RESEARCH PROJECT

ON

ANALYSIS OF CONSUMER BEHAVIOUR

TOWARDS ELECTRONICS DURABLES
GOODS

M.B.A.
(MARKETING MANAGEMENT)
SEMESTER-II

INSTITUTE OF MANAGEMENT STUDIES (DAVV)

INDORE (M.P.)
INDIA

SUBMITTED TO: SUBMITTED BY:

MR.PRASHANT MAHAJAN VASANT KUMAR CHOUDHARY
 ACKNOWLEDGEMENT
The entire body of work as it stands today is largely due to the
rich contribution, through discussions and practical exposure,
made by various members of LOTUS. It gives me pleasure to say
that I learned a lot from them and that I am grateful to them for
this.

It is my pleasure to gratefully acknowledge the help and

advice rendered by a number of people, who in their ways tried
to realize our hope of completing the project. It is impossible to
grade or classify the assistance provided by them, however
small, for it is the thought that counts, not the extent to which
they have helped. So we are pleased to thank everyone who has
helped us in bringing the project to reality.

I am thankful to Mr.Prashant Mahajan(Manager HR),for

allowing me to do my research in his office by knowing my
interest in doing research on LOTUS.

I am expressing my thanks to Mr. Amarjeet Singh (Floor

Manager), for instantly providing all the help needed. I an
indebted to them for giving us time off from their busy schedule.

I am also thankful to Dr. Rajendra Singh, Coordinator –

MBA(MM), Institute of Management Studies(DAVV), under
whose guidance we were able to understand the topic and
thereby complete the project more efficiently. I am thankful to all
colleagues for their keen interest in the project.

SUBMITTED BY:-
VASANT KUMAR CHOUDHARY
MBA (MM) II SEM.
 DECLARATION

I hereby declare that the following project report titled “ANALYSIS OF

CONSUMER BEHAVIOUR TOWARDS ELECTRONICS
DURABLES GOODS” is an authentic work done by me. This is to
declare that all my work indulged in the completion of this Project
Report such as research, competitor analysis, and sales promotion is a
profound and honest work of mine.

DATE: 28/01/2009 VASANT K. CHOUDHARY

MBA(MM) II SEM.
 CONTENTS

1. INTRODUCTION

1.1 Worldwide Consumer Electronic Market

1.2 Consumer Electronic Market in India

1.3 Trends in Electronics Market

2. COMPANY PROFILE

3. CLASSIFICATION OF CONSUMER DURABLE

GOODS

4. CONSUMER BUYING BEHAVIOUR

5. RESEACH METHOLOGY

6. REASONS WHY CONSUMER DO NOT

PURCHASED PRODUCTS FROM LOTUS

7. SUGGETIONS

8. BIBLIOGRAPHY
 Worldwide Consumer Electronics Market

The consumer electronics industry has witnessed a phenomenal growth over

the past few years. This growth can be attributed to the increasing effect of
state of the art electronic devices on the market. The consumer electronics
industry is ushering in the dawn of Convergence. It is the confluence and
merging of hitherto separated markets of digital-based audio, video and
information technology, removing entry barriers across the market and
industry boundaries. This convergence of technologies has resulted in a
greater demand for consumer devices, be they portable, in-home (mobile
phones, digital camera) or in-car (CD/DVD players), offering multiple
functions.

The revolution brought about by Digital technology has enabled the

consumer electronics sector to profit from the growing interaction of digital
applications such as: camcorders, DVD player/recorder, still camera,
computer monitor, LCD TV etc. It has also witnessed the emergence of
mobile telecommunications technology, incorporating both digital visual and
digital MP3 capabilities. The computer industry has also benefited by being
able to make its way into consumer's living rooms. HDTV's with VGA
connections and SD/MMC card slots, personal media players, and
Microsoft-based Media Center PCs have pushed the two industries even
closer together than before.

