A PROJECT REPORT ON

CONSUMER PREFERENCES TOWARDS

DIGITAL SHOPPY
(A CASE STUDY ON PRATYANKARA ELECTRONICS)

PROJECT REPORT
Submitted in partial fulfillment for the award of the degree
BACHELOR OF BUSINESS MANAGEMENT

KAKATIYA UNIVERSITY
Warangal

BY

M. LAKSHMI NARAYANA
H.T. No. : 07605 - 1816

Under the Guidance of

V. USHA RANI, M.B.A.

DEPARTMENT OF COMMERCE AND BUSINESS MANAGEMENT

KAVITHA MEMORIAL DEGREE COLLEGE
KHAMMAM
V. USHA RANI, M.B.A. Department of Commerce &
Lecturer in Commerce & Business Management
Kavitha Memorial Degree College
Business Management Khammam - 507 002.

CERTIFICATE

This is to certify that the project report entitled

“CONSUMER PREFERENCES TOWARDS DIGITAL

SHOPPY” has been prepared by M. LAKSHMI NARAYANA

under my supervision.

He has completed this project work as per the rules

prescribed for practical work done by his and has not been

submitted either in full or part for any degree or diploma or

any University earlier.

(V. USHA RANI)

Project Guide
V. Devender, M.Com., M.Phil.
Lecturer in Commerce &
Business Management
Head of the Department
Department of Commerce &
Business Management
Kavitha Memorial Degree College
Khammam - 507 002.

CERTIFICATE

This is to certify that the project report entitled

“CONSUMER PREFERENCES TOWARDS DIGITAL

SHOPPY” has been prepared by M. LAKSHMI NARAYANA

He has completed this project work as per the

rules prescribed for practical work done by his and has

not been submitted either in full or part for any degree or

diploma or any University earlier.

(V. DEVENDER)
HEAD OF THE DEPARTMENT
 DECLARATION

I hereby declare that this project report entitled

“CONSUMER PREFERENCES TOWARDS DIGITAL

SHOPPY” has prepared by me during the year

2006-2007, under the guidance of V. USHA RANI.

I also declare that this project is the result of my

own efforts and it has not been submitted to another

university for the award of any Degree or Diploma.

(M. LAKSHMI NARAYANA )

DATE :

PLACE : KHAMMAM.
 ACKNOWLEDGEMENT

I acknowledge my sincere thanks to Mr. M. Satyanarayana,

Principal of Kavitha Memorial Degree College, for his co-operation

in an excellent manner to prepare this project work.

My humble thanks to Mr. V. Devender,M.Com., M.Phil.

Head of the Department (H.O.D) for his valuable advises.

I express my heartful gratitude to my project guide V. USHA

RANI, Kavitha Memorial Degree College, Khammam, whose

supervision, valuable guidance and help enabled me to complete

this work.

My sincere thanks to our faculty members Ms. V. Usha

Rani, Ms. E. Mamtha, Mrs. Surya Laxmi for the unenviable job

of giving instructions and keeping project rolling and on track.

(M. LAKSHMI NARAYANA )

 ACKNOWLEDGEMENT

I express my deep sense of gratitude to Mr. Sandeep,

Manager of the Digital Shoppy, Khammam and his staff

members for providing the opportunity to take up this project.

I am grateful to Mr. Sandeep for his co-operation.

I am highly indebted to Mr. Sandeep, Manager, Digital

Shoppy for his co-operation and valuable suggestion which

made me to gain self confidence and to complete my project

work successfully.

Finally I am happy to thank My friend Vamshi, Naresh

and Mani, Phani for encouraging me continuously to achieve

my academic endeavor.

(M. LAKSHMI NARAYANA )

 CONTENTS

I. INTRODUCTION 01-12
[ Market Positioning Stratergy

[ Major Steps involved in buying process

[ Need and important of study

[ Limitations of study

[ Methodology

II. ORGANIZATION PROFILE 13-30

[ Digital Shoppy Profile

[ Website Address

[ Company Profile

[ Product Profile

[ Objectives of Organization

III. THEORITICAL FRAME WORK 31-48

[ Theories of consumer behaviour

[ Consumer behaviour is an indisciplinary Science

[ Importants of consumer behaviour for marketers

[ Consumer decision making

[ The buying decision process

IV. DATA ANALYSIS & INTERPRETATION
49-74
[ Market position

[ Rate of performance

[ Responce from customers

[ Market position

V. CONCLUSIONS & SUGGESTIONS 75-77

[ QUESTIONNAIRE 78-79

[ BIBLIOGRAPHY 80
 CERTIFICATE

This is to certify that Mr. M. LAKSHMI

NARAYANA, S/o. M. SATYANARAYANA bearing

Roll No. 07605-1816 a student of our college,

studying BACHELOR OF BUSINESS MANAGEMENT

(B.B.M), Final has successfully completed his

project work entitled CONSUMER PREFERENCES

TOWARDS DIGITAL SHOPPY with special

reference to DIGITAL SHOPPY. This project is

submitted in partial fulfillment for the award of

Bachelor's Degree in Business Management.

PRINCIPAL
 CHAPTER - I

INTRODUCTION
 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.

 DEFINITION OF MARKETING

ACCORDING TO THE AMERICAN MARKETING ASSOCIATION :-

Marketing as the performance of business activities that

direct the flow of goods and services from producer to consumer or

user

PHILIP KOTLER DEFINES :-

“Marketing as the set of human activities directed at

facilitating and consummating exchange the essence of marketing is

exchange of Products and the transaction is to satisfy human needs

and wants”.

