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CONTENTS (INDEX)

Company Profile (Introduction of the Company) Organizational Structure of the Company Organizational Structure of the Unit in Which the Training is done (Name of the Unit) Literature Review Introduction of the Study Objective of the Study Research Methodology A. Research Design B. Data Collection C. Sampling Design Analysis & Interpretation Findings and conclusion Suggestions Constraints of the Study (Limitations) Annexure Questionnaires Bibliography

PREFACE
The above saying highlights the importance of training Practical knowledge and experience makes the man perfect and success. It is much more important than the theoretical knowledge. Theoretical knowledge only clears the fundamental concepts of Management but how to apply it in the actual business environment remain doubtful in the absence of practical knowledge. Hence combination of both practical as well as theoretical knowledge is necessary reaching to any ultimate goal. The above concept is particularly true in case of management for achieving practical positive and concrete results and to develop healthy managerial and administrative skills and potential manager. As success of any organization depends upon the management and success comes to those, whose management are willing to take risk and persist inspire of all adds with a never say die spirit. Also the dream of any organization changes into reality only when the management of the same is healthy and able to take fast and right decisions. The healthy management comes through practical knowledge and experience.

INTRODUCTION
Marketing is a pervasive phenomenon in the present day world. Every day, we are exposed to marketing of goods, services and ideas. It is the part of management. In the marketing different persons understand the meaning of marketing differently depending on their ability need and environment. It express the goods and ides. For example, when a salesperson sell T.V. a doctor treats patient or a state govt. asked for a safety that all is marketing. Sales is marketing T.V. to customers, the doctor provides services to the patents and the state govt. is undertaking social marketing. It including all resources and set of business activities necessary to direct and facilitate the flow of goods and services from a producer to consumer or use including product planning and after sales services in the process of distribution. Market: For understanding, the meaning of marketing first we understand the meaning of market. It derived form the Latin word Marcatus it means merchandise or trade or place where business is concluded. A market is a group of potential buyer for a product or series. A market is a group of buyer and sellers interested in negotiation the terms of purchase/sale of goods and services.

According to Phillip Kotler A market consist of all the potential customer sharing a particular need and who might be willing and able to engage in exchange to satisfy that need. Marketing : Marketing is a comprehensive terms, it including all resources and set of activities necessary to direct and facilities the flow of goods and services from the producer to the consumer. Marketing is boarder concept which includes all human activities in relation to the market. Philip Kotler, Explain the marketing concept
Needs, Wants and Demand Value & Satisfaction
Exchange Transactions

Product

Market and Marketer

According to Phillip Kotler Every human being have endless needs, wants and demands. There are many products in the market and satisfy these needs, wants and demand of the consumer. These needs can be fulfilled by exchanging of goods. Marketing Management : Management is an art of getting things done with others towards the achievement of the firm of a goals. Marketing management is concerned with the direction of those activities which is performed to obtained marketing goals i.e. increasing the customers satisfaction and firm profit.

According

to

William

J.

Stanton

-Marketing

Management is the marketing concept in action. Hence, marketing management is a compound system word, Marketing has management Marketing is the total system of business activities while management is the art of getting things done in a coordination. Concept of marketing : Marketing is most developing and changing area of management different authors and experts have been given their own views about marketing.

Concept of Marketing

Old Concept of Marketing

New Concept of Marketing

Old Concept of Marketing : Old concept of marketing is also known as product oriented. This concept of marketing was popular whom business was done on small scale and there was little or no competition. According to this concept, marketing consists of merely being of selling activates that effect the transfer of ownership of goods and services.

DEFINITION:
According to Pyle, Marketing comprise both buying and setting activities. According to Clark and Clark, Marketing consist of those efforts which effect transfer in the ownership of goods and ser vies and which provides for physical distribution. According to American Market Association Marketing is a performance of business activities that direct the flow of goods and services from producer to consumer. Features: 1. 2. 3. 4. 5. On the basis of these definitions there are some features. These features are as follows: It consists of production, purchase and selling activities. It is product oriented i.e. it focuses attention only on product to be sold, ignoring consumer taste. It activities come to an end on sale. i.e. it does not provide after sales service. It doesnt give important to consumer satisfaction. It aims at earning profit. Thus, we see that old concept doesnt consider consumer as a supreme. It

pays no attention to the likings, needs and nature of the consumer. This concept can be illustrated as under :Buying Production Selling Such, a concept has a very little scope in todays world of competition where in everyone is trying to provide various verities of some product. Thus, we may conclude that it is a narrow concept. CRITICISM: 1. 2. 3. 4. 5. 6. It ignores consumer research It is a product oriented concept It ignores after sales services. Consumer satisfaction and social responsibilities has no place in the concept. It fails to point out close inter-relationship between product and market. It focused only on production, purchases and sale activities and ignores other activities of marketing.

NEW CONCEPT OF MARKETING :


New concept of marketing considers marketing as a continuous process of discovering and covering consumer wants in appropriate products and services by developing a product on the basis of marketing research, creating demand for these production through promotion and serving

the demand through transport and storage with the help of channels of distribution such as wholesalers and retailers. The new concept is consumer oriented. It consider consumers as the king around which all business activities rotate. This concept is also founded on consumer satisfaction. This concept says all business activities are integrated, i.e. marketing The management management and not can not be The independent areas are marketing function. functional

interdependent

independent.

function influences production finance, personnel and in turn is influenced by these function. The modern concept allows earning reasonable profits through consumer satisfaction.

DEFINITIONS:
According to William Stanton , Marketing is a total system of interacting business activities designed to plan, price, promote and distribution was satisfying products and services to present and potential customers. According to Cundiff, Still and Gowani, Marketing is a managerial process by which products are matched with markets and through which transfer the ownership are affected.. Features :- on the basis of these defections, some features are as follows :-

1.