The overall revenue earned through the sale of audio, video and gaming
consoles constitutes the international consumer electronics market. The
global sale of consumer electronics is estimated to exceed all expectations to
touch an all time high of $135.4 billion in 2006, which indicates 8% increase
from 2005. By the year 2008, sales are forecasted to soar up to $158.4
billion, up BY 65% over 2000.
The Asia Pacific region is the market leader wielding the biggest chunk of
the market, closely followed by Europe. The European market share is
expected to take a drubbing due to the growing demand for consumer
durables in the Asia Pacific consumer electronic market. Japanese
companies have captured the consumer electronics market. World famous
brands such as Sony, Panasonic and Matsushita are all owned by these
Japanese manufacturers. Korean companies such as Samsung and LG are all
trying to join the Japanese bandwagon. Samsung can claim to be the world's
fastest growing electronic company.
Consumer Electronics Market in India

India has an increasingly affluent middle class population that, on the back
of rapid economic growth, has made the country’s consumer electronics
industry highly dynamic. The industry has been witnessing significant
growth in recent years due to several factors, such as retail boom, growing
disposable income and availability of easy finance schemes. But still, the
consumer electronics goods, like refrigerators, microwave and washing
machines have low penetration in the country, representing vast room for
future growth.

The report finds that since the penetration of several products like TVs and
refrigerators are reaching saturation in the urban areas, the markets for these
products are shifting to the semi-urban and rural areas.

This analytical research evaluates the Indian consumer electronics industry.

It briefly discusses about the current and emerging trends in the industry,
underlining the future potential areas and key issues crucial for the industry
development. It provides an insight into the emerging and potential future
trend in all the categories and highlights the key strategies that need to be
worked upon to get success in the highly competitive industry.

The report thoroughly analyzes the historic performance and future

prospects, offering 4-year industry forecast, of following consumer
electronics products:
- Washing Machines (Semi-automatic & Fully Automatic)
- Television
- Set-top Box
- Refrigerator (Frost-free & Direct Cool)
- Air Conditioner
- Microwave Oven
- MP3 Players
- Digital Camera & Camcorder
- Mobile Handsets
- PCs (Desktop & Notebook)
Trends in Electronics Market:
- Propelled by growing middle class population, changing lifestyle and
rapid urbanization, the Indian consumer electronics industry is
forecasted to grow at a rapid rate of 10% to 12% in the coming few
years.

- Volume sales of washing machine will be driven by growth in fully

automatic category during 2008-09 to 2011-12.

- The market for televisions in India is changing rapidly from the

conventional CRT technology to Flat Panel Display Televisions
(FPTV). Currently, the split between CRT and FPTV is around 97%
and 3% respectively, and the share of FPTV is projected to increase at
robust rate in near future.

- Frost-free refrigerator sales, certainly growing at a much faster pace

than the direct-cool category, are anticipated to drive the Indian
refrigerators market over the forecast period.

- The AC market in India is projected to grow at 30% to 35% for the

coming few years.

- Driven by young population, demand for MP3 players and digital

video appliances are anticipated to surge at double-digit rate in near
future.

- The low penetration level of consumer electronics goods coupled with

increasing preference for comfort and luxurious goods are widely
attracting the foreign as well as domestic players to the industry.
 COMPANY PROFILE

Inaugurated on 5th April, 2000, at Sneh Nagar Main Road, Indore LOTUS

ELECTRONICS is known to be one of the Largest Electronics

Supermarkets in India. Spread over an area of 15000 sq. ft Lotus presents to

its customers a complete range of electronics consumer durables of almost

every running brand under one roof. Other Showrooms were added to our

chain on 18th October 2000 at Navneet Darshan, Greater Kailash Road, Old

Palasia, Indore and on 9th April 2005 at Surya Sadhna, A.B. Road Indore.

Inaugurated on 5th April, 2000, at Sneh Nagar Main Road, Indore .

LOTUS ELECTRONICS is known to be one of the Largest Electronics

Supermarkets in India. Spread over an area of 15000 sq. ft Lotus presents

to its customers a complete range of electronics consumer durables of

almost every running brand under one roof. Other Showrooms were added

to our chain on 18th October 2000 at Navneet Darshan, Greater Kailash

Road, Old Palasia, Indore and on 9th April 2005 at Surya Sadhna, A.B.

