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Consumer behavior

Consumer behavior

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INSTITUTE OF TECHNOLOGY & MANAGEMENT, WARANGAL.

MINI PROJECT REPORT
On

³Consumer behavior towards sensory branding of Bajaj bikes´

SUBMITTED TOMr. Suresh chandra Lecturer, ITM- warangal.

SUBMITTED BYSaurabh Srivastava(16) Chintan Jain(20) Saumya Ranjan Pradhan(34) PGDM (2010-12)

PREFACE
Consumer behavior is a systematic study; study of consumer behavior facilitates the marketers by providing the data about the behavioral aspects of the final consumer. It is vital for every marketerer to study the consumer behavior because behavior of a consumer is a prime factor in determining the effectiveness of a brand. Study of consumer behavior enables the marketer ± y y y y To take quick and effective decisions. To make a new marketing strategy. To minimize the risk of ineffective advertisements. To achieve the objectives of the firm very well.

ACKNOWLEDGEMENT
We consider this as the best opportunity to thank everyone, who has co-operated with us and encouraged us to carry out this project work on marketing work for consumer behaviour towards sensory branding of bajaj bikes. We express sincere thank & gratitude from the core of our heart towards Mr.Suresh Chandra,without whose content guidance, advice & inspiration, this wo rk would have not been possible We extend our sincere thanks to all the respondents for their valuable response to the data collection process through questionnaires & also for giving their valuable time as a respondent in this research work. Last, but not the least, We are highly obliged to all those, who helped us directly or indirectly in completion of this project work.

Saurabh Srivastava(16) Chintan Jain(20) Saumya Ranjan Pradhan(34)

CONTENTS
CHAPTER CONTENTS PAGE NO.

INTRODUCTION

CHAPTER-I

1.

Need of product & importance of study Scope of study Objectives of the study Limitations study of

1-2

2. 3.

4.

CHAPTER-II

Research Methodology

3-4

CHAPTER-III

Product profile

5

CHAPTER-IV

Data analysis

6-15

CHAPTER-V

CONCLUSION SUGGESTIONS APPENDIX REFERENCES

&

16-17
&

CHAPTER-VI

18-19

INTRODUCTION ABOUT THE PROJECT
Consumer behavior is a structured study of the behavior in the pre-purchase & post purchase decision making; it needs expertise to be analyzed well. Consumer behavior is purely a psychological study. For a marketer it is necessary to know the behavior of the final target (i.e. consumer). Study of consumer behavior is a matter of psychological research, but the type or changes or specialties or uniqueness can be examined or reported by a general study. The behavior of an individual is affected by the external stimuli which are the advertisement of the product that creates a brand image, and it is strengthen by the learning of the consumer after post purchase. So in this project it was tried to know all the aspects of consumer behavior towards the sensory brands.

INTRODUCTION TO CONSUMER BEHAVIOR
CONSUMER BEHAVIOR is the behavior that a consumer displays in searching for, purchasing, using , evaluating and disposing of products and services that they expect will satisfy their needs. Consumer behavior is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference group s, and society in general.

Any research in consumer behavior focuses its attention on all the problems that
the marketer faces in passing on his message to the audience. Marketer aims at making the message, of its products and services, being received effectively so as to impel consumer action in the way the company wants. The scope of studying consumer behavior is the answer to the question that why to study consumer behavior. Study of consumer behavior answers the question as to what, how much, where, when, at what price and why the consumers buy, is concerned with location of consumers-consumer motives, motivational variations and consumer behavior. Its scope is extended to know ±who are they? Where are they? What are their likes and dislikes? What are different buying motives? What are their beliefs? How their attention can be gained? & what are the determinants of such consumer behavior?

1

SCOPE OF THE STUDY
The project study titled ³CONSUMER BEHAVIOR TOWRDS SENSORY BRANDING OF BAJAJ PULSAR´ is primarily targeted to examine the advertisements of the company & its effect on consumer. So, this project study contains the opinions ge nerated by the consumers who have bajaj bike.

OBJECTIVE OF STUDY
_____________________________ _____________________ This whole study deals with the aspects of consumer behavior towards the sensory brands. This study was done to know about the preferences, motivation, satisfaction opinions, perception, beliefs, attitude, learning, and other behavioural aspects of consu mers towards the sensory brand i.e. Bajaj Pulsar. The project study deals with the following objectives: 1. 2. 3. 4. 5. 6. To study the effectiveness of after sale service given by the BAJAJ. To study the consumer behavior while buying it. To study the consumer motivation factors. To study the consumer perception towards Bajaj pulsar To study the consumer learning from the product. To study the consumer attitude while buying it.

