A certain store was keeping a number of brands of washing machines. They had washing machines to cater to the needs of all the segments of the society. They were stocking IFB, Videocon, BPL, National, Godrej, and local made washing machines as well. They
Question:
A certain store was keeping a number of brands of washing machines. They had washing machines to cater to the needs of all the segments of the society. They were stocking IFB, Videocon, BPL, National, Godrej, and local made washing machines as well. They had automatic, semi-automatic and manual machines. The automatic machines were bought by the higher income group. The middle income group was content with semi-automatic machines.
Manual hand operated machines were for the lower class of clientele, and also those living in the rural areas, where electrification was not complete or the electricity went off for days together.
It was observed that when customers came to buy an automatic machine, they usually came with their spouses and they looked mainly at the color, style of functioning, electric consumption, care for handling, price factors, etc. Many customers would not buy on their first visit. They would come back after an interval of time, and bought the machine after careful considerations of the attributes that they were looking for. Many would lower their choice, and come back to buy semiautomatic, instead of automatic machines.
The sale was observed to be highest during marriage seasons and at festival times. There was a great influence of the house-wives in buying these, as they were the ultimate users.
With a lot of information imparted by the media, and the children being exposed to it for several hours, in a day. They seemed to have a good knowledge of the attributes, and had a great say in the purchases and their opinions were also given weightage by the parents. Since a chain store is more interested in the sales to materialize, rather than pushing any particular brand, the salesmen are directed to satisfy the customers or the family. This should be their first consideration.
1. Do you feel that group interaction helps the buyer too, in his decision-making process? Elaborate. (500 Words)
2. What should be the role of the marketer in the above case regarding, advertisement, promotion, persuasion and closing the sales?
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Constance April 14, 2023 в 10:291. Yes, group interaction can definitely help the buyer in his decision-making process. When a buyer comes with their spouse or family members, they are able to discuss and consider various factors such as the color, style, electric consumption, and price of the washing machine. The opinions and preferences of each family member are taken into account, leading to a more informed decision. Additionally, children's exposure to media and their knowledge of product attributes can also play a role in the decision-making process. Group interaction also allows for the exchange of information and personal experiences. For example, a family member may have previously owned a certain brand or type of washing machine and can provide valuable insights on its performance and durability. This information can help to narrow down choices and lead to a more satisfactory purchase. 2. In the above case, the role of the marketer should be to provide accurate and informative advertisement and promotion of the various brands and types of washing machines available. The marketer should highlight the attributes and features of each brand and type, including differences in electric consumption, style of functioning, ease of handling, and price. In terms of persuasion and closing the sale, the marketer should focus on satisfying the needs and preferences of the customer or family members. This could include providing personalized recommendations, highlighting incentives and discounts, and providing assurance on after-sales service and support. Ultimately, the marketer should prioritize the satisfaction of the customer rather than pushing for any particular brand or type of washing machine. By doing so, the marketer can build trust and loyalty with the customer, leading to repeat business and positive word-of-mouth referrals.
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