A STUDY ON CONSUMER BEHAVIOUR TOWARDS

MYSORE SANDAL SOAP IN KADAPA TOWN

A project report submitted in partial fulfilment of the requirement

for the award of the degree of

Master of commerce

Submitted by

G. LAKSHMI PRASANNA

(Reg No: 0012140009)

Under the guidance of

Dr.G.HARANATHM.Com,MBA,PH.D.

Submitted to

DEPARTMENT OF COMMERCE

YOGI VEMANA UNIVESITY

Accredited with Grade “A” by NAAC

KADAPA-516003

2021-2023
 DECLARATION

This is to certified that the work entitled A STUDY ON CONSUMER BEHAVIOUR

TOWARDS MYSORE SANDAL SOAP IN KADAPA TOWN“ , is a Bonafede work
undertaken by me and it is not submitted to any other University or Institution for the
award of any degree/diploma/certificate or published any time before.

Date: G. LAKSHMI PRASANNA

Place: (REG NO:0012140009)

YOGI VEMANA UNIVERSITY:KADAPA

DEPARTMENT OF COMMERCE
 This is to certify that Miss G. LAKSHMI PRASANNA,
Regd.No.0012140009, has successfully completed the project entitled "A
STUDY ON CONSUMER BEHAVIOUR TOWARDS MYSORE SANDAL SOAP IN
KADAPA TOWN" in partial fulfilment of the requirement for the award for the
award of the degreeof MASTER OF COMMERCE FROM YOGI VEMANA
UNIVERSITY during the academic year2021-2023

Date:

Place:
 Dr.G.HARANATHM.Com,MBA,PH.D.

(CO-ordinator) projectguide

Certificate

This is to certify that a project titled“A STUDY ON CONSUMER

BEHAVIOUR TOWARDS MYSORE SANDAL SOAP IN KADAPATOWN has been
carried out by Name:G.LAKSHMI PRASANNA(REG.NO:0012140009) belonging
to YOGI VEMANA UNIVERSITY, KADAPA at A STUDY ON CONSUMER
BEHAVIOUR TOWARDS MYSORE SANDAL SOAP IN KADAPA TOWN

During the period (fromto) of the project his and conduct and character were found
to be satisfactory
 ACKNOWLEDGEMENT

I, the researcher would like to express my thanks to all

those who helped me directly or indirectly to complete this
project.

First, I take this to our opportunity to express my sincere

thanksto Principal Prof.S.RAGHUNATHA REDDYsir, and the college
management for G. LAKSHMIPRASANNA(REGNO:0012140009)
providing an opportunity and facility in successful completion of
myproject.

I would like to thanks to Prof.G.VIJAYA BHARATHI madam,

HOD of Commercedepartment, YOGI VEMANA UNIVERSITY for
giving more support tocompletethisproject.

I would like to thanks to Dr. G. HARANATH sir,Yogi

Vemana University, Kadapa for his constant guidance and

valuable advice.
 Finally, I am thankful to my parents who helped me
directly in my phase of completion of this project work.

G. LAKSHMI PRASANNA

TABLES OF CONTENTS

S.NO CONTENT PAGE NO

1 ACKNOWLEDGEMENT 4

2 Chapter:1 7-8

Introduction to customer satisfaction

• Scope of the study 9-13

• Objectives of the study

• Swot analysis

• Customer satisfaction definition

3 Chapter:2 14-15

Industry profile
4 Company profile 16-19

Chapter:3 20

Research methodology
• Methods of sampling 21
 • Primary data 22
• Secondary data
• Presentation of the data
23
• Limitation of the study 24

5
6 Chapter:4 25-27

Literature review
7 Chapter:5 28-40

Data analysis and interpretation

8 Chapter:6 Finding & 41

9 Suggestions 42

10 Conclusion 43

11 Reference 44
12 Appendix (questionnaires) 45-47

EXECUTIVE SUMMARY

In present competitive scenario, the FMCG companies are mainly concentrating on

analyzing the consumer behaviour which is essential for the growth of the
company. FMCG sector needs speed, convenience, the ability to interact across
multiple channels and the ability to work with multiple distribution channels from
which they expect consistent growth and penetration in the market.
 Chapter 1
Introduction of consumer behaviour

Consumer behaviour is made up of two words

Consumer:

Consumer is one who consumes goods and services for satisfaction of their wants.
consumer May be individual, group or organization.

Behaviour:

The way you act or behave. There is Various factors affecting behaviour.

Consumer Behaviour :

Consumer behaviour is the study of individuals, groups, or organisations and all the activities
associated with the purchase, use and disposal of goods and services. Consumer behaviour
consists of how the consumer's emotions, attitudes, and preferences affect buying
behaviour.
What they buy?
Where they buy?
When they buy?
How often they buy it?
How evaluate it after purchase?

