INTRODUCTION

1.1 INTRODUCTION TO THE TOPIC

THE STUDY CONSUMER BUYING BEHAVIOUR OF VUDTIQUE CREATION

CONSUMER BEHAVIOUR Consumer behaviour is defined as the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumer behavior comes under marketing branch. The study of consumer behavior dwells from various themes the important once are discussed below: Buying motive Buying roles Major factors influencing buying behavior Working towards enhancing customer satisfaction The five stages in consumer buying process

The aim of marketing is to meet and satisfy target customers needs and wants. The field of Consumer behavior studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Understanding consumer behavior and knowing customers is never simple. Customers may say one thing but do another. They may not be in touch with their deeper motivations. They may respond to influences that change their mind at the last minute. Marketing and environmental stimuli enter the buyers consciousness. The buyers characteristics and decision processes lead to certain purchase decisions. The marketers task is to understand what happens in the buyers consciousness between the arrival of outside stimuli and the purchase decisions. It has been aptly said that the field of consumer behavior holds for various categories of people such as the consumers, marketers and students of marketing. All the firms have started considering customer as the king or queen. Today, the market place is flooded with many new players including the host of MNCs resulting in the availability of more number of brands in every segment of the market. On account of this, the customer has started becoming choosy about what to buy. Thus, all firms are becoming not only customer focused but are also trying to build relationships with them. This is done by
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continuously updating knowledge, information and understanding of the customers needs and expectations. Awareness that is displayed by the firms has made consumers take more interest in their own consumption related decisions. They are keen to gain more knowledge about taking various decisions related to products and the promotional influences that persuade them to buy. Marketers have woken up to the reality that they exist in a competitive environment, and therefore have to be more customers focused. On the one hand, the firms are facing liquidity problems, followed by a rising rate of inflation along with increasing competition eating into their margins and sales. On the other hand, marketers have observed that the choice empowered customer cannot be taken for granted. This is particularly true because of the rapid rise in the average customers earnings, as well as a sharp drop in the savings rate resulting in a huge amount of disposable income to be spent on products and services. Having a better understanding of consumer behavior will help companies become better than their competitors. They will be able to predict the way a consumer may react to a given set of cues, and thus they will be able to plan their marketing programs or strategies accordingly.

WORKING TOWARDS ENHANCING CUSTOMER SATISFACTION

In the existing business environment, markets are turbulent and customer needs are fast changing. Therefore, companies should opt for ways to add value for their customer by offering products or services just the way they want it. When the customer has to choose from a large number of options, features, pricing structures and various delivery methods, offering a unique product to every individual customer will go a long way in adding value to the consumer decision making process. Customer satisfaction is a continuous process which does not begin or end with a purchase. It covers the entire ownership experience from selecting a product, to purchase, to aftercare to a repeat purchase. Thus, there are three stages in the customer satisfaction process, namely:

1. Pre sales: During this stage, the customers expectations are developed through the various information sources like advertising, word of mouth and so on. 2. During sales: When the customer is engaged in experiencing how to deal with enquiries and sell products. 3. After sales: This refers to the period where the customer has started using the product 4. The pre-sales period: This refers to clear, useful information on:
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The product or service. Its quality aspect. Its core benefits or advantages. Its price Its availability or sales outlet. How to obtain it.

During sales period: Opportunity to inspect the products. Provision of an attractive sales environment. Courteous and effective service. Reasonable and reliable delivery. Enhancing quality of goods or services. Prompt reply in case of complaint receipt. Freedom to choose with undue sales pressure.

The After sales period: If required necessary support or advice must be provided. Prompt replacement or refund if necessary. A smooth and straight forward complaint procedure. Efficient repair and maintenance service. Efficient and effective consumer follow-up process.

From the above points, it is seen that consumer satisfaction goes beyond the core product or service offering. Marketing decision makers must start by trying to understand the elements which together will determine the satisfaction levels.

