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ELIJAH INSTITUTE OF MANAGEMENT STUDIES

(Affiliated to University of Calicut)

 CERTIFICATE FROM  THE COLLEGE
   

This is to certify that the project report entitled “A STUDY ON THE


FACTORS INFLUENCING BUYING DECISIONS OF NON-DURABLE
GOODS”–with special to reference RANI PRIVATE LIMITED, Vadakara,
submitted in partial fulfillment of the requirement for the award of degree of
Master of Business Administration of University of Calicut was carried out by
Mr. SHAHID KV.

Dr.C.T.PAUL

Principal

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 CERTIFICATE FROM  THE GUIDE
   
(Affiliated to University of Calicut)

This is to certify that the project report entitled “A STUDY ON THE FACTORS
INFLUENCING BUYING DECISIONS OF NON-DURABLE GOODS”–with

special to reference RANI PRIVATE LIMITED, Vadakara submitted in


partial fulfillment of the requirement for the award of degree of Master of
Business Administration of University of Calicut was carried out by Mr.SHAHID
KV under my guidance.

Mrs. JYOTHIS RACHEL, MBA

(Faculty
Guide)

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DECLARATION

I, Shahid kv declare that the project entitled “A Study on the Factors


influencing buying decision of non-durbale goods” with special reference to
Rani Private Limited submitted to Calicut University in partial fulfillment of the
requirement for the award of the degree of master of business administration is a
record of original project work done by me during my period of study in Elijah
Institute of Management Studies under the able guidance of Mrs. Jyothis
Rachel. I further declare that this project report has not been submitted to any
other university/institution/board for award of any degree/diploma

Place: Trichur SHAHID KV


Date:

ACKNOWLEDGEMENT
First and foremost let me sincerely thank ALMIGHTY for the great opportunity and
blessings that he has showered up on me for the successful and timely completion of my
project work.

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I extent my sincere gratitude to Dr. C.T. Paul, Principal, Elijah Institute of studies and
Dr. Sandhya.G.nair, Head of the department of management studies, for their kind
support and guidance for making my project great success.

I very great fully wish to forward due respect and thanks to my internal faculty guide
Mrs. Jyothis Rachel, able guide for the project, for the continuous, creative, valuable
and informative support extended to me, without which the project would not have been
efficiently completed.

I render my whole hearted thanks to all the other respected faculties of the management
department, librarian, lab technician and all other office staff for their assistance and
co-operation given to me in regard to this work.

I am extremely indebted to the management of Rani Private Limited, Vadakara and


Mr.Vivek, General Manager, who gave me the privilege to carry out my project in their
distinguished institution.

I thank my parents and all other family members for their valuable and inseparable
support in completion of this project.

Once again I take this opportunity to convey my sincere thanks to each and every
person who helped me directly and indirectly in the successful completion of this project.

SHAHID KV

TABLE OF CONTENTS
CHAPTERS CONTENTS . PAGE NO

(1.1) INTRODUCTION 1
(1.2) RESEARCH PROBLEM 2
CHAPTER 1 (1.3) SIGNIFICANCE OF THE STUDY 2
(1.4) SCOPE OF THE STUDY 3
(1.5) RESEARCH OBJECTIVES 4
(1.6) RESEARCH HYPOTHESIS 4
(1.7) RESEARCH METHODOLOGY 5

CHAPTER 2 LITERATURE REVIEW 8

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(3.1) INDUSTRY PROFILE 37
CHAPTER 3 (3.2) COMPANY PROFILE 53
(3.3) DEPATMENT PROFILE 57
(3.4) PRODUCT PROFILE 62

CHAPTER 4 (4.1) DESCRIPTIVE STATISTICS 67


(4.2) INFERENTIAL STATISTICS 92

CHAPTER 5
(5.1) SUMMARY 97
(5.2) FINDINGS 98
(5.3) SUGGESTIONS 99
(5.4) LIMITATIONS OF THE STUDY 100
(5.5) CONCLUSION 101
(5.6) SCOPE FOR FURTHER RESEARCH 102

