23-03-2012, 02:11 PM
Objectives
Objectives.doc (Size: 31 KB / Downloads: 32)
To study the buying pattern of people towards consumer goods.
2. To determine the major factors influencing the buying decision process of the target group.
3. To set out some basic marketing implications for the marketers to cater to different needs of the targets group.
4. To have some insights on the relationship between marketing stimuli
and youth responses.
5. To serve as guideline for further research in this area.
Findings and Suggestions:
ü Marketers should innovating new products with unique features having some multipurpose utility which could create an appeal to the customers, for example, company can manufacture those Cyber-Shot cameras having the capacity of 30 to 40 GB hard Disk memory which record up to 20Hrs to 27Hrs of video Recording as Hard Disk Drive Handy-cam can do.
ü In case of price, price of products should not be too high. Marketer should follow the strategy of ‘Good quality and services in lower prices’. That can attract customers.
ü It was seen that generally customers like to visits those outlets which are frequently visited by other customers, customers generally prefer Multiband counters because lots of products can be seen at on place (including Sony products), so Sony Exclusive have to sharp look on the updated version Sony products at there showroom.
ü Regarding promotion marketers Sony Exclusive must build up unique imagery appeal for their Sony products through advertisement (For example like Sony has an imagery of quality).
ü More intense research works should be initiated, studying the specific needs and attributes sorted by the customer for different kinds of product categories.
Limitations:
• Time was a limitation with the quantum of data collected, hence analysis became difficult.
• The nature of project, which sometimes entered into personal zones like age, income etc. created some difficulties during data collection.
• There could have been efforts on a much detailed scale, but since time was limited, the scope got limited.
• As simple random sampling methods was adopted, the responders (units) selected by simple random sampling method was from different places, this causes a great deal of inconvenience.
• Sample which was taken for this Survey was only 60 due to time limitation and other constraints.
Conclusion:
Before taking up the aspect of respondents buying behaviour, few points about the sample are to be considered.
• The sample size was 60.
• Respondents mainly belong to the age groups 20 to 40 years.
• Respondents mainly belong to the Monthly income group of 10,000 – 15,000.
• Most of the respondents are Graduates and Post Graduates.
• Sample consists of youth belonging to different socio-economic group. But a majority of respondents belonged to the premium class.