Abi c o n t e n t s

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DECLARATION

I AM P.ABISHEK OF III BBA, A BONAFIDESTUDENT OFTHE DEPARMENT OF BUSINESS

ADMINISTRATION, D.G.VAISHNAV COLLEGE,ARUMBAKAM,CHENNAI-

600106DECLARE THAT THE PROJECT TITLED

CONSUMERBEHAVIOUR REFERENCE TO ABIRAMI AUDIOS

ANDVIDEOS ,CHENNAI IS MY ORIGINAL WORK ,AS A

PARTOF INSTITUTIONAL TRAINING OF BBA, DEGREE

COURSEOF THE UNIVERSITY OF MADRAS.

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Place: CHENNAIABISHEK

DATE:(NG71485)

Apart from the efforts of me, the success of this project

depends largely on the encouragement and guidelines of

many others. I take this opportunity to express my gratitude

to the people who have been instrumental in the successful

completion of this project .

I wish to express my sincere, heartfelt gratitude and

obligation to Dr. S. NARASIMHAN M.A, M.Phil. Ph.D.

Principle of Sri Dwarka Doss Goverdhan Doss Vaishnav

College, Chennai.

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I deem it as a great privilege to express my heartfelt thanks

to the Head, Department of Business Administration Mr.

J.P. JAIDEEP , M.A, and M.Phil,for his timely support

and encouragement through out the project.I also extend my sincere thanks to all the staff member of

my department for all their support and help.

I WISH to express my deep sense of gratitude to

my Internal Guide , MS. Alamel

sathyabama,m.com, m.phil, for her ableguidance and useful suggestions, which helped

me in completing the project work, in time.

At this juncture, my sincere thanks to Mr. anand and all

other staff member of abirami audios and videos, who have

spared their valuable time amidst their busy

schedule.without them the project might not have been

completed.

Finally, yet importantly, I would like to express my heartfelt

thanks to my beloved parents for their blessings, my

friends/classmates for their help and wishes for thesuccessful completion of this project .

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Viva voice

This report is in the partial fulfillment of BACHELORE OF

BUSINESS ADMINISTRATION degree under university of

Madras, submitted to the viva voce examination, held atD.G. VAISHNAV COLLEGE, Arumbakkam, Chennai

600016.

NAME : ABISHEK

REG. NO : NG71485

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TABLE OF CONTENTS

C O N T E N T S

I. INTRODUCTION[ Market Positioning Stratergy[ Major Steps involved in buying process[ Need and important of study[ Limitations of study[ Methodology II.COMPANY PROFILE

III. THEORITICAL OUTLOOK [ Theories of consumer behaviour[ Consumer behaviour is an indisciplinary Science[ Importants of consumer behaviour for marketers[ Consumer decision making[ The buying decision process

IV. DATA ANALYSIS & INTERPRETATION[ Market position

[ Rate of performance[ Response from customers[ Market position

V. CONCLUSIONS & SUGGESTIONS[ QUESTIONNAIRE[ BIBLIOGRAPHY

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INTRODUCTION

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INTRODUCTION

Chapter 1 Marketing is indeed an ancient art; it has been practiced inthe one form or other since the days of Adam and Eve. Marketing is a

Comprehensive term and it includes all resources and set of activitiesnecessary to direct and facilitate the flow of goods and services fromproducers to consumer in the process of distribution. Its emergence asa management discipline, however it is relatively recent origin. Thepreindustrial revolution world was characterized by agriculture cumHandicraft economy. Practically every village community produced itsown Food, clothing, shelter and household equipment. Agriculturist andcrafts-Men were the main producers of this era. The agriculturists,whether he Produced corn or cotton, meat or butter disposed of thesurplus after Meeting his own requirement, in his immediateneighbourhood. In other Words, marketing under those conditions

meant a task of producing the Basic necessities of life and hangingthem with known consumer groups in the immediate neighborhood. This represented stage of barter in the evaluation meeting. Theevaluation of marketing was that of money economy. For reachingstages in the industrial new products, new systems of manufacturer,new models of transportation and communication. After Second WorldWar, the size and character of marketers changed enormously.Marketing comprises all activities involved in the determination andsatisfaction of consumer needs at a profit.Segmentation is taking placewith regard to all products multiple channels of distribution arereplacing single channels.

The good products are being passed through various intermediatebefore they are finally reaching the consumer. Marketingintermediateriesare playing vital role in the smooth distribution of goods frommanufacturer to the consumer. Advertising has become compulsory.

Through they have become costly. Markets are not restrictedto as peack market are exist through out the country even in foreign

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countries also. All these has made the companies to change theirattitudes and way of operation. Finally the companies which are bestSatisfy their customers will be the winners.It is the prime reasonabilityof the markets finance therequirements of the markets place and tohelp their companies translated them into solution that with in

customer approval. They are ware much in long term, mutuallysatisfying customers relations throughproviding quality product service.

DEFINITION OF MARKETING

ACCORDING TO THE AMERICAN MARKETING ASSOCIATION:-

Marketing as the performance of business activities thatdirect the flow of goods and services from producer to consumer oruser

PHILIP KOTLER DEFINES:-Marketing as the set of human activities directed atfacilitating and consummating exchange the essence of marketing isexchange of Products and the transaction is to satisfy human needsand wants.

PAUL MAZUR DEFINES:-Marketing as the creation and delivery of standard of livingto society. Marketing is an out going process of discovering andtranslating consumer needs and desires into products and services.Serving the consumer demand with the help of marketing channelsand then, in turn, expanding the market in the face of keencompetition.

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TYPES OF MARKETS:-

On the basis of selling area, we have local, National andInternational markets.

On the basis of nature of exchange dealings, we have spotOr cash markets and futures or forward markets.

On the basis of nature of goods sold, we have consumerGoods market and industrial goods market.

