A COMPARATIVE STUDY ON BUYING BEHAVIOR

OF CONSUMER FOR INDIGENOUS FOOD, COSMETIC AND CLOTH

PRODUCT VIS--VIS INTERNATIONAL PRODUCTS

Annexure IV

Chapter Plan
S.No Chapter
1 1.Introduction to Subject
(Theoretical Foundation, Evolution of subject and its
Dimensions)
1.1
1.2
1.2.1
2. Review of literature ,
3 Need, Objective, Scope & Methodology
4 One or two chapter based on analysis of data but title of chapter
should be based on the problem/issue studied and should not be
titled as data analysis.
5 Summary, Conclusion, Limitations & Recommendations
6 References
7 Appendix (Questionnaire, Glossary of Terms, Abbreviations,
Documents, Performa, Financial statements etc.)





Executive Summary
The most challenging concept in the marketing is to deal with understanding the
buyer behavior.Consumer Buying Behavior refers to the buying behavior of the
final customers, and households who buy products for personal consumption.
Where the decision to purchase by a consumer is of emotional
significance. Consumers vary tremendously in age, income, education level and
tastes and they buy an incredible variety of products. Today market place has
become very competitive. So to attract the customers, the company that really
understand how consumers will respond to different product features, its brand
image, price and advertising appeal has a great advantage over its
competitors. Consumer behaviour is affected by many uncontrollable factors and
their purchases are strongly influenced by cultural, social, personal and
psychological factors. These factors cannot be control by marketers but must be
taken into account before launching product oradvertising the product.
India's consumer market is riding the crest of the country's economic boom. A
young population with access to disposable income seems to have facilitated a
growth, as global companies make India their favoured destination. Further
competition is heating up in the sector with a host of new players coming in. The
big players of food include Mcdonald, Kfc, Dominos etc.In cosmetic products the
big players are Garnier, Revlon, Loreal and in cloths there are Lee, levis,reid &
tailar, Allen solly. One factor that could help the companies in the marketing of
their product is by knowing and creating correct promotional schemes through
advertisements for the target audience. The objective of the research is to
understand the effectiveness of concepts of advertisements and to understand how
the advertisements are being perceived on the aspects like likeability,
differentiation, relevance and comprehension. The study will analyze the
applicability of existing research concepts, and tools for
evaluating consumer satisfaction. From the analyzed data, major take outs would
be drawn with respect to different top breaks in the data. Graphs and charts would
be used to correctly display the crux of the difference in the different sectors and
top breaks. Also, interpretations will be taken out on the basis of these graphs to
answer the basic research objective and fulfil the same.
A product has many associations which combine to form its total impression. Few
would argue that consumers form impressions of brands, and that these
impressions later exert a major influence on consumer choice decisions
and shopping behaviors.

CHAPTER ( I )
Introduction to the subject
SECTION (A)
Theoretical Foundation
Nothing can be taken for granted for a product. A strong or a weak marketer can
succeed if they manage to create a difference. If they don't, failure is the only
outcome unless lack of product differentiation is made up through significant price
differentiation. It is better to act proactively, thinking of the worst. Else, when
things start going the other way, enough time and even money may not be
available to differentiate. It is essential that a product has a reason for being
purchased which is different from other available products. The days of just being
a good product is over. Among a range of good products one with a difference will
survive. At the market place it is the survival of the differentiated. On the other
hand manufacturers eventually learn market power lies with building their own
brands. Japanese and South Korean companies spent liberally to build upbrand
names such as Sony, Toyota, Gold star, and Samsung. Even when these companies
can no linger afford to manufacturer their products in their homelands, the brand
manes continue to command customer loyalty
As a consumer we are all unique and this uniqueness is reflected in the
consumption pattern and process purchase. The study of consumer behavior
provides us with reasons why consumer differ from one another in buying using
products and services. We receive stimuli from the environment and the specifics
of the marketing strategies of different products and services, and respond to these
stimuli in term of either buying or not buying products. In between the stage of
receiving the stimuli and responding to it, the consumer goes through the process
of making his decision.
Consumer is the king and it is the consumer determines what a business is,
therefore a sound marketing programme start with a careful analysis of the
habits, attitudes, motives and needs of consumers. In particular a marketer
should find answer to the following questions:

1.What are the products they buy?
2.Why they buy them?
3.How they buy them?
4.When they buy them ?
5.Where they buy them?
6.How often they buy them?
WHAT IS BUYER BEHAVIOUR?
The wealth of products and services produced in a country make our
economy strong. Almost all the products, which are available to buyers,
have a number of alternative suppliers: substitute products are available
to consumers, who make decision to buy products. Therefore a seller most
of his time, seeks buyers and tries to please them. In order to be successful,
a seller is concerned with.
Who is the customer?
What do consumers buy?
When do consumers buy?
How do consumers buy?
From where do consumers buy?
Why do consumers buy?