PAUL MAZUR DEFINES :-

“Marketing as the creation and delivery of standard of living

to society”. Marketing is an out going process of discovering and

translating consumer needs and desires into products and services.

Serving the consumer demand with the help of marketing channels

and then, in turn, expanding the market in the face of keen

competition.

TYPES OF MARKETS :-

1. On the basis of selling area, we have local, National and

International markets.

2. On the basis of nature of exchange dealings, we have spot

or cash markets and futures or forward markets.

3. On the basis of nature of goods sold, we have consumer

goods market and industrial goods market.

4. On the basis of period we gave short-term and long-term

markets.

5. On the basis of nature and magnitude of selling, we have

wholesale and retail markets.

MARKET POSITIONING STRATERGY

A market consist of all potential customers sharing a

particular need or want who might be willing and able to engage to

satisfy that need or want. Thus the size of the market depends up on

the number of persons who exhibit the need have resources that

interest others and are willing to offer these resources in exchange for

what they want. Originally the term market stood for the place where

buyers and sellers gathered to exchange their goods, such as village

square. In other sense market refers to the aggregate demand of the

potential buyers for a product or service “we generally have

different markets that is markets for capital goods, markets of

consumer goods, markets for automobiles etc. again in each category

cost are producing different products to satisfying the needs of

different class of customers.

Not all buyers will notice to be interested in all the ways in

brand differs from another. No even it is useful for a company to

describe exhaustively to each prospect every detail of difference.

 Each firm will want to promote those few differences that will

appeal most strongly to its target market. The firm will want to develop

to used positioning, “Positioning is an act of designing the companies

offer so that it occupies a distinct and valued place in the target

customers minds”.

Positioning calls for the companies to decide how many

differences and which differences to promote to the target customers.

1. UNDER POSITIONING :-

Some companies discover that buyers have only a vague idea

of the brand. Buyers don’t really know anything special about it.

2. CONFUSED POSITIONING :-

Buyers could have a image of the brand. This confusion might

result from making too any claims or changing the brands positioning

too frequently.

3. DOUBTFUL POSITIONING :-

Buyers may find it hard to believe the brand claims in views

of the product features price or manufacturer. There are many other

variables had been focused on their positioning. But the question is

how far has the positioning done by the company has been perceived

by the company. How the customers perceiving “Digital Shoppy” a

different product a compared to other in the same class there and many

other questions can be answered by market positioning study what I

have taken.
 The company’s positioning must be routed in any understand

of hoe the target market defines value and makes choices among

vendors. The positioning task consists of three steps. First the

company has to identify the possible product, services, personal and

images differences that might be established in relation to

competition. Second the company has to apply criteria to select the

most important differences. Third the company has to effectively

signal to the target market how it differs from its compentetion. The

company’s product positioning strategy will then enable it to take the

next step namely. Plan its competitive marketing strategies.

MAJOR STEPS INVOLVED IN BUYING PROCESS

The steps involved in buying process are described below.

First, we have to contact a group of customers and ask them to

describe when they got the desire to purchase that product, how they

gathered information regarding that product, how they made their

final choice and how they felt after purchasing that product. There are

five important phase in consumer decision making process.

 CONSUMER DECISION MAKING PROCESS

Problem Identification

l
Search for information

l
Evaluating the alternatives

l
Product choice

l
Out come

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

Digital Shoppy consumers.

* To make a clear analysis into the brand possessions of Digital

Shoppy consumers, in order to highlight the brand preference

among Digital Shoppy consumers 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

Digital Shoppy

* To identify the problems of customer in final purchase.

* To provide suggestions based on the factors analyzed in the study

and trace the decision - making process involved in purchase

decision.
* To give right suggestions and suitable measures to the dealer for

regarding better service to customer and to avoid the difficulties

of the dealer in changing a potential customer into a prospector

customer.

* To identify the availability of spare parts and after sales service.

* To identify the intension of the consumer in the purchase of

Digital Shoppy

LIMITATIONS OF THE STUDY :-

u The study is based on the sample chosen from almost all category

people.

u The sample may not be representative to all the customers.

u The study is limited to khammam and its surrounding areas only.

u Data presented in this study is based on the opinions of the

Limited respondents.

u The secondary data is based on the information from

u News Papers, Magazines and Library literature only.

SCOPE :
The present study covers only consumer’s preferences

towards Digital Shoppy in Khammam city market. 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 18 questions are open

ended 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 purchasing, using and evaluation with regard

to Digital Shoppy.

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 ap-

proaches 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 question-

naires and personal interviews with dealer and consumers. Second-

ary data is collected through various books and catalogues viz., ad-

vertising and marketing business India. The information so collected

is tabulated, analyzed and interpretation has been made by appropri-

ate 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 owners of Digital Shoppe

through questionnaire.

SECONDARY DATA :-

This data is collected from the records of the dealer,

News papers, magazines, information provided by dealer, journals

and Digital Shoppy websites.

DESIGN OF STUDY :-

The present study designed arranged and reported in the

following manner.
 CHAPTER - II

ORGANIZATION
PROFILE
 ORGANIZATION PROFILE

ABOUT PRATYANKARA ELECTRONICS

“Digital Shoppy” is a retail chain of stores for consumer

electronics and home appliances in the most happening states of

India- Andhra Pradesh and Karnataka. The retail chain is promoted by

Mr A Mahesh Raju, M.Tech (IIT) under Pratyankara Electronics

Private Limited.

