A PROJECT REPORT ON

CONSUMER PREFERENCES TOWARDS

DIGITAL SHOPPY

(A CASE STUDY ON PRATYANKARA ELECTRONICS)

PROJECT REPORT

Submitted in partial fulfillment for the award of the degree

BACHELOR OF BUSINESS MANAGEMENT

KAKATIYA UNIVERSITY
Warangal

BY
M. LAKSHMI NARAYANA
H.T. No. : 07605 - 1816
Under the Guidance of
V. USHA RANI, M.B.A.
DEPARTMENT OF COMMERCE AND BUSINESS MANAGEMENT
KAVITHA MEMORIAL DEGREE COLLEGE
KHAMMAM
V. USHA RANI, M.B.A.
Department of Commerce &
Business Management
Lecturer in Commerce &
Kavitha Memorial Degree College
Business Management
Khammam - 507 002.
CERTIFICATE
This is to certify that the project report entitled
CONSUMER PREFERENCES TOWARDS DIGITAL
SHOPPY has been prepared by M. LAKSHMI NARAYANA
under my supervision.
He has completed this project work as per the rules
prescribed for practical work done by his and has not been
submitted either in full or part for any degree or diploma or
any University earlier.
(V. USHA RANI)
Project Guide
V. Devender, M.Com., M.Phil. Head of the Department
Department of Commerce &
Lecturer in Commerce &
Business Management
Business Management
Kavitha Memorial Degree College
Khammam - 507 002.
CERTIFICATE
This is to certify that the project report entitled
CONSUMER PREFERENCES TOWARDS DIGITAL
SHOPPY has been prepared by M. LAKSHMI NARAYANA
He has completed this project work as per the
rules prescribed for practical work done by his and has
not been submitted either in full or part for any degree or
diploma or any University earlier.
(V. DEVENDER)
HEAD OF THE DEPARTMENT
DECLARATION
I hereby declare that this project report entitled
CONSUMER PREFERENCES TOWARDS DIGITAL
SHOPPY has prepared by me during the year
2006-2007, under the guidance of V. USHA RANI.
I also declare that this project is the result of my
own efforts and it has not been submitted to another
university for the award of any Degree or Diploma.
(M. LAKSHMI NARAYANA )
DATE :
PLACE : KHAMMAM.
ACKNOWLEDGEMENT

I acknowledge my sincere thanks to Mr. M. Satyanarayana,

Principal of Kavitha Memorial Degree College, for his co-operation
in an excellent manner to prepare this project work.
My humble thanks to Mr. V. Devender,M.Com., M.Phil.
Head of the Department (H.O.D) for his valuable advises.
I express my heartful gratitude to my project guide V. USHA
RANI, Kavitha Memorial Degree College, Khammam, whose
supervision, valuable guidance and help enabled me to complete
this work.
My sincere thanks to our faculty members Ms. V. Usha
Rani, Ms. E. Mamtha, Mrs. Surya Laxmi for the unenviable job
of giving instructions and keeping project rolling and on track.
(M. LAKSHMI NARAYANA )
ACKNOWLEDGEMENT

I express my deep sense of gratitude to Mr. Sandeep,

Manager of the Digital Shoppy, Khammam and his staff
members for providing the opportunity to take up this project.
I am grateful to Mr. Sandeep for his co-operation.
I am highly indebted to Mr. Sandeep, Manager, Digital
Shoppy for his co-operation and valuable suggestion which
made me to gain self confidence and to complete my project
work successfully.
Finally I am happy to thank My friend Vamshi, Naresh
and Mani, Phani for encouraging me continuously to achieve
my academic endeavor.
(M. LAKSHMI NARAYANA )
C O N T E N T S

I. INTRODUCTION 01-12
[ Market Positioning Stratergy
[ Major Steps involved in buying process
[ Need and important of study
[ Limitations of study
[ Methodology
II. ORGANIZATION PROFILE 13-30
[ Digital Shoppy Profile
[ Website Address
[ Company Profile
[ Product Profile
[ Objectives of Organization
III. THEORITICAL FRAME WORK 31-48
[ Theories of consumer behaviour
[ Consumer behaviour is an indisciplinary Science
[ Importants of consumer behaviour for marketers
[ Consumer decision making
[ The buying decision process
IV. DATA ANALYSIS & INTERPRETATION
49-74

[ Market position
[ Rate of performance
[ Responce from customers
[ Market position
V. CONCLUSIONS & SUGGESTIONS 75-77
[ QUESTIONNAIRE 78-79
[ BIBLIOGRAPHY 80
C E R T I F I C A T E

This is to certify that Mr. M. LAKSHMI

NARAYANA, S/o. M. SATYANARAYANA bearing
Roll No. 07605-1816 a student of our college,
studying BACHELOR OF BUSINESS MANAGEMENT
(B.B.M), Final has successfully completed his
project work entitled CONSUMER PREFERENCES
TOWARDS DIGITAL SHOPPY with special
reference to DIGITAL SHOPPY. This project is
submitted in partial fulfillment for the award of
Bachelor's Degree in Business Management.
PRINCIPAL
CHAPTER -I

INTRODUCTION
INTRODUCTION

Marketing is indeed an ancient art; it has been practiced in

the one form or other since the days of Adam and Eve. Marketing is a
comprehensive term and it includes all resources and set of activities
necessary to direct and facilitate the flow of goods and services from
producers to consumer in the process of distribution. Its emergence as
a management discipline, however it is relatively recent origin. The
preindustrial revolution world was characterized by agriculture cum
Handicraft economy. Practically every village community produced
its own Food, clothing, shelter and household equipment. Agriculturist
and crafts-Men were the main producers of this era. The agriculturists,
whether he Produced corn or cotton, meat or butter disposed of the
surplus after Meeting his own requirement, in his immediate
neighbourhood. In other Words, marketing under those conditions
meant a task of producing the Basic necessities of life and hanging
them with known consumer groups in the immediate neighborhood.
This represented stage of barter in the evaluation meeting. The
evaluation of marketing was that of money economy. For reaching stages
in the industrial new products, new systems of manufacturer, new
models of transportation and communication. After Second World War,
the size and character of marketers changed enormously. Marketing
comprises all activities involved in the determination and satisfaction
of consumer needs at a profit.
Segmentation is taking place with regard to all products
multiple channels of distribution are replacing single channels. The
good products are being passed through various intermediate before
they are finally reaching the consumer. Marketing intermediateries
are playing vital role in the smooth distribution of goods from
manufacturer to the consumer. Advertising has become compulsory.
Through they have become costly. Markets are not restricted
to as peack market are exist through out the country even in foreign
countries also. All these has made the companies to change their
attitudes and way of operation. Finally the companies which are best
satisfy their customers will be the winners.
It is the prime reasonability of the markets finance the
requirements of the markets place and to help their companies
translated them into solution that with in customer approval. They are
ware much in long term, mutually satisfying customers relations through
providing quality product service.
DEFINITION OF MARKETING