Road Indore.
 VISION

THE GROUP’S ETHOS

Underlying the success of the group is its philosophy of Commitment to

quality, service and reliability. The group believes in ‘Customer Centric’
approach added with commitment to after sale services. Thus group’s
commitment to customers & quality is high.

The group’s concern for development and welfare is deep rooted.

Employee welfare and people care has always been the pride of the Lotus
group.
 MISSION

• We will try to be the favorite shopping destination for people when it

comes to Electronics consumer durables.
• We will serve customers with products of the highest quality, backed
by a guarantee of total satisfaction.
• We recognize that our success is largely due to the faith and trust of
our customers in Lotus and we shall strive hard to uphold their trust in
us.
• We will rely with full confidence on our esteemed customers,
recognizing that our success depends on their contributions.
 BRANCHES AND CORPORATE OFFICE
:: Corporate Office ::
13, Sneh Nagar Main Road, Indore - 452 001
(Madhya Pradesh) INDIA
Fax Number: 0731 4265530
Phone Number: 0731 426555

:: Showroom ::
13, Sneh Nagar Main Road, Indore - 452 001
(Madhya Pradesh) INDIA
Fax Number: 0731 4265530
Phone Number: 0731 426555

Navneet Dharshan, Greater Kailash Road, Old Palasia,

Indore - 452 001, (Madhya Pradesh) INDIA
Fax Number: 0731 4064873
Phone Number: 0731 4265777

SuryaSadhna, Survey No. 182/2/1, A.B. Road

Indore - 452 001, (Madhya Pradesh) INDIA
Fax Number: 0731 4265630
Phone Number: 0731 4265666

City Centre 1
Press Complex
M.P. Nagar Zone -1
Bhopal – 460211(M.P.) INDIA
Fax Number: 0755 4012211
Phone Number: 0755 4218140
 Classification of Consumer Durable Sectors

TELEVISIONS
• CRT/LCD/Plasma KITCHEN
• CD/DVD Player APPLIANCES
• DTH • Cooking Range
• Hand Blender
CAMERAS • Chimney
&CAMCODERS • Gas Table
• Digital Camera • Toaster Maker
• Water Purifiers
• Movie Cameras
• Vaccum Cleaner TELEPHONES
• Camera
• Mixer, Grinder & & MOBILES
Accessories
AUDIO Food Processors • Mobiles Phones
• iPod & MP3 • Water Heater • Land Line
Player Telephones
• Audio HOME • FAX
Systems APPLIANCES • Mobile
• Washing Machines Accessories
• Home
Theaters • Refrigerator
• Microwave Solo COMPUTERS
• Air Conditioners • Laptops
• Iron • Desktops
• Fan • Monitors
• Hair Dryer • Software
• Room Heater • Peripherals
• Computer
Accessories
Revolution in Indian Consumer behavior
• Rising disposables incomes(higher buying power)
• Male no longer the sole income generator
• Enjoys traveling, shopping and eating out
• Increased indulgence in entertainment and lifestyle
products
• Pester Power, seeking variety
• Seeking value for money(High quality and price
consciousness)
• Technology Savvy (Internet,Mobiles,Voice Recognition…)
• Getting used to speed of service
• Convenience seekers
FACTOR AFFECTING CONSUMER BEHAVIOUR
 RESEARCH METHOLOGY

Marketing research is the systematic design, collection, analysis an reporting

of data and findings relevant to a specific marketing situation facing the
company.
MEANING OF RESEARCH
Research in common parlance refers to a search for
knowledge. One can also define research as a scientific and
systematic search for pertinent information on a specific
topic. In fact, research is an art of scientific investigation.
The Advanced Learner’s Dictionary of Current English
lays down the meaning of research as a careful
investigation or inquiry especially through search for new
facts in any branch of knowledge. Redman and Mory
define research as a “systematized effort to gain new
knowledge.” Some people consider research as a movement
from the known to the unknown. It is actually a voyage of
discovery.

