CONSUMER BEHAVIOR PROJECT REPORT ON

Study of customer perception towards branded sports watches-a special reference to gurgaon city.

Submitted To: Ms Deepti Wadera

Submitted By: Arundeep Kaur Gaurav Arora Mohit Jain Shifaly Sharma Sneha Kirti

EXECUTIVE SUMMARY

Consumers acquire and display material possessions for the purpose of feeling differentiated from other people and, thus, are targeted with a variety of marketing stimuli that attempt to enhance self-perceptions of uniqueness. Because the pursuit of differentness (or counter conformity motivation) varies across individuals to influence consumer responses, we develop and validate a trait measure of consumers' need for uniqueness. Consumers' need for uniqueness is defined as an individual's pursuit of differentness relative to others that is achieved through the acquisition, utilization, and disposition of consumer goods for the purpose of developing and enhancing one's personal and social identity. The presentation of empirical work shows how consumers' need for uniqueness could be used in better understanding consumer behavior and the role consumption plays in people's expression of identity.. High uniqueness individuals may also reduce consumption of a product if it becomes commonplace, via a snob or reverse- band wagon effect. Thus, high uniqueness of individual may be unwilling to promote a product for fear that other will buy it and decrease its exclusivity. Products that make a person unique attract other people and high uniqueness may feel a threat to their identity if others become similar to them. This research has been conducted to analyze and find out the need for uniqueness of consumers through sports watches that how does the need for uniqueness in effect the consumer to prove them unique from other sports watches. The research tools basically contains of frequency distribution and percentage of the survey filled by the respondents. Another concept which is being assessed if this research is The concept of Market Mavenism, Market mavens are "individuals who have information about many kinds of products, places to shop, and other facets of markets, and initiate discussions with consumers and respond to requests from consumers for market information" . In specifying the Market Maven construct, Feick and Price emphasize at least two possible motives for developing such general market knowledge. It is useful, particularly in the context of this research, to explicitly distinguish these two elements of the construct: Market mavens may be responding to felt obligations to be knowledgeable about product- and shopping-relevant information (i.e., to be `good shoppers') and they may be anticipating that such knowledge will serve to facilitate social exchanges and conversations. Feick and Price state that characteristics of market mavens include possession of a wider variety of marketplace information, more attentiveness to the marketplace in general, more engagement in generalized, as opposed to product-specific search, and a higher propensity to use a variety of sources to find out about new products in the marketplace, e.g., readership of Consumer Reports magazine. Because price and product quality are two of the most salient pieces of marketplace

information, it seems plausible to suggest that, relative to those of lower market mavenism, across product categories those of higher market mavenism should possess more, and more accurate, price and quality information, and hence, be in a position to more accurately assess the relationship between the two. It is explicitly recognized that because market mavenism manifests itself in higher levels of generalized marketplace knowledge, the market maven may not hold more accurate price-quality perceptions within a particular product category. However, across product categories, those of high market mavenism are expected to hold more accurate pricequality perceptions than those of low market mavenism.

RESEARCH OBJECTIVE

1. Identification of unique reasons people have for using sports watches. 2. Identifications in what ways do sports watches affect ones need for unique. 3. Profile consumers into low, moderate and high need for uniqueness define by their characteristics and usages of sports watches and the features by taking any one sports watches(Fastrack , Adidas , Reebok etc.). 4. Identify that how the customers preference changes in terms of colors , designs and price of the sports watches.

RESEARCH METHODOLOGY

The method of conducting research was:-

Convenience Sampling Technique: A Non- Probability Sampling Technique that tends

to obtain a sample of convenient elements. The selection of sampling units is left primarily to the interviewer. Respondents are selected because they happen to be in the right place and at the right time.

Questionnaire Designing: Data for this research was collected through

questionnaire survey. In the questionnaire, 5-pointLikert scale (Strongly Agree, Agree, Neither Agree nor disagree, Disagree, Strongly Agree) was employed to measure Need for Uniqueness of Sports watches. The survey questionnaire consisted of 25 questions.

Survey: A Survey Method is a structured questionnaire given to respondents & designed to

elicit specific information.

Data Collection : In order to clearly understand the perceptions & attitudes of Customers, we
divided the respondents into two categories: - Students, Working (both public & private) A sample size of 25 consumers are studied for this purpose. Consumers of different unit where randomly administrated the questionnaire. The questionnaire ask the consumers for the demographic details regarding: 1. Age 2. Occupation 3. Salary The tools for analysis and description Frequency distribution Percentage of occurrences Pie Charts Bar charts

RESEARCH DESIGN

Marketing research may be defined as the systematic gathering, recording and analyzing of data about problems relating to the marketing of Sports Watches under non-recurring condition. The Project is a Descriptive Research that delivers answers to need for uniqueness and market mavenism.