ASSIGNMENT ON

THE CASE STUDY

FRET AND REGRET: A CONSUMER
DECISION-MAKING DILEMMA

SUBMITTED BY-

NAME VU ROLL NO.

1. BIKY JHA PG/24/MBA-IIIS-074

2. SHIVAM TRIVEDI PG/24/MBA-IIIS-347

3. AKSHAY KUMAR SINGH PG/24/MBA-IIIS-348

4. SUBHANKAR BHATTACHARJEE PG/24/MBA-IIIS-068

5. MD. KAJAL AHMED PG/24/MBA-IIIS-350

6. RAHUL DEY PG/24/MBA-IIIS-072

 Executive Summary

After using the Blackberry for two years, Ian just fished it out of the toilet but
before that he never fell his phone in the toilet. The very next day it was Ian 26 th
birthday and Molly presented a new Apple iPhone 4s which she was planning for
two weeks for Ian’s birthday gift.A day later Fret questioned himself why did
Molly gift this phone when his personal like is towards Samsung Galaxy S2.
Though he admitted that iPhone will allow him to video chat with Molly as she
also has the same phone his personal inclination was towards Samsung Galaxy S2.

The next day he decided to exchange this phone and get a new Galaxy S2. Ian
found that in functionality both are identical so he tried to justify himself for
exchanging the phone by saying Samsung had extra features like 4g and android
phone will allow him to control the phone from computer and above all it had 4.27
inch crisp display. He also regretted for not mentioning that he want Galaxy and
not iPhone to Molly.

The next day Ian was shocked to see the mobile receipt which stated it expires in a
day. He realized that he postponed his decision because it is a decision based on
his own satisfaction with a phone versus potentially disappointing his girlfriend.
Ian was in total dilemma whether to make him go for his personal favorite phone
and hurt Molly or make her happy by using iPhone which will lead him to wait for
another two-three years to get a phone that he really wants.

The next day Ian checked the gift receipt and found returns would not be accepted
after two weeks which means today is the last day if he wants to exchange the
phone. He also contacted the store and came to know that phones cannot be
returned for cash and the exchange credit must be used within the first two weeks
of purchase.

When Ian tried calling Molly she couldn’t answer as she left for a conference in St.
Louis that morning. He cursed himself for not raising this issue with Molly in the
last couple of days and now need to make a quick decision as the mobile store will
be closing in two hours. In the end he decided to choose an option that will limit
his regret.
 TABLE OF CONTENTS

SL NO. CONTENTS PAGE NO.

1 Introduction 1

2 Ian’s Dilemma in this case 2

3 Decision with least extent of regret 3

4 Alternative Path which can be apply 4

5 Conclusion 5
 Introduction

Ian, the protagonist was gifted an unlocked Apple iPhone 4S by

his girlfriend, Molly. As he continued using with his new phone,
he started to have second thoughts about the phone as he was
secretly eyeing the new Samsung Galaxy S2. He started thinking
about returning the iPhone and buying himself a new Samsung
Galaxy S2. To his ill luck, he realised that he had only 1 day left
to return his gifted phone. To add onto that, he couldn’t get in
touch with his girlfriend and now had to decide on his own,
whether to exchange the iPhone for Galaxy S2 or to stick with
his gift.
So, the problem is that Ian has to decide on his own,
whether to exchange the gifted iPhone 4S for Galaxy S2 and
disappoint his girlfriend Molly or to stick with the gifted iPhone
4S and compromise on his desire to own a Galaxy S2.

Questions in this case:-

• Describe Ian’s Dilemma in this case.

• Which decision(s) will leave him with least extent of
regret?
 Ian’s dilemma in this case

• Ian’s dilemma in this case is “Whether to keep the I phone

4s Or to exchange it with the new Samsung Galaxy S2”.
• If he keeps I phone 4s he would be setting aside his Desire
and Satisfaction and allow his Girlfriend Molly to be
Happy.
• If he exchanges I Phone 4s with the new Samsung Galaxy
S2 then he might fulfil his Desire and Satisfaction but his
Girlfriend might get Unhappy and Disappointed.
• He is confused in choosing between ‘his love for his
Girlfriend’ and ‘his love for himself’.
• In either way one of them was going to be Unhappy and
Disappointed.
 Decisions with least extent of regret

• By keeping iphone will keep Ian with least extent of regret because
by opinion a feeling of someone ‘s special is greater than the
feeling of a device.
• Ian should not exchange his iphone with the new samsung galaxy
because he is getting the same functionalities which he will be
getting in that particular samsung phone. According to Ian he is
facing some difficulties while handling the iphone but sooner he
will be used to the device.
• If he exchange his iphone with samsunng than he will be faing the
big regret because he will be hurting his girlfriend feelings as well
as the gift she gave. He will be disrespecting that also.
• So, according to our point of view he should keep the iphone and
use it for 2 to 3 years down the line than he should go for the new
phone of his choice or Ian, the protagonist’s dilemma can be
resolved by involving the retailer in the decision process.
 Alternative Path which can be apply

To look into what can be done now, we shall look into a few options

 Know your iPhone

If Apple had a special programme for iPhone that are purchased for gifting
purposes, say Know YouriPhone, in which the beneficiary of the gift is
invited to the store to give a good introduction to the product such a
situation wouldn’t have risen. In this program an expert could invite him to
the store according to the consumer’s convenience and give a good
introduction and also clear all his doubts and other common FAQs the
consumer would’ve felt more comfortable with the phone.

 More Research
The consumer could look up for more information on different forums and
other reliable sources to gain a better perception of his iPhone. As he
already knows that this ill feeling towards the iPhone is because of his
disinterest towards Apple products this might be helpful.

 Professional Advice
The consumer could also go for professional advice from any Apple store
or other Mobile Arenas to gain a better understanding of his needs and
matching it with the product. This would help him make a more informed
decision.

 Extended Exchange Policy

The Manufacturer, Apple, Can provide a scheme called EEP or Extended
Exchange Policy by which consumers could extend their exchange period
to more days by paying a reasonable amount which would help sceptical
consumers to make a better decision.
 Conclusion

Ian had been gifted Apple iPhone 4s by his girlfriend Molly. Ian
does not like Apple and had been an admirer of Samsung galaxy
S2, he was waiting for his Blackberry contact to expire so that
he could buy a Samsung android phone, but as his girlfriend
gifted him Apple iPhone 4s he reached a psychological state of
avoidance acceptance conflict. He now wanted to avoid the
Apple iPhone 4s and accept the Samsung galaxy S2 phone.

So, according to our point of view he should keep the

iphone and use it for 2 to 3 years down the line than he should
go for the new phone of his choice or Ian, the protagonist’s
dilemma can be resolved by involving the retailer in the decision
process.