6709229 honey project work

8/2/2019 6709229 Honey Project Work

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APROJECTREPORTON

CONSUMERPREFERENCESTOWARDS

DIGITALSHOPPY(ACASESTUDYONPRATYANKARAELECTRONICS)

PROJECTREPORTSubmittedinpartialfulfillmentfortheawardofthedegree

BACHELOROFBUSINESSMANAGEMENT

KAKATIYAUNIVERSITYWarangal

BY

M.LAKSHMINARAYANAH.T.No.:07605-1816

UndertheGuidanceof

V.USHARANI,M.B.A.

DEPARTMENTOFCOMMERCEANDBUSINESSMANAGEMENTKAVITHAMEMORIALDEGREECOLLEGEKHAMMAM


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V.USHARANI,M.B.A.LecturerinCommerce&BusinessManagement

DepartmentofCommerce&BusinessManagementKavithaMemorialDegreeCollegeKhammam-507002.

CERTIFICATE

ThisistocertifythattheprojectreportentitledCONSUMERPREFERENCESTOWARDSDIGITALSHOPPYhasbeenpreparedbyM.LAKSHMINARAYANAundermysupervision.

HehascompletedthisprojectworkaspertherulesprescribedforpracticalworkdonebyhisandhasnotbeensubmittedeitherinfullorpartforanydegreeordiplomaoranyUniversityearlier.

(V.USHARANI)ProjectGuide


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V.Devender,M.Com.,M.Phil.LecturerinCommerce&BusinessManagement

HeadoftheDepartmentDepartmentofCommerce&BusinessManagementKavithaMemorialDegreeCollegeKhammam-507002.

CERTIFICATE

Thisistocertifythattheprojectreportentitled

CONSUMER

PREFERENCESTOWARDSDIGITAL

SHOPPYhasbeenpreparedbyM.LAKSHMINARAYANA

HehascompletedthisprojectworkaspertherulesprescribedforpracticalworkdonebyhisandhasnotbeensubmittedeitherinfullorpartforanydegreeordiplomaoranyUniversityearlier.

(V.DEVENDER)HEADOFTHEDEPARTMENT


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DECLARATION

IherebydeclarethatthisprojectreportentitledCONSUMERPREFERENCESTOWARDSDIGITALSHOPPY

haspreparedbymeduringtheyear

2006-2007,undertheguidanceofV.USHARANI.

IalsodeclarethatthisprojectistheresultofmyowneffortsandithasnotbeensubmittedtoanotheruniversityfortheawardofanyDegreeorDiploma.

(M.LAKSHMINARAYANA)

DATE:PLACE:KHAMMAM.


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ACKNOWLEDGEMENT

IacknowledgemysincerethankstoMr.M.Satyanarayana,PrincipalofKavithaMemorialDegreeCollege,forhisco-operationinanexcellentmannertopreparethisprojectwork.

MyhumblethankstoMr.V.Devender,M.Com.,M.Phil.HeadoftheDepartment(H.O.D)forhisvaluableadvises.

IexpressmyheartfulgratitudetomyprojectguideV.USHARANI,KavithaMemorialDegreeCollege,Khammam,whosesupervision,valuableguidanceandhelpenabledmetocompletethiswork.

MysincerethankstoourfacultymembersMs.V.UshaRani,Ms.E.Mamtha,Mrs.SuryaLaxmifortheunenviablejobofgivinginstructionsandkeepingprojectrollingandontrack.

(M.LAKSHMINARAYANA)


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ACKNOWLEDGEMENT

IexpressmydeepsenseofgratitudetoMr.Sandeep,ManageroftheDigitalShoppy,Khammamandhisstaffmembersforprovidingtheopportunitytotakeupthisproject.

IamgratefultoMr.Sandeepforhisco-operation.

IamhighlyindebtedtoMr.Sandeep,Manager,DigitalShoppyforhisco-operationandvaluablesuggestionwhichmademetogainselfconfidenceandtocompletemyprojectworksuccessfully.

FinallyIamhappytothankMyfriendVamshi,NareshandMani,Phaniforencouragingmecontinuouslytoachievemyacademicendeavor.

(M.LAKSHMINARAYANA)


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CONTENTSI.INTRODUCTION[MarketPositioningStratergy[MajorStepsinvolvedinbuyingprocess[Needandimportantofstudy[Limitationsofstudy[Methodology

01-12

II.ORGANIZATIONPROFILE[DigitalShoppyProfile[WebsiteAddress[CompanyProfile[ProductProfile[ObjectivesofOrganization

13-30

III.THEORITICALFRAMEWORK[Theoriesofconsumerbehaviour

31-48

[ConsumerbehaviourisanindisciplinaryScience[Importantsofconsumerbehaviourformarketers[Consumerdecisionmaking[Thebuyingdecisionprocess


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IV.DATAANALYSIS&INTERPRETATION49-74[Marketposition[Rateofperformance[Responcefromcustomers[Marketposition

V.CONCLUSIONS&SUGGESTIONS[QUESTIONNAIRE[BIBLIOGRAPHY

75-7778-7980


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CERTIFICATEThisNARAYANA,istocertifythatMr.M.LAKSHMI

S/o.M.SATYANARAYANAbearing

RollNo.07605-1816astudentofourcollege,studyingBACHELOROFBUSINESSMANAGEMENT(B.B.M),FinalhassuccessfullycompletedhisprojectworkentitledCONSUMERPREFERENCESTOWARDSreferencetoDIGITALSHOPPYwithspecial

DIGITALSHOPPY.

Thisprojectis

submittedinpartialfulfillmentfortheawardofBachelor'sDegreeinBusinessManagement.

PRINCIPAL


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CHAPTER-I

INTRODUCTION


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INTRODUCTIONMarketingisindeedanancientart;ithasbeenpracticedintheoneformorothersincethedaysofAdamandEve.Marketingisacomprehensivetermanditincludesallresourcesandsetofactivitiesnecessarytodirectandfacilitatetheflowofgoodsandservicesfromproducerstoconsumerintheprocessofdistribution.Itsemergenceasamanagementdiscipline,howeveritisrelativelyrecentorigin.ThepreindustrialrevolutionworldwascharacterizedbyagriculturecumHandicrafteconomy.PracticallyeveryvillagecommunityproduceditsownFood,clothing,shelterandhouseholdequipment.Agriculturistandcrafts-Menwerethemainproducersofthisera.Theagriculturists,whetherheProducedcornorcotton,meatorbutterdisposedofthesurplusafterMeetinghisownrequirement,inhisimmediate

neighbourhood.InotherWords,marketingunderthoseconditionsmeantataskofproducingtheBasicnecessitiesoflifeandhangingthemwithknownconsumergroupsintheimmediateneighborhood.Thisrepresentedstageofbarterintheevaluationmeeting.Theevaluationofmarketingwasthatofmoneyeconomy.Forreachingstagesintheindustrialnewproducts,newsystemsofmanufacturer,new

modelsoftransportationandcommunication.AfterSecondWorldWar,thesizeandcharacterofmarketerschangedenormously.Marketingcomprisesallactivitiesinvolvedinthedeterminationandsatisfactionofconsumerneedsataprofit.


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Segmentationistakingplacewithregardtoallproductsmultiplechannelsofdistributionarereplacingsinglechannels.Thegoodproductsarebeingpassedthroughvariousintermediatebeforetheyarefinallyreachingtheconsumer.Marketingintermediateriesareplayingvitalroleinthesmoothdistributionofgoodsfrommanufacturertotheconsumer.Advertisinghasbecomecompulsory.Throughtheyhavebecomecostly.Marketsarenotrestrictedtoaspeackmarketareexistthroughoutthecountryeveninforeigncountriesalso.Allthesehasmadethecompaniestochangetheirattitudesandwayofoperation.Finallythecompanieswhicharebestsatisfytheircustomerswillbethewinners.Itistheprimereasonabilityofthemarketsfinancetherequirementsofthemarketsplaceandtohelptheircompaniestranslatedthemintosolutionthatwithincustomerapproval.Theyarewaremuchinlongterm,mutuallysatisfyingcustomersrelationsthroughprovidingqualityproductservice.


