Synopsis of Live Project

On

Study of Consumer behavior in Consumer Durable Market of India.

Submitted to: Dr. Gaurav Joshi

Submitted By: Group 2 Bhavya KakkarAditi Garg Nikhil NairJishnu Raj Shweta ShridharAshish Goel -

145 150 159 192 197 200

LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT NEW DELHI

INTRODUCTION
Indias consumer market is riding the crest of the countrys economic boom. Driven by a young population with access to disposable incomes and easy finance options, the consumer market has been throwing up staggering figures. The market share of MNCs in consumer durables sector is 65 per cent. MNCs major target is the growing middle class of India. MNCs offer superior technology to the consumers whereas as the Indian companies compete on the basis of firm grasp of the local market, their well acknowledged brands, and hold over wide distribution network. With the emergence of concepts such as quick and easy loan, zero equated monthly installment charges, loan through credit card, loan over phone, it has become easy for Indian Consumers to afford more expensive consumer goods. Factors that will drive growth in this sector Increased disposable incomes and greater accessibility to credit is growing the consumer base, especially in the middle and upper sections of the population. Relaxation of tariffs and increased liberalisation amid a favourable FDI environment is leading to expansion in India, increased investments and greater R&D. Key players like Whirpool, Hitachi, and Panasonic announced huge investment plans in the year 2011.

OBJECTIVES OF THE STUDY

1.To Identify the factors that affect the buying behavior of consumer with respect to Consumer durables category. 2. To see the Impact of external factors like Firms marketing efforts & sociocultural environment in consumer buying behavior. 3. To see the Impact of psychological fields like Motivation, Perception, Learning, personality and Attitudes in decision making process of consumer with respect to Consumer durable category.

RESEARCH METHODOLOGY
There are two primary methodologies that can be used to answer any research question: experimental research and non-experimental research. Experimental research gives you the advantage of controlling extraneous variables and manipulating one or more variables that influences the process being implemented. Non-experimental research allows observation

but not intervention. You simply observe and report on your findings. Research methodology is a way to systematically solve the research problem.

RESEARCH DESIGN
The type of research design selected for this study is Descriptive in nature. Descriptive research, is used to describe characteristics of a population or phenomenon being studied. A descriptive research uses a set of scientific methods and procedure to collect raw data structures that describe the existing characteristics of a defined target population of a market structure. The data and information generated through this descriptive design can provide the decision makers with evidence that can leave to course of action.

DATA COLLECTION METHOD

There are two forms of data Collection: Primary data and Secondary data, depend on the study conducted. Primary data include face-to-face interviews, and survey questionnaires. Data will be collected by the way of a questionnaire.Personal (face-to-face) and telephone interviews collection agency (field service). Internet surveys require fewer personnel, are lower cost, and can be completed in days rather than weeks or months Further, secondary data sources include focus group transcripts, observation records, research related documents, published books, article, newspapers, published, and unpublished research work of various institutions.

SAMPLING TECHNIQUE
Out of four sampling technique we choose Convenience Sampling which is easy to evaluate. A Convenience sampling technique is non-probability sampling technique where researcher selected the respondent based on their convenience as in inside Mall, On Street, in College etc. On the basis of reliability and accessibility, sample size was arrived at 120 for the study. And the area for this research would be Delhi/Ncr region

SIGNIFICANCE OF THE STUDY

This study would help us to know about the factors that company must focus on and what are the factors that consumer value the most while making their decision of the top
management of a Multinational Consumer Durable

.This research will help the company

to focus on the main values which are desired most by the consumer to built their offerings according to that.

CHAPTERISATION PLAN Chapter 1 : Introduction Chapter 2: Research Plan Chapter 3:Analysis & Interpretation of data Chapter 4:Conclusion/Recommendations

Signature of Supervisor

Signature of Student