Knowledge in Business Intelligence and Analytics
Consumer Behaviour
Consumer Behaviour (While Purchasing a Mundane Product of value < 350 Rupees) Consumer: Ravi Kumar Profession: Software engineer Age: 28 Marital status: Married Family members: 1 (Wife) Q. Which item/product/service did you buy recently within 350 rupees? A. Curtains. Q. Who all were involved in making the decision? A. Me and my wife both were involved. She chose designs and colours, I made payments. Q. So you had no influence over colour and design of the curtain? A. Of course I had. It was a collective decision. I was just kidding. Q. Why did you buy the curtain? A. We recently redid our interiors and even the colour scheme was changed. Old curtains had faded, did not match the new colour scheme and had become monotonous over a period of time. Q. Where did you buy your curtain from? A. Amazon.in Q. What was the reason of preferring Amazon over local retail shops? A. Reasons for choosing amazon over local retail shop include time constraint, variety of colours and designs to choose from, value for money, on time delivery and hassle free transactions. Q. What was the evaluation criteria? A. We were looking for curtains having cheaper price, better quality and aesthetic design which could match the colours. Q. Did you consider any other online retail store? How was amazon different from those stores? A. Hmm…Yeah .But since we are using amazon from a long time. We have trust on amazon. You can compare the price and quality of service being provided by amazon. It’s far better than any other online retail store. Q. How many products did you evaluate before making the decision? A. Around 50-60 curtains we evaluated before selecting one of them. Q. What was your priority – Price or Quality? A. Ummm….Both? We wanted a product that was of good quality and also matched our price cap. Q. Did you buy the same product from any other online or local retail shops? How was your experience? A. Yeah!!! …Last time we bought it from local retailer.The curtains were of good quality but they were comparatively costlier and for making purchase we invested a lot of time in selection process from a limited stock of the designs. Q. What came first? What to buy or where to buy? A. Obviously, the demand for curtains came first. Where to buy was a secondary thing which was affected by many criteria. Analysis: Decision Making Unit: The person and his family members. In decision making process the person and his family members were involved. The family members helped in deciding the colour and pattern of the curtain to be purchased. Motivation for purchase: The purchase was made because these are things of daily use. Curtains are needed to obscure light and add beauty to the interior of house. No the curtains were being replaced as the interiors were redone, colour scheme changed and old curtains were smeared and also the colours of curtains faded. The curtains purchased previously lasted for around a year. It was a casual decision to purchase the curtain. The amount of deliberation was appropriate to the decision. Decision Making Procedure: Customer did not want to invest much time in making decision and buying from local store which would have demanded a lot of time. Amazon was a trustworthy online retail store and therefore customer did not check product on other websites. The time and involvement in purchasing the product was low to medium. The decision making process was needed due to various brands offering aesthetic designs were available in the market. The individuals took help of his family members in choosing from multiple sets of designs. Products were sorted on the basis of design as well as cheaper price. Then one of the product was selected out of the few which were selected and purchase was made. Around 50-60 alternatives were evaluated on the basis of price and design and depending on the cheaper price and best available design the choice was made. First the need of buying curtains came .Once the budget was decided people started looking for the product. Key Insights: Mundane Product Low to medium level of involvement Prices of products range between low to moderate Few designs and colours were considered and compared before purchase was made Moderate amount of time spent to make the decision. Channel of purchase – Online store preferred over offline retail stores. Reasons being - Cheaper prices, timely delivery, value for money, multiple options available and easy return policy.
Mrinal Prakash
Organisational Behavior Variables
Organisational Behavior: It is a field of study that investigates the impact that individuals, groups, and structure have on behavior within organisations for the purpose of applying such knowledge towards improving an organization's effectiveness. There are two types of variables: 1. Independent Variable: The presumed cause of the change in the dependent variable. 2. Dependent Variable: This is the response to the Independent variable. Independent variables(X) and their implications on dependent variables(Y) 1. (X = Motivation , Y = Productivity) In an organisation, the work of each and every employee is significant. At times employees require a push to get work done, especially when it takes 80+ hours a week. Motivation makes individual feel happy and can work best to their abilities. Motivation makes them excited about their work. Then only one can perform better. Motivation can be of different types such as recognition or money. A bit of individual recognition by senior or other colleagues acts as a driving force to deliver more. This helps in increasing the productivity of a company or output. For example, when we do some activity or teamwork or assignments we just want a special recognition from the teacher. That gives us a huge morale boost to perform to the best possible extent. 2. (X = Personality trait (Narcissism) , Y= Absenteeism, Turnover) Narcissism is a personality trait or disorder which can have a detrimental effect on employee relationship and their coordination. Having a team member who is a narcissist who is obsessed with himself/herself won't be prepared to listen to others and will always try to push their opinion on others and won't let others speak out. A narcissist person often tries to find excuses to avoid tasks and making it harder for teammates, which creates aggression in the workplace. This leads employees feeling left out and getting no credit, breaks the excitement. Due to this kind of stress employee will stop coming to work more often and will eventually lead to them leaving the company. 3. (X = Organizational Practices , Y= Job Satisfaction) Job satisfaction is one of the key requirement for a person to perform better. Where interest lies, creativity and dedication comes in. If someone feel comfortable and happy in a workplace, he can be more effective. So, organisations try to provide an environment where people feel comfortable working in. For example, Google has no offices instead they have sofas and a homely environment where the employees can relax and work. Not only that they provide good food and other amenities to make sure employees are satisfied. Similarly, Amazon has pet-friendly offices so employees can bring their pets along to work which boosts their morale to work in the office. On the other hand, some companies offer a facility so that their employees can work from home on days they can’t come to office or they don’t feel like coming to work. 4. (X = Power and Politics , Y= Deviant Workplace Behaviour) Job satisfaction is one of the key requirement for a person to perform better. Where interest lies, creativity and dedication comes in. If someone feels comfortable and happy in a workplace, he can be more effective. So, organisations try to provide an environment where people feel comfortable working in. For example, Google has no offices instead they have sofas and a homely environment where the employees can relax and work. Not only that they provide good food and other amenities to make sure employees are satisfied. Similarly, Amazon has pet-friendly offices so employees can bring their pets along to work which boosts their morale to work in the office. On the other hand, some companies offer a facility so that their employees can work from home on days they can’t come to the office or they don’t feel like coming to work. 5. (X= Leadership , Y= Organisational Citizenship Behaviour) Organisational Citizenship Behaviour is something which is not mandatory to do or mentioned in the job description. It is rather voluntary work which comes only when someone has affection or attraction towards its own company. When the manager goes the extra mile and participate in the project as a leader and guides his subordinates and provides a proper appreciation for their contribution, the employees are encouraged to work to the best of their abilities. The instances in which the manager shows confidence in their employees and their potential to work effectively, a healthy work environment prevails leading to a better employee performance. For example, in the case of new challenges or any unexpected obstacles, a leader should coordinate with his subordinates or teammates instead of pressurising or chiding. A leader should motivate and help each other to get rid of the problem. This creates good impact, goodwill and love towards the company and enhances the overall performance.
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