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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.
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/-
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
CB Section B Group 11
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
Multiple Devices
Attributes can be Charged at Fast Charge Size
a Time
CB Section B Group 11
CB Section B Group 11
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.