summer training report on consumer behaviour
DESCRIPTION
consumer behaviour at motisons jewellers , jaipur, rajasthan.TRANSCRIPT
SUMMER TRAINING REPORT ON A STUDY ON CONSUMER BEHAVIOUR (WITH SPECIAL REFRENCE TO MOTISONS JEWELLERS Ltd.)
SUBMITTED IN PARTIAL FULFILLMENT TO
THE IIS UNIVERSITY For the Degree of MBA-Human Resource Management (Department of HRM & IB )
SUBMITTED TO: - SUBMITTED BY:-Dr. SEEMA SINGH RATHORE EKTA MIDDHA ADDITIONAL HEAD MBA(HR) SEM- IIIDEPTT. HRM & IB ICG/2013/15715 (THE IIS UNIVERSITY)
2014-2015
ACKNOWLEDGEMENT
I owe my thanks to all the various people helped me in making this project successful. I am thankful to all people without whose help and guidance an effort to do this work would not have been successful.This project report instead of being an individual effort is a collective one where in help from various quarters especially business and academic one have been derived. The list of those providing a helping hand is quite comprehensive but it would be pertinent to mention a few who have played a major role in completion and preparation of the project and continue to have positive influence in my thought process.My special thanks go to Sir M.K Sharma,( DEAN ,Faculty of Commerce &Management), Dr. Ankita Gangwal Jain,(HEAD, dept. of HRM&IB),and Dr. Seema Singh Rathore (Additional HEAD, dept of HRM& IB) under whose guidance I have completed my project She was there to meet and talk about my ideas and ask me good questions to help me think through my problems .I would also like to thank my MR.Lalit Musal (Senior Manager-HR MOTISONS JEWELLERS Ltd.) who helps me for guidance provided by, which help me to complete my project.At last I would like to thank my family and friends for unconditional support and encouragement in completion of my project.
EKTA MIDDHA
PREFACE
Summer Training is essential for the fulfillment of MBA curriculum. It
provides an opportunity to the student to understands the industry with special
emphasis on the development of skill in analyzing interoperating practical
problems through application of management.
My research report deals with “consumer behavior” with refrence to Motisons
jewelers Ltd.
The whole study is divided into many parts:
The first section deals with consumer bahaviour I have given a brief conceptual
explanation about consumer behavior.It contains the definition,process and
significance of consumer behavior.
The second section of my report contains title, objective, methodology, scope,
and limitation of study.The third section of my study deals with a detailed
profile of Motisons jewelers Ltd. It includes history , its operations, etc.The
last part of the study includes findings,suggestions,conclusion,bibliography and
annexures.My project deals with providing the best scenario MOTISONS
JEWELLERS ltd. Jaipur and its consumer behavior. The competition that it is
facing among other jewelers and how it is leading in the market after providing
all the best possible customer service and benefits.
S. NO. CONTENT PG. NO.
Chapter-1 Introduction 1-6
Chapter-2 Research Methodology
Meaning Of Research
Objective Of Study
Scope Of Study
Research Design
Data Collection
Sampling
Review Of Literature
Limitations of study
7-11
Chapter-3 Profile of Motisons Jewellers Ltd. 12-16
Chapter-4 Data Analysis and Interpretation 17-28
Chapter-5 Findings 29
Chapter-6 Suggestion and Conclusion 30-31
Bibliography
Annexure
INDEX
CHAPTER – 1
INTRODUCTION
Society is a diversified in all aspects. We see this among consumers, marketers, producers
and even among consumer behavior from theoretical aspects.
The study of consumer behavior enables marketer to predict a consumer behavior in the
market; it also produces under standing of the role that consumption has in the lives of
individuals.
Consumer behavior is defined as a behavior that consumers display while searching for
purchase, using, evaluation and disposal of products, services and ideas that they to satisfy
their needs. The study o f consumer behavior is concerned not only with what consumers
buy, but also with what they buy it, when, from where and how they buy it and how often
they buy it. It is concerned with learning the specific meanings that products hold for
consumers. Consumer research takes place at every phase of the consumption process; before
the purchase, during the purchase and after purchases.
