CONSUMER BUYING BEHAVIOR BASED ON DEMOGRAPHY
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CONSUMER BUYING BEHAVIOR BASED ON DEMOGRAPHY

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THIS IS A PROJECT REPORT ON CONSUMER BUYING BEHAVIOR BASED ON DEMOGRAPHY.

THIS IS A PROJECT REPORT ON CONSUMER BUYING BEHAVIOR BASED ON DEMOGRAPHY.

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  • 1. 2011 A PROJECT ONCONSUMER BUYING BEHAVIOR BASED ON DEMOGRAPHY FROM BRAINWARE SCHOOL OF BUSINESS BARASAT, KOLKATA, W.B (A.I.C.T.E, W.B.U.T) (1st JULY – 31st JULY, 2011) UNDER GUIDENCE OF PROFESSOR ANIRBAN MANDAL AND PROFESSOR SOURAV BHATTACHARYA SUBMITTED BY GROUP DARKABRATA BANDYAPADHYAY, ARDHENDU SAU, TANMAY SAHA, SOUGATA BISWAS, PRITAM GHOSH. (MBA 1st SEM, SECTION A 2011-2013)
  • 2. : Index : Topics page numberexecutive summary…………………………………………….introduction………………………………………………………..review of literature…………………………………………about working place………………………………………...Research methodology…………………………..............data analysis…………………………………………………….finding topics……………………………………………………...limitation…………………………………………………………....conclusions and recommendations…………….......bibliography………………………………………………..…...
  • 3. ACKNOWLEDGEMENTWe (group D) owe a great many thanks to a great many people who helped and supported meduring my project paper.My deepest thanks to the Professor Anirban Mandal and Sourav Bhattacharya the guide of theproject for guiding and correcting various documents of group D with attention and care. He hastaken pain to go through the project and make necessary correction as and when needed.I express my thanks to the Dean of B.G.I, Barasat, W.B. for extending his support.We would also thanks to my all faculty members, non-teaching stuff of B.G.I, Barasat, W.B.without whom this project would have been a distant reality. We also extend our heartfelt thanksto our family, our friends and well wishers. Group D Ardhendu Saha ArkaBrata Bandyapadhyay Tanmay Saha Sougata Biswas Pritam
  • 4. DECLARATIONWE HERE BY DECLARE THAT THIS DISSERTATION REPORT ON ―CONSUMERBUYING BEHAVIOR BASED ON DEMOCRACY‖ SUBMITTED BY ME IS OF OUR OWNAND NOT SUBMITTED TO ANY OTHER INSTITUTION OR PUBLISHED ANY WHEREELSE. ArkaBrata Bandyapadhyay
  • 5. Executive SummaryConsumer behavior is the study of when, why, how, and where people do or do not buya product. It blends elements from psychology, sociology, social anthropology and economics. Itattempts to understand the buyer decision making process, both individually and in groups. Itstudies characteristics of individual consumers such as demographics and behavioral variables inan attempt to understood peoples wants. It also tries to assess influences on the consumer fromgroups such as family, friends, reference groups, and society in general. A consumer is theultimate user of a product or service. The overall consumer market consists of all buyers ofgoods and services for personal or family use. The study of consumers helps firms andorganizations improve their marketing strategies. We are recently watched and reported onCustomer Buying Behavior Based on Democracy. In this report we are studied how people aremarketing. What they need at the time of marketing. What is the point which influencedcustomers.We are worked in four different Shopping Malls of Kolkata, W.B (South City, City Center, CityCenter Two, Mani Square).We watched customers (consumers), based on the followingstrategy………………….. Where the customers select their marketing (Selection of store) Their age, number of people with Their marketing expression & Body language Their own dress sense and life style Their interaction with sales man, time duration Knowledge of product, Choice of product, Price range, Brand, Perceive risk Cont……..
