E-commerce strategies for Luxury Brands (based on sources)Alba Romero Villa
- Positive aspects & Advantages of going online
- How can luxury brands can recreate their brand essence online?
- How can they do to recreate the sensorial offline experience of the brand online?
- What are the elements that conform a luxury buying experience?
E-commerce strategies for Luxury Brands (based on sources)Alba Romero Villa
- Positive aspects & Advantages of going online
- How can luxury brands can recreate their brand essence online?
- How can they do to recreate the sensorial offline experience of the brand online?
- What are the elements that conform a luxury buying experience?
This presentation describes the journey of Louis Vuitton in Japan. It highlights the strategies adopted by Louis Vuitton to beat the competition in the fiercely competitive luxury market of Japan
A Marketing Research Proposal for Michael Kors (March 2016)Ashley Peterson
This Marketing Research Proposal was developed for IMC 611 - Marketing Research & Analysis at West Virginia University.
The research proposal was developed to bring Michael Kors a greater understanding of its core customer’s way of thinking to drive future brand strategies focused on rebuilding loyalty and, in turn, driving sales to back to where they used to be prior to MK and similar brands becoming more widely available to the masses and losing their "cool factor".
So proud of my first market report for the university especially because of the visual layout and the photographs. Photography, art direction and styling by me. Created with #indesign
Shopper Marketing is a core B2C (business to consumer) marketing strategy used to activate your brand in the online and offline retail world. From omnichannel marketing, to analyzing shopper insights, this guide distills a best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.
With input by experts in the shopper marketing world, this guide will take you from the basics and into the challeneges, tactics and metrics you need to follow. After all of the best practices are shared, there is a stage by stage, step by step action plan with tools and templates designed to immediately help your organization leverage best practices.
Table of Contents
Introduction: The Evolution of Shopper Marketing
The Essence of Shopper Marketing
What Shopper Really Is, What it isn’t, and Who’s Profiting
The Key Differences Between Consumers and Shoppers
The Incredible Importance of Shopper Insights/Analytics
The Non-Linear Omni-Channel Shopper Journey
Powerful Statistics that Make the Business Case
Case Study: Scotch Tape
The Nuts and Bolts of Shopper Marketing
Processes and Best Practices
Know Your Shopper(s) Before You Begin
Channels, Trends, Seasonal Events and Tactics
Common Challenges in the Shopper Marketing World
Watching Your Competition Closely for Insights
Case Study: Allegra
What You Need to Succeed
Digital & Social Acumen
Partnership With All Levels (Retailer, Brand, and Agency)
Retailer Led Marketing
Brand Led marketing
Case Study: Alcon
Exploring the Future of Shopper Marketing
Neuromarketing and Behavioral Insights
Tracking, Testing and Simulations
Seamless Shopping Experiences
Final Thoughts
Acknowledgements
Bibliography
Shopper Marketing action plan & toolkit
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
Branding is the process of investigating, designing, and adding to your company a distinctive feature or collection of features so that customers can start associating your brand with your goods or services. Branding is an iterative process that involves getting in touch with the hearts of your clients and your company.
This presentation describes the journey of Louis Vuitton in Japan. It highlights the strategies adopted by Louis Vuitton to beat the competition in the fiercely competitive luxury market of Japan
A Marketing Research Proposal for Michael Kors (March 2016)Ashley Peterson
This Marketing Research Proposal was developed for IMC 611 - Marketing Research & Analysis at West Virginia University.
The research proposal was developed to bring Michael Kors a greater understanding of its core customer’s way of thinking to drive future brand strategies focused on rebuilding loyalty and, in turn, driving sales to back to where they used to be prior to MK and similar brands becoming more widely available to the masses and losing their "cool factor".
So proud of my first market report for the university especially because of the visual layout and the photographs. Photography, art direction and styling by me. Created with #indesign
Shopper Marketing is a core B2C (business to consumer) marketing strategy used to activate your brand in the online and offline retail world. From omnichannel marketing, to analyzing shopper insights, this guide distills a best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.