ACCORDING TO THE AMERICAN MARKETING ASSOCIATION :

Marketing as the performance of business activities that

direct the flow of goods and services from producer to consumer or
user
PHILIP KOTLER DEFINES :

Marketing as the set of human activities directed at

facilitating and consummating exchange the essence of marketing is
exchange of Products and the transaction is to satisfy human needs
and wants .
PAUL MAZUR DEFINES :

Marketing as the creation and delivery of standard of living

to society . Marketing is an out going process of discovering and
translating consumer needs and desires into products and services.
Serving the consumer demand with the help of marketing channels
and then, in turn, expanding the market in the face of keen
competition.
TYPES OF MARKETS :

1.
On the basis of selling area, we have local, National and
International markets.
2.
On the basis of nature of exchange dealings, we have spot
or cash markets and futures or forward markets.
3.
On the basis of nature of goods sold, we have consumer
goods market and industrial goods market.
4.
On the basis of period we gave short-term and long-term
markets.
5.
On the basis of nature and magnitude of selling, we have
wholesale and retail markets.
MARKET POSITIONING STRATERGY
A market consist of all potential customers sharing a
particular need or want who might be willing and able to engage to
satisfy that need or want. Thus the size of the market depends up on
the number of persons who exhibit the need have resources that
interest others and are willing to offer these resources in exchange for
what they want. Originally the term market stood for the place where
buyers and sellers gathered to exchange their goods, such as village
square. In other sense market refers to the aggregate demand of the
potential buyers for a product or service we generally have
different markets that is markets for capital goods, markets of
consumer goods, markets for automobiles etc. again in each category
cost are producing different products to satisfying the needs of
different class of customers.
Not all buyers will notice to be interested in all the ways in
brand differs from another. No even it is useful for a company to
describe exhaustively to each prospect every detail of difference.
Each firm will want to promote those few differences that will
appeal most strongly to its target market. The firm will want to develop
to used positioning, Positioning is an act of designing the companies
offer so that it occupies a distinct and valued place in the target
customers minds .
Positioning calls for the companies to decide how many
differences and which differences to promote to the target customers.
1. UNDER POSITIONING :Some
companies discover that buyers have only a vague idea
of the brand. Buyers don t really know anything special about it.
2. CONFUSED POSITIONING :Buyers
could have a image of the brand. This confusion might
result from making too any claims or changing the brands positioning
too frequently.
3. DOUBTFUL POSITIONING :Buyers
may find it hard to believe the brand claims in views
of the product features price or manufacturer. There are many other
variables had been focused on their positioning. But the question is
how far has the positioning done by the company has been perceived
by the company. How the customers perceiving Digital Shoppy a
different product a compared to other in the same class there and many
other questions can be answered by market positioning study what I
have taken.
The company s positioning must be routed in any understand
of hoe the target market defines value and makes choices among
vendors. The positioning task consists of three steps. First the
company has to identify the possible product, services, personal and
images differences that might be established in relation to
competition. Second the company has to apply criteria to select the
most important differences. Third the company has to effectively
signal to the target market how it differs from its compentetion. The
company s product positioning strategy will then enable it to take the
next step namely. Plan its competitive marketing strategies.
MAJOR STEPS INVOLVED IN BUYING PROCESS
The steps involved in buying process are described below.
First, we have to contact a group of customers and ask them to
describe when they got the desire to purchase that product, how they
gathered information regarding that product, how they made their
final choice and how they felt after purchasing that product. There are
five important phase in consumer decision making process.
CONSUMER DECISION MAKING PROCESS
Problem Identification
l

Search for information

l

Evaluating the alternatives

l

Product choice
l

Out come
NEED AND IMPORTANCE OF STUDY :

The study of consumer behaviour holds great and keen

interest for us as a consumer, as a student and as a marketer.
As a consumer we benefit from insights into own
consumptions related decisions and trends. Such as what we purchase,
when we purchase, where we purchase and how we purchase. The study
of consumer behaviour makes us to be aware of the suitable influences,
how they perceived to make the product of service choice as we do.
As a student of human behaviour, it is important for us to
understand interest and external influences, that implies consumers
to act in certain consumptions related decisions. Buyer behaviour
simply a subset of the larger human behaviour.
As a marketer and future marketer, it is important for us to
understand why and how individual make their consumption decision,
so that we make better marketing strategies without any confusion
marketers who know the consumer behaviour will be success in the
market.
OBJECTIVES OF THE STUDY :The
following are the objectives of the study :

.
To make an analysis of the consumer profile relation to income
category, family size etc., in order to identify the brand features of
Digital Shoppy consumers.
.
To make a clear analysis into the brand possessions of Digital
Shoppy consumers, in order to highlight the brand preference
among Digital Shoppy consumers and identify the factors
influencing and brand preference.
.
To make an in depth analysis of major factor baring influences
and purchase decisions and in order to get clear perceptions in
to the interplay of different forces on consumer behaviour for
Digital Shoppy
.
To identify the problems of customer in final purchase.
.
To provide suggestions based on the factors analyzed in the study
and trace the decision - making process involved in purchase
decision.
.
To give right suggestions and suitable measures to the dealer for
regarding better service to customer and to avoid the difficulties
of the dealer in changing a potential customer into a prospector
customer.
.
To identify the availability of spare parts and after sales service.
.
To identify the intension of the consumer in the purchase of
Digital Shoppy
LIMITATIONS OF THE STUDY :

.
The study is based on the sample chosen from almost all category
people.
.
The sample may not be representative to all the customers.
.
The study is limited to khammam and its surrounding areas only.
.
Data presented in this study is based on the opinions of the
Limited respondents.
.
The secondary data is based on the information from
.
News Papers, Magazines and Library literature only.
SCOPE :
The present study covers only consumer s preferences
towards Digital Shoppy in Khammam city market. This is done based
on the data collected from selected respondents of the same market.
METHODOLOGY

