ABSTRACT

Consumer buying behaviour refers to the mental and emotional process and the observable
behaviour of consumers during searching, purchasing and post consumption of a predictor
service. Consumer buying behaviour involves study of how people buy, what they buy, why
they buy a product. Consumer buying behaviour can be defined as the way in which
consumers or buyers of goods and service tend to react or behave when purchasing products
that they like. Buyers tend to exhibit different types of buying behaviour when they are in
process of purchasing goods and services and the behaviours witnessed are influenced by the
type of product he/she wants to buy. The study has covered the consumer buying behaviour
towards Christy Friedgram Industry. The opinion and suggestions collected from the
respondents under the study can be helpful to the company to take innovative marketing
strategy and also to provide better service to the consumer in future.
 CHAPTER - I

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION OF THE STUDY

Consumer buying behaviour refers to the mental and emotional process and the observable
behaviour of consumers during searching, purchasing and post consumption of a predictor
service. Consumer buying behaviour involves study of how people buy, what they buy, why
they buy a product. It attempts to understand the buyer decision making process. It studies
characteristics of individual consumers. Such as demographics and behavioural variables in
an attempt to understand people wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups and society in general.

Consumer buying behaviour can be defined as the way in which consumers or buyers of
goods and service tend to react or behave when purchasing products that they like. Buyers
tend to exhibit different types of buying behaviour when they are in process of purchasing
goods and services and the behaviours witnessed are influenced by the type of product he/she
wants to buy. Consumer buying behaviour involves a long process where the buyer has to
identify the product, study well its features, and lastly deciding on whether to purchase it or
not. It is the process involved when individuals or groups select, purchase, use or dispose the
products, services, ideas or experiences to satisfy needs and wants.

1.2 SCOPE OF THE STUDY

The scope of the study is mainly focussed only in Tiruchengode and its surroundings areas.
The study has covered the consumer buying behaviour towards Christy Friedgram Industry.
The opinion and suggestions collected from the respondents under the study can be helpful to
the company to take innovative marketing strategy and also to provide better service to the
consumer in future.
1. This study helps to know the buying behaviour of the consumer towards Christy
Friedgram Industry.
2. This study helps the organisation to know about the consumer’s base so that the
organization can formulate strategies accordingly.
3. This study strikes out the balance between the purchasing power of the consumers and
responsiveness

2
1.3 OBJECTIVES OF THE STUDY
1. To analyse the consumers buying behaviour of Christy products in Tiruchengode.
2. To understand the marketing strategy adapted in the organisation.
3. To examine the factors those influence the consumer to choose a particular product.
4. To find out the satisfaction level of consumer using Christy products.

1.4 LIMITATIONS OF THE STUDY

1. Due to the time constraints it was not able to cover the entire population and hence the
findings of the study may be restricted to Tiruchengode.
2. Inadequate time to follow the customer response
3. Lack of experience in handling surveys.
4. Unwillingness of respondents to provide the information.
5. Inability of respondents to provide the exact information.

1.5 COMPANY PROFILE

Christy Friedgram Industry is an ISO 9001:2000 certified company which is ready to eat
popular food product known as Christy being a pioneer in production of weaning and R.E.T
energy food such as special supplement food, multi-purpose food and combo pack ration. The
food processing factory of the Christy Friedgram Industry is situated in the advantage
location which is near to the bank of River Cauvery at the SIDCO Industrial Estate,
Andipalayam near Tiruchengode, Tami Nadu. Tiruchengode is 20 km from Erode and 40 km
from Salem town by road
.
1.6 INDUSTRY PROFILE
India is the world’s second largest producer of food next to china and has the potential of
being the biggest with the food and agricultural sector. The total food production in India is
likely to double in the next ten years and there is an opportunity for large investments in food
processing technologies, skills and equipment, especially in areas of caning, dairy and food
processing speciality processing, packaging, frozen food/refrigeration and thermo processing.

Fruits and vegetables, Fishes, Milk product, meat, and poultry, packaged/convenience foods,
alcoholic beverages of soft drinks and grains are important sub sectors of food processing
industry. Health food and supplements is another rapidly rising segment of this industry
which is gaining vast popularity amongst the health conscious. India is one of the world’s
major food producers but accounts for less than 1.5% of international food trade.

3
This indicates vast scope for both investors and exporters. Food exports in 1998 stood at US
$5.8 billion whereas the world total was US$ 348 billion. The Indian food industries sales
turnover is Rs.140000 core annually as at the start of the year 2000. The Industry has the
highest number of plants approved by the US food administration.

Christy foods are foods that are produced using methods that do not involve modern synthetic
inputs such as pesticides and chemical fertilizers, Christy foods are not processed using
irradiation, industrial solvents or chemical food additives. The weight of the available
scientific evidence has not shown a consistent and significant difference between organic and
more conventionally grown food in terms of safety, nutritional value or task.

For the past majority of human history, agriculture can be described as organic only during
the 20th century was a large supply of new synthetic chemicals introduced to the food supply.
The organic farming movement arose in the 1940s in response to the industrialisation of
agriculture known as the green revolution. Supporters claim that organically managed soil
has higher quality and higher water retention. This may help increase yields for the organic
farms in drought years.

Minor differences in ascorbic acid, protein concentration and several micro nutrients have
been identified between organic and conventional foods, but it doesn’t appear that these have
any impact on human health. As with vegetable products, there is evidence that some organic
fruit is drier than conventionally grown fruit. Unless this factor is taken into account a higher
content of a nutrient might be explained by higher dry matter lower moisture content.

There is evidence that some organically grown fruits have a higher resistance to deterioration
and better keeping quality, attributed to lower moisture content. Although it is commonly
claimed that organically grown food tastes better than conventionally grown food, reviews of
the literature that booked at the sensory qualities of the two have not found convincing
evidence that there are any significant differences.

