Professional Documents
Culture Documents
MASTER OF COMMERCE
Project Submitted
To
PUNJAB UNIVERSITY
CHANDIGARH
Submitted by
ATTU SHARMA
Under the guidance of
MISS. NEHA
is
to
certify
that
MRS.ATTU
SHARMA
DECLARATION
Date:
Place: LUDHIANA
(ATTU SHARMA)
ACKNOWLEDGEMENT
DECLARATION
I the undersigned solemnly declare the report of the
project work entitled SPORTKING CONSUMER
BEHAVIOUR. Is based my own work carried out during
the course of my study under the supervision
I assert that the statements made and conclusion drawn
are an outcome of the project work. I further declare
that to the best of my knowledge and belief that the
project report does not contain any part of any work
which has been submitted for the award of any other
degree/diploma/certificate in this University or any
other University.
ATTU SHARMA
ROLL NO.
ABSTRACT
Research in common mans language refers to a search for
knowledge. One can also define research as a scientific and
systematic search for pertinent information on a specific topic, in
fact research is an art of scientific investigation.
Research is done to gain familiarity with a phenomenon
event / product / service or to determine the frequency with which
something occurs, with which is associated with something else or
to test a hypothesis of casual relationship between variables.
In short customer perception research is the objective and
formal process of systematically obtaining, analyzing and
interpreting the data for actionable decision making in customer
perception towards an organization SPORTKING, in my study).
The basic objective of this study is to analyze the customer
perception towards SPORTKING in Ludhiana, Punjab. Research
was carried out for Hyderabad customers who were main targets for
this study. Customers were asked about their perception towards
SPORTKING.
TABLE OF CONTENTS
CHAPTERS
TOPIC
PAGE NO
INTRODUCTION
CHAPTER 1
8 - 21
AND
PERIOD
OF STUDY
LIMITATIONS
CHAPTER 2
REVIEWOF
LITERATURE
CHAPTER 3
31
INDUSTRY PROFILE
COMPANY PROFILE
CHAPTER 4
23
33
47
49 76
78 - 80
CHAPTER 5
FINDINGS
SUGGESTIONS
CHAPTER 6
BIBILIOGRAPHY
QUESTIONNAIRE
INTRODUCTION
NEED&IMPORTENCE
OBJECTIVES
RESEARCH METHODOLOGY
SCOPE OF THE STUDY
LIMITATIONS
82 86
INTRODUCTION:
Marketing is the moving and exciting activity in everybody activities. The sellers,
distributors, advertising agencies, consultants, transporters, financers, store agencies and every
one as a counter are part of the marketing system. Any exchange process be it consumer,
goods, intermediary goods, services of ideas, comes under the preview of marketing. It is very
often regarded that the development of markets and marketing is synonymous with the
economic development of account. Through marketing is an action discipline. In the evergrowing corporate world, marketing is being regarded as a crucial element for the success of
an Enterprise.
The marketing discipline is undergoing fresh re aparisal in the light of the vast global,
technological, economic and social challenges facing todays companies and countries.
Marketing at its best is about value creation and raising the worlds living standards. Todays
winning companies are those who succeed most in satisfying, indeed delighting their target
customers.
As quoted by P.P.Drucker Marketing is so basic that it cannot be considered a separate
function. It is whole business seen from the point of view of its final result, that is, from the
customers point of view. Business success is not determined by the producer but by the
customer.
Philip Kotler has therefore defined marketing as it is a social and managerial process
by which individuals and groups obtain what they need and want through creating, offering
and exchanging products of values with others. Many Indian companies espouse a satisfied
customer philosophy and describe marketing as customer-satisfaction engineering. Since the
economy in this country has changed from a primary condition of scarcity to gradual and
steady stage of affluence, largely giving consumers the opportunity to choose among many
varied alternatives, satisfaction has become a major concern of business.
One thing that we have in common is that we all are consumers. In fact
everybody in this world is a consumer. Every day of our life we are buying and
consuming an incredible variety of goods and services. However, we all have
different tastes, likes, dislikes, and adopt different behaviour patterns while
making purchase decisions.
