Marketing Management – Consumer Behaviour Exercise

Section F Group 7

Consumer demographic questions:

 Name: Jagnoor Singh

 ⁠Age: 25
 Gender: Male
 ⁠Occupation: Engineer
 ⁠Income:12 LPA
 ⁠Hometown - Urban or Rural: Urban
 Family info (members and their occupation): 4

This interview illustrates the customer's experience and decision-making process based on structured set
of questions (Appendix 2) in purchasing a JBL portable speaker (Appendix 1). Here's a summary of the
key insights derived from the conversation:

Key Insights:

1. Decision Factors:
o Reliability: The customer chose JBL over Boat due to perceived reliability issues with
Boat products. He had reported Boat's products were not long-lasting.
o Comparison: The final decision came down to Sony and JBL. JBL was chosen because it
offered more features, better portability, and had more favourable online reviews.
2. Specific Needs:
o The customer needed a portable speaker for a rented apartment, prioritizing moderate
volume to avoid disturbing neighbours and ease of mobility.
o The customer did not require high volume but desired adequate volume for personal
use.
3. Product Performance:
o Portability: Rated as good.
o Battery Life: Rated as average, delivering around 3 hours of continuous play, less than
the advertised 7-9 hours.
o Volume and Sound Quality: Volume rated as good; bass rated as average due to the
limitations of portable speakers.
o Additional Features: Multi-device connectivity and the JBL Party Boost feature were
appreciated.
4. Customer's Usage and History:
o Daily use ranges from 1-5 hours, depending on the day.
o Customer has a history of using and preferring music through speakers rather than
headphones.
o Previous positive experiences with JBL headphones reinforced brand trust and
influenced the decision to purchase JBL speakers.
5. Purchase Motivation:
o Music is a significant part of the customer’s daily life, making a good speaker a necessity
rather than a luxury.
6. Post-Purchase Experience:
o No major issues with the product; hardware and Bluetooth connectivity are satisfactory.
o The customer appreciates the build quality and durability, having dropped the speaker
without damage.
o The customer did not need to reach out to customer support, indicating a trouble-free
experience.
7. Brand Perception and Loyalty:
o The customer trusts JBL due to reliable performance and durability.
o While satisfied, the customer is open to other brands if they offer better value, such as
Marshall, if prices were comparable.
8. Satisfaction and Recommendations:
o Overall satisfaction with the product is high, rated 8 out of 10.
o Likelihood to recommend JBL to friends or family is high, especially if they are looking
for portable speakers.
o The customer values reliability and build quality the most when recommending JBL.
Recommendations for JBL:

 Battery Life: Improve battery life to match advertised performance.

 Bass Enhancement: Enhance bass quality in portable models to meet customer expectations.
 Sustainability: Consider promoting any existing sustainability efforts, as this could influence
brand perception positively.

Conclusion:

The depth interview provides valuable insights into why customers choose JBL over competitors, their
specific needs and usage patterns, and areas where JBL can improve. This information can be leveraged
by marketing managers to enhance product features, customer satisfaction, and brand loyalty.

Appendix 1:

Appendix 2

Part A: Product specific

1. What made you choose a JBL speaker over other brands? And What were your parameters/specific
needs before buying the product?
2. How did the product stand on those parameters
3. Was this purchase a necessity, utility or trend/faddish product?
4. How did you come to know about this product (word of mouth, social media or else)
5. For what purpose do you use the JBL speaker (like listening to music, home theatre etc) what the
usage frequency of it? Does your experience vary with different usage?
6. Any previous purchase from JBL?
7. How has your usage or perception of the speaker changed over time?
8. How has your expectation of portable speakers changed after using a JBL speaker?
9. How influential are online reviews and ratings in your decision-making process when purchasing?
10. What was the second-best alternative for this product? Would you switch the JBL brand if prices of
alternative brands go down?

Part B: Post Purchase experience

 Have you felt any discomfort? Were there any issues with the hardware or Bluetooth connectivity?
 Did you have to reach out to consumer support post sales? If yes how was the experience
 If you could send direct feedback to the JBL design team, what would you suggest for improvement?
 Did JBL surprise you in terms of service and performance? Elaborate

Part C: Satisfaction and loyalty assessment

 Did the JBL speaker meet, exceed, or fall short of your expectations? In what ways?
 What's the satisfaction level with product on a scale of 1-10?
 How likely are you to refer this product to a friend or family? 1-10
 If you had to recommend a JBL speaker to a friend, what specific experience would you share to
convince them?
 Do you know if JBL takes any specific actions towards sustainability, and does that affect your
perception of the brand?
 Do you feel loyal and connected to the JBL brand?