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.

There are many products in the market and satisfy these needs. . These needs can be fulfilled by exchanging of goods.e. Marketing Management : Management is an art of getting things done with others towards the achievement of the firm of a goals. Marketing : Marketing is a comprehensive terms. “Explain the marketing concept Needs. wants and demand of the consumer.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 is boarder concept which includes all human activities in relation to the market. Marketing management is concerned with the direction of those activities which is performed to obtained marketing goals i. Philip Kotler. 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. increasing the customers satisfaction and firm profit. wants and demands. Wants and Demand Value & Satisfaction Exchange Transactions Product Market and Marketer According to Phillip Kotler Every human being have endless needs.

Concept of marketing : Marketing is most developing and changing area of management different authors and experts have been given their own views about marketing. “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 Old Concept of Marketing New Concept of Marketing . Hence. marketing management is a compound system word.According to William J. Stanton : -“Marketing Management is the marketing concept in action.

“Marketing consist of those efforts which effect transfer in the ownership of goods and ser vies and which provides for physical distribution.e. It is product oriented i. These features are as follows: It consists of production. 4. It doesn’t give important to consumer satisfaction.e. it focuses attention only on product to be sold. Features: 1. This concept of marketing was popular whom business was done on small scale and there was little or no competition. i. we see that old concept doesn’t consider consumer as a supreme. it does not provide after sales service. marketing consists of merely being of selling activates that effect the transfer of ownership of goods and services. According to this concept. It activities come to an end on sale. purchase and selling activities. 2. ignoring consumer taste. “Marketing comprise both buying and setting activities. 5. Thus. It aims at earning profit.Old Concept of Marketing : Old concept of marketing is also known as product oriented. 3. On the basis of these definitions there are some features. DEFINITION: According to Pyle.” According to Clark and Clark. It . According to American Market Association “Marketing is a performance of business activities that direct the flow of goods and services from producer to consumer.

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

the demand through transport and storage with the help of channels of distribution such as wholesalers and retailers. It consider consumers as the king around which all business activities rotate. promote and distribution was satisfying products and services to present and potential customers”. price. some features are as follows :- . Features :. marketing The management management and not can not be The independent areas are marketing function. Still and Gowani. personnel and in turn is influenced by these function.”. This concept is also founded on consumer satisfaction. i. This concept says all business activities are integrated.on the basis of these defections. functional interdependent independent. The modern concept allows earning reasonable profits through consumer satisfaction. According to Cundiff. function influences production finance. “Marketing is a managerial process by which products are matched with markets and through which transfer the ownership are affected. “Marketing is a total system of interacting business activities designed to plan.e. The new concept is consumer oriented. DEFINITIONS: According to William Stanton .

guarantee etc. It provides after sales services such as home delivery. FUNCTIONS OF MARKETING: Marketing is concerned with movement of goods from the producers to the ultimate consumers. Modern marketing is begins with consumer and come to end with consumers. as it consumer. It aims at earning profit. This concept can be illustrated as under :Consumer research  Purchase  Production  Storage transport  Pricing  Promotion  Selling  After sale service. The main aim is to satisfy the 2. 4. 3. These activities are performed by the manufactures and the middleman and are known as marketing function. The series of transpiration involved in moving the ownership and possession of goods. It recognizes the consumer supreme. Function of Marketing Research Function Marketing Exchange Function Buying and Physical Function Transportation Facilitatin g function Pricing . Only by satisfying consumers.1. is consumer oriented.

time and effect in purchasing goods and services. conformity etc. quality. To understand the marketing one must understand consumer behavior. It is an attempt and production of human and action in the buying role.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. “ Consumer behaviour is the process whereby individual decide whether . Consumer behaviour refers to the study of how buyer make the decision to stand their money. 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. Everybody in this world is a consumer. economy curiosity. The whole behaviour of a person while making purchase may be termed as buyer behaviour. These varying decision make imperative for the marketers to study the buyer in detail. DEFINITION: According to Walter and Paul. prestige. The various motives of purchase may be comfort. Everyone is buying and consuming goods and services in the life. safety.

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

A marketers should understood this fact if he is to be successful in the mission. Industrial Consumer: These are the buyer who buy the product and services in order to manufacture other products. The motives of these buyer too is commercial. It is the customer who shapes The production and marketing policies of the firm. 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. He must have sufficient knowledge about the customer to . They buy the product and services with motive of reselling at profit. Reseller: They are wholesalers and retailers. The motive of these buyer is commercial. The nature of purchase for these consumer in non-commercial.Types of consumer: There are three types of consumers. The quantum of purchase depend on the demand of the product to be purchased (produced). 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.

