A COMPARATIVE STUDY ON BUYING BEHAVIOUR OF CONSUMER FOR INDIGENOUS PRODUCT V/S INTERNATIONAL PRODUCT

CHAPTER (I)
Introd !t"on
Buying Behavior is the decision processes and acts of people involved in buying and using products As a consumer we are all unique and this uniqueness is reflected in the consumption pattern and process purchase. The study of consumer behavior provides us with reasons why consumers differ from one another in buying using products and services. We receive stimuli from the environment and the specifics of the marketing strategies of

different products and services, and responds to these stimuli in terms of either buying or not buying product. In between the stage of receiving the stimuli and responding to it, the consumer goes through the process of making his decision.

St#$%& o' t(% Con& )%r B *"n$ Pro!%&&+

i! tages to the "onsumer Buying #ecision $rocess %&or comple! decisions'. Actual purchasing is only one stage of the process. (ot all decision processes lead to a purchase. All consumer decisions do not always include all ) stages, determined by the degree of comple!ity...discussed ne!t.

T(% , &t#$%& +-

Flow chart

Pro./%) r%!o$n"t"on

In'or)#t"on &%#r!(

E0#/ #t"on o' #/t%rn#t"0%&

S%/%!t"on o' #n #/t%rn#t"0%

P r!(#&%

Po&t 1 r!(#&% %0#/ #t"on

This study paper deals with comparison between imported good and indigenous goods. *ere I had tried to find the ma+ority of demand between imported and indigenous goods. Prod !t 1ro'"/% 2"nd"$%no & #nd ")1ort%d3
Indian market is one of the fast booming market in the world. It attract most of the Indian and international company towards them. #ue to the globali,ation most of international branded company inter in the Indian market and increase the competition between them. There are different international competitor which are present in the Indian market like -ee, "otton "ountry, "antabile, .c #onald, #ominos, /lle etc. These company try to attract most of Indian customer. .ost of the Indian people prefer imported garment because they think imported company provided

better look and they charge lower prices but in the case of food and cosmetic they prefer indigenous food and cosmetic. Food #nd Gro!%r* 0 In a country where there is a grocery shops at every street corner and a vegetable and fruits vender near each bus stop. *ow can organi,ed retail of food become feasible. A successful retailers seem to have +ust one option, offer attractive price to the consumer. A successful retailer wining edge will therefore come from souring how best it can leverage its scale to drive merchandise costs down increase stack turn and get better credit terms from its vendors. There are obvious and hidden areas where costs are pruned and the benefit of this lower costs of retailing can be passed on to customers as lower prices which is turn should fuel demand. The food supply chain in India is fuel in efficiencies a results of inadequate infrastructure, too man middlemen, complicate, lows and an indifferent attitude. There is little doubt that food retailing has immense potential. #uring the course of this researches /IT1 spoke to several players, national and international in the food retail business. There are different types of food retail store are available in india market. They serve different types of indigenous and international food to their customer. #ifferent types of indigenous food retail store are 0 &ood Ba,aar *aldi2am Bikaner And the international retail stores are 0 .c #onald3s #ominos Barista $i,,a hut (escafe

These are main player in the food market. These food retail stores have captured most of the Indian market but still more Indian customers like to eat indigenous food. They want to have local food, that3s a main reason that most of the food retail store emphasi,e on local market and they serve according to their taste. &or e!ample .c #onald3s franchisees say they think the new coffee drinks will be particularly helpful in drawing young consumer who will prefer them to drip coffee. India3s largest publicly traded retailer, $antaloon 2etail -td. will make its formal entry into the gourmet food business with its 1ourmet food Ba,aar targeting those Indian with a global palate and a wallet to match. $antaloon will open the first 4,566 sq. ft store in select city walk mall, an upscale new shopping mall in south #elhi very soon. $antaloon is going to enter this in category with store in (ew #elhi, Banglore and .umbai. 7We believe in food. Also there is the customer that is ready for more lifestyle shopping, more branded item, and more international cuisine8 said #amoder .all, who heads the company3s ventures into new businesses. The company operate in various formats including department stores and hypermarkets and runs a supermarket chain called &ood Ba,aar that sells discount food items from potato to pasta. A resent report by consultant /rnst and 9oung says &ood and 1rocery constitute almost 54: or ; <5= billion of India3s total annual retail business but modern retailers account for +ust <: of market . A growing number of organi,ed retailers in India have plans to target the food market and are opening thousands of grocery stores through out the country in coming years. .umbai based *yper city 2etail $vt. -td. Is also planning to launch 1ourmet city ne!t year. *ypermarket which runs a hypermarket in .umbai3s western suburb of .alad, has a counter for imported cheeses, handmade chocolates, cold , marinated meats, a bakery and stocks gourmet food form British supermarket "ahin , whitrose.