Consumer behavior is the study of how people buy, what they buy, when they buy and
why they buy. It attempts to understand the buyer decision processes/buyer decision making
process, both individually and in groups. It studies characteristics of individual consumers
such as demographics, psychographics, and behavioral variables in an attempt to understand
people's wants. It also tries to assess influences on the consumer from groups such as family,
friends, reference groups, and society in general.
What we buy, how we buy, where and when we buy, in how much quantity we buy
depends on our perception, self concept, social and cultural background and our age and
family cycle, our attitudes, beliefs, values motivation, personality, social class and many
other factors plthat are both internal and external to us.
Consumer behavior is interdisciplinary; i.e. it is based on concepts and theories about
people that have been developed by scientist in such diverse disciplines as psychology,
sociology, social psychology, cultural anthropology and economics. Consumer research is
the methodology used to study consumer behavior.
The study of consumer behavior is the study of ho individuals make decision to spend
their available resources on consumption elated items. It includes the study of what, why,
when and form where they buy etc.
Consumer behavior is a relatively new field of study emerged in late 1960s with no
history or body of research of its own unlike branches of economics. Many early theories
concerning consumer behavior were based on economic theory on the notion that individuals
act to maximize their benefits in the purchase of goods and services.
There are number of reasons why the study of consumer behavior developed as a separate
marketing discipline. As sum as the marketing researchers began to study the buying
behavior of customers, they realized that, despite a something “me too” approach to fashions,
many consumer rebelled at using the identical products everyone else used. The primary
purpose or studying as part of a marketing curriculum is to understand why and how
consumers make their purchase decisions. These insights enable marketer to design more
effective marketing strategies.
Consumer behavior has become an integral part of strategic market planning. The belief
that ethics and responsibility should also be integral components of every marketing concept,
which calls on marketer to fulfill the needs of their target market in ways that improve
society as a whole.
In addition to studying consumer uses and purchase and post purchase evaluations of the
product they buy, consumers researchers are also interested in how individuals dispose the
other one’s new purchase.
CONSUMER BEHAVIOR
Consumer behavior is the study of how people buy, what they buy, when they buy and
why they buy. It blends elements from psychology, sociology, sociopsychology,
anthropology and economics. It attempts to understand the buyer decision processes/buyer
decision making process, both individually and in groups. It studies characteristics of
individual consumers such as demographics, psychographics, and behavioral variables in an
attempt to understand people's wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in general.
Belch and Belch define consumer behavior as 'the process and activities people engage in
when searching for, selecting, purchasing, using, evaluating, and disposing of products and
services so as to satisfy their needs and desires'.
BUYER – AN ENIGMA
Although it is important for the firm to understand the buyer and accordingly evolve it
marketing strategy, the buyer or consumer continues to be an enigma – sometimes
responding the way the marketer wants and on other occasions just refusing to buy the
product from the same marketer. For this reason, ht buyers’ mind has been termed as a black
box, the marketer provides stimuli but he is uncertain of the buyer’s response. This stimulus
is a combination of product, brand name, colour, style, packaging, intangible services,
merchandizing, shelf display, advertising, distribution, publicity and so forth.
Further today’s customer is being greatly influenced by the media especially electronic.
Technological developments in the field of information, biotechnology and genetics, and
intensive competitions in all products and services are also impacting consumer choices.
FACTORS INFLUENCIG CONSUMER BEHAVIOR
The factors that influence consumer behavior can be classified into internal factors and
external environmental factors. External factors do not affect the decision process directly,
but percolate or filter through the individual determinants, to influence the decision process.
