INTRODUCTION TO CONSUMER BUYING BEHAVIOR

Consumer buying behavior is the sum total of a consumer's attitudes, preferences, intentions, and
decisions regarding the consumer's behavior in the marketplace when purchasing a product or service.
The study of consumer behavior draws upon social science disciplines of anthropology, psychology,
sociology, and economics.
The study of consumer buying is to understand of how individuals and organization behave in a purchase
condition. According to Webster, "buyer behavior is all psychological, social and physical behavior o
potential customer as they become aware of, evaluate, purchase, consume and .ell other people about
product and services". Whether the buyer is satisfied a per purchase depends on the offers performance in
relation to the buyer expectation. In general satisfaction is a person's feeling of pleasure or
disappointment resulting from comparing a products perceived performance relation to his/her
expectations. If the performance falls short of expectation, the Consumer is dissatisfied. If the
performance matches the expectation Consumer is satisfied. If the performance exceeds the expectation
the Consumer is highly satisfied. If it is that easy, then obtaining people's opinion about how satisfied
they are with relatively straight forward matter or is it?
Consumer satisfaction is a marketing tool and a definite value added benefit. It is often perceived by
Consumers as important as the primary product or service your organization offers. It looks at what is
involved from 3 different angles, the first is from the view of an organization wishing to understand, and
measures, how satisfied its Consumer are with the products and services they receive from it. The second
is from the perspective of are search agency that has been asked to obtain feedback from Consumers and
about their experiences when dealing with companies. Finally it considers the issue from the perspective
of consumers who participate in surveys, including both business Consumers and members of general
public.

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PROCESSOF BUYING PRODUCTION

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 STAGES OF THE CONSUMER BUYING PROCESS:

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.
1. Need 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
 Internal search, memory.
 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.
Hungry, want to go out and eat, evoked set is
 chinese food
 indian food
 klondikekatesetc

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 eat something spicy, indian
gets highest rank etc.
If not satisfied with your choice then return to the search phase. Can you think of another restaurant?
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.

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5. 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 eating an Indian meal, may think that really you wanted a chinese meal instead.

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 COMPANY PROFILE
Incepted in the year 1979, we, Jeevan Sathi Food Products are amongst the reputable Manufacturer
,Supplier, Wholesaler and Trader of an optimum quality collection of :

 Nature of Business: Manufacturer.

 Additional Business: Wholesaler, Trader, Supplier.

 Company CEO: Sada Shiv.

 Year of Establishment:1979.

 Annual Turnover: Rs. 10 - 25 Crore.

 Quality Measures / Testing Facilities: Yes.

 Banker: HDFC BANK.

 Customized Packaging: Yes.

 Payment Mode: Cash, Credit Card, Cheque, DD.

 Shipment Mode: By Road.

They are one of the respectable companies for providing an excellent quality range of products that are
processed in compliance with set industrial guidelines. Owing to their clear dealings and fair business
Policies, they have been able to attain a commendable place for ourselves in the industry. They offered
products are safely packed and delivered at clients’ end within the promised period of time. They are the
favored choice of their clients due to the below mentioned factors of their firm: Advanced infrastructural
unit competent team of professional’s Rigorous quality checks Easy payment modes Competitive prices
Maximum client satisfaction.

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PRODUCTS:-

Chakki Fresh Atta Besan

IdliRava Maida

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Poha UpmaRava

Sugar Basmati Rice

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 ABOUT PRODUCTS& SERVICES

JEEVAN SATHI FOOD PRODUCT are widely known and demanded amongst our patrons for their safe
usage, purity, high quality, delicious taste, high nutritional value, freshness and longer shelf life. Prepared
in hygienic conditions by using highest quality materials procured from the licensed vendors of the
industry, we provide these products to the customers in superb quality packaging materials to ensure their
fine quality and longer life. Furthermore, they provide these products as per the client’s specifications at
market leading prices.

