SUMMER TRAINING PROJECT REPORT

On

“A study of factors influencing the Consumer

Behavior towards Direct selling Companies with
special reference to RCM products”
Towards partial fulfillment of
Master of Business Administration (MBA)
School of Management, Babu Banarasi Das University, Lucknow

Submitted by
POOJA KASHYAP
MBA IIIrd Semester
Roll No. 1200672127

Session 2021-2022

School of Management

BabuBanarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India.
Certificate
 DECLARATION

I do hereby declare that all the work presented in the research report entitled

“A study of factors influencing the Consumer Behavior towards Direct selling

Companies with special reference to RCM products” is carried out and being

submitted at the school of management for the award of Master of Business

Administration (MBA), is an authentic record of POOJA KASHYAP. The work is

carried out under the guidance of MS. RAGINI DIXIT (faculty guide). It hasn‟t

been submitted at any other place for any other academic purpose.

POOJA KASHYAP

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 ACKNOWLEDGEMENT

In order to accomplish a task, facts, situations and persons integrate together to form a

background. “Greatness lies in being grateful and not in being great.” This

research report is a result of contribution of distinct personalities whose guidance here

made my effort a producing one, as “no task is a single man’s effort”.

I would like to express my deep sense of gratitude to the respectable guide

distinguished personalities for their precious suggestions and encouragement during

the project. The experience which is gained by me during this project is essential for me at

this turning point of my career. I am thankful to my project guides MS. RAGINI

DIXIT for kind support and supervision under whose kind & constant guidance I

had the opportunity to expand my horizons and view the various problems from

different prospective. I am also thanking her for sparing her valuable time to listen my

problems and difficulties faced by me during the completion of this project report.

POOJA KASHYAP

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 PREFACE

It was a privilege for me to work in a reputed organization Enable Corporation. This

has given us an opportunity to work in a truly professional environment where team

work score over individual effort, where there is a helpful atmosphere. A well

planned, properly executed and evaluated training helps a lot in inoculating good

work culture. The project on “A study of factors influencing the Consumer

Behavior towards Direct selling Companies with special reference to RCM

products” has been made to facilitate effective understanding about the marketing

aspects.

The project training has provided me an opportunity to gain practical experience,

which has helped me to increase my sphere of knowledge to a greater extent. I have

tried to summarize all our experience and knowledge acquired up till now, in this

report. This project is a keen effort to obtain the expected results and fulfill all the

information required.

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 TABLE OF CONTENT

Certificate i
Declaration ii
Acknowledgement iii
Preface iv

1. Introduction to the Topic 1

2. Company Profile 27
3. Objectives of the study 40
4. Research Methodology 43
5. Limitations of the study 46
6. Data Analysis & Interpretation 60
7. Findings 63
8. Suggestion 65
9. Conclusion 67
10. Bibliography 69
11. Annexure 71

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Chapter-1
Introduction
 INTRODUCTION

Definition of Consumer Buying Behavior:

Consumer Buying Behavior refers to the actions taken (both on and offline) by

consumers before buying a product or service. This process may include consulting

search engines, engaging with social media posts, or a variety of other actions. It is

valuable for businesses to understand this process because it helps businesses better

tailor their marketing initiatives to the marketing efforts that have successfully

influenced consumers to buy in the past.

We have all experienced the moment when we walk into a store and see something

that we just have to have. Retailers spend billions of dollars every year trying to

generate that feeling in their customers. Web campaigns, video and print ads, social

media campaigns, and branding seem to converge as the consumer finally feels a

connection to a product and makes a purchase. So what drives that behavior? And

how do you capture and then replicate that lightning-in-a-bottle moment when a

potential customer turns into a buyer?

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 What are the major factors that influence consumer buyer behavior?

A variety of factors go into the consumer buyer behavior process, but here we offer

just a few. Taken separately, they may not result in a purchase. When put together in

any number of combinations, the likelihood increases that someone will connect with

a brand and make a purchase. Four factors influencing consumer buying behavior are:

 Cultural Factors - Culture is not always defined by a person's nationality. It can also

be defined by their associations, their religious beliefs or even their location.

 Social Factors - Elements in a person's environment that impact the way they see

products.

 Personal Factors - These may include someone's age, marital status, budget, personal

beliefs, values, and morals.

 Psychological Factors - A person's state of mind when they are approached with a

product will often determine how they feel not only about the item itself but the brand

as a whole.

What are the four types of buyers?

1. The Analytical Buyer - Motivated by logic and information, this buyer will look at

all the data on competing brands and products before making an informed decision.

2. The Amiable Buyer - Warm and friendly, this buyer just wants everyone to be

happy. That is why they are often paralyzed by big decisions when there is the

perception of a win/lose outcome.

3. The Driver Buyer - Drivers are most concerned with how others view them and

whether they follow. The trendsetters, Drivers are most concerned with their

appearance rather than the relationships that are formed during a transaction.

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4. The Expressive Buyer - Relationships are key to the Expressive Buyer. They

cannot stand feeling isolated or ignored during a transaction. Instead, they want to feel

like your most important asset.

Consumer behavior is the study of consumers and the processes they use to choose,

use (consume), and dispose of products and services, including consumers‟ emotional,

mental, and behavioral responses.

Consumer behavior incorporates ideas from several sciences including psychology,

biology, chemistry, and economics.

In this guide, we‟ll take a look at the different aspects and facets of consumer

behavior, and we‟ll discuss the most effective types of customer segmentation.

Studying consumer behavior is important because it helps marketers understand what

influences consumers‟ buying decisions.

By understanding how consumers decide on a product, they can fill in the gap in the

market and identify the products that are needed and the products that are obsolete.

Studying consumer behavior also helps marketers decide how to present their

products in a way that generates a maximum impact on consumers. Understanding

consumer buying behavior is the key secret to reaching and engaging your clients, and

converting them to purchase from you.

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A consumer behavior analysis should reveal:

What consumers think and how they feel about various alternatives (brands, products,

etc.);

What influences consumers to choose between various options;

Consumers‟ behavior while researching and shopping;

How consumers‟ environment (friends, family, media, etc.) influences their behavior.

Consumer behavior is often influenced by different factors. Marketers should study

consumer purchase patterns and figure out buyer trends.

In most cases, brands influence consumer behavior only with the things they can

control; think about how IKEA seems to compel you to spend more than what you

intended to every time you walk into the store.