BIBLIOGRAPHY XI

LIST OF TABLES

Sl No. TABLES PAGE.NO

4.1 Age group of the respondents 68


4.2 Customer awareness about Rani Food Products 69

4.3 Source of customer awareness about Rani Food Products 70


4.4 Usage of Rani Food Products 71
4.5 Product usage duration of Rani Private Limited 72

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4.6 Influence of advertisement to purchase Rani Food Products 73
4.7 Influence of price on customer’s purchase decision 74

4.8 Influence of quality on customer’s purchase decision. 75


4.9 Influence of product availability on customer purchase 76
decision.
4.10 Influence of company brand name on customer purchase 77
decision.
4.11 Influence of previous experience on customer purchase 78
decision.
4.12 Influence of advertisements on customer’s purchase 79
decision
4.13 Influence of family/friends opinion on customer’s purchase 80
decision.
4.14 Influence of sales promotional activities customer’s 81
purchase decision.
4.15 Customer’s satisfactory level on Price of Rani Food 82
Products
4.16 Customer’s satisfactory level on quality of Rani Food 83
Products
4.17 Customer’s satisfactory level on brand name ‘Rani Food 84
Products
4.18 Customer’s satisfactory level on the availability of Rani 85
Food Products
4.19 Customer’s satisfactory level on the flavors of Rani Food 86
Products
4.20 Customer’s satisfactory level on the aroma of Rani Food 87
Products
4.21 Customer’s satisfactory level on the packaging of Rani 88
Food Products
4.22 Factors which customers experience on Rani Food 89
Products
4.23 Satisfaction level of customers on Rani Food Products 90

4.24 Family/friends influence on customer decision to buy Rani 91


Food Products

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LIST OF CHARTS

CHART CHARTS
No. PAGE.NO
4.1 Age group of the respondents 68
4.2 Customer awareness about Rani Food Products 69

4.3 Source of customer awareness about Rani Food Products 70


4.4 Usage of Rani Food Products 71
4.5 Customer’s product usage duration of Rani Private Ltd 72
4.6 Influence of advertisement to purchase Rani Food 73
Products
4.7 Influence of price customer’s purchase decision 74
4.8 Influence of quality of the Products on customer’s 75

purchase decision.
4.9 Influence of product availability customer purchase 76
decision.
4.10 Influence of company brand name on customer purchase 77
decision.
4.11 Influence of previous experience on customer purchase 78
decision.
4.12 Influence of advertisements on customer’s purchase 79
decision

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4.13 Influence of family/friends opinion on customer’s 80
purchase decision.
4.14 Influence of sales promotional activities customer’s 81
purchase decision.
4.15 Customer’s satisfactory level on Price of Rani Food 82
Products
4.16 Customer’s satisfactory level on quality of Rani Food 83
Products
4.17 Customer’s satisfactory level on brand name ‘Rani Food 84
Products
4.18 Customer’s satisfactory level on the availability of Rani 85
Food Products
4.19 Customer’s satisfactory level on the flavors of Rani Food 86
Products
4.20 Customer’s satisfactory level on the aroma of Rani Food 87
Products
4.21 Customer’s satisfactory level on the packaging of Rani 88
Food Products
4.22 Factors which customers experience on Rani Food 89
Products
4.23 Satisfaction level of customers on Rani Food Products 90
4.24 Family/friends influence on customer decision to buy Rani 91
Food Products

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LIST OF FIGURES

SL NO PARTICULARS PAGE NO

1 1.11.1.2.1 Response Hierarchy Model 31

2 1.11.1.3.1 The Black Box Model 31

3 2.11.2.1.1 The Howard Sheth Model 32

4 2.11.3.1 Product Innovation model 35

5 3.3.1.1.1 Production Department 58

6 3.3.1.2.1.1 Human Resource Department 59

7 3.3.1.3.1 Marketing Department 60


8 3.3.1.3.1.1 Distribution Channel 61

LIST OF APPENDIX

SL.NO. INDEX PAGE NO.

1. QUESTIONNAIRE XIII

ABSTRACT
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The buying decision of a buyer is influenced by an economic decision and expectation.
He expects best performance maximum durability and more dependability from a product
or service. The decision making is a process whereby a buyer decides to purchase a
particular product out of various available alternatives depending upon his ability to
purchase and willingness to purchase. This process of selection and final selection is
known as buying decision making.

