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Transcript of abhijit bbm 3
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A
Project Report
On
“CONSUMER BEHAVIOUR”
For
“TELEVISION SETS DISTRIBUTED BY METHOD
ENGINEERS”
JALGAON
Submitted by
Mr. ABHIJIT KISHOR GOSAVI
BBM III (Marketing)
Guided By
Mr. APOORV PAKDHANE
Department of Management Studies,
North Maharashtra University
Jalgaon.
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CERTIFICATE
This is to certify that Mr. Abhijit k.Gosavi has carried out
the project and successfully completed the project entitled.
“CONSUMER BEHAVIOUR”
Under our guidance and supervision in the partial fulfillment for
the award of the degree
Of
Bachelor of Business Management
2011-2012
Dr. Seema joshi. Dr. Apoorva Pakdhane.(Head of Department) (Project Guide)
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ACKNOWLEDGEMENT
It gives me a great pleasure while submitting this project report on
“CONSUMER BEHAVIOIUR” on purchasing of Onida Television set.
This report will be incomplete if I would not mentioned these personality
who heartily help me, guided me to complete the survey and report.
I would like to take this opportunity to thank Dr. Seema Joshi Reader and
Head of The Department of Management Studies, North MaharashtraUniversity and I am very grateful to my project guide, Mr. apoorv
Pakdhane for their valuable guidance and encouragement through the
semester and for completion of this work. I would specially thank to Mr. C.
H. Bhangale, Dealer of Method Engineers who always give me all possible
help on behalf of the company.
I offer my heartfelt thanks to all those people who went beyond the call of
duty, and have interacted with me, responded the question I have asked than,
please know I thank of you and thank you.
Abhijit K. Gosavi
BBM (3rdYear)
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DECLARATION
I, Abhijit K. Gosavi , a student of BBM (2011-2012) studying at Bachelor of business
management , solemnly declare that the project work title as “Consumer behavior for method
engineer Pvt ltd. ” was carried out by me in the partial fulfillment of the BBM under The North
Maharashtra University Jalgaon . It has not been either fully or partly related to any other institute
prior in any other connection.
This project was undertaken as part of the academic curriculum according to the Universityrules and norms and by no commercial interest and motives.
Abhijit K. Gosavi
BBM 3rd (marketing).
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INDEX
1. INTRODUCTION
1.1 NEED OF STUDY
2. COMPANY PROFILE
2.1 PRODUCT PROFILE
3. OBJECTIVE OF THE STUDY
4. RESEARCH METHODOLOGY
5. RELATED LITERATURE
6. DATA ANALYSIS & INTERPRETATION
7. LIMITATION
8. CONCULUSION& FINDING
9. APPENDIX
9.1 Questionnaire
9.2 Bibliography
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INTRODUCTION
All of us are consumers. We consume things of daily use, we also
consume and buythese products according to our needs, preferences and buying power.
These can be
consumable goods, durable goods, speciality goods or, industrial goods.
What we buy, how we buy, where and when we buy, in how much
quantity we
buy depends on our perception, self concept, social and cultural
background and our
age and family cycle, our attitudes, beliefs values, motivation, personality, social
class and many other factors that are both internal and external to us.
While buying,
we also consider whether to buy or not to buy and, from which source or
seller to
buy. In some societies there is a lot of affluence and, these societies can
afford to buy
in greater quantities and at shorter intervals. In poor societies, theconsumer can
barely meet his barest needs.
The marketers therefore tries to understand the needs of different
consumers and
having understood his different behaviours which require an in-depth
study of their
internal and external environment, they formulate their plans for
marketing.
“CONSUMER IS THE KING” Of the market. Now more
and more companies particularly those in the private
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sector have started laying the grater emphasis on
customer’s satisfaction.
“CUSTOMERS” play an important role forcompany’s loss or profit .As they are person who will
purchase the product, so the product should meet the
taste, choice, and preference of customer. The product
should satisfy all the requirements of customer.
“MARKET SERVEY” is one of the main factor for increasing Sales. To know whether the customers are satisfied or not for
that purpose we have conducted survey. While collecting customer
satisfaction data we asked some questions & suggestions about onida
television set
Therefore, companies cannot use complaint levels as a
measure of customer’s satisfaction. Responsive companies obtain a
direct measure of customer’s satisfaction by conducting periodic
surveys. They send questionnaire to the random sample of their
recent customers to find out how they feel about various
aspects of the companies performance. They will also
solicit buyer’s views on their competitor’s performance.