MAJOR FACTORS INFLUENCING BUYING BEHAVIOUR

Personality-An individuals personality relates to perceived personal characteristics that are consistently exhibited, especially when one acts in the presence of others. In most, but not all, cases the behaviors one projects in a situation is similar to the behaviors a person exhibits in another situation. In this way personality is the sum of sensory experiences others get from experiencing a person (i.e., how one talks, reacts). While ones personality is often interpreted by those we interact with, the person has their own vision of their personality, called Self Concept, which may or may not be the same has howothers view us.

CULTURAL FACTORS Culture: Exert the maximum influence on consumer behavior. Culture is the basic determinant of a person wants. It refers to a set of learnt beliefs, values, attitudes, customs, habits and other forms of behavior that are shared in society.

Sub Culture: Each culture consists of smaller subcultures that provide more specific identification and socialization for its members. They are four types of subcultures they are:

NATIONALITY GROUPS RELIGIOUS GROUPS RACIAL GROUPS GEOGRAPHIC GROUPS

Social Class: It is the divisions of people in the society, which are hierarchically ordered, and its members share similar values and behavior.
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SOCIAL FACTORS Reference Group They are the social, economic or professional groups that have a direct or indirect influence on the persons attitudes or behavior. Consumers accept information provided by their peer groups on the quality, performance, style etc of a product. These groups influence the persons attitudes and expose them to a new behavior. Family It is the most influential group as the attitudes, habits and values are shaped by the familys influence. The members of family play different roles such as influencer, decider, purchaser and user in the buying process. Roles and Status Roles represent the position we feel we hold or others feel we should hold when dealing in a group environment. These positions carry certain responsibilities The consumers buying behavior is also influenced by the roles and status of person. It influences a person in taking a certain decision. PERSONAL FACTORS Age According to Russell People buy different goods and services over their lifetime. The lifecycle of a person is infancy, adolescence, teenage, adult middle age and old age. In each stage the persons buying behavior is different. The person is dependent on others during the first three stages, then in the next stage he not only takes decisions but also influences others buying decisions and in the last stage of the life cycle the decisions are again made by others. Occupation It also influences his or her consumption pattern because occupation decides his ability to buy For example A blue-collar worker will buy work clothes and work shoes while a companys president will buy expensive suits, club memberships and a luxury car.

Economic Circumstances Products choice is greatly affected by ones economic circumstances. Peoples economic circumstance consists of their spend able income, savings, assets, debts, borrowing power and attitude towards spending versus saving.

Lifestyle It is the pattern or way of living of a person. This will be indicated through the persons activities, interests and opinions. Hence he will chose products according to his lifestyle. PYSCHOLOGICAL FACTORS Motivation Motivation relates to our desire to achieve a certain outcome. For instance, when it comes to making purchase decisions customers motivation could be affected by such issues as financial position (e.g., Can I afford the purchase?), time constraints (e.g., Do I need to make the purchase quickly?), overall value (e.g., Am I getting my moneys worth?), and perceived risk (e.g., What happens if I make a bad decision?).Psychologists have developed theories of human motivation. The best three motivation theories are given by Sigmund Freud, Abraham Maslow and Frederick Herzberg.

Perception A motivated person is ready to act. How the motivated person actually acts is influenced by his or her perception of the situation. To perceive is to see, to hear, to touch, to taste, to smell and to sense something so as to find meaning in the experience. People can emerge with different Perceptions of the same object because of three perpetual processes that is selective retention, selective attention and selective distortion. Learning Involves changes in an individuals behavior arising from experience or practice. Most human behavior is learned. It is produced through the interplay of drives, stimuli, cues, responses and reinforcement.
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Beliefs and Attitudes A belief is a descriptive thought that a person holds something. Through doing and learning, people acquire beliefs and attitudes. These in turn influence their buyer behavior. The beliefs may be based on knowledge, opinion, or faith. They may or may not carry an emotional charge. An attitude is a person enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea. People have attitudes toward almost everything: religion, politics, clothes, music, food and so on. Attitudes put them into a frame of mind of liking or disliking an object.

THE FIVE STAGES IN CONSUMER BUYING PROCESS Problem Recognition The buying process starts when the buyer recognizes a problem or need. The need may be activated by internal or external stimuli. The intensity of want will indicate the speed at which the person will move to fulfill it. Information Search An aroused customer will be inclined towards the search for information until the desired product is known and available. The person will also search for information until the desired product is known and available. The person will also search for information relating to the brand, its location and the manner of obtaining the product.

