Dissertation report on switching behavior of consumer

CONSUMER SWITCHING BEHAVIOR
1
A
DISSERTATION ON
TO STUDY THE SWITCHING BEHAVIOUR OF
CONSUMER SPECIAL REFRENCE TO URBAN
MARKET
SUBMITTED BY
………
ENROLLMENT No ……..
in partial fulfillment for the award of the degree
Of
BACHELOR OF COMMERCE
MANGALAYATAN UNIVERSITY, ALIGARH
MAY 2016

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STUDENT’S DECLARATION
This is to certify that Report entitled “To study the switching behavior of consumer special
reference to urban market ”which is submitted by me in partial fulfillment of the requirement
for the award of degree B.Com(Hons.) To Mangalayatan University, Aligarh comprises only
my original work and due acknowledgement has been made in the text to all other material
used.
Date: Name
Signature of the student

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SUPERVISOR’S CERTIFICATE
This is to certify that Report entitled “To study the switching behavior of consumer special
reference to urban market” which is submitted by ….. in partial fulfillment of the
requirement for the award of degree B.Com to Mangalayatan University, Aligarh is a record
of the candidate’s own work carried out by him/her under my/our supervision. The matter embodied in
this thesis is original and has not been submitted for the award of any other degree.
Date: Name
Signature of Supervisor

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ACKNOWLEDGEMENT
"I have taken efforts in this Dissertation. However, it would not have been possible without the
kind support and help of many individuals and organizations. I would like to extend my sincere
thanks to all of them.
I am highly indebted to ……. for their guidance and constant supervision as well as for
providing necessary information regarding dissertation & also for their support in completing the
dissertation.
I would like to express my gratitude towards my parents & Members of Manglayatan University
for their kind co-operation and encouragement which help me in completion of this Dissertation.

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ABSTRACT
Basically my study focuses on consumer behavior, because now a day’s consumer behavior is
very important, while making decision before purchasing a product or brand. My study will
investigate the relationship between those factors which influence consumer buying behavior
while decision making. In my study I have select four variables in which “price, Quality and
Brand Name” are independent variables and consumer behavior is dependent variable.
In my research I will use positivism paradigm and will collect quantitative data through a survey
questionnaire and will fill that questionnaires from respondents, of different demographic
segment. I will prepare easy and simple questions which can easily understandable by the
respondent, and will talk politely with respondent during filling of questionnaires. After
collecting data I will put data in SPSS and use descriptive, correlation and regression analysis
tests to conclude data.
Complex global developments in all areas, as well as in the field of marketing have forced
marketers to target their activities. In this paper attempted to provide a framework of consumer
behavior. In this study, first definition of consumer behavior, the key concepts of consumer
behavior and buying decision process and then model of consumer behavior is presented.
In Present Marketing Scenario, the Study of Consumer Behavior has become essential.
Consumers are the kings of markets. Without consumers no business organization can run. All
the activities of the business concerns end with consumers and consumer satisfaction. Customer
behavior study is based on consumer buying behavior, with the customer playing the three
distinct roles of user, payer and buyer. Consumer buying behavior has become an integral part of
strategic market planning. In order to develop a framework for the study consumer behavior it is
helpful to begin by considering the evolution of the field of consumer research and the different
paradigms of thought that have influenced the discipline. As described in this article, a set of
dimensions can be identified in the literature, which can be used to characterize and differentiate
the various perspectives on consumer research. It is argued that consumer behavior itself
emerged as a distinct field of study during the 1960s; and is characterized by two broad
paradigms, the positivist and the non-positivist. The positivist paradigm encompasses the

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economic, behavioral, cognitive, motivational / trait / attitudinal, and situational perspectives;
these perspectives are referred to as the traditional perspectives as they pre-date the development
of the non-positivist paradigm. The positivist paradigm, which is still the dominant paradigm,
emphasizes the supremacy of human reason and that there is a single, objective truth that can be
discovered by science. The opposing, non-positivist paradigm, envelops the interpretive and
postmodern perspectives, which have emerged more recently during the period post-1980 to
date. The rational view and the ideology of a homogenous social culture and thereby deny the
complex social and cultural world in which consumers live. The traditional, positivist perspective
takes a very utilitarian approach to the benefits from consumption. While the non-positivist
perspectives place much greater emphasis on the symbolic dimensions of choice. The objective
of non-positivist research endeavor is to achieve a better understanding of consumer behaviour
with no specific intent to influence consumer processes. This article aims to identify different
streams of thought that could guide future consumer research.

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CONTENTS
Sl. No. Title Page No.
Chapter-01 INTRODUCTION
1.1 Introduction
1.2 Problem Identification
1.3 Need and significance of consumer behavior
1.4 Review of literature
1.5 Objective
1.6 Hypothesis
1.7 Research Method
 Research Design
 Selection of units
 Sampling Techniques
 Sample Size
 Data Collection
 Statistical technique for data analysis
1.8 Organization of the study
1.9 Limitations
Chapter- 02 Conceptual framework of the switching behavior of
consumer.
Chapter- 03 Data analysis and interpretation of data
Chapter- 04 Findings and Conclusion
4.1 Findings
4.2 Conclusion
Chapter- 05 Recommendation
Appendices
Bibliography

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LIST OF TABLE
01 Classification of respondents based on their Gender.
02 Classification of respondents based on the group of people.
03 Classification of respondents based on their age.
04 Classification of respondents based on the factor affecting buying
decision.
05 Classification of respondents based on their choice for buying
product.
3.1 Classification of respondents based on their Gender.
3.2 Classification of respondents based on the group of people.
3.3 Classification of respondents based on their age.
3.4 Classification of respondents based on the factor affecting buying
decision.
3.5 Classification of respondents based on their choice for buying
product.

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LIST OF FIGURES
Fig. 01 Statistical technique for data collection
Fig. 2.1 Consumer preference purchase behavior
Fig. 2.2 Factor affecting consumer behavior
Fig. 2.3 Consumer decision making process
Fig. 3.1 Classification based on their gender
Fig. 3.2 Group of people
Fig. 3.3 Classification based on their age
Fig. 3.4 Factor affecting buying decision
Fig. 3.5 Choice for buying a product

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CHAPTER- 1
INTRODUCTION
1.1 Introduction
First of all I would like to elaborate that what is consumer behavior “those acts of individuals
directly involved in obtaining and using economic goods and services including decision procure
that and determine these acts”. Consumer behavior is the study of when, why, how, and where
people do or do not buy a product. Every business focus on consumer behavior and they
conducts study to find out the need and wants of consumers and also conduct research that how a
marketer can change the behavior of consumer. There are many factors which influence the
consumer behavior but I will study on only three variables “price, quality, and Brand Name” and
will check the relationship of these three factors with consumer buying behavior. I will specify
my study in cosmetic sector products. Because Cosmetic products are important consumer
products with an essential role in everyone's life: apart from "traditional" cosmetic products, such
as make-up and perfumes, it also includes products for personal hygiene, for example tooth-care
products, shampoos and soaps.
Definition: Consumer behavior include mental activity, emotional and physical that people use
during selection, purchase, use and dispose of products and services that satisfy their needs and
desires (Kotler, 1999)
Today's cosmetic market is driven by innovation including new color pallets, treatments targeted
to specific skin types and unique formulas concentrating on different needs. Most cosmetics
products have a lifespan of less than five years and manufacturers reformulate 25% of their
products every year. They need to improve products constantly in order to stay ahead in a highly
competitive market where more choice and ever greater efficacy are expected by the consumer.

