Rajesh Pancholi MKT

A
PROJECT REPORT
ON
A STUDY OF CONSUMER BUYING BEHAVIOR OF FROOTI WITH SPECIAL

REFERENCE TO PARLE AGRO IN PUNE CITY
SUBMITTED TO
SAVITRIBAI PHULE PUNE UNIVERSITY
IN THE PARTIAL FULLFILMENT OF
“MASTER IN BUSINESS ADMINISTRATION”
BY
MR. RAJESH K PANCHOLI
MBA (MARKETING)
(2016-2018)
Under Guidance of
Dr. GANESH PATHAK
RAJIV GANDHI BUSINESS SCHOOL, PUNE 411033
S. P. Pune University, Pune 1

ACKNOWLEDGEMENT
Summer project was a memorable and learning experience for me. The sole efforts of
any Individual are not sufficient enough to complete the Project. The completion of a
project involves the effort and interest of many people. I would like to extend my
gratitude and thanks to all those that gave up their time, and invaluable knowledge, to
make this summer project successful.
I am indeed very grateful PARLE AGRO PVT. LTD. for permitting me to do my

project studies wish to place on record my gratitude to owner Mr.NAVIN KUMARfor
his professional guidance and support.
I would like to thank our Project guide Dr. Ganesh Pathakfor providing me an
opportunity to undertake the project. I would like to take this opportunity as privilege
to articulate my de sense of gratefulness to Dr. Nitin Zaware, Director of Rajiv
Gandhi Business School, Pune-33, for his continuous encouragement and invaluable
guidance for the completion the project.
I wish to express my special thanks to all Faculties of Rajiv Gandhi Business School,
Pune 33 for their continuous support.

DECLARATION
I do hereby declare that this project work entitled “A STUDY OF CONSUMER

BUYING BEHAVIOR OF FROOTI WITH SPECIAL REFERENCE TO PARLE
AGRO IN PUNE CITY”submitted by me to the SavitribaiPhule Pune University
for the partial fulfillment of the requirement for the award of Master of Business
Administration (MBA) is a record of my own research work. The report
embodies the finding based on my study and observation and has not been
submitted earlier for the award of any degree or diploma to any Institute or
University.
Place:
Date: RAJESH K PANCHOLI

INDEX
SR.
CHAPTER NAME PAGE NO.
NO.
1 INTRODUCTION TO THE STUDY 1-4

1.1 Introduction 1
1.2 Research Problem 2
1.3 Statement of Research Problem 2
1.4 Objective of Study 3
1.5 Scope of Study 3
1.6 Importance of Study 3
1.7 Research Methodology 4
1.8 Chapterization 4
2 CONCEPTUAL BACKGROUND 6-18
2.1 Introduction 6
2.2 Core Concept with Citations 7
3 ORGANISATIONAL PROFILE 23-31
3.2 Introduction of Company 23
3.3 History 24
3.4 Profile of Organizational 25
3.5 Product Profile 26
3.6 Future Plan 31
4 DATA ANALYSIS & INTERPRETATION 32-46
4.1 Introduction 32
4.2 Data Analysis: 32
Descriptive analysis & Inferential Analysis
5 FINDINGS, SUGGESTIONS &CONCLUSION 47-49
5.1 Introduction 47
5.2 Findings 47
5.3 Suggestions 48
5.4 Conclusion 49
ANNEXURE 50-52
Questionnaire 50
BIBLIOGRAPHY 53

CHAPTER NO 1
INTRODUCTION TO STUDY
1.1 INTRODUCTION
The FMCG Industry in India is one of the largest in the worlds and one of the fastest
growing globally. The fast moving consumer goods (FMCG) segment is the fourth
largest sector in the Indian economy. The market size of FMCG in India is estimated
to grow from US$ 30 billion in 2011 to US$ 74 billion in 2018.
Food products are the leading segment, accounting for 43 per cent of the overall
market. Personal care (22 per cent) and fabric care (12 per cent) come next in terms of
market share. Rural areas expected to be the major driver for FMCG, as growth
continues to be high in these regions. Rural areas saw a 16 per cent, as against 12 per
cent rise in urban areas. Most companies rushed to capitalise on this, as they quickly
went about increasing direct distribution and providing better infrastructure.
Companies are also working towards creating specific products specially targeted for
the rural market Growing awareness, easier access, and changing lifestyles have been
the key growth drivers for the sector.
Parle Agro Pvt Ltd .is one of the well knowing FMCG industries in the India, Parle
Agro is having a proper management with various services provided by this
organization the organization is facing problem regarding the Customer’s satisfaction.
The some organizations have the policy of maintaining the customer’s satisfaction
with the customer to who have purchase the goods from company. Since the customer
is very important as concern to the business the customer feedback can be taken in
order to check the effectiveness of the organization in rendering the service &
satisfying the maximum customer needs. If customer’s satisfaction survey is
conducted well, it generates some useful information which can be used to deliver the
service effectively & efficiently.

What is Consumer Buying Behavior?
Definition of Buying Behavior:

Buying Behavior is the decision processes and acts of people involved in buying and
using products.
Need to understand:
 Why consumers make the purchases that they make?

 What factors influence consumer purchases?
 The changing factors in our society.
 Consumer Buying Behavior refers to the buying behavior of the ultimate
consumer. A firm needs to analyze buying behavior for:
 Buyer’s reactions to a firms marketing strategy has a great impact on the

firm’s success.
 The marketing concept stresses that a firm should create a Marketing
Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze
the what, where, when and how consumers buy.
 Marketers can better predict how consumers will respond to marketing
strategies.
1.2 Management problem
A Consumer Buying Behaviour play important role for every organization.

Every consumer having choice & different factor are effecting on buying
behaviour. Organisation arranges various strategies for attracting consumer.
So management want to know the consumer buying behaviour regarding
various parameters of frooti brand Parle Agro.
1.3 Statement of research problem
Taking view of above mentioned management problem researcher has taken

topic for study is” Consumer Buying Behaviour with respect to Parle Agro
Pvt.Ltd Pune.”

1.4 Objectives of the Study
 To study concept of consumer behaviour.
• To understand factor affecting consumer behavior.

• To study awareness of people towards frooti product.
• To know the factors which affect consumer buying behaviour while purchase
frooti.
• To study various factors such as quality, price, easy available etc.
• Ideas about to increase the sale of frooti.
1.5 Scope of the Study
• Geographical Scope:
A study of consumer buying behavior if frooti special reference Parle Agro in
Pune city.
• Conceptual Scope:
The Study covers various important aspects of consumer buying behavior.
1.6 Importance of study
This study will provide a clear vision about consumer buying behavior about
different product and services will come to know about the scope for improvement in
after sales and services in order to attract the consumer to words Parle Agro Pvt Ltd.
From the other point of view, by the survey of Consumer Buying Behavior study will
also helpful the quality of service as well as to know the consumer’s opinion about
present services of Parle Agro.

