Report on Furnitre Buying Consumer Behavior

8/4/2019 Report on Furnitre Buying Consumer Behavior

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MGMs

Institute of Management Studies & Research

At Junction NH4, SionPanvel Expressway, Kamothe, Navi Mumbai410 209

PROJECT REPORT

ON

ROLE OF PRINT MEDIA ON CONSUMER BUYING BEHAVIOUR

WHILE PURCHASING FURNITURE

SUBMITTED TO

MGMS INSTITUTE OF MANAGEMENT STUDIES & RESEARCH,

NAVI MUMBAI

SUBMITTED BY

SHRIRAM SARDA 71

VINAY THAKKAR 72

ARCHANA YADAV 69

SANIL JADHAV 73

SAKIB SHAIKH 87

BATCH NO: M.M.S.2nd

(2010-2011)


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CHAPTERI

INTRODUCTION

INTRODUCTION OF THE STUDY

Consumer behaviour is the study of when, why, how, and where people do or do not buy

a product. It blends elements from psychology, sociology, socialanthropology 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 and behavioural

variables in an attempt to understand people's wants. It also tries to assess influences on

theconsumer from groups such as family, friends, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the customer playing

the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset

for customer behaviour analysis as it has a keen interest in the re-discovery of the true

meaning of marketing through the re-affirmation of the importance of the customer or buyer.

A greater importance is also placed on consumer retention, customer relationship

management, personalisation, customisation and one-to-one marketing. Social functions can

be categorized into social choice and welfare functions

PRINT MEDIA

In the mid 1990's print media was the mainadvertising mediaon the schedule for SME's

around the world - how things have changed.

Nowadays,media advertisingis driven by enhancements to technology and the need for

advertisers to reach their target audiences in the places where they are looking for

information.

It seems thatInternet Advertisingis the fastest growing format of the moment, but print

media advertising still has a very firm place in most ad schedules.

One of the main reasons it still works is the fact that people tend to be very much away from

work when they are reading information and looking at adverts in print. If we look

atmagazine advertisements, their main advantage is the fact that a very targeted audience is

seeing them. This is of huge benefit to the advertiser andmagazine advertisinggives them

the space to capture potential customers when they are at their most relaxed.

This is also true fornewspaper advertising, although there is probably a significantly higher

amount of wastage in terms of matching the ad content to the type of reader. Now you can

see why suppliers of mobile phones and car companies advertise in newspapers - most of the

target audience is relevant to the products or services shown in the advert.

Theadvertising costsassociated with magazines and newspapers do vary considerably, but

do make sure that you negotiate if you plan to book a series.
http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Relationship_marketinghttp://www.myadbase.com/http://www.myadbase.com/http://www.myadbase.com/http://www.myadbase.com/cgi-bin/guide.cgi?page=media_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=internet_advhttp://www.myadbase.com/cgi-bin/guide.cgi?page=internet_advhttp://www.myadbase.com/cgi-bin/guide.cgi?page=internet_advhttp://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_adshttp://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_adshttp://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_adshttp://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=newspaper_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=newspaper_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=newspaper_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=ad_costshttp://www.myadbase.com/cgi-bin/guide.cgi?page=ad_costshttp://www.myadbase.com/cgi-bin/guide.cgi?page=ad_costshttp://www.myadbase.com/cgi-bin/guide.cgi?page=ad_costshttp://www.myadbase.com/cgi-bin/guide.cgi?page=newspaper_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_advertisinghttp://www.myadbase.com/cgi-bin/guide.cgi?page=magazine_adshttp://www.myadbase.com/cgi-bin/guide.cgi?page=internet_advhttp://www.myadbase.com/cgi-bin/guide.cgi?page=media_advertisinghttp://www.myadbase.com/http://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Product_(business)


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Another area to consider for print is yellow pages and other directories. Some directories are

now very targeted and the advantage to this format is that people are actually looking for

adverts. The other thing to consider is cost and an annual price for an eighth page in a

directory can be very reasonable.

consisting of wholesalers and retailers.

OBJECTIVES OF THE STUDY

The objectives of the study are:

1. To study the role of advertising in print media while purchasing furniture.

2. To study the needs of the customers at the place of purchase.

3. To study the consumers opinion and ideas about the price, quality and services

rendered by the advertisements driven by print media

4. To suggest, improve in advertising role in print media.

METHODOLOGY

The primary methods of data collection that is questionnaire technique was used to collect the

data required. Respondents include both male and female. Convenience sampling method has

been adopted under the non-probability sampling technique and about 100 samples have been

collected for the study. The questionnaire consists of four parts namely, personal information,

purchasing pattern, details about products and customers services provided at the showroom.