The term consumer behaviour refers to the behaviour that consumers
display in searching for purchasing using evaluation and disposing in searching
for purchasing using evaluating and disposing of products and services that they
exact will satisfy o how individuals make decisions to send their available
resources (time, money and effort) on consumption related items. It includes the
study of What they buy, Why they buy, When they buy it, Where they
buy it, how often they buy it and how often they use.
DEFINITIONS:
Consumer Behaviour (or Buyer Behaviour) is broadly defined by various
scholars & researchers as:
1. Its the behaviour displayed by the consumers during the acquisition,
consumption and disposition of products, services, time and ideas by
decision making units.
2. It is the body of knowledge which studies various aspects of purchase and
consumption of products and services by individuals with various social
and psychological variables at play.
3. The behaviour that the consumers display in searching for, purchasing,
using, evaluating and disposing of products and services that they expect
will satisfy their needs.
4. The process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services so
as to satisfy their needs and desires.
5. The activities directly involved in obtaining, consuming, and disposing of
products and services, including the decision processes that precede and
follow these actions.
6. The American Marketing Association (AMA) defines consumer behaviour
as The dynamic interaction of cognition, behaviour & environmental
events by which human beings conduct the exchange aspect of their lives.
Consumer behaviour is helpful in understanding the purchase Behaviour
and preferences of different consumers. As consumers, we differ in terms of sex
age, education, occupation, income, Family setup, religion, nationality and
social status. Because of this different background factors, have different needs
and we have only buy those products and services, which we think, will satisfy
our needs.
A MODEL OF CONSUMER BEHAVIOUR:
A consumer decisions to purchase a particular product of service is the
result of complex interplay of a number of variables. The starting point of the
decision process is provided by the companies marketing stimuli in the shape of
product, promotion, price and distribution strategy. Consumer often purchase
new products that are associated with a favorable viewed brand name.
The term consumer behaviour refers to the behaviour that consumer
display in searching for purchasing, using, evaluating and disposing of products
and services that they expect will satisfy these needs. The study of consumer
behaviour in the study of how individuals make decisions to spend their
available resources (time, money, effort) on consumption related items. It
includes the study of what they buy, why they buy, when they buy,
where they buy, how often they buy and how they use.
Marketing
stimuli
Other
MODEL OF CONSUMER BEHAVIOUR
stimuli
Consumer
Decisions
Product
Product
Price
Economic
Consumer
Technological
Characteristic
Consumer
Choice
Decision
Brand
Process
Problem
Choice
recognition
choice
Social
Information
Purchasing
Personal
Search
Timing
Psychological
Evaluation
Purchasing
Decision
Amount
Place
Political
s
Cultural
Promotion cultural
Dealer
post
Purchase
DETAILED
Behaviour. MODEL OF
FACTORS INFLUENCING CONSUMER BEHAVIOUR
Cultural Factors
Social Factors
Cultur
e
Referen
ce
groups
Personal Factors
Age and
Life Cycle
Occupation
Psychological
Factors
Sub
Cultur
e
Social
Class
Family
Roles &
Status
Economic
Circumstan
ces
Lifestyle
Personality
and Self
Concept
Motivation
Perception
Learning
Beliefs
and
Buyer
s
Attitudes
CULTURAL FACTORS:
Culture: Culture is the most fundamental determinant of a persons wants and
behaviour like set of values, perceptions, preferences and behaviours through his
or her family member.
PSYCHOLOGICAL FACTORS:
Motivation: A person has many needs at any given time. Some needs are
biogenic. They arise from psychological states of tension such as hunger, tryst
and discomfort.
Perception: Perception is defined ass the process by which an individual
selects, organizes, intercepts, information, inputs to create a meaningful picture
of the world.
RESEARCH METHODOLOGY
The survey technique is intended to secure one or more items of
information from a sample of respondents who are representatives of a larger
group. The information is recorded on a form known as questionnaire. As data
are gathered by asking questions from persons who are believed to have desired
information, the method is known as questionnaire technique.
REASONS FOR WIDE USE OF THIS METHOD:
It can secure both quantitative and qualitative information directly from
the respondents.