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DEFINITIONOFMARKETINGACCORDINGTOTHEAMERICANMARKETINGASSOCIATION:MarketingastheperformanceofbusinessactivitiesthatdirecttheflowofgoodsandservicesfromproducertoconsumeroruserPHILIPKOTLERDEFINES:MarketingasthesetofhumanactivitiesdirectedatfacilitatingandconsummatingexchangetheessenceofmarketingisexchangeofProductsandthetransactionistosatisfyhumanneedsandwants.PAULMAZURDEFINES:Marketingasthecreationanddeliveryofstandardoflivingtosociety.Marketingisanoutgoingprocessofdiscoveringandtranslatingconsumerneedsanddesiresintoproductsandservices.Servingtheconsumerdemandwiththehelpofmarketingchannelsandthen,inturn,expandingthemarketinthefaceofkeencompetition.TYPESOFMARKETS:1.Onthebasisofsellingarea,wehavelocal,NationalandInternationalmarkets.2.Onthebasisofnatureofexchangedealings,wehavespotorcashmarketsandfuturesorforwardmarkets.


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3.

Onthebasisofnatureofgoodssold,wehaveconsumergoodsmarketandindustrialgoodsmarket.

4.

Onthebasisofperiodwegaveshort-termandlong-termmarkets.

5.

Onthebasisofnatureandmagnitudeofselling,wehavewholesaleandretailmarkets.

MARKETPOSITIONINGSTRATERGYAmarketconsistofallpotentialcustomerssharingaparticularneedorwantwhomightbewillingandabletoengagetosatisfythatneedorwant.Thusthesizeofthemarketdependsuponthenumberofpersonswhoexhibittheneedhaveresourcesthatinterestothersandarewillingtooffertheseresourcesinexchangeforwhattheywant.Originallythetermmarketstoodfortheplacewherebuyersandsellersgatheredtoexchangetheirgoods,suchasvillagesquare.Inothersensemarketreferstotheaggregatedemandofthepotentialbuyersforaproductorservicewegenerallyhave

differentmarketsthatismarketsforcapitalgoods,marketsofconsumergoods,marketsforautomobilesetc.againineachcategorycostareproducingdifferentproductstosatisfyingtheneedsofdifferentclassofcustomers.Notallbuyerswillnoticetobeinterestedinallthewaysinbranddiffersfromanother.Noevenitisusefulforacompanytodescribeexhaustivelytoeachprospecteverydetailofdifference.


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Eachfirmwillwanttopromotethosefewdifferencesthatwillappealmoststronglytoitstargetmarket.Thefirmwillwanttodeveloptousedpositioning,Positioningisanactofdesigningthecompaniesoffersothatitoccupiesadistinctandvaluedplaceinthetargetcustomersminds.Positioningcallsforthecompaniestodecidehowmanydifferencesandwhichdifferencestopromotetothetargetcustomers.1.UNDERPOSITIONING:Somecompaniesdiscoverthatbuyershaveonlyavagueideaofthebrand.Buyersdontreallyknowanythingspecialaboutit.2.CONFUSEDPOSITIONING:Buyerscouldhaveaimageofthebrand.Thisconfusionmightresultfrommakingtooanyclaimsorchangingthebrandspositioningtoofrequently.3.DOUBTFULPOSITIONING:Buyersmayfindithardtobelievethebrandclaimsinviewsoftheproductfeaturespriceormanufacturer.Therearemanyothervariableshadbeenfocusedontheirpositioning.Butthequestionishowfarhasthepositioningdonebythecompanyhasbeenperceivedbythecompany.HowthecustomersperceivingDigitalShoppyadifferentproductacomparedtootherinthesameclassthereandmanyotherquestionscanbeansweredbymarketpositioningstudywhatIhavetaken.


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Thecompanyspositioningmustberoutedinanyunderstandofhoethetargetmarketdefinesvalueandmakeschoicesamongvendors.Thepositioningtaskconsistsofthreesteps.Firstthe

companyhastoidentifythepossibleproduct,services,personalandimagesdifferencesthatmightbeestablishedinrelationto

competition.Secondthecompanyhastoapplycriteriatoselectthemostimportantdifferences.Thirdthecompanyhastoeffectivelysignaltothetargetmarkethowitdiffersfromitscompentetion.Thecompanysproductpositioningstrategywillthenenableittotakethenextstepnamely.Planitscompetitivemarketingstrategies.

MAJORSTEPSINVOLVEDINBUYINGPROCESSThestepsinvolvedinbuyingprocessaredescribedbelow.First,wehavetocontactagroupofcustomersandaskthemtodescribewhentheygotthedesiretopurchasethatproduct,howtheygatheredinformationregardingthatproduct,howtheymadetheirfinalchoiceandhowtheyfeltafterpurchasingthatproduct.Therearefiveimportantphaseinconsumerdecisionmakingprocess.


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CONSUMERDECISIONMAKINGPROCESSProblemIdentification

lSearchforinformation

lEvaluatingthealternatives

lProductchoice

lOutcome

NEEDANDIMPORTANCEOFSTUDY:Thestudyofconsumerbehaviourholdsgreatandkeeninterestforusasaconsumer,asastudentandasamarketer.Asaconsumerwebenefitfrominsightsintoownconsumptionsrelateddecisionsandtrends.Suchaswhatwepurchase,whenwepurchase,wherewepurchaseandhowwepurchase.Thestudyofconsumerbehaviourmakesustobeawareofthesuitableinfluences,howtheyperceivedtomaketheproductofservicechoiceaswedo.Asastudentofhumanbehaviour,itisimportantforustounderstandinterestandexternalinfluences,thatimpliesconsumerstoactincertainconsumptionsrelateddecisions.Buyerbehavioursimplyasubsetofthelargerhumanbehaviour.


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Asamarketerandfuturemarketer,itisimportantforustounderstandwhyandhowindividualmaketheirconsumptiondecision,sothatwemakebettermarketingstrategieswithoutanyconfusionmarketerswhoknowtheconsumerbehaviourwillbesuccessinthemarket.

OBJECTIVESOFTHESTUDY:Thefollowingaretheobjectivesofthestudy:-

*

Tomakeananalysisoftheconsumerprofilerelationtoincomecategory,familysizeetc.,inordertoidentifythebrandfeaturesofDigitalShoppyconsumers.

*

TomakeaclearanalysisintothebrandpossessionsofDigitalShoppyconsumers,inordertohighlightthebrandpreferenceamongDigitalShoppyconsumersandidentifythefactorsinfluencingandbrandpreference.

*

TomakeanindepthanalysisofmajorfactorbaringinfluencesandpurchasedecisionsandinordertogetclearperceptionsintotheinterplayofdifferentforcesonconsumerbehaviourforDigitalShoppy

**

Toidentifytheproblemsofcustomerinfinalpurchase.Toprovidesuggestionsbasedonthefactorsanalyzedinthestudyandtracethedecision-makingprocessinvolvedinpurchasedecision.


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*

Togiverightsuggestionsandsuitablemeasurestothedealerforregardingbetterservicetocustomerandtoavoidthedifficultiesofthedealerinchangingapotentialcustomerintoaprospectorcustomer.

