idea MBA porject report prince dudhatra

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Consumer Behaviour

Research

Index



Introduction

Factors Affecting Consumer Behaviour

Buying Decision Process

Model of Buying Decision Process

An Introduction to Marketing Research

Statement of Problem

Objective Of Study

Research Methodology and Design

Research Instrument

Data Collection and Sources

Sample design

Field work

Limitations Of Research

Questioner

Ending Conclusion

Bibliography

Poem By President A.P.J. Abdul Kalam

Introduction



The aim of marketing is to meet and satisfy target

customer’s needs and wants. The field of consumer

behavior studies how individuals, groups, and

organizations select, buy, and dispose of goods, services,

ideas, or experience to satisfy their needs and desires.

Understanding consumer behavior and “knowing

customers” is never simple. Customers may say one thing

and do another thing. They may not be in touch with their

deeper motivations. They may respond to influences thatchange their minds at last minute. Small companies,

such as a corner grocery store, and huge corporations,

such as RELIENCE, TATA etc.., stand to profit from

understanding how and why their customers buy.

“Buyer Behavior is a systematic process in which

buying decisions are made.”

“Consumer behavior is the process whereby

individuals decide whether what, when, where, how and

from whom to purchase goods and services.”

Factors Affecting ConsumerBehavior





Size and income of

family

Expectation of Income

Credit Facility

Condition of Liquidity

1. Disposable income: -

The basis of purchase by the buyer depends on

disposable income of buyer. By disposable income means

the income left with the buyer after payment of tax from

his gross income. A part of disposable income is saved

and the rest is spent.

2. Size and income of the family: -

The size and income of the family determine the

amount of expenditure. The large the size and income of

a family, the greater will be its expenditure.

Consequently, the smaller the size and income of a

family, the smaller will be its consumption expenditure.

3. Expectation of income: -

If buyers expect their income to increase, they will

spend more out of their current income. They will induce

to purchase comforts of life such as furniture, scooter, TV,



etc. In short expectation of income decrease or increase

in future directly affects the current purchase.

4. Credit facility: -

If goods can be purchased on credit, consumption

expenditure tends to rise. The commercial banks also

offer loan to the consumers for the purchase of

refrigerator, tv, flats, etc. The consumer credit in the form

of installment payments has played an important role in

expanding the market.

5. Condition of Liquidity: -

The assets which can be easily converted into cash

are known as liquid assets. The greater the amount of

liquid assets a person has, the greater will be his

consumption expenditure. The examples are bank

deposits, shares, etc.

Psychological Factors

Basic Necessity

Learning

Occupation





4. Life style: -

The life style differs from individual to individual.

The lifestyle of a rich person is different from that of amiddle class person. Sometimes, individuals belonging to

some group have different lifestyle. E.g. the

advertisement of Raymond’s and demand can impress

the rich class persons only.

5. Attitude: -

An attitude describes a persons feeling or tendency

towards some products. E.g. some people were of the

opinion that gas cylinders were risky and hence their

attitude towards this product was negative. Thus attitude

creates likes or dislikes among consumers.

Social Factors

Reference group

Contribution of

Family

Social Groups

A. Upper Class

B. Middle Class







years they eat baby food, in their maturity years they eat

spicy food and in their later years they are on a special

diet. People taste in cloth also change according to their

age.Marketers should identify their target markets

according to their life cycle and develop appropriate

products and marketing plans.

2. Occupation: -

A person’s occupation effects his purchasing

decision. E.g. workers will buy work clothes, work shoes,

lunch box, etc. marketers should identify such

occupational groups and specialize in making products

required by a given occupational group.

3. Economic Circumstances: -

Person’s consumption pattern is influenced by his

economic circumstances. Person’s economic

circumstances consists of his spend able income, saving,

assets, borrowing power, etc.

4. Life Style: -

Every person’s life style would be different. Life

style of rich person will be different from that of middle

class people while preparing marketing strategy the



producers will search for relationships between their

products and life style group.





different prices of those brands, what are the opinions

about that commodity.

