Professional Documents
Culture Documents
Introduction
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customers will respond to a new product or service. It also helps companies identify
opportunities that are not currently met.
Definition:
According to Engel, Blackwell, and Mansard,
Consumer behaviour is the actions and decision processes of people who purchase
goods and services for personal consumption.
According to Louden and Bitta,
Consumer behaviour is the decision process and physical activity, which individuals
engage in when evaluating, acquiring, using or disposing of goods and services.
All consumers do not behave in the same manner. Different consumers behave
differently. The differences in consumer behaviour are due to individual factors such
as the nature of the consumers, lifestyle and culture. For example, some consumers
are technoholics. They go on a shopping and spend beyond their means.
They borrow money from friends, relatives, banks, and at times even adopt unethical
means to spend on shopping of advance technologies. But there are other consumers
who, despite having surplus money, do not go even for the regular purchases and
avoid use and purchase of advance technologies.
Varies from region to region and country to county:
The consumer behaviour varies across states, regions and countries. For example, the
behaviour of the urban consumers is different from that of the rural consumers. A
good number of rural consumers are conservative in their buying behaviours.
The rich rural consumers may think twice to spend on luxuries despite having
sufficient funds, whereas the urban consumers may even take bank loans to buy
luxury items such as cars and household appliances. The consumer behaviour may
also varies across the states, regions and countries. It may differ depending on the
upbringing, lifestyles and level of development.
Information on consumer behaviour is important to the marketers:
Marketers need to have a good knowledge of the consumer behaviour. They need to
study the various factors that influence the consumer behaviour of their target
customers.
The knowledge of consumer behaviour enables them to take appropriate marketing
decisions in respect of the following factors:
a. Product design/model
b. Pricing of the product
c. Promotion of the product
d. Packaging
e. Positioning
f. Place of distribution
better and sooner than the competitors. Thus, consumer behaviour helps in achieving
marketing goals.
Consumer
differentiations.
behaviour
study
supplies
the
details
about
consumer
economic stability.
It is useful in developing ways for the more efficient utilization of resources of
marketing. It also helps in solving marketing management problems in more
effective manner.
Today consumers give more importance on environment friendly products. They
are concerned about health, hygiene and fitness. They prefer natural products.
Hence detailed study on upcoming groups of consumers is essential for any
firm.
The growth of consumer protection movement has created an urgent need to
Buyer: User: -
3. Evaluation of alternative:There is no single process used by all consumers by one consumer in all buying
situations. There is several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the product solutions.
The marketer must know which criteria the consumer will use in the purchase
decision.
4. Choice of purchasing decision:From among the purchase of alternatives the consumer makes the solution. It may be
to buy or not to buy. If the decision is to buy
5. Post Purchase Behaviour:After purchase the product, the consumer will experience the same level of product.
The Marketers job not end when the product is buying must monitor post-purchase
satisfaction, post purchase action, post-purchase use and disposal
Post Purchase Satisfaction:The buyer, S satisfaction is a function of closeness between the buyer, S expectation
and the products Perceiver performance.
The larger the gap between expectation and performance the greater the consumer
dissatisfaction.
CHAPTER-2
REVIEW OF LITERATURE
AND
REASERCH DESIGN
Review of literature:
Geetha Anand U. Alekya in 2015 study titled A study on consumer behaviour in
the footwear industry he tells the footwear industry in India is spurt growth in past
few years. The study tells that there is huge competition in the footwear industry
every company should know the customers preferences. The customers are becoming
more fashion conscious and buying process pattern has also seen a shift in terms of
various parameters.
Alena Pospisilova study titled Analysis of consumer behaviour in the UK footwear
market in his study issues about consumer concentrates on a different aspect of a
product the consumer will attractive on quality, colour , design . He tells that
consumer final choice reflects persons desires and the inner feelings and highlights
how an individual express himself in a public.