It recognizes the consumer supreme, as it consumer.

is

consumer oriented. The main aim is to satisfy the 2. 3. 4. Modern marketing is begins with consumer and come to end with consumers. It aims at earning profit. Only by satisfying consumers. It provides after sales services such as home delivery, guarantee etc. This concept can be illustrated as under :Consumer research Purchase Production Storage transport Pricing Promotion Selling After sale service.

FUNCTIONS OF MARKETING:
Marketing is concerned with movement of goods from the producers to the ultimate consumers. The series of transpiration involved in moving the ownership and possession of goods. These activities are performed by the manufactures and the middleman and are known as marketing function.

Function of Marketing

Research Function Marketing

Exchange Function Buying and

Physical Function Transportation

Facilitatin g function Pricing

research Production Planning and Development

Assembling Selling

Warehousing Standardization and grading Branding Packaging

Financing Advertising Risk Bearing After sale services

CONSUMER BEHAVIOUR
The marketer is interesting in knowing the buying decision Pattern of prospective buyer. To understand the marketing one must understand consumer behavior. Everybody in this world is a consumer. Everyone is buying and consuming goods and services in the life. The whole behaviour of a person while making purchase may be termed as buyer behaviour. It is an attempt and production of human and action in the buying role. The buyer behaviour can be studied with the help of stimulus from person to person. It is this buying motive which accounts the purchase of different by different individuals. The various motives of purchase may be comfort, quality, safety, economy curiosity, prestige, conformity etc. These varying decision make imperative for the marketers to study the buyer in detail. Consumer behaviour refers to the study of how buyer make the decision to stand their money, time and effect in purchasing goods and services. DEFINITION: According to Walter and Paul, Consumer behaviour is the process whereby individual decide whether

what, when, where, how and from whom to purchase goods and services. According to Fredrike and Webster, Marketing for managers explain that, consumer behaviour is all psychological, social and physical behaviour is of potential customer as they become aware of evaluate, purchase, consumes and tell others people about products and services. According to Astrow and Smith , Consumer behaviour as action of consumer in the market place and the underlying motives, The dictionary of marketing has defined. According to Philip Kotler, Consumer are neither so simple that they dont required to be studied, nor so complex that their study is not possible. The potential consumer reacts to the various marketing and environment stimuli received by him. From the above definition it is cleared that :1. 2. 3. Consumer behaviour is related to personal and social process. Consumer behaviour is a study of social nature. Consumer behaviour is related to both, the behaviour of consumer and industrial user.

Types of consumer: There are three types of consumers.


Consumer

Household consumer

Industrial Consumer

Reseller

Household Consumer: The buyer who buy the products and services for the satisfaction of their personal and family needs are called as household consumer. The nature of purchase for these consumer in non-commercial. Industrial Consumer: These are the buyer who buy the product and services in order to manufacture other products. The quantum of purchase depend on the demand of the product to be purchased (produced). The motive of these buyer is commercial. Reseller: They are wholesalers and retailers. They buy the product and services with motive of reselling at profit. The motives of these buyer too is commercial. Consumer buying motives: The modern concept of marketing considers the customer as the king or supreme as satisfaction and delight of consumer is the mission of a business. It is the customer who shapes The production and marketing policies of the firm. A marketers should understood this fact if he is to be successful in the mission. He must have sufficient knowledge about the customer to

whom he is going to sell. He must try to understand the nature of customer. A buying motives induces a buyer to buy a product. It is an influence or consideration which provides an impulse to buy. There is a buying motive behind every purchase. It may not be same with every buyer. One buyer may purchase a production to satisfy his one need and another may purchase to buy satisfy an altogether defend needs. Maslow need hierarchy which express or explain buying motive. TYPES OF BUYING MOTIVES : There
1. 2. 3.

are

three

consideration

which

make

person

purchase a product.:He has desire which needs to be satisfied He has urge which induce him to purchase He has a reasoning. Broadly spacing individuals are motivated to buy by internal and external forces are as under :1. Internal motives :- These motives originates in the minds of the people and are both physical and psychological in nature. They are broadly classified in to two classes ; Rational which are based on logical reasoning or thinking and emotional, which are based on personal feelings. 2. External motives :These motives are outside oneself. Since a consumer in the product of his

environment, his buying motives are influenced by the external factors. SIGNIFICANCE OF STUDY OF CONSUMER BEHAVIOUR : The consumer is the focus of marketing efforts. The moderns is the focus of marketing concept spell out the real significance of Consumer behaviour while implementing the modern marketing concept, marketer tries to solve the consumer needs a through understanding of Such problems. In other words there is a needs of studying Consumer behaviour. It involves a concentrated efforts to understand the very buying process and all the factors who influence it. A number of reason make the study of Consumer behaviour relevant for effective marketing management. These are as follows.:i)

Determining

the

Production

Policies

:-

For

determining the

production policies the study of

Consumer behaviour is a necessity. The study of Consumer behaviour gives an insight into various factors which prompt him to purchase a particular product. It is known that it is the packaging or style or fashion are habit which pay special attention to there attributes in his product. Thus the study of Consumer behaviour helps a great deal in formulating the production policies.
ii)

Determining the price policies:- The buyers of some products purchase the particular only because they are

cheater than the competitive products available in the market. In such a case the price of the products can not be raised on the other hand some products can easily be raised and fixed high. Similarly, prices of the products purchased under emotional motive can also be fixed high. Thus the study of Consumer behaviour helps the marketer in taking price decisions.
iii)

Market Differences:- Several differences exists in the modern markets. Therefore, uniform marketing programme can not fulfil the needs of these markets. This is because every market has separate buyers & their necessities are also different to each other, Consumer behaviour and buying motives in each and every market is quite different therefore, adequate marketing strategies can not be determined without their study. Thus, Study of Consumer behavior become a necessity.

