I do own gadgets from
Apple. I have an iphone, ear pods and apple watch.
Ans: I remember the ambassadors of the few of the brands, not all.
Ans: Yes, I love eating out in restaurants especially non-vegetarian food as I usually don’t
prefer to eat it at home. Also, I love the fine dining experience. I usually don’t look up to
money if I am with my father and pick up expensive restaurants in the city. But when I
am alone, they think of it very much as I have to borrow them from my parents.
Ans: I aspire to open a chain of restaurants across the country in future as it is my parents
dream and I want to fulfill it.
Ans: I prefer accompanied by someone while shopping. But I consider their

recommendations very less.
Ans: We buy online and from the retail stores, malls, etc. as well. We generally buy from
the organized market rather than the unorganized markets.
Ans: I usually don’t consider the opinions of my family members much while shopping
and the same goes for my friends.
Ans: My family members are involved a lot in my decision making but I am not involved
in any of the minor family decision makings. I am involved in deciding which car or
phone is to be bought, etc.
Ans: I would say they were not involved in my decision of buying the wildcraft bag.
24. Do you think that had you been working instead of a student, you would have chosen
Ans: Yes, it would have a lot different. If I would have my own money, I would definitely
buy a better branded and expensive bag.
Ans: I usually prefer to study in groups with my friends who are bright and knows a lot or
I must say more than me so that I can learn from them. My hanging out group is different
from my studies group.
Ans: I usually hang out with my friends. This group is different from which I study. The
reason behind different groups is obvious. The group I hang out with never studies. So, I
don’t have an option of studying with them.
Ans: We just sit down and talk as much as we can and play games.
Ans: No, I am not part of any such forums.
Ans: I consult very few people before buying a product.
Ans: Not with all of them. I talked with few of my friends who have better knowledge in
such category. So, I change the people I ask w.r.t the categories I want to buy.
4.9 RESPONDENT 9
It depends upon the situation, however majority of the times yes I put my needs first.
Yes, people in power definitely make full use of it and try to keep the difference as
huge as possible.
Yes, I like to take risks. Generally people in my culture like stability no risk taking.
has this bias?
No, I am not into that celebrity worship however public does focus and follow them
way too much.
There are things which are still considered very hush-hush like pornography,sex,live –
in-relationship etc.
I would have bought the same wildcraft bag as my culture has no effect on the quality
of the bag or what I want from it.
Normal Dal,Roti,Chawal along with the Punjabi staple diet of butter chicken, rajma
chawal, the parathas, chole bhatura throughout the week.Dress is normal,I mean when
I am at home like its usually now its t-shirt and shorts.
If it’s the usual weekends generally go out for movies or restaurants which is not
possible now.In case of an extended holiday would go to the nearby locations of
Digha or Mandarmani.
Holi,Diwali,Durga Puja,Lohri,Gurupurab these are the primary festivals for me.
9. How do people in your culture greet one another?
Its normal high hello with friends or colleagues,however with relatives its either
Namaste or touching their feet.
Drinking is a normal public activity for me,I drink with my friends also with my
father.
There is no concept of public display of affection in this country it is one thing which
is extremely private. Smoking is also something which is private for me not liked or
endorsed by anyone.
No,the above activities mentioned have no effect whatsoever on my bag buying
behavior.
profession?
I live in a family of 4 with my mom, dad and an elder sister. All have completed their
graduations. Father is a businessman; sister is a school teacher while mother is a
housewife who gives private tuitions to primary school kids.
My family owns 2 motorbikes.One is a Bajaj Pulsar 150 and the other one is Honda
XBlade.
Yes, I generally prefer branded clothes due to their durability and comfort.Prefer
clothes from the likes of Addidas,Van Heusen,Allen Solly etc.Gadgets,the usual I
have an android from Nokia,an HP laptop and a Mi SmartBand.
15. Do you remember the ambassadors of brands you mentioned above?
No,I don’t remember the ambassadors of the brands whose name I took.
Even before the pandemic, I used to order food rather than go out due to time
constraints.
I would like to settle in Netherlands in the future and own a condo and Lamborgini of
my own.That’s the dream.
I like to shop with someone of my own age like my friends our cousins.
Currently its only online platforms,but before this covid situation it was mix of online
shopping and going to the malls.
It depends if they are out shopping with me or helping me in shopping or not.
Mother and Sister are involved in each other’s purchase decision heavily and also
shop for my father.Dad is least concerned about shopping.
I did not consult with them regarding the purchase decision.
23. Do you think that had you been a student instead of a working professional, you
I think I may have gone for a little bit bigger bag as students have to carry more
books,other than that not,maybe more compartments.
I have to work in a team.The number of group members are around 4-6 depending
upon the project.
I hangout mostly with my college and school group and not much with office buddies
outside of the monthly movie or restaurant outings.

