SUMMER INTERNSHIP PROJECT

REPORT
ON

TOPIC – MARKET SCREENING & CONSUMER BUYING

BEHAVIOUR

At

SPIDER METAL PRODUCTS PVT. LTD.

Submitted in partial fulfillment of the requirement for the award of BBA

Degree

Submitted by
Arpit Agrawal
BBA
Batch – (2017-2020)
Roll No.: 2017010962

Under the Guidance of

-------
internal supervisor
sharda university

SCHOOL OF BUSINESS STUDIES

SHARDA UNIVERSITY, GREATER NOIDA – 201306

1
 CERTIFICATE BY COLLEGE

2
 CERTIFICATE FROM ORGANISATION

3
 PREFACE

CUSTOMER BEHAVIOR form an integral part of the organization. The

efficiency & quality of its product determines the fate of the organization. Hence
choice of right product and placing them at right market become essential. Hence
doing market screening and understanding customer behavior is the most
important part of a product life . This involve various analysis and SWOT and
PESTEL analysis. The organization makes use of various methods & sources for
this purpose. Selection is carried from the screening. There is also some specific
process is involved. By the way of conducting, survey questioner if required,
reference check & further final analysis is conducted. During the process, there
are certain difficulties & barriers that are to be overcome.

4
 ACKNOWLEDGEMENT

I express my sincere thanks to my project guide, Dr. Garima Madaan Dua SIP
Coordinator, SHARDA UNIVERSITY for guiding me right from the inception till the
successful completion of the project. I sincerely acknowledge her for extending their
valuable guidance, support for literature, critical review of project and the report and
above all the moral support they had provided to me with all stages of the project.

I would like to express big thanks to Prof. Bithika Bishesh for

her all time support & time to time guidance. Her experience, knowledge & support lead
me to complete my project timely & successfully.

My thanks are due to all those who have directly or indirectly helped
me in preparing this project report. However, I accept the sole responsibility for any
possible error of omission & would be extremely grateful to the readers of the project
report if they bring such mistakes to my life.

TABLE OF CONTENT

CHAPTER PARTICULAR PAGE

NUMBER
1 ORGANISATION DETAILS 7
2 INTRODUCTION 8
3 COMPANY MISSION AND VISION 9
4 ORGANISATIONAL STRUCTURE 10
5 ACHIVEMENTS OF COMPANY 11
6 PRODUCTS 12 - 15

5
 7 COMPETITOR 16
8 PROJECT GIVEN BY COMPANY 17
9 MARKET SCREENING 18 - 22
10 OBSERVATION 23 - 27
11 ANALYSIS 28 - 31
12 CORPORATE PLANNING 32 - 33
13 SWOT 34 - 35
14 MARKET ANALYSIS 36 - 49
15 RETAILER OBSERVATION 50 - 51
16 52 - 57
CONSUMER BUYING BEHAVIOUR
17 MASLOW’S HIERARCHY OF NEEDS 58 - 60
18 STAGES OF THE CONSUMER BUYING 61 - 62
PROCESS
19 ANALYSIS IN BUYING BEHAVIOUR 63 - 64
20 LIMITATION 65
21 66
CONCLUSION
22 BIBLIOGRAPHY 67
23 68 - 70
QUESTIONNAIRE

6
 DETAILS

Organization :- Spider Metal Products Pvt. Ltd.

Chairman & Managing Director: Raj kumar Agarwal

Other Executive Directors:- Shobhit Agarwal, Sakshi Agarwal

Non-executive Directors :- Saumya Agarwal

Head quarter Address:- Ramghat Rd, Sector 2, Talanagri,

Aligarh, Uttar Pradesh 202001

Branch:- Aligarh, Bangalore, China, Dubai

General Manager: Mr. Rajesh Goyal

Internship Guide:- Mrs. Anju Rathi & Mrs. Ankita Agarwal

7
INTRODUCTION TO THE COMPANY

Spider, an ISO 9001 certified Company is a well-known name in

domestic & international hardware market for more than last 25 years.
Company provides a wide range of mortice locks (both lever & pin
cylinder) Mortice Handles (Brass, SS, Zinc & MS), Door Locks,
Furniture Locks, Pad Locks, and Brass Aldrops & Door/Window fittings.
The manufacturing unit at Tala Nagri, Aligarh is spread over 10,000
meters & having in-house facilities of Casting (Sand & Gravity),
Lencering, Grinding, Buffing/Polishing, Nickel plating, Gold plating,
Electrophoretic & Electrostatic Lacquering & Powder Coating. To
maintain quality of products the tool room is equipped with CNC wire cut
machine, modern Milling, Lathe machine & Surface grinding machine.
The company with the team of technical & skilled staff is committed to
satisfy the customers by continual improvement in product quality &
services.
Spider take pride in achieving phenomenal success to deliver our clients
with the premium quality products and exclusive service level. Motivated
by the meritorious response on there existing product portfolio, quality
and service, they design, develop and manufacture an additional
comprehensive range of products, facilitating them to offer an exclusive,
tailored service for there all the customers time.
We are marketing our product through the chain of distributors in India,
Middle East, East Africa, China, Dubai, & Nepal having a massive
warehouse in Bangalore China and Dubai

8
MISSION AND VISION OF THE ORGANIZATION

MISSION

We will continue to be the leading name in the country’s architectural

builder’s hardware industry through quality products and services by
harnessing our assets and resources to achieve profitable growth,
operational and organizational excellence, and good corporate
citizenship.


VISION

We endeavor to be universally recognized as the leading and endlessly
growing quality manufacturers and exporters to the builder’s hardware
industry, to be admired for our business culture, for building value to our
customers, and for bringing inspiration to the people who are connected
with us.

