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HOMEWORK 1- CONSUMER BEHAVIOUR COMPANY: VLCC

Submitted to: Mr. Anand Thakur

Submitted by: Mandeep kaur kalsi Section 1601, Roll no:1 BBA-MBA SEM 9

LOVELY PROFESSIONAL UNIVERSITY

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INDEX: Introduction Conceptual framework Scope of study Assumptions Questionnaire References 3 3-4 4 4 5-7 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
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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 en Houswife Other , Please 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

6 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....

7 9. How much you are satisfied with following factors? (rank from 16) Quality Price Fragrance Color Effectiveness User convinience 10.Rate the factors that influenced your decision to buy VLCC products : Factors Quality Fragrance Color Price Convenience Safety Availability Brand image 11.Are you beauty conscious? Please tick mark your choice. Yes No Highly Influenced Influenced Less influenced

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 Satisfied Neutral Less satisfied Not 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

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