Thus a market survey helps a company to know the
various expectations of their customers which are
optional in the form of suggestion & even to know what
the customer feel about existing products of the company
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Therefore for the above- mentioned purpose market
survey is required.
Customer :-
A customer is an individual who buys the goods of service for his
personal consumption to fulfill his of her want.
Customer delivered value :-
Customer delivered value is the difference between total customer value
& customer costs.
Total customer value
Total customer values is the bundle of benefits of customer expect form
a given product of service.
Total customer cost
Total customer is the bundle of costs customer expect in evaluating
obtains using and disposing of the product of service.
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Customer
Delivered
Total Customer Value Total Customer Cost
Product Value
Monetary Cost
Service Value
Time Cost
Personal Value Energy Cost
Image Value Psychic Cost
1.1 NEEDS OF STUDY
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While conducting survey for consumer behavior, filed investigation method
was used. Talking a personal interview of onida TV users and prospectus
buyers of TV sets carries out market research. The personal interview method
was used because.
We get current as well as past information.
Getting large number f complex data.
More accurate results.
There is no communication gap between investigation and respondent
because there is face-to-face communication.
We get greater flexibility and opportunity to restructuring the questions
to the particular respondent.
Resistance in responds can often overcome by the skill of the interviewer.
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COMPANY PROGILE
Onida was stared on 1981 on Mumbai Mr. C.L. Mirchadani and Mr. Vijay
Mansukani, capitalizing on the Asian Games at New Delhi. In 1982, onida started
assembling television set. Superior product and the combination of clever
advertising and purposeful.
Onida today becomes as a leading brand in India. It has installed capacity of
over 1.2 million T.V set per annum. Onida has spreed across India on the
Mumbai, Bangalore, Kolkata, Delhi, Amahadabad, Chennai & National stock
Exchange. The Company enjoys market capitalization of Rs. 490.70 Crores at the
close of 2008-09. The T.V. sets available in India where only important ones. The
Method Agency, Jalgaon give the dealership of Onida Multimedia Private Limited
in 1998. The Method Agency, Jalgaon is directly connected in regional office of
Mumbai.
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The Method Agency supplied Television sets to District level as well as
Taluka Level such as in Jalgaon organization has marketing objectives and the
plan to achieve them. An organization also identified the segment of the market is
intend to serve. In process of achieving its marketing objective, the organization
uses several marketing tools. Advertising as the part of the total marketing mix .
The nature of the advertising duffers when distribution strategy us through
intensive or selective or selective outlets
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2.1 PRODUCT PROFILE
Demand for television is gradually increasing in rural area. The main consumer
market of television is now in villages, for interior in country. Different national
and international companies have become competitive to capture this new market.
Secondly increasing middle class demand in also a secondary consumer market,
which gives selective choice and their needs for the product.
The Onida television is many products or model of enjoy the consumer market.
Firstly Home Theatres => The Onida key Home Theatre is an Audio/video
playback system that replicates in your home, the experience of seeing and hearing
a movie in a cinema hall. It consists have a 73 cams’(29”) and 53 cams’ (21”) with
“In-Built.
Amplifier”, a DVD player and the amazing 5.1 theater surround
Technology accompanied with 4 cabinet mounted speaker plus 2 speaker key bass
blaster unit, it also has 4 additional direct reflex surround speaker to provide the
theatre effect.
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ADVANTAGE OF ONIDA THEATRES (Key inside)
The average TV generally does well at reproducing sound of
Certain frequencies, where as on onida TV with (key inside)
Reproducing all frequencies of sound with complete faithfulness to the original .
Secondly flat screen television => onida brings you the ultimate in flat TV
technology “Black” with DVMC [digital velocity modulation circuit].
Onida black gives you flat screen technology with unbelievable picture clarity &
razor sharp image.
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Take the Onida clarity know the difference.
Challenge &you will.
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ONIDA
CLARITY
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ADVANTAGE OF ONIDA FLAT SCREEN TELEVISION:
The onida black has high picture clarity even at the edges such
That even the channel logo at the top right hand corner is readable from a distance
without difficulty.