Evaluation of Alternatives This is an important stage in the process of buying where several decisions are taken in the evaluation process. The basic consumer evaluation process is as follows Firstly The consumer is trying to satisfy a need.

Secondly He is looking for certain benefits from the product. Thirdly He sees a product as a bundle of attributes. Purchase Decision While the customer is evaluating the alternatives the person will have preferences among the various brands, a liking towards a particular brand will lead to the purchase of the product thus a prospective buyer heads towards final selection. Post Purchase Behavior Once the product has been purchased the consumer will experience some level of satisfaction and dissatisfaction. If the derived satisfaction is as per expected satisfaction then it will lead to brand preference and brand loyalty leading to future purchases. If the purchase does not yield derived satisfaction then the customer becomes dissatisfied and will lose its preference.

FASHION Fashion may be defined as way of living, dressing, decorating etc. which are popular today, but which are popular today, but which would soon lose their Popularity. It is somethings passing & transitory, a mere craze of the moment to be looked down upon with contempt. For example, tight pants are the fashion today, but only a short wise ago broad loose pant were the order of the day. If today a man appear is Society wearing Broad pants, he would be help up to ridicule, by only a few year ago they were the height of fashion, symbol of good haste & culture.

OBJECTIVE OF THE PROJECT

PRIMARY OBJECTIVE

1. To study buying pattern of the consumers. 2. To study consumer perception with respect to promotional activities of vudtique creations.

SECONDARY OBJECTIVE

3. To analyze the awareness among pubic about the brand. 4. To analyse the customer expectation from the manufacturer. 5. To help the company to know what consumer want in the product. 6. To have an idea about parameters consumer consider while buying.

NEED OF THE STUDY

There are different national & international products present inIndia. So to identify the customer & their buying behaviour have been the focus of a number of international and national product. The result of these studies have been useful to the provide solution to various marketing problem. Understanding buying behaviour pattern per se is not enough without understanding the composition and origin of the customer. Today most of the Indian customers are attracted by the imported goods because of their high quality. So that most of the Indian company product loses their credibility and loyalty in domestic customers. So the objectives of the study are 1. How can we stand out in a highly competitive market where consumers have choices? 2. How we can provide best loyalty to our customer while earning a fair profit? 3. How can we grow our business while retaining a core of the loyal customer?
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so many

1.3 STATEMENT OF THE PROBLEM

Vudtique Creations had entered into manufacturing of the products in the year 2004 and for the same had the problem of creating awareness in the industry which had already been occupied by various other brands. The consumer had different preference perception towards the brand in the market. Therefore a study was chosen to analyze the amount of awareness that had been created by them and the consumer behaviour0 towards the product manufactured by them is studied.

HYPOTHESES
Based on the literature review and research framework formed, nine specific hypotheses are developed within these components from the overall frame work. The null hypotheses are:

H1=Brand awareness will have a significant positive effect on fashion adoption. H2= Self-concept will have a significant negative effect on fashion adoption. H3= Product quality will have a significant relationship with fashion adoption. H4= All the variables will have a significant effect on fashion adoption

1.4 LIMITATIONS OF STUDY

This being an academic study, it suffers from time and cost constraints. The survey was conducted only on 100 respondents. The analysis of the study is limited to Delhi city only. Hence it cannot be generalized in other places.
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There are chances of respondents being biased on data, which was collected through personal survey.

CONCEPT AND METHODOLOGY

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2.1 RESEARCH METHODOLOGY

Research problems: To study buying behavior of consumer for indigenous and imported product Data source: Primary data and secondary data Research approach: Survey approach Research methodology: Exploratory method Research Instruments: Questionnaire

SAMPLING PLAN

Population definition Sample: Malls, Super Markets Extent: Delhi Sample Methods Sample Size Primary Data Random simple sampling 100 questionnaire and interview

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2.2 RESEARCH INSTRUMENT Research instrument is an instrument through which data is collected as accurate as

possible. It should be easy to use convenient for obtaining data and the researcher should find it easy to gather accurate data using this instruments used in research are-

QUESTIONNAIRE:

questionnaire is a popular means of data collection instrument. A

questionnaire uses a structured, standardized format of data collection to record verbal responses to questions. Particularly when the population to be covered is very large and the study wishes to collect data about specific aspects of consumers awareness, attitude, opinions, prior and present behavior, it is recommended to design a questionnaire. The exact format and sequence of the questionnaire will greatly depend on the study objective and the method of administration of the questionnaire.

