Observation of Buying Behavior: No.

of members per Group: TEN

Every group will be assigned a topic on consumer behavior to conduct a project.
Participants will be provided with a list of topics from which they are to select one.
Objective of the project is to apply and understand theoretical issues of consumer
behavior. The study would involve both secondary and primary research. Based on the
findings, the group would recommend possible marketing strategies.
Project Deliverables:
Consider the assigned topic for your group. Make a visit to places (at least FIVE) that
deal with that product. You are to observe the manner in which customers (at least
FORTY) make their purchase decision. Involve video observation, coupled with
individual in-depth interviews (to know brand selection, use of incentives, shopping
behavior, profile etc) as a means of generating valid referential accounts of customer
behavior. You are requested to explore followings:
a. How does consumer interpret information about marketing stimuli

b.
c.
d.
GROUP
1
2
3
4
5

Capture buyer's interaction with the product, the environment, and

other customers.
Now, identify and describe the purchasing behavior of what you believe
was the "typical purchaser" you observed.
List name of the place, address, and name of the contact person in
which you made your observations.

TOPIC
SEC A
A study of INFORMATION NEED and ENQUIRY PATTERN of prospective homebuyers.
A study on the FAST-FOOD consumption PATTERN and VIEWS
regarding FAST FOOD
A study on the DECISION MAKING CRITERIA AND HEURISTICS of shopping EDIBLE OIL by
Women from the Modern Retail Format
A study of the Deodorant buying patterns of 18-25 MALE AGE GROUP

A study of the factors which act as TRIGGERS AND BARRIERS of buying OTC (over the counter)
products
SEC B
A study of the Deodorant buying patterns of 18-25 FEMALE AGE GROUP

A study on expectations, experiences and perceptions of the malls among OLDER people

A study on the CONSUMER PERCEPTION AND DECISION MAKING CRITERIA of shopping

ORGANIC FOOD PRODUCT from Modern Retail Format
A study of the factors which act as triggers and barriers of PURCHASING TWOWHEELERS(Scooters) among URBAN MALE consumers
A study of the factors which act as TRIGGERS AND BARRIERS of buying of Home Furnishing
Products

9
10

PROJEC
T TIME
FRAME

Primary Observations (Involve video observation, coupled with individual in-depth

interviews: at least FORTY respondents): By end of SESSION 5
Transcript Development and listing of broad observations: By end of SESSION 8 (Class
presentation will be held)

Final analysis and Report Submission: Major focus area of report:

Your observations and linkage with Theory
Marketing strategies adopted by marketers/ Retailers to encourage the purchase and
use of considered product.
Are those going with your findings of consumer insights? As a marketing expert,
critically analyze and RECOMMEND.
Submission Deadline: Within a week of End-Term Examination
Submission Format: Soft Copy submission: CD should have: All Video Clips with sub-titles, Transcript,
Detailed analyzed report in Doc. Format
Stage 1:
Stage 2:
Stage 3:
Q1

Capture Buying Scenario and conduct in-depth interview

Do editing of video interviews and include sub-title
Make Transcript from video
Verbatim of Respondents:
1
2
3
:
:
40

Q2

1
2
3
:
:
40

Stage 4:
Stage 5:

Analyze verbatim and link it with theory with suitable justification

Overall conclusion and recommendation for marketers