9
ORGANIZATIONAL STRUCTURE

An organizational structure is defined as “a system used to define a hierarchy within

an organization. It identifies each job, its function and where it reports to within the
organization.” A structure is then developed to establish how the organization
operates to execute its goals.

There are many types of organizational structures. There’s the more traditional
functional structure, the divisional structure, the matrix structure and the flatarchy
structure. Each organizational structure comes with different advantages and
disadvantages and may only work for companies or organizations in certain situations
or at certain points in their life cycles.

* Spider metal products pvt. Ltd. Is using Functional type of organizational structure
functional Structure

The functional structure is based on an organization being divided up into

smaller groups with specific tasks or roles. For example, a company could have
a group working in information technology, another in marketing and another
in finance.

In Spider metal products pvt. Ltd.

Each department has a manager or director who answers to an executive a level

up in the hierarchy who may oversee multiple departments. One such example
is a director of marketing who supervises the marketing department and
answers to a vice president who is in charge of the marketing, finance and IT
divisions.
An advantage of this structure is employees are grouped by skill set and
function, allowing them to focus their collective energies on executing their
roles as a department.

10
ACHIEVEMENTS OF ORGANIZATION

2017

• Lalji Mehrotra Foundation Award for Excellence, conferred by National

Society for Equal Opportunities for the Handicapped.

2012

• Great Son of India Award given to Raj Kumar Agarwal by National

Convention For Protection of India’s Resources and Environment

2009

• BNHS Green Governance Award for the Category - Conservation &

Restoration of Habitat, awarded to Spider Metal Products pvt ltd.

2005

• Economic Times Corporate Excellence Award for Corporate Citizenship

2003

• Nisarga Mitra Award from Rotary Club of Aligarh for Environmental

Conservation.

1999

Indira Gandhi Paryavaran Puraskar awarded to Raj Kumar Agarwal.

1996

• Institution of Economic Studies Lock Shree Award for Social Commitment

towards the society.

11
 PRODUCTS

• Zinc Handle Cy-large

• Brass Handle Ky-Hole

12
• Ky Mortice Lock

• Glass Lock

• Steel Pad Lock

• Cupboard Locks

13
• Zinc Pull Handle On Rose

• Aluminum Tower Bolt

• Aluminum Cabinet Handles

14
 • Kitchen Accessories

15
COMPETITORS

Market competition provides the fertile soil in which entrepreneurs can flourish.
When entrepreneurs are allowed to take risks, innovate, create whole new products
and services, challenge the status quo, and receive monetary compensation for
doing so then entire nations will enjoy the fruits of wealth creation.

Top competitors of Spider metal products pvt. Ltd. are mention below with the
number of employees working in a company.

S.No Competitor Name Total Total

Employees Revenue
1 Godrej Lock 1,604 $127.8M

2 Link Lock 700 $71.9M

3 Dorma 3,500 $118.9M

4 Dorset 1200 $10.1M

5 Mascot 500 $45.5M

6 Hettich 980 $120M

16
ABOUT THE PROJECT GIVEN BY ORGANISATION

1. MARKET SCREENING TO THE LOUNCHING OF SLIDING CHANNEL

2. CONSUMER BUYING BEHAVIOUR IN SECURITIES SYSTEM

17
MARKET SCREENING

• Environment screening is the process of collecting information through

observation, review of business, trade, government publication &

marketing research method efforts. Than such collected information is

reconciled and assessed so as to interpret the findings. By evaluating

available information, a marketing manager should be able to determine

possible threats and opportunities associated with environmental

fluctuations. By these marketing efforts, marketing strategies could be

developed for the coming time.

• Learn about which markets offer the best opportunities for your particular

product or service, known as the term of market screening.

• A market screening project provide market research analysis for each of

these factors for each market and allows you to rank and prioritize markets

for growth and expansion.

• The aim of market screening is to identify the potential for your products in

the market

• In today’s retail environment, many successful retailers are discovering that

they have saturated their current markets. These retailers often turn to new

markets that may provide opportunities for growth. Unfortunately, while a

retailer may understand their own markets, they may have limited

knowledge of which new markets offer the greatest potential.

18
• The Strategic Edge provides retailers with answers they need to ensure

successful expansion. Through the use of Geographic Information Systems

(GIS), The Strategic Edge has the capability to screen markets on local,

regional, and national levels.

• A successful screening typically begins with the creation of a database

developed on the retailer’s existing stores. Trade areas are defined for the

stores and then literally hundreds of demographic and lifestyle

characteristics are compiled. The database is then analyzed to identify the

key variables in predicting success.

• Based on the key variables from the database analysis, markets or areas are

identified which have high concentrations of the key demographic and

lifestyle characteristics. These markets can then be prioritized for expansion

efforts, or if necessary, eliminated from consideration.

• The Strategic Edge has recently applied screening methodologies for

several clients. One screening was for a farm supply company that was

looking for new market opportunities in a specific region of the country.

Through a database analysis, a combination of demographic, lifestyle, and

agricultural data were determined to be the key variables for predicting

success of the stores. Markets were then identified which had the necessary

combination of these success factors.

19
• Another screening performed by The Strategic Edge was for a junior

department store. Markets were identified based on certain demographic

thresholds. Once a market was identified, a regression-based forecasting

model was applied to each market. These forecasts provided a "first look" at

several hundred markets that would otherwise not be possible through

typical real estate investigations.

• As the two examples illustrate, the goal of a market screening is to identify

markets with high opportunities. Any definitive real estate decisions should

be based upon more in-depth analyses. Such analyses include base

economic analysis, developing expenditure potential, and analyzing

competition, identifying specific sites, and forecasting sales. The Strategic

Edge offers a full array of market research services to supplement GIS

market screenings and ensure successful expansion decisions.