  • 6. Type of customer(s) Action (whether they buy or not)We collected the data based on this upper pattern, and try to understood how the customersbehave at the marketing time, how they select the product, which are the parameters thatinfluence the customers.The studies of consumer buying behavior have 4 main applications…….. 1. The most obvious is for marketing strategy 2. A second application is public policy. 3. Social marketing involves getting ideas across to consumers rather than selling something. 4. As a final benefit, studying consumer behavior should make us better consumers.We try our best to collect data and represent it well to understand the above 4 points.We worked based on the following pattern…………. Collect the raw data randomly from 4 different shopping malls at Kolkata based on our above strategy Collect some information from internet also Analyzed the data Finding result based on the analyzed data Then we come to the conclusion and recommendation
  • 7. But also the best marketing research is not perfect, it‘s depends on economical change, marketchanges, different people (consumers), different places, certain procedural errors also depends.There are several units in the market that can be analyzed. Our main thrust in this course isthe consumer and their behavior. However, we will also need to analyze our own firm‘sstrengths and weaknesses and those of competing firms.
  • 8. IntroductionOne "official" definition of consumer behavior is "The study of individuals, groups, ororganizations and the processes they use to select, secure, use, and dispose of products, services,experiences, or ideas to satisfy needs and the impacts that these processes have on the consumerand society."It brings up some useful points: Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use). Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest. Consumer behavior involves services and ideas as well as tangible products. The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.The study of consumers helps firms and organizations improve their marketing strategiesby understanding issues such as how The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.There are four main applications of consumer behavior: The most obvious is for marketing strategy—i.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising
  • 9. when they are hungry, we learn to schedule snack advertisements late in the afternoon.By understanding that new products are usually initially adopted by a few consumers andonly spread later, and then only gradually, to the rest of the population, we learn that (1)companies that introduce new products must be well financed so that they can stay afloatuntil their products become a commercial success and (2) it is important to please initialcustomers, since they will in turn influence many subsequent customers‘ brand choices.A second application is public policy. In the 1980s, Acutance, a near miracle cure foracne, was introduced. Unfortunately, Acutance resulted in severe birth defects if taken bypregnant women. Although physicians were instructed to warn their female patients ofthis, a number still became pregnant while taking the drug. To get consumers‘ attention,the Federal Drug Administration (FDA) took the step of requiring that very graphicpictures of deformed babies be shown on the medicine containers.Social marketing involves getting ideas across to consumers rather than sellingsomething. Marty Fishbein, a marketing professor, went on sabbatical to work for theCenters for Disease Control trying to reduce the incidence of transmission of diseasesthrough illegal drug use. The best solution, obviously, would be if we could get illegaldrug users to stop. This, however, was deemed to be infeasible. It was also determinedthat the practice of sharing needles was too ingrained in the drug culture to be stopped.As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign thatencouraged the cleaning of needles in bleach before sharing them, a goal that wasbelieved to be more realistic.As a final benefit, studying consumer behavior should make us better consumers.Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundrydetergent, you should pay less per ounce than if you bought two 32 ounce bottles. Inpractice, however, you often pay a size premium by buying the larger quantity. In otherwords, in this case, knowing this fact will sensitize you to the need to check the unit costlabels to determine if you are really getting a bargain.
