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    Consumer Behavior Final

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    Harsh Sharma
    The document summarizes a study on consumer behavior in India. It conducted a survey of 100 consumers across New Delhi to understand their shopping preferences. Key findings include: 1) Brand consciousness varies by product category but is increasing overall. Consumers are price sensitive and value both product selection and quality. 2) Modern markets are preferred for infrastructure, availability of products and operating hours but traditional markets allow for bargaining and cheaper prices. 3) The most important factors influencing shopping location are product quality, selection, customer service and store ambience/convenience, followed by price. Having different products available in one place makes markets more attractive than just product quality alone.

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    Consumer Behavior Final

    Uploaded by

    Harsh Sharma
    260 views23 pages
    The document summarizes a study on consumer behavior in India. It conducted a survey of 100 consumers across New Delhi to understand their shopping preferences. Key findings include: 1) Brand consciousness varies by product category but is increasing overall. Consumers are price sensitive and value both product selection and quality. 2) Modern markets are preferred for infrastructure, availability of products and operating hours but traditional markets allow for bargaining and cheaper prices. 3) The most important factors influencing shopping location are product quality, selection, customer service and store ambience/convenience, followed by price. Having different products available in one place makes markets more attractive than just product quality alone.

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    The document summarizes a study on consumer behavior in India. It conducted a survey of 100 consumers across New Delhi to understand their shopping preferences. Key findings include: 1) Brand consciousness varies by product category but is increasing overall. Consumers are price sensitive and value both product selection and quality. 2) Modern markets are preferred for infrastructure, availability of products and operating hours but traditional markets allow for bargaining and cheaper prices. 3) The most important factors influencing shopping location are product quality, selection, customer service and store ambience/convenience, followed by price. Having different products available in one place makes markets more attractive than just product quality alone.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    260 views23 pages

    Consumer Behavior Final

    Uploaded by

    Harsh Sharma
    The document summarizes a study on consumer behavior in India. It conducted a survey of 100 consumers across New Delhi to understand their shopping preferences. Key findings include: 1) Brand consciousness varies by product category but is increasing overall. Consumers are price sensitive and value both product selection and quality. 2) Modern markets are preferred for infrastructure, availability of products and operating hours but traditional markets allow for bargaining and cheaper prices. 3) The most important factors influencing shopping location are product quality, selection, customer service and store ambience/convenience, followed by price. Having different products available in one place makes markets more attractive than just product quality alone.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 23

    Study of Consumer Behavior

    GROUP 11 K.P.Veena (105) Sheetanshu Mani Tripathi (107) Akansha Sharma (109) Abhay Thakur (110) Harsh Sharma (111)

    Flow of Presentation
    Consumer behavior concept Concept from various other discipline Importance of Consumer behavior Dominant forces shaping Consumer Research Environmental factors that affect the marketing challenge Variables involved in understanding consumer behavior Overall Model of Consumer Behavior Marketing survey research and findings Conclusions

    Consumer Behavior concept


    Those activities directly involved in Obtaining consuming and disposing of products and services, including the decision processes that precede and follow these actions

    Concept from various other discipline


    Psychology Sociology Anthropology Economics Marketing

    Importance of Consumer Behavior


    Out of 11000 products launched by 77 companies, only 56% are present five years later Kuczmaski & Associates Only 8% of new product concepts offered by 112 leading companies reached the market. Out of this 83% failed to reach marketing objectives
    Group EFO Ltd., Marketing News, Feb 1, 1993, Pg 2

    Understanding and adapting to consumer motivation and behaviour is not an option it becomes a necessity for competitive survival

    Dominant forces shaping Consumer Research


    Factors that move an economy from Production-driven to Market-driven Level of sophistication with which human behavior is understood in psychology and other behavioral sciences

    Environmental factors that affect the marketing challenge


    Extent to which the supply of valid products and services exceed consumer demand Ability to communicate with customers quickly and accurately Existence of multiple avenues of distribution quickly and economically Extent to which marketers can influence to induce distributors to comply with overall marketing strategy Economic growth, both nationally and globally

    Variables involved in understanding consumer behavior


    Stimulus ads, products, hungerpangs Response physical/mental reaction to the stimulus Intervening variables mood, knowledge, attitude, values, situations, etc.

    Overall Model of Consumer Behavior


    External Influences Culture Subculture Demographics Social status Reference groups Family Marketing Activities Internal Influences Perception Learning Memory Decision Processes

    Problem Recognition
    Information Search Self-Concept & Learning Alt Eval & Selection Outlet select & Purchase

    Motives Personality Emotions


    Attitudes

    Postpurchase Processes

    Market Survey Objective


    To gain insights into Indian consumers shopping behaviors What is their level of brand awareness and brand consciousness? What type of products do they purchase? From what kinds of markets What are the factors determining the choice of market & frequency of shopping for particular products? To draw useful implications for retailers and policymakers

    Group Contribution
    Market Survey of one hundred high and middle-income, educated consumers shopping behavior across, different regions of NCR .

    Presentation Organization
    Description of the primary survey Sample profile Summary results of Indian shopper behavior Findings for retailers and policymakers Scope of further study

    Description of the primary survey


    A general survey was conducted based on the questionnaire through interviews with consumers in shopping malls & different markets . Focused on the consumers level of brand consciousness, where they purchase such brands from, and what factors determine their purchase decisions.

    Product Categories
    Clothing and Fashion Accessories

    Footwear and Leather Goods


    Gems and Jewellery Food and Grocery

    Home Furnishing and Home Appliances


    Sports Goods Health and Wellness Products Gifts and Stationery Items

    SAMPLE PROFILE
    Gender Distribution

    38.33%

    Females
    61.67%

    Males

    age distribution of sample


    10 18 15-25 25-35 35 &above

    22

    Educational breakup

    18

    16

    14

    12

    sample breakup

    10

    0 schooling undergraduate graduate post graduate

    Sample distribution across location


    Location Sample size

    Noida
    Rajauri garden dwraka sec 6

    18
    20 12

    Importance of Various Factors in Consumers Choice of market


    100 90 80 70 60 74 66 53 54 47 37 78

    percentage openion
    88

    50
    40 30 20 10 0 0 0 0 0

    percentage openion

    Note: Scale of 1 to 5, higher is better. Percentage calculated on the basis of high (4) and very high (5) on factor importance ratings. This is a multiple choice question

    consumer perception of modern market: Top 5 and bottom 5


    * 1=very bad, 5=very good

    Factors Infrastructure

    Mean Evaluations

    Store Operators Availability of products Shop Operating Time Availability of public transport and toilets

    4.49 4.47 4.36 4.30 4.26

    Ability to Bargain Parking facility Ease getting things exchanged/returned Prices of products Distance and required travel time

    1.59 3.54 3.56


    3.64 3.73

    factors influencing Indian consumers shopping in different markets * 1=very low importance, 5=very high importance
    Factor Product Quality Product Selection and Newness Customer Service Store Ambience and Convenience Price Mean Importance* 4.64

    4.47
    4.29 4.27 3.71

    Findings from Consumer Survey


    Brand consciousness is increasing but varies across different product categories Indian consumers are price sensitive right product pricing Different product availability in same place is more attractive than quality of products

    Add some more in it .

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