DVMC [digital velocity modulation circuit]
Digital technology at its best only from onida. It contain scan velocity
Modulation circuit, which help to control the focus of electron beams To enhance
sharpness of images and text especially in areas where abrupt dark to light changes
occur and provides uniform picture sharpness across the surface of the TV
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ABOUT PRODUCT
Onida television set shows the following features as-
1) Flat screen TV
2) Digital eye
3) Key bass blaster
4) 10 speaker system
5) DVMC [Digital velocity modulation circuit ]
6) 199 program selectors
7) Music mode
8) Games
9) latest technology
10) internet facility
11) inter active voice facility
12) sound quality
13) Bass treble balance
14) On/off timer
15) Auto shut off
16) Sound mute
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17) Full function remote control
18) 1250 Watts PMPO
19) picture quality
ORGANISATIONAL STRUCTURE
Chairman
Vice – Chairman
Director -2
Manager – 3
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Predication Manager Sales Manager Dispatch Manager
Supervisor
Skilled Labor Unskilled Labor
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OBJECTIVE OF THE
STUDY
OBJECTIVE OF THE STUDY
The study was undertaken in jalgoan city. The main objectives of the
study are:-
1] To identify the current market potential of onida television.
2] To know the consumer awareness of onida television in jalgoan city.
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3] To identify the factor’s that critically influence consumer purchases
decision making for television
4] To understand which media stimulates the purchase decision of the
consumer for TV set.
5] To find out the effect of advertisement and sales promotion on
consumer behavio
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Research
Methodology
RESEARCH METHODOLOGY RESEARCH PROCESS FLOW-CHART
Formulation Of Hypotheses
Significance Of
Problem
Scope Of The Study
Data Collection
Data Processing
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Situation Analysis
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Data Analysis
Suggestion And
Solutions
Report writing
Verification and
predictions
RESEARCH METHODOLOGY
Significance of the problem : The research should be defined
and pointing out its core nature and its importance. The issue
related to the problem may also be confirmed. This statement
gives direction to the research process
Scope of the study : A complete study of any problem is well
near non-manageable would involve an vast mountain of data
therefore the scope and dimension of the study should be
encircled with reference to the tropical scope ( Like breadth and
depth, geographical area, period etc.) the purpose of this limit is
to make study manageable in the terms of the researcher’s aim,
interest etc.
Data collection : Data refers to a collection of organized
information, usually the results of experience, observation or
experiment, or a set of premises. This may consist of numbers,
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words, or images, particularly as measurements or observations
of a set of variables.
Data analysis:
Data analysis assumes different aspects, and possibly different
names, in different fields. Research in common parlance refers to
a search for knowledge. Research can be defined as a scientific
and systematic search for pertinent information on a specific
topic. In fact research is an art of scientific investigation. The
purpose of research is to discover answers to question through
application of
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scientific procedures. The main aim of research is to find out the
truth which is hidden and which has not been discovered as yet.
Research is an art of scientific investigation. Research is purposeful investigation.
It makes decision-making structured. There are three constituents of any
investigation. The problem, which is implicit, the answer proposed which is
exploit and the collection, analysis and interpretation of information leading from
the problem to the answer.
• MEANING OF MRKETING RESEARCH:-
Luck, Wales, tailor:- “Marketing Research is the application of scientific
method to the solution of marketing problems”.
American Marketing Association:- “Marketing research is the systematic
recording and analysis of data about problems relating to marketing”.
• MENING OF RESEARCH METHODOLOGY:-
Research methodology is a way to systematically solve the research
problem. It may be understood as a science of Studying how research is
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done scientifically. It is necessary for the researcher to know not only the
research
\\\]methods but also the methodology. The methodologies used are the
guide stone for the research to collect information.
PROCESS OF MARKETING RESEARCH
There are following stages, which are undertaken in the market research
process.
(1) PROCESS OF MARKETING RESEARCH:-
[a] A Research Design:- Research design of the project implements the
type of research. The research design used for the project was descriptive
in nature.
[b] Planning and collection of information:- Here the researcher has to
plan for respondents from the information may be collected.
