A PROJECT REPORT ON

“STUDY OF MARKETING STRATEGIES”

And
“CONSUMER BUYING BEHAVIOUR”
Of

In Partial fulfillment for the

Post Graduate Diploma in Business Management By

VARUN KUMAR WALIA

Roll No.: GJUJUL08AA056
Batch JULY (2008-2010)

Under the Guidance of

MAHINDER SRIVASTAV

NSB SCHOOL OF BUSINESS

B-II/1, MCIE, Delhi-Mathura Road, New Delhi

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 DECLARATION

I VARUN KUMAR WALIA studying in NSB SCHOOL OF

BUSINESS, New Delhi, do hereby declare that this project title “market

screening in sliding channel” & “buying behaviour in security system”

has been prepared by me, under the guidance of Mr. MAHENDRA

SRIVASTA. This is after undertaking the project in, which is in fulfillment

of the requirement of PGDBM program 0f NSB SCHOOL OF BUSINESS,

New Delhi.

Date
Place VARUN KUMAR

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 ACKNOWLEDGEMENT

Preparing this project of the title is a difficult but interesting task

and I was fortunate enough to get support from a number of people to whom

I shall always remain greatful.

I would like to express my sincere gratitude to Mr. Mahendra

Srivastava- . For his valuable guideline and support, with which this project

has been completed successfully. His kind encouragement and constant

guidance is highly appreciated towards the complete of this study.

I am highly thankful to “Mr. Mahendra Srivastava”, for giving

valuable suggestion and inputs throughout the project .i am really

supportive of his valuable advice, guidance , precious time, support of that

overfed.

VARUN KUMAR

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 EXECUTIVE SUMMARY
(Synopsis)

With the growth of securities system in manufacturing, we have seen

many companies came and out. Some of them survive for long enough.

Godrej is one of the best with its quality consciousness have able without

much difficulty. Godrej is not a great sell but it comes due to quality, it is

among top ranker in all over India.

During the summer training I have taken up following two projects

on special context particularly

They are

1. Market screening on launching for sliding channel &

2. Consumer buying behavior on securities system

So the objective or the task of the study was

1. Find out market strategy of relative goods. &

2. Check the behavior of consumer for product purchase of Godrej

Project-1

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 To understand the different competitors’ commodities, in the

present scenario of the market with their product & services provides in

Sliding channel. And analyzing & interpreting the collection of data we will

launch of Godrej brand through optimize strategy. The sampling area taken

whole NCR, NEW DELHI. This would help to company for launching the

product as customer base.

Projct-2

The main implication of the study was to know about usages of the

Godrej products in securities system, reason for preference given to a

particular brand & knowing whether promotion plays an important part in

the sale respective of consumer wants & choice. The sampling area taken in

FARIDABAD.

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TABLE OF CONTAINS

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 TABLE OF CONTAINS

1. preface ………………………………………………………1

2. Acknowledgement …………………………………………3

3. Executive summary(synopsis) ……………………………..4

4. About the company …………………………………………8

5. Abut the topic ……………………………………………….19

a) Market screening……………………………………..20

b) Analysis……………………………………………....39

c) Consumer buying behavior…………………….........64

6. Observation ……………………………………………… .55

7. Suggestion …………………………………………………78

8. Limitation ………………………………………………….81

9. Conclusion………………………………………………....83

10. Bibliography………………………………………………85

11. Questionnaire ……………………………………………..87

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 ►MANAGEMENT

Chairman & Managing Director: J. N. Godrej

Other Executive Directors : P. D. Lam, K. A. Palia, V. M. Crishna,

A.G.Verma

Non-executive Directors : A. B. Godrej, N. B. Godrej, K. N.

Petigara, B. A. Hathikhanavala, F. P.

Sarkari, P. P. Shah, A.

New Delhi branch : locks division

Asst. gen. manager : Mr. Attul Tripathi

Branch head : Mr. Rajesh Ohri

Dy manager : Mr. A.S. Akbar

Sr executive : Mr. vinay kumar,

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 INTRODUCTION TO THE COMPANY

The Company celebrated its centenary in 1997. In 1897 a young

man named Ardeshir Godrej gave up law and turned to lock-making.

Ardeshir went on to make safes and security equipment of the highest order,

and then stunned the world by creating toilet soap from vegetable oil. His

brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej

towards becoming a vibrant, multi-business enterprise. Pirojsha laid the

foundation for the sprawling industrial garden township (ISO 14001-

certified) now called Pirojshanagar in the suburbs of Mumbai. Godrej

touches the lives of millions of Indians every day. To them, it is a symbol of

enduring ideals in a changing world.

The Company is one of the largest privately-held diversified

industrial corporations in India. The combined Sales (including Excise Duty)

of the Company, its subsidiaries and affiliates, during the Fiscal Year ended

March 31, 2008, were about Rs. 90,000 million (US$ 1,900 million).

Board of Directors

Chairman & Managing Director: J. N. Godrej

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 Other Executive Directors: P. D. Lam, K. A. Palia, V. M.

Crishna, A. G. Verma

Non-executive Directors: A. B. Godrej, N. B. Godrej, K. N.

Petigara, B. A. Hathikhanavala,F. P. Sarkari, P. P. Shah, A.

BRANCHES

• Mumbai, Ahmedabad, Bhopal, Dombivli, Indore, Jabalpur, Nashik,

Pune, Raipur, Thane

• New DelhiI, Chandigarh, Faridabad, Ghaziabad, Gurgaon,

Jaipur,Jalandhar, Jammu, Kanpur, Lucknow, Noida

• Chennai, Bangalore, Coimbatore, Hyderabad, Kochi,

Secunderabad,Trivandrum, Visakhapatnam

• Kolkata , Bhubaneswar, Guwahati, Ranchi, Patna

• The Company has a network of 60 Company-operated GODREJ

LIFESPACE Retail Stores, more than 2,200 Wholesale Dealers, and

more than 18,000 Retail Outlets. The Company has Representative

Offices in Sharjah (UAE), Riyadh (Saudi Arabia) and Guangzhou

(China-PRC).

A young man called Ardeshir Godrej, gave up his law

studies and turned to lock making. He was the first Indian manufacturer to

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displace well entrenched foreign brands from the Indian market. The word

Godrej, etched into his metal locks, became the symbol of self reliance for

the generations that followed - the signature of TRUST.

Over the years, Godrej locks have changed in form, function and scope of

application. One thing however remains constant-the stamp of

RELIABILITY and TRUST. In fact names like "Navtal" and "Night Latch"

are today a part of every Indian's daily life. .Godrej is the first Indian lock

manufacturer to introduce Ultra locking systems. Made with loving care and

precision, Godrej locks go through a series of performance tests to withstand

real life exigencies.

“Welcome to the world of Godrej locks...everlasting

locks, enduring service.”

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 PRODUCTS OF GODREJ

Godrej is a part and parcel of every Indian’s life. From locks

to personal care. From appliances to air care. From furniture to construction.

There are innumerable ways we enrich quality of life - everyday,

everywhere.

We offer an entire spectrum of industrial solutions from storage

to material handling to process equipment and many, many more. Whether

clients are looking for standard equipment or custom engineering solutions,

the first name is Godrej.

CONSUMER PRODUCT

1. Appliances

2. Locks

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 3. Furniture

4. Security equipment

5. Audio visual solution

6. Type writers

7. Vending machine

8. Soap & personal care

9. Food

10. Air care

11. House hold insecticide

12. Housing

13. Paste management & services

INDUSTRIAL PRODUCT
1. Automated warehouse

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 2. material handling equipment
3. Process equipment
4. Precision component system
5. Machine tool service
6. Electrical & electronics
7. Tooling
8. It solution
9. PLM solution
10. Medical diagnostics
11. Agro product
12. Chemical
13. Construction material service
14. Lamkin motor group

Awards & Recognition

2006

• Lalji Mehrotra Foundation Award for Excellence, conferred by

National Society for Equal Opportunities for the Handicapped.