MARKETING DEPARTMENT
Christy Friedgram Industry has a well organised marketing department and performs various
activities like product marketing, segmenting, pricing policy and decision about channels.

4
They give first preference to the customer and they give best quality and services to the
customers. Marketing is a dynamic and vital part of contemporary activities that direct the
flow of food and services from producer to customer or used marketing can also a defined as
a social process by which individuals and groups obtain what they need and want through
creating and enhancing procedure and value with orders.

The terms marketing is quite broad and comprehensive and it includes the policy techniques
and methods necessary for the selling and distraction. Marketing consists of activities through
which transfer of ownership as goods and services.
The Christy Friedgram Industry has a well-organized marketing department and performs
various activities like pricing, policy, decision about channels and distribution etc. Increasing
the quality of the product will result in increasing the sales.

STRUCTURE OF MARKETING DEPARTMENT

Chief Executive officer
↓
Sales Executives
↓
Sales Officer
↓
Representative
↓
Wholesaler
↓
Brokers
↓
Retailer
↓
Consigned Agents
↓
Consumer

5
1.7 HISTORY OF THE COMPANY
The plant commenced in production of Fried Gram with an installed capacity of 10MT per
day in 198. Subsequently due to over whelming demand for gram based convenience food, a
sprawling complex of 10 acres of lush green landscape was add in 1995 and established as a
full-fledged weaning food processing factory with necessary equipment’s and machineries.
Today Christy Friedgram Industry is the leading one in the country and it is synonymous with
weaning food.
They have been manufacturing and supplying weaning food and special supplementary food
with/without amylase activity to the government of Tamil Nadu since 1992 for the
distribution to the children and lactating mother under Tamil Nadu Integrated Nutrition
project through the Social Welfare Department. The government of Tamil Nadu has
appreciated their services after evaluating the nutritional status of the beneficiaries.

6
 CHAPTER - II

REVIEW OF LITEREATURE

2.1 REVIEW OF LITEREATURE

Anderson and Sullivan (1993) Found that the customer’s satisfaction affects the customer in
building their will to re purchase any item. Provision of quick complaint handling and
effective customer service help the management to prevent building of any negative
impressions by the customer. Although some company can have very good quality and
product but still they suffer because element of interaction with customer is missing and they
don’t get the exact information about customer’s need.

Iacobucci, Ostrom, Grayson (1995) stated that a firm may fail to achieve better customer
satisfaction despite providing high quality service, because the properties improved are not
important from the customer’s point of view. In many cases company are not directly interact
with customers but they get information about their product (that how much customer are
satisfied with their product) from their distributors and other market intelligence. Retailers
and distributions are indirectly representatives of the company.

Dr O P Pathak, and Ms NehaKaushal (2018) in their research they stated that in general
terms “consumer is a person who consumes”, especially an individual belonging to a
particular gender, age, sex, religion etc. And who acquires Goods or services for direct use or
ownership rather than for resale or use in production and manufacturing. In other words, it
can be said that the consumer is an individual who buys products or services for personal use
and not for resale or reproduce. A consumer is an important person who can make the
decision to purchase an item from a particular store, and can be swayed by marketing and
advertisements.

Amrit Mohan (2014) in his report he stated that the increasing trend in Smartphone among
the people is the main reason that has amplified the interest to research on the topic. People’s
obsession about the Smartphone has been increasing rapidly. Different consumers have
different characteristics in their life that also influences their buying behaviour. Social factors
such as family, groups, roles and status) and personal factors (such as age, occupation,
lifestyle, personality and self-concept) are those characteristics that could influence the buyer
behaviour in making final decision.

7
AmanjotKaur Gill (2016) in the research he stated that the global smart phone business
segment grew by over 13 percent in 2015 with 341.5 million units being dispatched in second
quarter. It is seen that companies like Samsung, Apple, Xiaomi, Lenovo etc. command a
major share of the market. They together have around 55 percent share of the total smart
phone pie. Consumer behaviour regarding perception towards smart phone’s, buying choices;
to post-usage behaviour is a subject of research for marketers. India is a standout amongst the
developing economies due to its high growth rate, large population, high aspiration levels,
increasing disposable incomes, and a large proportion of population being below thirty five.
With a constant increment in disposable incomes, there is likely to be an increase in yearning
of young consumers towards consumer products like smart phones. Smartphone is not only
considered as a basic phone in its utility but also a complete entertainment package, business
aid, as well as lifestyle statement.

MuazzamKhana, ApoorvaKulkarni, S. VijayakumarBharathi (2014) in their Elsevier

publication they stated that Realizing the significance of customer buying behaviour in
today’s market scenario it is very appropriate to analyse the drivers that trigger the
purchasing decision. This research paper identifies and analyses certain critical drivers of
mobile phone purchasing decisions and explaining their relevance. Empirical research was
conducted in this study through an image-based survey amongst college students in Pune city.
The price and brand of the products play an important role in the buying decision. A change
in the price of a particular brand affects the buying decisions of the consumers. Future
expectations about price changes can be another influential factor. The association of a brand
ambassador to a product can create an impact on the preferences of the consumer towards
purchasing the product. The brand in itself plays a major role in shaping an image about the
products in the minds of the consumer. It is typically achieved by persuading them to buy the
product or simply informing the consumers about it through different means.

Deepika(2016) researched on a study of consumer buying behaviour on mobile phones. This

paper analysed the internal and external factors influencing the consumer behaviour. It also
focused on customer attitude and aspirations. This paper found out the factors such as
perception, motivation and life style influencing the consumer buying behaviour.