So what are the factors that influence consumers to say yes? There are three

categories of factors that influence consumer behavior:

Personal factors: an individual‟s interests and opinions can be influenced by

demographics (age, gender, culture, etc.).

Psychological factors: an individual‟s response to a marketing message will depend

on their perceptions and attitudes.

Social factors: family, friends, education level, social media, income, all influence

consumers‟ behavior.

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Types of consumer behavior

There are four main types of consumer behavior:

1. Complex buying behavior

This type of behavior is encountered when consumers are buying an expensive,

infrequently bought product. They are highly involved in the purchase process and

consumers‟ research before committing to a high-value investment. Imagine buying a

house or a car; these are an example of a complex buying behavior.

2. Dissonance-reducing buying behavior

The consumer is highly involved in the purchase process but has difficulties

determining the differences between brands. „Dissonance‟ can occur when the

consumer worries that they will regret their choice.

Imagine you are buying a lawnmower. You will choose one based on price and

convenience, but after the purchase, you will seek confirmation that you‟ve made the

right choice.

3. Habitual buying behavior

Habitual purchases are characterized by the fact that the consumer has very little

involvement in the product or brand category. Imagine grocery shopping: you go to

the store and buy your preferred type of bread. You are exhibiting a habitual pattern,

not strong brand loyalty.

4. Variety seeking behavior

In this situation, a consumer purchases a different product not because they weren‟t

satisfied with the previous one, but because they seek variety. Like when you are

trying out new shower gel scents.

Knowing what types of customers your e-store attracts will give you a better idea

about how to segment customer types.

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What affects consumer behavior?

Many things can affect consumer behavior, but the most frequent factors influencing

consumer behavior are:

1. Marketing campaigns

Marketing campaigns influence purchasing decisions a lot. If done right and regularly,

with the right marketing message, they can even persuade consumers to change

brands or opt for more expensive alternatives.

Marketing campaigns, such as Facebook ads for eCommerce, can even be used as

reminders for products/services that need to be bought regularly but are not

necessarily on customers‟ top of mind (like an insurance for example). A good

marketing message can influence impulse purchases.

2. Economic conditions

For expensive products especially (like houses or cars), economic conditions play a

big part. A positive economic environment is known to make consumers more

confident and willing to indulge in purchases irrespective of their financial liabilities.

The consumer‟s decision-making process is longer for expensive purchases and it can

be influenced by more personal factors at the same time.

3. Personal preferences

Consumer behavior can also be influenced by personal factors: likes, dislikes,

priorities, morals, and values. In industries like fashion or food, personal opinions are

especially powerful.

Of course, advertisements can influence behavior but, at the end of the day,

consumers‟ choices are greatly influenced by their preferences. If you‟re vegan, it

doesn‟t matter how many burger joint ads you see, you‟re not gonna start eating meat

because of that.

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4. Group influence

Peer pressure also influences consumer behavior. What our family members,

classmates, immediate relatives, neighbors, and acquaintances think or do can play a

significant role in our decisions.

Social psychology impacts consumer behaviour. Choosing fast food over home-

cooked meals, for example, is just one of such situations. Education levels and social

factors can have an impact.

5. Purchasing power

Last but not least, our purchasing power plays a significant role in influencing our

behavior. Unless you are a billionaire, you will consider your budget before making a

purchase decision.

The product might be excellent, the marketing could be on point, but if you don‟t

have the money for it, you won‟t buy it.

Segmenting consumers based on their buying capacity will help marketers determine

eligible consumers and achieve better results.

Customer behavior patterns

Buying behavior patterns are not synonymous with buying habits. Habits are

developed as tendencies towards an action and they become spontaneous over time,

while patterns show a predictable mental design.

Each customer has his unique buying habits, while buying behavior patterns are

collective and offer marketers a unique characterization. Customer behavior patterns

can be grouped into:

1. Place of purchase

Most of the time, customers will divide their purchases between several stores even if

all items are available in the same store. Think of your favorite hypermarket: although

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you can find clothes and shoes there as well, you‟re probably buying those from

actual clothing brands.

When a customer has the capability and the access to purchase the same products in

different stores, they are not permanently loyal to any store, unless that‟s the only

store they have access to. Studying customer behavior in terms of choice of place will

help marketers identify key store locations.

2. Items purchased

Analyzing a shopping cart can give marketers lots of consumer insights about the

items that were purchased and how much of each item was purchased. Necessity

items can be bought in bulk while luxury items are more likely to be purchased less

frequently and in small quantities.

The amount of each item purchased is influenced by the perishability of the item, the

purchasing power of the buyer, unit of sale, price, number of consumers for whom the

item is intended, etc.

3. Time and frequency of purchase

Customers will go shopping according to their feasibility and will expect service even

during the oddest hours; especially now in the era of e-commerce where everything is

only a few clicks away.

It‟s the shop‟s responsibility to meet these demands by identifying a purchase pattern

and match its service according to the time and frequency of purchases.

One thing to keep in mind: seasonal variations and regional differences must also be

accounted for.

4. Method of purchase

A customer can either walk into a store and buy an item right then and there or order

online and pay online via credit card or on delivery.

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The method of purchase can also induce more spending from the customer (for online

shopping, you might also be charged a shipping fee for example).

The way a customer chooses to purchase an item also says a lot about the type of

customer he is. Gathering information about their behavior patterns helps you identify

new ways to make customers buy again, more often, and higher values.

Customer behavior segmentation

Customer segmentation and identifying types of buyers have always been important.

Now that personalization and customer experience are factors that determine a

business‟ success, effective segmentation is even more important.

Only 33% of the companies that use customer segmentation say they find it

significantly impactful, so it‟s important to find the segmentation technique that

brings clarity and suits your business.

Traditionally, most marketers use six primary types of behavioral segmentation.

1. Benefits sought

A customer who buys toothpaste can look for four different reasons: whitening,

sensitive teeth, flavor, or price.

When customers research a product or service, their behavior can reveal valuable

insights into which benefits, features, values, use cases, or problems are the most

motivating factors influencing their purchase decision.

When a customer places a much higher value on one or more benefits over the others,

these primary benefits sought are the defining motivating factors driving the purchase

decision for that customer.

2. Occasion or timing-based

Occasion and timing-based behavioral segments refer to both universal and personal

occasions.

