A

PROJECT
ON

CONSUMER BEHAVIOUR OF THE PEOPLE WHO GO

TO MG ROAD

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What is Consumer Buying Behavior?
Definition of Buying Behavior:
Buying Behavior is the decision processes and acts of people involved in buying
and using products.

Need to understand:
• why consumers make the purchases that they make?
• what factors influence consumer purchases?
• the changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate

consumer. A firm needs to analyze buying behavior for:

• Buyers reactions to a firms marketing strategy has a great impact on the

firms success.
• The marketing concept stresses that a firm should create a Marketing
Mix(MM) that satisfies (gives utility to) customers, therefore need to
analyze the what, where, when and how consumers buy.
• Marketers can better predict how consumers will respond to marketing
strategies.

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Stages of the Consumer Buying Process
Six Stages to the Consumer Buying Decision Process (For complex decisions).
Actual purchasing is only one stage of the process. Not all decision processes lead
to a purchase. All consumer decisions do not always include all 6 stages,
determined by the degree of complexity...discussed next.

The 6 stages are:

1. Problem Recognition(awareness of need)--difference between the desired

state and the actual condition. Deficit in assortment of products. Hunger--
Food. Hunger stimulates your need to eat.
Can be stimulated by the marketer through product information--did not
know you were deficient? I.E., see a commercial for a new pair of shoes,
stimulates your recognition that you need a new pair of shoes.
2. Information search--
o Internal search, memory.
o External search if you need more information. Friends and relatives
(word of mouth). Marketer dominated sources; comparison shopping;
public sources etc.

A successful information search leaves a buyer with possible alternatives,

the evoked set.

Hungry, want to go out and eat, evoked set is

o chinese food
o indian food
o burger king
o klondike kates etc
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 choice 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.
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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.

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Types of Consumer Buying Behavior
Types of consumer buying behavior are determined by:

• Level of Involvement in purchase decision. Importance and intensity of

interest in a product in a particular situation.
• Buyers level of involvement determines why he/she is motivated to seek
information about a certain products and brands but virtually ignores others.

Types of risk:

• Personal risk
• Social risk
• Economic risk

The four type of consumer buying behavior are:

• Routine Response/Programmed Behavior--buying low involvement

frequently purchased low cost items; need very little search and decision
effort; purchased almost automatically. Examples include soft drinks, snack
foods, milk etc.
• Limited Decision Making--buying product occasionally. When you need to
obtain information about unfamiliar brand in a familiar product category,
perhaps. Requires a moderate amount of time for information gathering.
Examples include Clothes--know product class but not the brand.
• Extensive Decision Making/Complex high involvement, unfamiliar,
expensive and/or infrequently bought products. High degree of
economic/performance/psychological risk. Examples include cars, homes,
computers, education. Spend alot of time seeking information and deciding.
Information from the companies MM; friends and relatives, store personnel
etc. Go through all six stages of the buying process.
• Impulse buying, no conscious planning.

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,
5
or a meal with a couple of friends will also determine the extent of the decision
making.

Categories that Effect the Consumer Buying Decision Process

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A consumer, making a purchase decision will be affected by the following three
factors:

1. Personal
2. Psychological
3. Social

The marketer must be aware of these factors in order to develop an appropriate

MM for its target market.

Personal

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.
Highlights the differences between male and female shoppers in the supermarket.

Psychological factors

Psychological factors include:

• Motives--

A motive is an internal energizing force that orients a person's activities

toward satisfying a need or achieving a goal.
Actions are effected by a set of motives, not just one. If marketers can
identify motives then they can better develop a marketing mix.
MASLOW hierarchy of needs!!

o Physiological
o Safety
o Love and Belonging
o Esteem
o Self Actualization

Need to determine what level of the hierarchy the consumers are at to

determine what motivates their purchases.

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• Perception-

What do you see?? Perception is the process of selecting, organizing and

interpreting information inputs to produce meaning. IE we chose what info
we pay attention to, organize it and interpret it.
Information inputs are the sensations received through sight, taste, hearing,
smell and touch.

Selective Exposure-select inputs to be exposed to our awareness. More likely

if it is linked to an event, satisfies current needs, intensity of input changes
(sharp price drop).

Selective Distortion-Changing/twisting current received information,

inconsistent with beliefs.

Interpreting information is based on what is already familiar, on knowledge

that is stored in the memory.