CLARITAS Market Screening

Identify and rank your best markets for expansion Overview

Our market screening studies can provide the framework for real estate

expansion by identifying and prioritizing new markets for entry. By

understanding of your target customer, we can identify those markets with the

greatest concentration of your customers and determine the optimal number of

units each market can successfully support. Nielsen Clarita’s Analytical Consul

ting’s studies will assist you in determining where and how you can grow your

business.

20
Features & Benefits
A Market Prioritization study is designed to score and evaluate large markets

based on their potential for your sites. Potential is based on an analysis of a

combination of the following three factors:

• Demand Potential–the total dollar or customer potential for your

product or service offering

• Share Potential–the share of the demand potential that you can

capture (typically based on the degree of competition in the market)

• Market Receptivity–the demographic fit of consumers for the

product or service being sold and the level of competition within the

market

A market screening project provide market research analysis for each of these

factors for each market and allows you to rank and prioritize markets for

growth and expansion.

The aim of market screening is to identify the potential for your products in the

market.

Making the decision a new market is not easy and often requires a lot of

analysis in order to get to the point that you want to spend the required financial

and time resources.

The Danish Trade Commission in Kazakhstan offers an easier and better way

of doing it: We will analyze the potential for you. We need only minimum

21
information from you for this initial phase, which is often found in your

homepage.

Then a small list (2-4) potential partner is drafted and through brief telephone

interviews their interest in such products is established. The main focus of the

interview is to analyze the interest from established actors in the market.

Time consumption for such an activity is only 5-10 hours and thus you can

make a simple feasibility study in the range of DKK 3575-7150.

It should naturally be mentioned that this process is not exhaustive and cannot

present the full picture. It should be followed up by possibly a brief market

survey, a thorough partner search in order to identify the right partner and a

meeting session. Additionally follow-up is needed in order to keep pushing the

local partner.

22
OBSEVATIONS
During the training period I analyze the market through different type

of questionnaires which helped me to understand the market opportunity and

threats such that launching of new product of home lock it will help as very

important role for the spider Company.

In NCR Reason I screen the in different location such as Faridabad,

noida, gorgoan, Ghaziabad. New Delhi etc in hardware shop, retailer &

wholesaler. I observe the information and collected data through questionnaire

describe as following.

1. Do you sale home locks?

a. yes b.no

2. Product’s company name which you sale?

a………… b………..c………….d………….

• While dealing with the shopkeeper or retailer it is firstly very important

to know as to either he sales sliding channel or not, if yes then my next

question was to know that how many different brand of company ha

sales.

23
 • Through the above questionnaire I found that mostly outlets consist of

product, such as follows.

1. Hettich

2. Godrej

3. Link

4. Chinese

5. Other

3. What as the percentage contribution in volume in brand wise in a month?

A …………. B. ………..

C. ………….. D. ………..

4. What is the percentage contribution in value/amount in brand wise

respecting month?

A …………. B. ………….

C. …………. D. ………….

• Depending upon the customer demand, the shopkeeper stated

approximately him sales contribution value such as 500 pieces or 1000

pieces, something else accordingly as the brand wise early in no.

second.

24
 • In next step I have to arise how much rupees approximately of sells in a

month, they told me approximately value like 50,000,

40,000,30,000,20,000.15.000

• Due to above questionnaire the main to find out the opportunity and

threat of newly launch sliding channel.

5. How many sizes do you sale? Please specify.

…………………………………………………………

6. What is the warranty on these products?

A…………. B………….

C…………. D………….

• The average no of customer purchase mostly particular size but

available in market in different size, such as follow.

10”, 12”, 14”, 16”, 18”, 20”, 22”, 24”, 28”, 30”, 34”

• Mostly customer demand 18” & 20” that’s why outlets contain these

two sizes generally.

• In the next step I have to know about the warranty of these products.

• Generally shop provides warranty for one year in Hettich, Link

25
 7. What is the rate? (MRP) company wise per inch or net.

A…………. B………………..

C………… D……………….

8. What is the standard packing? (In a set).

A…………. B…………..

C………….. D………….

• The company produced two type of products heavy or light so price

obviously vary and shopkeeper also decide price in some extent in

minor differ. So the average value in rupees in brand wise is given in per

20” in lump sum.

Price std. packing

a. Hettich- 340 10

b. Godrej - 320 15

c. Link – 280 10

d. Chinese- 100 15

e. Other -100 15

26
9. Who is the end customer?

a. kitchen dealer

b.general customer

c. builder

d. other

10. Are you satisfied with these companies?(by which company and why)

…………………………………………………..

• The person who purchases the home lock from you is which one. In

different location I have got different result on it. Such as in Chawri

bazaar most of shop keeper sales local Chinese home lock demanded by

general customer but builders and kitchen dealer demand branded in the

same market.

• As far as concerning of satisfaction of shopkeeper reply me there is no

blames in Godrej Link & Hettich, LIFE LONG and satisfaction for the

customer that’s why demand in market.

• On the other hand Chinese is also big deal in market but there is no

threat of Slider since it deal target customer is middle & high profile

person.

27
ANALYSIS

Through out the market analyzing I must shows here swot analysis based on

market.

SWOT Analysis is a strategic planning method used to evaluate the Strengths,

Weaknesses, Opportunities, and Threats involved in a project or in a business

venture. It involves specifying the objective of the business venture or project

and identifying the internal and external factors that are favorable and

unfavorable to achieving that objective

Strategic and Creative Use of SWOT Analysis

A SWOT analysis must first start with defining a desired end state or objective.

A SWOT analysis may be incorporated into the strategic planning model. An

example of a strategic planning technique that incorporates an objective-driven

SWOT analysis is Strategic Creative Analysis (SCAN) Strategic Planning,

including SWOT and SCAN analysis, has been the subject of much research.

