Presentation on summer internship project
Consumer Buying Behaviour of godrej AppliancesSubmitted byMaman Panda
Regd No.0806995043
Under the guidance of Prof. Kailash ch. nayak Mr. Niladri S. Chatterjee
Senior Faculty Member, Dy.Manager, Direct sales,
NIBA, Bhubaneswar Appliance Division, Godrej& Boyce Mfg.Co.
Ltd BBSR
INTRODUCTION TO GODREJone of the largest engineering and consumer
products company in the countryas it got established in 1897It started its business with locks
manufacturing Godrej and Boyce ltd deals in both the
consumer products as well as industrial products
ObjectivesTo know the consumers buying behaviour
regarding Godrej Home Appliances.To know how situational influences may
affect the consumer buying decision process.To know different types of consumer buying
behaviour.Categories that effect the consumer buying
decision process.
Scope of projectThe market share of Godrej Appliances in
different sectors, to find out the competitor and market leader in this category.
Which factor influence the consumer buying behaviour.
Consumer satisfactory level.
Research MethodologyPrimary Secondary Exploratory
Magazine Descriptive Internet Books
Consumer buying behaviourBuying behaviour is the decision processes
and acts of people involved in buying and using products.
Process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants.
Importance of Segmentation and Targeting
8
Sociocultural Environment
1. Family2. Reference Groups3. Social class5. Subculture and
culture
Output
Process
Input
Con
sum
er
Decis
ion
M
akin
g
Post
-D
ecis
ion
B
eh
avi
or
Postpurchase Evaluation
Purchase1. Trial2. Repeat purchase
Need Recognition
Prepurchase Search
Evaluation of
Alternatives
Psychological Field1. Motivation2. Perception3. Learning4. Personality5. Attitudes
Experience
Stages of Consumer Decision Making
Exte
rnal
Infl
uen
ce
Q1. Have you already used any
product of Godrej ?Q3. Which factors influence you to purchase a product?
•Price, Service,Brand image, Features,
Influence by other,
FindingsExisting customers of Godrej are satisfied
with after sales services, with few exceptions.Majority of the respondents in the survey
were found reluctant about giving details to us.
Customer think that brand name of the company can influence their purchase decision.
The person answered as he/she was not the concerned authority.
SuggestionCompany should organize free checkup camp
and AMC facility.Company gives more emphasis on heavy
advertising.Company should provide credit facility to the
customer.Company should provide greeting card,
messages to maintain customer relationship.
conclusionConsumer is a combination of psychological and
physiological structure.In order to study consumer behaviour we need to
do indepth study of human attitude,personality,motivation ,perception ,etc.
It is not easy to judge the buying behaviour of the consumer.
As we know that the consumers are regarded as the arbiters of fortune for the company so their taste and preference should be given higher importance in order to satisfy their wants.