• Great Son of India Award given to Sohrab Godrej by National

Convention For Protection of India’s Resources and Environment

. 2005
• BNHS Green Governance Award for the Category - Conservation &
Restoration of Habitat, awarded to Godrej & Boyce Mfg. Co. Ltd.
2003

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 • Economic Times Corporate Excellence Award for Corporate
Citizenship

1994
• Nisarga Mitra Award from Rotary Club of Bombay, Vikhroli for
Environmental Conservation.
1991
Indira Gandhi Paryavaran Puraskar awarded to Sohrabji Godrej.
1989
• Institution of Economic Studies Lock Shree Award for Social
Commitment towards the society.

ABOUT GODREJ LOCKS

Godrej locks is a part of Godrej Group, one of India’s leading

companies. The Godrej Group has nurtured a century of growth and
progress in India with a forward-looking attitude and an eye of the future.

Godrej is the realization of man who dared to dream big

dreams. His name was Ardeshir godrej, and he started a small company
that manufactured locks. Today his dream has enveloped every Indian’s
life. It has spawned multi million dollar conglomerate, which is a house
hold name all over India.

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 From locks a personal care, from appliances to hair care.
From furniture to construction. From personal products to food. From
high tech engineering solution to world-class consumer products, godrej
is a from internal part of the lives of millions of Indians.

Godrej has a strong network of over 50 company-owned

retail stores, with more than 2,200 wholesale dealers and over 18,000
retail outlet stores. The Group is today estimated to be more than $1.3
billon. Over and above every thing, the spirit of entrepreneurship, the
vision of dynamic tomorrow, and the capacity to build and realize
dreams, is in essence of the Godrej Group.

BANKERS
Central Bank of India, Union Bank of India, Citibank N.A.,

ICICI Bank Ltd., State Bank of Patiala, and Axis Bank Ltd.

Businesse & recognition

The Company has the following businesses (with respective

certifications), which manufacture and/or market a wide range of consumer
durables and industrial products:

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 Appliances (ISO 9001/14001)
Refrigerators, Washing Machines, Air Conditioners, Microwave Ovens and
DVD Players

“Interio” Office And Home Furniture (ISO9001/14001)

Office Furniture - Desking, Seating, Open Plan Office Systems,

Appliances (ISO 9001/14001)

Refrigerators, Washing Machines, Air Conditioners, Microwave Ovens and
DVD Players

“Interio” Office And Home Furniture (ISO 9001/14001)

Office Furniture - Desking, Seating, Open Plan Office Systems, Computer
furniture and Storages; Home Furniture - Living, Dining and Bedroom
furniture; Kitchen cabinets. Laboratory furniture; Marine accommodation;
Healthcare furniture; Turnkey interiors; Carpet tiles; Mattresses

Locks (ISO 9001/14001, OHSAS 18001)

Padlocks, Furniture locks, Mechanical and electromechanical door locks,
Door Controls, Architectural and Glass Hardware, Customized solutions and
Cartini range of Scissors, Knives and Kitchen Accessories

Security Equipment & Solutions : (ISO 9001 / 14001, OHSAS

18001)
Strong Room Doors, Safe Deposit Lockers, Cash Boxes and Coffers,
Data/ATM Safes, Burglary and Fire Resisting Safes, Record& Filing
Cabinets, Electronic Coffers, Currency Sorters and Cash Counting
Machines, Fire/Security/Marine Doors, Entranza Home Doors, Fire and

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Burglar Alarm/Premises Security Systems, Video Door Phones, CCTV
System, Access Control Systems

Prima (ISO 9001)

Vending Machines and Services; Conferencing Products and Solutions
Material Handling Equipment (ISO 9001/14001, O 18001)
Forklift Trucks ( Diesel, Electric and LPG ) and Attachments, Container
Handling Trucks, Telehandlers, Warehousing, Industrial Cleaning and
Personnel Access Equipment, Spare Parts, Service and Maintenance
Contracts

Industrial Products (ISO 9001/14001)

Precision Toolings (Press Tools/ Vacuum Forming Moulds/Pressure Die-
Casting Dies), Special Purpose Machines, High Precision
Components/Equipment for Engineering and allied industries, Sheet Metal
Working Machines – Sales and Service

Process Equipment (ISO 9001; ASME ‘U’, ‘U2’, ‘U3’, ‘S’;

AD-2000 Merkblatt ‘HP0’; Chinese ‘SELO’)
Heavy Walled Reactors, High Pressure Vessels, High Pressure Shell and
Tube Heat Exchangers, Reactor/Tower Internals and Trays

Construction And Real Estate (ISO 9001/14001, OHSAS

18001)
Ready Mix Concrete, Construction Projects, Property Development, Real
Estate Services

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 Electrical And Electronics (ISO 9001/14001, OHSAS 18001)
Busbar Power Distribution Systems, Compressors and Compressed Air
Control Systems, Industrial Electronics and Automation, Energy
Conservation and Green Building Services, Turnkey Electrical/MEP
Contracts and Power Infrastructure Projects

Registered Office, Head Office and Mumbai Branch

Pirojshanagar, Vikhroli, Mumbai (Bombay) 400 079, India

Phone: 91 - 22 - 6796 5656 / 6796 5959 / 6796 1300
Godrej Response Centre toll-free number: 1-800-22 55 11
corporate website: http://www.godrej.com
Retail portal: http://godrejlifespace.com

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 For further information, contact at the Company’s
Head Office:

• P. D. LAM, EXECUTIVE DIRECTOR AND PRESIDENT

Phone: 91-22-6796 5001 / 6796 5002
Fax: 91-22-6796 1516 E-mail: pdl@godrej.com

• K. A. PALIA, EXECUTIVE DIRECTOR (FINANCE)

Phone: 91-22-6796 5101 / 6796 5187
Fax: 91-22-6796 1518 E-mail: kapalia@godrej.com

ABOUT THE OROJECT

1. MARKET SCREENING TO THE LOUNCHING OF SLIDING

CHANNEL

2. CONSUMER BUYING BEHAVIOUR IN SECURITIES SYSTEM

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 MARKET SCREENING

• Environment screening is the process of collecting information

through observation, review of business, trade, government
publication & marketing research method efforts. Than such
collected information is reconciled and assessed so as to interpret the
findings. By evaluating available information, a marketing manager
should be able to determine possible threats and opportunities
associated with environmental fluctuations. By these marketing
efforts, marketing strategies could be developed for the coming time.

• Learn about which markets offer the best opportunities for your
particular product or service, known as the term of market screening.

• A market screening project provide market research analysis for each

of these factors for each market and allows you to rank and prioritize
markets for growth and expansion.

• The aim of market screening is to identify the potential for your

products in the market

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 • In today’s retail environment, many successful retailers are
discovering that they have saturated their current markets. These
retailers often turn to new markets that may provide opportunities for
growth. Unfortunately, while a retailer may understand their own
markets, they may have limited knowledge of which new markets
offer the greatest potential.

The Strategic Edge provides retailers with answers they need to

ensure successful expansion. Through the use of Geographic Information
Systems (GIS), The Strategic Edge has the capability to screen markets on
local, regional, and national levels.

A successful screening typically begins with the creation of a

database developed on the retailer’s existing stores. Trade areas are defined
for the stores and then literally hundreds of demographic and lifestyle
characteristics are compiled. The database is then analyzed to identify the
key variables in predicting success.

