SUMMER TRAINING PROJECT REPORT

ON
" Study of consumer Buying Behavior in Online Education Services at The
Entrepreneurship Network,

Submitted For The Partial Fulfillment Towards The Award Of The

Degree In Masters Of Business Administration Of Dr. A.P.J.
Abdul Kalam Technical University, Uttar Pradesh

Submitted by:
Rahul Kumar
MBA-2nd YEAR
ROLL NO. 2101330700107
Batch (2021-2023)
Under the Supervision of:
Dr. Priyanka Malhotra
(Assistant Professor, Management)

SCHOOL OF MANAGEMENT

NOIDA INSTITUTE OF ENGINEERING AND TECHNOLOGY, (NIET)

19, Knowledge park-1, Institutional Area, Greater Noida Gautam
buddha Nagar (UP), India - 201306
 DECLARATION

I Rahul Kumar, roll no. 2101330700107, a student of MBA-III semester of

Noida Institute Of Engineering And Technology, Greater Noida hereby
declare that the research project titled “Study of consumer Buying Behavior
in Online Education Services at The Entrepreneurship Network,” is my
original work and the same has not been submitted to another university for the
award of any other diploma or degree

Rahul Kumar
MBA 3rd SEM
 ACKNOWLEDGEMENT
My sincere thanks to the Faculty Guide under whose able guidance and kind
cooperation I was able to complete the project work title “Study of consumer
Buying Behavior in online education services at The Entrepreneurship
Network,”

Also I do thank and remember my friends for their effort and helping hand.
Every effort has been made to enhance the quality of work.
However, I owe the sole responsibility for the shortcoming, if any, in the
study.

Rahul Kumar

Enrollment No- 0211MBA165

Executive Summary

I, Rahul Kumar of Noida Institute of Engineering and Technology Greater

Noida is pursuing
M.B.A. I have done my internship in The Entrepreneurship
Network(TEN) is a community based EduTech group. My internship is in
Consumer buying behavior. Throughout my internship, I have done
extracting mails from portals. This report was written after getting the
firsthand experience from Consumer buying behavior. This report explains
the importance of Consumer buying behavior in present era and this report
will help the reader to get an idea about the Industry, Indian population and
digital media, concepts of digital marketing, Consumer buying behavior in
the digital era. After reading the whole report the reader can understand the
reason behind growing Consumer buying behavior.

Title of the Internship Report is “Study of consumer Buying Behavior in

online education services at the entrepreneurship network,” and Objectives
of the Internship is to understand the change in consumer buying behavior
in digital era and how effective is digital marketing in attracting the
consumer along with the importance of digital marketing in near future.

In this paper Descriptive and experimental type of research design is use

which prove to be most effective and most suitable, because in descriptive
type of study the main emphasis is laid down over the existing situations
and experimental helps in finding the behavior of the consumer

The research is done using an online questionnaire. The title for the
research is “Understand the consumer buying behavior of Indian in
digital era”.

Main findings of this internship are given here. Indian customers are highly
information seekers. They collect more information about a product before
buying it. Internet penetration in India is key player for this phenomenon.
Most of Indians are getting stimulus through advertisements, but they are
not reaching to end phase of customers purchase journey, mainly in high
involvement purchases. Brands are getting more touch point to reach their
target

group in this digital era. More details about findings are given this report.
The successful completion of this internship indicates that the future of
marketing is in the hands of digital. It is conclude in research by quoting
again that “Brands can’t sustain without digital presence”
 CONTENTS

1.Introduction
2.Organizational Overview
3.Research methodology
4.Data analysis and interpretation
5.Findings
6.Conclusion
7.Recommendation
8.Learning in the study
9.Questionnaire
 CHAPTER 1
INTRODUCTION
 Chapter-1
INTRODUCTION

Consumer Behavior is the study of individuals, groups, or organizations

and the processes they use to select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy needs and the impacts that these
processes have on the consumer and society. It blends elements from
psychology, sociology, socialanthropology, marketing and economics. It
attempts to understand the decision-making processes of buyers, both
individually and in groups such as how emotions affect buying behaviour. 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,
sports, 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. Research
has shown that consumer behavior is difficult to predict, even for experts in
the field. Relationship marketing is an influential asset for customer
behaviour analysis as it has a keen interest in the re-discovery 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, personalisation, customisation
and one-to-one marketing. Social functions can be categorized into social
choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrow‘s
possibility theorem is used for a social function, social welfare function is
achieved. Some specifications of the social functions are decisiveness,
neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and
strong Pareto optimality. No social choice function meets these requirements
in an ordinal scale simultaneously.
The most important characteristic of asocial function is identification of the
interactive effect of alternatives and creating a logical relation with the
ranks. Marketing provides services in order to satisfy customers. With that in
mind the productive system is considered from its beginning at the
production level, to the end of the cycle, the consumer (Kioumarsi et al.,
2009).

