Final Repot

Dissertation Synopsis On
Consumer Buying Behaviour

With Reference To
LG ***Videocon***Samsung
Submitted By:
MOHD.ANWAR KAMAL
R1902A53
10907920
Submitted to
MR.SATINDER SHARMA
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INDEX
S.NO. CONTENTS PAGE

NO.
1. Acknowledgement
03
2. Certificate Of originality
3. Summary 04
4. Objective 05
5. Introduction: About Topic 06
6. Company Profile 53
7. Research Methodology 75
8. Data Analysis & Interpretation 76
9. Result / Findings 106
10. Recommendation & Conclusion 107
11. Limitations 108
12. Bibliography 109
13. Annexure – Questionnaire 110
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ACKNOWLEDGEMENT
I wish to acknowledge my special thanks A.K.Bhargava (G.M of
UPTEC) for their help and cooperation in order to complete this
project.
I am thankful to Mr.Avinash Pandey (faculty of UPTEC) and our

counselor who provided me with the opportunity and guided me in
successful completion of my project. Under their valuable
guidance, constant interest and encouragement, who have devoted
their ever-precious time from their busy schedule and helped me in
completing the project. His co-operation was not only useful for
this project but will be a constant source of inspiration for me in
the future for his valuable guidance which was a good learning
experience in order to make my efforts successful. Special,
continual assistance while collecting the data was provided by the
respondents.
I am also thankful to those who have helped me intellectually in

preparation of this project directly or indirectly. I am deeply
indebted to the various sources of information from relevant sites
from internet and books.
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Summary
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Objective
 To study different factors affecting the

satisfaction level of the consumer.
 To gain insight into customer preference

regarding LG, Videocon and Samsung.
 To study what facilities consumer want from

a company.
 To compare the performance of LG,

Videocon and Samsung
 To study if the consumers satisfied with the

services provided by the company.
 To analyze awareness among the customer

about the products provided by LG, Videocon
and Samsung.
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CONSUMER BUYING BEHAVIOUR
Introduction
Meaning and definition
The study of consumer buying behavior implies how and why a particular
consumer or group reacts to decisions of producers. Consumer buying
behavior could be defined as “those actions directly involved in obtaining,
consuming, and disposing of products and services, including the decisions
process that proceeds and follow the action.”
According to another author consumer behavior is “the behavior that

consumer display in scanning for purchasing, using, evaluating and
disposing of products and services that they expect will satisfy their needs.
The study of consumer buying behavior is the study of how individuals
make decisions to spend their available resources (time, money, effort) on
consumption related items. It includes the study of what to buy, when to
buy, why to buy, from where to buy, how often to buy, and how often they
will use it.”
In a competitive environment, one cannot trust a product or a consumer. The
producer has to produce what is demanded or what can be demanded. Study
of consumer behavior will help us to know what can be sold and what goods
and services are likely to get rejected.
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In short consumer buying behavior implies study of behavior of purchaser of
all goods and services whether purely consumer goods, intermediate goods
or capital goods. In other words it implies study of attitude of all consumers
in disposing of their resources. Further it is not confined to final users but
also include study of attitudes, of all those who take investment decisions
whether they consume themselves or buy for others. It also includes study of
behavior of those who are consultant, advisers and give their opinion to but
or not to buy a particular thing and the study of factors which influence their
advise/opinion.
Consumer buying behavior is an art and a science, economics, psychology,
sociology. The study of consumer buying behavior envelops all these and
more. Be it a housewife buying a tube of tooth paste, an executive buying a
tie, a school kid buying a pen or a multi-million dollar corporation buying
heavy capital equipment, the process of buying is complex and, at times,
intriguing. The consumer buying process is influenced by the consumer’s
financial position, personality, tastes, preferences, reference groups, social
standing, and even the economic sentiment that is dictated by the status of
the economy.
In short consumer buying behavior implies study of behavior of purchaser of

all goods and services whether purely consumer goods, intermediate goods
or capital goods. In other words it implies study of attitude of all consumers
in disposing of their resources. Further it is not confined to final users but
also include study of attitudes, of all those who take investment decisions
whether they consume themselves or buy for others. It also includes study of
behavior of those who are consultant, advisers and give their opinion to but
7
or not to buy a particular thing and the study of factors which influence their
advise/opinion.
Consumer buying behavior is an art and a science, economics, psychology,
sociology. The study of consumer buying behavior envelops all these and
more. Be it a housewife buying a tube of tooth paste, an executive buying a
tie, a school kid buying a pen or a multi-million dollar corporation buying
heavy capital equipment, the process of buying is complex and, at times,
intriguing. The consumer buying process is influenced by the consumer’s
financial position, personality, tastes, preferences, reference groups, social
standing, and even the economic sentiment that is dictated by the status of
the economy
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CONCEPT
Consumer
The attitude of consumer or buyer decides how demand will emerge for a
new product and service and how existing goods and services will be sold.
The attitude in turn depends upon many economic, social, cultural, climatic
factors. The decisions are also influenced by education, stage of economic
development, lifestyle, and information, size of family and hoast of other
factors.
To understand consumers each brand has to start by asking several basic questions:
WHO?
Who is the consumer? What are consumer’s demographics? Where does she
stay? Which socio-economic class does she hail from? Who can influence
her purchase behavior?
WHY?
Why does she buy this product? This brand? What are her beliefs? What is
her attitude towards this brand and the key competitors? What needs does
this brand fulfill?
WHEN?
When does she buy the brand? Daily? Monthly? When does she use the
brand?
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WHERE?
Where does she buy the brand? Where else may she want to buy the brand?
Where does she use the brand? At home? Outside?
Customer
Who’s running the organization?

Customers!!!
By Tom Peters
It’s an old saying that customer is the ‘king’ because he is the person on
whose decision demand of any product or any service is dependent.
The purpose of a business organization is to achieve the objectives set out by

its stakeholders, its shareholders, its employees and others. But among the
most important players in this game are the customers of the business. No
business can be successful if it ignores the needs of its customers
Understanding consumers for brand building
The success of a brand is dictated by its acceptance by consumers and

consumer acceptance is dependent on whether or not the brand understands
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the consumer needs and fulfils them consistently. Brand building is very
important for retaining the customers.
When a brand is being launched, it is very important to understand the
consumers and figure out what will attract them to the brand.
If it is an established brand that is growing at a slow rate relative to the

market, understanding consumers will help the brand to rejuvenate itself,
with a new variant, or a new version.
Just as the consumer puts a face to an organization by using the brand as the
recognition device, it is the responsibility of the organization to recognize its
consumers. The organization should know who the regular users of the
brand are? Who are the lapsed users of the brand? Why the users are
continuing to use the brand and why the lapsed consumers have stopped
using the brand?
Understanding consumers has to start and end with a series of questions:
 Who are the consumers for the brand?
 Why should they buy it?
 When will they buy it?
 Where will they buy it from?
 How often will they buy it?
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 How much will they pay for it?
 Whom will they consult for advice?
 What are their beliefs about the product category?
 What are the other products that serve the same purpose?
 What is the share of this product category in solving the problem?
 What are their attitudes towards the brand?
 Why are some consumers never using the brand?
 Why are some consumers using the brand regularly?
Buying Behaviour
Consumer will buy whatever needed by him. But whatever he buys depends
on some factors. The consumer buying is based on a particular behavior,
which if predicted helps the marketer to market his products thereby
increasing the profits. This buying behavior can be explained in the following
manner:
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Buying Ability Opportunity Motivation
= * * * *
Behaviour
It is very important for marketers to understand consumer-buying behavior

