2nd sem mba FINAL NEW REPORT - Copy.doc

MYSORE UNIVERSITY "Na hee Gnanena Sarvashaamu" Mysore-

A Project Report on

CONSUMER BEHAVIOUR TOWARDS BRANDED PRODUCT Submitted by Shubanka Rashmitha K.C

Dimple

KarunakarUnder the guidance of

Mr. P.R. SubramanyaDepartment of ManagementDEPARTMENT OF MANAGEMENTHARANAHALLI RAMASWAMY INSTITUTE OF HIGER EDUCATION

(Affiliated to University of Mysore,

Approved by AICTE, New Delhi)

DEPARTMENT OF MANAGEMENT

Certificate This is to certify that Miss Shubanka

Miss Rashmitha K.C

Miss Dimple

Mr Karunakar of 2nd Semester has successfully completed the mini report Consumer Behaviour Towards Branded Product in Quantitative Methods by the MYSORE UNIVERSITY for the academic year 2013-2014.Signature with date

Signature of the HOD Contents1. INTODCTION 1.1 Problem Statement

1.2 Objectives

1.3 Methodology

1.3 a. Sample design

1.3 b. Sample technique

1.3 c. Sample size

1.3 d. Sample unit

1.3 e. Statistical tools

1.4 Scope of the study

1.5 Limitation

2. DATA ANALYSIS

3. ITERPRETATION 4. SUGGESTION

5. CONCLUSION

INTRODUCTION

As a consumer we are all unique and this uniqueness is reflected in the consumption pattern and process purchase. The study ofconsumer behaviour provides us with reasons why consumers differfrom one another in buying using branded products and services.

1.1 Problem statement

The present study titled consumer behavior towards branded product has the major objective to identify consumers attitude towards branded product in ordinary life. The research conducted at Hassan city, with using of Stratified sampling method, the study conducted at May 1st week of 2014

1.2 Objectives To identify the behaviour of consumers towards branded products

To know about customer acceptance of the product

To identify the factors affecting the consumers towards branded products 1.3 Methodology The present study conducted with using of primary data through structured questionnaires. The specific study purpose:

1.3 a. Sample Design:

Stratified method 1.3 b. Sample Technique 1.3 c. Sample size Sample size in this research is 20 customers. 1.3 d. Sample unit In this research sampling unit is Hassan city. 1.3 e. Statistical tool Average and percentage technique

1.4 Scope of the study1. Through conducting the survey on this case we came to know the behaviour of the consumer towards branded product.2. This report helps us in future projects.3. By conducting this survey we got an idea regarding the demand of various brand products. 1.5 Limitation 1. Due to short period it was the main limitation of this report.

2. As we conducted survey we cant predict this as a proper result because the sample size is only 203. We cant consider the answers obtained from the consumers are perfectly genuine because it is impossible to know whether the consumers answers true or not

2. DATA ANALYSIS AND INTERPRETATION

Data analysisTable no 1: The number of consumers brand consciouscategoryNumber of respondents% of respondents

Yes20100

No00

a)Interpretation All the consumers are brand conscious according to the study 100% consumers said that we are brand conscious.Table no 2: The consumers prefer the brand

CategoryNo. of respondents% of respondents

National brand1360

International brand740

b) Interpretation:60% consumers prefer national brand and remaining 40% prefer international brand

Table no3: The parameters affect the consumer buying decisionCategoryNo of respondents% of respondents

Quality1995

Price00

Easy availability15

National/state00

c) Interpretation: 95% consumers buy the brand because of quality

Table no 4: The consumers satisfied with the price


Yes1785

No315

d) Interpretation: 85% consumers are satisfied with the price and remaining 15% consumers are not satisfied.Table no 5: The brand name that justify the market value of the productCategoryNo. of respondents% of respondents

Yes1685

No415

e)Interpretation : 85% consumers accepted that there is a justification in the market value of the product.

Table no 6: The people buy branded products for show off their statusCategoryNo. of respondents%of respondents

Yes1890

No210

f) Interpretation: 90% of consumers accepted that they buy branded product to show off their status and 10% have not accepted.

Table no 7: The branded products more attractive than the other productsCategoryNo. of respondents% of respondents

Yes1790

No310

g)Interpretation: 90% consumers said that branded product are more attractive than the other product and only 10% have said that other products are more attractive.

Table no. 8: The price of the branded products justify with Their durability


Yes1790

No310

h) Interpretation: 90% consumers said that branded product justify with their durability and 10% consumers not accepted.

Table no. 9: The products that the consumers think are more suited for daily useCategoryNo. of respondents% of respondents

Branded products525

Common products1575

i) Interpretation: 75% consumers have said common products are suitable for daily use and 25% consumers are said branded product is suitable.

Table no. 10: The cost of the branded products justify

With the service that they provide


Yes1890

No210

j) Interpretation: 90% consumers have said they justify with the service provided by the branded product and 10% consumers are not satisfied by the service.

Table no. 11: The availability of branded product in Hassan / any rural areasCategoryNo. of respondents% of respondents

Yes210

No1890

k) Interpretation: 90% consumers have said there is no availability of branded product in Hassan/any rural areas and 10% consumers said it is available.

Table no. 12: The consumers most likely to buy branded products


Children00

Youth1785

Aged people00

Middle aged people315

l) Interpretation: 85% consumers have said youths are most likely to buy branded product and 15% consumers are said middle aged people are likely to buy branded products.

4. SUGGESTION

Customer like best quality product on any price , so company should add latest technology to their product Customers behavior always looks for some extra benefit with purchasing. They demand for affordable price for product and offers with purchasing

The Indian company should give more emphasis on advertising to create market awareness and to make a brand image in the minds of investors 5. CONCLUSION

The research has shown buying the behavior regarding branded product in recent time. Customer were price sensitive, but the changing market trend and customer view And preference shown that customer are now quality sensitive. They want quality product, good services, ease availability of product and better performance by the product.

Consumers behavior towards branded products

negativeneutralpositivetotal

1196585

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2nd sem mba FINAL NEW REPORT - Copy.doc