A PROJECT REPORT ON STUDY OF MARKETING STRATEGIES And CONSUMER BUYING BEHAVIOUR Of

DECLARATION

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ACKNOWLEDGEMENT

Preparing this project of the title is a difficult but interesting task and I was fortunate enough to get support from a number of people to whom I shall always remain greatful.

I would like to express my sincere gratitude to Mr. Mahendra Srivastava- . For his valuable guideline and support with which this project has been completed successfully. !is kind encouragement and constant guidance is highly appreciated towards the complete of this study.

I am highly thankful to " Mr. Mahendra Srivastava valuable suggestion

for giving

and inputs throughout the project .i am really

supportive of his valuable advice guidance precious time support of that overfed.

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EXECUTIVE SUMMAR
!S"n#$sis%
$ith the growth of securities system in manufacturing we have seen many companies came and out. %ome of them survive for long enough. &odrej is one of the best with its 'uality consciousness have able without much difficulty. &odrej is not a great sell but it comes due to 'uality it is among top ranker in all over India.

(uring the summer training I have taken up following two projects on special context particularly )hey are &. Mar'et s(reenin) #n *a+n(hin) ,#r s*idin) (hanne* .. C#ns+/er 0+"in) 0ehavi#r #n se(+rities s"ste/

%o the objective or the task of the study was 1. Find out market strategy of relative goods. * #. +heck the behavior of consumer for product purchase of &odrej

1r#2e(t3&

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)o understand the different competitors- commodities in the present scenario of the market with their product * services provides in %liding channel. .nd analy/ing * interpreting the collection of data we will launch of &odrej brand through optimi/e strategy. )he sampling area taken whole NCR4 NEW DEL5I. )his would help to company for launching the product as customer base.

1r#2(t3. )he main implication of the study was to know about usages of the &odrej products in securities system reason for preference given to a particular brand * knowing whether promotion plays an important part in the sale respective of consumer wants * choice. )he sampling area taken in 6ARIDA7AD.

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TA7LE O6 CONTAINS

1. preface 2222222222222222222221 #. .cknowledgement 2222222222222222, ,. 3xecutive summary4synopsis5 22222222222..0 0. .bout the company 22222222222222226 1. .but the topic 222222222222222222.17 a5 8arket screening22222222222222..#9 b5 .nalysis22222222222222222....,7 c5 +onsumer buying behavior22222222.........:0 :. ;bservation 222222222222222222 .11 <. %uggestion 2222222222222222222<6 6. =imitation 2222222222222222222.61 7. +onclusion222222222222222222....6, 19. >ibliography22222222222222222261 11. ?uestionnaire 22222222222222222..6<

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8MANAGEMENT

Chair/an - Mana)in) Dire(t#r@ A. B. &odrej Other E9e(+tive Dire(t#rs @ P. (. =am C. .. Palia D. 8. +rishna ..&.Derma N#n3e9e(+tive Dire(t#rs @ .. >. &odrej B. >. &odrej C. B. Petigara >. .. !athikhanavala F. P. %arkari P. P. %hah .. Ne: De*hi 0ran(h Asst. )en. /ana)er 7ran(h head D" /ana)er Sr e9e(+tive ; locks division @ 8r. .ttul )ripathi @ 8r. Eajesh ;hri @ 8r. ..%. .kbar @ 8r. vinay kumar

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INTRODUCTION TO T5E COM1AN

)he +ompany celebrated its centenary in 177<. In &<=> a young man named Ardeshir G#dre2 gave up law and turned to lock-making. .rdeshir went on to make safes and security e'uipment of the highest order and then stunned the world by creating toilet soap from vegetable oil. !is brother Pirojsha &odrej carried .rdeshirFs dream forward leading &odrej towards becoming a vibrant multi-business enterprise. Pirojsha laid the foundation for the sprawling industrial garden township 4I%; 10991certified5 now called Pirojshanagar in the suburbs of 8umbai. &odrej touches the lives of millions of Indians every day. )o them it is a symbol of enduring ideals in a changing world. )he +ompany is one of the largest privately-held diversified industrial corporations in India. )he combined %ales 4including 3xcise (uty5 of the +ompany its subsidiaries and affiliates during the Fiscal Gear ended 8arch ,1 #996 were about Es. 79 999 million 4H%I 1 799 million5. 7#ard #, Dire(t#rs +hairman * 8anaging (irector@ A. B. &odrej

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;ther 3xecutive (irectors@ P. (. =am C. .. Palia D. 8. +rishna .. &. Derma Bon-executive (irectors@ .. >. &odrej B. >. &odrej C. B. Petigara >. .. !athikhanavala F. P. %arkari P. P. %hah .. 7RANC5ES

8umbai .hmedabad >hopal (ombivli Indore Aabalpur Bashik Pune Eaipur )hane

Bew

(elhiI

+handigarh

Faridabad

&ha/iabad

&urgaon

Aaipur Aalandhar Aammu Canpur =ucknow Boida

+hennai

>angalore

+oimbatore

!yderabad

Cochi

%ecunderabad )rivandrum Disakhapatnam

Colkata >hubaneswar &uwahati Eanchi Patna )he +ompany has a network of :9 +ompany-operated &;(E3A =IF3%P.+3 Eetail %tores more than # #99 $holesale (ealers and more than 16 999 Eetail ;utlets. )he +ompany has Eepresentative ;ffices in %harjah 4H.35 Eiyadh 4%audi .rabia5 and &uang/hou 4+hina-PE+5. . young man called Ardeshir G#dre2 gave up his law

studies and turned to lock making. !e was the first Indian manufacturer to
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displace well entrenched foreign brands from the Indian market. )he word &odrej etched into his metal locks became the symbol of self reliance for the generations that followed the signature of )EH%).

;ver the years &odrej locks have changed in form function and scope of application. ;ne thing however remains constant-the stamp of

E3=I.>I=I)G and )EH%). In fact names like JBavtalJ and JBight =atchJ are today a part of every IndianFs daily life. .&odrej is the first Indian lock manufacturer to introduce Hltra locking systems. 8ade with loving care and precision &odrej locks go through a series of performance tests to withstand real life exigencies.

?We*(#/e t# the :#r*d #, G#dre2 *#('s...ever*astin) *#('s4 end+rin) servi(e.

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1RODUCTS O6 GODRE@ &odrej is a part and parcel of every Indian-s life. From locks to personal care. From appliances to air care. From furniture to construction. )here are innumerable ways we enrich 'uality of life - everyday everywhere. $e offer an entire spectrum of industrial solutions from storage to material handling to process e'uipment and many many more. $hether clients are looking for standard e'uipment or custom engineering solutions the first name is &odrej. +;B%H83E PE;(H+) 1. .ppliances #. =ocks

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,. Furniture 0. %ecurity e'uipment 1. .udio visual solution :. )ype writers <. Dending machine 6. %oap * personal care 7. Food 19. .ir care 11. !ouse hold insecticide 1#. !ousing 1,. Paste management * services

IB(H%)EI.= PE;(H+) 1. .utomated warehouse

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#. material handling e'uipment ,. Process e'uipment 0. Precision component system 1. 8achine tool service :. 3lectrical * electronics <. )ooling 6. It solution 7. P=8 solution 19.8edical diagnostics 11..gro product 1#.+hemical 1,.+onstruction material service 10.=amkin motor group Awards - Re(#)niti#n .AAB

=alji 8ehrotra Foundation .ward for 3xcellence conferred by Bational %ociety for 3'ual ;pportunities for the !andicapped.