• Strengths: attributes of the person or company that are helpful to

achieving the objective.

• Weaknesses: attributes of the person or company that are harmful

to achieving the objective.

• Opportunities: external conditions that is helpful to achieving the

objective.

28
 • Threats: external conditions which could do damage to the

business's performance.

Identification of SWOTs is essential because subsequent steps in the

process of planning for achievement of the selected objective may be derived

from the SWOTs.

First, the decision makers have to determine whether the objective is attainable,

given the SWOTs. If the objective is NOT attainable a different objective must

be selected and the process repeated.

The SWOT analysis is often used in academia to highlight and identify

strengths, weaknesses, opportunities and threats. It is particularly helpful in

identifying areas for development.

If, on the other hand, the objective seems attainable, the SWOTs are used as

inputs to the creative generation of possible strategies, by asking and answering

each of the following four questions, many times:

• How can we Use and capitalize on each Strength?

• How can we improve each Weakness?

• How can we Exploit and Benefit from each Opportunity?

• How can we mitigate each Threat?

SWOT analysis may limit the strategies considered in the evaluation. "In

addition, people who use SWOT might conclude that they have done an

adequate job of planning and ignore such sensible things as defining the firm's

29
objectives or calculating ROI for alternate strategies.” Findings from Menon et

al. (1999) and Hill and Westbrook (1997) have shown that SWOT may harm

performance. As an alternative to SWOT, J. Scott Armstrong describes a 5-step

approach alternative that leads to better corporate performance.

These criticisms are addressed to an old version of SWOT analysis that

precedes the SWOT analysis described above under the heading "Strategic and

Creative Use of SWOT Analysis." This old version did not require that SWOTs

be derived from an agreed upon objective. Examples of SWOT analyses that do

not state an objective are provided below under "Human Resources" and

"Marketing."

Internal and external factors

The aim of any SWOT analysis is to identify the key internal and external

factors that are important to achieving the objective. These come from within

the company's unique value chain. SWOT analysis groups key pieces of

information into two main categories:

• Internal factors – The strengths and weaknesses internal to the

organization. - Use a PRIMO analysis to help identify factors

• External factors – The opportunities and threats presented by the

external environment to the organization. - Use a PEST or

PESTLE analysis to help identify factors

30
The internal factors may be viewed as strengths or weaknesses depending upon

their impact on the organization's objectives. What may represent strengths

with respect to one objective may be weaknesses for another objective. The

factors may include all of the 4P's; as well as personnel, finance, manufacturing

capabilities, and so on. The external legislation, and socio-cultural changes, as

well as changes in the marketplace or competitive factors may include

macroeconomic matters, technological change, position. The results are often

presented in the form of a matrix.

SWOT analysis is just one method of categorization and has its own

weaknesses. For example, it may tend to persuade companies to compile lists

rather than think about what is actually important in achieving objectives. It

also presents the resulting lists uncritically and without clear prioritization so

that, for example, weak opportunities may appear to balance strong threats.

It is prudent not to eliminate too quickly any candidate SWOT entry. The

importance of individual SWOTs will be revealed by the value of the strategies

it generates. A SWOT item that produces valuable strategies is important. A

SWOT item that generates no strategies is not important.

31
Corporate planning
As part of the development of strategies and plans to enable the organization to

achieve its objectives, then that organization will use a systematic/rigorous

process known as corporate planning. SWOT alongside PEST/PESTLE can be

used as a basis for the analysis of business and environmental factors.

• Environmental scanning

o Internal appraisals of the organization's SWOT, this needs

to include an assessment of the present situation as well as

a portfolio of products/services and an analysis of the

product/service life cycle

• Analysis of existing strategies, this should determine relevance

from the results of an internal/external appraisal. This may

include gap analysis which will look at environmental factors

• Strategic Issues defined – key factors in the development of a

corporate plan which needs to be addressed by the organization

• Develop new/revised strategies – revised analysis of strategic

issues may mean the objectives need to change

• Establish critical success factors – the achievement of objectives

and strategy implementation

• Preparation of operational, resource, projects plans for strategy

implementation

• Monitoring results – mapping against plans, taking corrective

action which may mean amending objectives/strategies.

32
: Marketing management
In many competitor analyses, marketers build detailed profiles of each

competitor in the market, focusing especially on their relative competitive

strengths and weaknesses using SWOT analysis. Marketing managers will

examine each competitor's cost structure, sources of profits, resources and

competencies, competitive positioning and product differentiation, degree of

vertical integration, historical responses to industry developments, and other

factors.

Marketing management often finds it necessary to invest in research to collect

the data required to perform accurate marketing analysis. Accordingly,

management often conducts market research (alternately marketing research) to

obtain this information. Marketers employ a variety of techniques to conduct

market research, but some of the more common include:

• Qualitative marketing research, such as focus groups

• Quantitative marketing research, such as statistical surveys

• Experimental techniques such as test markets

• Observational techniques such as ethnographic (on-site)

observation

• Marketing managers may also design and oversee various

environmental scanning and competitive intelligence processes to

help identify trends and inform the company's marketing

analysis.

33
strengths

• Advantages of being in top 5 brand in India.

• Capabilities

• Competitive advantages

• USP's (unique selling points)

• Resources, Assets, People likes majority of Spider.