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  Universal occasions apply to the majority of customers or target audience. For

example, holidays and seasonal events when consumers are more likely to

make certain purchases.

 Recurring-personal occasions are purchasing patterns for an individual

customer that consistently repeat over a while. For example birthdays,

anniversaries or vacations, monthly purchases, or even daily rituals such as

stopping for a cup of coffee on the way to work every morning.

 Rare-personal occasions are also related to individual customers, but are more

irregular and spontaneous, and thus more difficult to predict. For example,

attending a friend‟s wedding.

3. Usage rate

Product or service usage is another common way to segment customers by behavior,

based on the frequency at which a customer purchases from or interacts with a

product or service. Usage behavior can be a strong predictive indicator

of loyalty or churn and, therefore, lifetime value.

4. Brand loyalty status

Loyal customers are a business‟s most valuable assets. They are cheaper to retain,

usually have the highest lifetime value, and can become brand advocates.

By analyzing behavioral data, customers can be segmented by their level of loyalty so

marketers can understand their needs and make sure they are satisfying them.

Loyal customers are the ones who should receive special treatment and privileges

such as exclusive rewards programs to nurture and strengthen the customer

relationship and incentivize continued future business.

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5. User status

There are many different possible user statuses you might have depending on your

business. A few examples are:

 Non-users

 Prospects

 First-time buyers

 Regular users

 Defectors (ex-customers who have switched to a competitor).

6. Customer journey stage

Segmenting the audience base on buyer readiness allows marketers to align

communications and personalize experiences to increase conversion at every stage.

Moreover, it helps them discover stages where customers are not progressing so they

can identify the biggest obstacles and opportunities for improvement, even on post-

purchase behaviors.

Frequently asked questions

1. What do you mean by consumer behavior?

Consumer behavior is the study of how people are making purchase decisions to

satisfy their needs, wants or desires, and how their emotional, mental, and behavioral

responses influence the buying decision. To analyze consumer behavior, people are

using concepts and ideas from various fields such as psychology, economics, biology,

and chemistry.

2. What are the 4 types of customer buying behavior?

There are four types of consumer behavior: habitual buying behavior, variety-seeking

behavior, dissonance-reducing buying behavior, complex buying behavior. Consumer

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behavior types are determined by what kind of product a consumer needs, the level of

involvement, and the differences that exist between brands.

3. What is an example of consumer behavior?

Let‟s take planning a city break for two as an example of consumer behavior. For

someone that just starting dating, it might be extensive decision-making, but for a

couple that spent 5+ years together, it could be limited decision-making. Another

example of consumer behavior can be observed when making a reservation at a

restaurant. For a friends‟ night out, it requires a limited time investment, while

making a reservation for an anniversary or a proposal is a more complex decision

making.

4. How do you identify consumer Behavior?

A consumer behavior analysis helps you identify how your customers decide on a

product or a service. To study their behavior you need a mix of qualitative and

quantitative data from customer surveys, customer interviews, the information

gathered from observation of their behavior in-store and online.

5. What are the characteristics of consumer behavior?

There are four factors that determine the characteristics of consumer behavior:

personal, psychological, social, and cultural. All factors have a major impact on a

consumer‟s behavior and the characteristics that define a customer will change as

her/his life changes.

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Direct Selling Business Model

Direct selling is a retail channel used by top global brands and smaller,

entrepreneurial companies to market products and services to consumers. Companies

market all types of goods and services, including jewelry, cookware, nutritionals,

cosmetics, house wares, energy and insurance, and much more.

The direct selling channel differs from broader retail in an important way. It isn‟t only

about getting great products and services into consumers‟ hands. It‟s also an avenue

where entrepreneurial-minded Americans can work independently to build a business

with low start-up and overhead costs.

Direct selling consultants work on their own, but affiliate with a company that uses

the channel, retaining the freedom to run a business on their own terms. Consultants

forge strong personal relationships with prospective customers, primarily through

face-to-face discussions and demonstrations. In this age of social networking, direct

selling is a go-to market strategy that, for many companies and product lines, may be

more effective than traditional advertising or securing premium shelf space.

Millions of Americans from every state, congressional district and community in the

United States choose to become involved in direct selling because they enjoy a

company‟s products or services and want to purchase them at a discount. Some decide

to market these offerings to friends, family and others and earn commissions from

their sales. The most successful consultants may decide to expand their business by

building a network of direct sellers.

Eighty-nine percent of direct sellers decide to work part-time, offering busy parents,

caregivers, military spouses, veterans and others flexibility and work-life balance. As

advancements in technology create a new American economy whose foundation is

built upon entrepreneurial spirit and independent work, it‟s important to remember

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that direct selling is one of the oldest ways millions of Americans have chosen to

work independently – long before the advent of the Internet. Direct selling has a long

history of both substantially contributing to the economy and supporting the millions

of Americans involved.

An Independent Sales force

Direct selling is unique among retail channels because of the way in which products

and services are marketed to customers. Instead of relying on traditional retail outlets

or online marketplaces, direct selling companies maintain a sales force of millions of

independent workers that added $36 billion to the U.S. economy in 2015. Real estate,

insurance, travel and technology companies and well-known brands also rely on

independent workers to deliver products and services to consumers. Independent work

adds value to those who choose to pursue it, to the economy and to society.

Independent direct selling consultants earn commissions on sales but work for

themselves. They set their own hours, create their own marketing plans, determine

whether to build a sales team and how to mentor those within it and how to serve their

customers.

Millions of independent direct sellers see advantages in working for themselves. The

most obvious is the chance to build and grow their own business and run it how they

see fit. The freedom and flexibility to set their own working hours draws all types of

people to direct selling, including parents with young children, students, caregivers,

retirees, military spouses and many more.

Start-up costs for most direct selling companies are a few hundred dollars or less

because direct selling isn‟t reliant on overhead like real estate, facilities and

equipment or traditional advertising that can cost tens- or even hundreds of thousands

of dollars.

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Consumer Behavior

“Consumer behavior is the actions and the decision processes of people who purchase

goods and services for personal consumption” – according to Engel, Blackwell, and

Mansard,

Consumer buying behavior refers to the study of customers and how they behave

while deciding to buy a product that satisfies their needs. It is a study of the actions of

the consumers that drive them to buy and use certain products.

Study of consumer buying behavior is most important for marketers as they can

understand the expectation of the consumers. It helps to understand what makes a

consumer to buy a product. It is important to assess the kind of products liked by

consumers so that they can release it to the market. Marketers can understand the likes

and dislikes of consumers and design base their marketing efforts based on the

findings.