The questionnaire was designed in such a way that the respondents were able to express theiropinions and ideas freely and frankly.

a. sample area of the stuyThe area covered under the study is in Kharghar, Navi Mumbai.

b. period of the studyThe study was conducted during the period 23-08-2011 to 10-09-2011.

c. statistical tool for analysisThe collected data has been analyzed using percentage analysis and diagrams

d. limitation of the study1. The area of study is restricted to Kharghar, Navi Mumbai.

2. For convenience purpose, the population taken for the study refers to the customers

purchasing by influencing print advertising

3. The data was collected for the period 23-08-2011 to 10-09-2011

4. In order to complete the study within the time frame, the number of respondents had

been restricted to 30


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CHAPTER II

BUYER BEHAVIOUR AND FURNITURE SHOWROOM

I) CONSUMER BEHAVIOUR

Consumer behaviour is defined as that behaviour exhibited by people in planning, purchasing

and using economic goods and services. Buyers behaviour is the process by which

individuals decide whether, what, when, where, how and from whom to purchase goods and

services. Instead of trying to market what is easier for us to make, we must find out much

more about what the consumer is willing to buy we must apply our creativeness more

intelligently to people, and their wants and needs rather than to product Charles G.

Martina emphasizing on the above statement, the target of all marketing activities should be

consumers. The firms have to device plans and implement them so as to achieve consumersatisfaction. This calls for an analysis of how consumer behaves in the market place. Buyer

behaviour may be viewed as an orderly process whereby the individual interacts with his

environment for the purpose of making market decisions on products and services.

Thus, the chief characteristics of buyer behaviour are:

1. It includes observable physical activities, such as walking through the market to

examine the products and in making a purchase, and mental activities such as

forming attitudes, perceiving advantages materials and learning to prefer a particular

brand. The consumers apply both the activities to acquire goods and services and

obtain satisfaction from them.

2. Consumer behaviour is a complex and dynamic concept, too constantly changing, and

therefore management need to adjust with the change, otherwise the market may be

lost.

3. The individuals specific behaviour in the market place is affected by interval factors

such as needs, motives, perception and attitudes as well as by external or

environmental influences such as the family, social groups, cultural, economic and

business influences.

To achieve a better understanding of the consumer behaviour, study of those disciplines,

which may provide some explanations as to why people behave as they do is required. The

internal and external forces and influences interact in highly complex ways, affecting theindividuals total pattern of behaviour as well as his buying behaviour.


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BUYING DECISION PROCESS

This model implies that consumer pass through all five stages in buying something. This is

not the case in respect of lowinvolvement purchases. Consumer might skip or reverse some

of these stages. Understanding consumer needs and buying process is essential to building

effective marketing strategies.

BUYING DECISION PROCESS

PROBLEM RECOGNITION

INFORMATION SEARCH

EVALUATION OF ALTERNATIVES

DECISION - MAKING

TO BUY NOT TO BUY

POST-PURCHASE BEHAVIOUR

PROBLEM RECOGNITION

The buying process starts with the buyer recognizing a problem or need. The buyer senses a

difference between his or her actual state and a desired state. The need can be aroused by

internal or external factors. In the former case, the persons normal needs hunger, thirst, sex

rises to threshold travel and becomes a drive. The person out of experience has learned to

cope up with the drive and its motivated towards a class of objects that he or she knows will

satisfy the drive.


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INFORMATION SEARCH

As the next step, a consumer will try to search for more information from various sources, to

have an idea about the competing brands and their features and to purchase accordingly.

The various sources which provide information are:

1. Personal sources - Family friends, Neighbours, etc.

2. Commercial sources - Advertisements, Salesmen, Dealers, Packages

3. Public sources - Mass Media

4. Experimental source - Examining, using and handling the product

EVALUATION OF ALTERNATIVES

A consumer uses information to arrive at a set of final brand choices. The question is, how

does the consumer choose among the alternative brands in the choice set? He evaluates thevarious alternatives available in the market on the basis of certain attributes. There is no

simple and single evaluation process used by all consumers or by one consumer in all buying

situations. The attributes of interest to buyer vary by product, their need, quality, style, etc.

PURCHASE DECISION

Having evaluated the purchase alternatives, he has to decide whether to buy or not to buy. If

he has decided to buy, then he has to take decisions regarding the brand, the quantity of

purchase, the place of purchase and the mode of payment to the made.

POST PURCHASE BEHAVIOUR

After purchasing the product, the consumer will experience some level of satisfaction or

dissatisfaction. This will influence his subsequent behaviour. If he is satisfied, he will show

more interest to buy the product the product or get information that might confirm its high

value. Hence, to satisfy a consumer, a market must try to convince him to choose a product,

the attributes for which a consumer gives importance must be analyzed.