Dr.K.V.R. Rajandran and K.Abirami (2017) in their research they stated that Smart phone
means the phone perform many functions like a computer with internet access and have a
unique operating system. The basic objective of this paper is to identify the consumer buying

8
behaviour of smart phones. A total of 50 respondents were selected for survey. Simple
random technique was used. Statistical tools & techniques were used to find the factors in
excel spread sheet. This study analyses the factors influencing the consumer buying
behaviour and price consciousness of consumers towards smart phones. This paper found
past experience is the most influencing factor of consumer purchase towards smart phones.
Smart phone means the mobile phone having features apart from communication. As of
today, number of brands launching smart phones with new features and updates. Today,
youngsters changed their mobile phones frequently according to the new models. Recently,
purchasing smart phones of famous brands become fashion. Not only, youngsters have all age
group of people liked to purchase and use smart phones. Smart phones became an essential
thing of many people. People consider many factors before them purchasing a smart phone.
Consumers are very knowledgeable and they check the price, features, and updates through
internet. They also compare the various brands of mobile phones prices in the websites
regarding price comparison. So, consumers are very aware of their product and it is important
to study the changing consumer buying behaviour of smart phones.

Joshi Sujata (2016) discussed about the Factors affecting Smartphone Purchase among
Indian Youth. This paper explained the technology and hardware factors affecting the
purchase of smartphones among Indian Youth. This study found that the five factors affecting
the Indian youth buying behaviour towards smartphones. The factors such as technology,
hardware, basic, brand and financial factors. Technology is the most important influence.
This paper is helpful to smartphone manufacturers and cellular service providers.

RinkyTrivedi and Dr. Rahul Raval (2016) in the study they stated that in the present
Scenario, Smartphones have made existences of individuals much easier and comfortable.
Innovation is the essential explanation behind getting comfort into individual’s everyday life.
It has enhanced the expectations for everyday eases and individuals' way to deal with things.
India is challenging the worldwide pattern in Smartphone Market since it is still a developing
business segment an expanding number of individuals are upgrading from feature phone to a
smart phone. More than 70 percent of cell phone smartphone users were relied upon to move
up to premium smartphone models. An expanding number of smartphone companies took an
interest in the Make in India activity, and domestic manufacturing boosted sales of
smartphones in India.

9
Azira Rahim (2016) examined that the purchasing Intention of Smartphone among
University Students. The study explored various factors which influences purchase intention
of smartphone among university students in Malaysia. It examined the relationship between
product features, brand name, social influence, product sacrifice and purchase intention of
smartphone. Data was gathered from 367 students from UIM Kedah. Four hypotheses were
used to test the relationship between the independent variables such as product features,
brand name, social influence, product sacrifice and purchase intention of smart phone and
cronbach Alpha was applied to test the reliability of the scales. Product features and brand
name were considerably and certainly related to purchase intention of Smartphone.

Uddin (2014)in his research he focuses on the motive to uncover the underlying factors
which affect customers in choosing mobile phone. A structured questionnaire designed to
collect the data. A total of 200respondents were interviewed from them 160 were found
flawless thus used for data analysis. Factor analysis was applied to extract the underlying
factors affecting mobile phone purchasing decision, findings of the research states that while
purchasing the mobile phone, customer are influenced by different factors which ultimately
affects the purchase decision, the important factors which influence the customers during
purchase are physical attributes which includes physical characteristics of mobile phone like
camera, Bluetooth, colour, weight and others.

Mad Lazim, H., &Sasitharan, D. (2015) tried to explore the factors that encourage
consumer to buy a smartphone. The researcher has considered High Speed Processing/
Operating System, Design, Application & software, price, Brand and Convenience as
influencing factors that affect Purchase decision of smartphone. The population considered in
the research was Malaysian smartphone users from all age group with sample of 427
respondents for this study. The analysis of this collected data states that multipurpose
function of the smartphone such as multipurpose applications, high speed processors was
were influencing factors to Malaysians consumer to buy a smartphone.

SafiekMokhlis and AzizulYadi (2012) conducted a research on “Consumer Choice Criteria

in Mobile Phone Selection: An Investigation of Malaysian University Students” with the aim
of studying the importance of different preference criteria in mobile phone selection among
Malaysian consumers. The Data was collected through self-administered questionnaire from
371 university students. The respondents were asked to rate the relative importance of 29
potential influencing factors regarding their choice of mobile phone. The principal

10
components factor analysis resulted in seven independent. Dimensions: (1) innovative
features, (2) image, (3) price, (4) personal recommendation, (5) durability and portable
aspects, (6) media influence, and (7) post-sales service out of which innovation in mobile
phone features and design does arrive on top of the list in consumers’ choice of mobile
phones.

Malviya (2013) studied Factors Influencing Consumer’s Purchase Decision towards

Smartphones in Indore. The research aims to identify the relationship between the four
factors specifically price, brand name, feature and social influences during purchase of
smartphone. The data were collected from 188 respondents and were analysed and interpreted
using chi-square, Reliability analysis, Factor analysis, Confirmatory Factor Analysis with the
help of Statistical Package for Social Sciences (SPSS). Research study concluded that Social
Influence acts for the Brands used by the people as a status symbol and Features form the
product specifications.

Chi, Yeh, and Tsai (2011) indicates the influencing of advertising endorser on consumer
purchase intention. The result of study indicated that celebrities can associate product value
to customer by transfer their feelings on a particular product. This is because those endorsers
can produce a strong recommendation and affect the choice of consumer. Thus, it can
increase the consumer purchase intention. A research work done in the West China having
objective to investigate the psychological factors influencing College students’ utilization of
mobile phone and the relationship between the college students’ Individual characteristic and
the aspect which they take in to consideration when they select the mobile phone. In order to
carry out the research work a structured questionnaire was prepared and data were collected
from 172 respondents. Furthermore the data were analysed by applying KMO test and
Bartlett test of sphericity. The study discovered that purchasing motivation positively
influences the social attribute factor. Analysis also states that special mobile phone function
and style affects the consumer’s individuality, style and life concept.

