Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
ON
A STUDY ON CONSUMER BEHAVIOUR
(WITH SPECIAL REFRENCE TO MOTISONS JEWELLERS Ltd.)
2014-2015
ACKNOWLEDGEMENT
I owe my thanks to all the various people helped me in making this project
successful. I am thankful to all people without whose help and guidance an effort
to do this work would not have been successful.
This project report instead of being an individual effort is a collective one where in
help from various quarters especially business and academic one have been
derived. The list of those providing a helping hand is quite comprehensive but it
would be pertinent to mention a few who have played a major role in completion
and preparation of the project and continue to have positive influence in my
thought process.
My special thanks go to Sir M.K Sharma,( DEAN ,Faculty of Commerce
&Management), Dr. Ankita Gangwal Jain,(HEAD, dept. of HRM&IB),and
Dr. Seema Singh Rathore (Additional HEAD, dept of HRM& IB) under whose
guidance I have completed my project She was there to meet and talk about my
ideas and ask me good questions to help me think through my problems .
I would also like to thank my MR.Lalit Musal (Senior Manager-HR MOTISONS
JEWELLERS Ltd.) who helps me for guidance provided by, which help me to
complete my project.
At last I would like to thank my family and friends for unconditional support and
encouragement in completion of my project.
EKTA MIDDHA
PREFACE
Summer Training is essential for the fulfillment of MBA curriculum. It provides
an opportunity to the student to understands the industry with special emphasis
on the development of skill in analyzing interoperating practical problems
through application of management.
My research report deals with consumer behavior with refrence to Motisons
jewelers Ltd.
The whole study is divided into many parts:
The first section deals with consumer bahaviour I have given a brief conceptual
explanation about consumer behavior.It contains the definition,process and
significance of consumer behavior.
The second section of my report contains title, objective, methodology, scope,
and limitation of study.The third section of my study deals with a detailed
profile of Motisons jewelers Ltd. It includes history , its operations, etc.The
last part of the study includes findings,suggestions,conclusion,bibliography and
annexures.My project deals with providing the best scenario MOTISONS
JEWELLERS ltd. Jaipur and its consumer behavior. The competition that it is
facing among other jewelers and how it is leading in the market after providing
all the best possible customer service and benefits.
INDEX
S. NO.
CONTENT
PG. NO.
Chapter-1
Introduction
1-6
Chapter-2
Research Methodology
7-11
Meaning Of Research
Objective Of Study
Scope Of Study
Research Design
Data Collection
Sampling
Review Of Literature
Chapter-3
Limitations of study
Profile of Motisons Jewellers Ltd.
12-16
Chapter-4
17-28
Chapter-5
Findings
29
Chapter-6
30-31
Bibliography
Annexure
CHAPTER 1
INTRODUCTION
Society is a diversified in all aspects. We see this among consumers, marketers, producers
and even among consumer behavior from theoretical aspects.
The study of consumer behavior enables marketer to predict a consumer behavior in the
market; it also produces under standing of the role that consumption has in the lives of
individuals.
Consumer behavior is defined as a behavior that consumers display while searching for
purchase, using, evaluation and disposal of products, services and ideas that they to satisfy
their needs. The study o f consumer behavior is concerned not only with what consumers
buy, but also with what they buy it, when, from where and how they buy it and how often
they buy it. It is concerned with learning the specific meanings that products hold for
consumers. Consumer research takes place at every phase of the consumption process; before
the purchase, during the purchase and after purchases.
Consumer behavior is the study of how people buy, what they buy, when they buy and
why they buy. It attempts to understand the buyer decision processes/buyer decision making
In addition to studying consumer uses and purchase and post purchase evaluations of the
product they buy, consumers researchers are also interested in how individuals dispose the
other ones new purchase.
CONSUMER BEHAVIOR
Consumer behavior is the study of how people buy, what they buy, when they buy and
why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology
and economics. It attempts to understand the buyer decision processes/buyer decision making
process, both individually and in groups. It studies characteristics of individual consumers
such as demographics, psychographics, 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.
