ABSTRACT

Understanding the variables that affect consumer behavior and the decision-making process
is not just the work of big corporations but also of professionals seeking to find the key areas
of marketing studies. Among the variables that affect the consumers purchase decision is the
price, which has a significant influence on communication factors concerning the advantages
of purchasing a product or hiring a service. Price can be accompanied by a discount, which
increases the perceived value of the product for the purchaser. The value is based on the
consumers perception of the benefits of the product vis--vis the price. Many factors
influence the consumers perception of value, such as the following: the initial price, the
consumers attitude to the product, the expertise of the consumer, and previous experience of
the product
 ACKNOWLEDGEMENT

At the very onset, we are highly pleased to express our sincere and heartfelt gratitude to
SAMIR SARKAR,ASSOCIATE PROFESSOR, Department of Business Administration, Gauhati
University for his excellent guidance, constant inspection, supervision and full cooperation
throughout the project. He helped us with his valuable suggestions and advice whenever we
were in dilemma.

We would like to take the opportunity to thank our entire faculty members and the staff
members of Department of business administration, Gauhati University for their valuable
help and support in our project work.

Finally, we would like to convey our sincere thanks to our friends and well-wishers for their
encouragement, support, inspiration, suggestion and criticism, which have guided us all
through the project for its successful completion.
 Research methodology

Research type:

Descriptive research : This type of research is generally applicable in quantitative research

where the sample size is large. Descriptive research is used to describe characteristics of a
population or phenomenon being studied. It does not answer questions about how/when/why
the characteristics occurred. Rather it addresses the "what" question

Method used:

Survey: Surveys are a method of gathering information from individuals. Surveys have a
variety of purposes, and can be conducted in many ways. Surveys may be conducted to
gather information through a printed questionnaire, over the telephone, by mail, in person, by
diskette, or on the web. This information is collected through use of standardized procedures
so that every participant is asked the same questions in the same way.

Source of data

Primary Data:- Primary data are those, which are afresh and for the first time and this
happen to be original in character. The primary data has been collected by means of a
questionnaire. As the questionnaire is self administered one, the survey is kept simple and
user friendly. Words used in questionnaire are readily understandable to all respondent.

Secondary Data: Secondary data are those data which have already been collected by
someone else and which have already been used as per required. The secondary data has been
collected from various news publications and the internet sites.
Research instrument

A structured questionnaire was used for the survey. A questionnaire is a series of questions
asked to individuals to obtain statistically useful information about a given topic. When
properly constructed and responsibly administered, questionnaires become a vital instrument
by which statements can be made about specific groups or people or entire populations. The
questionnaire has been designed and used to collect the needed primary data. A structured
questionnaire is rigid with responses which you tick off such as yes or no, or select from a list
of options. Responses are limited only to what is on the questionnaire. Both open ended and
close ended questions were used.

Sample size
The sample size selected for the study is 100 respondents. The respondents belong to 20-30
age group . They also have different occupations like some were business persons, some did
government service whereas most of them were students.

Sampling technique
Convenience sampling: convenience sampling is a specific type of non-probability sampling
method that relies on data collection from population members who are conveniently
available to participate in study. Convenience sampling is a type of sampling where the first
available primary data source will be used for the research without additional requirements.
In other words, this sampling method involves getting participants wherever you can find
them and typically wherever is convenient. In convenience sampling no inclusion criteria
identified prior to the selection of subjects. All subjects are invited to participate.

Plan for analysis