1odre+ Agrovet -td also recently relaunched some of the stores in its (ature3s Basket supermarket chain to stoke a rang of imported food products include wine, organic pasta, wasabi, hagen#a, ice cream etc. 1ourmet food Ba,aar plans to stock Indian as well as imported food products in the store. 7There will be live bakers, lots of cheese, sandwiches, there will be a salad bar and many imported foreign brands will be there .all said.8 The future 1roup, $antaloon3s parent, also recently took a stake in sula wines, a domestic wine company and now stocks ula wine at some of its &ood Ba,aar store. o if we summarise whole thing we can say Indian retail market is most booming industries in the country. .ost of the Indian company are interested in food industry. But according to our survey most of the Indian people are like indigenous food. Indian food has become too much popular in the >nited ?ingdom over the past decade and a large number of Britons now prefer to eat out at Asian restaurants, according to a study. ales of not only Indian but also other Asian dishes like "hinese and Thai have increased @) per cent between =66< and =66). Averall the fast food industry has increased its sales by B@ per cent between <CC5 and =665, the study says. D&ood is now a key part of our leisure time and we are eating out more often. It is no longer unfashionable to cook but this trend can be at odds with desires for convenience or intentions to make ethical or healthy choices. DThe popularity of convenience food snacking and eating out has led to concerns about the demise of the family meal as well as a decline in knowledge and skills about food %but' the ma+ority of family meals are still eaten together. D/ven in single person households, eating remains a social activity with young single people tending to invite people to dinner more

often than their married counterparts,D EThe 1uardianE quoted the government study of British eating habits as saying. *owever, it has played down reports that Britain is not only becoming a nation of scoffers but also getting dangerously dependent on food from abroad. According to the study, Britain now imports 46 per cent of the countryEs food, significantly more than <6 years ago when the /uropean "ommon Agricultural $olicy %"A$' rewarded farmers for production. DBut we used to import far more between <FB6 and <C@C. The very high selfGsufficiency of the <CF6s and <CC6s was unusual GG an artifact of the "A$. /urope is e!pected to provide most of our future imports for the foreseeable future,D the study says.

G#r)%ntThe end of trade restrictions should generate unprecedented business for developing countries G including, Bangladesh, "hina, *ong ?ong, India, Indonesia, ?orea, $akistan, $hilippines, ri -anka and Thailand. In practice, "hina is likely to run away with the gold and silver pri,es, leaving the other countries to fight over the bron,e. The key will be volumeGdriven efficiencies combined with design capabilities and fle!ibility in manufacturing. These are the factors that have catapulted "hina into the biggest clothier of the world. (ot only did the quota regime protect highGwage Western companies, the way in which it was administered in India, it also cocooned many lowGwage Indian producers who were assured of business without being really competitive. It worked like thisH a

country, say, "hina, could not e!port more than a certain number of pieces to the > in a year G even if Americans preferred to buy "hinese stuff for cost or quality reasons. That gave the opportunity for less competitive players from other counties to sell their wares in the > . DIuotas afforded the comfort of assured business to manufacturers and to those who held a quota, and this imparted a sense of stability,D says 2ahul .ehta, managing director of "reative Auterwear -td, part of the ;55GmillionGturnover "reative group of companies, among the biggest Indian garment e!porters. *e addsH D/ven inefficient manufacturers got quotas, which assured them business, and flab crept in,D he adds. Aften quotas were obtained merely for the premium, and someone else did the manufacturing. The Indian te!tile industry clearly has many advantages. India is one of the biggest cotton producers in the world, it has a huge market, which creates the opportunity to e!ploit economies of scale, it has cheap skilled labour, and it has plenty of design skills. till, the countryEs garment industry suffers from many structural weaknesses, unlike "hinaEs. Till recently Indian law decreed that garment manufacturing should remain a smallGscale activity. The resultH even today F6 per cent of the countryEs garment makers operate from tiny outfits with less than =6 machines per unit. A =66@ survey by the "onfederation of Indian Industry, Introspecting Competitiveness of the Textile Sector, reveals that only =6 per cent of the manufacturers in the 2s=F,666 cr. garment sector %with seven million workers' constitute the organi,ed sector. "urrently, B5 per cent of the readymade garment e!ports, according to ".AI, are to the quota countries.