  • 10. Review Of LiteratureCustomer behavior study is based on consumer buying behavior, with the customer playing thethree distinct roles of user, payer and buyer. Relationship marketing is an influential asset forcustomer behavior analysis as it has a keen interest in the re-discovery of the true meaning ofmarketing through the re-affirmation of the importance of the customer or buyer. A greaterimportance is also placed on consumer retention, customer relationship management,personalization, customization and one-to-one marketing. Social functions can be categorizedinto social choice and welfare functions.Stages of the Consumer Buying Process:Six Stages to the Consumer Buying Decision Process (For complex decisions). Actualpurchasing is only one stage of the process. Not all decision processes lead to a purchase.The 6 stages are:1. Problem Recognition(awareness of need)Difference between the desired state and the actual condition. Deficit in assortment of products.Hunger--Food. Hunger stimulates your need to eat.Can be stimulated by the marketer through product information--did not know you weredeficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that youneed a new pair of shoes.2. Information search:Once the consumer has recognized a problem, they search for information on products andservices that can solve that problem. Belch and Belch (2007) explain that consumers undertakeboth an internal (memory) and an external search.Sources of information include: Personal sources Commercial sources Public sources Personal experienceThe relevant internal psychological process that is associated with information search isperception. Perception is defined as "the process by which an individual receives, selects,organizes, and interprets information to create a meaningful picture of the world".The selective perception processStage Description
  • 11.  Selective exposure consumers select which promotional messages they will expose themselves to. Selective attention consumers select which promotional messages they will pay attention to. Selective comprehension consumer interprets messages in line with their beliefs, attitudes, motives and experiences. Selective retention consumers remember messages that are more meaningful or important to them.The implications of this process help develop an effective promotional strategy, and select whichsources of information are more effective for the brand.3. Evaluation of AlternativesNeed to establish criteria for evaluation, features the buyer wants or does not want. Rank/weightalternatives or resume search. May decide that you want to eat something spicy, Indian getshighest rank etc.If not satisfied with your choice then return to the search phase. Can you think of anotherrestaurant? Look in the yellow pages etc. Information from different sources may be treateddifferently. Marketers try to influence by "framing" alternatives.4. Purchase decisionChoose buying alternative, includes product, package, store, method of purchase etc.5. PurchaseMay differ from decision, time lapse between 4 & 5, product availability.6. Post-Purchase EvaluationOutcome: Satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the rightdecision. This can be reduced by warranties, after sales communication etc.After eating an Indian meal, may think that really you wanted a Chinese meal instead.The EKB (Engel, Kollat, Blackwell model) model was further developed by Rice (1993) whichsuggested there should be a feedback loop, Foxall (2005) further suggests the importance of thepost purchase evaluation and that the post purchase evaluation is key due to its influences onfuture purchase patterns.Factors Influencing Consumer Buying Behavior:Internal Influences:Consumer behavior is influenced by: demographics, psychographics (lifestyle), personality,motivation, knowledge, attitudes, beliefs, and feelings. Consumer behavior concern with
  • 12. consumer need consumer actions in the direction of satisfying needs leads to his behavior ofevery individual depend on thinking.External Influences:Consumer behavior is influenced by: culture, sub-culture, locality, royalty, ethnicity, family,social class, past experience reference groups, lifestyle, and market mix factors.Types of Consumer Buying Behavior:Types of consumer buying behavior are determined by: Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation. Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others.The four type of consumer buying behavior are: Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc. Limited Decision Making--buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand. Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend alot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process. Impulse buying, no conscious planning.The purchase of the same product does not always elicit the same Buying Behavior. Product canshift from one category to the next.For example:Going out for dinner for one person may be extensive decision making (for someone that doesnot go out often at all), but limited decision making for someone else. The reason for the dinner,whether it is an anniversary celebration, or a meal with a couple of friends will also determinethe extent of the decision making.
  • 13. Black box model:ENVIRONMENTAL FACTORS BUYERS BLACK BOX BUYERS RESPONSEMarketing Environmental Buyer Decision ProcessStimuli Stimuli Characteristics Economic Attitudes Problem recognition Product choiceProduct Technological Motivation Information search Brand choicePrice Political Perceptions Alternative evaluation Dealer choicePlace Cultural Personality Purchase decision Purchase timingPromotion Demographic Lifestyle Post-purchase Purchase amount Natural Knowledge behaviorThe black box model shows the interaction of stimuli, consumer characteristics, decision processand consumer responses.[1] It can be distinguished between interpersonal stimuli(betweenpeople) or intrapersonal stimuli (within people).[2] The black box model is related to the blackbox theory of behaviorism, where the focus is not set on the processes inside a consumer, butthe relation between the stimuli and the response of the consumer. The marketing stimuli areplanned and processed by the companies, whereas the environmental stimulus are given by socialfactors, based on the economical, political and cultural circumstances of a society. The buyersblack box contains the buyer characteristics and the decision process, which determines thebuyers response.The black box model considers the buyers response as a result of a conscious, rational decisionprocess, in which it is assumed that the buyer has recognized the problem. However, in realitymany decisions are not made in awareness of a determined problem by the consumer.
