TO STUDY OF CONSUMER BUYING BEHAVIOUR TOWARDS DIFFERENT TYRE BRANDS WITH SPECIAL REFERENCE TO APOLLO TYRES (No of pages: *100*)
|CHAPTER NO:||TITLES||PAGE NO:|
|CHAPTER II||RESEARCH METHODOLOGY||22|
|CHAPTER III||INDUSTRY & COMPANY PROFILE||28|
|CHAPTER IV||LITERATURE REVIEW||44|
|CHAPTER V||DATA ANALYSIS AND INTERPRETATION||56|
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 firms success.
- The marketing concept stresses that a firm should create a Marketing Mix (MM) 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 OF STUDY:-
To analysis the consumer buying behaviour towards different tyre brands
- To analysis the consumer preference towards different tyre brands
- To analysis the overall performance of the tyre brand
- To analysis the factors that considered by the consumer while purchasing
- To analysis customer satisfaction
- To analysis consumer trust on brands
An understanding of purchase behaviour of consumers towards tyre is essential as it reflects the influence of brands, price, quality, quantity, mode of purchase, etc. The success of the market or the failure depends on the purchase behaviour of consumers. Consumer is nerve centre of the modern marketing, understanding his behaviour is quite essential for efficient and effective marketing management. Customers may state their needs, wants but act otherwise. They may not be in touch with their deeper motivations. India’s consumer market is riding the crest of the country’s economic boom. Driven by a young population with access to disposable incomes and easy finance options, the consumer market has been throwing up staggering figures. Marketing problems confronted from the consumers‟ behaviour has a greater degree of similarity with behavioural problems. The use of durable goods is becoming increasingly popular in recent years in India. The introduction of different types of durables has also brought out many significant changes in the tastes and preferences of ultimate consumers in recent years. Hence, the present study has been chosen to identify the various factors influencing the consumer behaviour on the purchase of tyres.
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. It was also observed that, the higher income groups customers from city and rural areas keep changing their attitude towards the purchasing pattern of consumer durable goods. They purchased moderate and technological brands products from the market. The study also revealed that the young generation customers always spent more money on luxurious durable goods and services, and the female customers were more keenly interested in the purchase of consumer durable goods in the market. It was concluded that the price was the main sales appeal for consumer durable goods for middle income group and they bargained over the purchases but sometimes higher income group customers did not worry about the price of the consumer durable goods.
Business research is of recent origin and is largely supported by business organizations that hope to achieve competitive advantages. Research methodology lays down the various steps that are generally adopted by a researcher in studying the problem.
Research methodology is a way to systematically solve the research problems. It may be understood as a science of studying how research is done scientifically. It includes the overall research design, the sampling procedure, data collection method and analysis procedure.
A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure.
There are three types of research designs. They are,
- Exploratory research design.
- Conclusive research design.
- Descriptive research design.
- Causal research design.
- Performance monitoring research.
I will use descriptive research design. It includes surveys and fact-finding enquiries of different kinds. The main characteristic of this method is that I have no control over the variables; I can report only what will happen.
There are two types of data to be collected. They are,
- Primary Data
- Secondary Data
Primary data is the first hand information, which the researcher gets from the population. The tool for collecting primary data is “Questionnaire”. These data will be collected directly from the consumers
Secondary data will be collected from the journals, Internet etc.
This researcher has used the following statistical tools:
- Percentage Analysis
- Simple Average Method
- Chi-Square Test
- Pie chart
- Bar Chart
In this research the convenient sampling technique will be used as the name implies samples are selected which are convenient.
Selection of sample size
In this research we will take 120 samples.
Employee of the company