With input by experts in the shopper marketing world, this guide will take you from the basics and into the challeneges, tactics and metrics you need to follow. After all of the best practices are shared, there is a stage by stage, step by step action plan with tools and templates designed to immediately help your organization leverage best practices.
Table of Contents
Introduction: The Evolution of Shopper Marketing
The Essence of Shopper Marketing
What Shopper Really Is, What it isn’t, and Who’s Profiting
The Key Differences Between Consumers and Shoppers
The Incredible Importance of Shopper Insights/Analytics
The Non-Linear Omni-Channel Shopper Journey
Powerful Statistics that Make the Business Case
Case Study: Scotch Tape
The Nuts and Bolts of Shopper Marketing
Processes and Best Practices
Know Your Shopper(s) Before You Begin
Channels, Trends, Seasonal Events and Tactics
Common Challenges in the Shopper Marketing World
Watching Your Competition Closely for Insights
Case Study: Allegra
What You Need to Succeed
Digital & Social Acumen
Partnership With All Levels (Retailer, Brand, and Agency)
Retailer Led Marketing
Brand Led marketing
Case Study: Alcon
Exploring the Future of Shopper Marketing
Neuromarketing and Behavioral Insights
Tracking, Testing and Simulations
Seamless Shopping Experiences
Final Thoughts
Acknowledgements
Bibliography
Shopper Marketing action plan & toolkit
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
Branding is the process of investigating, designing, and adding to your company a distinctive feature or collection of features so that customers can start associating your brand with your goods or services. Branding is an iterative process that involves getting in touch with the hearts of your clients and your company.
The internet is being developed rapidly since last two decades, and with relevant digital economy that is driven by information technology also being developed worldwide. After a long term development of internet, which rapidly increased web users and highly speed internet connection, and some new technology also have been developed and used for web developing, those lead to firms can promote and enhance images of product and services through web site. Therefore, detailed product information and improved service attracts more and more people changed their consumer behaviour from the traditional mode to more rely on the internet shopping. On the other hand, more companies have realized that the consumer behaviour transformation is unavoidable trend, and thus change their marketing strategy. As the recent researches have indicated that, the internet shopping particularly in business to consumer (B2C) has risen and online shopping become more popular to many people. According to the report, The Emerging Digital Economy II, published by the US Department of Commerce, in some companies, the weight of e-commerce in total sales is quite high. For instance, the Dell computer company have reached 18 million dollars sales through the internet during the first quarter of 1999. As a result, about 30% of its 5.5 billion dollars total sales were achieved through the internet (Moon, 2004). Therefore, to understand internet shopping and its impact on consumer behaviour could help companies making use of it as a form of doing e-business.
There are many reasons for such a rapid developing of internet shopping, which mainly due to the benefits that internet provides. First of all, the internet offers different kind of convenience to consumers. Obviously, consumers do not need go out looking for product information as the internet can help them to search from online sites, and it also helps evaluate between each sites to get the cheapest price for purchase. Furthermore, the internet can enhance consumer use product more efficiently and effectively than other channels to satisfy their needs. Through the different search engines, consumers save time to access to the consumption related information, and which information with mixture of images, sound, and very detailed text description to help consumer learning and choosing the most suitable product (Moon, 2004). However, internet shopping has potential risks for the customers, such as payment safety, and after service. Due to the internet technology developed, internet payment recently becomes prevalent way for purchasing goods from the internet. Internet payment increase consumptive efficiency, at the same time, as its virtual property reduced internet security. After service is another way to stop customer shopping online. It is not like traditional retail, customer has risk that some after service should face to face serve, and especially in some complicated goods.
1500 – A expedição de Pedro Álvares Cabral chega ao Brasil.
1501 – Américo Vespúcio faz uma expedição exploratória na costa brasileira.
1504 – Chegam ao Brasil navegadores franceses para exploração do território.
1530 – É instituído o regime de capitanias hereditárias por Dom João III. A expedição colonizadora de Martim Afonso chega ao Brasil.
1532 – Fundada a Vila de São Vicente, primeira vila do Brasil por Martim Afonso.
1534 - O Brasil é dividido em capitanias hereditárias. Início da escravização do índio no Brasil.