Research is an academic activity and such a term should be

used in a technical sense. According to Clifford Woody
research comprises defining and redefining problems,
formulating hypothesis or suggested solutions; collecting,
organizing and evaluating data; making deductions and
reaching conclusions to determine whether they fit the
formulating hypothesis. D.Slesinger and M.Stephenson in
the Encyclopedia of Social Sciences define research as “the
manipulation of things, concepts or symbols for the
purpose of generalizing to extend, corrector verify
knowledge, whether that knowledge aids in construction of
theory or in the practice of art.” Research is thus an original
contribution to the existing stock of knowledge making for
its advancement. It is the pursuit of truth with the help of
study, observation, comparison and experiment. In short,
the search for knowledge through objective and systematic
method of finding solution to a problem is research. The
systematic approach concerning generalization and the
formulation of a theory is also research. As such the term
‘research’ refers to the systematic method consisting of
enunciating the problem, formulating a hypothesis,
collecting facts or data, analyzing the facts and reaching
certain conclusion either in the form of solutions towards
the concerned problem or in certain generalization for some
theoretical formulation.
 MARKETING RESEARCH PROCESS

Marketing research is the systematic design, collection, analysis an reporting

of data and findings relevant to a specific marketing situation facing the
company.
Marketing research process

Define the problem and research objective

Develop the research plan

Collect the information

Analyze the information

Present the findings in Report

Make decisions
Step 1: Define the problem and the research objectives

The 1st step in research is formulating a research problem. It is most

important stage as poorly defined problems will not yield useful results.
Also the marketing management must be careful not to define the problem
too broadly or too narrowly. In order to identify the research problem, three
categories of symptomatic situations, namely, overt difficulties, latent
difficulties and unnoticed opportunities should be studied. Overt difficulties
are hose which are quite apparent and which manifest themselves. Latent
difficulties are those which are not so apparent and which, if not checked,
would soon become evident. Unnoticed opportunities indicate the potential
for growth in a certain area of marketing. Such opportunities are not clearly
seen and dome effort is required to explore them.

Step 2: Develop the research plan

Designing a research plan calls for decisions on data sources, choice of

research design, research approaches, research instruments, sampling plan
and contact methods.

Step 3: Collect the information

Our research group collected the information over a period of 15 days and
from various locations such as malls, residential complexes, colleges and
schools and also retailers.

Step 4: Analyze the information

After the process of gathering information was completed we tabulated the

data and developed frequency distributions and extracted the findings from
the survey.

Step 5: Present the findings

Finally we prepared a project report on our survey and along with the
findings we also presented our recommendations.

Step 6: Make the decision

 RESEARCH DESIGN
A research design is the detailed blueprint used to guide a research study
toward its objectives. The process of designing a research study involves
many interrelated decisions. The most significant decision is the choice of
research approach, because it determines how the information will be
obtained.

To design something also means to ensure that the pieces fit together. The
achievement of this fit among objective, research approach, and research
tactics is inherently an iterative process in which earlier decisions are
constantly reconsidered in light of subsequent decisions.

Types of Research Designs

The different research designs can be categorized into

research design in case of:
1. Hypothesis- Testing Research Studies (Experimental Studies)
2. Exploratory Research Studies.
3. Descriptive And Diagnostic Research Studies

Hypothesis- Testing Research Studies

• Hypothesis-tested research studies (experimental
studies) are those where the researcher tests the
hypothesis of casual relationship between variables.
• Such studies require procedures that will not only reduce
bias and increase reliability, but will permit drawing
inferences about causality.
• Professor R.A. Fisher begun such designs when he was
working at Rothamsted Experimental Station (Centre for
Agricultural Research in England).
• Professor Fischer found that by dividing agricultural fields
or plots into different blocks and then by conducting
experiments in each of these blocks, the information
collected and inferences drawn happen to be more
reliable.
 • This fact inspired him to develop certain experimental
designs for testing hypotheses concerning scientific
investigation.

