Consumer Behaviour

CHAPTER 1
1.0 INTRODUCTION
Consumer behavior is the study of individuals, groups, or organizations and the
processes they use to select, secure, 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, social anthropology and economics. It attempts to
understand the decision-making processes of buyers, both individually and in groups. It studies
characteristics of individual consumers such as demographics and behavioral variables in an
attempt to understand people's wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in general.
Customer behavior study is based on consumer buying behavior, with the customer playing the
three distinct roles of user, payer and buyer. Research has shown that consumer behavior is
difficult to predict, even for experts in the field. Relationship marketing is an influential asset for
customer behavior 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,
personalization, customization 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 a social
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
INTRODUTION TO CONSUMER BEHAVIOR
One thing that we have in common is that we all are consumers. In fact everybody in
this world is a consumer. Every day of our life we are buying and consuming an incredible
variety of goods and services. However, we all have different tastes, likes, dislikes, and adopt
different behavior patterns while making purchase decisions.
The term consumer behavior refers to the behavior that consumers display in searching
for purchasing using evaluation and disposing in searching for purchasing using evaluating and
disposing of products and services that they exact will satisfy o how individuals make decisions
to send their available resources (time, money and effort) on consumption related items. It
includes the study of “What they buy”, ”Why they buy”, “When they buy it”, “Where they buy
it”, “how often they buy it” and “how often they use.
DEFINITIONS:
Consumer behavior refers to the mental and emotional process and the observable
behavior of consumers during searching, purchasing and post consumption of a product or
service.
Consumer behavior involves study of how people buy, what they buy, when they buy and why
they buy. It blends the elements from psychology, sociology, socio psychology, anthropology
and economics. It also tries to assess the influence on the consumer from groups such as family,
friends, reference groups and society in general.
Buyer behavior has two aspects: the final purchase activity visible to any observer and the
detailed or short decision process that may involve the interplay of a number of complex
variables not visible to anyone.
Consumer Behavior (or Buyer Behavior) is broadly defined by various scholars &
researchers as:
1. It’s the behavior displayed by the consumers during the acquisition, consumption and
disposition of products, services, time and ideas by decision making units.
2. It is the body of knowledge which studies various aspects of purchase and consumption
of products and services by individuals with various social and psychological variables at
play.
3. The behavior that the consumers display in searching for, purchasing, using, evaluating
and disposing of products and services that they expect will satisfy their needs.
4. The process and activities people engage in when searching for, selecting, purchasing,
using, evaluating, and disposing of products and services so as to satisfy their needs and
desires.
5. The activities directly involved in obtaining, consuming, and disposing of products and
services, including the decision processes that precede and follow these actions.
6. The American Marketing Association (AMA) defines consumer behavior as “The
dynamic interaction of cognition, behavior & environmental events by which human
beings conduct the exchange aspect of their lives.
Consumer behavior is helpful in understanding the purchase Behavior and preferences of

different consumers. As consumers, we differ in terms of sex age, education, occupation,
income, Family setup, religion, nationality and social status. Because of this different
background factors, have different needs and we have only buy those products and services,
which we think, will satisfy our needs.
1.1 OBJECTIVES
Upon completion of this course, participants will:
 Understand the modes of which consumer obtain information and make

decisions about products.
 Perceive how opinions and attitudes are formed and changed.
 Develop a better appreciation of values, beliefs, prejudices and persuasion in
the consumer's lifestyle.
 Have knowledge of related concepts from the behavioral sciences
(sociology, anthropology and psychology).
 Apply concepts from consumer behavior to the development and
management of an e-ective marketing program.
1.2 METHODOLOGY
This project includes both primary and secondary data .Primary data includes
questionnaires, directly interviewed. Secondary data includes published sources.
RESEARCH DESIGN
The survey technique is intended to secure one or more items of information from
a sample of respondents who are representatives of a larger group. The information
is recorded on a form known as questionnaire. As data are gathered by asking
questions from persons who are believed to have desired information, the method
is known as questionnaire technique.
REASONS FOR WIDE USE OF THIS METHOD:
 It can secure both quantitative and qualitative information directly from the
respondents.
 It is the only method of directly measuring attitudes and motivations.
 It is quite flexible in terms of the types of data to be sampled, the method of
collection or the timing of research.
Meaning of Research
According to D. Slessinger and M. Stephenson in the Encyclopedia of social

sciences define research as “the manipulation of things, concepts or symbols for
the purpose of generalizing to extend, correct or verify knowledge, whether that
knowledge aids in construction of theory or in the practice of an art”.
TYPES OF RESEARCH
1. Exploratory Research,
2. Descriptive Research.
Exploratory Research:
Exploratory research studies are also termed as formulate research studies.

The main purpose of such studies in that of formulating a problem for more precise
investigation or of developing the working hypothesis forms an operational point
of view.
Descriptive Research:
Diagnostic Research studies determine the frequency with something occurs

or its association with something else.
In this project, information pertaining to customer needs satisfaction and

their demographic profile was collected; hence it is a descriptive research.
SCOPE OF THE STUDY
The scope of consumer behavior is the wide variety of activities consumers