Definition:

According to Engel, Blackwell, and Mansard,

‘consumer behaviour is the actions and decision processes of people who purchase
goods and services for personal consumption’.

According to kotler and keller :

'Consumer behaviour is the study of how individuals, groups and organisations select,
buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and
wants' .

Important Characteristics of Consumer Behaviour are given below:

1. Consumer Behaviour involves Products, Services, Activities, and Ideas:

In the scope of consumer behaviour, not only products (like toilet soaps), are included but
also the services (flying by an airliner), and activities (getting children vaccinated for polio),
and ideas (saying no to drugs). Thus consumer behaviour rotates around offerings.

2. Consumer Behaviour involves more than Buying::

Consumer behaviour is not restricted only to buying the offering. It includes buying
(acquiring the offering), using, and disposing. Usage has many connotations – first, it has
important symbolic implications for the consumer. The saree and the jewellery being put on
by ladies in the wedding influence marketing strategies and tactics.

Usage can also influence other behaviours. Secondly, it may also influence other behaviours.
Not satisfied the product or services may lead to consumer complaints and protests. Finally,
consumer behaviour also evaluates as how do consumers get rid of an offering, they
previously acquired.

In India, people from older generation still do not throw things, once acquired. People still
prefer to use old thing after getting repaired. In case of cars, the car companies attach value
to the old cars taken by the automobile companies in exchange of a new car. However, the
new generation philosophy is to throw the things like that of westerners.

3. Consumer Behaviour is a Dynamic Process:

Consumer Behaviour is dynamic because the thinking, feelings, and actions of individual
consumers, targeted groups, and the society at large are constantly changing. Maruti Suzuki
produces number of cars, as needs and wants may change at different times for different
consumer groups.

The sequence of acquisition, consumption, and disposition can occur over time in a dynamic
sequence. The sequence can be over in a matter of hours to years. Suppose a family has
acquired a new Tata Indica car. Its usage will provide the family whether it drives well, is
economical, impresses others, and does minimal harm to the ecological environment – all
these will affect when, whether, how, and why the family will dispose of the car by selling or
junking it.

Disposition of the car will affect when, whether, how, and why its members acquire another
car in the future. Consumer behaviour is a process which includes issues that influence the
consumer before, during, and after a purchase.

4. Consumer Behaviour involves Interactions among Many People:

Consumer behaviour does not mean action of a single individual. Interactions may take
place among a group of friends, a few co-workers, or an entire family. The individuals may
take different roles.

For example, to buy a car the adult son may gather the information, the younger daughter
may influence the buying decision, parents may finally be the buyers. The car may be used
by one or all the members in the family. Similarly several family members may be involved
in disposing the car.

5. Consumer Behaviour involves Many Decisions:

Consumer behaviour needs understanding whether (to acquire/use/ dispose of an offering),
what (to acquire/use/dispose), why (to acquire/use/dispose of an offering or not)), when
(time), where (place), how (ways of acquiring, using, and disposing), how much (volume),
how often (frequency), and how long (till what time) consumers will buy, use or dispose of
an offering.
6. Consumer Behaviour involves Exchanges:
Consumer behaviour involves exchanges between human beings. People give something of
value to receive something of value. Indeed, the role of marketing is to help society to
create value through exchanges by formulate and implement market

Functions of consumer behavior

 Studying consumer behavior helps marketers see what consumers want and their
reasons choosing certain products over others.

 By understanding consumers' reactions to goods and marketing, they can analyze

their audience's needs and expectations and thus work toward meeting them.

Types of consumer behaviour

The four types of buying behaviour are: i) Complex buying behaviour, ii) Dissonance
Reducing Buying Behaviour, iii) Habitual Buying Behaviour, and iv) Variety Seeking Buying
Behaviour.

1.Complex Buying Behavior

Complex buying behavior occurs when an individual buys an expensive and infrequently
purchased product, such as a car, new home, or treadmill. Consumers are often highly
involved with this type of purchase, and they take time to research the significant
differences between various brands. Complex purchases often involve a deep sense of buyer
commitment based on their associated costs.

2.dissonance reducing buying behaviour

Dissonance-reducing buying behavior occurs when a consumer is highly involved in the

purchase of an item, but they have a hard time pinpointing the difference between various
brands. For example, if someone wants to purchase a flat-screen TV, and each model they
are looking at has the same screen resolution, they may feel a strong sense of conflict or
tension. The “dissonance” occurs when a consumer is worried they will make the wrong
choice and will regret their decision later. Dissonance-reducing buying behavior can also
happen with other types of purchases, such as lawnmowers and engagement rings.
 3.Habitual Buying Behavior

Habitual buying behavior happens when consumers purchase something on a regular basis,
but they are not emotionally attached to a brand. The purchase of items such as bread, milk,
eggs, and gasoline are possible examples of habitual buying behavior.

