Objectives of Project Study.

1) To study consumer behavior towards Shetakari Bazar.

2) To Know about the test & preferences of the customers.
3) To find out the customers level of satisfaction of
Shetakari Bazar.
4) To study about the factors influencing customers
buying behavior.
5) To Identify the expectations of customers towards
Shetkari Bazar.
6) To find out attributes of the consumer.

Limitations of Project Study

1) Time limit is one of the important limitation.
2) Data is collected from only 50 customers of Shetakari

Bazar.

Research Methodology used for study :Research is fact finding process. Through research use
can solve problem systematically & scientifically. It gives
scientific analysis & give new theory discovery of new idea
and modification of old concept for research there are
different method adopted by researcher to solve the
business problem. They are study by using different steps in
research. Following are some methods adopted by
Case study method
Survey method
Other method

1) Case study method

A case study refers to studying phenomenon through &
intensive study of the case. The case may be an
individual & organization a group a community a
society a process or any other unit of social life so it
has limit.

2) Survey method
The survey research method is technique of
investigation by direct observation of a phenomenon or
by systematic gathering of data.
I am collected data from survey of 50 customers
of Shetakari Bazar.

The study of consumer behavior towards Shetakari Bazar.

This study is based on primary & secondary data collection.
Data collected by Direct observation is called primary data &
Data collected by indirectly e.g. books is called secondary
data.

a) Primary data If

the

investigator

collects

data

originally

for

investigation, the data is called primary data. Means are

shall collect data personally. It is first hand information.

b) Secondary data
The data collect by others used in research for
investigation is called secondary data.

SHETAKARI MADHYWARTI SAHAKARI

GRAHAK BHANDAR LTD.
Branch Information

No

Branc

A
1

Address

Departmental Stores
Shetak New

St. Date

27/4/199

ari

English School 0

Bazar
Shetak

Sangola
Main chouwk

19/9/199

ai

Mahud Bk.

Bazar
Piliv

Tal.-Sangola
A/p.Piliv, Tal.- 8/4/1997

Area

Sales

Sales

(Sq.ft

2005-

2006-

2006

2007

1800

388.47

482.83

3500

300.47

355.82

3000

159.62

194.04

2500

176.47

198.59

Pandharpur,
4

Akluj.

Dist.-Solapur.
Sadubhau
chowk
Indapur
Akluj.

Road

1/6/1986

B
5

Retail Outlets
Kolega A/p.Kolegaon,

2/6/1994

600

108.22

147.97

3/2/1990

150

4.92

4.64

Bharati

solapur
685/3, Anant 28/3/198

300

374.23

402.95

Gas

Vasahat,

Agency

Bibbewadi

1800

99.65

112.80

on

Tal.-Malshiras,

Manjari

Dist.- Solapur.
A/P Manjari

Bk

Tal.
Sangola,Dis.

Corner, PuneSatar
8

Road,

Shivan

Pune-411037
Gandhi chowk

Main Road
Shivane.

9/1/2002

BRANCH MANAGER:
Exhibits

control

on

working

of

Bazar

and

takes

decisions with the directors body regarding improving sales,

minimizing selling price of goods, supplier selection etc.
ACCOUNTANT:
To do nil the works about account. To give the payment
of all members who work in the Company.
SUPERVISOR
To watch on the goods &, also to watch on the goods &
also to watch on the workers
GODOWN KEEPER
To take or check the entries of the imported material.
GODOWN CLERK
To decide the rates according to the imported material.
OFFICE CLERK
To do all the writing work & to give the payment.
BILLING CASHIER
To prepare bills in the stored material.
SALESMAN/SALES GIRL
Give the service fro the customer & help to the
customers.
PEON
To clean the department of the Company & do other
works.

SOFTWARE SYSTEM
The software system at Bazar, Sangola is developed by
"SANVIK CONSULTANCY"
This existing system study gives the structure and
function of the existing system. This give's and idea of the
requirement and to understand the performance of the
current system. It also gives the idea for designing the new
system.
At present the "Inventory Control" at Shetakari Bazar
works through software. Monthly records regarding the
generation of purchase order, acquisition of goods, suppliers
record and stock in hand regularly. Inventory items includes1. Household
2. Loose Grocery.
3. Cosmetics.
4. Hosiery.
5. Stationary.
6. Provision.
7. Pre-pack Grocery.
8. Grocery.
At the end of the month, they count no. of units of items
(closing stock) and use it as opening stock of next month,
which causes the problem of daily monitoring of stock.