engage in as they research, buy, use, and dispose of products. This is a topic
of interest for marketers and other researchers who examine how consumers
behave in the market. This information can be important for the
development of products and ad campaigns that meet the needs of
consumers effectively. Psychologists and anthropologists
study consumer behavior for more theoretical reasons, with an interest in
how it interacts with other aspects of human behaviors.
Consumers move through a variety of steps as they buy products. The
scope of consumer behavior examines the decisions consumers make and
how they make them, looking at the what, when, where, why, and how of
product consumption. For example, companies want to know why
consumers buy products, and what kinds of needs are satisfied through
consumption. These can include basic needs like hunger and shelter along
with the desire for psychological fulfillment through products that provide
pleasure or meaning.
Companies also want to know when consumers make purchases, looking at
the frequency of purchases and the conditions under which they occur. Study
on the scope of human behavior, for example, informs the use of end cap
displays near cash registers to tempt people into last-minute purchases.
Research on consumers shows those small items like candy bars that may
not have been on a consumer's list of planned items might be added to a
shopping basket if presented at the end of the shopping process.
Likewise, the scope of consumer behavior looks at how consumers make
purchasing decisions, including the process of research as well as planned
and unplanned purchases in store environments. The “what” of
consumer behavior can also be critical for marketers, who want to know
what kinds of things consumers buy? This can be determined by
socioeconomic class as well as psychological factors, like pressure to
purchase a particular item to fit in with a given group.
Studies on the scope of consumer behavior also look at disposal methods,
which can include gifting hand-me-downs, recycling, or throwing products
away. The psychology behind these decisions can be complex.
Understanding when and how consumers dispose of items can help
companies position themselves to appeal to consumers. For example, stores
can provide recycling buy-back services for cans and bottles to allow
customers to turn in products from previous visits and get money back,
encouraging them to spend that money in the store.
LIMITATION OF THE STUDY
The study has the following constraints

 The sample sizes are restricted to 100 customers, due to time and financial
constraints.
 Convenience sampling has its own limitations, being biased and
unsatisfactory.
 100 customers sample cannot be generalized to entire universe.
 The study is conducted considering the prevailing conditions which are
subjected to change in future.
 Also less cooperation from the respondents.
1.3 TOOLS USED
1.4DATA COLLECTION
1) Primary data:
Meaning: Primary sources of data are the data which needs the personal efforts of
collect it and which are not readily available. Primary source of data are the other
type of source through which the data was collected.
Following are few ways in the data was collected:
2 Questionnaires: It is the set of questions on a sheet of paper was being given to

fill it, bases on which the data was interpreted.
2. Direct interviewing: Direct interviewing involved the process where I asked

the questions directly to the customers and I got the feedback.
2) Secondary data:
Secondary sources are the other important sources through which the data
was collected.
These are the readily available sources of the data where one had need not
put much effort to collected, because it is already been collected and part in an
elderly manner by some researcher, experts and special.
The secondary sources helpful for the study were
1) Text books like marketing management research methodology

Advertisement and sales promotion etc.
2) Internet was made use for the collection of the data.
3) News papers were also referred.
4) Business magazines were referred.
3) Sample size:
By using judgment random sampling technique 100 respondents are
selected for the purpose of the study.
4) Period of study:
The study is undertaken in the duration of 30 days.
5) Research approach:
The survey method was adopted for collected the primary data. Survey
research is systematic gathering of data from respondent through
questionnaire.
6) Research instrument:
The data for this research study was collected by survey technic using
interview method guided by questionnaire.
7) Collection of Data:
Questionnaire and personal interviews are the methods that I have used
for collecting the data.
1.5 PERIOD OF STUDYING
The period took for completing the project work is 21 days , Starting from
March 1st to March 31st .
1.6 presentation of the study

CHAPTER 2
2.0 REVIEW OF LITERATURE
What is consumer behavior?
Activities people involved in when selecting, purchasing, and using products

so as to satisfy needs and desires. Consumer behavior involves the psychological
process that consumers go through in recognizing needs, finding ways to solve
these needs, making purchase decision (e.g., whether or not to purchase a product
and, if so, which brand and where), interpret information, make plans, and
implement these plans (e.g., by engaging in comparison shopping or actually
purchasing a products).
SOURCES OF INFLUENNCE OF THE CONSUMER:
The consumer faces numerous of influence. Often, we take cultural

influences for granted, but they are significant. An American will usually not
bargain with a storeowner. This, however, is common practice in much of the
world. Physical factors also influence our behavior. We are more likely to buy a
soft drink when we are thirsty. For example, and food manufacturers have found
that it is more effective to advertise their products on radio in the late afternoon
when people are getting hungry. A person’s self image will also tend to influence.
what he/she will buy. An upwardly mobile manager may buy a flashy car to project
an image of success. Social factors also influence what the consumers buy-often,
consumers seek to imitate others whom they Admire, and may buy the same
brands, the social environment can include both the mainstream culture (e.g.,
Americans are more likely to have corn flakes/ham and eggs for brake past than to
have rice, which is preferred in many Asian countries) and a sub culture (e.g., rap
music often Appeals to a segment within the population that seeks to distinguish
itself from the main stream population). Thus sneaker manufacturers are eager to
have their products worn by admired athletes. Finally, consumer behavior is
influences by learning – you try a hamburger and learn that it satisfies your hunger
and tastes good, and the next time you are hungry, you may consider another
hamburger.
DECISION-MAKING INVOLVE SEVERAL STEPS
1. Need recognition
5. Purchase evaluation
2. Information search
4. Purchase decision 3. Evaluation of alternatives
Problem recognition – you realize that something is not as it should be. Perhaps,
for example, your car is getting more difficult to start and is not accelerating well.
Information search- what are some alternative ways of solving the problem? You
might buy a new car, buy a used car, take your car in for repair, ride the bus, ride a
taxi, or ride a skateboard to work.
A customer can obtain information from several sources:
Personal sources: family, friends, neighbors etc.
Commercial sources: advertising, sales forces retailers, dealers, Packaging, point-

of sale displays.
Public sources: news papers, radio, television, consumer organizations, special

magazines.
Experimental sources: handling, examining, using the product, Internal and

external search for information to make a decision
Internal search: Scan memory.
External search: shopping, personal sources, public media, Advertisements
Evaluation of alternatives: A skateboard is inexpensive, but may be ill-suited for

long distances and for rainy days.
Purchase stage, and sometimes a post-purchase stage (e.g., you return a

product to the store because you did not find it satisfactory), in reality, people may
go back and forth between the stages. For example, a person may resume
alternative identification during while evaluating already known alternatives.
The decision maker(s) have the power to determine issues such as:
Whether to buy?
Which product to buy?
Which brand to buy?
Where to buy it? And