4.Variety Seeking Buying Behavior

Variety seeking buying behavior happens when individuals decide to buy a different product
in the same product line, such as a new brand of toothpaste, not because they were
dissatisfied with their initial purchase, but because they want to try something new. Other
examples may include buyers opting for a new brand of cologne or a new type of hair styling
product.

Scope of consumer behaviour:

The study of the consumer behavior is the study of how individuals make
decision to spend their available resources on the consumption related items. It
includes the study of what they buy why they buy it and how after they buy it.

Need For Consumer Behaviour Study:

Each individual has a different reason and motivating factors in his or her choice
of tubes the consumer may commit his resources on a particular brand of tubes for
reasons of economy. His decision encompasses various repurchased actual purchase
and post purchase

Factors Influencing Consumer Behaviour:

The marketers try to understand the actions of the consumers in the market place and
underlying motives for such actions. These motives are the factors that influence the
consumer behaviour. These are : 1.psychological factors :The human psychology place a
crucial role in designing the consumer preferences and likes or dislikes for a particular
product and services. Some of the important psychological factors are:
 Motivation
 Perception
  Learning
 Attitude and belief

2.Social factors:The human beings live in a complex social environment where in they are
surrounded by several people who have different buying behaviours. Since the man is a
social animal who likes to be Acceceptable by all tries to immate the behaviours that are
socially acceptable. Hence the social factors influence buying behaviour of individual to a
great extent. Some of the social factors are :
 Family
 References groups
 Role and status

3.Cultural factors:It is believed that an individual learns the set of

values,perceptions,behaviours and preferences at very early stage of his childwood from the
people especially,the family and the other key institutions which were around during his
developmental stage. Thus,the behavioral patterns are developed from the culture where
he or she is brought up. Several cultural factors are:
 Culture
 Subculture
 Social class

4.Personal factors :there are several factors personal to the individuals that influence there
buying decisions.some of Some of them are :
 Age
 Income
 Occupation
 Lifestyle

5.Economic factors :the last but not the lest is the economic factors which have a significent
influence on the buying decision of an individual. These are:
 Personal income
 Family income
 Income expetion
 Consumer credit
 Liquid assets of the consumers
 Savings
These are the some of underlying factors that influence the consumer behaviour, and
marketer must keep in mind, so that appropriate strategic marketing decision Is made

Nature of consumer behaviour

 dynamic In nature
 Complex in nature
 Involves interactions
 Varies from consumer to consumer
 Varies from region,country to country
 Influenced by different factors
 Improved standard of living
 Reflex status

Importance of consumer behaviour

 Understand the consumer perception

 Helps marketer in STP strategy
 Predicting market trends
 Competition
 Improve customer service
 Create and retain customers
 Design marketing mix

Scope of consumer behaviour

 Demand forecasting
 Marketing management
 Selecting the target
 Marketing mix
 Educating customer
 Assists in designing product portfolio

Application of consumer behaviour

  Marketing strategy
 Marketing mix decisions
 Creation of better consumer
 Social marketing
 Public policy

Theories of consumer behaviour

"There are numerous consumers behavior models both traditional and contemporary
although we are going discuss the five most common once out of these :

1. Maslow's theory of motivation

2. Howard-sheth model
3. Economic theory
4. Psychoanalytic theory
5. Learning theory

1.maslow's theory of motivation :It is the renowned theories is this one,which

represents the consumer needs in the form of a hierarchy. Where the pyramid's
bottom -most level comprises of psychological needs, the moving upwards to safety,
social needs and esteem. Finally reaching the peak I.e.,self-actualization needs.

2.Howard-sheth model:The Howard sheath model studies the impact of various

psychological. Social and marketing factors over the buying decision consumer. It
analysis the input, information processing and output derived by the buyer While
proceding with a product Purchase.