Types of questions used to frame the questionnaire: Open ended questions: - Open ended questions leaves the respondents free to offer any replies that seem appropriate in light of the questions. Multiple choice questions: - It presents either in the question proper or immediately following the question, the list of possible answers from which the respondent must choose. Dichotomous questions: - It represents an extreme form of the multiple choice question, allow only two responses, such as yes-no, agree-disagree, male-female and did-did not. Structured direct interview: A formal questionnaire consists of structured and direct form of questions. The interviewer is instructed to ask the persons those questions only in the order given in the questionnaire. This mode of data collection is structured and direct in nature.

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2.3 SOURCES OF DATA Primary data The data which is collected directly from the consumer by communicating with them. It helps to know the attitudes and opinions of people, awareness and knowledge, behaviour etc. Contacting the sample members and then getting the required information by using observation and communication collects this data. There are some data collecting instruments.

These are: a. Survey Method b. Observation Method c. Experience Method.

Primary data was collected through an interview with the help of a structured questionnaire, which contained queries that were relevant to the purpose of the study as well as pertinent; industry related questions. The present study questionnaire makes use of both open ended and close ended questions.

Secondary Data Secondary data is the information which already exists. These are data which can be collected from internal and external sources apart from the information collected from the field. The secondary data for this research was obtained from textbooks, brochures and internet. Very little research specific data was available; hence much emphasis was given to primary data. PLAN OF ANALYSIS:
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The data collected was tabulated and percentage were determined the interpretation are presented in form of graph and charts.

Conclusions have drawn and suggestions have been made to the best of knowledge. All the work is done under the assumption that the data collected from the respondents was accurate. Throughout the survey and throughout the time the report was prepared, errors and mistakes have been made minimal despite the knowledge of the fact that with a sample size of 100, various hindrances are bound to occur. Summary of findings have been recorded and suitable suggestion are given to improve the business.

Utmost care has been taken while preparing this report to see that it can be clearly understood by the reader as well as beneficial for the company.

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ORGANIZATIONAL PROFILE

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INTRODUCTION OF THE COMPANY

3.1 About the company

Established in the year 1993, we Vudtique Creations, is renowned manufacturers, exporters and suppliers of an exquisite range of shawls and bags to clients based in domestic and overseas markets. An array of designer products we offer include trendy leather bags, contemporary designer leather bags, designer leather bags, stock leather bags, jacquard scarves, jacquard checked scarves, metallic cotton scarves, dobby jacquard scarves, multicoloured checked scarves, cotton canvas washed bags, cotton canvas printed bags, cotton tote bags. We have acquired export certification in the year 2004, with a mission to promote a whole range of women apparels and accessories in the international market. Our company is led under the able guidance of Mr Rishi Saluja, whose in depth understanding of fashion trends has helped meet the exact demands of our clients and achieve an annual turnover of Rs.1crore. We would like to take this opportunity to introduce ourselves as a complete range of products and services offered by us in fashion accessories, analogue and different designs to your esteemed organization. We are the exclusive Exporters & Manufacturers for different accessories, for their complete range of leather bags, ladies footwear, belts, Jewellery, scarves, stalls, wooden handicrafts and many more, which comprising of different skills and well worked for Europe, UK, Australia, South Africa, Canada, India, etc.

VUDTIQUE CREATIONS is worldwide in fashion accessories in beaded works in full range. We are also the exclusive Manufacturers for Wooden Handicrafts. We have network offices in India for the sales and support offices in Agra and Saharanpur also a team of highly qualified in their fields. We would request you to consider us for your present and future needs of any of the following requirements

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1. Ladies Footwears, Belts, Scarves, Stolls 2. Beaded bags, Canvas bags, leather bags etc. 3. Ceramics tiles, wall hangings, wooden Candle stand. 4. Wooden trays, bowls, photo frames, Hand painted boxes and many more.

