SUNKESALA ROAD,

KURNOOL-4

CERTIFICATE

This is to certify that this is the Bonafied

Project Work Entitled CONSUMER BEHAVIOUR TOWARDS
AIRTEL carried out by Mr.M.Swaroop Register No: 9625292 Year
2010-2011 in Partial fulfillment of the Requirement for the award of
Degree of Bachelor of Business Management of Sri
Krishnadevaraya University, Anantapur.

Principal

Examiner Project guide

STUDY ON CONSUMER BEHAVIOUR TOWARDS
AIRTEL IN KURNOOL CITY
Submitted to
Sri Krishna Devaraya University
ANANTAPUR
In partial fulfillment of the requirement for
the award of degree of
Bachelor of Business Management
By
M.Swaroop
Under the guidance of
Mr .Shaik Rasool (M.com)
FACULTY MEMBER
Department of Economics & Management
Studies

St.Joseph’s Degree College

Kurnool
 PROJECT GUIDE CERTIFICATE
Mr. M.Swaroop ,a final year
Bachelor of Business Management student of
St Joseph’s degree college, Kurnool in partial
fulfillment for the award of degree of Bachelor
of Business Management has done his project
entitled “Consumer behaviour towards AIRTEL
in kurnool city under my guidance.

All the details collected and furnished by him

are true and original to my knowledge.

Mr. SHAIK RASOOL

(M.com)
 BONAFIDE CERTIFICATE
I here by declare that the project
report entitled “Consumer behaviour
towards AIRTEL in Kurnool city” under the
guidance of Mr.Shaik Rasool, lecturer in
Management studies and this is submitted
to St.Joseph’s Degree College, Kurnool
affiliated to Sri Krishna Devaraya University
and is drafted by me and is original of own.

PLACE : KURNOOL

DATE :
 M.SWAROO
P
[BBM]

ACKNOWLEDGEMENT
I express my heart full and sincere
thanks to Miss Y. Showrilu Reddy, Principal,
St.Joseph’s Degree College, Kurnool for her
motivation and support. I express my
gratitude to project guide Mr.SHAIK RASOOL
lecturer in Management studies.

I also thank all the lecturers of the

management department for their valuable
suggestions and continuous encouragement
and full support for completing this project.
 M.SWARO
OP
[BBM]

CONTENTS
Chapter-1
INTRODUCTION
HISTORY
COMPANY PROFILE
Chapter-2
OBJECTIVES
RESEARCH METHODOLOGY
LIMITATIONS
Chapter-3
CONSUMER BEHAVIOUR
Chapter-4
DATA ANALYSIS & INTERPRETATION
Chapter-5
FINDINGS
SUGGESTIONS
Chapter -6
QUESTIONNAIRE
BIBLIOGRAPHY

CONSUMER BEHAVIOUR

Consumer orientation
stems from the company’s adoption and
implementation of the marketing concept- a
philosophy of every business unit, which has
tipple implications namely:

➢ The victory of any business unit resets on

consumers who are willing to accept and
pay for the products or service.
➢ The firm must be aware of the market
want well in advance of production and
➢ Consumer’s wants must be monitored
continuously for assured success over
competitors.

The consumers are the

arbiters of fortune in business in highly
competitive economic system, survival and
growth of firms warrants accurate
knowledge about the consumer behaviour
– how, why, where, what, when they buy?
Understanding consumer is the crucial task
of every marketing manager.

Definition:
Professor Walter says that it is the
process whereby individual decides
whether, what, when, how and from whom
to purchase goods and services.
STEPS IN CONSUMER BUYING
PROCESS
 The following are the 5 steps
generally followed by the consumers while
buying the product.
1) Need Recognition:
Need recognition is the
awareness of the want or desire or a
consumption problem without whose
satisfaction the consumer feels restless
and tension- charged.
2) Information Search:
Consumer interest is
indicated in the consumer’s willingness to
seek further information about the product
and services. Since there are varieties of
products and seeks to have maximum
satisfaction, he searches relevant
information.
3) Evaluation & Intention:
The evaluation stage is
the stage of mental trial of the product or a
service.
4) Purchase Decision:
Decision to purchase
implies consumer commitment for a
product or a service. Practically, it is the
last stage in the buying process because, it
completes the exchange process.
5) Post Purchase Reaction:
The post purchasing
experience may be set of positive or
negative feelings. Positive feelings or
satisfaction will result in repeat sales or
at least recommending the product or
services to others, on the other hand,
dis-satisfaction or negative feelings
creating anxiety and doubts.
 Chapter - 3

Consumer awareness study

Objectives

Methodology

Limitation
s
Objectives
➢ To know the why and when consumers
make their purchase decision with
regards to Lays.
➢ To know the consumers brand
preference.
➢ To know the factors that influences the
consumers to purchase Lays.
➢ To study the market situation like brand
awareness, competition among various
brands in NAMKEENS.
➢ To study consumers attitude regarding
price, packing and purity of Lays.
➢ To study the modification or suggestions
that he consumer suggests.
➢ For the improvement of the product.
➢ To study the opinion of the consumers
regarding quality, satisfaction and ads of
the product.
 Methodology

Data Sources:
There are two sources of
collecting data:
1)Primary Data
2)Secondary Data
In the survey being conducted
both primary and a secondary source of
data has been used in the collection of
data has been used in the collection of
relevant information.