• Ability and Knowledge--

Need to understand individuals capacity to learn. Learning, changes in a

person's behavior caused by information and experience. Therefore to
change consumers' behavior about your product, need to give them new
information re: product...free sample etc.

When making buying decisions, buyers must process information.

Knowledge is the familiarity with the product and expertise.

Inexperience buyers often use prices as an indicator of quality more than

those who have knowledge of a product.

Learning is the process through which a relatively permanent change in

behavior results from the consequences of past behavior.

• Attitudes--

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 Knowledge and positive and negative feelings about an object or activity-
maybe tangible or intangible, living or non- living.....Drive perceptions

Individual learns attitudes through experience and interaction with other

people.
Consumer attitudes toward a firm and its products greatly influence the
success or failure of the firm's marketing strategy.

Attitudes and attitude change are influenced by consumers personality and

lifestyle.

Consumers screen information that conflicts with their attitudes. Distort

information to make it consistent and selectively retain information that
reinforces our attitudes. IE brand loyalty.

There is a difference between attitude and intention to buy (ability to buy).

• Personality-

All the internal traits and behaviors that make a person unique, uniqueness
arrives from a person's heredity and personal experience. Examples include:

o Workaholism
o Compulsiveness
o Self confidence
o Friendliness
o Adaptability
o Ambitiousness
o Dogmatism
o Authoritarianism
o Introversion
o Extroversion
o Aggressiveness
o Competitiveness.

Traits effect the way people behave. Marketers try to match the store image
to the perceived image of their customers.

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 There is a weak association between personality and Buying Behavior, this
may be due to unreliable measures. Consumers buy products that are
consistent with their self concept.

• Lifestyles-

Recent M.G Road trends in lifestyles are a shift towards personal

independence and individualism and a preference for a healthy, natural
lifestyle.

Lifestyles are the consistent patterns people follow in their lives.

Social Factors

Consumer wants, learning, motives etc. are influenced by opinion leaders, person's
family, reference groups, social class and culture.

• Roles and Family Influences-

Role...things you should do based on the expectations of you from your

position within a group.
People have many roles.
Husband, father, employer/ee. Individuals role are continuing to change
therefore marketers must continue to update information.

Family is the most basic group a person belongs to. Marketers must
understand:

o that many family decisions are made by the family unit

o consumer behavior starts in the family unit
o family roles and preferences are the model for children's future family
(can reject/alter/etc)
o family buying decisions are a mixture of family interactions and
individual decision making
o family acts an interpreter of social and cultural values for the
individual.

The Family life cycle: families go through stages, each stage creates
different consumer demands:

o bachelor stage.
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 o newly married, young, no children.
o full nest I, youngest child under 6
o full nest II, youngest child 6 or over
o full nest III, older married couples with dependant children
o empty nest I, older married couples with no children living with them,
head in labor force
o empty nest II, older married couples, no children living at home, head
retired
o solitary survivor, in labor force
o solitary survivor, retired
o Modernized life cycle includes divorced and no children.

ENVIRONMENTAL
BUYER'S BLACK BOX
FACTORS
BUYER'S
RESPONSE
Marketing Environmental Buyer Decision
Stimuli Stimuli Characteristics Process

Problem
recognition
Economic Attitudes Information Product choice
Product Technological Motivation search Brand choice
Price Political Perceptions Alternative Dealer choice
Place Cultural Personality evaluation Purchase timing
Promotion Demographic Lifestyle Purchase Purchase
Natural Knowledge decision amount
Post-purchase
behaviour

11
What is Consumer Buying Behavior?
Definition of Buying Behavior: Buying Behavior is the decisionprocesses and acts
of people involved in buying and using products.
Need to understand:
•
Why consumers make the purchases that they make?
•
What factors influence consumer purchases?
•
Changing factors in our society.
Consumer Buying Behavior refers to the buying behavior of the
ultimate consumer. A firm needs to analyze buying behavior for:
•
Buyer’s reactions to a firms marketing strategy has a great
impact on the firm’s success.
•
The marketing concept stresses that a firm should create aMarketing Mix (MM)
that satisfies (gives utility to)customers, therefore need to analyze the what, where,
whenand how consumers buy.
Marketers can better predict how consumers will respond to
marketing strategies.