When to buy?
Note, however, that the role of the decision maker is separate from that of
the purchaser. From the point of view of the marketer, this introduces some
problems since the purchaser. can be targeted by point-of-purchase (POP)
marketing a effort that cannot be aimed at the decision maker. Also note that the
distinction between the, purchaser and decision maker be somewhat blurred the
decision maker may have to make a substitution if the desired brand is not in stock,
the purchaser may disregard institutions (by error or deliberately).
BUYER BEHAVIOR – CULTURAL FACTORS
Cultural factors have a significant impact on customer behavior. Cultural is

the most basic cause of a person’s wants and behavior. Growing up, children learn
basic values, perception and wants from the family and other important group.
Marketing are always trying to spot “cultural shift’” which might point to new
products that might be wanted by customer or to increased demand. For example,
the cultural shift towards greater concern about health and fitness has created
opportunities (and now industries) servicing customers who wish to buy:
Low calorie foods
Health club memberships
Exercise equipment
Activity or health- related holidays etc.

Similarly the increased desire for “leisure time” has resulted in increased demand
for convenience product and service such as microwave ovens, ready meals and
direct marketing service businesses such as telephone banking and insurance.
Each culture contains “sub-cultures” – groups of people with shared values. Sub-
cultures can include nationalities, religions, racial groups, or group of people
sharing the same geographical location. Sometimes a sub-culture will create a
substantial and distinctive market segment of its own.
BUYER BEHAVIOR – SOCIAL FACTORS:
Introduction: A customer’s buying behavior is also influenced by social factor,

such as the group to which the customer belongs and social status. In a group,
several individuals may interact to influence the purchase decision. The typical
roles in such a group decision can be summarized as follows:
Initiator: the people who first suggest or think the idea of buying a particular
product or service.
Influence: a person whose view or advice influences the buying decision. Decider:
the individual with the power and/or financial authority to make the ultimate
choice regarding which product to buy.
Buyer: The person who concludes the transaction.
User: The person (persons) who actually uses the product or service.
INDIVIDUAL FACTORS THAT SHAPE BUYER BEHAVIOR PROCESS
HIGH INVOLVEMENT Extensive problem-solving (EPS)
LOW INVOLVEMENT Limited problem solving (LPS)

Reutilized response behavior (RRB)
The various purchase influence factors are as follows:
Personal
Social Age and life Psychologic
Cultural cycle stage
Reference al
Culture
Sub culture
groups Motivation Buyers
Family Occupation Perception
Social culture
Roles and Learning
status Economic Beliefs and
situation attitudes
Life style
Personality
& self
concept
C
ULTURAL FACTORS
Cultural factors exert a broad and deep influence on consumer behavior. The
marketer needs to understand the role played by the buyer’s culture, subculture,
and social class.
Culture
The set of basic values, perceptions, wants, and behaviors learned by a

member of society from family and other important institutions,
Subculture
A group of people with shared value systems based on common life

experiences and situations.
Social classes
Relatively permanent and ordered divisions in society whose members

share similar values, interests, and behaviors.
SOCIAL FACTORS
A consumer’s behavior also is influenced by social factors, such as the

consumer’s small groups, family, and social roles and status.
Groups
Two or more people who interact or accomplish individual or mutual goals
Family
A family is a domestic group of people, or a number of domestic groups

linked through descent (demonstrated or stipulated) from blood relation, marriage
or adoption.
Roles and status
A person belongs to many groups- family, clubs, organisations. The person’s

position in each group can be defined in terms of both role and status.
PERSONAL FACTORS
A buyer’s decisions also are influenced by personal characteristics such as

the buyer’s age and life cycle stage, Occupation, economic situation, lifestyle, and
personality and self-concept.
Age and life-cycle stage

People change the goods and services they buy over their lifetimes. Tastes
and preferences changes as lift-cycle go.
Personality and self concept
A person’s distinguishing psychological characteristics that lead to relatively

consisting and lasting responses to his or her own environment.
PSYCHOLOGICAL FACTORS
A person’s buying choices are further influenced by four major

psychological factors: motivation, perception, learning, and attitudes.
Motivation
A need that is sufficiently pressing to direct the person to seek satisfaction of

the need
Perception
The processes by which people select, organize, and interpret information to

form a meaningful picture of the world.
Learning
Changes in an individual’s behavior arise from experience.
Beliefs and attitudes
A descriptive thought that a person holds about something is his/her belief.

A person’s consistently favorable or in favorable evaluations, feeling, and
tendencies toward and object or idea is attitude.
The common tools used to conduct data analysis range from simple cross
tabulations and segmentation analysis to more sophisticated statistical methods
such as multivariate and logistic regression discriminates analysis and cluster
analysis. In the last few years, optimization tools and machine learning algorithms
such as neural networks and genetic algorithms have also been used to perform
advanced data analysis.
The study of consumers helps firms and organizations imjprove their marketing
strategies by understanding issues such as
 The psychology of how consumers think, feel, rason, and select between
different alternatives (e.g., brands, products);
 The psychology of how the consumer is influenced by his or her
environment (e.g., culture, family, signs, media);
 The behavior of consumers while shopping or making other marketing
decisions;
Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome;
How consumer motivation and decision strategies differ between products

that differ in their level of importance or interest that they entail for th consumer;
and How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
Understanding these issues helps us adapt our strategies by taking the

consumer into consideration. For example, by understanding that a number of
different messages compete for our potential customers’ attention, we learn that to
be effective, advertisements must usually be repeated extensively. We also learn
that consumers will sometimes be persuaded more by logical arguments, but at
other times will be persuaded more by emotional or symbolic appeals. By
understanding the consumer, we will be able to make a more informed decision as
to which strategy to employ.
 Behavior occurs either for the individual, or in the context of a group(e.g.,

