You are on page 1of 29

CHAPTER 1 INTRODUCTION OF MOBILE INDUSTRY IN INDIA The mobile phone industry made a slow start in India in 1995.

several private player who had entered in industry in 1995 exited in next few year dew to the unfriendly telecom policy of the Indian government , high licensing fees and absence of proper telecom regulatory body. The growth in the subscriber base of mobile phone remained sluggish initially, reaching the Million milestone in1998. In 1999, the the government of india announced a new telecom policy.this policy planned to provide telephone on demand by 2009. Nokia was founded in 1965 by Fredric Idestam in finland as a paper manufacturing company. In 1920, finish rubber works became a part of the company, and later on in 1922, finish cable works joined them. All the three companies were merged in 1967 to form the nokia group. In the late 1970s, nokia started taking an active interest in the power and electronics business and by 1987, consumer electronic became Nokia s major business. Nokia created the NMT mobile phone started in 1981 and launched the first NMT phone, Mobira cityman, in 1987. The company delivered the first GSM network to Radkilinia, a finish company in 1991, and in 1992, nokia 1011-a precursor for all nokias current GSM phone-was intridused. GIVE ME MORE The first point of entry in to the customers mind is through the product. According to the February 2006 report by or ORG-GFK, 57 percent of the total handset sale in the top 35 cities were colour screen mobile phsones. Thats a significant change: in October 2004, colour screen phones accounted for just 25 percent of sale. But a dash of colour is not enough. Roughly one fourth of the colour screen phones that are sold also have cameras. A study by handset manufactures benQ in 2005 confirmed that customer expect their mobile to be more than just communication devices. benQ found that men were keen on camera phone, while women preferred music on the phone. Based on this findings, the Taiwanese company launched the M 220, a colour phone with radio was targeted specifically at women. The price pont: Rs 4500.The company claim that the competing models were priced from Rs 5000-7000, but these models had a camera too.

Says ish bawa, marketing and communication head, benQ India, cellular phones are not just about connectivity. Its about what more you can offer customers, like camera radio and so on. Bawa says the m 220 managed sales of 5000-6000 unit every month and is the company most popular model it account for fully for half the company sales. And according to the company warrenty card analysis, at least 35 per cent of the buyers of the m 220 were women. Of course , the real figure could even higher very often, men buy the product , but women are the end-user. Around the same time last year, Sony Ericsson extended sonys acclaimed walkman brand to mobile phones. Launched Walkmen series, the company claimed its W800 and W550 models are its largest selling model in that segment and make up nearly 20 per cent of the compan y sales. Of its not just music. Manufacture are also expanding their range to combat Nokia 38 models in India. Unit six month ago, Motorola had just five or six models available in the market: it now has 18. In just one month, February 2006, the Indian handset market saw the launch of 14 new model, most of them from Motorola.

MAKE IN INDIA Even as company work on their distribution, they are also bringing handset manufacture closer home. Nokia recently had a high profile launch of its manufacturing facility in Tamil Nadu. Says Warsi, Samsung decided to set up its manufacturing base in India to cater to the huge demand expected hear. Samsung unit at manesar, in garaon, which began production in march 2009, will I make million units in first first year of operation. LG, which also has manufacture facility in Pune, claims that setting up a local manufacturing unit has more benefits that economy of scale or saving on logistics product modification, for instance. Two just launched LG phones a cricket game, based on customer feedback on the popularity of the sport here.

we would t have been able to meet market recruitment if the product were being made elsewhere, points out H S Bhatia, product group head, GSM mobile, LG with product , price and distribution place, companies need to shore up their advertising . but most manufacture advertise. But most manufacture focus on product specific, rather then brand building, advertisement. For instance, Samsung high-end phone D 500 is advertised on English news and movie channel, while its x 200 a mass is advertised in general entertainment channels and regional dailies. our product are our brand ambassadors, says Samsungs Warsi. But despite such claims, time could change. Motorola has singed a brand ambassador and has launched a teaser camping inviting viewers to guess who it could be. Maybe the ambassador will walk out of the bus in the Delhi mall.

