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 201112 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 consumers 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

AGE
18%

0% 14%

Below 18 18-40 41-58 58-65

68%

From the above chart we can interpret that most of the respondents are in the adult group.

GENDER

44% Male
Female 56%

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.

OCCUPATION
25% 25%

Business man Govt. employee Private employee Others 23% 27%

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.

HOW DID YOU COME TO KNOW ABOUT H&S?

160 140 120 100 80 60 40 20 0 Family Friend Magazines Television Others Series1

From the above chart, we can interpret that through television they come to know about the H&S and magazine is the second source.

WHAT INFLUENCED YOU IN YOUR FIRST PURCHASE OF H&S?

140
120

100
80 60 40 20 0 Family Friends Advertisement Self Others Series1

from the above chart we can interpret that the influencing factor is self factor that drives in purchasing of the product.

WHAT DO YOU LIKE MOST ABOUT H&S?

60

50

40

30

Series1

20

10

0 Quality Packaging Price Advertisement Fragrance

from the above chart we can interpret that it is the quality that respondents like the most followed by price.

HOW FREQUENTLY DO YOU USE H&S?

90

80
70 60 50 40 30 20 10 0 Every day Once in a week Twice in a week Once in a month Ocassionally Series1

from the above chart we can interpret that respondents mostly use shampoo twice in a week followed by once in a week.

WHAT SIZE OF PACK DO YOU PURCHASE?

4% 21%

Sachets 100ml-250 ml Above 25o ml

75%

FROM THE ABOVE CHART WE CAN INTERPRET THAT THE MEDIUM PACK WHICH IS 100-250 ML MOSTLY PURCHASED AS IT HAS HIGHEST RATIO.

ARE YOU BRAND CONSCIOUS?

13%

Yes No

87%

from the above table we can interpret that most of the respondent are brand conscious as compared to unconscious.

HOW DID YOU CONNECT WITH THE ADVERTISEMENT?

180 160

140
120 100 Series1 80 60 40 20 0 TV Radio Newspaper Magazine Internet

from the above chart we can interpret that respondent are mostly connected through TV followed by newspaper.

DOES ADVERTISEMENT INFLUENCE YOUR PURCHASE DECISION?

49% 51%

Yes NO

from the above chart we can interpret that advertisement is not playing any significant role in the purchasing decision.

DO YOU BELIEVE IN PRODUCT THAT ARE ENDORSED BY YOUR FAVORITE CELEBRITY?

31%

Yes
No

69%

from the above chart we can interpret that most of the respondent believe and like the product endorsed by their favorite celebrity.

PLEASE RATE THE QUALITY OF H&S?

140

120

100

80 Series1

60

40

20

0 very bad bad neither good nor bad good very good

From the above chart we can interpret that the product is rated good by the respondents.

How much would you rate the TV advertising campaign of H&S?

80

70

60

50

40

Series1

30

20

10

0 very bad bad neither good nor bad good very good

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.