07-05-2014, 03:34 PM
A STUDY ON CONSUMER BUYING BEHAVIOUR ON CONSUMER DURABLES WITH REFERENCE TO LAPTOP
A STUDY ON CONSUMER BUYING.docx (Size: 105.06 KB / Downloads: 18)
Executive summary
Consumer is nerve centre of the modern marketing, understanding his behaviour is quite essential for efficient and effective marketing management. Customers may state their needs, wants but act otherwise. They may not be in touch with their deeper motivations. India’s consumer market is riding the crest of the country’s economic boom. Driven by a young population with access to disposable incomes and easy finance options, the consumer market has been throwing up staggering figures. Marketing problem enhancing from the consumers’ behaviour has a greater degree of similarity behavioural problems relating to the consumer durables. Hence, To sustain in this competitive world for doing business it is important to understand what customer wants from a brand, why he switches to other brand, what are the factors that forces consumers to purchase branded Laptop.
the present study has been chosen to identify and ascertain the extent of problems of consumer behaviour have an impact on the marketing of consumer durables in the fast growing economy. The consumer behaviour in relating to consumer durables is strongly affected by some economic, social, cultural and psychological factors; the present research has been selected for an intensive empirical survey of the various factors influencing the buyer’s behaviour on consumer durables with refrence to laptops.
Introduction
The Indian consumer durables industry has witnessed a considerable change over the last few years. Changing lifestyle and higher disposable income coupled with boom in the real estate and housing industry and a surge in advertising have been instrumental in bringing about a sea change in the consumer behaviour pattern. Consumer durables involve any type of product purchased by consumers that is manufactured for long-term use. As opposed to many goods that are intended for consumption in short term, consumer durables are intended to endure regular usage for several years or longer before their replacement is required. Just about every household contains at least a few items that maybe considered to be of consumer durable nature. With India being the second fastest growing economy having a huge consumer class, consumer durables have emerged as one of the fastest growing industries in India.
Definition of Buyer Behavior:-
Buyer behavior is “all psychological, Social and physical
behaviors of potential customers as they become aware of evaluate,
purchase, consume and tell others about product & service.
Consumer Buying Decision Process
There are following five stages in consumer buying decision
process.
Problem identification:-
The buying process starts when the buyer recognizes a problem or
need. The need can be triggered by internal or external stimuli.
Marketers need to identify the circumstances that trigger a
particular need. By gathering information from a number of
consumers, Marketers can identify the most frequent stimuli that
spark an interest in a product category. They can then develop
marketing strategies that trigger consumer interest.
Information Search:-
The consumer tries to collect information regarding various
products/service. Through gathering information, the consumer
learns about completing brands and their features. Information may
be collected form magazines, catalogues, retailers, friends, family
members, business association, commercial, chamber of
commerce, telephone directory, tradefair etc. Marketers should find
out the source of information and their relative degree of
importance to the consumes.
Research Methodology
The study mainly based on primary data. Samples size selected for the study is 50 respondents of the selected
consumer. Samples are drawn on convenience sampling technique/ method. The data for the study are drawn sample respondents through questionnaires and interviews. Require information were also collected from dealers, wholesalers, retailers. Collected information from the sample respondents on consumer behaviour on consumer durables are classified, tabulated & graphed and analyzed in a systematic manner. While analyzing data simple percentages and ratios are used, and for clear understanding charts like simple bar charts and column charts are used.
The present study is empirical & analytical in nature. The relevant necessary relevant information has been collected from sample respondents through questionnaires and interview. The collected data
on consumer behaviour on consumer durables are classified, tabulated & graphed and analyzed in a systematic manner.
In Order to get valid interpretation of the data, a sample size of 50 was pre- decided, which compromised of 80 Respondents (Both Male & Female respondents) out of which __ Male respondents Males will include __working professionals & __ Students (Graduates & Post graduates) & __ Female respondents Females will include __ working professionals, __ Students ( Graduates & Post graduates) were interviewed, the sample was further segregated on Age group 0-30 and 31-50 of years and monthly household income groups of Rs. 15000 and above (Monthly). Consumers who are conscious about fashion & style, who spend on branded Laptop , Due to some constraints, the survey could only be conducted in some part of Mumbai city and not the whole country.