Karjaluoto (2005) conducted a research study in Finland with regard to factors that influence
intention to acquire new mobile phones and factors that influence on mobile phone change
decision among consumers. The Researcher categorized the factors into seven categories
namely innovative services, multimedia, design, brand and basic properties, outside
influence, price and reliability. The primary data were collected by using two different
approaches that is Study 1 focus group interviews with 79 graduate students and Study 2 with

11
the survey of 196 respondents. The study indicated that although the choice of a mobile
phone is a particular choice situation, there are some general factors that seem to guide the
choice, Investigators studied that price, brand, interface, and properties are the important
factors which is affecting the actual decision amongst mobile phone brands while technical
problems are the basic reason to change mobile phone.

MohdSuki (2013) aims to find out structural relationships of product features, brand name,
product price and social influence with demand for Smartphones among Malaysian students’.
The data was collected from 320 valid pre-screened university students with convenient
sampling technique and the outcome of the research revealed that brand name and social
influence have an effect on the increasing demand for Smartphones among Malaysian
students.

Richard, Loury& David (2013), in their study they stated that, purchase intention defined as
the possibility and willingness of consumer to purchase a particular good or service in future.
Purchase intention is the Factors affecting purchase intention towards smartphone brand: A
study of young female adult consumers 12 individual’s intention to purchase a particular
brand they have chosen after certain evaluation. There are few researchers found out
consumer’s purchase intention is based on their past experience, their preference toward the
product as well as the external environment to collect information, evaluate alternative, and
make purchase decision. When consumers have higher willingness to purchase a product they
will have a higher purchase intention. Furthermore, purchase intention also refers to
consumer’s intention to repurchase or purchase.

Richardson, Dick & Jain (1994) in their research the brand image is often used as an
external factor for purchase decision making. Consumers willing to pay premium price for
the brand because they think that the brand is unique compare to other brand. Brand image
helps consumers to decide which brand gives them more value. They conclude that
consumers will always go for brand that has better image rather than those with lower brand
image. It is because consumers perceive that product with good brand image have provides
better quality. A successful brand image increases the likelihood of consumer purchase
intention toward a brand and helping consumers in recognizing their needs and satisfaction.

Stanton (1992) in his study he pointed out that price is the amount of money or goods needed
to acquire some combination of other goods and its accompanying services.” Price is the
element of the marketing mix that stable in certain period but at one moment the price might

12
be increase or decrease and price become as the single element that revenue from the selling.
Although price is an element of the marketing mix that is stable, however price also subject
to fluctuation. Moreover, Stanton defines that price is an element present in the marketing
mix that solely affects the income from the product at certain time periods. This leads to a
scenario where higher prices are imposed on products and consumers are willing to purchase
them. Some of them preferred high quality products and willing to pay high price for it but
some of them are not. On the contrary, not at all time products are priced at a premium and
higher price. According to Lynn Albright, the vice president of Old Navy, states higher prices
won’t be needed if costs can be lowered.

13
 CHAPTER - III

RESEARCH DESIGN AND METHODOLOGY

3.1 RESEARCH METHODOLOGY

Research methodology is a systemized effort in gaining knowledge. It can also be referred to
as “the search of knowledge”. Research methodology is a technique used systematically to
solve the research problem. It helps the research to know which research method and analysis
could be utilized to bring out a possible solution for a search problem. The researcher
solution should know why a particular technique to the project.

3.2 RESEARCH DESIGN

The problem that follows the task of defining the research problem is the preparation of the
design of the research project popularly known as the “research design”. In this descriptive
study, research design is used to describe the characteristics of a particular individual or a
group.

The respondents are the customers of CHRISTY products, Tiruchengode.

Sample size
The sample size of 100 customers from different places of Tiruchengode was interviewed.

Sampling Techniques
100 customers were taken from the different places of Tiruchengode for the study. The
sampling technique used for selecting the sample is simple random sampling.

3.3 DATA COLLECTION

The Data collection is very essential to study the information fact. In data collection there are
two types
1. Primary Data
2. Secondary Data

PRIMARY DATA
Data which are collected as fresh and for the first and thus happen to be original in character
is primary data. Questionnaire is used to collect the data. The sample size is 100.

14
SECONDARY DATA
Secondary data is collected through previous records and through various references like
books magazines and personal manuals.

3.4 TOOLS USED FOR DATA

The tools used for the data in this study are:
1. Simple Percentage Method and Bar Chart.

It is a pictorial representation of statistical data with several distributions in circular and

tabular form. This is used to show the breakdown of the various elements. It helps in easier
understanding of the statistical data which is easier manner.

15
 CHAPTER - IV

ANALYSIS AND INTERPRETATION OF DATA

4.1 INTRODUCTION

Analysis is the process of breaking complex topic or substance into smaller parts to gain
better understanding of it. The term analysis refers to computation of certain measure along
with the searching for patterns of relationship that exist among data groups.

Analysis of data in a general way involve a number of closely related operations, which are
performance with the purpose of summarizing the collected data and organizing those in such
a manner that answer the research questions.

