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PROJECT REPORT ON STUDY THE CONSUMER BEHAVIOUR REGARDING BRANDED REFRIGERATORS (IN CASE OF LUHIANA CITY)

ACKNOWLEDGEMENT
I would like to place on record my sincere and whole hearted sense of gratitude and indebtness to my learned guide, Mr. navpreet singh, Lecturer, Department of Business Management, PCTE College, Ludhiana for his ever willing, competent and generous help, continuous interest, valuable guidance and constant encouragement throughout the period of my study. . Words are inadequate to acknowledge my esteemed friends for their ever encouraging support, selfless love and care. They are valuable asset to me who have come to my help countless times. I extend my sincere gratitude to them. Last, but not the least, I thank God who always showers his blessings upon all of us. I hope that this study will prove to be beneficial in my near future.

INTRODUCTION
Indian Electronics Industry In recent years the electronic industry is growing at a brisk pace. It is currently worth $10 Billion but according to estimates, has the potential to reach $ 40 billion by 2010. The largest segment is the consumer electronics segment. While is largest export segment is of components (a) Overview The Electronics Industry in India took off around 1965 with an orientation towards space and defense technologies. This was rigidly controlled and initiated by the government. This was followed by developments in consumer electronics mainly with transistor radios, Black & White TV, Calculators and other audio products. Color Televisions soon followed. In 1982-a significant year in the history of television in India - the government allowed thousands of color TV sets to be imported into the country to coincide with the broadcast of Asian Games in New Delhi. 1985 saw the advent of Computers and Telephone exchanges, which were succeeded by Digital Exchanges in 1988. The period between 1984 and 1990 was the golden period for electronics during which the industry witnessed continuous and rapid growth.

CONTD
From 1991 onwards, there was first an economic crises triggered by the Gulf War which was followed by political and economic uncertainties within the country. Pressure on the electronics industry remained though growth and developments have continued with digitalization in all sectors, and more recently the trend towards convergence of technologies. After the software boom in mid 1990s India's focus shifted to software. While the hardware sector was treated with indifference by successive governments. Moreover the steep fall in custom tariffs made the hardware sector suddenly vulnerable to international competition. In 1997 the ITA agreement was signed at the WTO where India committed itself to total elimination of all customs duties on IT hardware by 2005. In the subsequent years, a number of companies turned sick and had to be closed down. At the same time companies like Moser Baer, Samtel Colour, Celetronix etc. have made a mark globally (b) Current Scenario In recent years the electronic industry is growing at a brisk pace. It is currently worth $10 Billion but according to estimates, has the potential to reach $ 40 billion by 2010. The largest segment is the consumer electronics segment. While is largest export segment is of components

SIZE OF THE INDUSTRY

Indian Electronics Industry Exports

Indian Electronics Industry: the Indian Market


The growing Indian market for electronic products is over US$25 bn and is growing at about 30% per annum! At this rate it is projected to exceed US$ 70 bn by 2010 and US$158 bn by 2015. This growth has attracted global players to India and leaders like Solectron, Flextronics, Jabil, Nokia, Elcoteq and many more have made large investments to access the Indian market. In consumer electronics Korean companies such as LG and Samsung have made commitments by establishing large manufacturing facilities and now enjoy a significant share in the growing market for products such as Televisions, CD/DVD Players, Audio equipment and other entertainment products. The growth in telecom products demand has been breathtaking and India is adding 2 million mobile phone users every month! With telecom penetration of around 10%, this growth is expected to continue at least over the next decade. Penetration levels in other high growth products are equally and growth in demand for Computer/ IT products, auto electronics, medical, industrial, as well as consumer electronics is equally brisk. Combined with low penetration levels and the Indian economy growing at an impressive 7% per annum, the projection of a US$150 bn + market is quite realistic and offers an excellent opportunity to electronics players worldwide.

OBJECTIVES OF THE STUDY

To study the factors which reflect the need of consumer To study the satisfaction level of consumer To study the effect of consumer income on the buying decision To know the who is decision maker in the family who takes the buying decision

REVIEW OF LITERATURE
Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy. It is a subcategory of marketing that blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Bearned (marketing principles and perspective) Consumer a behavior refers to, the mental and emotional process and physical activities of people who purchase and use goods and services to satisfy particular needs and wants. Engel, Blackwell, Miniar (Dryden press 1990) Consumer behaviors refer to the actions and decision process of the people who purchase goods and services for the personal consumption Frank R.Kardes Consumer behavior is the study of human response to products, services and the marketing of products and services.