Based on the key variables from the database analysis, markets

or areas are identified which have high concentrations of the key
demographic and lifestyle characteristics. These markets can then be
prioritized for expansion efforts, or if necessary, eliminated from
consideration.

The Strategic Edge has recently applied screening methodologies

for several clients. One screening was for a farm supply company that was

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looking for new market opportunities in a specific region of the country.
Through a database analysis, a combination of demographic, lifestyle, and
agricultural data were determined to be the key variables for predicting
success of the stores. Markets were then identified which had the necessary
combination of these success factors.

Another screening performed by The Strategic Edge was for a

junior department store. Markets were identified based on certain
demographic thresholds. Once a market was identified, a regression-based
forecasting model was applied to each market. These forecasts provided a
"first look" at several hundred markets that would otherwise not be possible
through typical real estate investigations.

As the two examples illustrate, the goal of a market screening is

to identify markets with high opportunities. Any definitive real estate
decisions should be based upon more in-depth analyses. Such analyses
include base economic analysis, developing expenditure potential, and
analyzing competition, identifying specific sites, and forecasting sales. The
Strategic Edge offers a full array of market research services to supplement
GIS market screenings and ensure successful expansion decisions.

CLARITAS Market Screening

Identify and rank your best markets for expansion Overview

Our market screening studies can provide the framework for real estate
expansion by identifying and prioritizing new markets for entry. By
understanding of your target customer, we can identify those markets with

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the greatest concentration of your customers and determine the optimal
number of units each market can successfully support. Nielsen Clarita’s
Analytical Consul ting’s studies will assist you in determining where and
how you can grow your business.

Features & Benefits

A Market Prioritization study is designed to score and evaluate large markets
based on their potential for your sites. Potential is based on an analysis of a
combination of the following three factors:

• Demand Potential–the total dollar or customer potential for

your product or service offering

• Share Potential–the share of the demand potential that you can

capture (typically based on the degree of competition in the
market)

• Market Receptivity–the demographic fit of consumers for the

product or service being sold and the level of competition within
the market

A market screening project provide market research analysis for each of

these factors for each market and allows you to rank and prioritize markets
for growth and expansion.

The aim of market screening is to identify the potential for your products in
the market.

Making the decision a new market is not easy and often requires a lot of
analysis in order to get to the point that you want to spend the required
financial and time resources.

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The Danish Trade Commission in Kazakhstan offers an easier and
better way of doing it: We will analyze the potential for you. We need only
minimum information from you for this initial phase, which is often found in
your homepage. Then a small list (2-4) potential partner is drafted and
through brief telephone interviews their interest in such products is
established. The main focus of the interview is to analyze the interest from
established actors in the market.

Time consumption for such an activity is only 5-10 hours and thus you can
make a simple feasibility study in the range of DKK 3575-7150.

It should naturally be mentioned that this process is not exhaustive and

cannot present the full picture. It should be followed up by possibly a brief
market survey, a thorough partner search in order to identify the right partner
and a meeting session. Additionally follow-up is needed in order to keep
pushing the local partner.

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OBSEVATIONS

During the training period I analyze the market through different

type of questionnaires which helped me to understand the market
opportunity and threats such that launching of new product of sliding
channel it will help as very important role for the Godrej Company.

In NCR Reason I screen the in different location such as

Faridabad, noida, gorgoan, Ghaziabad. New Delhi etc in hardware shop,
retailer & wholesaler. I observe the information and collected data through
questionnaire describe as following.

1. Do you sale sliding channel?

a. yes b.no

2. Product’s company name which you sale?

a………… b………..c………….d………….

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• While dealing with the shopkeeper or retailer it is firstly very
important to know as to either he sales sliding channel or not, if yes
then my next question was to know that how many different brand of
company ha sales.

• Through the above questionnaire I found that mostly outlets

consist of product, such as follows.

1. Hettich

2. Flyrell

3. Ozone

4. Chinese

5. Other

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3. What as the percentage contribution in volume in brand wise in a month?

A …………. B. ………..

C. ………….. D. ………..

4. What is the percentage contribution in value/amount in brand wise

respecting month?

A …………. B. ………….

C. …………. D. ………….

• Depending upon the customer demand, the shopkeeper stated

approximately him sales contribution value such as 500 pieces or
1000 pieces, something else accordingly as the brand wise early in no.
second.
• In next step I have to arise how much rupees approximately he salles
in a month, they told me approximately value like 50,000,
40,000,30,000,20,000.15.000

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 • Due to above questionnaire the main to find out the opportunity and
threat of newly launch sliding channel.

5. How many sizes do you sale? Please specify.

…………………………………………………………

6. What is the warranty on these products?

A…………. B………….

C…………. D………….

• The average no of customer purchase mostly particular size but

available in market in different size, such as follow.

10”, 12”, 14”, 16”, 18”, 20”, 22”, 24”, 28”, 30”, 34”

• Mostly customer demand 18” & 20” that’s why outlets contain these
two sizes generally.
• In the next step I have to know about the warranty of these products.
• Generally shop provides warranty for one year in Hettich, Flyrell &
Ozone.

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7. What is the rate? (MRP) company wise per inch or net.

A…………. B………………..

C………… C……………….

8. What is the standard packing? (In a set).

A…………. B…………..

C………….. D………….

• The company produced two type of products heavy or light so price

obviously vary and shopkeeper also decide price in some extent in
minor differ. So the average value in rupees in brand wise is given in
per 20” in lump sum.

Price std. packing

a. Hettich- 340 10

b. Flyrell- 320 15

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 c. 0zone – 280 10

d. Chinese- 100 15

e. Other -100 15

9. Who is the end customer?

a. kitchen dealer
b.general customer
c. builder
d. other
10. Are you satisfied with these companies?(by which company and why)
…………………………………………………..

• The person who purchases the sliding channel from you is which one.
In different location I have got different result on it. Such as in Chawri
bazaar most of shop keeper sales local Chinese sliding channel
demanded by general customer but builders and kitchen dealer
demand branded in the same market.
• As far as concerning of satisfaction of shopkeeper reply me there is no
blames in Flyrell Ozone & Hettich, LIFE LONG and satisfaction for
the customer that’s why demand in market.
• On the other hand Chinese is also big deal in market but there is no
threat of Godrej since it deal target customer is middle & high profile
person.

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ANALYSIS
Through out the market analyzing I must shows here swot analysis based on
market.

SWOT Analysis is a strategic planning method used to evaluate the

Strengths, Weaknesses, Opportunities, and Threats involved in a project or
in a business venture. It involves specifying the objective of the business
venture or project and identifying the internal and external factors that are
favorable and unfavorable to achieving that objective

Strategic and Creative Use of SWOT Analysis

A SWOT analysis must first start with defining a desired end state or
objective. A SWOT analysis may be incorporated into the strategic planning
model. An example of a strategic planning technique that incorporates an
objective-driven SWOT analysis is Strategic Creative Analysis (SCAN)[1].
Strategic Planning, including SWOT and SCAN analysis, has been the
subject of much research.

• Strengths: attributes of the person or company that are

helpful to achieving the objective.

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 • Weaknesses: attributes of the person or company that are
harmful to achieving the objective.
• Opportunities: external conditions that is helpful to
achieving the objective.
• Threats: external conditions which could do damage to
the business's performance.

Identification of SWOTs is essential because subsequent steps in the

process of planning for achievement of the selected objective may be
derived from the SWOTs.

First, the decision makers have to determine whether the objective is

attainable, given the SWOTs. If the objective is NOT attainable a different
objective must be selected and the process repeated.

The SWOT analysis is often used in academia to highlight and identify

strengths, weaknesses, opportunities and threats. It is particularly helpful in
identifying areas for development.