&reat %on of India .ward given to %ohrab &odrej by Bational +onvention For Protection of India-s Eesources and 3nvironment

. .AAC >B!% &reen &overnance .ward for the +ategory - +onservation * Eestoration of !abitat awarded to &odrej * >oyce 8fg. +o. =td. .AAD
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 3conomic )imes +orporate 3xcellence .ward for +orporate +iti/enship

&==E Bisarga 8itra .ward from Eotary +lub of >ombay Dikhroli for 3nvironmental +onservation. &==& Indira &andhi Paryavaran Puraskar awarded to %ohrabji &odrej. &=<= Institution of 3conomic %tudies =ock %hree .ward for %ocial +ommitment towards the society. A7OUT GODRE@ LOCKS &odrej locks is a part of &odrej &roup one of India-s leading companies. )he &odrej &roup has nurtured a century of growth and progress in India with a forward-looking attitude and an eye of the future. &odrej is the reali/ation of man who dared to dream big dreams. !is name was .rdeshir godrej and he started a small company that manufactured locks. )oday his dream has enveloped every Indian-s life. It has spawned multi million dollar conglomerate which is a house hold name all over India.

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From locks a personal care from appliances to hair care. From furniture to construction. From personal products to food. From high tech engineering solution to world-class consumer products godrej is a from internal part of the lives of millions of Indians. &odrej has a strong network of over 19 company-owned retail stores with more than # #99 wholesale dealers and over 16 999 retail outlet stores. )he &roup is today estimated to be more than I1., billon. ;ver and above every thing the spirit of entrepreneurship the vision of dynamic tomorrow and the capacity to build and reali/e dreams is in essence of the &odrej &roup.

>.BC3E% +entral >ank of India Hnion >ank of India +itibank B... I+I+I >ank =td. %tate >ank of Patiala and .xis >ank =td.

7+sinesse - re(#)niti#n
)he +ompany has the following businesses 4with respective certifications5 which manufacture andKor market a wide range of consumer durables and industrial products@

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A$$*ian(es (D( Players

!ISO

=AA&F&EAA&%

Eefrigerators $ashing 8achines .ir +onditioners 8icrowave ;vens and

?Interi# O,,i(e And 5#/e 6+rnit+re !ISO=AA&F&EAA&5 ;ffice Furniture - (esking %eating ;pen Plan ;ffice %ystems A$$*ian(es (D( Players ?Interi# O,,i(e And 5#/e 6+rnit+re !ISO =AA&F&EAA& 5 ;ffice Furniture - (esking %eating ;pen Plan ;ffice %ystems +omputer furniture and %toragesL !ome Furniture - =iving (ining and >edroom furnitureL Citchen cabinets. =aboratory furnitureL 8arine accommodationL !ealthcare furnitureL )urnkey interiorsL +arpet tilesL 8attresses L#('s !ISO =AA&F&EAA&4 O5SAS &<AA&% Padlocks Furniture locks 8echanical and electromechanical door locks (oor +ontrols .rchitectural and &lass !ardware +ustomi/ed solutions and +artini range of %cissors Cnives and Citchen .ccessories Se(+rit" EG+i$/ent - S#*+ti#ns ; !ISO =AA& F &EAA&4 O5SAS &<AA&% %trong Eoom (oors %afe (eposit =ockers +ash >oxes and +offers (ataK.)8 %afes >urglary and Fire Eesisting %afes Eecord* Filing +abinets 3lectronic +offers +urrency %orters and +ash +ounting 8achines FireK%ecurityK8arine (oors 3ntran/a !ome (oors Fire and !ISO =AA&F&EAA&%

Eefrigerators $ashing 8achines .ir +onditioners 8icrowave ;vens and

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>urglar .larmKPremises %ecurity %ystems Dideo (oor Phones ++)D %ystem .ccess +ontrol %ystems 1ri/a !ISO =AA&% Dending 8achines and %ervicesL +onferencing Products and %olutions Materia* 5and*in) EG+i$/ent !ISO =AA&F&EAA&4 O &<AA&% Forklift )rucks 4 (iesel 3lectric and =P& 5 and .ttachments +ontainer !andling )rucks )elehandlers $arehousing Industrial +leaning and Personnel .ccess 3'uipment +ontracts Ind+stria* 1r#d+(ts !ISO =AA&F&EAA&% Precision )oolings 4Press )oolsK Dacuum Forming 8ouldsKPressure (ie+asting (ies5 %pecial Purpose 8achines !igh Precision +omponentsK3'uipment for 3ngineering and allied industries %heet 8etal $orking 8achines M %ales and %ervice 1r#(ess EG+i$/ent !ISO =AA&H ASME IUJ4 IU.J4 IUDJ4 ISJH AD3.AAA Mer'0*att I51AJH Chinese ISELOJ% !eavy $alled Eeactors !igh Pressure Dessels !igh Pressure %hell and )ube !eat 3xchangers EeactorK)ower Internals and )rays C#nstr+(ti#n And Rea* Estate !ISO =AA&F&EAA&4 O5SAS &<AA&% Eeady 8ix +oncrete +onstruction Projects Property (evelopment Eeal 3state %ervices %pare Parts %ervice and 8aintenance

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E*e(tri(a* And E*e(tr#ni(s !ISO =AA&F&EAA&4 O5SAS &<AA&% >usbar Power (istribution %ystems +ompressors and +ompressed .ir +ontrol %ystems Industrial 3lectronics and .utomation 3nergy +onservation and &reen >uilding %ervices +ontracts and Power Infrastructure Projects )urnkey 3lectricalK83P

Re)istered O,,i(e4 5ead O,,i(e and M+/0ai 7ran(h

Pirojshanagar Dikhroli 8umbai 4>ombay5 099 9<7 India Phone@ &odrej corporate 71 ## :<7: 1:1: toll-free K :<7: number@ 1717 K :<7: 11 1,99 11 Eesponse +entre 1-699-##

website@

http@KKwww.godrej.com

Eetail portal@ http@KKgodrejlifespace.com

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6#r ,+rther in,#r/ati#n4 (#nta(t at the C#/$an"Js 5ead O,,i(e;

P. (. =.8 3N3+H)ID3 (IE3+);E .B( PE3%I(3B) Phone@ 71-##-:<7: 1991 K :<7: 199# Fax@ 71-##-:<7: 111: 3-mail@ pdlOgodrej.com

C. .. P.=I. 3N3+H)ID3 (IE3+);E 4FIB.B+35 Phone@ 71-##-:<7: 1191 K :<7: 116< Fax@ 71-##-:<7: 1116 3-mail@ kapaliaOgodrej.com

A7OUT T5E ORO@ECT &. MARKET SCREENING TO T5E LOUNC5ING O6 SLIDING C5ANNEL .. CONSUMER 7U ING 7E5AVIOUR IN SECURITIES S STEM

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MARKET SCREENING

3nvironment screening is the process of collecting in,#r/ati#n thr#+)h #0servati#n4 revie: #, 0+siness4 trade4 )#vern/ent $+0*i(ati#n - /ar'etin) resear(h /eth#d e,,#rts. )han such collected information is re(#n(i*ed and assessed so as to interpret the findings. >y evaluating available information a marketing manager should be able to determine possible threats and #$$#rt+nities associated with environmental fluctuations. >y these marketing efforts marketing strategies could be developed for the coming time. =earn about which markets offer the best opportunities for your particular product or service known as the term of market screening. . market screening project provide market research analysis for each of these factors for each market and allows you to rank and prioriti/e markets for growth and expansion. )he aim of market screening is to identify the potential for your products in the market

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 In today-s retail environment

many successful retailers are

discovering that they have saturated their current markets. )hese retailers often turn to new markets that may provide opportunities for growth. Hnfortunately while a retailer may understand their own markets they may have limited knowledge of which new markets offer the greatest potential.