Backed by sophisticated infrastructure facility at our premises, which is categorized into various
departments such as production, quality control, sales & marketing and many more, they are able to
execute the manufacturing process with perfection. To manage these units, they have recruited a squad of
dedicated and qualified professionals. With the support of their expert professionals, they provide
excellent quality collection to our customers. Their professionals are highly committed, experienced and
dedicated to carry out their every business process with excellence. They are highly efficient in using
advanced machines equipped in our huge infrastructure. Their spacious infrastructure is well-equipped
with all the necessary facilities so that they can accomplish all their business targets timely. Furthermore,
their thoroughly test the whole manufacturing process right from the procurement of raw material to their
final delivery so as to make sure their highest quality. They are supported by a capacious warehousing
unit, which is outfitted with ultramodern technology and essential machinery that aids in keeping their
products with highest safety. With the support of huge distribution network, They deliver their products
timely at customers’ end. Catering to the detailed requirements of patrons in proficient manner, they have
attained a trustworthy place in this domain.

Under the leadership and guidance of mentor, Mr.ArpitJejani. Company has been able to cater the various
requirements of their customers in an effective manner. His huge industry experience and superb
managerial skills have supported to execute every business process proficiently.

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 RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY

 To know about the customer preference about JEEVANSATHI PRODUCT.

 To identify the reasons for preferring the particular JEEVANSATHI PRODUCT.
 To identify the factor this will be help the company to increase their sales.
 To study the promotional activities in JEEVANSATHI PRODUCT.

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HYPOTHESIS

 Current advertising and promotion Strategies of JEEVANSATHI PRODUCT are effective towards
consumer buying
 Customers preferred JEEVANSATHI PRODUCT because it is good for health at reasonable price.

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 RESEARCH METHODOLOGY

Every project work is based on certain methodology, which is a way to systematically solve the problem
or attain its objectives. It is a very important guideline and lead to completion of any project work through
observation, data collection and data analysis.
According to Clifford Woody, “Research Methodology comprises of defining & redefining problems,
collecting, organizing &evaluating data, making deductions &researching to conclusions.”
Research refers to a search for knowledge. It is a systematic method of collecting and recording the facts
in the form of numerical data relevant to the formulated problem and arriving at certain conclusions over
the problem based on collected data.
Thus formulation of the problem is the first and foremost step in the research process followed by the
collection, recording, tabulation and analysis and drawing the conclusions. The problem formulation
starts with defining the problem or number of problems in the functional area. To detect the functional
area and locate the exact problem is most important part of any research as the whole research is based on
the problem.

Research design:
A research design is an arrangement of condition and analysis of data in a manner that aims to combine
relevance to the research purpose with economy in procedure.

Types of research design-

Descriptive design
Descriptive research is a study designed to depict the participants in an accurate way. More simply put,
descriptive research is all about describing people who take part in the study
Diagnostic design:- Once the research problem is formulated, a specific topic is assigned and the
hypothesis is formulated, the next stage is to work out a research design. Preparing research design is an
important stage in the process of conducting a research. Kerlinger defines a research design as “the plan,
structure and strategy of investigation purporting to answer research questions and control variance.”
Exploratory method:- This design is followed to discover ideas and insights to generate possible
explanations. It helps in exploring the problem or situation. It is, particularly, emphasized to break a broad
vague problem statement into smaller pieces or sub-problem statements that help forming specific
hypothesis.

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 Population
In statistical usages the term population is applied to any finite or infinite collection of individuals. In this
case the population includes the total number of customer in Nagpur area……………

Sample size
It is a part of population or a subset from a set of units, which is provided by some process or other
usually by deliberate selection with the object of investigating theproperties of the parent population.
Sample size: - 120 customers.

Sampling method
The sample for the study was confined to the general customers. Random sampling was done for survey.
A random sample gives every unit of the population a known and non-zero probability of being selected.
Since random sampling implies equal probability to every unit in the population, it is necessary that the
selection of the sample must be free from human judgment.