Going out for movies or to a pub, restaurant. For a longer break a trip to hill station.
27. Are you a part of any online forums too? (Quora, Reddit, TripAdvisoretc.). If yes, do
I am a Member of Quora and Reddit. No,I don’t interact much with other members.
Before buying a product,I usually look at the product page on online shopping sites
and read the reviews and not consult people on forums.
I asked 1-2 of my friends and had gone to buy the bag with one of them.I felt that the
people in that group are more aligned with my age group and I would be able to relate
more with them.
4.10 RESPONDENT 10
No,I put the needs of my friends and family members above my own.
Yes, there is a significant difference between people who have power and people who
don’t.
No,I don’t take that much risks and its not something which is looked upon
favourably.
has this bias?
No,I don’t follow any celebrity.Yes I think people do like to be updated with news
about few of the celebrities.
Sex,Porn,Smoking are still not talked about openly.
Yes,I would have bought the wildcraft bag.
Vegetarian food like dal,chawal,vegetables with occasional pizza and as for dresses
the usual trousers,jeans,t-shirts,pyjamas etc.
For recreation usually go out meet with friends or relatives.Spend time with your
loved ones.
Holi,Diwali these are the primary festivals for me.
9. How do people in your culture greet one another?
During the current times it’s a hi hello from the distant only.
Smoking,drinking,making out etc are private activities.Playing,eating the usual stuff
are the public activities.
No the above activities have no bearing on what bag I buy.
profession?
I live in a family of 5 with my mom, dad ,an elder brother and a younger sister. Sister
is still in school while rest have completed their graduations. Father is a
businessman;mother is a housewife,while brother works alongside father.
My family owns 2 cars.One is a Ford EcoSport and the other one is Innova Crysta.
Yes, prefer branded clothes from Zara,Addidas due to their durability and
comfort.Gadgets,the usual I have an iphone and macbook pro.
15. Do you remember the ambassadors of brands you mentioned above?