)he %trategic 3dge provides retailers with answers they need to ensure successful expansion. )hrough the use of &eographic Information %ystems 4&I%5 )he %trategic 3dge has the capability to screen markets on local regional and national levels. . successful screening typically begins with the creation of a database developed on the retailer-s existing stores. )rade areas are defined for the stores and then literally hundreds of demographic and lifestyle characteristics are compiled. )he database is then analy/ed to identify the key variables in predicting success. >ased on the key variables from the database analysis markets or areas are identified which have high concentrations of the key demographic and lifestyle characteristics. )hese markets can then be prioriti/ed for expansion efforts consideration. )he %trategic 3dge has recently applied screening methodologies for several clients. ;ne screening was for a farm supply company that was or if necessary eliminated from

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looking for new market opportunities in a specific region of the country. )hrough a database analysis a combination of demographic lifestyle and agricultural data were determined to be the key variables for predicting success of the stores. 8arkets were then identified which had the necessary combination of these success factors. .nother screening performed by )he %trategic 3dge was for a junior department store. 8arkets were identified based on certain demographic thresholds. ;nce a market was identified a regression-based forecasting model was applied to each market. )hese forecasts provided a Jfirst lookJ at several hundred markets that would otherwise not be possible through typical real estate investigations. .s the two examples illustrate the goal of a market screening is to identify markets with high opportunities. .ny definitive real estate decisions should be based upon more in-depth analyses. %uch analyses include base economic analysis developing expenditure potential and analy/ing competition identifying specific sites and forecasting sales. )he %trategic 3dge offers a full array of market research services to supplement &I% market screenings and ensure successful expansion decisions. CLARITAS Mar'et S(reenin) Identify and rank your best markets for expansion Overvie: ;ur market screening studies can provide the framework for real estate expansion by identifying and prioriti/ing new markets for entry. >y understanding of your target customer we can identify those markets with

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the greatest concentration of your customers and determine the optimal number of units each market can successfully support. Bielsen +larita-s .nalytical +onsul ting-s studies will assist you in determining where and how you can grow your business. 6eat+res - 7ene,its . 8arket Prioriti/ation study is designed to score and evaluate large markets based on their potential for your sites. Potential is based on an analysis of a combination of the following three factors@

De/and 1#tentia*Mthe total dollar or customer potential for your product or service offering

Share 1#tentia*Mthe share of the demand potential that you can capture 4typically based on the degree of competition in the market5

Mar'et Re(e$tivit"Mthe demographic fit of consumers for the product or service being sold and the level of competition within the market

. market screening project provide market research analysis for each of these factors for each market and allows you to rank and prioriti/e markets for growth and expansion. )he aim of market screening is to identify the potential for your products in the market. 8aking the decision a new market is not easy and often re'uires a lot of analysis in order to get to the point that you want to spend the re'uired financial and time resources.

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)he (anish )rade +ommission in Ca/akhstan offers an easier and better way of doing it@ $e will analy/e the potential for you. $e need only minimum information from you for this initial phase which is often found in your homepage. )hen a small list 4#-05 potential partner is drafted and through brief telephone interviews their interest in such products is established. )he main focus of the interview is to analy/e the interest from established actors in the market.

)ime consumption for such an activity is only 1-19 hours and thus you can make a simple feasibility study in the range of (CC ,1<1-<119. It should naturally be mentioned that this process is not exhaustive and cannot present the full picture. It should be followed up by possibly a brief market survey a thorough partner search in order to identify the right partner and a meeting session. .dditionally follow-up is needed in order to keep pushing the local partner.

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O7SEVATIONS

(uring the training period I analy/e the market through different type of 'uestionnaires which helped me to understand the market #$$#rt+nit" and threats such that launching of new product of s*idin) (hanne* it will help as very important role for the &odrej +ompany. In B+E Eeason I screen the in different location such as 6arida0ad4 n#ida4 )#r)#an4 GhaKia0ad. Ne: De*hi etc in hard:are sh#$4 retai*er - :h#*esa*er. I observe the information and collected data through 'uestionnaire describe as following. 1. (o you sale sliding channelP a. yes b.no

#. Product-s company name which you saleP a2222 b222..c2222.d2222.

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 $hile dealing with the shopkeeper or retailer it is firstly very important to know as to either he sales sliding channel or not if yes then my next 'uestion was to know that how many different brand of company ha sales.

)hrough the above 'uestionnaire I found that mostly outlets consist of product such as follows. 1. !ettich #. Flyrell ,. ;/one 0. +hinese 1. ;ther

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,. $hat as the percentage contribution in volume in brand wise in a monthP . 2222. +. 2222.. >. 222.. (. 222.. wise

0. $hat is the percentage contribution in valueKamount in brand respecting monthP . 2222. +. 2222. >. 2222. (. 2222.

(epending upon the customer demand

the shopkeeper stated

approximately him sales contribution value such as 199 pieces or 1999 pieces something else accordingly as the brand wise early in no. second.

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 In next step I have to arise how much rupees approximately he salles in a month they told me approximately value like 19 999 09 999 ,9 999 #9 999.11.999 (ue to above 'uestionnaire the main to find out the opportunity and threat of newly launch sliding channel.

1. !ow many si/es do you saleP Please specify. 2222222222222222222222 :. $hat is the warranty on these productsP .2222. +2222. >2222. (2222.

)he average no of customer purchase mostly particular si/e but available in market in different si/e such as follow. 19Q 1#Q 10Q 1:Q 16Q #9Q ##Q #0Q #6Q ,9Q ,0Q 8ostly customer demand 16Q * #9Q that-s why outlets contain these two si/es generally. In the next step I have to know about the warranty of these products.
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 &enerally shop provides warranty for one year in !ettich Flyrell * ;/one.

<. $hat is the rateP 48EP5 company wise per inch or net. .2222. +2222 >222222.. +222222.

6. $hat is the standard packingP 4In a set5. .2222. +2222.. >2222.. (2222.

)he company produced two type of products heavy or light so price obviously vary and shopkeeper also decide price in some extent in minor differ. %o the average value in rupees in brand wise is given in per #9Q in lump sum. Price std. packing

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a. !ettich- ,09 b. Flyrell- ,#9 c. 9/one M #69 d. +hinese- 199 e. ;ther -199 7. $ho is the end customerP a. kitchen dealer b.general customer c. builder d. other

19 11 19 11 11

19. .re you satisfied with these companiesP4by which company and why5 2222222222222222222.. )he person who purchases the sliding channel from you is which one. In different location I have got different result on it. %uch as in +hawri ba/aar most of shop keeper sales local +hinese sliding channel demanded by general customer but builders and kitchen dealer demand branded in the same market. .s far as concerning of satisfaction of shopkeeper reply me there is no blames in Flyrell ;/one * !ettich =IF3 =;B& and satisfaction for the customer that-s why demand in market.

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;n the other hand +hinese is also big deal in market but there is no threat of &odrej since it deal target customer is middle * high profile person.

ANAL SIS
)hrough out the market analy/ing I must shows here swot analysis based on market. SWOT Ana*"sis is a strategic planning method used to evaluate the Strengths Weaknesses Opportunities and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective

Strategic and Creative Use of SWOT Analysis

. %$;) analysis must first start with defining a desired end state or objective. . %$;) analysis may be incorporated into the strategic planning model. .n example of a strategic planning techni'ue that incorporates an objective-driven %$;) analysis is %trategic +reative .nalysis 4%+.B5R1S.

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%trategic Planning including %$;) and %+.B analysis has been the subject of much research.

Strengths@ attributes of the person or company that are helpful to achieving the objective. Weaknesses@ attributes of the person or company that are harmful to achieving the objective. Opportunities@ external conditions that is helpful to achieving the objective. Threats@ external conditions which could do damage to the businessFs performance.