1.7 Research methodology
Type of Research Design
The Descriptive Research design has been used for Project
Data Collection Method
Primary data was collected through a structured questionnaire. The Questionnaire was
distributed to consumer.
Instruments
Questionnaire is used for data collection
Sampling
 Population -Unlimited in numbers.

 Sampling -70
 Sampling method –Convenience Sampling.
Data Analysis
Simple Table and Chart use for data analysis
1.8 Chapterisation
The study has presented with the help of following chapters
Chapter no: 1 Introductions of Study
This chapter contains of introductions to the study, management problem, statement

of research problem, objective of study, scope of study, importance of study, and
research methodology of the study.
Chapter No: 2 Conceptual of Study
It include introduction, definition and theory on marketing strategy
Chapter No: 3 Company Profile
It includes introduction of company, history of company, profile of the board of

directors, vision of company, award of company, profile of the product, organization
structure.
Chapter No: 4 Data Analysis and Interpretation Presentation analysis and

interpretation of data: - researcher has collected data for the purpose of study. This
data clearly fulfill the objective of study so analysis and interpretation has been
depicted in this chapter.
Chapter No: 5 Conclusion of Findings and Suggestion: - this chapter including finding
and suggestion based on the analysis of the data.

CHAPTER NO 2
CONCEPTUAL BACKGROUND
2.1 Introduction
It is an old saying that customer is the ‘king’ because he is the person on whose
decision demand of any product or service is dependent. The attitude of consumer or
buyer decides how demand will emerge for a new product and service and how
existing goods and services will be sold. The attitude in turn depends upon many
economic, social, cultural and climatic factors.
The decisions are also influenced by education, stage of economic development, life
style, information, size of family and host of other factors. The study of consumer
behaviour implies how and why a particular consumer or group reacts to decisions of
producers. “We define consumer behaviour as those actions directly involved in
obtaining, consuming, and disposing of products and services, including the decisions
process that proceeds and follow the action.”
According to another author the consumer behaviour is “the behaviour that consumer
display in scanning for purchasing, using, evaluating and disposing of products and
services that they expect will satisfy their needs. The study of consumer behaviour is
the study of how individuals make decisions to spend their available resources (time,
money, effort) on consumption related items. It includes the study of what they buy,
why they buy it, when they buy it, where they buy it, how often they buy it, and how
often they use it”.
Normally in consumer behaviour one studies the behaviour of consumers for

consumption goods but in the study the behaviour of buyer is also included. He may
be user i.e. ultimate consumer or he may be buying for some-one else. In certain
products like medicines one buys on the prescription of a physician which is also part
of consumer behaviour.
In case of capital goods that is plant, equipment, machinery, buildings etc the
decisions are often based on technical advice of others. In case of industrial raw
materials the decision is influenced by supplier of equipment. Then there are purely

consumer goods with short life and once they are used they extinguish. They are
called Fast Moving Consumer Goods (FMCG). There are other consumer goods
which are durable like cars, refrigerators, electrical iron, juicer-mixer etc. but they are
basically consumer items with long life.
There are also goods like clothes which are not consumed in one go but are used for
long. The behaviour of consumers for all these products are taken on different
considerations than short term consumer goods like fruits, juices, ice-cream or milk.
The study implies study of all these behaviour and the technique of study is different
for different items.
Most authors confine consumer behaviour to consumption goods and take capital
goods only casually or do not study them at all. Their emphasis is largely on day-to-
day consumption goods which is only partial study of behaviour of consumers
because ultimately one has to take decision for purchase of capital goods also. In short
the consumer behaviour implies study of behaviour of purchaser of all goods and
services whether purely consumer goods, intermediate goods or capital goods. In
other worlds it implies study of attitude of all consumers in disposing of their
resources.
2.2 core concept with citations:
1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions

and decision processes of people who purchase goods and services for personal
consumption’.
2. According to Loudon and Bitta, ‘consumer behaviour is the decision process and
physical activity, which individuals engage in when evaluating, acquiring, using or
disposing of goods and service
Further it is not confined to final users but also includes study of attitudes, of all those
who take investment decisions whether they consume themselves or buy for others. It
also includes study of behaviour of those who are consultant, advisers and give their
opinion to buy and not to buy particular thing and the study of factors which influence
their advice/opinion.

2.2.1 Why Study Consumer Behaviour
The consumer or buyer is the person or group of persons, who decide what to buy,
when to buy and what not to buy. In competitive environment one cannot thrust a
product on consumer. He has to produce what is demanded or what can be demanded.
The marketing personnel study consumer behaviour to find out what can be sold and
what goods or services are likely to be rejected.
Through the study he is motivated to buy or not to buy particular product. After study
of consumer behaviour through market research or otherwise manufacturer tries to
find out how sales can be pushed of existing products, what changes are required in
existing products, what changes are required to get larger market share.
Before launching a new product survey of consumer behaviour is necessary to find-

out whether a particular product will sell or not so that accordingly investment
decision is taken. The more important function and purpose is to influence the
behaviour of consumers through advertisements, incentives and other methods so that
consumer behaviour is studied by marketing personnel to influence the behaviour of
consumers after studying what factors decides the behaviour for a particular product,
persons, groups or regions.
2.2.2 Factors Influencing Consumer Behaviour:
The behaviour of consumer is dependent on a number of factors which may be

economic or non-economic factors and are dependent upon economic factors such as
income, price, psychology, sociology, anthropology, culture and climate. Therefore,
the study is dependent upon all these sciences and consumer behaviour scientists
study it through research and they believe that behaviour can be influenced which has
been proved by actual sales promotion of a large number of products.
However, there is dispute whether customer should be influenced or not and what
methods should be applied to influence him. In certain cases objectionable or wrong
statements are made to influence the consumer. For instance, producers of certain face

creams advertise that with the usage of their creams complexion will become fair but
actually it does not happen.
There are ads for removing baldness by certain oils or creams. In certain countries
there are heavy damages under the contract act or other laws to safeguard the interest
of consumers. In India there is Consumer Protection Act to safeguard consumer’s
interest.
The basic fact is that marketing personnel believe that it is legitimate socially to
influence the consumer behaviour but only objection is with regard to methods used.
For instance, the use of is objected in many countries including India but still it is
widely used in advertisements.
Group: In certain societies and tribes group decision is taken or influences the
decision. The study of consumer behaviour has proved that following are the main
factors which influence the behaviour:
1. Economic Factors:
Price
Income
Distribution of Income
Competition with substitutes
Utility
Consumer preferences
2. Social Factors:
Culture
Attitude of society
Social values