The individual determinants that affect consumer behavior are:
Motivation and involvement
Attitudes
Personality and self concept
Learning and memory
Information processing
The external influences or factors are:
Cultural influences
Sub-cultural influences
Social class influences
Social group influences
Family influences
Personal influences
MODELS OF CONSUMER BEHAVIOR
We have already seen that there are many factors which influence the decision making of
consumers. There are various consumer models which help in the under standing of
consumer behavior. They are formulated by different economist and management scientist
based on various ideas. They are:
Economic Model
Psychological Model
Input process output Model
Sociological Model
Hawrath Sheth Model
Sociological Model
Engel-Blackwell-Kollath Model
Model of family decision making
Nicosia Model
A model of industrial buying behavior
TOOLS TO STUDY CONSUMER BEHAVIOR
It is important to marketer to regularly study buyer behavior. The different tools available to
him or her are:
Surveys
This is the most common technique used in studying consumer behavior. It involves the use
of questionnaires. Different scaling techniques like Likert and Thurstone are used to measure
consumer attitudes. The problem with survey methodology is that it gives to marketer only
conscious response of the customer.
Projective Techniques
To throw the customer off his or her conscious level and to get know sub-conscious-level
responses, projective techniques like word association, picture association and thematic
appreciation tests have been used. This provides valuable information on his or her product
or brand and about the customer’s lifestyle and self concept.
Focus Group Discussions
This is another qualitative technique used to assess how customers perceive the product and
use situations. It also provides the marketer with valuable information on the target market.
OUTLET SELECTION AND PURCHASE
As the number of product and brands are increasing in the market, so are the retail outlets
and it becomes very confusing for the customers to choose the retail stores. The selecting of a
retail store also involves almost the same process as selecting a brand. A retail outlet relates
to a service or a product which caters to the consumer. The retail trade occurs from the stores
but, it also occurs from catalogues, direct mail via print media, television and radio. Retailing
is also done in weekly markets which are put up in different areas of a city on different days.
It is also done from consumer, by means of various media. It has become very challenging
and exciting, both for consumers and marketers.1 The consumer may give first preference to
the store or the product or, he may give equal importance to both. Sometimes one prefers a
store first, where he can get friendly and logical advice to buy the product or brand of second
priority, if he is assured of proper service and proper guidance, rather than buying a product
of his choice on first priority and missing out on other important aspects of purchase.
Kotler Philip, Keller Lane Kvin “Marketing Management”.12th edition Pearson Education P.No.
117,118,121. (1)
PURCHASE BEHAVIOR
We have seen that in many products, decision-making is a very lengthy process, and takes a
very long time. The problem is recognized and a lot of information is gathered. After this is
done, the last two stages of decision-making, that is, the purchase and post purchase come
into play. Purchase is very important as it generates revenue, and post purchase gives us an
idea of the likes and dislikes of the consumer. Post purchase behavior also establishes s link
between the marketer and the target market segment.
Purchase is important to the marketer as the product was planned, produced, priced,
promoted and distributed after a lot of effort. If purchase does not take place, the marketer
has failed in his marketing effort. He then needs to change the marketing mix. He has to
change entire strategy, as the ultimate aim of the marketer is to float a product which will
generate revenue and bring satisfaction to the customers. Purchase is important for his
success, for achieving his objectives and for formulating competitive strategies against the
competitors. It marks the end of his search, end of his efforts and chooses the brand of his
choice for expected benefits.
POST PURCHASE BEHAVIOR
It is important for the marketer to know whether his product is liked by the consumer or not.
He wants the feedback about his product so that corrective action, if necessary, can be taken,
and the marketing mix be modified accordingly. Post purchase behavior is the reaction of the
consumers; it gives an idea of his likes and dislikes, preferences and attitudes and satisfaction
towards the product. It indicates whether or not the purchase motives have been achieved.
Purchase is the means and post purchase is the end. Post purchase behavior indicates whether
or not repeat purchase will be made. Whether the customer will recommend the product to
others or not. It indicates whether long term profits can or cannot be expected. All this can be
found out by the post purchase behavior or the customers. Post purchase is the last phase in
the decision-making process.
CHAPTER – 2
RESEARCH METHODOLOGY
Meaning
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. The scope of
research methodology is wider than that of research methods. When we talk of research
methodology we not only talk of research methods but also consider the logic behind the
methods we use in the context of our research study and explain why we are using a
particular method or technique.
OBJECTIVES OF STUDY
To analyze the behavior of customers of Moti sons.
To know the motivating factors of consumers in purchasing products of Moti sons.
To know how brand preference is formed in purchasing Moti sons ornaments among
consumers.
