A STUDY ON

“CONSUMER BEHAVIOUR IN LIFETOUCH WATERPROOFING”

FARIDABAD, HARYANA.

A
PROJECT REPORT
Submitted in partial fulfillment of the requirement for the
Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

Ankit Mathur
Enrollment No: - 00617903918
Under the guidance of
Mrs Hardeepika Singh

Periyar Management and Computer college

Delhi, 110025
(aff. By University)

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COMPANY INTERNSHIP CERTIFICATE

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COLLEGE CERTIFICATE

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 DECLARATION
I, Ankit Mathur hereby declare that this project is a record of authentic work carried out by
me during the academic year 2019-2020 and has not been submitted to any other University
or Institute for the award of any Degree or Diploma.

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 ACKNOWLEDGEMENT

I am deeply indebted to many people for the successful completion of this project. I
would like to take this opportunity and go on record to thank them for their help and support.

I am thankful to the Periyar management and computer college for all the support
provided for this project.

I express my deep sense of gratitude and sincere feelings of obligation to my Project

Guide Mrs. Hardeepika Singh who helped me in overcoming many difficulties and who
imparted me the necessary conceptual knowledge.

I also wish to acknowledge the excellent support of my Company Guide

Mr. Manish Tewatia for this work.

I wish to thank all my teachers and friends too, for their helpful inputs, insightful
comments, steadfast love and support.

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 Executive Summery

The concept of “buying behaviour” is of prime importance in marketing and has evolved over
the years. It is important to understand consumer behaviour as it plays a vital role in creating
an impact on purchase of products or services.

The human wants are unlimited and always expect more and more. Lifetouch waterproofing
is no exception to this behaviour. This lead to constant modifications of Lifetouch
waterproofing and today we see a new waterproofing brands coming into the market
practically every month.

In this research study our findings gave us thorough insights of consumer behavior of opting
waterproofing services of Lifetouch waterproofing. We find that consumers consider various
parameters while buying. Factors such as price and functions availing and the utility and its
hedonic aspects our considered very important.

We have been able to also infer that people sub consciously register the brand, tend to recall.
We also come to understand that most dealers have showed a tendency to market the
waterproofing which as per consumers requirement.

On the whole, the market is a very important place to study the behaviour of consumers and
also provide useful insights what a consumer requires in a product. It is only through research
that an company will be able to study the behaviour of consumers.

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 TABLE OF CONTENTS

CHAPTERS TOPIC PAGE NO

➢ INTRODUCTION 9 - 14

CHAPTER 1 ➢ NEED FOR THE STUDY

➢ OBJECTIVES
➢ RESEARCH METHODOLOGY
➢ SCOPE OF STUDY
➢ LIMITATIONS

CHAPTER 2 ➢ COMPANY PROFILE 16 – 19

CHAPTER 3 ➢ REVIEW LITERATURE 21 – 29

➢ RESEARCH METHODOLOGY

CHAPTER 4 ➢ DATA ANALYSIS & 31 – 41

INTERPRETATION

CHAPTER 5 ➢ FINDINGS 43 - 44
➢ SUGGESTIONS

CHAPTER 6 ➢ Conclusion 46 - 49
➢ BIBILIOGRAPHY
➢ QUESTIONNAIRE

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Chapter:-1

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 Introduction

Who is consumer?

Consumer may be anyone who is engaged in

evaluating, acquiring and using of services.

Consumer behavior

Article I. Consumer behaviour can be define as the process whereby

individuals decides whether, what, when, where, how and from whom to
purchase goods or services.

Broader View of Consumer behaviour

It encompasses all of the behaviour that consumer displays in

searching for, purchasing, using, evaluating and disposing of
product and services.

Why study consumer behavior?

To emerge as a winner in highly competitive environment.

To implement properly the modern marketing concept in action.
To be able to predict consumer response in case of new services.
To develop data bank related to consumer behaviour and make
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 it our completive edge.

NEED FOR THE STUDY:

Consumer behavior plays a major role for the growth of the company in
the modern market scenario. The basic idea of this study is to find the
consumer behavior towards Big Bazaar. The needs have to be recognized and
necessary steps have to be taken to make the changes.