Life Style
Personality
Size of family
Education
Health standards
Social class like upper class, middle class-urban, rural. It also includes tribes,
professions and alike.
3. Psychology:
It decides the personality, taste, attitudes of individuals or groups, life style,

preferences especially on occasions like marriage. The demonstration influence is also
dependent upon psychology of an individual.
4. Anthropology & Geography:
Climate, region, history all effect, consumer behaviour. In hot countries like India
certain products which keep us cool like squashes, sorbets are demanded but they
have no demand in cold regions. The dress is also influenced by climate along with
other factors. Culture is also influenced by climate.
5. Technology:
In case of equipment’s whether for consumer use or industrial use is affected by

technological innovations and features. But it is not confined to durable goods only.
Even in case of perishable goods the shelf life etc are determined by technological
developments. Innovations and introduction of new product also depends upon
technological development. Innovations and introduction of new products also depend
upon technological change.

6. Others:
Knowledge-technical or otherwise and information. Government decisions, laws,

distribution policies, production policies have also big affect on consumer behaviour.
All these factors are studied by consumer behaviour scientists and then they decide
what production and marketing strategy should be adopted to develop a particular
product, change the existing product and what pricing and marketing mix should be
used to attract more customers towards the product/service in question to optimize
sales and profits.
The consumer behaviour study in India has been ignored except by MNC’s and a few
big companies. It is because till recently say up to the beginning of 90’s there was
sellers market and anything could be sold. Therefore, hardly any attention was paid to
consumer. For instance Hindustan Motors continued to produce same car for decades
till Maruti appeared on the arena. But with the competition emerging many cars,
refrigerators, TV’s to mention a few items appeared on the scene.
This resulted into study of consumer behaviour and in future when competition is
expected to be fierce for many products and when not only American and European
producers will be on the scene but Japan and Korea are emerging big players there
will be much greater emphasis on study of consumer behaviour. The establishment of
over 700 management institutes is also helping greater use of the tool of consumer
behaviour for marketing.
2.2.3 Advantages of Study of Consumer Behaviour:
The consumer science is largely used by marketer to find-out whether a particular

product will be purchased by consumers or not. The failure of a large number of
products after II World War compelled the producers and marketer to undertake
consumer studies to market test the products.
Some of the advantages of study of consumer behaviour are as under:
Saves from Disaster:
The failure rate of new products is surprisingly high not only in highly competitive
economies of USA, Europe and Japan etc. but even in India. For instance, Roohafza

of Hamdard succeeded well but when other companies tried like Dabur to produce
similar products they could not succeed. Dabur had to stop production of Sharbat,
because consumers did not like its taste. Meghee became very popular with
consumers but when other companies tried they failed, some of them have become
sick. There are many more such examples. If one tests the market before launching a
new product this type of disaster can be avoided or minimized.
Helps in Formulating Right Marketing Strategy:
If one studies well what factors will influence demand of a product accordingly
production and marketing strategies can be framed. Nirma in initial stages succeeded
in its washing powder only on account of its price. It gave tough competition to
Hindustan Lever, Surf the market leader and today Nirma has become a big producer.
In food items it is taste which decides whether consumer will buy it or not. Besides
big names even small producers have succeeded because of proper product. For
instance, a small producer of Sikanji (cold drink prepared by mixing syrup and lemon)
at Modinagar has become a name in the region and now he provides franchise to
others. From a small pan shop he has become a well known name in the area of Delhi-
Modinagar and made huge profits. Helps in Sales Promotion
If through the study of consumer behaviour one is able to know correctly the factors
which influence buying decisions of the consumer one can promote sales of existing
or new product. The scheme of buying back old items has helped a lot LML in
pushing sales.
This strategy was followed, by Akai T.V. and number of other companies like Bajaj
Auto Akai. T.V. Manufacturers of diesel generator sets, refrigerators, electric iron,
pressure cookers etc. also adopted the strategy and benefited.
Similarly, introduction of small packs of shampoos, washing powder and pan masala
etc has helped the companies to expand their market. “When producers found that
even a poor person does not mind trying a new costly product if it is available in
affordable price pack many companies introduced such packaging and when the
product was liked they became regular customers.

Segmentation of Market is Helped:
The study of consumer behaviour suggested that everyone does not buy on price
consideration or utility consideration only. For high income group’s high priced cloth,
cars, etc have been produced. In certain cases the price of such cloth is three to eight
times of normal suiting price but some section still buy it for prestige or show.
The producers of such items make heavy profits which would not have been possible
without study of consumer behaviour because it is against basic economic theory.
Even some producers to cater different segments produce varieties of products such as
soaps, creams, toothpastes etc.
Helps in Development of New Products:
Before launching a new product proper study of consumer tastes i.e. behaviour avoids
later failure and loss. This is particularly true for food items and daily consumption
products. It is equally true for fashion goods like garments, cosmetics, cigarettes and
new flavours of existing products. In certain cases if a product is reintroduced after a
long gap this type of study helps.
For instance, Coca-Cola was banned in India in 1977 and consumers by and large
forget its taste and liking. Thumps up and other drinks took its place. When Coca-
Cola was reintroduced in 90’s it could as yet not reach the same supremacy. Life
Bouy re-oriented its product and produced different items like Life Bouy Gold, Life
Bouy Plus to meet demand of different consumers.
Helps in Product Orientation:
The study of consumer behaviour helps to find-out why consumers are drifting away
from a product or why they do not like it. For instance, some of Indian toothpastes are
being produced for long like Neem but it could not capture the market. There are
many other instances when a new product has been developed or reoriented to again
capture its old glorious position.
Those who do it scientifically succeed and others who do not study consumer
behaviour properly or do not orient loose the market, merely by pretty faces or fancy
claims he wants to be assured that what is claimed is really true.

