This document summarizes a study on consumer buying behavior towards Park Avenue deodorant in Sagar City, India. The study had the following objectives: to examine consumer buying behavior theories, analyze demographic factors, understand preferences for Park Avenue, and identify factors influencing purchases. 50 respondents were surveyed using questionnaires. The findings showed quality and end result most influenced purchases. Consumers were satisfied with Park Avenue's natural ingredients and price. Suggestions included launching pocket sizes and deodorant sticks for their long-lasting fragrance. In conclusion, the study found consumer satisfaction with Park Avenue's brand popularity, characteristics, and overall positive experience.

1. Department of Business Management
Dr. HARI SINGH GOUR CENTRAL UNIVERSITY SAGAR,(M.P.),INDIA
1A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS “PARK
AVENUE” IN SAGAR CITY
PRESENTED BY
Nischal Choudhary (Y16180501)
BBA4th semester
UNDER THE GUIDANCE OF
Mrs. P. Vakula Kumari (Assistant Professor)

2. TABLE OF CONTENTS
2
S.No. Title Slide No.
1. Review Of Literature 3
2. Research Methodology 4-5
3. Scope and limitations 6
4. Findings and Suggestions 7
5. Conclusion 8
6. References 9

3. REVIEW OF LITERATURE
3
Author Name
(Year)
Title Findings Conclusion
G.AZAI
KRISHNAN and
DR.
M.NANDHINI
(2017)
CONSUMERS
BUYING
BEHAVIOUR
Towards Deodorant
in Thrissur District
of Tamil Nadu
• 62% of the people
are satisfied quality
and fragrance of
deodorant with the
they are using.
The study reveals that the
deodorant market is demand
driven and facing cut throat
competition. The pull of the
consumer is so strong that the
dealers are forced to keep the
brand of consumer’s choice.
Presently, if the company will
decrease the price of their deo
brand, it will help the company
in increasing the sale of their
product. It has been found from

4. RESERCH METHODOLOGY
OBJECTIVES OF THE STUDY-
• To study the concepts and theories of Consumer Buying Behavior.
• To study the demographic profile of consumers i.e. Age, Gender, Income,
Occupation, etc.
• To study the Consumer Buying Behavior towards Park Avenue.
• To find the satisfaction level of consumers regarding Park Avenue.
• To know the factors which influence the consumer to purchase Park Avenue.
4
NEED OF THE STUDY
The study was conducted to analyze the consumer buying behavior towards the Park
Avenue Deodorant a renowned brand of Raymond Group. This study on consumer
buying behavior will be helpful in identifying consumer rational behavior toward Park
Avenue Deodorant.

5. 5
RESERCH DESIGN
S.NO ATTRIBUTES TYPES
1 Research Design Descriptive Research
2. Sampling Design Non-probability Sampling
3. Sampling Size 50 Respondents
4. Sampling Unit Sagar City
5. Methods Of Data Collection Primary Method
Secondary Method
6. Tools Used For Data Collection Primary Data
(Questionnaire)
Secondary Data
(Various Journals, Research Paper ,
Official website of raymond
Books)

6. SCOPE AND LIMITATION
6
SCOPE
•This study attempts to examine the consumer’s Buying Behavior about the Park Avenue by
Raymond group of company.
LIMITATION
• This study is limited to 50 respondents
• The study was conducted only in particular area so this result cannot suitable to other places.
• It was difficult to read the consumers mind at the time of survey and arrive at a right
conclusion.

7. FINDINGS AND SUGGESTIONS
7
Findings:
• Factors influenced to purchase Park Avenue are End result(36%) and Quality(35%) of Park
Avenue.
• There is Direct relationship between age and frequency of purchase of Park Avenue as youngsters
mostly like to use Deodorant.
• Sweat protection and long lasting is the major feature that influences the respondents for
purchasing Park Avenue Deodorant.
• Combo Pack and discount offers are the major offers which influence most of the consumers to
purchase Park Avenue.
Suggestions:-
• It is suggested by most of the customers that company should also provide pocket deodorant.
•Many consumers also want that company should launch product like deo stick as its fragrance last
long and it is portable.

