MARKETING PROJECT

 TOPIC: MONTHLY GROCERIES

 GROUP 9

SHASHANK MALPANI
SEHAN THOMAS
SAMBHAV ARORA
SAMANYU GUPTA
YASHVEER CHUGH
 FACTORS THAT INFLUENCE CUSTOMERS
 Prepare a list: The buyers prepare a list to decide what to get
and what not to get. A list is made to avoid miss
communications and confusion. Example: which exact
toothpaste to get or which specific Atta to get.
 The preferred store: Different stores sell different products
with deals and offers. If you buy in bulk they give discounts and
special offers. Hence deciding which store to buy from is
important. How many people in the house-hold, tastes of each
and how much they consume.
 We need to carefully buy according to the number of people
consuming the product. If the number of people demanding are
high then more products are need to be ordered. Some buyers
buy based on their taste for the product. So taste is also an
important criteria.  
 Brand experiences: There are some brands that are new to the
market and some brands that have been in the market since a
long time. So while making this decision brand experiences is
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Discounts and promotions- Many times when we go to the store, we come across different discounts
and promotions that are there on the product we want to buy. This factor affects the product that we want
to buy. For example- If there is a promotional offer on Sensodyne toothbrush of buy 2 get 1 free then the
consumer would prefer it even if they use and planned on buying Colgate. 
Product Packaging- Packaging elements like colour, images, labelling and brand name influence how
soon the package catches the eye. When a consumer is attracted towards a product’s packaging, the price
of the product also becomes an important aspect. Moreover, if a product is limited edition, then it arouses
urgent purchase desires in some consumers. It has been estimated that 50-60% of buying decisions are
made in the store.  
Frequent purchase- Some products are frequently purchased by the consumers. These products are
mostly used in day-to-day life. They are purchased spontaneously and without great comparison between
other options. They are typically low-priced and placed in locations where consumers can easily locate
them. Sugar, laundry detergent, soaps, biscuits, shaving creams are all examples of such products.
Comparative low prices- Sometimes companies launch a product or reduce the price of their own
product to attract more consumers. It is done in order to enhance the demand as well as its competitive
position in the market. This is mostly done when not many competitors are there.
 CHARACTERSTICS OF THE PRODUCT
 PRICE COMPARISON: Price comparison is comparing the price of the same product in different outlets. Price
levels are based on price comparisons with major competitors. Price comparison websites can take the
hassle out of finding the best deal. Price comparison is comparing the price of the same product in
different outlets.
 LION’S SHARE OF THE FAMILY BUDGET:A family budget is a statement which shows how family income is
spent on various items of expenditure on necessaries, comforts, luxuries, and other cultural wants. It
shows the distribution of the family income over the various items of expenditure.
- According to Engels’ Law of Consumption, it is a typical poor man’s budget in which about 3/5ths of the
income is swallowed up by food alone and practically nothing is left for medical aid, education and for
the satisfaction of educational and recreational needs of the members of the family. 
 LOW ENGAGEMENT: Low involvement products, as the name suggests, are products where the consumer
does not need to think too much before purchasing the product. There is not much risk involved in low
involvement purchase, as a result of which decision making is much faster. Most FMCG products can be
classified as a low involvement product.
 RAPID CONSUMPTION: Better known as Fast Moving Consumer Goods (FMCG). Fast-moving consumer
goods are products that sell quickly at relatively low cost. These goods are also called consumer
packaged goods. FMCGs have a short shelf life because of high consumer demand (e.g., soft drinks and
confections) or because they are perishable (e.g., meat, dairy products, and baked goods). These goods
are purchased frequently, are consumed rapidly, are priced low, and are sold in large quantities. They
also have a high turnover when they're on the shelf at the store.
 TYPES OF CONSUMER BEHAVIOUR

 HABITUAL BUYING BEHAVIOUR:-

Low customer involvement;

Low brand differences perceived;
High brand loyalty;
 VARIETY SEEKING BUYING BEHAVIOUR

Low customer involvement;

High brand differences perceived;
Product is mostly evaluated only during consumption. EG: tooth- paste, flour and soap.
THANK YOU