Consumer Buying Behaviour
Introduction: Consumer buying behavior is the study of human responses to products or services and the marketing of products/services. The study of consumer behavior focuses on how individuals make their decisions to spend their available resources (time, money, money, effort effort)) on consum consumpti ption on relate related d itemsor itemsor consum consumpti ption on related aspects (What they buy? When they buy? How they buy?) buy?).I .Itt also also st study udy of in indi divi vidu dual als, s, or orga organi nisa sati tion ons s and and the the processes consumers use to search, select, use and dispose of products, services, experience, or ideas to satisfy needs and its impact on the consumer and society. Buyer behaviour is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years analysing customer activity have presented us with useful “guidelines” in how someone decides whether or not to make a purchase. The evaluation of marketing concept from mere mere sell sellin ing g conc concep eptt to cons consum umer eror orie ient nted edma mark rket etin ing g has has resulted in buyer behaviour becoming an inde in depe pend nden entd tdis isci cipl pliine. ne. The gro growth wth of cons consum umer eris ism m and consumer legislation emphasizes theimportance that is given to the the cons consum umer er.S .Som ome e cons consum umer ers s are char charact acter eriz ized ed as bein being g more invo nvolved in products ands dsh hoppi pping than others. A cons consum umer er who who is hi high ghly ly in invo volv lved ed with with a prod produc uctt woul wouldb dbe e interested in knowing a lot about it before purchasing. Hence he readsbrochures thoroughly, compares brands and models avai availa labl ble e at di diff ffer eren entt outle outlets ts,, asks asks quest questio ions ns,, and and look looks s for for recom recomme menda ndati tion ons. s. Thus Thus consu consume merr buyi buying ng behav behavio iour ur can can be defi define ned d as heig height hten ened ed st stat ate e of awar awaren enes ess s that hat moti motiva vate tes s consu consume mer’ r’s s to seek seek out, out, atte attend nd to, to, and thin think k about about prod product uct information prior to purchase.
Company profile: The City of Chennai is the Citadel of South. This City is known for promotion of culture, tradition and industry. The House of Khivraj is well known in the Automobilein this Metro.The flag ship company of the Group is “KHIVRAJ MOTORS LTD “. This Compan pany was was dealing in the vehi hicl cles es manufa ufactured by Hindu Hi ndust stan an Moto Motors rs Lt Ltd d for for 35 year years. s. This This compa company ny was also also dealing in two and Three Wheelers of Bajaj Auto Ltd for four decades. Now, the company has taken Dealership for Maruti Vehicles. The Company is proud to have an independent Body shop with modern gadgets. The Company has diverted the Dealership for Bajaj Auto Ltd.’s prod produc ucts ts to its its siste isterr conc concer erns ns to have have clea clearr focus ocus in its its opera operati tions ons.. Thes These e conce concern rns s have have mode modern rn sh show ow room rooms s and and operate speciality ideal workshops for two and Three Wheelers. The The auto automo mobi bile le turn turnov over er of the the grou group p has has cros crosse sed d bi bill llio ion n rupees. The management of the Company vests with Shri AJIT KUMA KUMAR R CHOR CHORDI DIA A who who is a youn young g dyna dynami mic c tech techno nocr crat at and and administrator with admirable skills in different spheres and Shri BHARAT KUMAR CHORDIA a young administrator who is known for his acumen in several fields and managerial capacity. They are guided by the Company Chairman Shri NAVARATANMULL CHORDIA who is groomed by the Founder of the Company Late Shri KHIVRAJ CHORDIA.
Statement of the Problem Problem:: •
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Consumers are booking for a bike and at last they are not purchasing the bike. Availability of goods & services at proper time. Comparing of dealership in terms of price and discount .
Need for the Study: •
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To understand the buying roles of the consumer To analyse the consumer’s decision making process. To To know now grow growiing mark arket segm segmen ents ts of com company pany for for consumers To know what features or product design acceptable by consumer
Objectives of Study: •
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To To under underst stan and d the the majo majorr fact factor ors s in infl fluen uenci cing ng consu consume merr behaviour. To To Know Know and and reco recogni gnize ze the the types types of buyin buying g behav behavio iour ur decision behaviour. To understand how consumers make purchasing decisions and respond to purchasing. To understand how marketers analyse consumer decisionmaking.
Scope of the Study Study:: •
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To distinguish different consumer groups and to develop products that satisfies the needs. To understand how consumers make purchasing choices among products/services. To know how consumers will respond to different product features, prices, advertisement appeals.
Research Methodology: Rese esearch methodology is the systematic proce ocess of collecting and analyzing information (data) in order to increase our our under underst stan andi ding ng of the the pheno phenome menon non about about whic which h we are are
concerned or interested. In other words research methodology is an ende endeav avou ourr to di disc scov over er answ answer ers s to intel ntelle lect ctua uall and and practical problems through the application of scientific method.
Research Design: Surv Survey ey rese resear arch ch is the the sy syst stem emat atic ic gathe gatheri ring ng of in info form rmat atio ion n from from resp respon onden dents ts for for the the purpo purpose se of unde underst rstan andi ding ng and/ and/or or predicting some aspects of the behaviour ofthe population of interest. It is the most common method of collecting primarydata for marketing decisions. Survey can provide data on attitu attitudes des,, feelin feelings, gs, beliefs beliefs,, past past and intende intended d behavi behaviour our,, know knowle ledge dge,, owne ownersh rship ip,, pers persona onall chara charact cter eris isti tics cs and and other other descriptive items. Survey research is concerned withadministration of questionnaires (interviewing). The survey rese resear arch ch must must beco beconc ncer erne ned d with with samp sampli ling ng,, ques questi tion onna nair ire e design, questionnaire administrationand data analysis. Sampling:
Sam Sampl pliing is the the proc proces ess s of sele select ctin ing g unit units s (e.g. e.g.,, peop people le,, organizations) from a population of interest so that by studying the sample we may fairly generalize our results back to the population from which they were chosen
Sample size: The sample size of a statistical sample is the number of observations that constitute it. It is typically denoted n, a positive integer. integer. Total 200 samples taken for analysis and interpretation.
Data collection methods: For making analysis and interpreting the data; there are two methods have been used for collecting the data i.e. primary method and secondary method.
Tool for data collection: Questionnaire (Sequence and layout) •
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Prim Primar ary y Data Data : Ques Questi tion onna nair ire e Meth Method od and and in inte terv rvie iewi wing ng method. Secondary Data : Marketing Management book and weekly journals.
Chapter Scheme: Chapter 1. Introduction Chapter 2. Company Profile Chapter 3. Research Methodology Chapter 4. Analysis and Interpretation Chapter 5. Findings recommendations and Conclusion
