A Study on Consumer Behaviour
Priya S.O1 & Vignesh2
1Asst. Prof., Department of Commerce with Computer Application, Dr.SNS Rajalakshmi College of Arts and Science, Coimbatore, Tamilnadu, India. 2M.Com (CA), Dr.SNS Rajalakshmi College of Arts and Science, Coimbatore, Tamilnadu, India.
Article Received: 05 June 2019 Article Accepted: 09 August 2019 Article Published: 13 October 2019
INTRODUCTION
A Study on Consumer Buying Behavior of Reliance Fresh in Coimbatore City usually deals with:
Identification of consumers
Their buying behavior patterns.
These studies are gaining importance in marketing research. It is safe to pre-duet that interest in them will increase
greatly in the next decade. This project summarizes the writer’s experience with such studies in reliance fresh
stores. However, the principles and techniques discussed here are also applicable to other types of stores. The
“why” of consumer behavior is a separate and very difficult subject it is not treated here. Knowledge of consumer
behavior must precede any consideration of the reasons for the behavior. The term consumers are not synonymous.
A consumer is a purchaser of a product or a service a consumer is a user of a product or a service. Bed-ridden
invalids in hospitals are food consumers but hardly food store consumers. Purchasers of rat poison are not the
consumers of the product.
REVIEW OF LITERATURE
A. Abdul Brosekhan, Dr. C. Muthu Velayutham, their study attempt to know about the In Present Marketing
Scenario, the Study of Consumer Behavior has become essential. Consumers are the kings of markets. Without
consumers no business organization can run. All the activities of the business concerns end with consumers and
consumer satisfaction. Customer behavior study is based on consumer buying behavior, with the customer playing
the three distinct roles of user, payer and buyer” For this study questionnaire has been collected among Consumer
Buying Behaviour, Traditional Perspectives, Rational Perspectives, Cognitive, Traits, Conventional, Attitudinal,
Situational, Positivist Paradigm, Non-Positivist Paradigm The sample size of the research was 105 internet users.
where used as statistical tool. The result found that” The rational view and the ideology of a homogenous social
culture and thereby deny the complex social and cultural world in which consumers live. The traditional, positivist
perspective takes a very utilitarian approach to the benefits from consumption A B S T R A C T
Kaveh Peighambari , Arash Kordestani The second phase of the study involved systematically categorizing the
major aspects of each chosen article. Both deductive and inductive procedures were conducted to determine the
categories used in the content analysis of the articles. The initial inclusion of content topics relied on deductive
procedures, meaning that the reviewed consumer behavior articles were classified into 37 topics, which were
divided into four major areas, Internal, Purchase Process, External, and Miscellaneous “For this study
questionnaire has been collected among” consumer behavior, content analysis, literature review, consumer
behavior research, trends In total, this identification phase yielded a sample of 1,263 consumer behavior articles
“where used as statistical tool. The result found that” According to the findings, the most studied topic within
consumer behavior articles in the five journals was Perception, which was covered in 12% of the articles. Only
slightly less common, Attitudes came next (11.5%), while the third topic, at almost half the size of the preceding
two, with 6.2%, was Brand awareness/loyalty.
Anjali Bhalerao Dr. Rajesh Kumar. The following objectives have been considered for the literature review on
Consumer Behaviour: To understand the concept & essence of Consumer Behaviour To review the existing
literature on consumer behaviour experienced across the Industries. words: Consumer Behaviour, Literature
Review, Consumerism A quantitative study on 300 respondents was carried out in Ludhiana region For this study
questionnaire has been collected among” where used as statistical tool. The result found that” This study attempts
to gather understanding on the concept of Consumer Behaviour while reviewing the literature available on the
study of consumer behaviour across the Industries. This is a descriptive study attempted through the help of
secondary data.
Liudmyla Dorokhova, Milica Delibasic, And Justas Streimikis. “Their study attempt to know about the” The
objective of the study was to substantiate and develop a computer model for evaluating by the potential buyers
devices for air purification in conditions of vagueness and ambiguity of their consumer preferences. Accordingly,
the main consumer criteria are identified, substantiated and described when buyers choose air purifiers. As methods
of research, approaches based on fuzzy logic, fuzzy sets theory and fuzzy modeling were chosen. It was
hypothesized that the fuzzy-multiple model allows rather accurately reflect consumer preferences and potential
consumer choice in conditions of insufficient and undetermined information For this study questionnaire has been
collected among” consumer behavior, fuzzy modeling, air purifiers choosing, buyer preferences, household
product In total, 81 rules were defined and introduced all variants of combinations of input parameters where used
as statistical tool. The result found that” price (cheap, medium, high), 1000 hryvnia - 15000 hryvnia; noise (quiet,
acceptable, loud), 10dB - 50dB; purification level (weak, satisfactory, strong), 1 point -10point, functions (limited,
sufficient, maximum), 1 point – 10 point.