Consumer buying behavior studies about the various situations such as what do

consumers buy, why do they buy, when do they buy, how often do consumers buy, for

what reason do they buy, and much more.

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 Major Factors Influencing Consumer Behavior

1. Psychological Factors

2. Social Factors

3. Cultural Factors

4. Personal Factors

5. Economic Factors

Consumer behavior is influenced by many different factors. A marketer should try to

understand the factors that influence consumer behavior. Here are 5 major factors that

influence consumer behavior:

1. Psychological Factors

Human psychology is a major determinant of consumer behavior. These factors are

difficult to measure but are powerful enough to influence a buying decision.

Some of the important psychological factors are:

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i. Motivation

When a person is motivated enough, it influences the buying behaviour of the person.

A person has many needs such as the social needs, basic needs, security needs, esteem

needs and self-actualization needs. Out of all these needs, the basic needs and security

needs take a position above all other needs. Hence basic needs and security needs

have the power to motivate a consumer to buy products and services.

ii. Perception

Consumer perception is a major factor that influences consumer behavior. Customer

perception is a process where a customer collects information about a product and

interprets the information to make a meaningful image about a particular product.

When a customer sees advertisements, promotions, customer reviews, social media

feedback, etc. relating to a product, they develop an impression about the product.

Hence consumer perception becomes a great influence on the buying decision of

consumers.

iii. Learning

When a person buys a product, he/she gets to learn something more about the product.

Learning comes over a period of time through experience. A consumer‟s learning

depends on skills and knowledge. While a skill can be gained through practice,

knowledge can be acquired only through experience.

Learning can be either conditional or cognitive. In conditional learning the consumer

is exposed to a situation repeatedly, thereby making a consumer to develop a response

towards it.

Whereas in cognitive learning, the consumer will apply his knowledge and skills to

find satisfaction and a solution from the product that he buys.

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iv. Attitudes and Beliefs

Consumers have certain attitude and beliefs which influence the buying decisions of a

consumer. Based on this attitude, the consumer behaves in a particular way towards a

product. This attitude plays a significant role in defining the brand image of a product.

Hence, the marketers try hard to understand the attitude of a consumer to design their

marketing campaigns.

2. Social Factors

Humans are social beings and they live around many people who influence their

buying behavior. Human try to imitate other humans and also wish to be socially

accepted in the society. Hence their buying behavior is influenced by other people

around them. These factors are considered as social factors. Some of the social factors

are:

i. Family

Family plays a significant role in shaping the buying behavior of a person. A person

develops preferences from his childhood by watching family buy products and

continues to buy the same products even when they grow up.

ii. Reference Groups

Reference group is a group of people with whom a person associates himself.

Generally, all the people in the reference group have common buying behavior and

influence each other.

iii. Roles and status

A person is influenced by the role that he holds in the society. If a person is in a high

position, his buying behavior will be influenced largely by his status. A person who is

a Chief Executive Officer in a company will buy according to his status while a staff

or an employee of the same company will have different buying pattern.

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3. Cultural factors

A group of people are associated with a set of values and ideologies that belong to a

particular community. When a person comes from a particular community, his/her

behavior is highly influenced by the culture relating to that particular community.

Some of the cultural factors are:

i. Culture

Cultural Factors have strong influence on consumer buyer behavior. Cultural Factors

include the basic values, needs, wants, preferences, perceptions, and behaviors that

are observed and learned by a consumer from their near family members and other

important people around them.

ii. Subculture

Within a cultural group, there exists many subcultures. These subcultural groups share

the same set of beliefs and values. Subcultures can consist of people from different

religion, caste, geographies and nationalities. These subcultures by itself form a

customer segment.

iii. Social Class

Each and every society across the globe has form of social class. The social class is

not just determined by the income, but also other factors such as the occupation,

family background, education and residence location. Social class is important to

predict the consumer behavior.

4. Personal Factors

Factors that are personal to the consumers influence their buying behavior. These

personal factors differ from person to person, thereby producing different perceptions

and consumer behavior.

Some of the personal factors are:

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i. Age

Age is a major factor that influences buying behavior. The buying choices of youth

differ from that of middle-aged people. Elderly people have a totally different buying

behavior. Teenagers will be more interested in buying colorful clothes and beauty

products. Middle-aged are focused on house, property and vehicle for the family.

ii. Income

Income has the ability to influence the buying behavior of a person. Higher income

gives higher purchasing power to consumers. When a consumer has higher disposable

income, it gives more opportunity for the consumer to spend on luxurious products.

Whereas low-income or middle-income group consumers spend most of their income

on basic needs such as groceries and clothes.

iii. Occupation

Occupation of a consumer influences the buying behavior. A person tends to buy

things that are appropriate to this/her profession. For example, a doctor would buy

clothes according to this profession while a professor will have different buying

pattern.

iv. Lifestyle

Lifestyle is an attitude, and a way in which an individual stay in the society. The

buying behavior is highly influenced by the lifestyle of a consumer. For example

when a consumer leads a healthy lifestyle, then the products he buys will relate to

healthy alternatives to junk food.

5. Economic Factors

The consumer buying habits and decisions greatly depend on the economic situation

of a country or a market. When a nation is prosperous, the economy is strong, which

leads to the greater money supply in the market and higher purchasing power for

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consumers. When consumers experience a positive economic environment, they are

more confident to spend on buying products.

Whereas, a weak economy reflects a struggling market that is impacted by

unemployment and lower purchasing power.

Economic factors bear a significant influence on the buying decision of a consumer.

Some of the important economic factors are:

i. Personal Income

When a person has a higher disposable income, the purchasing power increases

simultaneously. Disposable income refers to the money that is left after spending

towards the basic needs of a person.

When there is an increase in disposable income, it leads to higher expenditure on

various items. But when the disposable income reduces, parallelly the spending on

multiple items also reduced.

ii. Family Income

Family income is the total income from all the members of a family. When more

people are earning in the family, there is more income available for shopping basic

needs and luxuries. Higher family income influences the people in the family to buy

more. When there is a surplus income available for the family, the tendency is to buy

more luxury items which otherwise a person might not have been able to buy.

iii. Consumer Credit

When a consumer is offered easy credit to purchase goods, it promotes higher

spending. Sellers are making it easy for the consumers to avail credit in the form of

credit cards, easy installments, bank loans, hire purchase, and many such other credit

options. When there is higher credit available to consumers, the purchase of comfort

and luxury items increases.