NEED OF THE STUDY –

There are different national & international products present inIndia. So to identify
the customer & their buying behavior have beenthe focus of a number of
international and national product. The
result of these studies have been useful to the provide solution to
various marketing problem.
Understanding buying behavior pattern per se is not enough withoutunderstanding
the composition and origin of the customer. Todaymost of the Indian customers are
attracted by the imported goodsbecause of their high quality. So that most of the
Indian companyproduct looses their credibility and loyalty in domestic customers.
So the objectives of the study are –
1.
How can we stand out in a highly competitive market
where consumer have so many choice?.
2.
How we can provide best loyalty to our customer
while earning a fair profit?
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3.
How can we grow our business while retaining a core
of the loyal customer?

When we do the research on the consumer behavior weshould know the

entire factor which affects the consumer buyingbehavior. Social environment,
education, culture and traditions,income, society are the factors which affect the
buying behavior ofthe consumer. We can also divide it into geographic,
demographic,psychological factor. The main objective of this study are –

To understand why customer buy a particular product.

To know the marketing opportunities.

To know about customer acceptances of the product.

To analyse thecustomer expectation from the manufacturer.

To help the company to know what consumer want in the products.

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 EXECUTIVE SUMMARY

Project Title

“Consumer buying behavior while Shopping on MG ROAD”

The study of any subject is made by examining it in an organized fashion. There

are three classes of variables involved in understanding consumer behavior;
STIMULUS, RESPONSE and INTERVENING variables. Stimulus variables, such
as advertisements, products exist in both the individuals’ external environment.

These generate a sensory input to consumers. Response variables are the resulting
mental / or physical reactions of individuals who are influenced by stimulus
variables. For e.g.: - purchasing a product or forming attitudes about it could be
viewed as response variables. Many of the variables affecting consumers (such as
personality, learning, and perceptions are external situations, motives, and so forth)
cannot be directly observed.

The project “Consumer buying behavior while shopping in MG Road”. The project
was about studying the consumer buying behavior.

A questionnaire was prepared by us in order to conduct market survey. The

questionnaire was based on different parameters to judge and understand the
consumer behaviors and determine the best possible strategies which could be used
to attract customers.

The research carried out in this project was descriptive in nature. The study was
aimed at knowing the behaviour of a consumer on buying products in MG Road.

This project helped in understanding what exactly a customer looks in buying from
MG Road . It gave an idea about the essential factors that are required now a day
for to attract customers in this competitive world.
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This project helped us to figure out the different consumer buying behavior and to
understand the overall customer perception of buying in a shopping complex as
well as their demand for mall.

The trend today has been to combine shopping with various offering. For e.g. apart
from shopping there are food courts, and even in some an amusement centre for
children.

Shopping has made people spend not just on their requirements of goods to be
bought but to look on the totally of experience have a quick bite at Maz-O-Rin in
the mall or let the kids play fun game while one is busy shopping or even taking
the family out for movie and having a dinner all under one roof. The benefits of
this totally offering are that many vendors get to have peoples patronize their
offerings, while the

Shopping experience i.e. being enhanced, more business got by the stores at the
venue. Shopping is no longer a onetime agenda for people. Various options are
opening up.

OBJECTIVES & SCOPE OF THE STUDY

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 Objective:-

• To analyze consumer behavior at MG Road.

Scope of the project:-

The market survey has done in streets of MG Road; this project is useful for
the better understanding of the consumer behavior. The project encompasses the
various behavior of customer, their pre and post behavior when they buy. There is
also overview of the consumer’s attraction towards fast food restaurants, mostly
consumer perceptions are changing and most of the consumer now prefers to eat in
fast food restaurant. The project work involves specific guidelines for the mall and
helps the mall to understand better the consumer behavior in the malls and
shopping complex.

MG Road Details

Mahatma Gandhi Road - MG Road Pune

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MG Road in Pune Cantonment

This is the rich and famous road in pune. Saturday evenings are very busy and you
can find well-off young people in their best clothes thronging the place. Every
weekend from 5 to 9pm, the road is cordoned off and no vehicles are allowed,
making it a pedestrian area popularly known as Walking Plaza. But now it is
stopped.

Recently, it was made into a Wi-Fi zone so that people on the road can access the
Internet.

Aurora Towers is an important commercial building and landmark. Running

parallel to this road is East Street. It is far less crowded though almost equally well
to do. Many old and well-known shops, restaurants, bakeries and medical or
optical practices are based here.