India is growing rapidly and changes are dynamic. People are changing,
the preference and the demand is changing. The market also has to change
accordingly.

The purpose of consumer behavior is not only for retaining the customers but
also attracting new customers and increasing the sales also creating and
maintenance of brand awareness.

In this competitive market the level of consumer satisfaction decides the

success of any product and any company. The night consumers have to be
targeted and the right strategy should be implemented at the right time. This
will give the desired results.

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Consumer’s Distinctive Behavior Patterns Towards Services

1. 1. Consumer seeks and rely more on information.

2.

3. 2. Consumer engages in greater post-purchase evolution and

information seeking withservices than with goods.
4.

5. 3. Consumers engage in morepost-purchase

6. Evolution than pre-purchase.
7.

8. 4. Consumers perceive greater risks whenbuying services

then when buying goods.
9.

10. 5. The consumers evoked set of alternativeis

smaller with services then with goods.
11.

12. 6. Expectation of customers, if not fulfilled may lead to

dissatisfaction.
13.

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 Objectives of the study

1. To find out the buying behaviour of the consumers coming in to

Lifetouch waterproofing in NCR.

2. To determine the current status of Lifetouch waterproofing as a brand.

3. To Find out the customer response towards Lifetouch waterproofing.

4. To study the satisfaction level of customers in different attributers of

Lifetouch waterproofing.

5. To identify main competitors of Lifetouch waterproofing.

6. To identify effective a advertising sources which are influencing

customer purchasing behavior at Lifetouch waterproofing.

7. To find out how the consumers spent their incomes, time on the
purchasing of the products.

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 SCOPE OF THE STUDY

Lifetouch waterproofing has 1 branches in Faridabad . My scope is

limitation to one Branch. The scope of the study is to identify the consumer
behavior towards Lifetouch waterproofing. It is aimed at enlightening the
company about different steps to be taken up to increase the share of Lifetouch
waterproofing with regard other competitors and also to make the company to
provide better customer services.

The scope of the study is only confined to the area covered under
Faridabad and only confined in studying about the consumer behavior towads
Lifetouch waterproofing.

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 LIMITATIONS:

➢ Time has been a major constraint throughout the study as it has been only for
duration of 2 months.

➢ As this survey was restricted to Faridabad this cannot be stated as an in depth

research on this subject.

➢ Enough care is taken in formulating the questionnaire; still some errors may
creep in.

➢ The consumer behavior varies according to different products.

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➢ Quality verses price was not taken into the consideration.

➢ The project is based on the interview methodology by a stored questionnaire

and the personal skills of the person undertaking the project affect the results.

Chapter 2:-
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 Company profile

We are pleased to introduce ourselves as a leading organization in

providing guaranteed waterproofing systems and solutions for different
types of commercial, residential, historical buildings and factory sheds.

Our organization is professionally managed with trained staffs and

expertise to meet the demand for effective economical and trustworthy
treatments for solving the problems. The organization is fully equipped
with latest technologies, qualified engineers, competent supervisors
and skilled man power.

Our organization has a specialty that at any stage whether it is on Pre &
Post Constructions provide you best possible service to eliminate
leakages and dampness of your building and our expertise will show
you permanent tailor made solutions of each critical problem practically.

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 Moreover, our innovative ways of working, constant research in
advanced know-how technologies, reviewing of executed works
improved our services and facilities and we firmly believe in quality
works, satisfaction of yours and commitment by us separates us from
others in this field.

Services

• BASEMENT RAFT WATERPROOFING

• RETAINING WALL WATERPROOFING

• BASEMENT DECK/NON-TOWER/PODIUM AREA WATERPROOFING

• PLANTER WATERPROOFING

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 • LIFT PITS WATERPROOFING

• WATER TANK WATERPROOFING (UG/OH)

• TOILETS & KITCHEN WATERPROOFING

• TERRACE WATERPROOFING

• TERRACE GARDEN WATERPROOFING

• ASBESTOS/MS SHED WATERPROOFING

• POLYESTER MONOLITHIC GLASSMESH WATERPROOF LINING (FOR

MS GUTTER ETC.)