3. Evaluation of alternative: -

On the basis of the information a buyer has, he will

choose a particular brand. But before he makes choice,

he has to evaluate different brands. The choice set

includes 3 or 4 brands. The buyer has to choose any one

of these brands. He will have to find out through a

comparative evolution which brands will give him

maximum satisfaction.

4. Purchase decision: -

In the third stage of buying decision process, the

buyer decides to buy a particular brand belonging to

the choice set on the basis of evaluation process. This

is the intention of the buyers.

5. Post purchase behavior: -

The job or the producer or dealers does not end once

his product is sold to the buyer. He must know whether

the buyer feels satisfied with the product. How does he

react after purchasing the product?



ProblemRecognition

InformationSearch

EvaluationOf alternatives

PurchaseDecision

Post purchaseBehavior

Model of

Buying Decision Process



Introduction to Market Research

According to American Marketing Association

“Marketing research is the systematic gathering,

recording and analyzing of data about problems relating

to the marketing of goods and services.”

Management in any organization needs

information in large quantity about potential markets and

environmental forces in order to develop successful

strategic marketing plans, and to respond to such

changes in the market place. A mass of data is available

both from external sources and within the firm. This forms

a solid platform for a research to take place.

Marketing Research includes all the activities

that enable an organization, to obtain the information it

needs to make decisions about its environment, its

marketing mix and its present or potential customers and

consumers. More specifically, Market Research is the

development, interpretation and communication of

decision oriented information to be used in the strategicmarketing process.

Marketing Research is the systematic design,

collection, interpretation and reporting of information for



help marketers solve specific marketing problem or to

take advantage of marketing opportunities. It is a process

of gathering information not currently available to

decision makers. Marketing Research is conducted on aspecial-project basis, with the research methods, adopted

to the problems being studies and to changes in the

environment. The Market Research society defines

Marketing Research as “the collection and analysis of

data from a sample of individuals or organizations

relating to their characteristics, behavior, attitudes

opinions or possessions. It includes all forms of marketing

and social research such as consumer and industrials

surveys psychological investigations, observational and

panel studies.”



Statement of Problems

In idea we had undertaken research on two topics

given by the company, there are outlet promotion mix

and consumer behaviour research on the people aged

between 15 – 30 years.

The survey of outlet development was carried out by

the team of 3 members consisting 3 people from various

places.

This help company to development outlets which

would increase their market share. And others survey of

consumers’ behaviour is undertake by me. It would help

to know about thoughts, advice, problems, market share,

etc



Objectives of Study

To know the behaviour of young generation

To know the demand pattern of teen age

To know market share

Consumer Satisfaction

Problems of consumer

Consumer Awareness

Brand Equity

Outlet Preferences



Research Methodology

and

Research Design

This is basically an exploratory research and would

be studied by following steps.

The primary data will contain the survey through

questionnaire.

Secondary data is the data collected earlier for a

purpose other than currently pursued. In this study no

secondary data is used.









Primary data was collected through survey. In the

case of survey any one of the following methods can

collect data:

By observation

Personal Interview

Telephone Interview

By mailing of questionnaire

In this study, survey was done through personal

interview.

The investigator follows a rigid procedure and seeks

answer to set off preconceived questions in personal

interview. The method of collecting data is usually carried

out in a structural way, for this study printed format of

questions included in the questionnaire with a view of gathering accurate information.



Limitation of Research

Reliability of Respondent

Many of the respondents do not give 100 % true

information which may be due to ignorance of the

information being personal. They have to be prompted or

coaxed so as to get much of the true information as

possible. This is one of the barriers of the study.

Time bound

This study is time bound and the results of the study

may not be applicable with the passage of time.

I





4] Gender :

Male Female

5] Age :

15-17 18-20 21-25 25 -30

6] Occupation :

Business Professional Service

Student Other

7] What is your monthly income?

Less than Rs. 5000 Rs. 5000 to 10000

Rs. 10000 to 15000 Rs. 15000 & Above

8] Are you a prepaid user or post-paid user ?

Prepaid Postpaid

9] Which of the following service providers you prefer themost?