1543 - A primeira Santa Casa do Brasil é fundada por Braz Cubas.
1548 – Criado o governo-geral com o objetivo de centralizar a administração da Colônia.
1549 – A cidade de Salvador é fundada. é constituído o primeiro governo geral do Brasil com Tomé de Souza.
1550 - Inicia a criação de gado no Brasil, com chegada de espécies. Em Salvador chega a primeira leva de escravos vindos da África.
1555 - Os franceses fundam a França Antártica, no Rio de Janeiro.
1562 - João Ramalho torna-se capitão-mor de São Paulo de Piratininga.
1563 – A cidade de São Sebastião (Rio de Janeiro) é fundada por Estácio de Sá.
1567 - Os franceses são expulsos do Rio de Janeiro.
1570 – A liberdade dos índios é garantida pela Carta régia.
1571 – Decreto de Dom Sebastião determina que somente navios portugueses transportem mercadorias para o Brasil.
1578 - Francis Drake e outros corsários ingleses exploram pau-brasil no Maranhão.
1580 - Início do domínio espanhol, também chamado União Ibérica.
1584 - Os portugueses dão inicio a conquista da Paraíba.
1585 - O forte em torno do qual cresceu a atual cidade de João Pessoa é construído por Martim Leitão.
1586 – Espanhóis e portugueses tentam, sem sucesso, expulsar os franceses da Paraíba.
1587 - Barcos estrangeiros são proibidos de ancorar no Brasil. O capitão inglês Thomas Cavendish pratica atos de pirataria em São Vicente.
1595 - Lei de Filipe II proíbe a escravização dos índios. Ataque do corsário inglês James Lancaster no Recife.
1596 - Ingleses fundam feitorias no delta do Rio Amazonas.
1599 - Jerônimo de Albuquerque pacifica os portugueses na Paraíba e funda Natal.
1605 - Governo espanhol proíbe que estrangeiros desembarquem no Brasil e nas demais partes do além-mar português.
1612 - Os franceses invadem o Maranhão e fundam a França Equinocial.
1615 - Jerônimo de Albuquerque, Alexandre Moura e Francisco Caldeira apoderam-se do forte de São Luiz do Maranhão, derrotando a França Equinocial.
1616 – A cidade de Santa Maria do Belém, no Paraná, é fundada por Francisco Caldeira.
1619 - Índios Tupinambás se revoltam, porém são derrotados no Pará.
1621 - O Estado do Maranhão (Maranhão, Ceará e Pará), é criado pela Coroa Espanhola.
1624 – Os holandeses invadem a Bahia; os portugueses estabelecem a resistência.
1625 – Os holandeses são expulsos da Bahia co
To Understand the Eco-System in Digital Media Marketing.Saurabh Giratkar
Title of the Dissertation Report is “To Understand the ecosystem of digital media marketing” and Objectives of the Dissertation are to understand the change in consumer buying behavior in digital era. Methodology used for achieving these objectives is a exploratory research. For achieving the objective, I have done one research using an online questionnaire. The title for the research is “Understand the consumer buying behaviour of Indian in digital era”.
Main findings of this Dissertation are given here. Indian customers are highly information seekers. They collect more information about a product before buying it. Internet penetration in India is key player for this phenomenon. Most of Indians are getting stimulus through advertisements, but they are not reaching to end phase of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch point to reach their target group in this digital era. More details about findings are given this report.
The successful completion of this Dissertation indicates that the future of marketing is in the hands of digital. I conclude my research by quoting again that “Brands can’t sustain without digital presence”
Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering. Advertising is defined by Richard F. Taflinger as “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."