because that is the only possibility to offer greater satisfaction for the
consumer. Although there remains a certain amount of consumer
dissatisfaction, the reason for this is that some marketers still are not
consumer oriented and do not regard customer satisfaction as a primary
objective.
Another problem is that the tools for analyzing consumer behavior are not
very precise, so it is impossible for marketers to determine what is highly
satisfying to buyers.
If a marketer can identify consumer buyer behavior, he or she will be in a

better position to target products and services at them. Buyer behavior is
focused upon the needs of individuals, groups and organizations.
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Buying decision
For some purchases, a consumer will spend very little time considering the
purchase itself before making the decision to buy e.g. buying a roll of
selotape. However, in other cases, consumers will ask the opinions of other
people before making their purchase decision. Hence, marketers are always
interested in learning which people are likely to influence the purchase
decisions of a typical consumer in a target group. For example, if a member
of your family is considering attending college, then it is unlikely that they
will decide which college to attend without first discussing the matter with
several people. The opinions of parents, siblings, friends, teachers,
professional acquaintances, etc. will all have a certain degree of influence
over the person’s final decision. Identifying the key ‘influencers’ is
important. Companies may be able to target some forms of promotional
activity at the influencers, so that they in turn will speak favorably about the
company’s products/services to the actual purchaser or user.
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POTENTIAL INFLUENCES ON CONSUMER BUYING
BEHAVIOUR
Consumers are constantly being bombarded with marketing information and

promotional messages. These messages could be about new product
launches, special product promotions, and low-price offers. These appear
everywhere from television advertisements to web site banners. Consumers
do not retain much of this marketing information. However, when a
promotional message is targeted to a specific group of consumers, it can
prove very effective indeed. This is because the marketing message has been
developed to appeal specifically to people in target group of consumers.
Further more the marketing message will have been transmitted using
promotional methods that these consumers have access to e.g. the Internet,
T.V., etc.
Before developing a marketing access, a company should first determine the

likely influence on a potential consumer.
The behavior of consumer is dependent on a number of factors, which may

be economic or non-economic factors and are dependent upon economic
factors such as income, price, psychology, sociology, culture, and climate.
Therefore the study is dependent upon all these sciences and consumer
behavior scientists study it through research and they believe that behaviour
can be influenced which has been proved by actual sales promotion of a
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large number of products. However there is dispute whether customer should
be influenced or not and what methods should be applied to influence him.
In certain cases wrong statements are made that may influence the buying
behaviour. For instance, producers of certain face creams advertise that with
usage of their creams, complexion will become fair but actually it does not
happen. There are ads for removing baldness by using certain oils or creams,
but this does not happen actually.
The main factors that influence buying behaviour are as follows:
1. Economic factors:
 Price
 Income
 Distribution of income
 Competition with substitutes
 Utility
 Consumer preferences
2. Social factors:
 Culture
 Attitude of society
 Social values
 Life style
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 Personality
 Size of family
 Education
 Health standards
3. Psychology
It decides the personality, taste, attitudes of individuals or groups, lifestyle,

preferences especially on occasions like marriage. The demonstration
influence is also dependent upon psychology of an individual.
4. Anthropology and Geography
Climate, region, history all affect consumer behaviour. In hot countries like
India, certain products, which keep us cool like squashes, sarbats, are
demanded, but they certainly have no demand in cold regions. The dress is
also influenced by climate along with other factors. Culture is also
influenced by climate.
5. Technology
In case of equipments, whether for consumer use or industrial use, is

affected by technological innovations and features. But it is not confined to
durable goods only. Even in case of perishable goods the shelf life etc are
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determined by technological developments. Innovations and introduction of
new products also depend upon technological change.
6. Situational influences
 Purchase task - who are you buying for?

 Social surroundings - who are you shopping with?
 Physical surroundings - where are you shopping?
 Temporal factors - how much time do you have to shop?
 Antecedent states -
• What kind of mood are you in?
• Have you just been paid?
• Do you shop for status or self-gratification?
7. Others
This includes knowledge – technical or otherwise and information.

Government decisions, laws, distribution policies have also big effect
on consumer behavior. All these factors are studied by consumer behavior
scientists and then they decide what production and marketing strategy
should be adopted to develop a particular product, change the existing
product and what pricing and marketing mix should be used to attract more
customers towards the product or service to optimize sales and profits.
MNC’s and few big companies have ignored except the consumer behaviour
study in India. It is because till recently say upto the beginning of 90’s there
was sellers market and anything could be sold. Therefore hardly any
attention was paid to the consumer. For instance, Hindustan Motors
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continued to produce the same car for decades till Maruti appeared on the
arena. But with the competition emerging many cars, refrigerators, TV’s and
many items appeared on the scene. This resulted into the study of consumer
behaviour.
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Influence of attitudes on buying behaviour
Consumer characteristics like personality, lifestyles and attitudes, provide

marketers with a fuller understanding of consumer behaviour than do
demographics alone. To understand consumer attitudes, marketers need to
know how consumers develop beliefs about and preferences for brands
based on the information they have processed. These beliefs and preferences
define consumers’ attitudes towards a brand.
Lifestyle is considered to be one of the most popular concepts in marketing

as a way of understanding consumer behaviour. Attitudes, interests and
opinions of consumers measure lifestyles.
 Nature of consumer attitudes
Marketers need to know what are consumer’s likes and dislikes. In simple
explanation, these likes and dislikes are favourable or unfavourable attitudes.
Attitudes can also be defined as “learned predispositions to respond to an
object or class of objects in a consistently favourable or unfavourable way”.
This means attitudes towards brands are consumers learned tendencies to
evaluate brands in a consistently favourable or unfavourable way.
Attitudes help us understanding, why consumers do or do not buy a

particular product from a certain store. They are used for judging the
effectiveness of marketing activities, for evaluating marketing actions ever
before they are implemented within the market place.
Three components of Attitudes:
Brand beliefs, evaluations and intentions to buy define the three components
of attitudes as shown below –
Brand Evaluations Intentions

Beliefs
These are linked to the main three components of attitudes. Brand beliefs are
the cogniting (thinking) component of attitudes, brand evaluations, the
affecting component and intention to buy, the conative component. This
linkage gives the high involvement hierarchy of effects, brand beliefs
influence evaluation, which influence intention to buy. All these components
are linked to behaviour.
There are important predicting and diagnostic differences among three

components and measures when prediction is of prime concern then
behavioural intention measures are most appropriate, since they offer the
greatest predictive power, but are limited in their diagnostic power. This is
basically because of their inability to reveal why consumers intend.
For example, consumer does not want to shop from a particular store for a
number of reasons. Intention measures do not reveal these reasons like
convenient shopping hours. Therefore, reasons for consumers’ attitudes and
intention can be known by measuring beliefs.
Family influences
Family is an important influence on purchase decisions. Bonnet and