Different processes performed in inventory control

department at present are as follows:
1. Supplier selection.
2. Generation of purchase order.
3. Receipt of invoice.
4. Acquisition of goods, and quality checking.
5. Pricing.
6. Supplying goods to Sales department.
7. Presenting reports to management.

This process is discussed in brief as Follows:

1 .Supplier Selection:
There are specified suppliers or retailers or distributors
who are doing transactions and maintaining good business
relationship with bazar. When bazaar places purchase order,
it invites tenders from | different suppliers and those
suppliers offering goods at cheaper rates are selected for
doing transaction.
2. Generation of Purchase Order:
As

and

when

requirements

come

from

sales

department comes to inventory, goods are supplied to sales

department and stock at inventory reduces When the stock
of inventory goes down than reorder level then management
decide regarding placing purchase order to supplier with new
transaction number.
3. Invoice: ;
As a reply "to purchase order, supplier sends invoice to
bazaar which are collected and stored supplier wise by the
software. The invoice ' contains item description, quantity,
rate and amount.
4. Acquisition of goods and quality check:
The received goods are crosschecked against the
records in invoice. Their quality i.e. expiry date, compliance
with certain standards and quan.ity of each good is checked
and goods are accepted fully or partially .Accepted goods are
again reordered with same transaction number or asked for

replacement. Supplier gives bill with item description,

quantity, amount, total amount and V. A. T.
5. Pricing:
After storage in inventory loose grocery items are
cleaned, paced and labeled by workers on daily wages but
branded i:ems don't produce this types of overhead cost.
Loose items or branded items can sometimes \ get discount
or free items. Profit margin on each type of item is decided
by the management. But mostly selling price of an item is
kept less than; M.R..P. rate to obtain competitive advantage.
Spices and oil generally j have more profit margin.
6. Supplying goods to sales department:
As the request comes from sales department, inventory
supplies goods to sales department and reduces that much
quantity from current stock.
7. Presenting, reports to management:
Reports are generated regarding purchase orders
generated, goods purchased, reorder level reached items
etc. daily or monthly to simplify management decision
making.
At the end of day all transactions are closed and
closing stock of this month becomes opening stock of next
month.

INTRODUCTION TO THE ORGANIZATION

In 1971 the first branch of ' Shetakari bazar' was
established in Sangola. In 1994 in Sangla this branch Was
established & the establisher Shri.Ganapatrao Deshmukh.
The Branch Manager of Sangla Branch is Mr. Mahadev
Nivrutti Kambale. There are so many branches of Shetakari
Bazar in Sangola & Malshiras tahsil.
In Sangola there are eight departments. These are
Stationary. Hosiery, Grocery, Loose Grocery, and Cosmetic
Provision. There are 30 members are work in the Shetakari
Bazar, There are 12 salesmen & 5 Salesgirl. 'There are
Branch Manager, Accountant, Supervisor, I-lead Cashier,
Office Clerk, Pune, Storage Supervisor, Godown Clerk, goods
carrier.
1) Shree Kumar Anuse-Branch Manager
2) Shree Ganesh Dhanwade-Accountant.
3) shree Sunil Dange- Supervisor
4)

Shree Shakti Bajare - Head Cashier.

5)

Shree Shivkumar Shete - Storage Supervisor.

6)

Shree Chandrashekhar Deshmukh - Office Clerk.

7) Shree Babasaheb Khilare.- Godown Clerk.

BRIEF HISTORY OF THE ORGANIZATION:

The

Branch

Manager

of

Sangola

Branch

is

Mr.M.N.Kambale. The main objective of this organization is to

provide services on cooperative basis & no Profit no loose
basis
COST OF GOODS:
The cost will on the basis of various places from where
the goods are bought, the expenses of transporting/ transfer
& octroi packing &, profit. The cost is depending the
schemes operated by the value of good.
LIMITATION OF ORGANISATION:
a) A Company gives advertise before the add, there is
limited stock &. - When people see the add, they
demand for the good but because of limited stock all
the demands are not fulfilled.
b) There is an offer that bye one get one free so the free
items are difficult to be kept.