Impact of Consumer innovativeness on shopping styles; A Case of Pakistaninventionjournals
ABSTRACT: Purpose: The main objective of this paper is to investigate the impact of consumer innovativeness on shopping styles in Pakistan. It is written with an aim to explore the relations among consumer innovativeness and shopping styles. DESIGN/METHODOLOGY/APPROACH: Survey method was used to generate the Reponses and sample of our study consists of 300 useful responses of respondents which were generated through questionnaire and Structural equation modeling (SEM) was applied by using Statistica 7 to examine the relation among cognitive and sensory innovativeness and six different shopping patterns. FINDINGS: We find that Consumers along with cognitive innovativeness have quality consciousness, price consciousness and confused by over choice when they make decisions. Consumers with sensory innovativeness have brand consciousness, fashion consciousness and habitual orientation towards decision making. It means that cognitive and sensory innovativeness can lead to diverse shopping patterns. RESEARCH LIMITATIONS: In our study we use convenience sampling technique to generate responses. So sample of 300 respondents generates exact results but these results cannot be applied on the whole population of Pakistan having different age groups. So major limitation of our research paper is generality of results MANAGERIAL IMPLICATION: The findings of our research paper enable manager to get the idea how customer are different in their shopping styles. Marketers can develop complete understanding about customer’s innovativeness and shopping styles so that they can launch successful marketing strategies for development of new products and make successful existing products.
This is a book of immunology , helpfull for graduation and post graduation's students.
You may contact with me if any query @ aki-d-biotechnologist-mba@hotmail.com
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
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Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Exploring Patterns of Connection with Social Dreaming
CONSUMER BUYING BEHAVIOR BASED ON DEMOGRAPHY
1. 2011 A
PROJECT ON
CONSUMER 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 D
ARKABRATA BANDYAPADHYAY, ARDHENDU SAU, TANMAY
SAHA, SOUGATA BISWAS, PRITAM GHOSH.
(MBA 1st SEM, SECTION A 2011-2013)
2. : Index :
Topics page number
executive summary…………………………………………….
introduction………………………………………………………..
review of literature…………………………………………
about working place………………………………………...
Research methodology…………………………..............
data analysis…………………………………………………….
finding topics……………………………………………………...
limitation…………………………………………………………....
conclusions and recommendations…………….......
bibliography………………………………………………..…...
3. ACKNOWLEDGEMENT
We (group D) owe a great many thanks to a great many people who helped and supported me
during my project paper.
My deepest thanks to the Professor Anirban Mandal and Sourav Bhattacharya the guide of the
project for guiding and correcting various documents of group D with attention and care. He has
taken 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 thanks
to our family, our friends and well wishers.
Group D
Ardhendu Saha
ArkaBrata Bandyapadhyay
Tanmay Saha
Sougata Biswas
Pritam
4. DECLARATION
WE HERE BY DECLARE THAT THIS DISSERTATION REPORT ON ―CONSUMER
BUYING BEHAVIOR BASED ON DEMOCRACY‖ SUBMITTED BY ME IS OF OUR OWN
AND NOT SUBMITTED TO ANY OTHER INSTITUTION OR PUBLISHED ANY WHERE
ELSE.
ArkaBrata Bandyapadhyay
5. Executive Summary
Consumer behavior is the study of when, why, how, and where people do or do not buy
a product. It blends elements from psychology, sociology, social anthropology 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 behavioral variables in
an attempt to understood people's wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in general. A consumer is the
ultimate user of a product or service. The overall consumer market consists of all buyers of
goods and services for personal or family use. The study of consumers helps firms and
organizations improve their marketing strategies. We are recently watched and reported on
Customer Buying Behavior Based on Democracy. In this report we are studied how people are
marketing. What they need at the time of marketing. What is the point which influenced
customers.
We are worked in four different Shopping Malls of Kolkata, W.B (South City, City Center, City
Center Two, Mani Square).We watched customers (consumers), based on the following
strategy…………………..
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 customers
behave at the marketing time, how they select the product, which are the parameters that
influence 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, market
changes, 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 is
the consumer and their behavior. However, we will also need to analyze our own firm‘s
strengths and weaknesses and those of competing firms.
8. Introduction
One "official" definition of consumer behavior is "The study of individuals, groups, or
organizations 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 consumer
and 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 strategies
by 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 and
only 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 afloat
until their products become a commercial success and (2) it is important to please initial
customers, 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 for
acne, was introduced. Unfortunately, Acutance resulted in severe birth defects if taken by
pregnant women. Although physicians were instructed to warn their female patients of
this, 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 graphic
pictures of deformed babies be shown on the medicine containers.