3.Economic theory(Marshallin model):This model considers law diminishing marginal

utility as a determinant of consumer behaviour .It focus on the way a consumer
allocates his or her limited resources to generate the highest possible utility. It studies
effect of price, income and substitution on consumers behavior
4.psychoanalytic or Freudian theory :The psychoanalytic theory pitched the rowl of
the unconscious mind what a consumer buys. It reveals consumer decision making as
a combined effort of the ID (impulsive and primitive part), ego (realistic part) and
super ego (morals sense) which are the different consciousness levels of an individual

5.Learning theory (Pavlovian model) :This model identitfies the four key Forces I. E.,
drives (internal stimulus), stimuli(inputs stImulating motives), cues(signals)and
responses (reaction) which have significant impact on the consumer needs and
behavior :"

Advantages of consumer behaviour

 Saves from disaster

 Helps in development of new product
 Helps in product orientation
 Helps reorientation of packing
 Helps in formulating right marketing strategy

Disadvantages of consumer behaviour

 Inconsistency
 Limited buyer interest
 Social and cultural influence
 Applying stimuli
Latest trends of Consumer behaviour :

Consumers behavior trends are as follows

 Health conscious
 Mental health aware
 Community driven
 Virtual workers and learners
 Fuss-free online shoppers
 Flexible first
 Local travellers
 eco-friendly

Conclusion :

Consumer behaviour is a process through which buyers make purchase

decision :

 Marketers borrow extensively from psychology and socializeto better and

understand consumer behaviour.
 Consumer behaviour is understood as a function of interpersonal
influences and personal factors.
 Research Methodology

Statement of the problem

In the light of liberalization, competition has increased for all consumer products. To
with stand competition is important to understand the behavior of the consumer and
satisfy the target costumers needs and wants. In this background the study explores
the buying, attitudes, purchase decision and satisfaction level of consumers towards
Mysore sandal soaps.

Review of literature

Need for the study

 Due to stiff competition in the open market.

 The sales of Mysore sandal soap is declined in trend.
 Hence the present " a study on consumer behaviour towards Mysore sandal soap
"for my project.

Objectives

 To know the awareness of the Mysore sandal soap.

 To know the sales promotion activities that the consumer think is more effective
for Mysore sandal soap.
 To evaluate the perception of consumers towards the Mysore sandal soap.

Hypothesis
 Testing of hypothesis deals with the verification of validity of the presumptions
regarding the parameters of the population using samples drawn from the population.

"a statistical hypothesis is an assertion regarding the statistical distribution of the

population. It is a statement regarding the parameters of the population. "

There are two hypothesis

Null hypothesis

The hypothesis, which is being tested for the possible rejection, is called null
hypothesis. It Is denoted By H0

(H0):less than or equal to 70% peoples feel that quality of Mysore sandal is not good.

Alternative hypothesis

The hypothesis, which is accepted when the null hypothesis is rejected, is called as the
alternative hypothesis. It is denoted H1.

(H1):more then 70%people feels that quality of Mysore sandal is good

Methodology

Researc methodology is a way to find out the result of a given problem on a specific
matter or problem that is also o referred as research problem. In methodology, researcher
uses different criteria for solving/searching For the given research problem.different
sources use

Different types of methods for solving the problem. If we think about the word "
methodology ",it is the way of searching are solving the research.

Research approach
This includes the approaches or the ways under taken to collect the primary data here
the approach was made thorough survey research,this helped to learn about
customers knowledge, beliefs,Preferences in buying decision.

Research instrument

The following is the instrument with help of which the data is collected:

In this regard the data was collected through questionare.

Research design

Adopting both descriptive and explanatory research.

Surveys method

A survey is a complete operation, which requires some technical knowledge survey

method are mostly personal in character. Surveys are best suited for getting primary
data. The research obtain information from the respondence by interviewing them.

Sampling

It is not always necessary to collect data from whole universe. A small representative
sample may serve the purpose. A sample means a small group taken in lot. This small
group taken In a large lot. This small group should be emenative cross section and
really " representative " in character. This selection process is called sampling.

Sample size

by using convenient random sampling technique, 50 Consumers Of Mysore sandal

Soap users are selected for the purpose the study. Direct questionnaire Is used to
survey the consumer.

Stastical tools used

The statistical tool used for the collection and analysis of data in this project are:

 Percentage of analysis
 Questionnaire
 Bar diagram
 Piecharts

Methods of sampling

Convenience sampling method

Convenience sampling is a quantitative research sampling strategy that involves

selecting practicipants based on their accessibility and availability to the researcher
rather than being drawn at random from a bigger population, participants in the
strategy are picked because they are easily availability to the researcher

onare.

Collection of data

The following are the collection of data for the study

Primary data

secondary data

Primary data :

The original data from which the research directly collects that have not previously
collected. The first hand information collected through various methods is explained
as under:

 Personal interviews
 Questionare

Secondary data
Refers to the existing available information such as:

 Reference book
 Magazines
 Website

Scope

 The study is confined to Mysore sandal soap at Kadapa.

 The study aims in evaluating the buying behaviour of consumer to words Mysore
sandal soap.
 Then present study not only describe the buying behaviour of consumer but also
provide valuable suggestions of Mysore sandal soap for enrichment of company in
future.

Limitations

 Number of respondents Is only 50.