For a few of them,I remember.
Yes,I prefer to eat in a restaurants and prefer the fine dining experience.
Would like to have a business of my own separate from the one of my
family,something which I build and would like to have an yacht.
Accompanied by friends or family.
From both retail stores as well as online shopping sites.
Yes,I consider the opinion of my family members.
Each and every family member is generally invested if the purchase decision is
important.
My brother helped me in choosing the bag.
23. Do you think that had you been a working professional instead of a student, you
No,I don’t think so.
I study in a group of generally 6-7 of my close friends.
Generally,I hang out around with the same people I study.
Movies,Pubs,Disco,restaurants.
27. Are you a part of any online forums too? (Quora, Reddit, TripAdvisoretc.). If yes, do
Not an active member of Reddit.
No,I don’t go on these forums for any consultation.
No,I did not.
4.11 RESPONDENT 11
R. It actually depends on the situation. Whatever feels more important at that stage
R. Yes a lot infact
R. I have never been averse of taking risks. My culture is a bit orthodox so doesent quite
support the same.
this bias’?
R. I think we all are. We believe what celebs tell us without giving it a second thought.
R. Yes.
Q.If you belonged to a different culture, do you think you would have bought the same
R. Well my culture has got nothing to do with my purchase. Its a utility based decision so
hardly matters.
R. Well it is nothing different from what most people in this region have. Dal, Chapati, rice,
one vegetable.There is no such specified dress in our culture as far as i know
R. We generally go to the movies or to the malls. Have dinners at resturants. Our major
festival are holi and diwali.
R. The younger ones these days say hello hi. What we were taught is to do a namaste.
Q. What personal activities are seen as public? What activities are seen as private?
R. We can drink and that is promoted as well through large pubs and clubs. India being an
orthodox country some activities are considered private even when they are not clearly like
being close to your girlfriend in public as people clearly dont appreciate the same.
R. Depends on the product I am buying. If its an expensive product i ask them. Bag was not
that important for me so i went ahead without their suggestion.
profession?
R. I have a brother who is younger than me and my parents. My mother is a school teacher
and my father is in service.
R. We own two cars. A dzire and a hyundai i10. In addition we have a two wheeler activa.
R. I love branded gadgets , i am neutral towards clothing. I love watches and own a casio,
titan, and a fasttrack watch.
R. Yes i love to eat in resturants. Before this lockdown we used to go atleast once a week.
R. Virat Kohli, Ranveer Singh , Rohit Sharma. Their attitude towards their work influences
me the most.
R. No not at all.
R. (Laughing) I guess what most of us want , to have money to fulfil my desires.
R. I love online shopping and find it very convenient and so no one accompanies me.
R. Nearby retail outlets mostly.
R. Well now i earn(smiling) so i can buy my things on my own but still have to think a little
bit about what my family would say with the purchase.
R. Its like everyone is shopping for each other.
Q.How involved were your family members when you purchased the wildcraft bag?
R. They had no idea about what i was buying at that moment.
Q.Do you think that had you been a student instead of a working professional, you would
have chosen a different bag? If yes, why?
R. Not really i bought a bag for a particular need it had nothing to do with whether i was a
student or a professional
R. I like doing my things alone enables me to focus a bit more.
R. My friends.
R. Outdoor sports anytime.
R. I have an id on quora. But i havent answered any question yet.
R. I read the reviews online about the product before proceeding to buy.
R. Yes i read reviews and user comments before i proceeded to buy this bag.
4.12 RESPONDENT 12
R. Yes I am very considerate of the needs of my family. For friends its me first.
R. I guess our entire country is based on patriarchy.
R. I always support safety first. I proceed only if i feel comfortable. Its the impact of my
culture only.
this bias’?
R. Not at all. I am my own man. My culutre probably has this bias.
R. Yup
R. There is no link between culture and the bag i own according to me. Its all personal
R. Being a bengali non veg is a must have. Rice dal apart from that.Ladies wear Indian
dresses , there is nothing fixed for the males probably based on the occassion.
R. Going to different places, exploring new resturants just the usual things other people do.
Diwali, Durga Puja
R. Hello/Hi/Namaste whatever we find convenient.
Q. What personal activities are seen as public? What activities are seen as private?
R. I wont like to answer this question. Next question please.
Q. Do you ask the people you just mentioned above for their suggestions when you buy
something? For example, while buying the wildcraft bag, did you ask any of them for
suggestions?
R. No i did not ask for any suggestions while buying this bag. I felt that my nephew needed
this bag and bought it on my own after looking at the condition of his bag. No one else was
involved
profession?
R. We are a joint family. Two families plus my grandparents. 8 people in total

R. We have 4 cars in total. Kwid, Xcent, Wagonr and City
R. Yes i am a very brand conscious person. I own a lot of different brands, US polo, Van
hussein, Peter england,Addidas.
Q. Do you remember the ambassadors of brands you mentioned above?
R. No, not even one.
R. Yes i enjoy eating in resturants
R. I like a few people but i wont say I follow them as such. They have no influence on my
life.
R. A successful man and lead a peaceful life.
R. I prefer to shop alone only.
R. They go to the nearby markets to do their shopping.
R. I dont consider their opinion while buying, I buy what I like.
R. No one interferes much in each others purchase.
R. No one was involved.
R. I like to study in group. Probably with one other person.
R. Friends
R. Roam around , play sports, go to the movies
R. No i am not a part
R. Not really i see a brand see the features and buy it.
R. No , i went in the store randomly and bought it on the recommendation of the sales person.
4.13 RESPONDENT 13
1. Interviewer - Do you put your needs first compared to your family members or
your friends?
Respondent – Actually it depends, like for the rucksack I told you about
previously since I would have been the sole user so I had put my needs first but
for products which are useful for the whole family members or even my friends
for that matter, I think in that case I put their needs and views first.
2. Interviewer - Do you think there is a huge difference in power between people in