To analyze marketing strategies of Moti sons.
To measure the level of satisfaction of customers of Moti sons.
To study the consumer perception towards Moti sons.
SCOPE OF STUDY
This study helps in finding out:
How the customers rate the various attributes in Moti sons as against other competitors.
How effective has been the company in positioning Moti sons as a reputed jewelry
showroom.
How effective has the company’s marketing strategy of low making charge, with offering a
whole lot of unique features provided in the market.
RESEARCH DESIGN
“A research design is the arrangement of conditions for collection and analysis of data in
a manner that aims to combine relevance to the research purpose with economy in procedure”.
Research design is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data.
The type of research design used in the project was Descriptive research, because it
helps to describe a particular situation prevailing within a company. Careful design of the
descriptive studies was necessary to ensure the complete interpretation of the situation and to
ensure minimum bias in the collection of data.
DATA COLLECTION METHOD
Both the Primary and Secondary data collection method were used in the project. First time
collected data are referred to as primary data. In this research the primary data was collected by
means of a Structured Questionnaire. The questionnaire consisted of a number of questions in
printed form. It had both open-end closed end questions in it. Data which has already gone
through the process of analysis or were used by someone else earlier is referred to secondary
data. This type of data was collected from the books, journals, company records etc.
SAMPLING
Sample size-50 respondents
Sample unit-customers of moti sons
Sampling area-jaipur
Sampling technique-convienence sampling technique
REVIEW OF LITERATURE
The topic of consumer behaviour is one of the massively studied topics by the researchers
and MARKETERS in the past and still being studied. Researchers show different reasons as to
why consumer behaviour has been the topic of many academics and researchers. One of the
common views is that understanding consumer behaviour has become a factor that has a direct
impact on the overall performance of the businesses (Kotler and Keller, 2012). Another view
suggests that understanding consumer behaviour has become crucial especially due to fierce
competition in retail industry in the UK and worldwide (Lancaster et al, 2002). This chapter will
introduce some other areas of research background of consumer behaviour addressing the works
of researchers and marketers. Moreover, consumer decision making process, in particular, five
stages of consumer decision making process will be discussed in detail.
It is worth noting that consumer buying behaviour is studied as a part of the MARKETING and
its main objective it to learn the way how the individuals, groups or organizations choose, buy
use and dispose the goods and the factors such as their previous experience, taste, price and
branding on which the consumers base their purchasing decisions (Kotler and Keller, 2012).
One of such studies of consumer buying behaviour has been conducted by Acebron et al (2000).
The aim of the study was to analyze the impact of previous experience on buying behaviour of
fresh foods, particularly mussels. In their studies the authors used structural equation model in
order to identify the relationship between the habits and previous experience on the consumer
buying decision. Their findings show that personal habits and previous experience on of the
consumers have a direct impact on the consumers’ purchase decision in the example of
purchasing fresh mussels. They also found that the image of the product has a crucial impact on
the purchasing decision of the consumer and further recommended that the product image should
continuously be improved in order to encourage the consumers towards purchasing.Another
study conducted by Variawa (2010) analyzed the influence of packaging on consumer decision
making process for Fast Moving Consumer Goods. The aim of the research was to analyze the
impact of packaging for decision making processes of low-income consumers in retail shopping.
A survey method has been used in order to reach the research objectives. In a survey conducted
in Star Hyper in the town of Canterville 250 respondents participated. The findings of the
research indicate that low-income consumers have more preferences towards premium packaging
as this can also be re-used after the product has been consumed. Although the findings indicate
that there is a weak relationship between the product packaging and brand experience. However,
it has been proven by the findings of the research that low-income consumers have greater brand
experience from the purchase of ‘premium’ products when compared to their experience from
purchasing ‘cheap’ brand products.
Lee (2005) carried out study to learn the five stages of consumer decision making process in the
example of China. The researcher focuses on the facts that affect the consumer decision making
process on purchasing imported health food products, in particular demographic effects such as
gender, education, income and marital status. The author employed questionnaire method in
order to reach the objectives of the research. Analysis of five stages of consumer decision
making process indicate that impact of family members on the consumer decision making
process of purchasing imported health food products was significant.