  • 14. Something about our working place (Shopping mall)1.South City Shopping Mall:No. 375, Prince Anwar Shah Road, Jodhpur ParkKolkata, West Bengal 700068033 40072181, southcitymall.in/The largest shopping mall in India with 134 stores. At arms length.Imagine a mall that is spread across 6,00,000 sq. ft. With exclusive zones for shopping,entertainment and food. Boasting of the finest international features. And designed to take one‘sbreath away.
  • 15. The mall has been designed after an exhaustive research of the best shopping malls around theworld to create one that has it all. Situated on Prince Anwar Shah Road, just opposite JodhpurPark, it will be a magnate, drawing everyone just by its sheer presence.No wonder then, that South City Mall is something Kolkata is waiting for with bated breath. Themall is an international experience, which promises to change the way people perceive shoppingand entertainment in Kolkata! After the exterior, it‘s the interior design that impresses. Aluxuriant atrium with a beautiful skylight, mirror-polished floor, plants, fountains and all of14,000 sq ft! With 1,50,000 sq.ft. on each floor, it will have more space than any other mall inKolkata.The mall‘s spread will help shoppers shop on one floor longer, rather than shifting up and down.Continuous corridors, free of dead-ends, make sure there are no sudden halts for shoppers.Stores laid out to make browsing easier. So things like clothes, shoes and accessories will beavailable in one area.It brings together the biggest brands under one roof. - Shoppers‘ stop, already a favorite in thecity. - Giant, one of the biggest hypermarket chains in India. - A mega 6-screen multiplex, byShringar Films, known for Fame Adlabs in Mumbai. - Options for a great meal, with high-quality restaurants and even a fast-food court.
  • 16. 2.City Center Shopping Mall:DC Block, Sector – 1, Salt Lake, Kolkata - 033 23581011.Fast Facts» Location - DC Block Sector-1; Salt Lake City, Kolkatta, West Bengal» Accessibility- Cabs, Own Vehicle ( Trams and Metro doesnt work in this area)»Parking Lot - Underground Parking and a lot of Space Area» Visit Timings - 10:00 a.m. - 10:30 p.m»Speciality - INOX Multi – Screen Theater.This one is the huge one – the entire City Centre, covering an area of one lakh square ft.However the City Centre Mall inside the City Centre covers an area of six acres. There are threelevels in the City Centre Mall, plus a center hall and an Entertainment Arena. Located in one ofthe most posh areas of Kolkatta – The Salt Lake City, it attracts a lot of people from outside andinside.This Multi – Utility Facility Centre was developed by Bengal Ambuja MetropolitanDevelopment Authority and the Bengal Govt. It was designed by Charles Corea. This Centrewhich involves shopping complexes, food courts, entertainment area, offices, entertainment areasand a free half a million square feet area lushed with greenery.
  • 17. Famous Facets: TramCar TheAuditorium This Horse Cart reverts back Known as the Royal to the year 1880, with the Bengal Room, the this wagon reminding of the Banquet Hall or yeaster years. Take a ride in auditorium can be used as this Cart to have a feel of the place for running a royal era gone by. theater, marriage, party hall and a number of other things. Book this Hall for your purpose; its open for all to use.TheMallThe design of the City Centre Mall has a uniqueness, with theCentre Kund or Circle being the College Goers Hub called theAdda; it very true to the culture of Kolkatta. One can see peoplesitting here, sipping coffee or tea, around this circle.There is the Kolkatta Store with the Horse Driven tram car,dating back to 1880. The Kolkatta Store in the City centerrepresents the Kolkatta memorabilia. There on the right handcorner is the Akriti. Akriti is a shop where you can find piecesmade by children from jute, fiber, paper and horns. Its a NGOVenture opened to help people. If you are a craftsman or anartist, you can show your art here. Another addition to the City Centre is the Royal Bengal Room– A banquet Hall were you can arrange weddings and throw parties. Exhibitions, Musicalperformances, Product launches and other such events keep this place throbbing with lifethroughout the year.