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[c] Analysis, interpreting the date & Report writing:- Here the researcher
makes the use of various statistical techniques to analysis and interpret
the data and the Prepare the report.
[d] Define Research objectives:- To identify the purpose of research,
immediate and ultimate.
[e] Presentation of Report:- The report is submitted to the concerned
authority.
(2)SAMPLING PLAN:-
[a] Area:- The area for this study was whole Jalgaon city and places were
Taluka and big market villages.
• Jalgoan
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• Bhusawal
• Nashirabad
• Savda
• Muktainagar
(3)SOURCES OF DATA:-
Primary data
Secondary data
Both primary and secondary data was used for the study. Primary data of filled
questionnaire collected from respondents and the peoples from the society.
Secondary data was collected from newspapers, magazines and
annual reports of the company.
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Method of Collecting Data:-
For conducting any research program there require sufficient knowledge
and complete information about the subject research. There are various methods of
collecting data of information is following:
[1] Primary Data
[2] Secondary Data
1) Primary Survey
Main order survey
Telephone survey
Personal Interview
2) Secondary Data
It in this method we get secondary data means those data are published
are collect by other agencies that ready-made data are clled secondary data.
Methods used for collection data for this research.
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• The aim of the method was:
To observe behavior of respondent.
To ascertain the truth mess of information provided by dealer and
consumer.
To observe the role-played by sale man in selling. To observe stock
and availability of product and their disclosure in the shop. This
method is supportive and it result in better interpretation of the
information provided by the respondent.
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Meaning and Definitions of Consumer Behavior
‘Behavior’ is an indicator of specific, behavior and methods. Accordingly
consumer behavior means consumer’s attitude/expression while buying the goods.
In other words consumer behavior is the result of such purchase, which a buyer
makes for the satisfaction of his needs from where, when, what, whom and how
1. Walter and Paul – ‘consumer behavior is the process whereby
individuals decide whether what, when, where, how and from whom to purchase
goods on services.
2. Kurtz and Boone – ‘Consumer behavior consists of the acts of
individuals obtaining and using goods and service, including the decision processes
that proceed and determine these acts.’
3. According to Webster – ‘Buyer behavior is all psychological, social
and physical behavior of potential customers as they become aware of evaluate
purchase consume and tell other people about products and services’Thus
consumer or buyer’s behavior is such a process in which efforts are made to
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explain how consumers make decisions to select special goods or brands in special
conditions of the market, in special ways.
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RELATED LITERATURE
Consumer Behavior:
Marketing occupies an important position in the organization of business unit.
Traditional view of the marketing asserts that the consumer will accept whatever
product, the seller will present to him. In this way, the main concern of the
producer is to produce without considering the choice of the behavior of the
customer. But this point of view of marketing has now changed. The modern
concept may be viewed from customer point of view.
Marketing is centered around on the customer producer does not producer
whatever he likes but whatever customers want.
What is consumer behavior?
Buying behavior involves a complicated series of stimulus and response reaction to
many factors or motives.
Consumer is the central point and al the marketing activities revolve around him.
Producer of manufacturer produces what the consumer wants. As the consumer
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behavior differs from person the person. Customer purchase an article as
consequence of certain mental and economics forces creating desires and wants
which they understand can be satisfied by the articles offered for purchase thus
producer should identify the motives which prompt them to purchase that he can
offer a complicated article satisfying these needs. Thus it is buying motive that
prompts the purchaser.
Behavior is a mirror in which everyone displays his own image. Customer
behavior can be defined, as the behavior that consumers display in searching for
purchasing, using, evaluating and decision items there are two kind of consumer.
1. Personnel consumers: Which buy goods and services for their own use of
for house hold use.
2. Organizational consumers: Who buy product in order to run their
organization, which may be operated for profit.
Why we study consumer behavior?
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The study of consumer behavior holds great interest for us as consumer, as
student, as researcher, as marketers and as consumers. We need insights into
our own consumption-related decision like what, why, how.
Consumer behavior makes us aware of the suitable influence that persuades us
to make the product or service choice we do. It is simply subset of the large
field of human behavior.
As marketer, it is very important for us to recognize why and how individuals
make their consumption decisions so that we can make better marketing stratify
decision without doubt. Marketers who understand consumer behavior for that
particular product have a great competitive advantage in the market place to
success or failure of its marketing strategy and modify plans, as they need.