A buyer makes a purchase of a particular product or a particular brand and
this can be termed product buying motives and the reason behind the
purchase from a particular seller is patronage motives
When a person gets his pay packet, and if he is educated, sits down along
with his wife and prepares a family budget, by appropriating the amount to
different needs. It may happen that after a trip to the market, they might
have purchased some items, which are not in the budget, and thus there
arises a deviation from the budgeted items and expenditure. all the
behaviour of human beings during the purchase may be termed as buyer
behaviour.
The importance of understanding consumer behavior
Consumer behavior is the dynamic interaction of affect and cognition, behavior
and environmental events by which human beings conduct the exchange aspects of
their lives. Companies are interested in consumer behavior because they can
develop marketing strategies to influenceconsumers to purchase their products
based on consumer analysis. The success of a companys marketing strategy will
depend on how buyers react to it. To find out what satisfied customers, marketers
must examine the main influences on what, where, when and how customers buy
goods and services. By understanding these factors better, marketers are better able
to predict howconsumers will respond to marketing strategies. Ultimately, this
information helps companies compete more effectively in the marketplace and
leads to more satisfied customers.
Dimensions:-

Stages of the Consumer Buying Process:
Six Stages to the Consumer Buying Decision Process (For complex decisions).
Actual purchasing is only one stage of the process. Not all decision processes lead
to a purchase. All consumerdecisions do not always include all 6 stages,
determined by the degree of complexity...discussed next.
The 6 stages are:
1.Problem Recognition-difference between the desired state and the actual
condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates
your need to eat.Can be stimulated by the marketer through product information--
did not know you were deficient? I.E., see a commercial for a new pair of shoes,
stimulates your recognition that you need a new pair of shoes.
2.Information search-- Internal search, memory. External search if you need more
information. Friends and relatives (word of mouth). Marketer dominated sources;
comparison shopping; public sources etc. A successful information search leaves a
buyer with possible alternatives, the evoked set.Hungry, want to go out and eat,
evoked set is
Chinese food
Indian food
burger king
3.Evaluation of Alternative--need to establish criteria for evaluation, features the
buyer wants or does not want. Rank/weight alternatives or resume search. May
decide that you want to eat something spicy, Indian gets highest rank etc. If not
satisfied with your choices then return to the search phase. Can you think of
another restaurant? Look in theyellow pages etc. Information from different
sources may be treated differently. Marketers try to influence by "framing"
alternatives.
4.Purchase decision-Choose buying alternative, includes product, package, store,
method of purchase etc.
5.Purchase-May differ from decision, time lapse between 4 & 5, product
availability.
6.Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction.
Cognitive Dissonance, have you made the right decision. This can be reduced by
warranties, after sales communication etc.After eating an Indian meal, may think
that really you wanted a Chinese meal instead.
Types of Consumer Buying Behavior
Types of consumer buying behavior are determined by:
Level of Involvement in purchase decision. Importance and intensity of interest in
a product in a particular situation.
Buyers level of involvement determines why he/she is motivated to seek
information about a certain products and brands but virtually ignores others. High
involvement purchases--Honda Motorbike, high priced goods, products visible to
others, and the higher the risk the higher the involvement. Types of risk:
Personal risk
Social risk