  • 18. The City Centre has ( Block A) Departmental Store, branded product stores, coffee shops andrestaurants in the Ground, First and Second Floor. Some of the big names like Shoppers Stop,The Tea Junction, Kookie Jar, Saakshi, Orkos, Time Zone, Dare to Wear , MP 3 run here. Thethird level of the center has the Food Courts only. It has a seating capacity of 500 diners at anypoint of time.The Plaza (Blocks B, C, D, E) in the City Centre has independent stores on the ground and firstfloor. This part of the City Centre is directly linked with pedestrian plaza and other connectingbridges. In addition to all these there is the Inox Four Screen Multiplex with independent snacksand beverage outlets. It has a seating capacity of 1000 people. Lastly, it has a Fountain Plaza – awater body around which there are a number of shops to shop from.3.City Center Two Shopping Mall:City Centre New Town, Action Area 2, D.Plot No. 11/5, New Town – Rajarhat, Kolkata -033 6626 6666City Centre, New Town isn‘t only walls and columns. It is designed keeping in mind thatpeople will come here to carry back an experience rather than a visit to a mall-multiplex-hotel-entertainment place. The design idea is to carefully craft an atmosphere that not only fills theeye, but also creates a special tune that you will carry in your heart. An ambience that appeals
  • 19. to all age groups and people from all walks of life. Shopuding soothing aromas…perfumeries,candle shops, soaps, coffee, chocolate and candy are appropriately interspersed to evokenostalgic fragrances. Moviegoers are led in and out of the four-screen multiplex throughthe food court. This allows them to savour cuisine from different parts of the world. The foodcourt has multi cuisine restaurants, offering fast food, street food and fine dining experiences.Developer:- Bengal Ambuja Metropolitan Development Ltd.Location:- New Town, Rajarhat, Kolkata-64Operational Since:- 21st September‘2009Total Area:- 3,50,000 sft. Retail + 1,25,000 sft. for 5 Star Hotel – SwissotelAnchor Tenants:- Pantaloons (40k sft.), Inox (42k sft), Hangout –The Foodcourt (17k sft),McDonalds, Afraa, Pizza Hut and KFC.Major Brands Present:- Lifestyle Max, Archie‘s, Adidas, Apple Store, Biba, Carbon,Crocodile, Crossword, FabIndia, Metro Shoes, Mufti, Music World, Titan, Timax, UnitedColours of Benetton, Raymond, Reebok, Sony Centre, Levi‘s, Sristi Jewels, Gini & Jony,Mobile Store, Little Shop, Time Zone, M3, Samsonite, Cafe Coffee Day, Cookie Man, CostaCoffee, Swiss Café, Haka, Flame & Grill, Masekkah and The Tea Junction.4.Mani Square Shopping Mall:Eastern Metropolitan Bypass, KankurgachiKolkata, West Bengal033 23201878Mani Square is the new retail and entertainment destination of Kolkata. Make sure you visitthis Global Super Mall on E M Bypass Kolkata for all your shopping and dinning requirements.Watch out for IMAX CENEMAX combine all set to redefine movie viewing experience.The Mani Square Mall will redefine shopping as well as entertainment in Kolkata. This 7,10,000 sq ft structural behemoth will have many attractions, the first of which no doubt isthe IMAX, the 3D movie experience. Other first time entrants include renowned nameslike Amoeba, Scary House, AND, Costa Coffee and Etam. Amoeba is a gaming andentertainment zone complete with simulators, interactive games and a bowling alley. ScaryHouse is India‘s answer to London‘s House of Horrors while Costa Coffee is Sharon Stone‘s
  • 20. favourite coffee hangout. AND - Anita Dongre‘s Pret Collection and Etam, France‘s most talkedabout lingerie brand also make a dazzling entry here. Mani Square will also have a Mall RadioStation, another first amongst the Malls in Kolkata. Another first is Little ‗Mani‘acs - thechildrens play facility anchoring the massive 650 cover food court.The main anchors consist of Spencer‘s Hyper, West Side, E-Zone and McDonalds. Mani Squarewill be the only mall to boast of a flagship McDonald Store. Other brands include Levis, Success109F (hot fashion for women) Lee Cooper, My Dollar Store, Benetton, Blues & Blues, Chique(Accessories), Parx, Moustache, Zapp, Zodiac, FI, Reid & Taylor, Straps, Foxx, Passport,Reebok, Adidas, Puma, Woodlands, Liberty, Tissot, Rado, Exclusive Lines, Nik Nish and a hostof other brands.To provide a further division of levels the first four levels are a riot of retail experience thatinclude a 60,000 sq ft Spencer‘s Hypermart, a 30,000 