Professional Documents
Culture Documents
INDUSTRY AT COIMBATORE
INTRODUCTION:
Marketing is the moving and exciting activity in everybody activities. The sellers,
distributors, advertising agencies, consultants, transporters, financers, store agencies and every
one as a counter are part of the marketing system. Any exchange process be it consumer, goods,
intermediary goods, services of ideas, comes under the preview of marketing. It is very often
regarded that the development of markets and marketing is synonymous with the economic
development of account. Through marketing is an action discipline. In the ever-growing
corporate world, marketing is being regarded as a crucial element for the success of an
Enterprise.
The marketing discipline is undergoing fresh re appraisal in the light of the vast global,
technological, economic and social challenges facing today’s companies and countries. Marketing
at its best is about value creation and raising the world’s living standards. Today’s winning
companies are those who succeed most in satisfying, indeed delighting their target customers.
Philip Kotler has therefore defined marketing as “it is a social and managerial process by
which individuals and groups obtain what they need and want through creating, offering and
exchanging products of values with others”. Many Indian companies espouse a satisfied
customer philosophy and describe marketing as customer-satisfaction engineering. Since the
economy in this country has changed from a primary condition of scarcity to gradual and steady
stage of affluence, largely giving consumers the opportunity to choose among many varied
alternatives, satisfaction has become a major concern of business.
INTRODUTION TO CONSUMER BEHAVIOR:
One thing that we have in common is that we all are consumers. In fact
everybody in this world is a consumer. Every day of our life we are buying and
consuming an incredible variety of goods and services. However, we all have
different tastes, likes, dislikes, and adopt different behavior patterns while making
purchase decisions.
The term consumer behavior refers to the behavior that consumers display in
searching for purchasing using evaluation and disposing in searching for
purchasing using evaluating and disposing of products and services that they exact
will satisfy o how individuals make decisions to send their available resources
(time, money and effort) on consumption related items. It includes the study of
“What they buy”, ”Why they buy”, “When they buy it”, “Where they buy it”, “how
often they buy it” and “how often they use.
DEFINITIONS:
The term consumer behavior refers to the behavior that consumer display in
searching for purchasing, using, evaluating and disposing of products and services
that they expect will satisfy these needs. The study of consumer behavior in the
study of how individuals make decisions to spend their available resources (time,
money, effort) on consumption related items. It includes the study of “what they
buy”, “why they buy”, “when they buy”, “where they buy”, “how often they buy”
and “how they use”.
MODEL OF CONSUMER
Consumer
Marketing Other stimuli BEHAVIOUR
Decisions
stimuli
Product
Choice
Product Economic
Brand
Price Technological
Choice
Place Political
Dealer
Promotion cultural Consumer Consumer
choice
Characteristics Decision
Purchasing
Process
Timing
Cultural Problem
Purchasing
recognition
Amount
Social Information
Personal Search
Psychological Evaluation
Decision
post
Purchase
Behavior.
DETAILED MODEL OF
Cultural
Factors
Social
Factors
Culture
Reference Personal
groups Factors
Sub
Age and Life Psychological
Culture
Cycle
Family Factors
Occupation
Economic Motivation
Social
Circumstances
Class Perception
Lifestyle
Roles & Personality Learning Buyers
Status and Self
Beliefs and
Concept
Attitudes
CULTURAL FACTORS:
SOCIAL FACTORS:
References Groups: A persons reference groups consist of all the groups that have
a direct (face to face) are indirect influence on the persons altitude or behavior.
This group to which the person, belongs and interacts.
PSYCHOLOGICAL FACTORS:
Motivation: A person has many needs at any given time. Some needs are biogenic.
They arise from psychological states of tension such as hunger, tryst and
discomfort.
The area of the study has been confined to its topic – Consumers buying behavior.
The study was made in the organization.
The main scope of the study is limited to NICROME LEATHER PROCESSING
INDUSTRY AT CHENNAI.
It also analysis the benefits accruing to the company as a result of those service.
This study has been made to find the level of satisfaction the customer has regarding the
service provider by shoe industry .
The study has sole reference from the customers of NICROME LEATHER
PROCESSING INDUSTRY AT CHENNAI
OBJECTIVES OF THE STUDY
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
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.
It can secure both quantitative and qualitative information directly from the respondents.
It is the only method of directly measuring attitudes and motivations.
It is quite flexible in terms of the types of data to be assembled, the method of collection
or the timing of research.
MEANING OF RESEARCH
TYPES OF RESEARCH
Exploratory Research,
Descriptive Research.
EXPLORATORY RESEARCH:
Exploratory research studies are also termed as formulate research studies. The main
purpose of such studies in that of formulating a problem for more precise investigation or of
developing the working hypothesis forms an operational point of view.
DESCRIPTIVE RESEARCH:
Diagnostic Research studies determine the frequency with something occurs or its
association with something else.
SOURCES OF DATA:
PRIMARRY METHOD:
Primary data are those, which are collected fresh and for the first time and this happen to be
original in character. In this study primary data was collected by interview schedule method.
SECONDARY METHOD:
Secondary data are those, which are collected from existing data. Secondary data for this study
include appropriate material from newspaper, Magazines, Broachers, Company Reports,
Standard Text Books, and information from Internet has also been acquired wherever necessary.
FIELD WORK:
The project involved a fieldwork of around 1 month 15 days where in the survey was carried out.
The survey was conducted in different areas of Nicrome Leather Processing Industry
At Chennai
METHODOLOGICAL ASSUMPTIONS:
A research design is a logical and systematic plan prepared for directing a research study it
specifies the methodology and technique to be adopted for achieving the objectives. It constitutes
the blueprint for the collection, measurement and analysis of data.
The main aim of the study is to evaluate the brand image of Hero Honda. The study is
descriptive in nature. Surveys are best-suited method for descriptive research. So survey method
is used for the study.
The preparation of a research plan for a study aids in establishing direction to the study and
knowing exactly what has to be done and how and when it has to be done at every stage.
A research plan describes the boundaries of research activities and enables the research to
channel his energies in the right work. With clear research objectives, in view the research can
proceed systematically towards his achievements.
SAMPLING PROCEDURES:
Sampling is a systematic approach for selecting a few elements from an entire collection of units
(population) in order to make some inference about the total population it is a small specimen or
a segment of the whole population representing its general qualities as for as possible. The study
was undertaken by convenience sampling
SAMPLE SIZE:
SAMPLING FRAME:
RESEARCH APPROACH:
The survey method was adopted for collected the primary data. Survey research is systematic
gathering of data from respondent through questionnaire.
RESEARCH INSTRUMENT:
The data for this research study was collected by survey technical using interview method
guided by questionnaire.
COLLECTION OF DATA:
Questionnaire and personal interviews are the methods that I have used for collecting the
data.