iv)

Determining the Channels of Distribution :- The goods and services which are sold and purchased solely on the basis of low price must have cheap and economical distribution channels.

v)

In case of those articles which require after sales services E.g. cars, scooter, motorcycle, generators sets etc.)Must have different channels of distribution. Thus decisions regarding channels of distribution are taken on the basis of Consumer behaviour.

vi)

Determining the Sales Promotion Activities :- A study of important in making Consumer behaviour is also decision regarding sales

promotion. It enables the producers to know what motive prompts Consumer to make purchase and the same are utilized in advertisements media to awaken desire to purchase. The marketer can take decisions regarding brand, packaging, gifts, discounts etc. on the basis of Consumer behaviour. Several decisions on sales promotions schemes and advertisements are made by keeping in mind, the groups of buyers, timed purchase ,the place and manner of buying etc.
vii)

Meeting the Competition:- In a Competitive market, every manufacture want to sell his products. This has resulted into acute Competition. In Such a situation manufacturer sometimes sells his product on the priceless than the cost of production. Such a strategy depends upon the behaviour of Consumers. All to William large Marketing programmers gives a new form to consumer behaviour by affecting the consumer trends, Opinion choices & priorities for increasing the demand. Now a says, prices practices adopted by mobile phone companies are the burning examples to encash the behaviour of Indian Consumer.

viii)

Rapid

technological of new

advancement:with

Rapid

introduction

products

technological

advancement has made the job of studying Consumer behaviour more imperative. For example, the information technologies are changing very fast, so far as communication industry is concerned with pagers were kicked out of market by mobile phones. The pc 486 has been declared dead and even pc Pentium got four more up gradations. There are number of examples of technological changes which compel the marketer to have continues studies of consumer behaviour.
ix)

Other Reasons:- Besides the above min.points there are many more reasons which shows the significance of studying Consumer behaviour such as :

Consumer behaviour can be used to sell the products that might not sell easily because some other products has been satisfying the costumer. For example, Hovels India has given advertisement using fear of fire intents to promote their wires and cables. Case wire also used fear of fire to promote the sale of their products. Insurance companies also encash Consumer behaviour to sell their polices.

Consumer research has pointed out that consumer dislikes needs, using identical and products lifestyles. and This prefer also differentiated products to reflect their special personalities

highlights behaviour.

the

need

of

studying

consumer

Consumer behaviour in dynamic. It is this dynamic nature that makes it makes more important and necessary to study, analysis and interpret the ever changing consumer behaviour.

STAGES IN BUYING PROCESS :- The buying process Comprises of Give Stages:Need Recognition Information search Evaluation of Alternative Purchase Decision Post Purchase Reaction Repeat Purchase Discontinuation of Purchase

While taking in to account various baying roles, the consumer decision process has to be thoroughly scrutinized for effective delivery of the product. The following steps are taken in to account:1)

Need Recognition:-

The decision to buy start with

recognizing the need or desire for something which will give satisfaction on consumption Such desire may arise

either cue to internal stimulus such stimulus act as a due for marketer. The intensity of need determines the priority list of the consumer. He will make immediate purchase for the most urgent need postpone other because his means are limited . The marketer must search to know what aroused the need are desire to the consumer and how he proceeded to satisfy it.
2)

Information Search:-

The reorganized need can be

satisfied promptly only when it is known what product or brand will best satisfy it where is that product available . The consumer gathers such information either by topping sources like friends, family, neighbour colleagues or mass media like newspaper, radio, television & consumer information centers.
3)

Evaluation of Alternatives:- The consumer assesses various alternatives products or services and their want satisfying potential. In judges the evaluating

alternatives many aspects are taken in to concession, convenience and facilities. For example, in case of car study Attribute liketype, brand 4) shape, image fuel-efficiency, maruti Hyundai, seating Tata capacity, and appearance, colour etc, he may further analyze the Daewoo ultimately evaluate them with regard to his need. Purchase Decision:- After evaluating the alternatives, the buyer buys the brand he likes the most. But

sometimes, his intention to purchase a particular brand is intervened by variable like altitude of others change in income, change in priority, dealer terms, availability and other risk. The consumer are not certain about the purchase outcome and therefore they hesitate to take purchase action. The marketer should try to reduce the risk factor by providing sufficient information, popularizing brands and giving warranties. Such action on behalf of the marketer will boast up the confidence of the buyer. 5) Post Purchase Reaction:The consumer has certain expectations from the product. Such expectations are framed on the basis of message received from seller, friends and other sources. If the product performances match the

expectation, the consumer feels satisfied and go for repeated purchase. He feels dissatisfied he may than either simply stop buying the product or he may take action like talking negative about the product or launching the complaint to the company or seeking help of other agencies that might help him or take legal action. It is for this reason that marketer should never exaggerate about product benefits. The marketer can minimize dissatisfaction by giving evidence of satisfied brand users entertain customer suggestions,

provide instructions of use and or communicate with buyer.

RESEARCH METHODOLOGY
MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge. One can also define research as scientific and systematic research for pertinent information on a specific topic. In fact research is an art of scientific investigation. The advanced Learner's Dictionary if Current English lays down the meaning of research as a "a careful investigation or inquiry specially through search for new facts in any branch of knowledge". Redman and Mory define research as a "Systematized efforts to gain new knowledge". Some people consider research as a movement from the known to the unknown. It is actually a voyage of discovery. As such the research refers to the systematic method consisting of enunciating the problems, formulating a hypothesis, collecting the facts or data, analyzing the facts and reaching certain conclusions either in the form of solutions towards the concerned problems or in certain generalizations for some theoretical formulation.