Idea Hutch Airtel

Tata BSNL Other



10] If you are a prepaid user please answer the following?

How many recharge coupon you purchase per month?

Which scheme you use presently?

Use Rs 3000 out of 3300 Use agivan at Rs 999

Use Rs 1850 out of 2008 Use Rs 1822 out of 2007

Do you use Value Added Services? Please Specify.

GPRS Picture sms

Dialer Tones Ring Tones

Std,Isd Cricket sms

11] What is your ranking from below parameters?

Reasonability Schemes

Brand Advertising

Number Coverage

Cost

12] How many calls you make daily ?

Less Than 5 5 – 10

10 -15 15 above13] Are you satisfied with your current service provider?



Yes No

If No, Please Specify,

14] If you get better services by other service providers,will

You switch over to other service provider?

Yes No

15] What is the purpose behind having mobile?

Emergency Status SymbolRegular Use Any other

16] What is your opinion?

Mobile ban in campus Good Bad

17] Give your suggestions to improve the service quality



(1) Gender

0

10

20

30

4050

60

70

80

P

er c en t a g e

male female

Gender

Interpretation

The survey shows that gender is follow.1st male in survey is75 and in 75%2nd Female in survey is 25 in 25%

S

r.

Male &

female

No. of

Respondent s

Percent

age

1. Male 75 75%2. Female 25 25%

Total 100 100%



(2) AGE

Sr .

AgeGroup

No. of Respondents

Percentage

1. 15-17 10 10%2. 18-20 15 15%3. 21-25 45 45%4. 26-30 30 30%

Total 50 100%



0

10

20

30

40

50P

er c en t a g e

15-17 18-20 21-25 26-30

Age Group

Age

Interpretation

In survey of consumer research on Ideacellular Ltd is include age 1st 15-17 giving 10%.2nd

comes age group 18-20 giving 15%. 3rd of it 21-25as 45% and group of 25-30 as 30%.

(3)Occupation

Sr .

Occupation

No. of Respondents

Percentage

1. Business 20 20%2. Profession 5 5%3. Service 27 27%4. Student 40 40%5. Other 8 8%

Total 100 100%



05

10

15

2025

30

35

40

P

er c en t a g e

Business Professional Service Student Other

Occupation

Occupation

Interpretation

On research 20% people doing business,5%people are Profession,45% are working asservice,40% as a student,30% are do other type of work.

(4) prepaid user or post-paid user

Sr.

Prepaid or post-

paid user

No. of Respondent

s

Percent age

1. Prepaid 68 68%2. Post-paid 32 32%

Total 100 100%



0

10

2030

40

50

60

70

P er c en t a g e

Prepaid Pospaid

Users

Users

Interpretation

On survey most of people use prepaid card,because in this type of card recharge amount anytime so 68% people use this and 32% people usepost - paid card.

(5) Service Providers



Sr .

ServiceProviders

No. of Respondents

Percentage

1. Idea 24 24%2. Hutch 32 32%

3. Airtel 18 18%4. Tata 8 8%5. Bsnl 12 12%6. Other 6 6%

Total 100 100%

05

10

15

20

25

3035P er c en t a g e

Idea Hutch Airtel TATA BSNL Other

Service Provider

Service Provider

Interpretation

People use card of service providers in % as under .

Idea as 24%,Hutch as 32%,Airtel as 18%, Tata as 8%,Bsnal as

12% and other as 6%.

(6) Scheme



Sr .

Scheme No. of Responde

nts

Percentage

1. Use rs 300 out of 3300

22 22%

2. Use agivan asRs 999

35 35%

3. Use Rs 1850out of 2008

19 19%

4. Use Rs 1822out of 2007

24 24%

Total 100 100%



0

5

10

15

2025

30

35

P er c en t a g e

1st 2ed 3rd 4th

Scheme

Scheme

Interpretation

In consumer research most of people use newscheme as 1st scheme as 22%,2nd scheme as35%,3rd scheme use by consumer 19%,4th as in24%,

(7) Value Added Services

Sr .

