A Project On

PHARMA MARKETING
Submitted for partial fulfillment of award of

(B.Pharm VIIIth Semester Examination)

By

Imamuddin

1724550025
To

ARVIND SIR

H.R. Institute of Pharmacy, Ghaziabad

Session – 2020 - 2021

ABDUL KALAM TECHINICAL UNIVERSITY,LUCKNOW

ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my teacher “Dr. ARVIND” as well as
our principal “Anjul Aggarwal” who gave me the golden opportunity to do this wonderful
project on the topic “Comperative study of Indian industrial buying behaviour and
European country”, which also helped me in doing a lot of Research and I came to know
about so many new things I am really thankful to them.Secondly. I am over helmed in all
humbleness and gratefulness to acknowledge my depth to all those who have helped me to
put these ideas, well above the level of simplicity and into something concrete.I would like to
express my special thanks of gratitude to my teacher as well as our principal who gave me
the golden opportunity to do this wonderful project on the topic " Comperative study of
Indian industrial buying behaviour and European country ", which also helped me in doing
a lot of Research and I came to know about so many new things. I am really thankful to
them.Any attempt at any level can't be satisfactory completed without the support and
guidance of my parents and friends. I would like to thank my parents who helped me a lot
in gathering different information, collecting data and guiding me from time to time in
making this project, despite of their busy schedules, they gave me different ideas in making
this project unique.

Thanking you, imamuddin (1724550025)

B. Pharm, 4th year

Changing Buying Behaviour of Indian Customer
In the recent years, the way Indian consumers are spending their
money on various items has changed. The penetration of internet
and social media has increased, as a result the purchasing behaviour
of Indian consumers has changed dramatically. Urbanization is a
constant phenomen in India and is influencing the life style and
buying behaviour of the consumers.

The study is based on the perceptions, buying behaviour and

satisfaction of the consumers in Indian market. Keywords: Buying
Behaviour of Indian Customers, Urbanization, Perceptions.

Consumer buying behaviour is the study of individuals, groups, or

organizations and the processes they use to select, secure, use, and
dispose of products, services, experiences, or ideas to satisfy needs
and the impacts that these processes have on the consumer and
society.
Marketing success or failure of a company depends on target
consumers’ individual and group reactions expressed in the form of
buying patterns.
Since customer is the reason why any organization exists, it is
necessary to understand the customer and study the pattern of his
buying behaviour.

INTRODUCTION
The Indian consumer market has higher disposable income the
development of modern urban lifestyles. Increase in consumer
awareness has affected buyer’s behavior in cities, towns and even
rural areas. According to a 2010 report by McKinsey & Co., India is
set to grow into the fifth largest consumer market in the world by
2025. Rising incomes

in the hands of a young population, a growing economy, expansion in

the availability of products and services and easy availability of credit
all has given rise to new consumer segments and a rising
acceptability of debt, whether it is mobile phones, credit cards,
apparel or organized retail, people clearly seem to be spending
more, particularly on discretionary items. The credit facility from
business houses has been increasing at a rapid rate. This shows the
terrific cut-throat competition in the ever changing market.

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.

Types of Consumer Behaviour:

A consumer’s buying decision depends on the type of products that
they need to buy. The behaviour of a consumer while buying a coffee
is a lot different while buying a car.
Based on observations, it is clear that purchases that are more
complex and expensive involve higher deliberation and many more
participants.
Consumer buying behaviour is determined by the level of
involvement that a consumer shows towards a purchase
decision. The amount of risk involved in a purchase also determines
the buying behaviour. Higher priced goods tend to high higher risk,
thereby seeking higher involvement in buying decisions.

