Executive summary:

In the summary we would like talk about what we done during the
SIP

First of all we went to different location like Mahesana, visnagar, Gozariya,

Mansa ect. To known hoe many dealer are sell the any godrej product at the
that area.

Another Research was done before we started our descriptive research in

order to get the detailed idea about the consumer appliances industry. This
was also necessary for finding about the data related to the other brands in
appliance. Some of the main objectives for doing other Research are
mentioned below:

•Study of literature published on consumer appliance industry.

•Identifying competitors and their details.

•Research on innovations of other brands in appliance segment.

•Observation of display of merchandise and in-store promotions of

other brands.

•In depth interview of retailers and the company representative.

 CHAPTER 1
A STUDY ON

“Consumer buying behavior”

Possibly the most challenging concept in marketing deals with

understanding why buyers do what they do (or don’t do). But such
knowledge is critical for marketers since having a strong understanding of
buyer behavior will help shed light on what is important to the customer
and also suggest the important influences on customer decision-making.

Using this information, marketers can create marketing programs that

they believe will be of interest to customers .As you might guess, factors
affecting how customers make decisions are extremely complex.

Buyer behavior is deeply rooted in psychology with dashes of sociology

thrown in just to make things more interesting. Since every person in the
world is different, it is impossible to have simple rules that explain how
buying decisions are made. But those who have spent many years analyzing
customer activity have presented us with useful guidelines in how someone
decides whether or not to make a purchase.

In fact, pick up any textbook that examines customer behavior and each
seems to approach it from a different angle. The perspective we take is to
touch on just the basic concepts that appear to be commonly accepted as
influencing customer behavior.

We will devote two sections of the Principles of Marketing tutorial to

customer behavior. In this section we will examine the buying behavior of
consumers (i.e., when people buy for personal reasons) while in section 4
we will examine factors that influence buyer’s decisions in the business
market.
The objectives of consumer behaviour analysis are mostly consumer researches are
undertaken to find out the attitudes of the consumer about a product. Their
preferences, likes and dislikes which lead to the further modernization of the sales
strategies by the marketer.

Researches can be conducted to find out the percentage of people using a certain
product or facility (a pager or mobile phone).
Researchers may also like to know the types of consumers and their demographic
characteristics for a particular product.

They may also like to experiment with new promotional campaigns, and since these
campaigns require a lot of expenditure, they may do researches to be sure of the
campaign’s success, before the final launch of the campaign.

The decline in sales may require the marketer to conduct researches which can give
a clue of the changing consumer behaviour.

The objective therefore, must be clearly set and followed strictly. Then only can we
decide what type of Research Design should be used. The researches can be
quantitative or qualitative in nature.

This tutorial includes the following topics:

1. Consumer Buying Behavior

2. Types of Purchase Decisions
3. Why Consumers Buy
4. What Influences Purchasing
5. Internal: Perceptual Filter
6. Internal: Knowledge and Attitude
7. Internal: Personality and Lifestyle
8. Internal: Roles and Motivation
9. External: Culture and Groups
10. External: Situation
11. How Consumers Buy