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Many of these chemicals are toxic but the cosmetics industry does not want you to know this.
Just like all the other big industries in the US, the cosmetics industry is all about making big
profits (with 50 billion dollars in sales each year) and very little or absolutely nothing about
providing you the public with a safe product. Even many people, who are very careful about
what they eat, may well not be aware of the often toxic ingredients contained in cosmetics.
In spite of their efforts to hide information, we need to start reading labels. If a product has too
many ingredients with lengthy names, avoid it. Go for organic which are much less likely to have
toxic chemicals
Thousands of people are suffering the adverse affects from using cosmetic problems without
realizing what the cause of their suffering is. This can be in the form of burning sensations,
reddening of the skin, pimples or rashes. Others might not suffer from outward signs and
symptoms but from actual systemic toxins.
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.[1] It blends elements
from psychology, sociology, social anthropology, marketing and economics. It attempts to
understand the decision-making processes of buyers, both individually and in groups such as
how emotions affect buying behavior. It studies characteristics of individual consumers such
as demographics and behavioral variables in an attempt to understand people's wants. It also tries
to assess influences on the consumer from groups such as family, friends, sports, reference
groups, and society in general
Consumer behavior in marketing is a new issue. So that the first books published does not reach
before 1968 in this field. Most universities do not make any effort before 1970, but it has grown
significantly in recent years, So that a special team of investigators was formed in 1970 about
consumer behavior and in 1990 the group had 1500 members from 30 countries

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Key concepts of consumer behavior
1) Consumer behavior is motivational: The main question that arises in this context is that
"why consumer behaviors occur?”. Answer to this question is included in the definition of
consumer behavior. Consumer behavior is to meet the needs and demands of him. Behavior is a
tool to achieve objectives and target consumer derives from his needs and desires. (wilke, 2000)
2) Consumer behavior include many activities: All consumers have differences in terms of
thoughts, feelings, and decisions and ... With each other. Marketers must pay attention to the
activities of consumers, some consumers activities are: See this advertisement, purchase
decision, the decision about how to pay (cash, credit) and...
3) Consumer behavior is a process: Consumer behavior, including the selection, purchase and
consumption of goods and services that include elimination of three steps before buying
activities, purchasing activities, activities after purchase.
4) Consumer behavior at different times has different complexity: Buy different product by
different people has different implications. Buy some goods, involves all three- process step of
the consumer Behavior, While buying some goods (goods that are consumed regularly) is very
simple and does not require multiple steps. Customers try to make buying process simple
through trusting others, loyalty to the brand
5) Consumer behavior includes different roles: Consumers in different time can play each of
the three roles affective, buyers and consumer. When we buy something for our self we can play
that 3 role. Sometimes by using others opinion buy something for some one that in this case we
can play an individual role.
6) Consumer behavior is influenced by external factors: Consumer behavior is influenced by
many external factors such as culture, subculture, and social classes ... Located. These effects can
be short, medium or long term.
7) Consumer behavior is different in different people: Because people have different desires
and needs, so their behavior is different And the difference consumer behavior make predict
consumer behavior more difficult, to resolve this problem can categories the market.

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1.2 PROBLEM IDENTIFICATION
Understanding consumer behavior is important for any organization before launching a product.
If the organization failed to analyze how customer will respond to a particular product, the
company will face losses. Consumer behavior is very complex because each consumer has
different mind and attitude towards purchase, consumption and disposal of product (Solomon,
2009). Understanding the theories and concepts of consumer behavior helps to market the
product or services successfully. Moreover, studying consumer behavior helps in many aspects.
As there is constant change in the living standards, trend, fashion and change in technology;
consumer's attitude towards the purchase of product varies (Kumar, 2004). Understanding these
factors is of utmost importance because the marketing of product are largely dependent on these
factors. Thus, consumer behavior serves as a successful tool for marketers in meeting their sales
objectives.
Consumer Behavior or the Buyer Behavior is referred to the behavior that is displayed by the
individual while they are buying, consuming or disposing any particular product or services.
These behaviors can be affected by multiple factors. Moreover, it also involves search for a
product, evaluation of product where the consumer evaluate different features, purchase and
consumption of product. Later the post purchase behavior of product is studied which shows the
consumer satisfaction or dissatisfaction where it involves disposal of product (Solomon, 2009).
The customers while buying a product goes through many steps. The study of consumer behavior
helps to understand how the buying decision is made and how they look for a product. Moreover,
the understanding consumer behavior also helps marketers to know the what, where, when, how
and why of the consumption of product consumption. These help marketers or organizations to
know the reason behind the purchase of product by consumers and how it satisfies them. Among
other factors, the basic needs like shelter and hunger along with craving for psychological
fulfillment tends consumer to buy a certain product or services.
This dissertation discusses the value to marketers of understanding and applying consumer
behavior concepts and theories.

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1.3 Needand significance of consumerbehavior
Consumer Behavior may be understood as the decision process and physical activity individuals
engage in evaluating, acquiring, using or disposing of products. The organizations cannot
achieve success in their respective businesses if they fail to meet the requirements of the
consumer. People are unique and their consumption habits are unique therefore marketers need
to understand the behavior of the consumers in designing and developing right products to the
right consumers.
The modern marketing management tries to solve the basic problems of consumers in the area of
consumption. To survive in the market, a firm has to be constantly innovating and understand the
latest consumer needs and tastes. It will be extremely useful in exploiting marketing
opportunities and in meeting the challenges that the Indian market offers
Role or importance of study of consumer behavior can be explained with reference to the
points stated as under:
I. Importance of Consumer Behavior to business managers
The main purpose behind marketing a product is to satisfy demands and wants of the Consumers.
Study of consumer behavior helps to achieve this purpose. As consumers are the most important
person for marketer or sales person, therefore it is important for them to consider the likes and
dislikes the consumers so that they can provide them with the goods and services accordingly
(Solomon, 2009). The more careful analysis helps in more exact prediction about the behavior of
consumers of any product or services. The study of consumer behaviors helps business manager,
sales person and marketers in the following way.
 To design the best possible product or service that fully satisfies consumer's needs and
demands.
 To decide where the service or product would be made available for easy access of
consumers.
 To decide the price at which the consumers would be ready to buy that product or
service.

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 To find out the best method of promotion that will prove to be effective to attract
customers to buy a product.
 To understand why, when, how, what and other factors that influence buying decision of
the consumers.
II. Importance of Consumer Behavior to Marketers
It is important for marketers to study consumer behavior. It is important for them to know
consumers as individual or groups opt for, purchase, consumer or dispose products and services
and how they share their experience to satisfy their wants or needs (Solomon, 2009). This helps
marketers to investigate and understand the way in which consumers behave so that they can
position their products to specific group of people or targeted individuals.
In regard to the marketer's view point, they assume that the basic purpose of marketing is to sell
goods and services to more people so that more profit could be made. This principle of making
profits is heavily applied by almost all marketers. Earlier, the marketers were successful in
accomplishing their purpose. However, today, as the consumers are more aware about the use of
product and other information of the product, it is not easy to sell or attract customer to buy the
product (Kumar, 2004). Thus, in order to sell a product or service or to convince consumers to
buy product, the marketers have to undergo through proper research to win them over.
The following are some of the points discussed that explains the value to marketers of
understanding and applying consumer behavior concepts and theories.
 To understand Buying Behavior of consumers
 To create and retain customers though online stores
 To Understand the factors influencing Consumer's buying Behavior
 To understand the consumer's decision to dispose a product or services
 To increase the knowledge of sales person influence consumer to buy product
 To help marketers to sale of product and create focused marketing strategies