2. There is a buying motive behind every purchase. Maslow need hierarchy which express or explain buying motive. which are based on personal feelings. One buyer may purchase a production to satisfy his one need and another may purchase to buy satisfy an altogether defend needs. External motives :These motives are outside oneself. Since a consumer in the product of his . It is an influence or consideration which provides an impulse to buy.:He has desire which needs to be satisfied He has urge which induce him to purchase He has a reasoning.whom he is going to sell. Rational which are based on logical reasoning or thinking and emotional. 2. It may not be same with every buyer. are three consideration which make a person purchase a product. Broadly spacing individuals are motivated to buy by internal and external forces are as under :1. TYPES OF BUYING MOTIVES : There 1. They are broadly classified in to two classes . A buying motives induces a buyer to buy a product. He must try to understand the nature of customer. 3. Internal motives :.These motives originates in the minds of the people and are both physical and psychological in nature.

The moderns is the focus of marketing concept spell out the real significance of Consumer behaviour while implementing the modern marketing concept. SIGNIFICANCE OF STUDY OF CONSUMER BEHAVIOUR : The consumer is the focus of marketing efforts. It is known that it is the packaging or style or fashion are habit which pay special attention to there attributes in his product. It involves a concentrated efforts to understand the very buying process and all the factors who influence it. ii) Determining the price policies:. These are as follows.:i) Determining the Production Policies :- For determining the production policies the study of Consumer behaviour is a necessity. In other words there is a needs of studying Consumer behaviour. marketer tries to solve the consumer needs a through understanding of Such problems. The study of Consumer behaviour gives an insight into various factors which prompt him to purchase a particular product.The buyers of some products purchase the particular only because they are . Thus the study of Consumer behaviour helps a great deal in formulating the production policies. his buying motives are influenced by the external factors. A number of reason make the study of Consumer behaviour relevant for effective marketing management.environment.

Therefore. 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. iv) Determining the Channels of Distribution :. Thus decisions regarding channels of distribution are taken on the basis of Consumer behaviour. prices of the products purchased under emotional motive can also be fixed high. uniform marketing programme can not fulfil the needs of these markets. v) In case of those articles which require after sales services E. Study of Consumer behavior become a necessity.g. Thus the study of Consumer behaviour helps the marketer in taking price decisions. generators sets etc.The goods and services which are sold and purchased solely on the basis of low price must have cheap and economical distribution channels. Similarly. iii) Market Differences:. .Several differences exists in the modern markets.)Must have different channels of distribution.cheater than the competitive products available in the market. This is because every market has separate buyers & their necessities are also different to each other. adequate marketing strategies can not be determined without their study. scooter. Consumer behaviour and buying motives in each and every market is quite different therefore. cars. motorcycle. Thus.

prices practices adopted by mobile phone companies are the burning examples to encash the behaviour of Indian Consumer. packaging.the place and manner of buying etc. timed purchase . All to William large “Marketing programmers gives a new form to consumer behaviour by affecting the consumer trends.vi) Determining the Sales Promotion Activities :. vii) Meeting the Competition:.” Now a says. 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. gifts. In Such a situation manufacturer sometimes sells his product on the priceless than the cost of production. on the basis of Consumer behaviour. the groups of buyers.A study of important in making Consumer behaviour is also decision regarding sales promotion. every manufacture want to sell his products. viii) Rapid technological of new advancement:with Rapid introduction products technological . discounts etc. Such a strategy depends upon the behaviour of Consumers.In a Competitive market. This has resulted into acute Competition. The marketer can take decisions regarding brand. Opinion choices & priorities for increasing the demand. Several decisions on sales promotions schemes and advertisements are made by keeping in mind.

Insurance companies also encash Consumer behaviour to sell their polices. The pc 486 has been declared dead and even pc Pentium got four more up gradations. ‘Hovel’s India’ has given advertisement using fear of fire intents to promote their wires and cables. the information technologies are changing very fast. For example.  Consumer research has pointed out that consumer dislikes needs.Besides the above min. and This prefer also differentiated products to reflect their special personalities .advancement has made the job of studying Consumer behaviour more imperative.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. ‘Case wire’ also used fear of fire to promote the sale of their products. There are number of examples of technological changes which compel the marketer to have continues studies of consumer behaviour. so far as communication industry is concerned with ‘pagers’ were kicked out of market by mobile phones. using identical and products lifestyles. For example. ix) Other Reasons:.