On the basis of period we gave short-term and long-termMarkets.

On the basis of nature and magnitude of selling, we have

Wholesale and retail markets.

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MARKET POSITIONING STRATERGY

A market consist of all potential customers sharing a particularneed or want who might be willing and able to engage to satisfy thatneed or want. Thus the size of the market depends up on the numberof persons who exhibit the need have resources that interest othersand are willing to offer these resources in exchange for what they

want. Originally the term market stood for the place where buyers andsellers gathered to exchange their goods, such as village square. Inother sense market refers to the aggregate demand of the potentialbuyers for a product or service we generally have different marketsthat is markets for capital goods, markets of consumer goods, marketsfor automobiles etc. again in each category cost are producingdifferent products to satisfying the needs of different class of customers. Not all buyers will notice to be interested in all the ways inbrand differs from another. No even it is useful for a company todescribe exhaustively to each prospect every detail of difference. Eachfirm will want to promote those few differences that will appeal most

strongly to its target market. The firm will want to develop to usedpositioning, Positioning is an act of designing the companies offer sothat it occupies a distinct and valued place in the targetCustomers minds.

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Positioning calls for the companies to decide howmany Differences and which differences to promoteto the target customers .

1. UNDER POSITIONING: -

Some companies discover that buyers have only a vague ideaOf the brand. Buyers dont really know anything special about it.

2. CONFUSED POSITIONING: -

Buyers could have a image of the brand. This confusion mightresult from making too any claims or changing the brands

positioning

too frequently.

3. DOUBTFUL POSITIONING: -

Buyers may find it hard to believe the brand claims in views of theproduct features price or manufacturer. There are many othervariables had been focused on their positioning. But the question ishow far has the positioning done by the company has been perceivedby the company. How the customers perceiving ABIRAMI AUDIOSAND VIDEOS a different product a compared to other in the same

class there and manyother questions can be answered by market positioning study what Ihave taken.The companys positioning must be routed in anyunderstandof hoe the target market defines value and makes choices amongvendors. The positioning task consists of three steps. First thecompany has to identify the possible product, services, personal andimages differences that might be established in relation to

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competition. Second the company has to apply criteria to select themost important differences. Third the company has to effectively signalto the target market how it differs from its competitions. Thecompanys product positioning strategy will then enable it to take thenext step namely. Plan its competitive marketing strategies.

MAJOR STEPS INVOLVED IN BUYING PROCESS

The steps involved in buying process are described below. First, wehave to contact a group of customers and ask them to describe whenthey got the desire to purchase that product, how they gatheredinformation regarding that product, how they made their final choiceand how they felt after purchasing that product. There are fiveimportant phase in consumer decision making process.

CONSUMER DECISION MAKINGPROCESS

Problem Identification

lSearch for information

lEvaluating the alternatives

l

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Product choice

lOutcome

NEED AND IMPORTANCE OF STUDY :-

The study of consumer behaviour holds great and keen interestfor us as a consumer, as a student and as a marketer. As aconsumer we benefit from insights into own consumptions relateddecisions and trends. Such as what we purchase, when wepurchase, where we purchase and how we purchase. The study of consumer behavior makes us to be aware of the suitableinfluences, how they perceived to make the product of servicechoice as we do. As a student of human behaviour, it is importantfor us to understand interest and external influences that implies

consumers to act in certain consumptions related decisions.Buyer behaviors simply a subset of the larger human behavior. Asa marketer and future marketer, it is important for us tounderstand why and how individual make their consumptiondecision, so that we make better marketing strategies withoutany confusion marketers who know the consumer behavior willbe success in the market.

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OBJECTIVES OF THE STUDY: -

The following are the objectives of the study: -

To make an analysis of the consumer profile relation toincome

Category, family size etc., in order to identify the brandfeatures of

ABIRAMI AUDIOS AND VIDEOS.

To make a clear analysis into the brand possessions of ABIRAMI

AUDIOS AND VIDEOS, in order to highlight the brandpreference

Among ABIRAMI AUDIOS AND VIDEOS and identify thefactors

influencing and brand preference.

To make an in depth analysis of major factor baringinfluences

And purchase decisions and in order to get clear perceptionsin

to the interplay of different forces on consumer behaviourfor

ABIRAMI AUDIOS AND VIDEOS

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To identify the problems of customer in final purchase.

To provide suggestions based on the factors analyzed in thestudy

and trace the decision - making process involved inpurchase

decision.

To give right suggestions and suitable measures to thedealer

regarding better service to customer and to avoid thedifficulties

of the dealer in changing a potential customer into aprospector

customer.

To identify the availability of spare parts and after salesservice.

To identify the intension of the consumer in the purchase of ABIRAMI AUDIOS AND VIDEOS

LIMITATIONS OF THE STUDY: -

The study is based on the sample chosen from almost allcategory

People.

The sample may not be representative to all the customers.

The study is limited to alwarpet and its surrounding areasonly.

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Data presented in this study is based on the opinions of theLimited respondents.

The secondary data is based on the information fromNews Papers, Magazines and Library literature only.

SCOPE:

The present study covers only consumers preferences towardsABIRAMI AUDIOS AND VIDEOS in alwarpet area. This is donebased on the data collected from selected respondents of the

same market.

METHODOLOGY

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In this present study, the information and data collected byusing well prepared questionnaire consists of 18 questions areopenended and others are close ended questions. After collecting theQuestionnaires from respondents the statistical tools andinferences areused for tabulation and analyzing the data with sample averageandpercentages.

Methodology of the Study :

1. Defining the Problem:-

It involves developing and understanding of the problem. Theresearch need not be undertaken only for a problem but also foran opportunity. In this study an attempt has been made tounderstand the behavior in purchasing, using and evaluation withregard to ABIRAMI AUDIOS AND VIDEOS. 2. Framing the Objectives:-

For the present study precise objectives are formulated. The

objectives provide the base for research work. The objectivesanswerto questions like why of the study, what is expected from thestudy,etc. In this study the objectives are clearly defined andpresented.