Mahatma Gandhi Road is the richest and famous road and popularly known as the
M.G. Road. The M.G. Road has multiple branded shops for selling gift items and
other accessories. Many old and well-known shops, restaurants, bakeries and
medical or optical practices are based here.

For fashion and brand wear, one can’t find many shops in Pune better than the ones
here.The finest of Cuisine Restaurants, Discos, Pubs and shops reside in this area.
M.G. and D.P. Road together comprise the Manhattan of Pune, where most of the
corporate offices, commercial centers and business offices are located.

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M.G.Road: Unlike some notions, M.G. Road, also caters to inexpensive shopping.
With Wonderland, a prime shopping center for clothes, it also has Fashion Street
where you can pick up something good if you have an eye for it. This area has the
two most popular burger joints King Burger and Jaws. Other Chinese (Chinese
Room, Eddie’s Kitchen), Continental (The Place), Indian (Mirchi Kola) and a
number of other joints like ever full Marz-o-rin complete this list of restaurants
offering excellent cuisines. Stores like Manney’s Bookstore and The Sound of
Music, Cassettes and CD’s have one of the finest collections in Pune.

Must See’s: Kayani Bakery for it’s Shrewsberry Biscuits, Marz-o-Rin for its
sandwiches and rolls and the Irani Cafe’s and restaurants on the Centre Street and
around. Budhani’s wafers are famous and Wonderland is the place for Window
Shopping.

 Any items such as shoes, clothing, pots, pans, electronics, stationary,

furniture, kitchen sinks etc. can be found at Mahatma Gandhi Road, known to
locals simply as M.G. Road.

MG Road or 'Camp' as it is also known as, is a shopping area in Pune that pulsates
with energy. Hundreds of people throng MF Road every day, if not to shop in
particular then definitely to “hang out”!

If your a shopper by heart, there is nothing you won't or cannot find here if you just
have an eye for it! Pune with its blend of Indian and Western cultures and with
branded goods to the exquisite handicrafts it's a paradise for all shoppers, catering
to each and every individual. M.G.Road (Mahatma Gandhi Road), popularly
known as Camp or Main Street serves not only as a shoppers haven but also as a
perfect place to window shop! The most recent attraction is the walking plaza on
weekends where by the road is closed of to vehicles and turns into a fair of sorts
with food stalls, entertainment and of course shopping!

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Marz-O-Rin

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Stop by Marz-O-Rin for their popular chicken sandwiches and rolls, shakes or
snacks. Just opposite the road is 'The Bombay Store' a great place to find Indian
handicrafts that make wonderfully ethnic gifts. Pick up a bag of the famous
Budhani Potato Wafers and dry fruit snacks and mixes. Head to Dorabjee's for
some grocery shopping and to source the hard to find imported products or just
lounge at their cafe with some coffee and fresh bakes. From bookstores like
Landmark to retail chains like Westside and Pyramids...if you're in the mood to
shop MG road is just the place for you.

The Bombay Store

The Bombay Store offers contemporary and traditional designs for both men and
women. These include kurtis, T-shirts, formal and casual shirts for men and hand-
knitted tops and dresses for women. Accessories, furnishings, gourmet foods and
stationery items are the other products that it deals in.

It is one of the most visited stores and was also visited by Hollywood celebrities
Brad Pitt and Anjelina Jolie.

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Walk In Plaza

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The unique concept of a walking plaza on weekend evenings that began as
an experiment in 2006 in the city drew mixed responses from citizens and
shopkeepers on M G Road. However, the project was discontinued due to
security reasons last year and is still waiting for a nod to resume.
But now the reason for not starting it seems to be lack of communication
between the police and the Pune Cantonment Board (PCB). Every Saturday
and Sunday evenings, vehicles were taken off M G Road so that people can
walk and enjoy.
D K Malik, CEO of PCB, said, “Post 26/11 attacks, we were asked by the city
police to stop the Walking Plaza because of the security issues which was
mutually agreed upon by the PCB and the police. The plaza then started in
the first week of December, 2008, with tight security measures. In
February, however, it had to be stopped indefinitely as the police deemed it
as a zone that was vulnerable to threats. They worked out the security
issues and specifically told us we shouldn’t restart

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 Theoretical Background

Retailing – is the most active and attractive sector selling goods or services directly
to final of the last decade. While the retailing industry consumers for personal, non
business use itself has been present through history in our country, it is in the
recent past it has witnessed so mush dynamism

Retailing one of the largest sectors in the global economy is going through a
transition phase not only in India but the world over.