STAGES IN BUYING PROCESS :.  the need of studying consumer Consumer behaviour in dynamic. It is this dynamic nature that makes it makes more important and necessary to study.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 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 .highlights behaviour. analysis and interpret the ever changing consumer behaviour. the consumer decision process has to be thoroughly scrutinized for effective delivery of the product.

The marketer must search to know what aroused the need are desire to the consumer and how he proceeded to satisfy it. the buyer buys the brand he likes the most. seating Tata capacity. 3) Evaluation of Alternatives:. in case of car study Attribute liketype. 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 . image fuel-efficiency. 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 .either cue to internal stimulus such stimulus act as a due for marketer. But .After evaluating the alternatives. neighbour colleagues or mass media like newspaper. The consumer gathers such information either by topping sources like friends.The consumer assesses various alternatives products or services and their want satisfying potential. For example. colour etc. In judges the evaluating alternatives many aspects are taken in to concession. Purchase Decision:. convenience and facilities. television & consumer information centers. radio. family. brand 4) shape. and appearance. maruti Hyundai. he may further analyze the Daewoo ultimately evaluate them with regard to his need.

Such expectations are framed on the basis of message received from seller. popularizing brands and giving warranties. friends and other sources. It is for this reason that marketer should never exaggerate about product benefits. 5) Post Purchase Reaction:The consumer has certain expectations from the product. . Such action on behalf of the marketer will boast up the confidence of the buyer. If the product performances match the expectation. availability and other risk. The marketer can minimize dissatisfaction by giving evidence of satisfied brand users entertain customer suggestions. dealer terms. his intention to purchase a particular brand is intervened by variable like altitude of others change in income. The marketer should try to reduce the risk factor by providing sufficient information. change in priority. 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.sometimes. the consumer feels satisfied and go for repeated purchase. The consumer are not certain about the purchase outcome and therefore they hesitate to take purchase action.

provide instructions of use and or communicate with buyer. .

Some people consider research as a movement from the known to the unknown. collecting the facts or data. formulating a hypothesis. 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". In fact research is an art of scientific investigation.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. It is actually a voyage of discovery. 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. As such the research refers to the systematic method consisting of enunciating the problems.

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.

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

This project report may be locked in a few respects as:   Some consumers are not ready to fill the questionnaire. To know whether packaging affect buying decision or not.   Commitment towards a particular Brand. If the jobs were perfect there would so the not have been like any room " for and improvement. thus the inexperience is also a obstacle to accomplish the project. words "change "improvement" would not have been in the dictionary. To find out whether credit facility affect buying decision or not.  LIMITATIONS OF THE STUDY No job is completely satisfactory.  Illiterate customer were not able to fill the questionnaire. It being my first attempt to undertake such a study. . To suggest changes in the ways of reconstructing Brand preference and in achieving greater consumer commitment towards a particular Brand.

22 percent of respondents are in the age group of 30-40.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. 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 2 .1 reveals that 32 percent of the respondents are in the age group of 20-30 and 40-50.

2 shows that 70 percent of the respondent are male and 30 percent of the respondents are female.Table – 3.2 RESPONDENTS' CLASSIFICATION ACCORDING TO SEX Sex Male Female Total Respondents Number Percentage 35 70 15 30 50 100 Table 3. RESPONDENTS' CLASSIFICATION ACCORDING TO SEX 70 60 %age of respondents 50 40 30 20 10 0 Male Female 30 70 .

3 RESPONDENTS' CLASSIFICATION ON THE BASIS OF EDUCATIONAL QUALIFICATION Education Qualification Illiterate Matric Secondary Graduate Post Graduate Any other technical qualification No.3 reveals that 11 respondents are post Graduate. 13 respondent are post graduate & they have technical qualification too. 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. 8 respondent are higher secondary and 05 respondents are matriculate. of Respondents 0 05 08 13 11 13 Table 3.

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 .

8 percent of the respondent are student.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. 4 percent of the respondent have other occupation and rest of them are professional.Table – 3.5 shows that 80 percent the respondents are serviceman. 6 percent of the respondents are businessman. 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 .