Dr.V.P.Sriram Dr. Suresh Chandra Padhy “their study attempt to know about the” The main objective of the
research was to put emphasis on the reasons for counterfeit purchase and the norms they follow while forming this
behaviour. The other objectives were to find out the dominant factors affecting on the consumer while purchasing
counterfeit goods, to know the relationship of these factors with the purchase behaviour and application of TPB
collected among” Shoppers Attitude, Consumer Buying Behaviour, Online Retailing, Etc., The sample size was for
research was 100 respondents. Where used as statistical tool. The result found that” :Percentage analysis and bar
charts were used to analyse the data for interpretation and conclusion purpose.
RESARCH METHODOLOGY
“A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to
combine relevance to the research purpose with economy in procedure.”-Jahoda, deutish. Cook
TOOLING
Mould design and manufacturing capabilities of the Group are a key to its ability to provide full systems
solutions.
The tool rooms specialize in high precision multi- cavity injection moulding tools ranging from small and
medium size to large size tools up to 3200 tons. Mould design and analysis on latest software supported by
Rapid Prototyping, Touch Probe Scanning, Point Cloud Generation, 3D Surfacing and MoldFlow Analysis
constitute a comprehensive design set up.
OBJECTIVE OF THE STUDY
To study the future strategies of Samvardhana Motherson Group.
To study the marketing strategies and brand loyalty of Samvardhana Motherson Group.
To Study the marketing Mix of Samvardhana Motherson Group with respect to attributes such as Brand
Loyalty and come up with recommendations as to what all needs to be considered keeping the consumer in
mind.
To analyze the Samvardhana Motherson Group competitor and compare their strategies and come up with
recommendations for any problem being faced by it.
To find out the new ways to increase the profit of the company
Sampling
With the customer being unknown and given the time and resource constraints random sample was obtained from
different people. 50 Employees of Samvardhana Motherson Group
DATACOLLECTION
1) Is the objective of company is clearly defined?
Yes 35
No 10
70% of employees agree that the objectives of the company towards future growth is clearly defined by the
management but 20% of the employees are not agree with this and 10% employees are not aware about the
objectives of the company.
2) Is the company Know Exactly Who Your Audience Is?
Yes 40
No 5
Not Aware 5
80% of employees agree that the company is aware about exactly who is the right buyer of their products in the
market. But 10% employees are not agree with this and 10% are not aware about this.
3) Is company is Optimize for Maximum Conversion?
Yes 36
No 10
70% 20%
10%
OBJECTIVE OF THE COMPANY
Yes
No
Not Aware
80% 10%
10%
Know Exactly Who Your Audience
Is
Yes
No
Not Aware 4
78% of employees agree that the company is optimizing and modifying their terms and conditions towards
customers needs and very aggressive to deliver their services on regular basis but 20% of employees are not agree
with the above statement and 8% of the employees are not aware about that.
4) Is the company is promoting their products aggressively?
Yes 30
No 12
Not Aware 8
72% 20%
8%
Optimize for Maximum Conversion
Yes
No
Not Aware
60% 24%
16%
promoting products Aggressively
Yes
No
60% of employees agree that the company is promoting their products very aggressively and offering regular
schemes. But 24% employees are not agreeing with this and 16% of the employees are not aware about the
promotion activities.
5) Is the company is knowing about their competitors?
72% of employees saying that the company is very well know about their competitors in the market but 20%
employees are not agree with this and 8% employees are not aware about any competitors in the market.
6) What do you think about the Pricing, Positioning and Branding of the company?
Very Good 35
Good 12
Average 3
72% 20%
8%
knowing about their
competitors
Yes
No
Not aware
70% 24%
6%
Pricing, Positioning and Branding
of the
company
Very Good
Good
Average
Yes 36
No 10
70% of employees agree that the company is Pricing, Positioning and Branding of the company is very good. But
24% of employees think that the Pricing, Positioning and Branding of the company is good and 6% of employees
think that the Pricing, Positioning and Branding of the company is average.
7) Is the company is successfully Identifying target market?
Yes 40
No 7
Not aware 3
80% of employees think that the company is successfully identified the target market according to their products
but 14% of employees are not satisfied with the target market opted by the company and 6% of employees are not
aware about that.
FINDINGS
As per the above data analysis the findings are as below:-
Objective of the company is very clear and most of the employees are agree with this.
Samvardhana Motherson Group is exactly know their audience.
Samvardhana Motherson Group is trying for the maximum conversions.
Samvardhana Motherson Group is promoting their products very aggressively.
Samvardhana Motherson Group is successful in winning the attention marathon of their buyers.
Samvardhana Motherson Group is focusing regularly on the Pricing, Positioning and Branding of the
company
Samvardhana Motherson Group is successfully identifying the target marketing.
Samvardhana Motherson Group is very well known about their competitors in the market.
80%
14% 6%
Identifying target market
Yes
No
CONCLUSION
Company should launch employee incentive policy for the employees for the fast growing of the company.
Regular incentive policy should be launch by the company.
Service and delivery of the company is as per the SLA agreements.
Company should launch regular workshops of their buyers to vacillate extra benefits.
SUGGESTIONS
Give heavy advertisement to make the consumer to buy the product.
Price concession should be given to customers.
Store should be located nearest to the consumer.
Customer should get all type of product can getting one place.
Give more offers to the customer.
Provide more parking facilities to the customer
