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Final Year Project: An In Depth Analysis Into Consumer Buying Behaviour

Consumer Buying Behaviour Project – The study of consumer behaviour implies how and why a particular consumer or group reacts to decisions of producers. Consumer behaviour could be defined as “those actions directly involved in obtaining, consuming, and disposing of products and services, including the decisions process that proceeds and follow the action.”

According to academics, consumer behaviour is “the behaviour that consumer display in scanning for purchasing, using, evaluating and disposing of products and services that they expect 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 items. It includes the study of what to buy, when to buy, why to buy, from where to buy, how often to buy, and how often they will use it.”

Normally in consumer behaviour one studies the behaviour of consumers for consumption goods but in the study the behaviour of the buyer is also included. He may be user i.e. ultimate consumer or he may be buying for someone else.

In a competitive environment, one cannot trust a product or a consumer. The producer has to produce what is demanded or what can be demanded. Study of consumer behaviour will help us to know what can be sold and what goods and services are likely to get rejected.

In certain products like medicines one buys on the prescription of a physician which is also a part of consumer behaviour. In case of capital goods that is plant, equipment, machinery, buildings etc the decisions are often based on technical advise of others. In case of industrial raw materials the decision is influenced by supplier of equipment. Then there are purely consumer goods with short life and once they are used they extinguish. They are called Fast Moving Consumer Goods (FMCG).


  • 14,000 words – 75 pages in length
  • Good use of literature
  • Good in depth analysis
  • Outstanding piece of work
  • This is a project assignment not dissertation
  • Ideal for undergraduate marketing students

1 – Concept
Consumer
WHO?
WHY?
WHEN?
WHERE?
Customer

2 – Consumer Behaviour
Meaning and definition
Understanding consumers for brand building
Economics
Buying Behaviour
Buying decision
Opportunity
Ability
Motivation

3 – Potential Influences on Consumer Buying Behaviour
factors that influence buying behaviour
Economic factors
Social factors
Psychology
Anthropology and Geography
Technology
Situational influences
Others
Influence of attitudes on buying behaviour
Nature of consumer attitudes
Three components of attitudes
Family influences
Peer group influences
Personality
Information and experience
Role of Direct or Indirect experience
Attitude -Toward the Ad models
Can attitudes be changed?
Exposure
Effective communication
Cognitive dissonance
Influence of personality on buying behaviour
Marketers have used three personality theories to describe consumers:
Psychoanalytical theory
Socio-psychological theory
Trait theory
Personal values (self concept or self images)
Life style concept
Consumer psycho-graphics
Influence of group dynamics / peer groups / consumer reference groups
Consumer Relevant Groups
The family
Friendship Groups
Formal Social Groups
Influence of social and economic classes
Classification of social class
Occupation
Education
Income
Religion
Life style of various social classes
Influence of family in decision-making

4 – Buyer Behaviour
Buyer behaviour model
How to predict buyer behaviour
Decision-making
High versus Low Involvement Problem-Solving
Decision making process
Purchase decisions for FMCG
Purchase decisions for Consumer Durables

5 – Purchases
Methods of purchases
Fully planned purchases
Partially planned purchases
Unplanned purchases
Process of purchases
Home shopping
Direct mailing
E-Commerce, Telemarketing
Retail shop purchases
Discount stores
Direct Response Advertisement
Results of purchases
Expectation
Consumer response to Dissatisfaction

6 – Case Study
Research Methodology
Problem identification
Objectives
Type of research
Exploratory Research
Advantages
Disadvantages
Sampling design process
Tools used for research
Time for completion
Profile of hair oil industry
Segmentation
Consumer Awareness and Penetration
Market size
Growth
Organization Profile
History of Marico
About Marico
International Business Group (IBG)
Geographical Reach
About Parachute
Innovations in Parachute
Our consumers
Quality
Data Collection and Analysis
Frequency of hair oil application
Conclusion
Purchase of blister pack
Conclusion
Pack the customer is using other than the blister pack
How often customers purchase blister pack
Application of Blister Pack
Conclusion
SWOT Analysis of Blister Pack
Strengths
Weaknesses
Opportunities
Threats
Findings
Conclusion
Recommendations

Bibliography

Consumer Buying Behaviour Dissertation
Consumer Buying Behaviour Dissertation

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