INTRODUCTION

Marketing is indeed an ancient art; it has been practiced in

the one form or other since the days of Adam and Eve. Marketing is a
comprehensive term and it includes all resources and set of activities
necessary to direct and facilitate the flow of goods and services from
producers to consumer in the process of distribution. Its emergence as a
management discipline, however it is relatively recent origin. The
preindustrial revolution world was characterized by agriculture cum
Handicraft economy. Practically every village community produced
its own Food, clothing, shelter and household equipment. Agriculturist
and crafts-Men were the main producers of this era. The agriculturists,
whether he Produced corn or cotton, meat or butter disposed of the
surplus after Meeting his own requirement, in his immediate
neighbourhood. In other words, marketing under those conditions
meant a task of producing the basic necessities of life and hanging
them with known consumer groups in the immediate neighborhood.
This represented stage of barter in the evaluation meeting. The
evaluation of marketing was that of money economy. For reaching stages
in the industrial new products, new systems of manufacturer, new
models of transportation and communication. After Second World War,
the size and character of marketers changed enormously. Marketing
comprises all activities involved in the determination and satisfaction
of consumer needs at a profit.
Segmentation is taking place with regard to all products
multiple channels of distribution are replacing single channels. The
good products are being passed through various intermediate before
they are finally reaching the consumer. Marketing intermediateries
are playing vital role in the smooth distribution of goods from
manufacturer to the consumer. Advertising has become compulsory.
Through they have become costly. Markets are not restricted
to as peack market are exist through out the country even in foreign
countries also. All these has made the companies to change their
attitudes and way of operation. Finally the companies which are best
satisfy their customers will be the winners.
It is the prime reasonability of the markets finance the
requirements of the markets place and to help their companies
translated them into solution that with in customer approval. They are
ware much in long term, mutually satisfying customers relations through
providing quality product service.

NEED AND IMPORTANCE OF STUDY

The study of consumer behaviour holds great and keen interest

for us as a consumer, as a student and as a marketer. As a consumer we
benefit from insights into own consumptions related decisions and trends.
Such as what we purchase, when we purchase, where we purchase and how
we purchase. The study of consumer behaviour makes us to be aware of the
suitable influences, how they perceived to make the product of service choice
as we do.
 As a student of human behaviour, it is important for us to
understand interest and external influences, that implies consumers to act in
certain consumptions related decisions. Buyer behaviour simply a subset of
the larger human behaviour.
As a marketer and future marketer, it is important for us to
understand why and how individual make their consumption decision, so that
we make better marketing strategies without any confusion marketers who
know the consumer behaviour will be success in the market.

OBJECTIVES OF THE STUDY :

The following are the objectives of the study :
To make an analysis of the consumer profile relation to
income category, family size etc., in order to identify the brand
features of Shriramchits subscribers.
To make a clear analysis into the brand possessions of
Shriramchitfund subscribers, in order to highlight the brand
preference among Shriramchits subscribers and identify the
factors influencing and brand preference.
To make an in depth analysis of major factor baring
influences and purchase decisions and in order to get clear
perceptions in to the interplay of different forces on consumer
behaviour for Shriramchitfund.
To give right suggestions and suitable measures for
regarding better service to customer and to avoid the
difficulties customer.
To identify the intension of the consumer in the Shriramchits.
LIMITATIONS OF THE STUDY :
The study is based on the sample chosen from almost all
category people.
The sample may not be representative to all the customers.
The study is limited to khammam and its surrounding areas
only.
Data presented in this study is based on the opinions of the
Limited respondents.
The secondary data is based on the information from News
Papers, Magazines and Internet only.

SCOPE :
The present study covers only consumer’s attitude towards
Shriramchits in Khammam city. This is done based on the data collected from
selected respondents of the same market.
 METHODOLOGY
In this present study, the information and data collected by
using well prepared questionnaire consists of questions are openended and
others are close ended questions. After collecting the questionnaires
from respondents the statistical tools and inferences are used for tabulation
and analyzing the data with sample average and percentages.

Methodology of the Study :

1. Defining the Problem :
It involves developing and understanding of the problem. The
research need not be undertaken only for a problem but also for an
opportunity. In this study an attempt has been made to understand the
consumer behaviour in using and evaluation with regard to Shriramchits.
2. Framing the Objectives :
For the present study precise objectives the formulated. The
objectives provide the base for research work. The objectives answer to
questions like ‘why’ of the study, what is expected from the study etc., In this
study the objectives are clearly defined and presented.
3. Developing the Plant :
It calls for decision on the data sources, study approaches,
instruments available, contact methods etc. the data sources used for
collection of information are both primary and secondary survey
approaches is followed for the study and questionnaires has been used for
collection of primary data.
4. Data Collection and Processing :
The data should be collected by the method predetermined. The
Primary data has been collected through well designed questionnaires
and personal interviews with dealer and consumers. Secondary data is
collected through various books and catalogues viz., advertising and
marketing business India. The information so collected
is tabulated, analyzed and interpretation has been made by appropriate
statistical techniques viz., Percentages, Tabulation and Graphs.
5. Presentation of Findings :
The end results of all the above analysis are presented as findings in
the project. To collecting the data there are two sources are used that is
Primary and Secondary data.
PRIMARY DATA :
This data is collected from the branch of Shriramchits through
questionnaire.
SECONDARY DATA :
This data is collected from the records of the customer, News
papers, magazines, information provided by Internet, journals and
Shriramchits websites.

DESIGN OF STUDY :
The present study designed arranged and reported in the following
manner.
 THEORITICAL FRAMEWORK

WHEN TO STUDY CONSUMER BEHAVIOUR :

The study of consumer behaviour is concerned with not only

how consumer behaviour but with they behave as they do. As consumers,
it is important for us to study consumer behaviour, so we any gain greater
insight into our own consumer related decisions what we buy why we buy
and how we buy, the study enables us to analyze our own consumption
decisions and make us aware of the suitable influences that persuades us
to make the product choices we do.
IMPORTANCE OF CONSUMER BEHAVIOUR FOR MARKETERS :
Consumer behaviour is helpful in understanding the purchase
behaviour 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 and we only buy those Brands and services, which
we think will satisfy our needs. In today’s work of rapidly changing
technology-changing firm has to be constantly innovating and understand
he latest consumers trends and tastes consumer behaviour provides
invaluable clues and guidelines to marketers on new technological
frontiers, which they should explore.
A consumer decision to purchase a particular Brand to services is the results
is the result of complex interplay of a consumer of variables. The starting
point for the company provides the decision process marketing stimuli
in the shape of Brands, promotion, price, and distribution strategy. The
potential consumer along with the other stimuli already existing receives
the marketing stimuli in the environment. These stimuli may be social,
economic, cultural, technological and political in nature. At the point of
receiving the marketing stimuli, the consumer already has a certain
mental, emotional and psychological frame of mind developed over the years
by his cultural, religious, social, family and psychological background.