CONSUMER SWITCHING BEHAVIOR

DISSERTATION ON

TO STUDY THE SWITCHING BEHAVIOUR OF

CONSUMER SPECIAL REFRENCE TO URBAN
MAR KET
SUBMITTED BY

••• ••••••
ENROLLME NT No ........

in par tial ful fillment fo r the award of the d egree

Of

BACHELOR OF COMMERCE

<RWC\tGl?l'.Ol
fuei.ft?t m21:
jj 'i ll JJ jj
MANGALAYA TAN UNIVERSITY, ALIGARH

MAY 2016

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 CONSUMER SWITCHING BEHAVIOR

STUDENT'S DECLARATION

This is to certify tmt Report entitled "To stud y t he switching behavur of co nsumer special
reference to urban market "which is submitted by me in pa ttia l fulfillment of the requirement
for the award of degree B.Com(Hons.) To Mangalayatan U niversity , Aligarh co mprises only
my 01iginal work and due ackmwledgerrent ms been trade in the text to all other rnatetial
used.

Date: Name

Signature of the student

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 CONSUMER SWITCHING BEHAVIOR

SUPERVISOR'S CERTIFICATE

This is to certify that Report entit led "To study the switching behavior of consu mer special
reference to rn-ba n ma rket" which is submitted by ..... in partial fulfillment of the
requirement for the awdrd of degree B.Com to Mangalayatan University ,Aligarh is a record
of the candidate 's own work carried out by him/her under my/our supervisi:ln. The matter embodied in
this thesis is original and has not been submited for the award of any other degree.

Date: Name

Signature of Supervisor

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 CONSUMER SWITCHING BEHAVIOR

ACKNOWLEDGEMENT

"I have taken efforts in this Dissertat ion. However, it would not have been possible without t he
kind suppott and help of many individ uals and organizatio ns. I would like to extend my sincere
thanks to all of them

I am highly indebted to ....... for their gurlance and constant supervi>io n as well as for
providing necessary informatio n regard ing d issettation & also fo r their support in completing the
di>sertation.

I would like to express my gratitude towards my parents & Members of Manglayatan University
for their lard co-operati.m and encouragement which help me in CO!TJlletion of this Dissertation.

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 CONSUMER SWITCHING BEHAVIOR

ABSTRACT

Basica lly my st.trly focuses on consumer beha vior, beca use now a day's consumer beha vior is
very important, while mt.k ing decision befo re ptu:chasing a prod uct or brard. My study will
investigate the relationship between those factors whic h intluerce consumer b uying behavior
while dec isl:J n mak ing. In my study I ha ve select four var iab es in which "price, Qua lity and
Brand Name" are independent varebles and constDTier behavior is dependent variable.

bl my research I will use positivism paradigm and will collect quantitative data through a survey
questionnaire and will fill that quest ionnaires fro m respondents, of d ifferent derro graphic
segment I will prepare easy and simple quest l:J ns which can easily understandable by the
respo nde rt, and will talk po litely wit h respondent dtu-ing filling of questionnaires. After
co lecting data I will put data in SPSS and use descrptive, coffelat ion and regression analysis
tests to conclude data.

Comp lex global developments in all areas, as well as in the field of marketing have forced
marketers to target their activities. In thf; paper attempted to provide a framework of consumer
behavior . In this study, first definition of consumer behavior , the key concepts of consumer
behavior and buying decfiion process and then model of consumer behavur f; presented .

ill Present Marketing Scenario, t he Study of Consu mer Behavior has become essential.
Consumers are the kings of markets. Without consumers no business organizatio n can run. All
the act ivities of the busi ness co ncerns end with consumers and co nsumer satisfaction . Customer
behavior study f; based on consumer buying behavior, with the custo mer playing the three
distinct roles of user, payer and buyer. Consumer buying behavior has become an integral part of
strate gi: market planning . In order to develop a framework for the stud y consumer behavior it is
help ful to begin by consrlering the evolut ion of the field of consumer research and the diffe rent
parad igms of thought that have influenced the discip line. As described in this article, a set of
dimensio ns can be identified in the literat tu e, which can be used to characterize and differentiate
the various perspectives on consumer research. It is argued that consumer behavior itself
emerged a<; a distinct field of study d uring the 1960s; and is characterized b y two broad
parad igms, the positivist and the non-positivist. The positivist parad igm encompasses the