Kassarjian say “Attitudes towards personal hygiene, preferences for food
items etc. are acquired from parents.”
Peer group influences
Researchers say that peer groups are much more likely than advertising to
influence attitudes and purchasing behaviour.
Personality
Personality also affects consumer’s attitudes. Traits such as aggression,

extroversion, submissiveness or authoritarianism may influence attitudes
toward brands and products.
Information and experience
According to learning theory, consumers past experiences influence their

brand attitude and condition their future behaviour. It is seen that brand
loyalty will quickly end if brand does not perform well. Therefore,
information and experience also determines attitude.
Role of Direct or Indirect experience
Attitudes are formed as a result of direct contact with the object. Products
that fail to perform as expected can easily lead to negative attitudes.
Sometimes, even in absence of actual experience with an object one can
form attitude. For example, many consumers have never driven Mercedes –
Benz or spent a vacation in Switzerland, but then also form positive attitude
for this. Similarly, the consumers can form an attitude by just seeing the ad
that means, they can form the product attitudes.
Attitudes based on direct experience are held with more confidence. This
means consumers form stronger convictions about the product if had an
actual direct experience with it.
These processes that govern attitude formation are very important in order to
develop strategies and activities that will create, reinforce, or modify
consumer attitudes.
 Attitude -Toward the Ad models
In today’s scenario, where half of the business if fetched alone through

advertising, the need for understanding the impact of advertising on
consumer attitudes toward particular products or brands has increased.
Advertisers have paid a considerable attention in developing attitude –
toward – the – ad – model.
The consumers form various judgements and feelings as and when they are
exposed to an ad. These judgements and feelings in turn affect the
consumer’s attitude toward the ad and beliefs about the brand acquired from
exposure to the ad. Finally, consumer’s attitude towards the ad and beliefs
about the brand for his/her attitude the brand.
The model says that to assess consumer’s attitude towards an ad it is

important to distinguish between cognitive evaluations of the ad (i.e.
whether it is informative or humorous) and affective responses toward the ad
(i.e. feelings like sense of fear, or smile, or laughter, etc.) and also measures
them separately.
According to this model, researcher suggests that the feelings conveyed by

an ad not only influence the attitude toward the ad but also affect the
consumer’s evaluations of the brand and also the attitude towards the brand.
However, if the gap appears after exposure of an ad (around one week) the
positive effect of a liked ad an the attitude towards a brand may change. This
usually happens when the purchase order is postponed or delayed by the
consumer after an exposure of ad.
Researchers say that both positive and negative feelings toward tend to exist
side by side where both affect attitude uniquely. So, in this wide variety of
feelings (both positive and negative) are to be assessed to study the influence
of ad exposure.
It is also seen and tested through research that the consumer’s attitude
toward the ad for a novel product (new one) will have a stronger impact on
brand attitude and purchase intention than for a familiar product.
Researchers also found that beliefs about a brand that result from ad
exposure play much stronger role in determining attitudes towards the brand
for a familiar product. So, in this research nature of attitude – object is used
in assessing the potential impact of advertising exposure.
It is observed that attitude towards a specific type of advertising (eg.

comparative) may have some impact on the attitude toward a specific ad (eg.
liking or disliking it). But attitudes toward ads in general seem to have little
impact on the attitude toward a specific ad.
 Can attitudes be changed?
Formation of attitudes also explains how to change the attitudes but some
other factors are involved. The research shows that –
Exposure
Merely, exposing a subject to stimulus (product/service etc) may be enough
for the person to form positive attitudes towards the stimulus. Therefore in
low involvement products like detergents, the most heavily advertised
brands would become most familiar to the consumers, so most likely to be
picked off the supermarket shelf.
Effective communication
For changing the attitudes of consumers it is essential to treat the process of

change as a form of information processing that is being subjected to
persuasive communications. So, advertisers need to use persuasive
communications in their advertisement.
Cognitive dissonance
According to this, all people strive to be consistent, if they hold two

psychologically inconsistent beliefs / ideas / values / attitudes at the same
time or if their behaviour contradicts these cognitions, they will find a way
of reducing tension. At this moment, marketer can come up with the benefits
of the product, so the consumer can reduce tension by buying that product
and dissonance stage ends.
Influence of personality on buying behaviour
Personality has many meanings. In consumer studies, personality is defined

as consistent responses to environmental stimuli or we can also say patterns
of behaviour that are consistent and enduring. An individual’s personality
helps marketer to describe consumer segments as it provides for orderly and
coherantly related experiences and behaviour.
Personality characteristic may be a basis for product positioning. For

example, one segment of the market may die because they want to stick to
the group norms and therefore uses diet product. In contest another segment
is on diet because of internal need. Therefore, company’s positioning
strategies will be different for both. For the first segment, they will portray
group approval as a result of product use, whereas positioning for the second
segment would portray individual achievement.
Marketers have used three personality theories to describe consumers:
1. Psychoanalytic theory or Freud’s theory.

2. Sociopsychological theory.
3. Trait theory.
 Psychoanalytical theory
This theory was given by Sigmund Freud. This theory stresses the
unconscious nature of personality as a result of childhood conflicts.
According to this theory, the human personality system consists of the id;
ego, superego and conflicts are derived from these three components.
Researchers who apply this theory to marketing believe that id and superego
operate to create unconscious motives for purchasing certain products.
Although consumers are primarily unaware of their true reasons for buying
what they buy. Focus of marketers is on developing means to incomes these
unconscious motives and applying psychoanalytical theory to marketing is
known as motivational research.
 Socio-psychological theory
According to this theory, individual and society are interlinked. This theory
disagrees with Freud’s contention. It is also called as Neo-Freudian theory.
Researchers believe that social relationships are fundamental to the
formation and development of personality.
Karen Horney was a social theorist. She believed that personality is

developed as an individual learns to cope with basic anxieties that stems up
from parent – child relationships. She proposed that individuals could be
classified into three personality groups:
Complaint – Those individuals who moved toward others. They desire to be

loved, wanted and appreciated.
Aggressive – Those individuals who move against others. They desire to

excel and win admiration.
Detached – Those individuals who move away from others. They desire
independence, self-sufficiency and freedom from obligations.
 Trait theory
This theory has been most widely used for measuring personality because it
is a quantitative approach. This theory states that an individual’s personality
is composed of definite attributes called trait. A trait can be defined as any
distinguishable, relatively enduring way in which one individual differs from
another. For example, sociability relaxed style, amount of internal control.
Trait theorists construct personality inventories and ask respondents to

respond to many items by agreeing or disagreeing with certain statements or
expressing likes or dislikes for certain situations or types of people. These
items are then are statistically analyzed and reduced to a few personality
dimensions.
Single trait personality tests, which measure just one trait, such as self-
confidence, are increasingly being developed for use in consumer behaviour
studies. These personality tests can be designed according to the need to
measure traits such as consumer innovativeness, consumer susceptibility to
inter personal influence, consumer materialism and consumer ethnocentrism.
Personal values (self concept or self images)
Why do some people make their consumption decisions differently than

others? Personality can be one reason and another can be personal values.
Personal values ask the question “Is this product for me?” These are
particularly important in the need-recognition stage of consumer decision-
making. Values are also used by consumers while evaluating brands, as “Is
this brand for me?”
Values are basically ‘ends’ people seek in their lives. Marketing often
provides the ‘means’ to reach these ends. Values are defined as an enduring
belief that a specific mode of conduct or end-state of existence is personally
or socially preferable to an opposite or converse mode of conduct or End
State of existence. Values are relatively stable but not completely static
beliefs about what a person should do. Values are concerned with the goals
and the ways of behaving to obtain goals.
Values serve as the invisible outline for the development of many of the
other components of the culture – the ideas, customs, traditions, myths,
rituals, laws and material artifacts. In order to recognize the differences
among consumers in different cultures and sub-cultures, marketers must be
able to identify the values that define the culture and their impact on
consumer behaviour.
Self - Concept means the desire to attain self – consistency and the desire to
enhance one’s self-esteem. Attaining self-consistency means that individuals
will act in accordance with their concept of actual self. According to the
marketer actual self means consumers purchases are influenced by the image
they have of themselves. They buy products that they perceive as similar to
their self-concept. Ideal self’s concept is related to one’s self-esteem.
According to the marketer, a person who is dissatisfied with one-self will try
and purchase products that could enhance their self-esteem. For example, a
woman who is confident, efficient, modern may buy a different type of
perfume or shop at different stores than a woman who would like to be more
warm and attractive.
It is not always that our self-image influences the products we choose but
also the products we choose frequently influence our self-image. The
products purchased with symbolic value say something about us and also
what we feel about ourselves. Extended self in simple term means we are
what we wear, we are what we use. This means it emphasizes the interaction
between individuals and the symbols of environment. This shows that
consumers buy products for their symbolic value in enhancing their self-
concept.
Life style concept
Lifestyle is another factor, which influences consumer behaviour.
Lifestyle can be defined as patterns, in which people live and spend time and
money. It is one of the most popular concepts in marketing for
understanding consumer behaviour and is more comprehensive and more
useful than either personality or values. Marketers try to relate the product to
lifestyle, often through advertising, to the everyday experiences of the target
market.
Lifestyle can also be defined as a mode of living that is identified by how