Contd..
Peter and Olson (2002) In his study they define consumer behaviour is as consumer behaviour the dynamic interaction of affect and cognition, behaviour and the environment by which human beings conduct and exchanges aspects of their lives. In other words, consumer behaviour involves the thoughts and feelings, people experience and the action they perform in consumption process. It also includes all the things in environment that influence these thoughts, feelings and actions. These includes comments from other consumers, advertisers, price information, packaging, product appearance and many others. S.A.CHUNNAWALLA (2005) --- As in his study they define consumer behaviour is as, Consumer behaviour obviously refers to the behaviours of consumers in deciding to buy or not to buy or use or not to use or dispose or not to dispose of the products which satisfy their needs. Consumer behaviour also refers to the use of scarce resources like time, money and efforts on consumption items. Satish K. Batra and S.H.H. Kazmi (consumer behaviour text and cases) -------they concluded in his study consumer behavior is rapidly growing discipline of study. It means more than just how a person buys products and services. it is a complex multidimensional process that reflects the totality of consumer decisions with respect to acquisition, consumption and disposal activities.

RESEARCH METHODOLOGY
Research Methodology deals with the method of study i.e. how the study will carried out and what will the various techniques used. It is careful investigation or enquiry in a systematic manner in order to find a solution to problem in research. Scope of the study The scope of the study is to get the knowledge about the buying behavior of consumers towards the branded refrigerators in Ludhiana. The scope is restricted to study consumers awareness regarding branded refrigerators and the factors influencing choice of consumers towards branded refrigerators in Ludhiana. This is done to avoid perceptual bias and for providing objectivity to the study. Research Design The research carried down is descriptive in nature because it describes the consumer buying behavior regarding branded refrigerators. Data Collection Primary Data Primary data is that data which is collected for the first time. It is original in nature in the shape of raw material. For the purpose of collection of primary data, a well-structured questionnaire will be given to the respondents. They will be personally interviewed to fulfill the objectives of the study. The questionnaire will comprise of close ended as well as open-ended questions.

Contd..
Secondary Data Secondary data is the data that is already collected by someone. They are secondary in nature and are in shape of finished product. Secondary data will be collected so as to have accurate results. The required data will be collected from various magazines, newspapers, journals and Internet to gather relevant information. Sampling Design Sampling refers to selecting some of the elements in a population by which one can draw conclusions about the entire population. Sampling Technique In my research I have used non-probability technique for drawing a sample from the population. In non-probability technique I have preferred Convenience sampling method because population of my research is huge and due to the time constraint I will be catering to 100 people according to my convenience. The selection of the respondents will be done on the basis of convenience based on the non-probability method of sampling. Convenience sampling will basically be used due to money, time as well as distance constraints. Data Analysis and Interpretation For the purpose of analyzing, raw data will be summarized in a master table and from this table the results will be carried out. The questions having alternative choices will be analyzed by taking percentages. In the case of questions on Likerts point scale, the mean scores and percentages will be calculated.

LIMITATIONS OF THE STUDY


Sincere efforts have been made to collect authentic and reliable information from respondents, however the report is subject to following limitations:
1. The study will be limited to Ludhiana city only. Wider coverage would have made the study more reliable and representative. 2. Sample has been drawn by convenience sampling, so possibility of sampling error cannot be ruled out. 3. Responses of respondents may be biased based on their personal preferences. 4. Due to time and cost constraints, study could not be carried out on a large scale

BIBLOGRAPHY
Books C.R. kothari, Research methodology and techniques, second edition, delhi new age international publishers 2004, pg. No. 10-75, 99-115 Holly Edmunds, handbook on market research, NTC publishings lllions USA, 2004 pg. No. 33-65 Websites http://www.appliancemagazine.com/news.php?article=1059314&zone=0&first=1 http://arch.rivm.nl/env/int/ipcc/pages_media/SROC-final/SROC04.pdf http://www.blonnet.com/catalyst/2007/04/05/stories/2007040500030100.htm http://www.domain-B.com/marketing/general/2004/20040702_cool_machines.html http://dipp.nic.in/industry/cons_dur.html http://www.icmr.icfai.org/casestudies/catalogue/Business%20Reports/BREP017.htm http://www.itl.nist.gov/div898/handbook/ppc/section3/ppc33.html http://www.itl.nist.gov/div898/handbook/ppc/section5/ppc522.html http://www.statpac.com/surveys/sampling.html