RESEARCH DESIGN
A research is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. The design discussion happen to the respect of: What is study about? Where will be the study carried out? What will be the sample design? How will be the data analyzed?

RESEARCH DESIGN

COLLECTION OF DATA

ORGANISING THE DATA PRESENTATION OF DATA

ANALYSIS OF DATA INTERPRETATION OF DATA

1.

COLLECTION OF DATA: This is first in the process. It forms the formation of

whole data process residents of Yamuna Nagar, data files and records, communication method, personal interview. Objective maximizing relevant information constraints time, environment, secrecy of survey etc. 2. ORGANIZING THE DATA: The information data collected during data collection process are organize and presented in a compressible sequence to make them understandable. The data thus obtained us the edited, classified and put via tabulated form to make it understandable. 3. PRESENTATION:

After the date has been properly organized, it is ready for presentation likes tables, charts etc. The main objective is to put collected data in to an easy reliable form. 4. ANALYSIS OF DATA: After analyzing and presenting the data the research than has to proceed towards conclusions by the logical inferences. By bringing the raw data to measure data. Summarizing the data. Applying analytical method. To manipulate the data & that their inter relationship and quantitative data become evident. 5. INTERPRETATION: Interpretation means to bring to all the meaning of data or to convert data into information. From the analysis of data, the various conclusions are drawn based on logic.

OBJECTIVES OF STUDY To stress the crucial & vital importance of consumer behaviour. To find out an adequate measure of consumer behaviour of subsequently factors contributing towards brands preference. To examine the extent of consumer behaviour prevalent among the consumers. To discover variables, which make consumers, satisfy. To point out variables, which make consumers dissatisfied. To present the readers with complete and concise knowledge of all hook & corners of importance of consumer behaviour.

To suggest changes in the ways of reconstructing Brand preference and in achieving greater consumer commitment towards a particular Brand.

Commitment towards a particular Brand. To find out whether credit facility affect buying decision or not. To know whether packaging affect buying decision or not.

LIMITATIONS OF THE STUDY


No job is completely satisfactory. If the jobs were perfect there would so the not have been like any room " for and improvement, words "change

"improvement" would not have been in the dictionary. This project report may be locked in a few respects as: Some consumers are not ready to fill the questionnaire. It being my first attempt to undertake such a study, thus the inexperience is also a obstacle to accomplish the project. Illiterate customer were not able to fill the questionnaire.

DATA INTERPRETATION
Table 3.1 RESPONDENTS' CLASSIFICATION ACCORDING TO AGE Age 10-20 20-30 30-40 40-50 50-60 60-Above Total Respondents Number Percentage 0 0 16 32 11 22 16 32 6 12 01 02 50 100

Table 3.1 reveals that 32 percent of the respondents are in the age group of 20-30 and 40-50, 22 percent of respondents are in the age group of 30-40, 12 percent of respondents are in the age group of 50-60 and rest of them are in the age group of 60 Above.
RESPONDENTS' CLASSIFICATION ACCORDING TO AGE
35 30 %age of respondents 25 20 15 10 5 0 0 20 30 20-30 30-40 40-50 50-60 60-Above 32 32

22

12

Table 3.2 RESPONDENTS' CLASSIFICATION ACCORDING TO SEX Sex Male Female Total Respondents Number Percentage 35 70 15 30 50 100

Table 3.2 shows that 70 percent of the respondent are male and 30 percent of the respondents are female.

RESPONDENTS' CLASSIFICATION ACCORDING TO SEX


70 60 %age of respondents 50 40 30 20 10 0 Male Female 30 70

Table 3.3 RESPONDENTS' CLASSIFICATION ON THE BASIS OF EDUCATIONAL QUALIFICATION Education Qualification Illiterate Matric Secondary Graduate Post Graduate Any other technical qualification No. of Respondents 0 05 08 13 11 13

Table 3.3 reveals that 11 respondents are post Graduate, 13 respondent are post graduate & they have technical qualification too. 8 respondent are higher secondary and 05 respondents are matriculate.

RESPONDENTS' CLASSIFICATION ON THE BASIS OF EDUCATIONAL QUALIFICATION


14 12 %age of respondents 10 8 6 4 2 0 Matric Secondary Graduate Post Graduate Any other technical qualification 5 8 13 11 13

Table 3.4 RESPONDENTS' CLASSIFICATION ON THE BASIS OF MARITAL STATUS Marital Status Married Unmarried Total Respondents Number Percentage 47 74 13 26 50 100

Table 3.4 shows that 74 percent of respondents are married and 26 percent are unmarried
RESPONDENTS' CLASSIFICATION ON THE BASIS OF MARITAL STATUS
80 70 60 No. of respondents 50 40 30 20 10 0 Married Unmarried 26 74

Table 3.5 RESPONDENTS' CLASSIFICATION ON THE BASIS OF OCCUPATION Occupation Serviceman Businessman Professional Student By other Total Respondents Number Percentage 40 80 03 06 01 02 04 08 02 04 50 100

Table 3.5 shows that 80 percent the respondents are serviceman, 8 percent of the respondent are student, 6 percent of the respondents are businessman, 4 percent of the respondent have other occupation and rest of them are professional.
RESPONDENTS' CLASSIFICATION ON THE BASIS OF OCCUPATION
90 80 70 %age of respondents 60 50 40 30 20 10 0 Serviceman Businessman Professional Student By other 6 8 2 4 80

Table 3.6 RESPONDENTS' CLASSIFICATION ON THE BASIS OF INCOME Monthly Income 0-10,000 10,000-20,000 20,000-30,000 30,000-40,000 40,000-50,000 Above 50,000 Total Respondents Number Percentage 15 30 20 40 04 08 02 04 07 14 02 04 50 100

