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PROJECT REPORT
ON
“A COMPARATIVE STUDY ON BUYING BEHAVIOUR OF
CONSUMER FOR INDIGENOUS PRODUCT vis-à-vis
INTERNATIONAL PRODUCT”
SUBMITTED TO
RANI DURGAVATI VISHWAVIDYALAYA
JABALPUR (M.P.)
SUBMITTED BY
PARUL JAIN
MBA IV SEM
CERTIFICATE
DIRECTOR
MBA DEPARTMENT
DECLARATION
Thank You.
PARUL JAIN
MBA IV Semester
GGCT, Jabalpur.
ACKNOWLEDGEMGNT
This Project Report is the fruit of our intense hard work and
are grateful to her for giving us an insight into the realm of Buying
required help .
INDEX
EXECUTIVE SUMMARY
INTRODUCTION
NEED OF STUDY
BACKGROUND
RESEARCH METHODOLOGY
LIMITATIONS
BIBLIOGRAPHY
ANNEXURE
Executive Summary
.
OBJECTIVES OF THE STUDY
o Chinese food
o Indian food
o burger king
3. Evaluation of Alternatives--need to establish criteria for
evaluation, features the buyer wants or does not want.
Rank/weight alternatives or resume search. May decide that
you want to eat something spicy, Indian gets highest rank etc.
If not satisfied with your choices then return to the search
phase. Can you think of another restaurant? Look in the
yellow pages etc. Information from different sources may be
treated differently. Marketers try to influence by "framing"
alternatives.
4. Purchase decision--Choose buying alternative, includes
product, package, store, method of purchase etc.
5. Purchase--May differ from decision, time lapse between 4 &
5, product availability.
6. Post-Purchase Evaluation--outcome: Satisfaction or
Dissatisfaction. Cognitive Dissonance, have you made the
right decision. This can be reduced by warranties, after sales
communication etc.
After eating an Indian meal, may think that really you wanted
a Chinese meal instead.
Types of Consumer Buying Behavior
Types of consumer buying behavior are determined by:
• Personal risk
• Social risk
• Economic risk
The purchase of the same product does not always elicit the same
Buying Behavior. Product can shift from one category to the
next.
For example:
Going out for dinner for one person may be extensive decision
making (for someone that does not go out often at all), but
limited decision making for someone else. The reason for the
dinner, whether it is an anniversary celebration, or a meal with
a couple of friends will also determine the extent of the
decision making.
Factors Effecting the Consumer Buying Decision Process
A consumer, making a purchase decision will be affected by the
following three factors:
Culture refers to the set of values, ideas, and attitudes that are
accepted by a homogenous group of people and transmitted
to the next generation.
Culture affects what people buy, how they buy and when they
buy.
Social Factors
Consumer wants, learning, motives etc. are influenced by opinion
leaders, person's family, reference groups, social class and culture.
Social Class
Personal Factor
Unique to a particular person. Demographic Factors, Sex, Race,
Age etc. Who in the family is responsible for the decision
making? Young people purchase things for different reasons
than older people.
• Psychological factors
Motives-
o Physiological
o Safety
o Love and Belonging
o Esteem
o Self Actualization
Attitudes--
Personality--
Lifestyles--
What is Marketing?
Need to understand:
SAMPLING PLAN
Population Definition
Sample: Malls ,Super Mark
Extent: Jabalpur
QUESTIONNAIRE
• The time limit for the research was one week that was
small time to collect adequate information for
inference for the consumer buying behavior.
Discussion
These are main player in the food market. These food retail stores
have captured most of the Indian market but still more Indian
customers like to eat indigenous food. They want to have local
food, that’s a main reason that most of the food retail store
emphasize on local market and they serve according to their taste.
For example, Mc Donald’s franchisees say they think the new
coffee drinks will be particularly helpful in drawing young
consumer who will prefer them to drip coffee.