people spend their time (activities), what they consider important in their
environment (interests) and what they think of themselves and the world
around them (opinions). This means lifestyle reflects a person’s activities,
interests and opinions.
Consumer psychographics
Psychographics is commonly known as study of ‘lifestyle’ of consumers. It

plays an important part in consumer behaviour and helps in the promotion of
those products and services which are related to items of personal care,
fashion, automobiles, telephonic services, etc. in a country like India where
lifestyle differs widely from region to region, the study of consumer
psychographic is of great significance to the marketer. Say for instance, what
is demanded or liked in Bengal may not be liked in Maharashtra.
Psychographic is the study of lifestyle of consumers based on their activities,
interests and opinions. The study of consumer psychographics helps to
promote sales especially of those products, which relates to personal
comforts, personal care, fashion, etc.
In a country like India consumer psychographic is of great significance in

developing products and services, segmenting markets and promoting sales.
Since the lifestyle depends on large number of factors the research also uses
demographic and both are interdependent and take the help of each other.
The psychographic research also takes the help of motivational research to

find out why people have particular lifestyle and with help of motivational
research tries to change the psychology of consumers and thus makes an
effort to change their lifestyle which become basis of action. The activities
and interest of consumers help to develop products for different segments
and modify them according to the opinion of consumers surveyed. The help
of psychographic is also taken to change the opinion and conduct opinion
surveys on social, economic, political and cultural issues.
Influence of group dynamics / peer groups / consumer reference groups
Group dynamics means how individual form groups, and how one person’s
purchasing influences the other individual’s actions.
A ‘group’ may be defined as two or more people who interact to accomplish

either individual or mutual goals.
This means that there can be an intimate group like two neighbours going
out for shopping, or a formal group like housing association members who
are more concerned about schools, parks, etc. in their vicinity.
Consumer Relevant Groups
The family
It is seen, that from childhood an individual’s needs and consumption

decisions are influenced by his/her family. Importance of family in various
decisions is based on frequency of contact that individual has with other
family members.
Friendship Groups
The immediate group, which an individual forms after he/she moves out
from the house, is friendship group. Friendships are also sign of maturity
and independence as they represent a breaking away from the family and
forming social ties with the outside world. After family, friends most likely
influence an individual’s purchase decisions. Friends fulfill a wide range of
needs like they provide companionship, security and opportunity to discuss
the matter, which they can’t with the family members.
Friend’s opinions and preferences are very important for influencing an

individual’s behaviour in determining the products or brands he/she actually
selects.
Formal Social Groups
Formal social groups, as the name says, lack intimate relationship and they
serve different function for an individual. Person joins this group to fulfill
goals like making new friends, pursuing special interest, etc. This type of
group interests marketers because often consume products together, can
discuss products or brand or stores informally with other members and
sometimes can even copy the consumption behaviour of other members
whom they admire.
Consumer relevant group could be any person or any group that a consumer
may ask for to help him / her buying a particular product. Many a times,
consumers are confused in buying some products. These products could be
of same utility, same price, different brand, etc. At such times, consumer
does not really know what to buy which brand to buy and at what price to
buy. So, here comes the need for consumer relevant groups.
Influence of social and economic classes
Consumer behaviour is influenced by environment in which one lives. A

number of factors such as culture, social class, personal influences, family,
religion and his situation affect the decision process. Amongst them social
class has great impact on consumer behaviour.
Social class can be described as “divisions within society composed of

individuals sharing similar values, interest and behaviour.”
Two-category social class scheme divides the society in two classes based
on profession or level of income i.e.
Blue collar (workers) and white collar (office jobs) understand the buying
behaviour of consumers, occupation of people is to be studied as people of
same profession are expected to behave in a similar manner. All chartered
accountants, all lawyers, all architects behave similarly. However, they may
not be having same outlook. For example, the income of a lawyer varies
between Rs.5000 per month to Rs.30 lakh per month. A doctor may earn
Rs.100 per day to Rs.10000 per day. These income differences make big
differences in their behaviour as a consumer.
Classification of social class
Occupation
To in one class marketer may not be able to get much advantage in
marketing. Therefore along with occupation there is further division based
on income. Persons of some occupation are therefore subdivided into various
classes based on income.
Education
The level of education also affects the behaviour as a consumer. An illiterate

man has no interest in newspapers; books and magazines but people with
high education need these products regularly. In the matter of other products,
consumption also differs widely, therefore sometimes it is desirable to
classify as per level of education.
Income
The income of an individual or family plays an important role in his

behaviour as a consumer. The demand of products for rich, high income,
middle income, low income and poor differs widely and therefore it is most
important criteria for social classification. But people even in same bracket
behave differently based on many other factors such as place of their
residence (urban, rural) or even state. Even people with same education,
occupation and income behave differently in different regions due to cultural
factors, climate, traditions, social customs, etc.
Religion
Religion is another factor, which influences the behaviour, as a consumer
too consumption of certain products is tobacco in some religion but
permitted in other irrespective of other factors. Jains, Brahmins, Agrawals
generally will not eat meat but it is openly consumed by many other classes.
Sikhs will not consume tobacco and cigarettes. Not only in the matter of
eating religion also affects consumption in other ways. People of different
religion have different festivals when they are gee and happy and buy new
things for self, family and for gifting. These factors affect their behaviour as
a consumer and are very important for marketer.
Life style of various social classes
The life style that is consumer behaviour of various social classes differs
widely. A person in lowest class is able to buy only the bare minimum
requirements of life. In India and some other countries there are people
living below the poverty line. This class is not able to meet even basic
minimum and live on the many of state and/or social organization for their
shelter, education of children and meeting their day-to-day requirements. On
the other extreme there are rich people either because of historical factors
like zamindars and the like. But researchers have established that lifestyle of
one social class in terms of attitude towards life; activities, behaviour and
beliefs tend to be similar. On this basis researchers segregate them in
different classes.
The decision process of individuals, families and classes are influenced by a
number of factors such as culture, social class, personal influence, region,
religion, level of income and profession, etc. In society there are divisions
based on their values, interests and behaviours and people of homogenous
natures, values, culture, interest and religion often are considered social
class. But most of the marketers have measured social class on their
economic status, profession and income. They do not consider religion,
region and other social factors very important. But generally there is an
agreement that “social classes are very broad groupings of individuals which
hold roughly similar status levels in the society.”
Influence of family in decision-making
Normally what one understands from family is husband, wife and their
children living with them in western civilization. But in India the family is
much more extended and includes all those persons who are related by
blood, marriage or adoption and reside together but often does not include
those who are residing but have close blood relations.
The role and functions of the family depends upon education, lifestyle,
family income, etc. The basic functions of family are economic well being
of members, provide emotional support, establish suitable life style for the
family and ensure proper socialization of family members, which includes
consumer socialization.
Regarding consumer decisions there are four types of parents namely