If, on the other hand, the objective seems attainable, the SWOTs are used as
inputs to the creative generation of possible strategies, by asking and
answering each of the following four questions, many times:

• How can we Use and capitalize on each Strength?

• How can we improve each Weakness?
• How can we Exploit and Benefit from each Opportunity?
• How can we mitigate each Threat?

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SWOT analysis may limit the strategies considered in the evaluation. "In
addition, people who use SWOT might conclude that they have done an
adequate job of planning and ignore such sensible things as defining the
firm's objectives or calculating ROI for alternate strategies.” Findings from
Menon et al. (1999) and Hill and Westbrook (1997) have shown that SWOT
may harm performance. As an alternative to SWOT, J. Scott Armstrong
describes a 5-step approach alternative that leads to better corporate
performance.

These criticisms are addressed to an old version of SWOT analysis that

precedes the SWOT analysis described above under the heading "Strategic
and Creative Use of SWOT Analysis." This old version did not require that
SWOTs be derived from an agreed upon objective. Examples of SWOT
analyses that do not state an objective are provided below under "Human
Resources" and "Marketing."

Internal and external factors

The aim of any SWOT analysis is to identify the key internal and external
factors that are important to achieving the objective. These come from
within the company's unique value chain. SWOT analysis groups key pieces
of information into two main categories:

• Internal factors – The strengths and weaknesses internal

to the organization. - Use a PRIMO analysis to help identify
factors

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 • External factors – The opportunities and threats
presented by the external environment to the organization. -
Use a PEST or PESTLE analysis to help identify factors

The internal factors may be viewed as strengths or weaknesses depending

upon their impact on the organization's objectives. What may represent
strengths with respect to one objective may be weaknesses for another
objective. The factors may include all of the 4P's; as well as personnel,
finance, manufacturing capabilities, and so on. The external factors may
include macroeconomic matters, technological change, legislation, and
socio-cultural changes, as well as changes in the marketplace or competitive
position. The results are often presented in the form of a matrix.

SWOT analysis is just one method of categorization and has its own
weaknesses. For example, it may tend to persuade companies to compile
lists rather than think about what is actually important in achieving
objectives. It also presents the resulting lists uncritically and without clear
prioritization so that, for example, weak opportunities may appear to balance
strong threats.

It is prudent not to eliminate too quickly any candidate SWOT entry. The
importance of individual SWOTs will be revealed by the value of the
strategies it generates. A SWOT item that produces valuable strategies is
important. A SWOT item that generates no strategies is not important.

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Corporate planning
As part of the development of strategies and plans to enable the organization
to achieve its objectives, then that organization will use a
systematic/rigorous process known as corporate planning. SWOT alongside
PEST/PESTLE can be used as a basis for the analysis of business and
environmental factors.

• Environmental scanning
o Internal appraisals of the organization's SWOT,
this needs to include an assessment of the present
situation as well as a portfolio of products/services and
an analysis of the product/service life cycle
• Analysis of existing strategies, this should determine
relevance from the results of an internal/external appraisal. This
may include gap analysis which will look at environmental
factors
• Strategic Issues defined – key factors in the
development of a corporate plan which needs to be addressed
by the organization

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 • Develop new/revised strategies – revised analysis of
strategic issues may mean the objectives need to change
• Establish critical success factors – the achievement of
objectives and strategy implementation
• Preparation of operational, resource, projects plans for
strategy implementation
• Monitoring results – mapping against plans, taking
corrective action which may mean amending
objectives/strategies.[10]

: Marketing management

In many competitor analyses, marketers build detailed profiles of each

competitor in the market, focusing especially on their relative competitive
strengths and weaknesses using SWOT analysis. Marketing managers will
examine each competitor's cost structure, sources of profits, resources and
competencies, competitive positioning and product differentiation, degree of
vertical integration, historical responses to industry developments, and other
factors.

Marketing management often finds it necessary to invest in research to

collect the data required to perform accurate marketing analysis.
Accordingly, management often conducts market research (alternately
marketing research) to obtain this information. Marketers employ a variety
of techniques to conduct market research, but some of the more common
include:

• Qualitative marketing research, such as focus groups

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 • Quantitative marketing research, such as statistical
surveys
• Experimental techniques such as test markets
• Observational techniques such as ethnographic (on-site)
observation
• Marketing managers may also design and oversee various
environmental scanning and competitive intelligence processes
to help identify trends and inform the company's marketing
analysis.

strengths

• Advantages of proposition, no.1 brand in India.

• Capabilities

• Competitive advantages

• USP's (unique selling points)

• Resources, Assets, People likes majority of Godrej.

• Experience, knowledge, data

• Financial reserves, likely returns

• Marketing - reach, distribution, awareness

• Location and geographical

• Value, quality

- 38 -
 • Qualifications, certifications

weaknesses

• Not easily available due to selected shop

• Customer think it is costly in some extant

• Out of presence and reach of lower family

• Lack of distributors in some selected area

opportunities

• Market developments Processes of sliding channel in future

• Brither future in market

• Customer satisfied with brand name so high demand

• We should try for Global influences

• New markets establish in particular channel product

• New strategic plan for unique selling price

• Business and product development in future

• Volumes, production, & economics through sliding channel

Threats

- 39 -
 • Competitor effects in substitute product

• Competitor intentions - various

• Market demand may be increase or decrease

• Seasonality effects so launch before right time

ANALYSIS
Chawari bazaar.(40 shop)

Value in Rs (000) No of shop/retailer

0—10 10
10—20 6
20—30 5
30—40 5
40—50 2
50—60 3
60—70 1
70—80 3
80—90 3

- 40 -
 90—100 2

10 0—10
10—20
8
20—30
6 30—40
40—50
4 50—60
60—70
2
70—80
0 80—90
No of shop/retailer 90—100

- 41 -
GHAZIABAD(12)

Value in Rs (000) No of shop/retailer

0—n/c 2
n/c—10 2
10—20 1
20—30 3
30—40 0
40—50 2
50—60 1
60—70 1
70—80 0
80—90 0
90—100 0
0—n/c
3
n/c—10
2.5 10—20
2 20—30
30—40
1.5
40—50
1 50—60
0.5 60—70
70—80
0
No of shop/retailer 80—90
90—100

- 42 -
BWARIKA (7)

Value in Rs (000) No
No of
of shop/retailer
shop/retailer
0—n/c 1
n/c—10 0
10—20 0
20—30 1
30—40 1
40—50 3
50—60 0
60—70 1
70—80 0
80—90 0
90—100 0
3 0—n/c
n/c—10
2.5 10—20
20—30
2
30—40
1.5 40—50
50—60
1
60—70
0.5 70—80
80—90
0
90—100

BASANT KUNJ & BASANT BIHAR(4)

- 43 -
0—n/c 1
n/c—10 1
10—20 3
20—30 0
30—40 0
40—50 0
50—60 0
60—70 0
70—80 0
80—90 0
90—100 0
3 0—n/c
n/c—10
2.5 10—20
20—30
2
30—40
1.5 40—50
50—60
1
60—70
0.5 70—80
80—90
0
90—100

KAROL BAGH(7)

- 44 -
0—n/c 0
n/c—10 2
10—20 1
20—30 1
30—40 1
40—50 1
50—60 0
60—70 0
70—80 0
80—90 0
90—100 1
2 0—n/c
n/c—10
10—20
1.5
20—30
30—40
1 40—50
50—60
60—70
0.5
70—80
80—90
0 90—100

MALVIYA NAGAR (7)

