A FINAL PROJECT REPORT On Consumer behavior in festival seasons With special reference to Electronic Goods SUBMITTED IN PARTIAL FULFILLMENT

OF THE AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION (SESSION: 2006-08) UNDER THE GUIDENCE OF: MR. (M.B.A FACULTY) SUBMITTED BY: ROLL NO. M.B.A 3RD SEM. HINDU INSTITUTE OF MANAGEMENT (AFFILIATED TO MAHARSHI DAYANAND UNIVERSITY, ROHTAK DECLARATION I HARSHA, Roll no FIFTEEN M.B.A. final year (III semester) the student of Hindu Institute of Management, sonipat hereby declare that the final project report entitled consumer behavior in festival seasons with special reference to electronic goods is an

original work and the same has not been submitted to any other institute for the award of any other degree. A seminar presentation of the final report was made on__________ and the suggestions as approved by the faculty were duly incorporated. PRESENTATION INCHARGE SIGNATURE OF CANDIDATE (FACULTY) Countersigned (Head of department) ACKNOWLEDGEMENTS

As I write this acknowledgement, I must clarify that this is not just a formal acknowledgement but also a sincere note of thanks and regard from my side. I feel a deep sense of gratitude and affection for those who were associated with the project and without whose cooperation and guidance this research could not have been conducted properly.
I learnt number of virtues for business and for life from MR. RAVIKANT SWAMI without their expert guidance encouragement; this research could not have been completed successfully.

Last but not least I dedicate this effort of mine to those persons who are light of my life:

My Father, Mother, Friends who have been behind every successful endeavor in my life.
PREFACE For a deep inclination into the managed concepts, practical training is an important asked. Theoretical knowledge without practical knowledge is of little value. Theoretical knowledge gives us the fundamental concepts of management and practical training teaches us those tacts and skills, which are successfully employed to capture todays competitive market. Theoretical lectures must be correlated with practical training to make learning process more effective and to provide a plate form to judge and apply theoretical knowledge to practical situation. Practical training thus plays an important role in developing and sharpening ones skills in the field of business management and administration. I prepared this report for my two-year course in

Master of Business Administration.

The topic of my report is Consumer Behavior in Festival Seasons with special reference to electronic goods. This project reveals around the demand of the consumer for electronic goods in festival seasons. TABLE OF CONTENTS

Chapter no. Particulars Page no A B C Declaration Acknowledgements Preface Chapter 1 Introduction to project Significance of the study Review of existing literature Conceptualization Focus of problem Objective of the study Hypothesis Chapter 2 Introduction of consumer behavior How consumer behave Premium gifting Festive wheels Electronic goods Golden movements Chapter 3 Effect on sales n festival season Image &sales n the marketing mix

Schemes for sales Dont lose focus on the target customers Is the promotion a good gift Time is important Online Diwali sales expected to go up by over 100% Chapter 4 Research methodology Chapter 5 Data analysis &interpretation SWOT analysis Questionnaire analysis Findings Chapter 6 Suggestions Chapter 7 Conclusion Chapter 8 Limitation of the study Chapter 9 Annexure Questionnaire sample Bibliography Chapter-1 SIGNIFICANCE OF THE STUDY To get the knowledge about the customers To get the knowledge about different type of customers in festival season whether they are interesting in buying a product.

Assessing individual customer expectation and abilities. Assessing immediate and long-term benefits through customer satisfaction. To analyze the attitude & preferences in relation to buying electronic goods. To analyze the degree of influence of various schemes. REVIEW OF EXISTING LITERATURE For this purpose, the abstracting & indexing of journals& published or unpublished bibliographies are the first place to go to. Academic journals, conference proceedings, government reports, books etc. must be tapped depending on the type of study undertaken. While preparing for my project report, I, abstracted context from newspapers, Internet sites. Various magazines & journals were also consulted too. I consulted various magazines like, Business World, India Today & Journals of IIMS too that proved to be of great help for my project work. Source: www.msn.com A brand can combat the crowd during the festival season through its innovativeness and the relevance of the benefit offered. It's festival time again and companies and stores are coming out with various schemes for consumer durables. Even otherwise, going by personal experience, it is very confusing to