In this present study, the information and data collected by

using well prepared questionnaire consists of 18 questions are open
ended and others are close ended questions. After collecting the
questionnaires from respondents the statistical tools and inferences are
used for tabulation and analyzing the data with sample average and
percentages.
Methodology of the Study :
1. Defining the Problem :It
involves developing and understanding of the problem. The
research need not be undertaken only for a problem but also for an
opportunity. In this study an attempt has been made to understand the
consumer behaviour in purchasing, using and evaluation with regard
to Digital Shoppy.
2. Framing the Objectives :For
the present study precise objectives the formulated. The
objectives provide the base for research work. The objectives answer
to questions like why of the study, what is expected from the study
etc., In this study the objectives are clearly defined and presented.
3. Developing the Plant :It
calls for decision on the data sources, study approaches,
instruments available, contact methods etc. the data sources used for
collection of information are both primary and secondary survey approaches
is followed for the study and questionnaires has been used
for collection of primary data.
4. Data Collection and Processing :The
data should be collected by the method predetermined.
The Primary data has been collected through well designed questionnaires
and personal interviews with dealer and consumers. Secondary
data is collected through various books and catalogues viz., advertising
and marketing business India. The information so collected
is tabulated, analyzed and interpretation has been made by appropriate
statistical techniques viz., Percentages, tabulation and graphs.
5. Presentation of Findings :The
end results of all the above analysis are presented as
findings in the project.
To collecting the data there are two sources are used that is
Primary and Secondary data.
PRIMARY DATA :

This data is collected from the owners of Digital Shoppe

through questionnaire.
SECONDARY DATA :

This data is collected from the records of the dealer,

News papers, magazines, information provided by dealer, journals
and Digital Shoppy websites.
DESIGN OF STUDY :

The present study designed arranged and reported in the

following manner.
CHAPTER -II

ORGANIZATION
PROFILE
ORGANIZATION PROFILE

ABOUT PRATYANKARA ELECTRONICS

Digital Shoppy is a retail chain of stores for consumer

electronics and home appliances in the most happening states of
India- Andhra Pradesh and Karnataka. The retail chain is promoted by
Mr A Mahesh Raju, M.Tech (IIT) under Pratyankara Electronics
Private Limited.
The first Digital Shoppy had commenced its operations in
May 2000 at Raj Bhavan Road, Hyderabad as a beginning. With the
excellence in operations, the company expanded its chain of stores in
Hyderabad and Bangalore by March 2005 and evolved as a renowned
power retail chain. The company had increased its presence in all
potential centers like Visakhaptnam, Vijayawada, Guntur and other
places of Andhra Pradesh. The company is currently having 16 outlets
in process in Andhra Pradesh and Karnataka. The company is now
implementing its expansion plan by setting up its show rooms in all
potential centers of Andhra Pradesh, Karnataka and Maharashtra by
2006-07 as a part of its mission to become ultimately as a national player
in Electronics and Homes Appliances Retail Trade.
The highlights of the business of the company are:
· Brand Equity
· Customer satisfaction and loyalty
· Best Practices in operations and processes
· Promoters and Management commitment
· Commitment to customers
· Wide array of offering and novel promotional campaigns
· Low Overhead corporate and operational expenditure
· Continuous Profit making company
The estimated sales of the company for the year 2005-06
will be Rs 104 cr as against the sale of Rs 51 cr in the year 20004-05. The
company is expanding its chain to 100 by 2006-07 with a capital outlay
of Rs 17.50 cr and the resources are being proposed from equity
participation from strategic partners/investors. With this expansion, the
company will be reporting a sale of Rs 500 cr + by the year 2007-08
GROWTH STRATEGY :
The company having established 20 show rooms by Feb
06 with adequate infrastructure to handle higher number of show rooms,
is now in process of establishing 10 more by end of March 2006.
The company is now having strengths in the following
areas to build and operate larger size of the retail chain.
Management Team
Sourcing
Distribution and Logistics
Project Team- to identify and build infrastructure show rooms
Procedures and Processes
Customer base
During the last 5 years, the company had incurred huge
advertising and promotional expenditure to build the brand equity and
the company is now being leveraging the same to scale up the
operations. The future expenditure on advertising and promotions will
becomes lower in view of the increase in the network and targeted
customer base.
THE STRATEGY TO INCREASE THE RETAIL NETWORK
NATIONWIDE IN STAGES :

Hyderabad and Bangalore already made its presence and only

scaling up the number of outlets
Andhra Pradesh- already established outlets in potential places
like Visakhapatnam, Vijayawada, Guntur, Khammam, Nellore,
Hanumakonda etc and the expansion is to be done in other dis
trict head quarters/ potential centers.
Karnataka -proposing to establish its presence in all the
potential centers
Kerala- proposing to establish its presence in all the potential
centers
Tamilnadu- proposing to establish its presence in all the
potential centers
Maharashtra proposing to extend the operations to Maharashtra
once the potential markets intapped in Andhra Pradesh and
Karnataka
Establish the retail network in all Metros and then to the rest of
the potential places across the country.
The retail network will reach 800 showrooms by 2010 with a $ 1
Billion Turnover.
Leveraging the existing infrastructure and brand equity
for scaling up of show rooms and to achieve higher turnovers- is the
marketing strategy of the company.
In the phase I of expansion, the company is proposing to
set up 150 show rooms across Andhra Pradesh, Karnataka,
Kerala,Tamilnadu and Maharastra by 2007-08.
VISION :
To become a No 1 retail chain in India to satisfy the customer needs in
electronics goods and home appliances market with global standards.
WEBSITE ADDRESS :
Website of "DIGITAL SHOPPY" is
"WWW. DIGITALSHOPPY.COM"
The webpage is
CHAPTER -II

COMPANY PROFILE
DIGITAL SHOPPY COMPANY PROFILE

It is located at the prime business center of Hydrabad,

Andhra Pradesh - India, is the biggest centrally air-conditioned show
room for Electronic Products never before has any other showroom
in India, displayed such wide range of all electronic products. More
than 300 models are on display at our showrooms.
Our branch s in Andhra Pradesh are at Raj Bhavan road,
Ranigunj, Malakpet, Bigbazar - Abids, Music world - Banjara Hills In
Hyderabad And Koramangala In Banglore. Ask for a Live
Demonstration facility at our showroom. See, feel and experience
before you become a proud owner of any electronic products. If you
are far off, we are on the net at your service. We have home delivery
facility and sending gifts to your dear ones. Home Delivery we reach
out to the remotest customer at their doorstep, thanks to the excellent
infrastructure backup we have. Gift your dear ones want to send a gift
to your loved ones? Order now, and our messengers worldwide, will
send your gift on time. Know what s new we reach out to millions of
customers through mail, door to door campaign and advertisement.
Visit our site often to get updated on the latest information about all
Electronic Products. Be our customer today, we make you our partner
forever. Note : for local customers, we are open even on Sundays, just
for you.
LOCATION OF THE ORGANISATION