your culture?
Respondent – Yes, I do think there exists a difference
3. Interviewer - Do you think you take risk and does your culture support taking
risks?
Respondent – I think in my culture the things are very well defined and most of us
end up following the same without much changes, so I’d say no for both your
questions
4. Interviewer - Are you influenced by celebrities and people in power and do you
think your culture has this bias’?
Respondent – Yes definitely, celebrities do play a big role
5. Interviewer - Are there things which are considered taboo in your culture?
Respondent – I’m a Punjabi so smoking and cutting of hair is a taboo in my
culture.
6. Interviewer - If you belonged to a different culture, do you think you would have
bought the same wildcraft bag? If no, why not?
Respondent – I would have bought the same bag.
7. Interviewer - What are typical foods served and dresses in the culture?
Respondent – North Indian food, and for clothing with time people have evolved
and now even western clothes are accepted
8. Interviewer - What do people do for recreation and what holidays do you

celebrate?
Respondent – We celebrate all the sikh as well as hindu festivals, for recreation
we watch Hindi and Punjabi movies and and TV shows.
9. Interviewer - What personal activities are seen as public? What activities are seen
as private?
Respondent – Family issues and personal problems are generally seen as private.
Hanging out, going places, travelling, playing, talking on current affairs are
generally seen as public.
10. Interviewer - How is public space used? How do people greet one another? For
example, do people tend to “hang out” on the street, or are they in public because
they are going from one place to the next?
Respondent – We greet with “Sat Sri Akaal” or “Namaste”. We hangout in the
street and also go from one place to another
11. Interviewer – Do you ask the people you just mentioned above for their
suggestions when you buy something? For example, while buying the wildcraft
bag, did you ask any of them for suggestions?
Respondent – No I did not ask them for their suggestions, I took suggestions of
my friends for this but for some other product I might have asked for their
suggestions depending on the product.
12. Interviewer - What is your family size? Who do you live with in your family, their
education and profession?
Respondent – We are 4 members. My dad is a businessman and a graduate,
mother is a school teacher, younger brother is an engineering aspirant and I’m
pursuing MBA from Manipal University Jaipur. I live in the college hostel, apart
from me all the 3 live together.
13. Interviewer - How many vehicles do you own? Which are they?
Respondent – 1 4-wheeler that is fortuner, 2 bikes, both are Royal Enfield.
14. Interviewer - Which celebrities do you follow? How much do they influence your
life?
Respondent – Being a sports enthusiast I follow MS Dhoni, and am very much
influenced by him
15. Interviewer - Do you love to wear branded clothes and gadgets? If yes, what
brands do you wear and what brand gadgets do you own?
Respondent – I like wearing clothing brands Nike, Adidas, Wrangler. For gadgets
I’m an apple fan.
16. Interviewer - Do you remember the ambassadors of brands you mentioned before?
Respondent – I don’t recall them
17. Interviewer - Do you prefer to eat in restaurants? Are you more inclined to fine
dining experience?
Respondent – Yes, I eat out a lot but being a student, I’m not inclined towards fine
dining
18. Interviewer - What do you aspire to become and own in the future?
Respondent – I want to help my dad grow our family business of garments and
one day have pan India presence. In the future I wish to own a BMW z4.
19. Interviewer - Do you like to shop alone or are you accompanied by someone?
Respondent – I like to be accompanied by someone so I can take their advice
20. Interviewer - Where do people in your family shop from?

Respondent – Through Shopping malls and online websites
21. Interviewer - How often do you consider the opinions of your family members
while shopping?
Respondent – For an expensive or a high involvement product I always take their
opinion
22. Interviewer - How involved are the family members in each other's purchase?
Respondent – We help each other a lot
23. Interviewer - How involved were your family members when you purchased the
wildcraft bag?
Respondent – They helped me with my purchase, they gave me suggestions.
24. Interviewer - Do you think that had you been working instead of a student, you
Respondent – I think I would have bought the same bag.
25. Interviewer - Do you have to work/Study alone or in a team? What is the

maximum number of people you work/Study with?
Respondent – I prefer studying in a group, we study in a group of 4 to 5.
26. Interviewer - Whom do you hangout the most for recreation? (Is this the same
group mentioned above or some other group) If this is a different group, reason
for the same?
Respondent – If I’m at college then it’s the same group, when I’m home I
generally hang out with my cousins
27. Interviewer - As a group what type of recreation do you prefer?