In the postGquota regime, competition from "hina, *ong ?ong, and other lowGcost countries with huge capacities, will force Indian manufacturers to compete on productivity, quality and cost, which require not +ust skill but scale and technology. To survive the competitive onslaught, si,e will be a key determinant. The industry will have to transform its unorgani,ed, smallGscale character to become large, organi,ed and capable of highGcost investments in modern, highGspeed equipment. The garment industry being a small scale industry, not surprisingly, when IndiaEs overall quota was distributed among e!porters, the allotments were skewed in favour of small units. >ntil the late <CC6s, with F6 per cent of garment production coming from smallGscale units and B6 per cent of the quota being distributed on the basis of Epast performance entitlementE %$$/' manufacturers had no reason to e!pand their operations or invest in e!pensive equipment. Those who did grow did so by more smallGscale units, usually making a separate garment category. Another <5 per cent of the quota was reserved for allotment on a EfirstGcome, firstGserve entitlementE %& & /' for manufacturers with a turnover limit of 2s5 cr.. This again blocked large manufacturers from quota entitlements. With the quota system being scrapped from < January =665, leading garment manufacturers can now begin consolidating and e!panding their capacities. /ven the larger of the e!isting smallGscale e!port manufacturers, freed of the compulsion to create small satellite units to acquire a larger share of the pri,ed quota, are now e!panding capacities to achieve economies of scale. The 1overnmentEs own efforts are now aimed at undoing some of the earlier policies to encourage si,e and competitiveness. 2ecogni,ing the threats of global survival postG.&A, it has embarked on the role of an industryGfriendly facilitator, with policy measures that would help e!porters.

1arments have been removed from the list of industries reserved for the smallGscale sector .achinery import duty has been reduced to a nominal 5 per cent /!cise duty has been reduced sharply A te!tile upgradation fund scheme %T>& ' has been introduced to provide a reimbursement of 5 per cent interest on loans or finance charged by the lending agency on a bankable pro+ect of technology upgradation. The central value added ta! %"/(KAT' network has been e!tended to all players in the handloom, powerloom and organi,ed sectors. The smallGscale industry e!cise duty e!emption up to 2s< cr. has been removed.

In the meanwhile, another issue that requires resolution is the state of poor infrastructure in India. Averseas buyers and domestic suppliers all have their own horror tales of delayed shipments due to the deplorable congestion at Indian ports, the sordid condition of roads from the manufacturing centers to the shipment points leading to consignments stranded in brokenGdown vehicles, traffic chokeGup at the numerous octroi collection centres L none of which seem as acute in countries with whom India will compete post quotas. India also has an advantage of being the third largest cotton producer, which lends itself to lower freight cost and shorter lead times. ince the country also produces a variety of cottons, it provides greater fle!ibility, to meet varied requirements and arbitrage opportunities. The perGunit cost in India is currently higher than in "hina but India has the ability to counter the "hinese cost dragon throughH

Amalgamation of manufacturing units and high technology equipment to ensure economies of scale and lower unit prices. .arkGups of =6 per cent to =5 per cent of the &AB prices, arising out of the odious Epremium costE to acquire quotas from those who had them, which disappears with the abolition of quotas. 2eforms to reduce the Ehidden costsE G import licence, inland freight movement, octroi malpractices, etc.