sq ft Westside Store, a 15,000 sq ftFurniture Bazaar, a 15,000 sq ft E-Zone and a 7,000 sq ft Star Mark store.The next level houses over a 100 mini stores that has brand names like Rado, Tissot, Nike,Puma, Reebok, Color Plus,Park Avenue, Storm, Zodiac, Reid & Taylor, Benetton, Pepe, Dockersand high end brands like Stanza and GM Pens apart from Eyecatcher‘s Salon. The facilities inthe mall include a smoking room, helpdesk, valet parking, and a day spa.The third level boasts the of entertainment zone for the family that houses 3 regular screens fromcinemax apart from an eight storey screen from IMAX theatre and a 650 cover food court. Thislevel also houses the first ever Horror House which is the city equivalent of Scary House thatprovides spine chilling thrills for all.The fourth level is the fine dining section which offers a wide range of choices to choose from.For the culinary aficionados there will be variety of food from the stable of Mainland China(Specialty Restaurants Pvt Ltd). The theme restaurant will be Maachan plus other brands likeHaka, Petuk, Mostly Kebabs and Shack Lounge Bar. Other varieties include Hot N Spicee,Crown, Mozarella, Rajdhani Thalis, Mama Mia, Baskin Robbins, Subway, Crepe Station, AquaJava and a Chaat corner.
  • 21. State of the art Banqueting and Conferencing facilities fill up the next level. Complete with thelatest conferencing facilities and blessed with the greatest view ever on offer, the banquets aretailor-made to suit contemporary conferencing needs. A miniature IT Park is what fills up thesixth to ninth floor of Mani Square. Comprising of more than 125,000 square feet of modularwork space the IT Park would offer work ready offices tailored to different size requirements,with all amenities associated with intelligent building space.
  • 22. Research MethodologyThere are two types of data we collected: 1. Primary & 2. Secondary Data.In this report Primary data has been collected by watching people in the mall……………We are worked in four different Shopping Malls of Kolkata, W.B (South City, City Center, CityCenter Two, Mani Square).We watched customers (consumers), based on the followingstrategy………………….. Where the customers select their marketing (Selection of store)Here we try to understood that where the customers are like to marketing and select their choiceof product. It‘s mean that Selection of Store is one of the important parameter in this report.Many things are influence the customer to select the store, such as Room Temperature, Lighting,Shop Decoration, Fragrance of the shop, Music, Stock of Products etc. Their age, number of people withIn the time of marketing, customers are influenced by their age, , number of people with. So herewe try to understood the number of customers with, age, , of the customer(s) at the time ofmarketing. Their marketing expression & Body languageIn this section we try to understood the expression & Body language of the customer(s) at thetime of marketing, that means whether they are Confused, Determined, Not Determined, Casual,Cool Minded before buying a product. Their own dress sense and life styleDress sense and Life style of the customer(s) is the important point to understood their choice &selection of product.So here we noticed the dress sense and Life style of the customer(s). Contd……..
  • 23. Their interaction with sales man, time durationIn this part we watched whether the customer(s) doing interaction or not with sales man or shop-keeper and their time duration of purchased any product. Knowledge of product, Choice of product, Price range, Brand, Perceive riskIn this section we try to understood the Product Knowledge of customer(s),their price range ofselected product, selection of their brand. This report helps us to understand the quality ofcustomer(s), their economical background, type of customer(s). Type of customer(s)From the above parameters we can understood the type of customer(s), whether they are Urbanor Rural. Action (whether they buy or not)At the last we recorded the Action of customer(s) to the product, that means whether customer(s)buy or not the product.Primary data gives answer to the following question ………………….1. Consumer attitude, body language, expression at the time of marketing.2. Consumer knowledge, Choice of product, brand knowledge.3. Consumer‘s profile, age, sex, gesture.4. Types and quality of customer(s).So on………………………………………..