**

Toidentifytheavailabilityofsparepartsandaftersalesservice.ToidentifytheintensionoftheconsumerinthepurchaseofDigitalShoppy

LIMITATIONSOFTHESTUDY:uThestudyisbasedonthesamplechosenfromalmostallcategorypeople.uuuThesamplemaynotberepresentativetoallthecustomers.Thestudyislimitedtokhammamanditssurroundingareasonly.DatapresentedinthisstudyisbasedontheopinionsoftheLimitedrespondents.uuThesecondarydataisbasedontheinformationfromNewsPapers,MagazinesandLibraryliteratureonly.

SCOPE:ThepresentstudycoversonlyconsumerspreferencestowardsDigitalShoppyinKhammamcitymarket.Thisisdonebasedonthedatacollectedfromselectedrespondentsofthesamemarket.


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METHODOLOGYInthispresentstudy,theinformationanddatacollectedbyusingwellpreparedquestionnaireconsistsof18questionsareopenendedandothersarecloseendedquestions.Aftercollectingthequestionnairesfromrespondentsthestatisticaltoolsandinferencesareusedfortabulationandanalyzingthedatawithsampleaverageandpercentages.

MethodologyoftheStudy:1.DefiningtheProblem:Itinvolvesdevelopingandunderstandingoftheproblem.Theresearchneednotbeundertakenonlyforaproblembutalsoforanopportunity.Inthisstudyanattempthasbeenmadetounderstandtheconsumerbehaviourinpurchasing,usingandevaluationwithregardtoDigitalShoppy.2.FramingtheObjectives:Forthepresentstudypreciseobjectivestheformulated.Theobjectivesprovidethebaseforresearchwork.Theobjectivesanswertoquestionslikewhyofthestudy,whatisexpectedfromthestudyetc.,Inthisstudytheobjectivesareclearlydefinedandpresented.


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3.DevelopingthePlant:Itcallsfordecisiononthedatasources,studyapproaches,instrumentsavailable,contactmethodsetc.thedatasourcesusedforcollectionofinformationarebothprimaryandsecondarysurveyapproachesisfollowedforthestudyandquestionnaireshasbeenusedforcollectionofprimarydata.4.DataCollectionandProcessing:Thedatashouldbecollectedbythemethodpredetermined.ThePrimarydatahasbeencollectedthroughwelldesignedquestionnairesandpersonalinterviewswithdealerandconsumers.Secondarydataiscollectedthroughvariousbooksandcataloguesviz.,advertisingandmarketingbusinessIndia.Theinformationsocollectedistabulated,analyzedandinterpretationhasbeenmadebyappropriatestatisticaltechniquesviz.,Percentages,tabulationandgraphs.5.PresentationofFindings:Theendresultsofalltheaboveanalysisarepresentedasfindingsintheproject.TocollectingthedatatherearetwosourcesareusedthatisPrimaryandSecondarydata.


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PRIMARYDATA:ThisdataiscollectedfromtheownersofDigitalShoppethroughquestionnaire.SECONDARYDATA:Thisdataiscollectedfromtherecordsofthedealer,Newspapers,magazines,informationprovidedbydealer,journalsandDigitalShoppywebsites.

DESIGNOFSTUDY:Thepresentstudydesignedarrangedandreportedinthefollowingmanner.


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CHAPTER-II

ORGANIZATIONPROFILE


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ORGANIZATIONPROFILEABOUTPRATYANKARAELECTRONICS

DigitalShoppyisaretailchainofstoresforconsumerelectronicsandhomeappliancesinthemosthappeningstatesofIndia-AndhraPradeshandKarnataka.TheretailchainispromotedbyMrAMaheshRaju,M.Tech(IIT)underPratyankaraElectronicsPrivateLimited.ThefirstDigitalShoppyhadcommenceditsoperationsinMay2000atRajBhavanRoad,Hyderabadasabeginning.Withtheexcellenceinoperations,thecompanyexpandeditschainofstoresinHyderabadandBangalorebyMarch2005andevolvedasarenownedpowerretailchain.ThecompanyhadincreaseditspresenceinallpotentialcenterslikeVisakhaptnam,Vijayawada,GunturandotherplacesofAndhraPradesh.Thecompanyiscurrentlyhaving16outletsinprocessinAndhraPradeshandKarnataka.ThecompanyisnowimplementingitsexpansionplanbysettingupitsshowroomsinallpotentialcentersofAndhraPradesh,KarnatakaandMaharashtraby2006-07asapartofitsmissiontobecomeultimatelyasanationalplayerinElectronicsandHomesAppliancesRetailTrade.


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Thehighlightsofthebusinessofthecompanyare:

BrandEquityCustomersatisfactionandloyaltyBestPracticesinoperationsandprocessesPromotersandManagementcommitmentCommitmenttocustomersWidearrayofofferingandnovelpromotionalcampaignsLowOverheadcorporateandoperationalexpenditureContinuousProfitmakingcompanyTheestimatedsalesofthecompanyfortheyear2005-06

willbeRs104crasagainstthesaleofRs51crintheyear20004-05.Thecompanyisexpandingitschainto100by2006-07withacapitaloutlayofRs17.50crandtheresourcesarebeingproposedfromequityparticipationfromstrategicpartners/investors.Withthisexpansion,thecompanywillbereportingasaleofRs500cr+bytheyear2007-08

GROWTHSTRATEGY:Thecompanyhavingestablished20showroomsbyFeb06withadequateinfrastructuretohandlehighernumberofshowrooms,isnowinprocessofestablishing10morebyendofMarch2006.Thecompanyisnowhavingstrengthsinthefollowingareastobuildandoperatelargersizeoftheretailchain.


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ManagementTeamSourcingDistributionandLogisticsProjectTeam-toidentifyandbuildinfrastructureshowroomsProceduresandProcessesCustomerbaseDuringthelast5years,thecompanyhadincurredhuge

advertisingandpromotionalexpendituretobuildthebrandequityandthecompanyisnowbeingleveragingthesametoscaleuptheoperations.Thefutureexpenditureonadvertisingandpromotionswillbecomeslowerinviewoftheincreaseinthenetworkandtargetedcustomerbase.

THESTRATEGYTOINCREASETHERETAILNETWORKNATIONWIDEINSTAGES:

HyderabadandBangalorealreadymadeitspresenceandonlyscalingupthenumberofoutletsAndhraPradesh-alreadyestablishedoutletsinpotentialplaceslikeVisakhapatnam,Vijayawada,Guntur,Khammam,Nellore,Hanumakondaetcandtheexpansionistobedoneinotherdistrictheadquarters/potentialcenters.

Karnataka-proposingtoestablishitspresenceinallthepotentialcenters


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Kerala-proposingtoestablishitspresenceinallthepotentialcentersTamilnadu-proposingtoestablishitspresenceinallthepotentialcentersMaharashtraproposingtoextendtheoperationstoMaharashtraoncethepotentialmarketsintappedinAndhraPradeshandKarnataka

EstablishtheretailnetworkinallMetrosandthentotherestofthepotentialplacesacrossthecountry.Theretailnetworkwillreach800showroomsby2010witha$1BillionTurnover.Leveragingtheexistinginfrastructureandbrandequity

forscalingupofshowroomsandtoachievehigherturnovers-isthemarketingstrategyofthecompany.InthephaseIofexpansion,thecompanyisproposingtosetup150showroomsacrossAndhraPradesh,Karnataka,Kerala,TamilnaduandMaharastraby2007-08.

VISION:TobecomeaNo1retailchaininIndiatosatisfythecustomerneedsinelectronicsgoodsandhomeappliancesmarketwithglobalstandards.