Consumer Behavior Analysis:
Marketing research is undertaken specifically answer such question about
consumer motivation, perception which facilitate decision making. It is not
enough just to ask, “How do the consumers use the product?”
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Concept of Consumer Behaviour
Consumer behaviour is the study of when, why, how, and where people do or do
not buy a product. It blends elements from psychology, sociology, social
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 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.
Customer behaviour study is based on consumer buying behaviour, with the
customer playing the three distinct roles of user, payer and buyer. Research has
shown that consumer behavior is difficult to predict, even for experts in the field.
Relationship marketing is an influential asset for customer behaviour analysis as ithas a keen interest in the re-discovery of the true meaning of marketing through the
re-affirmation of the importance of the customer or buyer. A greater importance is
also placed on consumer retention, customer relationship management,
personalisation, customisation and one-to-one marketing. Social functions can be
categorized into social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrow’s
possibility theorem is used for a social function, social welfare function is
achieved. Some specifications of the social functions are decisiveness, neutrality,
anonymity, monotonicity, unanimity, homogeneity and weak and strong Paretooptimality. No social choice function meets these requirements in an ordinal scale
simultaneously. The most important characteristic of a social function is
identification of the interactive effect of alternatives and creating a logical relation
with the ranks. Marketing provides services in order to satisfy customers. With that
in mind, the productive system is considered from its beginning at the production
level, to the end of the cycle, the consumer (Kioumarsi et al., 2009).
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At this time the consumer compares the brands and products that are in their
evoked set. How can the marketing organization increase the likelihood that their
brand is part of the consumer's evoked (consideration) set? Consumers evaluate
alternatives in terms of the functional and psychological benefits that they offer.
The marketing organization needs to understand what benefits consumers are
seeking and therefore which attributes are most important in terms of making a
decision. It also needs to check other brands of the customer’s consideration set to
prepare the right plan for its own brand.
Once the consumer has recognised a problem, they search for information on
products and services that can solve that problem. Belch and Belch (2007) explain
that consumers undertake both an internal (memory) and an external search.
Sources of information include:
• Personal sources
• Commercial sources
• Public sources
• Personal experience
The relevant internal psychological process that is associated with information
search is perception. Perception is defined as "the process by which an individual
receives, selects, organises, and interprets information to create a meaningful picture of the world". Consumers' tendency to search for information on goods and
services makes it possible for researchers to forecast the purchasing plans of
consumers using brief descriptions of the products of interest.[4]
Once the alternatives have been evaluated, the consumer is
ready to make a purchase decision. Sometimes purchase
intention does not result in an actual purchase. The marketing
organization must facilitate the consumer to act on their purchase
intention. The organization can use a variety of techniques toachieve this. The provision of credit or payment terms may
encourage purchase, or a sales promotion such as the opportunity
to receive a premium or enter a competition may provide an
incentive to buy now. The relevant internal psychological process
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That is associated with purchase decision is integration. Once the integration is
achieved, the organization can influence the purchase decisions much more easily.
Internal influences
Consumer behaviour is influenced by: (lifestyle), motivation,personality,
demographics, psychographics, knowledge, attitudes, beliefs, and feelings.
External influences
Consumer behavior is influenced by:, royalty, family, ethnicity, social class,
culture, sub culture, locality past experience reference groups, lifestyle, market mix
factors. Psychological factors include an individuals motivation, perception,
attitude and belief, while personal factors include income level, personality, age,
occupation and lifestyle.
Consumer behaviour can be defined as the decision-making process and physical
Activity involved in acquiring, evaluating, using and disposing of goods and
services.
This definition clearly brings out that it is not just the buying of goods/services
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That receives attention in consumer behaviour but, the process starts much before
The goods have been acquired or bought. A process of buying starts in the minds
of
The consumer, which leads to the finding of alternatives between products that can
Be acquired with their relative advantages and disadvantages. This leads to internal
And external research . Then follows a process of decision-making for purchase
and using the goods, and then the post purchase behaviour which is also very
important because it gives a clue to the marketers whether his product has been a
success or Not.
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Data Analysis &
Interpretation
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1) DO YOU HAVE A TELEVISION SET?
