marketing research project nupur

8/6/2019 Marketing Research Project Nupur

http://slidepdf.com/reader/full/marketing-research-project-nupur 1/14

To Analyse the Consumer Buying Behavior of Denim Brands Amongst Youth

in Nift Kolkata.



� The systematic gathering, recording andanalyzing of data about problems relating to the

marketing of goods and services.

� It is the function which links the customer andpublic to the marketer through information usedto identify and define market opportunity andproblems; generate refine and evaluate marketactions; monitor performance and improveunderstanding of market as a process.



� Strategic

� Tactical

(we use the tactical application aspect in our research)



� Formulating the problem/ defining Objective.- To analyze the consumer buying behaviour for denimbrands in the demographics of Nift Kolkata youth.

� Choice of Research DesignExploratory, Descriptive and Causal.- We have used descriptive research design:

(it is used where there are conditions of demographics,

geographic etc.)there are two types of descriptive research:Longitudinal(eg.panel type) and Cross-sectional(eg.fieldstudies or surveys), our research is cross-sectional.



� Designing the research methodology:

1. Research method: Primary or Secondary

-our research uses Primary data.

2.Sampling plan: probabilistic or non probabilistic

-the research uses non probabilistic plan as wehave send the questionnaire to selective peoplefrom our friend circle.

-Thus ConvenienceSampling.



3.Questionnaire Design:The scales used in the questionnaire are:

Nominal Ordinal

Stapel

The questions are of the following types:

Dichotomous

Multiple choice

Rating or ranking



4. Field work plan:

-we made the questionnaire, forwarded it to

friends using internet and the waited for theirresponses.

5.Analysis plan:

-we studied the responses and used SPSS toanalyze the responses to accomplish our

objective.



� OBJECTIVE:- Primary objective-

The objective of our study through this project is

to determine the factors which have a bearing onconsumers buying behaviour with respect todenims.

- Secondary objective The results obtained from our study will give us

an insight into consumer behaviour which, in turn,will help us in analyzing the factors contributing tobrand preferences.



� Sample Design:Nift Kolkata students

age group 17 to 26

(both UG and PG students were included)

� Factors included for study:-Price

-Color-Wash-Fabric-Fit-Brand name-Current trend-Durability

-Comfort



� Questionnaire:

https://spreadsheets.google.com/spreadsheet/vie

wform?formkey=dDJTMFBYN0RaekVsaVdlLVZTVU9UNGc6MQ

(Please use internet to see the link)



� Data collected in excel sheet:

(saved as an excel sheet in the source disk)

� Data tabulated file:

(saved as a spss file in the source disk)

� Output file:(saved as a spss output file in the source disk)



(*Shown in the document)



� LEVISAND OTHER NON BRANDED JEANSARE THE MOST PREFERREDONES

� DARK BLUE AND LIGHT BLUE ARE THE MOST PREFERRED COLOURS

� MAXIMUM NUMBER OF PEOPLE CONSIDERFABRIC TO BE OFGREAT

� IMPORTANCE WHEN PURCHASING A DENIM

� COLOUR ISTHE MAJOR BASISOF PREFERENCE WEN BUYING A DENIM

� MAJORITY OF DENIM BUYERSARE BRAND CONCIOUS

� CURRENT TRENDS INFLUENCESA HIGH NUMBER OF PEOPLE.

� PEERS INFLUENCE A HIGH NUMBER OF RESPONDENTSWHENPURCHASING A DENIM.



Submitted by:

NupurSachdeva (01)Kanika Mathur (04)Manya Dugar (11)

marketing research project nupur

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