• Experience, knowledge, data

• Financial reserves, likely returns

• Marketing - reach, distribution, awareness

• Location and geographical

• Value, quality

• Qualifications, certifications

Weaknesses
• Not easily available due to selected shop

• Customer think it is costly in some extant

• Out of presence and reach of lower family

• Lack of distributors in some selected area

34
Opportunities
• Market developments Processes of Home Locks in future

• Bright future in market

• Customer satisfied with brand name so high demand

• We should try for Global influences

• New markets establish in particular channel product

• New strategic plan for unique selling price

• Business and product development in future

• Volumes, production, & economics through sliding channel

Threats

• Competitor effects in substitute product

• Competitor intentions - various

• Market demand may be increase or decrease

• Seasonality effects so launch before right time

35
ANALYSIS
Chawari bazaar.(40 shop)

Value in Rs (000) No of shop/retailer

0—10 10
10—20 6
20—30 5
30—40 5
40—50 2
50—60 3
60—70 1
70—80 3
80—90 3
90—100 2

10 0—10
10—20
8
20—30

6 30—40
40—50
4 50—60
60—70
2
70—80

0 80—90
No of shop/retailer 90—100

36
GHAZIABAD(12 shops)

Value in Rs (000) No of shop/retailer

0—n/c 2
n/c—10 2
10—20 1
20—30 3
30—40 0
40—50 2
50—60 1
60—70 1
70—80 0
80—90 0
90—100 0

3 0—n/c
n/c—10
2.5
10—20
2 20—30
30—40
1.5
40—50
1 50—60
60—70
0.5 70—80
0 80—90
No of shop/retailer 90—100

37
BWARIKA (7 shops )

Value in Rs (000) No of shop/retailer

0—n/c 1
n/c—10 0
10—20 0
20—30 1
30—40 1
40—50 3
50—60 0
60—70 1
70—80 0
80—90 0
90—100 0
0—n/c
3 n/c—10

2.5 10—20
20—30
2
30—40
1.5 40—50
50—60
1
60—70
0.5 70—80
0 80—90
90—100

38
BASANT KUNJ& BASANT BIHAR(4 shops)

0—n/c 1

n/c—10 1

10—20 3

20—30 0

30—40 0

40—50 0

50—60 0

60—70 0

70—80 0

80—90 0

90—100 0
0—n/c
3 n/c—10

2.5 10—20
20—30
2
30—40
1.5 40—50
50—60
1
60—70
0.5 70—80
80—90
0
90—100

39
KAROL BAGH( 7 shops )

0—n/c 0

n/c—10 2

10—20 1

20—30 1

30—40 1

40—50 1

50—60 0

60—70 0

70—80 0

80—90 0

90—100 1

0—n/c
2
n/c—10
10—20
1.5 20—30
30—40
1 40—50
50—60

0.5 60—70
70—80
80—90
0
90—100

40
ALVIYA NAGAR (7 shops)

0—n/c 2

n/c—10 0

10—20 2

20—30 1

30—40 1

40—50 0

50—60 1

60—70 0

70—80 0

80—90 0

90—100 0

2 0—n/c
n/c—10
10—20
1.5
20—30
30—40
1 40—50
50—60
60—70
0.5
70—80
80—90
0 90—100

41
NOIDA (20 shops )

0—n/c 17

n/c—10 1

10—20 1

20—30 1

30—40 0

40—50 0

50—60 0

60—70 0

70—80 0

80—90 0

90—100 0

0—n/c
18
n/c—10
16
10—20
14
20—30
12
30—40
10
40—50
8
50—60
6
60—70
4
70—80
2
80—90
0
90—100

42
SAHADRA(9 shops )

0—n/c 2

n/c—10 2

10—20 3

20—30 1

30—40 0

40—50 1

50—60 0

60—70 0

70—80 0

80—90 0

90—100 0

3 0—n/c
n/c—10
2.5 10—20
20—30
2
30—40
1.5 40—50
50—60
1
60—70

0.5 70—80
80—90
0 90—100

43
MAYUR VIHAR(8 shops)

0—n/c 2

n/c—10 0

10—20 0

20—30 2

30—40 3

40—50 1

50—60 0

60—70 0

70—80 0

80—90 0

90—100 0
0—n/c
3 n/c—10

2.5 10—20
20—30
2
30—40
1.5 40—50
50—60
1
60—70
0.5 70—80
80—90
0
90—100

44
KALKA JEE (12 shops)

0—n/c 0

n/c—10 7

10—20 3

20—30 0

30—40 1

40—50 1

50—60 0

60—70 0

70—80 0

80—90 0

90—100 0

0—n/c
7
n/c—10
6 10—20
5 20—30
30—40
4
40—50
3
50—60
2 60—70

1 70—80
80—90
0
90—100

45
WAZIRPUR, rajori gaden,kirti nager(12 shops)

0—n/c 2

n/c—10 3

10—20 1

20—30 3

30—40 0

40—50 2

50—60 1

60—70 0

70—80 0

80—90 0

90—100 0

0—n/c
3
n/c—10
2.5 10—20
20—30
2
30—40
1.5 40—50
50—60
1
60—70
0.5 70—80
80—90
0
90—100

46
FARIDABAD(13 shops )

0—n/c 1

n/c—10 5

10—20 3

20—30 1

30—40 0

40—50 1

50—60 0

60—70 0

70—80 1

80—90 0

90—100 1

0—n/c
5
n/c—10
10—20
4
20—30

3 30—40
40—50
2 50—60
60—70
1
70—80
80—90
0
90—100

47
WHOLE NCR in product sell, value (205 shops )

Value in Rs (000) No of shop/retailer

0—n/c 30
n/c—10 48

10—20 36
20—30 23

30—40 19
40—50 18

50—60 13
60—70 6

70—80 5

80—90 3

90—100 4

50 0—n/c
n/c—10
40 10—20
20—30
30 30—40
40—50
20
50—60
60—70
10
70—80

0 80—90
No of shop/retailer 90—100

48
 RETAILER OBSERVATION

During the period of two month I have gone through in different location in
NCR reason, such as Basant kunj, Basant Bihar, Sahadara, Noida,
Ghaziabad, Mayor Bihar, Chawari bazaar, Malviya nagar, etc.