It is the only method of directly measuring attitudes and motivations.
It is quite flexible in terms of the types of data to be assembled, the
method of collection or the timing of research.
Meaning of Research
According to D. Slessinger and M. Stephenson in the Encyclopedia of
social sciences define research as the manipulation of things, concepts or
Exploratory Research,
Descriptive Research.
Exploratory Research:
Exploratory research studies are also termed as formulate research studies.
The main purpose of such studies in that of formulating a problem for more
precise investigation or of developing the working hypothesis forms an
operational point of view.
Descriptive Research:
Diagnostic Research studies determine the frequency with something
occurs or its association with something else.
In this project, information pertaining to customer needs satisfaction and
their demographic profile was collected; hence it is a descriptive research.
1) Primary data:
Meaning: Primary sources of data are the data which
Needs the personal efforts of collect it and which are not readily available.
Primary source of data are the other type of source through which the data was
collected.
Following are few ways in the data was collected:
1. Questionnaires: It is the set of questions on a sheet of paper was being
given to the of fill it, bases on which the data was interpreted.
2. Direct interviewing: Direct interviewing involved the process where I asked
the questions directly to the customers and I got the feedback.
2) Secondary data:
Secondary sources are the other important sources through which the data
was collected.
These are the readily available sources of the data where one had need
not put much effort to collected, because it is already been collected and part in
an elderly manner by some researcher, experts and special.
The secondary sources helpful for the study were
1) Text books like marketing management research methodology
Advertisement and sales promotion etc.
2) Internet was made use for the collection of the data.
3) News papers were also referred.
4) Business magazines were referred.
3) Sample size:
LIMITATIONS:
Time has been a major constraint throughout the study as it has been only
for duration of 2 months.
As this survey was restricted to Hyderabad this cannot be stated as an in
depth research on this subject.
Enough care is taken in formulating the questionnaire, still some errors
may creep in.
The consumer behaviour varies according to different products.
Quality verses price was not taken into the consideration.
The project is based on the interview methodology by a stured
questionnaire and the personal skills of the person undertaking the project
affect the results.
REVIEW OF LITERATURE
1.Need recognition
5.Purchase evaluation
4.Purchase decision
2. Information search
3. Evaluation of alternatives
Problem recognition you realize that something is not as it should be. Perhaps,
for example, your car is getting more difficult to start and is not accelerating
well. Information search- what are some alternative ways of solving the
problem? You might buy a new car, buy a used car, take your car in for repair,
ride the bus, ride a taxi, or ride a skateboard to work.
A customer can obtain information from several sources:
Personal sources: family, friends, neighbors etc.
Commercial sources: advertising, sales forces retailers, dealers,
Packaging, point-of sale displays.
Public sources: news papers, radio, television, consumer organizations,
Special magazines.
Experimental sources: handling, examining, using the product
the decision maker may have to make a substitution if the desired brand is not in
stock, the purchaser may disregard institutions (by error or deliberately).
BUYER BEHAVIOUR CULTURAL FACTORS
Cultural factors have a significant impact on customer behaviour. Cultural
is the most basic cause of a persons wants and behaviour. Growing up, children
learn basic values, perception and wants from the family and other important
group. Marketing are always trying to spot cultural shift which might point to
new products that might be wanted by customer or to increased demand. For
example, the cultural shift towards greater concern about health and fitness has
created opportunities (and now industries) servicing customers who wish to buy:
Low calorie foods
Health club memberships
Exercise equipment
Activity or health- related holidays etc.
Similarly the increased desire for leisure time has resulted in increased
demand for convenience product and service such as microwave ovens, ready
meals and direct marketing service businesses such as telephone banking and
insurance.
Each culture contains sub-cultures groups of people with shared values. Subcultures can include nationalities, religions, racial groups, or group of people
sharing the same geographical location. Sometimes a sub-culture will create a
substantial and distinctive market segment of its own.
BUYER BEHAVIOUR SOCIAL FACTORS:
LOW INVOLVEMENT
Personal
Cultural
Culture
Sub culture
Social culture
Social
Reference
groups
Occupation
Family
Roles and status
Economic situation
Motivation
Perception
Learning
Beliefs and attitudes
Buyers
Life style
Personality & self concept
CULTURAL FACTORS
Cultural factors exert a broad and deep influence on consumer behaviour.
