Report On

CONSUMER BEHAVIOR
Session- 2011-13

Submitted To:Mr. S. Suresh (Consumer Behavior)

Submitted By:Ananya (11609008) Ankit (11609009) Anshika (11609010) Anupam(11609011) Arpit (11609012) Ashita(11609013) Bhavika (11609014)

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Consumer Behaviour

CONSUMER BEHAVIOR
Consumer behavior is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the rediscovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and oneto-one marketing. Social functions can be categorized into social choice and welfare functions. The Management of PROCTER & GAMBLE once stated: Our business is based on understanding the consumer and providing the kind of products that the consumer wants. We place enormous emphasis on our product development area and our marketing area, and on our people knowing the consumer. The human mind is the most complex entity in the whole universe as it is very unpredictable how a person would behave in or react in a particular situation. A persons behaviour changes from place to place and situation to situation or, say it is very inconsistent. The person when has a need, is willing and able to satisfy the need is called a CONSUMER. The consumer would go different ways to satisfy its needs depending on his social, cultural, family, economic and educational background. Consumer is the principle a priori of business. The efficiency with which a free market system of enterprise operates, depends upon the extent of consumer understanding possessed by the business community. A business community that is ignorant of Jaypee Business School

Consumer Behaviour

consumer preferences cannot possibly fulfil its obligations in a meaningful and responsive manner. Consumer Behaviour is broadly defined as the behaviour the consumer displays in searching for, purchasing, using and evaluating products, services, and ideas which they expect will satisfy their needs. Consumer Behaviour is not only the study of what people consume, but is also the study of who the consumers are, why they consume, how often they consume, and under what conditions they consume. CONSUMER BEHAVIOUR refers to the buying behaviour of ultimate consumers, those persons who purchase products for personal or household use, not for business purpose. There are Psychological Theories that help us to understand and predict the effect of all external and internal factors on a consumer. External factors include Culture, Society, Reference group and family etc. Internal factors comprise in a consumer mind and how consumers learning, memory, attitude, personality, lifestyle and motivation levels effect consumer behaviour. What would initiate a buying process and how a buying decision would end is all covered under the study of consumer behaviour. This all further helps relate product / service, price and promotion etc. with consumer behaviour. Thus organisation can place marketing mix so as to propagate their product/services. PSYCHOGRAPHIC In psychographic segmentation buyers are divided into different groups on the basis of lifestyle and \ or personality. People within the same demographic group can exhibit very different psychographic profiles. These psychographic bases are often difficult to measure, but they offer potential rewards in terms of providing management with a more relevant basis for differentiating between segments of a market. LIFESTYLE People exhibit many more lifestyles than are suggested by the seven social classes. Peoples product interests are influenced by their lifestyles. In fact the goods they consume express their lifestyles. Marketers are increasingly segmenting their markets by consumer lifestyles. Companies making cosmetics, alcoholic beverages, and furniture are always seeking opportunities in lifestyle segmentation. Jaypee Business School

Consumer Behaviour

PERSONALITY Personality affects the consumption of many goods, particularly those consumed publicly. An aggressive personality for example, may be reflected in the choice of ostentatious clothing, furniture, and automobiles. Preferences are frequently so different that it is impossible to serve all personality types with the same product or brand. A recognition of important personality types can help management position its towards a profitable segment or segments. Marketers have used personality variables to segment markets. They endow their products with brand personalities that correspond to consumer personalities.

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Consumer Behaviour

INTRODUCTION
This report is the study of Consumer Behaviour. It analyses their way, thinking, style etc when they buy the products. Consumers in this report are TEENAGERS (13- 19 Years), the youth of the country. This was the group task performed by seven students. Each student of the group interviewed the different teenagers and shot the video which is also provided along with the report. The interview is scribed down which shows the behaviour of consumers towards the different product they buy.

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Consumer Behaviour

Who Are They?

They are the student of age group between 13-18 they consumes products like food, clothing, Shoes.. etc

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Consumer Behaviour

Why They Are Important For Marketers?

Teenagers cover a major portion of market in India so the marketers produce products according to their preference and demand. They experiment with products so it encourages marketers to take risk and experiment with products. Students are very important for the Indian market because they are the effective consumers of the goods. As they are growing there lifestyle changes, there is a lot of changes in their living style .There dressing sense changes, they buy more products according to change in fashion and style, they spend more money in food, clothing, shoes etc. they usually buy only quality products for themselves.

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Consumer Behaviour

INTERVIEW 1
Interviewer: Ananya Interviewee: Sonam , 17 year old B.tech student.

What major products do they buy?

Sonam prefers buying branded clothes.

How do they search?

She prefers going to the malls and company outlets to search for the branded clothes.

How they evaluate?

She checks for the material and cost which helps her in evaluating the clothes she buys.

Where do they buy from?

She buys from malls and company outlets.

How do they use/dispose?