TABLE NO 4.1.1
ANALYSIS OF AGE GROUP OF RESPONDENTS
S.NO PARTICULARS NO.OF RESPONSE PERCENTAGE
1 Below 20 years 8 8.0
2 21-30 years 48 48.0
3 31-40 years 32 32.0
4 Above 40 years 12 12.0
Total 100 100.0

Source: Primary Data

16
 CHART NO 4.1.1
AGE GROUP OF RESPONDENTS

48
50
45
40
32
35
30
25 percentage

20
12
15
8
10
5
0
Below 20 years 21-30 years 31-40 years above 40

INTERPRETATION
Maximum 48% of the Respondents belong to the age group of 21-30 years, 32% of the
respondents belong to the age group of 31-40 years, 12% of the respondents belong to the age
group above 40 years, and 8% of the respondents belong to the age group of below 20 years.
So it is clear that majority 48% of the respondents are the loyal customers of the Christy
products.

17
 TABLE NO 4.1.2
ANALYSIS ON AWARENESS OF CHRISTY PRODUCTS IN
TIRUCHENGODE
S.NO PARTICULARS NO.OF RESPONSE PERCENTAGE

1 Using rarely 55 55.0

2 Regular use 45 45.0

3 Never heard of it 0 0.0

Total 100 100.0

Source: Primary Data

18
 CHART NO 4.1.2
AWARENESS OF CHRISTY PRODUCTS IN TIRUCHENGODE

55
60
45
50

40

30 Percentage

20

10 0

0
Using rarely Regular use Never heard of it

INTERPRETATION
Maximum 55% of the respondents are rarely using the Christy products, 45% of the
respondents are regularly using the Christy products. So it is clear that majority of
respondents are rarely using the Christy products, and every respondent are aware of the
Christy products.

TABLE NO 4.1.3
19
 ANALYSIS ON CONSUMERS CHOICE OF CHRISTY PRODUCTS
S.NO PARTCULARS NO.OF RESPONSE PERCENTAGE
1 Price 11 11.0
2 Better Quality 56 56.0
3 Package 5 5.0
4 Taste 10 10.0
5 All the above 18 18.0
Total 100 100.0

Source: Primary Data

CHART NO 4.1.3

20
 CONSUMERS CHOICE OF CHRISTY PRODUCTS

60 56

50

40

30 Percentage
18
20 11 10
10 5

0
Price Better Quality Package Taste All the above

INTERPRETATION
Maximum 56% of the respondents choose Christy products because of its better quality, only
5% of the respondents choose for its package, and 18 % of the respondents took Christy
products because they like its price, better quality, package, and also taste. 10% of the
respondents like Christy products only for its taste, and 11% of the respondents choose
Christy products for its price. So majority 56% of the respondents likes better quality of
Christy products.

TABLE NO 4.1.4

21
 ANALYSIS OF CONSUMERS LOYALTY TOWARDS CHRISTY
PRODUCTS
S.NO PARTICULARS NO.OF RESPONSE PERCENTAGE
1 Less than a year 22 22.0
2 1-2 years 39 39.0
3 2-3 years 27 27.0
4 Above 3 years 12 12.0
Total 100 100.0

Source: Primary Data

22
 CHART NO 4.1.4
CONSUMERS LOYALTY TOWARDS CHRISTY PRODUCTS
39
40
35
27
30
22
25
20 Percentage
12
15
10
5
0
Less than a year 1-2 years 2-3 years Above 3 years

INTERPRETATION
12% of the consumers use more than 3 years and are loyal to Christy products, 39% of the
consumers use Christy products between 1-2 years, 27% of the consumers use Christy
products between 2-3 years and 22% of the consumers use Christy products less than one
year. It is clear that only 12 % of the consumers are using Christy products more than 3 years.

TABLE NO 4.1.5
23
 ANALYSIS ON PROMOTERS OF CHRISTY PRODUCTS
S. NO PARTICULARS NO.OF RESPONSE PERCENTAGE
1 Family members 42 42.0
2 Friends 56 56.0
3 Sales promotional schemes 2 2.0
Total 100 100.0

Source: Primary Data

CHART NO 4.1.5

24
 PROMOTERS OF CHRISTY PRODUCTS

56
60
42
50

40

30 Percentage

20
2
10

0
Family members Friends sales promotional
schemes

INTERPRETATION
56% of the consumers are influenced by their Friends to buy Christy products, only 2% of the
consumers are influenced by sales promotional schemes, and 42% of the consumers
influenced by their family members to buy Christy products. Maximum 56% of the
consumers are influenced by their friends to buy Christy products.

TABLE NO 4.1.6

25
 ANALYSIS ON LEVEL OF CONSUMER SATISFACTION TOWARDS
TASTE
S. NO PARTICULARS NO.OF RESPONSE PERCENTAGE

1 Highly satisfactory 73 73.0

2 Satisfactory 25 25.0
3 Neutral 2 2.0
Total 100 100.0

Source: Primary Data

26
 CHART NO 4.1.6
LEVEL OF CONSUMER SATISFACTION TOWARDS TASTE

73
80
70
60
50
40 percentage
25
30
20 2
10
0
Highly satisfactory Satisfactory Neutral

INTERPRETATION
Maximum 73% of the consumers are highly satisfied with the taste of Christy products, only
2% of the consumers are neither satisfied nor dissatisfied with the taste of Christy products
and 25% of the consumers are satisfied with the Christy products. So majority 73% of the
consumers are highly satisfied in buying the Christy products because of its taste.

27
 TABLE NO 4.1.7
ANALYSIS ON LEVEL OF CONSUMER SATISFACTION TOWARDS
QUALITY
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE
1 Highly satisfactory 61 61.0
2 Satisfactory 38 38.0
3 Neutral 1 1.0
Total 100 100.0

Source: Primary Data

28
 CHART NO 4.1.7
LEVEL OF CONSUMER SATISFACTION TOWARDS QUALITY

61
70

60

50 38

40
percentage
30

20
1
10

0
Highlr satisfactory Satisfactory Neutral

INTERPRETATION
Maximum 61% of the consumers are highly satisfied with the quality of the Christy products
only 1% of the consumer neither satisfied nor dissatisfied with the quality of the Christy
products and 38% of the consumers are satisfied with the Christy products. So 61% of the
consumers are highly satisfied in buying Christy products because of its quality.