authoritarian parents, reflecting parents, democratic parents and permissive
parents. The decision-making depends to a great extent on item to be
purchased, its usage and the price.
BUYER BEHAVIOUR
Buyer behaviour model
How does a consumer make a purchase decision? What are the factors that
influence this process? How do these factors interact among themselves?
To explain in a very simple manner, say a boy feels thirsty. He wants a drink
of water. While grabbing a bottle of water, his eyes fall on the bottle of
Pepsi. Will he pick the Pepsi? What made his mother stock Pepsi at home?
Was it meant for the kid or was it meant for the guests arriving at 4 p.m.
A large amount of work has been done in the area of buyer behaviour.
Models have been developed to explain the various factors that influence
purchase behaviour.
At the heart of any buyer behaviour model is the buying process:
Need recognition
Information research
Evaluation of alternatives
Selection of Brand and Outlet
Post-purchase Reactions
The first stage refers to the need recognition. This is basically what the
consumer wants. What does the consumer needs? In the earlier example in
can be explained as the need for quenching thirst.
The second stage refers to the information search. This basically involves
your network, your sources. This will include what all drinks are available
for quenching your thirst. This will include water, soft drinks, sherbets, etc.
The third stage refers to evaluation of alternatives. This will include all the
alternatives you have and which of them is most promising in terms of your
needs.
The fourth stage refers to selection of Brand and Outlet. This is basically out
of the alternatives which brand have you selected to go in for and out of the
various outlets available, from where you are planning to buy your selected
product. This also includes buying the product.
The fifth or the last stage is the Post-purchase Reactions. This basically
includes your reaction towards the product you purchased. This stage will
show whether you are satisfied with the product or not.
How to predict buyer behaviour
This is a very important question for marketers and it has been the objective
of most personality research. Psychologists and other behavioural scientists
have theorized that personality characteristics should predict brand or store
preference and other types of buyer’s activity. We can classify them into two
major categories:
1. Consumer innovativeness and their susceptibility to interpersonal
influence.
2. Cognitive personality factors and interrelated consumption and
possession traits.
 Consumer innovativeness and their susceptibility to interpersonal

influence
There are various personality traits that have helped in differentiating

between consumer innovator and non-innovators.
Consumer innovativeness means now receptive consumers are to new

products / services so that both consumers and marketers can be benefited
from the right innovation. For measuring the researchers have designed
certain instruments because personality – trait measure provides insights into
the nature of consumer’s willingness to innovate.
Dogmatic persons are those who display rigidity towards the unfamiliar and
toward information that is contrary to their own established beliefs.
Consumers who are low in dogmatism are more likely to prefer innovative
products to established alternatives. In contrast, highly dogmatic consumers
are more likely to choose established rather than innovative product
alternatives.
Variety – novelty seeking are of many types: exploratory purchase

behaviour (brand switchers for experiencing new brands), vicarious
exploration (where the consumer stores about the new information), and
use innovativeness i.e. where the consumer uses already adopted product on
a new or novel way.
Consumer researchers are also interested in knowing the traits of the
consumers who are likely to be responsive to the influence of others.
According to this theory, there are three types of interpersonal influence:
• Information influence –the tendency to accept information from

others as evidence about reality.
• Value – expressive influence – the consumers desire to enhance their
standing with others by being similar to them.
• Utilitarian influence – the consumers confirms with the wishes of
others in order to obtain a reward or avoid punishment.
 Cognitive Personality factors and interrelated consumption and

possession traits
It is very interesting for the researchers to know how cognitive personality

factors influence various aspects of consumer behaviour. There are two
types of cognitive personality traits.
• Visualize v/s verbalizes – Visualizes are those who prefer visual
information and products that stress the visual and verbalizes are those
who prefer written or verbal information and products.
• Need for Cognition (NC) – Need for Cognition measures a persons

craving for or enjoyment of thinking. It is seen through research that
consumers who are high in NC are more likely to see that part of an
ad first that is rich in product – related information are unresponsive
to the contractual or peripheral aspects of the ad, such as the model or
the situation in which the product is used.
The failure of personality measures to predict consumer behaviour has given

rise to new approaches. First, is to study the personality of brands rather than
of people. Second is to develop broader behavioral concepts that are likely to
be better targets for market segmentation.
Consumers not only ascribe personality traits to products or services, they

also tend to associate personality factors with specific colours. For example,
yellow is associated with “novelty” and black means “sophistication”.
Therefore, wishing to create a sophisticated personal or a premium image
use labeling or packaging that is primarily black. In some cases, various or
even brands are associated with a specific colour with personality - like
connotations. For instance, Coco-cola is associated with red, which connotes
excitement.
Decision-making
When one decides to buy a particular product it is an economic decision and

expectations play an important role. One expects best of performance,
durability, and dependability from a product or a service. Expectancy can be
defined as “a monetary belief concerning the likelihood that a particular act
will be followed by a particular outcome.” Act is the decision to buy a
particular service or product and outcome is satisfaction or dissatisfaction
from use/consumption of purchased products or service. Finally there are a
number of alternatives for each product or service. The consumer has to
decide which one should be bought. In case of consumer non-durables
choice is immense. Be it shampoo, soap, wheat flour, cosmetics, garments or
consumer durables like car, refrigerator, washing machine, T.V., computer
or something else or services like restaurant, finance, doctor or others having
long life, degree of involvement is high.
The degree of involvement depends upon the level of knowledge,
information, psychology, culture and social system for the same product in
different settings. The involvements are ego involvement, commitment,
communication, involvement, purchase importance and extent of
information research.
The decision making process is a process where by a buyer decides to

purchase a particular product out of various available alternatives. The buyer
expects best of performance, durability and dependability, which he
evaluates from a product. The process of selection and final selection is
known as buying decision making.
PURCHASES
Methods of purchases
The method of purchase depends upon the product to be purchased and

purchase intentions. The purchases can be fully planned, partially planned or
unplanned.
Fully planned purchases
Most of the purchases of consumer durables like T.V., cars, refrigerators,

cooking range are fully planned. Similarly purchases of durables like house
property, insurance policy are fully planned. They are normally purchased
after proper evaluation of the product. In these cases consumer decides in
advance what product model and what brand he will buy. The author survey
in Delhi suggests that 90 percent of purchases of durables and consumer
durables are fully planned.
The next category of purchases is daily consumption items for which a list
of products to be purchased is decided before visiting a shop or a store i.e.
shopping list is decided before stepping out of the house. But very often the
brand is decided at the shop after looking around; only in few items the
brand is also predetermined but the decision sometimes is changed after
visiting the shop/store on the recommendation of the retailer/shop keeper or
by seeing the product.
Partially planned purchases
In this category those items fall which consumer intents to buy but does not
make a shopping list before visiting the store/shop. In this group often the
decision on the quantity to be purchased is decided by seeing the prices, the
display of packaging and the mood of the consumer at the time of purchase.
For instance, a consumer may decide before visit to the shop that what items
he wants to purchase like soap, tea, wheat flour, vegetable oil but the
quantity and the brand is decided at the store. If consumer finds that there
are discounts or sales promotion schemes, he may decide to buy larger
quantities than otherwise intended.
Unplanned purchases
Those purchases, which are made spontaneously without prior planning, are
called unplanned purchases. In such items advertisements, display,
discounts, sales promotion schemes, free coupons, lottery gifts, etc. induce a
consumer to purchase them when otherwise he has no intention to buy.
Home purchases from sales persons are largely of this nature as well as
certain purchases at the store. But study done in Delhi suggest that only 10
percent of purchases fall in this group.
Unplanned purchases occur “when a consumer experiences a sudden, often