The marketer needs to understand the role played by the buyers culture,
subculture, and social class.
Culture
The set of basic values, perceptions, wants, and behaviours learned by a
member of society from family and other important institutions,
Subculture
A group of people with shared value systems based on common life
experiences and situations.
Social classes
Relatively permanent and ordered divisions in society whose members
share similar values, interests, and behaviours.
SOCIAL FACTORS
A consumers behaviour also is influenced by social factors, such as the
consumers small groups, family, and social roles and status.
Groups
Two or more people who interact or accomplish individual or mutual
goals.
Family
A family is a domestic group of people, or a number of domestic groups
linked through descent (demonstrated or stipulated) from blood relation,
marriage or adoption.
Roles and status
A person belongs to many groups- family, clubs, and organizations. The
persons position in each group can be defined in terms of both role and status.
PERSONAL FACTORS
A buyers decisions also are influenced by personal characteristics such as
the buyers age and life cycle stage, Occupation, economic situation, lifestyle,
and personality and self-concept.
Age and life-cycle stage
People change the goods and services they buy over their lifetimes. Tastes
and preferences changes as lift-cycle go.
algorithms such as neural networks and genetic algorithms have also been used
to perform advanced data analysis.
The study of consumers helps firms and organizations imjprove their marketing
strategies by understanding issues such as
The psychology of how consumers think, feel, rason, and select between
different alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her
environment (e.g., culture, family, signs, media);
The behaviour of consumers while shopping or making other marketing
decisions;
Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
How consumer motivation and decision strategies differ between products
that differ in their level of importance or interest that they entail for th consumer;
and How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
Understanding these issues helps us adapt our strategies by taking the
consumer into consideration. For example, by understanding that a number of
different messages compete for our potential customers attention, we learn that
to be effective, advertisements must usually be repeated extensively. We also
learn that consumers will sometimes be persuaded more by logical arguments,
but at other times will be persuaded more by emotional or symbolic appeals. By
understanding the consumer, we will be able to make a more informed decision
as to which strategy to employ.
INDUSTRY PROFILE
COMPANY PROFILE
INDUSTRY PROFILE
Retail industry largest industry, accounting for are 10% of the countrys
GDP and around 8% of the employment retail industry in India is at the cross
roads. It has emerged as one of the most dynamic and fast paced industry with
several players entering the market, but because of the heave initial investment
required break even is difficult to achieve and many of these players have not
tasted success so far.
Growth
domestic
product
$973billion
(11%)
Private final
consumption
Expenditure
$592billion
(60%)
Consumption
spending
$350 billion
The $ 350 billion consumption spending provides the single biggest business
opportunities in India and is divided into sea key categories led by food, fashion
and home products
Fashion
Accessories
5.5% $225b
Fashion
Accessories
5.5% $225b
Consumer
Durable 4%
$14b
Fashion
Accessories
5.5% $225b
Fashion
Accessories
5.5% $225b
Fashion
Accessories
5.5% $225b
Furniture
3.4%
$12b
Fashion
Accessories
5.5% $225b
Fashion
Accessories
5.5% $225b
Fashion
Accessories
5.5% $225b
COMPANY PROFILE
Sportking Retail (India) Limited, is Indias leading retailer that operates
multiple retail formats in both the value and lifestyle segment of the Indian
consumer market. Headquartered in Near Doraha Ludhiana (Punjab), the
company operates over 12 million square feet of retail, has over 10000 stores
across 71 cities in India and employs over 1000-5000 people.
The companys leading formats, a chain of fashion outlets, a uniquely
Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look,
touch and feel of Indian bazaars with aspects of modern retail choice,
convenience and quality and central, a chain of seamless destination malls.
Some of its formats include brand factory, blue sky, all top 10 stars and sitars.
The company also operates an online portal, www.sportking.co.in/
A subsidiary company, Home solutions Retail (India) limited, operate
Home Town, a large format home solutions store, collection I, selling home
furniture products and e-zone focused on catering to the consumer electronics
segment.