 Duration of the study is only 1month.
 Area of the study is limited that is kadapa only
 A STUDY ON CONSUMER BEHAVIOUR TOWARDS

MYSORE SANDAL SOAP IN KADAPA TOWN

A project report submitted in partial fulfilment of the requirement

for the award of the degree of

Master of commerce

Submittedby

G. LAKSHMI PRASANNA

(Reg No: 0012140009)

Under the guidance of

Dr.G.HARANATHM.Com,MBA,PH.D.

Submitted to
 DEPORTMENT OF COMMERCE

YOGI VEMANA UNIVESITY

Accredited with Grade “A” by NAAC

KADAPA-516003

2021-2023

DECLARATION

This is to certified that the work entitled A STUDY ON CONSUMER BEHAVIOUR

TOWARDS MYSORE SANDAL SOAP IN KADAPA TOWN“ , is a bonafide work
undertaken by me and it is not submitted to any other University or Institution
for the award of any degree/diploma/certificate or published any time before.
Date:

Place:

G. LAKSHMI PRASANNA

(REG NO:0012140009)

YOGI VEMANA UNIVERSITY:KADAPA

DEPARTMENT OF COMMERCE
 This is to certify that Miss G. LAKSHMI PRASANNA,
Regd.No.0012140009, has successfully completed the project entitled "A
STUDY ON CONSUMER BEHAVIOUR TOWARDS MYSORE SANDAL SOAP IN
KADAPA TOWN" in partial fulfilment of the requirement for the award for the
award of the degreeof MASTER OF COMMERCE FROM YOGI VEMANA
UNIVERSITY during the academic year2021-2023

Date:

Place:

Dr.G.HARANATHM.Com,MBA,PH.D.

(CO-ordinator) projectguide

Certificate
 This is to certify that a project titled“A STUDY ON CONSUMER
BEHAVIOUR TOWARDS MYSORE SANDAL SOAP IN KADAPATOWN has been
carried out by Name:G.LAKSHMI PRASANNA(REG.NO:0012140009) belonging
to YOGI VEMANA UNIVERSITY, KADAPA at A STUDY ON CONSUMER
BEHAVIOUR TOWARDS MYSORE SANDAL SOAP IN KADAPA TOWN

During the period (fromto) of the project his and conduct and character were found
to be satisfactory
 ACKNOWLEDGEMENT

I, the researcher would like to express my thanks to all

those who helped me directly or indirectly to complete this
project.

First, I take this to our opportunity to express my sincere

thanksto Principal Prof.S.RAGHUNATHA REDDYsir, and the college
management for G. LAKSHMIPRASANNA(REGNO:0012140009)
providing an opportunity and facility in successful completion of
myproject.

I would like to thanks to Prof.G.VIJAYA BHARATHI madam,

HOD of Commercedepartment, YOGI VEMANA UNIVERSITY for
giving more support tocompletethisproject.

I would like to thanks to Dr. G. HARANATH sir,Yogi

Vemana University, Kadapa for his constant guidance and

valuable advice.

Finally, I am thankful to my parents who helped me

directly in my phase of completion of this project work.

G. LAKSHMI PRASANNA

TABLES OF CONTENTS
S.NO CONTENT PAGE NO

1 ACKNOWLEDGEMENT 4

2 Chapter:1 7-8

Introduction to customer satisfaction

• Scope of the study 9-13

• Objectives of the study

• Swot analysis

• Customer satisfaction definition

3 Chapter:2 14-15

Industry profile
4 Company profile 16-19

Chapter:3 20

Research methodology
• Methods of sampling 21

• Primary data 22
5 • Secondary data
• Presentation of the data
F 23
• Limitation of the study 24

6 Chapter:4 25-27

Literature review
7 Chapter:5 28-40

Data analysis and interpretation

8 Chapter:6 Finding & 41

9 Suggestions 42

10 Conclusion 43

11 Reference 44
12 Appendix (questionnaires) 45-47

EXECUTIVE SUMMARY

In present competitive scenario, the FMCG companies are mainly concentrating on

analyzing the consumer behaviour which is essential for the growth of the
company. FMCG sector needs speed, convenience, the ability to interact across
multiple channels and the ability to work with multiple distribution channels from
which they expect consistent growth and penetration in the market.
 Chapter 1
Introduction of consumer behaviour

Consumer behaviour is made up of two words

Consumer:

Consumer is one who consumes goods and services for satisfaction of their wants.
consumer May be individual, group or organization.

Behaviour:

The way you act or behave. There is Various factors affecting behaviour.

Consumer Behaviour :

Consumer behaviour is the study of individuals, groups, or organisations and all the activities
associated with the purchase, use and disposal of goods and services. Consumer behaviour
consists of how the consumer's emotions, attitudes, and preferences affect buying
behaviour.
What they buy?
Where they buy?
When they buy?
How often they buy it?
How evaluate it after purchase?