Selling point You may find a mobile in every hand, at least in the big cities. But penetration in India is still very law 6 percent compared to 50-60 per cent in Singapore. Which is why hand set manufacture are looking at different ways to increases distribution. LG focuses on the youth. The company has entered into tie-ups with coffee chains and multiplex owner (Barista and PVR cinema) to display its models at their location. LG is also is the process of increasing its reach from 11000 outlets to20000 by December 2006 and is even considering network marketing to increases its presence across the country.

If Nokia recruit top manager from Multinational like Hindustan liver, then Motorola has also made fried with FMCG companies. In march 2006, Motorola roped in ITCs e-choupal (a network that links to 3.5 million farmer through internet kiosks) and with Hariyali kisan bazaar, a chaina of retail outlates where farmers buy farm equipment.

Mobile may be displayed alongside speed and fertilizers, but ITC reaches very small towns and enjoys strong customer loyalty, points out Sudhir Agarwal, director, sales, India, Nepal, and Sri Lanka, mobile devices, Motorola. Mobile handset manufacturing in India is soaring. The country has clocked in such tremendous growth in the handset manufacturing sector that is now emerging as a challenge for china Mobile India Future of the mobile industry in India As per the latest reports, number of mobile subscribers in India has crossed the 250 million mark. By April 2008, India is projected to become the second largest wireless market in the world. So, is it time to pop that bottle of champagne and celebrate? Definitely. Second largest wireless market in the world -WOW!!! Thats indeed an incredibly mind blowing statistic. High percentage of prepaid customers. About 90% of all GSM & CDMA subscribers in India are prepaid customers. Prepaid customers are low usage customers and contribute only 2530% ARPUs as compared to the post-paid segment (for GSM, post-paid customers contributed Rs 628 in ARPU while pre-paid customers contributed only Rs 219. for CDMA, post-paid customers contributed Rs 499 in ARPU while pre-paid customers contributed only Rs. 140). As mentioned earlier, the introduction of number portability will further worsen the attrition scenario, since itll make easy for users to change operators and keep their same number. Operators will have to devise means and offer plans to retain subscribers and also convert some of the pre-paid customers to post-paid ones..

INDIAN MOBILE INDUSTRIES GROWTH 75% IN JANUARY India first growing mobile phone industry kept up its pace of heady growth in January with subscriber base jumping nearly 75 percent over the same month last year, data realized by an industry body showed. Figure from the cellular operators Association of India showed that the industry had 5.725 million subscriber, up from 3.27 million at the end of January 2001 and 5.48 million subscriber at the end of 2001. The data showed that the industry added 246,281 user in January, led by the four main city market of Bombay, New Delhi, Madras and Calcutta,

which together added 93070 customer.this was three percent less then the number of customer added in the previous month, but up 48 percent over January 2001 levels.

MOBILE USERS Global mobile users Analogue users US mobile users Global GSM users Global CDMA users Global TDMA users Total European users Total African users Total 3G users Total South African users #1 mobile country #1 GSM country #1 in handset 2Q04 #1 network in Africa #1 network in Asia #1 network in Japan #1 network in Europe 2 million 34m 160m 1.5 billion 202m 120m 342.43 83m 130m 30m china (300m) china(282m) Nokia(35.5%) Vodacom(11m) Unicom (153m) Do Co Mo T-mobile (28m)

Global monthly SMS SMS sent global 1Q06

36/user 235 billion

SALE IN RANK 1 2 3 4 5 6 7 NAME Ericsson Nortel Nokia Lucent Cisco Siemens Motorola (BILLION) $31.3b $30.3b $27.24b $25.8b $23.9b $22.8b $22.6

Ericsson of Sweden, the wireless-technology giant, supplanted lucent technologies as the work biggest global manufacture of telecommunication equipment, according to an annual industry survey by Dataquest Still, all of those companies will experience atugher time in 2001 and need to be prepared for lower order and shifts in what customer purchase, the market researcher. whether there is an actual recession or not, there will be a paring back in 2001, said dena eyers, head of Gartner Dataquest telecommunication research. Nokia also benefited from strong sale of wireless phone, though dataquesst asserted that the market is likely to soften over the next few year.

