8/6/2019 Marketing Research Project Nupur
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To Analyse the Consumer Buying Behavior of Denim Brands Amongst Youth
in Nift Kolkata.
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� The systematic gathering, recording andanalyzing of data about problems relating to the
marketing of goods and services.
� It is the function which links the customer andpublic to the marketer through information usedto identify and define market opportunity andproblems; generate refine and evaluate marketactions; monitor performance and improveunderstanding of market as a process.
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� Strategic
� Tactical
(we use the tactical application aspect in our research)
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� Formulating the problem/ defining Objective.- To analyze the consumer buying behaviour for denimbrands in the demographics of Nift Kolkata youth.
� Choice of Research DesignExploratory, Descriptive and Causal.- We have used descriptive research design:
(it is used where there are conditions of demographics,
geographic etc.)there are two types of descriptive research:Longitudinal(eg.panel type) and Cross-sectional(eg.fieldstudies or surveys), our research is cross-sectional.
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� Designing the research methodology:
1. Research method: Primary or Secondary
-our research uses Primary data.
2.Sampling plan: probabilistic or non probabilistic
-the research uses non probabilistic plan as wehave send the questionnaire to selective peoplefrom our friend circle.
-Thus ConvenienceSampling.
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3.Questionnaire Design:The scales used in the questionnaire are:
Nominal Ordinal
Stapel
The questions are of the following types:
Dichotomous
Multiple choice
Rating or ranking
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4. Field work plan:
-we made the questionnaire, forwarded it to
friends using internet and the waited for theirresponses.
5.Analysis plan:
-we studied the responses and used SPSS toanalyze the responses to accomplish our
objective.
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� OBJECTIVE:- Primary objective-
The objective of our study through this project is
to determine the factors which have a bearing onconsumers buying behaviour with respect todenims.
- Secondary objective The results obtained from our study will give us
an insight into consumer behaviour which, in turn,will help us in analyzing the factors contributing tobrand preferences.
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� Sample Design:Nift Kolkata students
age group 17 to 26
(both UG and PG students were included)
� Factors included for study:-Price
-Color-Wash-Fabric-Fit-Brand name-Current trend-Durability
-Comfort
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� Questionnaire:
https://spreadsheets.google.com/spreadsheet/vie
wform?formkey=dDJTMFBYN0RaekVsaVdlLVZTVU9UNGc6MQ
(Please use internet to see the link)
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� Data collected in excel sheet:
(saved as an excel sheet in the source disk)
� Data tabulated file:
(saved as a spss file in the source disk)
� Output file:(saved as a spss output file in the source disk)
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(*Shown in the document)
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� LEVISAND OTHER NON BRANDED JEANSARE THE MOST PREFERREDONES
� DARK BLUE AND LIGHT BLUE ARE THE MOST PREFERRED COLOURS
� MAXIMUM NUMBER OF PEOPLE CONSIDERFABRIC TO BE OFGREAT
� IMPORTANCE WHEN PURCHASING A DENIM
� COLOUR ISTHE MAJOR BASISOF PREFERENCE WEN BUYING A DENIM
� MAJORITY OF DENIM BUYERSARE BRAND CONCIOUS
� CURRENT TRENDS INFLUENCESA HIGH NUMBER OF PEOPLE.
� PEERS INFLUENCE A HIGH NUMBER OF RESPONDENTSWHENPURCHASING A DENIM.
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Submitted by:
NupurSachdeva (01)Kanika Mathur (04)Manya Dugar (11)