Economic risk
The four type of consumer buying behavior are:
Routine Response/Programmed Behavior--Buying low involvement frequently
purchased low cost items; need very very little search and decision effort;
purchased almost automatically. Examples include soft drinks, snack foods, milk
etc.
Limited Decision Making--Buying product occasionally. When you need to obtain
information about unfamiliar brand in a familiar product category, perhaps.
Requires a moderate amount of time for information gathering. Examples include
Clothes--know product class but not the brand.
Extensive Decision Making:-Complex high involvement, unfamiliar, expensive
and/or infrequently bought products. High degree of
economic/performance/psychological risk. Examples include cars, homes,
computers, education. Spend a lot of time seeking information and
deciding.Information from the companies MM; friends and relatives, store
personnel etc. Go through all six stages of the buying process.
Impulse buying:- no conscious planning.The purchase of the same product does
not always elicit the same Buying Behavior. Product can shift from one category to
the next.For example:Going out for dinner for one person may be extensive
decision making (for someone that does not go out often at all), but limited
decision making for someone else. The reason for the dinner, whether it is an
anniversary celebration, or a meal with a couple of friends will also determine the
extent of the decision making.
Factors Effecting the Consumer Buying Decision Process
A consumer, making a purchase decision will be affected by the following three
factors:
1.Cultural and sub culture Factor
2.Social Factor
3.Personal Factor
Culture and Sub-culture--
Culture refers to the set of values, ideas, and attitudes that are accepted by a
homogenous group of people and transmitted to the next generation.Culture also
determines what is acceptable with product advertising. Culture determines what
people wear, eat, reside and travel. Cultural values in the US are good health,
education, individualism and freedom. In American culture time scarcity is a
growing problem that is change in meals. Big impact on international
marketing.Culture can be divided into subcultures:
geographic regions :Human characteristics such as age and ethnic
background. West Coast, teenage and Asian American.Culture affects what people
buy, how they buy and when they buy.Understanding Consumer Buying Behavior
offers consumers greater satisfaction (Utility). We must assume that the company
has adopted the Marketing Concept and are consumer oriented.
Social Factors:
Consumer wants, learning, motives etc. are influenced by opinion leaders, person's
family, reference groups, social class and culture.
Roles and Family Influences
Role...things you should do based on the expectations of you from your position
within a group. People have many roles. Husband, father, employer, employee.
Individuals role are continuing to change therefore marketers must continue to
update information. Family is the most basic group a person belongs to. Marketers
must understand:
that many family decisions are made by the family unit consumer behavior starts
in the family unit
family roles and preferences are the model for children's future family (can
reject/alter/etc)
family buying decisions are a mixture of family interactions and individual
decision making
Family acts an interpreter of social and cultural values for the individual. The
Family life cycle: families go through stages; each stage creates different consumer
demands:
Reference Groups--
Individual identifies with the group to the extent that he takes on many of the
values, attitudes or behaviors of the group members.Families, friends, sororities,
civic and professional organizations. Any group that has a positive or negative
influence on a persons attitude and behavior.
Membership groups (belong to)Affinity marketing is focused on the desires of
consumers that belong to reference groups. Marketers get the groups to approve the
product and communicate that approval to its members. Credit Cards etc.!!

