Customer Behavior Exercise – E

E. A product or service costing over Rs. 5000/- that performs a utilitarian

function, i.e. gives a functional benefit/ utility. It fulfils a specified need

General Discussion Areas

Product- Godrej 380 L Frost Free Double Door Refrigerator

Price- Rs. 36,000
Interviewee Age- 53 years

How would you describe the consumption experience?

As the product is a refrigerator it is used heavily and is one of the most important part of the kitchen
at home. It is used by the whole family but more frequently by the mother(interviewee). The usage
of the product is heavy and pertains majorly to extend the life of food and vegetables. Consumption
experience has been very good and since it was an upgrade over their previous model, family is
happy with the additional functionality it offers.

What type of a relationship does the customer have with the product or service?
It has been a little over a year since the purchase. Since the product is costly and not a daily
consumable, and as with any new product, the family was thrilled at first but now since it is used
daily, the product is less visible. Overall, the experience has been mixed.

What kinds of things have gone wrong in the relationship?

The product’s LCD screen just after 4 months of purchase had started malfunctioning. It was not
expected as it was a Godrej product. It was a violation of expectations.

What positive surprises have occurred?

A stated above, when there was a fault in LCD display and panel, it was still under the warranty
period, everyone expected it to be a lengthy process. But the speed of service was a surprise. People
from local Godrej dealership came and assessed the fault and quickly ordered a new model. The
service was fast and unexpected.
Is the customer satisfied or dissatisfied with the product or service?
The customer is satisfied with the product and after-sales service. Brand loyalty for Godrej is high
and it is supposedly rooted from the old generation when Godrej Almirahs were the norm.

What is the meaning of this product or service to the customer?

The product is an essential in the consumer’s life. Since it’s a refrigerator, there is a daily
dependence on it. The usage is rough as stated by the consumer herself. But she expects it to be
tough and reliable. Reliability is of utmost importance, since Refrigerator is the friend of
homemaker. Any kind of unexpected failures and outages can disappoint and break the faith of the
consumer immediately since this product provides an essential utility in her role as a homemaker
(and an emotional aspect to it makes it even more important)

What role does the brand play in all of this?

Brand has played a big role in all of this. Since the purchase of a refrigerator is the homemaker’s
choice and her familiarity of brands is very limited in cases like Hitachi etc., Godrej has been able
to capitalize on its age-old image of trust and reliability and successfully translated it for its other
offering too.

Submitted by- Kshitij Gaur (PGP-18-035)