There are four type of consumer buying behaviour:

1. Complex buying behaviour

2. Dissonance-reducing buying behaviour
3. Habitual buying behaviour
4. Variety seeking behaviour

1. Complex buying behaviour:

Complex buying behaviour is encountered particularly when

consumers are buying an expensive product. In this infrequent
transaction, consumers are highly involved in the purchase decision.
Consumers will research thoroughly before committing to invest.
Consumer behaves very different when buying an expensive product
or a product that is unfamiliar to him. When the risk of buying a
product is very high, a consumer consults friends, family and experts
before making the decision.
For example, when a consumer is buying a car for the first time, it’s a
big decision as it involves high economic risk. There is a lot of
thought on how it looks, how his friends and family will react, how
will his social status change after buying the car, and so on.
In complex buying behaviour, the buyer will pass through a learning
process. He will first develop beliefs about the product, then
attitudes, and then making a thoughtful purchase choice.
For complex buying behaviour customers, marketers should have a
deep understanding of the products. It is expected that they help the
consumer to understand about their product. It is important to
create advertising message in a way that influences the buyer’s
beliefs and attitudes.
2. Dissonance-reducing buying behaviour:
In dissonance-reducing buying behaviour consumer involvement is
very high. This might be due to high price and infrequent purchase.
In addition, there is a low availability of choices with less significance
differences among brands. In this type, a consumer buys a product
that is easily available.
Consumers will be forced to buy goods that do not have too many
choices and therefore consumers will be left with limited decision
making. Based on the products available, time limitation or the
budget limitation, consumers buy certain products without a lot of
research.
For example, a consumer who is looking for a new collapsible table
that can be taken for a camping, quickly decides on the product
based on few brands available. The main criteria here will be the use
and the feature of the collapsible table and the budget available with
him.
Marketers should run after-sale service camps that deliver focused
messaging. These campaigns should aim to support consumers and
convince them to continue with their choice of their brand. These
marketing campaigns should focus on building repeat purchases and
referrals by offering discounts and incentives.

3. Habitual buying behaviour:

Habitual Buying Behaviour is depicted when a consumer has low

involvement in a purchase decision. In this case the consumer is
perceiving only a few significant differences between brands.
When consumers are buying products that they use for their daily
routine, they do not put a lot of thought. They either buy their
favourite brand or the one that they use regularly – or the one
available in the store or the one that costs the least.

4. Variety seeking buying behaviour:

In variety seeking consumer behaviour, consumer involvement is
low. There are significant differences between brands. Here
consumers often do a lot of brand switching. The cost of switching
products is low, and hence consumers might want to try out new
products just out of curiosity or boredom. Consumers here, generally
buy different products not because of dissatisfaction but mainly with
an urge to seek variety.

Following characteristics are found in their behaviour:

1. Bargaining –
A trend of bargaining is often found in the behaviour of buyers.
They prefer buying goods by reducing the price as told by the
seller. Indian buyers too do not frame uniform price policy. The
trend of bargaining is still in vogue in the Indian markets.

2. Quality vs. Price –

Buyers focus on price instead of the variety of the goods. They

therefore, prefer high price goods. A little bit change has come
now because the consumers have now begun purchase of quality
goods on higher price.

3. Brand or Trademark Consciousness –

It is the characteristic of the behaviour of buyer that he appears

now aware of the brand of items and considers these goods
authentic and of higher quality.

4. Changing Consumption Patterns –

Owing to widespread education, increase in income and

standard of living as also desire of more comforts, the pattern
of consumption is now being changed. The low income group
and high income group are increasingly buying fridge, tape
recorder, cooler, sewing machines etc.
5. Role of Women –

The role of women is increasing day to day in the manner of

decisions for purchase. The women do purchase of all kinds
particularly in families where the husbands earn the bread.
6. Credit and Guarantee –

New motives for purchase are getting their way rapidly because
of having credit and guarantee facility available in the market.
Such facilities are developing the trade and commerce.
 7. Complaining –

Buyers are gradually being aware of their rights. They have

started exhibiting their complaints through media and the
representations before the concerned authorities and the
forums. They can lodge their complaint before consumer forum
and thus, can receive the compensation against the
damage/loss so sustained.