Who is a Consumer?

Any individual who purchases goods and services from the market for
his/her end-use is called a consumer. In simpler a word a consumer is one
who consumes goods and services available in the market. Example - Tom
might purchase a tricycle for his son or Mike might buy a shirt for himself.
In the above examples, both Tom and Mike are consumers.

What is consumer Interest?

Every customer shows inclination towards particular products and services.

Consumer interest is nothing but willingness of consumers to purchase
products and services as per their taste, need and of course pocket. Both
Maria and Sandra went to the nearby shopping mall to buy dresses for
themselves. The store manager showed them the best dresses available with
him. Maria immediately purchased two dresses but Sandra returned home
empty handed. The dresses were little too expensive for Sandra and she
preferred simple and subtle designs as compared to designer wears available
at the store. In the above example Sandra and Maria had similar
requirements but there was a huge difference in their taste, mind set and
ability to spend.
 What is Consumer Behaviour?
Consumer Behaviour is a branch which deals with the various stages a
consumer goes through before purchasing products or services for his end
use.

Why do you think an individual buys a product?

 Need
 Social Status
 Gifting Purpose

Why do you think an individual does not buy a product?

 No requirement
 Income/Budget/Financial constraints
 Taste

When do you think consumers purchase products?

 Festive season
 Birthday
 Anniversary
 Marriage or other special occasions


There are infact several factors which influence buying decision of a

consumer ranging from psychological, social, and economic and so on.
The study of consumer behaviour explains as to:

 Why and why not a consumer buys a product?

 When a consumer buys a product?
  How a consumer buys a product?

During Christmas, the buying tendencies of consumers increase as compared

to other months. In the same way during Valentines week, individuals are
often seen purchasing gifts for their partners. Fluctuations in the financial
markets and recession decrease the buying capacity of individuals. In a
layman‘s language consumer behaviour deals with the buying behaviour of
individuals. The main catalyst which triggers the buying decision of an
individual is need for a particular product/service. Consumers purchase
products and services as and when need arises. According to Belch and
Belch, whenever need arises; a consumer searches for several information
which would help him in his purchase.

Following are the sources of information:

 Personal Sources
 Commercial Sources
 Public Sources
 Personal Experience

Perception also plays an important role in influencing the buying decision of

consumers.
Buying decisions of consumers also depend on the following factors:

 Messages, advertisements, promotional materials, a consumer goes

through also called selective exposure.
 Not all promotional materials and advertisements excite a consumer.
A consumer does not pay attention to everything he sees. He is
interested in only what he wants to see. Such behaviour is called
selective attention.
  Consumer interpretation refers to how an individual perceives
a particular message.
 A consumer would certainly buy something which appeals him
the most. He would remember the most relevant and meaningful
message also called as selective retention. He would obviously
not remember something which has nothing to do with his need.

What is Consumer Behavior in Marketing?

Marketing is so much more than creating a catchy phrase or a jingle people will
sing for days. Understanding consumer behavior is a vital aspect of marketing.
Consumer behavior is the study of how people make decisions about what they
buy, want, need or act in regards to a product, service, or company. It is critical
to understand consumer behavior to know how potential customers will respond
to a new product or service. It also helps companies identify opportunities that
are not currently met. A recent example of a change in consumer behavior is the
eating habits of consumers that have drastically increased the demand for
gluten-free (GF) products. The companies that monitored the change in eating
patterns of consumers created GF products to fill a void in the marketplace.
However, many companies did not monitor consumer behavior and were left
behind in releasing GF products. Understanding consumer behavior allowed the
pro-active companies to increase their market share by anticipating the shift in
consumer wants. To fully understand how consumer behavior affects marketing,
it's vital to understand the three factors that affect consumer behavior:
psychological, personal, and social. Objectives of the study
objectives
 To know affinity in customers for collecting information before
purchase.
 To understand the consumption of Indians.
 To figure out how Indian will purchase a online education
courses.
 To understand post purchase behaviour of Indian
 To gathering information about consumer behavior towards
online education services.
 To know the customer perception about online education
services.
 To provide suggestions, in improving the carrier growth.
 To know the customer satisfaction towards the after sales online
education services.

Scope
This study is useful for determining the consumer buying behaviour of
Indians.