India’s largest publicly traded retailer, Pantaloon Retail Ltd.
will make its formal entry into the gourmet food business with its
Gourmet food Bazaar targeting those Indian with a global palate
and a wallet to match. Pantaloon will open the first 4,500 sq. ft
store in select city walk mall, an upscale new shopping mall in
Jabalpur very soon. Pantallon is going to enter this in category with
store in New Delhi, Banglore and Mumbai. “We believe in food.
Also there is the customer that is ready for more lifestyle shopping,
more branded item, and more international cuisine” said Damoder
Mall, who heads the company’s ventures into new businesses. The
company operate in various formats including department stores
and hypermarkets and runs a supermarket chain called Food
Bazaar that sells discount food items from potato to pasta. Mall
decline to say how many gourmet stores the company plans to
open.
A resent report by consultant Ernst and Young says Food
and Grocery constitute almost 54% or $ 152 billion of India’s total
annual retail business but modern retailers account for just 1% of
market . A growing number of organized retailers in India have
plans to target the food market and are opening thousands of
grocery stores though out the country in coming years.
Mumbai based Hyper city Retail Pvt. Ltd. Is also planning
to launch Gourmet city next year. Hypermarket which runs a
hypermarket in Mumbai’s western suburb of Malad, has a counter
for imported cheeses, handmade chocolates, cold ,cuts, marinated
meats, a bakery and stocks gourmet food form British supermarket
Cahin , whitrose.
Godrej Agrovet Ltd also recently relaunched some of the stores
in its Nature’s Basket supermarket chain to stoke a rang of
imported food products include wine, organic pasta, wasabi,
hagenDaz ice cream etc.
Gourmet food Bazaar plans to stock Indian as well as imported
food products in the store. “There will be live bakers, lots of
cheese, sandwiches, there will be a salad bar and many imported
foreign brands will be there Mall said.”
The future Group, Pantaloon’s parent, also recently took a
stake in sula wines, a domestic wine company and now stocks Sula
wine at some of its Food Bazaar store.
So if we summarise whole thing we can say Indian
retail market is most booming industries in the country. Most of
the Indian company are interested in food industry. But according
to our sarvey most of the Indian people are like indigenous food.
Indian food has become too much popular in the United Kingdom
over the past decade and a large number of Britons now prefer to
eat out at Asian restaurants, according to a study.
Sales of not only Indian but also other Asian dishes like Chinese
and Thai have increased 36 per cent between 2001 and 2006.
Overall the fast food industry has increased its sales by 73 per cent
between 1995 and 2005, the study says.
"Food is now a key part of our leisure time and we are eating out
more often. It is no longer unfashionable to cook but this trend can
be at odds with desires for convenience or intentions to make
ethical or healthy choices.
"But we used to import far more between 1870 and 1939. The very
high self-sufficiency of the 1980s and 1990s was unusual -- an
artifact of the CAP. Europe is expected to provide most of our
future imports for the foreseeable future," the study says.
Garment-
For most buyers China may be the first choice for many, but India
comes a close second. MK Panthaki, director, Clothing
Manufacturing Association of India, says, "Whether these
countries will oblige China in the post-quota regime is a moot
question."
COSMETIC-
GRAPH 1
E- S HOP 12
S UP MR KT 17
Table No 2 :- No of visit
GRAPH 2
No of visit
30
20
10
0
WEEKLY MONTHL 15-20 RARELY
27 20 12 11
GRAPH 3
Brand Conscious
NO
33%
YES
67%
GRAPH 4
70
60
50
40
30
20
10
0
YES NO
YES NO
GRAPH 5
36
GRAPH 6
60
50
40
30
20
10
0
YES NO
GRAPH 7
1%
27%
QUALITY
EASY AVAILABILITY
51%
PRICE
NATIONAL/STATE
21%
GRAPH 8
Type of garments
IMPORTED
INDIGENOUS
0 10 20 30 40 50
GRAPH 9
Type of food
70
60
50
40
30
20
10
0
INDIGENOUS IMPORTED
GRAPH
Type of cosmetic
50
40
30
20
10
0
INDIGENOUS IMPORTED
Suggestions
Business Standard.
Website: - www.wikipedia.com
www.rbi.com
Book: - Kotler Philip , Principle of Management
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