Table 3.6 shows that percent of the respondents having monthly income between (10,000-20,000), 30 percent of the respondents having monthly income between (0-10,000), 14 percent having monthly income between (40,000-50,000), 8 percent of respondents having monthly income (20,00030,000) and 4 percent monthly income between (30,00040,000) and above 50,000.
RESPONDENTS' CLASSIFICATION ON THE BASIS OF INCOME
40 35 30 %age of respondents 25 20 15 10 5 0 0-10,000 10,000-20,000 20,000-30,000 30,000-40,000 40,000-50,000 Above 50,000 8 4 4 14 30 40

Table 3.7 RESPONDENTS CLASSIFICATION ON THE BASIS OF NO. OF MEMBERS IN FAMILY No. of members in family 1 2 3 4 5 Above 5 Total Respondents No. Percentage 8 3 7 20 9 3 50 16 6 14 40 18 06 100

Table 3.7 shows that 40 percent of the respondents have 4 members in the family, 18 percent of the respondents have 5 members in the family, 16 percent of the respondents have one member in the family, 14 percent of the respondents have 3 members in the family and 6 percent of the respondents have 2 members in the family and rest of them have more than 5 member in the family.
RESPONDENTS CLASSIFICATION ON THE BASIS OF NO. OF MEMBERS IN FAMILY
45 40 35 %age of respondents 30 25 20 15 10 5 0 1 2 3 4 5 Above 5 6 16 18 14 40

Table 3.8 RESPONDENTS HAVING ELECTRONIC APPLIANCES Electronic appliances Yes No Total Table 3.8 clear No. 50 00 50 from Respondents Percentage 100 00 100 above table that all the

respondents have electronic appliances at their home.


RESPONDENTS HAVING ELECTRONIC APPLIANCES
100

100 90 80 %age of respondents 70 60 50 40 30 20 10 0 Yes

0 No

Table 3.9 LIST OF ELECTRONIC APPLIANCES OF RESPONDENTS List of Elec. Appliances T.V Fridge Micro wave own Iron Washing machine Computer Any other No. of respondents 50 46 11 47 43 24 10

Table 3.9 indicates that all the respondents have T.V at their home where as Iron and fridge is also held by almost all respondents. The respondents proceeding the above stated respondents are 43 in number having computer and 24 with washing machine.
LIST OF ELECTRONIC APPLIANCES OF RESPONDENTS
60 50 46 47 43 No. of respondents 40

50

30 24 20 11 10 10

0 T.V Eridge Micro wave own Iron Washing machine Computer Any other

Table 3.10 PREFERENCE OF BRAND Brands Samsung Sony LG Phillips Videocon Others No. of respondents 11 07 24 04 05 02

Table 3.10 reveals that 24 respondents preferred LG, 11 respondents preferred Samsung, 07 respondents preferred Sony, 5 respondents preferred videocon, 4 respondents preferred Phillips & 2 respondents preferred other brand.

PREFERENCE OF BRAND
25 24

20 No. of respondents

15 11 10 7 5 4 5 2 0 Samsang Song LG Phillips Gdeocon Others

Table 3.11 REASONS BEHIND PREFERRING THE BRAND Reasons Quality Price Features Durability Advertisement Table 3.11 reveal that (out No. of respondents 43 10 05 12 00 of 50 respondents) 43

respondents prefer their brand for the sake of quality while 12 & 10 for durability & price respectively where as some prefer their brand for the combination of few reasons given above.

REASONS BEHIND PREFERRING THE BRAND


45 40 35 No. of respondents 30 25 20 15 10 5 0 Quality Price Features Durability 10 5 0 Advertisement 43

12

Table 3.12 PERSONS INFLUENCING THE BUYING DECISION Persons Head of the family Children Wife Altogether Others Total Respondents No percentage 08 16 02 03 37 00 50 04 06 74 00 100

Table 3.12 shows that 74 percent respondents take decisions with the involvement of all family members followed by 16 percent respondents having the decision taking power with head of the family & only 10 percent respondents feel that decisions are taken by children & wife.
PERSONS INFLUENCE THE BUYING DECISION
80 70 60 %of respondents 50 40 30 20 10 0 Head of the family Children Wife Altogether 16 4 6 0 Others 74

Table 3.13 SOURCES OF KNOWLEDGE ABOUT BRAND Sources Electronic media Print media Words of mouth Friends Others No. of respondents 33 10 07 12 02

Table 3.13 reveals that 33 respondents get information by electronic media regarding the availability of brand and for 12 respondents' friends act as a source of information followed by 10 respondents who opted for print media & rest of them get information from words of mouth & others.

SOURCES OF KNOWLEDGE ABOUT BRAND


35 30 25 20 15 10 5 0 Electronic media Print media Words of mouth Friends Others 10 7 2 33

No. of respondents

12

Table 3.14 FACTOR AFFECTING THE PURCHASE DECISION Factors Price Quality Free gift Exchange offers Others No. of respondents 17 44 02 01 00

Table 3.14 indicates that 44 respondents are affected by the quality of appliances at the time of their purchase. And 17 are affected by price. Some respondents who are affected by both the price and quality while only respondent affected by gifts and exchange offers offered at the time of purchase.
FACTOR AFFECTING THE PURCHASE DECISION
45 40 35 %age of respondents 30 25 20 15 10 5 0 Price Quality Free gift Exchange offer Others 2 1 2 17 44

Table 3.15 REASONS FOR PURCHASING BRAND Reasons Comfort Entertainment Prestige Any other No. of respondents 39 15 02 01

Table 3.15 indicates that 39 respondents purchase the electronic appliances for the sake of comfort and 15 purchase for the sake of prestige. There are few respondents who purchase both for comfort and prestige and are already included in the above two classifications.