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iv. Liquid Assets

Consumers who have liquid assets tend to spend more on comfort and luxuries.

Liquid assets are those assets, which can be converted into cash very easily. Cash in

hand, bank savings and securities are some examples of liquid assets. When a

consumer has higher liquid assets, it gives him more confidence to buy luxury goods.

v. Savings

A consumer is highly influenced by the amount of savings he/she wishes to set aside

from his income. If a consumer decided to save more, then his expenditure on buying

reduces. Whereas if a consumer is interested in saving more, then most of his income

will go towards buying products.

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 REVIEW OF LITERATURE

 R.Furger (1991) conducted a study on consumer satisfaction towards light weight

laptops and it was inferred that the various features like touch screen, slim and sleek,

advanced power management provided in the laptop highly influences the satisfaction

of the consumer.

 P.Rajendran (1996) conducted a study on “consumer preference for shampoo”. The

objective of the study was to analysis the impact of advertisement of different brands

of shampoo and consumer behaviour towards buying. The data was collected in Erode

district to the sample size of 100 respondents by using convenient sampling method. It

was found from the study that majority preferred quantity, which ranged from 9ml to

170ml packets, and peace was not an important factor for their purchase

 Prof. Bhavin Pandya (2000) conducted a study on “the report on shampoo and

relevant facts” respondents were asked about the brand of the shampoo which they

use. It really astonishing that half of the respondents did not respond to the question or

were reluctant to say anything about the usage of their shampoo brands. The HUL

brands rule the shampoo category, CLINIC PLUS is used by 15.62% of the

respondents followed by SUNSILK is used by 9.38%, Clinic ALL CLEAR is used by

4.69%. From the respondents obtained 46.875, HUL brand of shampoo is used by

31.25%, P&G brands of shampoo is used by 8.59%. HEAD&SHOULDER became

very popular and acceptable, while PATENT and REJOICE are gaining the ground

Cavin‟s kare brand have 4.96% of brand usage. Now CHICK shampoo heading the

ground.

24
 N.Kothai Nayaki (2001) conducted a study on “Brand preference of toilet soap users

with special reference to Gobichettipalayam taluk” has found that a large number of

brands of toilet soaps available in the market which defer I price , quality, quantity etc

due to the favourable features of brands, the consumers have preferred to purchase

their loyal brands only. The study has concluded that best quality soaps at reasonable

price, majority of the respondents preferred HAMAM as their brand only

 Sangeetha.T (2002) undertook a study on “ brand Equity of hair care products and

distribution of 3 products segments in the city of Coimbatore for Cavin Care limited”

pertaining to the residents, dealers, wholesalers and departmental stores with the

sample size of 150. It was found that consumers are aware of hair care products of

cavin care and most of them belong to the age group of 15 to 25 years.

 Ramya Devi (2002) conducted a study on “Developing marketing strategy for

attraction and retention of consumers with special reference to Johnson and Johnson

baby powder”. The study form of the sample size of 200 respondents in Chennai city

found that the awareness of Johnson and Johnson baby powder was 170% and

retention of the consumers was 150%.

 Dr.Vyajayanthi, Dr.G.Chand kulkani, Dr. Anil Abraham, and Dr.S.A

Kolhapure(2006) made a study on “Anti dandruff activity and safety of polyherbal

hair oil” an open pillof in Bangalore city. Twenty five patients of both gender, from

the age group of 20_45 years, who were suffering from mild to moderate dandruff

they were enrolled in this study and advise to apply of 10ml of anti dandruff hair oil

25
 twice daily for a period of two weeks this study concludes that the anti dandruff hair

oil was clinically effective and safe

 Dr.A Vinayagamoorthy (2007) made “ An Empirical study on shampoo consumption”

aimed at the studying the consumer behaviour with regard to purchase, consumption,

and post purchase evaluation of shampoo with sample size of 100 respondents in

Chinnakammiyampet Village in Vellore district. The objective of the study was to

find out awareness among the consumers about the various brands that majority

respondents prefer a shampoo for fragrance, quality, Colour, and advertisement. Most

of the respondents have used the shampoo for both head bath and full body bath.

 Dr.R.Vijaya Kumar, N.Raman and Prof P.V Prabha (2007) undertook a study on

“satisfaction derived by users of clinic plus shampoo in Coimbatore city “200 users of

clinic plus shampoo were selected as sample respondents on the basis of convenient

sampling method. The researches with the primary objective of measuring the extent

of variation in the level of satisfaction derived by the users of clinic plus shampoo. It

was found that out of 200 respondents 26% fall under “Less Satisfied” category, 42%

belong to “Just Satisfied” category and remaining 32% have been “Highly Satisfied

“with the product

 Ranjith P.V., Ela Goyal (2011) conducted a case study on consumer perception for

laptops it is recommended that the manufacturers have to concentrate on adding

features to the existing products. The companies have to concentrate on the important

parameters like education and browsing.

26
COMPANY
PROFILE

27
 COMPANY PROFILE
“RCM”– The name is synonymous for direct selling in India, with the legacy of loyal

consumers in every corner of the country. With its success, the main objective of the

organization has always been to transform the lives of people by providing them an

opportunity to enjoy financial independence, empower them socially, enabling them

with relevant skills and live a blissful life.

In our mission to make India Healthy & Wealthy, we have developed a range of daily

consumable products in FMCG – Food & Non-Food (Household, Home care,

Personal care, Eatable and Edible products),Health& Nutrition, Fashion&

Accessories, Stationary &Travel accessories, footwear categories that are used from

“Good Morning to Good Night”. The dream of the founder of RCM is to transform

lives followed by a very holistic approach of developing each and every product

keeping in mind the main motto of, “health as the vital factor” and keeping the price

of every product at “arm's length for every household of the country”.

The quality of products is ensured with the sourcing of finest ingredients from the best

manufacturers across the world and State-of-Art technology and highly advanced

plant & machinery.

“Health & Innovation” – Our highly skilled product Development & Sourcing team

have been working tirelessly adding many more wonderful products & categories in

this journey.

