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A STUDY OF CONSUMER

BUYING BEHAVIOUR

GROUP NO. 6
LEARNING OBJECTIVES
METHODOLOGY USED

• Exploratory Research
• Conducted survey through th
questionnaire
• Interviews
DATA COLLECTION
• Questionnaires used
• Common factor to all questions

“verbal responses”- written/oral


• Consisted of –
multiple choice questions
dichotomous questions
open ended questions
Sampling
• Random sampling
• Area of survey - Sarojini Nagar,
Palika Bazar, Connaught Place,
CSD canteen, TDI Mall-Rajouri
garden.
• Timing of survey - 10 a.m. to 8
p.m.
Types of Buying
Behavior
• Routine Response
• Limited Decision
• Extension Decision
• Impulse Buying
TARGET MARKET
• CP
• PALIKA
• CSD canteen
• Sarojini market
• TDI Mall
Connaught Place
BACKGROUND
• Connaught place, also called as CP, built in 1931 is located
at the heart of New Delhi.
• It depicts the style of British architecture which was very
planned and well structured.
• Markets and shops in Connaught place are structured
in the form of rings comprising of inner and outer circle.
• Connaught place has been renamed as Rajiv Chowk. 
• Apart from being the commercial and business hub of
Delhi, CP has countless restaurants, watering holes, shops
and emporia and cinema halls too.
CONNAUGHT PLACE

• It has been one of the most sought after shopping


destinations of Delhi.
• You can find imported electronic goods, sports items,
books, household goods, handicrafts, etc. 
• Another specialty lies in the multi dimensional
environment of the place where you would
find hotels, pubs, restaurants, Bars, cinema halls
and office of major establishments.
• The market is closed during Sundays and has special
attraction in festival seasons.
• The most happening time to visit Connaught
place is during evening.
Shopping patterns of
customers
• Normally spend two hrs inside the market
• As southeast asian products are available in plenty, hence
generally cheap and heavy scope of bargaining.
• Electronics items, apparels available in plenty at cheaper rate.
• Attracts many foreign tourists.
• Customers don’t come here for branded product as there is only
one branded showroom( of Reebok showroom).
• Very famous with youngsters(20-35) as large variety of
apparels available.
• Palika Bazaar Shopkeepers Welfare Association- This
association addresses customers as well as Shopkeepers
grievances.
CONNAUGHT PLACE
• Keventers, the rundown milk bar next to Wenger’s Bakery is known for its
iced milk and shakes served in oversized glass bottles.
• Panchayat, India’s first paan parlour is in CP.(ISO-9001-2000 CO.)
• We can find all age group people visiting CP.
• According to the people visiting CP, speciality of this market is “crowd”.
• People generally like to come for eating.
• People are highly satisfied with the availabilty of products.
Palika Bazaar
• Underground, air-conditioned market located below the
inner circle of Connaught Place, New Delhi.
• An international market with products available from Far
East countries like Thailand, Malaysia, Chinese etc.
• 2500 customers enter every hour.
• No school students are allowed into Palika Bazaar allowed
till 12 noon
Steps taken by Retailers

• Opened a website www.palikabazaar.com which


shares details of all the shops.
• Shops can advertise themselves on this website.
• Availability of illegal products, which are offered very
cheap.
• Shopkeepers share products between themselves.
CSD
• CSD sells a wide variety of products like
household provisions, kitchen appliances,
alcoholic drinks, cars, sports equipment.
• Only branded items are available in CSD.
• Loyal customers.
• Profit margin is very less.
Consumer behavior CSD
• Over 75 per cent of the audience in CSD is male.
• The consumer spends between 30 and 60
minutes in every visit to a CSD canteen
• The frequency of visits varies between once every
fortnight and once every month.
• Often buy the products in bulk.
• Customer Grievance-Products often go out of
stock.
• OOH TV screens are placed in CSD providing an
opportunity for brands to reach out to over four
million households of serving and retired armed
forces personnel and their dependants.
• Has tied up with many companies.
• Marketing activities in CSDs are restricted
• Intermediaries are less hence cheper products.
• Are not involved in any promotional activities as they
are very much like a non-profit service provider
SAROJINI NAGAR

SHOPPING PATTERNS
INTRODUCTION

• Sarojini Nagar is located in the posh South locality


of Delhi from where one can buy clothes and
fabrics.
• The biggest attraction - stylish outfits at
unbeatable prices.
• Bargaining is the key.
• Large number of international and local brand
showrooms.
• Crux of the market formed by street side shops,
selling garments of all designs and colors.
• Some other sub-markets near Sarojini include
Babu Market, Subzi Market and Central Market.
THE MARKET SURVEY
• The market is primarily visited by youngsters
• Basically lower and middle income group people
throng this market
• Usually visited by consumers who prefer impulse
purchasing or random visits
• Purpose : apparels, home items, eating
• Specialty : price of goods
• Outlets looked for : exclusive shops, roadside
stalls
• Level of satisfaction of the consumer in terms of:
a) product availability-moderately satisfied
b) quality-moderately satisfied
c) price-highly satisfied
d) timings of the market-satisfied
e) location-satisfied
RETAILER’S POINT OF VIEW
Shopping patterns
KEY FINDINGS
CONTINUE
SOME OF THE BRANDS
CONCLUSIONS
THANK YOU