see so many similar products, appreciate the differences between each brand and make a decision. SOURCE: JOURNAL OF MARKETING, 2003(Diwali season shopping) This Diwali many retailers are rejoicing as sales have increased significantly over the past few years. RC Aggarwal, CMD of Vishal Mega Mart, said his company saw sales go up by 200% this year on a national level, with gift, household and crockery items being the best sellers. Mumbais 2 largest malls, In orbit Mall in Malad and Normal Lifestyle Mall in Mullund saw crowds of 50,000 on Sunday, close to double of the usual footfalls, and most people did some shopping and eating instead of just browsing. Consumer durables were the mainstays of the shopping for most people and stores such as Vijay Sales say that they will comfortable meet their target of Rs. 25 billion for August-November. RC AGARWAL, CMD OF VISHAL MEGA MART Source: RAVI KIRAN, RESEARCH BASED ON CONSUMER BEHAVIOUR STUDY (2004) The rationale for launching consumer schemes, during festivities or otherwise, is really

to pour new life into a brand. This is achieved through making the brand accessible or attractive to new customers or increasing the brand penetration through new products amongst the existing customer base. However, in reality, what is happening is that ill-planned and misdirected consumer schemes are often really killing the brand values. They are actually working against all the investments made towards building the value proposition for the brand and thereby initiating purchase purely on account of a price-led benefit. Source : World Cup fails to drive sale of color TVs (business today) THOUGH, in view of the cricket World Cup, the color television (CTV) industry had set optimistic targets for the first quarter of the calendar year, the sales growth seems to have been below expectations so far. According to industry sources, the month of January had been rather sluggish for the CTV industry, with high inventories stuck at both the retail and industry level. Though

the industry target for January was around 8, 00,000 units, the total CTV sales have been below 6, 00,000 units during the period," points out an industry official. Source: Www.Google.Com Some of the buildings look old and are beautiful with their trellised wooden and metal balconies. Amritsar is a treat for history lovers too. It boasts of a number of historical monuments which captivate connoisseurs with their matchless aura. People from various parts of the country throng old bazaars to make vigorous purchases. Diwali, literal meaning rows of lighted lamps is the most enthusiastically enjoyed festival of Amritsar. For trading community, new business year starts on Diwali. The sweet delicacies Khand de Khedone (sugar toys), silver and gold jewellery, made in the Holy City is great attraction for shoppers. Source : Times Of India (2006)A good Diwali for retail majors Diwali has brought good sales results for most retail majors after a slow start. Leading retail chains such as Westside, Pantaloons, Wills Lifestyle, Ebony and Landmark recorded sales figures of 40-45% higher than last year during the same period. While sales were slow to pick up after Dushera, the traditional start of the shopping season, the last seven days saw a significant growth in sales. Source: www.yahoo.com

Both consumer electronics companies as well as several retailers have pointed out that sales have started to pick up in the last 10-15 days, and are expecting the momentum to keep up till mid-March. Interestingly, the sales are also bound to be affected by India's performance during the ongoing World Cup. Several retailers in the Capital pointed out that customer enquires had dropped drastically after the team's embarrassing defeat to Australia. "CTV sales during the season will be affected to some extent if the Indian team were not to make it the super sixes," Mr. Singh said. CTV manufacturers have targeted a 40-50 per cent jump in sales during the first three months of the current year. CONCEPTUALIZATION The project is on consumer behavior towards electronic goods in festival season. From knowing the behavior of consumer, company can produce those goods which are satisfying the needs of the customer. Consumer always wants to buy goods in festivals especially electronic goods because in festivals there are so much discounts are offered by the company. in festival season customers are attractive for buying the goods also. There are

consumers tastes are changing day to day so company will produce goods according to the needs of the customer and satisfy the customers. FOCUS OF PROBLEM This project has been undertaken to study the CONSUMER BEHAVIOR IN FESTIVAL SEASON REFERENCE TO ELECTRONIC GOODS this project relates to all aspects concerned with consumer decision regarding buying the goods in festivals. There are consumer tastes and preferences are changing everyday and to know there needs is very difficult to under stand. To know the current trend of the consumer behavior in festivals in electronic goods assessing individual customer expectation and abilities. To collect the information from the Retailers for the Objective of promoting the sale of electronic goods. OBJECTIVE OF THE STUDY PRIMARY OBJECTIVE To know the current trend of the consumer behavior in festivals in electronic goods. OTHER OBJECTIVES To collect the information from the Retailers for the Objective of promoting the sale of electronic goods. To know the sale of the franchisee of the company in festival seasons

 To know the difference between seasonal sale and general sale. HYPOTHESIS There are various assumptions that we make before research, these are: There is more rapid expansion in customer base. Competition is increasing day by day. Consumer tastes and preferences are changing day to day. New technology will be used to satisfy the customers. To know the sale of the franchisee of the company in festival seasons Chapter-2 Introduction to the Project It's Diwali, Christmas and New Year that turn in maximum sales for most companies, when is the consumer most tuned to the marketplace and companies most glued to their marketing strategies? It is now, with the year's festive season just around the corner. Diwali, Christmas and New Year turn in maximum sales for the year for most consumeroriented companies, and this year is expected to be better than the last two. For one, unlike the previous few years, this year has not been marred by memories of natural disasters, war, riots or a dreaded disease. Second, the markets are showing an

uptrend and investments seem to be bringing in considerable returns. So, why not splurge at least a wee bit more than the previous years? That's the consumer sentiment companies are betting their bucks on, whether it is in Mumbai, Delhi, Chennai, Bangalore, Kolkata or other cities. Diwali, of course, leads the festive season, with the tradition of buying, gifting and allowing Goddess Lakshmi to shower her abundant blessings. "Consumers, vendors, dealers and traders seem to be looking forward to a massive spending spree. In Bangalore, for example, retailers, jewelers, and home appliances and car dealers are all geared up for the November mania," says a market analyst, who predicts a flood of launches to satiate consumer choice in the next week. This is the time for umpteen launches, and not only of household goods; are companies too on a buying spree for the express purpose of corporate gifting. Hence, the most innovative of gifts find their way to the shelves. For companies, it is the occasion to thank employees and dealers, network with partners and associates all through the fine art of festive corporate gifting. And the gesture seems to have come of age. Instead of the staid mithai box most

managements gave out even five years ago on Diwali eve, a number of companies are now looking for more contemporary alternatives to gift their staff this festival season. These range from Feng Shui wind chimes to premium chocolate gift hampers, crystal artefacts and porcelain figurines. Premium gifting It is the changing consumer perception towards gifting during festivals that has led to the mushrooming of showrooms and retail chains dealing in super premium items. Take, for example, the Delhi-based Dolphin D'mart. Set up in 2001 after the promoters realized that the super rich also need options for gifting, the chain has doubled its turnover each year, launched 14 brands and is planning to diversify further. Says Preeti Rao, CEO Commercial for Dolphin D'mart Ltd, "Indians have always appreciated luxury and we started this concept after realising that it was getting difficult for people with an eye for beauty and no constraint on the budget to look for gifting options within India." International brands including Lladro (for figurines); Baccarat, Lalique and Daum (for crystal) and Fraser & Haus (silverware) are also cashing in on the

loosening of purse strings. The November mania, however, goes beyond gifting, to make a lifestyle statement in shopping. `Shop, Eat, Celebrate' is Bangalore Central's baseline for all its promotional campaigns. "And with the festive Season just round the corner, we are giving consumers more reasons to celebrate," says Rajesh Seth, Marketing Head, Bangalore Central. Promoted as the country's first seamless mall, it is bedecked and ready to accommodate more than 25,000 visitors during the coming weekend. According to Seth, the mall generally gets around 13,000 footfalls every day and this is expected to double in the coming week. For the festive season, Bangalore Central has launched the Bid n' Win campaign where a customer (who has made purchases for at least Rs 2,500) can bid for a product of his/her choice. The highest bid gets the product. Seth says they discarded the idea of a lucky draw because they wanted to make the campaign more interactive and give customers a product of their choice, rather than thrust something on them. On offer are cars, home appliances, DVDs, etc.

From malls to department stores, the mood this year seems to be positive. Food World, Chennai, is in full form. To cater to the gifting market, it is selling `celebration packs' of chocolates, dry fruits and sweets, apart from diyas and crackers. The food chain has also planned promotional offers and activities such as discounts, `bid and win' and sloganwriting contests. Ramesh Moorthy, Head (merchandising), Tamil Nadu region, expects a 15 per cent rise in sales during the Diwali season. Apart from retail customers, he expects around 400 corporate to place bulk orders at the 28 outlets in the city. For the consumer durable industry, Dasara-Diwali is the peak sales period, says K.T. John, Director, Cool well Electric, a Bangalore-based home appliances dealer. According to him, apart from discounts and lucky draws, consumers have also started expecting guaranteed gifts. Therefore, they now get to take home glasses, encyclopedias, electric cookers, weighing scales and digital calendars with their purchases. Another consumer durable company is offering consumers a chance to win a Mercedes

Benz and there are 10 of them on offer across the country. John says sales go up by 50 per cent during this season, though discounts are given throughout the year. Festive wheels The automobile industry too has expectations from the season. M.P. Shyam, Director, Advaith Hyundai, says in the automobile sector offers are made throughout the year, though companies keep changing the offers. "Bookings do go up during the season, but its also because we push our products very aggressively by increasing our ad spending." Says Vinay Piparsania, Vice-President Sales, Marketing, Service & External Affairs, Ford India, "We expect an increased level of sales activity during festival periods, given the high level of shopping that takes place during this time. Car sales are primarily influenced more by the launch of new models, the level of corporate purchasing, prevalent interest rates, and, of course, the special offers. However, customers buy cars because they need too. They may choose to wait for the festive season, as it is an occasion or an auspicious time," he says.

Buying gold is still considered a mandatory ritual in many parts of the country. Ruchira Puri, Head of Marketing, Tanishq, says contrary to popular belief, automobile and durable purchases have not eaten into the jewellery market boom. In fact, new buying occasions have been added to the list. Earlier, Karva Chaudh or Dasara was not a big jewellery season, but now it is. Even Valentine's Day and Akshay Tritiya have become big buying events. She describes the unrelenting yearning for gold as a "deep cultural connect. In this day and age, for those who want to keep in touch with our traditions, this is one way of doing it." Nearly 40 per cent of Tanishq's sales happen during the Dasara-Diwali period. This year, Tanishq has launched 13 new collections and over 1,500 new designs for the festive season. Some Electronic Goods Are Golden moments Business at this time of the year increases three to four fold, says S. Umapathy, Manager (HR), Prince Jewellery, Chennai. He says that Usman Road in Chennai is the ninthbusiest

business centre in the world. To cash in on the demand, stores are showcasing a new range of jewellery. Prince Jewellery, for instance, has introduced a muhurtam collection in gold, the `Eterna' bridal diamond collection and the `Vibe' platinum collection. "People prefer to invest in gold as it offers easy liquidity. Diwali is the best time to shop for it as there is plenty of offers and freebies," says Princeson Jose, Managing Director, and Prince Jewellery. He expects a 20 per cent increase in sales during this Diwali season. Traditional products apart, western gifting products too seem to be making it to the consumer's basket. Chennai-based Cookie Man is confident that its gift-wrapped packages will be a big hit during Diwali. "People are getting tired of receiving and gifting the same old mithai. Moreover, our products last longer than traditional sweets," says John Lynch, Director and Chief Cookie Tester of the company. Cookies are the preferred gift-choice for new-age companies in sectors such as IT, BPOs and insurance. Last year, Cookie Man's outlet in Spencer Plaza did about Rs 50 lakh worth of cookie sales during the festival season, and marketers see a tremendous change in Indian consumer buying habit in the last ten years. Cadbury India has just launched its premium Celebrations range, which contains traditional Indian dry fruits wrapped in Dairy Milk chocolate. The company says this gifting option combines the pleasure of giving away dry fruits which Indians

traditionally consider a premium, healthy gift with chocolate. Not to be left behind, other food and beverage companies are also following suit, with special packs of fruit juices, colas and snacks, in addition to those already in the market. Chapter-3 Effect on sales in festival season Image and sales in the marketing mix To answer your question, it is important to understand the complementary roles of image-building and sales-building measures within a brand's marketing mix. Imagebuilding efforts are generally long-term and aim to build unique and motivating reasons for brand preference. Sales boosting measures are short-term and aimed at initiating trail or repurchase. However, the two activities should not be treated as mutually exclusive. In fact, an effective sales promotion strategy should typically be preceded by an imagebuilding campaign that builds on the functional, rational and emotional benefits of the brand. Consumers are then inclined to purchase the brand. Price may be the only deterrent to the purchase decision. If this image-building exercise is followed by

effective sales promotions, which offer consumers a `bargain' on a desired brand, it has a greater possibility of being successful. Some brands have also successfully managed to link the consumer scheme or promotion to the brand benefit itself, thereby building both image and sales at the same time. A recent American Express card offer during the current Diwali season is one such example. Amex cards launched a special promotion at a popular high-end market place in South Delhi, where the card offers discounts in most of the shops on Amex cards. The offer gives consumers a price benefit while also establishing the fact that the card is widely accepted in most establishments in the market. Consumer schemes can be of various types: 1. A purchase with a purchase 2. A gift with a purchase 3. A discount coupon on next purchase 4. A time-bound price-off 5. A contest or sweepstake Don't lose focus of the target customer Whatever the type of scheme being planned it is important for a successful promotion to

keep in mind the following: Is the promotion directed towards my desired target customer? In their attempts to increase sales, brands often lose focus of whom their desired target customer is, thus, either selling a lower price product to a customer, who would have purchased the brand at its actual value itself, or selling the brand to a customer who will never be a loyal customer of the brand. In the last decade, many wellestablished TV brands have eroded their brand value by selling the brand on a price-off to the non-target consumer, thus lowering the brand image and relevance to their existing target consumer. The threat of eroding the existing customer base is all the more relevant in the case of high value consumer durables. In such categories, a brand's badge values play a large role in influencing the consumer's purchase and consistent price-offs actually erode this value. The brand thus becomes undesirable to its existing customer base, which graduates to higher priced brands. Is the promotion a good fit? The second key factor to be kept in mind is `Is the brand promotion in line with the brand

image and brand benefits?' Many brands have eroded long-term brand values through copromotions with products and services that do not strengthen and, in fact, actually dilute the brand image. To provide an illustrative example, if LG is today selling its durables on a health platform, the kind of cross-promotion schemes offered with other products or services should ideally offer similar health benefits. A free eye check-up with every LG Golden Eye TV would be one such example. Time is important The third factor to be kept in mind is `Does the timing and duration of the promotion maximize its effectiveness?' No promotion, no matter how successful, should be continued endlessly, as it will certainly erode the value of the brand. A lesson learnt the hard way by many toothbrush brands, which have been offering toothbrushes as a free product along with toothpastes for years, and are today faced with the problem of getting consumers to pay for the product. As regarding the timing of the promotion, this brings me to one of your points on high

clutter during festival time. There are both advantages and disadvantages of launching promotions during the festival season. You are right when you say this results in chaos in the market place with the brand that shouts the loudest winning. However, the market reality is also that this is the time of the year when consumers' propensity to spend is high and pockets are generally jingling with cash. I would like to add a note of caution here, in that these factors do not necessarily result in a higher inclination to purchase just about any and every product category. For example, offering a 20 per cent discount of contact lenses during the festival season need not really translate to higher sales for the brand during this period. In product categories where consumers do have a higher inclination to purchase during the festival season, such as consumer durables, the rules are different for the large and small players.

For a large brand that has designed an effective scheme and has the money power to shout the loudest, festival time cannot be ignored. However, for smaller brands, an effort to launch a comparative scheme could be quite counter-productive. One way of combating the crowd is through the extent of innovativeness and the relevance of the benefit offered. Another is to launch the scheme, maybe two months later when the clutter levels are lower. For example, during the New Year or Baisakhi season. In the final analysis, it is important to remember that consumer schemes are launched to induce either trial or repurchase and this will only happen if the benefits of the brand are built as relevant and motivating to the consumer at that point of time. On gifting trends, he says "this season, sweets and hampers have been low key. Top picks for gifting have been electronics like MP3 players, Tata-Sky satellite TV systems, Kitchen appliances, silk sarees," he says. On eBay, an online shopping destination, which has put up an online Diwali sale, top buys include handsets, MP3 Players & Accessories,

Stamps, Mobile Accessories and PC Games, according to Deepa Thomas, Company Spokesperson. Online Diwali sales expected to go up by over 100% New Delhi, Oct 19: Its Diwali time for marketers in the online space, who are wooing the 37 million strong Indian online communities with festival packages and Mahan Diwali sales, where everything from diyas to mithai, jewellery, plasma TVs is available on attractive discounts. "Diwali is the biggest shopping season in India and this pattern is represented in the online space as well. The online sales are expected to go up by more than 100 per cent," says Dr Subho Ray, President, Internet and Mobile Association of India (IAMAI). "From 8.1 lakh who transacted the net during Diwali, it is likely to be around 12 lakh this year. The online business conducted during Diwali last year was around Rs 115 crore which is expected to cross the Rs 250 crore marks this year," Dr Ray told. While growth in the first few years was low, now online shopping is growing at a phenomenal rate. This year, we expect to double over the previous year and we expect the same trend to continue in the next few years also, says K. Vaitheeswaran of

Fabmall.Com, one of the pioneers in online shopping. In normal months, 85 per cent of orders are self purchases but during festivals like Diwali and Rakhi, the gifting orders increase to over 50 per cent. In Rakhi 2006, we shipped a record 12000 Rakhis on a single day all over the world compared to 5000 in 2005, says Vaitheeswaran, whose company is offering free shipping and money back guarantee. Shopping at this time is primarily for gifting (like most Diwali buying in the offline space). Gifting an online purchase is much easier since most online portals take care of delivery across the country and some of them even deliver to select areas of the globe. It is primarily the online community of 37 million strong that goes on the net for purchasing taking advantage of some benefits that online shopping provides ease of shopping, reviews of products available, ease of delivery and wide-range of gift products that you get under one roof," says Dr Ray. "Many casual internet users make their first ever online purchase during Diwali. Overall, Diwali and the festive season witnesses an increase in online buyers, primarily shopping

online for gifts," says Thomas. However, Nitesh Kumar of TDI Mall says online shopping is definitely catching up, but the Indian mindset is such that they want to physically feel and see the product. Seeing is believing for them, more so during festivals, when they want to be double sure that what they are gifting has to be of good quality. On gifting trends this season, he says imported wines are picking up in a big way. Chocolates too are coming up in a big way as a substitute to mithais. Agrees Sandeep Madan of Nirulas chocolates because of the variety available here and the shelf life are emerging as a favorite gifting item both in the online and offline space. Whether it is chocolates, wines, or plasma TVs, the trend extensively points towards luxury shopping, an emerging concept in the Indian market, says Devyani Raman of the Leading Brands of the World. Chapter-4 RESEARCH METHODOLOGY Research in common parlance refers to the search for knowledge. Research is a systematized effort to gain new knowledge. Research methodology is a way to

systematically solve the research problem.. RESEARCH DESIGN: A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. A research design is a framework for the study and is used as a guide in collecting and analyzing the data. Research Design can be categorized as follows: Exploratory Research. Descriptive Research. Diagnostic Research. Experimental Research The present study to Descriptive in nature. In this, the researcher must be able to define clearly, what he wants to measure and must find adequate methods for measuring it along with a clear cut definition of population he wants to study. The research design must make enough provision for protection against bias and must maximize reliability, with due concern for the economical completion of the research study. TWO TYPES OF DATA

 PRIMARY DATA SECONDARY DATA PRIMARY DATA:Primary data is that kind of data which is collected by the investigator himself for the purpose of the specific study. The data such collected is original in character. The advantage of third method of collection is the authenticity. A set of question s were put together in the form of questionnaire. The method of sampling was the random method as it is unbiased. Primary data was collected from: Respondents survey Swot analysis SECONDARY DATA:When an investigator uses the data that has been already collected by others is called secondary data. The secondary data could be collected from Journals, Reports and Various Publications. The advantages of secondary data can be economical, both in the term of money and time spent. The researcher of the reporter also did the same and collected secondary from various internet sites like Google.com.altavista.com and many

more. The researchers of the reporter also visited various libraries for collection of the introduction part. DATA COLLECTION To achieve the objectives, the primary as well as secondary source of data are used. Primary source includes the retailers and companys officials through questionnaires. Secondary source of data includes the past records of company. The data were collected through the following methodical techniques in the present project work. 1. Through questionnaires 2. Through interview 3. Through observation ANALYSIS PATTERN SAMPLING TECHNIQUES Non-probability area sampling was used. SAMPLE SIZE A sample of 25 customers chosen from the area of sonipat. CONTACT METHOD Face to face interviews were conducted. APPROACH Structured Disguised questionnaire was used. RESEARCH DESIGN

Descriptive Research Design. DATA ANALYSIS TOOLS Pie Chart, column chart, etc. CHAPTER 5 SWOT ANALYSIS STRENGTH High discounts. More attractive products are in the market People are more attentive for buying product. Assessing immediate and long-term benefits through customer satisfaction. To analyze the attitude & preferences in relation to buying electronic goods. To analyze the degree of influence of various schemes WEAKNESS To get the knowledge about the customers is not an easy. To get the knowledge about different type of customers in festival season whether they are interesting in buying a product is also difficult. Difficulty in assessing customer satisfaction. To analyze the attitude & preferences in relation to buying electronic goods. To analyze the degree of influence of various schemes OPPORTUNITIES Electronic goods are available on higher discounts.

Availability of products without any effort. It increases the sales through customer satisfaction. Aware the people about electronic goods. THREATS Increase competition from domestic market as well as from international market Assessing individual customer expectation and abilities is very difficult task. To collect the information from the Retailers for the Objective of promoting the sale of electronic goods is also very difficult task. Consumer tastes and preferences are changing day to day There is more rapid expansion in customer base QUESTIONNAIRE ANALYSIS 1. Do you think festival season increase the sale of electronic goods? Yes No yes No 100% 0% Sale of electronic goods yes, 98% No, 2% yes No INTERPRETATION:Most of the dealer thinks that festival season increases the sale of electronics goods.

2. Does during festival seasons consumer spends some extra bugs/Rs? Yes No Sometimes Yes No Sometimes 40% 20% 40% Spending of consumers Sometimes, 40% No, 20% yes, 40% yes No Sometimes INTERPRETATION:Most of the people think that during festival season spending of people increased. 3. During which festival sale is increased most? Diwali Holi New Year Any other . Diwali Holi New year Any other 60% 15% 20% 5% Sales is increased during Holi, 15% Diwali , 60%

New year , 20% Any other, 5% Diwali Holi New year Any other INTERPRETATION:In northern region sale is increased mostly during Diwali season. 4. Which type of purchasing people like to do? Cash Credit Cash Credit 80% 20% people's purchasing cash, 80% credit, 20% cash credit INTERPRETATION:Most of the people purchase on cash basis during festivals. 5. As comparison to the previous year how much sale increased during this

festival? Up to 10% 10% to 20% 20% to 30% 30% and above Increase in sale 15% 50% 20% 15% Up to 10% 10% to 20% 20% to 30% 30% and above INTREPRETATION:Sale of the electronics goods increased up to 20% during this season. 6. Are you satisfied with your current performance? Highly satisfy Satisfy Dissatisfied Highly dissatisfied NSND Up to 10% 10% to 20% 20% to 30% 30% and above 15% 50% 20% 15% Satisfaction regarding current performance

20% 50% 10% 0% 20% Highly satisfy Satisfy NSND Dissatisfied Highly dissatisfied INTREPRETATION:Most of the retailers are satisfied with there current performance. 7. Do you think company launch a new product during festival seasons? Yes No Highly satisfy Satisfy Dissatisfied Highly dissatisfied NSND 20% 50% 20% 0% 10% INTREPRETATION:More than three-fourth of the dealers think that company mostly launch product

during Diwali season. 8. Which type of product generally sold in the festival seasons? Local Branded Yes No 90% 10% Launching a new product Yes, 90% No, 0% 10% 20% 40% 60% 80% 100% Series1 INTREPRETATION:Mostly local product is sold during festival season. 9. Which product shows upward trend in electronic goods? Plasma TV/flat TV Refrigerator Washing machine Microwave oven Home theatre Local Branded 60% 40%

60% 40% 0% 20% 40% 60% Local Branded Product sold in festivals Series1 Product shows upward sales 60% 15% 15% 5% 5% TV Refrigerator Washing machine Oven Home theatre INTREPRETATION:L.C.D/plasma TV dominates this season in the sale of electronics goods. 10. Why customer purchase more during festival season

Disposable income/bonus Tradition Plasma TV/flat TV Refrigerator Washing machine Microwave oven Home theatre 60% 15% 15% 5% 5% INTREPRETATION:Main reason to purchase during festival season is having more disposable income (bonus etc.) 11. Which type of people will purchase more in festival season? Rural Urban Disposable income/bonus Tradition 70% 30% Reason of purchase 70% 30% 0 0.2 0.4 0.6 0.8 Disposable

income/bonus Tradition INTERPRETATION:More than half of the purchasing is done by urban class people. 12. How many footfalls you receive during this festival season (one day basis) Up to 50 50 to 100 100 to 150 150 and more Rural Urban 35% 65% People have more purchasing power Rural , 35% Urban, 65% Rural Urban INTREPRETATION:Most of the dealers receive crowd of more than 150 people during festival season. 13. Does festival season affect postpone of purchase decision of customer Yes No Cant say Up to 50 50 to 100 100 to 150 150 and more

10% 20% 30% 40% Footfalls receiving 100 150 and more, 40% Up to , 10% Postpone of purchase Yes 45% No 30% Cant say 25% Yes No Cant say INTREPRETATION:Most of the people postpone there sale in regard to festival season. FINDINGS Most of the dealer thinks that festival season increases the sale of electronics goods Yes No Cant say 45% 30% 25% Most of the people think that during festival season spending of people increased. In northern region sale is increased mostly during Diwali season.