The short observation in these locations given as follow

SSS.No Name of Contact Contact link Godrej ozone chinese other Total
outlet person no. value

1 Kailash Mukesh 9810066579 n y n n y 19000

chand aggrawal
aggrawal&
sosns
2 Sachin Sachin 9891239220 n n n n Y4 140000
hardware gupta

3 Srinagar Sanjeev 01132435579 n n n y y n/c

home decor kumar
4 Essel Arun kumar 9873760447 y n n n y 32000
marmot
private ltd
5 Vipin sales vipin 01123264587 y n y n Y2 33000
corporation
6 Sushil kumar Sushil 9899143602 y n y n y 58500
& .bros aggrawal
7 Jm lalchaman 01123268039 n n n y n 27000
chamanlal
aggrawal &
co
8 Shanty Dheeraj 01123271231 n n n y y 15000
hardware arora

9 Shiv ram das Pappu 01123252109 n n n n Y3 25000

& sons pandey
10 Hari sons & Ashish 9311810111 y n n n Y3 75000
co. kumar
11 Babu ram manufa 01123241444 n n n y Y2 n/c
om sons
12 Badrinath Deepak 01123266215 n n n y n 7000
mal govind kuchhal
prasad 49
13 Kishori lal Mukesh 9911096536 n n n y n 8000
tayal & sons kumar
14 Nirmani Mohan lal 9999627466 n n n n Y3 n/c
hardware
15 Hardware Anil gupta 9213580228 n n n y Y3 40000
house

16 Arun arun 01122593206 n n n n y 5000

hardware
17 Goyel jee Ritesh goyal 9313519970 y y y y n n/c
sons

18 Mittal brass rajesh 9810212421 y y y n y n/c

colletion
19 Jatindar jatindar 989903319 n y y y y 80000
brose
&hardware
20 T c jain& mahesh 01123919464 n n y y y 12000
Mahesh
brothers

50
CONSUMER BUYING BEHAVIOUR

Definition of Buying Behavior:

“Buying Behavior is the decision processes and acts of people involved in

buying and using products and services”.

Need to understand:

• Why consumers make the purchases that they make?

• What factors influence consumer purchases?

• The changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate

consumer. A firm needs to analyze buying behavior for:

• Buyers’ reactions to a firms marketing strategy has a great impact on the

firms success.

• The marketing concept stresses that a firm should create a Marketing

Mix (MM) that satisfies (gives utility to) customers, therefore need to

analyze the what, where, when and how consumers buy.

• Marketers can better predict how consumers will respond to marketing

strategies.

51
Consumer Buying Behaviors

What influences consumers to purchase products or services? The consumer

buying process is a complex matter as many internal and external factors have

an impact on the buying decisions of the consumer.

When purchasing a product there several processes, which consumers go

through? These will be discussed below.

1. Problem/Need Recognition

How do you decide you want to buy a particular product or service? It could be

that your DVD player stops working and you now have to look for a new one,

all those DVD films you purchased you can no longer play! So you have a

problem or a new need. For high value items like a DVD player or a car or

other low frequency purchased products this is the process we would take.

However, for impulse low frequency purchases e.g. confectionery the process

is different.

2. Information search

So we have a problem, our DVD player no longer works and we need to buy a

new one. What’s the solution? Yes go out and purchase a new one, but which

brand? Shall we buy the same brand as the one that blew up? Or stay clear of

that? Consumer often goes on some form of information search to help them

through their purchase decision. Sources of information could be family,

52
friends, neighbors who may have the product you have in mind, and

alternatively you may ask the sales people, or dealers, or read specialist

magazines like What DVD? to help with their purchase decision. You may

even actually examine the product before you decide to purchase it.

3. Evaluation of different purchase options.

So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush?

Consumers allocate attribute factors to certain products, almost like a point

scoring system which they work out in their mind over which brand to

purchase. This means that consumers know what features from the rivals will

benefit them and they attach different degrees of importance to each attribute.

For example sound maybe better on the Sony product and picture on the

Toshiba, but picture clarity is more important to you then sound. Consumers

usually have some sort of brand preference with companies as they may have

had a good history with a particular brand or their friends may have had a

reliable history with one, but if the decision falls between the Sony DVD or

Toshiba then which one shall it be? It could be that the review the consumer

reads on the particular Toshiba product may have tipped the balance and that

they will purchase that brand.

53
4. Purchase decision

Through the evaluation process discussed above consumers will reach their

final purchase decision and they reach the final process of going through the

purchase action e.g. The process of going to the shop to buy the product, which

for some consumers can be as just as rewarding as actually purchasing the

product. Purchase of the product can either be through the store, the web, or

over the phone.

Post Purchase Behavior

Ever have doubts about the product after you purchased it? This simply is post

purchase behaviors and research shows that it is a common trait amongst

purchasers of products. Manufacturers of products clearly want recent

consumers to feel proud of their purchase; it is therefore just as important for

manufacturers to advertise for the sake of their recent purchaser so consumers

feel comfortable that they own a product from a strong and reputable

organization. This limits post purchase behavior. i.e. You feel reassured that

you own the latest advertised product.

54
Factors influencing the behaviors of buyers.

Consumer behavior is affected by many uncontrollable factors. Just think, what

influences you before you buy a product or service? Your friends, your

upbringing, your culture, the media, a role model or influences from certain

groups?

Culture is one factor that influences behaviors. Simply culture is defined as our

attitudes and beliefs. But how are these attitudes and beliefs developed? As an

individual growing up, a child is influenced by their parents, brothers, sister

and other family member who may teach them what is wrong or right. They

learn about their religion and culture, which helps them develop these opinions,

attitudes and beliefs (AIO) . These factors will influence their purchase

behaviors however other factors like groups of friends, or people they look up

to may influence their choices of purchasing a particular product or service.