OBJECTIVES
It is the foundation upon which the modern marketing process is
based, and therefore this study is very useful to them, since they are
the facilitators of commercial and industrial institutions in the future,
as well as benefiting them in understanding the relationship between
psychological, social and environmental factors that affect the life of
an individual’s behaviour, and pushes them to the decision to
purchase, or a specific behaviour towards Goods and services offered
from them.

1. To recognize the different consumer types & communicate

accordingly.

2. To know the factors those affect their buying behaviour.

3. Understand buying behaviour & consumer decision making

process.

4. To know what strategies the marketer can adopt to influence the

consumer purchasing behaviour.

to understand what consumer behaviour is and the

different types of consumers

2.to understand the relationship between consumer

behaviour and the marketing concept, the societal marketing
concept, as well as segmentation, targeting and positioning

3.to understand the relationship between consumer

behaviour and customer value, satisfaction, trust and
retention

4.to understand how new technologies are enabling

marketers to better satisfy the needs and wants of the
consumers

5.to understand how marketers are increasingly able to

reach consumers wherever consumers wish to be reached
6.to understand how the world’s economic condition is
leading to consumption instability consumer behaviour.

The behaviour that consumers display in searching for,

purchasing, using, evaluating and disposing of products and
services that they expect† will satisfy their needs to
consumer entity personal consumers organizational
consumer.

Impact of Consumer Behaviour

Marketers invest in various media platforms to influence consumer
behaviour (CB).

Advertisement on every media platform has a different composition

that engages the consumers in a distinct way. Digitalization has led
to changes in consumers’ media habits.

Hence, a deeper understanding of advertisements on different

media platforms and its implications on CB need to be established.
This article focuses on the effects of television (TV), radio,
newspapers, magazines and the Internet advertisements on
awareness (AWR), interest (INT), conviction (CON), purchase (PUR)
and post-purchase (PPUR) behaviour of consumers.

The online survey method was utilized for the study. Data were
collected from 529 respondents comprising students in India.
Statistical tools such as Cronbach alpha, exploratory factor analysis
(EFA) and Kruskal–Wallis (K–W) test were used to analyse the
collected data.

The results indicate that newspapers advertisements affect all the

five stages of CB. The impact of TV and the Internet for creating
AWR, INT and CON among the consumers is statistically evident. The
results also revealed that magazines and newspapers are effective
media in influencing PUR and PPUR behaviour of consumers.

Advertising managers can take a cue from this research and enhance
the objectivity of advertisements by investing in appropriate media.

1.PROJECT REPORT

2.CERTIFICATE

3.ACKNOWLEDGEMENT

4.EXECUTIVESUMMARY

5.INTRODUCTION

6.RESEARCH METHODOLOGIES

7.SAMPLING ELEMENT

METHODOLOGY
The present study is based on the perceptions, buying behaviour and
satisfaction of the consumers in Indian market. Sources of the
primary and the secondary data are discussed.

The Interview schedule is used for the purpose of collecting primary

data. As the universe of the study is large to select sample, simple
random sampling technique has been adopted .The secondary data
have been collected from the companies’ bulletins, business
magazines, business dailies, text books, annual reports and websites.
The present study involves the use of "Survey Method". For
quantitative data collection the personal survey methods is used.
Sample size was 50.

Methods used for conducting surveys on marketing are:

(1) personal interview or field survey

(2) nail survey

(3) telephone survey

(4) the panel method

(5) observation method

(6) experimental method

(1) Personal Interview or Field Survey:

It is the direct method of gathering information from the
respondents. It involves face to face communication between the
researcher and the informant. Detailed and accurate information can
be collected by using this method.

Personal interview may be conducted with or without questionnaire.

This method can be successfully applied only when the interviewer
takes proper interest in the respondent. The most significant
advantage of this method is that every type of consumer whether
literate or illiterate can be covered within the ambit of this method.

The data collected by applying this method is usually correct and

reliable as it has been collected personally. The scope of this method
is very wide and number of interviews can be increased or decreased
accordingly. However, this method is time consuming and expensive.
The information collected by this method tends to be purposeful
only if the interviewer is very well trained and gathers information
without any bias.

