Key to Buyers’ Minds (Case Study) Essay Example
Key to Buyers’ Minds (Case Study) Essay Example

Key to Buyers’ Minds (Case Study) Essay Example

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  • Pages: 8 (2169 words)
  • Published: October 9, 2017
  • Type: Case Study
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There has been a change in consumer buying research in India, as it now focuses on studying consumers' minds rather than demographics. This shift is known as psychographics and involves examining attitudes, interests, lifestyles, and behavior instead of age, income, and education. Pathfinders, the marketing research division of Lintas, has recently published its highly regarded "Study on Nation's Attitudes and Psychographics (P:SNAP)."

The first installment of this series was launched in 1987 with the aim of creating a database of lifestyle and psychographic information about modern Indian women. The second installment followed in 1993, and the third in 1998. Woman were selected by Pathfinders for the study as it was believed that, in urban areas, women more often than not make the buying decisions. The Pathfinders' study entails conducting interviews with over 10,000 women throughout the entire country and catego

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rizing them into clusters based on their beliefs, attitudes, lifestyles, and demographics profile.

The purpose of this study is to identify groups of consumers with similar lifestyles who are likely to behave towards products or services. This profile is extremely beneficial for advertisers and advertising agencies. For instance, an advertiser may wish to add a western touch to a commercial. The profile of the target customer, as revealed in this study, informs the advertising individuals about the boundaries they must adhere to. Otherwise, the advertisement may become an exaggerated portrayal of westernized India. For this study, Pathfinders categorized Indian women into eight distinct clusters based on their values and lifestyles.

Two studies that are accessible to the public provide data on the alterations in percentages across eight clusters. The table displayed below presents the numbers for each cluster,

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including the percentages for both 1987 and 1993.

Cluster 1987 (%) 1993 (%)
Troubled homebody 15.9 18.3
Tight-fisted traditionalist 14.8 10.0

Significantly, these studies aim to monitor the changes and shifts at a macro level within these eight clusters during a specific timeframe. It is noteworthy that in 1987, the percentage of women classified as "gregarious hedonist" was 8%. However, by 1993, this number had decreased to 6.6%.
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The percentage of the "troubled homebody" segment, characterized by individuals with large families and low income, experienced an increase from 15.9% in 1987 to 18.3% in 1993. This information is crucial for assessing the overall sentiment. Hence, Pathfinders boasts an impressive client list for their P:SNAP service, including Hindustan Lever, Cadbury, Johnson and Johnson, and Gillette. Among the various psychographics profiles of Indian women is Rama Devi, who embodies a contented conservative lifestyle as a devoted wife and loving mother of two school-going sons while also being a God-fearing housewife.

She adheres to traditional values that hold great significance for her. These values encompass rising early in the morning, maintaining a tidy household, preparing 'Aloo Parathas' as breakfast before her children's school-bus arrives, arranging her husband's attire, and performing an hour-long Puja every day. Additionally, she observes fasting on Mondays with the intention of safeguarding her family's wellbeing. She disapproves of the younger generation who engage freely in sexual relationships and prioritize material possessions. The concept of modern women being overly focused on money, jewelry, and careers is something she struggles to comprehend.

Shobha, the Troubled Homebody, has a sole interest outside of her household which is the Ganesh Mandir. She religiously visits the temple every Wednesday since she got married. Due to her lack of

higher education, she doesn't have much appreciation for arts, literature, and sciences. In her abundant spare time, she finds entertainment and information by watching TV, which serves as her main source. Shobha married Prakash at a young age after falling in love with him. They had four children quickly before she was fully prepared to raise a family. Presently, she is unhappy.

Despite her husband's employment as a clerk and his frequent late-night hours, she struggles to make ends meet. Frustrated with her once idyllic life turning sour, she is faced with limited job opportunities due to her lack of education beyond high school. In addition, her husband complains about the physically demanding work he must endure and has developed a routine of consuming country-made liquor. Seeking solace, Shobha finds escape in Black and White TV soap operas and films that transport her into her dream world.

Neeru, known as the Archetypal Provider, lives a modest life. Her days consist of watching TV while her children wander the streets, not relying on their perpetually discontented mother for assistance. Only necessary expenses are made, with non-essential purchases put off until they become feasible. Neeru is employed as a primary school teacher in a rural government school, which is about 50 kilometers away from her home in the district town.

She is married to a social worker in an NGO with an unstable income and has three children: two teenage sons and a 10-year-old daughter. Her daily routine involves waking up earlier than everyone else to quickly complete household tasks. Time is crucial because the State government 'Express' bus, which she depends on for transportation to her school, arrives at

the bus stop across the road promptly at 8.00 A.M. If she misses this bus, she will have to wait until 11.15 A.M. for the next regular bus, but that option is pointless as it would only get her to school by 1.00 P.M.

The school closes at 2.00 P.M. Neeru, who does not believe in wasting money, chooses to use private Jeeps sparingly due to their high fare. She instead relies on her husband's 'free pass' to travel. Neeru takes pride in saving Rs. 1000 per month for many years. The savings will go towards her daughter's wedding. On the other hand, Vandana is a traditionalist who values saving money. She has a natural discipline for saving, influenced by her mother who ran the household on less than Rs. 800 per month when Vandana was young and unmarried.

Due to her father retiring with a monthly salary of Rs. 1800, Vandana witnessed deprivation and hardship during her childhood. In school, she chose not to participate in the annual class picnic as it involved unnecessary spending. Now married with two school-going children, her husband works as a bank clerk. He has taken multiple loans from the bank and invested them in real estate. As a consequence, his take-home salary is greatly diminished due to monthly loan repayments. However, Vandana is able to handle this situation.