powerful and persistent urge to buy something immediately. The impulse to
buy is hedonically complex and may stimulate emotional conflict. Also,
impulse buying is prone to occur with diminished regard to consequences”.
For example, a person from South India visits Delhi in December/January
unaware of weather. When after arrival in Delhi he feels cold, he is forced to
buy a woollen jacket. A person from Delhi when visits Kerela in
July/August without knowing that it rains heavily there all the time, he is
forced to buy an umbrella or a raincoat. This is also situational influence on
purchase decision.
When one visits a store and sees that certain products are at 80 percent
discount or ‘one is free with one’ or there is a scope of winning a lottery the
consumer puts aside ‘shopping list’ and purchases such a product, thinking
that it is bargain purchase and its advantage must be taken. This is
spontaneous purchase.
Sometimes one is influenced by sudden excitement and stimulation to

purchase a product suddenly. When one sees a store and finds a product,
which he was urging to buy for, long immediately buys it, thinking that it
may not be available when actually he will need it.
When one visits a fair, exhibition or mela almost 100 percent of purchases
are unplanned. People in India visit many fairs and melas where they go
with the intention to buy certain goods but neither have they decided in
advance their purchase basket nor they have shopping list. If they find
something attractive to purchase either price wise, quality wise or product
wise or they see some new product purchases are made spontaneously
without any prior plan.
The unplanned purchases can be under following circumstances:
 Spontaneous.
 Power compulsion and intensity to acquire a product.
 Excitement and stimulation.
 Situational influence.
 Purchase in fairs, exhibitions.
Company Profile
Samsung Group
The Samsung Group (Korean: Samsung Group) is the world's

largest conglomerate. It is South Korea's largest chaebol and
composed of numerous international businesses, all united under
the Samsung brand, including Samsung Electronics, the world's
largest electronics company, Samsung Heavy Industries, one of the
world's largest shipbuilders and Samsung Engineering &
Construction, a major global construction company. These three
multinationals form the core of Samsung Group and reflect its
name - the meaning of the Korean word Samsung is "tristar" or
"three stars".
The Samsung brand is the best known South Korean brand in the
world and in 2005, Samsung overtook Japanese rival Sony as the
world's leading consumer electronics brand and became part of the
top twenty global brands overall. It is also the leader in many
domestic industries, such as the financial, chemical, retail and
entertainment industries. Samsung's strong influence in South
Korea is visible throughout the nation, and is sometimes called the
‘Republic of Samsung’.
Background
Currently helmed by Lee Soo-bin, CEO of Samsung Life

Insurance, it has been run by generations of one of the world's
wealthiest families, formerly by chairman Lee Kun-Hee, the third
son of the founder, Lee Byung-Chull. Samsung Group also owns
the Sungkyunkwan University, a major private university in South
Korea, with many of its graduates being employed by Samsung
Group affiliates.
Many major South Korean corporations such as CJ Corporation,

Hansol Group, Shinsegae Group and Joong-Ang Ilbo daily
newspaper were previously part of the Samsung Group, split apart
by the government in order to prevent Samsung from becoming too
powerful. Many leading companies in South Korea, notably MP3
player manufacturer iriver and search engine portal Naver, were
established by ex-Samsung employees. A large number of South
Korean firms, particularly those in the electronics industry, are
dependent on Samsung for the supply of vital components or raw
materials such as semiconductor chips or LCD panels. This has led
to continued allegations of price fixing and monopolistic practices.
Samsung Group accounts for more than 20% of South Korea's total
exports, with strong government support, including the ability to
access unlimited amount of funds from major banks in South
Korea. In many domestic industries, Samsung Group is the sole
monopoly dominating a single market, its revenue as large as some
countries' total GDP. In 2006, Samsung Group would have been
the 34th largest economy in the world if ranked, larger than that of
Argentina. The company owns or has taken over so many mid to
small sized businesses that it is often called a 'colonial empire' or
'hungry dinosaur'. The company has a powerful influence on the
country's economic development, politics, media and culture,
being a major driving force behind the Miracle on the Han River;
many businesses today use its international success as a role model
History
1938-1969 SAMSUNG's beginnings
On March 1, 1938, founding chairman Byung-Chull Lee started a

business in Taegu, Korea, with 30,000 won.
At the start, his business focused primarily on trade export, selling

dried Korean fish, vegetables and fruit to Manchuria and Beijing.
In little more than a decade, SAMSUNG — which means "three
stars" in Korean — would have its own flour mills and
confectionery machines, its own manufacturing and sales
operations and ultimately evolve to become the modern global
corporation that still bears the same name today.
• 1938: Lee Byung-Chull founded his small business as

'Samsung Store' at Daegu
• 1950: Lee Byung-Chull founded Samsung trading company
in Seoul (YPM)
• 1951: SAMSUNG Moolsan established (now SAMSUNG
Corporation)
• 1953: Samsung starts sugar production, which has since been
spun off into the CJ Corporation
• 1958: Ankuk Fire & Marine Insurance acquired (renamed
SAMSUNG Fire & Marine Insurance in October 1993)
• 1963: The first Shinsegae department store opens in Seoul
• 1963: DongBang Life Insurance acquired (renamed
SAMSUNG Life Insurance in July 1989)
• 1964: Samsung starts Tongyang Broadcasting Company
(TBC), which later merged with KBS
• 1965: Samsung starts the Joong-Ang Ilbo daily newspaper,
which is no longer affiliated with the company
• 1966: Joong-Ang Development established (known today as
SAMSUNG Everland)
• 1969: Samsung Electronics was founded
• 1969: SAMSUNG-Sanyo Electronics established (renamed
SAMSUNG Electro-Mechanics in March 1975 and merged
with SAMSUNG Electronics in March 1977)
LG Group
The LG Group is South Korea's third largest conglomerate that
produces electronics, chemicals, and telecommunications products
and operates subsidiaries like LG Electronics, LG Telecom, Zenith
Electronics and LG Chem in over 80 countries. LG Group
sponsors the LG Cup Baduk Tournament.
LG Group founder Koo in Hwoi established Lak Hui Chemical

Industrial Corp. in 1947. In 1952, Lak Hui (pronounced "Lucky",
currently LG Chem) became the first Korean company to enter the
plastics industry. As the company expanded its plastics business, it
established GoldStar Co., Ltd., (currently LG Electronics Inc.) in
1958.
In 1959, Goldstar produced South Korea's first radio. Many

consumer electronics were sold under the brand name GoldStar,
while some other household products (not available outside South
Korea) were sold under the brand name of Lucky. The Lucky
brand was famous for its hygiene products line such as soaps and
Hi-Ti laundry detergents, but most associated with its Lucky and
Perioe toothpaste.
In 1995, it was renamed "LG", the abbreviation of "Lucky
GoldStar". More recently, the company associates its tagline
"Life's Good", with the letters LG. In January 2009 LG was able to
buy the domain name LG.com - It is now among the list of large
corporations to own a two letter domain name.. The amount of the
transaction remains confidential.
History
•
Lak Hui Chemical Industrial Corp. established
Company produces Lak Hui cream (cosmetic)
•
Cosmetics lab founded
•
Lak Hui begins producing the first plastic daily
necessities in Korea
•
Lak Hui Industry (currently LG International Co.)
established
•
Lak Hui develops Lak Hui dental cream, the first
cream-type toothpaste in Korea
•
Lak Hui produces the first PVC pipe in Korea
•
Goldstar Co., Ltd., established
•
Goldstar produces the first radio in Korea
Videocon Group
Videocon is an industrial conglomerate with interests all over the

world and based in India. The group has 17 manufacturing sites
in India and plants in China, Poland, Italy and Mexico. It is also
the third largest picture tube manufacturer in the world.
The Videocon group has an annual turnover of US$ 4.1 billion,
making it one of the largest consumer electronic and home
appliance companies in India. Since 1998, it has expanded its
operations globally, especially in the Middle East.
In India the group sells consumer products like Colour Televisions,
Washing Machines, Air Conditioners, Refrigerators,
Microwave ovens and many other home appliances, selling
them through a Multi-Brand strategy with the largest sales and
service network in India.Videocon Group brands include
Sansui, Toshiba, Electrolux, Kenstar, Next etc. Videocon is one
of the largest CPT Glass manufacturers in the world, operating
in Mexico, Italy, Poland and China. An important asset for the
group is its Ravva oil field with one of the lowest operating
costs in the world producing 50,000 barrels of oil per day.
History
Major Achievements of Videocon Industries