Identification of %$;)s is essential because subse'uent steps in the process of planning for achievement of the selected objective may be derived from the %$;)s. First the decision makers have to determine whether the objective is attainable given the %$;)s. If the objective is B;) attainable a different objective must be selected and the process repeated. )he %$;) analysis is often used in academia to highlight and identify strengths weaknesses opportunities and threats. It is particularly helpful in identifying areas for development. If on the other hand the objective seems attainable the %$;)s are used as inputs to the creative generation of possible strategies by asking and answering each of the following four 'uestions many times@

!ow can we Hse and capitali/e on each %trengthP

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!ow can we improve each $eaknessP !ow can we 3xploit and >enefit from each ;pportunityP !ow can we mitigate each )hreatP

%$;) analysis may limit the strategies considered in the evaluation. JIn addition people who use %$;) might conclude that they have done an ade'uate job of planning and ignore such sensible things as defining the firmFs objectives or calculating E;I for alternate strategies.Q Findings from 8enon et al. 417775 and !ill and $estbrook 4177<5 have shown that %$;) may harm performance. .s an alternative to %$;) A. %cott .rmstrong describes a 1-step approach alternative that leads to better corporate performance. )hese criticisms are addressed to an old version of %$;) analysis that precedes the %$;) analysis described above under the heading J%trategic and +reative Hse of %$;) .nalysis.J )his old version did not re'uire that %$;)s be derived from an agreed upon objective. 3xamples of %$;) analyses that do not state an objective are provided below under J!uman EesourcesJ and J8arketing.J

Internal and external factors

)he aim of any %$;) analysis is to identify the key internal and external factors that are important to achieving the objective. )hese come from within the companyFs uni'ue value chain. %$;) analysis groups key pieces of information into two main categories@

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Internal factors M )he strengths and weaknesses internal to the organi/ation. - Hse a PEI8; analysis to help identify factors 3xternal factors M )he opportunities and threats presented by the external environment to the organi/ation. - Hse a P3%) or P3%)=3 analysis to help identify factors

)he internal factors may be viewed as strengths or weaknesses depending upon their impact on the organi/ationFs objectives. $hat may represent strengths with respect to one objective may be weaknesses for another objective. )he factors may include all of the 0PFsL as well as personnel finance manufacturing capabilities and so on. )he external factors may include macroeconomic matters technological change legislation and socio-cultural changes as well as changes in the marketplace or competitive position. )he results are often presented in the form of a matrix. %$;) analysis is just one method of categori/ation and has its own weaknesses. For example it may tend to persuade companies to compile lists rather than think about what is actually important in achieving objectives. It also presents the resulting lists uncritically and without clear prioriti/ation so that for example weak opportunities may appear to balance strong threats. It is prudent not to eliminate too 'uickly any candidate %$;) entry. )he importance of individual %$;)s will be revealed by the value of the strategies it generates. . %$;) item that produces valuable strategies is important. . %$;) item that generates no strategies is not important.
.

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C#r$#rate $*annin)
.s part of the development of strategies and plans to enable the organi/ation to achieve its objectives then that organi/ation will use a systematicKrigorous process known as corporate planning. %$;) alongside P3%)KP3%)=3 can be used as a basis for the analysis of business and environmental factors.

Envir#n/enta* s(annin)
o

Internal appraisals of the organi/ationFs %$;) this needs to include an assessment of the present situation as well as a portfolio of productsKservices and an analysis of the productKservice life cycle

Ana*"sis #, e9istin) strate)ies

this should determine

relevance from the results of an internalKexternal appraisal. )his may include gap analysis which will look at environmental factors

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Strate)i( Iss+es defined M key factors in the development of a corporate plan which needs to be addressed by the organi/ation Deve*#$ newKrevised strategies M revised analysis of strategic issues may mean the objectives need to change Esta0*ish critical success factors M the achievement of objectives and strategy implementation 1re$arati#n of operational strategy implementation resource projects plans for

M#nit#rin) results M mapping against plans taking corrective action which may mean amending objectivesKstrategies.R19S

; Mar'etin) /ana)e/ent In many competitor analyses marketers build detailed profiles of each competitor in the market focusing especially on their relative competitive strengths and weaknesses using %$;) analysis. 8arketing managers will examine each competitorFs cost structure sources of profits resources and competencies competitive positioning and product differentiation degree of vertical integration historical responses to industry developments and other factors. 8arketing management often finds it necessary to invest in research to collect the data re'uired to perform accurate marketing analysis. .ccordingly management often conducts market research 4alternately marketing research5 to obtain this information. 8arketers employ a variety of techni'ues to conduct market research but some of the more common include@

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?ualitative marketing research such as focus groups ?uantitative marketing research such as statistical surveys 3xperimental techni'ues such as test markets ;bservational techni'ues such as ethnographic 4on-site5 observation 8arketing managers may also design and oversee various environmental scanning and competitive intelligence processes to help identify trends and inform the companyFs marketing analysis.

stren)ths

.dvantages of proposition no.1 brand in India. +apabilities +ompetitive advantages H%PFs 4uni'ue selling points5 Eesources .ssets People likes majority of G#dre2. 3xperience knowledge data Financial reserves likely returns 8arketing - reach distribution awareness =ocation and geographical Dalue 'uality ?ualifications certifications

:ea'nesses

Bot easily available due to selected shop

- ,< -

+ustomer think it is costly in some extant ;ut of presence and reach of lower family =ack of distributors in some selected area

#$$#rt+nities

8arket developments Processes of s*idin) (hanne* in future >rither future in market +ustomer satisfied with brand name so high demand $e should try for &lobal influences Bew markets establish in particular channel product Bew strategic plan for uni'ue selling price >usiness and product development in future Dolumes production * economics through sliding channel

Threats +ompetitor effects in substitute product +ompetitor intentions - various 8arket demand may be increase or decrease %easonality effects so launch before right time

- ,6 -

ANAL SIS
+hawari ba/aar.409 shop5 Dalue in Es 49995 Bo of shopKretailer

9T19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
10 8 6 4 2 0

19 : 1 1 # , 1 , , #
010 1020 2030 3040 4050 5060 6070 7080 8090 No of shop/retailer 90100

- ,7 -

&!.UI.>.(41#5

Dalue in Es 49995 9TnKc nKcT19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
3 2.5 2 1.5 1 0.5 0

Bo of shopKretailer # # 1 , 9 # 1 1 9 9 9
0n/c n/c10 1020 2030 3040 4050 5060 6070 7080 No of shop/retailer 8090 90100

>$.EIC. 4<5

- 09 -

Dalue in Es 49995 9TnKc nKcT19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
3 2.5 2 1.5 1 0.5 0

Bo Bo of of shopKretailer shopKretailer 1 9 9 1 1 , 9 1 9 9 9
0n/c n/c10 1020 2030 3040 4050 5060 6070 7080 8090 90100

>.%.B) CHBA * >.%.B) >I!.E405

- 01 -

9TnKc nKcT19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
3 2.5 2 1.5 1 0.5 0

1 1 , 9 9 9 9 9 9 9 9
0n/c n/c10 1020 2030 3040 4050 5060 6070 7080 8090 90100

C.E;= >.&!4<5

- 0# -

9TnKc nKcT19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
2

9 # 1 1 1 1 9 9 9 9 1
0n/c n/c10 1020 2030 3040 4050 5060 6070 7080 8090 90100

1.5

0.5

8.=DIG. B.&.E 4<5

- 0, -

9TnKc nKcT19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
2 1.5 1 0.5 0

# 9 # 1 1 9 1 9 9 9 9
0n/c n/c10 1020 2030 3040 4050 5060 6070 7080 8090 90100

B;I(. 4#95

- 00 -

9TnKc nKcT19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
18 16 14 12 10 8 6 4 2 0

1< 1 1 1 9 9 9 9 9 9 9
0n/c n/c10 1020 2030 3040 4050 5060 6070 7080 8090 90100

%.!.(E.475

- 01 -

9TnKc nKcT19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
3 2.5 2 1.5 1 0.5 0

# # , 1 9 1 9 9 9 9 9
0n/c n/c10 1020 2030 3040 4050 5060 6070 7080 8090 90100

8.GHE DI!.E465
- 0: -

9TnKc nKcT19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
3 2.5 2 1.5 1 0.5 0

# 9 9 # , 1 9 9 9 9 9
0n/c n/c10 1020 2030 3040 4050 5060 6070 7080 8090 90100

C;)=. 4,15

- 0< -

9TnKc nKcT19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
8 7 6 5 4 3 2 1 0