Digital Shoppy is situated at Wyra road in Khammam. It is

half kilometer away from bus stand. It is a business center in the town.
It is easy to meet the customer needs and good transportation
facilities are available.
STRUCTURE OF THE ORGANISATION
GENERAL MANAGER
l

ll

CASHIER/COMPUTER SUPERVISOR
l l
Operator
l l l ll

OFFICE OFFICE AUDIO TV REFRIGE

BOY BOY SECTION SECTION SECTION
lll

SALES SALES SALES

MAN MAN MAN
CHAPTER -II

PRODUCT PROFILE
PRODUCT PROFILE

Products are invented mainly for the purpose of

entertainment. Now in the present competitive world many companies
are manufacturing different types of products.
DIFFERENT BRANDS AVAILABLE IN MARKET :
L.G VIDEOCON BPL
ONIDA PHILIPS SAMSUNG
SONY AKAI TOSHIBA
NOKIA WHIRL POOL KELEN
IFB VGUARD USHA
EUREKA ULTRA GODREJ
PANASONIC HCL
PRODUCTS IN DIGITAL SHOPPY :

TELEVISIONS
MUSIC SYSTEM
FANS
WALKMAN CD
RICE COOKERS
CELLPHONES
WATER HEAT
IRONBOX
REFRIGARATORS
DVD PLAYER
MIXES
LAPTOP
GRINDERS
PLASMA TV
WATER DISPENSER FILTER
VACCUMCLEANER
WASHINGMACHINS
MICRO OVEN
HANDYCAM
AIRCONDITION
HEATERS
LCD
STABILIZER
OVEN KIT
These products available in KHAMMAM.
OBJECTIVES OF THE ORGANISATION

The basic objective of every business organization is to

earn maximum profit. It has the following aims.
.
To earn maximum profit.
.
Providing best service to customers.
.
To promote good will among the potential buyer in argumented.
.
Products like after sales service & free installations etc.
.
To give maximum benefit and satisfaction to customers of
possible low costs.
.
To converts every able buyer into prospectus customer.
Duties of Manager :
j Day to day adminstration of business.
j Overall inspection of business
j To place over for new products.
j Company correspondence
Duties of Supervisor :
j Maintainance of register for products.
j Maintainance of service register for products.
j Supervision of his subordinates.
Duties of Cashier / Computer Operator :

j To gather and collect the information

j To keep the data in the system
j To maintain different files in the system
j To maintain cash book
j To receive cash
j To pay cash
j Maintainance of the cash and daily activities
j Maintainance of the prepare records for cash activites.
CHAPTER -III

