SYNOPSIS

TITLE OF THE PROJECT

A STUDY OF CONSUMERS BUYING BEHAVIOUR OF MOGA CITY WHILE THEY
PURCHASE NEW CARS OF C SEGMENT.
INTRODUCTION OF INDUSTERY
Throughout the centuries, man has striven to expand his capabilities with machine. His ever-
inventive mind has constantly devised ways to use tool to increase his abilities to explore the
world around him to go faster, deeper, higher and further than before. Coupled with his need
to find new thrills, new adventures and new modes of transportation, the invention refinement
of the motorcycle seems an inevitable out come. It would seem that Michelangelo conceived
of the bicycle as early 14th century. And his drawing shows a remarkable resemblance to him
modern day cars. It had wheels of similar size and even pedals and chain albeit without any
apparent means of steering. Through never built, it was a remarkably clever design, and early
bicycle makers would have done well to study his concepts, there have, in fact been four
machines built based on his drawing, attesting to the viability of his design.
It was not until 1869 that the first serious attempts were made to produce motor driven
bicycles. These very first were powered by steam, and driven by leather belts or as in the case
of the roper steam velocipede of 1869 by a system of levers attached to a crank on the driven
wheel. In 1885 the Daimler, Europe this is consider by many as the first true motorcycle or
motor bicycle, as it was the first to employ an internal combustion engine and was designed
from the ground up to be motor powered. Designed by gottlibe Daimler it was powered by an
Otto cycle engine producing about ½ horsepowers. Note this design again employed wooden
wheels and Daimler dropped the twist grip controls from his 1877 design in favour of leavers
on the frame in 1894 Hildebrand and Wolf Muller, France Worlds first production
motorcycle. It came with a 1428 cc water-cooled four-stroke motor producing 2.5 bhp and
speed of 25 mph. In 1898 orient-Aster, USA the American made production motorcycle was
this entry built by the Metz Company, in Waltham, mass, it used an aster engine that was a
French copy of the Metz Company, in Waltham, mass.
Consumer buying behaviour
To sell product to any customer it is necessary to understand need and requirement of
customer and how much he is willing to pay. A customer invests all his money which he
saves in his whole life. So before purchasing any home he evaluates and tries to know about
company, location and price. The home is fit according to my need or not. Is it according my
budget or not? Rarely marketing onetime event. Customer goes too many processes before
purchasing home. It is series of interaction you have with prospect as they try to solve the
problem. These could be the process a customer takes before purchasing any product. A
marketer must understand these processes and try to solve customer queries. Awareness,
research, evaluates solution, buy solution and re-evaluate solution. Customer gets awareness
from advertising of different companies. He gathers knowledge about different companies
and do research on claim of different companies. After that he selects best option for him.
According to his needs and wants, price and convenience etc. After that he takes final
decision to purchase the product and at last he re-evaluates the purchase decision means after
purchase behaviour. If he is satisfied he will give good word of mouth and he is not satisfied
he will give bad word of mouth. Word of mouth is big factor to sell real state type of products
so companies do not claim those things which it can’t full fill. I want to suggest these steps to
real state marketer to solve consumer buying behaviour. Become fascinated with your
prospect and client. Listen to customer, explain your value and try to full fill need and want.
Real Estate Company and agent do not think that this customer only came to know the
information. Every lead cannot be closed in deal in a moment. Company should listen and try
to understand his need and requirement. What they do ask for? What they are most confused?
What they do fear more. Each person should be talked more than two times on each concerns.
Companies should educate the client about your ability to full the demand of customer.
Companies must educate them and get them understand and appreciate how you are helping
them to solve their problem. Often client may want something that is not necessarily, what
they need. Your advertising, marketing and client interaction must address their want but you
should full both their want and need. In real estate type, product client emotionally attached
with so deal with client emotional need is very necessary. Meeting client expectation is not
enough. Prospect and client want more. They want to understand and empathize with the
emotional they are on. They trust you with one of the biggest financial decision they will
ever make when they buy or sell home. They are not going to claim and rational as they
weigh the pros and cons of each house – they are going to fantasize about whether they and
build a family together here, how their kids will fit in, or whether this is a good place to
retire. Consumer behaviour become very difficult thing and it any marketer deal with
consumer thinking process successfully it means 60 percent deal has been closed.
A brief literature would be of immense help to the researcher in gaining insight into selected
problem. The researcher would gain good background knowledge of the problem by
reviewing certain studies. A reference to these entire studies will be related in the contest of
the shaping the present study.
Howard and Sheth (1969) explained how consumer buying behaviour was influenced by