9 # 6 : < : , # 9 9 9
0n/c n/c10 1020 2030 3040 4050 5060 6070 7080 8090 90100

C.=C. A33 41#5

- 06 -

9TnKc nKcT19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
7 6 5 4 3 2 1 0

9 < , 9 1 1 9 9 9 9 9
0n/c n/c10 1020 2030 3040 4050 5060 6070 7080 8090 90100

$.UIEPHE rajori gaden kirti nagger41#5

- 07 -

9TnKc nKcT19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
3 2.5 2 1.5 1 0.5 0

# , 1 , 9 # 1 9 9 9 9
0n/c n/c10 1020 2030 3040 4050 5060 6070 7080 8090 90100

PI)!.8PHE. C.EC.E(;;8. 475

- 19 -

9TnKc nKcT19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
3 2.5 2 1.5 1 0.5 0

# 1 1 9 , 1 9 1 9 9 9
0n/c n/c10 1020 2030 3040 4050 5060 6070 7080 8090 90100

F.EI(.>.(41,5

- 11 -

9TnKc nKcT19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
5 4 3 2 1 0

1 1 , 1 9 1 9 9 1 9 1
0n/c n/c10 1020 2030 3040 4050 5060 6070 7080 8090 90100

$!;=3 B+E in product sell value 4#915

- 1# -

Dalue in Es 49995 9TnKc nKcT19 19T#9 #9T,9 ,9T09 09T19 19T:9 :9T<9 <9T69 69T79 79T199
50 40 30 20 10 0

Bo of shopKretailer ,9 06 ,: #, 17 16 1, : 1 , 0
0n/c n/c10 1020 2030 3040 4050 5060 6070 7080 8090 90100

No of shop/retailer

- 1, -

- 10 -

O7SERVATION (uring the period of two month I have gone through in different location in B+E reason such as 7asant '+n24 7asant 7ihar4 Sahadara4 N#ida4 GhaKia0ad4 Ma"#r 7ihar4 Cha:ari 0aKaar4 Ma*vi"a na)ar4 et(. )he short observation in these locations given as follow

- 11 -

+!.$EI >.U.E

%%%.Bo 1 # , 0 1 : < 6 7 19 11 1# 1, 10 11 1: 1< 16 17 #9

Bame of outlet Cailash chand aggrawal* sosns %achin hardware %rinagar home dVcor 3ssel marmot private ltd Dipin sales corporation %ushil kumar * .bros A m chamanlal aggrawal * co %hanty hardware %hiv ram das * sons !ari sons * co. >abu ram om sons >adrinath mal govind Prasad Cishori lal tayal * sons Birmani hardware !ardware house .run hardware &oyel jee sons 8ittal brass colletion Aatindar brose *hardware ) c jain* 8ahesh brothers

+ontact person 8ukesh aggrawal %achin gupta %anjeev kumar .run kumar vipin %ushil aggrawal lalchaman (heeraj arora Pappu pandey .shish kumar manufa (eepak kuchhal 8ukesh kumar 8ohan lal .nil gupta arun Eitesh goyal rajesh jatindar mahesh

+ontact no. 76199::1<7 7671#,7##9 911,#0,11< 7 76<,<:900< 911#,#:016 < 767710,:9# 911#,#:69, 7 911#,#<1#, 1 911#,#1#19 7 7,11619111 911#,#0100 0 911#,#::#1 1 771197:1,: 7777:#<0:: 7#1,169##6 911##17,#9 : 7,1,1177<9 7619#1#0#1 76779,,17 911#,7170: 0

!ettich flyrell n y n n y y y n n n y n n n n n n y y n n - 1: n n n n n n n n n n n n n n n y y y n

o/one n n n n y y n n n n n n n n n n y y y y

chinese other n y n y n n n y y n n y y y n y n y n y y G0 y y G# y n y G, G, G# n n G, G, y n y y y

)otal value 17999 109999 nKc ,#999 ,,999 16199 #<999 11999 #1999 <1999 nKc <999 6999 nKc 09999 1999 nKc nKc 69999 1#999

%%%.Bo 1 # , 0 1 : < 6 7 19 11 1# 1, 10 11 1: 1< 16 17 #9

Bame of outlet % % >rass udyog P C )raders &arg hardware C C .luminium Dijay gupta * sons .ggrawal trading co. %anjay international 8 j hardware store ! + hardware centre E % >aburaman * hardware %hayam hardware C > !ardware Gukti hardware +ollection Gukti hardware %tore >(E 3nterprises %ummer chand aggrawal*son !ira lal * co. % % !ardware *signatory !ardware home

+ontact person .nuj gupta 8ukesh jain nilesh A k goyal Dijay gupta

+ontact no. 911#,#0#:#< 911#,7#66#: 911#,#:,000 7#1,<19<<9 911#,#11#:, 911,#619:9

!ettich flyrell y y y

o/one y y

chinese other y y y y G0 G0

)otal value ,999 nKc ,9999 79999 09999 69999 11999 #9999

y y y y y

G# y

%anjay naved

76191:,0#1 7611116,6<

Inderpal bansal 911,#1<,607 baburaman shayam %akeel ahmad Parag gupta 911#,#:7171 n 911#,#,6#<9 7,1##:<::7 76771170:: 911#,#,:060 aarti 911#,##1616 911#,#:,906 Pawan kr jain Parveen /eeshan A p gupta 7,1#66###6 76719#77<1 7671:0#1,7 n n y y y y n y y y y

G, y G0

69999 ,9999 11199 nKc ,#9999 11999 0<999 10199 7999 ,#999 ,6999

y y

y G y

y G,

y y y

G# y n

- 1< -

($.EC. Bame of outlet Aindal sanitary * hardware &upta sons hardware Bational paints * hardware 8angal agencies pvt ltd. &arg traders paits* hardware 8odern paints * hardware Aindal traders +ontact person amit naresh Dikram singh vikash anil raju rohit +ontact no. #196,061 #19<1199 7619#:016: 767101:609 7619:<,9<< #1,7###: #1,##1# y y !ettich flyrell y y y o/one y y y y y G, G, G# chinese other y G# y y G# )otal value 09999 :1999 09999 ,1999 09999 #0999 nKc

%%%.Bo 1 # , 0 1 : < 6

- 16 -

8.=DIG. B.&.E * &.C1 #

%%%.Bo 1 # , 0 1

Bame of outlet )rimurti gurunanak store Barula paints * hardware Aay kay paints * hardware 8ehata sanitary store 8ahalaxmi sinatry store E + &upta * sons4gk15

+ontact person d.n dawar

+ontact no. #::6<<7: 76199<,:,9

!ettich y y

flyrell y y

o/one y

chinese other y

)otal value ,:999 #:999

Aaswant singh C l mehta Eakesh arora

#::6,1#, 76111#61,< 7611##1111 y y

y y y

1#999 16999 nKc

8r sanjeev

7#1#9011#1

Foreign importer y y y y

nKc

Uindal sanitry * 8r /indal hKw4gk#5

#7#,601,

19999

- 17 -

B;I(. 0 *7 greater noida4gn5

%%%.Bo 1 # # , 1 0 # 1 : 1 < # 6 7 1 19 # 11 1# 1, 10 11 1: 1< 16 17 #9

Bame of outlet Capoor Bational marbal hardware house*hardware sanitary store Derma sale Prakash corporation hardware*mill store %ubham paints * &rover hardware hardware store &uru nanak Purnima hardware store .nkit paints * hardware ;m paints * &upta traders hardware %hiv hardware &oyal paints * store hardware %hiva machinery *hardware Chandelwal %harma paints * enterprises hardware +hander &upta paints hardware Eaman international Dicky hardwere *sanitary store .run gargi *co. .nil paints * hardware store Parastrading co. Payal hardware .rihant kitchen gallerys %ri krishana traders Eajnish paints* hardware4gn5 %hri mahavira*timber Plywood