friends influence what kinds of cloothes a person wears) or an organization
(people on the job make decisions as to which products the firm should use).
 Consumer behavior involves the use and disposal of products as well as the
study of how they are purchased. Product use is often of great interest to the
marketer, because this may influence how a product is best positioned or
how we can encourage increased consumption. Since many environmental
problems result from product disposal (e.g., motor oil being sent into sewage
systems to save the recycling fee, or garbage piling up at landfills) this is
also an area of interest.
 Consumer behavior involves services and ideas as well as tangible products.
 The impact of consumer behavior on society is also of relevance.
CHAPTER 3
3.0 COMPANY PROFILE
About FTD Technology Pvt Ltd , Palakkad
FTD Technology Pvt. Ltd.,Palakkad (FTD Tech) is a subsidiary of award-winning R&D

Company, Future Techno Designs Pte. Ltd., Singapore (FTDS).FTD Tech, established in 2001,
is slated to inherit the assets and business operations of FTDS in the near future for further
business expansion and growth.
With Ampere’s range of electric-motor driven bicycles and motorbikes, you can easily reduce
your carbon footprint while commuting in comfort and style.
A revolution in personal and business transportation, these electric bicycles and motorcycles are
stylish, speedy and easy to handle. With their quiet engines and electric motors, they are kind on
the environment too, reducing noise and air pollution.
Ampere electric bikes cost as low as 10 cents a day to operate, helping you to reduce both
environmental and financial costs. Hop on for an easy, stylish and affordable way to make a
positive impact on the environment today!
Our Vision
To contribute towards the meaningful and measurable reduction of carbon emission from
combustion-based motor vehicles by providing ecological and sustainable alternatives.
Our Mission
To provide stylish, affordable and comfortable electric powered bicycles and motorcycles as an
eco-friendly alternative for personal commuting and business transportation needs.
Our Values
We recognise the urgent need to reduce carbon emission, so as to conserve the environment for
our present and future needs.
We help our clients and consumers adopt the changes that will lead towards a sustainable
lifestyle.
We offer high-quality functional products that integrate easily and effectively into our clients'
lives, fulfilling their business and personal needs.
Ampere Vehicles Pte. Ltd. Designs and manufactures a wide range of reliable, cost-effective and
quality electric vehicles for economical, comfortable, and stylish and high-performance electric
mobility solutions for all categories of people and businesses in Asia and beyond.
It is a wholly owned subsidiary of Ampere Vehicles Pte. Ltd., Singapore, and has a state-of-the-
art assembly line in its manufacturing facility at Sulur, Coimbatore, Tamil Nadu, India. Ampere
has a well-established and wide network of partners and associates all over the state.
With a dynamic and agile team of committed employees that possess the relevant experience,
education, background and industry specific knowledge, Ampere aims to become the leading
supplier of electric vehicles in the Asian and international markets.
PRODUCT PROFILE
ELECTRIC BICYCLES
Economic Transportation
Powered by on-board rechargeable batteries that give up to a generous 40-50 kilometers of

maximum range on each charge, these electric bicycles are ideal for anything from delivery runs
to short-range commutes - each can carry a load of up to 100kg. Even better, the operation costs
of these cutting-edge vehicles are only as low as 5 rupees per day.
Sturdy, Stylish and Non-Polluting
Short battery-charging times, sturdy steel construction and quiet, non-polluting, and economical
operation makes Ampere Electric Bicycles the ideal eco-friendly option.
Ideal for students and office workers alike

Battery-operated for quiet, non-polluting and eco-friendly operation
Suitable for use within housing estates
Usable on all roads in Singapore, except expressways
A low-cost option to fulfill personal transportation needs - as low as 5 rupees per day operation
Ideal for tertiary students, older children and office workers alike
ELECTRIC MOTORCYCLES
These fully featured vehicles provide generous range, power and speed - all on an in-built
rechargeable batteries that offer quiet, non-polluting operation, helping you to live a sustainable
lifestyle.
Low operating costs
With low operation costs of only 5 rupees per day, both business and personal users will find that
Ampere Electric Motorcycles are a low-cost, high-value way to make commutes and deliveries
with equal ease.
Choose your own ride, make your own style
Choose from any of Ampere’s stylish models, or request for a custom made model based on your
favorite motorcycle. Should you miss the thrum and roar of conventional motorcycles, we can
even customize a soundtrack for you!
Great for anything from business to leisure

Battery-operated for quiet, non-polluting and eco-friendly operation Suitable for use on all roads in
Singapore, including expressways A low-cost option to fulfill personal transportation needs -
PRODUCT PROFILE
ELECTRIC BICYCLES
Powered by on-board rechargeable batteries that give up to a generous 40-50 kilometers of

maximum range on each charge, these electric bicycles are ideal for anything from delivery runs
to short-range commutes - each can carry a load of up to 100kg. Even better, the operation costs
of these cutting-edge vehicles are only as low as 5 rupees per day.
Sturdy, Stylish and Non-Polluting
Short battery-charging times, sturdy steel construction and quiet, non-polluting, and economical
operation makes Ampere Electric Bicycles the ideal eco-friendly option.
Ideal for students and office workers alike
Battery-operated for quiet, non-polluting and eco-friendly operation
Suitable for use within housing estates
Usable on all roads in Singapore, except expressways
A low-cost option to fulfill personal transportation needs - as low as 5 rupees per day operation
Ideal for tertiary students, older children and office workers alike
ELECTRIC MOTORCYCLES
These fully featured vehicles provide generous range, power and speed - all on an in-built
rechargeable batteries that offer quiet, non-polluting operation, helping you to live a sustainable
lifestyle.
Low operating costs
With low operation costs of only 5 rupees per day, both business and personal users will find that
Ampere Electric Motorcycles are a low-cost, high-value way to make commutes and deliveries
with equal ease.
Choose your own ride, make your own style
Choose from any of Ampere’s stylish models, or request for a custom made model based on your
favourite motorcycle. Should you miss the thrum and roar of conventional motorcycles, we can
even customise a soundtrack for you!
Great for anything from business to leisure
Battery-operated for quiet, non-polluting and eco-friendly operation Suitable for use on all roads
in Singapore, including expressways A low-cost option to fulfill personal transportation needs -
as low as 5 rupees per day operation Ideal for office workers, deliverymen, business owners, etc.
Customizable according to your preferred design
CHAPTER 4
4.0 DATA ANALYSIS & INTERPRETATION
Q1. How do you come to know about Ampere?
promotion No. of Customers Percentage (%)

