STUDY METHODOLOGY

The methodology is basically phase second of the study . The study methodology
involved of designing of the questionnaire , identification of interviewee,
collection, analysis of consumers trend towards the brand perception , buying
decision , identification of market implication and find out possible solution for
the brand and as well as the store. The study try to match the literature but very
small portion was taken form literature information and idea for customer buying
behaviour , decision process , external and internal influence.

Designing of the questionnaire : In this we have used only open ended

questionnaire for all interviewer . The demographic ,cultur,subculture, external and
internal influence questionnaire for all interviewer but consumer decision making
and buying behavior process questionnaire are some short difference on the basis
of individual customer. We have used the interview open ended question because
customer may not responded accurately and they will not give

actual answer and it will impact on understanding the consumer buying behaviour
and study

objective.
Interview Process: The interview process was like conversation which interviewee
does not the like given the question and answer. All the interview process was
done store nearest place and in store. Our interviewee feel like friend and
comfortable with us. We have approach total 8 person out of them only 4 was
accepted to talk with us and participate the interview process.

Study Analysis:
The sample of the study is very small, therefore no quantitative analysis applied in
this study. Only qualitative response mention in the study.
 Introduction
In the previous study we established we had discussed about how important are
eyes for anyone and if anything goes wrong with them we rush to opthamologist.
The eyes are the gat way to a person”s soul and sometimes these little precious gift
of god require manmade intervention so that they keep doing the function they are
intended to do in first place.

The use of spectacles and has gone through leaps and bounds from functionality to
fashion .

The advent of carbon fiber frames fiber glass and different styles of different
decades witnessed radical shift in the fashion and the utility of the Eye wear. The
west lead this phenomenon and then slowly started to percolate in to the east. As
india opened up its economy, the income started to rise, there were lot of tv show
from the west which where telecast live on the Indian television for the first time
and thus india’s journey to fashionable world began at much faster pace. Before
this globalization wave struck india, Indians kind of fancy glasses and designs and
movie like an evening in paris, love in tokoyo become trend setter in india and
actresses such as sharmila tagore, zeenat amaan become fashionstas of that
decades.

The globalization brought about a radical change in the peoples attitude and sense
of individualism started to take root in Indian consumer mindets. For that an
extensive research on the consumer buying behavior as to be carried out so that the
brand positioning and reach will be maximum our second part of the study is just
the tip of the ice berg in analysis consumer buying behavior for eye wear in india.
 Suggestion
1. Marketer need more focoused on functional benefit of the
product.
2. The majority of custumer are loyal to the TATA parent brand so
they need more focus on pre & post purchase
service. So customer feel happy in terms of products functional
benefit & post purches service.
3. Store need more stock of inventory of mid-range price with
defferent types of colour.
4. Marketer can start sales promotional discount for sunglass &
spectales to attract the young customer.
5. They need new straregy for loyal customer for increase the
loyalty about the titan eye plus.
6. Marketer need more attention towords brand awareness to the
people.
 Conclusion
The consumer perception towords buying of spectacles & sunglass act
onn different factors like personal needs information gathering
alternatives and price. The purchase decision factors not only internal
influenced but large of external factor influenced in customer mind like
an individual’s culture, subculturoue, household structure, and groups.
The post purchase evaluation factor help the marketer loyal customer of
the particular brand. There are some people thought that purchase of
spectacles & sunglass low involvement product, but in reality it is high
involvement because for the case of spectacles its must meet the
functional benefit of the consumer basics needs safety, health then last
come to the how look like the person after wearing it. The case of
sunglass very volatile and it’s very tough to track the marketer because
every customer have own individual need & want which influenced by
internal & external influence. However study founded that after certain
level consumer want scale has increased by external influence than
internal influence. From the study we found that as Indian people
increase the income level same time customer are more towords
instrested on branded & quality of the product. The customer brand
loyalty is more towards pre & post purches services.