-abour cost, as a percentage of manufacturing cost in India is already lower than in "hina and all India needs is to achieve higher manpower productivity. That, of course, is easier said than done. .a+or Indian companies are already e!panding their capacities in order to avail of economies of scale. 1okaldas /!ports, IndiaEs top garments e!porter, has added eight factories in the past two years G larger and more modern in terms of technology and infrastructure. 1okaldas now has 4< factories with a workforce of @<,666 G up @6 per cent. Arient "raft, with <F,666 people on its rolls, is also adding @6 per cent capacity, with three new factories this year and two in =665.In India, C5 per cent of garments makers have annual sales of less than 2s56 cr.M and of the <),666 e!port manufacturers, only around <66 companies are able to cross the 2s<66Gcrore sales level per annum. The value of Indian garment e!ports was 2s=F, 666 cr. %;5.4 billion' in the last fiscal. To achieve e!ports of ;=5 billion by =6<6, India would have to e!pand its manufacturing capacity fiveG foldM e!pansion of @6 per cent by top players will +ust not suffice. *arminder ahni, associate director, ? A Technopak, however, is quite optimistic. D"hina is no doubt a very large player, but most of the customers feel overGbought in "hina and hence are very

keen on having a second source of supply. o it is more like "hina and India in most cases. Also, > buyers are dominant in "hina, so /> buyers are keener on being dominant in the Indian subcontinent.D. Anyway India, with its closer pro!imity to /urope, has traditionally en+oyed a larger e!port share to the /> countries.

The world market share In spite of the "hinese dominance, India has a fair opportunity to grab a substantial stake in the pro+ected garment market share. According to $*# "hamber of "ommerce and Industry %$*#""I', postG.&A, IndiaEs market share in the > is e!pected to go up to <5 per cent from the present 4 per cent. In the />, the market share increase is e!pected to be 56 per cent G from the current ) per cent to C per cent. In the more competitive and e!perienced world fashion markets, buyers well understand the need for geographical deGrisking G the A2 breakout in "hina early this year affected the apparel industry severely, sending buyers to build linkages with India, *ong ?ong and others. Besides, there have been incidents of terrorist attacks, hurricanes and earthquakes, which can disrupt supply management and hence the EneedE for better geographical diversification. &or most buyers "hina may be the first choice for many, but India comes a close second. .? $anthaki, director, "lothing .anufacturing Association of India, says, DWhether these

countries will oblige "hina in the postGquota regime is a moot question.D India fails to satisfy the requirement of the fall N autumnGwinter season, when the demand for cotton fabric dips. The wool output from the country is of low quality as the shearing and breeding of sheep3s and goats is not scientific. Though 2eliance Industries is the worldEs biggest polyester maker, synthetics account for +ust <4 per cent of IndiaEs e!ports. To balance its e!ports between its peak springGsummer peak demand periods, India needs to diversify into synthetics and wool. 1arment manufacturers require more than production efficiencies to survive in the years ahead. They need professionalism to undertake hardGcore marketing, focused and consistent positioning, and most of all, a keen understanding of fashions and trends to cash in on the advantage of competing in a world without quotas. According to our survey most of the Indian people prefer imported garment because they think imported garments provided better look at a cheaper rate. In India there are different imported brand are available like -//, "A(TABAI-, "ATTA( "A>(T29, etc. This is important. While the potential to grow is immense, companies have to reali,e that consumers are knowledgeable and a fancy name alone is not enough. >ntil the market perception of the te!tile industry changes or the companies promote a different image, returns will not materialise from an investment perspective regardless of the marketEs potential to grow.

COSMETICThere are different indigenous and international brands are present in Indian market. Indian brands areG *industan >ni -iver hehna, *usain Ayur And international brands are 0 1A2(I/2 /--/
Indian people are spending most of the money on the Indian cosmetic brand. In India there are many beauty parlor of women and men and they charge a very high prices. But most of the Indian people think international brand are most costly and most of the international brand are shutted to Indian people that3s a main reason mostly Indian people prefer Indian cosmetic product. Indian market is one of the fast booming market in the world. It attract most of the Indian and international company towards them. #ue to the globali,ation most of international branded company enter in the Indian market and increase the competition between them. There are different international competitors which are present in the Indian market like -ee, "otton "ountry, "antabile, .c #onald, #ominos, /lle etc. These companies try to attract most of Indian customer. .ost of the Indian people prefer imported garment and cosmetics because they think that imported company provided better look and they charge lower prices.