  • 24. The raw primary data that we collected based on following excel pattern. After watching thecustomer we recorded the data in this page. Acti Type of Age Expression of the consumer Gesture Clothing Styles on cstmr S o m e M 5 H t i 5 N i S 5 1 2 3 4 C N h d y D ot A g l yr 5 5 5 5 C o o i H A m d N r Profile of et d ri h . s yr yr yr yr C o ol c n C es N S v G e l o U s the er et st B R N - s- s- s- s- a nf M o g as it or m er o d e t rb - consumer m er ro S u ur o 1 2 3 4 5 us us in nf u at m ar a o i B a 6 in m cr t y al . 4 4 4 4 4 al e d us c al e al t g d u C u n 4 e in at a yr yr yr yr yr d e e o d e m l y y d e ic t s s s s s d d n a r d u f s s s u s s e d
  • 25. Secondary data has been collected from internet.Secondary data used in Introduction of project, Review of Literature, Mall Information.Secondary data gives answer to the following question………1. Definition of consumer behavior.2. How improve the marketing strategies.3. Application of consumer buying behavior.4. Process of consumer(s) buying.5. Parameters that influence consumer marketing.6. Types of consumer buying behavior.7. Basic knowledge about 4 different Shopping malls at Kolkata.We worked based on the following pattern…………. Collect the raw data randomly from 4 different shopping malls at Kolkata based on our above strategy Collect some information from internet also Analyzed the data Finding result based on the analyzed data Then we come to the conclusion and recommendationBut also the best marketing research is not perfect, it‘s depends on economical change, marketchanges, different people (consumers), different places, , certain procedural errors also depends.There are several units in the market that can be analyzed. Our main thrust in this course isthe consumer and their behavior. However, we will also need to analyze our own firm‘s strengthsand weaknesses and those of competing firms.
  • 26. Data AnalysisRaw data Analysis: 1.Age Analysis: Age 5 yrs - 15 yrs- 25yrs- 35yrs- 45yrs- 55yrs- 14 yrs 24yrs 34yrs 44yrs 54yrs 64yrs 20 37 14 3 3 25 40 37 35 30 25 25 20 20 14 15 10 Series1 5 3 3 0 2.Expression of consumer Analysis: Expression of the consumer Cool No Not Something Causal Confused Determined Minded confused determined confused 6 31 6 35 15 2 7 40 31 35 30 20 15 6 6 7 10 2 0 Cool… Not… No… Somethin… Series1 Causal Confused Determined
  • 27. 3.Gesture Analysis: Gesture Casual Hesitated Normal Smart 11 27 10 54 60 54 50 40 27 30 20 11 10 10 Series1 0 4.Clothing Style Analysis:Clothing StylesAristrocratic Average Good High Status medium Middle Class3 7 5 63 3 22 70 63 60 50 40 30 22 20 3 7 5 3 Series1 10 0
  • 28. 5.Customer Analysis: Types of customer Urban Rural 81 2190 818070605040 Series130 212010 0 Urban Rural 6.Action: Action Not Buy Buy 86 16 100 90 86 80 70 60 50 40 Series1 30 20 16 10 0 Buy Not Buy
  • 29. Now we analyze the customer’s action based on ……..1. Age.2. Expression of customer.3. Gesture.4. Clothing style.5. Types of customer. Buy based on Age35yrs-44yrs 5 yrs - 15 yrs- 25yrs- 35yrs- 45yrs- 55yrs- 14 yrs 24yrs 34yrs 44yrs 54yrs 64yrs 17 34 11 2 2 22 40 34 35 30 25 22 20 17 15 11 Series1 10 5 2 2 0
  • 30. Not Buy based on Age 5 yrs - 15 yrs- 25yrs- 35yrs- 45yrs- 55yrs- 14 yrs 24yrs 34yrs 44yrs 54yrs 64yrs 3 3 3 1 1 6 7 6 6 5 4 3 3 3 3 2 Series1 1 1 1 0 Buy based 0n Expression of consumer Cool No Not SomethingCasual Confuced Determind Minded Confucced determine Confuced3 28 6 30 12 1 6 35 28 30 30 25 20 15 12 10 6 6 3 1 5 0 Series1
  • 31. Not Buy based On Expression of consumer Cool No Not SomethingCasual Confuced Determind Minded Confucced determine Confuced3 3 0 5 3 1 1 6 5 5 4 3 3 3 3 2 1 1 1 0 0 Series1 Buy based on Gesture Casual Hesitated Normal Smart 7 25 7 45 50 45 40 30 25 20 Series1 10 7 7 0 Casual Hesitated Normal Smart
  • 32. Not Buy based on Gesture Casual Hesitated Normal Smart 4 2 3 7 8 7 7 6 5 4 4 3 3 2 2 Series1 1 0 Buy based on Clothing Style High MiddleAristrocatic Average Good Medium Status Class3 4 4 59 2 16 70 59 60 50 40 30 16 20 10 3 4 4 2 Series1 0
