ANNEXURE-I

A SYNOPSIS

ON

"MARKETING SCREENING AND COUNSUMER BYING BEHAVIOUR”

(SPECIAL CONTAXT OF GODREJ LOCK DIVISION)

Research Supervisor: Submitted By:

Ms. Sonali saxena Jitendra Upadhyay

Faculty (marketing) Enrollment no.08061148090

N.S.B. School of business Semester MBA IV

REMARKS OF EVALUATOR

APPROVED/DISAPPROVED APPROVED/DISAPPROVED

(I EVALUATION) (II EVALUATION)

SESSION:-2008-10

DIRECTORATE OF DISTANCE EDUCATION

GJUS&T, HISAR
 ANNEXURE-II

DIRECTORATE OF DISTANCE EDUCATION

GURU JAMBHESHWAR UNIVERSITY OF SC. & TECH., HISAR

FORMAT FOR RESUME OF SUPERVISOR/GUIDE

1. NAME : Ms. SONALI SAXENA

2. DESIGNATION : PROFESSOR

3. QUALIFICATION :

4. AREA OF SPECIALIZATION : MARKETING

5. EXPERIENCE :

6. OFFICIAL ADDRESS :

7. TELEPHONE NO. : (OFF.)

8. MOBILE :

9. E-MAIL :

I AM WILLING TO SUPERVISE: - Mr. JITENDRA UPADHYAY

ENROLMENT NO.:- 08061148090

ON THE TOPIC: - “STUDY OF MARKETING SCREENING

AND CONSUMER BUYING
BEHAVIOUR”

(SIGNATURE) WITH SEAL

COUNTERSIGNED BY THE EMPLOYER WITH SEAL

COUNTERSIGNED BY DIRECTOR OF STUDY CENTRE WITH SEAL

 ANNEXURE-III

CERTIFICATE

This is to certify that Mr. Jitendra Upadhyay, Enrolment No. 08061148090 has preceded under
by supervision his Research Project Report on “Study of Marketing Screening and Consumer
Buying Behaviour” in the specialization area “marketing behavior.”

The work embodied in this report is original and is of the standard expected of an MBA student
and has not been submitted in part or full to this or any other university for the award of any
degree or diploma. He has completed all requirements of guidelines for Research Project Report
and the work is fit for evaluation.

Signature of Supervisor/Guide (with SEAL)

NAME: Ms. Sonali Saxena

DESIGNATION: Professor
ORGANIATION: N.S.B. School of Business
Forwarded by Head/Director of Study Centre
(With signature, Name & SEAL)
 ANNEXURE-IV

DECLARATION

This is to certify that the project Report entitled “Study of Marketing Screening And
Consumer Buying Behaviour” is an original work and has not been submitted is part or full to
this or any other university/institution the award of any degree or diploma.

Signature of candidate-

NAME: Jitendra Upadhyay

ENROLMENT NO.: 08061148090
SPECILIZATION: Marketing
SESSION: 2008-2010
 Study of Marketing Screening and Consumer Buying
Behavior

This project ‘market screening & buying behavior of particular context of Godrej’ a newly
launched product of sliding channel. In all India was a great chance for me where I enhance
my knowledge regarding market Research .
Lastly we can say that, Project is essential to understand business environment and become
the habituated with the term and condition of corporate world . This will provide me the
practical and theoretical understanding about the business arena. This experience will also help
me when I will in my first job

Returning to India, Adi Godrej was the first business graduate in the company. As a young
family member, he faced the management challenge of bringing about change. Much of his work
was devoted to modernizing and systematizing management structures and implementing process
improvements.

Another great challenge until the 1990s was running a private–sector business in a government–
controlled economy. Godrej has also been involved in the company's philanthropic efforts, which
center on the environment, family planning, and education.

Also refer to Use & Care booklet supplied with the Microwave Oven that talk - how to remedy
some of the problems that are not due to the failure of Security System and operation of various
controls. Variety of information including detailed drawings of various assemblies, reference
code.

All Locks Division need absolutely careful handling and a regular maintenance by customer &
you, who as a service provider have additional responsibility of maintaining the Locks Division
in good working condition, during its lifetime. Therefore, it is important

That before you begin any repair or diagnosis on the Microwave Oven, please read service Nos.
along with the description of spare parts, electric circuit diagrams and the chart for trouble
shooting are enclosed for better understanding of the product and effective aftersales- service to
valued consumers.
 Review of literature and problem statement

Market screening

Market screening is a useful first step for retailers or developers who are trying to identify the
best locations in a large geography. The Strategic Edge has conducted numerous multi-state,
regional, and nationwide screenings. Each screening is customized to match key success
variables of the retailer / developer to the geographies that exhibit those characteristics. In other
words, we can locate the geographic areas which have a profile similar to your target customer
and provide the greatest opportunity for expansion.

Purpose:

The Strategic Edge Clients have used our market screenings for two strategic thrusts:

 Expansion Strategy
 Acquisition Strategy

Consumer buying behavior

What influences consumers to purchase products or services? The consumer buying process is a
complex matter as many internal and external factors have an impact on the buying decisions of
the consumer. When purchasing a product there several processes, which consumers go through.
These will be discussed below.