Lucent, for its part, supplied to fourth place largely as a result of its spin-off of Avaya, its corporate phone system arm. If Avayas sales were still part of lucent, the company would have retained the top spot with $33.2 billion in total sales.

2. RELIANCE MART IN INDIA

2.1 INTRODUCTION

COMPANY PROFILE:Reliance hyper mart TypeFounded- 30 October 2006 Headquarters- Mumbai, INDIA Key People- Mr. Mukesh Ambani Industry- Retail Punch Line- GROWTH THROUGH VALUE CREATION Website- WWW.RIL.COM

ADDRESS OF REGISTRATION OFFICE:Reliance Retail LTD. 222 , Maha chamber iv, 9th floor, Nariman PC, Mumbai=400021.

Introduction of Reliance Retail.

Reliance Retail Limited, a 100% subsidiary of Reliance Industries Limited, was set up to lead Reliance Groups foray into organized retail. RRL launched its first store in November 2006 through its convenience store format Reliance Fresh. Since then RRL has rapidly grown to operate 590stores across 13 states at the end of FY 2007-08. RRL launched its first Reliance Digital store in April 2007 and its first and Indias largest hypermarket Reliance Mart in Ahmedabad in August 2007. This year, RR has also launched its first few specialty stores for apparel (Reliance Trends),footwear (Reliance Footprints), jeweller (Reliance Jewels), books, music and other lifestyle products (Reliance Timeout), auto accessories and service format (Reliance AutoZone) and also an initiative in the health and wellness business through Reliance Wellness. In each of these store formats, RRL is offering a unique set of products and services at a value price point that has not been available so far to the Indian consumer. Overall, RRL is well positioned to rapidly expand its existing network of 590 stores which operate in 57 cities.

During the year, RRL also focused on building strong relationships in the agri-business value chain and has commenced marketing fruits, vegetables and staples that the company sources directly to wholesalers and institutional customers. RRL provides its customers with high quality produce that has better shelf life and more consistent quality than was available earlier. RRL has made significant progress in establishing state-of-the-art staples processing centers and expects to make them operational by May 2008. Through the year, RRL also expanded its supply chain infrastructure. The Company is fully geared to meet the requirements of its rapidly growing store network in an efficient manner. Recognizing that strategic alliances are going to be a key driver to its retail business, in FY 2007-08, RRL established key joint ventures with international partners in apparel, optical and office products businesses. Reliance is gearing up to revolutionize the retailing industry in India .Towards this end, Reliance is aggressively working on introducing a pan-India network of retail outlets in multiple formats.

A world class shopping environment, state of art technology, a seamless supply chain infrastructure, a host of unique value-added services and above all, unmatched customer experience, is what this initiative is all about.

The retail initiative of Reliance is without a parallel in size and spread and makes India proud. Ensuring better returns to Indian farmers and manufacturers and greater value for the Indian consumer, both in quality and quantity, is an integral feature of the Reliance Retail Limited. By creating value at all levels, it actively endeavours to contribute to India's growth. Through multiple formats and a wide range of categories, Reliance is aiming to touch almost every Indian customer and supplier. Reliance Retail has announced plans to set up one store for every 3,000families within a radius of 2 km across all locations by 2011. The company is competing directly with the large number of traditional local provision stores .Reliance Retail is either going to set up new stores in the identified areas or take over existing stores. The company has already done that in Mumbai and other cities. Of the four million sq ft of retail space to be created under the Reliance Fresh brand (for groceries), one million will be through acquisitions. The retailer is also moving into laundry, personal care and apparel product lines, in which it plans to launch private labels.

To strengthen its links with farmers, the company is setting up integrated agri-retail business centers, which include three processing and distribution centers, 51 retail outlets for farmers and 75 rural business hubs, all with an investment of US$445 million. Reliance Retail would build a business that would focus on competitive offerings to Indian consumers across several verticals: Integrated food and grocery, items of daily household consumption, apparels and footwear, electronic goods, lifestyle products and services, home essentials and improvements, farm implements and inputs ,distribution of energy products and services, distribution of travel and financial services, entertainment and leisure experiences, health and well-being products and services and educational products and services. It would develop partnerships to bring the best of luxury brands from all over the world to India and it would also develop linkages with opportunities in agriculture and food processing. The company would have a pan-India footprint covering 1,500 cities and towns and embracing all strata of the society. Presently Reliance Retail Limited has 706 stores across 13 states.