The author further explains this by the fact Chinese tradition of taking care of young and old
family members have long been developed and marriage is considered to be extremely important
in Chinese tradition. This reflects in the findings of the study that the purchase of imported
health food products made by a person for the people outside the family is declined significantly
by both male and female Chinese after they get married.Five Stages Model of consumer decision
making process has also been studied by a number of other researchers. Although different
researchers offer various tendencies towards the definitions of five stages, all of them have
common views as they describe the stages in similar ways. One of the common models of
consumer decision making process has been offered by Blackwell et al (2006). According to
him, the five stages of consumer decision making process are followings: problem/need
recognition, information search, evaluation of alternatives, purchase decision made and post-
purchase evaluation.
LIMITATIONS OF STUDY
The data obtained in some cases may be biased.
Difficulty in communication within the city while conducting the survey.
Time was the major constraint for the project.
The study is restricted to HR dept., and can’t be generalized.
The individual perspective appears to be different.
Questionnaire is the major limitation for the project.
CHAPTER -3 PROFILE OF
MOTISONS
JEWELLERS Ltd.
The shape of the building has been derived from “lotus”. The building is square in plan
symmetrical from all four sides. Leaves of the lotus flower spring out of the building. Each leaf
is created with colored glass in extremely complicated geometry
-Groundfloor – goldshowroom
-Firstfloor – diamondshowroom
-Secondfloor – silvershowroom
-Upperfloor – corporateoffices
- Last floor – private area of owners
A virgin thought got wooed by a modest initiator and a timeless jewel was born heralding the
genesis of Motisons since 1998. Pure. Rare. Sublime.
It has been adoring beauty in all its glory since its inception. It pays a befitting tribute to the
resplendence and opulence of a rich cultural legacy, that is India. Recreating the mystique that
seduces the senses, they have been crafting splendor that can gratify vanity with a magical
finesse.
It offers a huge range of Gold jewelry, Kundan Polki jewelry, Moti jewelry and Diamond
jewelry.
Its every jewel spells magnificence at its craftsmanship. Enticing forms, vouched purity and
quality remains the poised hallmark of the indigenous bounty at Motisons. Their unit stands
fortified by the rare genius of a panel of professionals who with their skill & knowledge, possess
mettle enough to infuse soul into pieces of fine art.
It has always embraced new technology and innovations, continually upgrading itself in a
relentless endeavor to surpass not just the contemporary, but also its own standards of
excellence.
AREA OF OPERATION
MotisonsJewellers
270,71,72,JohriBazar,
Jaipur-302003
Phone+91-0141-2563082,
+91-0141-4150000
+91-0141-2565073
Sb - 110, Motisons Tower,
LAL Kothi, Tonk Road
Jaipur – 302015
Phone: +91-0141-2565073
Fax : +91-0141-4150041
Hours of Operation
Monday, Tuesday, Wednesday, Thursday,
Friday, Saturday: 10:00 am to 10:00 pm
Sunday: Closed
SPECIAL FEATURES OF MOTI SONS
1. Exclusive showroom for 100% BIS hallmarked 916 gold collections.
2. A vast array of modern designer collections from India, Singapore, Europe, Middle East
etc.
3. Pure value for money guaranteed while buying and selling.
4. Lifelong guarantee and free maintenance for gold ornaments.
5. German made gold check carat analyzer to check the purity of gold while buying and
selling gold.
6. Exclusive collections of MG diamonds.
7. IGI certificate of authenticity and buy back guarantee for diamond ornaments.
8. International Gemological Institute’s certificate for diamond ornaments.
9. PGI certificate for platinum ornaments.
10. Availability of well trained professional sales executives.
11. Certain percentage of profit is reserved for charity.
MISSION OF THE ORGANISATION
Vision of the organization is as follows:
1.To provide employment opportunity to educated people.
2.To training to unskilled persons.
3.To provide good quality products at reasonable price.
4.To give customers the best value for their money.
5.To provide good working conditions.
6. To earn reasonable profit.
SOCIAL RESPONSIBILITY OF MOTI SONS:
Social responsibility means the obligation of a business to act in manner,
which will serve the best interest of the society.
