Interviewer : Rathish

Interviewee : Bharthi
Hi Bharathi!
Good evening. Hi, ratish.
Very good evening.
Thank you so much for graciously agreeing to have a small interview with
you.
It's my pleasure, actually. Yeah. To be a part of this. Thanks!
And the purpose of this interview is that, as you know, I'm doing a course
in Executive MBA in IIT Madras and there's a product named
understanding customers and marketing behavior.
That's subject named Understanding Consumers for Marketing Behaviour.
The purpose of this subject is to
Understand more about what a customer thinks to get into the mind of
customers.
So we are doing a project. as a part of this project. I want to interview
someone outside my family.
And understand their intention behind some of the projects products they
purchased.
Can you say some project in the sorry product in the recent past which
you purchased and you're not using?

I have bought an jerking.

But the jerkin is the kind of thing which we can use in a utmost cold
climate, which we cannot use in Chennai.
But I didn't think about that in pretext.
But I was very curious about that outlook that we'll be giving on me.
So I bought it by searching a lot of shops.
After that only I realized that it's occupying lot of space.
And also practically it is not easy to wear in Chennai even in rainy or
winter seasons.
So I just stopped using it after one or two days.
OK.
So what I understand is that you thought it could be useful to you, but the
functionality is not even reality after you bought it is not at all of any use.
Yeah, of course.
But you travel in the nights and all in the train rate. Even at that time.
Do you think it is too hot to use?
Yeah, of course, actually.
I'm kind of person who always sweats even in winter season, I feel like it's

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sweating.
So actually I don't need a jerk in return.
Practically, I didn't think about that before, but what I thought is all about
that outlook that will be giving on me.
So that's it.
Yeah, more than the product functionality, the FANCINESS or the visual
thing was more driving you.
OK, maybe what are some occasions that you feel you can use this
product?
It may be helpful if I travel to cold countries, but obviously not here. But
even in India, if I if I am able to travel to Kashmir like places, maybe it will
be useful for me.
Yeah, maybe that's very validation.
Maybe as you said earlier or closer emotion towards this product.
And my emotion is like before getting it. Actually I was literally wanting it.
I I was yearning for it. Like at some point I have been searching.
I'm not able to get it in my size so I have been going and coming off shops
and finally when I bought it I was utmost happy at that point and when I
found that it is not practically useful for me.
I fed up that I have spent.
I have invested on a product.
Which was not useful for me at all actually.
OK.
So we had a fluctuating emotions.
Yeah, maybe when you bought, you were so happy.
But when you found that it's not usable anymore, you're fed up with your
decision. Yeah. Yes. OK.
Any other ways you can sell it, donate it, or dispose it for?
Have you considered it?
Yeah, I actually I have considered it at some point. I thought that I will sell
it. I mean, I can resell it.
I even posted an add to sell that product in an third party app, but I did
not get any response.
Maybe it's because I I'm not aware how to market the product or I'm not
get used to sell products and then I just removed my ad and I kept the
product by myself.
What was the app?
Is it OLX, OLX.
OK, you didn't receive any response in OLX.
Would you put the additional effort?

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From in the beginning, did anyone motivate you or inspire you to buy the
product for any advertising?
How did it come to your mind?
What pushed you to buy the product?
Actually The thing is like years ago, I was just randomly shopping in a.
In a mall that they have been giving some good marketing techniques to
sell that product to me at that point, I just don't.
I neglect to get the product after coming home.
I was thinking that I maybe I could help get that, but I couldn't get back to
that same place again because that was a mod which was very away from
my place.
So after that, can you more specific what was the mall?
It is that texvalley when that was opened.
I just visited that with the curiosity that that is the biggest textile mall in
India.
So they were trying to sell that product to me on that time.
Initially I I neglected to get that, but after that after coming home,
thinking about that fanciness of that product.
I was like, I want to get that again.
Yeah, that is my curiosity to get the product again.
So where did you buy this product?
I bought it in Salem in some other shop, some other random shop. OK.
So the marketing in Techs Valley inspired you to buy it, but that day you
didn't buy it.
Yeah, but that wish, or that that desire, was inside you. So it made you
purchase the same product in some other location. Yeah. Oh, it's a it's a
very nice insight.
It's. That's how it is.
Maybe you like that you said that you are impressed by the way they
marketed it?
Yeah. What exactly?
Impressed you?
What exactly means?
In many places, like, I will run out of things like I cannot get the exact size
or match of things for my for me.
In that in that shop there was a girl who is marketing such kind of winter
clothes and all she she told that like it is a unique product and it will be
looking very nice on me and I cannot get such an exact product.
If I go out of the like somewhere else because they are directly selling it
from the outlet, like from the manufacturing unit there, but obviously