T*1%& o' Con& )%r B *"n$ B%(#0"or T(% 'o r t*1% o' !on& )%r . *"n$ .%(#0"or #r%+ Ro t"n% R%&1on&%/Pro$r#))%d B%(#0"or GGBuying low involvement frequently purchased low cost itemsM need very little search and decision effortM purchased almost

automatically. /!amples include soft drinks, snack foods, milk etc. L")"t%d D%!"&"on M#4"n$GGBuying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. 2equires a moderate amount of time for information gathering. /!amples include "lothesGGknow product class but not the brand. E5t%n&"0% D%!"&"on M#4"n$N"omple! high involvement, unfamiliar, e!pensive andNor infrequently bought products. *igh degree of economicNperformanceNpsychological risk. /!amples include cars, homes, computers, education. pend a lot of time seeking information and deciding. Information from the companies ..M friends and relatives, store personnel etc. 1o through all si! stages of the buying process. I)1 /&% . *"n$, no conscious planning. The purchase of the same product does not always elicit the same Buying Behavior. $roduct can shift from one category to the ne!t. &or e!ampleH 1oing out for dinner for one person may be e!tensive decision making %for someone that does not go out often at all', but limited decision making for someone else. The reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also determine the e!tent of the decision making.

F#!tor& E''%!t"n$ t(% Con& )%r B *"n$ D%!"&"on Pro!%&& A consumer, making a purchase decision will be affected by the following three factorsH <. "ultural and sub culture &actor =. ocial &actor @. $ersonal &actor

C /t r% #nd S .-! /t r%-"ulture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the ne!t generation. "ulture also determines what is acceptable with product advertising. "ulture determines what people wear, eat, reside and travel. "ultural values in the > are good health, education, individualism and freedom. In American culture time scarcity is a growing problem that is change in meals. Big impact on international marketing. "ulture can be divided into subculturesH
o o

geographic regions *uman characteristics such as age and ethnic background.

West "oast, teenage and Asian American. "ulture affects what people buy, how they buy and when they buy. >nderstanding "onsumer Buying Behavior offers consumers greater satisfaction %>tility'. We must assume that the company has adopted the .arketing "oncept and are consumer oriented. So!"#/ F#!tor& "onsumer wants, learning, motives etc. are influenced by opinion leaders, personEs family, reference groups, social class and culture.

Ro/%& #nd F#)"/* In'/ %n!%&--

2ole...things you should do based on the e!pectations of you from your position within a group. $eople have many roles. *usband, father, employer, employee. Individuals role are continuing to change therefore marketers must continue to update information. &amily is the most basic group a person belongs to. .arketers must understandH
o o o

that many family decisions are made by the family unit consumer behavior starts in the family unit family roles and preferences are the model for childrenEs future family %can re+ectNalterNetc' family buying decisions are a mi!ture of family interactions and individual decision making &amily acts an interpreter of social and cultural values for the individual.

The &amily life cycleH families go through stagesM each stage creates different consumer demandsH

R%'%r%n!% Gro 1&-Individual identifies with the group to the e!tent that he takes on many of the values, attitudes or behaviors of the group members. &amilies, friends, sororities, civic and professional organi,ations. Any group that has a positive or negative influence on a person3s attitude and behavior. Membership groups %belong to' Affinity marketing is focused on the desires of consumers that belong to reference groups. .arketers get the groups to approve the product and communicate that approval to its members. "redit "ards etc.OO Aspiration Disassociate groups %want groups %do not to want belong to belong to' to'

*onda, tries to disassociate from the DbikerD group. The degree to which a reference group will affect a purchase decision depends on an individuals susceptibility to reference group influence and the strength of hisNher involvement with the group.

So!"#/ C/#&& An open group of individuals who have similar social rank. > is not a classless society. > criteriaM occupation, education, income, wealth, race, ethnic groups and possessions. ocial class influences many aspects of our lives. i.eM upper middle class Americans prefer lu!ury cars .ercedes.
o

o o o

>pperGupper class, .@:, inherited wealth, aristocratic names. -owerGupper class, <.=:, newer social elite, from current professionals and corporate elite >pperGmiddle class, <=.5:, college graduates, managers and professionals .iddle class, @=:, average pay white collar workers and blue collar friends Working class, @F:, average pay blue collar workers -ower class, C:, working, not on welfare -owerGlower class, B:, on welfare

ocial class determines to some e!tent, the types, quality, and quantity of products that a person buys or uses. -ower class people tend to stay close to home when shoppingM do not engage in much preGpurchase information

gathering. tores pro+ect definite class images. &amily, reference groups and social classes are all social influences on consumer behavior. All operate within a larger culture.