Most of the people purchase on cash basis during festivals rather than credit or any other instrument. Sale of the electronics goods increased up to 20% during this season. Most of the retailers are satisfied with there current performance More than three-fourth of the dealers think that company mostly launch product during Diwali season. Mostly local product is sold during festival season Plasma TV dominates this season in the sale of electronics goods. Main reason to purchase during festival season is having more disposable income (bonus etc.) More than half of the purchasing is done by urban class people. Most of the dealers receive crowd of more than 150 people during festival season. Most of the people postpone there sale in regard to festival season. CHAPTER :- 6 SUGGESTIONS AND RECOMMENDATIONS Company should lay emphasis on to launch product during Diwali season. 360 degree marketing strategies should be adopted during festival season. Installment scheme should be made for longer tenure. Dealers should have the proper inventory of goods before festival season to meet The demand Profit of the distributor should be take in to consideration and better incentive Plan should be provided to them.

In northern region Diwali is the main festival. so more lucrative schemes should Be provided to them during this season. CHAPTER :- 7 CONCLUSION Festival season plays a dominant role in the Indian scenario. There Lots Of Emotions Attached to Different Festivals in India. There Purchasing Behavior Mostly Judge On The Basis Of This Fetivals.In Northern Region People Mostly Purchase During Diwali Or Wedding Season So Companies Should Lay More Emphasis On There Promotion Activities During This Time. In South Akshay TrityaAnd Onam Is The Main Festival. So Companies Always Bee Lining In This Season On More Schemes And Offers So To Gain Competitive Advantages And Earn Enormous Profit. As My Study Is Concerned To Electronics Goods Which Is In Itself A Very Vast Sector. Electronics Industries Tries There Every Effort To Gain As Much As Market Share. They Should Lays More Emphasis on the Profit of Distributor and Provide Schemes Consumer Shows Very Indifferent Behavior During This Time. So To Study The Rationality Of Customer Behavior Company Should Conduct Proper Survey Or Apply Proper Forecasting Methods To Judge The Demand During These Time.

Tradition and rituals attached to festivals in India plays important role to judge the behavior of customers. CHAPTER :- 8 LIMITATIONS OF STUDY Every coin has two sides in the same way while during our project analysis; we also came across such things that created problem for us. These are listed below:Research was only limited to sonipat and only sonipat region can not show the scenario of whole market, hence the findings can not be generalize for the entire market. Consumer dont reveal the true picture Consumer tastes and preferences are daily changes so it is very difficult to understand the needs of customers CHAPTER :- 9 ANNEXURE QUESTIONNAIRE Name : ________________________________ Age : ________________________________ Sex : ________________________________ Address : ________________________________ Phone no. : _________________________________ 1. Do you think festival season increase the sale of electronic goods?

Yes No 2. Does during festival seasons consumer spends some extra bugs/Rs? Yes No Sometimes 3. Does during festival seasons consumer spends some extra bugs/Rs? Yes No Sometimes 4. Which type of purchasing people like to do? Cash Credit 5. As comparison to the previous year how much sale increased during this festival? Up to 10% 10% to 20% 20% to 30% 30% and above 6. Are you satisfied with your current performance? Highly satisfy Satisfy Dissatisfied Highly satisfied NSND 7. Do you think company launch a new product during festival seasons? Yes No 8. Which type of product generally sold in the festival seasons? Local Branded 9. Which product shows upward trend in electronic goods?

Television Refrigerator Washing Machine Oven Home Theatre 10. Why customer purchase more during festival season Disposable income/bonus Tradition 11. Which type of people will purchase more in festival season? Rural Urban 12. How many footfalls you receive during this festival season (one day basis) Up to 50 50 to 100 100 to 150 150 and more 13. Is Festival Season Affecting The Purchasing Decision Of People? Yes No Cant Say 14. Any Other Suggestion. BIBLIOGRAPHY BOOKS AND JOURNALS: Schiff man g. Leon, Consumer Behavior - Lazar Kanuk Business Line DT. Kanuk lazar Leslie, consumer behavior-5th edition, aug-1998 Garrett Dennis, journal of marketing April 2002 NEWSPAPER: Financial world, country edition, 2007 Economics times,2006

Business standard,2007 Magazines: RETAILERS, NOV. EDITION 2006 WEBSITES WWW.A LEXA\COMPARISON.COM WWW.MARKETLEAP.COM