Advertisement 80 80
Colleagues references 12 12
Friends/Relatives references 4 4
Any other specify 4 4
Total 100 100
4%
4%
12%
Advertisement
Colleagues references
Friend/Relatives references
Any other
82%
INTERPRETATION:
From the above study 80% of respondents from Advertisement, 12% of

respondents from Colleagues and 4% of respondents from Friends/Relatives
Remaining 4% of respondents from others.
Q2. How frequently do you visit Ampere?
Particulars No. of Customers Percentage (%)

Once in a week 30 30
Twice in a week 43 43
Once in every 15 days 15 15
Once in a month 12 12
Total 100 100
How frequently do you visit Ampere?
No. of Customers
100
43
30
15 12
Once in a week Twice in a week Once in every 15 Once in a month Total

days
INTERPRETATION:
From the above study,30% of respondents from once in a week, 43% of

respondents from twice in a week and 15% of respondents from every 15 days
Remaining 12% of respondents from every month.
Q3. What is the main purpose of Purchase?
Particulars No. of respondents Percentage (%)

Electric motorcycles 71 71
Electric bicycles 19 19
Any other pl. Specify 10 10
Total 100 100
No. of respondents
No. of respondents
100
71
19
10
Electric motorcycles Electric bicycles Any other pl. Specify Total
INTERPRETATION:
From the above table we can conclude that the major numbers of
respondent’s of 71 Electric motorcycles, 19% to Electric bicycles and remaining
10% any other.
Q4. Which category of products do you buy most at Ampere?

Aspects No. of respondents Percentage
Spare items 25 25
Electronics 33 33
automobiles 14 14
Electric bicycles 18 18
Any other pl. Specify 10 10
Total 100 100
Which category of products do you buy most at
Ampere?
No. of respondents
100
33
25
18
14
10
Spare items Electronics automobiles Electric bicycles Any other pl. Total
Specify
INTERPRETATION:
From the above study 25% of respondents from spare items, 33% of
respondents from Electronics and 14% of respondents from automobiles 18% of
respondents from Electric bicycles and 10% others.
Q5. Which automobile company l you like the most in the city?
Ampere 72 72
Gayathri 15 15
Ghani Honda 12 12
Athulya 1 1
Total 100 100
Which automobile company l you like the most
in the city?
Ampere Gayathri Ghani Honda Athulya Total
36%
50%
8%
6%
1%
INTERPRETATION:
From the survey it is observed the 72% of respondents for Ampere, 15% of
respondents for Gayathri, 12% of respondents for Ghani Honda and only 1% of
respondents are Athulya.
Q7. What is the reason behind purchasing in Ampere?

particulars No. of Respondents Percentage (%)
Goo satisfaction over products 10 10
Reasonable prices 78 78
More offers 12 12
Any others 0 0
total 100 100
What is the reason behind purchasing in
Ampere?
80% 78%
70%
60%
50% No. of respondents
40%
30%
20% 10%
10% 12%
0%
0%
Good satisfac-
tion over Reasonable
products prices More Offers
Any others
INTERPRETATION
From the study it is observed that 10% of respondents for Good satisfaction
over products, 78% of respondents for Reasonable prices, 12% of respondents for
more offer.
Q8. How do you rate the pricing of products at Ampere?

Particulars No. of Respondents Percentage (%)
Expensive 09 09
Competitive 21 21
Affordable 36 36
Reasonable 34 34
Total 100 100
How do you rate the pricing of products at
Ampere?
9%
21% Expensive
Competitive
Affordable
Reasonable
36%
120%
INTERPRETATION:
From the above study 09% of respondents from Expensive, 21% of

respondents from Competitive and 36% of respondents from Affordable 34% of
respondents from Reasonable.
Q9. Why do you prefer to shop in Ampere?
Particulars No. of respondents Percentage

Availability of adequate stock 16 16
Convenience of location and timing 21 21
Service 36 36
Quality 27 27
Total 100 100
Why do you prefer to shop in Ampere?
No. of respondents
100
36
21 27
16
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INTERPRETATION:
From the above study 16% of respondents from Availability of adequate

stock, 21% of respondents from Convenience of location and timing, and 36% of
respondents from service, 27% of respondents from quality.
10. What more facility would you like to get at Ampere?
facilities No. of respondents Percentage (%)

Membership card 18 18
Discount card 53 53
Free parking offers 9 9
Lucky draw 20 20
Total 100 100
What more facility would you like to get at
Ampere?
18%
Membership card
53%
Discount card
Free parking offers
Lucky draw
120%
9%
INTERPRETATION:
From the data specified, 18% of customers are interested in membership

card, whereas 9% are interested in parking offers, 20% are interested in lucky draw
but more than half are interested in discount card i.e.53% by this we can say that
most of the customers prefer to have discount cards at Ampere.
Q11. How often do you ask for Assistance from store staff in selecting you
purchases?
particulars No. of respondents Percentage (%)