Aspiration groups
Disassociate groups
(do not want to belong to). The degree to which a reference group will affect a
purchase decision depends on an individuals susceptibility to reference group
influence and the strength of his/her involvement with the group.
Social group
An open group of individuals who have similar social rank. US is not a classless
society. US criteria; occupation, education, income, wealth, race, ethnic groups and
possessions.Social class influences many aspects of our lives. i.e; upper middle
class Americans prefer luxury cars Mercedes.
1. Upper-upper class, .3%, inherited wealth, aristocratic names.
2. Lower-upper class, 1.2%, newer social elite, from current professionals and
corporate elite
3. Upper-middle class, 12.5%, college graduates, managers and professionals
4. Middle class, 32%, average pay white collar workers and blue collar friends
5. Working class, 38%, average pay blue collar workers
6. Lower class, 9%, working, not on welfare
7. Lower-lower class, 7%, on welfare Social class determines to some extent, the
types, quality, and quantity of products that a person buys or uses.Lower class
people tend to stay close to home when shopping; do not engage in much pre-
purchase information gathering.Stores project definite class images.Family,
reference groups and social classes are all socialinfluences on consumer behavior.
All operate within a larger culture.

Personal Factor
Unique to a particular person. Demographic Factors, Sex, Race, Age etc. Who in
the family is responsible for the decision making? Young people purchase things
for different reasons than older people
.Psychological factors Psychological factors include:
Motives A motive is an internal energizing force that orients a person's activities
toward satisfying a need or achieving a goal. Actions are effected by a set of
motives, not just one. If marketers can identify motives then they can better
develop a marketing mix
.MASLOW hierarchy of needs!!
Physiological
Safety
Love and Belonging
Esteem
Self Actualization Need to determine what level of the hierarchy the consumers are
at to determine what motivates their purchases. The product was not selling well,
and was almost terminated. Upon extensive research it was determined that the
productdid sell well in inner-city convenience stores. It was determined that the
consumers for the product were actually drug addicts who couldn't digest a regular
meal. They would purchase Nutriment as a substitute for a meal. Their motivation
to purchase was completely different to the motivation that B-MS had originally
thought. These consumers were at the
Phychological
Perception Perception is the process of selecting, organizing and interpreting
information inputs to produce meaning. IE we chose what info we pay attention to,
organize it and interpret it.Information inputs are the sensations received through
sight, taste, hearing, smell and touch..
Selective Exposure
Select inputs to be exposed to our awareness. More likely if it is linked to an event,
satisfies current needs, intensity of input changes (sharp price drop).
Selective Distortion
-Changing/twisting current received information, inconsistent with
beliefs.Advertisers that use comparative advertisements (pitching one product
against another), have to be very careful that consumers do not distort the facts and
perceive that the advertisement was for the competitor.
Selective Retention
-Remember inputs that support beliefs, forgets those that don't.Average
supermarket shopper is exposed to 17,000 products in a shopping visit lasting 30
minutes-60% of purchases are unplanned. Exposed to 1,500 advertisement per day.
Can't beexpected to be aware of all these inputs, and certainly will not retain
many.Interpreting information is based on what is already familiar, on knowledge
that is stored in the memory.
Ability and Knowledge--
Need to understand individuals capacity to learn. Learning, changes in a person's
behavior caused by information and experience. Therefore to change consumers'
behavior about your product, need to give them new information re: product...free
sample etc.When making buying decisions, buyers must process information.
Knowledge
It is the familiarity with the product and expertise. Inexperience buyers often use
prices as an indicator of quality more than those who have knowledge of a
product.Non-alcoholic Beer example: consumers chose the most expensive six-
pack, because they assume that the greater price indicates greater quality.
Learning
It is the process through which a relatively permanent change in behavior results
from the consequences of past behavior.
Attitudes--
Knowledge and positive and negative feelings about an object or activity-maybe
tangible or intangible, living or non living.....Drive perceptionsIndividual learns
attitudes through experience and interactionwith other people. Consumer attitudes
toward a firm and its products greatly influence the success or failure of the firm's
marketing strategy.
Personality--
all the internal traits and behaviors that make a person unique, uniqueness arrives
from a person's heredity and personal experience. Examples include:

Work holism
Compulsiveness
Self confidence
Friendliness
Adaptability
Ambitiousness
Dogmatism
Authoritarianism
Introversion
Extroversion
Aggressiveness
Competitiveness.
Traits affect the way people behave. Marketers try to match the store image to the
perceived image of their customers.There is a weak association between
personality and Buying Behavior; this may be due to unreliable measures. Nike
ads. Consumers buy products that are consistent with their self concept.
Lifestyles--
Recent US trends in lifestyles are a shift towards personal independence and
individualism and a preference for a healthy, natural lifestyle.Lifestyles are the
consistent patterns people follow in their lives.The marketer must be aware of
these factors in order to develop an appropriate MM for its target market.



