Branded or

7/31/2019 Branded or

1/14

PROJECT REPORT

ON

STUDY THE CONSUMER BEHAVIOUR

REGARDING BRANDED REFRIGERATORS

(IN CASE OF LUHIANA CITY)


2/14

ACKNOWLEDGEMENT

I would like to place on record my sincere and whole hearted senseof gratitude and indebtness to my learned guide, Mr. navpreetsingh, Lecturer, Department of Business Management, PCTECollege, Ludhiana for his ever willing, competent and generous

help, continuous interest, valuable guidance and constantencouragement throughout the period of my study. .

Words are inadequate to acknowledge my esteemed friends fortheir ever encouraging support, selfless love and care. They arevaluable asset to me who have come to my help countless times. Iextend my sincere gratitude to them.

Last, but not the least, I thank God who always showers hisblessings upon all of us.

I hope that this study will prove to be beneficial in my near future.


3/14

INTRODUCTION

Indian Electronics Industry

In recent years the electronic industry is growing at a brisk pace. It is currentlyworth $10 Billion but according to estimates, has the potential to reach $ 40 billionby 2010. The largest segment is the consumer electronics segment. While is largestexport segment is of components

(a) Overview The Electronics Industry in India took off around 1965 with an orientation towards

space and defense technologies. This was rigidly controlled and initiated by thegovernment. This was followed by developments in consumer electronics mainlywith transistor radios, Black & White TV, Calculators and other audio products.Color Televisions soon followed. In 1982-a significant year in the history oftelevision in India - the government allowed thousands of color TV sets to be

imported into the country to coincide with the broadcast of Asian Games in NewDelhi. 1985 saw the advent of Computers and Telephone exchanges, which weresucceeded by Digital Exchanges in 1988. The period between 1984 and 1990 wasthe golden period for electronics during which the industry witnessed continuousand rapid growth.

.


4/14

CONTD

From 1991 onwards, there was first an economic crises triggered by the Gulf Warwhich was followed by political and economic uncertainties within the country.Pressure on the electronics industry remained though growth and developmentshave continued with digitalization in all sectors, and more recently the trendtowards convergence of technologies.

After the software boom in mid 1990s India's focus shifted to software. While the

hardware sector was treated with indifference by successive governments.Moreover the steep fall in custom tariffs made the hardware sector suddenlyvulnerable to international competition. In 1997 the ITA agreement was signed atthe WTO where India committed itself to total elimination of all customs duties onIT hardware by 2005. In the subsequent years, a number of companies turned sickand had to be closed down. At the same time companies like Moser Baer, SamtelColour, Celetronix etc. have made a mark globally

(b) Current Scenario In recent years the electronic industry is growing at a brisk pace. It is currently

worth $10 Billion but according to estimates, has the potential to reach $ 40 billionby 2010. The largest segment is the consumer electronics segment. While is largestexport segment is of components


5/14

SIZE OF THE INDUSTRY


6/14

Indian Electronics Industry Exports


7/14

Indian Electronics Industry: the Indian

Market The growing Indian market for electronic products is over US$25 bn and is growing

at about 30% per annum! At this rate it is projected to exceed US$ 70 bn by 2010and US$158 bn by 2015.

This growth has attracted global players to India and leaders like Solectron,Flextronics, Jabil, Nokia, Elcoteq and many more have made large investments toaccess the Indian market. In consumer electronics Korean companies such as LG

and Samsung have made commitments by establishing large manufacturingfacilities and now enjoy a significant share in the growing market for products suchas Televisions, CD/DVD Players, Audio equipment and other entertainmentproducts.

The growth in telecom products demand has been breathtaking and India is adding2 million mobile phone users every month! With telecom penetration of around10%, this growth is expected to continue at least over the next decade. Penetrationlevels in other high growth products are equally and growth in demand forComputer/ IT products, auto electronics, medical, industrial, as well as consumerelectronics is equally brisk. Combined with low penetration levels and the Indianeconomy growing at an impressive 7% per annum, the projection of a US$150 bn +market is quite realistic and offers an excellent opportunity to electronics playersworldwide.