+ontact +ontactperson person +ontact +ontactno. no. gopal Dishal kapoor 7,1#<<9:1: 7619#060,7 Eajesh saxena ##<11966 &aurav sharma 767100<:60 %antoshlal goyal &ovind %ushil lalwani niraj Cewal goyal 8ansa ram sachin %atish sharma gaurav Praveen mittal 7611<#,,9, ##<<6,#6 76<1,#0,09 911##<<,91 1 76<1<1##00 76190#::,1 ##<19100 76111<1#6< 77<196019: 76116,6111

!ettich !ettich flyrell flyrell y y

o/one o/one y

chinese chinese other other G0 G, y G, y y y y y y G# y G# y y y y G, G#

)otal )otal value value #1999 nKc ,9999 nKc nKc nKc ,9999 nKc 01999 nKc nKc 16999 nKc nKc nKc nKc nKc nKc #9999 nKc ,:999 nKc nKc nKc nKc

y y y

y y y y y y y

y y y y y y

y y y y y y y y

A p khandelwal 7677:91<6: >inod kumar 7#1,6<10,9 chandramohan .nuj gupta Eaman bansal Dickey jain + s bansal anil (inesh jain baibhav 8r krishana (ayaram singh jagat 7777:06111 7619<766,9 76<19<799# 7619<#6:,6 7611#1#961 761609,,96 91#9#11:00 # 7616:1::77 7611<17197 7#1##<9,1, 7611<17197

y G # y G,

y y

y y y y y

y y y y y y

G# y y G#

nKc nKc nKc #1999 nKc

G# y

1#999 nKc

- :9 -

8.GHE >I!.E 1 4kalyan puri pandav nagar padpar ganj5

%%%.Bo 1 # , 0 1 : < 6 7 19 11 1#

Bame of outlet 8ittal hardware Denus hardware %urya hardware %araswati hardware % k hardware %hankarhardware *mill store %hankar machinery*hard %umangalam steels 8anish hardware store .mbika mills store &oyal hardware store 3kta hardware

+ontact person .run mittal laukesh rahul Praveen bansal nadeem 8anoj gupta .tul kr =okesh gupta manish % k goyal .lok kumar goyal 8r singhal

+ontact no. 76196<##,: 91#9:11:61 # 7616616696 7#11,111<9 771991#,71 7671<9<11, 7619<,,<71 #<7911< #6,91,, 7619066:<9 7677<0777< 7611906619

!ettich flyrell y

o/one y

chinese other y y

)otal value :9999 19999 09999 09999

y y y y

G,

G0 y y y y y y y y y y G, y y G# G#

#9999 #9999 #9999 nKc nKc 19999 #1999 19999

&!.UI.>.(

- :1 -

%.Bo Bame of outlet 1 # , 0 1 : < 6 7 )irupati hardware store + k jain hardware %onali aluminium hard. Barula trading co. %ri mahavir traders* hard. Aagdamba hardware %hree bansal !K$ paints &upta sanitary * hardware Cumar hKw store

+ontact person 8r sachin 8r jain 8r jaganlal trimurti

+ontact no. 761611:91, ##,#1671 771991611, ##17:,,0 ##,#99,0

!ettich flyrell y y y y y y y y y y y

o/one

chinese ;ther y y y y G# G# y G, y G# y

)otal value nKc 1#999 nKc nKc 10999 6999 01999 19999 #9999

y y

=alit garg Eajiv bansal Eajiv gupta Pawan kumar

76167#101# 77<1<9#6,0 7779911<## 76119:::16

%!.!(.E.4loni road 5

- :# -

CONSUMER 7U ING 7E5AVIOUR

(efinition

of

>uying

>ehavior@

?7+"in) 7ehavi#r is the de(isi#n $r#(esses and a(ts #, $e#$*e inv#*ved in 0+"in) and +sin) $r#d+(ts and servi(es. Beed to understand@

$hy consumers make the purchases that they makeP $hat factors influence consumer purchasesP )he changing factors in our society.

+onsumer >uying >ehavior refers to the buying behavior of the ultimate consumer. . firm needs to analy/e buying behavior for@

>uyers- reactions to a firms marketing strategy has a great impact on the firms success. )he marketing concept stresses that a firm should create a Marketing Mix 4885 that satisfies 4gives utility to5 customers therefore need to analy/e the what where when and how consumers buy.

- :, -

8arketers can better predict how consumers will respond to marketing strategies.

C#ns+/er 7+"in) 7ehavi#rs $hat influences consumers to purchase products or servicesP )he consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer. $hen purchasing a product there several processes which consumers go throughP )hese will be discussed below. &. 1r#0*e/FNeed Re(#)niti#n !ow do you decide you want to buy a particular product or serviceP It could be that your (D( player stops working and you now have to look for a new one all those (D( films you purchased you can no longer playW %o you have a problem or a new need. For high value items like a (D( player or a car or other low fre'uency purchased products this is the process we would take. !owever for impulse low fre'uency purchases e.g. confectionery the process is different. .. In,#r/ati#n sear(h %o we have a problem our (D( player no longer works and we need to buy a new one. $hat-s the solutionP Ges go out and purchase a new one but which brandP %hall we buy the same brand as the one that blew upP ;r stay

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clear of thatP +onsumer often goes on some form of information search to help them through their purchase decision. %ources of information could be family friends neighbors who may have the product you have in mind and alternatively you may ask the sales people or dealers or read specialist maga/ines like $hat (D(P to help with their purchase decision. Gou may even actually examine the product before you decide to purchase it.

D. Eva*+ati#n #, di,,erent $+r(hase #$ti#ns. %o what (D( player do we purchaseP %hall it be %ony )oshiba or >ushP +onsumers allocate attribute factors to certain products almost like a point scoring system which they work out in their mind over which brand to purchase. )his means that consumers know what features from the rivals will benefit them and they attach different degrees of importance to each attribute. For example sound maybe better on the %ony product and picture on the )oshiba but picture clarity is more important to you then sound. +onsumers usually have some sort of brand preference with companies as they may have had a good history with a particular brand or their friends may have had a reliable history with one but if the decision falls between the %ony (D( or )oshiba then which one shall it beP It could be that the review the consumer reads on the particular )oshiba product may have tipped the balance and that they will purchase that brand. E. 1+r(hase de(isi#n )hrough the evaluation process discussed above consumers will reach their final purchase decision and they reach the final process of going through the

- :1 -

purchase action e.g. )he process of going to the shop to buy the product which for some consumers can be as just as rewarding as actually purchasing the product. Purchase of the product can either be through the store the web or over the phone. 1#st 1+r(hase 7ehavi#r 3ver have doubts about the product after you purchased itP )his simply is post purchase behaviors and research shows that it is a common trait amongst purchasers of products. 8anufacturers of products clearly want recent consumers to feel proud of their purchaseL it is therefore just as important for manufacturers to advertise for the sake of their recent purchaser so consumers feel comfortable that they own a product from a strong and reputable organi/ation. )his limits post purchase behavior. i.e. Gou feel reassured that you own the latest advertised product.

6a(t#rs in,*+en(in) the 0ehavi#rs #, 0+"ers. +onsumer behavior is affected by many uncontrollable factors. Aust think what influences you before you buy a product or serviceP Gour friends your upbringing your culture the media a role model or influences from certain groupsP +ulture is one factor that influences behaviors. %imply culture is defined as our attitudes and beliefs. >ut how are these attitudes and beliefs developedP .s an individual growing up a child is influenced by their parents brothers sister and other family member who may teach them what is wrong or right.

