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BEHAVIOUR TOWARDS
HANDICRAFT PRODUCTS
ON
BUDDHIST TOURIST
VISITING SARNATH
market is
buying
Rationale:
The genesis for doing this study is to throw light on
Buddhist Tourist Buying Behaviour in general with
specific reference to the analysis of Sarnath as a
destination in the target market.
Introduction:
Buying behavior is the study of human responses to products or
services and the marketing of products/services. The study of
consumer behavior focuses on how individuals make their
decisions to spend their available resources (time, money,
effort) on consumption related itemsor consumption related
aspects (What they buy? When they buy? How they buy?).It
also study of individuals, or organisations and the processes
consumers use to search, select, use and dispose of products,
services, experience, or ideas to satisfy needs and its impact on
the consumer and society. Buyer behaviour is deeply rooted in
psychology with dashes of sociology thrown in just to make
This study helps to the researchers to know about the Buddhist tourist buying
Behavior and its influencing factors
This study will help the Researchers to know about the Tourist buying Behavior
pattern of their products
This study will help the the retailers to identify the right marketing mix for the
products
This study helps the retailers to improve their strategic formulation and decision
making process
b) RESEARCH OBJECTIVES:
To conduct a comprehensive case study on SARNATH in the
context of consumer buying behaviour.
To study and analyse purchases and consumption pattern of
products by the consumers.
To appraise key factors which mostly influence the consumers to
buy products.
To critically analyse the marketing strategies used by govt. for
promoting the products of Sarnath as destination.
ii)
iii)
iv)
v)
vi)
Roles and Family InfluencesRole...things you should do based on the expectations of you from
your position within a group. People have many roles. Husband,
father, employer/ee. Individuals role are continuing to change
therefore marketers must continue to update information.
Reference GroupsIndividual identifies with the group to the extent that he takes on
many of the values, attitudes or behaviours of the group members.
Families, friends, sororities, civic and professional organizations. Any
group that has a positive or negative influence on a persons attitude
and behaviour. The degree to which are reference group will affect a
purchase decision depends on an individuals susceptibility to
reference group influence and the strength of his/her involvement
with the group.
Social ClassAn open group of individuals who have similar social rank. US is not
a classless society. US criteria; occupation, education, income, wealth,
race, ethnic groups and possessions. Social class determines to some
extent, the types, quality, quantity of products that a person buys or
uses. Lower class people tend to stay clos etc. home when shopping,
do not engage in much pre-purchase information gathering. Stores
project definite class images. Family, reference groups and social
classes are all social influences on consumer behaviour. All operate
within a larger culture.
Culture and Sub-culture-
Culture refers to the set of values, ideas, and attitudes that are
accepted by a homogenous group of people and transmitted to the
nextgeneration.Culture also determines what is acceptable with
product advertising. Culture determines what people wear, eat, reside
and travel. Cultural values in the US are good health, education,
individualism and freedom. In American culture time scarcity is a
growing problem. IE change in meals. Big impact on international
marketing. Different society, different levels of needs, different
cultural values. Culture can be divided into subcultures:
geographic regions
Human characteristics such as age and ethnic background. Culture
affects what people buy, how they buy and when they buy.
RESEARCH DESIGN
Research design is the specification of the method and procedure for
acquiring the information needed to solve the problem.
Research Approach: Exploratory study will be done for the study of Tourist
buying Behavior
SAMPLING PLANS
Description of Population/Universe
A population is a group of individuals, object or items from which samples are
taken for measurement. All items in any field of enquiry constitute the
universe. Here population refers to the number of consumers and retailers
who are using and selling various pens. The sample population wil include
people from various categories like Business Person, Service Person,
Students, Others(Retired persons, Housewives) Etc.
Sampling Area
Is the place where the sample is drowned. Here the researchers take samples from various
Sarnath, Varanasi.
Sample Size
The number of sampling unit selected from the Population is called the size of the sample.
The sample size selected was 200 for consumers survey and 50 for retailers survey
Sampling technique
Here the researcher used probability sampling method.ie stratified sampling is used for
consumers (when subpopulations within an overall population vary, it is advantageous to sample
each subpopulation (stratum) independently. Stratification is the process of dividing members of
the population into homogeneous subgroups before sampling. The strata should be mutually
exclusive: every element in the population must be assigned to only one stratum. The strata
should also be collectively exhaustive: no population element can be excluded. Then simple
random sampling or systematic sampling is applied within each stratum. ) and non-probability
Primary Data: Primary data are those, which are collected for the first
time, and they are original in character. A suitable combination of
Questionnaire techniques, & discussion with the respondents was used to
collect the required primary data. Primary data gives higher accuracy and
facts, which is very helpful for any research and its findings. The
researcher will be collecting primary data using structured questionnaire
and personal interviews with selective respondents.
Secondary Data: - The secondary data are those, which are already
collected by someone for some purpose and are available for the present
study. Secondary data will be collected from the magazines, websites
(Torrent.lnk), and other such sources.
(please refer bibliography/webliography)
Instrumentation
Research
Instrument:
Structured
Non-Disguised
Questionnaire
effectively using
will
the
close ended
questions.
Administration
This will be done using self-administered questionnaire conducted through face
to face communication.
DATA PRESENTATION:
PERCENTAGE METHOD
In this project percentage method test and used. The following are the
formula
Percentage of Respondent =
No. of Respondent
x 100
WEBLIOGRAPHY
http://uttarpradeshtouristattractions-sarnath-121002011012phpapp02.pdf
http://sarnath-toursofbuddhistpilgrimagesites-140522063455phpapp02.pdf