Therefore, based on consumer research new techniques are used Hindustan Lever and
Procter & Gamble for Surf Ultra and Ariel has brought in producers of cloth Bombay
Dyeing and Reliance to testify claims of producers of these washing powders. This is
not an isolated case but this type of study had paid good results to others also.
Helps in Reorientation of Packaging:
A great deal of importance is being given to packaging for quite some time by
marketing department and market research. But whether a particular packaging is
liked by consumers or not is a recent phenomenon. Consumer if likes a packing helps
in pushing sales.
Producers of Vanaspati (hydrogenated oil), milk, drinks items, etc. have developed
utility packaging so that once container becomes empty they can be used for refilling.
In certain cases this fact is advertised also. But in many cases this has been done
without study of consumer behaviour and his attraction or disliking of a particular
packaging. The fact however remains that proper study can help in pushing sales.
Helps Consumers to Study their Behaviour:
The consumers often are guided by their income, emotions, opinion of others and they
do not undertake study of their behaviour whether it is scientific or not. The science,
however, can help them to study cost benefit of their buying decisions. The study can
reveal them whether buying an expansive item is rational, or not.
Whether they should buy Rs. 2 ball pen or fancy pen costing Rs. 100 or more.
Whether they should decide in favour of expensive cloth, car, consumer durables and
other fashion goods or should they buy on utility consideration. If there are
competitive goods it can help them to make consumer preference chart and then
decide what to buy immediately and what to postpone and what should be rejected.
2.2.4 Disadvantages of Study of Consumer Behaviour:
The marketers study the behaviour of consumer to mold it in favour of their product
and sometimes make fancy claims and use objectionable techniques. They also take
the help to produce and market such products which have no utility. In many cases

consumers are exploited by sexy or otherwise attractive advertisements through the
media.
They take full advantage of weaknesses of consumers to mold it in their favour

whether it is scheme of exchange, gifts, lotteries or otherwise. All over the world
consumers have been exploited by sales promotion schemes and campaigns. For
instance producers certain producers claim that use of their tooth paste will guard
against germs and cavity.
Producers of medicines claim cure of certain diseases. Producers of hair oils claim
that it will stop falling of hairs and/or new hairs will start growing. Slim centres claim
to reduce weight in magic speedy manner. Someone claims that baldness can be cured
by replanting of new hairs in short period. Someone claims regeneration of vitality
even in old person.
Any number of examples can be given but such claims sometimes even by big
companies are only partially true. High priced products are introduced to take
advantage of consumer’s weakness just by changing shape, packing etc. Customers
are attracted by gifts, lotteries, exchange schemes, etc.
In such cases often claims are exaggerated and benefits in the form of sales promotion
scheme is only to seller and not to buyer. The government in most of the countries has
found that though consumer is the king he is exploited. Hence most of countries have
framed and enacted many acts and regulations to safe guard the interest of consumers.
In India also there are a large number of laws in this direction like Monopoly and
Restrictive Trade Practices Act (MRTP)., Essential Commodities Act., Consumer
Protection Act, compulsory printing of maximum retail price on each packing,
weights and Measures Act and Code of Advertising.
Conclusion:
The study of consumer behaviour basically is to mold consumer behaviour and his
decisions by market man and to avoid failure of their product, promote new products
and for sales promotion. The science at times is misused and to protect consumers
there are a number of enactments both in India and other countries. Actually

consumer movement in India is much weaker than other developed countries because
till a decade back India was sellers market and competition is of recent origin.
2.2.5 Nature of Consumer Buying Behavior:

1. Influenced by various factors:
The various factors that influence the consumer behaviour are as follows:
a. Marketing factors such as product design, price, promotion, packaging, positioning
and distribution.
b. Personal factors such as age, gender, education and income level.
c. Psychological factors such as buying motives, perception of the product and

attitudes towards the product.
d. Situational factors such as physical surroundings at the time of purchase, social

surroundings and time factor.
e. Social factors such as social status, reference groups and family.
f. Cultural factors, such as religion, social class—caste and sub-castes.
2. Undergoes a constant change:

Consumer behaviour is not static. It undergoes a change over a period of time
depending on the nature of products. For example, kids prefer colourful and fancy
footwear, but as they grow up as teenagers and young adults, they prefer trendy
footwear, and as middle-aged and senior citizens they prefer more sober footwear.
The change in buying behaviour may take place due to several other factors such as
increase in income level, education level and marketing factors.
3. Varies from consumer to consumer:

All consumers do not behave in the same manner. Different consumers behave
differently. The differences in consumer behaviour are due to individual factors such
as the nature of the consumers, lifestyle and culture. For example, some consumers
are technophile. They go on a shopping and spend beyond their means.

They borrow money from friends, relatives, banks, and at times even adopt unethical
means to spend on shopping of advance technologies. But there are other consumers
who, despite having surplus money, do not go even for the regular purchases and
avoid use and purchase of advance technologies.
4. Varies from region to region and country to county:

The consumer behaviour varies across states, regions and countries. For example, the
behaviour of the urban consumers is different from that of the rural consumers. A
good number of rural consumers are conservative in their buying behaviours.
The rich rural consumers may think twice to spend on luxuries despite having
sufficient funds, whereas the urban consumers may even take bank loans to buy
luxury items such as cars and household appliances. The consumer behaviour may
also varies across the states, regions and countries. It may differ depending on the
upbringing, lifestyles and level of development.
5. Information on consumer behaviour is important to the marketers:

Marketers need to have a good knowledge of the consumer behaviour. They need to
study the various factors that influence the consumer behaviour of their target
customers.
The knowledge of consumer behaviour enables them to take appropriate marketing

decisions in respect of the following factors:
a. Product design/model
b. Pricing of the product
c. Promotion of the product
d. Packaging
e. Positioning
f. Place of distribution

6. Leads to purchase decision:
Positive consumer behaviour leads to a purchase decision. A consumer may take the
decision of buying a product on the basis of different buying motives. The purchase
decision leads to higher demand, and the sales of the marketers increase. Therefore,
marketers need to influence consumer behaviour to increase their purchases.
7. Varies from product to product:

Consumer behaviour is different for different products. There are some consumers
who may buy more quantity of certain items and very low or no quantity of other
items. For example, teenagers may spend heavily on products such as cell phones and
branded wears for snob appeal, but may not spend on general and academic reading.
A middle- aged person may spend less on clothing, but may invest money in savings,
insurance schemes, pension schemes, and so on.
8. Improves standard of living:

The buying behaviour of the consumers may lead to higher standard of living. The
more a person buys the goods and services, the higher is the standard of living. But if
a person spends less on goods and services, despite having a good income, they
deprive themselves of higher standard of living.
9. Reflects status:
The consumer behaviour is not only influenced by the status of a consumer, but it also
reflects it. The consumers who own luxury cars, watches and other items are
considered belonging to a higher status. The luxury items also give a sense of pride to
the owners.
2.2.6 Importance of Consumer Buying Behaviour
1) Increase revenue – The importance of consumer buying behaviour lies in the fact,
that we can improve our sales figures when we study the customers. We can alter the
way we sell our products depending on the ways that customers buy them.
2) Brand equity – Why are brand restructuring or image restructuring exercises done
in top companies? It is with consumer insight that the brand decides it needs to

restructure itself, to change its perception in the mind of people, thereby getting
higher turnovers. This too, can happen when you analyse consumer behaviour.
3) Product portfolio – Continuous observation of consumer behaviour can enable you

in finding gaps in your product portfolio, which can in turn help you launch new
products to the ultimate satisfaction of your customers. Samsung is an excellent of a
company which keeps expanding its product portfolio.
4) Market trends – As the market trend shifts, a consumer analysis will be the first
indicator of the same. The recent shift towards environment friendliness and health
food is a trend observed even by the likes of McDonalds who are bringing healthier
food to their calorie loaded menu.
5) Segmentation and targeting – Your current customers are a clear indication of who
your future customers are going to be. If my current customers are 50% impulsive,
then the future customers too will be impulsive. If BMW’s current customers are with
an income of above 40 lakhs a year, then its future customers will also be with the
same income. Segmentation and targeting becomes easier when you are observing
consumer behaviour.
6) Forecasting – Whether it be demand forecasting or sales forecasting, both of them

are possible and therein lies the importance of consumer buying behaviour. The
company will not waste it resources for a product which is going to sell in summers,
because the company knows that the customers are not going to buy it in winters.
Hence by analysing consumer buying behaviour, the company has
saved warehousing costs, manufacturing costs and marketing costs as well. In
essence, forecasting as well as proper utilisation of resources is achieved.
7) Competitive analysis – One of the most important reasons to study consumer

behaviour is to find out which competitors products the customer is buying and
WHY? What are the attributes and the features that the customer is valuing above
your company? And can you cover those gaps to take away these customers from
competition? All this can be answered only by studying consumer buying behaviour.

Above are some of the reasons that studying consumer buying behaviour is important
for any company. Not only does it contribute to profits, but we can be rest assured that
a company which is in touch with its customers, has a sustainable advantage on its
side. Hare Share
2.2.7 Types of Consumer Buying Behaviour
Posted on September 11, 2012 by shma
Wants are unlimited and the resources to satisfy these wants are limited. So the
consumers think rationally before buying any product. Buying toothpaste is totally
different from buying a luxury car. The more expensive the good is the more
information is required by the consumer. There are four types of consumer buying
behaviour on the basis of buyer involvement while purchasing any product.

High involvement Low involvement
Significant
differences Complex buying Variety seeking
between behavior (motor behavior (washing
brands cycle ) detergent)
Few Dissonance
differences buying
between behavior (floor Habitual buying
brands tiles) behavior (toothpaste)
High involvement: - the term means when the consumer is highly involved while
buying a product. Generally this situation happens in case of expensive or luxuries
goods. Like while buying a diamond necklace a consumer is highly involved.
Low involvement: - this term means when the consumer is not highly involved while
buying a product. It happens in case of low price goods. Like while buying toothpaste
a consumer is not highly involved.
Significant differences between brands: - it means when there are significant
differences between brands.
Few differences between brands: - it means when there are very little differences
between brands.
1) Complex buying behaviour: - When the consumer is highly involved in the
buying and there is significant differences between brands then it is called complex
buying behaviour. So in this case the consumer must collect proper information about
the product features and the marketer must provide detailed information regarding the
product attributes. For e.g. Consumer while buying a motor cycle is highly involved in
the purchase and has the knowledge about significant differences brands.
2) Variety seeking behaviour:-In this case consumer involvement is low while
buying the product but there are significant differences between brands. Consumers
generally buy different products not due to dissatisfaction from the earlier product but
due to seek variety. Like every time they buy different washing detergent just for

variety. So it is the duty of the marketer to encourage the consumer to buy the product
by offering those discounts, free samples and by advertising the product a lot.
3) Dissonance buying behaviour:-Here consumer is highly involved in the
purchase but there are few differences between brands. Like consumer while buying
a floor tiles buy them quickly as there are few differences between brands.
4) Habitual buying behaviour:- In this case there is low involvement of the
consumer and there are few differences between brands. The consumer buys the
product quickly for e.g. Toothpaste.

CHAPTER NO: 3
ORGANIZATIONAL PROFILE
3.1 INTRODUCTION
Parle Agro is an Indian private limited company that owns Frooti, Appy, LMN, Hippo
and Bailley brands.
Several Parle soda brands including Citra, Thumbs up, Maaza, Limca and Gold
Spot were sold to Coca-Cola in 1993 for a reported $40 million. At the time of sale,
the Parle brands together had a 60% market share in the industry. The brand was
strong in South India. Citra was phased out by 2000 to make way for Coke's
international brand, Sprite
We are the largest Indian food and Beverage Company. With brands that have won
the hearts of consumers everywhere, we are in almost every home across the length
and breadth of India. Generally people who can afford to services provided here are
from middle class, upper class and higher class are frequently shop over to frooti.
Be it Frooti, India's first mango drink in a tetra pack, or Appy, India's first ever apple
drink, or Appy Fizz, the country's first sparkling apple drink, our beverages have, over
the decades, acquired iconic stature in one of the most competitive markets in the
world. Our latest beverage brand, Café Cuba, the carbonated coffee soft drink,
and Frio, a range of deliciously flavoured aerated drinks, have already made a grand
entry within the few months of their launch. At Parle Agro, it's not just about the
business. It's how we go about it. It's about the people. It's about the culture and
ethics. It's also about sustainability and social responsibility. Our philosophy is built
around our need to lead, our need to innovate, and our need to make the world a better
place with a little contribution from us.

3.2 History of Organization
Parle Agro is an office shoot of Parle Products, which was founded in 1929 in British
India. It was owned by the Chauhan family of Vile Parle, Mumbai. The original Parle
Company was split into three separate companies owned by the different factions of
the original Chauhan family: Parle Products, led by Vijay, Sharad and Raj Chauhan
(owner of the brands Parle-G, Melody, Mango Bite, Poppins, Kismi Toffee Bar,
Monaco and Krack Jack)
 Parle Agro, led by Prakash Chauhan and his daughters. (owner of the brands such
as Frooti and Appy)
 Parle Bisleri, led by Ramesh Chauhan
All three companies continue to use the family trademark name "Parle".
Separation from the parent company
Parle Agro commenced operations in 1984. It started with beverages, and later
diversified into bottled water (1993), plastic packaging (1996) and confectionery
(2007). Frooti, the first product rolled out of Parle Agro in 1985, became the largest
selling mango drink in India.
The original Parle group was amicably segregated into three non-competing
businesses. But a dispute over the use of "Parle" brand arose, when Parle Agro
diversified into the confectionery business, thus becoming a competitor to Parle
Products. In February 2008, Parle Products sued Parle Agro for using the brand Parle
for competing confectionery products. Later, Parle Agro launched its confectionery
products under a new design which did not include the Parle brand name.
Parle Agro brands
Parle Agro Pvt. Ltd operates under three major business verticals:
 Beverages – fruit drinks, nectars, juice, sparkling drinks