LEGAL ASPECT OF PACKING:

There are some legal of packing & they must followed.
There are some thing which are necessary on the packing
e.g. weight, price, packing date/ expiry date. Legally there is
packing of 100/125, 150 grams, but not 00. 400 gram for
some items.
COMPETETION:
There is more competition in now days. If someone
wants to be in tins competition be must low his prices, give
advertises in newspapers of his goods, give so many offers,
schemes.

Organization Profile
Sr.
No.
1.
2.
3.
4.
5.

Name
Shree. Kumar Anuse

Position
Branch

Manager
Shree.Ganesh Dhanwade Accountant
shree .Sunil Dange
Supervisor
Shree. Shakti Bajare
Head cashier
Shree. Shivkumar Shete
Storage

6.

Shree.Chandrashekhar

7.

Deshmukh
Shree.
Khilare

supervisor
Office clerk

Babasaheb Godown Clerk

Organization Hierarchy
Branch Manager
(1)

Supervisor
(1)

Accountant
(1)

Godown clerk
(1)

Head Cashier
(1)

Workers (9)

Billing cashier
(5)

Clerk (2)

Sales Girl/
Sales Man
(27)

Peon (1)

Progress at a glance 1995-2007

Year

Share

Share

Net

Audit

Dividen

1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007

holder
1863
1886
2002
2072
2380
2431
2449
2458
2465
2763
2896
3006
3072

capital
11.88
12.44
11.87
16.11
15.85
15.42
14.83
14.24
13.60
13.40
12.98
12.53
12.01

profit
1.24
1.95
6.05
7.43
5.59
7.11
3.77
1.67
1.39
3.38
5.72
3.02

class
A
A
A
A
A
A
A
A
A
A
A
A
-

d
10%
10%
10%
12%
12%
5%
-

Consumer Behavior
Definition-Consumer behavior refers to. "the mental
and emotional processes and the ph activities of people who
purchase and use goods and services to satisfy particular
needs and wants. "
Disciplines involved in the study of consumer behavior. The
discipline of consumer behavior has borrowed heavily from
concepts developed in other disciplines of study such as
psychology,

sociology,

social

psychology,

cultural

anthropology and economics.

Psychology is the study of individual which includes
motivation,

perception,

attitudes,

and

personality

and

learning theories. All these factors are critical to an

understanding

of

consumer

behavior

and

help

us

to

comprehend consumption related needs of individuals, their

actions and responses to different promotional messages
and products and the way their experiences and personality
characteristics influence product choice.
Sociology is the study of groups. When individuals
from groups, their actions are some times quit different from
the actions of those very individuals when they are operating
alone. The influences of group memberships, family and
social class on consumer behavior are important for the
study of consumer behavior.
Social Psychology is a combination of sociology and
psychology and studies how an individual operates in a
group. It also studies how those whose opinions they respect
such as peer, reference groups, their families and opinion

leaders influence individuals in their consumption behavior.

Cultural Anthropology is the study of human beings

in society. It explores the development of core beliefs, values
and customs that individuals inherit from their parent and
grandparents,

which

influence

their

purchase

and

consumption behavior. It also studies subcultures and helps

compare consumers of different nationalities and cultures.
Economics: An important aspect of the study of
economics is the study of how consumers spend their funds,
how they evaluate alternatives and how they make decisions
to get maximum satisfaction from their purchases.

CONSUMER BEHAVIOR APPLICATION IN MARKETING

Analyzing market opportunity:
Consumer behavior study helps in identifying the
unfulfilled needs and wants of consumer. This requires
examining the trends and conditions operating in the
marketplace,

consumer's

lifestyles,

income

levels

and

emerging influences. This may reveal unsatisfied needs and

wants. The trend towards increasing number of dual income
households and grater emphasis on convenience and have
emerging needs for household gadgets.
Selecting Target Market:
A review of market opportunities often helps in
identifying distinct consumer segments with very distinct
and unique wants and needs. Identifying these groups,
learning how they behave and how the make purchase
decisions enables the marketer to design and market
products or services particularly suited to their wants and
needs.
Marketing mix decisions
Once unsatisfied needs and wants are identified, the
marketer has to determine the right mix of a product, price,
distribution and promotion. Consumer behavior study is very
helpful in finding answers too many questions.