The marketers job does not come to an end as soon as the product is being bought, butcontinues into the post purchase period. Further, proper understanding of the various

participants behaviour in the buying process and the major influences on their buying

behaviour, will help the marketers to design effective marketing programs for their target

markets.


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II) FACTORS THAT INFLUENCE BUYER BEHAVIOUR

Throughout the buying process, various factors may influence the buyer. A persons culture,

social class, reference groups and self image all have a bearing on the purchase decision. As

to the situational factors like the presentation of the product, the events in the buyers life and

the persons mood at the time of purchase also induce him to purchase a product of hischoice.

CULTURAL FACTORS

Culture is the most fundamental of a persons wants and behaviour. It refers to a set of

learned beliefs, attitudes, values, customs, habits, etc., and determines human wants and

behaviour. Separate marketing strategy can be developed for each culture and market can be

segmented for patterns of behaviour varying between different cultures.

SOCIAL FACTORS

Social factors include the following:

a. Reference groupsPeople are influenced by many groups. The various reference groups are:

Membership Groups

These are groups to which the person belongs and interacts. These groups have a direct

influence on its members behaviour.

Primary Groups

This includes groups of friends, family members, neighbours, co-staff, etc. The consumer has

a fairly continuous interaction with his friends, family, neighbours, etc.

Secondary Groups

This includes religions groups, professional groups, etc., with whom the consumer has only a

less continuous interaction.

Aspiration GroupsThese are the groups to which a person would like to become its members as well as

influenced by them.

a. FamilyFamily can influence a persons buying behaviour because most consumers belong to a

family. Marketers should study the role and the relative influence of the husband, wife and

children in the purchase of product or services.

b. Social ClassThe different classes namely, upper class, middle class and lower class also determine thebehaviour of a person to purchase his products. Low class customers buy usually on impulse


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and do not even care to read advertisement much. Middle class consumer purchase carefully

and read advertisements much to know and compare the prices of different procedures

engaged in the same line of activity. Upper class consumers want high class goods maintain

their status in the society.

PERSONAL FACTORS

A buyers behaviour is also influenced by personal factors such as age, occupation, income,

life style, etc.

a. Age

People buy different products at their different life stage, their taste, preferences, etc., also

change with change in life stage. For instance, taste in dress materials, recreation etc., are age

related.

b. Occupation

For certain occupation, the purchase of certain type of products is necessary. For example, asales representative will buy fancy dress, shoes, suitcase, etc., to win the attention of the

people. Similarly, a chief executive of a company will buy costly suits, undergo air travel,

etc.

c. Income

Income being the main source of purchasing power, the buying pattern of people differs with

different level of income.

d. Life StyleThe term life style refers to the persons pattern of living in the world. People belong to same

social class, occupation, may lead quite different life styles. Life style attempts to profile a

persons way of being and acting in the world.


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PSYCHOLOGICAL FACTORS

A persons buyer behaviour is also influenced by the following psychological factors.

a. Motivation

A motive as an inner urge that moves a person to some action. People buy goods as a result ofcertain mental as well as economical forces that create desires of buying such goods.

b. Perception

Perception is the process by which an individual selects, organizes and interprets

information inputs to create a meaningful picture of the world. Persons at the same

motivated stage may act in a quite different manner if they perceive the situation differently.

c. LearningLearning may be defined as all changes in an individuals behaviour arising from past

experience. Learning is the main aspect in the study of human behaviour. Buying decisions

are affected critically by the learning experience of buyers.

d. Attitudes

An attitude is a state of mind feeling. If may be described as a persons emotional feeling,

action, tendencies towards some idea or object. If a person has an attitude towards a product,

it is difficult to change his attitude because apersons attitude settles into a consistent pattern.

It induces him to behave in some way. People have attitudes towards each and everything and

to study the buyer behaviour it has to be taken into notice


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CHAPTER III

ANALYSIS AND INTERPRETATION OF DATA

INTRODUCTION

All the information collected from the sample respondents is analyzed and the results

presented at the end of this chapter. The data analysis are related to the customer need in a

furniture showroom, various factors influencing their purchase and their opinion regarding

the products price, quality and etc, and the after sales services rendered by the furniture

showrooms.