- :: -

)hey learn about their religion and culture which helps them develop these opinions attitudes and beliefs 4.I;5 . )hese factors will influence their purchase behaviors however other factors like groups of friends or people they look up to may influence their choices of purchasing a particular product or service. Eeference groups are particular groups of people some people may look up towards to that have an impact on consumer behavior. %o they can be simply a band like the %pice &irls or your immediate family members. ;pinion leaders are those people that you look up to because your respect their views and judgments and these views may influence consumer decisions. %o it maybe a friend who works with the I) trade who may influence your decision on what computer to buy. )he economical environment also has an impact on consumer behaviorL do consumers have a secure job and a regular income to spend on goodsP 8arketing and advertising obviously influence consumers in trying to evoke them to purchase a particular product or service. People-s social status will also impact their behavior. $hat is their role within societyP .re they .ctorsP (octorsP ;ffice workerP .nd mothers and fathers alsoP +learly being parents affects your buying habits depending on the age of the children the type of job may mean you need to purchase formal clothesL the income which is earned has an impact. )he lifestyle of someone who earns X#19999 would clearly be different from someone who earns X#1999. .lso characters have an influence on buying decision. $hether the person is extrovert 4out going and spends on entertainment5 or introvert 4keeps to themselves and purchases via online or mail order5 again has an impact on the types of purchases made.

- :< -

Mas*#:Js 5ierar(h" #, Needs .braham 8aslow hierarchy of needs theory sets out to explain what motivated individuals in life to achieve. !e set out his answer in a form of a hierarchy. !e suggests individuals aim to meet basic psychological needs of hunger and thirst. $hen this has been met they then move up to the next stage of the hierarchy safety needs where the priority lay with job security and the knowing that an income will be available to them regularly. %ocial needs come in the next level of the hierarchy the need to belong or be loved is a natural human desire and people do strive for this belonging. 3steem need is the need for status and recognition within society status sometimes drives people the need to have a good job title and be recogni/ed or the need to wear branded clothes as a symbol of status. %elf-actualisation the realisation that an individual has reached their potential in life. )he point of self-actualisation is down to the individual when do you know you have reached your point of self-fulfillmentsP >ut how does this concept help an organisation trying to market a product or serviceP $ell as we have established earlier within this website marketing is about meeting needs and providing benefits 8allows concept suggests that needs change as we go along our path of striving for self-actualisation.

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%upermarket firms develop value brands to meet the psychological needs of hunger and thirst. !arrods develops products and services for those who want have met their esteem needs. %o 8allows concept is useful for marketers as it can help them understand and develop consumer needs and wants. If a marketer can identify consumer buyer behavior he or she will be in a better position to target products and services at them. >uyer behavior is focused upon the needs of individuals groups and organi/ations. It is important to understand the relevance of human needs to buyer behaviors 4remember marketing is about satisfying needs5.

=etFs look at human motivations as introduced by .braham 8aslow by his hierarchy of needs@ )he hierarchy is triangular. )his is because as you

- :7 -

move up it fewer and fewer people satisfy higher level needs. $e begin at the bottom level. Physiological needs such as food air water heat and the basic necessities of survival need to be satisfied. .t the level of safety man has a place to live that protects him from the elements and predators. .t the third level we meet our social and belongingness needs i.e. we marry or join groups of friends etc. )he final two levels are esteem and self-actualisation. Fewer people satisfy the higher level needs. 3steem means that you achieve something that makes you recogni/ed and gives personal satisfaction for example writing a book. %elf-actualisation is achieved by few. !ere a person is one of a small number to actually do something. For example Beil .rmstrong self-actuali/ed as the first person to reach the 8oon. )he model is a little simplistic but introduces the concept a differing consumer needs 'uite well. )o understand consumer buyer behavior is to understand how the person interacts with the marketing mix. .s described by +ohen 417715 the marketing mix inputs 4or the four PFs of price place promotion and product5 are adapted and focused upon the consumer. )he psychology of each individual considers the product or service on offer in relation to their own culture attitude previous learning and personal perception. )he consumer then decides whether or not to purchase where to purchase the brand that he or she prefers and other choices.

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ta!es of the "ons#$er %#&in! 'rocess %ix %tages to the +onsumer >uying (ecision Process 4For complex decisions5. .ctual purchasing is only one stage of the process. Bot all decision processes lead to a purchase. .ll consumer decisions do not always include all : stages determined by the degree of complexity...discussed next. The B sta)es are; 1. Problem Recognition 4awareness of need5--difference between the desired state and the actual condition. (eficit in assortment of products. !unger--Food. !unger stimulates your need to eat. +an be stimulated by the marketer through product information--did not know you were deficientP I.3. see a commercial for a new pair of shoes stimulates your recognition that you need a new pair of shoes. #. Information search-o o

Internal search memory. 3xternal search if you need more information. Friends and relatives 4word of mouth5. 8arketer dominated sourcesL comparison shoppingL public sources etc.

. successful information search leaves a buyer with possible alternatives the evoked set. !ungry want to go out and eat evoked set is
o o

+hinese food Indian food

- <1 -

o o

burger king Clondike kates etc

,. Eval ation of Alternatives--need to establish criteria for evaluation features the buyer wants or does not want. EankKweight alternatives or resume search. 8ay decide that you want to eat something spicy Indian gets highest rank etc. If not satisfied with your choice then returns to the search phase. +an you think of another restaurantP =ook in the yellow pages etc. Information from different sources may be treated differently. 8arketers try to influence by JframingJ alternatives. 0. P rchase decision--+hoose buying alternative includes product package store method of purchase etc. 1. P rchase--8ay differ from decision time lapse between 0 * 1 product availability. :. Post!P rchase Eval ation--outcome@ %atisfaction or (issatisfaction. Cognitive "issonance have you made the right decision. )his can be reduced by warranties after sales communication etc. .fter eating an Indian meal may think that really you wanted a +hinese meal instead.

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ANAL SIS IN 7U ING 7E5AVIOUR +onsumer buying behavior is one of the part of my summer training in this session I found out the consumers behaviors about the security system of the &odrej products. ;ne of the specific locations in B+E I have given whole F.EI(.>.(. ;n that time I had to go for under construction buildings * meet their owner builders or contractors and collect information feed back about &odrej products * motivate him to prefer this branded product for using go through catalok. O7SERVATION %hort analysis of this project is given below. In this analysis I have checked the behave of customer about the purchasing &odrej product. (ue to d+ra0i*it"4 G+a*it"4- $r#d+(t :arrent" customer prefer it but on the other hand it-s price * after purchase services shows difficulty. further detail in swot * suggestions conclusion page.

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faridabad %.B; 1 # , 0 1 : < 6 7 19 11 1# 1, 10 11 1: 1< 16 17 ;wner-s name * contact no Dirju tawar 76190977<: Eajendra jha 76991#,0#0 A k aggrawal 76199:1111 Eajesh sharma Praveen goyal 7616977#<, !ari kishor moti 76<,,1,#06 Eajiv bansal 76191:6#0 %urendra gupta 761#1,#7<9 Hnknown 7#1,0#,77, 8r gupta 8r (harmender ##7119, Eavi sharma (r k k bansal ##::,9: .sian institute of medical science 91#7010,<11 1: 16 8r.goyal 76199<9197 %anjay mangala 7#1#0:,,97 Hnknown 76:61,70<: 8r khurana 8r ram shahay 8eeting personKcontractor-s Bame * contact no. &orakhnath4tiles contractor5 76719069#7 ;wner 4%atish 5%upervisor 7619991701 Eamesh sharma4buildor5 76<1,,7160 Eamesh sharma4builder5 76<1,,7160 !aran kushwaha4contractor5 771,01<1,9 Eam such4guard5 Plumber . rakesh 77<11#10,: .nil 7<111910,6 Uameer wooden contractor 76771<,#<, (irectly meet 8urli chauhan contractor 7619:91001 +handradev contractor 77<11,979, 8r satveer singh supervisor 7,196911#6 >inod sharma contractor 76<1<0:010 diretly 8d rafi contractor 7#19,16<<< %undar singh builder 7611#99,#1 %unde singh builder 7611#99,#1 .rchitect .ddress %tage !.noKsec <<9K#7 1 month ,K#7 1,,,K#7 1,#K#6 1,,6K#6 <09K17 6<6K17 79#K17 <1#K17 Cishanarora 76191:719: 1,0K17 019K17 ,67K17 ,:,K17 8*8 procon pvt ltd ,0:K#1. #7<K0: #19K0: ##0K0: #1:K0: 000K0: currently currently 1 month 1 month currently currently currently currently 1 month currently currently 1 month 1 month currently currently currently 1 month currently Feed back $ell response $ell response Dery well Dery well $ell response Dery well Dery well Dery well Dery well Dery well Fully interested Bot well response $ell response Dery well $ell response Fully interested Fully interested Fully interested Interested