Product:
The marketer designs the product or services that
would satisfy unfulfilled needs or wants. Further design
regarding the product concern to size, shape and features.
The marketer also to decide about packaging important
aspect of service, warranties and accessories etc. Price:
The second important component of marketing mix is
price. Marketers decide what price to charge for the product
or service. These decisions will influence the flow of revenue
to the company.
Distribution:
The next decision relates to distribution channel, that
is, where and how to offer production services for sale.
Should the products be sold through all the retail outlets or
only through selected ones? Should the marketer use only
the existing outlets, which also sale competing brands, or
should new exclusive outlets selling only the marketer's
brands be created? Is the location of retail outlets important
from consumer's point of view? Should the company think of
direct marketing? The answers to these questions are
furnished by consumer behavior research.
Promotion:
It is concerned with marketing communications to
consumers. The more important promotion methods are
advertising, personal selling etc. Marketer has to decide
which method would be suitable.

Images are important consumers

An image is a total perception of something that
individuals form by processing all the information they are
exposed to over time. Research indicates that consumers
develop enduring perceptions or images about brands,
prices,

stores

and

companies.

These

inferences

are

consumer's beliefs about products or services.

Individuals develop a self image of themselves and certain
brands carry a symbolic value for them. Some products
seem. to match this self image of an individual while others
do not.
Consumers also lend to buy from those outlets that seem to
he consistent with their self image. Many large retail stores
and chains in India have started focusing on the need to
build their identity to attract certain classes of
Consumers and create store loyalty among them.
Price perceptions
Whether a consumer perceives the price of a product
or services as high, low, or fair has, significant influence on
buying intensions and post purchase satisfaction. There is
considerable evidence to suggest that the meaning of price
variable for consumers is quite complex.

Perceived Product and Service Quality

Consumers often tend to asses the quality of
product or services on the basis of different types of
information, they relate with the product or service. The
physical attributes of the product such as the size, color or
smell etc., which are sometimes used to judger the quality of
product.
Consumer lacking actual experience with the
product tend to judge the quality on the basis of extrinsic
cues such as brand image, price, or even the country of
origin etc. lacking previous purchase experiences may led to
an awareness that higher-quality products tend to cost more
and high price may become an indicator of higher quality
and suspect the quality of low-priced products. In India a
little ovr a decade age foreign make meant superior
quality. This tendency is still prevalent among a large
number of middle and lower middle class consumers.

CONSUMER RESEARCH PROCESS

Consumer research process involves six major steps.
1. Defining research objectives
2. Collecting and evaluating secondary data
3. Primary research design
4. Collecting primary data
5. Analyzing data and
6. Report preparation.

Theoretical Background
Introduction
Marketing is a human activity that takes place in
relation to market. The aim of marketing is to meet & satisfy
target customers & wants. Marketing starts with the
identification of the specific needs on the part of the
consumer & ends with the satisfaction of that needs. So the
customer is found both at the beginning & the end of
marketing process.
A marketing transaction is one in which the buyer & the
seller, irrespective of the nature of the product. Marketing is
a social & managerial process by which individuals & groups
obtain that they need & want through creating offering &
exchanging of values with others.

Consumer behavior
Definition:
Is the study of how individual ,groups and organization
select ,buy ,use and dispose of goods and services ideas and
experience to satisfy their needs and wants.
Consumer behavior is a study of how individuals make
decisions to spend their available resources on consumption
related items. The heterogeneity among people across the
world makes understanding consumer buying behavior an
intricate & challenging task. The consumer's identify his
beliefs, specific needs, attitudes & the kind of product &
brands available in that product category influence his
buying behavior. The marketing efforts of a firm have a
profound impact on the buying decisions of customers. The
success or failure of a product or service is directly related to
the buying behavior of the customer.
Factors Influencing Consumer Buying Behavior
Consumer buying behavior is affected by various
factors that determine the product & brand preferences of
consumers. The factors that influence the consumer buying
behavior include cultural, social, personal & psychological
factors.