We hope that this is in line with your requirements. We do believe the range of our products can come very handy for you and reproduction on as required basis especially those products, which need to be very costly.

Vudtique Creations plan to work in partnership concept with the clients so that common goals and objectives may be shared. I would be obliged if you allow to us to make a detailed presentation to apprise you of our value proposition and understand your requirements. We also pride ourselves in providing the best services to the clients and we look forward towards building a strong relationship with you.

MISSION Promote complete body decoration for women in the international market. Our aim is to deliver as per customers' satisfaction and aspirations.

Vision Maintain consistent quality of its exquisite and premium items.

3.2 Historical
Established in the year 1993 Acquired export certification in the year 2004. Registration Date: 2003/10/02 (Year/Month/Date)

Company Profile

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Company Name Business Type: Registration Date:

VUDTIQUE CREATIONS Manufacturer 2003/10/02 (Year/Month/Date)

Product/Service (We Sell):

Leather Bags, Pashmina Scarves

Scarves,

Stoles,

Shawls,

Product/Service (We Buy):

Leather Belts, Mens Jewellery

Address:

14 / A, Lig Rajouri Garden

Brands:

Vudtique Creations

Number of Employees:

11 - 50 People

Company Website URL:

http://www.vudtiquecreations.com

Ownership & Capital:Year Established: Registered Capital: Ownership Type: 2003 US$5 Million - US$10 Million Individual (Sole proprietorship)

Trade & Market:20

Main Markets:

North Eastern Western Europe

America Europe

Total Annual Sales Volume:

US$10 Million - US$50 Million

Export Percentage:

91% - 100%

Factory Information:Factory Size: Factory Location: QA/QC: No. of Production Lines: No. of R&D Staff: No. of QC Staff: Contact Person: 1,000-3,000 square meters Industrial Estate In House 2 5 - 10 People Less than 5 People Ms. Pushpa Saluja

Company Name: Street Address: City: Province/State:

Vudtique Creations 14 / A, Lig Rajouri Garden New Delhi Delhi

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Country/Region: Zip:

India 110027

3.3 Different Departments of the organization

1. HR/ Personnel department

2. Accounts departments

3. Purchase departments

4. Store department

5. Quality department

6. Sales & Excise department

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3.4 Products of the company

Different product profile of the organization: -

Quality we use superior raw material in our products. Stringent quality checks and tests are carried out to bring the desired results in quality. Senior craftsmen supervise production. They have small teams of craftsmen working under them. The outstanding designs that these artists produce involves several diligent hours of labour coupled with modest desire to give one's best to the world. Their enormous skill is reflected in items they produce. They are in this field for generations and have an undying commitment to produce only the best in the industry.

Our Products

Fashion Handbags

Fashion Jewellery

Designer Footwear

Fashion Scarves

Designer Belts

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Canvas Bags & Leather Bags

We are one of the leading manufacturers, exporters and wholesalers and suppliers of all type of Canvas bags and leather bags which includes: Beaded evening bags, Crochet evening bags, Embroidered evening bags, Hand Embroidered evening bags, sequence Work bags, Fashion Leather Bags, Ladies Leather Bags, Cosmetic Leather Bags, Shoulder Leather Bags, Hand Leather Bags, Portfolio Leather Bags, Executive Leather Bags, Conference Leather Bags, Travel Leather Bags, Sports Leather Bags, Designer Leather Bags, Gift Leather Bags etc.

Ladies belts We are one of the leading manufacturers, exporters and wholesalers and suppliers of embroidered belts, womens leather belts and fancy belts Our range of fashion belts includes: - Leather Belts, Beaded Belts, Crochet Belt, Embroidered Belt etc.

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Silk Scarves Scarves are the more than one piece of material that is used as decoration on the head, around the neck or around the waist.