LIMITATIONS OF THE STUDY
The project study is restricted with the following limitations. 1. The services offered by the BAJAJ can be successfully examined by the CONSUMERS. Hence, the sampling frame is constructed for the consumers who have bajaj bike. 2. The sample size for the project study is 30 only. Hence, the project generates the opinion of 30 respondents only. 3. The study is based on the opinions of the sampling frame and primary data only. 4. The study is restricted to services offered by the BAJAJ only competitors are not considered. 5. The bias of situation is always there which could lead to different answer from a person who holds different views.

2

RESEARCH METHODOLOGY __________________________________
INTRODUCTION TO RESEARCH ³Research is a careful investigation or inquiry especially through search for new facts in any branch of knowledge´ -Research is a systematized effort to gain new knowledge -Research is a movement from the known to the unknown -Research is a voyage of discovery.

TYPE OF RESEARCHThe research study was a descriptive research; the objective of descriptive research is to portray accurately the characteristics of a particular individual, situation or a group. The researcher seeks to measure such items as, for example, frequency of shopping, preferences of people, satisfaction level, learning, perception or any similar data.

RESEARCH APPROACHThe approach in this study is Qualitative. Qualitative approach to research is concerned with subjective assessment of attitudes, opinions and behaviour .Qualitative approach to research generates results either in nonquantitative form or in the form which are not subjected to rigorous quantitative analysis.

3

RESEARCH PROCESS -The research process consists of series of actions
or steps necessary to effectively carry out the research. (1)-Defining the research problem. (2)-Specifying research objective. (3)-Preparing research design. (4)-Data collection method. (5)-Selecting the sample type or source. (6)-Determining the sample size. (7)-Organizing and carry out the field work. (8)-Analyzing the collected information. (9)-Conclusions and suggestions to the company. Firstly the research problem was identified i.e. The problem for which research is necessary (In this research the research problem is the ³Impact of advertisement on consumer behavior´) after this the research objective is specified which is to collect data from the different respondents & analyze it to go to the findings . The next step is to prepare a research design which is as under-

Research Design - Research Design means to state the conceptual structure within which research would be conducted. Data Collection Method- The data collection method was data collection through questionnaires directly filled by the respondents. Sample Type ±The sampling was deliberate sampling or convenience sampling. Convenient was used to get information from the sources which were most liable to give accurate information. Source of Data ± The data used was primary data only collected directly by the use of questionnaires. Primary Data can be defined as the data which are collected a fresh and for the first time and thus happen to be original in character. Sample size- While selection the sample size case has been taken such that it fulfills the requirements of efficiency, reliability and flexibility. The sample was a large sample of 30 units.
4

COMPANY PROFILE _________________________________ BAJAJ FACT SHEET
NAME: BUSINESS DESCRIPTION: BAJAJ AUTO LTD.
: Automobiles (two-wheelers and threewheelers), home appliances, lighting, iron and steel, insurance, travel and finance .

ESTABLISHED:

; 1926

MARKET COVERAGE:

Latin America, Africa, Middle East, South and South East Asia.

TURNOVER:

RS. 120 billion

COMPETITORS:

HERO HONDA, TVS , YAMAHA
Pulsar- Silver Effie for PulsarMania- Ad Effie Pulsar135LS- Bike of the Year 2010 -UTV Bloomberg

ACHEIVEMENTS:

MAJOR BRANDS:

PULSAR, DISCOVER, PLATINA 5

FINDINGS & ANALYSIS
In this study the data were collected by the questionnaires in which many different questions were asked. The findings of some of these questions are as underQ. (1)- which brand of bike do you have-

responses

BAJAJ TVS HONDA HERO HONDA
OTHERS

Among the total sample of 30 , more than 70% of units were having a bajaj bike

6

Q. (2)- are you aware about Bajaj bike

The outcomes are as under-

responses

YES NO

Among the total sample units 97 % people said that they are aware of bajaj pulsar.

7

Q. (3)-what is your perception about Bajaj Pulsar?

The outcomes are as under-

responses

EXCELLENT

AVERAGE POOR

66% people said that the pulsar bike is excellent in its class, 28% people said that pulsar is good

8

¡¡

 

D

Q. (4)-what do you consider the most important feature of pulsar?

The outcomes are as under-

res

ses

DESIGN PRICE
BRAND IMAGE SPEED MILEAGE

66% people have mixed opinion of speed & design as the most important feature of the pulsar bike, whereas some people think that it gives good mileage.