Industry Overview
FOOD INDUSTRY-

CHAPTER II
LITRATURE REVIEW
Rajagopal, (2007) has analyzed that many multinational companies have entered
the market of organic cosmetics and toiletries in the global marketplace. It
emphasized the impact of economic and relational variables on customer and
brand values in reference to OCT products in Mexico through empirical
investigation in selected department stores that attract high profile customers. One
of the prominent features emerged is that customer perception is largely governed
by marketing communications. The strategic product positioning and effective
retailing augment the customer perceptions and help building the long-run
customer values towards the non-conventional products owning unfamiliar brands.
Beyer,(2008) has examined that the differences between women who have
shunned the natural/organic beauty buying trend and those who embrace it are
intriguing both demographically and psychologically. The natural beauty buyer's
attitudes toward personal wellness mirror her consumer behavior. The four
pillars of non-natural beauty use (complacency, expense, ignorance and
skepticism) are often swept away by simple curiosity -- the desire to try what's new
and popular. Natural and organic beauty products are in their infancy. Many
women consider them a natural extension of the holistic lifestyle they are already
living or want to lead.
Dawson.J et al. (2008) has find that Access to healthy food and its marketing have
been asserted as limitations on changing behavior to improve diet. A retailer
survey in Scotland is reported that considered availability and affordability of a
basket of indicator healthy food items. Availability of healthy food items was
generally seen to be adequate but there were notable variations in availability for
specific items. There were large variations in price for the items across the stores
and the survey areas. Accessibility to a range of healthy food depends more on the
presence of medium and large stores than being in a deprived or affluent area.
Bhattacharya, P,(2009) has analyzed that Indian consumers' love of natural-
positioned beauty products has proven to be a boon for a number of Asian,
European and Indian companies enduring the current economic climate.
While consumers may be reluctant to buy expensive clothes, accessories or even
makeup, skin care and personal care products are showing steady growth in India.
In addition, consumer awareness and usage patterns have changed drastically over
the last two years. Consumers' current reluctance to spend on big vacations is
translating into good business for the Indian industry. According to
her consumers may curtail their buying decisions for luxury goods, big ticket
items and vacations, but personal grooming and wellness still remain important for
them.
Aertsens,J.et al.( 2009 )Has examined that it seeks to focus on the importance of
affective attitude, emotions, personal norm, involvement and uncertainty related to
organic food consumption. Organic food consumption decisions can be explained
by relating attributes of organic food with more abstract values such as security,
hedonism, universalism, benevolence, stimulation, self-direction and conformity.
Appealing to these values can positively influence attitudes towards
organic food consumption. Besides attitude, subjective and personal norm and
(perceived) behavioral control influence consumption of organic food.
This research is stated that the role of uncertainty (reduction) during the process
of buying organic food is recommended. The research has examined the affective
component of attitude and emotions in relation to organic food consumption, while
these may play an important role as drivers of involvement and thus help to
jolt food purchasers out of their routine of buying conventional food and set a
first step to adopt organic food.
Thilmany, D, Bond,A & Bond K( 2009 )has analyzed that the apparent growth
in demand for local foods, there has been a paucity of research results regarding
the motivation of consumers to seek out and pay a premium for local produce
offerings, the role of direct markets in consumer shopping choices,
and buying profiles of consumers who frequent direct channels. In addition,
the article presents a newly developed analysis of willingness to pay for the
"local" attribute, which suggests heterogeneity in the interpretations of the public
good dimension of the attribute across consumers who shop at direct markets with
differing frequencies.
W. Martin,T, Adamy.J(2009)has studied that"Every packaged food has a
nutritional-facts panel on it, so there's nutritional information for making choices
on all of the products," Robert Earl, vice president of science policy, nutrition and
health for the Grocery Manufacturers Association, based in Washington, D.C. But
some manufacturers' labeling programs have come under criticism because they do
not publish the exact criteria they look at when judging a food.
Khan,F.& Prior,T.C ( 2010) has found in this study that consumer perceptions
and trends regarding purchasing locally produced food. The objectives focuses on
urban attitudes and perceptions of local food within the Greater Birmingham
conurbation in the West Midlands region of the UK. Consumers were questioned
on their locally produced food-buying habits and attitudes in order to determine
any differences in urban perceptions and buying attitudes compared with rural
counterparts, and also to identify any new and potential opportunities for
local food producers. The results indicate that urban consumers are generally
confused about what the term 'local'food means. The reasons for purchasing
local food, while generally consistent with national patterns, differed in that
supporting the local producers was not regarded as important. Barriers to purchase
were largely unsurprising for an urban area, as the top choices were "too
expensive" followed by "not readily available' and "no time to find it".
Understanding, information, availability and access to local food emerge as the
biggest challenges to urban consumers in buying local food.
Ali,J.Kapoor,S & Moorthy,J(2010) has analyzed that the preferences of
the consumers clearly indicate their priority for cleanliness/freshness of food
products followed by price, quality, variety, packaging, and non-seasonal
availability. The consumers' preference of marketplace largely depends on the
convenience in purchasing at the marketplace along with the availability of
additional services, attraction for children, basic amenities and affordability. It also
suggest that most of the food items are purchased in loose form the nearby outlets.
Fruits and vegetables are mostly purchased daily or twice a week due to their
perishable nature. These consumers are in a relatively advantageous position in
terms of purchasing power and awareness of health and nutrition.
Srivastava,R(2010)has found in the study that whether a global advertisement will
be effective and how it is perceived; is it affected by consumers' age, education,
religion besides collectivism, and individualistic behavior. It found that culture
does affect the perception of global advertisement. Religion, age, and education do
play a role in perception of global advertisement - they play an important role
in buying intention.