Cultural Factors The cultural factors that influence Consumer buying

behavior include the culture, subculture & social class of the
buyer. Culture Culture is considered as a set of rules, values, beliefs,
behavior & concepts that is common to the members of a
society. It is usually passed on from one generation to the
other. Perceptions, wants & behavior leant by an individual,
influence his buying behavior. Subculture
Every culture has its own set of subcultures. A
subculture is a culture followed by a group of people within a
culture that is distinctly identified within a larger society.
These groups have similar habits, behavior patterns, shared
value systems, buying behavior. On the basis of their age,
religion, common experiences or even geographic location.
Social Class
Social class refers to the classification of members of
the society into a hierarchy of distinct classes. So that every
individual in a class has approximately same position in the
society. Most societies in the world have different social class
structure.
Members of each social class are free to move in an
upward or downward direction within the social class, on the
basis of their social status.

Social Factors
Family, friends, formal social groups, colleagues at
work & consumer action groups influence the consumers
buying behavior significantly. An individual's family greatly
influences the buying patterns of the individual.
Reference groups
Different groups influence an individual's attitude,
value & behavior. These groups are called as reference
groups & they have a direct or indirect influence on the
individual.
Family
The family is the most important consumer buying
organization in society & it has been researched extensively.
Family members constitute the most influential primary
reference group.

Personal Factors
There are different personal factors, which affect the
buying decision process. These factors, such as age, sex,
lifecycle stage, occupation, economic conditions, personality,
etc. are unique to every individual.
Age & lifecycle stage
People at different ages will have different tastes in
food, clothes, furniture & recreation. Even families pass
through different stages of the lifecycle over time.
Occupation & financial status
Occupation & income level of a person have a major
impact on his savings & buying behavior.
Lifestyle
An individual's way of leading his life will determine his
lifestyle. Factors such as work life, interests, social groups,
etc. influence the life style of an individual.
Psychological Factors Psychological factors that influence consumer-buying
behavior are motivation, perception, attitude & learning.

Buying Decision Process

Five stage model of consumer buying process

Identify the problem /

need recognition

Gather information
about the product &
brands

Evaluate the
alternatives & select
the best possible
alternatives

Purchase decision /
buying the product

Post purchase

Problem/Need Recognition
The buying process starts when the buyer recognizes a
problem or need. By gathering information from a number of
consumer marketers can identify the problems or the needs
of the consumers.
Information Search
In this stage, person starts to collect information about
the product.
Evaluation of alternatives
The person starts to evaluate different alternatives
available in the market. He will accept the most suitable
product according to price, quality, availability & such other
factors.
Purchase decision
The actual purchase decision is carry out in this stage.
Here the person will buy the product after the evaluation.
Post purchase behavior
After purchasing the product the consumer will experience
some level of satisfaction or dissatisfaction. The marketer's
job does not end when the product is bought. Marketers
must monitor post purchase satisfaction, post purchase
actions

1. Regular customers
Responde

Regula

Non

nt
50

r
38

regular
12

Out of the 50 customers 38 customers are regular

customers of Bharathi Bazar & 12 customers are not regular
customer of Bharathi Bazar.

2. Offers & Purchase / customer purchasing from

offers
Responden

Purchase

Not

Sometime

t
50

from offer
27

purchase
9

purchase
14

Out of the 50 customers 43 customers are know

the different types of offers provided by Bharathi Bazar
& 7 customers are not know that offers.
Out of 50 customers 27 customers are purchase
the product from offer time. 14 customers are purchase
sometimes from offers & 9 customers are not purchase
the product from that offers.

3. Key attributes
Respondents
50

Price
19

Quality
26

Service
05

Out of the survey of 50 customers 19 customers

are said that price is important attributes for purchase
26 customers said for the quality of product & 5
customers said the service is the important attribute
for purchase of product.

4. Satisfaction with the staff

Respondent
50

Yes
46

No
04

The survey of 50 customers of their satisfaction

towards

the staff

of Shetkari

Bazar. Out

of 50

customers 46 customers are satisfied toward the staff

service & 4 customers are not satisfied to the service
provided by staff.

5. Satisfaction with parking facility

Respondent
50

Yes
29

No
21

Out of total respondent 58% are satisfied with

parking facility provided by Bazar & remaining i.e. 42%
are not satisfied.

