BID-1: Study the consumption behavior of old age population

According to the Indian Census Bureau, the proportion of people aged 60 years and over has increased from 5.3 % to 8 % from 1981 to 2011. United Nations Population Fund found the number of over-60s will increase from around 100 Million today to more than 300 Million by 2050. Given the important consequences that this phenomenon is having and will continue to have on society, we are interested in studying the consumption behavior of the old age population.

The study can be carried out in two major streams of research. Research on Information processing Research on Consumer Behavior (Cognition, Attitude and Behavior)

Following theoretical framework can be used for carrying out the research. Age Related Needs Lifestyle Consumer ResponsesLifestyle Products

Attitude Advertisements TechnologyActivities

Interests/ Hobbies

Biological General Symptoms SensesSocial Relations AvailabilityPsychological Processing Emotions PersonalityCognition Sources of information Store Selection

Behavior Purchase of Products Purchase of Brands

We aim to undertake primary research and develop detailed consumer understanding. The research methodology would include Consumer Immersions/ Dipsticks to identify their specific needs. The exploratory research would be led by a Discussion Guide that would help us to identify: their daily activities, their specific interests and hobbies, where do they spend their money and purchase patterns. As the relevant purchase behavior cannot be observed in the customers natural environment, we aim to undertake experimentation to determine Causality e.g impact of product design, advertising message etc.

As a final deliverable we would like to derive different Buyer Personas from our demographic, psychographic and behavioral evaluation. This will help identify the needs of this TG and also give an idea about the critical drivers of liking.Steps: Designing the Questionnaire; Preparation of discussion guide Primary Research Qualitative Analysis and Buyer Persona creationSource:http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=8729, http://www.telegraph.co.uk/news/worldnews/asia/india/9690781/India-facing-elderly-population-time-bomb.htmlBID 2: Perception of Salesman InterventionWhen it comes to lifestyle goods, do salesmen help consumers buy or do they just sell to them? Do consumers really believe that a salesman is an important part of the buying decision process or is the old stereotype of a pushy salesman still a reality? In order to understand the opinions and perception of Indian urban middle class consumers towards salesman intervention in a store, we need to find the answer to the following questions: What consumers feel about the roles of salesmen at different stages of the buying processes? What qualities do consumers truly value in a salesperson? Have their expectations of salesperson changed and are the current expectations being met? Do consumers want a trusted business advisor or just an order taker?

Our target group here is Indian urban middle class population between the age group of 20-45, which accounts for 36.7% of Indian population.

How we will go about doing the research:

*The findings can be used by companies to face the challenges of selling effectively and non-intrusively to an ever changing customer base and overcoming any negative perception (of consumers) by re-evaluating their attitudes and processes. Use of Observational Research to understand the unspoken consumer behavior (perception) comes next. We will go to shops/stores and observe the interactions taking place between consumer and salesman at different levels/stages.Using the insights from the earlier process, we will create a detailed report about the perception of consumers across different segments and at different stages of buying process. We will compare our findings with the existing knowledge about the same that we had at stage 1.*Taking verbal in-depth interviews to understand consumers perception and analyzing what they say (and dont say), and how they say.Drawing the Purchase Funnel for different Lifestyle goods in order to understand the stages involved in the buying process and to get an idea of need of salesman intervention at different stages. The companys sales representative can help in elaborating the role of salesman.

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Group 1 (Section B) Business Management