(2) Nail Survey:

This method involves sending printed questionnaire to respondents

by post with the request to return it within a stipulated time. The
questionnaire may be sent to a selected group of individuals or a
large number of persons.

Mailing list is prepared. This method is economical and can be

extended to a large number of respondents. There is no bias on the
part of interviewers in this method. It has been observed that
respondents do not take the questionnaire seriously and some of the
individuals never return these questionnaires. They consider it just a
waste of time to go through and fill the questionnaire. At the same
time information collected by this method may not be reliable and
upto the mark.
 (3) Telephone Survey:

Under this method, contact is made with respondents on telephones

asking them selected questions by the researcher. The scope of this
method is narrow as it can cover only those respondents who have
telephone. Detailed investigation is not possible under this method.

This method is very popular in advanced countries like U.S.A.

Another limitation of this method is that group interview cannot be
carried out. Majority of the people do not appreciate this method
and they are reluctant to impart any information on telephone.

(4) The Panel Method:

Panel refers to a group of persons or families selected to gather

information with regard to product and marketing policies of the
concern. Panel may comprise of retailers, consumers and
wholesalers.

The panel members are given diaries in which they enter all their
purchases of the products under study. These diaries are inspected
periodically. The members of the panel may be personally
interviewed by the researcher.

Shop audit technique is adopted for carrying panel research in case

of retail traders. This provides detailed information with regard to
purchases, sales, inventories and prices charged by them. Similarly,
consumer purchase panels are constituted.
A consumer panel may represent a family and a complete study is
undertaken with regard to tastes, preferences, likes and dislikes of
the members of the family with regard to product in question.

(5) Observation Method:

Observation is the act of recognition and noting facts of occurrence.

Under this method no questions are asked from the customers.
Instead they are observed by the researcher i.e. what they buy and
from where they buy.

Sometimes mechanical devices are also used to observe the

behaviour of consumers. For example, hidden cameras may be
installed in a departmental store to have the photographs of
customers while they are purchasing various commodities.

This method is definitely more reliable and accurate as compared to

interview method. The bias of interviewer is considerably reduced.
Mechanical devices provide more accurate and authentic
information.

This method is quite expensive and can be applied in limited spheres.

There are many things which can’t be recorded by the mechanical
devices like human attitudes, state of mind and buying motives etc.

(6) Experimental Method:

This method involves the conducting of experiments on a small scale

basis which is further helpful in initiating a broad marketing policy.
Some sort of test checking is undertaken before actually introducing
a product on wide scale in the market.
Sometimes, free samples of the commodity are distributed in order
to know about the reaction of the people, this method gives very
accurate and positive results. The main limitation of this method is
that it is a time consuming and costly one and further delays the
introduction of the product in the market.

Consumer behaviour is that process by which the decisions relating

to the purchase of any product or brand and the selection. Consumer
behaviour is the new and innovative field of study. It is an effort to
understand the portfolio of human purchase and making of
predictions.

All the customers have different tastes, likes and dislikes and adopt
different behaviour patterns, while making purchase decisions. Your
preference for any product will not be the same of your spouse.

The detailed study of buyer behaviour provide us with reasons why

consumers differ from one another in buying and using provide us
with reasons why consumers differ from one another in buying and
using products and services.
It is necessary to have due knowledge of the market before analysis
of marketing opportunities and the marketing strategy.
The market is a joint composition of buyers and consumers. It is
therefore, necessary to study the buyer and consumers behave
jointly as these function like key to the market.

The sphere of consumer behaviour includes the activities of both

final intermediate users.
The consumers are called as ultimate users in true sense. While the
intermediate users are the industrial who do not consume the goods
and services but add further more value before they are consumed
by the final users.
Therefore, the Buyer Behaviour includes the activities of both End
Users and Intermediate Users. The modern marketing concept spells
out the significance of buyer behaviour.