Difference between exploratory and descriptive research

RESEARCH Types of study

DESIGN

EXPLORATORY DESCRIPTIVE

Overall design Flexible design (design Rigid design (design must

must provide opportunity make enough provision for
for considering different protection against and
aspects of the problem) must maximize reliability)

(i) sampling Non- probability sampling Probability sampling design

design design (purposive or (random sampling)
judgement sampling)

(ii) statistical No pre-planned design for Pre-planned design for

design analysis analysis

(iii) Unstructured instruments Structured or well thought

observational for collection of data out instruments for
design collection of data

(iv) operational No fixed design about the Advanced decisions about

design operational procedure operational procedures
 DATA COLLECTION
The task of data collection begins after problem has been identified. While
deciding about the method of data collection to be used for the study the
researcher should keep in mind two types of data viz, primary data and
secondary.

The primary data are those, which are collected afresh and for first time and
thus happen to be original in character. The secondary are those which have
been collected by someone else and which have already been passed through
statistical process.

The researcher would have to decide which sort of data he would be using
for his study. The method collecting primary and secondary data differ since
primary data are to be originally collected while in case of secondary data
the nature of data collection work is merely that of compilation.

There are several ways of collecting primary data. They are as follows:

1. Observation method
2. Interview method
3. Through questionnaires
4. Through schedules

OBSERVATION METHOD

Observation becomes a scientific tool and the method of data

collection for the researcher when it serves a formulated research.
Purpose is systematically planned and recorded and is subjected to
checks and controls on validity and reliability. Under the observation
method the information is sought by way of investigators own direct
observation without asking from respondent.
SURVEYS [Questionnaire to public]

Surveys are concerned with describing, recording, analyzing and interpreting

conditions that exist or existed. The researcher does not manipulate the
variable or arrange for events to happen Surveys are only concerned with
conditions or relationships that exist, opinions that are held, processes that
are going on, effects that are evident or trends that are developing. They are
primarily concerned with present but at times do consider past events and
influences as they relate to current conditions.
ƒ Survey type researches usually have larger samples because
percentages of responses generally happen to be low, as low as 20 to
30%, especially in mailed questionnaire studies. Thus, the survey
method gathers data relatively from the large number of cases at a
peculiar time; it is essentially cross-sectional.
ƒ Surveys are conducted in case of descriptive research studies, usually
appropriate in case of social and behavioral sciences because many
types of behavior that interest researcher cannot be arranged in
realistic setting.
ƒ Surveys are example of field research and are concerned with
hypothesis formulation and testing analysis of the relationship
between non-manipulated variables.
ƒ Surveys may either be census or sample surveys. They may also be
classified as social surveys, economic surveys, public opinion
surveys. Whatever be their type, the method of data collection
happens to be either observation or interview or questionnaire or
opinionnaire or some projective technique. Case method may as well
be used.
ƒ In case of surveys, research design must be rigid, must make
economical provision for protection against bias and must maximize
reliability, the aim happens to be to obtain complete and accurate
information.
ƒ Possible relationships between the data and the unknowns in the
universe can be studied through surveys.
COLLECTION OF SECONDARY DATA

Secondary data means that are already available that is they refer to the data,
which have already been collected and analyzed by someone else. When the
researcher utilizes secondary data, then he has to look into various sources
from where he can obtain them. In this case he is certainly not confronted
with the problems that are usually associated with the collection of original
data. Secondary data may be either published or unpublished data. Usually
published data are available in:

ƒ Various publications of the central, state and local government.

ƒ Various publications of foreign government or of international bodies
and their subsidiary organization.
ƒ Technical and trade journals.
ƒ Books magazines and newspapers.
ƒ Reports publication of various associations connected with business
and industry, banks, stocks exchanges etc.
ƒ Reports prepared by various scholars’ universities economists etc in
different field.
ƒ Public records and statistics, historical documents and other sources of
publish information. The sources of unpublished data are many; they
may be found in diaries, letters unpublished biographies and
autobiographies and also may be available with scholar’s research
workers. Trade organization, labor bureaus and other public/private
organizations.

Researcher must be careful in using data. He must make a minute because it

is just possible that the secondary data may be unsuitable or maybe be
inadequate in the context of a problem which the researcher wants to study.
Selection of appropriate methods for data collection

Nature scope and object of enquiry: This constitutes the most important
factor affecting the choice of a particular method .the method selected
should be such that it suits the type of enquiry that is to be conducted in the
researcher, this factor is also important in deciding whether the data already
available are to be used not yet available are to be collected.