Ltd:
• The largest panel production facility in the world under one
roof providing very high economies of scale
• One of the world's largest and most respected CRT glass
manufacturers
• Firing the largest furnace of its kind in the world with a tank
size of 3300 sq ft
• One of the few companies in the world to convert sand to TV
• One of the largest and most acknowledged CPT manufacturer
in the world
• Manufactured India's first rust-free Washing Machine
RESEARCH METHODOLOGY
 Research methodology deals with the

various methods of research.
 Research methodology overall includes

the research design, data collection method
and analysis procedure which are used to
explore the insight information from the
research problem.
Research methodology helps in carrying out the

project report in by analyzing the various
research findings collected through the data
collection methods
Data Analysis & Interpretation
• What would you rate your satisfaction level of the white

products you are currently using?
[This analysis is based on below 1.2 income group]
SAMSUNG L.G VIDEOCON OTHERS

SATISFIED 40 45 36 15
DELIGHTED 35 38 29 10
NOT
On the basis of above analysis this income group is more satisfied

with LG products in comparison to Samsung and Videocon.
[This analysis is based on 1.2-1.5 income group]

NOT
80
70
60
50
SATISFIED
40
DELIGHTED
30 NOT SATISFIED
20
10
0

NOT SATISFIED 24 20 56 79
80
70
60
50
SATISFIED
40
DELIGHTED
30 NOT SATISFIED
20
10
0
[This analysis is based on below 2.5 above income group]

NOT
90
80
70
60
50 SATISFIED
40 DELIGHTED
NOT SATISFIED
30
20
10
0
Total satisfaction level of all income group.

SATISFIED 40.5 46.25 24.25 13.25
DELIGHTED 36.5 37.75 22 8.5
NOT
SATISFIED 23 16 53.5 78.25
80
70
60
50
SATISFIED
40
DELIGHTED
30 NOT SATISFIED
20
10
0
• How would you rate the after sales service of white
products you are currently using?

NOT
80
70
60
50
SATISFIED
40
DELIGHTED
30 NOT SATISFIED
20
10
0
NOT
80
70
60
50
SATISFIED
40
DELIGHTED
30 NOT SATISFIED
20
10
0
NOT
SATISFIED 26 10 64 75 [This analysis
is based on 1.5-2.5 income group]
80
70
60
50
SATISFIED
40
DELIGHTED
30 NOT SATISFIED
20
10
0

NOT
60
50
40
SATISFIED
30
DELIGHTED
NOT SATISFIED
20
10
0
SATISFIED 41.75 48 27.25 18
DELIGHTED 33.75 38.5 17.25 10.5
NOT
SATISFIED 24.5 13.5 55.25 71.5
80
70
60
50
SATISFIED
40
DELIGHTED
30 NOT SATISFIED
20
10
0
• Now please think about the features & benefits of the
product itself. How satisfied are you with the product?

NOT
70
60
50
40 SATISFIED
DELIGHTED
30
NOT SATISFIED
20
10
0
SAMSUNG VIDEOCON

NOT
70
60
50
40 SATISFIED
DELIGHTED
30
NOT SATISFIED
20
10
0

NOT
70
60
50
40 SATISFIED
DELIGHTED
30
NOT SATISFIED
20
10
0

NOT
70
60
50
40 SATISFIED
DELIGHTED
30
NOT SATISFIED
20
10
0

SATISFIED 43 48 29.5 17.5
DELIGHTED 34.5 38.75 21 14
NOT
SATISFIED 22.5 13.25 49.5 68.5
70
60
50
40 SATISFIED
DELIGHTED
30
NOT SATISFIED
20
10
0
• Will you Use\Purchase product again?

DEFINITELY WILL 35 38 29 10
MIGHT or MIGHT
NOT 40 45 36 15
PROBABLY WILL
NOT 25 17 35 75
80
70
60
50
DEFINITELY WILL
40
MIGHT or MIGHT NOT
30 PROBABLY WILL NOT
20
10
0
SAMSUNG VIDEOCON

MIGHT or MIGHT
NOT 43 48 23 14
PROBABLY WILL NOT 19 17 60 77
80
70
60
50
DEFINITELY WILL
40
MIGHT or MIGHT NOT
20
10
0
SAMSUNG VIDEOCON

MIGHT or MIGHT NOT 39 41 23 13
PROBABLY WILL NOT 24 20 56 79
80
70
60
50
DEFINITELY WILL
40
MIGHT or MIGHT NOT
20
10
0
SAMSUNG VIDEOCON

MIGHT or MIGHT
NOT 40 51 16 11
PROBABLY WILL
NOT 24 10 73 82
90
80
70
60
50 DEFINITELY WILL
40 MIGHT or MIGHT NOT

PROBABLY WILL NOT
30
20
10
0
SAMSUNG VIDEOCON
DEFINITELY WILL 36.5 37.75 19.5 8.5
MIGHT or MIGHT
NOT 40.5 46.25 24.5 13.25
PROBABLY WILL
NOT 23 16 56 78.25
80
70
60
50
DEFINITELY WILL
40
MIGHT or MIGHT NOT
20
10
0
SAMSUNG VIDEOCON
• How likely are you to recommend product to others?

DEFINITELY WILL RECOMMEND 41 45 23 8
NOT SURE 39 37 39 22
PROBABLY WILL NOT
RECOMMED 20 18 38 70
70
60
50
DEFINITELY WILL
40 RECOMMEND
NOT SURE
30
PROBABLY WILL NOT
20 RECOMMED
10
0
SAMSUNG VIDEOCON
NOT SURE 27 26 41 39
PROBABLY WILL NOT
60
50
40 DEFINITELY WILL
RECOMMEND
30 NOT SURE

RECOMMED
10
0
SAMSUNG VIDEOCON

NOT SURE 37 32 18 41
PROBABLY WILL NOT
70
60
50
DEFINITELY WILL
40 RECOMMEND
NOT SURE
30
PROBABLY WILL NOT
20 RECOMMED
10
0
SAMSUNG VIDEOCON

NOT SURE 17 15 11 21
PROBABLY WILL NOT RECOMMED 34 26 57 61
70
60
50
DEFINITELY WILL
40 RECOMMEND
NOT SURE
30
PROBABLY WILL NOT
20 RECOMMED
10
0
SAMSUNG VIDEOCON

DEFINITELY WILL RECOMMEND 45.25 52.25 24.5 10
NOT SURE 30 27.5 27.25 30.75
PROBABLY WILL NOT
RECOMMED 24.75 20.25 48.25 59.25
60
50
40 DEFINITELY WILL
RECOMMEND
30 NOT SURE

RECOMMED
10
0
SAMSUNG VIDEOCON
• Overall how satisfied are your with product?