Rani Private Limited is a company in Vadakara, Kerala, which dealing with so many
products like pickles, masala powder, spice powders etc. Mr. V.R Krishnan, a commerce
lecturer by profession, gave up his job to start Rani Private Limited 30 years back. Their
success in the local sector gave the company the impetus to export their products to the
Middle East and European nations by 1989. In India Company’s products are available
all over Kerala and the major cities in India. The brand “Rani” is accepted as a mark of
quality among the consumers.

From the whole population, 100 samples were selected for data collection. All the
necessary data was collected from the selected sample using questionnaires, interviews
and schedules. The procedure adopted in the present study is simple random sampling. In
this all units in the population has an equal chance of inclusion in the sample.

From the study, it is found that so many factors which influence the consumer buying
decision of non durable goods. They include price, quality, availability of the product,
brand name, advertisement of the company. From the survey it is also found that the
previous experience on the product will influence the buying decision. Influence of
company’s sales promotional activities has little influence on buying decision of
consumer while they purchase non durable goods.

BIBLIOGRAPHY

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BOOKS.

1. Bhatt Monica and Jain .P.C “Consumer Behaviour in Indian Context” First
Edition 2003, S. Chand & Company Ltd., 7361, Ram Nagar,

2. Kotler Philip “Marketing Management” Eleventh Edition, Person Education


( Singapore) Pte. Ltd., Indian Branch, 482 F.L.E. Pataparganj, Delhi

3. Gautam Neeran and Jain Kokil “Consumer Behavior”, Wisdom Publication,


Delhi

WEBSITE

• www.ranifoodproducts.com/

• http://en.wikipedia.org/wiki/Food_industry

• http://www.collegegrad.com/industries/manuf05.shtml\

• http://en.wikipedia.org/wiki/marketing/consumerbehavior

QUESTIONNAIRE

A study on Factors Influencing Buying Behavior of Non-durable goods

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Respected madam/sir,
As a part of my project I would like to gather some information
from you which will help me in an in depth study of project. The information
provided by you will be kept confidential and will be used for academic purpose
only. I would be obliged if you co-operate with me in filling the questionnaire.
1. NAME:
AGE : Below 20 20-30 30-40 above 40
Sex : Male Female

2. a) Are you aware of the Rani Food Products?


Yes □ No □
b) If yes, how do you come to know about this product?
Advertisement □ Friends □ retail shop
Sales executives □ Any other source (Specify) ……………

3. Have you used Rani Food Products?


Yes □ No □

4. If you are a customer of Rani Food products, how long have you been buying it?
Below 6 months □ 0-1 year □ 1-2 year □ Above 2 year □

5. Do you think the advertisement of Rani Food Products has a major influence in your
buying decision?
Strongly agree Agree Average
Disagree Strongly disagree

6. Please rate the following factors which influence your purchase decision.
(Strongly agree-5, Agree-4, Neutral-3, Disagree-2, Strongly Disgree-1)
No Factors Rate
i Price of the product

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i Quality of the product
i
.
i Availability of the product
i
i
.
i Brand name of the company
v
.
v Previous Experience
.
v Advertisements
i
.
v Family/friends opinion
i
i
.
v Sales promotional activities
i
i
i
.

7. Please rate your satisfactory level of Rani Food Products based on the following
features. (Highly satisfied-5, Satisfied- 4, Normal-3, Poor- 2, Very poor- 1]
No Factors Rate
i. Price
ii High quality
.
ii Brand name
i.
i Availability of the products
v

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v Flavor of the products
.
v Aroma of the products
i.
v Packaging
ii
.

8. Rank the following factors based on your experience on Rani Food Products?
No Factors Rank
1 Good quality
2 Affordable price
3 Timely availability
4 Easy applicability
5 Reliability

9. How satisfied are you with Rani Food Products compared with the others substitutes
available in the market?
Highly satisfied Satisfied Neutral
Dissatisfied Highly Dissatisfied

10. Has your friends/relatives opinions influenced you to buy Rani Food Products?
Strongly agree Agree Average
Disagree Strongly disagree

11. Any suggestions:

Thank you for your kind co-operation

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