3. Developing the Plant:-

It calls for decision on the data sources, study approaches,instruments available, contact methods etc. the data sourcesused for collection of information are both primary and secondarysurvey approaches is followed for the study and questionnaireshas been used for collection of primary data.

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4. Data Collection and Processing:-

The data should be collected by the method predetermined. ThePrimary data has been collected through well designedquestionnaires and personal interviews with dealer andconsumers. Secondary data is collected through various booksand catalogues viz., advertising and marketing business India.

The information so collected is tabulated, analyzed andinterpretation has been made by appropriate statisticaltechniques viz., Percentages, tabulation and graphs.

5. Presentation of Findings:-

The end results of all the above analysis are presented asfindings in the project. For collecting the data there are twosources are used that isPrimary and Secondary data.

PRIMARY DATA:-

This data is collected from the owners of ABIRAMI AUDIOS ANDVIDEOS through questionnaire.

SECONDARY DATA:-

This data is collected from the records of the dealer, Newspapers,magazines, information provided by dealer, journals, etc.

DESIGN OF STUDY:-

The present study designed arranged and reported in thefollowing manner.

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COMPANY PROFILE

COMPANY PROFILE

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ABIRAMI AUDIOS AND VIDEOS COMPANY PROFILE

ABIRAMI AUDIOS AND VIDEO is a retail chain of stores forconsumer electronics and home appliances. The retail chain ispromoted by Mr. ANAND under the name abirami audio andvideo.

The first abirami audios and videos had commenced itsoperations inMay 2000 at alwarpet in Chennai as a beginning. With theexcellence in operations, the company expanded its chain of stores inmylapore and evolved as a renownedpower retail chain.

It is located at the prime business center of chennai,tamilnadu -India, is the biggest centrally air-conditioned showroom forElectronic Products never before has any other showroom inIndia, displayed such wide range of all electronic products.Morethan 25 models are on display at our showrooms.. Ask for aLive Demonstration facility at our showroom. See, feel andexperience before you become a proud owner of any electronicproducts. If you are far off, we are on the net at your service. Wehave home delivery facility and sending gifts to your dear ones.Home Delivery we reach out to the remotest customer at theirdoorstep, thanks to the excellent infrastructure backup we have.Gift your dear ones want to send a gift to your loved ones?Order now, and our messengers worldwide, will send your gift ontime. Know whats new we reach out to millions of customersthrough mail, door to door campaign and advertisement.Visit oursite often to get updated on the latest information about allElectronic Products. Be our customer today, we make you ourpartner forever.

Note: for local customers, we are open even on Sundays , justfor you.

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LOCATION OF THE ORGANISATION

Abirami audios and videos is situated at alwarpet in chennai. It ishalf kilometer away from bus stand. It is a business center in thetown.It is easy to meet the customer needs and good transportationfacilities are available.

The highlights of the business of the company are: Brand Equity Customer satisfaction and loyalty Best Practices in operations and processes Promoters and Management commitment Commitment to customers Wide array of offering and novel promotional campaigns

Low Overhead corporate and operational expenditure Continuous Profit making company

The estimated sales of the company for the year 2008-09will be Rs 1 cr as against the sale of Rs 70 lkhs in the year 2007-08. Thecompany is expanding its chain to 10 by 2010-15 with a capitaloutlayof Rs 5 cr and the resources are being proposed from equityparticipation from strategic partners/investors. With thisexpansion, thecompany will be reporting a sale of Rs 50 lkhs + by the year2010-15

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DIFFERENT BRANDS AVAILABLE IN MARKET:

SONY SAMSUNGL.G

ONIDA PHILIPSVIDEOCON

AKAI SANSUIPANASONIC

MOSERBAER SHARP JVC

SIEMENS VGUARDGODREJ IFB WHIRLPOOLAIWA

AIRTEL TATASKYBIG TV DISH SUN DIRECT

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ABIRAMI AUDIOS AND VIDEOS IS A DEALER OF FOLLWINGBRANDS :

AKAI AIRTEL DISHRELIANCE

HITACHI LG ONIDAPANASONIC

PHILIPS SAMSUNG SANSUI MOSERBAER

SHARP SONY VIDEOCON TATA

BEETAL GODREJ SIEMENS JVC

V-GUARD WORLDSPACE ORPAT

PRODUCTS IN ABIRAMI AUDIOS AND VIDEOS:

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TELEVISIONS REFRIGARATORS WASHINGMACHINS

MUSIC SYSTEM DVD PLAYER MICRO OVEN

AIRCONDITION RICE COOKERS GRINDERS

PLASMA TV LCD TV LED TV

STABILIZER PLAYSTATIONS DTH

IPODS

Television sets DVD Players & Home Theatres Refrigerators

Phones Air Conditioners Microwave Ovens

LCD/PDP Display

Iron Boxes Cookers
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Led tv Washing Machines Juicer/Mixer/Wet Grinders

OBJECTIVES OF THE ORGANISATION

The basic objective of every business organization is toEarn maximum profit. It has the following aims.

To earn maximum profit providing best service to customers.

To promote good will among the potential buyer inargumented.

Products like after sales service & free installations etc.

To give maximum benefit and satisfaction to customers of Possible low costs.

To converts every able buyer into prospectus customer.
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Duties of Manager:

Day to day adminstration of business. Overall inspection of business To place over for new products. Company correspondence

Duties of Supervisor:

Maintainance of register for products. Maintainance of service register for products. Supervision of his subordinates.

