Consumer Behaviour Analysis
(CARDAMOM)
Submitted by
GROUP 9
Group Leader: Nikhil A Dhawad
Introduction
* Cardamom or Elaichi is so popular a spice around the world that it is referred to as the “Queen of Spices,” second to the King of Spices.
* Cardamom has well established culinary values, and it is used in a wide range of sweets and confectionery. It is an important ingredient of garam masala, a combination spice for many vegetarian and non-vegetarian dishes. Cardamom acts as a mouth-freshener after meals.
* The most important types of cardamom are:
Black or brown Cardamom
Ground Cardamom
Green Cardamom
* Target Respondent- Females
* Behavioral Pattern
* Attitude: out of 40 females surveyed 95% of them like cardamom.
* Development of attitude: culture, Society, education etc.
* Attitude towards Cardamom :-
1) Cognitive components-
Knowledge, Beliefs and Thinking Cardamom is mainly used in curries. Green cardamom is also used as a mastication enhancer, in order to increase saliva. Cardamom is mainly used for three purposes - as food and drink flavorings, as cooking spices and medicine.
2) Affective component- Emotion and Feelings
Black cardamom is sometimes used in garam masala for curries. It is occasionally used as a garnish in basmati rice and other dishes , its Eclipse Breeze Exotic Mint packaging indicates that it contains "cardamom to neutralize the toughest breath odors."
3) Conative component- Behavioral aspects
It is a common ingredient in Indian cooking. Cardamom enhances appetite and provides relief from acidity in the stomach. It eliminates bad breath.
The consumer believes that cardamom should be strong in aroma, flavour, freshness, purity and size.
Affective component: Emotion and Feeling
Cardamom should enhance taste, should act as a health benefit, giving a lingering feeling is not a big criteria for the consumer. It should also give happiness to everyone.
Conative Component: Intention to buy
Being a common Indian ingredient consumers have an intention to buy as they know cardamom will give purity and health benefits to them.
Perception:
Selective Attention:
Consumers take care of small details while buying cardamom.
They have this perception that cardamom bought loose is not fresh. They get influenced by the appearance. They think it would not provide aroma to their food as it is not fresh.
Selective Exposure:
Most of the women are not concentrating much on the negative aspects of cardamom. They have a positive feeling towards the spice and do not dislike it. They are using cardamom in almost all their dishes.
The place of origin of cardamom does matter to the consumers and if cardamom is from its place of origin that is munnar it will influence their purchase decision as their perceptions towards cardamom will change.
Emotional Dimensions:
Pleasure: joy
Arousal: Aroma, Look
Dominance: Unique taste
Motive:
Here the need of the consumer i.e great smells, family loving it, taste has been satisfied. Cardamom giving her food an elite class is not the need of the consumer. Size and broken cardamom also does not matter to the consumer.
Availability in the market:
Cardamom is easily available as consumers are buying it on quite a regular basis. They prefer wholesale markets and packaging matters a lot.
Belief:
They believe that cardamom should have a good package which will assure them that it has good quality and freshness. They are ready to pay extra price for good branded cardamom.
* Buying Decision
* Evaluation of alternatives :- * Loose Cardamom – Local Kirana stores, Whole sale market – 95% purchases * Other local brands- Retail outlets- 5% purchases
* Form:
* Whole- Most preferred * Powdered- second highest in demand * Crushed- third
* Pricing-
* People are willing to pay some extra money for a quality cardamom.
* Personal Factors
* Age- Between 25 and 40 yrs * Economic Situation- low, medium, upper class * Personality- outgoing, emotional, Practical, conservative, relaxed, tensed, youthful and mature * Psychological Factors * Perception- aroma,flabour,freshness and taste very important * Beliefs and Attitudes- freshness and quality assured by branded pack * Availability & Accessibility – easily available with quality
* Other Factors
* Brand name – not much important * Price – important * Appearance – average