Respondent – Sports, going out, partying
28. Interviewer - Are you a part of any online forums too? (Quora, Reddit,
TripAdvisor etc.). If yes, do you talk with other members too?
Respondent – No I’m not
29. Interviewer - Do you consult people in any group or forum before buying a
product?
Respondent – Apart from my family and friends, I generally see online reviews or
product review videos on youtube from famous influencers
30. Interviewer - Did you consult any of the above-mentioned group while buying the
wildcraft bag? Why that particular group and not any other group?
Respondent – I consulted both my college group as well as my cousins for the
same. Particularly these two because both are of my age and I would have used
this to go on a trek with both of these so their suggestions were valuable.
4.14 RESPONDENT 14
1. Interviewer - Do you put your needs first compared to your family members or
your friends?
Respondent – If I’m the one using the products then yes
2. Interviewer - Do you think there is a huge difference in power between people in
your culture?
Respondent – Yes indeed, the difference has been decreasing with time but it still
exists.
3. Interviewer - Do you think you take risk and does your culture support taking
risks?
Respondent – I’m happy doing things the traditional way, the tried and tested way.
4. Interviewer - Are you influenced by celebrities and people in power and do you
think your culture has this bias’?
Respondent – Yes both me and my culture are influenced by them
5. Interviewer - Are there things which are considered taboo in your culture?
Respondent – Drinking and smoking are considered taboo in my culture
6. Interviewer - If you belonged to a different culture, do you think you would have
bought the same wildcraft bag? If no, why not?
Respondent – Yes, same bag
7. Interviewer - What are typical foods served and dresses in the culture?
Respondent – Traditional Indian dresses like Salvaar kameez for ladies, and shirt,
t shirts with pants or denims for guys. Since we live in Himachal, we generally
have North Indian food.
8. Interviewer - What do people do for recreation and what holidays do you
celebrate?
Respondent – All hindu and sikh festivals. For recreation we generally go out with
friends and relatives but since lockdown this has changed to video calls.
9. Interviewer - What personal activities are seen as public? What activities are seen
as private?
Respondent – Playing, hanging out, shopping are considered public, personal
issues, health problems are generally considered private
10. Interviewer - How is public space used? How do people greet one another? For
example, do people tend to “hang out” on the street, or are they in public because
they are going from one place to the next?
Respondent – We greet each other with Namaste, we both hang out in the street as
well as go from one place to another.
11. Interviewer - Do you ask the people you just mentioned above for their
suggestions when you buy something? For example, while buying the wildcraft
bag, did you ask any of them for suggestions?
Respondent – Yes, I ask these people for their suggestions but only if I have to
make a high value purchase or a purchase that will impact the image of my family.
For the bag I didn’t ask them.
12. Interviewer - What is your family size? Who do you live with in your family, their
education and profession?
Respondent – We are a family of 4. We have our home in Shimla. My dad and
elder brother both are graduates. Both of them work together in apple cultivation
and selling them.
13. Interviewer - How many vehicles do you own? Which are they?
Respondent – We have one car which is Creta and 1 bike which is Royal Enfield.
14. Interviewer - Which celebrities do you follow? How much do they influence your
life?
Respondent – I love Virat Kohli and yes I’m influenced by him and his fitness
regime
15. Interviewer - Do you love to wear branded clothes and gadgets? If yes, what
brands do you wear and what brand gadgets do you own?
Respondent – I love Madam, Zara, AND etc. For gadgets I own apple as well as
Lenovo gadgets.
16. Interviewer - Do you remember the ambassadors of brands you mentioned before?
Respondent – I can’t recall anyone right now
17. Interviewer - Do you prefer to eat in restaurants? Are you more inclined to fine
dining experience?
Respondent – No really, I prefer ordering online when I’m at college or eating at
home.
18. Interviewer - What do you aspire to become and own in the future?
Respondent – I want to open my own advertising agency in the future, and as far
as owning goes I want to own my own flat in Chandigarh where my family can
shift to during the winters.
19. Interviewer - Do you like to shop alone or are you accompanied by someone?
Respondent – I like having my friends or family along when I shop but at the end
of the day it is my choice only
20. Interviewer - Where do people in your family shop from?
Respondent – My family members generally shop from the nearby shops itself
because in Shimla we do not have a lot of options.
21. Interviewer - How often do you consider the opinions of your family members
while shopping?
Respondent – I consult them when I’m buying something that is not a daily use
item but I buy only if I like the product
22. Interviewer - How involved are the family members in each other's purchase?
Respondent – We do talk to each other
23. Interviewer - How involved were your family members when you purchased the
wildcraft bag?
Respondent – Not very involved, I just asked them whether the bag looked good
or not.
24. Interviewer - Do you think that had you been working instead of a student, you
Respondent – I think I would have chosen a more sophisticated bag then rather
than the one I purchased which was more of a trendy one
25. Interviewer - Do you have to work/Study alone or in a team? What is the
maximum number of people you work/Study with?
Respondent – I prefer studying alone
26. Interviewer - Whom do you hangout the most for recreation? (Is this the same
group mentioned above or some other group) If this is a different group, reason
for the same?
Respondent – I hangout with my college friends when I am in Pune, back at home
I have my school friends
27. Interviewer - As a group what type of recreation do you prefer?
Respondent – We go out shopping, movies, trekking
28. Interviewer - Are you a part of any online forums too? (Quora, Reddit,
TripAdvisor etc.). If yes, do you talk with other members too?
Respondent – No, I’m not
29. Interviewer - Do you consult people in any group or forum before buying a
product?
Respondent – I consult my friends I mentioned above as well as my family before
buying a product when it comes to buying something that is not a daily use
product.
30. Interviewer - Did you consult any of the above-mentioned group while buying the
wildcraft bag? Why that particular group and not any other group?
Respondent – I consulted my college group for the same reason being I was going
to use this as a college bag and moreover I had seen people in my group using
wildcraft bags.