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Faridabad faridabad %.B; 1 # , 0 1 : 1 < : 6 < 7 6 19 7 11 19 1# 11 1, 1# 10 1, 11 1: 1< 16 17 ;wner-s name * contact no (eewan Dinay gupta singh 8eeting personKcontractor-s Bame * contact no. %under 8r 8anish singh guard buildr 7611#99,#1 7<119:,1:, Eajendra Pawan kr singh mittal directly Eamesh chand builder 7<1<<1<:66 7611#960,1 76<1:1779< Eajesh )itu gopal gupta vatika 8unna $orkerlal raju builder 761119,:11 77779<907< 79910:6017 >rigedior .mit chand % C Carla directly $ooden contractor 8am-77<11<<<61 Uameer aham/d 76771<,#<, &eeta bharna Calam contractor 7611611611 771,6###:, % k >hatia directly 76117,<699 8onto Eamesh chand (hruv &.!-7 Eajendra jha. project 76<1:1779< 761960610< engineer 7777<00#1# %ameer sapreee >hushan pratap singh 7<1<,,6011 Eajiv goyal +hotte lal guard >ansal mukesh =akki security guard 76111,7<<< 76771,:<00 79117:1:71 %haheel /ee .akash cotractor 8r.kapoor Eam naresh 7#1#00961# 76<1<1#7:1 76:6,91<,1 %ahdev sawai buildor >ijay gupta Pandit sharma 76197,9796 91#7-09911#7 77799#<0,0 .ggrawal shahab 8r suri contractor 8ahendra arora .nuj kumar 7619,6:110 7611,0,1#< 771999161< 76<19,999 wooden Fammudin Dijay shree ! .s. rohel 7677<7#9#7 7911<:<,<0 contractor 77<176999 %anjeev arora Baseem ansari wooden Aawahar lal /ee jain cotractor Barendar 7619,<7196 verma 7719069069 7,111699<6 s. p rajsingh 8oilal wooden contractor 7<16##9,0# .jay aggrawal >adrinath wooden 7611<<7761 +ontractor 761969#:09 Cameshwar jha Aammudin wooden 76169##1##< contractor 761110<,6< %ripath kushwaha 3lectric contractor 761111#9,# 8r.gupta 8r vimal engrer 771669071 7619,<61,0 %uman aggrawal %anat kumar 76161117#: .rchitect 8aan singh 761960617: !oshiyaar singh Eamesh chand contractor 76<1:1779< 761960610 < &enetic construction pvt ltd .ddress !.noKsec 00,K0: <71K1:. ,:0K0: ,,#K1:. #6:K0: ,#,K1:. #:0K0: 11 1#K1:. #<9K0: #,<K0: 19K1:. &.!-7K0: 1:9K1: <9:K#1. 1#<:K11 ,,7K#1. 1#:6K11 #: #<K#1+ 1#97K11 #1:K#1> 1#1#K11 <<9 <<<K 1#1<K11 #1+ 7:K#1. 10:7K11 :16K#1+ 1<:K#1+ 11<,K#1( ##6K1:. &ood living pvt ltd :#K1:. <1#K1:. %tage 1 month # currently 1 month currently 1 month currently currently currently # 1 month currently 1 month +urrently currently 1 month currently currently 1 month currently currently +urrently currently currently 1month currently currently currently +urrently currently Feed back Interested $ell response $ell response Fully interested Dery Bot well well 3xcellent Dery well Dery well $ell response Bot well Dery well Fully interested $ell response Fully interested Dery well $ell response Dery well Dery well Bot clearly Dery well Bot well Dery well response $ell response Bot well $ell response Bot well response $ell response $ell response Fully interested Bot well

.maranth 76<1116,16 Dishambhar 7671##:10< !emant manda

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%H&&3%)I;B

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SUGGESTIONS
6#(+s #n di,,erentiati#n )he company needs to focus differentiation. I.e. how this sliding channel will different from others company in the market in the term of d+ra0i*it"4 sta0i*it"4 G+a*it" and /#st i/$#rtant te(hn#*#)". )his can be done in the form of h#ardin)s4 0anners te*evis#n4 etc. which can take an individual differentiation and thus explain to the customers. Ed+(ate the retai*ers. .ll the retailer need to explain the procedures involved in solving a problem or dealing with the defects if at all present. )here were a few retailers who had virtually no knowledge of business but still they were in it and were complaining. Ta'in) advanta)e #, (reati#n #, )eneri(s.

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In almost the whole city the customers don-t ask for a particular brand of sliding channel and therefore the retailer can sale at his will. %o company can take advantage of this and plan in occupying the whole market. )he knowledge and awareness about the product and its usage is very low.

M#re sa*e $r#/#ti#na* s(he/es. )he company should concentrate more sale promotional schemes. For e.g. a retailer should be given incentives on the selling of the brand giving goods credit period given some benefits on displays.

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LIMITATIONS

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LIMITATION
8arket screening is limited area in only B+E reason including N#ida4 GhaKia0ad4 - De*hi. $hile consumer buying behavior. =imited area in only 6ARIDA7AD. )he limitation of this data is that it is applicable to retai*er4 :h#*esa*er4 and sh#$'ee$er. .nd there may be lack of knowledge from their sides. )o some extent retailer biasness in giving answers may be limiting factor. )ime factor was a major constraint for the study.

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CONCLUSION

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CONCLUSION

.ccording to the s(reenin) #, /ar'et sliding channel will face a hi)h de)ree #, (#/$etiti#n from every day. %ince its substitute commodities in market who is branded will have very tuff competition. .lso the demand may increase when G#dre2 (#/in) s*idin) (hanne* launch comprises with 5etti(h4 OK#ne4 and 6*"re**. G#dre2 is still the market leader in B+E (elhi due to d+ra0i*it"4 /aster in G+a*it"4 :arrant" - $ri(e. It has been also found that normally customers and retailers both were satisfied by G#drej. %urprisingly it has been found that advertisement hardly plays a part in deciding the purchasing behavior.

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 .fter launching the product of sliding channel we will give more sa*es $r#/#ti#na* s(he/es s+(h as in(entives4 dis$*a"s4 and dis(#+nts make customers and retailers loyal towards their brand.

BIBLIOGRAPHY

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7I7LIOGRA15

>ooks for reference 8arket 8anagementTPhilip kotler 8arketing EesearchT(avid luck *Eonald Eobin

8arketing 8anagementTEamaswami * Bamakumari $ebsite www.&odrej.com www.&odrejlocks.com www.google.com

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LUESTIONNAIRE

Bame of outlet and contact no.

1. (o you sale sliding channelP a. yes b.no

#. Product-s company name which you saleP a2222 b222..c2222.d2222. ,. $hat as the percentage contribution in volume in brand wise in a monthP . 2222. +. 2222.. >. 222.. (. 222..

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0. $hat is the percentage contribution in valueKamount in brand respecting monthP . 2222. +. 2222. >. 2222. (. 2222.

wise

1. !ow many si/es do you saleP Please specify. 2222222222222222222222 :. $hat is the warranty on these productsP .2222. +2222. >2222. (2222.

<. $hat is the rateP 48EP5 company wise per inch or net. .2222. +2222 >222222.. +222222.

6. $hat is the standard packingP 4In a set5. .2222. +2222.. 7. $ho is the end customerP a. Citchen dealer >2222.. (2222.

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b.&eneral customer c. >uilder d. ;ther 19. .re you satisfied with these companiesP 4>y which company and why5 2222222222222222222..

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