She uses the products for around an year and then gives the used clothes to her maid as disposal.

Video 1

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Consumer Behaviour

INTERVIEW 2
Interviewer: Ankit Interviewee: Tathayu kumar

What are the major products or services which you use or consume?
Shoes, clothing, food.. etc

How do you search before buying?

Through friends

Generally from where do you purchase your products / service?

Malls

How do you evaluate?

I evaluate products like shoes, clothing etc by using the product in which i look good and which are comfortable in wearing.

How often do you use or dispose the product?

When the product get expire or it is of no use, i usually give it to someone who really need it.

Video 2

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Consumer Behaviour

INTERVIEW 3
Interviewer: Anshika Interviewee: Upkar

What major products / services do they buy?

Major product: Specific brand: Gadgets and Electronic items Nokia and LG

How do they search?

TV and Internet

How they evaluate?

Asking friends

Where do they buy from?

Shopping Malls

How do they use/ dispose?

If the product is not very expensive then after some time they go for a new onelike mobile they use for 2 or 3 yearsafter that they go for new one

Video 3

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Consumer Behaviour

INTERVIEW 4
Interviewer: Anupam Interviewee: Akansh

What major products/services does he buy?

The major products of Mr. Kapil are:Mobile phones, Laptop,Other gadgets (like camera)

How does he search?

With the help of internet, family, friends and relatives; the information about the product is searched by him. If he is going to purchase clothes so he takes the help of society.

How does he evaluate?

He believes on the majority, it means if more people are saying that its good product so he purchases the product and sometimes he also takes the help of comments about that product on internet.

Where does he buy from?

If he has to purchase any gadgets then he goes to an authorized dealer. In case of clothes, he likes to purchase from Palika Bazar, Khan Market, he thinks that from here he can get current fashionable clothes.

How does he use/dispose?

The products are used according to instructions which are mentioned along with the products. If any problem is faced by him while using the product then he prefers to contact with service center rather then a local mechanic.

Video 4
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Consumer Behaviour

INTERVIEW 5
Interviewer: Arpit Interviewee: Kapil Sharma, 19 years old, pursuing BMCG (Mass communication)
from IMS, Noida

What major products/services does he buy?

Mobile phones, Laptop

How does he search?

With the help of internet, family, friends and relatives.

How does he evaluate?

He believes on the majority, it means if more people are saying that its good product so he purchases the product and sometimes he also takes the help of comments about that product on internet.

Where does he buy from?

If he has to purchase any gadgets then he goes to an authorized dealer. In case of clothes, he likes to purchase from Palika Bazar, Khan Market, he thinks that from here he can get current fashionable clothes.

How does he use/dispose?

The products are used according to instructions which are mentioned along with the products. If any problem is faced by him while using the product then he prefers to contact with service center rather then a local mechanic.

Video 5
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INTERVIEW 6
Interviewer: Ashita Interviewee: Kanika Sood,19 years old,doing BBA from ITS Ghaziabad.

What major products / services do they buy?

She usually buy cosmetics products such as loreal shampoo,dove soap etc.

How do they search?

She search from television advertisements, magazines, newspapers.

How they evaluate?

She found this Loreal Shampoo of better result than other.this makes her hair soft,silky and shiny.

Where do they buy from?

She buy from Big Bazar or other super market.

How do they use/ dispose?

Basically she use as per the prescriptions given at the back of the product. She use the shampoo twice a week followed by Loreal conditioner.

Video 6

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Consumer Behaviour

INTERVIEW 7
Interviewer: Bhavika Vohra Interviewee: Prashi Khurana,18 years, doing B.Tech.

What major products do they buy?

Clothes, Face Washes & pens stationary etc.

How do they search?

Relies on Advertisement, TV Commercials, etc.

How they evaluate?

Evaluate the product by Brand Image.

Where do they buy from?

Buy Clothes from Malls and prefers outlets like LifeStyle, Pantaloons etc. Pens from any Stationary shop and Face Wash from Big Bazaar and Spencer.

How do they use/dispose?

Uses old Clothes for dusting or donate them to charitable Schools. Uses and throws Face Wash and pens when they are finished.

Video 7

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Consumer Behaviour

CONCLUSION
At last from all the interviews a conclusion can be made for every question that is being asked by the teenagers. 1) For Question 1 it can be said teenagers are mostly interested in buying products like Clothes, Gadgets, Cosmetics, etc. 2) For Question 2 it can be said that teenagers rely heavily on Advertisements, TV Commercials, Friends, etc to search for the product they want to buy. 3) For Question 3 it can be said that they make evaluation on the basis of the brand of the product or either by using it. 4) For Question 4 it can be said that as they are the youth, young generation so they prefer going to Shopping Malls etc for shopping. 5) For Question 5 it can be said that being the teenagers the products they buy are just use and throw ones except few like clothes they donate further and gadgets are the ones that cant be thrown or donated can be re-sale.

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