REASONS OF PURCHASE BRAND


40 35 30 No. of respondents 25 20 15 10 5 2 0 Comfort Entertainment Prestige 1 Any other 15 39

Table 3.16 (a) EFFECT OF PROMOTIONAL EFFORTS (LIKE RESIDUAL SALE) ON BUYING DECISIONS Promotional efforts (Residual sale) Yes No Can't say Total No 26 08 29 50 Respondents Percentage 52 16 58 100

Table 3.16 (A) reveals that 58 percent respondents are undecided regarding the buying decision being influenced by promotional efforts. 26 percent feel the influence of promotion efforts an buying decision while these rest 16 percent does not get influenced.

EFFECT OF PROMOTIONAL EFFORTS (LIKE RESIDUAL SALE) ON BUYING DECISIONS


70 60 52 %age of respondents 50 40 30 20 10 0 Yes No Can't say 16 58

Table 3.16 (B) EFFECT OF PROMOTION EFFORT (LIKE UNSOLD STOCK SALE) ON BUYING DECISIONS Promotion of effort (unsold stock sale) Yes No Total Respondents No Percentage 13 8 50 26 16 100

Table 3.16 (b) reveals the effect of unsold stock sale on the buying decision its clear that 25 percent get effected and 16 percent respondents don't while the rest 20 percent are undecided.
EFFECT OF PROMOTION EFFORT (LIKE UNSOLD STOCK SALE) ON BUYING DECISIONS

30 25 %age of respondents 20 15 10 5 0 Yes

26

16

No

Table 3.16 (C) EFFECT OF PROMOTIONAL EFFORTS (LIKE SEASONAL SALE) ON BUYING DECISION Promotion efforts (Seasonal Sale) Yes No Can't say Total Respondents No Percentage

19 5 26 50

38 10 52 100

Table 3.16 (c) reveals that 38 percent respondents get affected by the promotion efforts in the form of seasonal sale while the majority 52 percent is undecided only 10 percent respondents does not get effected by this seasonal sale.

EFFECT OF PROMOTIONAL (LIKE SEASONAL SALE) ON BUYING DECISION


60 52 50 %age of respondents 40 30 20 10 0 Yes No Can't say 10

38

Table 3.17 EFFECT OF ADVERTISEMENT IN CREATING MONOPOLY FOR BRAND Effect Yes No Can't say Total Table 3.17 No 12 19 19 50 Respondents Percentage 24 38 38 100

reveals that respondents having the view

point that advertisement creates monopoly are 24 percent of the total where as the rest of them are divided in 38 percent each to category undecided and supporters that monopoly is created by advertising.

EFFECT OF ADVERTISEMENT IN CREATING MONOPOLY FOR BRAND


40 35 30 25 20 15 10 5 0 Yes No Can't say 24 38 38

%age of respondents

Table 3.18 EFFECT OF SHOWROOM LOCATION ON BUYING DECISION Showroom location Yes No Can't say Total Table 3.18 No 25 20 05 50 Respondents Percentage 50 40 10 100

indicates that the location of showroom

affects 50 percent respondents and 40 percent remain unaffected while the rest 10 percent are undecided

EFFECT OF SHOWROOM LOCATION ON BUYING DECISION


60 50

50 %age of respondents

40

40

30

20 10

10

0 Yes No Can't say

Table 3.19 REGULAR AVAILABILITY OF BRANDED ELECTRONIC APPLIANCES Availability Always Sometimes Total Table 3.19 Shows No 36 14 50 that Respondents Percentage 72 28 100 according to 72 percent

respondents find branded electronic appliances always available in the market while the rest has opted for sometimes.
REGULAR AVAILABILITY OF BRANDED ELECTRONIC APPLIANCES
80 72 70 60 50 40 30 20 10 0 Always Sometimes 28

%age of respondents

Table 3.20 REPLACEMENT OF DEFECTIVE ELECTRONIC APPLIANCES Replacement Every time Sometime Never Total No 14 30 06 50 Respondents Percentage 28 60 12 100

Table 3.20 reveals that 60 percent respondents find that shopkeeper change the defective appliances sometime & 12 percent have opted never 28 percent respondents have opposed and opted that every time defective appliances are replaced by the shopkeeper, majority of respondents feel that sometimes shop keeper change the defective appliances.

REPLACEMENT OF DEFECTIVE ELECTRONIC APPLIANCES


70 60 50 40 30 20 12 10 0 Every time Sometime Never 28 60

%age of respondents

Table 3.21 EFFECT OF COMPANY'S IMAGE ON BUYING DECISION Effect Yes No Can't say Total Table 3.21 No 45 03 02 50 Respondents Percentage 90 06 04 100

reveals that 90 percent respondents buying

behavior is influenced by the company's image where as 6 percent oppose this views point and only 4 percent are undecided.

EFFECT OF COMPANY'S IMAGE ON BUYING DECISION


90 80 70 %age of respondents 60 50 40 30 20 10 0 Yes No Can't say 6 4 90

Table 3.22 EFFECT OF CREDIT FACILITY ON BUYING DECISION Credit facility Yes No Some time Total No 27 15 08 50 Respondents Percentage 54 30 16 100

Table 3.22 reveals that the effect the credit facility on the buying decision of respondents and makes clear that 54 percent respondents are affected positively with this facility and 30 percent are not affected where as rest 16 percent respondents are undecided.
EFFECT OF CREDIT FACILITY ON BUYING DECCISION
60 54 50 %age of respondents

40 30

30

20

16

10

0 Yes No Some time

Table 3.23 RESPONDENT'S OPINION ABOUT PROMOTIONAL SCHEMES Schemes Yes No Total No 27 23 50 Respondents Percentage 54 46 100

Table 3.23 reveals that 54 percent respondents wait for discount promotional schemes where as the rest 46 percent don't wait to buy any electronic appliance.
RESPONDENT'S OPINION ABOUT PROMOTIONAL SCHEMES
54 54

52 %age of respondents

50

48 46

46

44

42 Yes No

Table 3.24 EFFECT FESTIVAL SEASON ON BUYING DECISION Festival season Yes No Total No 36 14 50 Respondents Percentage 72 28 100

Table 3.24 show that festival season encourages the buying decision of 72 percent respondents leaving the 28 percent unaffected.