THEORITICAL
ASPECTS
THEORATICAL ASPECTS

(CONSUMER BEHAVIOUR)
DEFINATION OF THE CONSUMER BEHAVIOUR :-

The behaviour that consumer display in searching for

purchasing using evaluating and disposing of products services and
ideas which they expect will satisfy their needs.
-Skiffman
The study of consumer behaviour deals with how the
individual makes decisions to spend their available resource viz.
Money time and effort etc., on consumption related items. It includes
THEORIES OF CONSUMER BEHAVIOUR :-
Marginal utility theory :
This theory is developed by classical economists, according
to them a consumer will contain to by such products that will deliver
him the most utility or maximum satisfaction at relative prices.
Income and Savings Theory :-
This theory is based on the fact that purchasing power is the
real dominant of buying purchasing power on the other hand
purchasing power is depended on disposal income.
PSYCHOLOGICAL THEORIES :
a. Stimulus response theory :
Pavlov skinner and kotles developed this theory this theory
on these basis of experiment they did on analysis Acc., to them
learning occurs as a person response to some stimuli and is rewarded
with need satisfaction for a connect response. They proved that most
recent and frequent stimulates are remembered and responded this
approach is the basis repeated advertisement.
b. Cognitive theory :
This theory was proposed by festigner mainly to explain post
buying behaviour. Acc., to his stimulation what is condition by customer
knowledge and his perception believer and attitude perception is the
some total of physical stimulus and personal factor.
c. Gestact and field theory :
According to this theory learning and consequence behaviour
is not independent but it is a total process they argue that human
behaviour must be use as individual by pattern totalities. Behaviour
should be explained in terms of all the factors that are in appointing
whenever event happens. Thus buying is not motivated by a single
element. That is the same total of many elements.
CONSUMER BEHAVIOUR IS AN INDISCIPLINARY SCIENCE :-
Consumer behaviour is a relatively new field of study with
no history or body of research of its own the new disciplined borrowed
is other scientific disciplines such as psychology, sociology, social
psychology cultural anthropology and economics.
1. Physiology :
Physiology is the study of the individual. It includes the study
of motivation attitude, personality and learning patterns. All this
factors are integral to an understanding of consumer behaviour.
They enable us to understand the various consumptions needs of
individuals, their actions and reactions in response to different,
products and products messages and the way personality
characteristics and revile experience effect their product choices.
2. Sociology :
Sociology is the study of groups the actions of individuals in
groups often differ from the action of individuals operations alone. The
actions of individual in groups often differ from the action of individual
operations. The influences of group member ships.
3. Psycho - analytical theory :
This theory is developed from the thoughts of segments
board. He explained that the personality has free basic determinations
i.e., I.D. Ego, Super Ego.
4. Social Culture theories :
The credit for formulating this theory goes Beblem (18891899).
And this theory is some times known as Beblenior model he
explain that man is primarily a social animal and his wants and
behaviour are largely influenced by the group which he is a member.
It means effect of work group, friendship group, family group, different
groups indicates the position or particular group of person is society
man essentially social being a intent with other individual a variety of
group. In spite of personal differences people may be forced to accept
decision of society family structure and social class on consumer
behaviour are relevant to the study of consumer segments in the
market place.
5. Social Psychology :
Social psychology if an amalgam of sociology it is the study
how an individual operates in a group. The study of consumer
behaviour is not only the study of how groups operate in how
individuals are influenced in their personal consumption behaviour.
6. Cultural anthropology :
The study of human beings in society is the study of cultural
anthropology, in traces the development of the care beliefs, values and
customs that are passed down to individuals from their parents and
grand parents and influences their purchase and consumption
behaviour. It also include subculture i.e., sub-groups within the large
society.
WHEN TO STUDY CONSUMER BEHAVIOUR :-
The study of consumer behaviour is concerned with not only
how consumer behaviour but with they behave as they do. As
consumers, it is important for us to study consumer behaviour, so we
many gain greater insight into our own consumer related decisions
what we buy why we buy and how we buy, the study enables us to
analyze our own consumption decisions and make us aware of the
suitable influences that persuades us to make the product choices we
do.
IMPORTANCE OF CONSUMER BEHAVIOUR FOR MARKETERS :-
Consumer behaviour is helpful in understanding the purchase
behaviour and preference of different consumers. As consumer, we
differ in terms of our sex, age, education, occupation, income, family
setup, religion, nationality and social status. Because of these different
background factors we have different needs and we only buy those
Brands and services, which we think will satisfy our needs. In today's
work of rapidly changing technology-changing firm has to be constantly
innovating and understand he latest consumers trends and tastes
consumer behaviour provides invaluable clues and guidelines to
marketers on new technological frontiers, which they should explore.
A consumer decision to purchase a particular Brand to
services is the results is the result of complex interplay of a consumer
of variables. The starting point for the company provides the decision
process marketing stimuli in the shape of Brands, promotion, price,
and distribution strategy. The potential consumer along with the other
stimuli already existing receives the marketing stimuli in the environment.
These stimuli may be social, economic, cultural, technological
and political in nature. At the point of receiving the marketing stimuli,
the consumer already has a certain mental, emotional and
psychological frame of mind developed over the years by his cultural,
religious, social, family and psychological background.
A MODEL OF CONSUMER BEHAVIOUR
The hoarding provided the initial stimulus for this purchase
and consumption. This was further backed up by other stimuli such as
brand display in the shop, watching other consumer buys a particular
brand, any point of purchase promotional material, earlier satisfaction,
with given brands etc., your response to this stimuli results in a
purchase of particular brand, In between the process of receiving this
stimuli responding to them you went through a decision making
process. The stimuli, process of decision making and response
constitutes a simple method of consumer behaviour.
EXTERNAL FACTORS
INPUT MARKETING STIMULI OTHER STIMULI
Brand Economic
Price Technological
Promotion Political
Channel of distribution Social
CONSUMER DECISION MAKING
PROCESS BUYER CHARACTERISTICS BUYER DECISION
Psychological Process
Personal and
Cultural characteristics
There are 4 major factors which influences the buying
behaviour of consumers.
1. Cultural factors
2. Social factors.
3. Personal factors.
4. Psychological factors.
1. CULTURAL FACTORS :
Cultural factors exert the broadest and deepest influence on
consumer behaviour.
Culture :
Culture represents an over all social heritage, a distinctive
from of environments adoption by a whole society of people. It
includes a set of learned beliefs, values, attitudes, morals, customers,
habits and forms of behaviour that are shaped by a society and
transmitted to the generations with in that society. The child growing
up in a society learns a basic set of values, perceptions, preferences
and behaviour through a process of socialization invoicing the family
and other key institutions.
Sub-Culture :
Each culture consists of smaller sub culture that provide more
specific identification and socialization for its, sub culture includes
nationalities, religious, social groups and geographical regions. Many
sub cultures make's important market segments and marketers often
design brands and marketing programs tailored to their needs.
Cross-Culture :
To determine whether and how to enter a foreign market,
marketers a need to conduct some form of cross cultural consumers
analysis. Cross culture is defined as the effort to determine to what
extent the consumers of two or more nations are similar or different.
2. SOCIAL FACTORS :
Consumer behaviour is also influenced by such social
factors as reference groups, family and social, roles & status.
Reference groups :
A person has behaviour is strongly influenced by many
groups. As person's references groups are those groups that have a