Towards the employees:
Workers are, indeed the pillars of the organization. They are the important part of the
organization. It is therefore very necessary to keep them satisfied and give them in due.
According to modern philosophy, labour is a human being and worker next.
Moti sons has to ensure job security for their workers and has to pay reasonable salaries for
their effort. It also creates good working conditions like good lighting, ventilation, air
conditioning etc to its employees. The company also provides ESI to their staff. They are
provided with accommodation, insurance coverage and uniforms to the staff. The firm also
ensures selection and recruitment is being done without any discrimination like caste, colour,
religion, and state.
Towards the customers:
The satisfaction of the customers should be the primary concern of every business concern.
Moti sons ensures marketing of such goods which are demanded by the customers based on
their taste and preferences. it also ensures adequate supply of good quality products at
reasonable price.
Towards the society:
Every organization has responsibility not only towards employees and
customers but also towards the society also. Moti sons ensures maximum utilization of nation’s
rich resources. They try to dispose less wastage. Together with this they also create more
employment opportunities. Provide jobs for unemployed youths of rural area. It also maintains
good relation with local area.
DETAILS OF Moti sons COLLECTIONS
The exclusive collections of Malabar Gold include:
World class designer jewelry from Italy, Turkey, Korea, Bahrain..
1 Royal Mughal collections
2 Karachi bangles.
5 Calcutta collections.
6 Rajkot collections.
7 Zara collections.
8 Antique collections.
9 Hansa collections.
10 Bombay and Bombay special collections.
11 Signity studded jewelry.
12 Daily wear bangles and chains.
13 Formal or work wear jewelry.
14 Navrathna, birthstones, lucky stones studded with gold.
15 Platinum ornaments with “950 Purity Assurance Card”.
12 Varied collections of their own brand diamond collection called MG diamonds.
13 Traditional jewelleries from Karnataka and Kerala.
SOURCES OF FUND
The main sources of the funds are bank loans and from other financial institutions. Almost half
of the capital are owned fund.
www.motisonsjewellers.com
CHAPTER-4 DATA ANALYSIS
AND
INTERPRETATION
Ques 1:
Showing the no. of customers in sex classes
Category No. of Respondents Percentage%
Male 5 10
Female 45 90
Total 50 100
Out of the 50 respondents surveyed:-
5 were male.
45 were female.
Male: 10%
Female: 90%
Ques 2:
Showing the no. of respondents belonging to different income level
Income Group (in Rs) No. of respondents Percentage%
Below 12000 5 10
12000-16000 15 30
16000-20000 20 40
Above 20000 10 20
TOTAL 50 100
10%
30%
40%
20%
Respondentsbelow 12000 12000-16000 16000-20000 above 20000
Out of the 50 respondents surveyed:-
5 respondents were in the group below 12000.
15 respondents were in the group 12000-16000.
20 respondents were in the group 16000-20000.
10 respondents were in the group above 20000.
Unmarried: 12%
Married: 88%
Ques 3: Showing the marital status of the customers
Status No. of Respondents Percentage%
Unmarried 6 12
Married 44 88
Total 50 100
Out of the 50 respondents surveyed:-
6 respondents are unmarried.
44 respondents are married.
Ques 4: Showing the no. of respondents belonging to different age groups.
Age No. of Respondents Percentage%
Below 18 08 16
18-28 22 44
29-38 14 28
Above 38 06 12
Total 50 100
16%
44%
28%
12%
SalesBelow 18 18-28 29-38 Above 38
Out of the 50 respondents surveyed:-
8 respondents were in the group below 18 yrs.
22 respondents were in the group 18-28 yrs.
14 respondents were in the group 29-38yrs.
6 respondents were in the group above 38 yrs
no12%
yes 88%
Ques 5: Showing no. of customers aware of products other than gold
available in Moti sons
Status No. of Respondents Percentage%
Yes 44 88
No 06 12
Total 50 100
Out of 50 respondents surveyed:-
6 respondents are not aware about the products other than gold available in Moti sons.
