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HOMEWORK 1- CONSUMER BEHAVIOUR

COMPANY: VLCC

Submitted to: Submitted by:


Mr. Anand Thakur Mandeep kaur kalsi
Section 1601, Roll no:1
BBA-MBA SEM 9

LOVELY PROFESSIONAL UNIVERSITY


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INDEX:
Introduction 3
Conceptual framework 3-4
Scope of study 4
Assumptions 4
Questionnaire 5-7
References 8
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INTRODUCTION

The VLCC Personal Care Line consists of over 100 skin-care, hair-care and body-care
products retailed from 10,000 outlets through over 150 distributors, providing solutions for
skin care, Body firming and Shaping, Foot Care, Hair Care, Pain Relieving. All products are
herbal / ayurvedic in nature and have been formulated to suit all skin and hair types. The
products are made from special blends of botanical extracts, nutrients and aromatic oils,
which are unique and highly effective product formulae. The secret of why VLCC beauty
treatments work so well lies in the careful balance of activity, hydration, nourishment and
protection, which rebuilds the skin's natural defences from the inside - from the cell to the
surface.

CONCEPTUAL FRAMEWORK

A learner once quoted for Buying Motive as “A motive can be defined as a drive or an urge
for which an individual seeks satisfaction. It becomes a buying motive when the individual
seeks satisfaction through the purchase of something.

Motive is inner urge that prompts a person to perform some action. It can be a strong desire,
feeling, a drive or any emotion which plays a role in the consumer’s decision to purchase a
product or a service.

Characteristics of consumer buying Motive

• There is a process by which individual decides whether, what, when, from whom,
where & how much to buy.
• It comprises of mental and physical activities of a consumer.
• Individual behavior is also influenced by internal and external factors.
• There is drastic change in the attitude and behavior of consumer.

Also, A buying motive is the reason why the customers purchase the goods. Motive is
the driving force behind to purchase the goods. So, motive refers to thought, urge,
feeling, emotion and drive those make the buyer to react in the form of a decision.
Motivation explains the behaviour of the buyer why they are going to buy the goods.
They buy the goods due to several motives such as economic, social, psychological
etc.For example: In festival seasons or occasions we are motivate to purchase the new
clothes etc.
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Buying motive is concerned with the reasons that explain the buyer to take the
decision for the action. It motives the customers that may be affected due to several
reasons such as pride, fashion, fear, safety, love and affection, comfort and
convenience and economy.

According to Malvin S.Hatrick, there are two classifications.

a. Primary buying motives: Primary buying motives are related to the basic
needs of human being such as hunger, thirst, sleep, etc. Due to these needs
people get motivated to purchase the goods.

b. Secondary buying motives: Secondary buying motives are those, which


are influenced by the society where he/she is born and lives. It is created after
fulfilling the basic needs. These motives are comfort, security, love and
affection.

SCOPE OF STUDY
The formulation of questionnaire is restricted to VLCC skin care products only.

ASSUMPTION
My assumption for the below questionnaire formulation is that all the customers of VLCC
products are females.
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QUESTIONNAIRE

A study on buying motives of VLCC products.

(This study is conducted as a part of requirements of MBA degree under Lovely


Professional University. The information provided by you will be kept confidential
and will be used for academic purpose only.)

Name: .................................

Location:..............................

1. Please tick mark the Age group you belong to:

16-25 26-35 36-45 Above 45

2. Please tick mark the Occupation you belong to:

Professional Businesswom Houswife Other , Please


en specify...

3. How long you have been using VLCC products?

1-2years 3-4 years 4-5 years 5-6 years Above 6 years

4. How often do you buy VLCC products?

Once a week Twice a week Thrice a week Monthly

5. Which one of the following provided you the most relevant


information for making your purchase decision? Please tick mark
your choice.

Newspapers
Television
Product demos
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Internet
Sales representatives
Experienced users
Retail outlets
Beauty magazines
Others, please
specify.....

6. Please rank the following factors in order of your preference to


buy the VLCC Products. (Rank from 1-10)

Brand image
Price
Function and effect
Current trend
Color and fragrance
Skin compatibility
Advertisement and celebrity
endorsed
Container design
Feeling when using product
Convenience of purchase

7. From where you prefer to buy VLCC products? Please tick mark
your choice.

Departmental store
Cosmetic speciality store
Traditional markets
Internet shopping
Supermarkets
pharmacies
Company’s outlet
Others , please specify....

8. Rank the reasons for selecting the place of purchase (rank from 1
to 7)

Convenience in access
Good atmosphere and service
Store reputation
Variety of products available
Advice from close associate
Effective display of product
Accurate pricing
Others, please specify....
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9. How much you are satisfied with following factors? (rank from 1-
6)

Quality
Price
Fragrance
Color
Effectiveness
User convinience

10.Rate the factors that influenced your decision to buy VLCC


products :

Factors Highly Influenced Less influenced


Influenced
Quality
Fragrance
Color
Price
Convenience
Safety
Availability
Brand image

11.Are you beauty conscious? Please tick mark your choice.

Yes No

12. Why you purchase VLCC products?

To look beautiful
For skin treatment
They are least chemical based
Recommended by professionals
Recommended by friends or
relatives

13. Does the brand image of VLCC have any effect on your
purchase of its products? Please tick mark your choice.

Yes No

14. Would you recommend VLCC products to others? Please Tick


mark your choice.
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Yes No

15.What would be your overall satisfaction level of VLCC products?


Please tick mark your choice.

Highly Satisfied Neutral Less Not satisfied


satisfied satisfied

Suggestions if
any .............................................................................................
...................................................................................................
..........................................................................................

(Thanks for your cooperation)

REFERENCES

1. http://media.wiley.com/product_data/excerpt/57/04709946/0470994657.pdf

2. http://www.oppapers.com/essays/Factors-Affecting-The-Buying-Behaviour-Of/371430

3. http://www.scribd.com/doc/22641743/Project-on-buying-motives-of-Hyundai-i10-Car

4. http://www.scribd.com/doc/25512273/Consumer-Buying-Motives

5. http://www.openlearningworld.com/olw/courses/books/Consumer%20Behaviour%20and
%20Motivation/Consumer%20Behavior%20and%20Motivation/Meaning%20of
%20Buying%20Motives.html