Designer Footwear

Fashion Jewellery

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3.5 ORGANIZATIONAL CHART

MANAGING DIRECTOR

CHIEF EXECUTIVE OFFICER

AREA GENERAL MANAGER

AREA MANAGER

ASSISTANT SHIFT MANAGER

SHIFT MANAGER

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DATA ANALYSIS

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4 DATA ANALYSIS

Definition of AnalysisAnalysis is the process of breaking a complex topic or substance into smaller parts to gain a better understanding of it. The technique has been applied in the study of mathematics and logic since before Aristotle, though analysis as a formal concept is a relatively recent development. It is the process of placing data in ordered form, combing them with existing informations and extracting meaning from them. Interpretation is the process of drawing; conclusions from the gathered data in a study.

Analysis methods should be selected on the basis of whether or not they will be able to effectively answer the evaluation questions within each evaluation project. There are a number of considerations when selecting evaluation methods. The first is to make sure that the methods which are selected are appropriate and ethical for the groups involved in them. Appropriate ethical approval processes need to be followed where required and evaluators need to conform to appropriate ethical standards. Methods selection in evaluation also needs to be very focused on value for money in terms of the selection of methods. There are usually limited evaluation resources and they need to be used wisely. Evaluation methods should be fit for purpose in the sense that they provide the amount of information required at a level of certainty which is sufficient for the purpose of the evaluation.

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4.1 GRAPHICAL REPRESENTATION OF DATA ANALYSIS

TABLE 1.SHOWING THE AGE OF THE RESPONDENTS

AGE Below 20 years 20-30 years 30-40 years 40 and Above TOTAL

NO.OF RESPONDENTS 25 40 20 15 100

PERCENTAGE 25% 40% 20% 15% 100%

ANALYSISThe above table analysis the age of the respondents.40% of the respondents are between the age of 20-30 years, 25% are teenagers, 20% fall in 30-40 years bracket and 15% of the respondents are 40 years and above.

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CHART 1. SHOWING THE AGE OF THE RESPONDENTS

AGE
50 40 40 30 20 10 0 Below 20 years 20-30 years AGE 30-40 years 40 and Above 25 20 15

INFERENCEIt is inferred that the respondents are not evenly distributed on the basis of age and a high percentage of the respondents are in the 20-30 years age group.

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TABLE 2.SHOWING THE GENDER OF THE RESPONDENTS

GENDER Male Female TOTAL

NO.OF RESPONDENTS 42 58 100

PERCENTAGE 42% 58% 100%

ANALYSIS

The above table analyzes the gender wise classification of the respondents. It is seen that 42% of the respondents are males and 58% are females.

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CHART 2. SHOWING THE GENDER OF THE RESPONDENTS

GENDER

42% Male Female 58%

INFERENCEIt is inferred that the survey group was not distributed evenly on the bases of gender and there were more females as compared to males.

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TABLE 3 SHOWING THE OCCUPATION OF THE RESPONDENTS

OCCUPATION Student Professionals Businessmen Others TOTAL

NO.OF RESPONDENTS 35 15 22 28 100

PERCENTAGE 35% 15% 22% 28% 100%

ANALYSISThe above table analysis the occupation of the respondents.35% of the respondents are students followed by 28% are others, 22% are businessman and 15% are professionals being the least.

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CHART 3 SHOWING THE OCCUPATION OF THE RESPONDENTS

OCCUPATION

Others

28

Businessmen

22

Professionals

15

Student 0 5 10 15 20 25 30

35 35 40

INFERENCEIt is inferred that the respondents are not evenly distributed on the basis of occupation and a high percentage of the respondents are students.

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TABLE

SHOWING

THE

MONTHLY

FAMILY

INCOME

OF

THE

RESPONDENTS

MONTHLY INCOME Below 25000 25000-50000 50000-75000 75000 and Above TOTAL

FAMILY NO.OF RESPONDENTS

PERCENTAGE

10 42 30 18 100

10% 42% 30% 18% 100%

ANALYSIS The above table analysis the monthly family income of the respondents.42% of the respondents have a family monthly income between 25000-50000, 30% fall in 50000-75000 bracket, 18% above 75000 and 10% of the respondents below 25000.