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WEBSITEADDRESS:Websiteof"DIGITALSHOPPY"is"WWW.DIGITALSHOPPY.COM"Thewebpageis


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CHAPTER-II

COMPANYPROFILE


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DIGITALSHOPPYCOMPANYPROFILEItislocatedattheprimebusinesscenterofHydrabad,AndhraPradesh-India,isthebiggestcentrallyair-conditionedshowroomforElectronicProductsneverbeforehasanyothershowroominIndia,displayedsuchwiderangeofallelectronicproducts.Morethan300modelsareondisplayatourshowrooms.OurbranchsinAndhraPradeshareatRajBhavanroad,Ranigunj,Malakpet,Bigbazar-Abids,Musicworld-BanjaraHillsInHyderabadAndKoramangalaInBanglore.AskforaLive

Demonstrationfacilityatourshowroom.See,feelandexperiencebeforeyoubecomeaproudownerofanyelectronicproducts.Ifyouarefaroff,weareonthenetatyourservice.Wehavehomedeliveryfacilityandsendinggiftstoyourdearones.HomeDeliverywereachouttotheremotestcustomerattheirdoorstep,thankstotheexcellentinfrastructurebackupwehave.Giftyourdearoneswanttosendagifttoyourlovedones?Ordernow,andourmessengersworldwide,willsendyourgiftontime.Knowwhatsnewwereachouttomillionsofcustomersthroughmail,doortodoorcampaignandadvertisement.VisitoursiteoftentogetupdatedonthelatestinformationaboutallElectronicProducts.Beourcustomertoday,wemakeyouourpartnerforever.Note:forlocalcustomers,weareopenevenonSundays,justforyou.


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LOCATIONOFTHEORGANISATIONDigitalShoppyissituatedatWyraroadinKhammam.Itishalfkilometerawayfrombusstand.Itisabusinesscenterinthetown.Itiseasytomeetthecustomerneedsandgoodtransportationfacilitiesareavailable.

STRUCTUREOFTHEORGANISATIONGENERALMANAGER

lCASHIER/COMPUTEROperator

l

lSUPERVISOR

lOFFICEBOY

l

lOFFICEBOY

llllAUDIOTVREFRIGESECTIONSECTIONSECTION

lllSALESMAN

SALESMAN

SALESMAN


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CHAPTER-II

PRODUCTPROFILE


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PRODUCTPROFILEProductsareinventedmainlyforthepurposeofentertainment.Nowinthepresentcompetitiveworldmanycompaniesaremanufacturingdifferenttypesofproducts.

DIFFERENTBRANDSAVAILABLEINMARKET:L.GONIDASONYNOKIAIFBEUREKAPANASONICVIDEOCONPHILIPSAKAIWHIRLPOOLVGUARDULTRAHCLBPLSAMSUNGTOSHIBAKELENUSHAGODREJ

PRODUCTSINDIGITALSHOPPY:TELEVISIONSMUSICSYSTEMFANSWALKMANCDRICECOOKERSCELLPHONESWATERHEATIRONBOXREFRIGARATORSDVDPLAYERMIXESLAPTOPGRINDERSPLASMATVWASHINGMACHINSMICROOVENHANDYCAMAIRCONDITIONHEATERSLCD

WATERDISPENSERFILTERSTABILIZERVACCUMCLEANEROVENKIT

TheseproductsavailableinKHAMMAM.


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OBJECTIVESOFTHEORGANISATIONThebasicobjectiveofeverybusinessorganizationistoearnmaximumprofit.Ithasthefollowingaims.

PPPPPP

Toearnmaximumprofit.Providingbestservicetocustomers.Topromotegoodwillamongthepotentialbuyerinargumented.Productslikeaftersalesservice&freeinstallationsetc.Togivemaximumbenefitandsatisfactiontocustomersofpossiblelowcosts.Toconvertseveryablebuyerintoprospectuscustomer.

DutiesofManager:jjjj

Daytodayadminstrationofbusiness.OverallinspectionofbusinessToplaceoverfornewproducts.Companycorrespondence

DutiesofSupervisor:jjj

Maintainanceofregisterforproducts.Maintainanceofserviceregisterforproducts.Supervisionofhissubordinates.


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DutiesofCashier/ComputerOperator:jjjjjjjj

TogatherandcollecttheinformationTokeepthedatainthesystemTomaintaindifferentfilesinthesystemTomaintaincashbookToreceivecashTopaycashMaintainanceofthecashanddailyactivitiesMaintainanceofthepreparerecordsforcashactivites.


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CHAPTER-III

THEORITICALASPECTS


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THEORATICALASPECTS(CONSUMERBEHAVIOUR)DEFINATIONOFTHECONSUMERBEHAVIOUR:Thebehaviourthatconsumerdisplayinsearchingforpurchasingusingevaluatinganddisposingofproductsservicesandideaswhichtheyexpectwillsatisfytheirneeds.-SkiffmanThestudyofconsumerbehaviourdealswithhowtheindividualmakesdecisionstospendtheiravailableresourceviz.Moneytimeandeffortetc.,onconsumptionrelateditems.Itincludes

THEORIESOFCONSUMERBEHAVIOUR:Marginalutilitytheory:Thistheoryisdevelopedbyclassicaleconomists,accordingtothemaconsumerwillcontaintobysuchproductsthatwilldeliverhimthemostutilityormaximumsatisfactionatrelativeprices.IncomeandSavingsTheory:Thistheoryisbasedonthefactthatpurchasingpoweristherealdominantofbuyingpurchasingpowerontheotherhandpurchasingpowerisdependedondisposalincome.


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PSYCHOLOGICALTHEORIES:a.Stimulusresponsetheory:PavlovskinnerandkotlesdevelopedthistheorythistheoryonthesebasisofexperimenttheydidonanalysisAcc.,tothemlearningoccursasapersonresponsetosomestimuliandisrewardedwithneedsatisfactionforaconnectresponse.Theyprovedthatmostrecentandfrequentstimulatesarerememberedandrespondedthisapproachisthebasisrepeatedadvertisement.b.Cognitivetheory:Thistheorywasproposedbyfestignermainlytoexplainpostbuyingbehaviour.Acc.,tohisstimulationwhatisconditionbycustomerknowledgeandhisperceptionbelieverandattitudeperceptionisthesometotalofphysicalstimulusandpersonalfactor.c.Gestactandfieldtheory:Accordingtothistheorylearningandconsequencebehaviourisnotindependentbutitisatotalprocesstheyarguethathumanbehaviourmustbeuseasindividualbypatterntotalities.Behaviourshouldbeexplainedintermsofallthefactorsthatareinappointingwhenevereventhappens.Thusbuyingisnotmotivatedbyasingleelement.Thatisthesametotalofmanyelements.


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CONSUMERBEHAVIOURISANINDISCIPLINARYSCIENCE:Consumerbehaviourisarelativelynewfieldofstudywithnohistoryorbodyofresearchofitsownthenewdisciplinedborrowedisotherscientificdisciplinessuchaspsychology,sociology,socialpsychologyculturalanthropologyandeconomics.1.Physiology:Physiologyisthestudyoftheindividual.Itincludesthestudyofmotivationattitude,personalityandlearningpatterns.Allthisfactorsareintegraltoanunderstandingofconsumerbehaviour.

Theyenableustounderstandthevariousconsumptionsneedsofindividuals,theiractionsandreactionsinresponsetodifferent,productsandproductsmessagesandthewaypersonality

characteristicsandrevileexperienceeffecttheirproductchoices.2.Sociology:Sociologyisthestudyofgroupstheactionsofindividualsingroupsoftendifferfromtheactionofindividualsoperationsalone.Theactionsofindividualingroupsoftendifferfromtheactionofindividualoperations.Theinfluencesofgroupmemberships.