Definition:

According to Engel, Blackwell, and Mansard,

‘consumer behaviour is the actions and decision processes of people who purchase
goods and services for personal consumption’.

According to kotler and keller :

'Consumer behaviour is the study of how individuals, groups and organisations select,
buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and
wants' .
 Important Characteristics of Consumer Behaviour are given below:

1. Consumer Behaviour involves Products, Services, Activities, and Ideas:

In the scope of consumer behaviour, not only products (like toilet soaps), are included but
also the services (flying by an airliner), and activities (getting children vaccinated for polio),
and ideas (saying no to drugs). Thus consumer behaviour rotates around offerings.

2. Consumer Behaviour involves more than Buying::

Consumer behaviour is not restricted only to buying the offering. It includes buying
(acquiring the offering), using, and disposing. Usage has many connotations – first, it has
important symbolic implications for the consumer. The saree and the jewellery being put on
by ladies in the wedding influence marketing strategies and tactics.

Usage can also influence other behaviours. Secondly, it may also influence other behaviours.
Not satisfied the product or services may lead to consumer complaints and protests. Finally,
consumer behaviour also evaluates as how do consumers get rid of an offering, they
previously acquired.

In India, people from older generation still do not throw things, once acquired. People still
prefer to use old thing after getting repaired. In case of cars, the car companies attach value
to the old cars taken by the automobile companies in exchange of a new car. However, the
new generation philosophy is to throw the things like that of westerners.

3. Consumer Behaviour is a Dynamic Process:

Consumer Behaviour is dynamic because the thinking, feelings, and actions of individual
consumers, targeted groups, and the society at large are constantly changing. Maruti Suzuki
produces number of cars, as needs and wants may change at different times for different
consumer groups.

The sequence of acquisition, consumption, and disposition can occur over time in a dynamic
sequence. The sequence can be over in a matter of hours to years. Suppose a family has
acquired a new Tata Indica car. Its usage will provide the family whether it drives well, is
economical, impresses others, and does minimal harm to the ecological environment – all
these will affect when, whether, how, and why the family will dispose of the car by selling or
junking it.
Disposition of the car will affect when, whether, how, and why its members acquire another
car in the future. Consumer behaviour is a process which includes issues that influence the
consumer before, during, and after a purchase.

4. Consumer Behaviour involves Interactions among Many People:

Consumer behaviour does not mean action of a single individual. Interactions may take
place among a group of friends, a few co-workers, or an entire family. The individuals may
take different roles.

For example, to buy a car the adult son may gather the information, the younger daughter
may influence the buying decision, parents may finally be the buyers. The car may be used
by one or all the members in the family. Similarly several family members may be involved
in disposing the car.

5. Consumer Behaviour involves Many Decisions:

Consumer behaviour needs understanding whether (to acquire/use/ dispose of an offering),
what (to acquire/use/dispose), why (to acquire/use/dispose of an offering or not)), when
(time), where (place), how (ways of acquiring, using, and disposing), how much (volume),
how often (frequency), and how long (till what time) consumers will buy, use or dispose of
an offering.

6. Consumer Behaviour involves Exchanges:

Consumer behaviour involves exchanges between human beings. People give something of
value to receive something of value. Indeed, the role of marketing is to help society to
create value through exchanges by formulate and implement market

Functions of consumer behavior

 Studying consumer behavior helps marketers see what consumers want and their
reasons choosing certain products over others.

 By understanding consumers' reactions to goods and marketing, they can analyze

their audience's needs and expectations and thus work toward meeting them.
Types of consumer behaviour

The four types of buying behaviour are: i) Complex buying behaviour, ii) Dissonance
Reducing Buying Behaviour, iii) Habitual Buying Behaviour, and iv) Variety Seeking Buying
Behaviour.

1.Complex Buying Behavior

Complex buying behavior occurs when an individual buys an expensive and infrequently
purchased product, such as a car, new home, or treadmill. Consumers are often highly
involved with this type of purchase, and they take time to research the significant
differences between various brands. Complex purchases often involve a deep sense of buyer
commitment based on their associated costs.

2.dissonance reducing buying behaviour

Dissonance-reducing buying behavior occurs when a consumer is highly involved in the

purchase of an item, but they have a hard time pinpointing the difference between various
brands. For example, if someone wants to purchase a flat-screen TV, and each model they
are looking at has the same screen resolution, they may feel a strong sense of conflict or
tension. The “dissonance” occurs when a consumer is worried they will make the wrong
choice and will regret their decision later. Dissonance-reducing buying behavior can also
happen with other types of purchases, such as lawnmowers and engagement rings.