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III. other importance
1. Modern Philosophy:
It concerns with modern marketing philosophy – identify consumers’ needs and satisfy them
more effectively than competitors. It makes marketing consumer-oriented. It is the key to
succeed.
2. Achievement of Goals:
The key to a company’s survival, profitability, and growth in a highly competitive marketing
environment is its ability to identify and satisfy unfulfilled consumer needs better and sooner
than the competitors. Thus, consumer behaviour helps in achieving marketing goals.
3. Useful for Dealers and Salesmen:
The study of consumer behavior is not useful for the company alone. Knowledge of consumer
behavior is equally useful for middlemen and salesmen to perform their tasks effectively in
meeting consumers needs and wants successfully. Consumer behavior, thus, improves
performance of the entire distribution system.
4. More Relevant Marketing Programme:
Marketing programme, consisting of product, price, promotion, and distribution decisions, can be
prepared more objectively. The programme can be more relevant if it is based on the study of
consumer behavior. Meaningful marketing programme is instrumental in realizing marketing
goals.
5. Adjusting Marketing Programme over Time:
Consumer behavior studies the consumer response pattern on a continuous basis. So, a marketer
can easily come to know the changes taking place in the market. Based on the current market
trend, the marketer can make necessary changes in marketing programme to adjust with the
market.
6. Predicting Market Trend:
Consumer behavior can also aid in projecting the future market trends. Marketer finds enough
time to prepare for exploiting the emerging opportunities, and/or facing challenges and threats.

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7. Consumer Differentiation:
Market exhibits considerable differentiations. Each segment needs and wants different products.
For every segment, a separate marketing programme is needed. Knowledge of consumer
differentiation is a key to fit marking offers with different groups of buyers. Consumer behaviour
study supplies the details about consumer differentiations.
8. Creation and Retention of Consumers:
Marketers who base their offerings on recognition of consumer needs find a ready market for
their products. Company finds it easy to sell its products. In the same way, the company, due to
continuous study of consumer behavior and attempts to meet changing expectations of the
buyers, can retain its consumers for a long period.
9. Competition:
Consumer behavior study assists in facing competition, too. Based on consumers’ expectations,
more competitive advantages can be offered. It is useful in improving competitive strengths of
the company.
10. Developing New Products:
New product is developed in respect of needs and wants of the target market. In order to develop
the best-fit product, a marketer must know adequately about the market. Thus, the study of
consumer behavior is the base for developing a new product successfully.
11. Dynamic Nature of Market:
Consumer behavior focuses on dynamic nature of the market. It helps the manager to be
dynamic, alert, and active in satisfying consumers better and sooner than competitors. Consumer
behavior is indispensable to watch movements of the markets.
12. Effective Use of Productive Resources:
The study of consumer behavior assists the manager to make the organisational efforts
consumer-oriented. It ensures an exact use of resources for achieving maximum efficiency. Each
unit of resources can contribute maximum to objectives.

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It is to be mentioned that the study of consumer behavior is not only important for the current
sales, but also helps in capturing the future market. Consumer behavior assumes: Take care of
consumer needs, the consumers, in return, will take care of your needs. Most of problems can be
reasonably solved by the study of consumer behavior. Modern marketing practice is almost
impossible without the study of consumer behavior.

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1.4 REVIEW OF LITERATURE
Abideen Z. Et al (2011) explore the effective advertising and its influence on consumer buying
behavior. The purpose of their study was to explore that how advertisement an audience
(viewers, readers or listeners) to purchase or take some action upon products, information, or
services etc. they studied 3 variables in which consumer buying behavior was dependent and
emotional and environmental response were independent. They investigate the relationship
between independent variables which are environmental response and emotional response with
attitudinal and behavioral aspect of consumer buying behavior. They collect data from 200
respondent living RAWALPINDI, ISLAMABAD and LAHORE. And analyze data through
regression analysis by putting in SPSS (statistical package for social sciences) and find out that it
is true that people purchase those brands with which they are emotionally attached.
Nezakati H et al (2011) examines the factors influencing consumer buying behavior in
automobile industry. The purpose of their research is to identify what factors will influence
consumer buying behavior towards automobile industry in Malaysia. They took (Price
consciousness, value consciousness, price-quality inference risk averseness, beliefs, perception,
attitude, and group influences) as independent variable. And Intention to purchase of imported
car as dependent variable. They collect data from 210 respondent and use multiple regression to
analyze data and find that every consumer check the quality of the product and compare them
with other brands and also his/her income, either it is affordable or not. In this study they find
that consumer want to be a best quality of product instead all other factors. Manufacturing and
marketers should play attention on what the major factors that will influence the consumer
purchase behavior in order to sustain competitive in the market. Therefore, to successfully
complete in the Malaysia market, marketers or manufacturing must emphasize the quality of the
products in order to gain competitive advantages in the market especially local car
manufacturing companies such as PROTON and PERODUA. Marketers and Manufacturing
companies must remember quality is the factors that will influences consumer’s beliefs and also
will influence the intention to purchase. Marketers also should increase the product quality in
order to increase the consumer’s beliefs about the products by maintaining the quality to gain

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competitive advantage. The recommendations for foreign car manufacturing are must maintain
the quality of the car in order to gain competitive advantages in market.
Haque A (2009) investigates the “Factors Influencing Buying Behavior of Piracy Products” in
Malaysian market. The purpose of this study was to explore the influencing factors of the
Malaysian consumers toward the pirated products. They studied factors social influence,
personality believe, pricing and economy as independent variables to check their relationship on
consumer perception. Their sample size was 550 but they found 500 questionnaires to be
adequate for research purpose. Each of the response received was screened for errors, incomplete
and missing responses. Out of which only 491 responses were considered complete and valid for
data analysis. And they analyze their data through descriptive and regression analysis to make
conclusion. They find that the majority of the Asian people try to get product at the most
reasonable cost, which encouraged some business people to do piracy so that all the products of
the various sorts reach the vast majority of the people.
Hypothesis was developed for each of these variables showing the relationship that the variables
have towards consumers’ perception on piracy. When the regression test was run, social
influence, pricing and the economy showed that the null hypothesis should be rejected
concluding that there is relationship between these variables and the dependent variable, which is
consumers’ perception on piracy. Nevertheless, individuals personality and their believe proved
that there is no significant relationship with consumers perception. Although most sources say
that there is no ending to the word “piracy”.
Li N and P Zhang (ND) determines the "Consumer online shopping attitudes and behavior," the
purpose of their study is to synthesize the representative literature of consumer online shopping
attitudes and behavior based on an analytical literature review. After considering the 35
empirical studies, they identified a total of ten interrelated factors which empirical evidence
shows significant relationships. These ten factors or variables are "external environment,
demographics, personal characteristics, Vender / service / product characteristics, quality site, as
independent variables and Attitude regarding online shopping, intention to shop online decision
making, online purchasing, customer satisfaction, as the dependent variable. The 35 empirical
studies are analyzed in this study, of these 29 of them used research method. Three dependent