Chairmans Message about Sportking:The World has suddenly shrunk and thus any business
aiming to become big has to think in global terms, as the
competition is no longer confined to the domestic industry.
Sportking Group aims to be a dynamic leader in the
Global Textile Industry. Sportking has carved a name in the core business of
textiles, standing on firm grounds of strong beliefs in the versatile growth of this
industry at global level and is continuously making expansions in the textile
related.
Sportking the group therefore is committed to add value to the socio economic
growth through excellence and adapting to the state of the art technology in both
business and education. Our group is dedicated to deliver superior values to its
customer, shareholders, employees and society. The Sportking Group is ethical
in all its practices and has great passion to meet the commitments and targets.
The aim is to raise the bar for standards to the newer heights all the time.
Sportking has an innovative approach and inclined to change as per the need of
the hour.
untiring efforts of the Sportking family members that have enabled the group to
reach its present position. I believe that their continuous endeavors would assist
the organization not only to achieve its objectives but will keep its desire to
progress alive and pulsating.
INTRODUCTION TO SPORTKING
A chain of shopping malls in Indian currently with 31 outlets owned by
SPORTKING LOGO:
Sportking
A well known brand in Textiles and garments
Type Subsidiary of Sportking Fashion Planet Group
Founded 1987
Head quarters Near Doraha Ludhiana (Punjab)
Industry Retail
Products Department Stores
Website http://www.sportking.co.in/
DATA ANALYSIS
INTERPRETATIONS
Elements
1. Location
2. Operating time
3. Parking facility
4. Cleanness of store
5. Spacious shop floor
6. Easy to locate product
7. Quality product
8. Promotion offers
9. Price for the product
10.Staff helpfulness
11.Flexibility in payment
mode
12.Return of value for
money
1
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FINDINGS
SUGGESTIONS
From the responses of 100 customers the findings can be listed as:
As per the findings, all are having the awareness of Sportking. We can say
that Sportking have good place in the minds of the customers.
As per the findings 60% of male customers are come to Sportking for
shopping.
The customers who were mainly age group of 26- 35 years are shopping
at Sportking.
It has been found that the Majority of the Respondents come to know
about
the
Sportking
through
Friends/Relatives
References
and
RECOMMENDATIONS
An attempt has been made to suggest to the Sportking a few measures. These
suggestions have been made within the preview of the data available.
1) The company must go for some more promotional activities rather than
TV, advertisement, hoarding and news papers.
2) The company has to conduct the periodical meetings with customers and
take their valuable suggestions.
3) The company may adopt policy of discounts cards and gifts to customers
while purchasing the products.
QUESTIONNAIRE
BIBLIOGRAPHY
QUESTIONNAIRE
Location:
Age:
Occupation:
Gender M/F:
Education;
Advertisement
Colleagues references
Friends/relatives references
Any other specify
Once in a week
Twice in a week
Once in every 15 days
Once in a month
Food items
Clothes
Electronics
Any other pl. Specify
Family members
Spouse
Friends
Others
Sportking
Spencer
City central
Hyd central
Expensive
Competitive
Affordable
Reasonable
Membership Card
Discount Card
Free packing Offers
Lucky draw Offer
Q11) How often do you ask for Assistance from store staff in selecting your
Purchase?
a)
b)
c)
d)
Almost Always
Frequently
Sometimes
Never
Q16) Please give your valuable suggestions regarding Sportking over all
functioning_________________________________________________
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Elements
1. Location
2. Operating time
3. Parking facility
4. Cleanness of store
5. Spacious shop floor
6. Easy to locate product
7. Quality product
8. Promotion offers
9. Price of the product
10.Staff helpfulness
11.Flexibility in payment
mode
12.Return of value for
money
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Thank you
BIBLIOGRAPHY
Text Books
Consumer Behaviour:
Consumer Behaviour:
David L. Loudon
Principles of Marketing:
Philip Kotler
Marketing Management:
Philip Kotler
Websites:
www.consumerbehaviour.com
www.sportking.co
www.ask.com