EFFECT FESTIVAL SEASON ON BUYING DECISION


80 72 70 60 %age of respondents 50 40 30 20 10 0 Yes No 28

Table 3.25 AFTER SALE SERVICES PROVIDED BY DEALER After sale services Yes No Total No 45 05 50 Respondents Percentage 90 10 100

Table 3.25 reveals that 90 percent respondents are provided by the after sales services and only 10 percent don't get their services.

AFTER SALE SERVICES PROVIDED BY DEALER


90 90 80 70 %age of respondents 60 50 40 30 20 10 0 Yes No 10

Table 3.26 TYPES OF AFTER SALE SERVICES PROVIDED BY DEALER Types Warranty Free home delivery Guarantee Free repair service Table 3.26 No. of respondents 31 07 10 13

shows the type of after sales services as

perceived by the respondents. It can be known from the above table that respondents perceived after sales services the combination of its types as 31 respondents include warranty in after sales services followed by 13 respondents to the category of free repair services. 10 respondents perceived then as guarantee and rest 7 as free home delivery.

TYPES OF AFTER SALE SERVICES PROVIDED BY DEALER

35 31 30 25 20 15 10 10 5 0 Warranty Free home delivery Guarantee Free repair service 7 13

No. of respondents

Table 3.27 THE MOST EFFECTIVE FEATURE TO PURCHASE ELECTRONIC APPLIANCES Floaters Price Quality Both Total Table 3.27 No 01 14 35 50 Respondents Percentage 02 28 70 100

reveals that for 70 percent respondents both

price & quality matters most where as for 28 percent quality matters and for rest 2 percent only price matters.
THE MOST EFFECTIVE FEATURE TO PURCHASE ELECTRONIC APPLIANCES
70 70 60 %age of respondents 50 40 30 20 10 0 Price Quality Both 2

28

Table 3.28 INDICATION OF CHEAPEST QUALITY BY LOW PRICES Low price Yes No Can't say Total No 12 21 17 50 Respondents Percentage 24 42 34 100

Table 3.28 indicates that 42 percent believe that low priced appliances are not cheaper in quality where as 24 percent opposed two view point & rest 34 percent are undecided
INDICATION OF CHEAPEST QUALITY BY LOW PRICES
45 40 35 %age of respondents 30 25 20 15 10 5 0 Yes No Can't say 24 34 42

Table 3.29 INDICATION OF GOOD QUALITY BY HIGH PRICE High price Yes No Can't say Total No 15 18 17 50 Respondents Percentage 30 36 34 100

Table 3.29 shows that 36 percent respondents do not find that high priced electronic appliances are indicator of quality and 30 percent respondents has opposed this where as 34 percent are undecided.

INDICATION OF GOOD QUALITY BY HIGH PRICE


36 36 35 34 34 %age of respondents 33 32 31 30 30 29 28 27 Yes No Can't say

Table 3.30 PREFERENCE FOR SHOW ROOM Preference Fixed price show room Non-fixed price show room Total Respondents No Percentage 38 96 02 50 04 100

Table 3.30 shows that 96 percent respondents are willing to go the fixed priced showroom where as only 4 percent do not want to go the fixed priced show rooms.
PREFERENCE FOR SHOW ROOM
120

100 %age of respondents

96

80

60

40

20 4 0 Fixed price show room Non-fixed price show room

Table 3.31 OPINIONS REGARDING BARGAINING FOR ELECTRONIC APPLIANCES Opinions Yes No Can't say Total No 16 27 07 50 Respondents Percentage 32 54 14 100

Table 3.31 reveals that 54 percent respondents do not believe in bargaining where as 32 percent believe. The rest 14 percent don't know or not clear.

OPINIONS REGARDING BUYING FOR ELECTRONIC APPLIANCES


60 54 50 %age of respondents

40 32 30

20 14 10

0 Yes No Can't say

Table 3.32 EFFECT OF PACKAGING BUYING DECISION Effect Yes No Can't say Total No 26 17 08 50 Respondents Percentage 52 34 16 100

Table 3.32 reveals that 52 percent respondents get affected by the packaging quality where as 34 percent do not get affected by packaging quality & rest 14 percent are undecided.
EFFECT OF PACKAGING BUYING DECISION

60 50 %age of respondents 40 30 20 10 0 Yes

52

34

16

No

Can't say

Table 3.33 EFFECT OF PACKAGING OR QUALITY OF ELECTRONIC APPLIANCES Effect Yes No Can't say Total No 18 20 12 50 Respondents Percentage 36 40 24 100

Table 3.33 indicates that 40 percent respondents do not find that quality of product is affected by packaging of appliances followed by 36 percent opposes leaving 24 percent undecided.
EFFECT OF PACKAGING OR QUALITY OF ELECTRONIC APPLIANCES
45 40 35 %age of respondents 30 25 20 15 10 5 0 Yes No Can't say 24 40 36

Table 3.34 EFFECT OF CHINESE PRODUCTS ON BUYING DECISIONS Chinese Yes No Total No 15 35 50 Respondents Percentage 30 70 100

Table 3.34 indicates that 70 percent respondents are not influenced by Chinese products in the market where as 30 percent got affected by Chinese products.
EFFECT CHINESE PRODUCTS BUYING IN DECISIONS
70 70 60 %age of respondents 50 40 30 20 10 0 Yes No

30

Table 3.35 LEVEL OF SATISFACTION AFTER BUYING ELECTRONIC APPLIANCES Level of satisfaction High Low Average Below average Total Table 3.35 No 23 00 27 00 50 Respondents Percentage 46 00 54 00 100

indicates that 54 percent respondents are

averagely satisfied by products after purchase followed by 46 percent of highly satisfied respondents.

