A

SYNOPSIS REPORT
ON

CONSUMER BUYING BEHAVIOR

AT
HYUNDAI MOTORS LTD
Submitted
By
S. HEMANTH KUMAR
H.T.NO: 1302-18-672-217
PROJECT SUBMITTED IN PARTIAL FULFILLMENT FOR THE
AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION

Department of Business Administration

AURORA’S PG COLLEGE (MCA)
RAMANTHAPUR
(Affiliated to Osmania University)
2018-2020
 INTRODUCTION

CONSUMER BUYING BEHAVIOR

Consumer behavior refers to the mental and emotional process and the observable behavior

of consumers during searching, purchasing and post consumption of a product or service.

Consumer behavior involves study of how people buy, what they buy, when they buy and

why they buy. It blends the elements from psychology, sociology, sociopsychology,

anthropology and economics. It also tries to assess the influence on the consumer from

groups such as family, friends, reference groups and society in general.

Buyer behavior has two aspects: the final purchase activity visible to any observer and the

detailed or short decision process that may involve the interplay of a number of complex

variables not visible to anyone.

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.

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.

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.

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. They learn about their religion and culture, which helps them

develop these opinions, attitudes and beliefs (AIO). These factors will influence their

purchase behavior however other factors like groups of friends, or people they look up to may

influence their choices of purchasing a particular product or service. Reference groups are

particular groups of people some people may look up towards to that have an impact on

consumer behavior. So they can be simply a band like the Spice Girls or your immediate
family members. Opinion leaders are those people that you look up to because your respect

their views and judgments and these views may influence consumer decisions. So it maybe a

friend who works with the IT trade who may influence your decision on what computer to

buy. The economical environment also has an impact on consumer behavior; do consumers

have a secure job and a regular income to spend on goods? Marketing and advertising

obviously influence consumers in trying to evoke them to purchase a particular product or

service.

People’s social status will also impact their behavior. What is their role within society? Are

they Actors? Doctors? Office worker? and mothers and fathers also? Clearly being parents

affects your buying habits depending on the age of the children, the type of job may mean

you need to purchase formal clothes; the income which is earned has an impact. The life

Performance of someone who earns £250000 would clearly be different from someone who

earns £25000. Also characters have an influence on buying decision. Whether the person is

extrovert (out going and spends on entertainment) or introvert (keeps to themselves and

purchases via online or mail order) again has an impact on the types of purchases made.
Maslow’s Hierarchy of Needs

Abraham Maslow hierarchy of needs theory sets out to explain what motivated individuals in

life to achieve. He set out his answer in a form of a hierarchy. He suggests individuals aim to

meet basic psychological needs of hunger and thirst. When this has been met they then move

up to the next stage of the hierarchy, safety needs, where the priority lay with job security and

the knowing that an income will be available to them regularly. Social needs come in the next

level of the hierarchy, the need to belong or be loved is a natural human desire and people do

strive for this belonging. Esteem need is the need for status and recognition within society,

status sometimes drives people, the need to have a good job title and be recognized or the

need to wear branded clothes as a symbol of status.

But how does this concept help an organization trying to market a product or service?

Well as we have established earlier within this website, marketing is about meeting needs and

providing benefits, Maslow’s concept suggests that needs change as we go along our path of

striving for self-actualization. Supermarket firms develop value brands to meet the

psychological needs of hunger and thirst. Harrods develops products and services for those

who want have met their esteem needs. So Maslow’s concept is useful for marketers as it can

help them understand and develop consumer needs and wants.

 NEED FOR THE STUDY

Customers consider various factors for purchasing of products in HYUNDAI MOTORS

LTD. The factors they consider are based on certain demographic variables such as income,

age, occupation etc. It also depends on attributes and life Performance of the customer

buying behaviour becomes essential to get a competitive edge.

Some of the areas that are considered are:

Consumer recognition of a problem in their lives and the attempt to solve it by buying

something. How consumers search for things that they need. How consumers evaluate the

products that they buy. What is the impact on dissatisfaction on consumer purchases? How

do consumers make purchase decisions? What kinds of advertising is the most effective.
 SCOPE OF THE STUDY:

The study aims to measure buying behaviour level of the customers regarding HYUNDAI

MOTORS LTD. Industries. The area within which the study was conducted regarding the

information the primary data is collected in the form of questionnaire collected from the

dealers in Rangareddy district. To sum up the project had within the scope of the study in the

area of “Customer Buying Behaviour” of HYUNDAI MOTORS LTD. In Ranga reddy

district for a particular time (2018-2019).

 OBJECTIVE OF THE STUDY

1. To study the buying motives of the customers regarding purchasing at HYUNDAI

MOTORS LTD.

2. To gain an understanding of the theories and concepts of Buyer Behavior, to find the age

group, educational back ground, occupation / profession and income and income level of

the respondents.

3. To know whether the customer is interested to purchase the products at HYUNDAI

MOTORS LTD.

4. To find respondents reasons for purchasing the products of HYUNDAI MOTORS LTD.

5. To know Customer Service satisfaction from the respondent.

 RESEARCH METHODOLOGY

SOURCES OF DATA:

PRIMARY METHOD:

The research measures the experiences of customers. Defines and analyses the experiences

based on key deliverables. Gains insights into Customer expectations.Primary data are those,

which are collected fresh and for the first time and this happen to be original in character. In

this study primary data was collected by interview schedule method

SECONDARY METHOD:

Secondary data are those, which are collected from existing data. Secondary data for this

study include appropriate material from newspaper, Magazines, Broachers, Company

Reports, Standard Text Books, and information from Internet has also been acquired

wherever necessary.

DATA COLLECTION INSTRUMENTS:

The instrument used for this study is an interview schedule. Questions related to objectives

of the study from the major portion of the interview schedule. It mainly consists of multiple-

choice questions so that the respondents can mark one or more of the several choice of

answers. Secondary data has been gathered from many published sources such as

Newspapers, Journals, Magazines, Company Reports, standard textbooks and information

from Internet has also been acquired wherever necessary.

FIELD WORK:

The project involved a fieldwork of around 1 month 15 days where in the survey was carried

out of around the survey was conducted in Big Bazar, located at Ameerpet, Hyderabad.
METHODOLOGICAL ASSUMPTIONS:

a) The primary data has been collected by an interview schedule.

b) The sample for the study was selected on a convenience basis

c) All primary data collected is true and reflects the actual actions of the Respondents.

d) The data collected has been coded, tabulated and analyzed into logical Statement

using simple statistical methods, pie charts, etc.

DESCRIPTION OF THE RESEARCH DESIGN:

A research design is a logical and systematic plan prepared for directing a research study it

specifies the methodology and technique to be adopted for achieving the objectives. It

constitutes the blueprint for the collection, measurement and analysis of data.

The main aim of the study is to evaluate the brand image of Hero Honda. The study is

descriptive in nature. Surveys are best-suited method for descriptive research. So survey

method is used for the study. The preparation of a research plan for a study aids in

establishing direction to the study and knowing exactly what has to be done and how and

when it has to be done at every stage.

A research plan describes the boundaries of research activities and enables the research

to channel his energies in the right work. With clear research objectives, in view the research

can proceed systematically towards his achievements.

SAMPLING PROCEDURES:

Sampling is a systematic approach for selecting a few elements from an entire

collection of units (population) in order to make some inference about the total population it

is a small specimen or a segment of the whole population representing its general qualities as

for as possible. The study was undertaken by convenience sampling.

SAMPLE SIZE:

The study is conducted on a sample of 100 respondents.

RESEARCH INSTRUMENTS:

An interview schedule was used to conduct the study.

ARTICLE: 1

TITILE: An experimental investigation of consumer behaviour in a controlled environment.

AUTHOR: Battalio, R. C., Kagel, J. H., Winkler, R. C., Fisher, E., Basmann, R. L.,

Krasner L. (1974)

JOURNAL: Consumer Research Published by

Volume: Vol. 1

Year and Date of Publication: 1974

ABSTRACT

This article analyzes 12 years of recent scholarly research on consumer behaviour published

in the five leading international journals in this field. Analyzing academic contributions to a

specific area of research provides valuable insights into how it has evolved over a defined

period. The approach was to briefly discuss content analysis and its application in scholarly

literature review studies. The methodology used here involves the classification of topics to

evaluate key trends in consumer behaviour literature. It includes a ranking of topics

published, typology of the published articles, the research classification in terms of

methodologies, and analysis techniques. The most cited articles in the field and within each

journal are also examined. The comprehensive literature review

of consumer behaviour research undertaken in this article could advance the discipline

of consumer behaviour research by elucidating the evolution of consumer behaviour literature

in the studied period.

ARTICLE: 2

TITILE: A Study on Factors Influencing on Buying Behaviour of Customers

Author: Sunil Naranje and Sudarshan Pawar

JOURNAL: Research journal

VOLUME: 15

Year and Date of Publication: 2015

ABSTRACT

In Present Marketing Scenario, the Study of Consumer Behaviour has become essential.

Consumers are the kings of markets. Without consumers no business organization can run.

All the activities of the business concerns end with consumers and consumer satisfaction.

Customer behaviour study is based on consumer buying behaviour, with the customer has

become an integral part of strategic market planning. In order to develop a framework for the

study consumer behaviour it is helpful to begin by complying the three distinct roles of user,

payer and buyer. Consumer buying behaviour side ring the factors which impacts on

consumer buying behaviour as well as the evolution of the field of consumer research and the

different paradigms of thought that have influenced the discipline. As described in this

article, a set of dimensions can be identified in the literature, which can be used to

characterize and differentiate the various perspectives on consumer research.

The objective of the research Endeavour is to achieve a better understanding of consumer

behaviour with the factors influence consumer buying processes. This article aims to identify

different streams of thought that could guide future consumer research.

This research paper mainly focuses on Automobile (Four wheeler) Customers and their

buying behaviour in Pune city. Descriptive type research design used in the study. Sample

size is 265 Customers who own a car. Convenience sampling technique is used in the

research. Data is collected through structured questionnaire. Data is analyzed through using

Excel and various statistical tools. Findings are derived from the data analysis and required

suggestions are given.

ARTICLE: 3

TITILE: Risk-Reduction Processes in Repetitive Consumer Behaviour

Author : Jagdish N. Sheth, M. Venkatesan

JOURNAL: Marketing Research

VOLUME: Vol. 5, No. 3

Year and Date of Publication :Aug. 1968

ABSTRACT

This experimental study of consumer decision making over time explored risk-reduction

processes of information seeking, repurchases deliberation, and brand loyalty. Perceived risk

was manipulated by creating low-risk and high-risk groups. The task was to choose among

brands of hair spray. Results showed that information seeking and repurchase deliberation

declined over time and brand loyalty increased over time.

ARTICLE: 4

TITILE: Probabilistic Models of Consumer Buying Behaviour

Author: Alfred A. Kuehn B.S., M.S., Ph.D., Ralph L. Day, B.S., M.S., Ph.D.

JOURNAL: Day journalof marketing

VOLUME: Vol. 28, No. 4

Year and Date of Publication: Oct., 1964

ABSTRACT

Does it make sense to classify consumers as users and nonusers? As heavy and light users?

As users of brand X rather than brand Y?

Do American consumers fit into such neat categories? Or is it likely that their brand choice

behavior is more subtle, less susceptible to exact categorization?

This article shows how traditional, static approaches are inadequate for predicting consumer

behavior. It offers an alternative: the dynamic, probabilistic approach which can sharpen

analysis and yield better predictive models

ARTICLE: 5

TITILE : The Impact of Social Media Usage on Consumer Buying Behaviour

Author : Berger Paul D.

JOURNAL: The Impact of Social Media

VOLUME: vol. 5, issue 1

Year and Date of Publication: 2012

ABSTRACT

The use of social media is growing rapidly. For marketing professionals, social media is a

new outlet that can potentially be used to help increase the interest in a product or service. In

this paper, we report, analyze and interpret the results of a survey that asked several questions

concerning the relationship between social media use and the overall impact social-media

marketing has on purchase behaviour. In addition to demographics, key questions included

the membership status in several social-media sites and the frequency of visit to these sites as

well as the frequency with which selected opinions were expressed during these visits. Our

analysis provides preliminary statistical evidence to help evaluate the impact of social-media

usage on customer purchase. This has implications for customer lifetime value (CLV)

considerations, as well as related interest for advertisers deciding whether investments in

social-media are cost effective and if so, which ones?

 BIBLIOGRAPHY
BOOKS
1. PHILLIP KOTLER Principles of Marketing – 11thEditionPrentice Hall India.

2. PHILLIP KOTLAR Marketing Management Edition Prentice Hall India

3. V.S.RAMASWAMY & NAMAKUMARI Marketing Management

-7thEditionMillennium India Ltd.

4. RICHARD R STILL Sales Management -5thEditionPrentice Hall India.

5. G.C.BERI Marketing Research -6thEditionTata McGraw Hill Co.Ltd.

6. LUCK DAVID &ROBIN RONALD Marketing Research -7thEditionPrentice Hall

India.
Websites:
www.bigbazaar.futurebazaar.com/
 http://www.consumerpsychologist.com
JOURNALS
Belk, R.W. (1974), “An Exploratory Assessment of Situational Effects in Buyer Behaviour”,

Journal of Marketing Research, 11, May, pp. 156-163.

Solomon, M.R. (1995), Consumer Behaviour, 3rd Ed., Prentice Hall Stayman, D.M. and

Deshpande, R. (1989)

“Situational Ethnicity and Consumer Behaviour”, Journal of Consumer Research, 16,

December, pp. 361-37

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