44 respondents are aware about the products other than gold available in Moti sons.
Ques 6: Showing the no. of respondents belonging to different groups of the
amount of gold they own.
Amount of gold (in grams) No. of respondents Percentage%
Below 56 04 11.43
56-120 11 31.43
120-200 13 37.14
Above 200 07 20
TOTAL 35 100
.
11%
31%
37%
20%
Respondents Below 56 56-120 120-200 Above 200
Out of the 50 respondents surveyed, 35 were gold ornaments customers. Among them:-
4 respondents were in the group below 56.
11 respondents were in the group 56-120.
13 respondents were in the group 120-200.
7 respondents were in the group above 200
No: 11.12%
Yes: 88.88%
Ques 7:Showing no. of customers satisfied with making charges of
ornaments
Status No. of Respondents Percentage%
Yes 40 88.88
No 05 11.12
Total 45 100
Out of the 50 respondents surveyed, 45 respondents were ornaments customer. Among them:-
5 respondents were unsatisfied with the making charges.
40 respondents were satisfied with making charges.
Ques 8: Showing the media through which the customers came to know about
Moti sons
Media No. of respondents Percentage%
Newspaper 10 20
Television 20 40
Yellow pages 5 10
Friend & relatives 15 30
TOTAL 50 100
20%
40%
10%
30%
RespondentsNewspaper Television Yellow pages Friend & relatives
Out of 50 respondents surveyed;-
10 respondents came to know through newspaper.
20 respondents came to know through television.
5 respondents came to know through yellow pages.
15 respondents came to know through friends & relatives.
Ques 9: Showing the factors which influenced the customers in purchasing
from Moti sons
Factors No. of respondents Percentage%
Company image 11 22
Quality 14 28
Advertisement 12 24
Collections 13 26
TOTAL 50 100
22%
28%24%
26%
RespondentsCompany image Quality Advertisement Collections
Out of the 50 respondents surveyed:-
11 respondents were influenced by company image.
14 respondents were influenced by quality.
12 respondents were influenced by advertisement.
13 respondents were influenced by collections.
No: 14%
Yes: 86%
Ques 10: Showing the no. of customers satisfied with showroom facility.
Status No. of Respondents Percentage%
Yes 43 86
No 07 14
Total 50 100
Out of the 50 respondents surveyed:-
43 respondents were satisfied with showroom facility.
7 respondents were satisfied with showroom facility.
Ques 11: Showing how the customers rate the designs of ornaments.
Rating No. of respondents Percentage%
Excellent 06 12
Good 29 58
Average 15 30
Poor 0 0
TOTAL 50 100
12%
58%
30%
Respondentsexcellent good average poor
Out of the 50 respondents surveyed;-
6 respondents rates as excellent.
29 respondents rates as good.
15 respondents rates as average.
No respondents rates as poor.
Ques 12: Showing the customers rating on the salesman relationship.
Rating No. of respondents Percentage
Excellent 05 10
Good 23 46
Average 22 44
Poor 0 0
TOTAL 50 100
10%
46%
44%
Respondentsexcellent good average poor
Out of the 50 respondents surveyed:-
5 respondents rates as excellent.
23 respondents rates as good.
22 respondents rates as average.
No respondents rates as poor.
CHAPTER-5 FINDINGS
Most of the respondents are females.
Customers of Moti sons are mainly from upper class and upper middle class families.
Most of the purchasers of Moti sons are mainly youngsters.
Moti sons has got large no. of gold ornaments customers.
Only a few customers are not aware of products other then gold available in Moti sons..
The making charges of Moti sons are satisfactory according to the respondents.
Factors like company image, quality, advertisement, collections have equally influenced the
purchase.
Major no. of respondents is satisfied with the showroom facility.
Designs of ornaments are rated as good.
Salesman responsiveness is rated as somewhat good and average.
Moti sons provides good service facility.
The overall performance of Moti sons is good.
Level of satisfaction of customers is good.
The consumer behavior is good.
CHAPTER-6 SUGGESTIONS AND CONCLUSION
SUGGESTIONS
Moti sons customers are business people and have high income, so it should be better to
frame promotion programs targeting the lower class people.