• EXPANSION JOINT TREATMENT

• SWIMMING POOL WATERPROOFING

Clients
By strictly adhering to our client-conscious approach, we have won the trust
and contentment of our valued patrons. Our team of experts coordinates with
our customers at each and every point while performing all the assigned tasks.
This coordination helps us to gain the utmost level of contentment of our
customers. We have a long list of our esteemed customers who are completely
satisfied with our services. Few of them are as follows;

• M/s Unitech Limited, Cyber Park, Gurgaon

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• M/s Vipul Limited, Vipul Plaza, Gurgaon.
• M/s Paras RE Facilities Management (P) Limited,
Down Town Centre, Twin Tower, Gurgaon.
• M/s Unitech Hospitality Services Limited, Green Wood City, Gurgaon.
• M/s R.P. Construction & Co. GGN, Herald House, Delhi.
• M/s Hotel Marriot Courtyard, Gurgaon.
• M/s Millennium Plaza Limtied, Gurgaon.
• M/s Unitech Limited, Uniworld Resorts, Gurgaon.
• M/s B L Kashyap & Sons Limited, J W Marriot Hotel, Delhi.
• M/s Bhagwati Industries (P) Ltd. Faridabad.
• M/s Mega Forge Private Limited., Faridabad.
• M/s Curationtech Private Limited, Gurgaon.
• M/s G4s Secure Solutions (India) Private Limited, Gurgaon.
• M/s American Express India Private Limited, GGN
• M/s Whirlpool India Private Limited, Faridabad.
• M/s Vipul Limited, Agora, GGN
• M/s DLF Utilities Limited, GGN
• M/s Larson and Toubro Limited,
• M/s DLF Assets Private Limited
• M/s Cushman Wakefield PMSI Pvt. Ltd.
• M/s Modern Buildtech Private Limited.
• M/s Leighton India Contractors Pvt. Ltd.
• M/s Standard Firms Private Limited.
• M/s IREO Private Limited.
• M/s Metro Specialty Hospitals Pvt. Ltd.
• M/s Asahi India Glass Limited.

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 Competitors
• AK Waterproofing Company.
• All India Waterproofing Company
• Angel Waterproofing Company
• Atlantis Engineers
• Chaudhary Waterproofing Company
• Dr. Fixit
• Fosroc Chemicals India

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 Chapter 3:-

Literature review

Acebron et al (2000)
The aim of the study was to analyze the impact of previous experience on
buying behaviour of fresh foods, particularly mussels. In their studies the
authors used structural equation model in order to identify the relationship
between the habits and previous experience on the consumer buying decision.
Their findings show that personal habits and previous experience on of the
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consumers have a direct impact on the consumers’ purchase decision in the
example of purchasing fresh mussels. They also found that the image of the
product has a crucial impact on the purchasing decision of the consumer and
further recommended that the product image should continuously be improved
in order to encourage the consumers towards purchasing.

Lee (2005)
The researcher focuses on the facts that affect the consumer decision making
process on purchasing imported health food products, in particular
demographic effects such as gender, education, income and marital status. The
author employed questionnaire method in order to reach the objectives of the
research. Analysis of five stages of consumer decision making process indicate
that impact of family members on the consumer decision making process of
purchasing imported health food products was significant.

(Kotler and Keller, 2012)

It is worth noting that consumer buying behaviour is studied as a part of the
marketing and its main objective it to learn the way how the individuals,
groups or organizations choose, buy use and dispose the goods and the factors
such as their previous experience, taste, price and branding on which the
consumers base their purchasing decisions.

SOURCES OF INFLUENNCE OF THE CONSUMER:

The consumer faces numerous of influence. Often, we take cultural influences

for granted, but they are significant. An American will usually not bargain with
a storeowner. This, however, is common practice in much of the world.
Physical factors also influence our behavior. We are more likely to buy a soft
drink when we are thirsty. For example, and food manufacturers have found

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that it is more effective to advertise their products on radio in the late afternoon
when people are getting hungry. A person’s self image will also tend to
influence. what he/she will buy. An upwardly mobile manager may buy a
flashy car to project an image of success. Social factors also influence what the
consumers buy-often, consumers seek to imitate others whom they Admire,
and may buy the same brands, the social environment can include both the
mainstream culture (e.g., Americans are more likely to have corn flakes/ham
and eggs for brake past than to have rice, which is preferred in many Asian
countries) and a sub culture (e.g., rap music often Appeals to a segment within
the population that seeks to distinguish itself from the main stream population).
Thus sneaker manufacturers are eager to have there products worn by admired
athletes. Finally, consumer behavior is influences by learning – you try a
hamburger and learn that it satisfies your hunger and tastes good, and the next
time you are hungry, you may consider another hamburger.