The study of any subject is made easier by examining it in an organized fashion.

There are three classes of variables involved in understanding consumer behavior,
stimulus, response and intervening variables. Stimulus variables, such as
advertisement, products and hunger pangs exist in both the individuals’ external
23
and internal environment. These generate sensory inputs to consumers. Responses
variables are the resulting mental and/or physical reactions of individual who are
influenced by stimulus variables. For ex: - purchasing a product or forming
attitudes about it could be viewed as responses variables.

Many of the variables affecting consumer (such as personality, learning, and

perceptions of external situations, motives, and so forth) cannot be directly
observed therefore, those who want to learn about the variables affecting consumer
must often make inference to determine the extent to which a given variable is
having an influnce

The study of consumer behavior can also be quite complex, because of the many
variables involved and their throw the variables, tendency to interact with and
influence each other. Models of consumer behavior have been developed as a
means of dealing. With this complexity. Models can help organize out thinking
about consumers into a coherent into a coherent whole by identifying relevant
variables, describing their basic characteristics, and specifying how the variables
relate to each other.

Consumer decisions Process

This process consists of the decision process regarding products and services. The
major steps in this process are shown as problem recognition, information search
and evaluation, purchasing processes, and post purchase behavior. Problem
recognition occurs when the consumer is activated by awareness of sufficient
difference her actual affairs and her concept of the ideal situation. This can occurs
through activation of a motive such as hunger, by confronting some external
stimulus such as an advertisement, or by being effected by additional variables
such as social or situational influences.
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Internal search – a quick and largely unconscious review of memory for stored
information and experiences regarding the problem. The information is in the form
of belief and attitudes that have influenced the consumer’s preference towards
bands. Often such a review results in recognizing a strong brand preference, and a
routine purchase occurs. However if an internal search does not provide sufficient
information about products, or how to evaluate them, the consumer continues with
a more involved external search for information. This result exposure to numerous
informational inputs called stimuli, which can arise from a variety of sources,
including advertisement, printed products reviews, and comments from friends.

Any informational stimuli are subjected to information-processing activities, which

the consumer uses to derive meaning from stimuli. The process Involves allocating
attention to available stimuli deriving meaning form these stimuli and holding this
meaning in what is termed in what is termed short term memory where it can be
retained briefly to allow further processing.

Indian retail market scenario

The financial year 2005-06 saw India ride high on the waves of a booming
economy. The BSE sensex scaled new heights by crossing the 1200 points mark
early that year. The GDP growth for 2005-06 was about 8.4 % while foreign
reserves had crossed the US$ 165 billion mark. India had shed its tag of a third
world country and is being hailed as one of the most rapidly emerging markets and
a popular investment destination.

25
Between the affluent and the middle class has reduced dramatically. The Indian
middle class is expected to grow from its current share of 22 % to 32 % of the total
population by 2010 over the last few years retail has become one of the fastest
growing sector in the Indian economy. Retail in India is currently estimated to be
a $230 billion industry of which organized retail 3 % or roughly $ 7 billion. At
keamey has identified India as the leading retail destination in their annual list of
most attractive countries for international retail expansion (Global retail
development index 2006). Organized retail is expected to grow at the rate of 25-
30% per annum and is projected to attain a size of $23 billion by 2010.

The booming services sector in India has fueled the growth of a new class of
consumer the single urban youth whose expenses are typically independent of
family compulsion. As observed globally the steady climb in lifestyle and leisure
goods is essentially due to disposable income of this class of consumers. Over the
last one year salaries have increased by approximately 15-20%. The divide

The government has allowed foreign direct investment in real estate since early
2005. This has led to increased foreign interest and has encouraged joint ventures
between Indian and foreign developer. Considering the vast potential in the retail
business 51% FDI in single brand retailing has also been allowed recently. This
move is anticipated to attract foreign investment technology global best practices
and cater to the demand for high quality branded goods in India.

Corollary to the real estate growth retail boom too has percolated to the tier-2 and
tier-3 cities of India of the total 361 mail projects currently underway in India 227
are in the top 7 cities while the rest 134 are distributed over various tier-2 tier3
cities. These statistics reveal the far reaching effect of positive macro trends

In changing the consumer preferences and shifting mindsets towards organized

retail experience besides new malls close to 35 hypermarket 325 large department
stores and over 10000 new outlets are also under development. Growth in rural
population and increase in agricultural incomes also offers considerable scope for
innovative retail formats.