3.Habitual Buying Behavior

Habitual buying behavior happens when consumers purchase something on a regular basis,
but they are not emotionally attached to a brand. The purchase of items such as bread, milk,
eggs, and gasoline are possible examples of habitual buying behavior.

4.Variety Seeking Buying Behavior

Variety seeking buying behavior happens when individuals decide to buy a different product
in the same product line, such as a new brand of toothpaste, not because they were
dissatisfied with their initial purchase, but because they want to try something new. Other
examples may include buyers opting for a new brand of cologne or a new type of hair styling
product.

Scope of consumer behaviour:

The study of the consumer behavior is the study of how individuals make
decision to spend their available resources on the consumption related items. It
 includes the study of what they buy why they buy it and how after they buy it.

Need For Consumer Behaviour Study:

Each individual has a different reason and motivating factors in his or her choice
of tubes the consumer may commit his resources on a particular brand of tubes for
reasons of economy. His decision encompasses various repurchased actual purchase
and post purchase

Factors Influencing Consumer Behaviour:

The marketers try to understand the actions of the consumers in the market place and
underlying motives for such actions. These motives are the factors that influence the
consumer behaviour. These are : 1.psychological factors :The human psychology place a
crucial role in designing the consumer preferences and likes or dislikes for a particular
product and services. Some of the important psychological factors are:
 Motivation
 Perception
 Learning
 Attitude and belief

2.Social factors:The human beings live in a complex social environment where in they are
surrounded by several people who have different buying behaviours. Since the man is a
social animal who likes to be Acceceptable by all tries to immate the behaviours that are
socially acceptable. Hence the social factors influence buying behaviour of individual to a
great extent. Some of the social factors are :
 Family
 References groups
 Role and status

3.Cultural factors:It is believed that an individual learns the set of

values,perceptions,behaviours and preferences at very early stage of his childwood from the
people especially,the family and the other key institutions which were around during his
developmental stage. Thus,the behavioral patterns are developed from the culture where
he or she is brought up. Several cultural factors are:
  Culture
 Subculture
 Social class

4.Personal factors :there are several factors personal to the individuals that influence there
buying decisions.some of Some of them are :
 Age
 Income
 Occupation
 Lifestyle

5.Economic factors :the last but not the lest is the economic factors which have a significent
influence on the buying decision of an individual. These are:
 Personal income
 Family income
 Income expetion
 Consumer credit
 Liquid assets of the consumers
 Savings

These are the some of underlying factors that influence the consumer behaviour, and
marketer must keep in mind, so that appropriate strategic marketing decision Is made

Nature of consumer behaviour

 dynamic In nature
 Complex in nature
 Involves interactions
 Varies from consumer to consumer
 Varies from region,country to country
 Influenced by different factors
 Improved standard of living
 Reflex status

Importance of consumer behaviour

  Understand the consumer perception
 Helps marketer in STP strategy
 Predicting market trends
 Competition
 Improve customer service
 Create and retain customers
 Design marketing mix

Scope of consumer behaviour

 Demand forecasting
 Marketing management
 Selecting the target
 Marketing mix
 Educating customer
 Assists in designing product portfolio

Application of consumer behaviour

 Marketing strategy
 Marketing mix decisions
 Creation of better consumer
 Social marketing
 Public policy

Theories of consumer behaviour

"There are numerous consumers behavior models both traditional and contemporary
although we are going discuss the five most common once out of these :

1. Maslow's theory of motivation

2. Howard-sheth model
3. Economic theory
4. Psychoanalytic theory
5. Learning theory

1.maslow's theory of motivation :It is the renowned theories is this one,which

represents the consumer needs in the form of a hierarchy. Where the pyramid's
bottom -most level comprises of psychological needs, the moving upwards to safety,
social needs and esteem. Finally reaching the peak I.e.,self-actualization needs.

2.Howard-sheth model:The Howard sheath model studies the impact of various

psychological. Social and marketing factors over the buying decision consumer. It
analysis the input, information processing and output derived by the buyer While
proceding with a product Purchase.