10

2.2 FORM OF ORGANIZATION:Organisations are structured in a variety of ways, dependant on their objectives and culture. The structure of an organisation will determine the manner in which it operates and its performance. Structure allows the responsibilities for different functions and processes to be clearly allocated to different departments and employees.

The wrong organisation structure will hinder the success of the business. Organisational structures should aim to maximize the efficiency and success of the Organisation. An effective organisational structure will facilitate working relationships between various sections of the organisation. It will retain order and command whilst promoting flexibility and creativity.

Internal factors such as size, product and skills of the workforce influence the organizational structure. As a business expands the chain of command will lengthen and the spans of control will widen. The higher the level of skill each employee has the more the business will make use of the matrix structure to maximize these skills across the organization. Span of Control

This term is used to describe the number of employees that each manager/supervisor is responsible for. The span of control is said to be wide if a superior is in charge of many employees and narrow if the superior is in charge of a few employees.

Different Structures The most common organisation structures are: Tall Flat Hierarchical Centralised and decentralised

Communication Structure and its Effects on Task Performance

The formal organization chart of a bureaucratic organization can be thought of as a network. It is a directed graph (a non-symmetric network) that records the social relation "reports to"

11

(or, if you prefer the arrows to go downward, "is the boss of"). That social relation tends to channel a lot of the communications within an organization

STAFF DETAIL OF THE RELIANCE MALL:There are 140 employees in Reliance Mart. Out of 140 employees 115 employees are permanent. Other 35 employees are on temporary base for 6months. After 6months these employees will become the permanent employees of the Reliance Mart. Reliance Retail strategy: Reliance retail is investing US$ 5 billion in pan-india retail including both small & super stores. Reliance is generating 1 million jobs. Reliance is going to reach annual sales of US$ 25 billion by 2011.

12

2.3 MISSION & VISION:With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL, was set up to lead Reliance Groups foray into organized retail. Since its inception in 2006, Reliance Retail Limited (RRL) has grown into an organisation that caters to millions of customers, thousands of farmers and vendors. Based on its core growth strategy of backward integration, RRL has made rapid progress towards building an entire value chain starting from the farmers to the end consumers. In the last year, Reliance Retail Limited (RRL) continued to fulfil its commitment of enriching Indian consumers shopping experience and providing quality merchandise at an attractive value proposition. More than 3 years into operation, RRL has now expanded its presence in more than 85 cities across 14 states in India. RRL forged ahead with its expansion plans and rolled out stores across the country. RRLs footprint now spans a network of more than 1,000 stores. RRL operates several value & specialty formats. The value formats that RRL operates are: Reliance Fresh, a neighbourhood concept, Reliance Mart, an all under one roof supermarket concept & Reliance Super, a mini-mart concept. The value formats offer a wide range and assortment of products required for daily household needs. The specialty formats are: Reliance Digital, a consumer durables & information technology concept ,Reliance Trends, an apparel & accessories concept, Reliance Wellness, a health, wellness & beauty concept, iStore by Reliance Digital, an exclusive Apple products concept, Reliance Footprint, a footwear concept, Reliance Jewels, a jewellery concept, Reliance Time Out, a books, music & entertainment concept ,Reliance AutoZone, an automotive products & services concept and Reliance Living, a home ware, furniture, modular kitchens, furnishings concept. RRL rapidly expanded the stores network it operates through strategic partnerships with world-class companies such as Marks & Spencer and Pearl Europe. RRL also entered into an exclusive distribution arrangement with Asics Corporation Japan to market Asics brands of shoes. and accessories in India. RRL has recently opened its flagship store under its franchise agreement with Ham leys and plans to expand the store network in the coming year. RRL has
13

also expanded its presence in business-to business office supplies through its joint venture with Office Depot. Through Reliance One, RRLs loyalty membership program, RRL enjoys the patronage of over 5.5 million customers. In the coming year, RRL will continue on its mission to delight the customers every visit. RRL will continue to provide unprecedented value to customers across all its formats and stores MANAGING BODIES:Mukesh Ambani- CEO,MD Raghu Pillai - Director, Chief Executive and President of Retail Operations Bijay Sahu - Head of Human Resources