CHAPTER III
NEED OF THE STUDY
There are different national and multinational products present in India. So to
identify the customer and their buying behavior have been the focus of a number of
International and National products. The result of these study have been useful to
the provide solution to various marketing problem.
Understanding buying behavior pattern is not enough without understanding the
composition and origin of the customer. Today most of the Indian customers are
attracted by the imported goods because of their high quality. So that most of the
Indian company product looses their credibility and loyalty in domestic customers.
So the need for the study are :-
1-How can we stand out in a highly competitive market where consumers have so
many choices?
2-How we can provide best loyalty to our customer while earning a fair profit?
3-How can we grow our business while retaining a core of the loyal customer?
BACK GROUND
: A major area of concern in marketer-consumer relation is the growing influence
and utilization of the credit market, an outcome of compulsive buying, which has
negatively affected the consumers, leading them to unmanageable debt levels. A
study to find whether there is any association of the following variables on
compulsive buying viz, big five Personality traits, materialism, demographics and
credit card usage. The research design is a conclusive design which is single cross
sectional descriptive in nature. The primary data was collected using non
probability sampling technique. A quota sample of 120credit card holders (using
credit card/s above one year) was chosen.
The respondents in aggregate neither agree nor disagree to materialism and have
rarelycompulsive buying. The respondents moderately agree that they are high
enhanced credit card spenders, but at the same time they rarely indicate
compulsive buying, which is a positive outcome. They disagree to high credit
card financing behavior, which again exposes to the fact that they spent and
finance their spending cautiously. The emergence of relationship in some cases is
as supported by literature from previous studies at the same time poses a challenge
before the researcher to take up complicated models (like structural equation
modeling) to possibly explore a new direction to the nature of relationships

OBJECTIVE OF STUDY
The systematic and objective identification, collection, analysis and use
information for the purpose of assisting management of company in decision
making related to the identification and solution of problem and opportunities in
marketing.
When an industry comes in the competitive market then the main problem comes
in front of him is, how can survive in the market. For this purpose they have to
know about their production process, employment process, distribution process,
and consumer need and consumer behavior. The main purpose of the industry is to
satisfy the consumer needs.
When we do the study on the consumer behavior we should know the entire factor
which affects the consumer buying behavior. Social environment, education,
culture, and traditions, income, society, are the factors which affects the buying
behavior of the consumer. We can also decide it into geographic, demographic,
psychological factors.
The main objective of this study are-
To find out the factors that influences the consumer buying behavior.
To find out preference of consumer for Indigenous & International
product.(Cosmetic Food & cloth)
To find out the satisfaction level of consumer in Indigenous & International
Products.


SCOPE OF STUDY
The scope of study will be the area of Jalandhar .As it is the nearest area where we
can find the objective of our study. The population of this area is well educated and
the income level is also very high. This area is considered as the area of luxurious
lifestyle and people, who have a good income, spend money in shopping. There are
also too many shopping malls where we can see a lot of crowed at weekend as well
as normal days. Companies like National and International are penetrating into this
area. So we are hoping that these areas will provides us enough scope for our
objective of study.

RESEARCH METHODOLOGY
Research Design: - Descriptive research method has been applied to find out the
consumer buying behavior. As this data will be primary data so a survey will be
conducted.
Sampling design:- Population is large so census method can not be possible
so sampling method is to be applied. In sampling method, convenience sampling
is applied in this study because it will reduce time and money in data collection.
The customer who is going for shopping will be eligible for research.
Data collection method:- The primary data are first hand data which is generated
specially for the pursueing research project. Collecting of primary data is to be
done by preparing questionnaire for the research project. Pilot study is to be
conducted for testing the questionnaire. The pilot survey helps in making certain
changes in the final questionnaire so that it can be more effective. A structured
questionnaire has been prepared for the respondents in order to collect the data.
Scaling technique:- In formulating the questionnaire Likert scale, semantic scale
has been used.
.Sampling unit:- It refers to the individuals who has been surveyed in the study
and it is the customer who has bought products are surveyed. The consumers who
are going for shopping in Jalandhar, (Punjab) are be surveyed.
SAMPLE SIZE:- It refers to the number of people surveyed for this topic, in the
study 100 people are surveyed and responses drawn.

Secondary data :( Exploratory research):-
The secondary data can be defined as data collected by someone else for purposes
other than solving problem being investigation and previously meant for another
purpose. In this the, journals, paper and internet has been used for the collection of
data. It helps to better determine our problem and formulate an appropriate
research design

Hypothesis testing

Ho-There is no difference in the satisfaction level of consumer for indigenous and
international products.( Cosmetic, Cloth & Food )
H1-There is a significant difference between the satisfaction level of consumer for
indigenous and international products. ( Cosmetic, Cloth & Food )


Analysis And Data Interpretation:-
Question1
Factor Analysis
We have to find out important attribute of customer, so we are applying data
reduction technique so that we can find out important attribute.

