ICFAI Business School
Consumer Behaviour Case Study
A deep read on why identical offers land differently across segments, and what that means for lifecycle messaging.
Role
Author
Timeline
2025
Tools
Survey design, Excel, Secondary research
The problem
Purchase decisions varied sharply across consumer segments with no clear explanatory pattern.
The approach
01
Designed and ran a survey covering purchase triggers and objections.
02
Cross-referenced responses with published category behaviour data.
03
Isolated the decision drivers unique to each of 3 segments.
04
Wrote up findings as a 20-page case with messaging implications.
Results & impact
0
Segments analysed
0
Page case study
Presented as a 20-page case study; awarded an A grade.
What I took away
Segment differences are usually about the objection, not the benefit.
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