(a) Yes { } (b) No { }
OPTION NO. RESPONDENT YES 11NO 4TOTAL 15
Interpretation
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The eleven people out of fifteen say that they have television set. But
remaining four people says that they do not have television set.This
tremendously
2) WHICH BRAND TV SET DO YOU HAVE?
(a) PHILIPS { } (b) ONIDA { } (c) SONY { } (d )
SAMSUNG { }
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OPTION NO. RESPONDENT
PHILIPS 3
ONIDA 5
SONY 5
SAMSUNG 2
TOTAL 15
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Interpretation
Five of all have onida same as Sony. Three of them have Philips and
remaining two of them have Samsung.
3) IF YOU DO NOT HAVE TV, WHICH BRAND’S TV YOU WOULD
PREFER TO PURCHASE?
(a) PHILIPS { } (b) ONIDA { } (c) SONY { } (d)
SAMSUNG { }
OPTION NO OF RESPONDENT
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PHILIPS 5ONIDA 4SONY 4SAMSUNG 2
Interpretation
Five people of all say they would like to buy Philips. Four of them say
they will buy Onida and same people says they will buy Sony and
remaining people says that they would like to buy Samsung.
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4) WHICH SIZE (inch) OF SCREEN WOULD YOU PREFER FOR YOU
TV SET?
(a) 14(INCH) { } (b) 20(INCH) { } (c) 21(INCH) { } (d)
29(INCH) { }
OPTION NO. OF RESPONDENT
14 (INCH) 1
20 (INCH) 2
21(INCH) 9
29(INCH) 3
Interpretation
Nine of all will buy 21 inch. three of them will buy 29 inch. Two people
will buy 20 inch and remaining people would like to buy 14 inch tv.
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5) WHAT IS YOUR OPINION ABOUT YOUR CURRENT TV?
(a) EXCELLENT { } (b) GOOD { } (c) OK { } (d) NOT
SATISFIED { }
OPTION NO OF RESPONDENTEXCELLENT 5
GOOD 6OK 3NOT SATISFIED 1
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Interpretation
Six out of all says that their TV is good. Five people say excellent about
their television. Three says that they are ok wiyh that TV. One of them is
not satisfied with their tv.
6) WOULD YOU LIKE TO BUY A TV WHEN COMPANY IS OFFERING
A PROMOTIONAL SCHEME?
(a) YES { } (b) NO { }
OPTION NO OF RESPONDENT
YES 11
NO 4
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Interpretation
Eleven out of total people says yes that they will buy TV but remaining
people says no that they will not buy tv.
7)IF YES WHICH OF THE FULL SCHEME WOULD YOU LIKE TO
PREFER?
(1) Installment facility { } (2) Exchange facility { }
(3) Free Gift { } (4) Reduced Price of TV { } (5) Lucky
Draw { }
OPTION NO OF RESPONDENT
Installment facility 6Exchange facility 4Free Gift 3Reduced Price of TV 1Lucky Draw 1
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Interpretation
Six of all will choose Installment facility and four of them will choose
Exchange facility. Three will see the free gift scheme. One of them will
choose Reduced Price of TV same as lucky draw.
8) WHICH FACTOR’S IS MORE IMPORTANT FOR YOU FOR THE
PURCHASE OVER ALL TV SET?
(a) PRICE { } (b) QUALITY { } (c) SOUND QUALITY { } (d)
PICTURE QUALITY { } (e) ADDDITIONAL
FEATURE { }
OPTION NO OF RESPONDENTPRICE 5QUALITY 4SOUND QUALITY 3PICTURE QUALITY 2ADDDITIONAL FEATURE 1
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Interpretation
Five people will buy TV set on price. Four of them will see the quality of
the product. Three of all says that they will see sound quality. Two will
see picture quality and one of them will see the additional features.
9) WHICH ATTRIBUTE OF TV YOU PREFER AMONG THE FULL?
(a) LOOK { } (b) LATEST TECHNOLOGY { } (c) INTERNETFACILITY { } (d) INTER ACTIVE VOICE FACILITY { } (e)
ADDED FREE PRODUCT & SERVICE { }
E.g. VCR, HEAD PHONE, CD etc.
