Page 143 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes Ramesh said, "It was my idea to buy a microwave." Sumita said, "Why? You have forgotten.
It was I who two years ago during exam time suggested that it would be good if we buy a
microwave." Both of them were trying to take credit for the purchase. Finally, both of
them agreed that the idea to buy a microwave was discussed after they attended the dinner
at a friend's place where for the first time they saw a microwave in operation.
One of Sumita's friends asked, "Why did you buy this particular brand? I have read in the
newspaper just a few days back that there are attractive schemes on some brands." Sumita
and Ramesh spoke simultaneously, "In fact, both of us have read advertisements and
articles in magazines within the last six months about what features and benefits every
brand offers." Sumita said, "As and when I got the opportunity, I consulted some of my
knowledgeable friends who have owned microwaves for quite some time, what to look
for and what brands to consider." "You know, I came across some scaring information
about the safety of microwaves. Now the technology is so advanced that all those scaring
tit bits of information are quite baseless." Ramesh said, " Whatever we learned from
magazine articles and experienced friends has helped us quite a lot in buying this brand."
Sumita said, "About schemes, you are right. We too got a set of three bowls to be used for
microwave cooking. Besides, we have paid just a thousand rupees and the rest would be
paid in fifteen interest free installments. There is an extended warranty of three years, and
if we are not satisfied with the machine, we can return it within the first 30 days of
purchase, and no questions asked. Our 1,000 would be refunded in cash."
One of Sumita's friends said, "Recently, one of my relations in Delhi told me her bad
experience with this brand. She went to the extent of suggesting me never to buy this
brand of microwave." Ramesh said, "I don't know what to say about your relation's
experience. What information we could collect goes quite in favour of this brand. Those
who recommended it have had few years use experience without any complaints." Sumita's
friend said, "You may be right Bhaisaheb. But one thing we all know is that these are
machines and they are not perfect. Excellent cars with unmatched reputations like BMW,
Rolls Royce, and Mercedes too, need repairs." She smiled, and said, "Haven't you heard of
Murphy's Law "If a thing can go wrong, it will".
At about 10.30 pm, the friends thanked Sumita and Ramesh, and congratulated them for
owning a microwave and left. Sumita and Ramesh were a bit pensive after their departure.
They felt somewhat uneasy about the correctness of their decision in choosing this particular
brand of microwave. They knew their money was safe, but it would be embarrassing if
they had made a mistake. They agreed to discuss the matter with some of their experienced
friends.
Question
Whose decision it was to buy a microwave and when was the purchase decision made?
What factors influenced the purchase of the microwave?

10.6 Summary

The family or household is composed of two or more persons related by blood, marriage,
or adoption living in an accommodation.
A nuclear family consists of two married adults of opposite sex and an extended or joint
family may include grand parents and cousins etc.
Much depends on income limitations coupled with family responsibilities. Bachelors and
newly married couples may have significant discretionary income.

138 LOVELY PROFESSIONAL UNIVERSITY