- 45 -
0—n/c 2
n/c—10 0
10—20 2
20—30 1
30—40 1
40—50 0
50—60 1
60—70 0
70—80 0
80—90 0
90—100 0
2 0—n/c
n/c—10
10—20
1.5
20—30
30—40
1 40—50
50—60
0.5 60—70
70—80
80—90
0
90—100

NOIDA (20)

- 46 -
0—n/c 17
n/c—10 1
10—20 1
20—30 1
30—40 0
40—50 0
50—60 0
60—70 0
70—80 0
80—90 0
90—100 0
18 0—n/c
16 n/c—10
14 10—20
20—30
12
30—40
10
40—50
8
50—60
6
60—70
4
70—80
2 80—90
0 90—100

SAHADRA(9)

- 47 -
0—n/c 2
n/c—10 2
10—20 3
20—30 1
30—40 0
40—50 1
50—60 0
60—70 0
70—80 0
80—90 0
90—100 0
3
0—n/c
n/c—10
2.5
10—20
2 20—30
30—40
1.5 40—50
50—60
1 60—70
70—80
0.5
80—90
90—100
0

- 48 -
MAYUR VIHAR(8)

0—n/c 2
n/c—10 0
10—20 0
20—30 2
30—40 3
40—50 1
50—60 0
60—70 0
70—80 0
80—90 0
90—100 0
3 0—n/c
n/c—10
2.5 10—20
20—30
2
30—40
1.5 40—50
50—60
1
60—70
0.5 70—80
80—90
0
90—100

KOTLA (35)

- 49 -
0—n/c 0
n/c—10 2
10—20 8
20—30 6
30—40 7
40—50 6
50—60 3
60—70 2
70—80 0
80—90 0
90—100 0
0—n/c
8
n/c—10
7
10—20
6 20—30
5 30—40
4 40—50
3 50—60
2 60—70
70—80
1
80—90
0
90—100

KALKA JEE (12)

- 50 -
0—n/c 0
n/c—10 7
10—20 3
20—30 0
30—40 1
40—50 1
50—60 0
60—70 0
70—80 0
80—90 0
90—100 0
7 0—n/c
n/c—10
6
10—20
5 20—30
4 30—40
40—50
3
50—60
2 60—70
70—80
1
80—90
0 90—100

WAZIRPUR, rajori gaden,kirti nagger(12)

- 51 -
0—n/c 2
n/c—10 3
10—20 1
20—30 3
30—40 0
40—50 2
50—60 1
60—70 0
70—80 0
80—90 0
90—100 0
3 0—n/c
n/c—10
2.5 10—20
2 20—30
30—40
1.5 40—50
50—60
1
60—70
0.5 70—80
80—90
0 90—100

PITHAMPURA, KARKARDOOMA (9)

- 52 -
0—n/c 2

n/c—10 1
10—20 1

20—30 0
30—40 3

40—50 1
50—60 0

60—70 1
70—80 0

80—90 0
90—100 0

3 0—n/c
n/c—10
2.5 10—20
20—30
2
30—40
1.5 40—50
50—60
1
60—70
0.5 70—80
80—90
0
90—100

FARIDABAD(13)

- 53 -
0—n/c 1

n/c—10 5
10—20 3

20—30 1
30—40 0

40—50 1
50—60 0

60—70 0
70—80 1

80—90 0
90—100 1

5 0—n/c
n/c—10
4 10—20
20—30
3 30—40
40—50
2 50—60
60—70
1 70—80
80—90
0
90—100

WHOLE NCR in product sell, value (205)

- 54 -
Value in Rs (000) No of shop/retailer
0—n/c 30
n/c—10 48
10—20 36
20—30 23
30—40 19
40—50 18
50—60 13
60—70 6
70—80 5
80—90 3
90—100 4
0—n/c
50
n/c—10
40 10—20
20—30
30 30—40
40—50
20
50—60
10 60—70
70—80
0 80—90
No of shop/retailer
90—100

- 55 -
- 56 -
OBSERVATION

During the period of two month I have gone through in different location in
NCR reason, such as Basant kunj, Basant Bihar,

Sahadara, Noida, Ghaziabad, Mayor Bihar, Chawari bazaar, Malviya

nagar, etc.

The short observation in these locations given as follow

- 57 -
 CHAWRI BAZAR

SSS.No Name of outlet Contact person Contact no. Hettich flyrell ozone chinese other Total value
1 Kailash chand Mukesh 9810066579 n y n n y 19000
aggrawal& aggrawal
sosns
2 Sachin hardware Sachin gupta 9891239220 n n n n Y4 140000

3 Srinagar home Sanjeev kumar 0113243557 n n n y y n/c

décor 9
4 Essel marmot Arun kumar 9873760447 y n n n y 32000
private ltd
5 Vipin sales vipin 0112326458 y n y n Y2 33000
corporation 7
6 Sushil kumar Sushil 9899143602 y n y n y 58500
& .bros aggrawal
7 J m chamanlal lalchaman 0112326803 n n n y n 27000
aggrawal & co 9
8 Shanty hardware Dheeraj arora 0112327123 n n n y y 15000
1
9 Shiv ram das & Pappu pandey 0112325210 n n n n Y3 25000
sons 9
10 Hari sons & co. Ashish kumar 9311810111 y n n n Y3 75000

11 Babu ram om manufa 0112324144 n n n y Y2 n/c

sons 4
12 Badrinath mal Deepak 0112326621 n n n y n 7000
govind Prasad kuchhal 5
13 Kishori lal tayal Mukesh kumar 9911096536 n n n y n 8000
& sons
14 Nirmani Mohan lal 9999627466 n n n n Y3 n/c
hardware
15 Hardware house Anil gupta 9213580228 n n n y Y3 40000

16 Arun hardware arun 0112259320 n n n n y 5000

6
17 Goyel jee sons Ritesh goyal 9313519970 y y y y n n/c

18 Mittal brass rajesh 9810212421 y y y n y n/c

colletion
19 Jatindar brose jatindar 989903319 n y y y y 80000
&hardware
20 T c jain& mahesh 0112391946 n n y y y 12000
Mahesh brothers 4
- 58 -
SSS.No Name of outlet Contact person Contact no. Hettich flyrell ozone chinese other Total value
1 S S Brass udyog Anuj gupta 01123242627 y y y y 3000

2 P K Traders Mukesh jain 01123928826 y y y n/c

3 Garg hardware nilesh 01123263444 y y 30000

4 K K Aluminium J k goyal 9213750770 Y4 90000

5 Vijay gupta & Vijay gupta 01123255263 Y4 40000

sons
6 Aggrawal 0113285060 y Y2 80000
trading co.
7 Sanjay Sanjay 9810163421 y y 55000
international
8 M j hardware naved 9811118387 y 20000
store
9 H C hardware Inderpal bansal 01132573849 y Y3 80000
centre
10 R S Baburaman baburaman 01123269195 y y 30000
& hardware n
11 Shayam shayam 01123238270 Y4 15500
hardware
12 K B Hardware Sakeel ahmad 9312267669 y y n/c

13 Yukti hardware Parag gupta 9899519466 y y y Y 320000

Collection
14 Yukti hardware 01123236484 y 55000
Store
15 BDR aarti 01123221818 y y y y 47000
Enterprises
16 Summer chand 01123263048 Y3 14500
aggrawal&son
17 Hira lal & co. Pawan kr jain 9312882228 y y Y2 9000