Value Added Services

No. of Respondents

Percentage

1. GPRS 17 17%2. Picture sms 11 11%3. Dialer

Tones

35 35%

4. Ring Tones 9 9%5. Std, Isd 6 6%6. Cricket sms 22 22%

Total 100 100%



0

5

10

15

2025

30

35

P er c en t a g e

GPRS Picture

sms

Dialer

tones

Ring tones Std,Isd Cricket

sms



Interpretation

Value Added services means people use it in extrapay amount. As on research People use it Gprs as17%,Picture sms as 11%,Dialer tones as 35%,Ring

tones as 9%,Std&isd as 6%, cricket sms as 22%,(8) Ranking

Sr .

Ranking No. of Respondents

Percentage

1. Reasonability

38 38%

2. Schemes 13 13%3. Brand 9 9%4. Advertising 15 15%5. Number 4 4%6. Coverage 14 14%



0

5

10

15

20

25

30

3540

P er c en t a g e

Re as onability Sche me s Br and Adve rt is ing Num be r Cove rage Cos t

Ranking

Ranking

7. Cost 7 7%

Total 100 100%

InterpretationAs on parameters consumers on which basis

purchase mobile card as Reasonability as 38%,Scheme as

13%Brand as 9%,on Advertising as 15%,Number as

4%,Coverage 14%, Cost as 7%,

(9) Satisfaction with current service

provider

Sr.

Satisfacti on

No. of Respondent

s

Percent age

1. Yes 71 71%2. No 29 29%

Total 100 100%



01020

304050607080P

er c en t a g e

Yes No

Satisfaction

Satisfaction

Interpretation

Main goal behind research is satisfaction of consumer with their service providers. as onresearch most of people satisfied with theirservice providers as 71%, but some are nosatisfied as 29%.

(10) switch



0102030

405060708090

P er c en t a g e

Yes No

Better Services

Better Services

Interpretation

If consumer gets batter services by other providers, theywill switch more of them as YES as 83%.NO as 17%.

Sr.

switch No. of Respondent

s

Percent age

1. Yes 83 83%2. No 17 17%

Total 100 100%



(11) The purpose behind having mobile

Sr .

Scheme No. of Responde

nts

Percentage

1. Emergency 49 49%2. Regular use 8 8%

3. Status Symbol 28 28%4. Any Other 15 15%

Total 100 100%



0

10

20

30

40

50

P e

r c en t a g e

Emergency Status

Symbol

Reguler Use Any Other

Purpose

Purpose

InterpretationMany purpose behind having mobile some of out of itconsidered as under.Emergency as 49%,Status Symbol as 8%, Regular Use as28%,Any other as 15%,

(12) opinion

Sr.

Opinion No. of Respondent

s

Percent age

1. Good 68 68%2. Bad 32 32%

Total 100 100%



0

10

20

3040

50

6070

P er c en t a g e

Good Bad

Opinion

Opinion

Interpretation

Consumers opinion most of good as 68%, but some

opinion is also bad as in 32%.





In addition to our report we had an opportunity to go

with the company’s team in the market, fro the purpose

of retailer development. It was a very good experience. The team was co operative and helpful. We visited new

counters and explained the schemes of the company.

In my project also they were co operative and

guiding. Form the survey it can be seen that customers

are very satisfied with coverage, schemes, services etc

By this it is clear that company’s future seems to be

bright. Good wishes for future.



Bibliography

Following is the list of sources which I have referred

during my preparation of report.



Books

Marketing Management

By Philip Kotler

Market Research

By William Stanton

Websites

i. www.google.com

ii. www.ideacellular.comiii. www.yahoo.com

iv. www.mytutor.com

v. www.wikipedia.com

vi. www.agencyfaq.com

http://www.google.com/

http://www.ideacellular.com/

http://www.yahoo.com/

http://www.mytutor.com/

http://www.wikipedia.com/

http://www.agencyfaq.com/

http://www.google.com/

http://www.ideacellular.com/

http://www.yahoo.com/

http://www.mytutor.com/

http://www.wikipedia.com/

http://www.agencyfaq.com/



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