Factor1 factor2 factor3
Factor
4
Factor
5
Culture

0.885941


Social Class

0.94.15

Reference group

0.9415

Family

.831951


Brand 876618


Price .0836847


Celebrity
influence


Sub culture

.95193

Personality

.94015

Motives

.885941


Age

.95193

Perception

.885941


Learning .876618


Emotions .836847




As we have got no any attributes in factor 5 and there is also less than 3 attributes
in factor 3, it has negligible respondent and in scree plot graph we can see that the
slope of graph is high for 3 factor sand after that the slope moderate so its guiding
us for restricting our factor up to 3 so we are restricting our factor upto 3.Again
we are conducting factor analysis and then by clicking extraction and then extract
and check number of factor put there3.Factor analysis with 3 limited factor only.
Here we have got kaiser-meyer-olkin measure of sampling adequacy more than 0.5
that is 0.627
As, we have got in component 2 no attribute is there and in component 4 and 5 has
2 attribute and it has negligible respondent and in scree plot graph we can see that
the slope of graph is high for three factors and after that the slope moderate so its
guiding us for restricting our factor upto three so we are restricting our factor up to
3. Again we are conducting factor analysis and then by clicking extraction and then
extract and check number of factor put there 3. Factor analysis with factor limited
to 3 factors only.

KMO and Bartlett's Test




Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
.627
Bartlett's Test of Sphericity Approx. Chi-Square 333.355
Df 91
Sig. .000

Here we have got kaiser-meyer-olkin measure of sampling adequacy more than 0.5
that is 0.627
Rotated Component Matrix
Here we have got the three factors and the value that they now poses have large
loadings.
Factor Analysis

Factor1 factor2 factor3
Culture

0.624
Social Class

0.952782

Reference group

0.916
Family 0.651801

Brand 0.750281

Price 0.748659

Celebrity
influence 0.633085

Sub culture

0.952782 .
Personality

0.916
Motives

0.624
Age

0.952782

Perception

0.624
Learning 0.750281

Emotions 0.748659

Factor1= Family, Brand, Price, Celebrity influence, Learning, Emotion
Factor2= Social class, sub culture, Age,
Factor3= Culture, reference Group, Personality, Motives, perception.
Here factor1 shows the influence of internal factor of the customer. It is the
important factor of the consumer and its affect the buying behavior of the
consumer because consumer has always searched these options before purchasing.
Factor 2 shows the influence of the social class, sub culture and age on the
consumer which the consumer has find and its effect the consumer buying
behavior positively. Factor3 shows the influence of psychological factor with
respect to their buying behavior and its effect the consumer these all factor changes
the consumer buying attitude with respect to the products.

DATA INTERPRETATION
Q.NO.4-FOR COSMETIC

Quality Price Availability Range Offer Packaging Stock
Indigenous 1.87 2.37 3.21 3.29 4.87 5.46 4.87
International 3.43 3.16 3.17 3.42 4.27 5 5.31


This graph shows that quality of cosmetic of international product is higher than
indigenous product. By the graph we can know that there are more respondents
who like the quality of cosmetic of international product than indigenous products.
For the PRICE , range and stock the result is the same.In the case of availability,
offer and packaging the result shows that these features of indigenous product are
most liked by the respondents.

Q.NO.4 FOR CLOTHS


quality price Availability Range offer packaging Stock
Indigenous 3.55 3.02 3.25 4.12 4.48 4.98 3.7
International 3.61 3.67 3.64 4.24 4.28 4.59 4.81



With the help of this graph we can say that there is no significant difference
between the quality, range and offers of the cloth of indigenous and international
products, while there is quite difference in the price, availability, packaging and
stock of the indigenous and international product of cloth. Respondents have a bit
similar preference for quality, range and promotional offer while the level of
preference for price, availability, and stock is very high.


Q.4 FOR FOOD

Quality Price Availability Range Offer packaging Stock
Indigenous 2.62 3.86 3.55 4.36 4.18 5.21 5.12
International 3.71 4.28 3.73 3.98 4.34 4.08 3.91



With the help of this graph we can easily find out that the level of preference for
food products of indigenous are higher in the range, packaging, and stock while
international products have more preference for the attributes of quality, price and
a bit much higher preference for availability of the food products. Overall
international products have more preference in comparison with indigenous
products
Hypothesis Testing:-
QUESTION NO-5.
With the graph given below we can find out that the significance level of
satisfaction for indigenous cloths, foods and for international cosmetic products are
higher than the .5. It means that the level of satisfaction for these products are less
than the other products. Respondents are more satisfied with the indigenous
cosmetic and international s cloth and food products.