P%r&on#/ F#!tor >nique to a particular person. #emographic &actors, e!, 2ace, Age etc. Who in the family is responsible for the decision makingP 9oung people purchase things for different reasons than older people. P&*!(o/o$"!#/ '#!tor& $sychological factors includeH

Mot"0%&-

-A motive is an internal energi,ing force that orients a personEs

activities toward satisfying a need or achieving a goal. Actions are effected by a set of motives, not +ust one. If marketers can identify motives then they can better develop a marketing mi!6
MASLO7 ("%r#r!(* o' n%%d&88
o o o o o

$hysiological afety -ove and Belonging /steem elf Actuali,ation

(eed to determine what level of the hierarchy the consumers are at to determine what motivates their purchases. The product was not selling well, and was almost terminated.

>pon e!tensive research it was determined that the product did sell well in innerGcity convenience stores. It was determined that the consumers for the product were actually drug addicts who couldnEt digest a regular meal. They would purchase (utriment as a substitute for a meal. Their motivation to purchase was completely different to the motivation that BG. had originally thought. These consumers were at the Physiological level of the hierarchy. B.G therefore had to redesign its .. to better meet the needs of this target market. .otives often operate at a subconscious level therefore are difficult to measure.

A."/"t* #nd 9no:/%d$%-(eed to understand individual3s capacity to learn. -earning, changes in a personEs behavior caused by information and e!perience. Therefore to change consumersE behavior about your product, need to give them new information reH product...free sample etc. When making buying decisions, buyers must process information. nowle!ge is the familiarity with the product and e!pertise. Ine!perience buyers often use prices as an indicator of quality more than those who have knowledge of a product. (onGalcoholic Beer e!ampleH consumers chose the most e!pensive si!Gpack, because they assume that the greater price indicates greater quality. "earning is the process through which a relatively permanent change in behavior results from the consequences of past behavior.

Att"t d%&--

?nowledge and positive and negative feelings about an ob+ect or activityGmaybe tangible or intangible, living or non living.....#rive perceptions Individual learns attitudes through e!perience and interaction with other people. "onsumer attitudes toward a firm and its products greatly influence the success or failure of the firmEs marketing strategy. *onda D9ou meet the nicest people on a *ondaD, dispel the unsavory image of a motorbike rider, late <C56s. "hanging market of the <CC6s, baby boomers aging, *ondas market returning to hard core. To change this they have a new slogan D"ome ride with usD. Attitudes and attitude change are influenced by consumer3s personality and lifestyle. "onsumers screen information that conflicts with their attitudes. #istort information to make it consistent and selectively retain information that reinforces our attitudes. I/ brand loyalty. There is a difference between attitude and intention to buy %ability to buy'

P%r&on#/"t*- all the internal traits and behaviors that make a person unique, uniqueness arrives from a personEs heredity and personal e!perience. /!amples includeH o Work holism o "ompulsiveness o elf confidence

o o o o o o o o o

&riendliness Adaptability Ambitiousness #ogmatism Authoritarianism Introversion /!troversion Aggressiveness "ompetitiveness.

Traits affect the way people behave. .arketers try to match the store image to the perceived image of their customers. There is a weak association between personality and Buying BehaviorM this may be due to unreliable measures. (ike ads. "onsumers buy products that are consistent with their self concept.

L"'%&t*/%&-2ecent > trends in lifestyles are a shift towards personal independence and individualism and a preference for a healthy, natural lifestyle. -ifestyles are the consistent patterns people follow in their lives.

The marketer must be aware of these factors in order to develop an appropriate .. for its target market.

OB;ECTIVE OF THE STUDY

The main ob+ective of this study is 0
To under stand why customer buy a particular product.

 To know about customer acceptance of the product.

To analy,e the customer e!pectation from the manufacturer. Why consumer prefers imported goods instead of indigenous goods.
.

CHAPTE R (II)
RESEARCH METHODOLOGY

R%&%#r!( d%&"$n+ it is considered as a DblueprintD for research, dealing

with at least four problemsH which questions to study, which data are relevant, what data to collect, and how to analy,e the results. The best design depends on the research question as well as the orientation of the researcher. /very design has its positive and negative sides.