 Water – packaged drinking water

 Foods – confectionery, snacks
Parle Agro also diversified into production of PET performs (semi-finished bottles) in
1996. Its customers include companies in the beverages, edible oil, confectionery and
pharmaceutical segments.
3.3 Profile of Organization
Type Privet limited
Founded 1984
Headquarters Vile Parle (East) Mumbai, India
Revenue 2800 core
Key People Prakash Chauhan (Chairman & MD)

Schauna Chauhan (CEO)
Alisha Chauhan (Director)
Nadia Chauhan (Director)
Name, Address, Location and Contact:
Office Address
Off Western Express Highway,
Sahar-Chakala Road, Parsiwada, Andheri (E),
Mumbai, Maharashtra 400099

Strategic Intent of Company:
A.Our Business Statement:

"We are in the business of refreshing India with our products, refreshing the market
with new categories and refreshing ourselves through innovation."
B.Our Vision:
"To be the leaders in our Business. We will stand apart from the competition by being
the first in the market to innovate."
C.Our Mission:
"We will be the leaders in our business by - maintaining high quality, introducing new
and innovative products, reaching every part of India, remaining customer-centric,
constantly upgrading our knowledge and skills."
3.4 PRODUCT PORTFOLIO
Beverages
Frooti
A clear lemon and lime flavored soda sold in India in the 1980s and early '90s.
Launched in 1985, Frooti was India's only beverage sold in a Tetra
Pak packaging at the time. It went on to become the largest
selling Mango drink in the country. Frooti's website has some Frooti mock
tail recipes on their website.

Appy
Appy Classic was launched in 1986 as apple nectar and originally available in
a white Tetra Pak packaging with an apple and leaf graphic. As of 2011, it
comes in black Tetra Pack packaging. It was the first apple nectar to be
launched in Ind.
Appy Fizz
Launched in 2005, Appy Fizz is India’s first sparkling apple drink available in
a champagne shaped PET bottle.

SAINT JUICE
Launched in 2008, Saint Juice is available in three variants – Orange, Mixed
fruit, Grape and Apple. At the time of its launch, its USP was "100% juice
with no added color, sugar or preservatives".
LMN
LMN was launched in March 2009, as non-carbonated lemon drink
(nimbupaani or lemonade)
Grappo Fizz
Launched in 2008, Grappo Fizz is a sparkling grape juice drink. Credited with
creating the sparkling fruit drinks category in India, Grappo Fizz is along the
lines of existing product Appy Fizz.

FRIO
Frio is a range of flavored carbonated drinks. A refreshing new addition to the
Parle Agro portfolio, it is currently available in 3 flavors - Lemon, with sweet
lime juicy notes, Orange, with a zingy sweet burst and Cola, with a strong
fizzy punch.
Cafe Cuba
Launched in 19 May 2013. It's a new product & first of its kind Cafe Cuba is a
carbonated Cuban coffee, more of a bottled Espresso.
Flavors : Strong Coffee with little sugar, Helps to activate your energy levels
up high.

Frooti Fizz
Launched in March 2017, Frooti Fizz is a sparkling mango juice
drink. Bollywood actress Alia Bhatt has signed a deal with Parle Agro to
endorse the product. Frooti Fizz is available in 250ml PET bottle, 500ml PET
bottle and 250ml can.
Water
 Parle Agro has launched BAILLEY packaged drinking water.

 It has also introduced pouches of drinking water.

Food
Confectionary
 Mintrox mints (launched in 2008), hard mint candy available in 2 flavors

 Buttercup candies (launched in 2008), hard boiled candy; it is targeted at kids and
adults alike.
 Buttercup Soft ease, a toffee available in 4 flavors
 Soft ease Mithai, a toffee available in 3 flavors
 KacchaAam, a toffee which became very popular
Snacks
 Hippo (launched in 2008), baked snack available in six flavors

 Hippo Namkeens, is an assortment of traditional snacks from various parts of India.
Hippo Namkeens is now available in a range of seven traditional Indian snacks: Aloo
Bhujia, Chana Dal, Moong Dal, SevBhujia, Masala Peanuts, KhattaMeetha, and
Navratan Mixture.
3.4 Future plan
 The Parle Agro group which expects to see a growth of 40-45 per cent, this
year, has clearly got its growth plans laid out. The last year saw an aggressive
push for its popular brand Frooti with a new identity and visual language.
 Parle Agro is investing Rs 70 core overall in terms of Advertising spends

propelling APPY FIZZ to take the next leap.
 The goal of making the Food and Beverage (F&B) company a Rs 5,000-crore
entity by 2018 and the number one beverage company in India.
 Started a new plan DHANA LAKSHAMI YOJANA for employs under this
plan give

CHAPTER NO-4
DATA ANALYSIS AND PRESENTATION
4.1 Introduction
This chapter deals with data analysis and interpretation about buying behaviour of
consumer problems and expectation from Parle Agro Pvt.Ltd
Data has been collected with the help of schedule and classified using tables and
analysed with the help of buying tools.
4.2 Data Analysis
For the purpose of analysis, researcher has used various statistical tools via
percentage, graphs, weighted average etc.

4.2.1 Opinion about Mango Drink
Following table shows opinion of customers about liking and disliking of mango
drink. Research has asked question to respondent in nominal scale.
Table No. 4.2.1. Opinion about Mango Drink
Sr. Parameter Frequency Percentage

1 Yes 66 94%
2 No 4 6%
Source: Primary Data
Chart No. 4.2.1 Opinion about Mango Drink
Liking
No, 4
Yes
No
Yes, 66
Above chart shows the liking and disliking of mango drink. It shows that 94% of
people are likes mango drink and remaining 6% of people does not like mango drink.