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CHART

SHOWING

THE

MONTHLY

FAMILY

INCOME

OF

THE

RESPONDENTS

MONTHLY FAMILY INCOME

50 40 30

42 30 18 Below 25000 25000-50000 50000-75000 75000 and Above 10

20 10 0

NO.OF RESPONDENTS

INFERENCEIt is inferred that the respondents are not evenly distributed on the basis of monthly family income and a high percentage of the respondents have a family income between 25000-50000

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TABLE 5 SHOWING THE PREFERENCE OF SHOPPING BY THE RESPONDENTS

FACTORS Retail stores Exclusive showroom Malls Exhibitions Discount stores TOTAL

NO.OF RESPONDENTS 8 24 40 12 16 100

PERCENTAGE 8% 24% 40% 12% 16% 100%

ANALYSISThe above table analyzes the data regarding the shopping preference by the respondents for their apparels. It is seen that 40% of the respondents prefer to shop from malls which is the majority followed by 24% from exclusive showrooms, 16% from discount stores, 12% from

exhibitions and the least being the retail stores which is 8%.

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TABLE 5 SHOWING THE PREFERENCE OF SHOPPING BY THE RESPONDENTS

PREFERENCE OF SHOPPING

16% 12%

8% 24%

Retail stores Exclusive showroom Malls Exhibitions Discount stores

40%

INFERENCEThus it can be inferred that majority of the respondents prefer purchasing from varied stores and very few of them are loyal to the specific shop.

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TABLE 6 SHOWING THE RESPONDENTS COMPANY WHILE SHOPPING

FACTORS Alone Friends Parents Spouse Others TOTAL

NO.OF RESPONDENTS 20 45 12 8 15 100

PERCENTAGE 20% 45% 12% 8% 15% 100%

ANALYSISThe above table analysis the company preferred by the respondents. Accordingly it can be observed that 45% of the respondents prefer to shop with their friends followed by 20% who prefer to shop alone, 15% with others, 12% with parents and 8% with their spouse respectively.

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CHART 6 SHOWING THE RESPONDENTS COMPANY WHILE SHOPPING

CHART 7. ACCOMPANIED BY
45 40 35 30 25 20 15 10 5 0 45

20 12 8 15

Alone

Friends

Parents

Spouse

Others

INFERENCEHence it can be inferred that a high percentage of the respondents prefer to shop with their friends.

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TABLE 7 SHOWING THE PURCHASE OPINION GIVEN TO THE RESPONDENTS

FACTORS Own Friends Parents Spouse Others TOTAL

NO.OF RESPONDENTS 12 45 24 12 7 100

PERCENTAGE 12% 56% 24% 12% 7% 100%

ANALYSIS The people who accompany the customer are highly influential on his/her shopping behaviour. The above table analysis the purchase opinion given by different people to the respondents accounting to friends being the majority showing 45%,24% parents,12% take their own decision,12% from their spouse and 7% depend on others respectively.

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CHART 7 SHOWING THE PURCHASE OPINION GIVEN TO THE RESPONDENTS

PURCHASE OPINION

Spouse 12%

Others 7%

Own 12%

Parents 24%

Friends 45%

INFERENCEThus it can be inferred that friends are the most influencing group of all the groups of people indicating this as the target market.

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TABLE 8 SHOWING THE CUSTOMERS EXPECTATIONS WHILE SHOPPING

FACTORS Quality Price Variety Brand Exchange facility TOTAL

NO.OF RESPONDENTS 32 20 25 15 8 100

PERCENTAGE 32% 20% 25% 15% 8% 100%

ANALYSIS People have different expectations from different products and to fulfill them should be the basic objective of any company. The above table indicates the expectations of the respondents while shopping. 32% of the respondents expect a high level of quality followed by 25% who expect variety, 20% price, 15% brand and 8% of the respondents looks for a favorable exchange facility. .