26
India’s vast middle class and its virtually untapped retail industry are key attraction
for global retail giants wanting to enter new markets. As India continues to get
strongly integrated with global policies the retail sector is bound to grow manifold
in the years to come. The depth of the Indian market and the variations of the
consumer profile portend a bright future for the sustained growth of the Indian
retail sector.

Current scenario

Pune has been experiencing a retail boom since the last 2-3 years in 2005
approximately 1.25 mm. sq. ft of new retail space was added to Pune real estate
market. This led the current retail stock of the city to grow to 3.5 mm.sq ft growth
in commercial activities and the migrant population of young white collar workers
has been the key driver of real estate boom in the city.

The city has been witnessing an interesting trend of movie screens being located in
large format mall developments. Another noticeable trend in the retail format is the
advent of specialty mall or niche malls.

Centre locations

The locations where retail developers have flourished traditionally are the high
streets of M .G Road F C road and J. M. road in the central part of the city these
markets have a unique mix of local brands along with national and international
retailers both are known to generate substantial revenues along with heavy
footfalls.

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However the development of malls in the neighboring locations is anticipated to
affect the footfalls of these traditional high streets. A case in point is the presence
of magnum mall (175000 sq. ft.)

In the camp area which has created a pull effect on the consumer stronghold of M.
G. road.nucleus mall (200000 sq ft ) in camp which became operational in 2005
had shoppers stop take up space for its second outlet in the city. Another large
scale project Pune central a mall by pantaloon retail on bund garden road has food
bazaar as its anchor tenant and caters to the domestic needs of the bulk of the
resident population of central Pune.

These retail market in the central location of the city currently house
approximately 1.78 mn.sq.ft of retail stock a new mall fun n travel (100000 sq ft)
has been planned in the bund garden region while two malls ascent (93654 sq ft)
And one centre port (1240000 sq ft) are coming up on the university road. These
developments are slated to enter the market sometime in 2007.

Suburban and peripheral location

While the retail markets in camp an bund garden road continue to mature retail
sector activity is increasingly shifting to suburban and peripheral locations of
Aundh, Hadpsar karve road kondhwa and yerwada note wothy mall development
sudev axis (350000) will also be operational in 2007 this micro market is expected
to witness a number of large scale mall developments amounting to approximately
2.3 mn sq ft of new retail space by 2008.

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CONSUMER BEHAVIOUR OF THE PEOPLE WHO GO
TO MG ROAD

Who
When
Where
Why
Which
How
what
Income level of the people who buy..
Age group
Purchasing power
Seasonal products.credit facilities.
Location of MG road

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Variety
Availability of products and services
Convenience
Feasibility
Types of products-
Cosmetic, house hold, electronic, durable,
perishable, etc.
Discounts and sales
Media
Mission
Message
Money
Measurement
Budget customers
Variety seeking customers
Occasional customers
Bulk regular customer
Bulk occasional customers
Seasonal customers

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Fast selling items
Peak period
Slack period
Cost factor
Proximity
Variety
Branded stores, boutiques ..
Combination of brands
Complete destination hangout experience
Options
Transportation
Budget
Eating options
Destination sold by pune cantonment

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RESEARCH METHODOLOGY

Research Methodology ill common parlance refers to a search for knowledge. One
can also define also research as a scientific and systematic research for pertinent
information a specific topic. Research is an art of systematic investigation. Some
people consider research as a movement, a movement to the known to the
unknown.

According to Clifford Woody: -

“Research comprises defining and redefining problems, formulating hypothesis or

suggested solutions, collecting, organizing and evaluating data, making deductions
mil reaching conclusion, and at last carefully testing the conclusion to determine
whether they fit the formulating hypothesis.”

Marketing research is defined as a systematic gathering and analysis of the data

concern with an objective. The whole activity is divided into various parts and
after compilation of that we reach at certain findings, which enable us to marketing
decision. It involves the diagnosis of information needed and the selection of the
relevant and inter-related variables.

Research Plan: -

Research Approach: SURVEY METHOD

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 Primary Source

Primary data consists of original information gathered for specific purpose. The
primary data is collected through questionnaire. The questionnaire is through
common instrument collecting primary collection. I collected the data through
questionnaire from different small eating joints.