Belch and Belch define consumer behavior as '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'.
BUYER AN ENIGMA
Although it is important for the firm to understand the buyer and accordingly evolve it
marketing strategy, the buyer or consumer continues to be an enigma sometimes
responding the way the marketer wants and on other occasions just refusing to buy the
product from the same marketer. For this reason, ht buyers mind has been termed as a black
box, the marketer provides stimuli but he is uncertain of the buyers response. This stimulus
is a combination of product, brand name, colour, style, packaging, intangible services,
merchandizing, shelf display, advertising, distribution, publicity and so forth.
Further todays customer is being greatly influenced by the media especially electronic.
Technological developments in the field of information, biotechnology and genetics, and
intensive competitions in all products and services are also impacting consumer choices.
Attitudes
Information processing
The external influences or factors are:
Cultural influences
Sub-cultural influences
Family influences
Personal influences
Economic Model
Psychological Model
Sociological Model
Sociological Model
Engel-Blackwell-Kollath Model
Nicosia Model
Surveys
This is the most common technique used in studying consumer behavior. It involves the use
of questionnaires. Different scaling techniques like Likert and Thurstone are used to measure
consumer attitudes. The problem with survey methodology is that it gives to marketer only
conscious response of the customer.
Projective Techniques
To throw the customer off his or her conscious level and to get know sub-conscious-level
responses, projective techniques like word association, picture association and thematic
appreciation tests have been used. This provides valuable information on his or her product
or brand and about the customers lifestyle and self concept.
This is another qualitative technique used to assess how customers perceive the product and
use situations. It also provides the marketer with valuable information on the target market.
to a service or a product which caters to the consumer. The retail trade occurs from the stores
but, it also occurs from catalogues, direct mail via print media, television and radio. Retailing
is also done in weekly markets which are put up in different areas of a city on different days.
It is also done from consumer, by means of various media. It has become very challenging
and exciting, both for consumers and marketers.1 The consumer may give first preference to
the store or the product or, he may give equal importance to both. Sometimes one prefers a
store first, where he can get friendly and logical advice to buy the product or brand of second
priority, if he is assured of proper service and proper guidance, rather than buying a product
of his choice on first priority and missing out on other important aspects of purchase.
Kotler Philip, Keller Lane Kvin Marketing Management.12th edition Pearson Education P.No.
117,118,121. (1)
PURCHASE BEHAVIOR
We have seen that in many products, decision-making is a very lengthy process, and takes a
very long time. The problem is recognized and a lot of information is gathered. After this is
done, the last two stages of decision-making, that is, the purchase and post purchase come
into play. Purchase is very important as it generates revenue, and post purchase gives us an
idea of the likes and dislikes of the consumer. Post purchase behavior also establishes s link
between the marketer and the target market segment.
Purchase is important to the marketer as the product was planned, produced, priced,
promoted and distributed after a lot of effort. If purchase does not take place, the marketer
has failed in his marketing effort. He then needs to change the marketing mix. He has to
change entire strategy, as the ultimate aim of the marketer is to float a product which will
generate revenue and bring satisfaction to the customers. Purchase is important for his
success, for achieving his objectives and for formulating competitive strategies against the
competitors. It marks the end of his search, end of his efforts and chooses the brand of his
choice for expected benefits.
CHAPTER 2
RESEARCH
METHODOLOGY
Meaning
OBJECTIVES OF STUDY
To analyze the behavior of customers of Moti sons.
To know the motivating factors of consumers in purchasing products of Moti sons.
To know how brand preference is formed in purchasing Moti sons ornaments among
consumers.
To analyze marketing strategies of Moti sons.
To measure the level of satisfaction of customers of Moti sons.
To study the consumer perception towards Moti sons.
SCOPE OF STUDY
This study helps in finding out:
How the customers rate the various attributes in Moti sons as against other competitors.
How effective has been the company in positioning Moti sons as a reputed jewelry
showroom.