6. Purpose of purchase of product

Respondent

Family

Business

50

consumption
47

purpose
03

Out of total respondent 94% are purchases for

family consumption while remaining 6% customers
purchase for business purpose like Kirana Stores.

7. Time of purchasing
Respondent
Total
Special
offer 7
time
Regularly
Discount time
Festival time
Weekend offer

30
5
7
1

Out of total respondents 14% customers purchase

on special offer time 60% customers purchase on
regularly basis, 10% on discount time, 14% on festival
time & remaining 2% customers purchase on weekend
offers.

8. Satisfaction about quality & price

Respondent
50

Yes
46

No
4

Out of total respondents 92% respondents are

satisfied to ward quality & price of Shetkari Bazar
products & remaining respondents are not satisfied.

9. Sector wise purchasing of product

Responde
nts
50

FMCG

Cosmeti

Stationa

Gifts

33

cs
6

ry
8

Out of total respondents 66% respondents are

purchase FHCG products, 12% respondents purchase
cosmetics, 16% customers purchase stationary & 6%
customers are purchase gifts items.

Questionnaire
1. Are you regular customer of Shetkari Bazar?

a) Yes

b) No.

c) Sometime.

2. Are you know the different types of offers provided

by Bazar?
a) Yes

b) No.

3. Are you purchase the product from that offers?

a) Yes

b) No.

c) Sometime.

4. Which are the key attributes that you fill important

when you come to purchase in Bazar?
a) Price

b) quality c) Service.

5. Are you satisfied with the staff of Shetakari Bazar?

a) Yes

b) No.

6. You get all these product which are important for

your monthly consumption?
a) Yes

b) No.

7. Are you satisfied the parking facility provided by

Bazar?
a) Yes

b) No.

8. What type of extra facilities you want in Shetakari

Bazar?

a) food items

b) Cloths

c) Others.

9. Do you get products easily which are required for

you?
a) Yes
10.

b) No.

c) Sometime.

Do you purchase for family consumption or

business purpose?
a) Family.
11.

b) Business.

When do you purchase more?

a) Special offer time

b) regularly

c) Discount

time
d) Festival time

e) Weekend offers.

12. Are you satisfied the quality & price of product in

Shetakari Bazar?
a) Yes

b) No.

13. Do you compare the price of Shetkari Bazar product

with other Bazars products?

a) Yes
14.

c) Sometime.

Do you get the home delivery facility?

a) Yes
15.

b) No.

b) No.

For how much quantity purchase you get home

delivery facility?
a) Rs.999 to 1499
c) If other specify.

b) Rs. 1500 to above

16. Out of all the Shetakari Bazar

products which

products do you use.

a) FMCG

b) Cosmetics

c) Stationary d) Gifts.
17.

Do you get the discount on bulk purchases?

a) Yes
18.

b) No.

c) Sometime.

Do you have the benefit of credit card facility?

a) Yes

b) No.

c) Sometime.

19. Do you have any suggestion for Shetakari Bazar?

Findings:

1. There

are

wide

differences

in

service

providers preferred by consumers.

2. Shetakari Bazar is most preferred service
provider by consumers.
3. Family members or friends influence to wide
extent on selection of service provider by
consumer.
4. Some consumers are not satisfied with
Shetakari Bazar service provided by service
provider and its services.
Consumer perception about particular
service provider get affected due to
marketing strategy used by service
provider

Suggestions:
1. To

attract

more

number

of

consumers

service provider should reduce their rates

and provide schemes frequently.
2. Frequent rate problems should be solved
properly.
3. Promises made by service provider should
be fulfilled to increase or at least maintain
number of consumers.
The Bazar has to know the target
customer and their taste and preferences
and accordingly modify their service

Conclusion:
Consumer behaviour influences new
product development and success and
failure of Bazar. Bazar to engage in
extensive marketing research to identify
unsatisfied
consumers

consumer
are

highly

needs,

as

complex

as

individuals have very different needs. So

to design product or service and develop
suitable marketing strategies that would
satisfy consumers, they have to first
study

consumers

and

consumption

related behaviour in depth.

More number of consumers in need
of innovative products with lower rates

and more facilities provided. Service

provide have to think of this otherwise
consumers are ready to switch-off to
other.

Bibliography
Marketing
Management
By

Philip Kotlar
Webibliography
Sources of Internet