28
Holistic approach in the overall development of direct sellers associated with the

company has resulted in prodigious trust in RCM network, which has a vide and deep

reach across India from Kargil to Kanyakumari and Kutch to Kaziranga. All RCM

products are made available through an amazing network of 90 depots, more than

7500 exclusive delivery centers that is growing every year. This delivery system is

backed up with a robust ERP system, which also keeps each and every Direct Seller

updated with real-time smart information of their business activities with RCM.

With the time, RCM is exploring new avenues under its headship qualities in the E-

commerce industry. Complete range of exclusive products is available on E-

commerce platform supported by most modern technology. RCM‟s latest app

facilitates the users to operate their whole business at their fingertips.

FOUNDER VISION: PROSPERITY OF ALL WITH VALUES

“The Ultimate Pride” - comes from the unmatchable world-class value based

education system that transforms the lives of the people. Our education system helps

the people to identify & develop and enhance their actual potential to achieve the new

heights in life. Our unique system educates and motivates them to live a healthy life

with a strong bond with the society and the nation.

29
RCM BUSINESS

To make the business long lasting in Indian conditions company has taken care of

fallowing points.

 Products of general utility

 Best quality and technique used

 reasonable price for quality products

 income on every purchase

 monthly distribution up to 41% business value

 no chance of loss to consumers an any level.

That is why RCM business has earned unbreakable faith among its lacs of distributors

30
In this business, nothing extra is to be done. The consumers will have to simply shift to RCM

brand quality products. By purchasing RCM products, consumers get a significant part in the

profits. They get best quality at a reasonable price. This message is to be

In this business, nothing extra is to be done. The consumers will have to simply shift

to RCM brand quality products. By purchasing RCM products, consumers get a

significant part in the profits. They get best quality at a reasonable price. This

message is to be communicated to consumers without explicit advertising, by word of

mouth.

31
The procedure to join RCM business is quite simple:

You have to fill up an application form under the sponsorship of an existing

distributor and purchase the kit containing RCM business product. Then you also

become a distributor and get your own distributor code. Now you can further expand

your group ang earn unlimited income.

Having used the product yourself, you convinced other customers about its

good quality and fully explain the concept of RCM business to them. Many of them

will consider it worth while to purchase the kit and become distributors of this

business. You sponsor such eager person, get his application form filled and supply a

kit to him, please note that you have to sponsor at least two distributor( in you down

line) to get your income. Then the two distributors sponsored by you, will sponsor to

new distributors to each to form their down line. In this way, the group will expand.

The bigger your group the greater will be your business and income. Maximum use

and repurchase of product you and your down liners will make your business

consistent and growing.

32
The company distribute up to 41% of its business value to its distributors every

month, out of this your share is determined by the business of your group. Bigger the

business of your group, great will be your income. Here your group means, all the

persons in your down line. Suppose you started your business by sponsoring „A‟ and

„B‟. then „A‟ sponsored „C‟ and „D‟ and „B‟ sponsored „E‟ and „F‟. Later, C, D,

E,&F, sponsored other persons. As they proceed further, all these persons come in

your group. When any distributor of this group purchases the product, for own use,

sharing with others, when there is a new joining, all this will be counted in your

business.

Distributor of this group purchases the product, for own use, sharing with others,

when there is a new joining, all this will be counted in your business.

The foundation must be strong, for the building to the strong and stable. A tree can

not develop well without good manner in its roots. In the same way, there are two

foundation pillars to get desired result in RCM business.

FAITH

Faith in your enterprise is essential for success. However, it should not be a

blind faith. One must examine the system well and ensure that the business in reality

is of the type being professed and it will yield good results as envisaged. One must be

fully satisfied about the company, quality of products and the rates. Also one must

33
clearly understand, how new distributors are sponsored and commission is calculated?

What are up line, down line and cross line? How business is to be carried out income

generated? One should remove all doubts and then join the business with full faith!

More ever one should not be led astray by sayings of a third person. After joining if

some doubts arise one should find out the factual position, rather than loose faith in

the business

COMMITMENT

We must make firm commitment that it is our own business and we are willingly

doing it for our own good. When we start any business by investing money and

setting up all infrastructures, we do not close it simply on somebody‟s disproval.

Some times, if our business doesn‟t run well. We think about means of improving.

We are not disheartened by temporary fluctuations in the business. This is because,

we start the business with a commitment with RCM Business, and then only we can

34
progress. The successful distributors in this business are those who enter with a firm

sense of commitment.

For success in RCM Business it is essential to learn and impart training to others. You

have ample means to learn; meetings, active up line, audio-tapes. Video-CD, books

and other printed material. You must make full use of all these means, some important

tips are presented here as follows.

 Planning

 Use the tools

 Attend meeting and seminar

 Use the product

 Take the initiative

 Don‟t make false promises

 Impressive personality

 Patience

 Management of time and money

35
 Progress of down line

 Positive thinking

 Reasonable support

 Experience

 Appropriate consultancy

 Practical truths

 Consistency

36
PRODUCTS OF THE RIGHT CONCEPT MARKETING

37
38
39
 Chapter 3
Objectives of the
Study

40
 OBJECTIVES OF THE STUDY

 To study the customer satisfaction level with respect to RCM products.

 To know how people are aware of RCM BUSINESS.

 To know the factors influencing the sales of RCM PRODUCTS.

 To know customers opinion with regards to the RCM products.

41
 PURPOSE OF THE STUDY

Here our main purpose is to assess the customer satisfaction and its impact on sales of

RCM business, at Lucknow. And giving the recommendations to the measures to

increase the satisfaction level

SCOPE OF THE STUDY

 The study will reveal the customer satisfaction and its impact on sales at the Right

Concept Marketing.

 The study will help to know the impact of the customers satisfaction on sales.

 The study will help to know the improvements to be made in the Right Concept

Marketing to satisfy the customers.

42
 Chapter 4
Research
Methodology

43
 RESEARCH METHODOLOGY

SAMPLING

 Population: existing customers of RCM business.

 Sample units

 Sampling size: 100 units

 Sampling Method: Convenient Random Sampling

4. Research Methodology:

Data source:

Primary data - Existing customers

Survey (Questionnaire)

 Secondary Data - Reports from related websites, Company

reports,

 Area of research - (Chinhat and Matiyari) Lucknow City

Research Approach - Survey Method

Research Instrument- Questionnaire

Sample Plan - Personal Interview

Sample Unit - All existing customer

Sampling Method - Convenience Sampling

Sample Size - 100 units.