The first Digital Shoppy had commenced its operations in

May 2000 at Raj Bhavan Road, Hyderabad as a beginning. With the

excellence in operations, the company expanded its chain of stores in

Hyderabad and Bangalore by March 2005 and evolved as a renowned

power retail chain. The company had increased its presence in all

potential centers like Visakhaptnam, Vijayawada, Guntur and other

places of Andhra Pradesh. The company is currently having 16 outlets

in process in Andhra Pradesh and Karnataka. The company is now

implementing its expansion plan by setting up its show rooms in all

potential centers of Andhra Pradesh, Karnataka and Maharashtra by

2006-07 as a part of its mission to become ultimately as a national player

in Electronics and Homes Appliances Retail Trade.

The highlights of the business of the company are:

• Brand Equity

• Customer satisfaction and loyalty

• Best Practices in operations and processes

• Promoters and Management commitment

• Commitment to customers

• Wide array of offering and novel promotional campaigns

• Low Overhead – corporate and operational expenditure

• Continuous Profit making company

The estimated sales of the company for the year 2005-06

will be Rs 104 cr as against the sale of Rs 51 cr in the year 20004-05. The

company is expanding its chain to 100 by 2006-07 with a capital outlay

of Rs 17.50 cr and the resources are being proposed from equity

participation from strategic partners/investors. With this expansion, the

company will be reporting a sale of Rs 500 cr + by the year 2007-08

GROWTH STRATEGY :

The company having established 20 show rooms by Feb

06 with adequate infrastructure to handle higher number of show rooms,

is now in process of establishing 10 more by end of March 2006.

The company is now having strengths in the following

areas to build and operate larger size of the retail chain.

• Management Team

• Sourcing

• Distribution and Logistics

• Project Team- to identify and build infrastructure show rooms

• Procedures and Processes

• Customer base

During the last 5 years, the company had incurred huge

advertising and promotional expenditure to build the brand equity and

the company is now being leveraging the same to scale up the

operations. The future expenditure on advertising and promotions will

becomes lower in view of the increase in the network and targeted

customer base.

THE STRATEGY TO INCREASE THE RETAIL NETWORK

NATIONWIDE IN STAGES :
• Hyderabad and Bangalore – already made its presence and only

scaling up the number of outlets

• Andhra Pradesh- already established outlets in potential places

like Visakhapatnam, Vijayawada, Guntur, Khammam, Nellore,

Hanumakonda etc and the expansion is to be done in other dis

trict head quarters/ potential centers.

• Karnataka - proposing to establish its presence in all the

potential centers
• Kerala- proposing to establish its presence in all the potential

centers

• Tamilnadu- proposing to establish its presence in all the

poten tial centers

• Maharashtra – proposing to extend the operations to Maharashtra

once the potential markets intapped in Andhra Pradesh and

Karnataka

• Establish the retail network in all Metros and then to the rest of

the potential places across the country.

• The retail network will reach 800 showrooms by 2010 with a $ 1

Billion Turnover.

Leveraging the existing infrastructure and brand equity

for scaling up of show rooms and to achieve higher turnovers- is the

marketing strategy of the company.

In the phase I of expansion, the company is proposing to

set up 150 show rooms across Andhra Pradesh, Karnataka,

Kerala,Tamilnadu and Maharastra by 2007-08.

VISION :

To become a No 1 retail chain in India to satisfy the customer needs in

electronics goods and home appliances market with global standards.

WEBSITE ADDRESS :

Website of "DIGITAL SHOPPY" is

"WWW. DIGITALSHOPPY.COM"

The webpage is
 CHAPTER - II

COMPANY PROFILE
DIGITAL SHOPPY COMPANY PROFILE

It is located at the prime business center of Hydrabad,

Andhra Pradesh - India, is the biggest centrally air-conditioned show

room for Electronic Products never before has any other showroom

in India, displayed such wide range of all electronic products. More

than 300 models are on display at our showrooms.

Our branch’s in Andhra Pradesh are at Raj Bhavan road,

Ranigunj, Malakpet, Bigbazar - Abids, Music world - Banjara Hills In

Hyderabad And Koramangala In Banglore. Ask for a Live

Demonstration facility at our showroom. See, feel and experience

before you become a proud owner of any electronic products. If you

are far off, we are on the net at your service. We have home delivery

facility and sending gifts to your dear ones. Home Delivery we reach

out to the remotest customer at their doorstep, thanks to the excellent

infrastructure backup we have. Gift your dear ones want to send a gift

to your loved ones? Order now, and our messengers worldwide, will

send your gift on time. Know what’s new we reach out to millions of

customers through mail, door to door campaign and advertisement.

Visit our site often to get updated on the latest information about all

Electronic Products. Be our customer today, we make you our partner

forever. Note : for local customers, we are open even on Sundays, just

for you.
 LOCATION OF THE ORGANISATION
Digital Shoppy is situated at Wyra road in Khammam. It is

half kilometer away from bus stand. It is a business center in the town.

It is easy to meet the customer needs and good transportation

facilities are available.

STRUCTURE OF THE ORGANISATION

GENERAL MANAGER

l
l l
CASHIER/COMPUTER SUPERVISOR
Operator

l l
l l l l l
OFFICE OFFICE AUDIO TV REFRIGE

BOY BOY SECTION SECTION SECTION

l l l
SALES SALES SALES

MAN MAN MAN

 CHAPTER - II

PRODUCT PROFILE
 PRODUCT PROFILE
Products are invented mainly for the purpose of

entertainment. Now in the present competitive world many companies

are manufacturing different types of products.