Research Instrument

The research instruments used for collecting the primary data were the
questionnaire.

Questionnaire

The questionnaire was carefully developed tested and debugged before they were
administered on a large scale. Each questions contributed to the research objective
here questionnaire is structured types means there are concrete, definite and
predetermined questions.

The questions are presented are exactly same wording and in the same an order to
all respondents. The questionnaire had a mix type of open ended, closed ended and
multiple choice questions. The questions were limited in numbers simple direct
and unbiased technology was adopted.

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 Data Source:

Primary:

 The data was collected through questionnaire comprising of 17 questions.

Secondary:

 The data was collected through:

Data Collection Instrument:

 Questionnaire

Sampling Procedure:

1. Sample Unit : Consumer visited MG Road

2. Sample Size : 50 Respondents

3. Sampling Method : Random Sampling Method

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DATA ANALYSIS

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 Question No. 1

Do you Visit MG Road?

Do you visit Yes No

No. of Respondents (%) 100% 0%
No. of Respondents (in 50 0
no.)

Do you visit

120%

100%

80%

60% No. of Respondents (%)

40%

20%

0%
Yes No

Interpretation

 All the candidates interviewed visited MG Road.

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Question No. 2

With whom you prefer to visit MG Road?

Prefer to visit Friend Spouse Colleagues Alone

malls
No. of 60% 20% 4% 16%
Respondents
(%)
No. of 30 10 2 8
Respondents
(in no.)

16%
4% Friend
Spouse
Colleagues
20% 60% Alone

Interpretation

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Out of 50 respondents:-

 60% preferred to visit MG with Friends.

 20% preferred to visit malls with their spouse.

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Question No. 3

How much time you spend in MG road?

Time spent on Hour 1-2 hrs More than 3

visiting hours
malls
No. of 20% 50% 30%
Respondents (%)
No. of 10 25 15
Respondents (in
no.)

Time spent on MG road

20%
30%
Hour
1-2 hrs
More than 3 hours

50%

Interpretation

 Out of 50 respondents 25 respondents spend approx.1-2 hrs in a mall.

 Out of 50 respondents 15 respondents spend approx.more than 3 hrs in
mall.
 Out of 50 respondents 10 respondents spend approx. less than 1hrs. In
mall.
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Question No. 4

Does the person with whom you visit MG road influence you?

Person who influence Yes No

No. of Respondents (%) 40% 60%
No. of Respondents (in 20 30
no.)

Person who influence

Person who influence

70%
60%
60%

50%
40%
40%
No. of Respondents (%)
30%

20%

10%

0%
Yes No

Interpretation

Humans are social being, different person has different perception and attitude, so
they purchase according to their own need like.

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Question No. 5

Do you visit MG road, by advertising influence?

Advertisement Yes No Sometime Can’t say

influence yes
No. of 40% 24% 16% 20%
Respondents
(%)
No. of 20 12 8 10
Respondents
(in no.)

Advertisement influence

20%
40% Yes
No
Sometome yes
16%
Can’t say

24%

Interpretation

Out 50 respondents:-

 20 respondents responded that they come to know things through

advertisement.
 12 respondents responded that they are not affected by advertisement.
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  08 respondents responded that sometime yes and sometime they don’t know.

Question No. 6

Why do you choose MG road for shopping?

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Choosing Less Economical Brands Variety Quality All Convenient
malls for time under
shopping one
roof
No. of 14% 24% 26% 8% 14% 6% 8%
Respondents
(%)
No. of 7 12 13 4 7 3 4
Respondents
(in no.)

Choosing malls for shopping

Less time
Economical
Brands
Variety
Quality
All under one roof
Convenien

Interpretation

7 respondents said less time, 12 respondents said its economical, 13 respondents

said they get brands.

Question No. 7

Do you go for unplanned (spot Purchases) shopping / Purchases?

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Unplanned Yes No Can’t say
purchases or spot
purchases
No. of 54% 32% 14%
Respondents (%)
No. of 27 16 7
Respondents (in
numbers)

Unplanned purchases or spot purchases

14%

Yes
No
54% Can’t say
32%

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Interpretation

Out of 50 respondents

 54% respondents made unplanned purchases.

