1.1 Background

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INTRODUCTION

1.1 BACKGROUND

The ultimate objective of all production is consumption for the satisfaction of varied
needs of man. A free market economy provides freedom to the consumers to buy and consume
goods of their choice. Buying preferences of the consumers send signals to the producers to
produce various commodities in required quantities. Producers, therefore, produces only those
commodities which are desired by the consumers. Consumer behaviour is related to likes and
dislikes and expectations of the consumers. Consumer behaviour has changed in recent years
owing to enhanced awareness, information technology and more importantly governmental
intervention through legislations. Thus, the manufacturers are more cautious in dealing with
consumers of their respective products.
In recent years, the lifestyle of a large number of consumers in India has changed
dramatically and the process of change is on. The buying behaviour of the consumers is
influenced by several factors such as socio-economic conditions, cultural environment, literacy
level, occupation, geographical location, efforts on the part of sellers, exposure to media etc.
Consumer behaviour in the market is perplexing because of a singular lack of consistency in
groups which are homogeneous in parameters of demographics-Age, occupation, education and
income.
The study of consumer behaviour implies how & why a particular consumer reacts to the
decisions of producers. It is the study of how individual make decision to spend their available
resources (time, money, effort) on consumption related items. It includes the study of why they
buy it, when they buy it, where they buy it, how often they buy it & how often they use it.
This study focused on understanding the consumer buying behaviour of pens at retail outlets. It
also focused on the issue that whether the marketing strategies are properly implemented or not.
The study would be beneficial for the ITC Company to formulate the strategy for future.
DEFINITION OF CONSUMER BUYING BEHAVIOUR:

The collective actions, including the searching, evaluation, selection, purchasing,


consuming, disposing of products, taken by consumers in determining which goods and services
hold the most value for meeting their wants and needs. Marketers study consumer buying
behaviour to determine the influence of psychological, sociological, demographical, and cultural
factors have on buying decisions.

1.2 SCOPE OF THE STUDY

1. This study helps to the candidates to know about the consumer buying behaviour and its
influencing factors

2. This study will help the company to know about the consumer buying behaviour pattern
of their products

3. This study will help the company to identify the right marketing mix for the products

4. This study helps the company to improve their strategic formulation and decision making
process

1.3 STATEMENT OF THE PROBLEM

To study the consumer buying behaviour and retailers perceptive of classmate pen with its
competitors
1.4 OBJECTIVES OF THE STUDY

 To know about the pen industry.


 To study purchases and consumption pattern of pens by the consumers.
 To know which factors mostly influences the consumer to buy pens.
 To know which price range of pens are mostly preferred by the people.
 To study the impact advertisement on consumers
 To know the effectiveness of In-shop advertisement retail outlet
 To help the company marketing managers to design an effective marketing mix for its
target customers.
1.5 LIMITATIONS OF THE STUDY:

A research study is never perfect. There is always some scope of improvement in the study in
the future. Thus, it becomes important to critically evaluate the results and the whole study. The
present study has certain limitations that need to be taken into account when considering the
study and its contributions:

1. There a number of a factor, which affects consumer’s perception about pens and is not
possible to take all of them into account. Thus, this study is limited to variable under
consideration.

2. The research is based on the responses given by the respondents, which may or may not
be biased.

3. The results shown are relative in nature and are not absolute. In other words, it is the
perception of an average customer.

4. The research study was conducted within the limited duration of time. So a detailed and
comprehensive study could not be made

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