Duties of Cashier / Computer Operator:

To gather and collect the information To keep the data in the system

To maintain different files in the system

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To maintain cash book To receive cash To pay cash Maintainance of the cash and daily activities Maintainance of the prepare records for cash activites

THEORITICALASPECTS

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THEORITICALASPECTS

CHAPTER - III

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THEORATICAL ASPECTS

(CONSUMER BEHAVIOUR)

DEFINATION OF THE CONSUMER BEHAVIOUR: -

The behaviour that consumer display in searching for purchasingusing evaluating and disposing of products services and ideaswhich they expect will satisfy their needs.

Skiff man

The study of consumer behaviour deals with how the individualmakes decisions to spend their available resource viz.Money timeand effort etc., on consumption related items. It includes

THEORIES OF CONSUMER BEHAVIOUR: -

Marginal utility theory: This theory is developed by classical economists, according tothem a consumer will contain to by such products that will deliverhim the most utility or maximum satisfaction at relative prices.

Income and Savings Theory :- This theory is based on the fact that purchasing power is the realdominant of buying purchasing power on the other handpurchasing power is depended on disposal income.

PSYCHOLOGICAL THEORIES:

a. Stimulus response theory :Pavlov skinner and kotles developed this theory this theoryon these basis of experiment they did on analysis Acc., to them

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learning occurs as a person response to some stimuli and isrewardedwith need satisfaction for a connect response. They proved thatmostrecent and frequent stimulates are remembered and respondedthisapproach is the basis repeated advertisement.

b. Cognitive theory: This theory was proposed by festigner mainly to explain postbuying behaviour. Acc., to his stimulation what is condition bycustomerknowledge and his perception believer and attitude perception isthesome total of physical stimulus and personal factor.

c. Gestact and field theory :According to this theory learning and consequence behaviouris not independent but it is a total process they argue that humanbehaviour must be use as individual by pattern totalities.Behaviourshould be explained in terms of all the factors that are inappointingwhenever event happens. Thus buying is not motivated by asingle

element. That is the same total of many elements.

CONSUMER BEHAVIOUR IS AN INDISCIPLINARY SCIENCE: -

Consumer behaviour is a relatively new field of study with no

history or body of research of its own the new disciplinedborrowed is other scientific disciplines such as psychology,sociology, social psychology cultural anthropology andeconomics.

1. Physiology:

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Physiology is the study of the individual. It includes the studyof motivation attitude, personality and learning patterns. All thisfactors are integral to an understanding of consumer behaviour.

They enable us to understand the various consumptions needs of individuals, their actions and reactions in response to different,products and products messages and the way personalitycharacteristics and revile experience effect their product choices.

2. Sociology:

Sociology is the study of groups the actions of individuals ingroups often differ from the action of individuals operationsalone. The actions of individual in groups often differ from theaction of individual operations. The influences of group memberships.

3. Psycho-analytical theory:

This theory is developed from the thoughts of segments board.He explained that the personality has free basic determinationsi.e., I.D. Ego, Super Ego.

4. Social Culture theories:

The credit for formulating this theory goes Beblem (1889-1899).

And this theory is some times known as Beblenior model heexplain that man is primarily a social animal and his wants andbehaviour are largely influenced by the group which he is amember.It means effect of work group, friendship group, familygroup, different groups indicates the position or particular groupof person is society man essentially social being a intent withother individual a variety of group. In spite of personaldifferences people may be forced to accept decision of societyfamily structure and social class on consumer behaviour arerelevant to the study of consumer segments in the market place.

5. Social Psychology:

Social psychology if an amalgam of sociology it is the study howan individual operates in a group. The study of consumerbehaviour is not only the study of how groups operate in howindividuals are influenced in their personal consumptionbehaviour.

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6. Cultural anthropology:

The study of human beings in society is the study of culturalanthropology, in traces the development of the care beliefs,values and customs that are passed down to individuals fromtheir parents and grand parents and influences their purchaseand consumption behaviour. It also include subculture i.e., sub-groups within the large society.

WHEN TO STUDY CONSUMER BEHAVIOUR: -

The study of consumer behaviour is concerned with not only howconsumer behaviour but with they behave as they do. As

consumers, it is important for us to study consumer behaviour, sowe many gain greater insight into our own consumer relateddecisions what we buy why we buy and how we buy, the studyenables us to analyze our own consumption decisions and makeus aware of the suitable influences that persuades us to make theproduct choices we do.

IMPORTANCE OF CONSUMER BEHAVIOUR FORMARKETERS: -

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Consumer behaviour is helpful in understanding the purchasebehaviour and preference of different consumers. As consumer,we differ in terms of our sex, age, education, occupation, income,family setup, religion, nationality and social status. Because of these different background factors we have different needs andwe only buy those Brands and services, which we think willsatisfy our needs. In today's work of rapidly changing technology-changing firm has to be constantly innovating and understand helatest consumers trends and tastes consumer behaviour providesinvaluable clues and guidelines to marketers on newtechnological frontiers, which they should explore.A consumer decision to purchase a particular Brand to services isthe results is the result of complex interplay of a consumer of variables. The starting point for the company provides thedecision process marketing stimuli in the shape of Brands,promotion, price,and distribution strategy. The potentialconsumer along with the other stimuli already existing receivesthe marketing stimuli in the environment. These stimuli may besocial, economic, cultural, technological and political in nature. Atthe point of receiving the marketing stimuli, the consumeralready has a certain mental, emotional and psychological frameof mind developed over the years by his cultural,religious, social,family and psychological background.

A MODEL OF CONSUMER BEHAVIOUR

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The hoarding provided the initial stimulus for this purchase andconsumption. This was further backed up by other stimuli such asbrand display in the shop, watching other consumer buys aparticular brand, any point of purchase promotional material,earlier satisfaction, with given brands etc., your response to thisstimuli results in a purchase of particular brand, In between theprocess of receiving this stimuli responding to them you wentthrough a decision making process. The stimuli, process of decision making and response constitutes a simple method of consumer behaviour.

