Group Project

Marketing Management I Consumer

EPGP – Batch 2
Indian Institute of Management, Business
Raipur plus Decision

Journey
PREFACE

As a part of the EPGP (MBA) Curriculum of Indian Institute of

Management, Raipur and in order to gain practical knowledge in the
field of Marketing Management, we’re required to make a
comprehensive report on “Consumer Decision Journey” for product
– Smart Watches. This objective behind this group project is to co-
Business plus
relate the theories taught by the professors in the lecture vis-à-vis
it’s practical implementation in the consumer buying decision
journey. We’re thankful to the respective professors, peers, and the
interviwees for their valuable guidance & inputs which made a nice
contribution towards preparation of this course
GROUP 10 DETAILS

Member Name Roll No.

Aman Abhishek 21epgp011b2@iimraipur.ac.in

Krishnapriya Arumugam 21epgp079b2@iimraipur.ac.in

Avinav Mahanta 21epgp039b2@iimraipur.ac.in

Business plus
Himani Raina 21epgp065b2@iimraipur.ac.in

KM. Sunita 21epgp077b2@iimraipur.ac.in

Kshyanapravha Pradhan 21epgp080b2@iimraipur.ac.in

Amit Kumar Shrivastava 21epgp012b2@iimraipur.ac.in

OBJECTIVE

• This study is done based on the video interviews conducted with 21 people from
different culture, geography and buying potentials.

• During the interviews, certain questions were asked with respect to age group,
” Consumers are moving
pre-purchase experience, influencing factors, post purchase experiences etc. outside the purchasing
Business plus funnel—changing the way they
research
and buy your products. If your
• The responses were inferred into an aggregated manner and is conceptualized marketing hasn’t
changed in response, it should.
based on the marketing principles of consumer buying journey. “ -McKinsey

• The final outcome of this study will give marketers an insights on how and when
they should be strategizing the initiatives targeting different market segments.
INTERVIEE DETAILS
Interviewer Interviewee Name Profile Contact Details
Aman Abhishek Onkar Sangoram Salaried Professional onkar@eimsolutions.com
Aman Abhishek Jyoti Singh Salaried Professional 8920804559
Aman Abhishek Harsh Vardhan Student harshv0821@gmail.com
Himani Raina Pavana Raina Student pavanaraina32@gmail.com
Himani Raina Vidhi Koul Student vidhi.koul07@gmail.com
Himani Raina Mohit choudary Salaried Professional mohitnitsxr@gmail.com
Amit Kumar Shrivastava Anay Shrivastava Student shrivastavaanay8@gmail.com
Amit Kumar Shrivastava Aaditya Sood Student aadityasood@gmail.com
Amit Kumar Shrivastava Prashant Bharadwaj Salaried Professional prashant.npti@gmail.com
Avinav Mahanta Sheetal Khanna Business plus
Salaried Professional sheetal.pgdbm09@gmail.com
Avinav Mahanta Angshuman Sharma Salaried Professional angshu2606@rediffmail.com
Avinav Mahanta Aakangsha Bora Student aakangshabora15@gmail.com
KM Sunita Ashutosh Bhattacharya Student 21epgp032b2@iimraipur.ac.in
KM Sunita Babli Kumari Salaried Professional babli.kumari1897@gmail.com
KM Sunita Gurucharan Salaried Professional gurucharan.bogireddy@siemens-healthineers.com
Kshyanaprava Pradhan Abhibandita Rath Student rathabhibandita@gmail.com
Kshyanaprava Pradhan Komal Naaz Student komalnaaz1209@gmail.com
Kshyanaprava Pradhan Shubhranshu sahu Student Shubhranshusahu7077@gmail.com

Krishnapriya Arumugam Mathavakrishna Student subashsaravanan@gmail.com

Krishnapriya Arumugam Ramyaa Student 9884844341

Krishnapriya Arumugam Vijayalakshmi Student 9884844341

INTERVIEWEE RESPONSE SUMMARY

Age Group

Business plus

Occupation
INTERVIEWEE RESPONSE SUMMARY

Experience
Rating (1-5) Business plus
Interview Response 1 – Onkar Sangoram

Information Search
Problem Recognition
Online Reviews, Word Of
Trendiness & Style
Mouth

Evaluation of Alternatives Purchase Intention

Fitness Tracking, Tracking All desired features

Sensors and Geotagging available, Leading Brand

For Video Recoding,

Purchase Decision Click on the below
Post Purchase Behavior
icon
Self Buying Highly Satisfied as are the
expectations are met.
Interview Response 2 – Jyoti Singh

Problem Recognition Information Search

Fitness Tracking , Call and Online Reviews, Word Of
Messaging Feature Mouth

Evaluation of Alternatives Purchase Intention

Ecommerce Marketplace: Brand and availability of
Amazon, Flipkart; Stores desired features

For Video Recoding,

Purchase Decision Click on the below
Post Purchase Behavior
icon
Self Buying Will be highly satisfied if all
the expectations are met.
Interview Response 3 – Harsh Vardhan

Information Search
Problem Recognition
Online Reviews, Word Of
Fitness Tracking , Trendy
Mouth

Evaluation of Alternatives Purchase Intention

Trendiness, Celebrity
Ecommerce Marketplace:
Endorsements, Recognised Brand
Amazon, Flipkart

For Video Recoding,

Purchase Decision Click on the below
Post Purchase Behavior
icon
Parents Not Satisfied, Poor Quality
Interview Response 4 – Pavana Raina

Problem Recognition Information Search

Gift from cousin who is the Advice from parents & online
initiator, financer and buyer. reviews

Evaluation of Alternatives Purchase Intention

Croma, Reliance Digital and Free goodies associated with
other outlets. purchase

For Video Recoding,

Purchase Decision Click on the below
Post Purchase Behavior
icon
Family members Somewhat satisfied because
of lack of calling feature
Interview Response 5 – Vidhi Koul

Information Search
Problem Recognition
Online Reviews
Trendiness & Style

Evaluation of Alternatives Purchase Intention

Based on Fitness tracking & Free goodies
Phone connectivity

For Video Recoding,

Purchase Decision
E-commerce websites
Click on the below
Post Purchase Behavior
icon
Somewhat satisfied because of lack
of custom messaging & advanced
fitness tracking features
Interview Response 6 – Mohit Choudary

Information Search
Problem Recognition
Friends, family & Online
Trendiness & Style
reviews

Evaluation of Alternatives Purchase Intention

Watches with fitness Discounts & EOSS
tracking and calling.

For Video Recoding,

Purchase Decision
Online- Ease of Access
Click on the below
Post Purchase Behavior
icon
Satisfied, but expected a
better battery life.
Interview Response 7 – Anay Srivastava

Information Search
Problem Recognition
Online Reviews, Word Of
Fitness TRacking
Mouth

Evaluation of Alternatives Purchase Intention

Noise & Fire Bolt Gift

For Video Recoding,

Purchase Decision Click on the below
Post Purchase Behavior
icon
Parents New Smart watch with
calling feature.
Interview Response 8 – Aditya Sood

Information Search
Problem Recognition
Online Reviews, Word Of
Fitness Tracking
Mouth

Evaluation of Alternatives Purchase Intention

Mi, Noise & Boat Budget Friendly

For Video Recoding,

Purchase Decision Click on the below
Post Purchase Behavior
icon
Parents Highly Satisfied
Interview Response 9 – Prashant Bharadwaj

Information Search
Problem Recognition
Online Reviews, Word Of
Fitness Tracking
Mouth

Evaluation of Alternatives Purchase Intention

Apple Super User, and compares Brand Loyalty and post
with similar features purchase experience

For Video Recoding,

Purchase Decision Click on the below
Post Purchase Behavior
icon
Self Buying Brand Loyalty with Apple
Interview Response 10 – Sheetal Khanna

Information Search
Problem Recognition
Online Reviews, Word Of
Trendiness & Style
Mouth

Evaluation of Alternatives Purchase Intention

Ecommerce Marketplace: All desired features

Amazon, Flipkart available, Leading Brand

For Video Recoding,

Purchase Decision Click on the below
Post Purchase Behavior
icon
Self Buying Highly Satisfied as are the
expectations are met.
Interview Response 11 – Angshuman Sharma

Information Search
Problem Recognition
Online Reviews, Word Of
Fitness Tracking
Mouth

Evaluation of Alternatives Purchase Intention

Ecommerce Marketplace: Fitness Tracking, Style &

Amazon, Flipkart Trend

For Video Recoding,

Purchase Decision
Cost Effective Buying
Click on the below
Post Purchase Behavior
icon
Highly Satisfied as are the
expectations are met.
Interview Response 12 – Aakangsha Bora

Information Search
Problem Recognition
Online Reviews
Fitness Tracking

Evaluation of Alternatives Purchase Intention

Ecommerce Marketplace: Trendy & Stylish

Amazon,

For Video Recoding,

Purchase Decision
Gifted by family member
Click on the below
Post Purchase Behavior
icon
Highly Satisfied as are the
expectations are met.
Interview Response 13 – Ashutosh Bhattacharya

Information Search
Problem Recognition
Calling & Messaging Features Online Reviews, Friends

Evaluation of Alternatives Purchase Intention

Features, battery life & Budget & Reviews
Performance

For Video Recoding,

Purchase Decision Click on the below
Post Purchase Behavior
icon
E-commerce sites having Highly Satisfied with
ease of access product quality & value for
money
Interview Response 14 – Babli Kumari

Information Search
Problem Recognition
Advanced features like calling Online Reviews

Evaluation of Alternatives Purchase Intention

Features Budget & Discounts

For Video Recoding,

Purchase Decision Click on the below
Post Purchase Behavior
icon
Retail Outlets Highly Satisfied with quality,
value for money
Interview Response 15 – Guru Charan

Information Search
Problem Recognition
Word Of Mouth
Trendiness & Style

Evaluation of Alternatives Purchase Intention

Discounts, Features, Battery Brand & Features

Life, Performance

For Video Recoding,

Purchase Decision
E-commerce sites
Click on the below
Post Purchase Behavior
icon
Highly Satisfied as are the
expectations are met.
Interview Response 16 – Abhibandita Rath

Information Search
Problem Recognition
Family
Fitness Tracking

Evaluation of Alternatives Purchase Intention

Apple & Fitbit Suggestion from Family &
Friends

For Video Recoding,

Purchase Decision
Good reviews for Fitbit
Click on the below
Post Purchase Behavior
icon
Highly Satisfied as are the
expectations are met.
Interview Response 17 – Komal Naaz

Information Search
Problem Recognition
Features like Oximeter, calling & messaging Family

Evaluation of Alternatives Purchase Intention

Samsung & Fitbit Good online reviews

For Video Recoding,

Purchase Decision Click on the below
Post Purchase Behavior
icon
EOSS Highly Satisfied as are the
expectations are met.
Interview Response 18 – Shubhranshu Sahu

Information Search
Problem Recognition
Friends & Online EOSS
Fitness Tracking

Evaluation of Alternatives Purchase Intention

Ecommerce Marketplace: Brand

Amazon, Flipkart

For Video Recoding,

Purchase Decision Click on the below
Post Purchase Behavior
icon
Self Buying Highly Satisfied.
Interview Response 19 – Mathavakrishna

Information Search
Problem Recognition
Online Reviews
Style

Evaluation of Alternatives Purchase Intention

Amazon, Flipkart All desired features
available, Leading Brand

For Video Recoding,

Purchase Decision Click on the below
Post Purchase Behavior
icon
Self Buying Satisfied
Interview Response 20 – Ramyaa

Information Search
Problem Recognition
Online Reviews, Word Of
Cost Effective
Mouth

Evaluation of Alternatives Purchase Intention

Multibrands outlets All desired features
available, Leading Brand

For Video Recoding,

Purchase Decision Click on the below
Post Purchase Behavior
icon
Parents Highly Satisfied as are the
expectations are met.
Interview Response 21 – Vijayalakshmi

Information Search
Problem Recognition
Online Reviews, Word Of
Trendiness & Style
Mouth

Evaluation of Alternatives Purchase Intention

Multistores Brand Loyalty

For Video Recoding,

Purchase Decision
Cost effectiveness
Click on the below
Post Purchase Behavior
icon
Highly Satisfied as are the
expectations are met.
Inferring 7-Os’ Model from Interview Responses

1.Occupants
• Salaried Professional
• Student
• Athletes
1.1  Factors to Consider
•Demographic: Tier 1, Tier 2 Cities
•Media: Social Media Platforms, OTT Platforms, Youtube etc
•Psycho-graphic: Inclination towards fitness, Celebrity Endorsements,
Trendiness
Inferring 7-Os’ Model from Interview Responses

2. Objects 3. Objective
• Ambient Light Sensor • Vital Measurements
• Accelerometer • Fitness Tracking
• Heart Rate Sensor • Location Tracking
• Gyroscope • Calling
• Barometric Altimeter • Become stylish & confident
• Compass • Notifications
• Blood Oxygen
• Brand
• Design
• Trend
Inferring 7-Os’ Model from Interview Responses

4. Occasions 5. Outlets
• End of Season Sales • MBO: Multi Brand Outlets
• Festive Seasons • EBO: Exclusive Brand Outlets
• Casual Buying: Gifting Purpose • Ecommerce Platforms: Flipkart, Amazon, Apple
Store

6. Operations
7. Organizations
• Product Search: Varieties available,
• Parents: Mostly play role of Gatekeepers,
Reviews, Recommendations
Financers, Buyer
• Marketplace Search
• Self: Mostly play role of Initiator, Decider, Buyer,
• Product Finalization
Financier, Disposer
• Transaction Medium: Credit Card, EMI,
• Family / Friends / Colleagues : Mostly play role
Financing, Cash Payment, Debit Card,
of influencers, Gatekeepers
UPI
PURCHASE DECISION DIFFERENCE SUMMARY

Brand

Business plus

Usage
Duration
PURCHASE DECISION DIFFERENCE SUMMARY

Motive of
Purchase

Business plus

Influencing
Factors
PURCHASE DECISION DIFFERENCE SUMMARY

Source
Of
Information

Business plus

Place
Of
Purchase
PURCHASE DECISION DIFFERENCE SUMMARY

Satisfaction
Level

Business plus

Frequency
Of
Change
IMPLICATIONS FOR MARKETERS

1.Problem recognition: Aggravating the need , playing on guilt 

2.Information Search: TOMA, Strong Communication Strategy
3.Evaluation of Alternatives: Focus on X-factor, promote your product
4.Purchase intention: Cost, Brand, Experience
5.Purchase Decision: Customer Delight / free goodies
6.Post purchase behaviour: Get in touch , Gain feedback
 THANK YOU
Group 10
Section A | EPGP – Batch 2
Indian Institute of Management, Raipur