Consumer Buying Behaviour Process

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Need/Problem Recognition:
The buying process begins with recognition on the part of the buyer
that he has a problem or need. Purchase decision making process
begins when a buyer becomes aware of an unsatisfied need or
problem. This is the vital stage in buying decision process, because
without recognizing the need or want, an individual would not seek to
buy goods or service.

In case of FEVICOL, a housewife may find that the dining table of

the house cannot be used because of the wear and tear of the wood.
Here she recognizes the need to repair the table or buying a new table.
She approaches a carpenter to repair it. Here the need for adhesive
arises to stick the wood and the veneer.
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Information Search:

After the consumer has recognized the need, she will try to find the
means to solve that need. First she will recall how he used to solve
such kind of a problem in the past, this is called nominal decision
making. Secondly, a consumer will try to solve the problem by asking
a friend or goes to the market to seek advice for which product will
best serve his need, this is called limited decision making.

Sources of information include;

· Personal sources
· Commercial Sources
· Public sources
· Personal experience

The user after recognizing the need can either get the product by
herself or asking the carpenter, neighbours, etc. of which product to
buy and what all adhesive brands are available in the market. Here she
collects all the information regarding the product which will solve the
need.

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Alternatives evaluation:

Consumers‘ evaluates criteria refer to various dimension; features,

characteristics and benefits that a consumer desires to solve a certain
problem. Product features and its benefit is what influence consumer
to prefer that particular product. The consumer will decide which
product to buy from a set of alternative products depending on each
unique feature that the product offers and the benefit he / she can get
out of that feature.

When she‘s got enough information concerning the different brands

of adhesive available in the market, she will decide which kind of
brand to buy depending upon her need. This may include various
factors such as quality, price brand name, reference of carpenter, etc.

Purchase Action:

This stage involves selection of brand and the retail outlet to purchase
such a product. Retail outlet image and its location are important.
Consumer usually prefers a nearby retail outlet for minor shopping
and they can willingly go to a far away store when they purchase
items which are of higher values and which involve higher sensitive
purchase decision. After selecting where to buy and what to buy, the
consumer completes the final step of transaction by either cash or
credit.

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 After selecting brand from different alternatives available she will
make a final decision of buying the adhesive from a nearby outlet
since the product is not much expensive and is not a high involvement
product.

Post-purchase Actions:

Consumer favourable post-purchase evaluation leads to satisfaction.

Satisfaction with the purchase is basically a function of the initial
performance level expectation and perceived performance relative to
those expectations. Consumer tends to evaluate their wisdom on the
purchase of that particular product. This can result to consumer
experiencing post purchase dissatisfaction. If the consumer‘s
perceived performance level is below expectation and fail to meet
satisfaction this will eventually cause dissatisfaction, and so the brand
and/ or the outlet will not be considered by the consumer in the future
purchases. This might cause the consumer to initiate complaint
behaviour and spread negative word-of-mouth concerning that
particular product.
If she decided to buy a wood adhesive she will ask the carpenter
to use the product and know whether the purpose is fulfilled or not. If
the need is fulfilled satisfactorily then the customer will be delighted
and if not, say the adhesive did not fix the wood or the paste was dry
then there will be non-delight of customer which may result in negative
word of mouth and may lead to decline in goodwill of the brand.
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 Research Methodology

Marketing Research is the systematic designing, collection,

analysis, and reporting of data and finding relevant to a specific
marketing situation facing the company.‖

The survey technique is intended to secure one or more items of

information from a sample of respondents who are representatives of
a larger group. The information is recorded on a form known as
questionnaire. As data are gathered by asking questions from persons
who are believed to have desired information, the method is known as
questionnaire technique.