Ram Mohan in 2014 study titled Influence of Product and Place factors on
consumer buying behaviour in Formal foot wear explains that consumer will seek
more place while buying the behaviour they will be more conscious about the price,
place the will be more looking to discounts, offers, influence of the sales person based
on these consumer behaviour will varies accordingly.
Chakravathi Narasimhan in 2014 in his study titled A model of Retail formats
based on consumers Economizing on shopping time he states that how the
consumer will thing about the retail shops if shop is well maintained with good
infrastructure it will be costly or else it is vice versa. For his survey he took some
Grocery shops, Super market, kiran store buyers.
Soumya Saha in 2010 in his study titled Factors affecting Consumer buying
behaviour of shoes in Kolkata issues states about that consumer behaviour
understanding is needed for every organization it helps them to make the innovation
strategies to satisfy the customer with better sales and profit to the organization.
Marsha L. Richins Scott Dawson study titled A Consumer Values Orientation for
Materialism and its Measurement: Scale Development and Validation looks into
the how the people are different in there consumption pattern the people will buy the
goods based on their selected purchasing groups like friends, family, colleagues Etc.
The consumer behaviour will changes accordingly.
Mu-Chen Chen, Ai-Lun Chiu in 2005 study titled Mining changes in customer
behaviour in retail marketing explains customer relationship is important for the
organization where it helps to know the consumer preference regarding the products
the marketing manager should maintain a good relationship with consumers. The
marketing managers have the ability to maintain a good relationship with customers.
Yun Wang in 2014 study titled Consumers Purchase Intentions of Shoes issue
sates about how consumer are look into the shoes while purchasing they first look into
the price of the shoe then its quality , durability, colour , comfort Etc. The consumer
will match all this with price and then he decide to whether buy or not the shoe.
R. Alexander. A.K. Subramani study titled Customer Buying Behaviour towards
branded Casual Shoes, Ayanavaram, Chennai issues states that consumer are
educated nowadays they will get the information and knowledge about the products
easily they will compare the products with one another and select the best one. So the
organization has to understand the customer perception regarding footwears.
P. Kishore Kumar, Byram Anand in 2013 study titled A study on consumer
Purchase Intention towards Biodegradable footwear explains that consumers are
know more conscious about environment nowadays they started using biodegradable
footwears which are Eco friendly . Hence it can conclude that organization can start
manufacturing Eco friendly footwears.
Scope of the study:The study aims to understand the consumer behaviour towards Bata products. It helps
to get knowledge of the consumer perception of Bata. It is aimed at enlightening the
company about different steps to taken up to increase the sales. To implement the new
marketing strategies to boost the sales for the company. The study helps to provide a
better product and service to the customers. The scope of the study is limited to
Bangalore city of 150 respondents.
footwear.
To know satisfaction level of the customers towards Bata footwear.
To understand customer loyalty towards Bata foot wear.
To give suitable suggestion to the organization.
Sampling:Sampling is a process of selecting certain number units from large population so that
by studying these sample we may generalize our results back to the population from
which they were chosen. The sampling is a process used in statistical analysis in
which the predetermined numbers of observation are taken from large number of
population.
Sampling design includes:Sampling Technique:Convenient sampling method is adopted for selecting the sample.
Sampling Size: - The sample size is 150 respondents.
Sampling unit:Sampling unit for the study will be the customers who visits the Bata Showrooms to
purchase the footwear in Bangalore.
Tools used for data collection:Data collection is the process of gathering and measuring information on targeted
variables in an established systematic fashion, which then enables one to answer
relevant questions and evaluate outcomes. The goal for all data collection is to capture
quality evidence that then translates to rich data analysis and allows the building of a
convincing and credible answer to questions that have been posed.
Questionnaire:-
Data analysis:
The data collected is analysed and shown in form of
Tables
Charts
Graphs
Comparative diagrams
Figures
On the basis information collected by the questionnaire the charts and the tables will
be prepared. The tabulated data and will be analysed with the help of percentages. The
result thus obtained will be depicted through charts and graphs. Inferences will be
drawn and suitable suggestions will be given.
Pie chart and Bar graph are used to analyse the data.