  • 33. Not Buy based on Clothing Style High MiddleAristocratic Average Good Medium Status Class0 3 1 4 1 6 7 6 6 5 4 4 3 3 2 1 1 1 0 Series1 0 Buy based on Types of Customer Urban Rural 69 17 80 69 60 40 Series1 17 20 0 Urban Rural
  • 34. Not Buy based on Types of Customer Urban Rural 12 4 14 12 12 10 8 6 Series1 4 4 2 0 Urban RuralAfter understanding these statistical diagram we can see that the consumer buying processdepends on psychological matters, their knowledge, their types etc.
  • 35. Finding Topics Based On The Data AnalysisFrom the secondary data we already studied the main facts of consumer buying behavior such asthe Types of consumer buying behavior, Process of consumer buying, Which parameters areinfluence consumer buying behavior etc..From the primary data we watched the different types of consumer buying expression that areCasual, Confused, Cool minded, Determined, No confusion, Not determined, etc.. and differenttypes of Gesture that are Casual, Hesitated, Normal, Smart. And their life style (Clothing Style)that are Aristocratic, Average, Good, High status, Medium, Middle class. And at the last thetypes of customer that are Rural & Urban.And the data analysis also proved that the consumer buying behavior depends on................1. Consumer‘s profile2. Consumer‘s Age & Sex3. Consumer‘s psychology (Buying Expression, Life style, Gesture, Knowledge, Type ofcustomer etc.)
  • 36. LimitationsThis project report has some limitation. We think this report does not have any meaning beyondthis limitation.These limitations are…………………………1 .This report based on watching the customer(s) only, we never ask any question or any theirneed at the working time.2. This report based on the only 100 of people of India, not internationally.3. This report based on the only 4 shopping malls of Kolkata.4. This report may change with Social, Economical etc parameters.5. This report may also change with budget constraints, market changes.6. This report may also have certain procedural errors.Please update the data from internet, market, or anywhere else for the future.
  • 37. Conclusions and RecommendationsConclusions:so all this project through we can say that consumer buying behavior based on somedemographic factors like (temperament, age, sex, gesture, knowledge etc). which helps to acustomer for buying the goods or not. And we also able to know the customer psychology at thetime of marketing.Recommendations:We worked based on the following pattern…………. Collect the raw data randomly from 4 different shopping malls at Kolkata. Collect some information from internet also Analyzed the data Finding result based on the analyzed data Then we come to the conclusion and recommendationBut also the best marketing research is not perfect, it‘s depends on economical change, marketchanges, different people (consumers), different places, certain procedural errors also depends.There are several units in the market that can be analyzed. Our main thrust in this course isthe consumer and their behavior. However, we will also need to analyze our own firm‘s strengthsand weaknesses and those of competing firms. Also This report based on watching the customer(s) only, we never ask any question or any theirneed at the working time. This report based on the only 100 of people of India, notinternationally. This report based on the only 4 shopping malls of Kolkata.So also we recommend that please update the data from internet, market, or anywhere elsefor the future.
  • 38. BibliographyInformation has been sourced from namely, books, journals, management website, and market.Accessing database help us lot…some are listed below….www.slideshare.netwww.consumerpsychologist.comwww.roehampton.ac.ukwww.AllAnalytics.comhttp://www.udel.eduhttp://en.wikipedia.organd so on…………………………………………..