Vandana sews school dresses at home, purchases stationary from a wholesale market, and procures second-hand books from cultivated 'friends' for this purpose. On birthdays, Vandana prepares a homemade sweet dish and indulges in a movie. At home, there is a cow and calf which provide income and milk. Half of the milk is

sold to neighbors while the remaining portion is consumed by the family. Life in general poses challenges and requires frugality.

Despite owning a color TV, they decided to disconnect their cable connection due to increased rates. As a result, they now only watch Doordarshan. This represents Aditi's daily life as an anxious rebel.

Aditi, the daughter of a Freedom Fighter, has consistently challenged her values and principles. She still holds a memorable incident in which she defiantly left an exam halfway as a form of protest against the centralized superintendent's approval of widespread cheating. Despite others succeeding with high grades, Aditi failed. Even after retaking the exam, Aditi never conformed to the popular opinion. Instead, she continually swam against the current. During her college years, she joined the Communist Party and delivered passionate speeches criticizing teachers and authorities. As a consequence, she received dismal marks and found herself unemployed.

Aditi is affiliated with an NGO and dedicates her time to social issues. She values intellectual pursuits more than material possessions. Her preferred attire includes a long flowing Kurta and slacks, along with comfortable chappals and loose hair. Aditi is an avid reader, financially independent, and currently lives with her parents. She has no interest in marriage and holds a negative view of modern Indian males, which leads her to remain single. However, she may consider adopting a child in the future. In contrast, Reema is a sociable hedonist who divorced at 19 years old. Her father is a prosperous businessman.

During her childhood, Reema's father frequently traveled to Dubai and Africa in search of wealth. Despite his success, he failed to fulfill the role of a loving parent. Consequently,

both Reema and her sibling felt neglected after their mother entered into a relationship with another man. Reema longed for her family during this time until Harsh arrived as her private high school tutor. At only 22 years old, Harsh was not only caring and tall but also remarkably popular among their peers. Many girls, including Reema, developed crushes on him. At sixteen years old, Reema viewed Harsh as an invaluable asset due to his nurturing qualities resembling those of a father figure and his expertise as an exceptional teacher.

Soon, she was mesmerized and succumbed to a physical relationship. Their marriage ensued. She never comprehended how Harsh had transformed overnight from a caring paternal figure into an exigent husband. Additionally, she struggled with the daily six-hour kitchen chores. She questioned Harsh why she should cook, as it was typically the "Ayas'" duty. The harsh reality of a monotonous middle-class life deeply affected her, prompting her to escape from that "hellish" situation. Fortunately, her father empathized with her need for recovery and generously provided her with financial support. He purchased a Red Sports Car for her and secured her admission into a private college.

While college is akin to entertainment for her, attending only during events like cultural evenings or sports meets, she now focuses on spending her money on alcohol, dresses, parties, and vacations. Additionally, she consumes a mood-elevating drug every evening and spends her nights texting friends. Her perspective of life revolves around indulging in endless pleasure. In contrast, Shruti is an educated and refined woman employed as an officer in a national bank. She actively engages in club events and community activities since socializing

holds immense importance in her life.

Shruti is a busy individual who enjoys cricket, politics, and current affairs but still finds time to watch movies on TV. She regularly shops for sarees, jewellery, and cosmetics for herself while prioritizing her family's needs. Shruti lives in a double income household with one child and enjoys an upper middle-class lifestyle with all modern gadgets. Momeeta, previously known as Mamta, became prosperous after marrying a business tycoon and has developed an elegant style of her own.

Momeeta chooses to reside in Mumbai due to her personal preference. She appreciates the economic and social aspects of living in a bustling city and takes advantage of her connections. Through hosting numerous lavish parties in her luxurious penthouse, she has formed friendships and fostered relationships with influential individuals in the city. Momeeta embodies confidence and an active lifestyle, as opposed to being a stay-at-home person. She is fashion-forward and keeps up with the latest designer trends, effortlessly wearing minis even at the age of 40. Financially secure, she doesn't prioritize careful shopping. Instead, she seeks quality, exclusivity, and brand recognition over price tags.

She frequently travels abroad, buys expensive gifts for friends, and has an international understanding of what is currently considered "chic".Three psychographic profiles of Indian women and their food shopping habits:
Type I: Money conscious. Food shopping is done out of necessity and is postponed as long as possible. Minimum amount of money spent. This is enabled through comparative evaluation of many shops, even if it takes more time. Price and immediate outflow of cash is the dominant purchase concern.
Type II: Careful shopper. Makes out shopping lists and makes weekly/monthly purchases. Can purchase

larger quantities if there is an incentive like lower prices or a gift scheme. Checks labelling for price, nutrition, and expiry date information. Goes for tried and trusted brands even if they cost a little more. Food items are bought either based on past satisfaction from them or for their novelty value. Unknown food items are purchased if they excite the senses.
Type III: Gourmet/satisfaction. General liking for food shopping and food-related activities. Collects and files food recipes. Experiments with new food products and methods of cooking. Likes to exhibit her culinary skills to her friends and family. Operates within the food budget. Does not buy larger quantities to save money. Spends a lot of time in the kitchen as preparing food is an enjoyable activity.This text provides a list of individuals and their dominant purchase concerns. Shobha, Neeru, and Vandana, along with Shruti, Aditi, and Momeeta (who is a food lover) are mentioned. Rama Devi is also included. These profiles have been developed by colleague Prof Deepak Khanna based on his perception of different personality types.

The text then poses three questions:
1. How can this information be beneficial for a marketer?
2. Which types mentioned above are more likely to respond to sales promotions? Explain.
3. If a manufacturer of premium personal care products starts frequent sales promotions, what impact will it have on the aforementioned types?

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