This document analyzes factors affecting buyer behavior of Kara wet wipes consumers in India. It conducted research through surveys of 69 consumers using SPSS analysis. It found that packaging, quality, and price have a significant association with consumers' motivation to purchase Kara wipes, but offers do not. It recommends increasing awareness campaigns, appointing dedicated sales officers, providing attractive retailer schemes, and ensuring proper shelf placement to boost Kara wipe sales through improved channel management.

1. FACTORS AFFECTING BUYER BEHAVIOUR OF KARA WET WIPES
SUBMITED BY
VISHAL JAMWAL
PGSF1658
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2. Content Layout
 INTRODUCTION
 SIP LAYOUT
 PRODUCT MIX OF KARA
 RESEARCH ANALYSIS
 OUTPUT TABLE
 ANALYSIS & RESULT
 CHANNEL MANAGEMENT
 SUGGESTIONS & RECOMMENDATION'S
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3. Introduction
13.38
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16.45
23
0
5
10
15
20
25
Income kara Share
FCEL Turnover
2016 2017
• A Future Group Company
• Headquarter is in Mumbai, Maharashtra
• Business
• Agri-Sourcing
• Manufacturing
• Food & FMCG Brand
• Building Food Infrastructure
• Franchise & Distribution
• Turnover in 2016-17, 1645 Crore
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4. SIP Layout
• Product description
• Product variants
• Product pricing
Step 1 Product
knowledge
•Factors affecting buyer
behavior
•Convenience sampling
•SPSS ,Factor Loading ,
Cronbach Alpha
reliability ,Regression
Step 2
Research &
analysis • General trade
management
• Modern trade
management
• Sales promotion
• Personal selling
Step 3 Channel
Management
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5. Product Mix Of KARA
KARA
FACE
WIPES
NPR
WIPES
SANITIZER
S.No Category Quantity Variants Price
1 Wet Wipes 10’s,20’s,30’s AVC,AVM,PLA,NT
T,HOA,ROT,SWL
50 to 200 rupees
2 NPR wipes 30’s Lemon,Rose,Orange
, Strawberry
100 rupees
3 Hand Sanitizer 100 ml Lemon 60 rupees5

6. Product Mix of KARA
Figure 1 Figure 2
Figure 3
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7. Research Analysis
Objectives
 Analysing the factors affecting buyer
behaviour of consumers
 Identifying the gap in distribution
network and providing solution to reduce
them
 Promoting the Brand KARA among
retailers and consumers to increase the
sales of the KARA wet wipes
 Gathering customer and product
information to determine customer needs
process sales .
Research methodology
 Descriptive Method
 Nominal,Ratio scale
 SPSS,Descriptive ,Factor loading,
cronbach’s alpha reliability ,
Regression
 Sample Size 69
 Journals refereed GJM,IJEM,JCA
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8. Output Table
Factor Item Number Mean Value Cronbach's Alpha Value
F1-Packaging 4 4.058 0.765
F2-Motivation 3 3.647 0.61
F3-Quality 3 4.121 0.698
F4-Price 3 3.087 0.623
F5-Offers 2 2.725 0.589
Figure 2( Reliabilty analysis)
Figure 1(Factor analysis result)
Factor Loading Eigen Value Variance Explained
Packaging 4.812 14.869
Packaging of wipes is an
important factor for
purchasing?
0.826
The wipes should be
available in more than
one variant?
0.697
The wipes should have
different feature for
different skin tone?
0.669
The packaging of the
wipes should be
attractive?
0.567
Motivation 2.163 29.344
Wipes purchase is done
on known one
recommendation?
0.81
Advertisement should
be done of wipes?
0.713
Brand loyalty is kept in
mind while purchasing
wipes?
0.576
Quality 1.71 42.573
The quality of wipes
should be described
well?
0.576
I prefer Quality over
price for wipes usage?
0.809
Wipes should be
available in different
quantity?
0.653
I prefer Price over
quality for wipes usage?
-0.604
Price 1.51 55.111
I prefer to purchase wipes
having low price ?
0.794
I purchase wipes only
when needed?
0.653
Celebrity endorsement is
must for wipes?
0.536
Offers 1.118 66.546
We purchase any wipes
present on display?
0.769
We ;purchase wipes on
offers?
0.673
Shopkeeper's
recommendation play an
important role while
purchasing wipes?
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9. Model R R Square Adjusted R
Square
Std. Error of
the Estimate
Change
Statistics
R Square
Change
F Change df1 df2 Sig. F
Change
Motivation(DV)
&Price(IV)
0.34198283 0.116952258 0.10377244 0.619144201 0.11695226 8.873587328 1 67 0.004
Motivation(DV)
&Quality(IV)
0.34063997 0.116035586 0.10284209 0.619465478 0.11603559 8.79490636 1 67 0.004
Motivation(DV)
&Offers(IV)
0.16371009 0.026800994 0.01227564 0.649980827 0.02680099 1.845117566 1 67 0.179
Motivation(DV)
&Packaging(IV)
0.28182435 0.079424962 0.06568504 0.632163351 0.07942496 5.780596093 1 67 0.019
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
Std. Error Beta
1 (Constant) 2.77 0.30 9.15 0.00000
F4Price 0.28 0.09 0.34 2.97 0.0040
2 (Constant) 2.33 0.44 5.20 0.000002
F3Quality 0.31 0.10 0.34 2.96 0.004
3 (Constant) 3.34 0.23 14.39 0.000000
F5Offers 0.10 0.08 0.16 1.35 0.17
4 (Constant) 2.69 0.40 6.70 0.000000
F1Packaging 0.24 0.10 0.28 2.40 0.018
Figure 3
(Regression table)
Figure 4(Coefficient table) 9

10. Analysis & Result
 H1: There is a significant association of the quality of wipes and motivation of
purchase decision of consumers.
 H1: There is a significant association between price of wipes and motivation
of purchase decision of consumers.
 H1: There is a significant association between packaging and motivation of
purchase decision of consumers.
 H0: There is no significant association between offers and motivation of
purchase decision of consumers
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11. Channel Management
•General trade management
•Modern trade business management
•Sales promotion
•Personal selling
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12. Sales promotion
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13. Suggestions & Recommendations
 DSO should be appointed there
 Launch visibility campaigns for awareness
 Replacement of expired inventory
 Attractive margin schemes for retailers and distributors
 Regular follow-up and visits in market
 Separate shelf space for KARA wipes
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14. THANK YOU
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