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3.Psycho-analyticaltheory:Thistheoryisdevelopedfromthethoughtsofsegmentsboard.Heexplainedthatthepersonalityhasfreebasicdeterminationsi.e.,I.D.Ego,SuperEgo.4.SocialCulturetheories:ThecreditforformulatingthistheorygoesBeblem(18891899).AndthistheoryissometimesknownasBebleniormodelheexplainthatmanisprimarilyasocialanimalandhiswantsandbehaviourarelargelyinfluencedbythegroupwhichheisamember.Itmeanseffectofworkgroup,friendshipgroup,familygroup,differentgroupsindicatesthepositionorparticulargroupofpersonissocietymanessentiallysocialbeingaintentwithotherindividualavarietyofgroup.Inspiteofpersonaldifferencespeoplemaybeforcedtoacceptdecisionofsocietyfamilystructureandsocialclassonconsumerbehaviourarerelevanttothestudyofconsumersegmentsinthemarketplace.5.SocialPsychology:Socialpsychologyifanamalgamofsociologyitisthestudyhowanindividualoperatesinagroup.Thestudyofconsumerbehaviourisnotonlythestudyofhowgroupsoperateinhowindividualsareinfluencedintheirpersonalconsumptionbehaviour.


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6.Culturalanthropology:Thestudyofhumanbeingsinsocietyisthestudyofculturalanthropology,intracesthedevelopmentofthecarebeliefs,valuesandcustomsthatarepasseddowntoindividualsfromtheirparentsandgrandparentsandinfluencestheirpurchaseandconsumptionbehaviour.Italsoincludesubculturei.e.,sub-groupswithinthelargesociety.WHENTOSTUDYCONSUMERBEHAVIOUR:Thestudyofconsumerbehaviourisconcernedwithnotonlyhowconsumerbehaviourbutwiththeybehaveastheydo.Asconsumers,itisimportantforustostudyconsumerbehaviour,sowemanygaingreaterinsightintoourownconsumerrelateddecisionswhatwebuywhywebuyandhowwebuy,thestudyenablesustoanalyzeourownconsumptiondecisionsandmakeusawareofthesuitableinfluencesthatpersuadesustomaketheproductchoiceswedo.IMPORTANCEOFCONSUMERBEHAVIOURFORMARKETERS:Consumerbehaviourishelpfulinunderstandingthepurchasebehaviourandpreferenceofdifferentconsumers.Asconsumer,wedifferintermsofoursex,age,education,occupation,income,familysetup,religion,nationalityandsocialstatus.Becauseofthesedifferent


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backgroundfactorswehavedifferentneedsandweonlybuythoseBrandsandservices,whichwethinkwillsatisfyourneeds.Intoday'sworkofrapidlychangingtechnology-changingfirmhastobeconstantlyinnovatingandunderstandhelatestconsumerstrendsandtastesconsumerbehaviourprovidesinvaluablecluesandguidelinestomarketersonnewtechnologicalfrontiers,whichtheyshouldexplore.AconsumerdecisiontopurchaseaparticularBrandtoservicesistheresultsistheresultofcomplexinterplayofaconsumerofvariables.ThestartingpointforthecompanyprovidesthedecisionprocessmarketingstimuliintheshapeofBrands,promotion,price,anddistributionstrategy.Thepotentialconsumeralongwiththeotherstimulialreadyexistingreceivesthemarketingstimuliintheenvironment.Thesestimulimaybesocial,economic,cultural,technologicalandpoliticalinnature.Atthepointofreceivingthemarketingstimuli,theconsumeralreadyhasacertainmental,emotionalandpsychologicalframeofminddevelopedovertheyearsbyhiscultural,religious,social,familyandpsychologicalbackground.AMODELOFCONSUMERBEHAVIOURThehoardingprovidedtheinitialstimulusforthispurchaseandconsumption.Thiswasfurtherbackedupbyotherstimulisuchasbranddisplayintheshop,watchingotherconsumerbuysaparticular


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brand,anypointofpurchasepromotionalmaterial,earliersatisfaction,withgivenbrandsetc.,yourresponsetothisstimuliresultsinapurchaseofparticularbrand,Inbetweentheprocessofreceivingthisstimulirespondingtothemyouwentthroughadecisionmakingprocess.Thestimuli,processofdecisionmakingandresponseconstitutesasimplemethodofconsumerbehaviour.

EXTERNALFACTORSINPUTMARKETINGSTIMULIBrandPricePromotionChannelofdistributionOTHERSTIMULIEconomicTechnologicalPoliticalSocial

CONSUMERDECISIONMAKINGPROCESSBUYERCHARACTERISTICSPsychologicalPersonalandCulturalcharacteristicsBUYERDECISIONProcess


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Thereare4majorfactorswhichinfluencesthebuyingbehaviourofconsumers.1.2.3.4.CulturalfactorsSocialfactors.Personalfactors.Psychologicalfactors.

1.CULTURALFACTORS:Culturalfactorsexertthebroadestanddeepestinfluenceonconsumerbehaviour.Culture:Culturerepresentsanoverallsocialheritage,adistinctivefromofenvironmentsadoptionbyawholesocietyofpeople.Itincludesasetoflearnedbeliefs,values,attitudes,morals,customers,habitsandformsofbehaviourthatareshapedbyasocietyandtransmittedtothegenerationswithinthatsociety.Thechildgrowingupinasocietylearnsabasicsetofvalues,perceptions,preferencesandbehaviourthroughaprocessofsocializationinvoicingthefamilyandotherkeyinstitutions.


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Sub-Culture:Eachcultureconsistsofsmallersubculturethatprovidemorespecificidentificationandsocializationforits,subcultureincludesnationalities,religious,socialgroupsandgeographicalregions.Manysubculturesmake'simportantmarketsegmentsandmarketersoftendesignbrandsandmarketingprogramstailoredtotheirneeds.Cross-Culture:Todeterminewhetherandhowtoenteraforeignmarket,marketersaneedtoconductsomeformofcrossculturalconsumersanalysis.Crosscultureisdefinedastheefforttodeterminetowhatextenttheconsumersoftwoormorenationsaresimilarordifferent.

2.SOCIALFACTORS:Consumerbehaviourisalsoinfluencedbysuchsocialfactorsasreferencegroups,familyandsocial,roles&status.Referencegroups:Apersonhasbehaviourisstronglyinfluencedbymanygroups.Asperson'sreferencesgroupsarethosegroupsthathaveadirect(face-to-face)orindirectinfluenceonthepersonsattitudesorbehaviour.Grouphavingadirectinfluencingonapersonarecalledmembershipgroups.Thesearegroupstowhichthereisfairly


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continuousinteractionsuchasfamily,friendsandneighboursandsecondarygroupswhichtendtobemoreformalandwherethereislesscontinuousinteraction.Theyincludereligiousorganizations,professionalassociationsandtradeunions.FAMILY:Wecandistinguishbetweentwofamiliesinthebuyerslifethefamilyorientationsconsistsofonesparents.Fromparentsapersonacquiresanorientationtowardsreligion,politiesandeconomiesandsenseofpersonalambition,selfworthandlove.Themarketerneedstodeterminewhichmembernormallywiththeproductonservice,whetherthehusbandismoredominantorthewifeortheyhaveequalinfluence.Roles&Status:Apersonparticipationinmanygroupsthroughouthislife,familyclubs,organizationetc,thepersonpositionineachgroupcanbedefinedinthetermsofrolestatus.Marketersareawareofthepotentialofproductstobecomestatussymbol.3.PERSONALFACTORS:Buyersdecisionsarealsoinfluencedbypersonal

characteristicsthebuyersage,andlifestagecycles,occupation,economiccircumstances,lifestyleandpersonalityandselfconcept.