EXTERNAL FACTORS

INPUT MARKETING STIMULI OTHERSTIMULI

BrandEconomic

Price Technological

Promotion Political

Channel of distribution Social

CONSUMER DECISION MAKING

PROCESS BUYER CHARACTERISTICS BUYER

DECISION

PsychologicalProcess

Personal andCultural characteristics

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There are 4 major factors which influences the buying behaviourof consumers. They are as follows:-

1. Cultural factors2. Social factors.3. Personal factors.4. Psychological factors.

1. CULTURAL FACTORS:Cultural factors exert the broadest and deepest influence onconsumer behaviour.

I) Culture:Culture represents an over all social heritage, a distinctive

from of environments adoption by a whole society of people. It

includes a setof learned beliefs, values, attitudes, morals, customers, habits

andforms of behaviour that are shaped by a society and

transmitted to thegenerations with in that society. The child growing up in a

societylearns a basic set of values, perceptions, preferences and

behaviourthrough a process of socialization invoicing the family and

other keyinstitutions.

II) Sub-Culture:Each culture consists of smaller sub culture that provide morespecific identification and socialization for its, sub culture

includesnationalities, religious, social groups and geographical

regions.

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Many sub cultures make's important market segments andmarketers

often design brands and marketing programs tailored to theirneeds.

III) Cross-Culture:To determine whether and how to enter a foreign market,

marketers a need to conduct some form of cross culturalconsumers

analysis. Cross culture is defined as the effort to determine towhat

extent the consumers of two or more nations are similar ordifferent.

2. SOCIAL FACTORS:Consumer behaviour is also influenced by such social factors asreference groups, family and social, roles & status.

I) REFERENCE GROUP

A person has behaviour is strongly influenced by manygroups. As person's references groups are those groups that haveadirect (face-to-face) or indirect influence on the persons attitudesorbehaviour. Group having a direct influencing on a person arecalledmembership groups. These are groups to which there is fairlycontinuous interaction such as family, friends and neighbours andsecondary groups which tend to be more formal and where there

isless continuous interaction. They include religious organizations,professional associations and trade unions.

II) FAMILY:We can distinguish between two families in the buyers life thefamily orientations consists of ones parents. From parents a

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person acquires an orientation towards religion, polities andeconomies and sense of personal ambition, self worth and love.

The marketer needs to determine which member normally withthe product on service, whether the husband is more dominant orthe wife or they have equal influence.

III) Roles & Status:A person participation in many groups through out his life, familyclubs, organization etc, the person position in each group can bedefined in the terms of role status. Marketers are aware of thepotential of products to become status symbol.

3. PERSONAL FACTORS:Buyers decisions are also influenced by personal characteristicsthe buyers age, and life stage cycles, occupation, economiccircumstances, life style and personality and self concept.

4. PSYCHOLOGICAL FACTORS:

Motivation:Motivation can be described as the driving force with inindividuals that impels them to action. This driving force isproduced by a state of tension, which exists as the result of anunfulfilled need.

Perception:Is defined as the process by which an individual selects,organizes

and interprets stimuli into a meaningful and coherent picture of the world.

Learning:

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In the process by which individuals acquire the purchase andconsumption knowledge and experience they apply to futurerelated behaviour.

CONSUMER DECISIONS AND ACTIONS

OUTPUT Brand choice

Dealer choice

Purchase timing

THE BUYING DECISION PROCESS

Marketers have to go beyond the various influences on buyersand develop an understanding of how consumers actually maketheir buying decision. Marketers must identify who makes buyingdecisions and step in the buying process.

BUYING ROLES

For many brands, it is to identify the buyer. Other brands involvea decision making unit consisting of more than one person. Thismay happen due take of technical knowledge or experience orunaware of brands in the markets. Thus we can distinguish fiveroles peoples might play in buying decisions.

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INITIATORA person who first suggests the idea of buying the particular

brandor service.

DECIDERA person who decides on a component of a buying decision,Whether to buy, what to buy, how to buy or where to buy.

BUYERThe person who makes the actual purchase.

USERSThe person who consume or use the brand.

TYPES OF BUYING BEHAVIOUR

Consumer decision making varies with the type of buyingdecision. There are great difference between buying tooth paste,a tennis rocket, a personal computer and a new tractor. Complexand expensive purchases are likely to involve more buyerdeliberation and more participants. As sale distinguished fourtypes of consumer buying behaviour based on the degree of buyer involvement and the degree of difference among brands.

1. COMPLEX BUYING DECISION

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Consumer goes through complex buying behaviour when theyare highly involved in a purchase and aware of significantdifferences among brands. Consumers are highly self expensive.

Typically the consumer doesn't know much about the brandcategory and has much to learn.

2. DISSONANCE REDUCING BUYING BEHAVIOUR

Some times the consumer is highly involved in a purchase butsees little difference in the brands. The high involvement is basedon the fact that the purchase inexpensive, infrequent and risky.In this case buyer will shop around to learn what is available butwill buy fairly quickly perhaps responding primarily to a goodprice to purchase convenience. The consumer will be alert toinformation that justifies his or her decision.

3. Habitual Buying Behaviour:

Many Brands are brought under conditions of low consumerinvolvement and the absence of significant brand differences.Consider broom, consumer has little involvement in the brandcategory. They go to the store and reach of the brand. If they

keep reaching for the same brand, it is out of habit but not strongbrand loyalty. If they keep reaching for the same brand, it is outof habit but not strong brand loyalty. There is good evidence thatconsumers have low involvement with most low cost frequentlypurchased brands. With low involvement of brands, consumerbehaviour does not pass through the normal belief attitudebehaviour sequence. Consumers do not search extensively for

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information about brands evaluate their characteristics and makeweighty decision on which brand to buy. Instead they are passiverecipients of information as they watch television or see printsadvertisement. Advertisement repetitions create brand familiarityrather than brand conviction. Consumer don't for a strongattitude towards a brand rather they select it because they arenor highly involved with the brand. Thus for low involvementbrands the buyingprocess begins with brand beliefs formed by passive learning andisfollowed by purchase behaviour which may be followed byevaluation.