8. CONCLUSION
8
It can be concluded that the popularity of the brand also one of the factors urged the customer for
their purchase duration. In overall the customer are satisfied with the brand, natural ingredients
and price of the Park Avenue.
The satisfaction level of buyers towards the Park Avenue Deodorant is different in terms of
different features and characteristics. The consumers are neutral to the price charged for the
product and satisfied with its quality. The respondents are very disappointed with the
advertisement and promotion of this product as it may not be so effective. The overall satisfaction
of consumer towards the Deodorant is positive and gives high level of satisfaction.

9. REFERENCES
9
 Primary data is collected through conducting a survey in sager city through questionnaires.
 Philip Kotler 2009(13th edition), “Marketing Management” New Delhi, Prentice Hall of India, Pearson
Publications.
 MG Parameswaran(2003) Understanding Consumers, Published by Tata Mc Graw-hill publishing company ltd.
Page no. 111-118
REFERENCES
Websites:
http://www.parkavenue.co.in
http://www.raymondindia.com/grpjkhc.asp
www.indiatimes.com/ParkAvenue
http://www.managementparadise.com/documents/swot
http://www.icmrr.org/global/pdffiles/IJMRR/m201612004.pdf
https://www.scribd.com/doc/104764231/Final-Project

10. QUESTIONNAIRE
Dear Respondent, I am student of Dr. Hari Singh Gour Central University, Sagar. I am conducting a survey on “Consumer Buying Behaviour
towards Park Avenue.” And therefore, we need your time to fill this questionnaire. This survey is the part of my study and I am ensuring you
that the information provided by you will be kept confidential and will not be used for any other purposes except academic work.
SECTION (A):-PERSONAL INFORMATION
Name: …………………………………Profession: ………………………………...
Address: ……………………………....Mobile No: ………………………………...
Email …………………………………Gender: …………………………………....
Age group: -(a) 16 to 20(b) 21 to 25 (c) 26 to 30 (d) 31 and above
Family Income (Annually): (a) 20,000- 2, 00,000 (b)2, 00,000- 4, 00,000 (c)4, 00,000 - 6, 00,000 (d) 6, 00,000 –Above
SECTION (B):- CONSUMER BUYING BEHAVIOUR TOWARDS “PARK AVENUE”
1. Are you aware of Park Avenue?
Yes No
2. How did you come to know about Park Avenue?
Product display TV/ Newspaper
Internet Friends/ Family
3. How frequently you purchase the Park Avenue?
Every Week Every Fortnight
Every Month Occasionally
4. What are the main reasons behind buying Park Avenue?
Quality Price
Brand Image End Result
5. How frequently do you use the Park Avenue Deodorant?
Daily Twice in a Day
Ultimately when Needed Occasionally
6. Which is your preferred location to buy Park Avenue?
General Store Exclusive Store of Raymond
Supermarkets Online Stores
7. Which kind of Deodorants do you like?
Active Fresh Usual
Solid Sports

11. 8. Have you ever use the Deodorant of any other brand?
Axe Wild Stone
Fogg Nivea
9. Which of the offers available influence you the most to purchase Park Avenue?
Discount Offers Buy Two Get One
Combo Packs Others
10.Which variant of Park Avenue you like the most?
Alpha Cool Blue
Good Morning Storm
11.Which things you like most in the Park Avenue?
Fragrance Sweat Protection
Smoothness Last Long
12.Would you consider buying/using this product in the future?
Yes No
13. Would you recommend this to your friends/relative’s?
Yes No
Rate Park Avenue in terms of following features on Likert Scale of 1 to5.
(1)Strongly Disagree, (2) Disagree, (3)Neutral, (4) Agree, (5) Strongly Agree.
No. Attributes 1 2 3 4 5
14. This product completely gives aromatic fragrance
15. Using this product you feel fresh and smell good
16. This product gives complete freshness and activeness
17. This product helps in sweat protection
18. The fragrance of the product lasts long
19. The price charged for product is satisfactory
20. The promotion strategy of this product is satisfactory
21. The packaging of the product is appealing
22. The product is easily available in the market
23. The product efficiency is up to the marks
24. I always want to buy the product again & again
25. I am satisfied with the overall products features

12. 26. Any change you want to bring in this product?
Yes No
Please specify if changes needed _______________________________________________
27. Suggestions: ______________________________________________________________
Date: _________________________ Signature:
___________________________
Thank you for your Cooperation

13. 13