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4.PSYCHOLOGICALFACTORS:Motivation:Motivationcanbedescribedasthedrivingforcewithinindividualsthatimpelsthemtoaction.Thisdrivingforceisproducedbyastateoftension,whichexistsastheresultofanunfulfilledneed.Perception:Isdefinedastheprocessbywhichanindividualselects,organizesandinterpretsstimuliintoameaningfulandcoherentpictureoftheworld.Learning:Intheprocessbywhichindividualsacquirethepurchaseandconsumptionknowledgeandexperiencetheyapplytofuturerelatedbehaviour.

CONSUMERDECISIONSANDACTIONSOUTPUTBrandchoiceDealerchoicePurchasetiming


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THEBUYINGDECISIONPROCESSMarketershavetogobeyondthevariousinfluencesonbuyersanddevelopanunderstandingofhowconsumersactuallymaketheirbuyingdecision.Marketersmustidentifywhomakesbuyingdecisionsandstepinthebuyingprocess.BUYINGROLESFormanybrands,itistoidentifythebuyer.Otherbrandsinvolveadecisionmakingunitconsistingofmorethanoneperson.Thismayhappenduetakeoftechnicalknowledgeorexperienceorunawareofbrandsinthemarkets.Thuswecandistinguishfiverolespeoplesmightplayinbuyingdecisions.INITIATORApersonwhofirstsuggeststheideaofbuyingtheparticularbrandorservice.DECIDERApersonwhodecidesonacomponentofabuyingdecision,whethertobuy,whattobuy,howtobuyorwheretobuy.BUYERThepersonwhomakestheactualpurchase.USERSThepersonwhoconsumeorusethebrand.


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TYPESOFBUYINGBEHAVIOURConsumerdecisionmakingvarieswiththetypeofbuyingdecision.Therearegreatdifferencebetweenbuyingtoothpaste,atennisrocket,apersonalcomputerandanewtractor.Complexandexpensivepurchasesarelikelytoinvolvemorebuyerdeliberationandmoreparticipants.Assaledistinguishedfourtypesofconsumerbuyingbehaviourbasedonthedegreeofbuyerinvolvementandthedegreeofdifferenceamongbrands.COMPLEXBUYINGDECISIONConsumergoesthroughcomplexbuyingbehaviourwhentheyarehighlyinvolvedinapurchaseandawareofsignificantdifferencesamongbrands.Consumersarehighlyselfexpensive.Typicallytheconsumerdoesn'tknowmuchaboutthebrandcategoryandhasmuchtolearn.DISSONANCEREDUCINGBUYINGBEHAVIOURSometimestheconsumerishighlyinvolvedinapurchasebutseeslittledifferenceinthebrands.Thehighinvolvementisbasedonthefactthatthepurchaseinexpensive,infrequentandrisky.Inthiscasebuyerwillshoparoundtolearnwhatisavailablebutwillbuyfairlyquicklyperhapsrespondingprimarilytoagoodpricetopurchaseconvenience.Theconsumerwillbealerttoinformationthatjustifieshisorherdecision.


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HabitualBuyingBehaviour:ManyBrandsarebroughtunderconditionsoflowconsumerinvolvementandtheabsenceofsignificantbranddifferences.Considerbroom,consumerhaslittleinvolvementinthebrandcategory.Theygotothestoreandreachofthebrand.Iftheykeepreachingforthesamebrand,itisoutofhabitbutnotstrongbrandloyalty.Iftheykeepreachingforthesamebrand,itisoutofhabitbutnotstrongbrandloyalty.Thereisgoodevidencethatconsumershavelowinvolvementwithmostlowcostfrequentlypurchasedbrands.Withlowinvolvementofbrands,consumerbehaviourdoesnotpassthroughthenormalbeliefattitudebehavioursequence.Consumersdonotsearchextensivelyforinformationaboutbrandsevaluatetheircharacteristicsandmakeweightydecisiononwhichbrandtobuy.Insteadtheyarepassiverecipientsofinformationastheywatchtelevisionorseeprintsadvertisement.Advertisementrepetitionscreatebrandfamiliarityratherthanbrandconviction.Consumerdon'tforastrongattitudetowardsabrandrathertheyselectitbecausetheyarenorhighlyinvolvedwiththebrand.Thusforlowinvolvementbrandsthebuyingprocessbeginswithbrandbeliefsformedbypassivelearningandisfollowedbypurchasebehaviourwhichmaybefollowedbyevaluation.


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VARIETYSEEKINGBUYINGBEHAVIOUR:Somebuyingsituationischaracterizedbylowconsumerinvolvementbutsignificantbranddifferences.Hereconsumersafterdoalotofbrandswitching.Brandswitchingoccursforthesakeofvarietyratherthandissatisfaction.

IMPORTANCEOFSTUDYOFCONSUMERBEHAVIOUR:Theconceptofmodernmarketingiscustomer-orientedtherefore,thereisandhenceneedtosupplythebehaviouroftheconsumersofaccountofthefollowingbenefits.

1.PRODUCTIONPOLICIES:Thestudyofconsumerbehaviourgivesaninsightintothevariousfactorswhichinclinetheconsumertobuytheproduct.Thevariousfactorswhichinfluencetheconsumerdecisionmaybepackingoftheproduct,qualityoftheproduct,sizeoftheproductpuckercoloroftheproductetc.,understandingtheconsumerbehaviourwithregardtothisaspectswithenablethecompanytoformulatetheproductionpoliciessuitabletotherequirementofconsumer.2.PRICEPOLICIES:Consumerbehaviourtopurchasearticlesisverymuch


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influencebythepriceoftheproduct.Thebuyerofsomeproductsonlybecauseparticularbrand,brandischeaperthanthecomparativebrandsavailableinthemarket.Thusaconsumerbehaviourandreactionswithregardtothepriceofvariouscommoditieswillhelpthemarketingmanagerforimprovingsalesprobability.3.SALESPROMOTIONALPOLICIES:Salespromotionalpoliciesenablesthemanagerstoknowwhatmotivepromptsthebuyerstomakespurchasersandthemarketingdepartmentwouldbeabletodecidewhatadvertisingmediashouldbefollowedtostimulatethedesirethepurchase.Themarketingmanagertakesthedecisionsregardingbrand,packagingdiscussant,commissions,fights,freesamplesetc.onthebasisofconsumerbehaviouronly.Thusforpromotionsalesofthecompanyproductsthestudyofconsumerbehaviourisinevitable.4.PUBLICPOLICYCONSERTS:Withtheincreasingoftheconsumerprotectionmovement,policymarksatthenationalstateanddistrictlevelbecomeawareoftheirresponsibilitytoprotectiontheconsumerinterestandwell-beingoftheirconstituents.Thereforeanationalcommissions,statecommission,districtformalshavebeencreatedtoprotecttheinterestoftheconsumersallofwhichbyproductsofequipmentsandserviceinordertocometheirorganizationwhetherforprofitsnonprofits.


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WHYTOSTUDYCONSUMERBEHAVIOUR:Thestudyofconsumerbehaviourisconcernedwithnotonlyhowconsumerbehavesbuttheybehaveastheydo.Asconsumersitisimportantforustostudyconsumerbehaviour,sothatwemaygaingreaterinsightintooutownconsumerrelateddecisions,whatwebuy,whywebuy,howwebuy,theystudyenablesustoanalyzeourownconsumptiondecisionsandmakesusawareofsuitableinfluencethatpersuadeustomaketheproductchoice.CONSUMERDECISIONPROCESS:ProblemIdentification

lSearchforinformation

lEvaluatingthealternatives

lProductchoice

lOutcome

lPostPurchaseBehaviour


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1.