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 CONSUMER SWITCHING BEHAVIOR

econoinJc , behaviora co gnitive, motivational I trait I att itudina and situational perspectives;
these perspect ives are refu n-ed to as the tradit i:J nal perspectives as t hey pre -date the development
of the non-positivist paradigm . The positivist paradigm , which is st ill the dominant paradigm ,
errp hasizes the supt-emacy of human t-eason and that thet-e is a single, objective truth that can be
discovet-ed by scence. The opposing , non-positivist paradigm , envelops the interpt-etive and
post modern perspectives , which have emerged more recent ly during the period post -1980 to
date. The rational view and the ideolog y of a homogenous social cultut-e and thet-eby deny the
co rrp lex social and cultmal world in which consumers live. The tradit i:> tkll , posit ivist perspective
takes a very ut ilitarian approach to the benefits from consumption. W hile the rn n-posit ivist
perspectives place much greater emphasis on the symbolic dimensions of cho i:e. The objective
of no n-positivist t-esearch endeavo r is to achieve a better understanding of consumer behaviom·
wi:h no specific intent to influence consumer processes. This article aims to identify diffei-e nt
stt-eams of thought that coukl gui:le futut-e consumer 1-esearch.

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 CONSUMER SWITCHING BEHAVIOR

CONTENTS
SI.No. Title Page No.
Oiapter-01 INTRODUCTION
l.l Introduction
1.2 Problem Identification
l.3 N eed and significa nce of consumer bernvior
1.4 Review of literatm-e
l.5 Objective
l.6 Hypothesis
l.7 Research Method

• Research Design

• Sebction of uni:s

• Sarrpling Techniques

• Sarrple Size

• Ddta Collection

• Statf>tica I technque for data analysis

l.8 Organizatio n of the study
l.9 Limitatio rn
Oiapter- 02 Conceptual framework of the switching behavior of
consumer.
Oiapter- 03 Data analysis and interpretation of data
Oia pter- 04 Findings and Conclusion
4.1 Firdings
4.2 Conclusion
Oiapter- 05 Recommendation

Appendices
Bibtio grap hy

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 CONSUMER SWITCHING BEHAVIOR

LIST OF TABLE

SI.No. Title Page No.

01 Classificat u n of respondents based on thei- Gender.
02 Classificat u n of respondents based on the group of people.
03 Classificat u n of respondents based on thei- age.
04 Classificat u n of respo rrlents based on the factor affect ing buying
decision.
05 Classificat u n of respondents based on their cho i:e for buying
product.
3.1 Classificat u n of respondents based on their Gender.
3.2 Classificat u n of respondents based on the group of people.
3.3 Classificat u n of respondents based on thei- age.
3.4 Classificat u n of respo rdents based on t he factor affect ing buying
decision.
3.5 Classificat u n of respondents based on their choice for b uying
product.

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 CONSUMER SWITCHING BEHAVIOR

LIST OF FIGURES

SI.No. Iltle P.a ge No.

Fig. 01 Statf>tical technque for data colliction
Fig. 2.1 Consumer prererence purchase behavior
Fig. 2.2 Factor affucting consmner behavior
Fig. 2.3 Consumer decision making process
Fig. 3.1 Classificat u n based on thei- gender
Fig. 3.2 Group of people
Fig. 3.3 Classificat u n based on thei· age
Fig. 3.4 Factor affucting buying decision
Fig. 3.5 Choice for buying a product

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 CONSUMER SWITCHING BEHAVIOR

CHAPTER - 1

INTRODUCTION

1.1 Introduction

First of a ll I wou ld like to elabora te tha t what is co rn umer beha vur "those acts of ind ivid ua ls
directly involved in ob taining and using eco no mic goods and services including decisu n p rocrn-e
that and determine these acts". Corn umer b ehavur is the stud y of when, why, how, and where
peop le do or do not buy a prod uct. Every b usiness focus on consmrer behavu r and they
cond ucts study to find out the need ard Wdnts of consumers and also cond uct research that how a
marketer can change the behavior of co nsumer. Thet-e are many factors which influence the
consumer beha vior but I w ill stud y on only three var iab les "price, qua lity, and Bra nd Na me"and
will check the 1-elat u nship of t hese three facto rs with consumer b uying behavior. I will specify
my stud y in cosmet ic sector prod ucts. Because Cosmetic prod ucts are impottant consumer
products with an essent ial role in everyone's life: apart from "traditional" cosmet ic prod ucts, such
as make-up ard perfumes , it also includes prod ucts for perso nal hygiene , for exa!TJl le tooth-care
products, shampoos and soaps.

Definition: Consumer bernvior include mental act ivity, emo tional and physical that people use
dtn·ing select ion, purchase, use and d ispose of prod ucts and services that satisfy their reeds and
desit-es (Kotler, 1999)

Today's cosmetic market is driven b y innovation including new color pallets, treatments targeted
to specific skin t ypes and unq tc fo rmulas concentrat ing on different needs . Most cosrret i:s
products have a lifespan of less than five years and man ufact urers reformulate 25o/o of t heit·
products every year. They need to improve prod ucts constantly in order to stay ahead in a highly
competitive market where mot-e choice and ever gt-eater efficacy at-e expected by the consrnrer.

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