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variables (consumer attitudes, intentions, and buying behavior) and three independent variables
(personal characteristics, vendor / service / product characteristics, site quality) get the most
attention. This seems to represent the main stream of research in this area. Attitudes toward
online shopping and other factors, measuring intention to thirteen shop online and 14 studies the
relationship between online purchasing and other factors. Fourteen studies considering personal
characteristics, 16 vender / service / product characteristics, site quality and 20. It appears that
personal characteristics, vender / service / product characteristics, and website quality
significantly online shopping attitude, intention and behavior. The direct implication of their
findings is aimed at more convenient consumer groups, improving product / service quality, and
improving the quality of websites can positively influence consumer attitudes and behavior,. The
role of the external environment, demography, online shopping decision-making and consumer
satisfaction are less important. Any number of factors including the vender / service / product
characteristics, site quality, attitude towards online shopping, intention to shop online, making
online shopping and online purchases, can influence consumer satisfaction. Customer
satisfaction directly affects on the attitude towards online shopping or to specific internet shops.
Adhi W. and Safitri L. (ND) determines the CONSUMER’S PERCEIVED VALUE AND
BUYING BEHAVIOR OF STORE BRANDs. And the aim of their study is to provide
understanding on the subject of Consumers Perceived Values and buying behavior towards store
brands products in the perspective of Indonesia’s consumers. They conduct this study in grocery
field and find that Buying processes in grocery shopping involve many factors relating to the
final decision of the consumers and those aspects influence Consumer Perceived Value and their
buying behavior on deciding which type of product they would buy. They study nine different
variables in which “involvement, loyalty, familiar, quality, price, risk.” as independent and
“consumer perceived” values as mediating and “buying behavior and willingness to buy” as
dependent variable. They collect data from 300 respondents and use different types of analysis
after putting into SPSS. They use mean analysis to check out the tendency of respondent and use
cross tab to show the distribution of two variables in cross tabulation. Reliability analysis used to
reflect internal consistency, frequency distribution and multiple linear regression analysis. In
mean analysis they find that the mean with low variable “The purchase of store brand grocery
items is risky because the quality of store brands is inferior”, meaning that most respondents
disagree (answered strongly disagree/disagree) with the statement. And mean with high value

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Product that “I buy from grocery store matters a lot to me”, meaning that most respondents have
the most agreed opinion with the statement. In crosstab analysis there is no relationship between
willingness of buying store brands compared to national brands and their income level. There is
also a relationship between recommendations of store brand grocery product to friends and their
age group; group age of < 25 years old and > 40 years old have the tendency to recommend store
brands to their friends and relatives. In overall, the findings shows that consumer’s perceived
value contribute positively to their perceptions of store brands and the better knowledge on the
aspects of store brand products due to their past experience in purchasing the items lead to
positive perceptions which eventually will lead to good possibility for them in re-purchasing
store brands products in the future.
Koufaris M. (2002) investigate “Applying the Technology Acceptance Model and Flow
Theory to Online Consumer Behavior” the purpose of their study is to check how emotional and
cognitive responses to visiting a Web-based store for the first time can influence online
consumers’ intention to return and their likelihood to make unplanned purchases. They studied
11 different types of variables in which “product involvement, web skills, value-added search
mechanism, challenges” as independent variables and “perceived control, shopping enjoyment,
concentration, perceived usefulness and perceived ease of use” as mediating and “unplanned
purchase and intention to return” as dependent variables. They conduct an quantitative study to
examine to consumer behavior and collect data from 300 respondents which filled out in one
week and after screening 280 questionnaire were properly found filled. And use mean, cross
tabulation and linear regression analysis to analyze data after putting into SPSS. They found the
results on unplanned purchases were surprising. And there is no relationship between unplanned
purchases and the flow variables of shopping enjoyment, concentration, and perceived control.
They also confirmed some prior research on flow. They found that perceived Web skills and
positive challenges are positively related with shopping enjoyment and concentration of online
consumers. From a substantive point of view, they examined how emotional and cognitive
responses to the shopping experience on the Web can influence online consumer behavior,
specifically, intention to return and unplanned purchases for new customers. Looking at the
online consumer both as a shopper and a computer user, by blending theoretical paradigms from
psychology, marketing, and information systems, we confirmed the dual nature of the online
consumer as a traditional shopper and a computer user.

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1.5 OBJACTIVES
 To find out the impact of different factors on consumer’s switching behavior.
 To find out the consumer preference & choices.
 To find out the how consumer awareness affect the brand, price, Market Image of product
etc.
1.6 HYPOTHESIS
What are the factors affecting on consumer buying behavior?
 H01: there is no significant impact of different factor on consumer behavior.
 H02: there is no significant of awareness of consumer that create brand identity.
 H03: : there is no significant impact of consumer preference & choice towards modern
marketing

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1.7RESEARCH METHODOLOGY
Research methodology is the process of solving the problem systematically by research. The
objective of the study is to solve the problem by using available data
i. ResearchDesign
A Research Design provides the framework to be used as a guide in collecting and analyzing
data. Research design is a detailed blue print used to guide the research study towards its
objectives.
There are three traditional categories of research design namely:
 Exploratory Research
 Descriptive Research
 Casual Research
The choice of the most appropriate design depends largely on the objectives of the research and
how much is known about the problem and these objectives.
 Exploratory Research
Exploratory research is used principally to gain a deeper understanding of something. The design
is far more flexible and dynamic than that of descriptive research. This genre of research simply
allows the marketer to gain a greater understanding of something that s/he doesn’t know enough
about. For example, just because we know that 3G phones exist, it doesn’t necessarily mean that
we understand how they work. Exploratory research can help in this instance.
In Exploratory Research the objective is to gain background information, to define terms, to
clarify problems and develop hypotheses, to establish research priorities, to develop questions to
be answered. The objective of exploratory research is to gather preliminary information that will
help define problems and suggest hypotheses.
 Descriptive Research

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Descriptive research can be either quantitative or qualitative. It can involve collections of
quantitative information that can be tabulated along a continuum in numerical form, such as
scores on a test or the number of times a person chooses to use a-certain feature of a multimedia
program, or it can describe categories of information such as gender or patterns of interaction
when using technology in a group situation. Descriptive research involves gathering data that
describe events and then organizes, tabulates, depicts, and describes the data collection (Glass &
Hopkins, 1984). It often uses visual aids such as graphs and charts to aid the reader in
understanding the data distribution. Because the human mind cannot extract the full import of a
large mass of raw data, descriptive statistics are very important in reducing the data to
manageable form. When in-depth, narrative descriptions of small numbers of cases are involved,
the research uses description as a tool to organize data into patterns that emerge during analysis.
The term descriptive research refers to the type of research question, design, and data analysis
that will be applied to a given topic. Descriptive research gathers quantifiable information that
can be used for statistical inference on your target audience through data analysis. As a
consequence this type of research takes the form of closed-ended questions, which limits its
ability to provide unique insights. However, used properly it can help an organization better
define and measure the significance of something about a group of respondents and the
population they represent.
A descriptive study is one in which information is collected without changing the environment
(i.e., nothing is manipulated). Sometimes these are referred to as “ correlational ” or “
observational ” studies. The Office of Human Research Protections (OHRP) defines a descriptive
study as “Any study that is not truly experimental.” In human research, a descriptive study can
provide information about the naturally occurring health status, behavior, attitudes or other
characteristics of a particular group. Descriptive studies are also conducted to relationships
between things in the world around you.
Descriptive studies can involve a one-time interaction with groups of people Descriptive studies,
in which the researcher interacts with the participant, may involve surveys or interviews to
collect the necessary information. Descriptive studies in which the researcher does not interact
with the participant include observational studies of people in an environment and studies
involving data collection using existing records.