29
 TABLE NO 4.1.8
ANALYSIS ON LEVEL OF CONSUMER SATISFACTION TOWARDS
PRICE
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE

1 Highly satisfactory 76 76.0

2 Satisfactory 16 16.0
3 Neutral 8 8.0

Total 100 100.0

Source: Primary Data

30
 CHART NO 4.1.8
LEVEL OF CONSUMER SATISFACTION TOWARDS PRICE

76
80
70
60
50
PERCENTAGE
40
30 16
20 8

10
0
Highly satisfactory Satisfactory Neutral

INTERPRETATION
Maximum 76% of the consumers are highly satisfied with the price of the Christy products,
only 8% of the consumers neither satisfied nor dissatisfied with the price of the Christy
products and 16% of the consumers are satisfied with the Christy products. So 76% of the
consumers are highly satisfied in buying Christy products because of its price.

31
 TABLE NO 4.1.9
ANALYSIS ON LEVEL OF CONSUMER SATISFACTION TOWARDS
ADVERTISEMENT
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE

1 Dissatisfactory 67 67.0

2 Highly dissatisfactory 33 33.0

Total 100 100.0

Source: Primary Data

32
 CHART NO 4.1.9
LEVEL OF CONSUMER SATISFACTION TOWARDS
ADVERTISEMENT

70
60
50
40 percentage

30
20
10
0
Dissatisfactory Highly dissatisfactory

INTERPRETATION
Maximum 67% of the consumers are dissatisfied about the advertisement of Christy products,
and 33% of the consumers are highly dissatisfied about the advertisement of Christy products
because the company is not taking any risk for its advertisement. So majority of the
consumers are not satisfied about its advertisement.

33
 TABLE NO 4.1.10
ANALYSIS OF CONSUMERS RELIABILITY TOWARDS CHRISTY
PRODUCTS
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE

1 Strongly agree 69 69.0

2 Agree 24 24.0
3 Neutral 7 7.0

Total 100 100.0

Source: Primary Data

34
 CHART NO 4.1.10
CONSUMERS RELIABILITY TOWARDS CHRISTY PRODUCTS
69

70

60

50

40
24 percentage
30

20 7
10

0
Strongly agree Agree Neutral

INTERPRETATION
Maximum 69% of the consumers strongly agree that Christy products are safe for the
consumption only 7% of the consumers are neither agree nor disagree with the safety of the
Christy products, and 24% of the consumer agreed that Christy products are safe for
consumption. So majority 69% of the consumers strongly agree for the safety of Christy
products.

35
 TABLE NO 4.1.11
ANALYSIS ON PAST BUYING BEHAVIOUR AND ITS INFLUENCE IN
PURCHASE DECISION
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE

1 Strongly agree 75 75.0

2 Agree 24 24.0
3 Neutral 1 1.0

Total 100 100.0

Source: Primary Data

36
 CHART NO 4.1.11
PAST BUYING BEHAVIOUR AND ITS INFLUENCE IN PURCHASE
DECISION

75
80
70
60
50
40 percentage
24
30
20
1
10
0
Strongly agree Agree Neutral

INTERPRETATION
Maximum 75% of the consumers purchasing Christy products because of their past
experience about the products, only 1 % of the consumer neither agreed nor disagreed in
purchasing the Christy products with past experience, and 24% of the consumers are agreed
in buying Christy products as they have experienced already with it. So majority 75% of the
consumers are strongly agreed that their past experience with the Christy products made them
to purchase usually.

37
 TABLE NO 4.1.12
ANALYSIS ON ROLE OF SALES PERSON PLAYS IN PURCHASING
CHRISTY PRODUCTS
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE

1 Strongly agree 70 70.0

2 Agree 29 29.0
3 Neutral 1 1.0

Total 100 100.0

Source: Primary Data

38
 CHART NO 4.1.12
ROLE OF SALES PERSON PLAYS IN PURCHASING CHRISTY
PRODUCTS
70

70

60

50

40 29
percentage
30

20
1
10

0
Strongly agree Agree Neutral

INTERPRETATION
Maximum 70% of the consumers are strongly agreed that sales persons are kind enough to
the consumers and they are giving sufficient time to take decision in purchasing Christy
products. Only 1% of the consumer neither agreed nor disagreed about the sales person, and
29% of the consumers are agreed that sales persons are allowing them to take decision in
purchasing Christy products. So 70% of the consumers are strongly agreed that the role of
sales person is important for purchasing Christy products and they are also allowing them to
take decision in purchasing the Christy products.

39
 TABLE NO 4.1.13
ANALYSIS OF BUYING BEHAVIOUR WHEN THERE IS CHANGE IN
PRICE
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE

1 Definitely 70 70.0

2 Probably 23 23.0
3 Definitely not 7 7.0

Total 100 100.0

Source: Primary Data

40
 CHART NO 4.1.13
BUYING BEHAVIOUR WHEN THERE IS CHANGE IN PRICE
70

70

60

50

40
percentage
23
30

20 7
10

0
Definitely Probably Definitely not

INTERPRETATION
Maximum 70% of the consumers will definitely buy the Christy products when there is
change in price, only 7% of the consumers will not buy Christy products when there is rise in
price, and 23% of the consumers will probably buy the Christy products when there is change
in price. So 70% of the consumers will definitely buy the Christy products when there is
change in price or even if price increases.