4. VARIETY SEEKING BUYING BEHAVIOUR:

Some buying situation is characterized by low consumerinvolvement but significant brand differences. Here consumersafterdo a lot of brand switching. Brand switching occurs for the sake of variety rather than dissatisfaction.

IMPORTANCE OF STUDY OF CONSUMER

BEHAVIOUR: The concept of modern marketing is customer - orientedtherefore, there is and hence need to supply the behaviour of theconsumers of account of the following benefits.

1. PRODUCTION POLICIES: -

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The study of consumer behaviour gives an insight in to thevarious factors which incline the consumer to buy the product.

Thevarious factors which influence the consumer decision may bepacking of the product, quality of the product, size of the productpucker color of the product etc., understanding the consumerbehaviour withregard to this aspects with enable the company to formulate theproduction policies suitable to the requirement of consumer

2. PRICE POLICIES: -Consumer behaviour to purchase articles is very muchinfluence by the price of the product. The buyer of some productsonlybecause particular brand, brand is cheaper than the comparativebrands available in the market. Thus a consumer behaviour andreactions with regard to the price of various commodities willhelp themarketing manager for improving sales probability.

3. SALES PROMOTIONAL POLICIES :-Sales promotional policies enables the managers to knowwhat motive prompts the buyers to makes purchasers and themarketing department would be able to decide what advertisingmedia should be followed to stimulate the desire the purchase.

Themarketing manager takes the decisions regarding brand,packagingdiscussant, commissions, fights, free samples etc. on the basis of consumer behaviour only. Thus for promotion sales of thecompanyproducts the study of consumer behaviour is inevitable.

4. PUBLIC POLICY CONSERTS: -With the increasing of the consumer protection movement,

policy marks at the national state and district level becomeawareof their responsibility to protection the consumer interest andwell-being of their constituents. Therefore a nationalcommissions, statecommission, district formals have been created to protect theinterest

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of the consumers all of which by products of equipments andservicein order to come their organization whether for profits non profits.

WHY TO STUDY CONSUMER BEHAVIOUR

The study of consumer behaviour is concerned with not only howconsumer behaves but they behave as they do. As consumers itisimportant for us to study consumer behaviour, so that we maygaingreater insight into out own consumer related decisions, what webuy,why we buy, how we buy, they study enables us to analyze ourown

consumption decisions and makes us aware of suitable influencethatpersuade us to make the product choice.

CONSUMER DECISION MAKING PROCESS

Problem Identification

lSearch for information

lEvaluating the alternatives

lProduct choice

lOutcome

l Post Purchase Behaviour

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1. It is the first stage of problem identification. It meansconsumerdecides in advance to satisfy needs and desire.

2. Wherever problems identifications is over immediate theconsumer will try to collect the information about goodsservices available in the market to satisfy his needs and desires.

3. Wherever the search for information is over the consumerevaluated of analyze what are the alternatives available in themarket.

4. After the evaluation of alternatives the consumers decidedwhichtype of goods and services are available in the market to satisfyhis needs and desires.

5. At this stage only the consumer will purchase particular type.

6. Consumer may get purchase behaviour only after consumptionof the goods and services it may be either negative or positive

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DATA ANALYSIS

&INTERPRETATION

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CHAPTER - IVTABLE 1

ANALYSIS BASED ON AGE OF THE PEOPLE:

S. NO. OPTIONSNO. OF

RESPONDENT PERCENTAGE

1 BELOW 20 YEARS 8 8%

2 21-30 YEARS 28 28%

3 31-40 YEARS 24 24%

4 41-50 YEARS 36 36%

5 ABOVE 50 YEARS 4 4%

TOTAL 100 100%

INTERPRETATION:

My study has covered different group of people having different ages.8% respondents are below 20 years, 28% respondents are 21 - 30years, 24% respondents are 31 - 40 years, 36% respondents are 41 -50

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years and remaining 4% respondents are above 50 years

FIGURE- 1

ANALYSIS BASED ON AGE OF THE PEOPLE:

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NO. OF RESPONDENT

4%

14%

12%

18%

2%

50%

1 BELOW 20YEARS

2 21-30 YEARS

3 31-40 YEARS

4 41-50 YEARS

5 ABOVE 50YEARS

5 TOTAL

TABLE 2

ANALYSIS BASED ON MONTHLY INCOME OF THEPEOPLE:

S. NO. OPTIONS NO. OF RESPONDENT PERCENTAGE

1 BELOW 5000 10 10%

2 5000-10000 55 55%

3 10000-20000 25 25%

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4 ABOVE 20000 10 10%

INTERPRETATION:

My study has covered different group of people having differentincomes. 10% respondents are below Rs. 5000/-, 55% respondents areRs. 5000 - 10,000/-, 25% respondents are Rs 10,000 - 20,000/-.and 10%respondents are above 20000

FIGURE- 2

ANALYSIS BASED ON MONTHLY INCOME OF THEPEOPLE:

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0

10

20

30

40

50

60

BELOW5000

5000-10000

10000-20000

ABOVE20000

1 2 3 4

NO. OFRESPONDENT

PERCENTAGE

TABLE 3

ANALYSIS BASED ON KNOWNING ABOUT ABIRAMIAUDIOS AND VIDEOS:



1 FRIENDS 40 40%

2 ADVERTISEMENT 15 15%

3 OWN DECISIONS 10 10%

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4 RELATIVES 35 35%

TOTAL 100 100%

INTERPRETATION:

After obtaining the information we come to know that 40%customers were influenced by friends, 15% of customers wereinfluenced through advertisement, 10% of customers wereinfluenced by there own decision, 35% of customers wereinfluenced by relatives.

