presentation on consumer buying behaviour towards head & shoulder(inmantec b-school)
Post on 27-Oct-2014
182 Views
Preview:
DESCRIPTION
TRANSCRIPT
PRESENTATION ON CONSUMER BUYING BEHAVIOUR TOWARDS H&S
ABOUT THE COMPANY
• P&G is a fortune 500 American multinational company head quarter in Ohio USA.
• It is the no.1 FMCG company in the world. • It has created 164 brands since inception and 56 brands are active throughout the world.
• 24 of its brands have more than billion dollars in annual net sales in 2011.
• It touched net sale of $82.6 billion for fiscal 2011-12 world wide with an increase of 5% and $1 billion in India.
OBJECTIVES
• To understand consumer buying behavior pattern towards H&S brand.
• To analyze the impact of advertising& sales promotion on consumer’s buying decisions.
RESEARCH METHODOLOGY
• RESEARCH DESIGN:• We took the survey method under quantitative research.
• DATA COLLECTION METHOD:• Both primary and secondary data collection method used to collect the data.
• DATA COLLECTION INSTRUMENT: • Questionnaires was used to collect the data about the buying behavior and impact of advertisement on purchase decision.
• SAMPLE SIZE:• The sample size taken by us was 200 .• SAMPLING TECHNIQUE:• We used cluster sampling technique in selection of location and simple random sampling in filing up the questionnaires.
• DATA ANALYSIS TOOL:• We used SPSS software for analysis of data and testing of hypothesis.
LIMITATIONS OF THE STUDY
• The sample size collected was less for judging the buying behavior pattern of whole city.
• The resources were inadequate to conduct the study at national level.
• The time limit for the project was less than a month. So that was small time to collect proper information for inference of the consumer buying behavior.
DATA ANALYSIS AND INTERPRETATION
14%
68%
18%
Below 18
18-40
41-58
58-65
AGE
From the above chart we can interpret that most of the respondents are in the adult group.
56%
44%Male
Female
GENDER
From the above chart we can interpret that the sex ratio is 1.27:1 as male respondents are more than female in our survey.
25%
28%
23%
25%
Business man
Govt. employee
Private employee
Others
OCCUPATION
From the above chart we can interpret that in our survey government employees lead with 27% others and Business man have equal share of 25%.So respondents category is well balanced.
Family Friend Magazines Television Others0
20
40
60
80
100
120
140
160
Series1
HOW DID YOU COME TO KNOW ABOUT H&S?
From the above chart, we can interpret that through television they come to know about the H&S and magazine is the second source.
Family Friends Advertisement Self Others0
20
40
60
80
100
120
140
Series1
WHAT INFLUENCED YOU IN YOUR FIRST PURCHASE OF H&S?
from the above chart we can interpret that the influencing factor is self factor that drives in purchasing of the product.
Quality Packaging Price Advertisement Fragrance0
10
20
30
40
50
60
Series1
WHAT DO YOU LIKE MOST ABOUT H&S?
from the above chart we can interpret that it is the quality that respondents like the most followed by price.
Every day Once in a week Twice in a week Once in a month Ocassionally0
10
20
30
40
50
60
70
80
90
Series1
HOW FREQUENTLY DO YOU USE H&S?
from the above chart we can interpret that respondents mostly use shampoo twice in a week followed by once in a week.
4%
75%
21%
Sachets
100ml-250 ml
Above 25o ml
WHAT SIZE OF PACK DO YOU PURCHASE?
FROM THE ABOVE CHART WE CAN INTERPRET THAT THE MEDIUM PACK WHICH IS 100-250 ML MOSTLY PURCHASED AS IT HAS HIGHEST RATIO.
88%
13%
Yes
No
ARE YOU BRAND CONSCIOUS?
from the above table we can interpret that most of the respondent are brand conscious as compared to unconscious.
TV Radio Newspaper Magazine Internet0
20
40
60
80
100
120
140
160
180
Series1
HOW DID YOU CONNECT WITH THE ADVERTISEMENT?
from the above chart we can interpret that respondent are mostly connected through TV followed by newspaper.
49%51%
Yes
NO
DOES ADVERTISEMENT INFLUENCE YOUR PURCHASE DECISION?
from the above chart we can interpret that advertisement is not playing any significant role in the purchasing decision.
70%
31%
Yes
No
DO YOU BELIEVE IN PRODUCT THAT ARE ENDORSED BY YOUR FAVORITE CELEBRITY?
from the above chart we can interpret that most of the respondent believe and like the product endorsed by their favorite celebrity.
very bad bad neither good nor bad good very good0
20
40
60
80
100
120
140
Series1
PLEASE RATE THE QUALITY OF H&S?
From the above chart we can interpret that the product is rated good by the respondents.
very bad bad neither good nor bad good very good0
10
20
30
40
50
60
70
80
Series1
How much would you rate the TV advertising campaign of H&S?
From the above chart we can interpret that the tv advertisement campaign is rated as good which means it able to make an impact on the mind of the customer.
FINDINGS• The television is playing the most crucial role in medium of communication.
• The unique selling point of H&S is its quality followed by the price set by the company.
• People believe in the product that is endorsed by their favorite celebrity and it is also one of the drivers in purchase decision.
• The advertisement campaign is well accepted by the mass as most of them accepted.
• The people are satisfied with the quality of the product which is the major driver in buying behavior.
• Through SPSS we also find out that for difference age group, the influencing factor is different.
• Also, for different occupation there are different driving factors in buying behavior.
• The different segment of age has less connection with brand.
SUGGESTIONS• Customer likes best quality of product at reasonable price.
So it has to improve its technology to walk on the same path.
• To have competitive advantages it has to improve its medium or channel of communication other than TV advertisement.
• The advertisement is not playing any role in purchase decision, so it has to work upon on that area to maintain its advantages.
• It should focus on having attractive packaging.• It has work more upon on making loyal customer as we
found that people are brand conscious.
CONCLUSION• The research that we did shows various factors that have
impact on consumer buying behavior and in this particular project Quality is playing vital role in the purchase decisions. Consumer buying behavior awareness data is very much crucial for any organization to set marketing strategy for the product. The customer is now more quality centric with a expectation of reasonable price. They want quality product at low price with easy availability.
top related