8/14

OBJECTIVES OF THE STUDY

To study the factors which reflect the need of consumer

To study the satisfaction level of consumer

To study the effect of consumer income on the buying decision

To know the who is decision maker in the family who takes

the buying decision


9/14

REVIEW OF LITERATURE

Consumer behaviour is the study of how people buy, what they buy, when they buy

and why they buy. It is a subcategory of marketing that blends elements from

psychology, sociology, sociopsychology, anthropology and economics. It attempts to

understand the buyer decision making process, both individually and in groups. It

studies characteristics of individual consumers such as demographics,

psychographics, and behavioural variables in an attempt to understand people'swants. It also tries to assess influences on the consumer from groups such as family,

friends, reference groups, and society in general.

Bearned (marketing principles and perspective) Consumer a behavior refers to,

the mental and emotional process and physical activities of people who purchase and

use goods and services to satisfy particular needs and wants.

Engel, Blackwell, Miniar (Dryden press 1990) Consumer behaviors refer to the

actions and decision process of the people who purchase goods and services for the

personal consumption

Frank R.Kardes Consumer behavior is the study of human response to products,

services and the marketing of products and services.


10/14

Contd..

Peter and Olson (2002) In his study they define consumer behaviour is as consumerbehaviour the dynamic interaction of affect and cognition, behaviour and theenvironment by which human beings conduct and exchanges aspects of their lives. Inother words, consumer behaviour involves the thoughts and feelings, people experienceand the action they perform in consumption process. It also includes all the things inenvironment that influence these thoughts, feelings and actions. These includescomments from other consumers, advertisers, price information, packaging, productappearance and many others.

S.A.CHUNNAWALLA (2005) --- As in his study they define consumer behaviour is as,Consumer behaviour obviously refers to the behaviours of consumers in deciding tobuy or not to buy or use or not to use or dispose or not to dispose of the products whichsatisfy their needs. Consumer behaviour also refers to the use of scarce resources liketime, money and efforts on consumption items.

Satish K. Batra and S.H.H. Kazmi (consumer behaviour text and cases) --------they concluded in his study consumer behavior is rapidly growing discipline of study. Itmeans more than just how a person buys products and services. it is a complexmultidimensional process that reflects the totality of consumer decisions with respect toacquisition, consumption and disposal activities.


11/14

RESEARCH METHODOLOGY

Research Methodology deals with the method of study i.e. how the study will carried out and what

will the various techniques used. It is careful investigation or enquiry in a systematic manner in

order to find a solution to problem in research.

Scope of the study

The scope of the study is to get the knowledge about the buying behavior of consumers

towards the branded refrigerators in Ludhiana. The scope is restricted to study consumers

awareness regarding branded refrigerators and the factors influencing choice of consumers towards

branded refrigerators in Ludhiana. This is done to avoid perceptual bias and for providing objectivity

to the study.

Research Design

The research carried down is descriptive in nature because it describes the consumer buying

behavior regarding branded refrigerators.

Data Collection

Primary Data

Primary data is that data which is collected for the first time. It is original in nature in the shape

of raw material. For the purpose of collection of primary data, a well-structured questionnaire will be

given to the respondents. They will be personally interviewed to fulfill the objectives of the study.

The questionnaire will comprise of close ended as well as open-ended questions.


12/14

Contd..

Secondary Data

Secondary data is the data that is already collected by someone. They are secondary in nature and

are in shape of finished product. Secondary data will be collected so as to have accurate results. The

required data will be collected from various magazines, newspapers, journals and Internet to gather

relevant information.

Sampling Design

Sampling refers to selecting some of the elements in a population by which one can draw

conclusions about the entire population.

Sampling Technique

In my research I have used non-probability technique for drawing a sample from the

population. In non-probability technique I have preferred Convenience sampling method because

population of my research is huge and due to the time constraint I will be catering to 100 people

according to my convenience. The selection of the respondents will be done on the basis of

convenience based on the non-probability method of sampling. Convenience sampling will

basically be used due to money, time as well as distance constraints.