18 S S Hardware Parveen 9891029971 n y y y y 32000

&signatory zeeshan
19 Hardware home J p gupta 9891642539 n y n y n 38000
20

- 59 -
 DWARKA

SSS.No Name of outlet Contact person Contact no. Hettich flyrell ozone chinese other Total value
1 Jindal sanitary & amit 25083485 y y Y2 40000
hardware
2 Gupta sons naresh 25075100 y y y y 65000
hardware
3 National paints Vikram singh 9810264186 y y Y2 40000
& hardware
4 Mangal agencies vikash 9891456840 y y 35000
pvt ltd.
5 Garg traders anil 9810673077 y Y3 40000
paits& hardware
6 Modern paints & raju 25392226 Y3 24000
hardware
7 Jindal traders rohit 2532212 y y Y2 n/c

- 60 -
 MALVIYA NAGAR & G.K1,2

SSS.No Name of outlet Contact person Contact no. Hettich flyrell ozone chinese other Total value

1 Trimurti d.n dawar 26687796 y y y y 36000

,gurunanak store
2 Narula paints & 9810073630 y y 26000
hardware
3 Jay kay paints Jaswant singh 26683523 y 12000
& hardware
4 Mehata sanitary K l mehta 9811128137 y y 18000
store
5 Mahalaxmi Rakesh arora 9811225151 y y n/c
sinatry store

1 R C Gupta & Mr sanjeev 9212045125 Foreign n/c

sons(gk1) importer

1 Zindal sanitry & Mr zindal 29238413 y y y y 50000

h/w(gk2)

- 61 -
 NOIDA 4 &9, greater noida(gn)

MAYUR BIHAR 1, (kalyan puri, pandav nagar, padpar ganj)

SSS.No Name of outlet Contact
Contactperson
person Contact
Contactno.
no. Hettich
Hettich flyrell
flyrell ozone
ozone chinese
chinese other
other Total
Total value
value
1 Kapoor
National marbal gopal
Vishal kapoor 9312770656
9810248439 y Y4
Y3 25000
n/c
hardware,
house&hardware
2 sanitary store
Verma sale Rajesh saxena 22755088 y y y 30000
2 Prakash
corporation Gaurav sharma 9891447684 Y3 n/c
hardware&mill n/c
store
13 Subham paints & Govind
Grover hardware Santoshlal
goyal 22778328
9811723303 y y yy Y2 n/c
30000
hardware
store
24 Guru nanak
Purnima Sushil lalwani 0112277301
niraj 9871324340 y yy y y
Y2 n/c
45000
hardware store 1
5 Ankit paints & Kewal goyal 9871712244 y y y y n/c
n/c
hardware
16 Om
Guptapaints &
traders Mansa ram
sachin 9810426635
22750144 yy y yy 18000
n/c
hardware
27 Shiv
Goyalhardware
paints & Satish sharma 9971084506
gaurav 9811575287 y y y
Y3 n/c
n/c
store
hardware
8 Shiva machinery Praveen mittal 9811838115 y y Y2 n/c
n/c
&hardware
19 Khandelwal J p khandelwal
Sharma paints & Binod kumar 9899601786 y
9213871430 y y yy y n/c
20000
enterprises
hardware
210 Chander
Gupta paints chandramohan
Anuj gupta 9871079002 yy
9810728638 y y y yY 2 n/c
36000
hardware
11 Raman Raman bansal 9811212081 y Y3 n/c
n/c
international
12 Vicky hardwere Vickey jain 9818403308 y y y n/c
&sanitary store
13 Arun gargi &co. C s bansal 0120251644 y n/c
2
14 Anil paints & anil 9818616699 y y Y2 n/c
hardware store
15 Parastrading co. Dinesh jain 9811759509 y y y y n/c
16 Payal hardware baibhav 9212270313 y y y y n/c
17 Arihant kitchen 9811759509 y y Y2 21000
gallerys
18 Sri krishana Mr krishana y n/c
traders
19 Rajnish paints& Dayaram singh 9999648511 Y2 12000
hardware(gn)
20 Shri jagat 9810798830 y n/c
mahavira&timber
Plywood
- 62 -
SSS.No Name of outlet Contact person Contact no. Hettich flyrell ozone chinese other Total value
1 Mittal hardware Arun mittal 9810872236 y y y 60000

2 Venus hardware laukesh 0120651681 y 10000

2
3 Surya hardware rahul 9818818808 y Y3 40000

4 Saraswati Praveen bansal 9211311170 y y y 40000

hardware
5 S k hardware nadeem 9910012395 Y4 20000

6 Shankarhardware Manoj gupta 9891707513 y y 20000

&mill store
7 Shankar Atul kr 9810733791 y y 20000
machinery&hard
8 Sumangalam Lokesh gupta 2790517 y Y3 n/c
steels
9 Manish hardware manish 2830533 y y n/c
store
10 Ambika mills S k goyal 9810488670 y y 10000
store
11 Goyal hardware Alok kumar 9899749997 y Y2 25000
store goyal
12 Ekta hardware Mr singhal 9811048850 y y Y2 50000

GHAZIABAD

- 63 -
S.No Name of outlet Contact person Contact no. Hettich flyrell ozone chinese Other Total value

1 Tirupati Mr sachin 9818516013 y y n/c

hardware store
2 C k jain Mr jain 22325891 y y y y 12000
hardware
3 Sonali Mr jaganlal 9910058553 y y Y2 n/c
aluminium hard.
4 Narula trading trimurti 22596334 y y Y2 n/c
co.
5 Sri mahavir 22320034 y y y y 14000
traders& hard.
6 Jagdamba Lalit garg 9818921412 y Y3 8000
hardware
7 Shree bansal Rajiv bansal 9971702834 y y 45000
H/W paints
8 Gupta sanitary Rajiv gupta 9990015722 y Y2 10000
& hardware
9 Kumar h/w store Pawan kumar 9811066618 y y 20000

SHAHDARA(loni road,)

- 64 -
CONSUMER BUYING BEHAVIOUR

Definition of Buying Behavior:

“Buying Behavior is the decision processes and acts of people involved

in buying and using products and services”.

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.

- 65 -
 • Marketers can better predict how consumers will respond to
marketing strategies.

Consumer Buying Behaviors

What influences consumers to purchase products or services? The consumer

buying process is a complex matter as many internal and external factors
have an impact on the buying decisions of the consumer.

When purchasing a product there several processes, which consumers go

through? These will be discussed below.

1. Problem/Need Recognition

How do you decide you want to buy a particular product or service? It could
be that your DVD player stops working and you now have to look for a new
one, all those DVD films you purchased you can no longer play! So you
have a problem or a new need. For high value items like a DVD player or a
car or other low frequency purchased products this is the process we would
take. However, for impulse low frequency purchases e.g. confectionery the
process is different.

2. Information search

So we have a problem, our DVD player no longer works and we need to buy
a new one. What’s the solution? Yes go out and purchase a new one, but
which brand? Shall we buy the same brand as the one that blew up? Or stay

- 66 -
clear of that? Consumer often goes on some form of information search to
help them through their purchase decision. Sources of information could be
family, friends, neighbors who may have the product you have in mind, and
alternatively you may ask the sales people, or dealers, or read specialist
magazines like What DVD? to help with their purchase decision. You may
even actually examine the product before you decide to purchase it.

3. Evaluation of different purchase options.

So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush?

Consumers allocate attribute factors to certain products, almost like a point
scoring system which they work out in their mind over which brand to
purchase. This means that consumers know what features from the rivals
will benefit them and they attach different degrees of importance to each
attribute. For example sound maybe better on the Sony product and picture
on the Toshiba, but picture clarity is more important to you then sound.
Consumers usually have some sort of brand preference with companies as
they may have had a good history with a particular brand or their friends
may have had a reliable history with one, but if the decision falls between
the Sony DVD or Toshiba then which one shall it be? It could be that the
review the consumer reads on the particular Toshiba product may have
tipped the balance and that they will purchase that brand.