44
 MEASURING TOOL

 Simple percentage method using SPSS Windows Student Version 11.0 and

MS-Excel.

5. Benefits of the project

 The study helps to know the customer satisfaction level and its impact

on sales with respect to RCM products at Lucknow city.

 Company will come to know what customers prefer.

 To devise the plans to increase the sales.

45
 Chapter 5
Data Analysis
&
Interpretation

46
 DATA ANALYSIS & INTERPRETATION
1) How did you come to know about RCM?

Frequency Percent Valid Percent Cumulative

Percent

Valid Friends 62 62.0 62.0 62.0

Relatives 25 25.0 25.0 87.0
others 13 13.0 13.0 100.0
Total 100 100.0 100.0

How did you come to know about RCM?

70

60 62

50

40

30

25
20
Frequency

10 13

0
Friends Relatives others

How did you come to know about RCM?

Analysis:

From the above graph it is clear that, 62% respondents are influenced by

Friends, and 25% respondents from relatives, 13% from others.

47
 2) How often do you make your purchase?

Frequency Percent Valid Percent Cumulative

Percent

Valid Weekly 32 32.0 32.0 32.0

Monthly 64 64.0 64.0 96.0
Once in 15 4 4.0 4.0 100.0
days

Total 100 100.0 100.0

How often do you make purchase?

70

60 64

50

40

30 32

20
Frequency

10

0 4
Weekly Monthly Once in 15 days

How often do you make purchase?

Analysis:

From the above graph it is clear that, 64% respondents purchase monthly, 32

respondents weekly and 4% purchase once in 15 days.

48
 3) How would you rate the quality of RCM product?

Frequency Percent Valid Percent Cumulative

Percent

Valid Good 34 34.0 34.0 34.0

Very good 62 62.0 62.0 96.0
Average 4 4.0 4.0 100.0
Total 100 100.0 100.0

How would you rate the quality of RCM product?

70

60 62

50

40

30 34

20
Frequency

10

0 4
Good Very good Average

How would you rate the quality of RCM product?

Analysis:

From the above graph it is clear that, 62% respondents said the quality of the RCM

products are very good, 34% good and 4% average.

49
 4) Do you get the required product at the RCM?

Frequency Percent Valid Cumulative

Percent Percent

Valid Yes 100 100.0 100.0 100.0

Do you get the required product at the RCM?

120

100
100

80

60

40
Frequency

20

0
Yes

Do you get the required product at the RCM?

Analysis:

From the above graph it is clear that, 100% respondents get the required product at the

RCM outlet.

50
 5) Do you get the incentive regularly?

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 84 84.0 84.0 84.0

No 16 16.0 16.0 100.0

Total 100 100.0 100.0

Do you get incentive regularly?

100

80 84

60

40
Frequency

20

16

0
Yes No

Do you get incentive regularly?

Analysis:

From the above graph it is clear that, 84% respondents get the incentive regularly and

16% respondents will not get the incentive regularly.

51
 6) Will you recommend the RCM business to others?

Frequency Percent Valid Percent Cumulative

Percent

Valid yes 100 100.0 100.0 100.0

Will you recommend the RCM business to others?

120

100
100

80

60

40
Frequency

20

0
Yes

Will you recommend the RCM business to others?

Analysis:

From the above graph it is clear that, 100% respondents recommend the RCM business to

others.

52
 7) Have you continued the chain of your membership?

Frequency Percent Valid Percent Cumulative

Percent

Valid yes 100 100.0 100.0 100.0

Have you continued the chain of your membership?

120

100
100

80

60

40
Frequency

20

0
Yes

Have you continued the chain of your membership?

Analysis:

From the above graph it is clear that, 100% respondents continued the chain of your

membership.

53
 8) Does the RCM outlets provide sufficient information about new products?

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 66 66.0 66.0 66.0

No 34 34.0 34.0 100.0

Total 100 100.0 100.0

Does the RCM outlets provide sufficent information about new prod
70

66
60

50

40

30 34

20
Frequency

10

0
Yes No

Does the RCM outlets provide sufficent information about new product?

Analysis:

From the above graph it is clear that, 66% respondents will get the sufficient information

about new products from the RCM outlets, and 34% respondents will not get the

information from the RCM outlets.

54
 9) How do you rate the service of RCM?

Frequency Percent Valid Percent Cumulative

Percent

Valid Good 74 74.0 74.0 74.0

Average 26 26.0 26.0 100.0
Total 100 100.0 100.0

How do you rate the service of RCM?

80

74

60

40

26
20
Frequency

0
Good Average

How do you rate the service of RCM?

Analysis:

From the above graph it is clear that, 74% respondents rate the service of RCM as

good, and 26% respondents rate the RCM as average.

55
 10) Are the RCM outlets in the Lucknow city are convenient to reach?

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 68 68.0 68.0 68.0

No 32 32.0 32.0 100.0
Total 100 100.0 100.0

Analysis:

From the above graph it is clear that, 68% respondents agree that the RCM outlets are

convenient to reach in Lucknow city. 32% respondents told that the outlets are not

convenient to reach in Lucknow city.

56
 11) Display of the products in the RCM outlets?

Frequency Percent Valid Percent Cumulative

Percent

Valid Organized 100 100.0 100.0 100.0

Display of the products in the RCM outlets?

120

100
100

80

60

40
Frequency

20

0
Organised

Display of the products in the RCM outlets?

Analysis:

From the above graph it is clear that, 100% respondents said the display of the products

in the RCM outlets is well organized.

57
 12) I am satisfied with the RCM products, I......................

Frequency Percent Valid Percent Cumulative

Percent

Valid Strongly agree 36 36.0 36.0 36.0

Agree 64 64.0 64.0 100.0

Total 100 100.0 100.0

I am satisfide with the RCM products, I....................

70

60 64

50

40

36
30

20
Frequency

10

0
Strongly agree Agree

I am satisfide with the RCM products, I....................

Analysis:

From the above graph it is clear that, 64% respondents agreed with the RCM

products, and 36% respondents are strongly agreed with the RCM products.

58
13) Which factor do you consider while purchasing RCM products?

Which factor do tou consider while purchasing RCM products?