4.2.2 Option about Consumption of Mango Drink
Following table shows that consumption pattern of mango drink.
Table No 4.2.2 Option about Consumption of Mango Drink

1 Maaza 12 17%
2 Slice 9 13%
3 Frooti 42 60%
4 Real 3 4%
5 None 4 6%
Chart No 4.2.2 Option about Consumption of Mango Drink
Consumption
maza slice frooti real none
4% 6% 17%
13%
60%
Above chart shows that 17% of people are consume Maaza drink, 13% of people are
consume slice, 60% of people are consume frooti, 4% of people are consume real
mango drink and 6% of people are consume none of the mango drink.
4.2.3 Awareness about Frooti

Following table shows that consumer awareness about product
Chart No 4.2.3 Awareness about Frooti
1 Yes 68 97%
2 No 2 3%
. Chart No 4.2.3 Awareness about Frooti
No
3%
Yes
97%
Above chart shows that 97% of people are said that they are aware about frooti and
Parle Agro product and remaining 3% of people are said that they are not aware about
frooti and Parle Agro product.
4.2.4 Price of Frooti Compare to Other Product
Following table shows that price of frooti compare to other product.
Table No 4.2.4 Price of frooti compare to other Product

1 High 15 21%
2 Average 20 29%
3 Same 20 29%
4 Low 15 21%
Chart No 4.2.4 Price of frooti compare to other product
high average same low
21% 21%
29%
29%
Above chart shows that 21% of people are said that price of frooti is high than other
product, 29% of people are said that price of frooti is average with compare to other
product, 29% of people are said that price of frooti is same as compare to other
product, and remaining 21% of people are said that price of frooti is low than other
product.
4.2.5 Consumer Preference about frooti Pack
Following table shows that consumer preference about frooti pack
Table No 4.2.5 Consumer Preference about frooti Pack

1 Tetra pack 38 56%

2 Per bottle 12 17%
3 Edge pack 12 18%
4 Can 8 9%
Chart No 4.2.5 Consumer Preference about frooti Pack
tetra pack pet battle edge pack can

9%
18%
56%
17%
Above chart shows that 56% of people are buy frooti in tetra pack, 17% of people are
buy frooti in pet battle, 18% of people are buy frooti in edge pack and 9% of people
are buy frooti in can.
4.2.6 Seasons of consumption
Following table show that in which season consumer consume frooti
Table No 4.2.6 Seasons of consumption
1 Summer 30 43%
2 Winter 10 14%
3 Rainy 10 14%

4 Through year 20 29%
.Chart No 4.2.6 Seasons of consumption
29%
43%
summer
Winter
Rainy
Through year
14%
14%
Above Chart shows that the 43% of sample are consume frooti in summer,14% of
sample are consume frooti in winter,14% of sample are consume frooti in rainy
season and remaining 29% of sample are consume frooti through year.
4.2.7 Problem Faced By Consumer
Following table shows that problem faced by consumer after purchasing frooti
Table No 4.2.7 Problem Faced By Consumer

1 Spoilage 2 2.85%
2 Leakage 3 4.28%
3 Other 3 4.28%
4 None 62 88.57%
Chart No 4.2.7 Problem Faced By Consumer

Spoilage Leakage Other None
3% 4%
4%
89%
Above Chart shows that 2.85% of respondent are face the problem of spoilage, 4.28%
of respondent are face the problem of leakage, 4.28% of respondent are face other
problem and 88.57% of respondent are do not face any problem.
4.2.8 Service Form Retailer to Consumer.
Following table shows that consumer gets proper service from retailer.
Table No 4.2.8 Service Form Retailer to Consumer
Sr. Parameter frequency Percentage

1 Yes 61 87%
2 No 9 13%
Chart No 4.2.8 Service Form Retailer to Consumer

13%
Yes
No
87%
Above Chart show that 87% of people they get proper service from retailer and
remaining 13% of people are said that they do not get proper service.

4.2.9 Communication of Complaints to Retailer
Following table shows that how many consumers communicate their complaints to
retailer.
Table No 4.2.9 Communication of Complaints to Retailer
1 Yes 62 88%
2 No 8 12%
Chart No 4.2.9 Communication of Complaints to Retailer
12%
yes
no
88%
Above chart shows that 88% of people are communicate their complaints with retailer
and 12% of people are said that they communicate their complaints with retailer.
4.2.10 Impurities in Frooti?
Following table shows that consumer fined any impurities in frooti

Table No 4.2.10 Impurities in Frooti
Sr. Parameter frequency Percentage
1 Never 61 87%
2 Some Time 6 9%
3 Frequently 3 4%
Chart No 4.2.10 Impurities in Frooti
Never Some Time Frequently

4%
9%
87%
Above Chart shows that 87% of people are said that he never find any impurities in
frooti,9% of people are said that they find impurities in some time, and remaining 4%
of people said that they find frequently impurities in frooti.
4.2.11 Consumer View About Frooti
Following table show that what consumer think about frooti
Table No 4.2.11 Consumer View about Frooti

1 Excellent 21 30%
2 Good 31 44%
3 Average 9 13%
4 Bad 9 13%
Chart No 4.2.11 Consumer View about Frooti
13%
30%
13%
Excellent
Good
Average
Bad
44%
From Chart shows the 30% of people are said that frooti is excellent brand,44% of
people are said that frooti is good brand, 13% of people are said that frooti is average
brand and remain 13% of people are said that frooti is bad brand.
4.2.12 Role Advertisement in buying decision
Following table shows that advertisement frooti influence to consumer buying

decision
Table No 4.2.12 Role Advertisement in buying decision

1 Yes 19 28%
2 No 51 72%
Chart No 4.2.12 Role Advertisement in buying decision
28%
yes
no
72%
Above Chart shows that 28% of respondent are said that advertisement influence to
buy frooti and 72% of respondent are said that advertisement do not influence to buy
frooti.
4.2.13 Buying Frequency of Frooti
Following table shows that how consumer buys frooti
Table No 4.2.13 Buying Frequency of Frooti
Parameter Frequency Percentage

Regular 23 33%
Sometime 26 37%

Rarely 21 30%
Chart No 4.2.13 Buying Frequency of Frooti
Regular Sometime Rarely
30%
33%
37%
Above chart shows that 33% of respondent are buy frooti regular, 37% of respondent
are buy frooti sometime and 30% of respondent are buy frooti rarely.
4.2.14 Buying Place of Product
Following table show that plane where Consumer usually buys frooti
Table No 4.2.14 Buying Place of Product

1 Super market 17 24%
2 Retail store 29 42%
3 Convenient store 15 21%
4 Other 9 13%

Chart No 4.2.14 Buying Place of Product
Regular Sometime Rarely
30%
33%
37%
Above chart shows that 24% of respondent are buy frooti in supermarket, 42% of
respondent are buy frooti in retail store, 21% of respondent are buy frooti from
convenient store and 13% of respondent are buy frooti from other store.

