I have consumed “Consumer attitude formation & change” concepts during my stint at Furlenco.
Outcome :- Have designed & delivered Bounce which has enabled Furlenco to disrupt the conception of “Renting” & helped them to raise next round of funding.
Problem statements faced by Furlenco :-
1. Indian consumers had a preconceived notion that “Renting” is tacky & cheap.
2. Renting was always considered for short term not for long term purposes ( as in , one will rent for few days rather than for long time )
3. Indian consumers have a sense & pride in “owning” stuff.
Above 3 problems were so deep rooted that “unit economics” were not making sense for Furlenco.
Root of the problem :- On how to change the attitude towards “renting” which is already learned.
We went with the below approach by taking cues from Consumer behavior principles: –
1. Changing the learned attitude which is “renting”
-> How to make renting cool :- We ran targeted digital ads around on how renting is cool which associate itself with “Ego defensive function”
-> How renting is better than ownership :- These ads were targeted to millennials & cues were taken from “Knowledge function”
We consumed Elaboration likelihood model which led us to roll out the targeted ads on benefits of renting , renting as a lifestyle ( How Furlenco will keep consumers free from shackle of ownership ).
2. Attitude formation towards “renting”
This was primarily done by consuming by ideating with end consumers over piece of paper ( which had drawing of furniture ) which iterated towards on launching Bounce
P.S :- This was a team effort by @Rohin , @Sheena & @Naina & mentored by @Kranti M
More to follow on how “design thinking” was consumed . Follow me for more regular updates.