DIFFERENT BRANDS AVAILABLE IN MARKET :

L.G VIDEOCON BPL

ONIDA PHILIPS SAMSUNG

SONY AKAI TOSHIBA

NOKIA WHIRL POOL KELEN

IFB VGUARD USHA

EUREKA ULTRA GODREJ

PANASONIC HCL

PRODUCTS IN DIGITAL SHOPPY :

TELEVISIONS REFRIGARATORS WASHINGMACHINS

MUSIC SYSTEM DVD PLAYER MICRO OVEN

FANS MIXES HANDYCAM

WALKMAN CD LAPTOP AIRCONDITION

RICE COOKERS GRINDERS HEATERS

CELLPHONES PLASMA TV LCD

WATER HEAT WATER DISPENSER FILTER STABILIZER

IRONBOX VACCUMCLEANER OVEN KIT

These products available in KHAMMAM.

 OBJECTIVES OF THE ORGANISATION

The basic objective of every business organization is to

earn maximum profit. It has the following aims.

P To earn maximum profit.

P Providing best service to customers.

P To promote good will among the potential buyer in argumented.

P Products like after sales service & free installations etc.

P To give maximum benefit and satisfaction to customers of

possible low costs.

P To converts every able buyer into prospectus customer.

Duties of Manager :

j Day to day adminstration of business.

j Overall inspection of business

j To place over for new products.

j Company correspondence

Duties of Supervisor :

j Maintainance of register for products.

j Maintainance of service register for products.

j Supervision of his subordinates.

Duties of Cashier / Computer Operator :

j To gather and collect the information

j To keep the data in the system

j To maintain different files in the system

j To maintain cash book

j To receive cash

j To pay cash

j Maintainance of the cash and daily activities

j Maintainance of the prepare records for cash activites.

 CHAPTER - III

THEORITICAL
ASPECTS
 THEORATICAL ASPECTS
(CONSUMER BEHAVIOUR)

DEFINATION OF THE CONSUMER BEHAVIOUR :-

The behaviour that consumer display in searching for

purchasing using evaluating and disposing of products services and

ideas which they expect will satisfy their needs.

-Skiffman

The study of consumer behaviour deals with how the

individual makes decisions to spend their available resource viz.

Money time and effort etc., on consumption related items. It includes

THEORIES OF CONSUMER BEHAVIOUR :-

Marginal utility theory :

This theory is developed by classical economists, according

to them a consumer will contain to by such products that will deliver

him the most utility or maximum satisfaction at relative prices.

Income and Savings Theory :-

This theory is based on the fact that purchasing power is the

real dominant of buying purchasing power on the other hand

purchasing power is depended on disposal income.

PSYCHOLOGICAL THEORIES :

a. Stimulus response theory :

Pavlov skinner and kotles developed this theory this theory

on these basis of experiment they did on analysis Acc., to them

learning occurs as a person response to some stimuli and is rewarded

with need satisfaction for a connect response. They proved that most

recent and frequent stimulates are remembered and responded this

approach is the basis repeated advertisement.

b. Cognitive theory :

This theory was proposed by festigner mainly to explain post

buying behaviour. Acc., to his stimulation what is condition by customer

knowledge and his perception believer and attitude perception is the

some total of physical stimulus and personal factor.

c. Gestact and field theory :

According to this theory learning and consequence behav-

iour is not independent but it is a total process they argue that human

behaviour must be use as individual by pattern totalities. Behaviour

should be explained in terms of all the factors that are in appointing

whenever event happens. Thus buying is not motivated by a single

element. That is the same total of many elements.

CONSUMER BEHAVIOUR IS AN INDISCIPLINARY SCIENCE :-

Consumer behaviour is a relatively new field of study with

no history or body of research of its own the new disciplined borrowed

is other scientific disciplines such as psychology, sociology, social

psychology cultural anthropology and economics.

1. Physiology :

Physiology is the study of the individual. It includes the study

of motivation attitude, personality and learning patterns. All this

factors are integral to an understanding of consumer behaviour.

They enable us to understand the various consumptions needs of

individuals, their actions and reactions in response to different,

products and products messages and the way personality

characteristics and revile experience effect their product choices.

2. Sociology :

Sociology is the study of groups the actions of individuals in

groups often differ from the action of individuals operations alone. The

actions of individual in groups often differ from the action of individual

operations. The influences of group member ships.

3. Psycho - analytical theory :

This theory is developed from the thoughts of segments

board. He explained that the personality has free basic determinations

i.e., I.D. Ego, Super Ego.

4. Social Culture theories :

The credit for formulating this theory goes Beblem (1889-

1899). And this theory is some times known as Beblenior model he

explain that man is primarily a social animal and his wants and

behaviour are largely influenced by the group which he is a member.

It means effect of work group, friendship group, family group, different

groups indicates the position or particular group of person is society

man essentially social being a intent with other individual a variety of

group. In spite of personal differences people may be forced to accept

decision of society family structure and social class on consumer

behaviour are relevant to the study of consumer segments in the

market place.

5. Social Psychology :

Social psychology if an amalgam of sociology it is the study

how an individual operates in a group. The study of consumer

behaviour is not only the study of how groups operate in how

individuals are influenced in their personal consumption behaviour.

6. Cultural anthropology :

The study of human beings in society is the study of cultural

anthropology, in traces the development of the care beliefs, values and

customs that are passed down to individuals from their parents and

grand parents and influences their purchase and consumption

behaviour. It also include subculture i.e., sub-groups within the large

society.

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

many 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 environ-

ment. 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.

A MODEL OF CONSUMER BEHAVIOUR

The hoarding provided the initial stimulus for this purchase

and consumption. This was further backed up by other stimuli such as

brand display in the shop, watching other consumer buys a particular

brand, any point of purchase promotional material, earlier satisfaction,

with given brands etc., your response to this stimuli results in a

purchase of particular brand, In between the process of receiving this

stimuli responding to them you went through a decision making

process. The stimuli, process of decision making and response

constitutes a simple method of consumer behaviour.

