A

PROJECT REPORT
On
“A STUDY ON CONSUMER BEHAVIOUR AND PREFERENCES FOR GO
KERELA HOLIDAYS”

Submitted to

“SAVITRIBAI PHULE PUNE UNIVERSITY”

In Partial fulfillment of the requirement for the award of the degree of Master of Business
Administration
(MBA)

Submitted By

“SHUBHAM VILAS ROKADE”

(Batch 2017-2019)

Under the Guidance Of

“PROF. JAIRAJ SASANE”

“SINHGAD BUSINESS SCHOOL”

ERANDWANE, PUNE
 ACKNOWLEDGEMENT

It gives me great pleasure to express my gratitude towards all the individuals who have

directly or indirectly helped me in completing this project. First of all, I am extremely grateful to

John Paul, Managing Director, Go Kerala, Pune for guiding me for this project in Marketing

products and services. I would also like to express my sincere gratitude to him for his invaluable

guidance during the project period, which helps me in completing this project.

I wish to express my sincere thanks to our Director Dr. Vijaya Puranik and my project

guide Prof. Jairaj Sasane for providing me valuable guidance and inputs, which help to complete

this project in true sense.

I also extend my thanks to all the staff of Go Kerala, Pune for their support, which helped

me a lot in completing this project.

This project report is a collective effort of all and I sincerely remember and acknowledge

all of them for their excellent help and assistance throughout the project.

SHUBHAM VILAS ROKADE

 INDEX

Title
Sr. no.
Page No.

EXECUTIVE SUMMARY 1
1

INTRODUCTION 2
2

OBJECTIVE AND SCOPE OF STUDY 3

3

TITLE 3
3.1

3.2 PRIMARY OBJECTIVE 3

SECONDARY OBJECTIVE 3
3.3

SCOPE 4
3.4

INDUSTRY PROFILE 5
4

5
4.1 INDUSTRY OVERVIEW

COMPANY PROFILE 11
5

MISSION 11
5.1

PROMISE 11
5.2

VISION 11
5.3

ORGANISATION CHART 12
5.4
 PRODUCT RANGE 12
5.5

COMPETITORS 13
5.6

BRANCHES AND OFFICES 13

5.7

HISTORICAL DEVELOPMENT 13
5.8

FRANCHISEE PHOTO 14
5.9

HISTORY OF GO KERALA 14
5.10

PLACES THAT GO KERALA TOURS 16

5.11

THEORITICAL BACKGROUND 22
6

THREE DEFINITION OF MARKETING 22

6.1

MARKETING STRATEGY AND PLANNING 26

6.2

SERVICE SECTOR 28
6.3

TASK UNDERTAKEN 29
7

RESEARCH METHODOLOGY 30
8

INTRODUCTION 30
8.1

COLLECTION OF DATA 31
8.2
 DATA COLLECTION METHOD 31
8.3

FOCUS GROUP 31
8.4

SAMPLING UNIVERSE 31
8.5

SAMPLING SIZE 31
8.6

LEARNING FROM THE PROJECT 32

9

LIMITATION 33
10

CONCLUSION 34
11

CONTRIBUTION TO THE HOST ORGANIZATION 35

12

FINDINGS 36
13

SUGGESTIONS 37
14

BIBLIOGRAPHY 38
15

ANNEXURE 40
16

STUDENT DECLARATION

I hereby declare that the project report entitled

“A STUDY ON CONSUMER BEHAVIOUR AND PREFERENCES FOR GO
KERELA HOLIDAYS”
Submitted in the partial fulfillment of the requirement for the award of degree of

MASTER OF BUSINESS ADMINISTRATION

In University of Pune India is my original work

Place:
Date:
Signature of Student

SHUBHAM VILAS ROKADE