9

Q. (5) - do you feel comfort while driving Pulsar?

The outcomes are as under-

responses

YES NO

75% people feel comfort while driving pulsar.

10

Q. (6) ± how you come to know about pulsar bike?

The outcomes are as under ±

responses

ADVERTISEMENT

O ARDING BOARDS

FRIENDS MARKETERS

The most effective way of advertising of pulsar bike is T.V. advertisement.

11

¢

Q. (7)-what is your perception on the designs of all subbrands of pulsar?

The outcomes are as under-

res

ses

EXCELLENT

GOOD AVERAGE POOR

According to the opinion of 55% units all the subbrands of pulsar are excellent.

12

Q-(8)- Rating of pulsar according to the features -

The outcomes are as under -

RESPONSES

ADVANCED ENGINE LESS FUEL CONSUMPTION
BETTER MILEAGE EXTERIOR DESIGN

54% people think that pulsar is good because it has a good exterior design, 33% people think that pulsar is good because it has an advanced engine. 10% people think that pulsar is good because it has a better mileage. 03% people think that pulsar is good because it has a less fuel consumption.

13

Q-(9)- Which form of advertising is suitable for pulsar? The outcomes are as under -

responses

NEWSPAPER T. .
INTERNET RADIO

Most of the people think that TV advertisement is the best way of advertising pulsar.

14

£

Q-(10)- are you satisfied with the after sales service offered by bajaj? The outcomes are as under -

RESPONSES

YES
NO

65% people are satisfied with the after sales service of BAJAJ.

15

RECOMMENDATIONS
In our project analysis we found that BAJAJ PULSAR is a good bike & is upto the mark of customer satisfaction. Pulsar is growing well in its class it needs certain steps to be taken to gain more brand loyalty. (1) (2) (3) (4) (5) (6) Aggressive promotional strategy through T.V. commercials. Should work on R & D to improve the mileage. Company should also tap the rural areas. After sales service should be up to the mark.. A survey must be conducted time to time to be in touch with the changing behavior. Advertising campaigne should be broadened to the reputed channels of Television.

16

CONCLUSION
This study shows that consumer behavior is very much different in the case of sensory brands; they show a very sensitive behavior. When brand is connected to the comfort of senses then the preferences of the consumer changes in comparison to other products. Sensory brands need a better advertising & behavior study.

17

BIBLIOGRAPHY

Wikipedia.com Google.com Marketing management- Philip Kotler. Consumer behavior- schiffman.

18

APPENDIX

A COPY OF QUESTIONNAIRE

19

A QUESTIONNAIRE ON CONSUMER BEHAVIOUR TOWARDS SENSORY BRANDING OF SELECTED PRODUCT .

Respondent s name _______________________________

Age _______________ Sex ___________

Occupation:________________E-mail id______________________ Phone no._____________________ Address :______________________ _________________________ 1. Do you have a BIKE ? a). Yes b). No.

2. Which brand of BIKE do you have? a). BAJAJ b). TVS c). HONDA d). HEROHONDA e). Others.

3. Are you satisfied with your Bike? a). Yes b). No.

4. Are you aware about BAJAJ BIKE ? a). Yes b). No.

5. What is your perception about BAJAJ PULSAR ? a). Excellent b). Good c). Average d). Poor.

6. What do you consider as the most important feature of PULSAR ? a). Design b). Price c). Brand image d). Speed e)Mileage

7. Do you feel comfort while driving PULSAR? a). Yes b). No.

8. Which factor influences most in BIKES? a). Brand name b). Color c). Price d). Engine capacity. e). Mileage

9. How you came to know about PULSAR BIKE? a). Advertisements b). Hoarding boards c). Friends d). Marketers.

10. What is the most important thing that a consumer considers while buying a BIKE ? a). Life b). Mileage c). Maintenance d). Comfort

11. Among the following features, which one do you prefer in your BIKE ? a). Speed b). Mileage c). Comfort d). Power e). Style.

12. What is your perception on the designs of all brands of PULSAR? a). Excellent b).Good c). Average d). Poor

13. Rate PULSAR in the following features: a). Advanced Engine b). Less fuel consumption. c). Better mileage d). Exterior design. 14. Which form of Advertising is suitable for PULSAR? a). News Papers b).TV c).Internet d). FM Radio.

15. Are you satisfied with the after sales service offered by BAJAJ ? a). Yes b). No.

16. Any valid suggestions from your side to rightly improve the BAJAJ BIKE(PULSAR) ?

*** THANKING YOU FOR YOUR CO-OPERATION ***

Date :

Place:

Signature of the Respondent

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