Consumer Behaviour

In order to understand the buying behaviour of consumers we were given the

project that involved field work where we had to select a particular brand and
visit three different outlets to understand and compare the buying pattern and
various other factors contributing towards the perception of customers. Where
all of us tried to understand the mind-set of customers towards the brand, its
prices, the product quality and the service experience.

Learnings from this project

We tried to relate to our project with various theories taught to us such as

-pricing strategies adopted by the brand in order to attract the customers

which involved bundled pricing, everyday low pricing strategy etc .

-perception of the customers in terms of the products and services offered to

them at different outlet in different time slots.

-we also related the learning theory with the project where various
promotional strategies motivated the customers towards the brand and its
products/services.

-even the positive feedback from existing customers acted as a cue for new
customers towards trying the brand.

-we conducted field survey and interacted with the customers and the
employees to study and understand various objectives like:

1. Buying behaviour of customers while purchasing various products

2. Mind set of customers as far as pricing and quality is concerned

3. Satisfaction level of customers towards the brand and their offerings.

4. We learned how different outlets played a major role towards the buying
behaviour of customers

5.We also observed how customers behaved differently in different situations

which involed weekends, weekdays, and festive seasons.

Overall the experience and application knowledge gained through this project
was tremendous. We actually could apply all the concepts practically that we
had studied in the lectures. First hand experience of consumer behaviour study
was acquired very well and thus the knowledge gained about consumer
purchasing pattern was very well understood especially in retail outlets such
Dmart, Hypercity, Shoppers Stop, Central and Mc Donalds etc.