LEVEL OF SATISFACTION OF FOR BUYING ELECTRONIC APPLIANCES


60 54 50 %age of respondents 46

40

30

20

10 0 High Low Average 0 Below average

Table 3.36 REVIEW OF BUYING DECISION Review Always Some time Never Total Table 3.36 No 15 29 06 50 Respondents Percentage 30 58 12 100

reveals that 58 percent respondents review

their buying decision some times where as 30 percent always review their decision. A small percentage i.e. 12 percent never review their buying decision.

REVIEW OF BUYING DECISION


60 58

50 %age of respondents

40 30

30

20 12 10

0 Always Some time Never

FINDINGS
Majority of respondents are in the age group of 20-30 and 40-50. Majority of respondents are male. All the respondents have electronic appliances. All the respondents use different types of electronic appliances at their home. LG the most preferred brand of the public. Majority of the respondents prefer their brand because of quality of product. Majority of respondents, electronic media act as a source of information. Majority of respondents purchase the goods to increase their level of comfort. Majority of respondents are affected by location of showroom. Majority of respondents are affected by the credit facility available in electronic appliances. Majority of respondents says that after sale services is provided by dealer. Majority of respondents don't find high price there are the indicator of quality. Most of the respondents want to go to find majority of respondent don't believe in bargaining.

Majority of respondents buying decision are affected by packaging. Majority of respondents are fully or avergely are satisfied with their products.

SUGGESTIONS
Company should try to provide better quantity with low prices by reducing the cost on advertising. Sales promotion schemes should be introduced to the customer at frequent time intervals. Location of showroom should be taken care of. Company should always try to improve the packaging of its products. After sales service should be provided by the Co. to customers. Dealer margin should also be increased. Location of showroom should be taken care off. Electronic appliances should be continuously available in market. Co. should take efforts to crate its image Co should always try to improve the packaging of its products.

QUESTIONNAIRE
CONSUMERS BUYING BEHAVIOUR FOR ELECTRONIC APPLIANCES
PART A BACKGROUND INFORMATION 1. 2. 3. 4. Name Age (in years) Sex : : : ___________________________________ ___________________________________ Male Female

Educational Qualifications : Illiterate Higher Secondary Post Graduate Any other technical qualification. Matric Graduate

5.

Marital Status Married

: Unmarried :_____________________________ :_____________________________ :_____________________________

6. 7. 8.

Occupation Monthly income (in Rs.) (from all sources) Size of family

PART - B
1. 2. Do you have electronic appliances in your home ? Yes TV Microwave oven Computer 3. No Fridge Iron Washing machine Name the electronic appliances you have ?

Any other _________________________________________ Which brand you preferred most ? Samsung Phillips 4. Quality Features Advertisement 5. Who takes buying decision in final purchase of electronic appliances ? Head of the family All together 6. Electronic media Words of mouth Others 7. What affect you most at point of purchase ? Price Free gift Others Quality Exchange offers Children Others Print Media Friends Wife Sony Videocon Price Durability LG Others

Why you preferred this brand most ?

How you come to know about the brand available in the market?

8.

What is the purpose behind purchase of product ? Comfort Prestige Entertainment Any other

9.

Do you think buying decision is influenced by promotional efforts ?


a) Residual Sale : b) Unsold Stock Sale : c) Seasonal Sale : Yes Yes Yes No No No Cant Say Cant Say Cant Say

10. 11. 12.

Do you think advertisements create monopoly ? Yes Yes market ? Always Sometime Sometime No No No No No Free Home delivery Never Can't Say Sometimes No No Can't Say Can't Say Does location of showroom affect your buying decision ? Are the branded electronic appliances always available in the

13. 14. 15. 16. 17. 18. 19.

Does shopkeeper take back the defective electronic appliances. Every time Yes Yes Yes Yes Yes Warranty Is the image of company influence your buying decision ? Does credit facility affect your buying decision ? Do you wait for any sale promotional/discount scheme ? Do you think festival season encourages your buying decision ? Does your dealer provide after sale services ? If yes, what type of service he provides to you ?

Guarantee

Free repair service

20. 21.

What matters for you most ? Price quality ? Yes No Can't Say Quality Both Do you think low priced electronic appliances are cheaper in

22.

Do you think that higher priced electronic appliances are indicator of quality ? Yes No Can't Say

23.

On which showroom you would like to go ? Fixed price showroom Non-fixed price showroom

24. 25.

Do you believe in bargaining ? Yes behaviour? Yes No No Can't Say Can't Say No Can't Say Do you think packaging of appliances affect your buying

26. 27.

Does packaging affect the quality of electronic appliances ? Yes What are the most important points to be kept in mind while buying electronic appliances ? _______________________________________________________ _______________________________________________________ _______________________________________________________

28. 29.

Are Chinese products influence your buying decision ? Yes appliances ? High Average Low Below Average No What is the extent of satisfaction after buying electronic

30.Do you review your buying decision ? Always Sometimes Never 31.Any recommendation for electronic buying decision ? _______________________________________________________ _______________________________________________________ _______________________________________________________

BIBLIOGRAPHY
During the making of this project various books were consulted: S.No. Books 1 2 2. 4 5 1. 2. Principles of marketing Marketing Management Marketing Management Marketing Management Marketing Management Website www.google.com www.indiatimes.com Authors Ashok Jain T.N. Chhabra S.K. Grover Philip Kotler Dr. J.L. Gupta Rachna Anand C.N. Sontakki