1. Problem/Need Recognition

How do you decide you want to buy a particular product or service? It could be that your
DVD player stops working and you now have to look for a new one, all those DVD films
you purchased you can no longer play! So you have a problem or a new need. For high
value items like a DVD player or a car or other low frequency purchased products this is
the process we would take. However, for impulse low frequency purchases e.g.
confectionery the process is different.
2. Information search

So we have a problem, our DVD player no longer works and we need to buy a new one.
What’s the solution? Yes go out and purchase a new one, but which brand? Shall we buy
the same brand as the one that blew up? Or stay clear of that? Consumer often goes on
some form of information search to help them through their purchase decision. Sources of
information could be family, friends, neighbours who may have the product you have in
mind, and alternatively you may ask the sales people, or dealers, or read specialist
magazines like What DVD? To help with their purchase decision. You may even actually
examine the product before you decide to purchase it.

3. Evaluation of different purchase options.

So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush? Consumers

allocate attribute factors to certain products, almost like a point scoring system which
they work out in their mind over which brand to purchase. This means that consumers
know what features from the rivals will benefit them and they attach different degrees of
importance to each attribute. For example sound maybe better on the Sony product and
picture on the Toshiba, but picture clarity is more important to you then sound.
Consumers usually have some sort of brand preference with companies as they may have
had a good history with a particular brand or their friends may have had a reliable history
with one, but if the decision falls between the Sony DVD or Toshiba then which one shall
it be? It could be that the a review the consumer reads on the particular Toshiba product
may have tipped the balance and that they will purchase that brand.

4. Purchase decision

Through the evaluation process discussed above consumers will reach their final
purchase decision and they reach the final process of going through the purchase action
e.g. The process of going to the shop to buy the product, which for some consumers can
be as just as rewarding as actually purchasing the product. Purchase of the product can
either be through the store, the web, or over the phone.

5. Post Purchase Behavior

Ever have doubts about the product after you purchased it? This simply is post purchase
behavior and research shows that it is a common trait amongst purchasers of products.
Manufacturers of products clearly want recent consumers to feel proud of their purchase;
it is therefore just as important for manufacturers to advertise for the sake of their recent
purchaser so consumers feel comfortable that they own a product from a strong and
reputable organization. This limits post purchase behavior. I.e. you feel reassured that
you own the latest advertised product.

6. Factors influencing the behavior of buyers.

Consumer behavior is affected by many uncontrollable factors. Just think, what

influences you before you buy a product or service? Your friends, your upbringing, your
culture, the media, a role model or influences from certain groups?

Culture is one factor that influences behavior. Simply culture is defined as our attitudes
and beliefs. But how are these attitudes and beliefs developed? As an individual growing
up, a child is influenced by their parents, brothers, sister and other family member who
may teach them what is wrong or right.

Objective and proposed study

1. To know about the consumer behavior.

2. And to know about the marketing environment.

3. Changing industry dynamics played a critical role.

4. The other change is in the market composition itself.

5. For a strong link across its diversified businesses.

6. Consumers' behavioral and attitudinal changes in mind.

7. To know about the competitor.

8. For launch sliding channel in the market

9. Market survey.
 10. SWOT analysis of company.

Research Methodology

Organizations often want to know everything about that product , services , programs , policies,
etc. Business research is systematic way to collect information and get knowledge out of it with a
methodology , so that the derived knowledge can be used to make decisions . Usually managers
face major issues like ongoing complaints from customers , need to convince financers , unmet
needs among customers , the need to polish and internal process , issues while managing men ,
machines , materials and money, issues of forecasting and future plans. Research helps us decide
rationally. Marketing research is the process and the tool needed to reduce risk in managerial
decisions making. Business research is a systematic inquiry that provide systematic knowledge
to guide managerial decisions. In other words it is a process of planning , acquiring, analyzing
and disseminating relevant data, information, and insights to decision makers in ways that
mobilize the organization to take appropriate actions that, in turn ,maximize business
performance.

The methods and procedures adopted in this “research – study “ are as under:-

TYPES OF REAEARCH:-

Among various types of research mainly two types of research methods are used in this study.
They are :-

 Descriptive research.
 Analytical research.
“Descriptive research “includes surveys and fact- finding inquiries of deferent kinds. The
major purpose of descriptive research is description of state of affairs, as it exists at present.

DATA COLLECTIONS

Data collection is one the major activities perform under survey data refers to collection of
natural phenomena descriptors, including the results of experience, observation or
experiments, or a set of premises. This may consist of numbers, words, or images,
particularly as a measurements or observation of a set of variables.

There are two sources data:-

 Primary sources data.

 Secondary sources data.

Primary data can be gathered by following way-

 Surveys.
 Questionnaire.
 Observation.
 Experiments.

Sources of secondary data

This can be hide from various sources like news papers, T.V., reports and journals etc.

Questionnaire
Name of outlet- and contact no.

1. Do you sale Sliding Channel.

1. Yes 2.No

2. Company Name.

A. ….. B. …… C. …… D. ……

3. What is percentage contribution? (Qty Brand Wise).

A. …….. B. …… C. …….. D. ………

4. What is the percentage Contribution? (Value)

A… B……… C……… D. …

5. How many size do you sale? Please specify.

6. What is rate? (MRP.)Company wise per inch or net

A …..... B. … …. C. ….. . D. ……

7. What is the warranty on these products?(company name/warranty)

A ….. B. … C. ….. D. ………

8. What is the standard packing? (In sets)

 A …… B. …… C. …… D. ……

9. Who is the end customer? (Kitchen dealer/end customer/builder etc.)

10. Are you satisfied with these companies? (By which company and why)

Referance

Books for reference –

Marketing Management by - V S Ramaswamy & S Namakumari

Marketing Management by – Philip Kotler

Marketing Management by- Rajan Saxena

Website –

 www.onlineresearchonline.com
 www.godrej.com
 Wikipedia.com
Thanks