“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.)

1. DISSERTATION REPORT
TO STUDY THE SWITCHING BEHAVIOR OF CONSUMER
SPECIAL REFERENCE TO URBAN MARKET
Project Guide Submitted by
MR. GAURAV SAXENA PINKEY RANA

2. INTRODUCTION
 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)

3. OBJACTIVE
 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.

4. HYPOTHESIS
 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

5. METHODS OFANALYSIS
Primary data: it can be collected in a number of ways using both
qualitative and quantitative methods.
i. Quantitative research:
 Personal questionnaire
 Telephone interview
ii. Qualitative research:
 In-depth interviews
 Group discussions

6. CONT…
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.

7. 0
5
10
15
20
25
30
35
40
No. of
respondents
CHOICE FOR BUYING A PRODUCT
0
5
10
15
20
25
30
35
40
FACTORS AFFACTING BUYING DECISION
No. of respondents
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
40%
60%
Male
Female
Total
CLASSIFICATION BASED ON THEIR GENDER

8. CONT…
Secondary Data
 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.

9. FINDINGS
Majority of the respondents opined that various factors affect
the buying decisions of products. The majority of the
respondents that is 35% opined that 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.

10. CONT…
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.

11. 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.

12. RECOMMENDATION
 Company should think about price differentiate strategy for
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.

13. CONT…
 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.
 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.

14. THANK YOU