FIGURE- 3

ANALYSIS BASED ON KNOWNING ABOUT ABIRAMIAUDIOS AND VIDEOS:

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0

20

40

60

80

100

120

F R I E N D S

A D V E R T I S E M E N T

O W N D E C I S I O N S

R E L A T I V E S

T O T A L

1 2 3 4

PERCENTAGE

NO. OFRESPONDENT

TABLE 4

ANALYSIS BASED ON FACTORS INFLUENCED TOPURCHASE PRODUCT IN ABIRAMI AUDIOS AND VIDEOS :

S. NO. OPTIONSNO. OFRESPONDENT PERCENTAGE

1 PRICE 42 42%

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2 QUALITY 36 36%

3 SERVICE 11 11%

4 RECEIVING 11 11%

TOTAL 100 100%

INTERPRETATION:

After obtaining the information of influencing by 42%customers were influenced by Price, 36% of customers wereinfluenced by quality, 11% of customers were influenced byservice, 11% of customers were influenced by recieving

FIGURE- 4

ANALYSIS BASED ON FACTORS INFLUENCED TOPURCHASE PRODUCT IN ABIRAMI AUDIOS AND VIDEOS :

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PERCENTAGE

21%

18%

6%

6%

49%

1 PRICE

2 QUALITY

3 SERVICE

4 RECEIVING

4 TOTAL

TABLE 5

ANALYSIS BASED ON PRODUCT PURCHASED INABIRAMI AUDIOS AND VIDEOS:



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1 TELEVISION 45 45%

2 REFRIGIRATOR 25 25%

3 WASHING MACHINE 20 20%

4 OTHERS 10 10%

TOTAL 100 100%

INTERPRETATION:

Out of 100 respondents 45% of respondents were purchasedTelevisions, 25% of respondents were purchased Refrigirators,20of respondents were purchased Washing Machines andremaining 10% of respondents were purchased other products

FIGURE-5

ANALYSIS BASED ON PRODUCT PURCHASED INABIRAMI AUDIOS AND VIDEOS:

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0

10

20

30

40

50

60

70

80

90

100

NO. OFRESPONDENT

PERCENTAGE

TABLE 6

ANALYSIS BASED ON BRAND PREFERED INABIRAMI AUDIOS AND VIDEOS:



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1 SONY 35 35%

2 SAMSUNG 25 25%

3 LG 15 15%

4 ONIDA 10 10%

5 OTHERS 15 15%

TOTAL 100 100%

INTERPRETATION:

The above table show out of 100 respondents 35% of Respondents are using Sony, 25% of respondents are usingSamsung,15% of respondents are using Lg, 10% of respondentsare using Onida and remaining 15% of respondents are usingOther brands.

FIGURE- 6ANALYSIS BASED ON BRAND PREFERED IN

ABIRAMI AUDIOS AND VIDEOS:

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NO. OF RESPONDENT

17%

13%

8%

5%

8%

49%

1 SONY

2 SAMSUNG

3 LG

4 ONIDA

5 OTHERS

5 TOTAL

TABLE 7

ANALYSIS BASED ON SATISFACTION INABIRAMI AUDIOS AND VIDEOS:

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1 EXCELLENT 20 20%

2 GOOD 68 68%

3 AVERAGE 12 12%

TOTAL 100 100%

INTERPRETATION:

Above table interpretes that the satisfaction with Abirami audiosand videos, 20% of respondents opting that excellent, 68% of respondents opting that good, and remaining 12% of respondentsopting that average.

FIGURE- 7

ANALYSIS BASED ON SATISFACTION INABIRAMI AUDIOS AND VIDEOS:

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NO. OF RESPONDENT

EXCELLENT

1

10%

GOOD

2

34%

AVERAGE

3

6%

TOTAL

50%

TABLE 8

ANALYSIS BASED ON OPINION ABOUT PRICE INABIRAMI AUDIOS AND VIDEOS:

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1 RESONABLE 86 86%

2 HIGH 14 14%

TOTAL 100 100%

INTERPRETATION:

Price is influencing factor for any product majority of itsrespondents opinion that the Abirami audios and videos productsvalue is reasonable. only 14% feel that price is high.

FIGURE- 8

ANALYSIS BASED ON OPINION ABOUT PRICE INABIRAMI AUDIOS AND VIDEOS:

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NO. OF RESPONDENT

RESONABLE

1

HIGH

2

TOTAL

TABLE 9

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ANALYSIS BASED ON MODE OF PURCHASING INABIRAMI AUDIOS AND VIDEOS :



1IMMEDIATE CASH

PAYMENT 64 64%

2 INSTALMENT 20 20%

3 BANK FINANCE 16 16%

TOTAL 100 100%

INTERPRETATION:

Customers are being punching the digital shoppy throughimmediate cash payment are 64% and through instalment 20%and those who are taking the bank finance are 16%.

FIGURE- 9

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ANALYSIS BASED ON MODE OF PURCHASING INABIRAMI AUDIOS AND VIDEOS :

0

20

40

60

80

100

IMMEDIATE

C A S HPAYMENT

IN S TA L ME N T B AN K

FINANCE

TOTAL

1 2 3

NO. OFRESPONDENT

PERCENTAGE

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ANALYSIS BASED ON PERFORMANCE OF ABIRAMIAUDIOS AND VIDEOS:

0

102030405060708090

100

E X C E L L E N T

S A T I S F I E D

A V E R A G E

T O T A L

1 2 3

NO. OFRESPONDENT

PERCENTAGE

TABLE 11

ANALYSIS BASED ON CHANGES:

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1 EXCELLENT 38 38%

2 SATISFIED 42 42%

3 AVERAGE 20 20%

TOTAL 100 100%

INTERPRETATION:

The above table reveals that the majority of the customersthat is 12% of respondents were liking its performances, 68% of respondents were satsified and remaining 20% of respondents wereaverage about its preformance.