1. Enhance the carrier growth

2. Enhance the skill

3. Enhance the knowledge

4. Employment Opportunity

5. Time Saving

6. Money Saving

 hh
 Tt
CHAPTER 2
ORGANIZATIONAL
OVERVIEW
2.ORGANIZATIONAL OVERVIEW

The Entrepreneurship Network (TEN) - is a community based EduTech

group whose objective is to provide quality learning and expertise for your
aspirations by providing you an opportunity to master the most desired skill
sets in today's environment with richly experienced faculty. We currently
stand at 550+ colleges with 10,000 students and counting

Innovation is the prime pillar of their existence. In the last decade, they
went through several situations from highly enjoying to severely pain full.
But that is the real part of learning and growing. They are still learning and
growing bit by bit.

Company’s managing director is Kamlesh Gupta,

Chapter-3

RESEARCH METHODOLOGY
Research methodology
Research methodology is a way to systematically solve the research
problem. It may be understood as a science of studying how research is
done scientifically. It is a system and in- depth study for any particular
subject. Its purpose is to find out answer to questions through

Research Design

A research design is the arrangement of conditions for collection and

analysis of the data in a manner that aims to combine relevance to the
research purpose with economy in procedure. The research design used for
this study is of the descriptive type. Descriptive research studies are those
studies which are concerned with describing the characteristics of a
particular individual or a group.

For the purpose of the present project the Descriptive and experimental
type of research design can be said to be most effective and most
suitable, because in descriptive type of study the main emphasis is laid
down over the existing situations and experimental helps in finding the
behavior of the consumer. Thus for that purpose Descriptive type of study
has been selected as it seems to be most appropriate to fulfill the objective
of the project.
Sample
Sample means a representation of the whole universe by a small
population. Samples for this research are under Indian youth and young
Indians, who come under 17 to 45 year age groups and who have online
presences.

Sample size
The number of sample units selected from the total population is called
sample size. Sample size selected for this study is 200. Among them 146
are males and 54 are females.
Chapter-4

Data Analysis and

Interpretations
1) How do you get information about online education services?
 Other Sources 7%

News 13%

Advertisements 40%

Family 10%

Friends 30%

2) Do you Collect information before purchasing the onl i ne educat i on servi ces?

5%

Yes
No
95%

3) What type of information do you collect?

Customer's Ex perience 11%21%

Q
Attributes 10%
Quality 32%
Price 26%

Interpretation for 1 to 3: Samples are highly information seekers, 95 % of the sample will do reach
before purchase. Only 40% of the samples saying they get to know about a product through
advertisements, 30% get to know from friends and 10% from family. 32% of samples are collecting
information about quality of product the and 26% about price and 21% about customer experience

4) Did you ever purchase from an online site?

 0% 0%
19
% Yes
81% No

5) If yes, then what type of online education course did you purchase from online?

AI

ML

Data Science

Product Mgmt

CCC

Java

Digital Marketing

Management

ISCM

Interpretations for 4 and 5: 81% of the sample did make online purchases and mostly they purchased
electronic products, followed by fashion and travel accessories through online.

6.Do you prefer online courses?

 7% 0%

YES
NO

93%

1) Do you purchase education programs through online?

47% Yes
53% No

(8). Do you read the News through online?

26%
YES
No
74%

Interpretation 6 to 8:

93% of the samples are purchase online education program. 53% of the samples are purchase courses
through online portals. 74% are reading newspapers through online portals
(9).Do you have mobile phone or smartphone?

yes
no

(10). Do you have a laptop or PC?

6%

YES
NO

94%

(11).Do you have a tablet?

30%
YES
NO
70%
(12).Do you have an internet connection in any of the above mentioned gadgets?

4%

YES
NO
96%

(13).When do you purchase online education course?

2022 33%

2019 26%

2018 16%

2020 25%

(14).What you do with these gadgets?

Chatting 21%
Watch Videos
14%
E- books
6%
Blogging
6%
News reading
11%
Shopping
12%
Surfing
16%
Games
14%
Interpretation 9 to 14:

 More than 90% of the sample have can mobile or Smartphone and laptops or PC. While
coming to tablets it is low, but it doesn’t mean no one is using tabs. Still, 30% of samples
have a tablet. 96% of samples have an internet connection is any of these gadgets, this
showing the penetration of internet in India.
 33% of the samples are using these gadgets while they are with their friends. 25% of the
samples are using purchase online cous. 42% of samples are using gadgets in office or
college.
 21% use these gadgets for chatting, 16% for surfing and 14% for watch videos & games.

(15).Do you ever notice advertisement?

3%

YESNO

97%

(16).If yes, from where?

Radio 6%

OOH 6%

Magazines 14%

Newspaper 17%

Online Ads (Banner &

35%
Videos)
TV 22%
 (17).Mention one from of method, which you purchase online course?

institute 4%

website 3%

Newspapers 11%

Online 48%

Review 34%

Interpretation for 15 to 17:

 97% of the samples are seeing ads, among them 35% of samples noticed ads through online
media, 22% on TVC and 17% on Newspapers.
 48% of the samples are saying they have trust in online ads, 34 % are saying they have trust
in Review.

