MYSORE

UNIVERSITY

"Na hee Gnanena Sarvashaamu"

Mysore-

A Project Report on

CONSUMER BEHAVIOUR TOWARDS

BRANDED PRODUCT
Submitted by
Shubanka
Rashmitha K.C
Dimple
Karunakar

Under the guidance of

Mr. P.R. Subramanya
Department of Management

DEPARTMENT OF MANAGEMENT

HARANAHALLI RAMASWAMY
INSTITUTE OF HIGER EDUCATION
(Affiliated to University of Mysore,
Approved by AICTE, New Delhi)

DEPARTMENT OF MANAGEMENT

Certificate
This is to certify that

Miss Shubanka
Miss Rashmitha K.C
Miss Dimple
Mr Karunakar
of 2nd Semester has successfully completed

the mini report Consumer Behaviour Towards Branded Product in

Quantitative Methods by the MYSORE UNIVERSITY for the academic year
2013-2014.

Signature with date

the HOD

Signature

of

Contents

1. INTODCTION
1.1

Problem Statement

1.2

Objectives

1.3

Methodology
1.3 a.

Sample design

1.3 b.

Sample technique

1.3 c.

Sample size

1.3 d.

Sample unit

1.3 e.

Statistical tools

1.4

Scope of the study

1.5

Limitation

2. DATA ANALYSIS
3. ITERPRETATION
4. SUGGESTION
5. CONCLUSION

INTRODUCTION

As a consumer we are all unique and this

uniqueness is reflected in the c onsump tion pa tte rn a nd
process purchase. The study of consumer behaviour provides
us with reasons why consumers differ from one a nothe r in
buy ing using branded produc ts a nd se rvic e s.

1.1 Problem statement

The present study titled consumer behavior towards
branded product has the major objective to identify
consumers attitude towards branded product in
ordinary life. The research conducted at Hassan city,
with using of Stratified sampling method, the study
conducted at May 1st week of 2014

1.2 Objectives
To identify the behaviour of consumers
towards branded products
To know about customer acceptance of the
product
To identify the factors affecting the consumers
towards branded products

1.3 Methodology
The present study conducted with using of
primary data through structured questionnaires. The
specific study purpose:
1.3 a. Sample Design:
Stratified method
1.3 b. Sample Technique

1.3 c. Sample size

Sample size in this research is 20 customers.
1.3 d. Sample unit
In this research sampling unit is Hassan city.

1.3 e. Statistical tool

Average and percentage technique

1.4 Scope of the study

1. Through conducting the survey on this case we came
to know the behaviour of the consumer towards
branded product.
2. This report helps us in future projects.
3. By conducting this survey we got an idea regarding
the demand of various brand products.

1.5 Limitation

1. Due to short period it was the main limitation of this

report.

2. As we conducted survey we cant predict this as a

proper result because the sample size is only 20
3. We cant consider the answers obtained from the
consumers are perfectly genuine because it is
impossible to know whether the consumers answers
true or not

2. DATA ANALYSIS AND INTERPRETATION

Data analysis
Table no 1: The number of consumers brand
conscious

category

Number of
respondents

% of
respondent
s

Yes

20

100

No

a)Interpretation
All the consumers are brand conscious according to
the study 100% consumers said that we are brand
conscious.
Table no 2: The consumers prefer the brand
Category

No. of respondents

% of respondents

National brand

13

60

International

40

brand

b) Interpretation:60% consumers prefer national brand and

remaining 40% prefer international brand

Table no3: The parameters affect the consumer buying

decision
Category

No of respondents

% of respondents

Quality

19

95

Price

Easy availability

National/state

c) Interpretation: 95% consumers buy the

brand because of quality
Table no 4: The consumers satisfied with the
price
Category

No. of
respondents

% of
respondents

Yes

17

85

No

15

d) Interpretation: 85% consumers are satisfied with the

price and remaining 15% consumers are not satisfied.

Table no 5: The brand name that justify the

market value of the product
Category

No. of
respondents

% of
respondents

Yes

16

85

No

15

e)Interpretation : 85% consumers accepted that there is a

justification in the market value of the product.
Table no 6: The people buy branded products for show off
their status
Category

No. of respondents

%of respondents

Yes

18

90

No

10

f) Interpretation: 90% of consumers accepted that they buy

branded product to show off their status and 10% have not
accepted.

Table no 7: The branded products more attractive than the

other products
Category

No. of respondents

% of respondents

Yes

17

90

No

10

g)Interpretation: 90% consumers said that branded product are

more attractive than the other product and only 10% have said
that other products are more attractive.
Table no. 8: The price of the branded products justify with Their
durability
Category

No. of respondents

% of respondents

Yes

17

90

No

10

h) Interpretation: 90% consumers said that branded product

justify with their durability and 10% consumers not accepted.

Table no. 9: The products that the consumers think are more
suited for daily use
Category

No. of respondents

Branded products 5

% of respondents
25

Common
products

i)

15

75

Interpretation: 75% consumers have said common

products are suitable for daily use and 25% consumers
are said branded product is suitable.

Table no. 10: The cost of the branded products justify

With the service that they provide
Category

No. of respondents % of respondents

Yes

18

90

No

10

j) Interpretation: 90% consumers have said they justify

with the service provided by the branded product and 10%
consumers are not satisfied by the service.

Table no. 11: The availability of branded product in

Hassan / any rural areas
Category

No. of respondents % of respondents

Yes

10

No

18

90

k) Interpretation: 90% consumers have said there is no

availability of branded product in Hassan/any rural areas
and 10% consumers said it is available.

Table no. 12: The consumers most likely to buy branded

products
Category

No. of respondents % of respondents

Children

Youth

17

85

Aged people

Middle aged people

15

l) Interpretation: 85% consumers have said youths are

most likely to buy branded product and 15% consumers
are said middle aged people are likely to buy branded
products.

4. SUGGESTION

Customer like best quality product on any

price , so company should add latest
technology to their product
Customers behavior always looks for some
extra benefit with purchasing. They demand
for affordable price for product and offers
with purchasing
The Indian company should give more
emphasis on advertising to create market
awareness and to make a brand image in the
minds of investors

5. CONCLUSION
The research has shown buying the behavior
regarding branded product in recent time.
Customer were price sensitive, but the changing
market trend and customer view
And preference shown that customer are now
quality sensitive. They want quality product,
good services, ease availability of product and
better performance by the product.

Consumers behavior towards branded products

negative

neutral

positive

total

19

65

85