How effective has the companys marketing strategy of low making charge, with offering
a whole lot of unique features provided in the market.
RESEARCH DESIGN
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.
Research design is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data.
The type of research design used in the project was Descriptive research, because it
helps to describe a particular situation prevailing within a company. Careful design of the
descriptive studies was necessary to ensure the complete interpretation of the situation and to
ensure minimum bias in the collection of data.
SAMPLING
Sample size-50 respondents
Sample unit-customers of moti sons
Sampling area-jaipur
Sampling technique-convienence sampling technique
REVIEW OF LITERATURE
The topic of consumer behaviour is one of the massively studied topics by the researchers
and MARKETERS in the past and still being studied. Researchers show different reasons as to
why consumer behaviour has been the topic of many academics and researchers. One of the
common views is that understanding consumer behaviour has become a factor that has a direct
impact on the overall performance of the businesses (Kotler and Keller, 2012). Another view
suggests that understanding consumer behaviour has become crucial especially due to fierce
competition in retail industry in the UK and worldwide (Lancaster et al, 2002). This chapter will
introduce some other areas of research background of consumer behaviour addressing the works
of researchers and marketers. Moreover, consumer decision making process, in particular, five
stages of consumer decision making process will be discussed in detail.
It is worth noting that consumer buying behaviour is studied as a part of the MARKETING and
its main objective it to learn the way how the individuals, groups or organizations choose, buy
use and dispose the goods and the factors such as their previous experience, taste, price and
branding on which the consumers base their purchasing decisions (Kotler and Keller, 2012).
One of such studies of consumer buying behaviour has been conducted by Acebron et al (2000).
The aim of the study was to analyze the impact of previous experience on buying behaviour of
fresh foods, particularly mussels. In their studies the authors used structural equation model in
order to identify the relationship between the habits and previous experience on the consumer
buying decision. Their findings show that personal habits and previous experience on of the
consumers have a direct impact on the consumers purchase decision in the example of
purchasing fresh mussels. They also found that the image of the product has a crucial impact on
the purchasing decision of the consumer and further recommended that the product image should
continuously be improved in order to encourage the consumers towards purchasing.Another
study conducted by Variawa (2010) analyzed the influence of packaging on consumer decision
making process for Fast Moving Consumer Goods. The aim of the research was to analyze the
impact of packaging for decision making processes of low-income consumers in retail shopping.
A survey method has been used in order to reach the research objectives. In a survey conducted
in Star Hyper in the town of Canterville 250 respondents participated. The findings of the
research indicate that low-income consumers have more preferences towards premium packaging
as this can also be re-used after the product has been consumed. Although the findings indicate
that there is a weak relationship between the product packaging and brand experience. However,
it has been proven by the findings of the research that low-income consumers have greater brand
experience from the purchase of premium products when compared to their experience from
purchasing cheap brand products.
Lee (2005) carried out study to learn the five stages of consumer decision making process in the
example of China. The researcher focuses on the facts that affect the consumer decision making
process on purchasing imported health food products, in particular demographic effects such as
gender, education, income and marital status. The author employed questionnaire method in
order to reach the objectives of the research. Analysis of five stages of consumer decision
making process indicate that impact of family members on the consumer decision making
process of purchasing imported health food products was significant.
The author further explains this by the fact Chinese tradition of taking care of young and old
family members have long been developed and marriage is considered to be extremely important
in Chinese tradition. This reflects in the findings of the study that the purchase of imported health
food products made by a person for the people outside the family is declined significantly by
both male and female Chinese after they get married.Five Stages Model of consumer decision
making process has also been studied by a number of other researchers. Although different
researchers offer various tendencies towards the definitions of five stages, all of them have
common views as they describe the stages in similar ways. One of the common models of
consumer decision making process has been offered by Blackwell et al (2006). According to him,
the five stages of consumer decision making process are followings: problem/need recognition,
information search, evaluation of alternatives, purchase decision made and post-purchase
evaluation.
