Low Involvement Product: Car Accessories

Customer Name: Shammi Kumar

Place: Ranchi
Occupation: Businessman
Age: 28 years
Gender: Male
Car Model: XUV500
Product: Car Accessories

1) Composition of decision-making unit?

Ans: Buyer: Shammi Kumar
2) The motivation for purchase?
Ans: To improve comfort and convenience during travel. Since different car accessories have
different utilities, so the motivating factors vary while purchasing.
3) Did it serve the purpose?
Ans: Yes
4) Frequency of purchase?
Ans: When it becomes need. I am not a regular accessories purchaser
5) Decision Characteristics
Ans: It doesn’t take lot of duration for research as often we get to know about the different
car accessories with time so it’s more impulse purchase. And most of the car accessories are
bought during the car purchase.
6) Evaluation of alternatives
Ans:
1)
Model Mahindra Honda
Price Economical Mostly expensive
Service centres & Workshops Available with local Available with specific dealers
dealers

7) Place of purchase
Ans: Jai Sri Sai Auto Mahindra Showroom, Ranchi
8) Which came first – what to purchase or from where to purchase
Ans: For me, it is always first to consider – what to purchase provided that the product is
omnipresent. Otherwise, I give same priority to both questions.

9) Impact of culture/subculture on the decision-making process

Ans: In general, I prefer to take the help of people who are having/driving cars way before
me. It gives a sense of credibility.
10) Did you see any change in your purchase pattern since the pandemic?
Ans: No
11) Do you post review about your purchase?
Ans: Rarely, provided that it has any sort of warranty.
12) How often do you explore different shops for car accessories?
Ans: Based on word of mouth from family members and colleagues.
13) What exactly you have purchased in the recent 6 months?
Ans: Car air mattress
14) Where do find information about the new products?
Ans: From the workshops whenever we visit. Also, sometimes through relatives.
15) Do you get influenced by your friends, family or colleagues for buying these
products?
Ans: Yes, I get influences from the others’ cars accessories whenever or wherever I get the
opportunity to sit in.