Almost always 22 22
Frequently 30 30
Sometimes 40 40
Never 8 8
total 100 100
How often do you ask for Assistance from store
staff in selecting you purchases?
40%
40%
35%
30%
30%
22%
25% No. of respondents
20%
15%
10%
8%
5%
0%
Almost always
Frequently
Sometimes
Category 4
INTERPRETATION:
From the above data, we decide that 22% of the customers take assistance
from staff always, whereas 30% take help frequently, 40% have take assistance
sometimes, and 8% will not depend on others. From the collected data, we can say
that the majority of the customers take assistance from the store staff sometimes.
Q12. How is your overall experience in Ampere?
particulars No. of respondents Percentage (%)

Excellent 63 63
Good 27 27
Poor 10 10
Total 100 100
How is your overall experience in Ampere?
70% 63%
60%
50%
40%
No. of respondents
30% 27%
20%
10%
10%
0%
Excellent
Good
Poor
INTERPRETATION:
From the above data, we decide that 63%of the customers overall experience in
Big Bazaar is excellent, 27% of the customers overall experience is Good and only
10% of customers overall experience is poor. From this we can decide that, the
overall customer satisfaction level is good.
Q13. Would you visit Ampere again?

Sure 85 85
May be 12 12
Never 3 3
Total 100 100
Would you visit Ampere again?
15%
Sure
May be
Never
85%
INTERPRETATION:
respondents 85% of the respondents say sure, 12% of the respondents say May be,
3% of the respondents say Never.
Q14. Do you suggest any one to Ampere?

Yes 85 85
No 15 15
Total 100 100
Do you suggest any one to Ampere?
No. of respondents
100
85
15
Yes No Total
INTERPRETATION:
respondents Yes, 85%, which comprises of 15% of the No.
Q15. How do you suggest to Ampere Management to making present Ampere
to more attractive?

To maintain quality 45 45
Reasonable prices 25 25
Giving more offers and discounts 25 25
convenience 5 5
Total 100 100
How do you suggest to Ampere Management
to making present Ampere to more attractive?
No. of respondents
100
45
25 25
To maintain qual- Reasonable prices Giving more offers convenience Total

ity and discounts
INTERPRETATION:
From the study it is observed that 45% of respondents for To maintain

quality products, 25% of respondents Reasonable Prices, 10% of respondents in
Every month, 25% of respondents for Giving more of offers and discounts, 5%
respondents for convenience.
Q17. Mention your satisfaction level for following elements
1. Highly satisfied
2. Satisfied
3. Neither satisfied nor dissatisfied
4. Dissatisfied
5. Highly dissatisfied
Elements 1 2 3 4
1. Location ( ) ( ) ( ) ( )
2. Operating time ( ) ( ) ( ) ( )
3. Parking facility ( ) ( ) ( ) ( )
4. Cleanness of store ( ) ( ) ( ) (
5. Spacious shop floor ( ) ( ) ( ) ( )
6. Easy to locate product ( ) ( ) ( ) ( )
7. Quality product ( ) ( ) ( ) ( )
8. promotion offers ( ) ( ) ( ) ( )
9. price for the product ( ) ( ) ( ) ( )
10.staff helpfulness ( ) ( ) ( ) ( )
11.flexibility in payment
mode ( ) ( ) ( ) ( )
12.return of value for
money ( ) ( ) ( ) ( )
1. LOCATION:
Satisfaction level No. of respondents Percentage (%)
Highly satisfied 25 25
Satisfied 10 10
Neither satisfied nor dissatisfied 60 60
Dissatisfied 5 5
Highly dissatisfied 0 0
Total 100 100
Satisfaction level based on Location
5
25
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Satisfied
Highly dissatisfied
10
60
INTERPRETATION:
From the above data, we decide that 25% of the customers satisfaction level
is highly satisfied on the basis of location of Big Bazaar, 10% of the customers
satisfaction level is satisfied on the basis of location of Big Bazaar, 60% of the
customers satisfaction level is neither satisfied nor dissatisfied, 5% of the
customers satisfaction level is dissatisfied and in the customers no one’s
satisfaction level is highly dissatisfied.
2. OPERATING TIME:
Satisfaction level No. of customers Percentage (%)

Satisfied 50 50
Dissatisfied 10 10
100 100
Satisfaction level based on Operating time
3%
10% 10%
Highly satisfied
Satisfied
27% Dissatisfied
Highly dissatisfied
50%
INTERPRETATION:
from the data above specified, 10% of customers are highly satisfied, 50% of
the customers are satisfied, 27% of the customers are neither satisfied nor
dissatisfied , 10% of the customers are dissatisfied , 3% of the customers are highly
dissatisfied on the basis of operating time.
3. PARKING FACILITY:

Satisfied 56 56
Dissatisfied 7 7
100 100
Satisfaction level based on Parking facility
60% 56%
50%
40%
30%
30%
20%
7% Satisfaction level based on Parking
10% 6% facility
1%
0%
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INTERPRETATION:
dissatisfied on the basis of parking facility.
4.CLEANNESS OF STORE:

Satisfied 22 22
Dissatisfied 12 12
100 100
Satisfaction level based on Cleanness of store
40%
35%
30%
25%
20% 36% 32%
15% 22%
10% 12% Satisfaction level based on
5% Cleanness of store
0%
0%
d
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ith
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INTERPRETATION:
dissatisfied on the basis of Cleanness of store.
5.SPACIOUS SHOP FLOOR:

Satisfied 25 25
Dissatisfied 20 20
100 100
Satisfaction level based on Spacious shop floor
40%
40%
35% 25%
30% 20%
25%
20%
9%
15% 6%
10% Satisfaction level based on
5% Spacious shop floor
0%
d
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ly
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sa
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ith
Ne
INTERPRETATION:
dissatisfied on the basis of Spacious shop floor.
6.EASY TO LOCATE PRODUCT:

Satisfied 8 8
Dissatisfied 9 9
100 100
Satisfaction level based on Easy to locate
product
3% 9%
Highly satisfied
8% Satisfied
Dissatisfied
Highly dissatisfied
80%
INTERPRETATION:
dissatisfied on the basis of Easy to locate the product.
7.QUALITY OF PRODUCTS:

Satisfied 80 80
Dissatisfied 8 8
100 100
Satisfaction level based on quality of products
80%
80%
70%
60%
50%
40%
30%
20% 10% 8% Satisfaction level based on quality
2% 0% of products
10%
0%
d
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fie
sfi
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ly
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d
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tis
sa
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ith
Ne
INTERPRETATION:
dissatisfied on the basis of Quality of products.
8.PROMOTION OFFERS;

Satisfied 60 60
Dissatisfied 2 2
100 100
Satisfaction level based on Promotion ofers
60%
60%
50%
40%
30% 20% 18%
20%
Satisfaction level based on Promo-
10% 2% 0% tion ofers
0%
d
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INTERPRETATION:
dissatisfied on the basis of Promotion Offers.
9.PRICE OF THE PRODUCT:

Satisfied 90 90
Dissatisfied 0 0
100 100
Satisfaction level based on Price of the product
90%
90%
80%
70%
60%
50%
40%
30%
20% 4% Satisfaction level based on Price of
3% 0% 3% the product
10%
0%
d
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fie
sfi
sfi
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tis
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ly
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no
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d
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tis
sa
er
ith
Ne
INTERPRETATION:
dissatisfied on the basis of Price of the product.
10.STAFF HELPFULNESS:

Satisfied 8 8
Dissatisfied 12 12
100 100
Satisfaction level based on Staff helpfullness
3%
12%
Highly satisfied
Satisfied
Dissatisfied
52% Highly Dissatisfied
25%
8%
INTERPRETATION:
dissatisfied on the basis of staff helpfulness.
11.FLEXIBILITY IN PAYMENT MODE:

Satisfied 80 80
Dissatisfied 3 3
100 100
Satisfaction level based on Flexibility in
payment mode
3%
7% 10%
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
80%
INTERPRETATION:
dissatisfied on the basis of Flexibility in Payment mode.
12.RETURN OF VALUE FOR MONEY:

Satisfied 60 60
Dissatisfied 0 0
100 100
Satisfaction level based on Return of value of
money
5%
35%
Highly satisfied
Satisfied
Dissatisfied
Highly Dissatisfied
60%
INTERPRETATION:
dissatisfied on the basis of Return of Value for Money.
CHAPTER 5
5.0 FINDINGS & SUGGESTIONS
6. The study finds that service plays a very important role in the retail sector
7. People specially housewives used to purchase household items in retail
outlets like AMPERE.
8. Discounts and promotional schemes play a very important role in attracting
the Company.
9. AMPERE losing its identity in the market because of poor range of products
and due to the arrival of the various superior competitors.
SUGGESTION
An attempt has been made to suggest to the AMPERE a few measures. These
suggestions have been made within the preview of the data available.
1) The company must go for some more promotional activities rather than TV,
advertisement, hoarding and news papers.
2) The company has to conduct the periodical meetings with customers and
take their valuable suggestions.
3) The company may adopt policy of discounts cards and gifts to customers
while purchasing the products.
4) Innovative efforts must be launched to improve the position through better
marketing strategies.
5) Innovative packaging can give a company an advantage over competitors.
6) The store staff should be trained adequately so as to “convince” the Potential
buyers, because his performance on jobs has great impact on sale of a
product.
5.1 CONCLUSION
Overall, it is argued that the study of consumer behavior is rapidly evolving as
researchers recognize and implement new techniques and trans- disciplinary
perspectives to understand the nature of purchase and consumption behavior. This
wider view attempts to study consumer behavior in the light of rapidly evolving
lifestyles, values, priorities, and social contexts.
Various theories on consumer research were not tested empirically until the middle
twentieth century. The distinctly practical emphasis awaited development of the
field of marketing in the business curriculum. In particular the buying process of
consumer behavior is of more importance to marketing practitioners than the
consumption process.
From a practitioner’s perspective consumer research is pertinent so as to enable

him to understand changing consumer needs, wants, and motivations and thereby
devise the most appropriate mix for his market. Then, to the marketer the dynamic
nature of consumer behavior implies rapid product development, changing
communications, and distribution strategies in order to be more effective. It is this
(marketing) concept, as articulated by several marketing scholars (e.g., Alderson
1965; Bagozzi 1975; Kotler 1972; Kotler and Levy 1969) that captures many of the
more essential characteristics of modern marketing which has tended to dominate
thinking in the field. Those whose research motivation is consumer influence
largely embrace the research paradigm of positivism in which rigorous empirical
techniques are used to discover generalizable explanations and laws. Consumer
decision making processes and behavioral outcomes are studied to bring about
prediction and change (Ozanne and Hudson 1989).
However, the arena of consumer research goes far beyond the managerial
perspective, when primary focus is placed on consumption. Holbrook and
Hirschman (1982), among others, strongly advocate that the purchase decision is
only a small component in the constellation of events involved in the consumption
experience. Holbrook (1987) suggests that consumer researchers must expand
their view to examine “all facets of the value potentially provided when some
living organism acquires, uses, or disposes of any product that might achieve a
goal, fulfill a need, or satisfy a want.” The decision process then assumes
secondary importance as compared with consumption. This broadened perspective
has been recently reflected in the literature, as published research focuses on the
subjective aspects of the consumption experience, such as hedonic consumption.
Research methodology moves beyond positivism to naturalism (ethnography,
semiotics, literary criticism, and historicism) in order to achieve a broader
understanding of the impact of consumption on the consumer without any
particular intent to change or influence the process. While some outcomes may be
significant to marketing practice the overall goal of such research endeavour is to
achieve better understanding of consumer behavior.
BIBILOGRAPHY
Text Books
Consumer Behavior: Albert J. Dells Bittas
Consumer Behavior: David L. Loudon
Principles of Marketing: Philip Kotler
Marketing Management: Philip Kotler
Websites:
www.consumerbehavior.com
www.bigbazaar.com
www.panthalone.com
www.futuregroup.com
ANNEUXURE
QUESTIONAIRE
QUESTIONNAIRE
Name: Location:
Age: Occupation:
Gender M/F: Education;
Income for month:
Q1) how did you come to know about Ain’s range of products?
a) Advertisement
b) Colleagues references
c) Friends/relatives references
d) Any other specify
Q2) How frequently do you buy Ain’s products?
a) Once in a week
b) Twice in a week
c) Once in every 15 days
d) Once in a month
Q3) what is the main purpose of purchase?
a) Electric motorcycles
b) Electric bicycles
c) Any other pl. Specify
Q4) which category of Products do you buy most from Ain’s range of products?
a) Tissues
b) Ear Buds
c) Wet Wipes
d) Kitchen Towel
e) Napkins
Q6) which hygiene care products you prefer more?
a) Ain’s
b) Premier
c) Johnson and Johnson
d) Origami
Q7) what is the reason behind purchasing Ain’s?
a) Good satisfaction over products