Board Committees

The Board has established the following Committees to assist the Board in discharging its responsibilities: Audit Committee Remuneration Committee Shareholders'/Investors' Grievance Committee Finance Committee Health, Safety and Environment Committee Corporate Governance and Stakeholders' Interface Committee Employees Stock Compensation Committee

14

The Board has adopted charters setting forth the roles and responsibilities of each of the above Committees as well as qualifications for Committee membership, procedures for Committee members' appointment and removal, Committee structure and operations and reporting to the Board. The Board may constitute new Committees or dissolve any existing Committee, as it deems necessary for the discharge of its responsibilities.

15

ORGANISATIONAL STRUCTURE:-

16

CHAPTER 3 3.1 INTRODUCTION OF TOPIC:What is consumer buying behavior? Before business can develop marketing strategies, they must understand what factors influence buyers behavior and how they make purchase decisions to satisfy their needs and wants. Buyers are moved by complex set of deep and subtle emotions. Their behavior result from deeply held values and attitudes; their perception of the world and their place in it, from common sense, impulse or just plain whimsy. There are also several stages through which the consumer exhibit before deciding to purchase goods or services. These include 5 steps Which are? Problem or need recognition, information search, alternative evaluation, Purchase and post-purchase evaluation.

IMPORTANCE OF CONSUMER SATISFACTION The needs to satisfy customer for success in any commercial enterprise is very obvious. The income of all commercial enterprise is derived from the payments received for the products and services supplied to its customers. If there is no customer there is no income and there is no business. Then the core activity of any company is to attract and retain customers. It is therefore no surprise that Peter F Drucker the renowned management Guru, has said to satisfy the customers is the mission and purpose of every business Satisfaction of customer is essential for retention of customers and for continuous sales of the products and services of the company to customers. This establishes the needs for and the importance of customer satisfaction. The satisfaction of consumers is different from one to another. Became, each consumer has the different behavior in their life. So, the marketer satisfies the consumer, he must very well know the behavior of consumer.

17

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, socio-psychology, 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. 3.2 FACTORS AFFECTING CONSUMER BUYING BEHAVIOR Consumer buying behavior is influenced by the major three factors: 1. Social Factors 2. Psychological Factors 3. Personal Factors.

A. SOCIAL FACTORS Social factors refer to forces that other people exert and which affect consumers purchase behavior. These social factors can include culture and subculture, roles and family, social class and reference groups.

18

Example: taking into consideration Reference group, these can influence/ affect the consumer buying behavior. Reference group refers to a group with whom an individual identifies herself/ himself and the extent to which that person assumes many values, attitudes or behavior of group members. Reference groups can be family, school or college, work group, club membership, citizenship etc. Reference groups Serve as one of the primary agents of consumer socialization and learning and can be influential enough to induce not only socially acceptable consumer behavior but also socially unacceptable and even personal destructive behavior. For example, if fresher student joins a college / university, he/she will meet different people and form a group, in that group there can be behavior patterns of values, for example style of clothing, handsets which most of group member prefer or even destructive behavior such as excessive consumption of alcohol, use of harmful and addictive drugs etc. So, according to how an individual references him / her to that particular reference group, this will influence and change his/her buying behavior. B. PSYCHOLOGICAL FACTORS These are internal to an individual and generate forces within that influence her/his purchase behavior. The major forces include motives, perception, learning, attitude and personality Example: Attitude is an enduring organization of motivational, emotional, perceptual and cognitive processes with respect to some aspect of our environment. Consumer form attitude towards a brand on the basis of their beliefs about the brand. For example, Consumers of Sony products might have the belief that the products offered by Sony are durable; this will influence those customers to buy Sony products due to this attitude towards the brand.