4. Purchase decision

Through the evaluation process discussed above consumers will reach their
final purchase decision and they reach the final process of going through the

- 67 -
purchase action e.g. The process of going to the shop to buy the product,
which for some consumers can be as just as rewarding as actually
purchasing the product. Purchase of the product can either be through the
store, the web, or over the phone.

Post Purchase Behavior

Ever have doubts about the product after you purchased it? This simply is
post purchase behaviors and research shows that it is a common trait
amongst purchasers of products. Manufacturers of products clearly want
recent consumers to feel proud of their purchase; it is therefore just as
important for manufacturers to advertise for the sake of their recent
purchaser so consumers feel comfortable that they own a product from a
strong and reputable organization. This limits post purchase behavior. i.e.
You feel reassured that you own the latest advertised product.

Factors influencing the behaviors of buyers.

Consumer behavior is affected by many uncontrollable factors. Just think,

what influences you before you buy a product or service? Your friends, your
upbringing, your culture, the media, a role model or influences from certain
groups?

Culture is one factor that influences behaviors. Simply culture is defined as

our attitudes and beliefs. But how are these attitudes and beliefs developed?
As an individual growing up, a child is influenced by their parents, brothers,
sister and other family member who may teach them what is wrong or right.

- 68 -
They learn about their religion and culture, which helps them develop these
opinions, attitudes and beliefs (AIO) . These factors will influence their
purchase behaviors however other factors like groups of friends, or people
they look up to may influence their choices of purchasing a particular
product or service. Reference groups are particular groups of people some
people may look up towards to that have an impact on consumer behavior.
So they can be simply a band like the Spice Girls or your immediate family
members. Opinion leaders are those people that you look up to because your
respect their views and judgments and these views may influence consumer
decisions. So it maybe a friend who works with the IT trade who may
influence your decision on what computer to buy. The economical
environment also has an impact on consumer behavior; do consumers have a
secure job and a regular income to spend on goods? Marketing and
advertising obviously influence consumers in trying to evoke them to
purchase a particular product or service.

People’s social status will also impact their behavior. What is their role
within society? Are they Actors? Doctors? Office worker? And mothers and
fathers also? Clearly being parents affects your buying habits depending on
the age of the children, the type of job may mean you need to purchase
formal clothes; the income which is earned has an impact. The lifestyle of
someone who earns £250000 would clearly be different from someone who
earns £25000. Also characters have an influence on buying decision.
Whether the person is extrovert (out going and spends on entertainment) or
introvert (keeps to themselves and purchases via online or mail order) again
has an impact on the types of purchases made.

- 69 -
Maslow’s Hierarchy of Needs

Abraham Maslow hierarchy of needs theory sets out to explain what

motivated individuals in life to achieve. He set out his answer in a form of a
hierarchy. He suggests individuals aim to meet basic psychological needs of
hunger and thirst. When this has been met they then move up to the next
stage of the hierarchy, safety needs, where the priority lay with job security
and the knowing that an income will be available to them regularly. Social
needs come in the next level of the hierarchy, the need to belong or be loved
is a natural human desire and people do strive for this belonging. Esteem
need is the need for status and recognition within society, status sometimes
drives people, the need to have a good job title and be recognized or the
need to wear branded clothes as a symbol of status.
Self-actualisation the realisation that an individual has reached their
potential in life. The point of self-actualisation is down to the individual,
when do you know you have reached your point of self-fulfillments?

But how does this concept help an organisation trying to market a product or
service?
Well as we have established earlier within this website, marketing is about
meeting needs and providing benefits, Mallows concept suggests that needs
change as we go along our path of striving for self-actualisation.

- 70 -
Supermarket firms develop value brands to meet the psychological needs of
hunger and thirst. Harrods develops products and services for those who
want have met their esteem needs. So Mallows concept is useful for
marketers as it can help them understand and develop consumer needs and
wants.

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.
It is important to understand the relevance of human needs to buyer
behaviors (remember, marketing is about satisfying needs).

Let's look at human motivations as introduced by Abraham Maslow by his

hierarchy of needs: The hierarchy is triangular. This is because as you

- 71 -
move up it, fewer and fewer people satisfy higher level needs. We begin at
the bottom level.
Physiological needs such as food, air, water, heat, and the basic
necessities of survival need to be satisfied. At the level of safety, man has
a place to live that protects him from the elements and predators. At the
third level we meet our social and belongingness needs i.e. we marry, or
join groups of friends, etc.
The final two levels are esteem and self-actualisation. Fewer people
satisfy the higher level needs. Esteem means that you achieve something
that makes you recognized and gives personal satisfaction, for example
writing a book. Self-actualisation is achieved by few. Here a person is one
of a small number to actually do something. For example, Neil Armstrong
self-actualized as the first person to reach the Moon.
The model is a little simplistic but introduces the concept a differing
consumer needs quite well.

To understand consumer buyer behavior is to understand how the person

interacts with the marketing mix. As described by Cohen (1991), the
marketing mix inputs (or the four P's of price, place, promotion, and
product) are adapted and focused upon the consumer.
The psychology of each individual considers the product or service on
offer in relation to their own culture, attitude, previous learning, and
personal perception. The consumer then decides whether or not to
purchase, where to purchase, the brand that he or she prefers, and other
choices.

- 72 -
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

- 73 -
 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 returns to the search phase. Can
you think of another restaurant? Look in the yellow pages etc.
Information from different sources may be treated differently.
Marketers try to influence by "framing" alternatives.
4. Purchase decision--Choose buying alternative, includes product,

package, store, method of purchase etc.

5. Purchase--May differ from decision, time lapse between 4 & 5,

product availability.
6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction.

Cognitive Dissonance, have you made the right decision. This can be
reduced by warranties, after sales communication etc.
After eating an Indian meal, may think that really you wanted a
Chinese meal instead.

- 74 -
ANALYSIS IN BUYING BEHAVIOUR

Consumer buying behavior is one of the part of my summer training, in

this session I found out the consumers behaviors about the security system
of the Godrej products. One of the specific locations in NCR I have given
whole FARIDABAD.

On that time I had to go for under construction buildings & meet their
owner, builders, or contractors, and collect information feed back about
Godrej products & motivate him to prefer this branded product for using go
through catalok.

OBSERVATION

Short analysis of this project is given below. In this analysis I have

checked the behave of customer about the purchasing Godrej product. Due
to durability, quality,& product warrenty customer prefer it but on the
other hand it’s price & after purchase services, shows difficulty. further
detail in swot & suggestions ,conclusion page.

- 75 -
- 76 -
 faridabad

S.NO Owner’s name & Meeting person/contractor’s Architect Address Stage Feed back
contact no Name & contact no. H.no/sec
1 Virju tawar Gorakhnath(tiles contractor) 770/29 1 month Well response
9810409976 9891048029
2 Rajendra jha Owner 3/29 currently Well response
9800523424
3 J k aggrawal (Satish )Supervisor 1333/29 currently Very well
9810065155 9810005945
4 Rajesh sharma Ramesh sharma(buildor) 132/28 1 month Very well
9871339184
5 Praveen goyal Ramesh sharma(builder) 1338/28 1 month Well response
9818099273 9871339184
6 Hari kishor, moti Haran kushwaha(contractor) 740/19 currently Very well
9873353248 9953417130
7 Rajiv bansal Ram such(guard) 878/19 currently Very well
981016824
8 Surendra gupta Plumber,., rakesh 902/19 currently Very well
9812132970 9971121436
9 Unknown Anil 712/19 currently Very well
9213423993 9711101438
10 Mr gupta Zameer, wooden contractor Kishanarora 534/19 1 month Very well
9899573273 9810169106
11 Mr Dharmender Directly meet 450/19 currently Fully interested
2295103
12 Ravi sharma Murli chauhan, contractor 389/19 currently Not well
9810605445 response
13 Dr k k bansal Chandradev, contractor 363/19 1 month Well response
2266306 9971130903
14 Asian institute of Mr satveer singh,supervisor M&M 346/21A 1 month Very well
medical science 9350805528 procon pvt
01294143715,16,18 ltd
15 Mr.goyal Binod sharma, contractor 297/46 currently Well response
9810070109 9871746414
16 Sanjay mangala diretly 210/46 currently Fully interested
9212463309
17 Unknown Md rafi, contractor 224/46 currently Fully interested
9868539476 9210358777
18 Mr khurana Sundar singh, builder 256/46 1 month Fully interested
9811200321
19 Mr ram shahay Sunde singh, builder 444/46 currently Interested
9811200321