One Sample test


Test value=0


T df Sig.2-
taild
Mean
Diff.
95% confidence
interval of the diff


Lower upper Lower upper Lower upper

Sat.IND
Cos
29.3034 99 1.38E-
50
1.22 0.02739 0.040261

Sat.IND
CLOTH
28.19131 99 4.23E-
49
1.36 1.264278 1.455722

Sat.IND
FOOD
28.22613 99 3.8E-
49
1.3 0.208614 0.521386

Satis INT
COS
28.88862 99 4.89E-
50
1.24 1.154831 1.325169

Satis INT
CLOTH
30.99131 99 9.25E-
53
1.17 0.015091 0.024491

Satis.INT
FOOD
32.16598 99 3.23E-
54
1.59 0.039192 0.048082



LIMITATIONS OF THE STUDY:-
Total coverage of the study is limited to the few customers for buying products at
Jalandhar.
1. Sample size of the study is restricted to 100 customers only.
2. Most of the respondents hesitate to give information but how ever an attempt is
made to collect the data systematically.
3. Time is the one constraint of the survey.
4. Money constraint is also there.
So many biasness during taking the respondent response.
Recommendation:-

Indian products should come with more wide range of product with
attractive packaging because these factor changes the consumer perception
with respect to that organization and consumer goes to buy that
organization product.
Indian companies should maintain their variety of product and affordable
price in future prospective so that they can give more benefit and service to
their customer with respect to their competitors.
Indian companies should maintain their promotional offer better in future
so that its helps to attract more consumer perception better with respect to
their competitors.
Indian companies should improve their pricing strategy with more
promotional offer and create better environment in future prospective so
that it helps to increase more loyal customer for the products and also help
to stand better in the market with respect to their competitors.
Both the companies should focus their market segment for high profile
customer.
Indian and international companies should focus on the middle age
group segment and old age group segment also so that they can capture the
whole age group of the market.
Both the Indian and international companies should apply more marketing
strategy for those consumer segments who are not satisfied from Easy day
product.
To satisfy the all consumer Indian companies should improve their product
bundling with respect to their competitors.
For attracting more customer Indian companies should come with more
discount offer with respect to their all retail outlet competitors.



References
Book:-
Malhotra.N. (2007), Marketing Research, 5
th
edition, New Delhi: Pearson
publishers ltd.pp106-130
Sniffman.L & Kanuk.L,Consumer Behavior,9
th
edition, New Delhi; Pearson
Publishers ltd.pp 330-363
Journal:-
Rajagopal, (2007) International Journal of Emerging Markets. Bradford: Vol. 2,
Is. 3; pg. 236.
Alisa Marie Beyer (2008) Global Cosmetic Industry. New York: Vol. 176,. 3;
pg. S4
Dawson.J et al. (2008) Journal of Marketing Management. Helensburg: .Vol. 24,
Iss. 9; pg. 8
Bhattacharya, P (2009)Global Cosmetic Industry. New York: . Vol. 177,. 5; pg.
36
Joris
Aertsens, J. Verbeke,W, Mondelaers, K,&Huylenbroeck.,V(2009)British Food
Journal. Bradford: . Vol. 111, Iss. 10; pg. 114
Martin,T, Adamy.J. (2009). Wall Street Journal. (Eastern edition). New York,
N.Y.: Jan 15, pg. D.1
Khan, K, Prior,K (2010)International Journal
of Consumer Studies. Oxford:. Vol. 34, Iss. 2; pg. 161
Ali,J, Kapoor,S,&Moorthy.J (2010) British Food Journal. Bradford: Vol. 112, Iss.
2; pg. 109.

Srivastava.R, (2010) International Journal of Emerging Markets. Bradford: . Vol.
5, Iss. 1; pg. 102
Web References
http://proquest.umi.com/pqdweb?did=1740431041&sid=1&Fmt=2&clientId=1298
93&RQT=309&VName=PQD
http://proquest.umi.com/pqdweb?index=4&did=1952755671&SrchMode=1&sid=1
&Fmt=2&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1272649
371&clientId=129893
http://proquest.umi.com/pqdweb?index=5&did=1945893131&SrchMode=1&sid=1
&Fmt=2&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1272649
371&clientId=129893