The modern marketing management tries to solve the problems of

consumers in the area of consumption.
Hence, the Consumer Behaviour includes only the End Users and
their actions. It is this dynamic nature that makes it more important
to study, analyse and interpret the ever changing behaviour.
In brief, the thorough behave resulting purchase is called the
consumer behaviour.

LIMITATIONS
The study focuses and emphasizes on a sample size of 50 in and
around Raipur due to the time and cost constraint. Since the area of
study has only been Raipur and also on a select sample of 50 the
results may or may not be applicable to the other cities in India.

Changing Trends in Indian Consumer Behaviour

Purchasing urban products is taking place in India at a tremendous
pace and is influencing the life style and buying behaviour of the
consumers. The working urbanites are depending more on fast and
ready-to-serve food, they take less pain in traditional method of
cooking and cleaning. Bulk purchases from hyper stores seem to be
the trend these days, rather than frequent visits to the
neighbourhood market or store or vendor. A large number of
consumers are visiting especially to the Malls rather than the plenty
of shops available to the next door.

1.Trendy Life Style

current urban middle and upper class Indian consumer buying
behaviour to a large extent has western influence. There is an
increase in positive attitude towards western A Study on Changing
Buying Behaviour of Indian Customers 3 trends. The Indian consumer
has become much more open-minded and experimental in his/her
perspective. Foreign brands have gained wide consumer acceptance
in India, they include items such as; Beverages, Packed food, Ready
to eat food , Pre-cooked food, Canned food, Personal care products ,
Audio/video products, Garment and apparel, Footwear , Sportswear,
Toys and Gift items .

2.Spending Behaviour of Consumer

The way Indian consumers are spending their money on various
items has changed in recent years. The share being spent on the
basis (food and beverages) are falling.

For urban India, averagely 30 days consumer expenditure was split

up into food, and for not food , Food expenditure includes cereals
and cereal substitutes, milk, milk products, vegetables, edible oil and
others. Non-food expenditure included fuel and light, and rest on
clothing, footwear and on other non-food expenditure.

In India, the higher income group spends more amount of their

income on luxury goods and trendy products than fact moving
consumer products. The middle income group spends more on
consumer expendables than the rich.

3.FINDINGS
The Indian consumers are noted for the high degree of value
orientation. Even, luxury brands have to design a unique pricing
strategy in order to get a foothold in the Indian market. Indian
consumers are also associated with values of nurturing, care and
affection. Product which communicate feelings and emotions gel
with the Indian consumers.

Consumers undertake complex buying behaviour when they are

highly involved in a purchase and perceive significant differences
among brands.

Consumers are highly involved when the product is expensive, risky,

purchased infrequently, and highly self expressive. Thus buyer will
have to pass through a learning process, first developing beliefs
about the product, then attitudes, and then making a thoughtful
purchase choice. Marketers of high-involvement products must
understand the information-gathering and evaluation behaviour of
high-involvement consumers.

They need to help buyers learn about product-class attributes and

their relative importance, and about what the company's brand
offers on the important attributes.
 After the purchase, consumers might experience post purchase
dissonance when they notice certain disadvantages of the purchased
carpet brand or hear favourable things about brands not purchased.
Habitual buying behaviour also occurs among the certain group of
the population under conditions of low consumer involvement and
little significant brand difference.

RECOMMENDATION
On the basis of research, I would like to suggest that if the customers
are making buying decisions they look what exactly business offers as
well as the competitors 4 Subrato they which are already existing. In
certain categories friends and family play a big part as influencers in
buying decisions
The influence of opinion leaders has been around for a long time.
And now opinion leaders from other countries can now have an
influence on Indian customers. This can occur on social networking
sites, comparison shopping sites and reviews for example. Cultural
factors have a significant impact on customer behaviour.

Culture is the most basic cause of a person's wants and behaviour.

Growing up, children learn basic values, perception and wants from
the family and other important groups. A customer's buying
behaviour is also influenced by social factors, such as the groups to
which the customer belongs and social status.