Primary Data
Primary data is the data collected
specifically by or for the data users.
Primary data is the data gathered for a
specific purpose or for a specific research
report.
A Questionnaire is used as a tool
for the systematic collection of relevant
information. A well structured
questionnaire consisting of 12-15 simple
questions has been prepared and directed
to the respondents.

Secondary Data
Secondary data is the data that is
collected for another purpose and already
exist somewhere. Data pertaining to the
company profile gives a detailed report of
the history and the various products being
manufactured by it.
Sampling
A sample size of 100 has been
chosen for the project study. The sample
choice is quite a comprehensive one as it
respondents from all walks of life. The
respondents are of either gender, varied
income groups and so on, but all are
residents of KURNOOL City.

Sample Procedure
Sample random sampling method
has been adopted for study, in random
sampling each element of the population
has an equal chance for being selected as
a sample.
Instruments Used
A Questionnaire as been developed
with an in-depth interview with a few
Mobile/WLL consumers. The questions are
structured and alternatives are provided
for each question. The questions are
simple and direct so that the respondents
can configure them out easily.

Data Representation
The data collected from the
respondents has been tabulated to make
calculations easier. Later on Pie-chats, Bar-
charts, Pyramids etc has been used to
represent the data in clear way.
 Limitations
Though every effort has been made
to make the project study comprehensive
there have been limitations.
 The study restricts to KURNOOL City.
 Time has been another constraint.
 The study has been centred to only 100
customers rather than millions of
customers around the nation.
 The study is based on the response of
the respondents and is assured that they
are honest in their response.
 The methods used in this project are
random sampling method and results
obtained may not be fully accurate and
believable.
  Some of the customers were in different
to answer some of the questions in the
questionnaire. This might be the data
incomplete and hence may be accurate.

Consumer behaviour
The term consumer behaviour refers
to the behaviour that consumers display in
searching for purchasing, using, evaluating
and disposing of products and services that
they expert will satisfy their needs. The
study of consumer behaviour is the study of
how individuals make decisions to spend
their available resources. (Time, Money, and
Effort) on consumption related terms it
includes the study of what they buy, how
often there buy it and how often they use it.
Consumer research provides the
basis to meet targeted consumer needs. It
also enables the marketer to build consumer
meaning into the product or service by
discovering which attributes are important
to the target market and integrating them
into the product or service design.

Definition
“Consumer behaviour is a process
whereby individuals decide what, when,
where, how and from when to purchase
goods and services”.
-Walter &
Paul-

Consumer behaviour is all psychological,

social & physical behaviour of potential
customers as they aware of evaluate,
purchase, consumer and tell other people
about products and services.
– Webster –

Psychological determinants that

influence the consumer behaviour

Motivation
It refers to the drivers, urges,
wishes or desire that initiate the sequence
of events known as behaviour. Motives can
be conscious or unconscious, rational or
emotional or negative.
Perception
 It is process whereby stimuli are
received and integrated by the individual
and translated into response. Perception
leads to though and thought leads to action.
Learning
In behavioural sciences, learning
means any change in behaviour, which
comes about as a result of experience.
Consumer behaviour is learning because it
is modified according to the consumers
experience and the objectives he or she has
set.
Attitude
In the concept of attitude occupies a
central position in the consumer behaviour
studies in particular and social psychology in
general because attitude measurements
help in understanding and prediction of
consumer behaviour develop gradually as a
result of experience. They emerge from
interaction of a person with family friends
and preferences groups.

Personality
In strict sense it refers to the
essential differences between one individual
and another. It is a function of initiate
drivers learned motives and experience. It is
interplay of three components namely “ID”,
the ego and the super ego. The ID governs
the basic drives and instructs of the
individuals.
On the other hand the “SUPER EGO”
disciplines the “ID” by suppressing
antisocial behaviour. The ego components
are the enactive and make the conscious
decision and reconcile the conflicting
demands of “ID” and the super ego.
The purchase decision of the
consumers is thus determined by economic,
psychological and sociological determinants.
All the determinants exert their influence on
the consumer behaviour.
 Objectives

Research methodology limitations

Objectives
➢ To know about the awareness of USHA
fans.
➢ To know which type of fans does the
customer use.
➢ To know how far customers purchase
decisions are influenced by the ads of
USHA fans.
➢ To know price effectiveness of USHA fans.
➢ To know the customer opinion regarding
after sales services offered by the dealers.
➢ To know about the promotional activities
taken up by the company and to know the
suggestions give by the customers.
Research design and methodology

Data sources
Primary data source:
Customers in KURNOL CITY.

Secondary data source:

Company brochure

Sampling
Sampling method: Random sampling
Sample size: 100
Research method: survey method
(Questionnaire)

Data collection method

Personal interview with the help of
structured questionnaire containing both the
open ended and closed ended questions
Data analysis method
Data was analyzed using tables,
percentages pie-charts and bar diagrams.
Sample size includes both
consumers and non-consumers of USHA
fans.
After collecting the data it was
sorted out and tabulated as per the
requirements specified in the questionnaire
and interrupted and analyzed from the
findings.
Based on the findings and the
information collected, necessary graphs
were plotted which were used to draw
conclusions and suggestions which help the
management to have better decisions.

Limitations
➢ Survey is limited only to certain places in
KURNOOL city.
➢ The period of survey is only for two
months. So it was not possible to cover the
opinions of more. No of consumers in the
short period.
➢ Some of the consumers are indifferent to
answer some of the questions in the
questionnaire. This might make data
incomplete.
➢ Findings might have uncontrollable sample
errors.