Social marketing involves getting ideas across to consumers rather than selling
something. Marty Fishbein, a marketing professor, went on sabbatical to work for the
Centers for Disease Control trying to reduce the incidence of transmission of diseases
through illegal drug use. The best solution, obviously, would be if we could get illegal
drug users to stop. This, however, was deemed to be infeasible. It was also determined
that 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 that
encouraged the cleaning of needles in bleach before sharing them, a goal that was
believed 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 laundry
detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In
practice, however, you often pay a size premium by buying the larger quantity. In other
words, in this case, knowing this fact will sensitize you to the need to check the unit cost
labels to determine if you are really getting a bargain.
10. Review Of Literature
Customer behavior study is based on consumer buying behavior, with the customer playing the
three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for
customer behavior 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,
personalization, customization and one-to-one marketing. Social functions can be categorized
into social choice and welfare functions.
Stages of the Consumer Buying Process:
Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual
purchasing 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 were
deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you
need a new pair of shoes.
2. Information search:
Once the consumer has recognized a problem, they search for information on products and
services that can solve that problem. Belch and Belch (2007) explain that consumers undertake
both an internal (memory) and an external search.
Sources of information include:
Personal sources
Commercial sources
Public sources
Personal experience
The relevant internal psychological process that is associated with information search is
perception. 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 process
Stage 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 which
sources of information are more effective for the brand.
3. Evaluation of Alternatives
Need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight
alternatives or resume search. May decide that you want to eat something spicy, Indian gets
highest rank etc.
If not satisfied with your choice then return to the search phase. Can you think of another
restaurant? Look in the yellow pages etc. Information from different sources may be treated
differently. Marketers try to influence by "framing" alternatives.
4. Purchase decision
Choose buying alternative, includes product, package, store, method of purchase etc.
5. Purchase
May differ from decision, time lapse between 4 & 5, product availability.
6. Post-Purchase Evaluation
Outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the right
decision. 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) which
suggested there should be a feedback loop, Foxall (2005) further suggests the importance of the
post purchase evaluation and that the post purchase evaluation is key due to its influences on
future 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 of
every 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 can
shift from one category to the next.
For example:
Going out for dinner for one person may be extensive decision making (for someone that does
not 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 determine
the extent of the decision making.
13. Black box model:
ENVIRONMENTAL FACTORS BUYER'S BLACK BOX
BUYER'S
RESPONSE
Marketing Environmental Buyer
Decision Process
Stimuli Stimuli Characteristics
Economic Attitudes Problem recognition
Product choice
Product Technological Motivation Information search
Brand choice
Price Political Perceptions Alternative evaluation
Dealer choice
Place Cultural Personality Purchase decision
Purchase timing
Promotion Demographic Lifestyle Post-purchase
Purchase amount
Natural Knowledge behavior
The black box model shows the interaction of stimuli, consumer characteristics, decision process
and consumer responses.[1] It can be distinguished between interpersonal stimuli(between
people) or intrapersonal stimuli (within people).[2] The black box model is related to the black
box theory of behaviorism, where the focus is not set on the processes inside a consumer, but
the relation between the stimuli and the response of the consumer. The marketing stimuli are
planned and processed by the companies, whereas the environmental stimulus are given by social
factors, based on the economical, political and cultural circumstances of a society. The buyers
black box contains the buyer characteristics and the decision process, which determines the
buyers response.
The black box model considers the buyers response as a result of a conscious, rational decision
process, in which it is assumed that the buyer has recognized the problem. However, in reality
many 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 Park
Kolkata, West Bengal 700068
033 40072181, southcitymall.in/
The largest shopping mall in India with 134 stores. At arm's 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‘s
breath away.
15. The mall has been designed after an exhaustive research of the best shopping malls around the
world to create one that has it all. Situated on Prince Anwar Shah Road, just opposite Jodhpur
Park, 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. The
mall is an international experience, which promises to change the way people perceive shopping
and entertainment in Kolkata! After the exterior, it‘s the interior design that impresses. A
luxuriant atrium with a beautiful skylight, mirror-polished floor, plants, fountains and all of
14,000 sq ft! With 1,50,000 sq.ft. on each floor, it will have more space than any other mall in
Kolkata.