Meaning of Research

According to D. Slessinger and M. Stephenson in the Encyclopedia of social

sciences define research as “the manipulation of things, concepts or symbols
for the purpose of generalizing to extend, correct or verify knowledge, whether
that knowledge aids in construction of theory or in the practice of an art”.

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 Research design

Method of Research Design: Exploratory Research Design.

1. SURVEY:-
For the survey purpose the entire Pune city was divided into some parts,

1. Karve nagar
2. Sadashiv peth
3. ABC
4. F.C. Road
5. Aundh
6. Baner Balewadi
7. Pashan Bavdhan
8. Paud Road

As per the route planner provided by the company the survey.

2. Implementation:-

After the survey was conducted the Implementation work was

carried out for the surveyed outlets, during the remaining
period. In this procedure the visits were made to the outlets along
with the vehicle and seen that the different problems encountered
with the outlets during the survey were sorted out and seen to it
the promotional activities were actually implemented.

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 DATA SOURCES AND SAMPLING:-

The secondary data study gave us insights on

understanding consumer buying behaviour and various
concepts on purchase of Lifetouch waterproofing
Company.

Primary data collection involved distributors, retailers,

consumers and Questionnaire:-

:-
Survey
Research Approaches
:- Questionnaire
Research Instrument
:-
Sampling Unit Builders/household
:-
100
Sampling size
:-
Sampling procedure Convenient Sampling

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Chapter 4:-

Data Analysis & Interpretation

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 Data analysis and interpretation is the process of assigning
meaning to the collected information and determining the
conclusions, significance and implications of the findings. It is
an important and exciting step in the process of research. In all
research studies, analysis follows data collection.

1. Do you know lifetouch waterproofing is a Company for

waterproofing?
Particular Respondents Percentage
Yes 40 40%
No 60 60%

Company

Yes
No

Interpretation
From the above table shows the 40% Responses says yes.
And 60% Responses says no.

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2. Have your ever use any waterproofing service for House.
Particular Respondents Percentage
Yes 25 25%
No 75 75%

House

Yes
No

Interpretation
From the above table shows the 25% Responses says yes.
And 75% Responses says no.

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3. Have your ever use any waterproofing service for buildings.

Particular Respondents Percentage

Yes 90 90%
No 10 10%

Builder

1st Qtr
2nd Qtr

Interpretation
From the above table shows the 90% Responses says yes.
And 10% Responses says no.

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4. Factors affecting your purchase decision.

Particular Respondents Percentage

Price 85 85%
Other 15 15%

Price

Price
Other

Interpretation
From the above table shows the 85% Responses says price
affect And 10% Responses says no.

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 5. Reasons for not opting for waterproofing from Lifetouch
waterproofing.

Particulars Respondents Percentage

Costly 42 42%
Awareness 27 27%

Not reliable 16 16%

Brand value 15 15%

Respodants
45

40

35

30

25

20 Respodants

15

10

0
Costly Awareness Not reliable Brand value

Interpretation
From the above table shows the 42% Responses says yes cost is
the reason, 27% are not aware about the benefits of this service,
16% don’t relies on these service And 15% don’t find this brand
value.

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6. Variety of services from Lifetouch waterproofing?

Particular Respondents Percentage

Disagree 12 12%
Neither
disagree 25 25%
nor agree
Agree 63 63%

Series 1
70

60

50

40

Series 1
30

20

10

0
Disagree Neither disagree nor agree Agree

Interpretation
From the above table shows the 12% Responses says they
didn’t find verities, 25% neither agrees not disagree and 63%
agree that there are varieties.

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8. Previous clients satisfaction Quality:

Respon Percenta
Particulars
dents ge
Satisfied 95 95%
Not
5 5%
Satisfied

Quality

Satisfied
Not Satisfied

Interpretation
From the above table shows the 95% Clients are satisfied
whether 5% are not satisfied.

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9. Does emotional Moves attract customer?

Particulars Respondents Percentage

Yes 68 42%
No 22 27%
Can't say 10 16%

Respodants

Yes
No
Can't say

Interpretation
From the above table shows the 68% Responses says yes
whether 22% said no and 10% are neutral.

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10. How much customers interested in after sales services?

Particulars Respondents Percentage

Yes 74 74%
No 14 14%
Can't say 12 12%

After Sales Services

Yes
No
Can't say

Interpretation
From the above table shows the 74% Responses says yes
whether 14% said no and 12% are neutral.