CB Project - Batch-2 - Group-9 - Phase 2

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

CB Project - Batch-2 - Group-9 - Phase 2

Uploaded by

Copyright:

Available Formats

CONSUMER BEHAVIOR PROJECT

PRODUCT & SEGMENT – BACKPACKS; 18-24 years

FACULTY- DR. NEENA SONDHI

ARKA BOSE - 19PGDM215

Gender classification of respondents: Employment Classification of respondents:

Store Classification of respondents: Involvement Level of respondents:

2.4 SOCIAL CLASS

2.5 FAMILY STRUCTURE

5. Are there things which are considered taboo in your culture?

7. What are typical foods served and dresses in the culture?

8. What do people do for recreation and what holidays do you celebrate?

13. How many vehicles do you own? Which are they?

16. Do you remember the ambassadors of brands you mentioned before?

18. What do you aspire to become and own in the future?

19. Do you like to shop alone or are you accompanied by someone?

20. Where do people in your family shop from?

27. As a group what type of recreation do you prefer?

5. Are there things which are considered taboo in your culture?

7. What are typical foods served and dresses in the culture?

8. What do people do for recreation and what holidays do you celebrate?

13. How many vehicles do you own? Which are they?

16. Do you remember the ambassadors of brands you mentioned before?

18. What do you aspire to become and own in the future?

19. Do you like to shop alone or are you accompanied by someone?

20. Where do people in your family shop from?

27. As a group what type of recreation do you prefer?

R. We play chess, and mobile games. Sometimes we go out.

13. How many vehicles do you own? Which are they?

Ans: A little much.

Ans: I prefer accompanied by someone while shopping. But I consider their

26. As a group what type of recreation do you prefer?

15. Do you remember the ambassadors of brands you mentioned above?

Q. How many vehicles do you own? Which are they?

2. Interviewer - Do you think there is a huge difference in power between people in

8. Interviewer - What do people do for recreation and what holidays do you

20. Interviewer - Where do people in your family shop from?

25. Interviewer - Do you have to work/Study alone or in a team? What is the

27. Interviewer - As a group what type of recreation do you prefer?

You might also like