INTERIM REPORT

Theory- Consumer Behavior is transitory in nature that means we cannot predict what consumer
perceives today will not remain same for tomorrow. Transitory means short term lived or
temporary in which our case forms the ground for the thorough discussion and implementation
for new research.
First and foremost question before starting the research comes in our mind is Why people buy.
People in early ages also used to buy and often followed the system know as barter system. It
first answers our question that people for living and to prepare for any unjust conditions used to
buy or exchange things. In earlier times, most of the things bought basically were food and
clothes. Now in twentieth century, due to the introduction of many other items, people buying
behavior has changed. They are more ignited towards any new and amicable (suitable) offering.
A place which can hold all these items at same time has been most demanded concept for last
twenty years in the world. Thats how word retail comes in the picture.
Not only are consumers moving faster than ever before, they are fueled by a new sense of
empowerment in their commercial affairs. Americans for case, even the poorest, participate at
some level in the twenty-first-century luxury lifestyle. Where else in the world do you find
households that live below the median income level owning cars, color television sets, video
recorders linked to cable, air-conditioning, and cellular phones? With the infectious spread of
discount retailers in the US like Wal-Mart, Costco, Sam's Club, Dollar General, factory outlets,
and the rest, consumers every-where find more and more options for buying everything they
needand don't needat unthinkable discounts. Their consuming choices have exploded and
they don't need to buy scrap anymore. They can choose from thousands of perfectly acceptable
alternatives sold at any price point in hundreds of different retailers accessible directly from
home or within five-mile proximity.
The fulcrum of power in the consumer marketplace has shifted from the marketer and retailer to
the consumer. Too many companies across the commercial landscape have yet to discover that
they no longer hold all the cards. Today the consumer, rich and poor, is in control and it is never
going back to the way it was before.
In only the first couple of years of the twenty-first century, marketers have felt the effects of this
dramatic shift in power. In India tragic events like Tsunami and Gujarat earthquake has led to
Indian companies to again think on the strategies involved for the marketing of their goods.
These events, totally beyond anyone's control, have a dramatic and long-lasting impact on
consumers and how they behave. Businesses dependent upon consumers need better tools to help
them predict and prepare for the future.
Like the government, many businesses and marketing executives have let their "consumer
intelligence" slide, while relying too heavily upon factual point-of-purchase, real-time,
computer-generated and supplied data. They want to see the future, yet they ignore the very

informationthe consumer intelligencethat will enable them to see it. Why? Reason is that
because it doesn't graph nicely, and it requires a human beingto process it with the help of a
computer. So all in general it forms a concrete foundation and cause for new research in this
direction.
Literature ReviewAt below are the reviews of some of the research papers for the case of consumer behavior in
general.
PAPER ONE
Title University business students perceptions of retail shopping behavior A Canadian and
Estonian comparative study
Author- Brent McKenzie
Year- 2008

Publication- Emerald Publication (www.emeraldinsights.com)

Objective -The purpose of this research is to presents the empirical findings of two quantitative
studies of Estonian and Canadian university students interpretation and perceptions of retail
shopping behavior.
Methodology- Paper and pencil questionnaires administered in Estonia and Canada. The data
was analyzed from two perspectives. The first was to determine if the retail service quality
construct differed between the two samples, and secondly to use using confirmatory factor
analysis, and regression analysis to test a model of shopping behavior and to make comparisons
between the shopping behavior of university students in the two countries.
Tests Used- Factor Analysis
Observations - The results indicate a level of commonality in retail shopping perceptions, as
well as non-trivial differences in how shopping practice in terms of the construct structure, and
individual service drivers, should be theorized. The Canadian sample indicated a greater focus on
retail service quality perception at the sub-dimension level while the Estonian sample indicated a
greater focus on retail service quality at an overall or integrated level.
PAPER TWO
Title-Understanding Corporate Social Responsibility and Product Perceptions in Consumer
Markets: A Cross cultural Evaluation
Author Jaywant Singh, Maria Del Mar Garcia De Los Salmones Sanchez, Ignacio Rodriguez
Del Bosque
Year 2008 Publication- Emerald Publishing (www.emeraldinsights.com)

Objective To find consumers degree of interest in Corporate Social responsibility and its
impact on their perception about the company.
Methodology Questionnaire on four major brands including Danone, Coca Cola, Kelloggs
and Colgate in which people were asked to rate the preference s for their brands and their
awareness regarding the CSR activities.
Type of Data Questionnaire 144 (Britain) & 148 (Spain).
Tests Used- Factor Analysis, Regression
Observation- Here in this it was observed that people are more towards the brand itself rather
than company corporate social responsibility. But if people are more attaches to the brand then
innovation, quality, correct information and other issues like commercialization of product have
strong and direct effect on the companys image. In Spain it was observed that people attach the
social issues and company image more than the people of UK.
PAPER THREE
Title- Television Viewing and Consumer Behavior
Author- Noor Hasmini Abd Ghani
Year- 2004 Publication- Emerald Publishing (www.emeraldinsights.com)
Objective To study the Malaysian school children considering gender, family income and
personality traits in relation to television viewing habits and consumer behavior.
Method Survey of School children (10-12 years) using the questionnaire including the
parameters like Consumer socialization, demographics and personality.
Type of Data- 110 questionnaires consisting primarily of school children.
Test ANOVA
Observation Family income was important factor observed during the study which directly
affected the time slots for watching of Televisions. It was observed that children whose average
watching per week was less than 10 hours , were more enthusiastic and brave in character. On
contrary, whose average was greater than 10 hours were lethargic and coward in nature. And also
in families where income was lower, children were more influenced to buy the products after
watching television.

PAPER FOUR

Title Consumer attitudes to Utility products: a consumer behavior perspective

Author Anna Watson, Howard Viney, Patrick Schomaker
Year- 2002 Publication- Emerald publishing (www.emeraldinsights.com)
Objective- To study and explain consumer behavior for reasons behind the apparent reluctance
of consumers to change electricity provider, utilizing market research data from both UK and
Germany.
Method- Basically two major surveys of Consumer opinion were done: a national Study of
consumer opinion conducted by the MORI for London in the UK and a regional Study of
Opinion in the German city of Bremen.
Test- Econometric Analysis (General)
Data point- 2001
Observation It was observed that that there are four factors which influences the switchingavailability of cheaper prices, availability of duel fuel, persuasion by company itself and
discontent with existing suppliers. Other factors which impedes the switching are loss in the
existing integrity for electricity supply, value of patience in the sense that prices for electricity
will fall owing to increase competition in market and lastly costs incurred while making the
changes.
PAPER FIVE
Title- Environmental segmentation alternatives: a look at green consumer behavior in the new
millennium
Author Robert D. Straughan, James A. Roberts
Year- 1999
Publication- Emerald Publishing (www.emeraldinsights.com)
Objective- To segment and profile the college students based upon ecologically conscious
consumer behavior.
Method - Survey using questionnaire which was employed at major university. Respondents
included both traditional and nontraditional students, who were asked to complete their survey in
regularly classes.
Type of Data- Samples data of around 235 students
Test- Correlation and Regression
Observations - This study first of all indicated that how demographics variables become
ineffective in the case of ecologically conscious consumer behavior, which in turn also indicates

that if any corporate has to succeed in terms of profit in today world has to deal with the
psychographic variables ( Perceived Consumer Effectiveness, Altruism and Liberalism). Also
study indicated that consumers think that its their responsibility to combat against any
environmental degradation or destruction.