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maybe she might be correct.
I didn't get my exact size in many other places. I have been trying so hard
to get one at my size.
So then you should have bought on that shop itself, right?
Or made you know the purchase in this shop.
Because I didn't go back to that on that point, I I just saw that as a a
simple marketing technique. OK, but after coming home only I realized
that.
It she had put some desire on me to buy that. OK. OK.
So maybe the desire which she built up on.
Maybe I could say it's some 90% less come. It didn't read the 100% mark,
OK.
So one thing what I understand from the way that Lady marketed is that
one thing she was trying to say that your size would not be available.
Yeah. And the second thing could be.
She was trying to put in a sense of urgency in urgency, you know, did it
anyway.
This is the only place you get exactly OK.
Fine, nice to know.
Maybe the second time when you bought it, did you do some research or
you just randomly went to Salem and found a shop and bought it?
Actually I went to lot of shops a searching such a kind of product in no
place. I got junk in that suits my size.
Finally, in one shop I found that there is a product which suits me and
then I just bought it immediately.
OK. How did you find it?
Suits me is the size you're saying or like? I'm telling about the size, OK,
size.
And anything the same or any other marketing thing that impressed you?
To send this specific shop.
Nothing about the marketing at all that because it's me. I went on myself
and were searching for products and even that is like actually it it
mentions a kid size but still since I have been wanting that product for a
long time and I have been rushing to.
Many shops, I thought that I will end up here, so I bought it, OK?
You're not worried that it was mentioning kits? Yeah, as it was fitting you,
we were comfortable to buy it.
Even though you're not buying into the fact that maybe some adults may
think that kids I should not buy, but you're fine as long as it fits you.
You're comfortable with it, OK?

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How often have you used this product?
Hardly. When did you buy and how often do you use it?
I bought it some three or four years ago.
And hardly two to three days, two or three days.
Yeah, four years ago.
Still, it is laying into your bag.
Yeah, OK. OK, fine.
Yeah. Is there any other product similar to it?
Actually, this insights are exactly what we're looking at, but any other
product you can remember? Yeah, actually.
I'm kind of person who will get things if I think that something suits me
well, then I will keep repeating.
I will repeat getting the things.
Sometimes I bought some fancy clothes which we can wear for some
party kind of occasions, but I'm not a person who is interested to join such
parties or festival festival locations.
So then I realized that even that will not suit me.
But you bought the product.
Yeah. See, despite the fact that you know that you are more introverted
personality, you don't.
So frequently go for parties.
Something overcome the trait even that logically you know that some
emotion overcame you right .
What was that?
Julie, I'm kind of workaholic person, but I thought you at the time of
buying those things, I thought that someday I will.
I'll be stop working this much and I'll be start to do parties, but after
getting those things and es pass then only I realized that how many years
passed since I I'm being the same person even now.
So even after years I'll remain the same.
OK, so your natural character was not going to change and there's high
possibility that that is going to lay sh.
Maybe this product?
Have you considered disposing and all I have?
Donated some of my clothes to.
People who can fit into my clothes.
Donated to family relative or some other people who are in need.
Few to my family, relatives and a few to orphanage. OK, OK, OK.
Maybe when you're buying this product, do you think of yourself before
buying this product?