SOURCE OF DATA COLLECTION METHOD

The report has been prepared as per the information obtained from two sources. They are:
 Primary data
 Secondary data

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1. PRIMARY DATA :

The primary data is that which details we collect first time from the market and also used first time in the
research. To collect the primary data structured non disguise questionnaire is prepared. Primary Data was
very crucial to collect so as to know various past & present consumer views about bikes/scooter and to
calculate the market share of this brand in regards to other brands. Fresh primary data was collected by
taking direct filling of a questionnaire from customer who involved face to face.
Primary data are first-hand information and are collected from various sources like:
 Direct Personal Investigation
 Interview Method
 Questionnaire Method
 Observation Method
I have used the questionnaire method for collection of the data.

2. SECONDARY DATA:

Secondary data are those which has been collected by some one else and which already have been passed
through statistical process. When the secondary data are sufficient, the researcher has to be satisfied with
the primary sources of data. Secondary data can be used as bases for comparison with primary data have
been collected by questionnaire. Secondary data has been taken from internet, newspaper, magazines and
companies web sites.

The source of secondary data includes:

 Books
 Websites
 News paper

Limitations:-
1. Project is limited to Nagpur area only.
2. Study is limited to jeevansathi food product bcoustomers only

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 DAT ANALYSIS & INTERPRETATION

1. Are you Aware of Jeevansathi Product?

Option No. Of People

Yes 150
No 30

140

120

100

80

No. Of People
60

40

20

0
Yes No

1. 83.33% of people are aware of jeevansathi food products.

2. Rest 16.67% of people are not aware jeevansathi food products

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 2. Do You Prefer a Jeevansathi Product?

Option No. Of People

Yes 100
No 20

yes
no

1. 83.33% Of people prefer jeevansathi food products.

2. Rest 16.67% do not prefer jeevansathi food products.

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3. How do you came to know about jeevansathi?

Option No. Of People

Advertisement on. TV 03
Advertisement By Poster. & Pamphlets 29
Suggestion by Retailer 40
Offering a Discount 28

40

35

30

25

20
No.Of People
15

10

0
Advertisement Advertisement Suggestion by Offering a
on. T.v By Poster. & Retailer Discount
Pamplets

1. 3% of people where known about product by the medium of Advertisement on. TV

2. 29% of people where known about product by the medium of Advertisement By Poster. & Pamphlets.
3. 40% of people where known about product by the medium of Suggestion by Retailer
4. 28% of people where known about product by the medium of Offering a Discount.

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 4. What do you like about Jeevansathi Product?
a. Quantity b.pricec.packaging d.quality

Option No. Of People

Quantity 15
Price 40
Packaging 25
Quality 20

Quality

Packaging

No. Of People

Price

Quantity

0 10 20 30 40 50

1. 15% of the people like the quantity of the product in jeevansathi brand.
2. 40% of the people like the price of the product in jeevansathi brand.
3. 25% of the people like the packaging of the product in jeevansathi brand.
4. 20% of the people like the quality of the product in jeevansathibrand.

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 5. Which product do you prefer more?

Option No. Of People

POHA 5
RICE 35
AATA 40
SUGAR 20

POHA
RICE
AATA
SUGAR

1. Its seems that aata is to be preferred more by the people as compare to other products of jeevensathi.

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 6. What are the Factor that Infusing you to Prefer a Particular Category of Jeevansathi Product?

Option No. Of People

Brand 67
Offer 16
Quantity 12
Quality 16
Packaging 9

Brand
Offer
Quantity
Quality
Packaging

1. Brand name Infuse more to prefer a Particular Category of Jeevansathi Product.

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 7. From where do you Purchase Jeevansathi Product?

Option No. Of People

Retail Shop 58
Bakery 6
Supermarket 33
Other 3

60

50

40

30 No. Of People

20

10

0
Retail Shop Bakery Supermarket Other

1. Its seems that 58% of people purchase purchasejeevansathi products from the retail shops.

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 8.Are you satisfied with the Jeevansathi Food Product?

Option No. Of People

Yes 50
No 15
50-50 35

Yes
No
50-50

1. 50% of people are satisfied with the Jeevansathi Food Products.