19

C. PERSONAL FACTORS

These include those aspects that are unique to a person and influence purchase behavior. These factors include demographic factors, lifestyle, and situational factors. Example: Lifestyle is an indicator of how people live and express themselves on the basis of their activities, interests, and opinions. Lifestyle dimension provide a broader view of people about how they spend their time the importance of things in their surroundings and their beliefs on broad issues associated with life and living and themselves. This is influenced by demographic factors and personality. Example: A CEO or Manager is likely to buy more formal clothes, ties and shoes or PDAs and less informal clothes like jeans as compared to a Mechanic or Civil engineer. So according to their lifestyle and profession, the buying behavior of people differs from one another.

20

3.3 Stages of the Consumer Buying Process

Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity...discussed next. The 6 stages are:

Problem Recognition(awareness of need)--difference between the desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat. Can be stimulated by the marketer through product information--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes. Information search-Internal search, memory. External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc. A successful information search leaves a buyer with possible alternatives, the evoked set. Hungry, want to go out and eat, evoked set is

chinese food indian food burger king klondike kates etc

21

Evaluation of Alternatives--need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, indian gets highest rank etc. If not satisfied with your choice then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives. Purchase decision--Choose buying alternative, includes product, package, store, method of purchase etc. Purchase--May differ from decision, time lapse between 4 & 5, product availability. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the right decision. This can be reduced by warranties, after sales communication etc. After eating an indian meal, may think that really you wanted a chinese meal instead.

22

3.4 Types of Consumer Buying Behavior

Types of consumer buying behavior are determined by: Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation. Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others. High involvement purchases--Honda Motorbike, high priced goods, products visible to others, and the higher the risk the higher the involvement. Types of risk: Personal risk Social risk Economic risk The four type of consumer buying behavior are: Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc.
Limited Decision Making--buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand.

Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend alot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process. Impulse buying, no conscious planning.

23

The purchase of the same product does not always elicit the same Buying Behavior. Product can shift from one category to the next. For example: Going out for dinner for one person may be extensive decision making (for someone that does not go out often at all), but limited decision making for someone else. The reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision making.

24

CHAPTER 4 Research methodology 4.1 Problem Statement:Management decision problem: Should the reasonable prices on mobile available to the customer? Should a proper service provided to the customer? Should new schemes on mobiles should be provided to the customer? Marketing research problem: To determine the customers preference for the brand. To determine the customer for which they have provided a service. To determine the customers preference for a new schemes in the Reliance Mart. 4.2 Research Objective: To know the consumer buying behavior towards mobile phones at Reliance Mart.. To know about the most preferred brand of mobile in the Store. To understand the Consumer philosophies while choosing technological products.

25

4.3 Research Hypothesis list:H0: There is no relationship between gender and consumer buying behavior. H0: There is no relationship between age and consumer buying behavior. H0: There is no relationship between monthly income and consumer buying behavior. H0: There is no relationship between no. of family members and consumer buying behavior. H0: There is no relationship between currently use mobile and consumer buying behavior. H0: There is no relationship between mobile feature and consumer buying behavior.

H1: There is relationship between gender and consumer buying behavior H1: There is relationship between age and consumer buying behavior H1: There is relationship between monthly income and consumer buying behavior H1: There is relationship between no. of family members and consumer buying behavior H1: There is relationship between currently use mobile and consumer buying behavior H1: There is relationship between mobile feature and consumer buying behavior

26

4.4 Research Design:The measuring and ensuring consumer buying behavior study is considered with a sample of elements from a population and it is dealing with reliance or retail store. Data on No. characteristic from sample elements are collected and analyzed. The cross sectional study is the most frequently used descriptive design in research. Cross sectional design involves collection of information from sample of population element only once. In consumer buying behavior at reliance mart study only one sample of despondences is drawn from target population and information is obtain from the sample only once that is why we use the single cross sectional design.

4.5 Target Population definition:Element-male and female at reliance mart Sampling units- customers Location-reliance mart

4.6 Sample Size Calculation:200 sample size in our project report.

4.7 Sampling Method:We are making the survey of consumer buying behavior at reliance mart and they have already convinced and we are survey of those customer who will convinced by us. So that is why we use the convenience sampling.

27

4.8 Approach:Allocate the only 1 member in questionnaire and fillips the all data.

4.9 Interview Method:- consumer buying behavior at reliance mart personal interview method use by me.

28

29

You might also like