With regard to advertising, the company should focus on persuasive advertising highlighting
the unique feature and benefits of their products.
Only a few customers had purchased diamonds and platinum ornaments, so a special
attention should be paid in these areas.
Among the service facilities, respondents suggest to improve parking facility.
More advertisement should be made in media other than television.
Steps should be taken to attract more male customers.
CONCLUSION
To conclude the overall responses of the customers of Moti sons is good. The overall
performances is satisfactory.
During the study it was found that the following factors such as making charges, salesman
responsiveness, ornaments designs, price etc has satisfactorily influenced consumer behavior.
Further, there is some kind of promotion activities required to hold the present customers and
make new customers.
In this project a survey is done through questionnaire about customer behavior and their buying
pattern. This project has given an idea of handling real situations.
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS
Kothari C.R. Research Methodology Methods & Techniques, Revised Second EDITION
(New age international publishers), 2013.
Kotler Philip, Keller Lane Kvin “Marketing Management”.12thEdition Pearson Education
Rastogi&Pandey“ Manpower Planning” ,Educational publishers 1684, Naisarak ,delhi.
Das Subhasish “Customer Relationship Management” Edition (2007)
Peelen Ed “Customer Relationship Management”, Publication Pearson Education. (2010)
Prof. Anil Mehta “Human Resource Development ‘’, Publishing R.B.D Publishing House
(2014-2015)
R.L. Naulakha, “Business Management’’Publication R.B.D Publication(2013-2014)
G.S.Sudha “Human Resource Management ‘’R.B.D Proffesional Publication first edition
2007, 2008,2009-2011
C.M.Prasad , Organisational Behaviour, Sultan Chand & Sons First Edition 1984, 2011,
2012
WEBSITES
www.consumerpsychologist.com
www.udel.edu/alex
www.motisonsjewellers.com
REFRENCES
Variawa (2010) analyzed the influence of packaging on consumer decision making process for
Fast Moving Consumer Goods.
Lancaster, 2002 analysed consumer behaviour has become crucial especially due to fierce
competition in retail industry in the UK and worldwide
Kotler and Keller, 2012 objective it to learn the way how the individuals, groups or organizations
choose, buy use and dispose the goods and the factors such as their previous experience, taste,
price and branding on which the consumers base their purchasing decisions
Blackwell (2006) analysed the five stages of consumer decision making process are
followings: problem/need recognition, information search, evaluation of alternatives, purchase
decision made and post-purchase evaluation
Acebron (2000) analyze the impact of previous experience on buying behaviour of fresh foods,
particularly mussels
ANNEXURE
Name : ________________________________
1. Sex : Male [ ] Female [ ]
2. Income group (Rs /Month): Below 12000 [ ]
12000-16000 [ ]
16000-20000 [ ]
Above 20000 [ ]
3. Marital status : Married [ ] Unmarried [ ]
4. Age (in years) : Below 18 [ ]
19 - 28 [ ]
29 - 38 [ ]
Above 38 [ ]
5.What product did you buy from Moti sons?
Gold ornaments [ ]
Platinum [ ]
Diamond [ ]
6.Are you aware of products other than gold available in Moti sons?
(Like diamond, platinum etc.)
Yes [ ] No [ ]
7.Amount of gold you own( in grams ):
Below 56 [ ]
56 - 120 [ ]
120 - 200 [ ]
Above 200 [ ]
8. Are you satisfied with making charges of Moti sons?
Yes [ ] No [ ]
9. Media through which you came to know about Moti sons?
Newspaper [ ]
Television [ ]
Yellow pages [ ]
Friends and relatives [ ]
10. Which factor influenced your purchase?
Company image [ ]
Quality [ ]
Advertisement [ ]
Selection available [ ]
11. Are you satisfied with the showroom facility of Moti sons?
Yes [ ] No [ ]
12. How would you rate the designs of gold ornaments available in Moti sons?
Excellent [ ]
Good [ ]
Average [ ]
Poor [ ]
13. How would you rate the service facilities available in Moti sons?
Excellent [ ]
Good [ ]
Average [ ]
Poor [ ]