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OPTION NO OF RESPONDENTLOOK 4LATEST TECHNOLOGY 3INTERNET FACILITY 4INTER ACTIVE VOICE FACILITY 3
ADDED FREE PRODUCTSERVICE
1
Interpretation
Four people say they buy tv preferring its looks same says they prefer
internet facility. Three say they see latest technology same will see
INTER ACTIVE VOICE FACILITY and remaining says they prefer ADDED FREE
PRODUCT SERVICE.
10) WHICH ADVERTISEMENT MEDIA HAD THE BIGGEST IMPACT
WHILE PURCHASING THE TV?
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(a)TV { } (b) MAGAZINE & NEWSPAPER { } (c) HORDING { }
(d)ELETRONIC SIGN BOARD { }
OPTION NO OF RESPONDENTTV 5MAGAZINE & NEWSPAPER 4HORDING 3ELETRONIC SIGN BOARD 3
Interpretation
TV had the biggest impact while MAGAZINE & NEWSPAPER had lower. Hording
and electronic signs have average impact on selling of TV.
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11 )WHAT COME TO YOUR MIND WHEN YOU THINK ABOUT ONIDA
COLOUR TELEVISION?
(a) QUALITY { } (b) ECONOMIC PRICE { } (c) ADDED
MULTIPLE FEATURE { }
(d)LATEST TECHOLOGY { } (e) GARANTEED AFTER SALE’S
SERVICE { }
OPTION NO OF RESPONDENTQUALITY 5ECONOMIC PRICE 3ADDED MULTIPLE FEATURE 4LATEST TECHOLOGY 2GARANTEED AFTER SALE’SSERVICE
2
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Interpretation
Five of all says quality comes to their minds. While four of says added
multiple features. Three says economic price. Two of them says latest
technology same says guaranteed after sales service.
12) HOW WOULD YOU RATE THE FOLLOWING BRAND OF TV
FROM 1 TO 5 WHERE
1=MOST PREFERED BRAND & 5=LEAST PREFERED BRND?
(a)ONIDA { } (b) SAMSUNG { } (c) LG { } (d) PHILIPS {} (e) SONY { }
OPTION NO OF RESPONDENTONIDA 5SAMSUNG 3LG 2PHILIPS 2SONY 3
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Interpretation
Five people ranked the onida and three people ranked Samsung and
same people ranked Sony. And two people like and remaining ranked
Philips.
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LIMITATIONS
1) Authorized person of the company are having very tight
schedule. So
They can’t give much time to us.
2) They could not give more insights into the study..
3) The questionnaires are asking too much facts and figures
that is not
Possible even to the authorities to give it out .
4) Many time they asked to drop question in questionnaires.
5) Directory obsolescent.
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Conclusions
andfindings
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CONCLUSION
There are numbers of factors. Which affects on the consumers
buying behavior and the project report has to deal with these factors.
There are number factors that determine the consumer decision of
purchasing television. People watch TV for entertainment, news and
current affairs and raise their educational knowledge.
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Nowadays people are more conscious about what they are consuming in
case of TV what facilities are offered and is it economical and
reasonable or not.
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FINDINGS
1. “factors affecting buying behavior”
This graph concluded by the survey regarding the factors
affecting on buying behavior. In which we conclude that the main
preference that of consumer s given to quality of the TV set i.e. 20%,
rather than the other factors. 20% consumer gives 1st preference for the
brand name.
2. “TV SIZE”
More than fifty percent of consumers buy 21 inches TV.
As this TV, have regular size suits to the normal structure of the house. The
screen of this TV satisfied the consumer for the picture. As it’s found more
in demand. The other TV sized is the requirement, which are according to
the budget and to the budget wants consumer.
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3. “advertising media”
Majorities of consumer buy set by attracting the tv
advertising because the TV advertise is only a way media in which the
consumer attract with sound ,models, the way of showing information
which create a buying intention and illiterate consumer can also know
about the TV set or any other product.
4. For consumer suggestion on after sales service we conclude that the
consumer area not much satisfied with services given by them as 46%
of consumer had given a good remark and suggest that the company
should also pay more attention to wands the service to be provided by
them by visiting home calling once in month.