To1"! o' t(% &t d*H To study buying behavior of consumer for indigenous and imported products. G%o$r#1("!#/ #r%# o' t(% &t d*H #urgapur, Q.all3s, super market, general store.R D#t# &o r!%H Pr")#r* d#t#G $rimary data are those, which are collected afresh and for the first time and this happen to be original in character secondary data M%t(od o' d#t# !o//%!t"onHG urvey through Iuestionnaire S%!ond#r* D#t#H econdary data are those data which have already been collected by someone else and which have already been used as per required. M%t(od o' d#t# !o//%!t"onHG Books, maga,ines, newspapers Internet SAMPLING PLAN

S#)1/% T%!(n"< % S#)1/% &"=%

2andom imple ampling @6

CHAPTER (IV)

D#t# An#/*&"& > Int%r1r%t#t"on

DATA ANALYSIS
Table (o < HG $lace where $eople prefer to go for shopping

C#t%$or*
S 1%r M#r4%t M#// Tr#d"t"on#/ S(o1 %-S(o11"n$

No6 o' R%&1ond%nt

?@ C ?E A

P%r!%nt#$% o' R%&1ond%nt

AA6AB ?,6DB F@B ?@B

12 10 8 6 4 2 0 No. of Respondent S uper Market Mall Traditional Shop e-S hopping

F"nd"n$&+ - At a present time mostly customer like to go to the traditional shop %46:' and customer second preference is a super market %@@.@:' and third preference mall %<).B:' and fourth traditional shopping %<6:'.

Table (o = HG (o. of visit

C#t%$or*
D r"n$ 7%%4%nd Mont(/* ?C G E@ d#*& R#r%/*

No6 o' R%&1ond%nt

C ?E H C

P%r!%nt#$% o' R%&1ond%nt

?,6DB F@B E,6,B ?,6B

12 10 8 6 4 2 0 No. of Respondent During eekend Monthl! 1" # 20 da!s Rarel!

No6 o' 0"&"t

F"nd"n$&+ - "ustomers behavior went to for the shopping in the mall, eGshopping, super market and traditional shop. only 46: customer go on a monthly basis and =).): customer visits market after <5G=6 days gap and <).B: customer visits in weekends and rarely.

Table (o @ HG Are you brand conscious

C#t%$or*
Y%&

No6 o' R%&1ond%nt

?D

P%r!%nt#$% o' R%&1ond%nt

C,6,B

No

?A

FA6FB

!es no

F"nd"n$&+- 5).): customers said that we are a brand conscious and only 4@.4: customers not like a brand means that he is not depend on branded product

T#./% No F +- S#t"&'"%d :"t( t(% .r#nd #0#"/#./% "n )#r4%t

C#t%$or*
Y%& No

No6 o' R%&1ond%nt

EH E

P%r!%nt#$% o' R%&1ond%nt

IA6AB ,6DB

!es no

F"nd"n$&+- In the market C@.@: customers said that branded product easy available in the market and ).B: customer said that not easy available in present market.

Table (o 5 HG &avors in liberali,ation for easy availability of imported goods

C#t%$or*
Y%& No

No6 o' R%&1ond%nt

?, ?F

P%r!%nt#$% o' R%&1ond%nt

CA6AB F,6DB

"4.00% "$.00% "2.00% "1.00% "0.00% 4'.00% 48.00% 4&.00% 46.00% 4".00% 44.00% 4$.00% (er)entage of Respondent

F"nd"n$&+- 5@.@: customers said that they favor the easy availability of imported goods and 4@.B: protest liberali,ation of foreign product.

Table (o B HG $arameters effect buying decision

C#t%$or*

No6 o' R%&1ond%nt

P%r!%nt#$% o' R%&1ond%nt

J #/"t* Pr"!% E#&* #0#"/#."/"t*

?E ?@ H

F@B AA6AB E,6DB

40% $"% $0% 2"% 20% 1"% 10% "% 0% (er)entage of Respondent

GRAPH D

F"nd"n$&+- In the market customer behavior on the bases of the buying product mostly people prefer a quality as 46: and other @@.@: people buying on the bases of price and =).B: focus on easy availability.

Table (o F HG Type of garments prefer

C#t%$or*
I)1ort%d Ind"$%no &

No6 o' R%&1ond%nt

?E ?H

P%r!%nt#$% o' R%&1ond%nt

F@B ,@B

i*ported indigenous

T*1% o' $#r)%nt& F"nd"n$&+- In the garments sector mostly like a Indigenous product, Aut of the total customer only 46: customer prefer a International product because International garments product price high compare to the Indian garments product.