Reference groups are particular groups of people some people may look up

towards to that have an impact on consumer behavior. So they can be simply a

band like the Spice Girls or your immediate family members. Opinion leaders

are those people that you look up to because your respect their views and

judgments and these views may influence consumer decisions. So it maybe a

friend who works with the IT trade who may influence your decision on what

computer to buy. The economical environment also has an impact on consumer

behavior; do consumers have a secure job and a regular income to spend on

55
goods? Marketing and advertising obviously influence consumers in trying to

evoke them to purchase a particular product or service.

People’s social status will also impact their behavior. What is their role within

society? Are they Actors? Doctors? Office worker? And mothers and fathers

also? Clearly being parents affects your buying habits depending on the age of

the children, the type of job may mean you need to purchase formal clothes; the

income which is earned has an impact. The lifestyle of someone who earns

£250000 would clearly be different from someone who earns £25000. Also

characters have an influence on buying decision. Whether the person is

extrovert (out going and spends on entertainment) or introvert (keeps to

themselves and purchases via online or mail order) again has an impact on the

types of purchases made.

56
Maslow’s Hierarchy of Needs
Abraham Maslow hierarchy of needs theory sets out to explain what motivated

individuals in life to achieve. He set out his answer in a form of a hierarchy. He

suggests individuals aim to meet basic psychological needs of hunger and

thirst. When this has been met they then move up to the next stage of the

hierarchy, safety needs, where the priority lay with job security and the

knowing that an income will be available to them regularly. Social needs come

in the next level of the hierarchy, the need to belong or be loved is a natural

human desire and people do strive for this belonging. Esteem need is the need

for status and recognition within society, status sometimes drives people, the

need to have a good job title and be recognized or the need to wear branded

clothes as a symbol of status.

Self-actualization the realization that an individual has reached their potential

in life. The point of self-actualization is down to the individual, when do you

know you have reached your point of self-fulfillments?

But how does this concept help an organization trying to market a product or

service?

Well as we have established earlier within this website, marketing is about

meeting needs and providing benefits, Mallows concept suggests that needs

change as we go along our path of striving for self-actualization. Supermarket

firms develop value brands to meet the psychological needs of hunger and

thirst. Harrods develops products and services for those who want have met

57
their esteem needs. So Mallows concept is useful for marketers as it can help

them understand and develop consumer needs and wants.

If a marketer can identify consumer buyer behavior, he or she will be in a

better position to target products and services at them. Buyer behavior is

focused upon the needs of individuals, groups and organizations.

It is important to understand the relevance of human needs to buyer behaviors

(remember, marketing is about satisfying needs).

Let's look at human motivations as introduced by Abraham Maslow by his

hierarchy of needs: The hierarchy is triangular. This is because as you move

58
up it, fewer and fewer people satisfy higher level needs. We begin at the

bottom level.

Physiological needs such as food, air, water, heat, and the basic necessities

of survival need to be satisfied. At the level of safety, man has a place to

live that protects him from the elements and predators. At the third level we

meet our social and belongingness needs i.e. we marry, or join groups of

friends, etc.

The final two levels are esteem and self-actualisation. Fewer people satisfy
the higher level needs. Esteem means that you achieve something that makes
you recognized and gives personal satisfaction, for example writing a book.
Self-actualisation is achieved by few. Here a person is one of a small
number to actually do something. For example, Neil Armstrong self-
actualized as the first person to reach the Moon.

The model is a little simplistic but introduces the concept a differing

consumer needs quite well.

To understand consumer buyer behavior is to understand how the person

interacts with the marketing mix. As described by Cohen (1991), the
marketing mix inputs (or the four P's of price, place, promotion, and
product) are adapted and focused upon the consumer.
The psychology of each individual considers the product or service on offer
in relation to their own culture, attitude, previous learning, and personal
perception. The consumer then decides whether or not to purchase, where to
purchase, the brand that he or she prefers, and other choices.

59
STAGES OF THE CONSUMER BUYING PROCESS

Six Stages to the Consumer Buying Decision Process (For complex decisions).

Actual purchasing is only one stage of the process. Not all decision processes

lead to a purchase. All consumer decisions do not always include all 6 stages,

determined by the degree of complexity...discussed next.

The 6 stages are:

1. Problem Recognition (awareness of need)--difference between the

desired state and the actual condition. Deficit in assortment of products.

Hunger--Food. Hunger stimulates your need to eat.

Can be stimulated by the marketer through product information--did not

know you were deficient? I.E., see a commercial for a new pair of shoes,

stimulates your recognition that you need a new pair of shoes.

2. Information search--

o Internal search, memory.

o External search if you need more information. Friends and

relatives (word of mouth). Marketer dominated sources;

comparison-shopping; public sources etc.

A successful information search leaves a buyer with possible

alternatives, the evoked set.

60
 People want quality products , evoked set is

o Standard products

o Premium quality

o Timely delivery

o Standard rates etc

3. Evaluation of Alternatives--need to establish criteria for evaluation,

features the buyer wants or does not want. Rank/weight alternatives or

resume search. May decide that you want to If not satisfied with your

choice then returns to the search phase. Can you think of another brand?

Look in the yellow pages etc. Information from different sources may be

treated differently. Marketers try to influence by "framing" alternatives.

4. Purchase decision--Choose buying alternative, includes product,

package, store, method of purchase etc.

5. Purchase --May differ from decision, time lapse between 4 & 5, product

availability.

6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction.