000 Above 50.000-50.000 20.Table – 3.000-40.6 shows that percent of the respondents having monthly income between (10. 30 percent of the respondents having monthly income between (0-10.000 20.000).000 8 4 4 14 30 40 .000-50.000 10.000-20. 14 percent having monthly income between (40.000.000-50.6 RESPONDENTS' CLASSIFICATION ON THE BASIS OF INCOME Monthly Income 0-10.000 30.00040.000-30.000-20.000 40.000 30.000 10.000 40.000-40.000) and 4 percent monthly income between (30.000) and above 50.000 Above 50. RESPONDENTS' CLASSIFICATION ON THE BASIS OF INCOME 40 35 30 %age of respondents 25 20 15 10 5 0 0-10.000-30.000).00030.000).000-20. 8 percent of respondents having monthly income (20.000 Total Respondents Number Percentage 15 30 20 40 04 08 02 04 07 14 02 04 50 100 Table 3.

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 6 .Table – 3. RESPONDENTS’ CLASSIFICATION ON THE BASIS OF NO. 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. of members in family 1 2 3 4 5 Above 5 Total Respondents No. 16 percent of the respondents have one member in the family. 18 percent of the respondents have 5 members in the family. Percentage 8 3 7 20 9 3 50 16 6 14 40 18 06 100 Table 3. OF MEMBERS IN FAMILY No.7 RESPONDENTS’ CLASSIFICATION ON THE BASIS OF NO.7 shows that 40 percent of the respondents have 4 members in the family.

8 RESPONDENTS HAVING ELECTRONIC APPLIANCES Electronic appliances Yes No Total Table 3.Table – 3. RESPONDENTS HAVING ELECTRONIC APPLIANCES 100 100 90 80 %age of respondents 70 60 50 40 30 20 10 0 Yes 0 No . 50 00 50 from Respondents Percentage 100 00 100 above table that all the respondents have electronic appliances at their home.8 clear No.

V at their home where as Iron and fridge is also held by almost all respondents. of respondents 40 50 30 24 20 11 10 10 0 T. The respondents proceeding the above stated respondents are 43 in number having computer and 24 with washing machine. of respondents 50 46 11 47 43 24 10 Table 3.9 indicates that all the respondents have T. Appliances T. LIST OF ELECTRONIC APPLIANCES OF RESPONDENTS 60 50 46 47 43 No.V Eridge Micro wave own Iron Washing machine Computer Any other .V Fridge Micro wave own Iron Washing machine Computer Any other No.Table – 3.9 LIST OF ELECTRONIC APPLIANCES OF RESPONDENTS List of Elec.

of respondents 15 11 10 7 5 4 5 2 0 Samsang Song LG Phillips Gdeocon Others . PREFERENCE OF BRAND 25 24 20 No. 07 respondents preferred Sony. 11 respondents preferred Samsung. of respondents 11 07 24 04 05 02 Table 3. 5 respondents preferred videocon.10 PREFERENCE OF BRAND Brands Samsung Sony LG Phillips Videocon Others No. 4 respondents preferred Phillips & 2 respondents preferred other brand.10 reveals that 24 respondents preferred LG.Table – 3.

Table – 3. of respondents 30 25 20 15 10 5 0 Quality Price Features Durability 10 5 0 Advertisement 43 12 . REASONS BEHIND PREFERRING THE BRAND 45 40 35 No.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.11 REASONS BEHIND PREFERRING THE BRAND Reasons Quality Price Features Durability Advertisement Table 3.

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 .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.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.

Table – 3.13 SOURCES OF KNOWLEDGE ABOUT BRAND Sources Electronic media Print media Words of mouth Friends Others No. of respondents 12 . 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.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. of respondents 33 10 07 12 02 Table 3.

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 .

15 REASONS FOR PURCHASING BRAND Reasons Comfort Entertainment Prestige Any other No. REASONS OF PURCHASE BRAND 40 35 30 No.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. of respondents 25 20 15 10 5 2 0 Comfort Entertainment Prestige 1 Any other 15 39 . of respondents 39 15 02 01 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. 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 . 26 percent feel the influence of promotion efforts an buying decision while these rest 16 percent does not get influenced.Table – 3.

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 .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 (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 – 3.16 (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.

Table 3. 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 .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.

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 .18 EFFECT OF SHOWROOM LOCATION ON BUYING DECISION Showroom location Yes No Can't say Total Table 3.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.Table 3. REGULAR AVAILABILITY OF BRANDED ELECTRONIC APPLIANCES 80 72 70 60 50 40 30 20 10 0 Always Sometimes 28 %age of respondents .

REPLACEMENT OF DEFECTIVE ELECTRONIC APPLIANCES 70 60 50 40 30 20 12 10 0 Every time Sometime Never 28 60 %age of respondents .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.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.Table 3. majority of respondents feel that sometimes shop keeper change the defective appliances.