- 77 -
 Faridabad
faridabad
S.NO Owner’s name & Meeting person/contractor’s Architect Address Stage Feed back
contact no Name & contact no. H.no/sec
1 Deewan
Vinay gupta
singh Sunder
Mr Manish,
singh,guard
buildr Maan singh 443/46
795/16A 21 month Interested
Well response
9811200321
9711063163 9810848196
2 Rajendra
Pawan kr singh
mittal directly
Ramesh chand ,builder 364/46
332/16A 1currently
month Well response
Fully
9717717688
9811208431 9871659907 interested
3 Rajesh
Titu, gopal
guptavatika Munna
Workerlal,, raju
builder Hoshiyaar 286/46
323/16A 1currently
month Verywell
Not well
9811503651 9999070497
9005468419 singh
4 Brigedior
Amit chand S K Karla directly
Wooden contractor Ramesh 264/46
51,52/16A currently Excellent
Very well
Mam-9971177781 Zameer ahamzd chand,
5 Geeta bharna 9899573273
Kalam , contractor contractor 270/46 currently Very well
9811811811 9953822263 9871659907
6 S k Bhatia directly ,981084814 237/46 currently Well response
9811937800 7
57 Monto,
Dhruv G.H-9 Ramesh chand
Rajendra jha., project Genetic 50/16A
G.H-9/46 21 month Not
Verywell
well
9871659907,9810848147
engineer,9999744212 construction
6 Sameer sapreee Bhushan pratap singh pvt ltd 160/16 currently Fully
8 Rajiv goyal 9717338411
Chotte lal , guard 706/21A 1 month interested
Well response
7 Bansal mukesh
9811539777 Lakki, security guard 1276/15 Currently Fully
9 9899136744
Shaheel zee 9015961695
Aakash, cotractor 339/21A currently interested
Very well
8 Mr.kapoor
9212440812 Ram naresh
9871752965 1268/15 1 month Well response
10 9868305731 Sahdev sawai ,buildor 26,27/21C currently Very well
9 Bijay gupta Pandit sharma
9810930908 1209/15 currently Very well
11 0129-4001129
Aggrawal shahab 9990027434
Mr suri , contractor 256/21B 1 month Not clearly
10 Mahendra arora Anuj kumar
9811343527,9810386514 1212/15 currently Very well
12 9910005857 987103000 wooden
Fammudin, 770,777/ currently Not well
11 Vijay shree H .s. rohel 9015767374
contractor,9899792029 1217/15
21C Currently Very well
response
13 997198000
Sanjeev arora Naseem ansari,wooden Amaranth 96/21A currently Well response
12 Jawahar
9910480480lal zee jain cotractor,9810379108
Narendar verma 9871118318 1469/15 currently Not well
14 9311180078
s. p rajsingh Moilal, wooden contractor Vishambhar 658/21C 1month Well response
13 9718220342 9891226147
15 Ajay aggrawal Badrinath , wooden Hemant 176/21C currently Not well
9811779981 Contractor , 9810802640 manda response
16 Kameshwar jha Jammudin,wooden 1173/21D currently Well response
98180221227 contractor,9811547387
17 Sripath kushwaha Electric contractor 228/16A currently Well response
9811552032
18 Mr.gupta Mr vimal,engrer Good living 62/16A Currently Fully
995880491,9810378534 pvt ltd interested
19 Suman aggrawal Sanat kumar 712/16A currently Not well
9818555926

- 78 -
SUGGESTION

- 79 -
 SUGGESTIONS
• Focus on differentiation

The company needs to focus differentiation. I.e. how this sliding

channel will different from others company in the market in the term
of durability, stability, quality and most important technology.

This can be done in the form of hoardings, banners, televison,

etc. which can take an individual differentiation and thus explain to
the customers.

• Educate the retailers.

All the retailer need to explain the procedures involved in solving a

problem or dealing with the defects if at all present. There were a few
retailers who had virtually no knowledge of business, but still they were
in it and were complaining.

• Taking advantage of creation of generics.

- 80 -
 In almost the whole city the customers don’t ask for a particular
brand of sliding channel and therefore the retailer can sale at his will. So
company can take advantage of this and plan in occupying the whole
market. The knowledge and awareness about the product and its usage is
very low.

• More sale promotional schemes.

The company should concentrate more sale promotional schemes.

For e.g. a retailer should be given incentives on the selling of the brand,
giving goods credit period, given some benefits on displays.

- 81 -
LIMITATIONS

- 82 -
 LIMITATION

• Market screening is limited area in only NCR reason, including

Noida, Ghaziabad, & Delhi.

While consumer buying behavior. Limited area in only

FARIDABAD.

• The limitation of this data is that, it is applicable to retailer,

wholesaler, and shopkeeper. And there may be lack of knowledge
from their sides.

• To some extent retailer biasness in giving answers may be limiting

factor.

• Time factor was a major constraint for the study.

- 83 -
CONCLUSION

- 84 -
 CONCLUSION

• According to the screening of market sliding channel will face a

high degree of competition from every day. Since its substitute
commodities in market who is branded, will have very tuff
competition.

• Also the demand may increase when Godrej coming sliding

channel launch comprises with Hettich, Ozone, and Flyrell.

• Godrej is still the market leader in NCR Delhi due to durability,

master in quality, warranty & price.

• It has been also found that normally customers and retailers both
were satisfied by Godrej.

• Surprisingly it has been found that advertisement hardly plays a

part in deciding the purchasing behavior.

- 85 -
• After launching the product of sliding channel, we will give more
sales promotional schemes such as incentives, displays, and
discounts make customers and retailers loyal towards their brand.

BIBLIOGRAPHY

- 86 -
BIBLIOGRAPHY

Books for reference

• Market Management—Philip kotler

• Marketing Research—David luck &Ronald Robin

• Marketing Management—Ramaswami & Namakumari

Website

• www.Godrej.com

• www.Godrejlocks.com

• www.google.com

- 87 -
 QUESTIONNAIRE

Name of outlet and contact no.

1. Do you sale sliding channel?

a. yes b.no

2. Product’s company name which you sale?

a………… b………..c………….d………….

3. What as the percentage contribution in volume in brand wise in a month?

A …………. B. ………..

C. ………….. D. ………..

- 88 -
4. What is the percentage contribution in value/amount in brand wise
respecting month?

A …………. B. ………….

C. …………. D. ………….

5. How many sizes do you sale? Please specify.

…………………………………………………………

6. What is the warranty on these products?

A…………. B………….

C…………. D………….

7. What is the rate? (MRP) company wise per inch or net.

A…………. B………………..

C………… C……………….

8. What is the standard packing? (In a set).

A…………. B…………..

C………….. D………….

9. Who is the end customer?

a. Kitchen dealer

- 89 -
 b.General customer
c. Builder
d. Other
10. Are you satisfied with these companies? (By which company and why)
…………………………………………………..

- 90 -