LIMITATIONS OF STUDY
CHAPTER -3
PROFILE OF
MOTISONS
JEWELLERS Ltd.
The shape of the building has been derived from lotus. The building is square in plan
symmetrical from all four sides. Leaves of the lotus flower spring out of the building. Each leaf
is created with colored glass in extremely complicated geometry
-Groundfloor
goldshowroom
-Firstfloor
diamondshowroom
-Secondfloor
silvershowroom
-Upperfloor
corporateoffices
- Last floor
A virgin thought got wooed by a modest initiator and a timeless jewel was born heralding the
genesis of Motisons since 1998. Pure. Rare. Sublime.
It has been adoring beauty in all its glory since its inception. It pays a befitting tribute to the
resplendence and opulence of a rich cultural legacy, that is India. Recreating the mystique that
seduces the senses, they have been crafting splendor that can gratify vanity with a magical
finesse.
It offers a huge range of Gold jewelry, Kundan Polki jewelry, Moti jewelry and Diamond
jewelry.
Its every jewel spells magnificence at its craftsmanship. Enticing forms, vouched purity and
quality remains the poised hallmark of the indigenous bounty at Motisons. Their unit stands
fortified by the rare genius of a panel of professionals who with their skill & knowledge, possess
mettle enough to infuse soul into pieces of fine art.
It has always embraced new technology and innovations, continually upgrading itself in a
relentless endeavor to surpass not just the contemporary, but also its own standards of excellence.
AREA OF OPERATION
MotisonsJewellers
270,71,72,JohriBazar,
Jaipur-302003
Phone+91-0141-2563082,
+91-0141-4150000
+91-0141-2565073
Sb - 110, Motisons Tower,
LAL Kothi, Tonk Road
Jaipur 302015
Phone: +91-0141-2565073
Fax : +91-0141-4150041
G
n
ee
Hours ofeOperation
Sunday: Closed
nn
SPECIAL
a FEATURES OF MOTI SONS
2. A vast array of modern designer collections from India, Singapore, Europe, Middle East
etc.
Karachi bangles.
Calcutta collections.
Rajkot collections.
Zara collections.
Antique collections.
Hansa collections.
SOURCES OF FUND
The main sources of the funds are bank loans and from other financial institutions. Almost half
of the capital are owned fund.
www.motisonsjewellers.com
CHAPTER-4
DATA ANALYSIS
AND
INTERPRETATION
Ques 1:
5 were male.
45 were female.
Ques 2:
No. of Respondents
5
45
50
Percentage%
10
90
100
No. of respondents
5
15
20
10
50
Percentage%
10
30
40
20
100
Respondents
below 12000
12000-16000
20%
16000-20000
above 20000
10%
30%
40%
No. of Respondents
Percentage%
Unmarried
Married
Total
6
44
50
12
88
100
Unmarried: 12%
Married: 88%
No. of Respondents
08
22
Percentage%
16
44
29-38
Above 38
Total
14
06
50
28
12
100
Sales
Below 18
18-28
12%
29-38
Above 38
16%
28%
44%
Ques
No. of Respondents
44
06
50
Percentage%
88
12
100
no
12%
yes 88%
6 respondents are not aware about the products other than gold available in Moti sons.
44 respondents are aware about the products other than gold available in Moti sons.
No. of respondents
04
11
13
07
Percentage%
11.43
31.43
37.14
20
TOTAL
35
100
Respondents
Below 56
56-120
20%
120-200
Above 200
11%
31%
37%
Out of the 50 respondents surveyed, 35 were gold ornaments customers. Among them:
No. of Respondents
40
05
45
Percentage%
88.88
11.12
100
No: 11.12%
Yes: 88.88%
Out of the 50 respondents surveyed, 45 respondents were ornaments customer. Among them:
Ques 8: Showing the media through which the customers came to know about
Moti sons
Media
Newspaper
Television
Yellow pages
Friend & relatives
TOTAL
No. of respondents
10
20
5
15
50
Percentage%
20
40
10
30
100
Respondents
Newspaper
Television
30%
10%
Yellow pages
20%
40%
Moti sons
Factors
Company image
Quality
Advertisement
Collections
TOTAL
No. of respondents
11
14
12
13
50
Percentage%
22
28
24
26
100
Respondents
Company image
Quality
Advertisement
26%
Collections
22%
24%
28%
Ques 10: Showing the no. of customers satisfied with showroom facility.