26
 Casual Research:
Causal Research the objective is to determine causality, test hypotheses, to make "if-then"
statements and to answer questions. Causal Research explores the effect of one thing on another
and more specifically, the effect of one variable on another.
The research is used to measure what impact a specific change will have on existing norms and
allows market researchers to predict hypothetical scenarios upon which a company can base its
business plan.
For example, if a clothing company currently sells blue denim jeans, causal research can measure
the impact of the company changing the product design to the color white.
Following the research, company bosses will be able to decide whether changing the colour of
the jeans to white would be profitable.
To summarize, causal research is a way of seeing how actions now will affect a business in the
future.
The Research Design used for the survey is Descriptive Research and the type of research design
is Gross-sectional
A cross-sectional study involves looking at people who differ on one key characteristic (such as
age) at one specific point in time. The data is collected at the same time from people who are
similar on other characteristics but different on a key factor of interest such as age, income levels
and geographic locations. Participants are usually separated into groups known as cohorts. For
example, researchers might create cohorts of participants who are in their 20s, 30s and 40
This type of study uses different groups of people who differ in the variable of interest but who
share other characteristics such as socioeconomic status, educational background and ethnicity.
Cross-sectional studies are often used in developmental psychology, but this method is also
utilized in many other areas including social science and education.

27
For example, researchers studying developmental psychology might select groups of people who
are remarkably similar in most areas, but differ only in age. By doing this, any differences
between groups can presumably be attributed to age differences rather than to other variables.
ii. Selection of units
In this research I have collected data from 100 respondents. Who live in different areas of
Aligarh. I have personally questioned people by interviewing, group discussing and telephoning
and have collected information about the different brand which they have used.
iii. Sampling Technique
Sample is the fraction of the population; sampling is a technique or a method of selection of
samples. The researcher in carrying out this research adopted the most appropriate sampling
technique for research that is the simple random technique.
Sampling methods are classified as either probability or non-probability. In probability samples,
each member of the population has a known non-zero probability of being selected. Probability
methods include random sampling, systematic sampling, and stratified sampling. In non-
probability sampling, members are selected from the population in some nonrandom manner.
These include convenience sampling, judgment sampling, quota sampling, and snowball
sampling. The advantage of probability sampling is that sampling error can be calculated.
Sampling error is the degree to which a sample might differ from the population. When inferring
to the population, results are reported plus or minus the sampling error. In non-probability
sampling, the degree to which the sample differs from the population remains unknown.
technique for research that is the simple random technique,
 Simple Random Sampling
Simple random sampling method, it is assumed that each and every unit in the population has
equal chance of occurrence or equal probability of occurrence. In other words the sampling units
are selected randomly. An unbiased random selection of individuals is important so that in the

28
long run, the sample represents the population. However, this does not guarantee that a particular
sample is a perfect representation of the population. Simple random sampling merely allows one
to draw externally valid conclusions about the entire population based on the sample.
Conceptually, simple random sampling is the simplest of the probability sampling techniques. It
requires a complete sampling frame, which may not be available or feasible to construct for large
populations. Even if a complete frame is available, more efficient approaches may be possible if
other useful information is available about the units in the population. The researchers have
taken 100 samples randomly. Primary sources of data collected through questionnaire,
magazines, journals and website are referred as a secondary source.
iv. Sample size
In this research I have collected data from 100 respondents. Who live in different areas of
Aligarh. I have personally questioned people by interviewing, group discussing and telephoning
and have collected information about the different brand which they have used.
The sample consists of 4 types of respondents:
Students 60%
Professionals 20%
Parents 5%
Neighbors 15%
Instrument Questionnaire
Response Rate 100%

29
v. Data Collection
In this research I have used primary and secondary information. Secondary information about the
“factors affecting on consumer behavior” is gathered from the different sources such as articles.
However for the primary information we have conducted questionnaire survey. We have used
quantitative data for our research. Primary data can be collected in a number of ways using both
qualitative and quantitative methods.
Primary data: it can be collected in a number of ways using both qualitative and quantitative
methods.
 Quantitative research: it produces numbers and figures of consumers who are aware of
products or services. The main methods of quantitative research methods are discussed
below:
Personal questionnaire: This lists questions on a form with specified answers from which the
respondents must choose. Questions may be multiple choices or use various scaling methods.
This can take place anywhere.
Telephone interview: the use of telephone interviews has increased overtime and is popular as it
is cost-effective. The speed of collection and processing of information is fast, and there is more
situational control and respondents are easily accessible.
 Qualitative research: it provides data on why people buy, their motivations and their
impressions of products and services along with an insight into feelings, motives and
values of the sample being studied. In turn this method helps us to understand consumer
behavior through informal analysis methods.
In-depth interviews: requires a trained interviewer who encourages the interviewee to discuss
topics freely. Questions tend to be open ended, allowing creativity of thoughts and feelings to be
expressed. Findings cannot be numerically recorded.
Group discussions: Similar to depth interviews, yet this involves the gathering of a small
number of people for a set amount of time to discuss topics under the leadership and direction of
the researcher. This allows great interaction and is the most common method of qualitative data
used.

30
Secondary Data
There is a considerable amount of secondary data available for researchers. A source of
secondary data, which has already been collected for some other purpose, has been used for the
project. Secondary information has been collected to form the literature review and background
on customer switching, Information was gathered from the Internet, University Library, Market
reports, journals etc.
The advantage of using secondary data is that it is accurate at the time it was produced,
depending upon the source, and it provides information on how industries have evolved over the
years. It also provides statistical information, which can help to analyze social, demographic and
economic trends, and is time and cost effective. In addition to the above, using secondary data
means the privacy of people is less invaded.
The main disadvantage of using secondary data is that it has originally been collected for a
purpose, which differs, from the current hypotheses being investigated. Furthermore secondary
data can become out of date, as it was probably collected and published a few years ago and
gaining access to it may be difficult and costly, ex. - market research reports.

31
vi. Statistical technique for Data analysis
Research is both an art and a science. While much of the practice of research is based upon well-
researched factors, many decisions about program activities can be made through a research
which is guided by common sense and practicality.
For data analysis steps are following:
Fig-1
Recommendations
Conclusion
Findingand observation
Data analysis& interpretation
Sample size
Sample
Data collection
Sources of data
Research objective
Identification of problem

32
Step-1: Identification of problem
The customers while buying a product goes through many steps. The study of consumer behavior
helps to understand how the buying decision is made and how they look for a product. Moreover,
the understanding consumer behavior also helps marketers to know the what, where, when, how
and why of the consumption of product consumption. These help marketers or organizations to
know the reason behind the purchase of product by consumers and how it satisfies them. Among
other factors, the basic needs like shelter and hunger along with craving for psychological
fulfillment tends consumer to buy a certain product or services.
This dissertation discusses the value to marketers of understanding and applying consumer
behavior concepts and theories.
Step- 2: ResearchObjective
Objectives are the steps we are going to take to answer research questions or a specific list of
tasks needed to accomplish the goals of the project.
 To find out the impact of different factors on consumer’s buying behavior.
 To find out the consumer preference & choices.
 To find out the how consumer awareness affect the brand.
Step-3: Sources of data
Primary Sources:
Primary sources are original materials on which research is based. They are firsthand testimony
or direct evidence concerning a topic under consideration. They present information in its
original form, neither interpreted nor condensed nor evaluated by other writers.
Whether a source if primary can be determined by the way it is being used by the researcher. For
example, a speech about the Declaration of Independence that was delivered by a noted
statesman on its hundredth anniversary would be secondary source for a scholar studying the
document’s philosophical origins. But it would be a primary source for a scholar studying how
the Declaration’s meaning has changed for Americans over time.