EXTERNAL FACTORS

INPUT MARKETING STIMULI OTHER STIMULI

Brand Economic

Price Technological

Promotion Political

Channel of distribution Social

CONSUMER DECISION MAKING

PROCESS BUYER CHARACTERISTICS BUYER DECISION

Psychological Process

Personal and

Cultural characteristics
 There are 4 major factors which influences the buying

behaviour of consumers.

1. Cultural factors

2. Social factors.

3. Personal factors.

4. Psychological factors.

1. CULTURAL FACTORS :

Cultural factors exert the broadest and deepest influence on

consumer behaviour.

Culture :

Culture represents an over all social heritage, a distinctive

from of environments adoption by a whole society of people. It

includes a set of learned beliefs, values, attitudes, morals, customers,

habits and forms of behaviour that are shaped by a society and

transmitted to the generations with in that society. The child growing

up in a society learns a basic set of values, perceptions, preferences

and behaviour through a process of socialization invoicing the family

and other key institutions.

Sub-Culture :

Each culture consists of smaller sub culture that provide more

specific identification and socialization for its, sub culture includes

nationalities, religious, social groups and geographical regions. Many

sub cultures make's important market segments and marketers often

design brands and marketing programs tailored to their needs.

Cross-Culture :

To determine whether and how to enter a foreign market,

marketers a need to conduct some form of cross cultural consumers

analysis. Cross culture is defined as the effort to determine to what

extent the consumers of two or more nations are similar or different.

2. SOCIAL FACTORS :

Consumer behaviour is also influenced by such social

factors as reference groups, family and social, roles & status.

Reference groups :

A person has behaviour is strongly influenced by many

groups. As person's references groups are those groups that have a

direct (face-to-face) or indirect influence on the persons attitudes or

behaviour. Group having a direct influencing on a person are called

membership groups. These are groups to which there is fairly

continuous interaction such as family, friends and neighbours and

secondary groups which tend to be more formal and where there is

less continuous interaction. They include religious organizations,

professional associations and trade unions.

FAMILY :

We can distinguish between two families in the buyers life

the family orientations consists of ones parents. From parents a person

acquires an orientation towards religion, polities and economies and

sense of personal ambition, self worth and love. The marketer needs to

determine which member normally with the product on service,

whether the husband is more dominant or the wife or they have equal

influence.

Roles & Status :

A person participation in many groups through out his life,

family clubs, organization etc, the person position in each group can

be defined in the terms of role status. Marketers are aware of the

potential of products to become status symbol.

3. PERSONAL FACTORS :

Buyers decisions are also influenced by personal

characteristics the buyers age, and life stage cycles, occupation,

economic circumstances, life style and personality and self concept.

4. PSYCHOLOGICAL FACTORS :

Motivation :

Motivation can be described as the driving force with in

individuals that impels them to action. This driving force is produced

by a state of tension, which exists as the result of an unfulfilled need.

Perception :

Is defined as the process by which an individual selects,

organizes and interprets stimuli into a meaningful and coherent

picture of the world.

Learning :

In the process by which individuals acquire the purchase and

consumption knowledge and experience they apply to future related

behaviour.

CONSUMER DECISIONS AND ACTIONS

OUTPUT Brand choice

Dealer choice

Purchase timing
THE BUYING DECISION PROCESS

Marketers have to go beyond the various influences on

buyers and develop an understanding of how consumers actually make

their buying decision. Marketers must identify who makes buying

decisions and step in the buying process.

BUYING ROLES

For many brands, it is to identify the buyer. Other brands

involve a decision making unit consisting of more than one person.

This may happen due take of technical knowledge or experience or

unaware of brands in the markets. Thus we can distinguish five roles

peoples might play in buying decisions.

INITIATOR

A person who first suggests the idea of buying the particular

brand or service.

DECIDER

A person who decides on a component of a buying decision,

whether to buy, what to buy, how to buy or where to buy.

BUYER

The person who makes the actual purchase.

USERS

The person who consume or use the brand.

TYPES OF BUYING BEHAVIOUR

Consumer decision making varies with the type of buying

decision. There are great difference between buying tooth paste, a

tennis rocket, a personal computer and a new tractor. Complex and

expensive purchases are likely to involve more buyer deliberation and

more participants. As sale distinguished four types of consumer

buying behaviour based on the degree of buyer involvement and the

degree of difference among brands.

COMPLEX BUYING DECISION

Consumer goes through complex buying behaviour when

they are highly involved in a purchase and aware of significant

differences among brands. Consumers are highly self expensive.

Typically the consumer doesn't know much about the brand category

and has much to learn.

DISSONANCE REDUCING BUYING BEHAVIOUR

Some times the consumer is highly involved in a purchase

but sees little difference in the brands. The high involvement is based

on the fact that the purchase inexpensive, infrequent and risky. In this

case buyer will shop around to learn what is available but will buy

fairly quickly perhaps responding primarily to a good price to

purchase convenience. The consumer will be alert to information that

justifies his or her decision.

Habitual Buying Behaviour :

Many Brands are brought under conditions of low consumer

involvement and the absence of significant brand differences.

Consider broom, consumer has little involvement in the brand category.

They go to the store and reach of the brand. If they keep reaching for

the same brand, it is out of habit but not strong brand loyalty. If they

keep reaching for the same brand, it is out of habit but not strong brand

loyalty. There is good evidence that consumers have low involvement

with most low cost frequently purchased brands. With low involvement

of brands, consumer behaviour does not pass through the normal

belief attitude behaviour sequence. Consumers do not search

extensively for information about brands evaluate their characteristics

and make weighty decision on which brand to buy. Instead they are

passive recipients of information as they watch television or see prints

advertisement. Advertisement repetitions create brand familiarity

rather than brand conviction. Consumer don't for a strong attitude

towards a brand rather they select it because they are nor highly

involved with the brand. Thus for low involvement brands the buying

process begins with brand beliefs formed by passive learning and is

followed by purchase behaviour which may be followed by evaluation.