CONCLUSION
Consumer behaviour is complex and very often not considered
rational. A further challenge will be consumer personalities which
differ across borders and also between and within regions. The
vulnerable consumer, who does not always have access to the same
number of choices as the average consumer, also needs to be taken
into account.

From the market perspective, people of India comprise different

segments of consumers, based on class, status, and income. An
important and recent development in India's consumerism is the
emergence of the rural market and market for eco-friendly products
for several consumer goods.

Three-fourths of India's population lives in rural areas, and

contribute one-third of the national income so it should not be
avoided. Lastly, creating value along with delivering delight to the
customer is what is most important. We live in a digital age and thus
need to keep up with new trends in the social media.

Consumer behaviour is that process by which the decisions relating

to the purchase of any product or brand and the selection. Consumer
behaviour is the new and innovative field of study. It is an effort to
understand the portfolio of human purchase and making of
predictions.
Consumer buying decisions are depended on the consumer
behaviour. There are great differences in the consumer
behaviour while buying a car versus buying chips. Marketers have to
exercise careful judgement in marketing products to different kinds
of consumer behaviour.

All the customers have different tastes, likes and dislikes and adopt
different behaviour patterns, while making purchase decisions. Your
preference for any product will not be the same of your spouse.
The detailed study of buyer behaviour provide us with reasons why
consumers differ from one another in buying and using provide us
with reasons why consumers differ from one another in buying and
using products and services.
It is necessary to have due knowledge of the market before analysis
of marketing opportunities and the marketing strategy. The market is
a joint composition of buyers and consumers. It is therefore,
necessary to study the buyer and consumers’ behave jointly as these
function like key to the market.

The sphere of consumer behaviour includes the activities of both

final intermediate users. The consumers are called as ultimate users
in true sense. While the intermediate users are the industrial who do
not consume the goods and services but add further more value
before they are consumed by the final users.

RESULT
Know about consumer buying behaviour helps in following:

1) Increase revenue –
The importance of consumer buying behaviour lies in the fact, that we
can improve our sales figures when we study the customers. We can
alter the way we sell our products depending on the ways that
customers buy them.

2) Brand equity –

It is with consumer insight that the brand decides it needs to

restructure itself, to change its perception in the mind of people,
thereby getting higher turnovers. This too, can happen when you
analyse consumer behaviour.

3) Product portfolio –

Continuous observation of consumer behaviour can enable you

in finding gaps in your product portfolio, which can in turn help
you launch new products to the ultimate satisfaction of your
customers.

4) Market trends –

As the market trend shifts, a consumer analysis will be the first

indicator of the same. And it will be very helpful for company.

5) Segmentation and targeting –

your current customers are a clear indication of who your future

customers are going to be. If my current customers are 50%
impulsive, then the future customers too will be impulsive.

6) Forecasting –

Whether it be demand forecasting or sales forecasting both of

them are possible and therein lies the importance of consumer
buying behaviour. The company will not waste it resources for a
 product which is going to sell in summers, because the company
knows that the customers are not going to buy it in winters.
Hence by analysing consumer buying behaviour, the company
has saved warehousing costs, manufacturing costs and
marketing costs as well. In essence, forecasting as well as proper
utilisation of resources is achieved.

REFERENCE
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Indian products", (2008), International Business Studies II (spring).
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Satisfaction should not be the only Goal", (2004), Journal of Services
Marketing, Vol.18 (6&7).

[3] Bhargava S. C. "Passenger Car Industry: Maruti Maintains the

Lead" (2000), Facts for You, April. [4] J. S. Panwar, Beyond Consumer
Marketing, (Response Books A division of Sage publications, New
Delhi 2004)

[5] Ninawe Arundhati S., Consumer Behaviour, Sai Jyoti Publication ,

Nagpur, 2011.

[6] P Kotler, et. al., Marketing Management, Pearson Prentice Hall,

New Delhi 2007

[7] P. Indrasena Reddy, Rural Marketing in India - Problems and

Prospects, Indian Journal

[8] Schiffman, L & L Knauk. Consumer Behaviors 7th ed. Prentice hall,
2000.