Availability of funds: Availability of funds for the research project

determines to a large extent the method to be used for the collection of data.
When the funds at the disposal of the researcher are very limited, he will
have to select a comparatively cheaper method. Finance in fact is big
constraint in practice and the researcher has to act within this limitation

Time factor: Availability of time has also to be taken into account in

deciding particular method of data collection. Some methods take relatively
more time whereas with others the data can be collected in a comparatively
shorter duration. The time at the disposal of the researcher thus affects the
selection of the method by which the data is collected.

Precision required: Precision required is yet another important factor to be

considered at the time of selecting the method of collection of data.
Data Collection Instruments

1) PERSONAL INTERVIEW
An interviewer asking questions generally face-to-face to other persons
conducts personal interview. This sort of interview may be in the form of
direct personal investigation or it may be an indirect oral investigation. This
method is particularly suitable for intensive investigations.

2) TELEPHONE INTERVIEWS
This method of collecting information consists contacting information
consists contacting respondents on telephone itself. It is not a very widely
used method, but plays important role in industrial surveys in developed
regions.

3) COMMERCIAL SURVEYS
Commercial surveys can be divided into three types: Periodic, Panel and
Shared surveys. Each of them are discussed below

Periodic surveys
Periodic surveys are conducted at regular intervals, ranging from weekly to
annually held surveys. They use a new sample of respondents for each
survey, focusing on the same topic and allowing the analysis of trends over a
period. Periodic surveys are conducted by mail, personal interview and
telephone.

Panel surveys
Panel surveys, sometimes called interval panels, are conducted among a
group of respondents who have agreed to respond to a number of mail,
telephone or occasionally personal interviews over time. These need not
occur regularly. But a continuous panel or panel data (explained more in
panels) refers to a group of individuals who agree to report specified
behaviors over time.

Shared surveys
Shared surveys, sometimes referred to as omnibus surveys, are administered
by a research firm and consist of questions supplied by multiple clients.
Such surveys can involve mail, telephone, or personal interviews. The
respondents may be drawn from either an interval panel or random selection.
The main advantage here is the cost factor.
4) AUDITS
Audits involve the physical inspection of inventories, sales receipts, shelf
facing and other aspects of marketing mix to determine sales, market share,
relative price, distribution and other relevant information. The different
types of audits are store audits, product audits and retail distribution audits.

5) PANELS
A panel is a group of individuals or organizations that have agreed to
provide information to researcher over a period of time. A continuous panel,
the focus of this section, has agreed to report specified behaviors on regular
basis. There are 2 types of panels: retail and consumer, consumer further
divided into diary panels and electronic panels.

6) MAIL QUESTIONNAIRE

A mail questionnaire is free from any interviewer’s bias and errors, which
may undermine the reliability and validity of the results emerging from the
survey. A mail questionnaire will not have any distribution bias as it will not
show any particular preference or dislike for a certain individual or
household. When the questions asked to the respondents need time to be
answered and needs some thinking, mail questionnaire is ideal. Mail
Questionnaire saves time in collecting the desired information as a large no.
Of respondents can be approached all over the country. It saves money as
cost of traveling, boarding and lodging of interviewers is not to be incurred.
There is no difficulty in having central supervision and control over the
survey operations over a large region. It avoids the bias arising from any
inhibitions in answering questions. (During some personal questions the
respondents may hesitate to answer them in the presence of the interviewer).
It will not have the problem of non-contacts in the strict sense, as might be
the case in personal interviews when the interviewer finds that the
respondent, being away from home is not available.
 METHOLOGY
1).PROBLEM DEFINE
The research project starts with the clearly defining and understanding the
problem. Here, the research project is on the analysis of consumer behaviour
towards electronics consumer goods of LOTUS Electronics.

2).OBJECTIVE OF RESEACH
The objective of whole study is to understand th consumer behaviour
towards electronics goods with the objective to find out the reason behind
due to which the consumer not purchase the electronics goods from LOTUS.

