Presented By:-

PRAKASH KUMAR
ROLL No:-26
TOPIC OF SUMMER INTERNSHIP
PROGRAMME
“ STUDY ON CONSUMER BUYING
BEHAVIOR AND SATISFACTION LEVEL
OF CLASSIC RICH & SMOOTH
CIGARETTE OF ITC LTD ”.
 OBJECTIVES OF THE STUDY
 To know about the Tobacco Industry.

 To study, purchases and consumption pattern of

Tobacco by the consumers.

 To know which factors mostly influences the consumer

to buy Tobacco.

 To understand the respondent’s awareness about the

new cigarette brand – “CLASSIC RICH & SMOOTH”
HOW TO CHECK THE EFFECTIVENESS OF
PROMOTION Done By ITC
 Method 1 :
BY OBSERVATION OF SALES DATA OVER THE
PERIOD OF MONTH.

 Method 2 :
BY CHECKING THE AWARENESS LEVEL
AMONG THE SMOKERS.
Method-1: By Observation of Sales Data Of
Classic Rich & Smooth For 2019

Month APRIL 2019 MAY 2019 JUNE 2019

No of
8430 11940 10620
Cigarettes

% Change NA 41.63 % -11%

Sales figure 2019
Method 2 : BY CHECKING THE AWARENESS LEVEL
AMONG THE SMOKERS
 The respondents were administered a questionnaire where
the level of awareness for the brand was analysed.

 Sample Size:- 100

 Method of sampling : Convenience sampling method

 Sampling Area:- Raja Bazar, Ashiana Road, Morya lok.

 Method of Questionnaire Administration:- one-to-one

 Period of Survey :- 01st -30th June 2019

ITC has introduced a new brand of cigarette known as
“CLASSIC RICH & SMOOTH”. Do you want to try this
cigarette?
If Yes, Please share your overall experience

Responses

12% 15%

21%
21% Excellent
Very Good
Good
Average
Bad
31%
 FINDINGS
• Providing Very Less Incentive:- Usually the retailers
have this complain that ITC Limited provides very less
incentive in comparison to its competitor. So the
company needs to take care of this aspect .

• Salesman’s Behaviour:- Some shop owner has this

complain that the behaviour of salesman was
inappropriate as a result of which the shop owner gets
dissatisfied with the company, as they are the only
representative of the company. So the company
should work on this aspect as well.
 RECOMMENDATION
 Retailers & Salesman should be given proper
incentive

 Increasing the number of Preferred partner

 Regular meetings with the salesman

 Smooth supply of CLASSIC RICH & SMOOTH.

 CONCLUSION
 Sales promotion plays an important role in the
organization to fulfil the organizational goals and its
objectives. The company should frame the best
strategic plan to beat the competitors in the market
and fulfil the customer needs.
THANK YOU