VARIETY SEEKING BUYING BEHAVIOUR :

Some buying situation is characterized by low consumer

involvement but significant brand differences. Here consumers after

do a lot of brand switching.

Brand switching occurs for the sake of variety rather than

dissatisfaction.

IMPORTANCE OF STUDY OF CONSUMER BEHAVIOUR :

The concept of modern marketing is customer - oriented

therefore, there is and hence need to supply the behaviour of the

consumers of account of the following benefits.

1. PRODUCTION POLICIES :-

The study of consumer behaviour gives an insight in to the

various factors which incline the consumer to buy the product. The

various factors which influence the consumer decision may be

packing of the product, quality of the product, size of the product pucker

color of the product etc., understanding the consumer behaviour with

regard to this aspects with enable the company to formulate the

production policies suitable to the requirement of consumer.

2. PRICE POLICIES :-

Consumer behaviour to purchase articles is very much

influence by the price of the product. The buyer of some products only

because particular brand, brand is cheaper than the comparative

brands available in the market. Thus a consumer behaviour and

reactions with regard to the price of various commodities will help the

marketing manager for improving sales probability.

3. SALES PROMOTIONAL POLICIES :-

Sales promotional policies enables the managers to know

what motive prompts the buyers to makes purchasers and the

marketing department would be able to decide what advertising

media should be followed to stimulate the desire the purchase. The

marketing manager takes the decisions regarding brand, packaging

discussant, commissions, fights, free samples etc. on the basis of

consumer behaviour only. Thus for promotion sales of the company

products the study of consumer behaviour is inevitable.

4. PUBLIC POLICY CONSERTS :-

With the increasing of the consumer protection movement,

policy marks at the national state and district level become aware

of their responsibility to protection the consumer interest and

well-being of their constituents. Therefore a national commissions, state

commission, district formals have been created to protect the interest

of the consumers all of which by products of equipments and service

in order to come their organization whether for profits non profits.

WHY TO STUDY CONSUMER BEHAVIOUR :-

The study of consumer behaviour is concerned with not only how

consumer behaves but they behave as they do. As consumers it is

important for us to study consumer behaviour, so that we may gain

greater insight into out own consumer related decisions, what we buy,

why we buy, how we buy, they study enables us to analyze our own

consumption decisions and makes us aware of suitable influence that

persuade us to make the product choice.

CONSUMER DECISION PROCESS :-

Problem Identification

l
Search for information

l
Evaluating the alternatives

l
Product choice

l
Out come

l
Post Purchase Behaviour
1. It is the first stage of problem identification. It means consumer

decides in advance to satisfy needs and desire.

2. Wherever problems identifications is over immediate the

consumer will try to collect the information about goods

services available in the market to satisfy his needs and desires.

3. Wherever the search for information is over the consumer

evaluated of analyze what are the alternatives available in the

market.

4. After the evaluation of alternatives the consumers decided which

type of goods and services are available in the market to satisfy

his needs and desires.

5. At this stage only the consumer will purchase particular type.

6. Consumer ma get purchase behaviour only after consumption of

the goods and services it may be either negative or positive.

 CHAPTER - IV

DATA ANALYSIS
&
INTERPRETATION
TABLE - I

ANALYSIS BASED ON AGE OF THE PEOPLE :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 BELOW 20 YEARS 8 8%
2 21 - 30 YEARS 28 28%
3 31 - 40 YEARS 24 24%
4 41 - 50 YEARS 36 36%
5 ABOVE 50 YEARS 4 4%
TOTAL 100 100%

INTERPRETATION :
My study has covered different group of people having different
ages. 8% respondents are below 20 years, 28% respondents are 21 - 30
years, 24% respondents are 31 - 40 years, 36% respondents are 41 -50
years and remaining 4% respondents are above 50 years
 ANALYSIS BASED ON AGE OF THE PEOPLE

36%

28%

24% BELOW 20 YEARS

21 - 30 YEARS

31 - 40 YEARS

41 - 50 YEARS

No of Respondents
ABOVE 50 YEARS

8%

4%
TABLE - II

ANALYSIS BASED ON MONTHLY INCOME OF THE PEOPLE :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 BELOW 5,000 10 10%
2 5,000 - 10,000 65 65%
3 10,000 - 20,000 25 25%
TOTAL 100 100%

INTERPRETATION :
My study has covered different group of people having different
incomes. 10% respondents are below Rs. 5000/-, 65% respondents are
Rs. 5000 - 10,000/-, 25% respondents are Rs 10,000 - 20,000/-.
ANALYSIS BASED ON MONTHLY INCOME OF THE PEOPLE

10%

25%

65%

BELOW Rs. 5000/-

Rs. 5000 - 10,000/-

Rs. 10,000 - 20,000/-

TABLE - III

ANALYSIS BASED ON KNOWNING ABOUT DIGITAL SHOPPY :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 FRIENDS 44 44%
2 ADVERTISEMENT 32 32%
3 OWN DECISION 12 12%
4 RELATIVES 12 12
TOTAL 100 100%

INTERPRETATION :
After obtaining the information of influencing by 44%
customers were influenced by friends, 32% of customers were
influenced through advertisement, 12% of customers were
influenced by there own decision, 12% of customers were
influenced by relatives.
 ANALYSIS BASED ON KNOWNING ABOUT DIGITAL SHOPPY