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11. Education in terms of choosing waterproofing services?

Particulars Respondents Percentage

Yes 88 88%
No 8 8%
Can't say 4 4%

Education

Yes
No
Can't say

Interpretation
From the above table shows the 88% Responses says yes
whether 8% said no and 4% are neutral.

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12. Annually Income of Respondents:

Particulars
Respondents Percentage
(in lakhs)
Below 2 16 16%
2 to 3 32 32%
4 to 5 28 28%
5 to 6 15 15%
above 6 9 9%

Annual Income

Below 2
2 to 3
4 to 5
5 to 6
above 6

Interpretation
From the above table shows the 16% Responses below 2 lakh ,
32% between 2 to 3 lakh, 28% between 4 to 5 lakh, 15%
between 5 to 6 lakh and 9% above 6 lakh can go for
waterproofing.

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CHAPTER 5:-

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 Findings

• I found that 40% customers were aware about the Brand name.
• I found that customers use waterproofing for buildings more
than houses
• Customers buying mostly depends on price of service as
waterproofing is costly so they can’t go for waterproofing
regularly.
• 95% of our previous clients happy with the service as
waterproofing prevent their property in leakage, wall cracks etc.
• Emotions moves mostly effects the customer to go for
waterproofing.
• I found that 74% customer really want after sales services.
• Educated customers are much interested in waterproofing
services asacompared to uneducated.
• Income of the customer also effects buying capacity for
waterproofing mostly customers above 4 lakhs annual income
go for waterproofing.

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 Suggestion
An attempt has been made to suggest to the Lifetouch
waterproofing a few measures. These suggestions have been
made within the preview of the data available.

1) They must opt for advertising more on tv, digital platforms

etc for brand publicity.

2) They should come up with some cheap services for

household too.

3) They should provide better after sales service to customer.

4) They should have toll free emergency contact numbers.

5) They should hire respective customer relation team for

improving relationships with customer.

6) They should start campaign to educate people about water

proofing.
7) Moreover, the company has to concentrate more on the
customers of annual income above 4 lakhs to enhance the
sales.

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CHAPTER 6:-

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 Conclusion

This project has helped us in understanding the behaviour of

consumers towards Lifetouch waterproofing and what they
prefer in different brands.

Lifetouch waterproofing stands out as a clear winner in Delhi

NCR. It is because of the experience it has in the market.
Waterproofing Service is a high involvement service for
builders and household rather than other brands in NCR,
though Lifetouch waterproofing is the first name that comes to
their mind.

Word of mouth plays an important role in such service and

therefore it is important for the service to be of important
quality.

Companies should therefore concentrate more on developing

the customizable services and make it available at reasonable
and reachable prices.

So the product itself becomes the promotion for the brand…….

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 Bibliography

• https://guides.library.columbia.edu/
• https://en.wikipedia.org/wiki/Consumer_behaviour
• https://research-methodology.net/a-brief-literature-review-
on-consumer-buying-behaviour/

• http://www.yourarticlelibrary.com/marketing/market-
segmentation/consumer-behaviour-meaningdefinition-and-
nature-of-consumer-behaviour/32301

• https://www.feedough.com/what-is-consumer-behaviour-
ultimate-guide/

• https://www.brandwatch.com/blog/how-understand-
influence-consumer-behavior/

• https://study.com/academy/lesson/what-is-consumer-
behavior-in-marketing-factors-model-definition.html

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 Questionnaires

1. Do you know Lifetouch waterproofing is a Company for

waterproofing?

• Yes
• No

2. Have your ever use any waterproofing service for House and
Building?

• Yes
• No

3. Factors affecting your purchase decision:

• Price
• Awareness
• Reliability
• Brand

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4. Reasons for not opting for waterproofing from Lifetouch
waterproofing

• Price
• Education
• Income
• After sales services

5. How much educated?

• Matrix
• Graduated
• Post graduated

6. Variety of services from Lifetouch waterproofing?

• Yes
• No

7. For safety of your family you think waterproofing is important or

not?

• Yes
• No

8. Annual of the earning member?

• Below 4 lakhs
• Above 4 lakhs

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