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.Table 3. 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 .21 EFFECT OF COMPANY'S IMAGE ON BUYING DECISION Effect Yes No Can't say Total 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. 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 3.22 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.

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.23 RESPONDENT'S OPINION ABOUT PROMOTIONAL SCHEMES Schemes Yes No Total No 27 23 50 Respondents Percentage 54 46 100 Table 3. 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 .

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.

of respondents .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.Table 3.26 TYPES OF AFTER SALE SERVICES PROVIDED BY DEALER Types Warranty Free home delivery Guarantee Free repair service Table 3. 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. 10 respondents perceived then as guarantee and rest 7 as free home delivery.

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 .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.27 THE MOST EFFECTIVE FEATURE TO PURCHASE ELECTRONIC APPLIANCES Floaters Price Quality Both Total Table 3.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 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.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.Table 3. 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 .

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 .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.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.

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 3.31 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. The rest 14 percent don't know or not clear.31 reveals that 54 percent respondents do not believe in bargaining where as 32 percent believe.

EFFECT OF PACKAGING BUYING DECISION 60 50 %age of respondents 40 30 20 10 0 Yes 52 34 16 No Can't say .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.Table 3.

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 3.33 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.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.

34 EFFECT OF CHINESE PRODUCTS ON BUYING DECISIONS Chinese Yes No Total No 15 35 50 Respondents Percentage 30 70 100 Table 3. EFFECT CHINESE PRODUCTS BUYING IN DECISIONS 70 70 60 %age of respondents 50 40 30 20 10 0 Yes No 30 .34 indicates that 70 percent respondents are not influenced by Chinese products in the market where as 30 percent got affected by Chinese products.Table 3.

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 0 .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.

e.36 REVIEW OF BUYING DECISION Review Always Some time Never Total Table 3. REVIEW OF BUYING DECISION 60 58 50 %age of respondents 40 30 30 20 12 10 0 Always Some time Never . 12 percent never review their buying decision.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.

electronic media act as a source of information.  Majority of respondents purchase the goods to increase their level of comfort.   LG the most preferred brand of the public.  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 are male.  Majority of respondents are affected by location of showroom.  Majority of respondents says that after sale services is provided by dealer. All the respondents have electronic appliances. Majority of the respondents prefer their brand because of quality of product. All the respondents use different types of electronic appliances at their home. .  Majority of respondents.FINDINGS  Majority of respondents are in the age group of 20-30 and 40-50.  Majority of respondents are affected by the credit facility available in electronic appliances.

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

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

Matric Graduate 5. 2. 8. 4.QUESTIONNAIRE CONSUMERS’ BUYING BEHAVIOUR FOR ELECTRONIC APPLIANCES PART –A BACKGROUND INFORMATION 1. Marital Status Married : Unmarried :_____________________________ :_____________________________ :_____________________________ 6. 3.) (from all sources) Size of family . 7. Occupation Monthly income (in Rs. Name Age (in years) Sex : : : ___________________________________ ___________________________________ Male Female Educational Qualifications : Illiterate Higher Secondary Post Graduate Any other technical qualification.

2. 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? . No Fridge Iron Washing machine Name the electronic appliances you have ? Any other _________________________________________ Which brand you preferred most ? Samsung Phillips 4.PART . Who takes buying decision in final purchase of electronic appliances ? Head of the family All together 6. Do you have electronic appliances in your home ? Yes TV Microwave oven Computer 3.B 1. Quality Features Advertisement 5. Electronic media Words of mouth Others 7.

14. 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. 18. 12. 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. Does shopkeeper take back the defective electronic appliances. 15. 11. 17. what type of service he provides to you ? .8. 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 Can’t Say Can’t Say Can’t Say 10. 19. 16. What is the purpose behind purchase of product ? Comfort Prestige Entertainment Any other 9.

Guarantee Free repair service .

27. Do you think that higher priced electronic appliances are indicator of quality ? Yes No Can't Say 23. Are Chinese products influence your buying decision ? Yes appliances ? High Average Low Below Average No What is the extent of satisfaction after buying electronic . 29. On which showroom you would like to go ? Fixed price showroom Non-fixed price showroom 24. Does packaging affect the quality of electronic appliances ? Yes What are the most important points to be kept in mind while buying electronic appliances ? _______________________________________________________ _______________________________________________________ _______________________________________________________ 28.20. 25. 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 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. 21.

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

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

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