3.Economic theory(Marshallin model):This model considers law diminishing marginal

utility as a determinant of consumer behaviour .It focus on the way a consumer
allocates his or her limited resources to generate the highest possible utility. It studies
effect of price, income and substitution on consumers behavior

4.psychoanalytic or Freudian theory :The psychoanalytic theory pitched the rowl of

the unconscious mind what a consumer buys. It reveals consumer decision making as
a combined effort of the ID (impulsive and primitive part), ego (realistic part) and
super ego (morals sense) which are the different consciousness levels of an individual

5.Learning theory (Pavlovian model) :This model identitfies the four key Forces I. E.,
drives (internal stimulus), stimuli(inputs stImulating motives), cues(signals)and
responses (reaction) which have significant impact on the consumer needs and
behavior :"
Advantages of consumer behaviour

 Saves from disaster

 Helps in development of new product
 Helps in product orientation
 Helps reorientation of packing
 Helps in formulating right marketing strategy

Disadvantages of consumer behaviour

 Inconsistency
 Limited buyer interest
 Social and cultural influence
 Applying stimuli

Latest trends of Consumer behaviour :

Consumers behavior trends are as follows

 Health conscious
 Mental health aware
 Community driven
 Virtual workers and learners
 Fuss-free online shoppers
 Flexible first
 Local travellers
 eco-friendly
 Conclusion :

Consumer behaviour is a process through which buyers make purchase

decision :

 Marketers borrow extensively from psychology and socializeto better and

understand consumer behaviour.
 Consumer behaviour is understood as a function of interpersonal
influences and personal factors.

Research Methodology

Statement of the problem

In the light of liberalization, competition has increased for all consumer products. To
with stand competition is important to understand the behavior of the consumer and
satisfy the target costumers needs and wants. In this background the study explores
the buying, attitudes, purchase decision and satisfaction level of consumers towards
Mysore sandal soaps.

Review of literature

Need for the study

 Due to stiff competition in the open market.
 The sales of Mysore sandal soap is declined in trend.
 Hence the present " a study on consumer behaviour towards Mysore sandal soap
"for my project.

Objectives

 To know the awareness of the Mysore sandal soap.

 To know the sales promotion activities that the consumer think is more effective
for Mysore sandal soap.
 To evaluate the perception of consumers towards the Mysore sandal soap.

Hypothesis

Testing of hypothesis deals with the verification of validity of the presumptions

regarding the parameters of the population using samples drawn from the population.

"a statistical hypothesis is an assertion regarding the statistical distribution of the

population. It is a statement regarding the parameters of the population. "

There are two hypothesis

Null hypothesis

The hypothesis, which is being tested for the possible rejection, is called null
hypothesis. It Is denoted By H0

(H0):less than or equal to 70% peoples feel that quality of Mysore sandal is not good.

Alternative hypothesis
 The hypothesis, which is accepted when the null hypothesis is rejected, is called as the
alternative hypothesis. It is denoted H1.

(H1):more then 70%people feels that quality of Mysore sandal is good

Methodology

Researc methodology is a way to find out the result of a given problem on a specific
matter or problem that is also o referred as research problem. In methodology, researcher
uses different criteria for solving/searching For the given research problem.different
sources use

Different types of methods for solving the problem. If we think about the word "
methodology ",it is the way of searching are solving the research.

Research approach

This includes the approaches or the ways under taken to collect the primary data here
the approach was made thorough survey research,this helped to learn about
customers knowledge, beliefs,Preferences in buying decision.

Research instrument

The following is the instrument with help of which the data is collected:

In this regard the data was collected through questionare.

Research design

Adopting both descriptive and explanatory research.

Surveys method

A survey is a complete operation, which requires some technical knowledge survey

method are mostly personal in character. Surveys are best suited for getting primary
data. The research obtain information from the respondence by interviewing them.
Sampling

It is not always necessary to collect data from whole universe. A small representative
sample may serve the purpose. A sample means a small group taken in lot. This small
group taken In a large lot. This small group should be emenative cross section and
really " representative " in character. This selection process is called sampling.

Sample size

by using convenient random sampling technique, 50 Consumers Of Mysore sandal

Soap users are selected for the purpose the study. Direct questionnaire Is used to
survey the consumer.

Stastical tools used

The statistical tool used for the collection and analysis of data in this project are:

 Percentage of analysis
 Questionnaire
 Bar diagram
 Piecharts

Methods of sampling

Convenience sampling method

Convenience sampling is a quantitative research sampling strategy that involves

selecting practicipants based on their accessibility and availability to the researcher
rather than being drawn at random from a bigger population, participants in the
strategy are picked because they are easily availability to the researcher

onare.

Collection of data
The following are the collection of data for the study

Primary data

secondary data

Primary data :

The original data from which the research directly collects that have not previously
collected. The first hand information collected through various methods is explained
as under:

 Personal interviews
 Questionare

Secondary data

Refers to the existing available information such as:

 Reference book
 Magazines
 Website

Scope

 The study is confined to Mysore sandal soap at Kadapa.

 The study aims in evaluating the buying behaviour of consumer to words Mysore
sandal soap.
 Then present study not only describe the buying behaviour of consumer but also
provide valuable suggestions of Mysore sandal soap for enrichment of company in
future.
Limitations

 Number of respondents Is only 50.

 Duration of the study is only 1month.
 Area of the study is limited that is kadapa only