Professional Documents
Culture Documents
Research Report
On
“A STUDY OF FACTOR EFFECTING CONSUMER
BEHAVIOR TOWARDS ELECTRONIC DURABLE
GOODS”
This project is done on the occasion of partial Fulfillment of the
Requirement for the degree of
MASTER OF BUSINESS ADMINISTRATION
Session 2018-2020
I, Aashish Kakran of MBA 2 Year, hereby declare that the project title “A Study of factor Affecting Consumer
Behavior towards Electronic Durable Goods” is completed and submitted under the guidance of Mr. Avadh Bihari.
This is my original work and not been published or printed for any other purpose. The imperial finding in this
project is based on the data collected by me.
CONTENTS
1. Introduction
2. Objectives of study
3. Scope of the study
4. Review of Literature
5. Research Methodology
6. Analysis of Data
7. Findings
8. Conclusion
9. Recommendation & Suggestion
10. Limitations
Bibliography
Worldwide Consumer Electronics Market
India has an increasingly affluent middle class population that, on the back
of rapid economic growth, has made the country’s consumer electronics
industry highly dynamic. The industry has been witnessing significant
growth in recent years due to several factors, such as retail boom, growing
disposable income and availability of easy finance schemes. But still, the
consumer electronics goods, like refrigerators, microwave and washing
machines have low penetration in the country, representing vast room for
future growth.
The report finds that since the penetration of several products like TVs and
refrigerators are reaching saturation in the urban areas, the markets for these
products are shifting to the semi-urban and rural areas.
Inaugurated on 5th April, 2000, at Sneh Nagar Main Road, Indore LOTUS
ELECTRONICS is known to be one of the Largest Electronics
Supermarkets in India. Spread over an area of 15000 sq. ft Lotus presents to
its customers a complete range of electronics consumer durables of almost
every running brand under one roof. Other Showrooms were added to our
chain on 18th October 2000 at Navneet Darshan, Greater Kailash Road, Old
Palasia, Indore and on 9th April 2005 at Surya Sadhna, A.B. Road Indore.
Inaugurated on 5th April, 2000, at Sneh Nagar Main Road, Indore .
:: Corporate Office ::
:: Showroom ::
City Centre 1
Press Complex
M.P. Nagar Zone -1
Bhopal – 460211(M.P.) INDIA
Fax Number: 0755 4012211
Phone Number: 0755 4218140
Classification of Consumer Durable Sectors
TELEVISIONS
• CRT/LCD/Plasma KITCHEN
• CD/DVD Player APPLIANCES
• DTH • Cooking Range
• Hand Blender
CAMERAS • Chimney
&CAMCODERS • Gas Table
• Digital Camera • Toaster Maker
• Water Purifiers
• Movie Cameras
• Vaccum Cleaner TELEPHONES
• Camera
• Mixer, Grinder & & MOBILES
Accessories
AUDIO Food Processors • Mobiles Phones
• iPod & MP3 • Water Heater • Land Line
Player Telephones
• Audio HOME • FAX
Systems APPLIANCES • Mobile
• Home • Washing Machines Accessories
Theaters • Refrigerator
• Microwave Solo COMPUTERS
• Air Conditioners • Laptops
• Iron • Desktops
• Fan • Monitors
• Hair Dryer • Software
• Room Heater • Peripherals
• Computer
Accessories
Revolution in Indian Consumer behavior
• Convenience seekers
FACTOR AFFECTING CONSUMER BEHAVIOUR
RESEARCH METHOLOGY
MEANING OF RESEARCH
Make decisions
Step 1: Define the problem and the research objectives
Our research group collected the information over a period of 15 days and
from various locations such as malls, residential complexes, colleges and
schools and also retailers.
Step 4: Analyze the information
Finally we prepared a project report on our survey and along with the
findings we also presented our recommendations.
To design something also means to ensure that the pieces fit together. The
achievement of this fit among objective, research approach, and research
tactics is inherently an iterative process in which earlier decisions are
constantly reconsidered in light of subsequent decisions.
• Such studies require procedures that will not only reduce bias
and increase reliability, but will permit drawing inferences
about causality.
