Marketing Management-1

Group 5

                                   General Discussion Area

Customer Name: Mayur Kanzaria

Product: Activa by Honda, which was purchased in 2012 & price of product was 54,000.

·        How would Mayur describe consumer experience?

Product is consumed by 3 members of family including Mayur, his brother & his father. His mother is now too learning to drive product slowly. Normally Mayur uses product for his part time work, hang out with friends & to attend tuition classes in city area, day to day grocery shopping & odd jobs are also taken in same product. Mostly product is used 2-3 times on day and mostly to city (attend tuition classes) & to near by colony for his part time work. Plus, all other household chores result in average 50-55 Kms of daily transportation as per consumer. On Weekend days & some special days when Mayur has to meet his friends or his brother has to hang out with his friends they use it. His father mainly uses it on weekends for any work to meet any relative nearby. 

 Consumer is quite satisfied and happy with product as its very less maintenance & till now, he hasn’t needed to replace any component, which was functioning badly. Mayur has such high opinion for product and he suggest this product to many of his friends.

·        What Type of relationship does the customer have with the product or service?

As mentioned above consumer has purchased product about 4 years ago. It was purchased by his father when he was got into college. So, from that time also main user for product was Mayur so that time average 10-15 Kms per day, he had to travel mainly to visit nearby location for his tuition purpose & other activities combine. From then on, as time went on its usage has been increased as Mayur’s age increased. After that he joined part time work & frequent night outs & long trips in city become more common. So, till now relation has increased from only as vehicle to necessity now. Mayur experience more difficulty managing his day if he has not vehicle. Terms that relationship describe are: Good, A partner in need, heavily dependent, loving.

·        What kind of Things have gone wrong in the relationship?

Major problem with product according to him is its mileage. With time slowly product consumed more petrol than it did before which is a concern as petrol price increased in years. He complains that headlight of product is not proper as it ejects slightly cross light. This is not major issue but he has talked about it with service centre serval times. Still they haven’t given any satisfactory solution to this problem. Plus, Mayur complains that with time more usage of brakes resulting more vibration & noise. He basically demands that product could have been made more durable & strong to resist shocks.

·        What positive surprise has occurred?

According to Mayur, he hasn’t gone through single accident yet because of vehicle performance issues. He is quite happy with that. It has enough space in for daily grocery shopping to apparels or any other shopping which is comforting. This factor has given his above expectation value as he realised in bikes, he would have to carry a bag for shopping & any other activities. Or insert as hook type feature at side of bike, which looks uncool on bike.

·        Is customer satisfied or dissatisfied with product or service?

Customer is overall satisfied with product. Values like consistent performance, no major maintenance, enough space are important to him. Of course, mileage is issue for his as durability of outer body used.

But before purchasing that product he has research that part of disadvantage. So, product has overall exceeded expectation of consumer.

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

In Mayur’s life, from its early freshman college years to now product has become more like partner to him. Everyday he needs it. Product is best for his bachelor life as its affordable compare to car & easier to use than bikes. As his mother is learning to drive this vehicle slowly, that wouldn’t have been possible with a bike or car. Easier to drive makes it easy for his younger brother to use it frequently to nearby places & hangout. Product basically play role of transportation agent, who is ready to serve whenever he wants. An agent which is reliable & good value for money.

·        What role does the brand play in all this?

Before purchasing, he had done enough research for which brand wanted to choose. He & his father mainly talked to friends, relatives & neighbours about it. Most of them recommended them this brand. So, at time of purchasing they had no second thoughts related to brand of this product. With time now they have experience that brand have given them their value of money.