44%

32% FRIENDS

ADVERTISEMENT

OWN DECISION

RELATIVES

No of Respondents
12% 12%
TABLE - IV

ANALYSIS BASED ON FACTORS INFLUENCED TO PURCHASE

PRODUCT IN DIGITAL SHOPPY :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 PRICE 41.6 41.6%
2 QUALITY 36.2 36.2%
3 SERVICE 11.1 11.1%
4 RECIEVING 11.1 11.1%
TOTAL 100 100%

INTERPRETATION :
After obtaining the information of influencing by 41.6%
customers were influenced by Price, 36.2% of customers were
influenced by quality, 11.1% of customers were influenced by
service, 11.1% of customers were influenced by recieving.
 ANALYSIS BASED ON FACTORS INFLUENCED TO PURCHASE PRODUCT IN DIGITAL SHOPPY

41.6%

36.2%

PRICE

QUALITY

SERVICE

RECIEVING

No of Respondents
11.1% 11.1%
TABLE - V

ANALYSIS BASED ON PRODUCT PURCHASED IN

DIGITAL SHOPPY :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 TELEVISIONS 55.5 55.5%
2 REFRIGIRATORS 18.5 18.5%
3 WASHING MACHINES 3.7 3.7%
4 OTHERS 22.3 22.3%
TOTAL 100 100%

INTERPRETATION :
Out of 100 respondents 55.5% of respondents were purchased
Televisions, 18.5% of respondents were purchased Refrigirators,
3.7% of respondents were purchased Washing Machines and
remaining 22.2% of respondents were purchased other products.
 ANALYSIS BASED ON PRODUCT PURCHASED
IN DIGITAL SHOPPY

22.3%

3.7%
55.5%

18.5%

TELEVISIONS

REFRIGIRATORS

WASHINING MACHINES

OTHERS
TABLE - VI

ANALYSIS BASED ON BRAND PREFERED IN

DIGITAL SHOPPY :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 SONY 42.3 42.3%
2 LG 15.3 15.3%
3 SAMSUNG 3.8 3.8%
4 ONIDA 3.8 3.8%
5 OTHERS 34.8 34.8%
TOTAL 100 100%

INTERPRETATION :
The above table show out of 100 respondents 42.3% of
respondents are using Sony, 15.3% of respondents are using LG,
3.8% of respondents are using Samsung 3.8% of respondents
are using Onida and remaining 34.8% of respondents are using
Other brands.
 ANALYSIS BASED ON BRAND PREFERED IN DIGITAL SHOPPY

42.3%

34.8%

SONY

LG

SAMSUNG
15.3%
ONIDA

No of Respondents
OTHER

3.8% 3.8%
TABLE - VII

ANALYSIS BASED ON SATISFACTION IN DIGITAL SHOPPY :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 EXCELLENT 20 20%
2 GOOD 68 68%
3 AVERAGE 12 12%
TOTAL 100 100%

INTERPRETATION :
Above table interpretes that the satisfaction with digital
shoppy, 20% of respondents opting that excellent, 68% of
respondents opting that good, and remaining 12% of respondents
opting that average.
ANALYSIS BASED ON SATISFACTION IN
DIGITAL SHOPPY

12%
20%

68%

EXCELLENT

GOOD

AVERAGE
TABLE - VIII

ANALYSIS BASED ON OPINION ABOUT PRICE IN

DIGITAL SHOPPY :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 REASONABLE 92 92%
2 HIGH 8 8%
TOTAL 100 100%

INTERPRETATION :
Price is influecing factor for any product majority of its
respondents opinion that the digital shoppy products value is
reasonable. only 8% feel that price is high.
ANALYSIS BASED ON OPINION ABOUT PRICE IN DIGITAL SHOPPY

8%

REASONABLE

HIGH

92%

No of Respondents
TABLE - IX

ANALYSIS BASED ON MODE OF PURCHASING IN

DIGITAL SHOPPY :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 IMMEDIATE CASH PAYMENT 64 64%
2 INSTALMENT 20 20%
3 BANK FINANCE 16 16%
TOTAL 100 100%

INTERPRETATION :
Customers are being punching the digital shoppy through
immediate cash payment are 64% and through instalment 20%
and those who are taking the bank finance are 16%.
 ANALYSIS BASED ON MODE OF PURCHASING IN DIGITAL SHOPPY

64%

IMMEDIATE CASH PAYMENT

INSTALMENT

BANK FINANCE

20%

No of Respondents
16%
TABLE - X

ANALYSIS BASED ON PERFORMANCE OF DIGITAL SHOPPY :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 EXCELLENT 12 12%
2 SATSIFIED 68 68%
3 AVERAGE 20 20%
TOTAL 100 100%

INTERPRETATION :
The above table reveals that the majority of the customers
that is 12% of respondents were liking its performances, 68% of
respondents were satsified and remaining 20% of respondents were
average about its preformance.
ANALYSIS BASED ON PERFORMANCE OF
DIGITAL SHOPPY

12%
20%

68%

EXCELLENT

SATISFIED

AVERAGE
TABLE - XI

ANALYSIS BASED ON CHANGES :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 EXCELLENT 37.9 37.9%
2 SATSIFIED 41.3 41.3%
3 AVERAGE 20.8 20.8%
TOTAL 100 100%

INTERPRETATION :
The above table reveals that the majority of the customers
that is 12% of respondents were liking its performances, 68% of
respondents were satsified and remaining 20% of respondents were
average about its preformance.
 ANALYSIS BASED ON CHANGES