Cognitive Dissonance, have you made the right decision. This can be
reduced by warranties, after sales communication etc.
After using Chinese product, may think that really you wanted a indian
product instead

61
ANALYSIS IN BUYING BEHAVIOUR

Consumer buying behavior is one of the part of my summer training, in

this session I found out the consumers behaviors about the security system of

the Spider products. One of the specific locations in NCR I have given whole

FARIDABAD.

On that time I had to go for under construction buildings & meet their

owner, builders, or contractors, and collect information feed back about Spider

products & motivate him to prefer this branded product for using go through

catalog.

OBSERVATION

Short analysis of this project is given below. In this analysis I have

checked the behave of the customer about the purchasing Spider product. Due

to durability, quality,& product warranty customer prefer it but on the other

hand it’s price & after purchase services, shows difficulty. Further detail in

SWOT & suggestions, conclusion page.

62
S.NO Owner’s name & Meeting Architect Address Stage Feed back
contact no person/contractor’s H.no/sec
Name & contact no.
1 Virju tawar Gorakhnath(tiles 770/29 1 month Well
9810409976 contractor) response
9891048029
2 Rajendra jha Owner 3/29 currently Well
9800523424 response
3 J k aggrawal (Satish )Supervisor 1333/29 currently Very well
9810065155 9810005945
4 Rajesh sharma Ramesh 132/28 1 month Very well
sharma(buildor)
9871339184
5 Praveen goyal Ramesh 1338/28 1 month Well
9818099273 sharma(builder) response
9871339184
6 Hari kishor, moti Haran 740/19 currently Very well
9873353248 kushwaha(contractor)
9953417130
7 Rajiv bansal Ram such(guard) 878/19 currently Very well
981016824
8 Surendra gupta Plumber,., rakesh 902/19 currently Very well
9812132970 9971121436
9 Unknown Anil 712/19 currently Very well
9213423993 9711101438
10 Mr gupta Zameer, wooden Kishanarora 534/19 1 month Very well
contractor 9810169106
9899573273
11 Mr Dharmender Directly meet 450/19 currently Fully
2295103 interested
12 Ravi sharma Murli chauhan, 389/19 currently Not well
contractor response
9810605445
13 Dr k k bansal Chandradev, 363/19 1 month Well
2266306 contractor response
9971130903
14 Asian institute of Mr satveer M&M 346/21A 1 month Very well
medical science singh,supervisor procon pvt
01294143715,16,18 9350805528 ltd
15 Mr.goyal Binod sharma, 297/46 currently Well
9810070109 contractor response
9871746414
16 Sanjay mangala diretly 210/46 currently Fully
9212463309 interested
17 Unknown Md rafi, contractor 224/46 currently Fully
9868539476 9210358777 interested

63
SUGGESTIONS
• Focus on differentiation

The company needs to focus differentiation. I.e. how this home

locks will different from others company in the market in the term of

durability, stability, quality and most important technology.

This can be done in the form of hoardings, banners, televison, etc.

which can take an individual differentiation and thus explain to the

customers.

• Educate the retailers.

All the retailer need to explain the procedures involved in solving a

problem or dealing with the defects if at all present. There were a few

retailers who had virtually no knowledge of business, but still they were in

it and were complaining.

• Taking advantage of creation of generics.

In almost the whole city the customers don’t ask for a particular brand

of sliding channel and therefore the retailer can sale at his will. So company

can take advantage of this and plan in occupying the whole market. The

knowledge and awareness about the product and its usage is very low.

64
 • More sale promotional schemes.

The company should concentrate more sale promotional schemes. For

e.g. a retailer should be given incentives on the selling of the brand, giving

goods credit period, given some benefits on displays.

65
 LIMITATION

• Market screening is limited area in only NCR reason, including Noida,

Ghaziabad, & Delhi.

While consumer buying behavior. Limited area in only FARIDABAD.

• The limitation of this data is that, it is applicable to retailer, wholesaler,

and shopkeeper. And there may be lack of knowledge from their sides.

• To some extent retailer business in giving answers may be limiting

factor.

• Time factor was a major constraint for the study.

66
CONCLUSION

• According to the screening of market home lock will face a high

degree of competition from every day. Since its substitute

commodities in market who is branded, will have very tuff

competition.

• Also the demand may increase when Spider coming home lock

launch comprises with Godrej, Ozone, and link.

• Spider is still the market leader in NCR Delhi due to durability,

master in quality, warranty & price.

• It has been also found that normally customers and retailers both

were satisfied by Spider.

• Surprisingly it has been found that advertisement hardly plays a part

in deciding the purchasing behavior.

After launching the product of Home Locks, we will give more sales

promotional schemes such as incentives, displays, and discounts

make customers and retailers loyal towards their brand

67
BIBLIOGRAPHY

Books for reference

• Market Management—Philip kotler

• Marketing Research—David luck &Ronald Robin

• Marketing Management—Ramaswami & Namakumari

Website

• www.spider.com

• www.google.com

68
QUESTIONNAIRE

Name of outlet and contact no.

1. Do you sale Home Lock?

a. yes b.no

2. Product’s company name which you sale?

a………… b………..c………….d………….

3. What as the percentage contribution in volume in brand wise in a month?

A …………. B. ………..

C. ………….. D. ………..

4. What is the percentage contribution in value/amount in brand wise

respecting month?

A …………. B. ………….

C. …………. D. ………….

5. How many sizes do you sale? Please specify.

…………………………………………………………

69
6. What is the warranty on these products?

A…………. B………….

C…………. D………….

7. What is the rate? (MRP) company wise per inch or net.

A…………. B………………..

C………… D……………….

8. What is the standard packing? (In a set).

A…………. B…………..

C………….. D………….

9. Who is the end customer?

a. Kitchen dealer

b.General customer

c. Builder

d. Other

10. Are you satisfied with these companies? (By which company and why)

…………………………………………………..

70


71
 72