Table No. 3.1TABLE SHOWING THE AGE GROUP OF THE RESPONDENTS INFERENCE:

AGE NO. OF

RESPONDENTS

PERCENTAGE (%)

BELOW 20 6 19

21 TO 30 14 46

31 TO 40 07 23

ABOVE 40 03 12

TOTAL 30 100

INFERENCE:

The above table represents the age group of the respondents. More than one-third (46%) of

the respondents, belong to the age group of 2130 years, 23% of the respondents are belong

to the age group 31 - 40 years and a least of 12% belong to the age group of above 40 years.


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Table No. 3.2

TABLE SHOWING THE SEX OF THE RESPONDENTS

GENDER NO. OF RESPONDENTS PERCENTAGE (%)

MALE 13 42FEMALE 17 58

TOTAL 30 100

INFERENCE:

The table represents the sex of the respondents. It shows that, about 42% of the respondents

are male and 58% of them are female.


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Table No.3.3

TABLE SHOWING THE OCCUPATIONAL STATUS OF THE RESPONDENTS

OCCUPATION NO. OF RESPONDENTS PERCENTAGE (%)

STUDENT 5 23HOUSE WIFE 8 25

EMPLOYED 10 28

BUSINESS 7 24

TOTAL 30 100

INFERENCE:

Above table shows the occupational status of the respondents. It reveals that, more than one-

forth (27%) of the respondents are house wife, followed by 26% of the respondents are

employed and least no. of respondents are students.


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Table No. 3.4

TABLE SHOWING THE MONTHLY INCOME OF THE FAMILY OF THE

RESPONDENTS

MONTHLY INCOME NO. OF RESPONDENTS PERCENTAGE (%)

UP TO Rs.3000 1 4

Rs.3001 TO Rs.6000 7 24

RS.6001 TO Rs. 9000 11 33

Rs.9001 TO Rs.12000 12 39

TOTAL 30 100

INFERENCE:

The above table shows the monthly income of the respondents. It tells that 39% of the

respondents are having the monthly income of above Rs. 9,000. 32% of the respondents are

having monthly income of Rs. 6,001 Rs. 9,000. And the least (4%) number of the

respondents are having monthly income of the less than Rs. 3,000.


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Table No.3.5

TABLE SHOWING THE NUMBER OF MEMBERS IN THE FAMILY OF THE

RESPONDENTS

FAMILY SIZE NO. OF RESPONDENTS PERCENTAGE (%)

UP TO 2 4 10

3 TO 4 16 56

5 TO 6 9 30

ABOVE 6 1 4

TOTAL 30 100

INFERENCE:

The table represents the size of the family. It reveals that more than 56% of the respondents

are belongs to the family size of 34 members. And least 3% of the respondents are belongs

to the family size of above 6.


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Table No.3.6

TABLE SHOWS THE NORMALLY THE PRODUCTS PURCHASED BY THE

RESPONDENTS BY INFLUENCING THE PRINT ADVERTISING

NORMALLY PRODUCTS

PURCHASED FROM

NO. OF RESPONDENTS PERCENTAGE (%)

FURNITURESHOWROOMS

18 52

SHOPS / MARKETS 10 40

SALES

REPRESENTATIVES

2 8

EXHIBITION 0 0

TOTAL 30 100

INFERENCE:

Above table shows the sources of purchases of the respondents. It reveals that more than 50%

of the respondents are purchasing the furniture from influencing print media. And less than

50% of the respondents are purchasing products FROM OTHER INFLUENCES

PURCHASES

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr


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Table No. - 3.7

TABLE SHOWING THE MEDIA INSIST TO PURCHASE IN FURNITURE

SOURCE OF

INFORMATION


TELEVISION 9 26

NEWS PAPER 8 22PAMPHLETS 2 9

WORD OF MOUTH 11 43

TOTAL 30 100

INFERENCE:

The table represents the source of awareness about the furniture showrooms. It shows that

43% of the respondents are aware of the furniture showrooms through word of mouth

advertisement and a least percentage of 9% are aware of the showroom through pamphlets.


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Table No.3.8

TABLE SHOWING THE CUSTOMERS SATISFACTION IN ADVERTISING

CUSTOMER CARE NO. OF

RESPONDENTS

PERCENTAGE (%)

HIGHLY SATISFIED 13 43

SATISFIED 8 26FAIR 6 19

DISSATISFIED 3 12

TOTAL 30 100

INFERENCE:

The above table shows the customer care service of the furniture showroom. It tells that more

than two-fifth (43%) of the respondents are highly satisfied with the customer care service,

more than one-fifth (26%) of the respondents are satisfied with the customer care service and

12% of the respondents are dissatisfied with the customer care service.