3).DATA COLLECTION TECHNIQUE USED IN STUDY

A).Primary Data
1. For collection of primary data for the study Observation Method is to be
used.
2. Direct Personal Interviews from the customers, general public and the
salesmen.

B).Secondary Data
For the collection of secondary data the following techniques are used:
ƒ Various publications of the central, state and local government.
ƒ Various publications of foreign government or of international bodies
and their subsidiary organization.
ƒ Technical and trade journals.
ƒ Newspapers and Books magazines.
ƒ Reports publication of various associations connected with business
and industry, banks, stocks exchanges etc.
ƒ Reports prepared by various scholars’ universities economists etc in
different field.
 Frequently Asked Question By Buyer :
Q. What are the features of the product?
Q. Is there is any upgraded version of product is available?
Q. What is the Price of the Product?
Q. Is there any Free Gift or Discount is available with
product?
Q. Is there any exchange offer is there on particular product?
Q. What about the Product Warranty?
Q. What are the after sales services of the purchased
product?
Q. Is Home delivery service is there?

Reasons Why Customers do not purchased

product from LOTUS

1. Non – Availability of particular product:-Sometimes

the particular product is not available at store.
2. Not satisfied with the given Price:-Now a days, the
buyer is too conscious about the price of the product. If
he/she think about the particular product have not have
that much price or may have chance to purchase from
other store at lower price.
3. Come with pre – mindset about the particular brand
of the product: - Sometimes the buyer pre – opinion in
mind about the particular brand of the product. And if
the salesman not equally clarify the customer
arguments and not attract the customers to try out
 some other brand of the product, the buyers not make
the purchase.
4. Unawareness about the availability of Products at
LOTUS: Many numbers of customers are still unaware
about the particular brands to be available at LOTUS.
Still many semi-urban and rural customers are unknown
about the LOTUS Supermarket.
5. Believe in opinion of the relatives and peer groups:-
Some customers are heavily influenced with the opinion
and belief with their social groups. Social Groups
includes –family member, friends, neighbors, peer
groups, colleagues, etc.
6. Not satisfied with the arguments and ideas made by
the Salesman about particular product: Sometimes
the salesman not convinced the buyer in totality about
the particular product features and usage.
7. Not purchased the Product before the through
Market Analysis:-Consumer wants some time for
market analysis before final decision to buy the product
and due to this when they first come at store they do
not purchased the product but after analyzing the
product with other competitors they purchased the
product.
8. Influenced by the advertisement and sales
promotion strategy made by the competitors: -
Many a times the customer believe at the
advertisement and offers made by the competitors and
they purchased product on basis of such promotion
activities.
 SUGGESTIONS

1. Prompt availability of Product.

2. Satisfy the need of the consumer by offering product
according to his/her needs.
3. Create the Brand image of LOTUS in mind of
customers of different sections of society by various
promotional offers such as Diwali offer, Id Offer,
Christmas Special Offer, etc.
4. Promote the products at different targeted buyer
segments. e.g Coupons, Scratch Cards, etc.
5. Time-to-time remind the customer that we are always
available to satisfy their needs by advertisement
campaign.
6. Change the attitude and perception by motivate the
customer that this products best suited to your
status/role in the society.
7. Make long term relationship with the customer by
providing good environment and equally handle the any
grievance about the product by setting up Customers
Complains Office. For e.g Organizing loyalty
programmes, Direct mailers,etc.

8. Maintain Suggestion Register and promote the

customer to write the suggestion by offering some gifts
on selection of the suggestion.
 BIBLIOGRAPHY

BOOKS REFERRED

BOOK NAME AUTHOR’S NAME

1.MARKETING MANAGEMENT PHILIP KOTLER

2.CONSUMER BEHAVIOR LEON G. SCHIFFMAN & L.L. KANUK

WEBSITES

www.google.com
www.wikipedia.com
www.ask.com
www.reseachandmarket.com
www.lotuselectronics.com

NEWSPAPERS REFERRED MAGAZINES REFERRED

1. THE TIMES OF INDIA 1.COMPETITION SUCCESS REVIEW

2. ECONOMIC TIMES