41
 TABLE NO 4.1.14
ANALYSIS OF BUYING BEHAVIOUR OF NEW PRODUCT WHOLE
WHEAT ATTA IN THE CHRISTY BRAND
S.NO PARTICUALRS NO.OF RESPONSE PERCENTAGE

1 Very likely 77 77.0

2 Quite likely 21 21.0

3 Likely 2 2.0

Total 100 100.0

Source: Primary Data

42
 CHART NO 4.1.14
BUYING BEHAVIOUR OF NEW PRODUCT WHOLE WHEAT ATTA
IN THE CHRISTY BRAND
77
80
70
60
50
40 percentage
21
30
20
2
10
0
Very likely Quite likely Likely

INTERPRETATION
Maximum 77% of the consumers are very likely in buying the whole wheat atta only 2% of
the consumers like whole wheat atta in Christy brand, and 21% of the consumers are quite
likely about the whole wheat atta in Christy brand. So it is clear that majority 77% of the
consumers are very likely to buy the whole wheat atta in Christy brand.

43
 CHAPTER - V

FINDINGS SUGGESTIONS AND CONCLUSION

5.1 FINDINGS
1. From the analysis it has been found that, 48% of the consumers are between the age group
of 21-30 years.
2. From the analysis maximum (55%) of the consumers are rarely using the Christy brand
products, because it is not available in all retail stores and also they are not more familiar
with it.
3. From the above analysis maximum (56%) of the consumers are purchasing Christy
products because of its better quality.
4. The study found that, the majority (39%) of the respondents are purchasing Christy
products in 1 to 2 years. In this study (12%) of the consumers are using Christy products
for more than 3 years and they are loyal.
5. From the above analysis maximum (56%) of the consumers are influenced by their friends
to purchase Christy products.
6. From the above analysis maximum (73%) of the consumers are highly satisfied with the
taste of Christy products.
7. In this analysis maximum (61%) of the consumers are highly satisfied with the quality of
Christy products.
8. In this analysis majority (76%) of the consumers are highly satisfied with the price of
Christy products.
9. In this study majority (67%) of the consumers are dissatisfied with the advertisement of the
Christy products as they do not advertise their products.
10. Maximum (69%) of the consumers strongly agree that the Christy products are reliable
and safe for the consumption.
11. The study found that, maximum 75% of the consumers purchasing Christy products
because of their past experience about the products
12. Maximum 70% of the consumers are strongly agreed that the role of sales person is
important for purchasing Christy products and they are also allowing them to take decision
in purchasing the Christy products.
13. From the above analysis maximum 70% of the consumers will definitely buy the Christy
products when there is change in price or even if price increases.

44
14. From the above analysis maximum 77% of the consumers are very likely to buy the
whole wheat atta in Christy brand.

45
5.2 SUGGESTIONS
On the basis of the study, the researches impart the following suggestions:
 The company may improve service to the customers
 The company may provide some discounts and benefits for their products
 The company may improve advertisement about brand through media, newspaper etc. and
also they should promote their brand and product on popular internet websites.
 The Christy brand products may be made available at all retail stores of the country
fulfilling the expectations of the consumers.
 The customers give most importance to high quality, so the company may take adequate
steps to maintain the product quality and taste.

46
5.3 CONCLUSION
The main aim was to know the consumer buying behaviour about the brand and why the
customers choose to buy Christy brand products is the most favourite brand among the
consumer in the market. Christy is regarded as the original markers of the food products by
the consumers.

The consumers need more advertisement about the products, most of the consumers are
aware of brand but use it only sometimes. So researchers recommend the company to train
the employees to have proper interaction with the consumer to motivate them to buy the
product

47
REFERENCES

1. Hoyer, Wayne, Rajesh Chandy, Matilda Dorotic, Manfred Krafft, and Siddharth S. Singh
(2004) . Consumer Co-creation in New Product Development, Jrnl. of Serv Res. 13(3).
283-296.
2. Kotler, P. and G. Armstrong (2001). Marketing: An Introduction, Principles of
Marketing, pp. 362-363, Pearson Education, New Jersey.
3. Antonides, G. and Raaij (1998), A European Perspective, Consumer Behaviour, p. 619,
John Wiley and Sons Ltd. Chichester, England.
4. Ibid, G. and E. Gummeson (2002), Practical Value of Adequate Marketing Management
Theory, European Journal of Marketing, 12(26), 21-30.
5. Blackwell, R., P. Miniard, and Engel (2001) Consumer Behaviour, pp 123-128, The
Dryden press, Ohio.
6. Kotler, P. and G. Armstrong (2005). Marketing: A Conceptual Introduction, Marketing
Management, pp. 322-362, Pearson Education, New Jersey.
7. Blackwell, R., P. Miniard, and Engel (2007) Consumer Behaviour, pp 121-122, The
Dryden press, South-Western, Ohio,
8. Kotler, P. and G. Armstrong (2001). Marketing: An Introduction, Principles of
Marketing, p. 985, Pearson Education, New Jersey.
9. Armstrong, G. and P. Kotler, (2005). Marketing: An Conceptual Introduction, Marketing
Management, pp. 322-362, Pearson Education Trust, Inc, New Jersey.
10. Gutman Damor, Ian Clark and Freathy Paul (1982), Customer decision making in
fashion retailing, Intl. Jrnl. of Ret. and Dist. Mgmt., Vol 26, 147-152.
11. Hoyer Wayne, Rajesh Chandy, Matilda Dorotic, Manfred Krafft, and Siddharth S. Singh
(2004) Consumer Co-creation in New Product Development, Jrnl. of Serv Res. 13(3).
283-296.
12. Schiffman H. and D. Ciarlante (1987) Consumer Behaviour in Asia. p. 275, Macmillan
Publishers. London.
13. Kelley, W., Mc Donagh and A. Prothero (1950) Sustainable Consumption and the quality
of life: A Micromarketing Challenge to the Dominant Social Paradigm. Jrnl. of Macro
Mktg. 17(1), 4-24.
14. Hornik, w. and S. Hollensen, (1980) Global Marketing. Prentice Education Limited.
P.714, Harlow, England.