CHAPTER NO-5
FINDINGS,SUGGESTION AND CONCLUSION
5.1 Introduction
It is concluding chapter of the study which is related to findings, suggestion and

conclusion of the study. This chapter based on the analysis and interpretation of the
data collection. Researcher focuses on the Consumer Buying Behavior of Frooti.
5.2Findings
 The project on consumer buying behaviour with special reference to Parle

Agro has been undertaken during the training period gave an opportunity to
study the system in detail and have an insight into the organization marketing.
The organization has a very well throughout organizational structure,
streamlined procedure and well-motivated workforce.
 The objectives are very clear and unambiguous. The motivation level very
high and everyone seemed to be highly satisfied with marketing strategies as
well as the attitude of the management..
 Most of the Customer are fully Satisfied of frootiParle Agro product with
Quality, Test, Advertisement and Available in difference quantity.
Awareness of frooti is 100% All customer are aware about frootibecause
Advertisement of frooti is very Effective

5.3Suggestion:
Researcher has the following suggestions for Parle Agro Company which on proper
implementation may provide a big boost to it.
 Consumer and retailer feedback system can help solving their problem and
satisfying them.
 Company should improve relation with retailer to solve their problem.
 Almost 3% consumer are not aware about frooti brand and Parle Agro other
product so company should improve awareness of this brand.
 Company should try to provide more discount, offer, and credit facilities to
retailer those are getting more / in bulk order of frooti.

5.4 CONCLUSION
 From the survey conducted it is observed that frooti has a good market share.
 From the study conducted the following conclusions can be drawn. In order
the dreams comes into reality and for turning liabilities into assets one must
have to meet the needs of the customers.
 The factors considered by the customer before purchasing frooti are freshness,
taste, thickness and availability.
 Researcher conclude that, majority of the customers are satisfied with the
frooti and Parle Agro products because of its good quality, reputation, easy
availabilities. Some customers are not satisfied with the frooti because of high
price, lack of dealer services, spoilage and low shelf life etc. therefore, if slight
modification in the marketing programmed such as dealers and outlets,
promotion programmers, product lines etc., definitely company can be as a
strong market leader.
 Frooti has also to take care of its competitors into consideration and more
importantly its customers before making any move.
 The company therefore must do a review of their marketing program elements
related to their Products, Channels of distribution, and Prices of certain
products as well as renew their promotional efforts.

ANNEXURE
Questionnaire for Customer Satisfaction of Frooti
Name:-___________________________________________
Address:-________________________________
Contact No: -_______________No. of Family Members: -______
Occupation: -_________________ Income:-______________
________________________________________________________
1) Do you like mango drink?

a) Yes
b) No
2) Which mango drink do you consume?

a) Maaza
b) Slice
c) Frooti
d) Real
e) None
3) Are you aware about frooti and Parle Agro product?

a) Yes
b) No
4) What do you think about the price of frooti brand compared to other
brand?
a) High
b) Average
c) Same

d) Low
5) If you buy frooti which pack you prefer?

a) Tetra pack
b) Per bottle
c) Per bottle
d) Edge pack
e) Can
6) Which season you consume frooti?

a) Summer
b) Winter
c) Rainy
d) Through year
7) Which kind of problem would you face after purchasing frooti?

a) Spoilage
b) Leakage
c) Other
d) None
8) Do you get proper service form retailer?

a) Yes
b) No
9) Have you communicated your complaints to retailer?

a) Yes
b) No
10) Do you find any impurities in frooti?

a) Never
b) Sometime

c) Frequently
11) What do you think about frooti brand?

a) Excellent
b) Good
c) Average
d) Bad
12) The advertisement of frooti brand influence to you buying decision?

a) Yes
b) No
13) How often you buy frooti?

a) Regular
b) Sometime
c) Rarely
14) Where do you usually buy frooti?
a) Super Market
b) Retail Store
c) Convenient Store
d) Other

BIBLIOGRAPHY
CONSUMER BEHAVIOUR CONCEPT, APPLICATION &CASES
-M.S.RAJU & Dominique Xardel
MARKETING MANAGEMENT
-Philip Kotler
WEBSITE:
www.parleagro.com
www.googal.com

Rajesh Pancholi MKT

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A

A STUDY OF CONSUMER BUYING BEHAVIOR OF FROOTI WITH SPECIAL

SAVITRIBAI PHULE PUNE UNIVERSITY

IN THE PARTIAL FULLFILMENT OF

“MASTER IN BUSINESS ADMINISTRATION”

MR. RAJESH K PANCHOLI

Dr. GANESH PATHAK

RAJIV GANDHI BUSINESS SCHOOL, PUNE 411033

S. P. Pune University, Pune 1

I am indeed very grateful PARLE AGRO PVT. LTD. for permitting me to do my

S. P. Pune University, Pune 2

I do hereby declare that this project work entitled “A STUDY OF CONSUMER

Date: RAJESH K PANCHOLI

S. P. Pune University, Pune 3

1 INTRODUCTION TO THE STUDY 1-4

S. P. Pune University, Pune 5

S. P. Pune University, Pune 6

Definition of Buying Behavior:

 Why consumers make the purchases that they make?

 Buyer’s reactions to a firms marketing strategy has a great impact on the

1.2 Management problem

A Consumer Buying Behaviour play important role for every organization.

1.3 Statement of research problem

Taking view of above mentioned management problem researcher has taken

S. P. Pune University, Pune 7

 To study concept of consumer behaviour.

• To understand factor affecting consumer behavior.

1.5 Scope of the Study

1.6 Importance of study

S. P. Pune University, Pune 8

Type of Research Design

The Descriptive Research design has been used for Project

Data Collection Method

Questionnaire is used for data collection

 Population -Unlimited in numbers.

Simple Table and Chart use for data analysis

The study has presented with the help of following chapters

Chapter no: 1 Introductions of Study

This chapter contains of introductions to the study, management problem, statement

It include introduction, definition and theory on marketing strategy

Chapter No: 3 Company Profile

It includes introduction of company, history of company, profile of the board of

Chapter No: 4 Data Analysis and Interpretation Presentation analysis and

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Normally in consumer behaviour one studies the behaviour of consumers for

S. P. Pune University, Pune 11

2.2 core concept with citations:

1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions

S. P. Pune University, Pune 12

Before launching a new product survey of consumer behaviour is necessary to find-

2.2.2 Factors Influencing Consumer Behaviour:

The behaviour of consumer is dependent on a number of factors which may be

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Competition with substitutes

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It decides the personality, taste, attitudes of individuals or groups, life style,

4. Anthropology & Geography:

In case of equipment’s whether for consumer use or industrial use is affected by

S. P. Pune University, Pune 15

Knowledge-technical or otherwise and information. Government decisions, laws,

2.2.3 Advantages of Study of Consumer Behaviour:

The consumer science is largely used by marketer to find-out whether a particular

Some of the advantages of study of consumer behaviour are as under: