CB Section B Group 11

What did you buy?

Redmi Note 4

Why?: Because I
Where did you buy
Why?: Because my wanted a good-
it from?: Online
previous phone looking phone
Platform
was very slow. which could last
long.

Why was the brand

Why?: Because it
swith made?: Which one?:
was old and had
Looks, feel and Amazon
less processing
brand name.
power.

Why looks and Why Amazon?: Why Amazon?:

Which phone did processing power?: Because it was Because it
you previously For features and exclusively provided quick
use?: Gionee P5 status available. delivery.

I wanted a phone
What was the RAM which looked good
How much did you
and processing and had features
buy it for?: 9,999/-
power? 1 GB RAM like finger-print
& 128 GB Storage sensors.

How much
Which OS?: discount did you
Android get?: 0/-

Why was the

Quick delivery and
switch made?:
availability
Redmi has a bigger
funneled the
screen and better
decision.
camera.

I wanted a phone
with good battery
back-up and good
processor.


*Attributes/Consequences/Values

CB Section B Group 11

Values An Exciting Life Self-Respect

Psychological
Independent Logical Cheerful
Consequences

Functional Better Social More Tasks can

Saves Time
Consequences Presence be Done

Attributes Fast Processor Better Camera Battery Life

CB Section B Group 11

What did you buy?

10000 mAh MI
Powerbank

Why?: My phone Why MI?: Because

Where did you buy
battery had I wanted a sleek
it from?: Online
started draining powerbank which
Platform
quickly. could last long.

Why was this

Why?: Because my brand chosen?: Which one?:
phone was old. Friends' Flipkart
recommendation.

I wanted a Why Flipkart?:

Why Flipkart?:
Which phone did powerbank which Because it
Because it cheaper
you use?: iPhone 6 looked sleek, was provided delivery
there.
in Rs 1000/- range. to my address.

Why not change

the phone?: Phone How much did you
was working fine buy it for?: 1199/-
otherwise.

Why not change

How much
the battery?: New
discount did you
battery costs
get?: 25%
4000/-

Why 10000 mAh?:

Price and delivery
It suits my
were important
requirements
criteria.
completely.

I wanted a
powerbank in Rs
1000/- vicinity
which could
charge 3-4 times.


*Attributes/Consequences/Values

CB Section B Group 11

An Comfortable
Values Happiness
Life

Psychological
Independent Logical Responsible
Consequences

Functional Gives More More Tasks can

Saves Time
Consequences Battery be Done

Multiple Devices
Attributes can be Charged at Fast Charge Size
a Time

CB Section B Group 11

CB Section B Group 11

INTERPRETING THE RESULTS

The A-C-V Model

The model is based on the attribute-consequence-value (A-C-V) sequence that

forms a means-end chain. A means-end chain is a structure that connects
product or service attributes to consequences produced by these and the latter
to values. In order to preserve certain peculiarities of the sequence, as well as
some of their own relationships, the A-C-V model can be amplified.

Maslows Hierarchy of Needs

Out of the Physiological, Safety, Social belonging, Esteem and Self-
actualisation needs, Xiaomi undoubtedly falls in the upper half. It satisfied
needs of social belonging and esteem needs.

Consumer Decision Making

Since for most Xiami buyers, this is a reasonably big-ticket purchase, the
buying behaviour can definitely be attributed to Cognitive out of Cognitive,
Habitual and Affective. Customers spent significant amount of time in the
decision-making process before arriving at a conclusion.

CB Section B Group 11

Involvement
When buying behaviour is cognitive, the amount of involvement in buying the
product is high as well. Involvement is f(Person, Situation, Object)

Decision-making process
1. Needs Recognition & Problem Awareness
To most people interviewed, the need recognition arose because there was
a significant difference between their current state and the state they
desired.
2. Information Search
MIs innovative marketing techniques as well as mouth publicity played an
important role for buyers of these products get a place in the product recall
portfolio.
3. Evaluation of Alternatives
Price, brand name, features and looks were important criteria for people
who chose Xiaomi products. Psychologically, when the customers put these
determinant attributes in the evaluative criteria in any of the Lexicographic
or Elimination-by-Aspects or Conjunctive Rule, Xiaomi came out the
preferred choice.
4. Purchase
Since price and availability were important criteria, online e-commerce
platforms came out as the preferred choice. They offered discounts which
made the Xiaomi products even more appealing. Normally, such purchases
warrant physical touch, however, price overshadowed those requirements.
5. Post-purchase Evaluation
While a new entrant in the Indian market, the people interviewed were
delighted by their purchase and continue to recommend them to friends,
family and acquaintances.