33
Examples:
 Newspaper articles (reporting events)
 Photographs
 Interviews (legal proceedings, personal, telephone, e-mail)
 Correspondence
 Trial transcripts
 Fiction, poems, music
 Experimental results
 Autobiographies, personal narratives, memoirs
 Diaries
 Manuscripts
 Data
Secondary Sources:
Secondary sources offer interpretation or analysis based on primary sources. They may explain
primary sources and often uses them to support a specific thesis or argument or to persuade the
reader to accept a certain point of view. Such works are one or more steps removed from the
event—being written with the benefit of hindsight.
Examples:
 Journal articles
 Biography
 Encyclopedias
 Dissertations
 Research analysis
 Works of criticism and interpretation
 Newspaper articles (analyzing news)

34
Step-4: Data collection
In this research I have used primary and secondary information. Secondary information about the
“factors affecting on consumer behavior” is gathered from the different sources such as articles.
However for the primary information we have conducted questionnaire survey. We have used
quantitative data for our research. Primary data can be collected in a number of ways using both
qualitative and quantitative methods.
 Quantitative research: it produces numbers and figures of consumers who are aware of
products or services. The main methods of quantitative research methods are discussed
below:
Personal questionnaire: This lists questions on a form with specified answers from which the
respondents must choose. Questions may be multiple choices or use various scaling methods.
This can take place anywhere.
Telephone interview: the use of telephone interviews has increased overtime and is popular as it
is cost-effective. The speed of collection and processing of information is fast, and there is more
situational control and respondents are easily accessible.
 Qualitative research: it provides data on why people buy, their motivations and their
impressions of products and services along with an insight into feelings, motives and
values of the sample being studied. In turn this method helps us to understand consumer
behavior through informal analysis methods.
In-depth interviews: requires a trained interviewer who encourages the interviewee to discuss
topics freely. Questions tend to be open ended, allowing creativity of thoughts and feelings to be
expressed. Findings cannot be numerically recorded.
Group discussions: Similar to depth interviews, yet this involves the gathering of a small
number of people for a set amount of time to discuss topics under the leadership and direction of
the researcher. This allows great interaction and is the most common method of qualitative data
used.

35
Step-5: Sample
technique for research that is the simple random technique.
 Simple Random Sampling
Simple random sampling method, it is assumed that each and every unit in the population has
equal chance of occurrence or equal probability of occurrence. In other words the sampling units
are selected randomly. Conceptually, simple random sampling is the simplest of the probability
sampling techniques. It requires a complete sampling frame, which may not be available or
feasible to construct for large populations. Even if a complete frame is available, more efficient
approaches may be possible if other useful information is available about the units in the
population. I have taken 100 samples randomly. Primary sources of data collected through
questionnaire, magazines, journals and website are referred as a secondary source.
Step-6: Sample size
In this research I have collected data from 100 respondents of different age group like as-
students, neighbors, professionals, relatives etc. Who live in different areas of Aligarh. I have
personally questioned people by interviewing, group discussing and telephoning and have
collected information about the different brand which they have used.
Step-7: Data analysis & Data interpretation
CLASSIFICATION OF RESPONDENTS ON THEIR GENDER
Table No. 1
Gender No. of respondents (%)
Male 40%
Female 60%
Total 100

36
Interpretation
From the above table no.1, it can be observed that majority of the respondents were female that
is 60 % and male were 40 %.
CLASSIFICATION OF RESPONDENTS BASED ON THE GROUP OF PEOPLE
Table No.2
Attributes No. of respondents Percentage (%)
Students 60 60
Professionals 20 20
Relatives 5 5
Neighbors 15 15
Response Rate 100 100
INTERPRETATION
From the above table no.2, it can be observed that majority of the respondents
Were student that is 60%, Professionals 20%, Neighbors 15% and 5% Relatives.
CLASSIFICATION OF RESPONDENTS BASED ON THEIR AGE
Table No. 3
Age No. of respondents
20-25 45
26-30 12
31-35 18
36-40 10
40-45 15
Total 100

37
INTERPRETATION
From the above table3, it can be observed that majority of the respondents that is 45% are under
the age category 20-25, 18% are in the age category of 31-35, 15% of the respondents falls in the
age group40-45,12% of the respondents are in the age group 26-30 and 10% of the respondents
are in the age category of 36-40.
CLASSIFICATION OF RESPONDENTS BASED ON THE FACTOR AFFECTING
BUYING DECISION
Table No.4
Factors No. of respondents
Brand 35
Prize 15
Availability 22
Ease of use 10
Quality 18
Total 100
INTERPRETATION
From the above table 4, it can be observed that majority of the respondents that is 35% of the
respondents opined that brand influences purchasing decision, 22% of the respondents opined
that they buy product by availability, 18% of the respondents opined that they buy product by
seeing quality, 15% of the respondents opined that they buy product by seeing price and 10% of
the respondents opined that they buy product according to their ease to use.

38
CLASSIFICATION OF RESPONDENTS ON BASED ON THEIR CHOICE FOR
BYUING A PRODUCT
Table No.5
Particulars No. of respondents Percentage (%)
Brand name 25 25
Price 36 36
Packaging 17 17
Features 14 14
Others 8 8
Total 100 100
INTERPRETATION
from the above table it can be observed that majority of the respondents, that is, 36% of the
respondent opined that they buy product by seeing price, 25%of the respondents opined that they
buy product by seeing brand name , 17%of the respondents opined that they buy product by
seeing packaging 14% of the respondents opined that they buy product by seeing features, of the
respondents opined that they buy product by seeing other features.
Step-8: Findings and observation
 Majority of the respondents were female that is 60%, male were 40%.
 Majority of the respondents were student that is 60%, 20% professionals, 15% neighbors,
5% relatives .
 Majority of the respondents 45 % are under the age category of 20-25, 18% of
respondents are in the age category of 31-35 and 15%of respondents are in the age
category of 41-45, 12% of respondents are in the age category of26-30.
 Majority of the respondents opined that various factors affect the buying decisions of
products. The majority of the respondents that is 35% opined that 35 influences
purchasing decision, 22% of respondents opined that availability influences purchasing

39
decision, 18% of respondents opined that quality influences purchasing decision and 15%
of respondents opined that prize factors influences the purchasing decision, 10% of
respondents opined that ease of use factors influences the purchasing decision.
 Majority of the respondents that is 36% preferred prize of the product , 25% of
respondents opined that brand factors influences their decision for purchasing a particular
product, 17% of respondents opined that packaging influences their decision for
purchasing a particular product, 14% of respondents opined that Features of the product
influences their decision for purchasing a particular product, only 8% of respondents
opined that other factors influences their decision for purchasing a particular product.
Step-9: Conclusion
Consumer behavior changes with brand, quality and market image of the product. Consumer
taste and preference change with product to product. Knowing about consumer taste &
preferences is need of a company for making a unique image in the market and maintain it also
for gain more profit and growth of the organization. Today consumer wants brand with low price
or suitable prize. Consumer goes with those products, which fulfills their need and satisfy them.
In present, consumer is a king of market.
Step-10 Recommendation
 The collected data says that, the consumers are more price conscious, but with this, they
are looking for good quality products too. So now company should design their
marketing strategy where they can offer quality product with reasonable price.
 For the betterment and making consumer well aware, a separate department at company
level should be created which will take care of the issues and problems of consumers.
 Company should think about price differentiate strategy for urban and consumer.
 Company should design their marketing strategies in such a way, where a consumer
would like to purchase the product repetitively due to associated benefit and by the time
company get advantage of brand loyalty.
 Continuous Research and Development activities should be focused upon to understand
the changing pattern of test and preferences of the products by the customers and
according the products should be developed.