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 8.Reason for Satisfaction?

Option No. Of People

Taste 10
Flavor 15
Price 40
Quality 20

Taste
Flavor
Price
Quality

1. 40% of Consumers are satisfied with the price of Jeevansathi Food Products.
2. 10% of Consumers are satisfied with the taste of Jeevansathi Food Products.
3. 15% of Consumers are satisfied with the flavor of Jeevansathi Food Products.
4. 20% of Consumers are satisfied with the quality of Jeevansathi Food Products.

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 9.Would you like to Suggest Jeevansathi Food to Other Product?

Option No. Of People

Yes 60
No 15
Sometimes 10

Yes
No

1. 60% of people will like to suggests Jeevansathi Food Products to others.

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10.Any suggestion to company about product?

ANS…………………………………………..
Many people suggested improving the promotion strategies & availability of the products .

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 CONCLUSIONS

 The growth and expansion of the JEEVANSATHI FOOD MARKETING has been hampered, due to lack
of awareness and non-availability of product in the market. Also the food products has made
recommendations to the Indian Market to go back to the Special item list category, in order to safeguard
the industry. This Jeevansathi food product has to become a need of people in day to day life. The Indian
market is transforming and new competitors are entering the market. Hence, considering the low per
capita consumption of Jeevansathi food products, the future of the industry seems to upbeat.
 Quality and quantity are the features of the food products which should be always maintain by
Jeevansathi food marketing.
 Some people prefer chakkiaata as we look for the aata products of the jeevansathi brand and chakkiaata
whereas most of older service for the people to prefer the Aata’s products.
 Brand name plays major role in selection of product followed by quality and quantity both.
 It can be conclude that visibility affect the sales in a very special way and in term of advertisement the
brand ambassador, creativity, Idea of sending suggestion thorough the retailers is most attracting way to
increase the awareness among the people and also to increase the sale .

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 SUGGESTIONS

 Production of Jeevansathi food products should be increased as now a day as it’sstarted capturing the
market
 Food products industries already exist in the market to attract more consumes so the jeevansathi product
should also take some steps to attract the consumers.
 Other products of Jeevansathi food products should be advertised more by company for their products to
have positive impact on consumer buying behaviour

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 Bibliography

Books
 Research methodology 2nd edition by C.R.KOTHARI
 Marketing management (BASIC) by PHILLIPS KOTLER
 Consumer Behavior and Marketing Research (BASIC) by SUJA .R.NAIR
 Marketing Management 1st edition by TAPAN .K.PUNDA
Websites
 http://www.investopedia.com/terms/m/marketing-behaviour.asp
 http://www.mindtools.com/page/article/newstr_94.thml
 http://en.wikipedia.org/wiki/drin_indutries

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 QUESTIONAIRE

1. Are you Aware of Jeevansathi Product?

Option
Yes
No

2 You Prefer a Jeevansathi Product?

Option
Yes
No

3. How do you come to know about jeevansathi?

Option
Advertisement on. TV
Advertisement By Poster. & Pamphlets
Suggestion by Retailer
Offering a Discount

4. What do you like about Jeevansathi Product?

Option
Quantity
Price
Packaging
Quality

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5.Which product do you prefer more?
Option
POHA
RICE
AATA
SUGAR

6. What are the Factor that Infusing you to Prefer a Particular Category of Jeevansathi Product?
Option
Brand
Offer
Quantity
Quality
Packaging

7. From where do you Purchase Jeevansathi Product?

Option
Retail Shop
Bakery
Supermarket
Other

8. Are you satisfied with the Jeevansathi Food Product?

Option
Yes
No
50-50

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9. Reason for Satisfaction?
Option
Taste
Flavor
Price
Quality

10. Would you like to Suggest Jeevansathi Food to Other Product?

Option
Yes
No
Sometimes

11. Any suggestion to company about product?

……………………………………………………………………………………………………………..
……………………………………………………………………………………………………………..

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