internal and external factors. They explained that human mind is ‘BLACK BOX’, which
receives stimuli. This stimulus creates perception in the mind of consumer which implied the
kind of learning – favourable or unfavourable. This will give the output in the form of
acceptance or rejection. This model is based on Stimulus -Response theory.
Samuvel(2002), “customer buying behaviour for cellular services, a study with a reference to
BPL and Aircel mobile phones and services”, an unpublished M.Phil., dissertation,
submitted to Bharathiar University, Coimbatore.
Reddy K.M (2003) “consumer behaviour towards tow-wheeler, a study with reference to
Hero Honda, T.V.S two wheeler”, an unpublished Phd. dissertation, submitted to Osmania
University, Hyderabad.
Patil P.T (2007) “A Study on consumer buying behaviour at time to purchase Honda Mopeds
and Scooters”, an unpublished B.B.A, dissertation submitted to south gujrat university, Surat.
Research Gap
A brief review of the review of literature regarding decision making in the purchase of motor
cycle revealed that previously not much work seems to have been done on this aspect.
Though similar studies have been carried out on moped and scooters, yet a research gap
remains to have such information in decision making regarding purchase of motor cycles. So
I am proposing this study to recover this research gap.
Objectives of the Study
This project will be based on a study of consumer’s behaviour of moga city while they
purchase new cars. Objectives of the study are:
1. To study the major influencers in the buying of cars.
2. To study the actual buying process of cars.
3. To study the post purchase behaviour of cars owners.
4. To study the customer value analysis.
Research Methodology
Marketing research is the function which links the consumer, customer and public to the
marketers through information used to identify and define marketing, opportunities and
problems, generates refine marketing action; monitor marketing performance; and improve
understanding of marketing as a process. Marketing research specifies the information
required to address these issues; designs the method for collection information manages and
implements the data collection process; analysis the results and communication the findings
and their implication. I will use descriptive research as research design.
Sources of Data: - the sources of data collection methods are as follows.
Primary data: - to collect the primary data questionnaire will be prepared.
Secondary data:- secondary data are those data which are already collected by someone for
some purpose and are available for the present study; secondary data are already collected by
the company’s records and other library’s books. When the secondary data are sufficient, the
researcher has to be satisfied with the primary sources of data. Secondary data can be used as
bases for comparison with primary data have been collected by questionnaire.
Data Collection Method: - researcher instruments is the tool by which the researcher can do
research on specific problems or objective. The most popular researcher instrument for
collection data is “Questionnaire” for a particular investigation. I will also use the
questionnaire as data collection method. The questionnaire will contain three types of
questions.
Open-ended question: - It is helpful in knowing what is uppermost in the mind of the
respondents. It gives complete freedom to the respondent.
Dichotomous questions :- It has only two answers in form ‘yes’ or ‘n’, ‘true’ or ‘false’, ‘use’
or ‘do not use’. Therefore, the respondent is offered two or more choice.
Multiple-choice question: - In this, the respondent is offered two or more choice.
Sampling plan: - Sampling is a process of obtaining the information about the entire
population by examines a part of it .The effectiveness of the research depends on the sample
size selected for the survey purpose.
Sample Site: - The survey will be conducted in Moga city.
Sampling Unit: - It means, “Who is to be surveyed”. Here target population is decided and it
is who are interested to purchase “bike” and sampling frame is developed so that every one in
the target population has known chance of being sampled. Therefore, the survey will be
conducted particularly in Moga city.
Sample size:- For the purpose of proper survey, there is need of perfect research instruments
to find out sample size for more accurate result about buying behaviour of cars. The sample
size is 100 respondents.
Sampling Method:- A Stratified random sample is one where the population is divided in to
mutually exhaustive strata or sub-group and then a simple random is selected within each of
strata on age groups, occupation etc. It may be noted that stratification does not means
absence of randomness. I will also use a simple convenience method.
Tools for analysis: - I will use suitable mathematical and stastical techniques for interpreting
the result.
LIMITATIONS:
1. This study would be restricted to car sector of moga city only.
2. The study will be done for a short period of time, which might not hold true over a
long period of time.
3. Sometime language problem occurs while dealing with customers.
4. During survey some respondents may not give answer in a proper manner.
5. When the buyers are busy, we cannot get accurate data from them.

Tentative chapter Scheme

Chapter 1:- Introduction
Chapter 2:- Review of Literature
Chapter 3:- Research Methodology
Chapter 4:- Result & Discussions
Chapter 5:- Summary
Chapter 6:- Limitations
Bibliography
Annexure-1(questionnaire)
Annexure-2(any other information if required)
References:-
www.ask.com
www.answer.com
www.scribd.com
www.managementperadise.com
www.pdfdatabase.com