FIGURE- 11

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ANALYSIS BASED ON MARKET POSITION:

S. NO. OPTIONS NO. OF RESPONDENT PERCENTAGE

1 1 ST 55 55%

2 2 ND 40 40%

3 3RD 5 5%

TOTAL 100 100%

INTERPRETATION:

Out my survey regarding the Abirami audios and videos in which position it has to be placed. The majority of the respondents i.e. 55%of respondents said that it has to be placed in the 1st position, 40% of

respondents said that it has to be placed in the 2nd position andremaining respondents said that it has to be placed in 3rd position

FIGURE- 12

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ANALYSIS BASED ON MARKET POSITION:

0

20

40

60

80

100

120

1 ST 2 ND 3RD TOTAL

1 2 3

P E R C E N T

A GE

NO. OF

RESPOND

EN T

CHAPTER V

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CONCLUSION AND SUGGESTION

CONCLUSION

~ It is concluded that there is a priority to specific incomegroup to purchase products in abirami audios and videos.General income group people can purchase products.

~ Out of 100 respondents all are known about abirami audiosand videos shows popularity of the abirami audios and videos.

~ Maximum number of respondents were influenced byrelatives and their family members.

~ Majority of the respondents feel that the price of product isreasonable.

~ The product users are considering quality and consideringprice in purchase of products in abirami audios and videos.Some people considering both.

~ Televisions are acting as an important media inacknowledgement of and followed by magazines.

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~ Maximum respondents felt the rate of performance of abirami audios and videos products. Among the counterproducts is moderate some people felt the rate performance ismaximum.

~ Maximum respondents opinion is that shah is coming incompetition with abirami audios and videos.

~ Maximum respondents feeling that abirami audios and videosis satisfactory.

~ Maximum respondents are satisfied with after sale services.

~ The most of the respondents of the study is from the incomegroup of Rs. 5,000 to 20,000 followed by below 5,000 and 20,000.

SUGGESTION

Maximum respondents come to know about abirami audios andvideos through advertisement hence try to make the advertisements more

affective.

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It suggested that the manager need to provide prompt service when vercustomer required. Shah is coming in competition with abirami audios and videos

hence bring more new models in abirami audios and videos as compared toShah

It is suggested to manager when ever he provides fair services to customerit influence to develop sales and brand image.

It is advised to the manager to provide many schemes like financefacilities,coupons, gift offers, etc for middle class people

Sales people should maintain cardial friendly relation with the customerIt is time to abirami audios and videos concentrate more on the market as

thecompetition are so active in the local market now.

CONSUMER PREFERENCETOWARDS

ABIRAMI AUDIOS AND VIDEOS

QUESTIONNAIRE

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I am P.ABISHEK doing my final year B.B.A in D.G. VAISHNAVCOLLEGE,CHENNAI as a part of my curriculum, I am doing asurvey on consumer preference .I kindly request you to fill thequestionnaire.I assure you that the information provided by youwould be kept confidential

THANK YOU

1. NAME :

2. AGE :

3. GENDER

A) MALE B) FEMALE

4. OCCUPATION :

5. MONTHLY INCOME

A) BELOW 5000 B) 5000-10000C) 10000-20000 D) ABOVE 20000

6. HOW DO YOU KNOW ABOUT ABIRAMIAUDIOS AND VIDEOS?

A) FRIENDSB) ADVERTISEMENT

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C) OWN DECISIOND) RELATIVES

7. WHAT FACTORS INFLUENCED YOUTO PURCHASE IN ABIRAMI AUDIOSAND VIDEOS?

A) PRICE B)QUALITY C) SERVICE D)RECEIVING

8. WHICH PRODUCT HAVE YOUPURCHASED IN ABIRAMI AUDIOS ANDVIDEOS?

A) TELEVISIONSB) REFRIGIRATORSC) WASHING MACHINESD) OTHER

9. WHICH BRAND DO YOU PREFER IN

ABIRAMI AUDIOS AND VIDEOS?

A) SONY B) SAMSUNGC) L.G D) ONIDAE) OTHER

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HOW DO YOU RATE OUR DELIVERYON TIME PERFORMANCE?

A) EXELLENTB) GOODC) AVERAGED) POORE) BAD

11. WHATS YOUR OPINION ABOUT THE

PRICE IN ABIRAMI AUDIOS ANDVIDEOS?

A) LOW B) REASONABLEC) HIGH D) VERY HIGH

12. WHAT IS THE MODE OF PURCHASINGIN ABIRAMI AUDIOS AND VIDEOS?

A) IMMEDIATE CASH PAYMENTB) INSTALMENTC) BANK FINANCED) OTHERS

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13. WHATS YOUR OPINION ABOUT

ABIRAMI AUDIOS AND VIDEOSPERFORMANCE?

A) EXCELENTB) SATISFIEDC) AVERAGED) POOR

14. do you want any changesRegarding?

a) price b) servicec) advertisement d) models

15. abirami audios and videosTo be placed which position

In the market?

a) 1 st b) 2 nd c) 3 rd d) 4 th

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16. your opinion about abiramiAudios and videos?

i. goodii. poor

if good give the reason ...

17. why abirami audios and videos

Crowned so popularily.

...

18. how do you rate theperformance of abirami audiosand videos among other shops?

..

19. do you offer any suggestion tocapture loin-share in the

market?Suggestion:

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