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CHART 8 SHOWING THE CUSTOMERS EXPECTATIONS WHILE SHOPPING

CUSTOMERS EXPECTATIONS
32 25 20 15 8 Quality Price Variety Brand Exchange facility

35 30 25 20 15 10 5 0

NO.OF RESPONDENTS

INFERENCEThus it can be inferred that the respondents expect high level of quality while purchasing a product and hence to satisfy them, the company should maintain high quality standards

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TABLE 9 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE QUALITY

FACTORS

NO.OF RESPONDENTS

PERCENTAGE

Satisfied Highly satisfied Neutral Dissatisfied Highly dissatisfied TOTAL

50 10 34 6 0 100

50% 10% 34% 6% 0% 100%

ANALYSISHigh quality levels should be maintained in order to have satisfied customers. The above table analyzes the perception of the respondents regarding the quality of the products. 50% of the respondents are satisfied with the quality of products available at but 6% of the respondents are not satisfied with the same.10% are highly satisfied and Neutral accounts to 52% of the total respondents.

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CHART 9 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE QUALITY

CUSTOMERS PERCEPTION TOWARDS QUALITY

Highly dissatisfied 0 Dissatisfied Neutral Highly satisfied Satisfied 0 10 20 30 40 10 50 50 6 34

INFERENCEThus it can be inferred that a very high percentage of the respondents are satisfied with the quality of the products.

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TABLE 10 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE PRODUCT RANGE

FACTORS

NO.OF RESPONDENTS

PERCENTAGE

Satisfied Highly satisfied Neutral Dissatisfied Highly dissatisfied TOTAL

37 4 51 8 0 100

37% 4% 51% 8% 0% 100%

ANALYSISA customer becomes a loyal customer only if he is satisfied with the range of products available in the store. The above table analyzes the opinion of the respondents about the product range of store. 37% of the respondents are satisfied with the present product range but 8% of the respondents are not satisfied with the same. 51% of the respondents fall under the neutral category. 4% of the respondents are highly satisfied with the current product range.

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CHART 10 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE PRODUCT RANGE

CUSTOMERS PERCEPTION TOWARDS RANGE OF PRODUCTS

60 50 40 30 20 10 0 1 4 37

51 Satisfied Highly satisfied Neutral 8 0 Dissatisfied Highly dissatisfied

INFERENCEThus it can be inferred that majority of the respondent have neutral view about the product range but there is large percentage of respondent who are satisfied with the current product range.

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TABLE 11 SHOWING THE CUSTOMERS PERCEPTION TOWARDS PRICE

FACTORS Satisfied Highly satisfied Neutral Dissatisfied Highly dissatisfied TOTAL

NO.OF RESPONDENTS 12 2 56 30 0 100

PERCENTAGE 12% 2% 56% 30% 0% 100%

ANALYSISPrice is the most important factor a customer looks for while shopping. The above table analyzes the opinion of the respondent about the price range. 12% of the respondents are satisfied with the price range offered by Wills Lifestyle but 30% of the respondents are not satisfied with the same. 2% of the respondents are highly satisfied with the price range. Neutral accounts to 56% of the total respondent.

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CHART 11 SHOWING THE CUSTOMERS PERCEPTION TOWARDS PRICE

CUSTOMERS PERCEPTION TOWARDS PRICE

60 50 40 30 20 10 0 Satisfied Highly satisfied Neutral Dissatisfied Highly dissatisfied 12 2 0 30 56

INFERENCEThus it can be inferred that majority of the respondent have neutral view about the price range but there is large percentage of respondents who are not satisfied with the price range.

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SUMMARY AND CONCLUSION

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5.1 FINDINGS Based on the analysis and interpretation we have the following findings: High percentage of the respondents is in the 20-30 years of age group. On the bases of gender there were more females as compared to males. Majority of the respondents have a monthly family income between2500050000 which means that upper middle or upper class is targeted. Most of the respondents prefer purchasing from varied stores and thus there is a possibility of low store loyalty. A high percentage of the respondents prefer to shop with their friends. It was also seen that age plays an important role in deciding the company for shopping. Friends are the most influencing group of all the groups of people thus indicating this as the target market. It was found that most of the respondents expect a very high level of quality from the products they purchase

5.2 CONCLUSIONS Modern marketing is consumer oriented. Market survey on consumer behaviour is very much essential for every marketer to make decisions. The purchasing power of the consumer has also increased giving rise to his wants and needs.

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BIBLOGRAPHY
1. www.vudtiquecreations.com 2.

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