Table (o C HG Type of food prefer

C#t%$or*
I)1ort%d Ind"$%no &

No6 o' R%&1ond%nt

A ED

P%r!%nt#$% o' R%&1ond%nt

?@B I@B

100% 80% 60% 40% 20% 0% i*ported indigenous

F"nd"n$&+- .ostly customer behavior like a Indigenous food. Aut of the total customer C6: customers prefer the Indigenous food and only <6: customer prefer a International product.

Table (o <6 HG Type of cosmetic prefer

C#t%$or*
I)1ort%d

No6 o' R%&1ond%nt

?@

P%r!%nt#$% o' R%&1ond%nt

AA6FB

Ind"$%no & 20 1" 10 " 0

E@

,,6,B

+*ported +ndigenous

No. of Respondent

F"nd"n$&+- In the market )).): customer prefer a Indian cosmetic product and only @@.4: customer like a International cosmetic product.

Table (o << HG If you prefer Indigenous productNbrand what else can be done to make them comparison with International brandsP Ans G Iuality base and $rice base.

Table (o <= HG If you prefer indigenous goods what fascinates towards themP Ans G /asy availability and ervice.

CHAPTER (V)
Con!/ &"on > S $$%&t"on

Con!/ &"on

As the research has shown the comparison between customer buying behavior regarding Indian and International product in recent time. particular area. changing ince the consumer buying behavior is the o company should keep close eye on the important factor to forecast the sales of any product in a market situation. yet, customer were price sensitive, but the market trend and customer view and preference shown that customer are now quality sensitive .They want quality product, good services, easy availability of product and better performance by the product.

These days no of customer buying from malls has been increased. Also the frequency to visit the malls has been increased substantially. $eople are more brands conscious and they are satisfied with the range of products available there. We can conclude from our study that still more inclination is towards indigenous product the preference ratio of indigenous to imported products is ) H 4.This is because of the relatively higher price of imported product.

S $$%&t"on&
i. "ustomer like best quality product on any price, so company should add latest technology to their products.

ii.

After sales services is the area where Indian and International "ompany can highly satisfy the e!isting customer, because they can make more customer through their word of mouth. o Indian and International "ompany should provide latest and reliable service to their customers.

iii.

"ustomer3s behavior always looks for some e!tra benefit with purchasing. They demand for affordable price for product and gifts with purchasing.

iv.

International "ompany should make strategy to cater o

every income group customers in city. >pper income group are affordable to purchase but lower income group is not. product and every home. v. The Indian company should give more emphasis on advertising to create market awareness and to make a brand image in the minds of investors. vi. The International "ompany should do more publicity International "ompany should make policies to send their

through road shows, newspaper and advertisement. As this will create awareness about he fund and schemes that are at present managed by the International "ompany. vii. They should keep a close eye on competitor strategy.

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J %&t"onn#"r% on C &to)%r & r0%* To1"!+-B *"n$ .%(#0"or& !on& )%r Int%rn#t"on#/ > Ind"#n 1rod !t6

(ameH AgeNse!H $rofessionH <. Where do you like to go for shoppingP a' uper market shopping. b' .all c' Traditional shop d' eG

=. *ow many time you like to visit this placeP a' #uring weekends b' .onthly c' <5G=6 days d' rarely

@. Are you brand consciousP a' 9es b' (o 4. Are you satisfied with the variety of brand availability in the marketP a' 9es b' (o 5. Which type of brand you preferP a' (ational brand b' International brand ). Are you in favors of liberali,ation for easy availability of imported goodsP a' 9es b' (o B. Which parameterNs effect you3re buying decisionsP a' Iuality b' $rice c' easy availability F. Which type of garments you preferP a' Indigenous b' Imported C. Which type of food you preferP a' Indigenous b' Imported <6. Which type of cosmetic you preferP a' Indigenous b' Imported <<. If you prefer Indigenous productNbrand what else can be done to make them comparison with International brandsP SSSSSSSSSSSSSSSSSSSSSSSS SSSSSSSSSSSSSSSSSSSSSSSSS <=. If you prefer indigenous goods what fascinates towards them.

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