48
15. Keller, A.K., Y.E.Tang, and S. Ghose (2008) Typology of Online Shoppers. The Jrnl. of
Consum. Mktg. Vol. 20, Iss. 2/3, 139-154.
16. Batey Satish and K. Kazmi (2004), Consumer Behaviour, p.523, Excel books, New
Delhi.
17. Malley, O. Nikos Passas and N. Goodwin (1991) It’s Legal but It Ain’t Right. Harmful
Social Consequences of Legal Industries, p.279, University of Michigan Press,
Michigan.
18. Kapferer, W., P. McDonagh and A. Prothero(2004) Sustainable Consumption and the
quality of life: Amacromarketing challenge to the dominant social paradigm. Jrnl. of
Macro Mktg. 17(1), 4-24.
19. Abrahams,(2008) Retail Employee Theft: A theory of Planned behaviour perspective,
Intl. Jrnl. of Retl. and Dist. Mgmt., Vol 34, 802-810.
20. Gumas, P., Gordan Foxall, Ronald Goldsmith and Stephen Brown (2009) Consumer
Psychology for Marketing, p.329, International Thomson Business Press. Foxall.
21. Belen Del Rio, Vazquez and Iglesias(2001) Multivariate Data Analysis. 6th ed, p.
359,Prentice-Hall, London.
22. Ranka Vimal , J. Tsalikis and B. Seaton (2006). Measuring Consumer Sentiments
towards Business Ethics, Jrnl. of Bus. Ethics, 89, 184.
23. Bhatnagar, Chevalierand M. Mazzalov .(2004) Luxury Brand Management – A world of
privilege. 421p, John Wiley and Sons (Asia) Pte.Ltd. Singapur.
24. Becker,Vivienne (2003), Antique and Twentieth century, Pp 31-34 N.A.G Publication,
London.
25. Kala Alok (2013) Jaipur Jewellery Hights, Jrnl. of Gem & Jewel., Vol 49/12. 32- 45.
26. Jain, Rajiv (2006), Jewellery Market Trends, Jrnl. of Gem & Jewel., Vol 42-10. 40-45

49
 QUESTIONNAIRE

1. Name:
2. Age:
(a) Below 20 years (b) 21-30 years (c)31-40 years (d) Above 40 years
3. Sex:
(a) Male (b) Female
4. Marital Status:
(a) Married (b) Unmarried
5. Educational Qualification:
(a) School level (b) Degree/diploma (c) Post graduate (d) others
6. Profession:
(a) Salaried (private) (b) Salaried (government) (c) Business person (d) Retired
(e) Student
7. Number of members in the family
(a) Up to 2 (b) 2-4 (c) 4-6 (d) Above 6
8. How familiar are you with Christy products?
(a) Never heard of it (b) Using rarely (c) Regular use
9. What made you to buy Christy products?
(a) Price (b) Better quality (c) Package (d) Taste (e) All the above
10. How many years are you purchasing Christy products?
(a) Less than a year (b) 1 to 2 years (c) 2 to 3 years (d) above 3 years
11. Who influenced you to buy Christy products?
(a) Family members (b) Friends (c) Sales promotion (d) Advertisement
12. Do they provide any discounts and benefits?
(a) Always (b) Often (c) Sometimes (d) Never
13. How often do you read the ingredients sections of the food label before buying a
product?
(a) Always (b) Often (c) Sometimes (d) Never

50
14. Buying behaviour level towards the various attributes of Christy products
Parameters Highly Satisfactory Neutral Dissatisfactory Highly
Satisfactory Dissatisfactory

Taste
Quality
Price
Availability
Package
Brand Image
Quantity
Convenience
Advertisement

15. Christy foods are reasonably safe for human consumption

(a) Strongly agree (b) Agree (c) Neutral (d) Disagree (e) Strongly disagree
16. To what extent do you agree the past experience of the products plays an influential role
in your purchase decision
(a) Strongly agree (b) Agree (c) Neutral (d) Disagree (e) Strongly disagree
17. Sales person plays a significant role in purchasing Christy products
(a) Strongly agree (b) Agree (c) Neutral (d) Disagree (e) Strongly disagree
18. Is there any demand for Christy products
(a) Strongly agree (b) Agree (c) Neutral (d) Disagree (e) Strongly disagree
19. Christy products is accessible to the customers
(a) Strongly agree (b) Agree (c) Neutral (d) Disagree (e) Strongly disagree
20. Christy product offered a wide selection of food products
(a) Strongly agree (b) Agree (c) Neutral (d) Disagree (e) Strongly disagree
21. Sales person allowed sufficient time for you to make decision
(a) Strongly agree (b) Agree (c) Neutral (d) Disagree (e) Strongly disagree
22. State which type of product you purchased in Christy brand?
(a) Health food (b) Health food sugar free (c) Rice flour (d) Whole wheat Atta
(e) Others
23. Do you recommend Christy Brand products to other persons?
(a) Yes (b) No

51
24. How will you prefer to buy a Christy product?
(a) Through Agents (b) Through Retailers (c) Direct from company (d) Others
25. Which will give you preference in buying Christy products?
(a) Brand (b) Taste (c) Relationship (agents) (d) Service
26. Purchase the Christy product even if price increases?
(a) Definitely (b) Probably (c) Definitely not
27. If the following products in the Christy brand how likely would you be to buy them.
Products Very Quite Likely Likely Quite Unlikely Very Unlikely
Likely
Health food
Ragi Flour
Bajji Bonda
mix
Oats Biscuits
Whole
Wheat Atta
Murrukku
mix
Vita mix
(health flour)

52