Status
Yes
No
Total
No. of Respondents
43
07
50
Percentage%
86
14
100
No: 14%
Yes: 86%
Ques 11: Showing how the customers rate the designs of ornaments.
Rating
Excellent
Good
Average
Poor
TOTAL
No. of respondents
06
29
15
0
50
Percentage%
12
58
30
0
100
Respondents
excellent
30%
good
average
poor
12%
58%
No. of respondents
05
23
22
0
50
Percentage
10
46
44
0
100
Respondents
excellent
good
average
poor
10%
44%
46%
CHAPTER-5
FINDINGS
Customers of Moti sons are mainly from upper class and upper middle class families.
Only a few customers are not aware of products other then gold available in Moti sons..
The making charges of Moti sons are satisfactory according to the respondents.
Factors like company image, quality, advertisement, collections have equally influenced
the purchase.
CHAPTER-6
SUGGESTIONS
AND
CONCLUSION
SUGGESTIONS
Moti sons customers are business people and have high income, so it should be better to
frame promotion programs targeting the lower class people.
Only a few customers had purchased diamonds and platinum ornaments, so a special
attention should be paid in these areas.
CONCLUSION
To conclude the overall responses of the customers of
performances is satisfactory.
During the study it was found that the following factors such as making charges, salesman
responsiveness, ornaments designs, price etc has satisfactorily influenced consumer behavior.
Further, there is some kind of promotion activities required to hold the present customers and
make new customers.
In this project a survey is done through questionnaire about customer behavior and their buying
pattern. This project has given an idea of handling real situations.
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS
Kothari C.R. Research Methodology Methods & Techniques, Revised Second EDITION
(2014-2015)
R.L. Naulakha, Business ManagementPublication R.B.D Publication(2013-2014)
G.S.Sudha Human Resource Management R.B.D Proffesional Publication first edition
2007, 2008,2009-2011
C.M.Prasad , Organisational Behaviour, Sultan Chand & Sons First Edition 1984, 2011,
2012
WEBSITES
www.consumerpsychologist.com
www.udel.edu/alex
www.motisonsjewellers.com
REFRENCES
Variawa (2010) analyzed the influence of packaging on consumer decision making process for
Fast Moving Consumer Goods.
Lancaster, 2002 analysed consumer behaviour has become crucial especially due to fierce
competition in retail industry in the UK and worldwide
Kotler and Keller, 2012 objective it to learn the way how the individuals, groups or organizations
choose, buy use and dispose the goods and the factors such as their previous experience, taste,
price and branding on which the consumers base their purchasing decisions
Blackwell (2006) analysed the five stages of consumer decision making process are
followings: problem/need recognition, information search, evaluation of alternatives, purchase
decision made and post-purchase evaluation
Acebron (2000) analyze the impact of previous experience on buying behaviour of fresh foods,
particularly mussels
ANNEXURE
Name
1. Sex
: ________________________________
: Male [
Female [
Below 12000
12000-16000
16000-20000
Above 20000
3. Marital status : Married
Unmarried
Below 18
19 - 28
29 - 38
Above 38
Platinum
Diamond
6.Are you aware of products other than gold available in Moti sons?
(Like diamond, platinum etc.)
Yes
No
56 - 120
120 - 200
Above 200
No
Television
Yellow pages
Quality
Advertisement
Selection available
]
[
11. Are you satisfied with the showroom facility of Moti sons?
Yes
No
12. How would you rate the designs of gold ornaments available in
13.
Excellent
Good
Average
Poor
How would you rate the service facilities available in Moti sons?
Excellent
Good
Average
Poor
Moti sons?