Itisthefirststageofproblemidentification.Itmeansconsumerdecidesinadvancetosatisfyneedsanddesire.

2.

Whereverproblemsidentificationsisoverimmediatetheconsumerwilltrytocollecttheinformationaboutgoodsservicesavailableinthemarkettosatisfyhisneedsanddesires.

3.

Whereverthesearchforinformationisovertheconsumerevaluatedofanalyzewhatarethealternativesavailableinthemarket.

4.

Aftertheevaluationofalternativestheconsumersdecidedwhichtypeofgoodsandservicesareavailableinthemarkettosatisfyhisneedsanddesires.

5.6.

Atthisstageonlytheconsumerwillpurchaseparticulartype.Consumermagetp

urchasebehaviouronlyafterconsumptionofthegoodsandservicesitmaybeeithernegativeorpositive.


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CHAPTER-IV

DATAANALYSIS&INTERPRETATION


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TABLE-I

ANALYSISBASEDONAGEOFTHEPEOPLE:

S.No.12345

OPTIONSBELOW20YEARS21-30YEARS31-40YEARS41-50YEARSABOVE50YEARSTOTAL

No.OFRESPONDENTS82824364100

PERCENTAGE8%28%24%36%4%100%

INTERPRETATION:Mystudyhascovereddifferentgroupofpeoplehavingdifferentages.8%respondentsarebelow20years,28%respondentsare21-30years,24%respondentsare31-40years,36%respondentsare41-50yearsandremaining4%respondentsareabove50years


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ANALYSISBASEDONAGEOFTHEPEOPLE36%

28%24%BELOW20YEARS21-30YEARS31-40YEARS41-50YEARSABOVE50YEARS

NoofRespondents4%

8%


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TABLE-II

ANALYSISBASEDONMONTHLYINCOMEOFTHEPEOPLE:

S.No.123

OPTIONSBELOW5,0005,000-10,00010,000-20,000TOTAL


PERCENTAGE10%65%25%100%

INTERPRETATION:Mystudyhascovereddifferentgroupofpeoplehavingdifferentincomes.10%respondentsarebelowRs.5000/-,65%respondentsareRs.5000-10,000/-,25%respondentsareRs10,000-20,000/-.


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ANALYSISBASEDONMONTHLYINCOMEOFTHEPEOPLE

10%25%

65%

BELOWRs.5000/Rs.5000-10,000/Rs.10,000-20,000/-


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TABLE-III

ANALYSISBASEDONKNOWNINGABOUTDIGITALSHOPPY:

S.No.1234

OPTIONSFRIENDSADVERTISEMENTOWNDECISIONRELATIVESTOTAL



INTERPRETATION:Afterobtainingtheinformationofinfluencingby44%customerswereinfluencedbyfriends,32%ofcustomerswereinfluencedthroughadvertisement,12%ofcustomerswereinfluencedbythereowndecision,12%ofcustomerswereinfluencedbyrelatives.


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ANALYSISBASEDONKNOWNINGABOUTDIGITALSHOPPY

44%

32%

FRIENDSADVERTISEMENTOWNDECISIONRELATIVES12%12%

NoofRespondents


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TABLE-IV

ANALYSISBASEDONFACTORSINFLUENCEDTOPURCHASEPRODUCTINDIGITALSHOPPY:

S.No.1234

OPTIONSPRICEQUALITYSERVICERECIEVINGTOTAL

No.OFRESPONDENTS41.636.211.111.1100

PERCENTAGE41.6%36.2%11.1%11.1%100%

INTERPRETATION:Afterobtainingtheinformationofinfluencingby41.6%customerswereinfluencedbyPrice,36.2%ofcustomerswereinfluencedbyquality,11.1%ofcustomerswereinfluencedbyservice,11.1%ofcustomerswereinfluencedbyrecieving.


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ANALYSISBASEDONFACTORSINFLUENCEDTOPURCHASEPRODUCTINDIGITALSHOPPY

41.6%36.2%

PRICEQUALITYSERVICERECIEVING11.1%11.1%

NoofRespondents


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TABLE-V

ANALYSISBASEDONPRODUCTPURCHASEDINDIGITALSHOPPY:

S.No.1234

OPTIONSTELEVISIONSREFRIGIRATORSWASHINGMACHINESOTHERSTOTAL

No.OFRESPONDENTSPERCENTAGE55.518.53.722.310055.5%18.5%3.7%22.3%100%

INTERPRETATION:Outof100respondents55.5%ofrespondentswerepurchasedTelevisions,18.5%ofrespondentswerepurchasedRefrigirators,3.7%ofrespondentswerepurchasedWashingMachinesandremaining22.2%ofrespondentswerepurchasedotherproducts.


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ANALYSISBASEDONPRODUCTPURCHASEDINDIGITALSHOPPY

22.3%

3.7%55.5%

18.5%

TELEVISIONSREFRIGIRATORSWASHININGMACHINESOTHERS


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TABLE-VI

ANALYSISBASEDONBRANDPREFEREDINDIGITALSHOPPY:

S.No.12345

OPTIONSSONYLGSAMSUNGONIDAOTHERSTOTAL

No.OFRESPONDENTSPERCENTAGE42.315.33.83.834.810042.3%15.3%3.8%3.8%34.8%100%

INTERPRETATION:Theabovetableshowoutof100respondents42.3%ofrespondentsareusingSony,15.3%ofrespondentsareusingLG,3.8%ofrespondentsareusingSamsung3.8%ofrespondentsareusingOnidaandremaining34.8%ofrespondentsareusingOtherbrands.


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ANALYSISBASEDONBRANDPREFEREDINDIGITALSHOPPY

42.3%34.8%

SONYLGSAMSUNG15.3%ONIDAOTHER3.8%3.8%

NoofRespondents


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TABLE-VII

ANALYSISBASEDONSATISFACTIONINDIGITALSHOPPY:

S.No.123

OPTIONSEXCELLENTGOODAVERAGETOTAL



INTERPRETATION:Abovetableinterpretesthatthesatisfactionwithdigitalshoppy,20%ofrespondentsoptingthatexcellent,68%ofrespondentsoptingthatgood,andremaining12%ofrespondentsoptingthataverage.


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ANALYSISBASEDONSATISFACTIONINDIGITALSHOPPY

12%

20%

68%

EXCELLENTGOODAVERAGE


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TABLE-VIII

ANALYSISBASEDONOPINIONABOUTPRICEINDIGITALSHOPPY:

S.No.12

OPTIONSREASONABLEHIGHTOTAL


PERCENTAGE92%8%100%

INTERPRETATION:Priceisinfluecingfactorforanyproductmajorityofitsrespondentsopinionthatthedigitalshoppyproductsvalueisreasonable.only8%feelthatpriceishigh.


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ANALYSISBASEDONOPINIONABOUTPRICEINDIGITALSHOPPY

8%REASONABLEHIGH

92%

NoofRespondents


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TABLE-IX

ANALYSISBASEDONMODEOFPURCHASINGINDIGITALSHOPPY:

S.No.123

OPTIONSIMMEDIATECASHPAYMENT

No.OFRESPONDENTSPERCENTAGE64201610064%20%16%100%

INSTALMENTBANKFINANCETOTAL

INTERPRETATION:Customersarebeingpunchingthedigitalshoppythroughimmediatecashpaymentare64%andthroughinstalment20%andthosewhoaretakingthebankfinanceare16%.


