ELIJAH INSTITUTE OF MANAGEMENT STUDIES

(Affiliated to University of Calicut)

CERTIFICATE FROM THE COLLEGE

This is to certify that the project report entitled ³A STUDY ON THE
FACTORS INFLUENCING BUYING DECISIONS OF NON-DURABLE GOODS´±with special to reference RANI PRIVATE LIMITED, Vadakara,

submitted in partial fulfillment of the requirement for the award of degree of Master of Business Administration of University of Calicut was carried out by Mr. SHAHID KV.

Dr.C.T.PAUL
Principal

i

CERTIFICATE FROM THE GUIDE
(Affiliated to University of Calicut)

This is to certify that the project report entitled ³A STUDY ON THE FACTORS
INFLUENCING BUYING DECISIONS OF NON-DURABLE GOODS´±with

special to reference RANI PRIVATE LIMITED, Vadakara submitted in partial fulfillment of the requirement for the award of degree of Master of Business Administration of University of Calicut was carried out by Mr.SHAHID KV under my guidance.

Mrs. JYOTHIS RACHEL, MBA

(Faculty Guide)

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DECLARATION

I, Shahid kv declare that the project entitled ³A Study on the Factors influencing buying decision of non-durbale goods´ with special reference to Rani Private Limited submitted to Calicut University in partial fulfillment of the requirement for the award of the degree of master of business administration is a record of original project work done by me during my period of study in Elijah Institute of Management Studies under the able guidance of Mrs. Jyothis Rachel. I further declare that this project report has not been submitted to any other university/institution/board for award of any degree/diploma

Place: Trichur Date:

SHAHID KV

ACKNOWLEDGEMENT

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First and foremost let me sincerely thank ALMIGHTY for the great opportunity and blessings that he has showered up on me for the successful and timely completion of my project work. I extent my sincere gratitude to Dr. C.T. Paul, Principal, Elijah Institute of studies and Dr. Sandhya.G.nair, Head of the department of management studies, for their kind support and guidance for making my project great success. I very great fully wish to forward due respect and thanks to my internal faculty guide Mrs. Jyothis Rachel, able guide for the project, for the continuous, creative, valuable and informative support extended to me, without which the project would not have been efficiently completed. I render my whole hearted thanks to all the other respected faculties of the management department, librarian, lab technician and all other office staff for their assistance and co-operation given to me in regard to this work. I am extremely indebted to the management of Rani Private Limited, Vadakara and Mr.Vivek, General Manager, who gave me the privilege to carry out my project in their distinguished institution. I thank my parents and all other family members for their valuable and inseparable support in completion of this project. Once again I take this opportunity to convey my sincere thanks to each and every person who helped me directly and indirectly in the successful completion of this project.

SHAHID KV

TABLE OF CONTENTS
CHAPTERS CONTENTS . PAGE NO

iv

CHAPTER 1

(1.1) (1.2) (1.3) (1.4) (1.5) (1.6) (1.7)

INTRODUCTION RESEARCH PROBLEM SIGNIFICANCE OF THE STUDY SCOPE OF THE STUDY RESEARCH OBJECTIVES RESEARCH HYPOTHESIS RESEARCH METHODOLOGY

1 2 2 3 4 4 5 8 37 53 57 62

CHAPTER 2

LITERATURE REVIEW (3.1) INDUSTRY PROFILE (3.2) COMPANY PROFILE (3.3) DEPATMENT PROFILE (3.4) PRODUCT PROFILE

CHAPTER 3

CHAPTER 4

(4.1) DESCRIPTIVE STATISTICS (4.2) INFERENTIAL STATISTICS

67 92

CHAPTER 5 (5.1) SUMMARY (5.2) FINDINGS (5.3) SUGGESTIONS (5.4) LIMITATIONS OF THE STUDY (5.5) CONCLUSION (5.6) SCOPE FOR FURTHER RESEARCH 97 98 99 100 101 102

BIBLIOGRAPHY

XI

LIST OF TABLES

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Sl No.
4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9

TABLES
Age group of the respondents Customer awareness about Rani Food Products Source of customer awareness about Rani Food Products Usage of Rani Food Products Product usage duration of Rani Private Limited Influence of advertisement to purchase Rani Food Products Influence of price on customer¶s purchase decision Influence of quality on customer¶s purchase decision. Influence of product availability on customer purchase decision.