direct (face-to-face) or indirect influence on the persons attitudes or
behaviour. Group having a direct influencing on a person are called
membership groups. These are groups to which there is fairly
continuous interaction such as family, friends and neighbours and
secondary groups which tend to be more formal and where there is
less continuous interaction. They include religious organizations,
professional associations and trade unions.
FAMILY :
We can distinguish between two families in the buyers life
the family orientations consists of ones parents. From parents a person
acquires an orientation towards religion, polities and economies and
sense of personal ambition, self worth and love. The marketer needs to
determine which member normally with the product on service,
whether the husband is more dominant or the wife or they have equal
influence.
Roles & Status :
A person participation in many groups through out his life,
family clubs, organization etc, the person position in each group can
be defined in the terms of role status. Marketers are aware of the
potential of products to become status symbol.
3. PERSONAL FACTORS :
Buyers decisions are also influenced by personal
characteristics the buyers age, and life stage cycles, occupation,
economic circumstances, life style and personality and self concept.
4. PSYCHOLOGICAL FACTORS :
Motivation :
Motivation can be described as the driving force with in
individuals that impels them to action. This driving force is produced
by a state of tension, which exists as the result of an unfulfilled need.
Perception :
Is defined as the process by which an individual selects,
organizes and interprets stimuli into a meaningful and coherent
picture of the world.
Learning :
In the process by which individuals acquire the purchase and
consumption knowledge and experience they apply to future related
behaviour.
CONSUMER DECISIONS AND ACTIONS
OUTPUT Brand choice
Dealer choice
Purchase timing
THE BUYING DECISION PROCESS
Marketers have to go beyond the various influences on
buyers and develop an understanding of how consumers actually make
their buying decision. Marketers must identify who makes buying
decisions and step in the buying process.
BUYING ROLES
For many brands, it is to identify the buyer. Other brands
involve a decision making unit consisting of more than one person.
This may happen due take of technical knowledge or experience or
unaware of brands in the markets. Thus we can distinguish five roles
peoples might play in buying decisions.
INITIATOR
A person who first suggests the idea of buying the particular
brand or service.
DECIDER
A person who decides on a component of a buying decision,
whether to buy, what to buy, how to buy or where to buy.
BUYER
The person who makes the actual purchase.
USERS
The person who consume or use the brand.
TYPES OF BUYING BEHAVIOUR
Consumer decision making varies with the type of buying
decision. There are great difference between buying tooth paste, a
tennis rocket, a personal computer and a new tractor. Complex and
expensive purchases are likely to involve more buyer deliberation and
more participants. As sale distinguished four types of consumer
buying behaviour based on the degree of buyer involvement and the
degree of difference among brands.
COMPLEX BUYING DECISION
Consumer goes through complex buying behaviour when
they are highly involved in a purchase and aware of significant
differences among brands. Consumers are highly self expensive.
Typically the consumer doesn't know much about the brand category
and has much to learn.
DISSONANCE REDUCING BUYING BEHAVIOUR
Some times the consumer is highly involved in a purchase
but sees little difference in the brands. The high involvement is based
on the fact that the purchase inexpensive, infrequent and risky. In this
case buyer will shop around to learn what is available but will buy
fairly quickly perhaps responding primarily to a good price to
purchase convenience. The consumer will be alert to information that
justifies his or her decision.
Habitual Buying Behaviour :
Many Brands are brought under conditions of low consumer
involvement and the absence of significant brand differences.
Consider broom, consumer has little involvement in the brand category.
They go to the store and reach of the brand. If they keep reaching for
the same brand, it is out of habit but not strong brand loyalty. If they
keep reaching for the same brand, it is out of habit but not strong brand
loyalty. There is good evidence that consumers have low involvement
with most low cost frequently purchased brands. With low involvement
of brands, consumer behaviour does not pass through the normal
belief attitude behaviour sequence. Consumers do not search
extensively for information about brands evaluate their characteristics
and make weighty decision on which brand to buy. Instead they are
passive recipients of information as they watch television or see prints
advertisement. Advertisement repetitions create brand familiarity
rather than brand conviction. Consumer don't for a strong attitude
towards a brand rather they select it because they are nor highly
involved with the brand. Thus for low involvement brands the buying
process begins with brand beliefs formed by passive learning and is
followed by purchase behaviour which may be followed by evaluation.
VARIETY SEEKING BUYING BEHAVIOUR :
Some buying situation is characterized by low consumer
involvement but significant brand differences. Here consumers after
do a lot of brand switching.
Brand switching occurs for the sake of variety rather than
dissatisfaction.
IMPORTANCE OF STUDY OF CONSUMER BEHAVIOUR :
The concept of modern marketing is customer - oriented
therefore, there is and hence need to supply the behaviour of the
consumers of account of the following benefits.
1. PRODUCTION POLICIES :-
The study of consumer behaviour gives an insight in to the
various factors which incline the consumer to buy the product. The
various factors which influence the consumer decision may be
packing of the product, quality of the product, size of the product pucker
color of the product etc., understanding the consumer behaviour with
regard to this aspects with enable the company to formulate the
production policies suitable to the requirement of consumer.
2. PRICE POLICIES :-
Consumer behaviour to purchase articles is very much
influence by the price of the product. The buyer of some products only
because particular brand, brand is cheaper than the comparative
brands available in the market. Thus a consumer behaviour and
reactions with regard to the price of various commodities will help the
marketing manager for improving sales probability.
3. SALES PROMOTIONAL POLICIES :-
Sales promotional policies enables the managers to know
what motive prompts the buyers to makes purchasers and the
marketing department would be able to decide what advertising
media should be followed to stimulate the desire the purchase. The
marketing manager takes the decisions regarding brand, packaging
discussant, commissions, fights, free samples etc. on the basis of
consumer behaviour only. Thus for promotion sales of the company
products the study of consumer behaviour is inevitable.
4. PUBLIC POLICY CONSERTS :-
With the increasing of the consumer protection movement,
policy marks at the national state and district level become aware
of their responsibility to protection the consumer interest and
well-being of their constituents. Therefore a national commissions, state
commission, district formals have been created to protect the interest
of the consumers all of which by products of equipments and service
in order to come their organization whether for profits non profits.
WHY TO STUDY CONSUMER BEHAVIOUR :-
The study of consumer behaviour is concerned with not only how
consumer behaves but they behave as they do. As consumers it is
important for us to study consumer behaviour, so that we may gain
greater insight into out own consumer related decisions, what we buy,
why we buy, how we buy, they study enables us to analyze our own
consumption decisions and makes us aware of suitable influence that
persuade us to make the product choice.
CONSUMER DECISION PROCESS :-
Problem Identification
l
Search for information
l
Evaluating the alternatives
l
Product choice
l
Out come
l
Post Purchase Behaviour
1.
It is the first stage of problem identification. It means consumer
decides in advance to satisfy needs and desire.
2.
Wherever problems identifications is over immediate the
consumer will try to collect the information about goods
services available in the market to satisfy his needs and desires.
3.
Wherever the search for information is over the consumer
evaluated of analyze what are the alternatives available in the
market.
4.
After the evaluation of alternatives the consumers decided which
type of goods and services are available in the market to satisfy
his needs and desires.
5.
At this stage only the consumer will purchase particular type.
6.
Consumer ma get purchase behaviour only after consumption of
the goods and services it may be either negative or positive.
CHAPTER -IV