40
1.8 Organization of the study
Introduction;
Consumer behavior is the study of when, why, how, and where people do or do not buy a
product. Every business focus on consumer behavior and they conducts study to find out the
need and wants of consumers and also conduct research that how a marketer can change the
behavior of consumer. There are many factors which influence the consumer behavior but I will
study on only three variables “price, quality, and Brand Name”
Importance of consumer behavior:
Role or importance of study of consumer behavior can be explained with reference to the points
stated as under:
1. Modern Philosophy:
It concerns with modern marketing philosophy – identify consumers’ needs and satisfy them
more effectively than competitors. It makes marketing consumer-oriented. It is the key to
succeed.
2. Achievement of Goals:
The key to a company’s survival, profitability, and growth in a highly competitive marketing
environment is its ability to identify and satisfy unfulfilled consumer needs better and sooner
than the competitors. Thus, consumer behavior helps in achieving marketing goals.
3. Useful for Dealers and Salesmen:
The study of consumer behavior is not useful for the company alone. Knowledge of consumer
behavior is equally useful for middlemen and salesmen to perform their tasks effectively in
meeting consumers needs and wants successfully. Consumer behaviour, thus, improves
performance of the entire distribution system.
4. More Relevant Marketing Programme:
Marketing programme, consisting of product, price, promotion, and distribution decisions, can be
prepared more objectively. The programme can be more relevant if it is based on the study of

41
consumer behavior. Meaningful marketing programme is instrumental in realizing marketing
goals.
5. Adjusting Marketing Programme over Time:
Consumer behavior studies the consumer response pattern on a continuous basis. So, a marketer
can easily come to know the changes taking place in the market. Based on the current market
trend, the marketer can make necessary changes in marketing programme to adjust with the
market.
6. Predicting Market Trend:
Consumer behavior can also aid in projecting the future market trends. Marketer finds enough
time to prepare for exploiting the emerging opportunities, and/or facing challenges and threats.
7. Consumer Differentiation:
Market exhibits considerable differentiations. Each segment needs and wants different products.
For every segment, a separate marketing programme is needed. Knowledge of consumer
differentiation is a key to fit marking offers with different groups of buyers. Consumer behaviour
study supplies the details about consumer differentiations.
8. Creation and Retention of Consumers:
Marketers who base their offerings on a recognition of consumer needs find a ready market for
their products. Company finds it easy to sell its products. In the same way, the company, due to
continuous study of consumer behavior and attempts to meet changing expectations of the
buyers, can retain its consumers for a long period.
9. Competition:
Consumer behavior study assists in facing competition, too. Based on consumers’ expectations,
more competitive advantages can be offered. It is useful in improving competitive strengths of
the company.

42
10. Developing New Products:
New product is developed in respect of needs and wants of the target market. In order to develop
the best-fit product, a marketer must know adequately about the market. Thus, the study of
consumer behavior is the base for developing a new product successfully.
11. Dynamic Nature of Market:
Consumer behavior focuses on dynamic nature of the market. It helps the manager to be
dynamic, alert, and active in satisfying consumers better and sooner than competitors. Consumer
behavior is indispensable to watch movements of the markets.
12. Effective Use of Productive Resources:
The study of consumer behavior assists the manager to make the organisational efforts
consumer-oriented. It ensures an exact use of resources for achieving maximum efficiency. Each
unit of resources can contribute maximum to objectives.
It is to be mentioned that the study of consumer behavior is not only important for the current
sales, but also helps in capturing the future market. Consumer behavior assumes: Take care of
consumer needs, the consumers, in return, will take care of your needs. Most of problems can be
reasonably solved by the study of consumer behavior. Modern marketing practice is almost
impossible without the study of consumer behavior.
UNDERSTANDING CONSUMER BEHAVIOR (Philip Kotler summary)
DECISION MAKING BY CONSUMER:
 Product Choice.
 Brand Choice.
 Dealer Choice.
 Purchase Timing.
 Purchase Amount.
Marketing Structure:
 Product.
 Price.

43
 Place.
 Promotion.
Other Structure:
 Economic.
 Technological.
 Political.
 Cultural.
Buyer’s Character:
 Social.
 Cultural.
 Personal.
 Psychological.
Buyer’s Decision Process:
 Problem recognition.
 Information search.
 Evaluation.
 Decision.
 Post-Purchase behavior.
FACTORS INFLUENCING BUYING BEHAVIOR:
Product
 Brand
 Price
 Quality
Cultural:
 Culture.
 Sub – culture.
 Social class.
Social:
 Reference groups.
 Families.

44
 Roles/ Status.
Personal:
 Age/ Life cycle stage.
 Occupation.
 Economic circumstances.
 Lifestyles.
 Personality/ self concept.
Psychological:
 Motivation.
 Perception.
 Learning.
 Beliefs/ Attitudes.
1.9 LIMITATIONS
For my study The sample size for the survey of customers was limited I will collect data from
100 respondents of a general public who uses the different products of city Aligarh, because I am
a student and can’t collect data from whole Aligarh due to lack of resources and also lack of
time.

45
CHAPTER-2
CONCEPTUAL FRAMEWORK OF THE SWITCHING BEHAVIOUR OF
CONSUMER
Consumer preference purchase behavior Consumer decision are influenced by
DEPENDENT VARIABLES INDEPENDENT VARIABLES
Fig- 2.1
consumer
Influences
Culture
Personalty
Income
Attitude
Knowledge
OrganiZational
Influences
Brand
price
quality
Advertising
Packaging

46
2.2 Factors affecting consumer behavior:
Fig.2.2
2.3 CONSUMER DECISION MAKING PROCESS
Fig.2.3
Consumer
Behavior
Culture
Culture
Subculture
Social Class
Social
Family
Reference
Role and
status
Personal
Age
Income
Occupation
Life style
Personality
Psychological
Motivation
Percaption
Learning
Attitude
Economical
Personal
Income
FamilyIncome
Expected
Income
Liquidassets
GOVT. Policy
Post Purchase
Purchase
Decision
Evaluating
Alternatives
Information search
Need Awareness

47
CHAPTER-3
DATA ANALUSIS AND INTERPRETATION
3.1 CLASSIFICATION OF RESPONDENTS ON THEIR GENDER
Table No.3.1
Fig.3.1
Interpretation
From the above table no.1 & chart no. 1, it can be observed that majority of the respondents were
female that is 60 % and male were 40 %.
Gender No. of respondents (%)
Male 40%
Female 60%
Total 100
40%
60%
Male
Female
Total
CLASSIFICATION BASED ON THEIR GENDER

48
3.2 CLASSIFICATION OF RESPONDENTS BASED ON THE GROUP OF PEOPLE
Table No.3.2
Attributes No. of respondents Percentage (%)
Students 60 60
Professionals 20 20
Relatives 5 5
Neighbors 15 15
Response Rate 100 100
Fig. 3.2
INTERPRETATION
From the above table no.2 & chart no. 2, it can be observed that majority of the respondents
Were student that is 60%, Professionals 20%, Neighbors 15% and 5% Relatives.
60
20
5
15
60
20
5
15
0
10
20
30
40
50
60
70
Students Professionals Parents Neighbors
No. of respondents Percentage (%)
GROUP OF PEOPLE