EXTREMELY SATISFIED 37 38 21 16
VERY SATISFIED 39 44 31 18
UNSATISFIED 24 18 48 66
70
60
50
40 EXTREMELY SATISFIED
VERY SATISFIED
30
UNSATISFIED
20
10
0
EXTREMELY
VERY SATISFIED 41 47 29 16
80
70
60
50
EXTREMELY SATISFIED
40
VERY SATISFIED
30 UNSATISFIED
20
10
0
EXTREMELY
VERY STISFIED 41 49 21 19
70
60
50
EXTREMELY
40 SATISFIED
VERY STISFIED
30
UNSATISFIED
20
10
0
EXTREMELY
VERY STISFIED 43 52 29 21
60
50
40 EXTREMELY
SATISFIED
30 VERY STISFIED
20 UNSATISFIED
10
0
EXTREMELY SATISFIED 35.25 38.5 17.25 13.25
VERY STISFIED 41 48 27.5 18.5
UNSATISFIED 23.75 13.5 55.25 68.25
70
60
50
EXTREMELY
40 SATISFIED
VERY STISFIED
30
UNSATISFIED
20
10
0
Result / Findings
Through the deep comparative analysis of three brands namely

SAMSUNG, LG and VIDEOCON, we have come to a conclusion
that:
 LG leads among the rest of the competitors.
 General mass which include the majority of middle class

prefer LG for there better value for money and best products
at reasonable prices.
 However SAMSUNG alienates and lead in quick

introduction of new technologies but it some how also raises
the cost of production resulting high selling price of products.
 Although VIDEOCON came first with a better management
polices but didn’t adapted it with passing time and more
competitive market.
Recommendation / Conclusion
 In the field of services provide by theses MNC’s they should
enhance it with great value to satisfy the consumer and for
winning there loyalty.
 These company’s are spending extravagantly on their

advertisement project, instead they should place their
extravagant expenditure to escalate their quality of products.
 The keen observation has come out with a result that in the
third generation era the consumer should be facilitated with
24 x7 online support and guideline centre through Toll free
number.
 Introduce more promotional schemes and should offer more

free offers to attract the consumer.
 All the companies have same policies regarding benefits so

they should come with some unique benefits.
 These company should open an exclusive Showroom, so that

customers can get knowledge about there upcoming products.
Limitations
 Due to shortage of time the study was restricted.
 According to the sample size, the findings might only be

suggestive and not conclusive.
 Sample was chosen according to convenience and such

sample might not be the representative of the universe.
Bibliography
Web sites:
 www.marketingteacher.com
 www.bized.ac.uk
 www.ihec.net
 www.busmgt.ulst.ac.uk
 www.austrainer.com
Books:
 Understanding Consumers – By M.G.Parameswaram.
 Consumer Behaviour – By P.C. Jain and Monica Bhatt.
Newspapers:
 The Times of India
 The Economic Times
 Mid Day
`
Annexure – QUESTIONNAIRE
Annexure
QUESTIONNAIRE
Part A
Dear Sir / Madam,
We are conducting a survey and have prepared a questionnaire for that and
would sincerely request you to fill it. We thank you for your co-operation.
To start with, may I have the pleasure to know some details about you.
 Name: ___________________________________________________
 Occupation: Service [ ] Business [ ] Professional [ ]
 Income (lakhs):◘ below 1.2 ◘ 1.2-1.5 [
◘ 1.5-2.5 r ◘ 2.5 & above p
 Contact No: ________________
 Interviewer’s Name: _______________ Date Of Interview:

_______________
Thank You
Part B
QUESTIONNAIRE
• Which company’s product you own
Television Washing Machine Refrigerator
SAMSUNG
VIDEOCON
LG
OTHERS
• How long have you used the product :
Below 1 year 1 to 1.5 1.5 to 2.5 2.5 above
Never Used
• When you are going to purchase a white product, which type of person\medium
you would like to concern?
Family Friend’s Colleague’s Newspaper
Magazine Internet Catalog Any other
• Rank the factors, which make you, decide on the white products to use from 1 to
5 with 1 being the lowest and 5 being the highest.
After Sales Service Brand Durability Comfortable
Looks Price Performance Others

• Which name should come into your mind while choosing?
Television Washing Machine Refrigerator
SAMSUNG
VIDEOCON
LG
OTHERS
Why ____________________________________
• What would you rate your satisfaction level of the white products you are
currently using?
SAMSUNG LG VIDEOCON OTHERS
Satisfied
Delighted
Not Satisfied
• How would you rate the after sales service of white products you are currently
using?
Satisfied
Delighted
Not Satisfied
• Now please think about the features & benefits of the product itself. How satisfied
are you with the product
Satisfied
Delighted
Not Satisfied
• Will you Use\Purchase product again?
Definitely Will
Might or Might Not
Probably Will Not
• How likely are you to recommend product to others?
Definitely Will Recommend

Not Sure
Probably Will Not Recommend
• Overall how satisfied are your with product?
Extremely Satisfied
Very Satisfied
Unsatisfied
• Any further suggestion related to the white product you are currently using:
_____________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
__________________________
~~THANK YOU ~~

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Dissertation Synopsis On

Consumer Buying Behaviour

S.NO. CONTENTS PAGE

5. Introduction: About Topic 06

8. Data Analysis & Interpretation 76

9. Result / Findings 106

10. Recommendation & Conclusion 107

11. Limitations 108

12. Bibliography 109

13. Annexure – Questionnaire 110

I am thankful to Mr.Avinash Pandey (faculty of UPTEC) and our

I am also thankful to those who have helped me intellectually in

 To study different factors affecting the

 To gain insight into customer preference

 To study what facilities consumer want from

 To compare the performance of LG,

 To study if the consumers satisfied with the

 To analyze awareness among the customer

Meaning and definition

According to another author consumer behavior is “the behavior that

In short consumer buying behavior implies study of behavior of purchaser of

Who’s running the organization?

The purpose of a business organization is to achieve the objectives set out by

Understanding consumers for brand building

The success of a brand is dictated by its acceptance by consumers and

If it is an established brand that is growing at a slow rate relative to the

Understanding consumers has to start and end with a series of questions:

 Who are the consumers for the brand?

 Why should they buy it?

 When will they buy it?

 Where will they buy it from?

 How often will they buy it?

 Whom will they consult for advice?

 What are their beliefs about the product category?

 What is the share of this product category in solving the problem?

 What are their attitudes towards the brand?

 Why are some consumers never using the brand?

 Why are some consumers using the brand regularly?

It is very important for marketers to understand consumer-buying behavior

If a marketer can identify consumer buyer behavior, he or she will be in a

Consumers are constantly being bombarded with marketing information and

Before developing a marketing access, a company should first determine the

The behavior of consumer is dependent on a number of factors, which may

The main factors that influence buying behaviour are as follows:

It decides the personality, taste, attitudes of individuals or groups, lifestyle,

4. Anthropology and Geography

In case of equipments, whether for consumer use or industrial use, is

 Purchase task - who are you buying for?

This includes knowledge – technical or otherwise and information.

Consumer characteristics like personality, lifestyles and attitudes, provide

Lifestyle is considered to be one of the most popular concepts in marketing

 Nature of consumer attitudes

Attitudes help us understanding, why consumers do or do not buy a

Brand Evaluations Intentions

There are important predicting and diagnostic differences among three

Family is an important influence on purchase decisions. Bonnet and

Peer group influences

Personality also affects consumer’s attitudes. Traits such as aggression,

According to learning theory, consumers past experiences influence their

Role of Direct or Indirect experience

In today’s scenario, where half of the business if fetched alone through

The model says that to assess consumer’s attitude towards an ad it is