DATA ANALYSIS
&
INTERPRETATION
TABLE - I
ANALYSIS BASED ON AGE OF THE PEOPLE :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 BELOW 20 YEARS 8 8%
2 21 - 30 YEARS 28 28%
3 31 - 40 YEARS 24 24%
4 41 - 50 YEARS 36 36%
5 ABOVE 50 YEARS 4 4%
TOTAL 100 100%
INTERPRETATION :
My study has covered different group of people having different
ages. 8% respondents are below 20 years, 28% respondents are 21 - 30
years, 24% respondents are 31 - 40 years, 36% respondents are 41 -50
years and remaining 4% respondents are above 50 years
BELOW 20 YEARS21 - 30 YEARS31 - 40 YEARS41 - 50 YEARSABOVE 50 YEARS
8%
28%
24%
36%
4%
ANALYSIS BASED ON AGE OF THE PEOPLE
8%
28%
24%
36%
4%
ANALYSIS BASED ON AGE OF THE PEOPLE
No of Respondents
TABLE - II
ANALYSIS BASED ON MONTHLY INCOME OF THE PEOPLE :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 BELOW 5,000 10 10%
2 5,000 - 10,000 65 65%
3 10,000 - 20,000 25 25%
TOTAL 100 100%
INTERPRETATION :
My study has covered different group of people having different
incomes. 10% respondents are below Rs. 5000/-, 65% respondents are
Rs. 5000 - 10,000/-, 25% respondents are Rs 10,000 - 20,000/-.
ANALYSIS BASED ON MONTHLY INCOME OF THE PEOPLE
BELOW Rs. 5000/-
Rs. 5000 - 10,000/-
Rs. 10,000 - 20,000/10%
65%
25%
BELOW Rs. 5000/-
Rs. 5000 - 10,000/-
Rs. 10,000 - 20,000/10%
65%
25%
TABLE - III
ANALYSIS BASED ON KNOWNING ABOUT DIGITAL SHOPPY :
S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE
1 FRIENDS 44 44%
2 ADVERTISEMENT 32 32%
3 OWN DECISION 12 12%
4 RELATIVES 12 12
TOTAL 100 100%
INTERPRETATION :
After obtaining the information of influencing by 44%
customers were influenced by friends, 32% of customers were
influenced through advertisement, 12% of customers were
influenced by there own decision, 12% of customers were
influenced by relatives.
FRIENDSADVERTISEMENTOWN DECISIONRELATIVES
44%
32%
12% 12%
ANALYSIS BASED ON KNOWNING ABOUT DIGITAL SHOPPY
44%
32%
12% 12%
ANALYSIS BASED ON KNOWNING ABOUT DIGITAL SHOPPY
No of Respondents
TABLE - IV
ANALYSIS BASED ON FACTORS INFLUENCED TO PURCHASE
PRODUCT IN DIGITAL SHOPPY :
S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE
1 PRICE 41.6 41.6%
2 QUALITY 36.2 36.2%
3 SERVICE 11.1 11.1%
4 RECIEVING 11.1 11.1%
TOTAL 100 100%
INTERPRETATION :
After obtaining the information of influencing by 41.6%
customers were influenced by Price, 36.2% of customers were
influenced by quality, 11.1% of customers were influenced by
service, 11.1% of customers were influenced by recieving.
PRICEQUALITYSERVICERECIEVING
41.6%
36.2%
11.1% 11.1%
ANALYSIS BASED ON FACTORS INFLUENCED TO PURCHASE PRODUCT IN DIGITAL SHOPPY
41.6%
36.2%
11.1% 11.1%
ANALYSIS BASED ON FACTORS INFLUENCED TO PURCHASE PRODUCT IN DIGITAL SHOPPY
No of Respondents
TABLE - V
ANALYSIS BASED ON PRODUCT PURCHASED IN
DIGITAL SHOPPY :
S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE
1 TELEVISIONS 55.5 55.5%
2 REFRIGIRATORS 18.5 18.5%
3 WASHING MACHINES 3.7 3.7%
4 OTHERS 22.3 22.3%
TOTAL 100 100%
INTERPRETATION :
Out of 100 respondents 55.5% of respondents were purchased
Televisions, 18.5% of respondents were purchased Refrigirators,
3.7% of respondents were purchased Washing Machines and
remaining 22.2% of respondents were purchased other products.
ANALYSIS BASED ON PRODUCT PURCHASED
IN DIGITAL SHOPPY
TELEVISIONS
REFRIGIRATORS
WASHINING MACHINES
OTHERS
22.3%
18.5%
3.7%
55.5%
PRODUCT PURCHASED
IN DIGITAL SHOPPY
TELEVISIONS
REFRIGIRATORS
WASHINING MACHINES
OTHERS
22.3%
18.5%
3.7%
55.5%
TABLE - VI
ANALYSIS BASED ON BRAND PREFERED IN
DIGITAL SHOPPY :
S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE
1 SONY 42.3 42.3%
2 LG 15.3 15.3%
3 SAMSUNG 3.8 3.8%
4 ONIDA 3.8 3.8%
5 OTHERS 34.8 34.8%
TOTAL 100 100%
INTERPRETATION :
The above table show out of 100 respondents 42.3% of
respondents are using Sony, 15.3% of respondents are using LG,
3.8% of respondents are using Samsung 3.8% of respondents
are using Onida and remaining 34.8% of respondents are using
Other brands.
SONYLGSAMSUNGONIDAOTHER
42.3%
15.3%
3.8%
34.8%
ANALYSIS BASED ON BRAND PREFERED IN DIGITAL SHOPPY3.8%
42.3%
15.3%
3.8%
34.8%
ANALYSIS BASED ON BRAND PREFERED IN DIGITAL SHOPPY3.8%
No of Respondents
TABLE - VII
ANALYSIS BASED ON SATISFACTION IN DIGITAL SHOPPY :
S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE
1 EXCELLENT 20 20%
2 GOOD 68 68%
3 AVERAGE 12 12%
TOTAL 100 100%
INTERPRETATION :
Above table interpretes that the satisfaction with digital
shoppy, 20% of respondents opting that excellent, 68% of
respondents opting that good, and remaining 12% of respondents
opting that average.
ANALYSIS BASED ON SATISFACTION IN
DIGITAL SHOPPY
EXCELLENT
GOOD
AVERAGE
12%
68%
20%
SATISFACTION IN
DIGITAL SHOPPY
EXCELLENT
GOOD
AVERAGE
12%
68%
20%
TABLE - VIII
ANALYSIS BASED ON OPINION ABOUT PRICE IN
DIGITAL SHOPPY :
S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE
1 REASONABLE 92 92%
2 HIGH 8 8%
TOTAL 100 100%
INTERPRETATION :
Price is influecing factor for any product majority of its
respondents opinion that the digital shoppy products value is
reasonable. only 8% feel that price is high.
REASONABLE
HIGH
8%
92%
No of Respondents
ANALYSIS BASED ON OPINION ABOUT PRICE IN DIGITAL SHOPPY
8%
92%
No of Respondents
ANALYSIS BASED ON OPINION ABOUT PRICE IN DIGITAL SHOPPY
TABLE - IX
ANALYSIS BASED ON MODE OF PURCHASING IN
DIGITAL SHOPPY :
S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE
1 IMMEDIATE CASH PAYMENT 64 64%
2 INSTALMENT 20 20%
3 BANK FINANCE 16 16%
TOTAL 100 100%
INTERPRETATION :
Customers are being punching the digital shoppy through
immediate cash payment are 64% and through instalment 20%
and those who are taking the bank finance are 16%.
ANALYSIS BASED ON MODE OF PURCHASING IN DIGITAL SHOPPYIMMEDIATE CASH PAYMENTINST
ALMENTBANK FINANCE
16%
20%
64%
16%
20%
64%
No of Respondents
TABLE - X
ANALYSIS BASED ON PERFORMANCE OF DIGITAL SHOPPY :
S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE
1 EXCELLENT 12 12%
2 SATSIFIED 68 68%
3 AVERAGE 20 20%
TOTAL 100 100%
INTERPRETATION :
The above table reveals that the majority of the customers
that is 12% of respondents were liking its performances, 68% of
respondents were satsified and remaining 20% of respondents were
average about its preformance.
ANALYSIS BASED ON PERFORMANCE OF
DIGITAL SHOPPY
EXCELLENT
SATISFIED
AVERAGE
20%
68%
12%
PERFORMANCE OF
DIGITAL SHOPPY
EXCELLENT
SATISFIED
AVERAGE
20%
68%
12%
TABLE - XI
ANALYSIS BASED ON CHANGES :
S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE
1 EXCELLENT 37.9 37.9%
2 SATSIFIED 41.3 41.3%
3 AVERAGE 20.8 20.8%
TOTAL 100 100%
INTERPRETATION :
The above table reveals that the majority of the customers
that is 12% of respondents were liking its performances, 68% of
respondents were satsified and remaining 20% of respondents were
average about its preformance.
ANALYSIS BASED ON CHANGES
PRICESERVICEADVERTISEMENT
20.8%
41.3%
37.9%
20.8%
41.3%
37.9%
No of Respondents
TABLE - XII
ANALYSIS BASED ON MARKET POSITION :
S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE
1 1 ST 55 55%
2 2 ND 40 40%
3 3 RD 5 5%
TOTAL 100 100%
INTERPRETATION :
Out my survey regarding the digital shoppy in which
position it has to be placed. The majority of the respondents i.e. 55%
of respondents said that it has to be placed in the 1st position, 40% of
respondents said that it has to be placed in the 2nd position and
remaining respondents said that it has to be placed in 3rd position
ANALYSIS BASED ON MARKET POSITION
1 ST2 ND3 RD
5%
40%
55%
5%
40%
55%
No of Respondents
TABLE - XIII
ANALYSIS BASED ON OPINION ABOUT DIGITAL SHOPPY :
S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE
1 GOOD 88 88%
2 POOR 12 12%
TOTAL 100 100%
INTERPRETATION :
Above table shows out of 100 respondents 88% of
respondents opinion on digital shoppy is good and remaining
12% of respondents opinion on digital shoppy is poor.
88%
ANALYSIS BASED ON OPINION ABOUT DIGITAL SHOPPY
GOOD
POOR
12%
OPINION ABOUT DIGITAL SHOPPY
GOOD
POOR
12%
CHAPTER -V