PAGE.NO
68 69 70 71 72 73 74 75 76

4.10

Influence of company brand name on customer purchase decision.

77

4.11

Influence of previous experience on customer purchase decision.

78

4.12

Influence of advertisements on customer¶s purchase decision

79

4.13

Influence of family/friends opinion on customer¶s purchase decision.

80

4.14

Influence of sales promotional activities customer¶s purchase decision.

81

4.15

Customer¶s satisfactory level on Price of Rani Food Products

82

4.16

Customer¶s satisfactory level on quality of Rani Food Products

83

4.17

Customer¶s satisfactory level on brand name µRani Food Products

84

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4.18

Customer¶s satisfactory level on the availability of Rani Food Products

85

4.19

Customer¶s satisfactory level on the flavors of Rani Food Products

86

4.20

Customer¶s satisfactory level on the aroma of Rani Food Products

87

4.21

Customer¶s satisfactory level on the packaging of Rani Food Products

88

4.22

Factors which customers experience on Rani Food Products

89

4.23 4.24

Satisfaction level of customers on Rani Food Products Family/friends influence on customer decision to buy Rani Food Products

90 91

LIST OF CHARTS

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CHART No. 4.1 4.2 4.3 4.4 4.5 4.6

CHARTS Age group of the respondents Customer awareness about Rani Food Products Source of customer awareness about Rani Food Products Usage of Rani Food Products Customer¶s product usage duration of Rani Private Ltd Influence of advertisement to purchase Rani Food Products PAGE.NO 68 69 70 71 72 73

4.7 4.8

Influence of price customer¶s purchase decision Influence of quality of the Products on customer¶s purchase decision.

74 75

4.9

Influence of product availability customer purchase decision.

76

4.10

Influence of company brand name on customer purchase decision.

77

4.11

Influence of previous experience on customer purchase decision.

78

4.12

Influence of advertisements on customer¶s purchase decision

79

4.13

Influence of family/friends opinion on customer¶s purchase decision.

80

4.14

Influence of sales promotional activities customer¶s purchase decision.

81

4.15

Customer¶s satisfactory level on Price of Rani Food Products

82

4.16

Customer¶s satisfactory level on quality of Rani Food Products

83

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4.17

Customer¶s satisfactory level on brand name µRani Food Products

84

4.18

Customer¶s satisfactory level on the availability of Rani Food Products

85

4.19

Customer¶s satisfactory level on the flavors of Rani Food Products

86

4.20

Customer¶s satisfactory level on the aroma of Rani Food Products

87

4.21

Customer¶s satisfactory level on the packaging of Rani Food Products

88

4.22

Factors which customers experience on Rani Food Products

89

4.23 4.24

Satisfaction level of customers on Rani Food Products Family/friends influence on customer decision to buy Rani Food Products

90 91

LIST OF FIGURES ix

SL NO 1 2 3 4 5 6 7 8

PARTICULARS 1.11.1.2.1 Response Hierarchy Model 1.11.1.3.1 The Black Box Model 2.11.2.1.1 The Howard Sheth Model 2.11.3.1 Product Innovation model 3.3.1.1.1 Production Department 3.3.1.2.1.1 Human Resource Department 3.3.1.3.1 Marketing Department 3.3.1.3.1.1 Distribution Channel

PAGE NO 31 31 32 35 58 59 60 61

LIST OF APPENDIX SL.NO. 1. INDEX QUESTIONNAIRE PAGE NO. XIII

ABSTRACT

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The buying decision of a buyer is influenced by an economic decision and expectation. He expects best performance maximum durability and more dependability from a product or service. The decision making is a process whereby a buyer decides to purchase a particular product out of various available alternatives depending upon his ability to purchase and willingness to purchase. This process of selection and final selection is known as buying decision making.