100

80
60

40
20

0
1 2 3 4 5
Product Quality 87 11 2 0 0
Incentive 9 70 21 0 0
Price 5 14 69 9 3
Availability 0 2 3 78 17
Service 0 1 3 16 80

Analysis:

By the above graph the more number of the customers give preference while
purchasing the product to product quality. They have given 1st rank to the product
quality, 2nd rank to the incentive 3rd rank to the price, 4th rank to the availability of the
product, 5th rank to the service of the RCM business.

59
Chapter 6
Findings

60
 FINDINGS

1. 62% respondents are influenced by Friends, and 25% respondents from

relatives, 13% from others. By this it is clear that Friends influences more

than others.

2. 64% respondents purchase monthly, 32% respondents weekly and 4%

purchase once in 15 days. So by this it is clear that more number of

customers will purchase RCM products monthly

3. 64% respondents said the quality of the RCM products are very good, 32%

good and 4% average. By this it is clear that almost all the customers are

satisfied with the RCM products. And also we can say the products of RCM

business are good quality.

4. 100% respondents get the required product at the RCM outlet. By this we

can say all the products are available at the RCM outlets.

5. 84% respondents get the incentive regularly and 16% respondents will not

get the incentive regularly.

6. 100% respondents recommend the RCM business to others. So by this it

is clear all the customers of the RCM are satisfied so they will recommend

the RCM business to others.

7. 100% respondents continued the chain of your membership. All the

existing customers of the RCM are satisfied with the RCM business, and

they continued the chain of membership.

61
8. 74% respondents rate the service of RCM as good, and 26% respondents rate

the RCM as average. So by this we can say the RCM service is good.

9. 66% respondents will get the sufficient information about new products

from the RCM outlets, and 34% respondents will not get the information

from the RCM outlets. By this we can say the most of the customers will get

the information from the RCM outlets, some of them may not get because

the shopkeeper boys are not so much educated, they may not give

information

10. 68% respondents are convenience to reach the RCM outlets in the

Lucknow city. 32% respondents are not convenience to reach the RCM

outlets in the Lucknow city. By this we can say the most of the customers

are getting difficulty to reach the RCM outlets.

11. 100% respondents said the display of the products in the RCM outlets is

well organized. By this we can say the RCM outlets are neatly organized.

12. 64% respondents agreed with the RCM products, and 36% respondents are

strongly agreed with the RCM products. So by this the all the existing

members of the RCM business are satisfied with the RCM products.

13. By the above graph the more number of the customers give preference while

purchasing the product to product quality. They have given 1st rank to the

product quality, 2nd rank to the incentive 3rd rank to the price, 4th rank to the

availability of the product, 5th rank to the service of the RCM business. So

product quality plays main important role.

62
 Chapter 7
Suggestions

63
 SUGGESTIONS

 The RCM outlets should keep their service level the same what they are giving

now, as the customers are satisfied with the present service.

 RCM should keep the product quality the same or increase the quality as

customers are satisfied with the quality of product.

 RCM can also think of increasing the number of outlets, as most of the of the

customers are facing problem to reach the RCM outlets.

 The outlets are situated near to market and no outlets are there in Chinhat and

Matiyari, etc.

64
 Chapter 8
Limitations of
Study

65
 LIMITATIONS
 The study is been restricted to the existing customers of the Right Concept

Marketing business at Lucknow

 The questions asked as regards to employees were answered hesitantly or were just

avoided.

 The findings are purely based on the information that has been provided by the

business and the existing customers.

66
Chapter 9
Conclusion

67
 CONCLUSION

According to the study conducted, it shows from the analysis and findings that

majority of the existing customers are satisfied with the RCM products and RCM

business. And also all the customers continued the chain of membership. But

some of the existing customers are getting problems to reach the RCM outlets. In

Lucknow city totally 6 outlets are there, but the outlets are not divided according

to the north, east, west and south zone of Lucknow. So the customers are getting

difficulty to reach the RCM outlets. So I suggest the RCM outlets are to be

divided according to the zonal wise. So that the existing customers at the

Lucknow city can able reach the RCM outlets easily. And also the RCM business

can attract the customers through out the Lucknow.

68
BIBLIOGRAPHY

69
 BIBLIOGRAPHY

Books:
 Kotler, Philip “Marketing Management” published by Vikas publishing house

Pvt. ltd. New Delhi.

 Kothari, C. R. “Research Methodology” (third edition 2007) published by new

age international (P) ltd.

 Aaker, D.A. and Shansby, J. (1982) “Positioning your Product,” Business

Horizons, 25, (May/June), 56-62.

 Alden, D. L., Steenkamp, J. B. E. M. and Batra, R. (1999) “Brand Positioning

through Advertising in Asia, North America, and Europe: The Role of Global

Consumer Culture,” Journal of Marketing, 63 (January), 75-87.

 Best, R.J. (2004) Market-Based Management: Strategies for Growing

Customer Value and Profitability, 3rd Edition, Upper Saddle River, NJ,

Prentice-Hall, 246-267.

Websites

 http://www.highbeam.com/doc/1G1-19781285.html

 http://ideas.repec.org/p/ega/wpaper/200805.html

 http://www.malls.com/news/2009/07/14/malls-see-change-in-consumer-

behavior/

 http://jobfunctions.bnet.com/abstract.aspx?docid=314786

 http://www.highbeam.com/doc/1G1-159775582.html

 http://www.thehindubusinessline.com/catalyst/2004/01/08/stories/2004010800

090300.htm

70
ANNEXURE

71
 Questionnaire

1) How did you come to know about RCM?

!) Friends 2) Relations 3) Others

2) How often do you purchase the RCM Products?

1) Weekly 2) monthly 3) Once in a 15 days

3) How would you rte the quality of RCM product?

1) Good 2) very good 3) average 4) worst

4) Do you get the required product at the RCM outlet?

1) Yes 2) No

6) Do you get the incentive regularly?

1) Yes 2) No

7) Will you recommend the RCM business to others?

1) Yes 2) No

8) Have you continued the chain of your membership?

1) Yes 2) No

9) Does the RCM outlet provide sufficient information about new products?

1) Yes 2) No

10) How do you rate the service of RCM?

Good Bad Average

11) Are the RCM outlets in the Lucknow city are connivance to reach?

1) Yes 2) No

72
 12) Display of the products in the RCM outlets?

1) Organized 2) unorganized

13) Which factor do you consider while purchasing RCM products?

1) Product quality

2) Incentive

3) Service of the RCM

4) Reasonable Price

5) Availability of the product at RCM outlets.

73