EXPLORATORY DESCRIPTIVE
The task of data collection begins after problem has been identified. While
deciding about the method of data collection to be used for the study the
researcher should keep in mind two types of data viz, primary data and
secondary.
The primary data are those, which are collected afresh and for first time and
thus happen to be original in character. The secondary are those which have
been collected by someone else and which have already been passed through
statistical process.
The researcher would have to decide which sort of data he would be using
for his study. The method collecting primary and secondary data differ since
primary data are to be originally collected while in case of secondary data
the nature of data collection work is merely that of compilation.
There are several ways of collecting primary data. They are as follows:
1. Observation method
2. Interview method
3. Through questionnaires
4. Through schedules
OBSERVATION METHOD
Observation becomes a scientific tool and the method of data collection for
the researcher when it serves a formulated research. Purpose is
systematically planned and recorded and is subjected to checks and controls
on validity and reliability. Under the observation method the information is
sought by way of investigators own direct observation without asking from
respondent.
SURVEYS [Questionnaire to public]
Secondary data means that are already available that is they refer to the data,
which have already been collected and analyzed by someone else. When the
researcher utilizes secondary data, then he has to look into various sources
from where he can obtain them. In this case he is certainly not confronted
with the problems that are usually associated with the collection of original
data. Secondary data may be either published or unpublished data. Usually
published data are available in:
Nature scope and object of enquiry: This constitutes the most important
factor affecting the choice of a particular method .the method selected
should be such that it suits the type of enquiry that is to be conducted in the
researcher, this factor is also important in deciding whether the data already
available are to be used not yet available are to be collected.
1) PERSONAL INTERVIEW
2) TELEPHONE INTERVIEWS
3) COMMERCIAL SURVEYS
Commercial surveys can be divided into three types: Periodic, Panel and
Shared surveys. Each of them are discussed below
Periodic surveys
Panel surveys
Shared surveys
5) PANELS
6) MAIL QUESTIONNAIRE
A mail questionnaire is free from any interviewer’s bias and errors, which
may undermine the reliability and validity of the results emerging from the
survey. A mail questionnaire will not have any distribution bias as it will not
show any particular preference or dislike for a certain individual or
household. When the questions asked to the respondents need time to be
answered and needs some thinking, mail questionnaire is ideal. Mail
Questionnaire saves time in collecting the desired information as a large no.
Of respondents can be approached all over the country. It saves money as
cost of traveling, boarding and lodging of interviewers is not to be incurred.
There is no difficulty in having central supervision and control over the
survey operations over a large region. It avoids the bias arising from any
inhibitions in answering questions. (During some personal questions the
respondents may hesitate to answer them in the presence of the interviewer).
It will not have the problem of non-contacts in the strict sense, as might be
the case in personal interviews when the interviewer finds that the
respondent, being away from home is not available.
METHOLOGY
1).PROBLEM DEFINE
The research project starts with the clearly defining and understanding the
problem. Here, the research project is on the analysis of consumer behaviour
towards electronics consumer goods of LOTUS Electronics.
2).OBJECTIVE OF RESEACH
B).Secondary Data
For the collection of secondary data the following techniques are used:
Various publications of the central, state and local government.
a) Yes b) no
c) Don’t need
Que. 5-Did you fell any difficulty to explain the factor of any product though catalogues
or information broachers?
c) Always
Que.6- is it easy to convince a customer to buy any product of Kent brand?
Que.5-Did you fell any difficulty to explain the factor of any product though catalogues
or information broachers?
b) Never b)some times
c) Always
Que.6- is it easy to convince a customer to buy any product of KENT brand?
a) Strongly agree b) agree
c) Can’t say d) disagree?
e) Disagree
BOOKS REFERRED
1.MARKETING MANAGEMENT
PHILIP KOTLER
2.CONSUMER BEHAVIOR
LEON G. SCHIFFMAN & L.L. KANUK
WEBSITES
www.google.com
www.wikipedia.com
www.ask.com
www.reseachandmarket.com
www.lotuselectronics.com
NEWSPAPERS REFERRED MAGAZINES REFERRED
2. ECONOMIC TIMES