A

SYNOPSIS
ON
A Study About Consumer Buying Behavior
For Lakme Product In Gondia Region
Submitted to
The Department of Business Administration
N.M.D College, Gondia

In partial fulfillment of the requirement of

Bachelor of Business Administration
B.B.A-III(2014-2015)
Submitted by
Mr.Khilesh Chouragade
Under Guidance of
Prof. Riti Mishra

CHAPTERIZATION
1. Introduction
2. Company Profile
3. Research Methodology
4. Data Analysis, Tabulation and Interpretation
5. Findings
6. Conclusion
7. Recommendations and Suggestions
8. Bibliography

1. INTRODUCTION:
Definition

Consumer behavior is the study of when, why, how, and where people do
or do not buy product. It blends elements from psychology, sociology, social
anthropology and economics. It attempts to understand the buyer decision
making process, both individually and in groups. It studies characteristics of
individual consumers such as demographics 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.
2. COMPANY PROFILE:

Lakme is the Indian womans Beauty Sutra inspiring expression of her

unique beauty and sensuality. Lakme brings expert products and services that
are borne out of true understanding of the needs of the Indian woman. They help
the Indian woman in expression of her best self sensual, original, expressive,
alive and intuitive. Lakme inspires her to unleash the potency of her femininity,
beauty and sensuality
3. RESEARCH METHODOLOGY:
The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys and
other research techniques, and could include both present and historical information.
4. OBJECTIVES

To study the demographic characteristic of the respondance.

To study the factors affecting buying decision of consumer.

To study the consumer perception towards Lakme products in Gondia region.

To analysis the effect of demographic characteristic on buying behavior of the

consumer.

To analysis the market shares of Lakme product with its competitors.

5. HYPOTHESIS
Hypothesis is a speculation art a guess in a simple word, it is a prediction regarding the
possible outcomes of a study.
a. Collection of data:
Data have been collected from primary and secondary sources.
b. Limitations of study:
1. Time constraints as limited time for the survey.
2. Biased reply of many people.
3. While calculating percentages, approximations are made to the nearest figure.
6. Findings:
Findings will be based on data analysis and interpretation.
7. Conclusion:
Consumer behavior and perception study; it helped to know that what actually is consumer
behavior and what are the factors that affect the buying behavior of consumers.
8. Suggestions and Recommendations:
It is based on the findings after the analysis of data.
9. Bibliography:

Hofstede, Geert, (1984) Cultural dimensions in management and planning, Asia

Pacific Journal of Management, 1 (2), 81-99.
Kale, Sudhir and Jawn Barnes, (1992) Understanding the domain of cross-national
buyer-seller interactions, Journal of International Business Studies, 23, 101-132.
Kotler, P. (1997) Marketing management: analysis, planning, implementation, and
control, London: Prentice Hall.

Websites

www.lakmeindia.com

www.google.com

www.hindustanunilever.com

www.feminaindia.com

Shop

Nari shangar
Beauty spot.
Fashion center.

http://www.sony.co.in
http://www.google.com