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Santosh Synopsis

The project research work focuses on consumer buying behavior towards four-wheelers in Ranchi, examining factors influencing this behavior and identifying customer preferences. The study employs descriptive research methodology with a sample size of 100, utilizing questionnaires for data collection and analysis. Expected outcomes indicate that effective advertisement is lacking, but customer service at service centers is generally satisfactory.

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Santosh Kumar Sahu
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13 views7 pages

Santosh Synopsis

The project research work focuses on consumer buying behavior towards four-wheelers in Ranchi, examining factors influencing this behavior and identifying customer preferences. The study employs descriptive research methodology with a sample size of 100, utilizing questionnaires for data collection and analysis. Expected outcomes indicate that effective advertisement is lacking, but customer service at service centers is generally satisfactory.

Uploaded by

Santosh Kumar Sahu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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A SYNOPSIS OF

PROJECT RESEARCH WORK


ON
“A STUDY ON CONSUMER BUYING BEHAVIOUR
TOWARDS FOUR WHEELERS IN RANCHI”
Batch
(2020-22)

Project Guide Submitted By

NAME: Dr. Abhishek Pratap NAME: Santosh Kumar Sahu

DESIGNATION: Asst. professer ENROLLMENT NO.: MB/20/007

Department: Commerce and Management Semester: IVth


Title of the Project: - A study on consumer buying behaviour towards four wheelers in
Ranchi

Introduction: - Consumer buying behaviour signifies more than just the approach of
consumer towards buying a product. Marketing efforts therefore also emphasize on
consumer’s consumption of services, ideas and activities. The manner in which consumer
buys a product is extremely important to marketers. It involves understanding a set of
decisions (what, why, when, how much and how often) that the consumer makes over the
time.
In general terms “Consumer is a person who consumes”, especially an individual
belonging to a particular gender, age, sex, religion etc. and who acquires goods or services
for direct use or ownership rather than for resale or use in production and manufacturing.
In other words, it can be said that the Consumer is an individual who buys products or
services for personal use and not for resale or reproduce. A consumer is an important
person who can make the decision to purchase an item from a particular store, and can be
swayed by marketing and advertisements. People usually consume things of daily use and
also consume and buy these products according to their personal needs, priorities and
buying power. These can be consumable goods, durable goods, Special goods or industrial
goods. Consumer buying behaviour means more than just how an individual buys product.
Marketing efforts therefore also focus on consumer’s consumption of services, his
activities and ideas. It explains the set of decisions that a consumer makes while buying.
It is important to know consumer reaction towards different products, their features, price,
and advertisement pattern, in order to ensure strong competitive advantage.

Consumer behaviour allows several things-


• It opens opportunities for estimating demand,
• Measures behaviour in society, brings a clear understanding about how brands behave,
• Forecasts how the company can serve their expected customers in the most efficient
manner,
• It is the base for the individual to come into terms of one’s own expenditure.
Factors Influencing Consumer Buying Behaviour The factors influencing consumer
behaviour are classified into two types as follows:
• Internal Factors
• External or Environmental Factors. The external factors do not have any effect on the
decision process of consumers, but percolate or filter through the personal determinants,
to influence the decision process. The factors that influence consumer buying behaviour
in general are:

• Motivation and participation of consumers in purchasing a specific product.


• Consumer’s attitude.
• Personality and self - concept of any individual consumer.
• Ability to remember i.e., learning and memorizing power of the consumer.
• The channel or way through which Information processing takes place. The most
common external influences or factors are:
• Cultural influences- Influences of culture of the individual buyer
• Sub-cultural influences
• Social class influences – Influences related to the individual buyer’s specific society,
religion etc.
• Social group influences – The social group in which individual buyer resides influences
the buying behaviour.
• Family influences – It is also an important influence usually observed in various
consumers.
• Personal influences
• Other influences
Rational of the study: - This study helps us to know about the customer preference
towards four wheelers.

This study helps us to identify the factors responsible for buying behaviour of customer.

Objective(s) of the Study:

1. To study the brand preference of customer towards four wheeler in Ranchi market

2. To study the consumer buying behaviour patterns towards four wheeler in Ranchi
market

3. To study the factors affecting the buying behaviour of customer in Ranchi

Literature Review

Hong-Youl Ha &Swinder Janda (2014) in their studies found that brand personality
dimension outcomes differ between the purchase and non-purchase groups. Brand
personality plays a critical role in improving perceived quality and creating brand trust.
Perceived quality plays an important role in mediating the relationship between brand
personality and brand commitment for both groups. Perceived quality does not affect brand
trust for the purchaser group and makes efforts to develop the brand trust of nonpurchases
that the brand is valuable, and that the information being provided is useful and true.
Fianto, A. Y. A., et.al (2014) found that brand image has a positive and significant influence
to purchase behavior among the students. He also identified that brand trust has a mediating
role in the relationship between brand image with purchase behavior. This study also
revealed that brand image directly or perhaps through the mediating effect of brand name
trust incorporates a dominant role to influence purchase behavior.
Mathankumar, V., & Velmurugan, R. (2015) interpreted the result that customer satisfaction
highly associated with determinants such as profession, family status, monthly car
maintenance expenditure.

Research Methodology:
a. Research Type: Descriptive research
b. Sample Size: 100
c. Sampling Method: Questionnaire method was used to view responses of
respondents.
d. Tools for data collection: Primary data and Secondary data
e. Tools for data analysis: Percentage analysis
Expected Outcomes: -

1. Company did not give any effective advertisement of their new vehicle.
2. Most of respondents agree on that thing i.e., they are getting regular service call
from service center.
3. Staff of service center are highly co-operative, they understand the problem
easily and they give proper time to customers and vehicle is always ready at
given time.
4. All the spare-parts which required to repair are always available at service center
and price taken by service center is reasonable.
5. At a time of difficulty service staff provides immediate support to respondents.
6. Many respondents strongly agree on that thing i.e., the claim settlement
procedure of the service center and technical skill of service is excellent.
7. Many respondents agree on that thing i.e., service center provide excellent service
and they are satisfied.

References: -

Magazines and News papers

a) Auto car India


b) Business Today
c) Business World
d) Business India
e) India Today

Websites:
a) www.google.com
b) www.wiki.com
c) www.yahoo.com

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