49
3.3 CLASSIFICATION OF RESPONDENTS BASED ON THEIR AGE
Table No. 3.3
Age No. of respondents
20-25 45
26-30 12
31-35 18
36-40 10
40-45 15
Total 100
Fig. 3.3
INTERPRETATION
From the above table & chart no. 4, it can be observed that majority of the respondents that is
45% are under the age category 20-25, 18% are in the age category of 31-35, 15% of the
45%
12%
18%
10%
15%
CLASSIFICATIONOF THERESPONDENTS BASED ON THEIR AGE
20-25
26-30
31-35
36-40
40-45
Total

50
respondents falls in the age group40-45,12% of the respondents are in the age group 26-30 and
10% of the respondents are in the age category of 36-40.
3.4 CLASSIFICATION OF RESPONDENTS BASED ON THE FACTOR
AFFECTING BUYING DECISION
Table No.3.4
Factors No. of respondents
Brand 35
Prize 15
Availability 22
Ease of use 10
Quality 18
Total 100
Fig. 3.4
0
5
10
15
20
25
30
35
40
Brand Prize Availability Ease of use Quality
FACTORS AFFACTING BUYING DECISION
No. of respondents

51
INTERPRETATION
From the above table & chart no. 4, it can be observed that majority of the respondents that is
35% of the respondents opined that brand influences purchasing decision, 22% of the
respondents opined that they buy product by availability, 18% of the respondents opined that
they buy product by seeing quality, 15% of the respondents opined that they buy product by
seeing price and 10% of the respondents opined that they buy product according to their ease to
use.

52
3.5 CLASSIFICATION OF RESPONDENTS ON BASED ON THEIR CHOICE FOR
BYUING A PRODUCT
Table No.3.5
Particulars No. of respondents Percentage (%)
Brand name 25 25
Price 36 36
Packaging 17 17
Features 14 14
Others 8 8
Total 100 100
Fig. 3.5
INTERPRETATION
from the above table & fig. 5 it can be observed that majority of the respondents, that is, 36% of
the respondent opined that they buy product by seeing price, 25%of the respondents opined that
0
5
10
15
20
25
30
35
40
Brand
name
price packaging Features Others
No. of respondents
Percentage (%)
CHOICE FOR BUYING A PRODUCT

53
they buy product by seeing brand name , 17%of the respondents opined that they buy product by
seeing packaging 14% of the respondents opined that they buy product by seeing features, of the
respondents opined that they buy product by seeing other features.

54
CHAPTER-4
FINDINGS AND CONCLUSION
4.1 FINDINGS
 Majority of the respondents were female that is 60%, male were 40%.
 Majority of the respondents were student that is 60%, 20% professionals, 15% neighbors,
5% relatives .
 Majority of the respondents 45 % are under the age category of 20-25, 18% of
respondents are in the age category of 31-35 and 15%of respondents are in the age
category of 41-45, 12% of respondents are in the age category of26-30.
 Majority of the respondents opined that various factors affect the buying decisions of
products. The majority of the respondents that is 35% opined that 35 influences
purchasing decision, 22% of respondents opined that availability influences purchasing
decision, 18% of respondents opined that quality influences purchasing decision and 15%
of respondents opined that prize factors influences the purchasing decision, 10% of
respondents opined that ease of use factors influences the purchasing decision.
 Majority of the respondents that is 36% preferred prize of the product , 25% of
respondents opined that brand factors influences their decision for purchasing a particular
product, 17% of respondents opined that packaging influences their decision for
purchasing a particular product, 14% of respondents opined that Features of the product
influences their decision for purchasing a particular product, only 8% of respondents
opined that other factors influences their decision for purchasing a particular product.

55
4.2 CONCLUSIN
Thus, consumer behavior changes with brand, quality and market image of the product.
Consumer taste and preference change with product to product. Knowing about consumer taste
& preferences is need of a company for making a unique image in the market and maintain it
also for gain more profit and growth of the organization. Today consumer wants brand with low
price or suitable prize. Consumer goes with those products, which fulfills their need and satisfy
them. In present, consumer is a king of market.
Consumer behavior theories and concepts are of most importance to the sales people or the
marketers. As products are made to cater consumer's needs and demands, therefore, the products
should be carefully marketed for the successful achievements of organizational goals. The study
of consumer behavior helps them in analyzing different factors that has influence on the buying
decision of the consumers. If the marketers failed to understand these factors, they would not
meet their targets.

56
CHAPTER-5
RECOMMENDATION
 Today’s consumers are very smart, so business should be carried out in an ethical ways.
Even day by day various laws are being enforced for protecting consumer’s rights. Hence
company should be transparent enough to provide details about various products and
special campaigns should be launch to make consumers aware about how to differentiate
spurious products and the company should legally resort to initiate action against those
who are involved in it and strict legal actions should be enforced.
 The collected data says that, the consumers are more price conscious, but with this, they
are looking for good quality products too. So now company should design their
marketing strategy where they can offer quality product with reasonable price.
 For the betterment and making consumer well aware, a separate department at company
level should be created which will take care of the issues and problems of consumers.
 Company should think about price differentiate strategy for urban and consumer.
 Company should design their marketing strategies in such a way, where a consumer
would like to purchase the product repetitively due to associated benefit and by the time
company get advantage of brand loyalty.
 Continuous Research and Development activities should be focused upon to understand
the changing pattern of test and preferences of the products by the customers and
according the products should be developed.
 F.M.C.G. Company may think for local level, state level, regional level, national level
and international level event sponsorship to increase the awareness of the products.
 It has been observed that, as far as consumer adoption process is concerned customers
feet in category of late majority. They generally do not try the new products available in
the market on experiment bases. So an attempt should be made by way of formulating
effective strategies that consumer’s turn from late majority stage to the early majority
stage and to increase the acceptance level towards modified or new products by
consumers.

57
APPENDICES
QUESTIONNAIRE
1. Are you a brand loyal customer?
I. Yes II. No
1. Which attributes did attract you to purchase branded products? Rank these attributes in
order of their importance to you.
2. What was the reason for the delay between the purchase decision and the actual
purchase?
I. Financial constraints
II. Waiting for more innovative product
III. Waiting for market response
3. What influenced you to buy the above stated brand(s)?
I. Advertising II. Shop Display
III. Word of mouth IV. Attractive packaging
V. Family/Friend/Relatives VI. Any Other
4. Influence of Brand name on purchasing decision
I. Brand Name II. Transparent
III. Price IV. Cleanliness
V. Easy Availability Others

58
I. Agree II. Disagree
III. Strongly Agree IV. Strongly disagree
5. Influence of Quality on Purchase Decision
6. Influence of Price on Purchase Decision
7. Influence of Product features on Purchase Decision
8. Influence of Family members on Purchase Decision
9. Influence of Peer group on Purchase Decision
10. Influence of Advertisement on Purchase Decision

59
11. Will you like to switch your brand preference if you get some promotional scheme with
another brand?
III. Yes IV. No
12. Do you think branded products are better than unbranded products?
I. Yes II. No

60
BIBLIOGRAPHY
BOOKS
Marketing Management by Philip Kotler (1972), Kevin Lane Keller
Principles of Marketing by Philip Kotler (1980), Gary Armstrong
Consumer Behavior
WEBSITES
www.google.com
www.scholars.com
www.wikipidia.com

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