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 be
available in one area.
It brings together the biggest brands under one roof. - Shoppers‘ stop, already a favorite in the
city. - Giant, one of the biggest hypermarket chains in India. - A mega 6-screen multiplex, by
Shringar 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 doesn't 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 three
levels in the City Centre Mall, plus a center hall and an Entertainment Arena. Located in one of
the most posh areas of Kolkatta – The Salt Lake City, it attracts a lot of people from outside and
inside.
This Multi – Utility Facility Centre was developed by Bengal Ambuja Metropolitan
Development Authority and the Bengal Govt. It was designed by Charles Corea. This Centre
which involves shopping complexes, food courts, entertainment area, offices, entertainment areas
and 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.
TheMall
The design of the City Centre Mall has a uniqueness, with the
Centre Kund or Circle being the College Goers Hub called the
Adda; it very true to the culture of Kolkatta. One can see people
sitting 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 center
represents the Kolkatta memorabilia. There on the right hand
corner is the Akriti. Akriti is a shop where you can find pieces
made by children from jute, fiber, paper and horns. Its a NGO
Venture opened to help people. If you are a craftsman or an
artist, 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, Musical
performances, Product launches and other such events keep this place throbbing with life
throughout the year.
18. The City Centre has ( Block A) Departmental Store, branded product stores, coffee shops and
restaurants 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. The
third level of the center has the Food Courts only. It has a seating capacity of 500 diners at any
point of time.
The Plaza (Blocks B, C, D, E) in the City Centre has independent stores on the ground and first
floor. This part of the City Centre is directly linked with pedestrian plaza and other connecting
bridges. In addition to all these there is the Inox Four Screen Multiplex with independent snacks
and beverage outlets. It has a seating capacity of 1000 people. Lastly, it has a Fountain Plaza – a
water 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 6666
City Centre, New Town isn‘t only walls and columns. It is designed keeping in mind that
people 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 the
eye, 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 evoke
nostalgic fragrances. Moviegoers are led in and out of the four-screen multiplex through
the food court. This allows them to savour cuisine from different parts of the world. The food
court has multi cuisine restaurants, offering fast food, street food and fine dining experiences.
Developer:- Bengal Ambuja Metropolitan Development Ltd.
Location:- New Town, Rajarhat, Kolkata-64
Operational Since:- 21st September‘2009
Total Area:- 3,50,000 sft. Retail + 1,25,000 sft. for 5 Star Hotel – Swissotel
Anchor 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, United
Colours 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, Costa
Coffee, Swiss Café, Haka, Flame & Grill, Masekkah and The Tea Junction.
4.Mani Square Shopping Mall:
Eastern Metropolitan Bypass, Kankurgachi
Kolkata, West Bengal
033 23201878
Mani Square is the new retail and entertainment destination of Kolkata. Make sure you visit
this 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 is
the IMAX, the 3D movie experience. Other first time entrants include renowned names
like Amoeba, Scary House, AND, Costa Coffee and Etam. Amoeba is a gaming and
entertainment zone complete with simulators, interactive games and a bowling alley. Scary
House 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 talked
about lingerie brand also make a dazzling entry here. Mani Square will also have a Mall Radio
Station, another first amongst the Malls in Kolkata. Another first is Little ‗Mani‘acs - the
childrens play facility anchoring the massive 650 cover food court.
The main anchors consist of Spencer‘s Hyper, West Side, E-Zone and McDonalds. Mani Square
will be the only mall to boast of a flagship McDonald Store. Other brands include Levis, Success
109F (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 host
of other brands.
