STUDY OF CONSUMER BEHAVIOUR AT

THE ARCEE ELECTRONICS– stage 6

S U B M I T TE D B Y –
M ATH EW F EB I N C H A R LES
M BA B
B 2 53 9
 EXECUTIVE SUMMARY

In today's changing environment, both with respect to customers preferences and organizations’ offering
and / or orientation in the market, it becomes necessary to keep track on customers behaviour more so when
products like color televisions, home theatres, microwave ovens, refrigerator, washing machines, vacuum
cleaner and food processor / juicer mixer offers different variety with respect to colour, size, design / shape,
technical specifications / features, capacity, speed, performance, etc. Several new products have entered into
this specified product categories namely entertainment, preservatives and cleaning under white goods
industry.
One of the objectives of the research was to establish linkages between advertising and brand awareness &
preferences, and effect of sales promotion measures like offers/discount schemes etc. on customer brand
switching behaviour. It is presumed that a detailed probe in the area may bring some interesting facets of
consumer buying behaviour - hitherto unknown, in the related field.
This research is intended to fulfil this requirement. Therefore, the problem statement chosen for the study
is: “STUDY OF CONSUMER BEHAVIOUR AT ARCEE ELECTRONICS, KALAMBOLI”
 OBJECTIVES OF THE STUDY

To evaluate the attitude of customers towards offline electronics store.

To analyse important factors that influence consumer behaviour in the purchase of Air
Conditioner and Refrigerator.

To identify factors that motivates consumer brand buying behaviour.

To know the reason on consumer decision making on particular brand.

 PROBLEM STATEMENT

Research in consumer behaviour shows that we have a consumer driven society where the ultimate motive of business
products and service is to satisfy consumer expectation makes them happily and remain loyal to the brand. Therefore, a perfect
understanding of consumer behaviour is determining.
“a. The psychology of the consumers and how they make decisions between depending on their needs and brand awareness
b. how service or products providers make to implement the best branding strategy for their product a service (e.g. culture,
family, signs, media).
c. The various stages a consumer gives through before purchasing a product or service.
d. What factors determine consumer’s loyalty or repeat purchase of the brand” is crucial in meeting customer’s satisfaction
and brand loyalty. Therefore, an attempt to reach out to the consumer effectively demands a suitable banding strategy since
consumer buying decision making and loyalty is affected by various branding strategies. In an industry characterized by stuff
competition an effective branding strategy is significant not only to attract customers but to create customer loyalty to the
brand.
Therefore, this research seeks to investigate the behaviour of consumers while buying an electronic good.
 FINDINGS

Arcee Electronic stores should establish effective strategies to attract more people into their
store in the age of online stores.

All the electronic goods should have different variants as available in the online stores so that
consumers have variety of options to choose from.

Consumers always look for discounts in all types of products. Arcee Electronic stores are
supposed to come up with a lot of offers and discounts in order to retain customers.
 SUGGESTIONS

To ensure that the product finds a place in the minds of consumers, the manufactures should
position their products through sales promotional activities such as advertisement through an
effective media.

In order to ensure constructive meetings with customers and inspire them to buy different
items in the shop, it is often recommended that structured retail stores recruit skilled and highly
trained employees as staff members.
 CONCLUSION

We can gather that the showrooms are doing great business, there is a considerable measure of extension for the change
for this showroom. In the meantime, there is massive extent of new participants too. It is necessary to maintain the factors
mentioned below and draw a fresh plan for their existence over a long period.
a. Price level
b. Display
d. Variants in products
e. customer Service
f. Ambience
This study focuses on the understanding and shopping experience of consumers with regard to the Arcee Electronics,
Kalamboli. The study highlights the efficacy in the case of offline stores of Point of Purchase (POP) advertising and displays.
The research also focuses on the Visual Merchandise Experience of Customers in Offline Shops. In comparison to Offline
Shops, the analysis also deals with the influence of Customer Shopping Motivations on their purchasing actions.