b) Reasonable prices
c) More offers
d) Any others
Q8) how do you rate the pricing of the products of Ain’s?
a) Expensive
b) Competitive
c) Affordable
d) Reasonable
Q9) why do you prefer to buy Ain’s products?
A) Quality
B) Low price
C) Availability
D) Attractive packaging
Q10) what more quality would you like to get from Ain’s range of products?
a) Price
b) Packaging attraction
c) Free gift
d) No idea
Q11) how often do you ask for Assistance from store staff in selecting your
Purchase?
a) Almost Always
b) Frequently
c) Sometimes
d) Never
Q12) how is your overall experience in using Ain’s products?
a) Excellent
b) Good
c) Poor
Q13) would you buy Ain’s range of products again?
a) Sure
b) May be
c) Never
Q14) Do you suggest any one to Ain’s?
a) Yes
b) No
Q15) How, do you suggest management to making present Ain’s products to more
attractive?
a) To maintain quality
b) Packaging
c) Giving more offers and discounts
d) Convenience
Q16) Please give your valuable suggestions regarding Ain’s range of product’s
over all functioning________________________________________________
Mention your satisfaction level
1) Highly satisfied
2) Satisfied
3) Neither satisfied nor dissatisfied
4) Dissatisfied

Consumer Behaviour

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Consumer Behaviour

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CHAPTER 1

Consumer behavior is helpful in understanding the purchase Behavior and preferences of

 Understand the modes of which consumer obtain information and make

REASONS FOR WIDE USE OF THIS METHOD:

According to D. Slessinger and M. Stephenson in the Encyclopedia of social

Exploratory research studies are also termed as formulate research studies.

Diagnostic Research studies determine the frequency with something occurs

In this project, information pertaining to customer needs satisfaction and

The scope of consumer behavior is the wide variety of activities consumers

LIMITATION OF THE STUDY

The study has the following constraints

Following are few ways in the data was collected:

2 Questionnaires: It is the set of questions on a sheet of paper was being given to

2. Direct interviewing: Direct interviewing involved the process where I asked

The secondary sources helpful for the study were

1) Text books like marketing management research methodology

1.6 presentation of the study

What is consumer behavior?

Activities people involved in when selecting, purchasing, and using products

SOURCES OF INFLUENNCE OF THE CONSUMER:

The consumer faces numerous of influence. Often, we take cultural

DECISION-MAKING INVOLVE SEVERAL STEPS

4. Purchase decision 3. Evaluation of alternatives

Personal sources: family, friends, neighbors etc.

Commercial sources: advertising, sales forces retailers, dealers, Packaging, point-

Public sources: news papers, radio, television, consumer organizations, special

Experimental sources: handling, examining, using the product, Internal and

Internal search: Scan memory.

External search: shopping, personal sources, public media, Advertisements

Evaluation of alternatives: A skateboard is inexpensive, but may be ill-suited for

Purchase stage, and sometimes a post-purchase stage (e.g., you return a

Which product to buy?

Which brand to buy?

Where to buy it? And

BUYER BEHAVIOR – CULTURAL FACTORS

Cultural factors have a significant impact on customer behavior. Cultural is

Low calorie foods

Health club memberships

Activity or health- related holidays etc.

BUYER BEHAVIOR – SOCIAL FACTORS:

Introduction: A customer’s buying behavior is also influenced by social factor,

Buyer: The person who concludes the transaction.

INDIVIDUAL FACTORS THAT SHAPE BUYER BEHAVIOR PROCESS

HIGH INVOLVEMENT Extensive problem-solving (EPS)

LOW INVOLVEMENT Limited problem solving (LPS)

The various purchase influence factors are as follows:

The set of basic values, perceptions, wants, and behaviors learned by a

A group of people with shared value systems based on common life

Relatively permanent and ordered divisions in society whose members

A consumer’s behavior also is influenced by social factors, such as the

Two or more people who interact or accomplish individual or mutual goals

A family is a domestic group of people, or a number of domestic groups

Roles and status

A person belongs to many groups- family, clubs, organisations. The person’s

A buyer’s decisions also are influenced by personal characteristics such as

Age and life-cycle stage

Personality and self concept

A person’s distinguishing psychological characteristics that lead to relatively

A person’s buying choices are further influenced by four major

A need that is sufficiently pressing to direct the person to seek satisfaction of

The processes by which people select, organize, and interpret information to

Changes in an individual’s behavior arise from experience.

Beliefs and attitudes