A STUDY ON CONSUMER BEHAVIOUR TOWARDS WASHING MACHINES AND REFRIGRATORS TO VOLTAS (No of pages: 83)

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TABLE OF CONTENT

 CHAPTER 1

INTRODUCTION 10

 

CHAPTER 2

INDUSTRY & COMPANY PROFILE 17

 

CHAPTER 3

BACKGROUND OF THE STUDY 36

 

CHAPTER 4

DATA ANLYSIS AND INTERPRETATION 66

 Findings

Recommendation

Questionnaires

References

 

INTRODUCTION:-

Consumer buying behaviour is the sum total of a consumer’s attitudes, preferences, intentions, and decisions regarding the consumer’s behaviour in the marketplace when purchasing a product or service. Buying Behaviour is the decision processes and acts of people involved in buying and using products.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for:

  • Buyer’s reactions to a firms marketing strategy has a great impact on the firm’s success.
  • The marketing concept stresses that a firm should create a Marketing Mix that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy.
  • Marketers can better predict how consumers will respond to marketing strategies.

OBJECTIVES:-

  1. To know the reach of the Voltas in different private organizations, institution, govt., homes etc and who is their competitor, who is the market leader etc.
  2. Describe the level of involvement and types of Consumer problemsolving processes.
  3. Recognize the stages of the consumer buying decision process.
  4. Explain how situational influences may affect the consumer buying decision process.
  5. Understand the psychological influences that may affect the consumer buying decision process.

PROBLEM STATEMENT:-

Knowing why and how people consume products helps marketers to improve their existing products, to know what type of products that are needed in the market and how to attract consumers to buy their products. The study of consumer behaviour focuses on how individuals make decision to spend their available resources (time, money and effort) on consumption related items. In the wake of liberalization, the voice of women has become stronger in the affairs of the family particularly in purchase decision. A whole range of consumer durables started flooding the markets. Television, Washing Machines, Refrigerator, Air – Conditioner and other durable products, which were the preserve of upper class during the seventies, have suddenly started thronging the middle-income group households. The focus of everyone’s attention has shifted to owning these gadgets and the very social status of the family has come to be assessed by the possession of these assets. The understanding of how the consumer forms a purchasing decision and the product attributes, will help the marketers to predict what the consumer may choose and if there exists homogeneous groups, marketers can also segment the market, either on the basis of the psychological characteristics or product attributes in order to better reach the target market. It is also important on the part of the sellers to retain their customers for a very long period as the competition level has been soaring. Therefore, the supply of quality products, popular brand, reasonable cost and supply in time are considered as very important for regular customers. So, it is necessary to study whether pre – purchase decision helps the consumer to choose a better product and whether he is satisfied with the product. Hence, the researcher endeavours to study the consumer behaviour with respect to consumer household durable products.

LITERATURE REVIEW:-

Venkateswara and Reddy studied about the marketing of television sets among 300 households of Prakasam district of Andhra Pradesh. It was found that, in most of the cases head of a household and his wife acted as a decision maker. Influence of wealth, income, education and savings were found negative. But influence of advertisement was found higher (97%) in the study.

Ruche and Harman made a comparative study on urban and rural consumer behaviour. Their study revealed significant difference in considering brand image, guarantee, warranty, credit availability, foreign collaboration, latest technology and after sales service and insignificant difference between the two populations in considering durability and price while making purchase decision. The first three most important factors in the rural market were price, credit availability and durability, where as in the urban market the first three factors were price, latest technology and durability.

Sarwade opined that to sell durables products in market, the company image and price were more important than the name of the product. His study revealed that consumers in urban areas preferred costly and quality products but those in rural area preferred low cost durables.

 

METHODOLOGY:-

SOURCE OF RESEARCH DATA:

There are mainly two sources through which the data required for the research will be collected.

PRIMARY DATA:

The primary data will be gathered through personal interaction with various functional heads and other technical personnel. Questionnaire will be used for survey during the internship.

SECONDARY DATA:

Secondary source is that information that is obtained from those sources other than direct sources and the information will be collected through the following ways.

         Company’s Website.

         Magazines and Journals.

         Text books published on Human Resource Management.

         Websites and Search engines.

         Other records.

SAMPLING DESIGN

A Sample design is a definite plan for obtaining a sample from a given population. It is the procedure used by the researcher in selecting items for the sample.

POPULATION

Population is a set of finite or infinite collection of individuals. Population of this study will be the consumers. Population size for the study will be 400.

SAMPLE SELECTION:

A sample is known as the sub-unit of population which shares the similar features. The number of units in the sample is known as the sample size.

 

SAMPLE SIZE

Sample of present study will consist of 100 respondents of various departments of  the organisation.

Sample       :  Customers of Voltas

Sampling techniques:-

Random sampling will be used in the study.

Target respondents:-

Consumers of the company

Data analysis techniques:-

Data will be analysed using various methodologies and graphical representation like pie charts, bar charts etc.

 STATISTICAL TOOLS:-

  Percentage analysis

  Pie diagrams

RESEARCH PROCEDURE

Responses will be gathered from participants on all the items of the questionnaire. Participants consisted of customers of the organisation. All responses will be used for data and statistical analysis.

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