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ANALYSISBASEDONMODEOFPURCHASINGINDIGITALSHOPPY

64%

IMMEDIATECASHPAYMENTINSTALMENTBANKFINANCE

NoofRespondents20%16%


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TABLE-X

ANALYSISBASEDONPERFORMANCEOFDIGITALSHOPPY:

S.No.123

OPTIONSEXCELLENTSATSIFIEDAVERAGETOTAL



INTERPRETATION:Theabovetablerevealsthatthemajorityofthecustomersthatis12%ofrespondentswerelikingitsperformances,68%ofrespondentsweresatsifiedandremaining20%ofrespondentswereaverageaboutitspreformance.


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ANALYSISBASEDONPERFORMANCEOFDIGITALSHOPPY

12%20%

68%

EXCELLENTSATISFIEDAVERAGE


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TABLE-XI

ANALYSISBASEDONCHANGES:

S.No.123

OPTIONSEXCELLENTSATSIFIEDAVERAGETOTAL

No.OFRESPONDENTS37.941.320.8100

PERCENTAGE37.9%41.3%20.8%100%

INTERPRETATION:Theabovetablerevealsthatthemajorityofthecustomersthatis12%ofrespondentswerelikingitsperformances,68%ofrespondentsweresatsifiedandremaining20%ofrespondentswereaverageaboutitspreformance.


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ANALYSISBASEDONCHANGES

41.3%

37.9%

PRICESERVICE20.8%ADVERTISEMENT

NoofRespondents


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TABLE-XII

ANALYSISBASEDONMARKETPOSITION:

S.No.123

OPTIONS1ST2ND3RDTOTAL

No.OFRESPONDENTSPERCENTAGE5540510055%40%5%100%

INTERPRETATION:Outmysurveyregardingthedigitalshoppyinwhichpositionithastobeplaced.Themajorityoftherespondentsi.e.55%ofrespondentssaidthatithastobeplacedinthe1stposition,40%ofrespondentssaidthatithastobeplacedinthe2ndpositionandremainingrespondentssaidthatithastobeplacedin3rdposition


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ANALYSISBASEDONMARKETPOSITION

55%

40%1ST2ND3RD

NoofRespondents5%


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TABLE-XIII

ANALYSISBASEDONOPINIONABOUTDIGITALSHOPPY:

S.No.12

OPTIONSGOODPOORTOTAL


PERCENTAGE88%12%100%

INTERPRETATION:Abovetableshowsoutof100respondents88%ofrespondentsopinionondigitalshoppyisgoodandremaining12%ofrespondentsopinionondigitalshoppyispoor.


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ANALYSISBASEDONOPINIONABOUTDIGITALSHOPPY

12%

88%

GOODPOOR


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CHAPTER-V

CONCLUSIONS&SUGGESTIONS


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CONCLUSION]Itisconcludedthatthereisaprioritytospecificincomegrouptopurchaseproductsindigitalshoppy.Generalincomegrouppeoplecanpurchaseproducts.

]Outof100respondentsallareknownaboutdigitalshoppy.Itshowspopularityofthedigitalshoppy.

]Maximumnumberofrespondentswereinfluencedbyadvertisementandtheirfamilymembers.

]Majorityoftherespondentsfeelthatthepriceofproductisreasonable.]Theproductusersareconsideringqualityandconsideringpriceinpurchaseofproductsindigitalshoppy.Somepeopleconsideringboth.

]Televisionsareactingasanimportantmediainacknowledgementofandfollowedbymagazines.

]Maximumrespondentsfelttherateofperformanceofdigitalshoppyproducts.Amongthecounterproductsismoderatesomepeoplefelttherateperformanceismaximum.


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]MaximumrespondentsopinionisthatTelenganaAgenciesiscomingincompetitionwithdigitalshoppy.

]Maximumrespondentsfeelingthatdigitalshoppyissatisfactory.]Maximumrespondentsaresatisfiedwithaftersaleservices.]ThemostoftherespondentsofthestudyisfromtheincomegroupofRs.5,000to20,000followedbybelow5,000and20,000.


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SUGGESTIONSCMaximumrespondentscometoknowaboutdigitalshoppythroughadvertisementhencetrytomaketheadvertisementsmoreaffective.

C

Itsuggestedthatthemanagerneedtoprovidepromptservicewhenevercustomerrequired.

C

TelanganaagenciesiscomingincompetitionwithdigitalshoppyhencebringmorenewmodelsindigitalshoppyascomparedtoTelanganaAgencies.

C

Itissuggestedtomanagerwheneverheprovidesfairservicestocustomeritinfluencetodevelopsalesandbrandimage.

C

IndevelopingtownslikeKhammammostofthepeopleofmiddleclasssoitisadvisedtothemanagertoprovidemanyschemeslikefinancefacilities,coupons,gi

ftoffers,etc.

CC

Salespeopleshouldmaintaincardialfriendlyrelationwiththecustomer

Itistimetodigitalshoppyconcentratemoreonthemarketasthecompetitionaresoactiveinthelocalmarketnow.


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CONSUMERPREFERENCESTOWARDS

DIGITALSHOPPYQUESTIONNAIRE1.2.3.4.5.NameAgeGender:::MaleFemale

Occupation:MonthlyIncomeA)Below5,000C)10,000-20,000B)5,000-10,000D)Above20,000[D)Relatives][]

6.

HowdoyouknowaboutDigitalshoppy?A)FriendsB)AdvertisementC)OwnDecision

7.

WhatfactorsinfluencedyoutopurchaseproductinDigitalshoppy?[A)PriceB)QualityC)ServiceD)Recieving[]]

8.

WhichproductyouhavepurchasedinDigitalshoppy?A)Television(TV)C)WashingMachinesB)RefrigiratorsD)Other

9.

WhichbranddoyouprefererinDigitalshoppy?A)SONYC)SAMSUNGB)LGD)ONIDAE)Other

[

]

10.AreyousatisfiedinDigitalshoppy?A)ExcellentB)GoodC)Average

[

]


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11.WhatisyouropinionaboutthepriceinDigitalshoppy?A)LowB)ReasonableC)High

[

]

D)VeryHigh[]

12.WhatisthemodeofpurchasinginDigitalshoppy?A)ImmediateCashPaymentC)BankFinanceB)InstalmentD)Other

13.YouropinionaboutDigitalshoppyperformance?A)ExcellentB)SatisfiedC)Average

[D)Poor[

]

14.Doyouwantanychangesregarding?A)PriceB)ServiceC)Advertisement

]

D)Models]

15.Digitalshoppytobeplacedwhichpositioninthemarket?[A)1stB)2ndC)3rdD)4th[

16.YouropinionaboutDigitalshoppyA)GoodB)Poor

]

IfGoodgivereason_______________________________________17.WhyDigitalshoppycrownedsopopularily?_________________________________________________________18.HowdoyouratetheperformanceofDigitalshoppyamongothershops?_________________________________________________________19.Doyouofferanysuggestionstocapturelion-shareinthemarket?Suggestion:....................

...............................................................................................................................................................

...................................


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BIBLIOGRAPHYu

J.C.GANDHI

MarketingManagement,TataMcGrawHillPublicationsLtd.,NewDelhi,1997.

u

PHILIPKOTLER

MarketingManagement,PrenticeHallofIndiaPvt.Ltd.,NewDelhi,2000.

u

SHIFFMAN&KANUK

ConsumerBehaviour,PrenticeHallofIndiaPvt.Ltd.,NewDelhi,1995

u

S.A.CHUNAWALLA

ConsumerBehaviour,HimalayaPublishingHouse,Mumbai,2000.

u

V.S.RAMASWAMY&S.NAMAKUMARI

MarketingManagement,MacMillanIndiaLtd.,NewDelhi,2000.

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BusinessEconomy4P'sBusinessIndiaBusinessToday


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6709229 honey project work

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