(18).How do you normally purchase online education course?

Visit and purchase from institute

19%

Visit the institute and purchase from laptop 7%

Based on Demo
4%
Research
11%
Research in other institute and purchase
6%
Research in price
10%
Mode
22
Duration %
Content
21%
 (19).After purchase online education course, what type of experience wills you share with others?

Nice deal, in terms of 14%

content

Bad experience 2%

Good experience 17%

67%
All the above mentioned

(20).How will you share your experience with others?

Face to face talk

In company website 4%

Write a blog 3%

Messaging 24%

Social networking sites 32%

Interpretation for 18 to 20:

 19% of samples will do research on online and purchase from institute, 21% of the
samples will do research in content and then purchase.
 67% of the samples will like to express their experience with others; it may be a nice
deal, good experience or bad experience with services.
 37% will share their experience through face to face talk, 32% through social networking sites
and 24% through messaging.
Chapter-5

FINDINGS

 Indian customers are highly information seekers. They collect more

information about content, price and refer customer’s experiences
before purchasing an online education services.
 Indian consumers have high tendency to go for online purchase.
 Lack of awareness
 Lack of availability
 Lack of time
 Lack of interest
 Lack of knowledge
 Lack of money
 Lack of information
 Lack of trust
Chapter-6
CONCLUSIONS
 CONCLUSION

As we studied that Online Education Service is totally based on Youth and

their purchasing decision. Today, the customers are influenced by the online
education services. As the income level is rising, International and domestic
models are within the reach of the customers. To increase the number of
customers, deep study of their purchase behavior is required.

The project titled Study of Consumer Buying Behavior in Online

Education Service is a step towards providing the Online Education
Services with the detailed profile of the consumer buying behavior.
The study reveals that the large group of consumer is influenced to purchase
Online Education Services by their friends and relatives (30%) followed by
advertisements in newspaper & magazines (24%) and television (20%).
Customer always prefers brand, features of Education Services and
technology more than other components..
Therefore, company should consider the above stated points in order to analyze
the consumer buying behavior at the time of Online Education Services
purchase.
Chapter-7
RECOMMENDATION
 Recommendations

 The Entrepreneurship Network needs to focus more on its visibility &

awareness.

 Promotional offers can be given to enhance conversion rate.

 Trust needs to be created in the company.

 Digital promotion needs to be focused on understood consumer behavior

towards.

 Generate awareness

 Evaluate the consumer behavior

 Leadership
 CHAPTER-8
LEARNINGS IN THE STUDY
 LEARNING IN THE STUDY

1. Sales pitch
2. Knowledge of course
3. Knowledge of online education services
4. Consumer perception
5. Reach the target market
6. Reach the target consumer
7. Skill
8. Attraction of consumer
9. Towards the online education services
10.Evaluate the consumer behavior
10.
Chapter-9
Questionnaire
 Understand Consumer Buying Behavior of Indians
This questionnaire will be used to understand the consumer buying behavior of
Indians.

1) How do you get information about online education courses?

Friends
Family
Advertisements
News
Other sources

2) Do you collect the information before purchasing the

education course?Yes
No

3) What type of information will you collect?

Price Quality
Customer's Experience
Content
Material
4) Did you ever purchase from an online
site? Yes
No

5) If yes, then what type of online education course, did you purchase online?

Mgmt
Data science
AI
CCC
6) Do you aware about AI?

Yes
No

7) Do you purchase education programs through online?

Yes
No

8) Do you know about ML?

Yes
No

9) Do you prefer educational course through online?

Yes
No

10) Do you have mobile phone or smartphones?

Yes
No

11) Do you have a laptop or PC?

Yes
No

12) Do you have a tablet?

Yes
No

13) Do you have internet connection in any of the above mentioned gadgets?

Yes
No
14) When do you purchase these courses?

AI
ML
Mgmt
15) Do you aware these programs?
ML
Mgmt
AI
Product Mgmt
Data science
Digital Marketing
16) Do you ever notice advertisements?

Yes
No

17) If yes, from where?

TV
Online
Newspapers
YouTube
Magazines
Out Door Hoardings
Institute

18) Mention one form of method , which you purchase online course?

Institute
Online
Website
Social media
Review
 19) How do you normally purchase online education services?

Based on research
Based on demo
Based on review
Based on rating
Based on knowledge

20) After purchase, what type of experience will you share with others?

Nice deal which you got in terms of price

Bad experience with the product
Good experience with the product
All the above mentioned

21) How will you share your experience with others?

Social networking sites

Messaging
Write a blog
In company website
Through face to face talk

Age

Gender