To provide a further division of levels the first four levels are a riot of retail experience that
include a 60,000 sq ft Spencer‘s Hypermart, a 30,000 sq ft Westside Store, a 15,000 sq ft
Furniture 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, Dockers
and high end brands like Stanza and GM Pens apart from Eyecatcher‘s Salon. The facilities in
the 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 from
cinemax apart from an eight storey screen from IMAX theatre and a 650 cover food court. This
level also houses the first ever Horror House which is the city equivalent of Scary House that
provides 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 like
Haka, Petuk, Mostly Kebabs and Shack Lounge Bar. Other varieties include Hot N Spicee,
Crown, Mozarella, Rajdhani Thalis, Mama Mia, Baskin Robbins, Subway, Crepe Station, Aqua
Java and a Chaat corner.
21. State of the art Banqueting and Conferencing facilities fill up the next level. Complete with the
latest conferencing facilities and blessed with the greatest view ever on offer, the banquets are
tailor-made to suit contemporary conferencing needs. A miniature IT Park is what fills up the
sixth to ninth floor of Mani Square. Comprising of more than 125,000 square feet of modular
work space the IT Park would offer work ready offices tailored to different size requirements,
with all amenities associated with intelligent building space.
22. Research Methodology
There 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, City
Center Two, Mani Square).We watched customers (consumers), based on the following
strategy…………………..
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 choice
of 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 with
In the time of marketing, customers are influenced by their age, , number of people with. So here
we try to understood the number of customers with, age, , of the customer(s) at the time of
marketing.
Their marketing expression & Body language
In this section we try to understood the expression & Body language of the customer(s) at the
time of marketing, that means whether they are Confused, Determined, Not Determined, Casual,
Cool Minded before buying a product.
Their own dress sense and life style
Dress 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 duration
In 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 risk
In this section we try to understood the Product Knowledge of customer(s),their price range of
selected product, selection of their brand. This report helps us to understand the quality of
customer(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 Urban
or 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 the
customer 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 recommendation
But also the best marketing research is not perfect, it‘s depends on economical change, market
changes, 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 is
the consumer and their behavior. However, we will also need to analyze our own firm‘s strengths
and weaknesses and those of competing firms.
31. Not Buy based On Expression of consumer
Cool No Not Something
Casual Confuced Determind
Minded Confucced determine Confuced
3 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 Middle
Aristrocatic Average Good Medium
Status Class
3 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 Middle
Aristocratic Average Good Medium
Status Class
0 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 Rural
After understanding these statistical diagram we can see that the consumer buying process
depends on psychological matters, their knowledge, their types etc.
35. Finding Topics Based On The Data Analysis
From the secondary data we already studied the main facts of consumer buying behavior such as
the Types of consumer buying behavior, Process of consumer buying, Which parameters are
influence consumer buying behavior etc..
From the primary data we watched the different types of consumer buying expression that are
Casual, Confused, Cool minded, Determined, No confusion, Not determined, etc.. and different
types 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 the
types of customer that are Rural & Urban.
And the data analysis also proved that the consumer buying behavior depends on................
1. Consumer‘s profile
2. Consumer‘s Age & Sex
3. Consumer‘s psychology (Buying Expression, Life style, Gesture, Knowledge, Type of
customer etc.)
36. Limitations
This project report has some limitation. We think this report does not have any meaning beyond
this limitation.
These limitations are…………………………
1 .This report based on watching the customer(s) only, we never ask any question or any their
need 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 Recommendations
Conclusions:
so all this project through we can say that consumer buying behavior based on some
demographic factors like (temperament, age, sex, gesture, knowledge etc). which helps to a
customer for buying the goods or not. And we also able to know the customer psychology at the
time 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 recommendation
But also the best marketing research is not perfect, it‘s depends on economical change, market
changes, 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 is
the consumer and their behavior. However, we will also need to analyze our own firm‘s strengths
and weaknesses and those of competing firms.
Also This report based on watching the customer(s) only, we never ask any question or any their
need at the working time. This report based on the only 100 of people of India, not
internationally. 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 else
for the future.
38. Bibliography
Information has been sourced from namely, books, journals, management website, and market.
Accessing database help us lot…some are listed below….
www.slideshare.net
www.consumerpsychologist.com
www.roehampton.ac.uk
www.AllAnalytics.com
http://www.udel.edu
http://en.wikipedia.org
and so on…………………………………………..