Consumer Buying Behaviour

Introduction:

Consumer buying behavior is the study of human responses to

products or services and the marketing of products/services.
The study of consumer behavior focuses on how individuals
make their decisions to spend their available resources (time,
money, effort) on consumption related itemsor consumption
related aspects (What they buy? When they buy? How they
buy?).It also study of individuals, or organisations and the
processes consumers use to search, select, use and dispose of
products, services, experience, or ideas to satisfy needs and its
impact on the consumer and society. Buyer behaviour 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 analysing customer activity have presented us with
useful “guidelines” in how someone decides whether or not to
make a purchase. The evaluation of marketing concept from
mere selling concept to consumerorientedmarketing has
resulted in buyer behaviour becoming an
independentdiscipline. The growth of consumerism and
consumer legislation emphasizes theimportance that is given to
the consumer.Some consumers are characterized as being
more involved in products andshopping than others. A
consumer who is highly involved with a product wouldbe
interested in knowing a lot about it before purchasing. Hence
he readsbrochures thoroughly, compares brands and models
available at different outlets, asks questions, and looks for
recommendations. Thus consumer buying behaviour can be
defined as heightened state of awareness that motivates
consumer’s to seek out, attend to, and think about product
information prior to purchase.
Company profile:
The City of Chennai is the Citadel of South. This City is known
for promotion of culture, tradition and industry. The House of
Khivraj is well known in the Automobilein this Metro.The flag
ship company of the Group is “KHIVRAJ MOTORS LTD “. This
Company was dealing in the vehicles manufactured by
Hindustan Motors Ltd for 35 years. This company was also
dealing in two and Three Wheelers of Bajaj Auto Ltd for four
decades. Now, the company has taken Dealership for Maruti
Vehicles. The Company is proud to have an independent Body
shop with modern gadgets.

The Company has diverted the Dealership for Bajaj Auto Ltd.’s
products to its sister concerns to have clear focus in its
operations. These concerns have modern show rooms and
operate speciality ideal workshops for two and Three Wheelers.
The automobile turnover of the group has crossed billion
rupees. The management of the Company vests with Shri AJIT
KUMAR CHORDIA who is a young dynamic technocrat and
administrator with admirable skills in different spheres and Shri
BHARAT KUMAR CHORDIA a young administrator who is known
for his acumen in several fields and managerial capacity. They
are guided by the Company Chairman Shri NAVARATANMULL
CHORDIA who is groomed by the Founder of the Company Late
Shri KHIVRAJ CHORDIA.

Statement of the Problem:

• Consumers are booking for a bike and at last they are not
purchasing the bike.
• Availability of goods & services at proper time.
• Comparing of dealership in terms of price and discount.
Need for the Study:
• To understand the buying roles of the consumer

• To analyse the consumer’s decision making process.

• To know growing market segments of company for
consumers

• To know what features or product design acceptable by

consumer

Objectives of Study:

• To understand the major factors influencing consumer

behaviour.
• To Know and recognize the types of buying behaviour
decision behaviour.
• To understand how consumers make purchasing decisions
and respond to purchasing.
• To understand how marketers analyse consumer decision-
making.

Scope of the Study:

• To distinguish different consumer groups and to develop

products that satisfies the needs.
• To understand how consumers make purchasing choices
among products/services.
• To know how consumers will respond to different product
features, prices, advertisement appeals.

Research Methodology:

Research methodology is the systematic process of

collecting and analyzing information (data) in order to increase
our understanding of the phenomenon about which we are
concerned or interested. In other words research methodology
is an endeavour to discover answers to intellectual and
practical problems through the application of scientific method.

Research Design:

Survey research is the systematic gathering of information

from respondents for the purpose of understanding and/or
predicting some aspects of the behaviour ofthe population of
interest. It is the most common method of collecting
primarydata for marketing decisions. Survey can provide data
on attitudes, feelings, beliefs, past and intended behaviour,
knowledge, ownership, personal characteristics and other
descriptive items. Survey research is concerned
withadministration of questionnaires (interviewing). The survey
research must beconcerned with sampling, questionnaire
design, questionnaire administrationand data analysis.

Sampling:

Sampling is the process of selecting units (e.g., people,

organizations) from a population of interest so that by studying
the sample we may fairly generalize our results back to the
population from which they were chosen

Sample size:

The sample size of a statistical sample is the number of

observations that constitute it. It is typically denoted n, a
positive integer. Total 200 samples taken for analysis and
interpretation.

Data collection methods:

For making analysis and interpreting the data; there are two
methods have been used for collecting the data i.e. primary
method and secondary method.
Tool for data collection: Questionnaire (Sequence and layout)

• Primary Data : Questionnaire Method and interviewing

method.
• Secondary Data : Marketing Management book and
weekly journals.

Chapter Scheme:

Chapter 1. Introduction

Chapter 2. Company Profile

Chapter 3. Research Methodology

Chapter 4. Analysis and Interpretation

Chapter 5. Findings recommendations and Conclusion