Paper 2
Paper 2
Paper 2
Literature : 340
Muskan 24mba02
From RPS group
ABSTRACT
This study aims to explore and analyze the difficulty of consumer buying behavior during the festival
season. Festivals often serve as significant occasions for heightened consumer activity, presenting a
unique opportunity to investigate the drivers and patterns of purchasing decisions, consumer
preference, key attraction and satisfaction level. Percentage analysis, Chi square analysis, Anova
analysis. Through a quantitative survey this research delves into various factors influencing
consumer behavior, including cultural traditions, social influences, promotional activities, and
psychological motivations. The findings offer valuable insights into consumer preferences, spending
patterns, brand loyalty, and the impact of festivities on purchasing decisions. Understanding these
dynamics is crucial for marketers and businesses to devise effective strategies tailored to capitalize
on the festival season's potential for maximizing sales and enhancing customer satisfaction.
Keyword:
Consumer satisfaction, key attraction, festival shopping.
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INTRODUCTION
Festivals are a time for people to indulge in themselves and their loved ones, as well as a chance to
celebrate tradition and customs, whether they are celebrated in India or any other nation. Brands
choose a range of festival appropriate marketing initiatives, including promotion, discount offers, and
campaign. These marketing initiatives are carried out inmany emerging markets with the aim of
boosting sales, raising brand awareness, or developing a corporate brand image. The various buying
season inIndi areflectsitsdiversity. While many regions of India celebrate their own,mostof festivals
north and west Indiashop during Diwali. People from kerala purchase during Oman in August.
Baisakhi in
Aprilinsignificant.Bengal’speak season is in October, when Durga puja takes place. Indian retailers
have tried to get customers to shop during more seasons other than the few American shopping
season, such as Memorial Day, labour day, and Thanksgiving sales. Indian retailers have been
attempting to market Akshay Tritiya as a shopping holiday in April that is like Diwali.
Festive-based sales, marketing, and promotion are ways to engage with customers and learn what,
why, where, and how they use and purchase the product. Businesses must understand that their
clients are not just unique individuals, but also individuals who change over time. During festivals,
different needs arise in people. Because of the remarkable success ratethat these special occasion
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Manufacturers, advertising agencies, retailers, and academics conducting research will find the
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Festive seasons spending in adds and by consumers
STATEMENT OF PROBLEM:
The consumer preference and taste are constantly shifting, making them extremely challenging to
comprehend. It differs depending on the person and the level.Theseasonand standard of living both
play a role. To comprehend the need and promote the sale of goods,
festivals affect consumer purchasing behaviour, this study will look at a variety of factors, including
cultural influences, marketing tactics, cost preference, availability, lower quality, inhibit consumer
• To determine the key attraction for the customer during their festival shopping.
• To know the satisfaction level of consumers during festival season. • To know the most preferred
REVIEW OF LITERATURE:
DR.R. Tamilselvi, MS. K. Rajeswari (2023), “A study on consumer perception and buying
behaviour towards festival sale in India with special reference to Chennai city”.Celebrations and
happiness are often associated with festivals so customers prefer to shop both online and offline. The
objective of the
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study is to know Indian consumers' purchasing habit during the holiday season. 30 responses to a
festival sales. The conclusion of the study is that sales are aggressive during the festival season.
Merchants should focus not only on selling their product, but also on the quality of service
century totally belongs to online shopping. This research is focused on understanding the buying
behaviour among customers in India during festival season and understanding the approach of
what’s the trend of the festival shopping among customers. Primary and secondary data are collected.
Random sampling was made and collected 130 responses. The conclusion of the study is 74% of the
people who celebrate festivals traditionally target the audience in a manner that customers receive the
Rani Kumari (2020), “A study on online consumer buying behaviour during festival season in
Gurugram”.The festival sale in India is a major contribution to online sales production. This study
is an attempt to understand consumer buying behaviour, online marketing, festival season and
digitization. The objective of the study is to know the number of peopleshoppingonline.30 responses
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were coded and entered in SPSS. The 60%of respondents is between the 20- 30
yearsoldagegroup.Conclusionofthestudywasthatmorethan60%ofpeopleweresatisfied by online
shopping during festival season and E-commerce has given engineering and management students
(2019), “A study on the consumer behaviour during festive season in malls”.The aim of the study
was to find out the buying pattern and quality of service provided by malls during festival season like
Christmas, Diwali, and New year. Both primary and secondary data has been collected. 50 responses
were gathered, and percentage analysis has been taken. The finding of the study is
improve the quality of service during festival season and it was published in the international journal
N.R. Narayanan (2018), “A study on consumer buying behaviour during festive season”.As
citizens of a sector nation, we observe all religious andculturalholidaysinIndia,andwe are aware that
some holidays like Diwali, Dussehra, Christmas and New year require shopping. The main objective
of the study is to know the satisfaction after purchase during festival season. Both primary and
secondary are used to investigate and primary data are collected by using questionnaires and
secondary data are collected from books, internet and journals. 90 responses were gathered through
sampling method and the effortwasalsomade toanalyseaSWOTof the market prospects. The finding
of the study has a huge impact on the spending of customers. Volume 8, ISSN: 2249- 2496.
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VT Shailashri, DR P.S.Aithal,DR.SurakaShenoy(2018),“Astudyononlineconsumer buying
by amazon. The objective of the study is to understand the various factors that contribute highly
towards festival spend which determine the consumers buying behaviour. Primary data has been
sale campaigns and products can be targeted more on women as they are very impulsive in their
buying behaviour and do not wait for festival sales. The paper was published in advance in
festival 2014: case study of flipkart and Amazon”.The study is basically to understand the
strategies adopted by Flipkart and Amazon to capitalize on the Diwali festival season 2014 to keep
their consumerscaptivatedandthereby increase their profit dramatically. The objective of the study is
to find what is the role of festival shopping in the online shopping explosion from the customer
selecting a particular item. The article is published in the journal of international technology and
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India”.The study discovers the purchasing habits and preferences of consumers, particularly during
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shoppingfestivals,andtheeffectthesehaveontheretailsector.shefocusedonhowcustomer behave during
festival, what they prefer and why they were drawn to the offer, and how Ecommerce is envolving,
among other this chi-square test and friedman test are used. The conclusion of the study is that cloth
and jewellery is the most prefered during festivals. It is also understood that discounts by retailers
generation.
RESEARCH METHODOLOGY
Research methodology refers to the logical and systematic approach used to conduct research. It
involves the use of various tools and techniques to collect data and primary data has been collected
Sampling Method
The sample for the study was chosen using the convenience sampling technique. Convenience
sampling is a research methodology that involves the collection of market research data from a
readily accessible sample of respondents. It is the most often used sample technique since it is very
quick, simple and affordable. Members are frequently easily contacted to participate in the sample.
Sample Size A sample of 120 responses has been collected from the people.
SOURCE OF DATA
Primary Source The primary source of data has been collected by using online digital survey
through google forms.
Secondary Source The secondary source of this study was collected from various websites, books,
and various articles.
TOOLS USED
• Percentage Analysis
• Chi-square Analysis
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• Anova
Female 65 54.2%
Student 53 44.2%
Self employed 42 35%
Occupation Employed 9 7.5%
Unemployed 16 13.3%
Total 120 100%
Urban 80 66.7%
Semi-urban 23 19.7%
Location
Rural 17 19.2%
Total 120 100%
Below 15,000 15 12.5%
15,001-30,000 29 24.2%
Family monthly income 30,001 – 45,000 43 35.8%
Above 45,000 33 27.5%
Total 120 100%
Nuclear family 86 71.7%
Marital status Joint family 34 28.3%
Total 120 100%
Less than 2,000 16 13.3%
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On average, how much do you spend 2,001 - 4,000 25 20.8%
during the festival 4,001 – 6,000 40 33.3%
Above 6,000 39 32.5%
Total 120 100%
Physical stores/
64 53.3%
local market
Where do you prefer to shop during the
Online platforms 26 21.7%
festival season
Social media
12 10%
platform
Shopping mall 15 12%
Other 3 2.5%
Total 120 100%
Not at all 19 15.8%
How much do special festival discount or
Slightly 23 19.2%
offer influence your purchasing decision
Moderately 48 40%
High 16 13.3%
Very high 14 11.7%
Total 120 100%
Tv advertisement 33 27.5%
Social media 44 36.7%
Where do you gather information about Online review 15 12.5%
festival deal and products In-store promotion 15 12.5%
Friends and family 13 10.8%
Total 120 100%
Very important 40 33.3%
Somewhat
39 32.5%
How important is brand reputation in your important
festival season purchase Neutral 31 25.8%
Not important 10 8.3%
Total 120 100%
Cash 37 30.8%
Card 37 30.8%
What is your preferred mode of payment Digital wallet 44 36.7%
during the festival season
Other 2 1.7%
Total 120 100%
Week in advance 56 46.7%
How early do you start planning or look in Day in advance 28 23.3%
forward to festival season in term of shop
On the day it start 17 14.2%
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Sudden plan 19 15.8%
Total 120 100%
New year 13 10.8%
Pongal 23 19.2%
preference in which festival do you get more Eid al-Fitr 6 5%
discount Diwali 67 55.8%
Christmas 9 7.5%
Total 120 100%
buy 1, get 1 39 32.5%
cash back offers 24 20%
Preference of discount during festival percentage discount 39 32.5%
Vouchers 15 12.5%
Other 3 2.5%
Total 120 100%
Yes, I prioritize
20 16.7%
discount
Would you compromise an product quality of No, quality is more 46 38.3%
a higher discount during the festival important
season It depends upon
54 45%
product.
Total 120 100%
Variety of product 41 34.2%
What factor influence your decision to shop Tradition and
29 24.2%
for festival item in store rather than online atmosphere
Social interaction 26 21.7%
Immediate
24 20%
availability
Total 120 100%
Very satisfied 49 40.8%
Satisfied 46 38.3%
How satisfied are you with your festival
Neutral 22 18.3%
season shopping
Dissatisfied 3 2.5%
Total 120 100%
Faster delivery 34 28.3%
More personalize
What improvement would you like to see in
offer 39 32.5%
festival season shopping experience
Better customer 34 28.3%
service
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Enhance product
13 10.8%
variety
Other 0 0%
Total 120 100%
greater than table value (0.05).So,the null hypothesis is rejected and alternate hypothesis is accepted.
Hence the hypothesis has significant relationship between age and place of preference status.
H1= There is a significant relationship between between gender and offers provided by shop.
Asymptotic
X2 Df
significance (2-
sided)
Chi-square 5.52555137 4 0.23749261
The chi-square value is 5.52555137 and the p-value or calculated value is 0.23749261, which
is greater than table value (0.05).So, the null hypothesis is rejected, and alternative hypothesis is
accepted. Hence the hypothesis has significant relationship between gender and offers provided by
shop.
3. ANOVA
SINGLE FACTOR ANOVA
INTERPRETATION:
P value or calculated value is 0.791084 which is greater that 0.05. So the null hypothesis is rejected
and alternative hypothesis is accepted. Hence the hypothesis has significant relationship between
FINDINGS:
1. Findings from Percentage analysis:
• The age profile isabove 18 years maximum of responses were under the group of 18 – 24 with
47%.
• People gather information about festival deals and product from television 27.5%, social
media 36.7%, online platform 12.5%, in-store promotion 12.5%, family and friends 10.8%.
• P value is 0.3221692, which is greater than table value 0.05. So, there is a significant relationship
• P value is 0.2374926, which is greater than table value 0.05. So, there issignificant relationship
• P value or calculated value is 0.791084 which is greater that 0.05. Hence the hypothesis has
SUGGESTIONS:
When planning marketing strategies for their items to be promoted during holiday sales, marketers
need to be thorough.
Women should be the primary target of festival sales campaigns and merchandise because they tend
Before the event, the dealer should have the right amount ofstock to match demand.
CONCLUSION:
The study on consumer buying behavior during the festival season reveals several key insights.
Firstly, it underscores the significant impact of festivals on consumer spending patterns, highlighting
increased
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purchases across various product categories. Secondly, it emphasizes the influence of cultural and
social factors on consumer decision-making, as individuals often prioritize traditional gifts and
celebratory items during festivals. Additionally, the study indicates the importance of marketing
strategies tailored to specific festivals, leveraging themes, promotions, and discounts to capitalize on
heightened consumer interest. Overall, understanding these dynamics is crucial for businesses to
effectively engage with consumers and maximize sales opportunities during festive periods.
REFERENCES:
1. DR.R. Tamilselvi, MS. K. Rajeswari (2023), “A study on consumer perception and buying
behaviour towards festival sale in India with special reference to Chennai city”, online journal of
2. Keshav,Vivek,Kusum(2023),“consumerbehaviourduringfestivalshoppingin India”, an
3. Rani Kumari (2020), “A study on online consumer buying behaviour during festival season in
4. N.R. Narayanan (2018), “A study on consumer buying behaviour during festive season”, EPRA
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2014: case study of flipkart and Amazon”, journal of international technology and information
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