Rani Private Limited is a company in Vadakara, Kerala, which dealing with so many products like pickles, masala powder, spice powders etc. Mr. V.R Krishnan, a commerce lecturer by profession, gave up his job to start Rani Private Limited 30 years back. Their success in the local sector gave the company the impetus to export their products to the Middle East and European nations by 1989. In India Company¶s products are available all over Kerala and the major cities in India. The brand ³Rani´ is accepted as a mark of quality among the consumers.

From the whole population, 100 samples were selected for data collection. All the necessary data was collected from the selected sample using questionnaires, interviews and schedules. The procedure adopted in the present study is simple random sampling. In this all units in the population has an equal chance of inclusion in the sample.

From the study, it is found that so many factors which influence the consumer buying decision of non durable goods. They include price, quality, availability of the product, brand name, advertisement of the company. From the survey it is also found that the previous experience on the product will influence the buying decision. Influence of company¶s sales promotional activities has little influence on buying decision of consumer while they purchase non durable goods.

BIBLIOGRAPHY

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BOOKS.
1. Bhatt Monica and Jain .P.C ³Consumer Behaviour in Indian Context´ Edition 2003, S. Chand & Company Ltd., 7361, Ram Nagar, First

2. Kotler Philip ³Marketing Management´ Eleventh Edition, Person Education ( Singapore) Pte. Ltd., Indian Branch, 482 F.L.E. Pataparganj, Delhi

3. Gautam Neeran and Jain Kokil ³Consumer Behavior´, Wisdom Publication, Delhi

WEBSITE
www.ranifoodproducts.com/ http://en.wikipedia.org/wiki/Food_industry http://www.collegegrad.com/industries/manuf05.shtml\ http://en.wikipedia.org/wiki/marketing/consumerbehavior

y y y y

QUESTIONNAIRE

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A study on Factors Influencing Buying Behavior of Non-durable goods
Respected madam/sir, As a part of my project I would like to gather some information from you which will help me in an in depth study of project. The information provided by you will be kept confidential and will be used for academic purpose only. I would be obliged if you co-operate with me in filling the questionnaire. 1. NAME: AGE : Sex : Below 20 Male 20-30 30-40 above 40 Female

2. a) Are you aware of the Rani Food Products? Yes No

b) If yes, how do you come to know about this product? Advertisement Sales executives Friends retail shop

Any other source (Specify) «««««

3. Have you used Rani Food Products? Yes No

4. If you are a customer of Rani Food products, how long have you been buying it? Below 6 months 0-1 year 1-2 year Above 2 year

5. Do you think the advertisement of Rani Food Products has a major influence in your buying decision? Strongly agree Disagree Agree Strongly disagree Average

6. Please rate the following factors which influence your purchase decision. (Strongly agree-5, Agree-4, Neutral-3, Disagree-2, Strongly Disgree-1)

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No i. ii. iii. iv. v. vi. vii. viii. Price of the product Quality of the product

Factors

Rate

Availability of the product Brand name of the company Previous Experience Advertisements Family/friends opinion Sales promotional activities

7. Please rate your satisfactory level of Rani Food Products based on the following features. (Highly satisfied-5, Satisfied- 4, Normal-3, Poor- 2, Very poor- 1] No i. ii. iii. iv. v. vi. vii. Price High quality Brand name Availability of the products Flavor of the products Aroma of the products Packaging Factors Rate

8. Rank the following factors based on your experience on Rani Food Products? No 1 2 3 4 5 Good quality Affordable price Timely availability Easy applicability Reliability Factors Rank

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9. How satisfied are you with Rani Food Products compared with the others substitutes available in the market? Highly satisfied Dissatisfied Satisfied Highly Dissatisfied Neutral

10. Has your friends/relatives opinions influenced you to buy Rani Food Products? Strongly agree Disagree Agree Strongly disagree Average

11. Any suggestions:

Thank you for your kind co-operation

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