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What do you think?
Do you envision yourself putting that, or how do you think?
Yeah, of course.
I hope everyone would do that.
But.
My mentality while getting that those clothes where like maybe some
friends get together because.
A few clothes I bought when I was about to complete my college.
So I thought that after completing this studies, I would be hanging up
continuously with my friends.
But then again I got enrolled to some other course. So I continue on that. I
didn't use it at joined our team and everything is gone.
Yeah. OK.
See the both the products you said are typically same sort of emotion.
You had us a bit of aesthetic attraction towards the product.
Despite the fact that the product functionality is not so useful, that
aesthetic feel of it inspired you to buy it any other product you can think
of it apart from this aesthetic inspiration I bought.
Running shoe I I was planning to join in a gym to workout. But before
joining itself I I keep buying shoes, clothes and some other accessories
that.
I'm I'm belief that I'll be joining the gym very soon, but I have not.
After months or so, I have not joined the gym, OK?
So you're assembling my wife.
She also bought me shoes, saying the same.
What are you planning to do?
Even now, I believe that very shortly I will join the gym just for the sake
that you bought the shoe, yeah.
Even if you don't have a many other accessories, at least for that sake I I
should go to gym.
Yeah, here.
What was the governing emotion that made you buy it?
What I'm trying to ask is it.
Did you see some ad in it? People are running, people are healthy.
I want to be healthy.
Is there any other emotion or what was the trigger point for joining the
gym on the first step with joining the gym motivated this right?
Joining the gym motivated me like because in I I was not get adapted to
ads on buying this show.
In many of the gym, they will be having this set of rules.

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What are the kind of things we can use inside the gym and outside the
gym?
Like we cannot use the shoes which were outside of the gym.
We cannot carry that inside the gym because two run on treadmills and
only have to carry new shoes. So on pretext of that I bought a new shoe,
OK.
OK, OK.
It was more of.
A completely rational reason behind buying it.
OK.
So.
But you can use for some other things, right?
Have you considered using it? For example office? You can use it or you
can jog daily. Maybe going to a gym could be a higher effort consuming
activity walking for some 20 minutes could be.
Have you considered doing the even considered that?
Maybe I can use that to come walk to office also.
But the other thing is like I I have been already using issue to walk to
office and I I feel very comfortable in that show itself.
So I have not a trade menu.
Shoe it OK? OK, fine, fine. There is a a part near our house. Maybe you can
consider walking there.
Yeah, yeah, there are about 3 products jerkin, Shoes and the clothes.
Is there any other way?
What is your outlook on this product now?
Or before that, do you feel guilty of these purchases? And if there is the
case, can you take any action today to use it?
Yeah, of course. I feel guilty on purchasing this product because
sometimes I feel that I don't have some financial discipline on buying
things.
By considering on beforehand whether it is really required. Practically it is
worthful or not.
And on the other hand I I cannot do anything that was already done.
I.
I tried to keep change this kind of buying things on beforehand without
thinking the practicality.
Also I I'm planning to make the most useful out of the things, at least in
the future.
Yeah. What I can understand is that.
You on all these occasions, the financial discipline which you had was not

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strong enough that the desire you had desire was overcoming the
financial discipline which you wish to have.
Is there any other product in the recent past that you had the financial
discipline or the mental control and you didn't buy the product?
Yes, of course, like.
Some time ago I used to buy lot of stationeries also like I would have
already have some hundreds of pins, colors, everything.
But still when I go to stationary shop I will get the new things that come
on the market.
But now I have started using my old stationary items and I have controlled
myself that I sI should get new things only after I complete all my stocks
which I have already stocked up K.
But this is working right.
Yeah, this is working good.
But how do you control it?
Yeah, like I also use this static like if I go.
Even now, if I go to.
A mall or a stationary shop automatically every for everyone. I hope this is
the thing our this year will attract us towards that product. But before
building my things, I will rethink about it.
Maybe I will look at my trolley and rethink.
Do I really require this today itself, either today or maybe sometime
afterwards?
So by rethinking on it, I'm controlling myself.
I'm trying to control. Yeah, maybe after the first thought. You don't go the
impulsive behavior to buy it directly.
You just put it into the tray or the cart.
Then after that you have a give a second thought about it, maybe that
there's high possibility that you may not buy what is not required.
Yeah. Thank you so much, Bharathi.
Your insights were really helpful to me.
Thanks for spending your time.
Maybe I will do a thematic analysis based on this.

Thank you so much for your time.

Thank you.

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