 32% respondents said they don’t make unplanned purchases.
 14% respondents said that they were not sure

Question No. 8

Which of the following media you find the ads of MG road?

Mode of Newspaper T.V Radio Hoardings Others

advertisement
No. of 30% 50% 10% 8% 2%
Respondents
(%)
No. of 15 25 5 4 1
Respondents
(in numbers)

Mode of advertisement

8% 2%
10% 30% Newspaper
T.V
Radio
Hoardings
Others
50%

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Interpretation

Out of 50 respondents

 30% respondents get aware through Newspaper.

 25% respondents get aware of the ads through T.V.
 10% respondents get aware through Radio channels.
 8% respondents get aware through hoardings.

FINDINGS AND OBSERVATIONS

1. Almost every person contacted or interviewed said that he/she has visited
malls. Maximum number of respondents said they are aware of MG road.

2. From analysis we found out that most of the people were affected and
attracted with offers and schemes.

3. It has been found out that most of the people in Pune city visit MG road for
refreshment and enjoy.

4. Consumers choose MG road to stop because they all want variety and brands
and shopping at MG road according to the consumers is economic as
compared to shopping at other places.

5. Most of the people who were interviewed by me responded that brand loyal
and most of them stack to the brand they like.
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6. Advertising plays a very crucial part in the consumer decision making
process.

7. Most of the respondents take on the spot decision of buying different

products because of the various attractive product displays and pretty
combination which the store tries on the mannequins is mostly dependent by
the customers, show that most of the consumers are attracted towards
different fancy displays.

8. For most of the respondents quality plays a very important role because most
of the respondents said that they want quality products’ and that’s also one
reason for most of the respondents sticking to particular brands.

9. We can also say that location, variety convenience and economical products
are not the only things which attract the customer but there are some other
factors which play a major role in attracting the customers as mentioned.

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 LIMITATIONS

Traffic problems

Parking problems

CONCLUSION

Consumer’s behavior is often studied because certain decisions are significantly

affected by their behavior or expected actions. For this reason consumer behavior
is said to be applied discipline.

1. In a general sense, the most important reason for studying consumer

behavior is the significant role it plays in our lives. Much of our time is
spent directly in the market place, eating or engaging in other activities. A
large amount of additional time is spent thinking about products and
services, talking to friends about them, and seeing or hearing advertisements
about them. In addition, the goods people eat and the manner in which they
use them significantly influence how they live their daily lives. These
general concerns alone are enough to justify our study of consumer
behavior. However, many seek to understand the behavior of consumers for
what are thought to be more immediate and tangible reasons.

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 2. The main reason behind this project was to find out the behavior of the
consumer buying behavior while shopping at MG road because most of the
population surveyed preferred to shop at malls and how day by day the
consumers demands are increasing and through this project I came to know
that what are the various behavior of a typical customer who shops at mall.

RECOMMENDATIONS

Customers are becoming price conscious they are having many options in the
market considering the consumer buying behavior the malls and other shopping
centers should take certain definite steps like retaining customers by giving those
schemes discounts and better service.

The trend today has been to combine shopping with various offerings for ex… at
MG road apart from shopping a customer enjoys food courts and many others
services which today’s modem malls provide.

Shopping has made people spend not just on their requirements of goods to be
bought but to look on the totality of the experience have a quick bite at marz-O-rin
while one is busy shopping .

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The benefits of this totality offering are that many vendors get to have people
patronized their offerings while the shopping experience i.e.’ being enhanced more
business is got by the stores at the venue. Shopping is no longer a onetime agenda
for people. Various options are opening up.

During the analysis it was found that customers become loyal to few malls and
department stores and visit them often as compared to other. Although it was found
all of them keep approximately same kinds of brands and products and the same
pleasing environment. All this in mind we need to differentiate our mall from
others in the city to build up our own set of customers. It was found that the major
problem faced by the customers is the crowed at the cash counter. The life of
today’s generation has become very fast. They don’t want to wait in a queue for a
longer period. Thus we must provide more cash counters in our mall.

One advantage is that there is only one mall in the city that is magnum mall others
are the department stores. So enhance it and make it better to make it different i.e.
by having special attraction like body spa, Gym in the mall. There should be a
provision for ATMs in the mall too.

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 • Consumer Behavior
- Fourth edition by David L. London & Albert J. Delia Bitta.

• Research methodology (Methods & Technology)

Revised Second edition by C.R.Kothari

51