41.3%
37.9%

PRICE

SERVICE
20.8%
ADVERTISEMENT

No of Respondents
TABLE - XII

ANALYSIS BASED ON MARKET POSITION :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 1 ST 55 55%
2 2 ND 40 40%
3 3 RD 5 5%
TOTAL 100 100%

INTERPRETATION :
Out my survey regarding the digital shoppy in which
position it has to be placed. The majority of the respondents i.e. 55%
of respondents said that it has to be placed in the 1st position, 40% of
respondents said that it has to be placed in the 2nd position and
remaining respondents said that it has to be placed in 3rd position
 ANALYSIS BASED ON MARKET POSITION

55%

40%
1 ST

2 ND

3 RD

No of Respondents
5%
TABLE - XIII

ANALYSIS BASED ON OPINION ABOUT DIGITAL SHOPPY :

S.No. OPTIONS No. OF RESPONDENTS PERCENTAGE

1 GOOD 88 88%
2 POOR 12 12%
TOTAL 100 100%

INTERPRETATION :
Above table shows out of 100 respondents 88% of
respondents opinion on digital shoppy is good and remaining
12% of respondents opinion on digital shoppy is poor.
ANALYSIS BASED ON OPINION ABOUT DIGITAL SHOPPY

12%

88%

GOOD

POOR
 CHAPTER - V

CONCLUSIONS
&
SUGGESTIONS
 CONCLUSION

] It is concluded that there is a priority to specific income group to purchase

products in digital shoppy. General income group people can purchase

products.

] Out of 100 respondents all are known about digital shoppy. It shows

popularity of the digital shoppy.

] Maximum number of respondents were influenced by advertisement and

their family members.

] Majority of the respondents feel that the price of product is reasonable.

] The product users are considering quality and considering price in

purchase of products in digital shoppy. Some people considering both.

] Televisions are acting as an important media in acknowledgement of and

followed by magazines.

] Maximum respondents felt the rate of performance of digital shoppy

products. Among the counter products is moderate some people felt the rate

performance is maximum.
] Maximum respondents opinion is that Telengana Agencies is coming in

competition with digital shoppy.

] Maximum respondents feeling that digital shoppy is satisfactory.

] Maximum respondents are satisfied with after sale services.

] The most of the respondents of the study is from the income group of

Rs. 5,000 to 20,000 followed by below 5,000 and 20,000.

 SUGGESTIONS

C Maximum respondents come to know about digital shoppy through

advertisement hence try to make the advertisements more affective.

C It suggested that the manager need to provide prompt service when

ever customer required.

C Telangana agencies is coming in competition with digital shoppy

hence bring more new models in digital shoppy as compared to

Telangana Agencies.

C It is suggested to manager when ever he provides fair services to customer

it influence to develop sales and brand image.

C In developing towns like Khammam most of the people of middle class so

it is advised to the manager to provide many schemes like finance facilities,

coupons, gift offers, etc.

C Sales people should maintain cardial friendly relation with the customer

C It is time to digital shoppy concentrate more on the market as the

competition are so active in the local market now.

 CONSUMER PREFERENCES TOWARDS
DIGITAL SHOPPY
QUESTIONNAIRE
1. Name :

2. Age :

3. Gender : Male Female

4. Occupation :

5. Monthly Income [ ]
A) Below 5,000 B) 5,000 - 10,000
C) 10,000 - 20,000 D) Above 20,000

6. How do you know about Digital shoppy ? [ ]

A) Friends B) Advertisement C) Own Decision D) Relatives
7. What factors influenced you to purchase product in Digital shoppy ?
[ ]
A) Price B) Quality C) Service D) Recieving

8. Which product you have purchased in Digital shoppy ? [ ]

A) Television (TV) B) Refrigirators
C) Washing Machines D) Other

9. Which brand do you preferer in Digital shoppy ? [ ]

A) SONY B) LG
C) SAMSUNG D) ONIDA E) Other

10. Are you satisfied in Digital shoppy ? [ ]

A) Excellent B) Good C) Average
11. What is your opinion about the price in Digital shoppy ? [ ]
A) Low B) Reasonable C) High D) Very High

12. What is the mode of purchasing in Digital shoppy ? [ ]

A) Immediate Cash Payment B) Instalment
C) Bank Finance D) Other

13. Your opinion about Digital shoppy performance ? [ ]

A) Excellent B) Satisfied C) Average D) Poor

14. Do you want any changes regarding ? [ ]

A) Price B) Service C) Advertisement D) Models

15. Digital shoppy to be placed which position inthe market ? [ ]

A) 1st B) 2nd C) 3rd D) 4th

16. Your opinion about Digital shoppy [ ]

A) Good B) Poor

If Good give reason _______________________________________

17. Why Digital shoppy crowned so popularily ?

_________________________________________________________

18. How do you rate the performance of Digital shoppy among other shops ?

_________________________________________________________

19. Do you offer any suggestions to capture lion-share in the market ?

Suggestion :.................................................................................................

.....................................................................................................................
 BIBLIOGRAPHY
u J.C. GANDHI Marketing Management,

Tata McGraw Hill

Publications Ltd., New Delhi, 1997.

u PHILIP KOTLER Marketing Management,

Prentice Hall of India

Pvt. Ltd., New Delhi, 2000.

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Prentice Hall of India

Pvt. Ltd., New Delhi, 1995

u S.A. CHUNA WALLA Consumer Behaviour,

Himalaya Publishing
House, Mumbai, 2000.

u V.S. RAMA SWAMY & Marketing Management,

S. NAMA KUMARI MacMillan India Ltd.,

New Delhi, 2000.

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The Hindu

u MAGAZINES Business Economy

4 P's
Business India
Business Today