5. “schemes”
People are very much interested in various schemes such as
exchange facility, installment facility, free gift, lucky draw, reduced
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prices of TV , finance scheme. The graph shows that 33% of customer is
interested in installment scheme.
Recommendation
Consumeris at center of market. Consumer satisfaction is the key word in today’s
market. Consumer need is the major factor influencing the company’s progess.
Ultimate profit and growth in highly competitive market.
Recommendation
1. Advertising is the communication link between the buyer and the seller. So
and if the need of consumer ar3e known it should be modified in such a way
that viewers will remember it.
2. Now a day people are very much aware about product.
-it’s quality
-it’s ingredients
-it’s facilities
-it’s prices
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And people have different preferences, as per television is concerned. So
the company can go product differentiation strategy that will satisfy
The needs of consumer as they are at the Centerport of the market.
3. To attract the consumer company can offer the discount or free gift along
with TV set like cordless phone, mixture,etc
4. Company should go for sales promotion schemes, publicity in local
newspaper about the TV set.
5. Create awareness about the product make if necessary for the consumer to
purchase the product.
6. Company can encourage the retailer and wholesaler to promote the product.
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Appendix
9.1Questionnaire
DO YOU HAVE A TELEVISION SET?
OPTION TICK YESNO
2) WHICH BRAND TV SET DO YOU HAVE?
OPTION TICK PHILIPS
ONIDA
SONY
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SAMSUNG
3) IF YOU DO NOT HAVE TV, WHICH BRAND’S TV YOU WOULD
PREFER TO PURCHASE?
OPTION TICK PHILIPSONIDASONY SAMSUNG
4) WHICH SIZE (inch) OF SCREEN WOULD YOU PREFER FOR YOU
TV SET?
OPTION TICK 14 (INCH)20 (INCH)21(INCH)29(INCH)
5) WHAT IS YOUR OPINION ABOUT YOUR CURRENT TV?
OPTION TICK EXCELLENTGOOD
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OK NOT SATISFIED
6) WOULD YOU LIKE TO BUY A TV WHEN COMPANY IS OFFERING
A PROMOTIONAL SCHEME?
OPTION TICK YESNO
7) IF YES WHICH OF THE FULL SCHEME WOULD YOU LKIE TOPREFER?
OPTION TICK
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Installment facilityExchange facilityFree GiftReduced Price of TVLucky Draw
8) WHICH FACTOR’S IS MORE IMPORTANT FOR YOU FOR THE
PURCHASE OVER ALL TV SET?
OPTION TICK PRICEQUALITY SOUND QUALITY
PICTURE QUALITY ADDDITIONALFEATURE
9) WHICH ATTRIBUTE OF TV YOU PREFER AMONG THE FULL?
OPTION TICK LOOK LATEST TECHNOLOGY IMTERNET FACILITY INTER ACTIVE VOICE FACILITY ADDED FREE PRODUCTSERVICE
10) WHICH ADVERTISEMENT MEDIA HAD THE BIGGEST IMPACT
WHILE PURCHASING THE TV?
OPTION TICK
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TVMAGAZINE & NEWSPAPERHORDINGELETRONIC SIGN BOARD
11) WHAT COME TO YOUR MIND WHEN YOU THINK ABOUT
ONIDA COLOUR TELEVISION?
OPTION TICK QUALITY ECONOMIC PRICE
ADDED MULTIPLE FEATURELATEST TECHOLOGY GARANTEED AFTER SALE’SSERVICE
12) HOW WOULD YOU RATE THE FOLLOWING BRAND OF TV
FROM 1 TO 5 WHERE 1=MOST PREFERED BRAND &5=LEAST PREFERED BRND?
OPTION TICK ONIDASAMSUNGLGPHILIPSSONY
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9.2 BIBILOGRAPHY
BOOK REFERENCE:
Philip Kotler, (1999) ‘Marketing Management’ Prentice
Hall of India Pvt. Ltd, New Delhi.
C. R Kothari (2001) ‘Research Methodology’ Vishwa
publication, New Delhi.
D. D. Sharma(2002) ‘Marketing Research’ Sultan Chand
Sons, New Delhi.
H. V. Varma (1993) ‘Marketing of Services’ Gobal
Business Press, New Delhi.
S.A SHELKAR : ‘marketing man
Himalaya publication house,
Mumbai.
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