Data Analysis and Interpretation

For the purpose of analyzing, raw data will be summarized in a master table and from this table

the results will be carried out. The questions having alternative choices will be analyzed by taking

percentages. In the case of questions on Likerts point scale, the mean scores and percentages willbe calculated.


13/14

LIMITATIONS OF THE STUDY

Sincere efforts have been made to collect authentic and reliableinformation from respondents, however the report is subject tofollowing limitations:

1. The study will be limited to Ludhiana city only. Wider coveragewould have made the study more reliable and representative.

2. Sample has been drawn by convenience sampling, so possibility ofsampling error cannot be ruled out.

3. Responses of respondents may be biased based on their personal

preferences.4. Due to time and cost constraints, study could not be carried out on a

large scale


14/14

BIBLOGRAPHY

Books

C.R. kothari,Research methodology and techniques, second edition, delhi new ageinternational publishers 2004, pg. No. 10-75, 99-115

Holly Edmunds, handbook on market research, NTC publishings lllions USA, 2004 pg. No.33-65

Websites

http://www.appliancemagazine.com/news.php?article=1059314&zone=0&first=1

http://arch.rivm.nl/env/int/ipcc/pages_media/SROC-final/SROC04.pdf

http://www.blonnet.com/catalyst/2007/04/05/stories/2007040500030100.htm

http://www.domain-B.com/marketing/general/2004/20040702_cool_machines.html

http://dipp.nic.in/industry/cons_dur.html

http://www.icmr.icfai.org/casestudies/catalogue/Business%20Reports/BREP017.htm

http://www.itl.nist.gov/div898/handbook/ppc/section3/ppc33.html

http://www.itl.nist.gov/div898/handbook/ppc/section5/ppc522.html

http://www.statpac.com/surveys/sampling.html
http://www.appliancemagazine.com/news.php?article=1059314&zone=0&first=1http://arch.rivm.nl/env/int/ipcc/pages_media/SROC-final/SROC04.pdfhttp://www.blonnet.com/catalyst/2007/04/05/stories/2007040500030100.htmhttp://www.domain-b.com/marketing/general/2004/20040702_cool_machines.htmlhttp://dipp.nic.in/industry/cons_dur.htmlhttp://www.icmr.icfai.org/casestudies/catalogue/Business%20Reports/BREP017.htmhttp://www.itl.nist.gov/div898/handbook/ppc/section3/ppc33.htmlhttp://www.itl.nist.gov/div898/handbook/ppc/section5/ppc522.htmlhttp://www.statpac.com/surveys/sampling.htmlhttp://www.statpac.com/surveys/sampling.htmlhttp://www.statpac.com/surveys/sampling.htmlhttp://www.itl.nist.gov/div898/handbook/ppc/section5/ppc522.htmlhttp://www.itl.nist.gov/div898/handbook/ppc/section3/ppc33.htmlhttp://www.icmr.icfai.org/casestudies/catalogue/Business%20Reports/BREP017.htmhttp://dipp.nic.in/industry/cons_dur.htmlhttp://www.domain-b.com/marketing/general/2004/20040702_cool_machines.htmlhttp://www.domain-b.com/marketing/general/2004/20040702_cool_machines.htmlhttp://www.domain-b.com/marketing/general/2004/20040702_cool_machines.htmlhttp://www.blonnet.com/catalyst/2007/04/05/stories/2007040500030100.htmhttp://arch.rivm.nl/env/int/ipcc/pages_media/SROC-final/SROC04.pdfhttp://arch.rivm.nl/env/int/ipcc/pages_media/SROC-final/SROC04.pdfhttp://arch.rivm.nl/env/int/ipcc/pages_media/SROC-final/SROC04.pdfhttp://www.appliancemagazine.com/news.php?article=1059314&zone=0&first=1

Documents

Branded or