Consumer Behaviour

“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”.

 i.e. Consumer Behavior is basically

 a study based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer and buyer
 It attempts to understand the buyer decision making process,
both individually and in groups.
 It studies characteristics of individual consumers such
as demographics and behavioral variables in an attempt to
understand people's wants.
 The study of consumers which helps firms and organizations
improve their marketing strategies by understanding issues such
as how
 The psychology of how consumers think, feel, reason, and
select between different alternatives (e.g., brands,
products, and retailers);
 The psychology of how the consumer is influenced by his
or her environment (e.g., culture, family, signs, media);
 The behavior of consumers while shopping or making
other marketing decisions;
 Limitations in consumer knowledge or information
processing abilities influence decisions and marketing
outcome;
 How consumer motivation and decision strategies differ
between products that differ in their level of importance or
interest that they entail for the consumer; and
 How marketers can adapt and improve their marketing
campaigns and marketing strategies to more effectively
reach the consumer
 About the Company
 e-ZONE is a retail format from the future group.
 Future group also owns Retail Outlets like Big Bazaar and
Pantaloons.
 Future Group believes in developing strong insights on
Indian consumers, The group's corporate credo is,
'Rewrite rules, Retain values'.
 It is a future group venture, and has a website called
ezone.futurebazaar.com powered by Future Bazaar.com.
 e- Zone has a catch phrase 'experience electronics'.
 It is described as an experience led lifestyle format that
brings together the best in national and international
consumer electronic and durables brands in a family-
centric environment.
 eZones are primarily stand alone concepts, but are also
present within the Central malls.
 There are three special zones in E Zone :
1) The Liberation Zone offers personal products like computers, laptops,
handy cams, MP3 players and mobile phones.
2) While entertainment products such as Plasma / LCD, Flat TV’s, Home
Theatre systems, DVD players, and Stereo systems are displayed in the
Experience Zone.
3) the Home Zone segment, one gets to pick electronic goods of his or her
choice including Refrigerators, Air Conditioners, washing machines and
Microwave ovens among other kitchen related appliances.

 The outlets are well spread out stores all over Mumbai.
 They have competitive prices on their website as well as in the store.
 If a product is ordered online, they provide free shipping of most products.
 It covers all brands available in the market.
 They have a special E- Care Customer Support Centre, which is dedicated
to offer the best customer service after purchase of any e-ZONE product.
 Stores located
 eZone :: Raghuleela Mall :: Mumbai
Address : 2nd Floor, Raghuleela Mall, Kandivali(w), Mumbai

 eZone :: Haiko Mall :: Mumbai

Address : Level 2, Haiko Mall, Hiranandani Garden, Powai, Mumbai

 eZone :: Oberoi Mall :: Goregaon :: Mumbai

Address : S - 23, 2nd Floor, Oberoi Mall, Opp. Western Express Highway, Goregaon(E), Mumbai

 eZone :: Milan Mall :: Mumbai

Address : Milan Mall, Opp. Gamdevi Mandir, Near S.V. Road Junction Signal, Milan Subway, Santacruz (w),
Mumbai

 eZone :: Orchid City Centre :: Mumbai

Address : Orchid City Centre, 265 Bellasis Road, Opp. S T Bus Depot, Mumbai Central (East), Mumbai

 eZone :: Raghuleela Mall :: Vashi :: With Central

Address : Raghuleela Mall, Opposite Vashi Station, Vashi, Navi Mumbai
Why did we approach eZone ?

 Leading brand in all latest

electronics.
 Widely spread all over
Mumbai.
 Attracts consumers of different
backgrounds and classes.
 Brings different appliances
under one roof.
 Observation
 Our observation is based on the visual understanding of the
consumers as well as the information gathered from the store
manager and the booklets.
 The observation is based on the very important and basic
consumer attributes that are their
1. Age
2. Gender
3. Economical category
4. Purchase of product
5. Average time spent in store
6. Expenditure done
7. Payment options
8. Offers attraction
9. Weekend purchase
10. Weekdays purchase
Conclusion
Based on Gender
Based on Age Group
Based On Status
Based On Purchases Made
Based On Average time in store
Most of the purchase and consumer attraction is the sale: 50%
Weekends because of the offer: 34%
Weekdays:16%
Payment Options
Expenditure done
•Out of the total number of
people, 90% of the people
were accompanied by spouse,
friends , family and children
and only 10% came alone.

•Almost 80% of the people

depended on others opinion
be it the sales attendant,
person accompanying or even
by telephoning them.

•40% of the people just come

only to get updated with the
new technology, gadgets etc
and not actually buying one.
 Grasp Knowledge for the latest gadgets
available.
 Many customers spend time and rarely purchase
any goods.
 Mostly visited by Middle class costumers.
 Various age groups visit the place but only the
ones in early 30’s purchase goods.
 Maximum goods are purchased by men as they
have more insight to technology than woman.
 Consumers look for opinion of salesman as well
as the one they are being companied with
 In an electronic store they look out for various
warranties which play an important role in their
purchase pattern.