CONCLUSIONS
&
SUGGESTIONS
CONCLUSION

] It is concluded that there is a priority to specific income group to purchase

products in digital shoppy. General income group people can purchase
products.
] Out of 100 respondents all are known about digital shoppy. It shows
popularity of the digital shoppy.
] Maximum number of respondents were influenced by advertisement and
their family members.
] Majority of the respondents feel that the price of product is reasonable.
] The product users are considering quality and considering price in
purchase of products in digital shoppy. Some people considering both.
] Televisions are acting as an important media in acknowledgement of and
followed by magazines.
] Maximum respondents felt the rate of performance of digital shoppy
products. Among the counter products is moderate some people felt the rate
performance is maximum.
] Maximum respondents opinion is that Telengana Agencies is coming in
competition with digital shoppy.
] Maximum respondents feeling that digital shoppy is satisfactory.
] Maximum respondents are satisfied with after sale services.
] The most of the respondents of the study is from the income group of
Rs. 5,000 to 20,000 followed by below 5,000 and 20,000.
SUGGESTIONS

C Maximum respondents come to know about digital shoppy through

advertisement hence try to make the advertisements more affective.
C It suggested that the manager need to provide prompt service when
ever customer required.
C Telangana agencies is coming in competition with digital shoppy
hence bring more new models in digital shoppy as compared to
Telangana Agencies.
C It is suggested to manager when ever he provides fair services to customer
it influence to develop sales and brand image.
C In developing towns like Khammam most of the people of middle class so
it is advised to the manager to provide many schemes like finance facilities,
coupons, gift offers, etc.
C Sales people should maintain cardial friendly relation with the customer
C It is time to digital shoppy concentrate more on the market as the
competition are so active in the local market now.
CONSUMER PREFERENCES TOWARDS

DIGITAL SHOPPY

QUESTIONNAIRE

1.
Name :
2.
Age :
3.
Gender :
Male Female
4.
Occupation :
5.
Monthly Income [ ]
A) Below 5,000 B) 5,000 - 10,000
C) 10,000 - 20,000 D) Above 20,000
6.
How do you know about Digital shoppy ? []
A) Friends B) Advertisement C) Own Decision D) Relatives
7.
What factors influenced you to purchase product in Digital shoppy ?
[]
A) Price B) Quality C) Service D) Recieving
8.
Which product you have purchased in Digital shoppy ?[ ]
A) Television (TV) B) Refrigirators
C) Washing Machines D) Other
9.
Which brand do you preferer in Digital shoppy ? []
A) SONY B) LG
C) SAMSUNG D) ONIDA E) Other
10.
Are you satisfied in Digital shoppy ? []
A) Excellent B) Good C) Average
11.
What is your opinion about the price in Digital shoppy ?[ ]
A) Low B) Reasonable C) High D) Very High
12.
What is the mode of purchasing in Digital shoppy ?[ ]
A) Immediate Cash Payment B) Instalment
C) Bank Finance D) Other
13.
Your opinion about Digital shoppy performance ? [ ]
A) Excellent B) Satisfied C) Average D) Poor
14.
Do you want any changes regarding ? [ ]
A) Price B) Service C) Advertisement D) Models
15.
Digital shoppy to be placed which position inthe market ? [ ]
A) 1st B) 2nd C) 3rd D) 4th
16.
Your opinion about Digital shoppy []
A) Good B) Poor
If Good give reason _______________________________________

17.
Why Digital shoppy crowned so popularily ?
18.
How do you rate the performance of Digital shoppy among other shops ?
19.
Do you offer any suggestions to capture lion-share in the market ?
Suggestion :....................................................................
.............................

................................................................................
.....................................
BIBLIOGRAPHY

.
J.C. GANDHI
Marketing Management,
.
PHILIP KOTLER
.
SHIFFMAN & KANUK
u S.A. CHUNA WALLA
u V.S. RAMA SWAMY &
S. NAMA KUMARI
.
NEWS PAPERS
.
MAGAZINES
Tata McGraw Hill
Publications Ltd., New Delhi, 1997.

Marketing Management,
Prentice Hall of India
Pvt. Ltd., New Delhi, 2000.
Consumer Behaviour,
Prentice Hall of India
Pvt. Ltd., New Delhi, 1995
Consumer Behaviour,
Himalaya Publishing
House, Mumbai, 2000.
Marketing Management,
MacMillan India Ltd.,
New Delhi, 2000.
Deccan Cronical
The Hindu
Business Economy
4 P's
Business India
Business Today