SATISFACTION LEVEL

HIGHLY SATISFIED

SATISFIED

FAIR

DISSATISFIED


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Table No.3.9

TABLE SHOWING THE WILLINGNESS OF RESPONDENTS TO

RECOMMENDING OTHER TO BUY IN FOR PRODUCT

RECOMMEND

OTHERS TO BUYIN

FURNITURE

SHOWROOM


YES 24 84

NO 6 16

TOTAL 30 100

INFERENCE:

Table represents the willingness of respondents to recommend others to buy in furniture

showrooms. It says that more than four-fifth (84%) of the respondents are having willingness

to recommend other to buy in furniture showrooms.

OTHERS TO BUY

YES

NO


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CHAPTER IV

FINDINGS, SUGGESTIONS AND CONCLUSION

Based on the summary of the analysis and interpretation of data as per study, the following

are the findings, followed up suggestions recommended to improve the sales and functioning

of the showrooms.

FINDINGS

1. The study reveals that the respondents are aware of various features of furniture

showrooms.

2. A majority of the respondents come to know about the furniture showrooms through word

of mouth advertisement.8. Most of the respondents are purchasing products from furniture showrooms followed by

the shops / market.

11. Most of the respondents are visiting the More furniture showrooms.

12. More than 75% of the respondents are satisfied with the products purchased from

furniture showrooms.

13. 90% of the respondents family members are satisfied with the products purchased from

furniture showrooms.

14. More than four fifth of the respondents are interested in recommending furniture

showrooms to others.

15. The study reveals that the furniture showrooms are advantageous than other showrooms.

16. A majority of the respondents prefer the furniture showrooms fora. More quality

b. resonable cost

c. Convenient

SUGGESTIONS:

Based on the findings, the following suggestions have been recommended to improve the

sales and functioning at the showroom.

1. As the majority of the respondents are aware of furniture showrooms not through

advertisement, it is suggested that the showdrooms puts in more efforts in making the

advertising media an effective source of information in reaching the customers at large.

2. Efforts should be made to reduce the price of certain products like sofas, beds, etc.,

3. Steps should be formulated to make the customers aware of the door delivery system

facility provided.

4. It is suggested to the management to appoint more number of skilled sales persons in order

to attract customers.


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5. It is recommended to the management to make the billing procedure more convenient.

6. Steps should be taken to avoid waiting and arrangements be made to park the customers

vehicle without any problem.

CONCLUSION

The features such as product choice, display of good and other services facilityprovided attract the customers at large.

The various marketing channels are used to provide consumers with a convenientmeans of obtaining the products and services they desire one.

The study reveals that the customers are satisfied with the contributors made by

furniture showrooms and they are interested in recommending it to other prospective

customers.


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A STUDY ON CUSTOMER SATISFACTION TOWARDS

FURNITUREAL SHOWROOMD IN KHARGHAR

10. Have you purchased any product from furniture showrooms?

a) Yes b) No

11. Which media insist you to purchase in furniture showrooms?

a) Advertisement through television

b) Advertisement through news paper

c) Advertisement through pamphlets

d) Word of mouth advertisement

12. Which furniture showrooms is most favourable to you?

a) sofa c)bed

b) table d)Others____________

13. Reason for purchasing through furniture showrooms.

a) Convenient d) more quality

b) Prestige e) Time saving

c) reasonable cost

14. If there is any damage in the products, how will they handle?

a) Immediate rectification c) No exchange

b) Delay in rectification d) No response

15. Are they provide free door delivery service?

a) Always c) Some times

b) Often d) No

16. Whether they provide parking facility?

a) Two wheelers only

b) Four wheelers only

c) Both- Two wheelers & four wheelers

d) No parking facility.


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A STUDY ON CUSTOMER SATISFACTION TOWARDS

FURNITUREAL SHOWROOMD IN KHARGHAR

17. Are they provide discount & benefits?

a) Always c) Some times

b) Often d) No

18. Are they provide customer care service effectively?

a) Highly satisfied c) Fair

b) Satisfied d) Dissatisfied

19. Are you satisfied with the product you purchased through Furniture showrooms?

a) Yes b) no

20. If no reason.

a) More cost c) High investment

b) No Bargaining d) Others __________

21. Is there any difficulty in buying the products through furniture showrooms?

a) Yes b) no

22. If yes give the reason

a) Time Consuming

b) More formalities

c) Delay in receiving the products

d) Others ________________

23. Are the family members satisfied with the Furniture showrooms products?

a) Yes b) no

24. Will you recommend others to buy through Furniture showrooms?

a) Yes b) no

25. Do you feel furniture showrooms is more advantageous than any other type?

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26. Any other suggestions for improvement to be made in furniture showrooms?

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Documents

Report on Furnitre Buying Consumer Behavior