Personal Factors when it comes to choice decision making.

1. Group members
Dipti Mhatre 112 | Darsh Parekh 116 | Devang Tailor 123
Aakash Solomon 132 | Prateek Gupta 133
Consumption Culture -
Personal Factors in Choice
Decisions
Nescafe Instant Coffee

2. • Refreshing Agent
• Style, Fashion, Modern
• Exertion Reducer
• A Coffee Break
• Friend
Consumer Perception Myths
• Addictive Agent
• Health Issues
• Traditional Bondage

3. Brand Personality

4. 1. Threat from Unorganized Players.
2. Threat from Organized Players.
3. Other Hot Drinks Backed by Health Consciousness.
4. Other Brands in a Retail or Online Store.
Major Competitors

5. Nescafe Semiotics Triangle Marketing Strategies
Jingles.
Cup / Sipper Bottle/
Travel Bottle.
It starts with Nescafe
- Global One Brand
Plan.

6. Types of Research
Technique: Qualitative Research
Sample: Convenience Sampling
Objectives
How decisions are taken?
Pre-determined information search
→ Evaluation of alternative → Decision
Why Nescafé?
Well-learned consumers study of consumer motivation,
perception and attitude [quality – status – economy] brand.

7. Case Study
A Couple:
Busy in their own discussions,
selected Nescafé classic and
walked away
A Group Of Girls:
Reading the information provided
at the label of all the products
selecting Nescafé classic’s jar two
of them whispering on each other’s
ear as they keep doing it kept the
jar as it is walked out smartly!
Individual Girl

8. Case 1
• Buyers were pre
determined in purchasing
the product
• Seems like they were
shopping for the purpose
of their household
• Nescafé forms a part of
their choice already made
before
• Habitual buying decision
Case 2
• Might thought of buying coffee as a
choice between “lifestyle” factor (a brand
– Nescafé) & “economical”, or both.
• In terms of product information, it could
be said that they were not aware about
the product specifications i.e. Net Wt.,
Price, etc.
• They might be impulsively selecting the
product.
• Red mug that has become a signature
for the company could be the “queen
bee”.
• After evaluating alternatives, economic
factors led to the decision of not buying
the product.
Observation
• Dipti bought and we
watched silently.
• Her spontaneity in
purchase decision proved
her attachment with the
product but the case was
different.
• Dipti said when asked: she
wanted to get the red mug
and that only triggered her
need to buy the combo
pack.
Case 3

9. • CONSUMER LEARNING
Cues: Combo Pack with red mug, affordable range.
Motive was situational arousal and cues provided directions to these motives.
• CONSUMER MOTIVATION
Set to evoke Self Actualization Needs (self fulfillment).
• CONSUMER PERSONALITY
Non Freudian personality theory explaining social relationships and style of life.
Detached Individuals: desires independence, self reliant, self sufficiency, individualism.
• CONSUMER ATTITUDE
Nescafé ’s idea is successful with attaching it to the LIFESTYLE factor of the consumers.
Nescafé Classic earned such image also for the color combinations: RED – hot, strong, color of
coffee beans BROWN – informal, relaxed.
How the act relates to study of Consumer Behavior

10. 1. What are your recommendations to expand the market base for
instant coffee such as Nescafé, given that there is strong regional
preference and tradition for a particular beverage.
2. Given that there is certain popular myths about coffee drinking in
India, how will you try to change such beliefs, vales and customs.
3. What role will opinion leaders play to increase popularity of drinking
instant coffee among teenagers and college students?
4. Discuss how to penetrate into new segments through new product
and endorsements.
Questions & Answers