Amity Business School

Amity Business School

NTCC (Summer Internship)
Viva
Student Name:Ishan Jaiswal
Enrollment No:A0116221006
Programme Name:MBA(RM)
Class of 2023
1
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Topic

CONSUMER PREFERENCE OF
TOP HOME DÉCOR BRANDS
IN INDIA
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Motive
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Introduction
In marketing, consumer preference, branding, loyalty all of these plays a very
important role. In today’s world there is huge competition between Online & Offline
market, the main motive of any company is to set their foot in the market by providing
best quality product to the customers & to approach customers there are two ways
whether offline or online & consumer are also divided between both of these. So, in the
present study researcher had tried to find out that consumer likes to buy home decor
product online or offline.
As home decor items are generally costly as compared to various other products &
consumer tries to look at the product before buying them so this study will give clear
input about their preference towards different modes & this research will help Diva
Creation & other various companies to expand their business.
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About Organization
Diva Creation is one of the pioneers in the market for the last 20 years it has specialization in making
handmade fabric wall covering with matching concept of wall-to-wall flooring curtains blinds,
cushions, dhurry, sofa / chair fabrics.
 
Diva Creation is a part of A Series International situated in Mirzapur, UP, which has been
manufacturing Handmade Carpets, dhuries & is Exporting them in Europe and America over 25 years.
 The main motive of Diva Creation is to work towards the upliftment of the lower-class people as Diva
creation only produces hand made goods and this hand made goods are produced by the workers of the
various villages near mirzapur city & it has a tagline Handmade ka kya kehna which basically means to
promote people of our country to buy more of handmade goods as compared to machine ones.

Diva Creation has completed over 4K projects & has a huge team of various people those are
somehow linked with the firm and also has won various prices they are also into donating some part of
their profit towards various organization which work towards the upliftment of the society.
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Objectives of The Study

The main objective of this research is:
To find out consumer motivation to Engage in Online
Shopping V/S Offline Shopping in home décor items.
To find the perceived benefit and drawback of online
and offline shopping
To find out the long-term impact of Online and Offline
Shopping
To conclude the preference of the consumer.
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Review of Literature [ Tabular]

Author Name with
Year Form
Topic [Context] Key Findings

(Isswani and Research on Online of people prefer to go towards online as

Chaturvedi D)2019 vs Offline compared to offline
(Ms. Divya Research on Online generally change their mode of
Bagla)2017 vs Offline shopping like today, they go for online
and tomorrow they will go for offline
( Dr Raja Sarkar and Research on Online there is a segment of people who will
Sabyasachi vs Offline go with offline mode without any
Das(2017)) thinking in there mind
(Sukhvinder Kaur and Research on Online there are people who like to first gather
Dr. Vikramjeet vs Offline a lot of information online and then they
Kaur)2018 go to the store to buy them,
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Research Methodology
1. Method of Research – Descriptive research design

2. Sampling:

a. Sample size – 100

b. Method of Sampling – Convenience Sampling

3. Data collection:

a. Primary data – Data was collected from Questionnaire which was sent to various customers.

b. Secondary data – Website, journals, company brochures, etc.

4. Tools of data collection:

a. Primary data – Structured questionnaire

b. Secondary data – Internet and Financial magazines

5. Data Analysis: Tables were used to analyze the data

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Analysis
• H1: Variety of Product Available is related to number of Customer.
In this two factors were Analysed with the help of chi square test and result for
which is positive 59.9.
H2: More income of customer is related to more spending on online website.
In this two factors were Analysed with the help of chi square test and result for
which is positive 103.
H3: Good customer service is related to preference of customer in online vs
offline home decor buying.
In this two factors were Analysed with the help of chi square test and result for
which is positive 41.
H4: Delivery time of product significantly impact consumer preference in
online vs offline home décor items.
In this two factors were Analysed with the help of chi square test and result for
which is positive 39.
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Findings of The Study

 In this I founded out that income factor doesn’t play any role in selecting
offline or online mode for shopping.
 Online site basically gets a lot of advantage when it comes to the variety and
huge quantity of products.
 People are attracted towards the instant services offered by offline store as
they know that they can reach the store if they face any problem.
 Offline store also gets Advantage of shorter delivery duration as compared to
online once, as its human nature then when we have already spender our
money over something so now, we need that product as soon as possible.
 People were satisfied with the price range of Diva Creations
 Peoples were also satisfied by the product range as they are getting variety of
products at a very reasonable price.
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Recommendation
There are some important factors preferred by consumers for the
purchase of home décor items from offline or online source.
Product quality, brand of the product, piece of the product,
delivery duration of the product, services offered by stores,
income of the customer, presentation of the product etc so if all
these things are kept in mind, then it becomes very easy to
decide appropriate medium of selecting from where to buy and
rest all decision is up to the customer.
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Conclusion
This study explains the several factors that influence customer over selecting online
mode or offline mode of buying all these home décor items and according to my survey
in case of home décor items people usually prefer offline mode over online mode as there
are various factors like people do not want to spend big amount over a thing they haven’t
seen or feel. They want the good to be delivered in shorter duration of time which can be
done by offline store only and one more thing which I founded out is people like to have
a deep online study for their product but after having all that study they buy that product
from offline source only.
 Covid in our country has totally changed the overall scenario earlier people only goes
towards offline market they don’t even think about online market but now they consider
both the market before buying any goods from where they get the best deal they would
go towards that source. Online and offline both the market has different scenario it
depends on the customer what do they prefer before buying any good from them.
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Thank You