CONSUMER BUYING BEHAVIOUR

630 MAZIN PARKAR

1.Introduction
Project Work Company Profile Topic

1.1 Project Work

Analyzing and understanding the consumer and his behaviour Consumer Perception towards Branded Garments Various factors influencing the purchases of consumer

1.2 Company Profile

CRASH BOOM BANG! retails a range of branded apparel and private label under the following categories of apparel, footwear, leather products, accessories.

1.3 Topic
CONSUMER BUYING BEHAVIOUR: Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. Consumer behaviour study is based on consumer buying behaviour, with the Consumer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to predict.

2. Objective of Study
The primary objective of the study is to determine whether the branding of garments influence the perceptions of consumer. Study is divided in 4 major section based on the objectives to obtain accurate and specific results. The primary objective of study is to analyze weather the consumer does prefer to wear brands or not. Other objectives are as follows: To study the awareness of branded clothes among consumers. To study the major factors responsible for buying branded clothes among consumers. To study the demographic factors affecting branded clothes buying behaviour. To study the most popular brand among various age groups in branded clothes market

3. Research Methodology
Source of data collection Sources of Primary Data: Questionnaire, Observations Sources of Secondary Data: Magazines/Newspapers, Internet

3. Research Methodology
Each research study has its own specific purpose. It is like to discover to Question through the application of scientific procedure. Primary Objective: To know about Consumer Buying Behaviour. Secondary Objective: 1. To determine whether there is a relationship between age and price. 2. To determine whether there is a relationship between age and Brand name. 3. To determine whether there is a relationship between age and style. 4. To determine whether there is a relationship between Income and Brand name

4. Finding & Analysis

Factors that Influence the Buying Behaviour and Selection of Clothes The clothes should be compatible to age, personality, and climate and should not be a hindrance in normal working. Some factors affect the selection of clothes, which may vary from person to person as they are influenced by the requirement of the person. These factors are as follows Personality Age Climate Occupation

Q1: How often do you go for shopping?

10%

20% 45%

Weekends 15-20 Monthly Rarely

25%

Q2: Are you brand conscious?

4% 12%

12%

Yes

No May be
Dont Know

72%

Q3: Parameters effecting buying decisions?

20% 25%

Price

Quality

Design 15% All the above 40%

Q4: Advertisement of branded readymade garments has a major influence on the buying decision of Consumers

5% 12%

24%

Strongly agree 16% Agree Average

Disagree
Strongly disagree 43%

Q5: Impact of brand name on the Consumer purchase decision

19% 23%

Strongly Agree

Agree

22%
Disagree

Strongly Disagree 36%

Q6: Do you think there is a relation between style and age

30%

Yes

No

70%

5. Conclusion
BRAND enhances the personality of a person. People associate brand with the quality of product, style and its design. In return, they expect the branded product to provide them recognition, satisfaction and value for the money invested. Survey depicts that there is a relationship between the consumers income and the satisfaction derived from a purchased product. People are price sensitive and the final selection or rejection of the good depends on price/budget of the buyer.

Recommendation
Few recommendations come in mind for CBB It is a young and growing store and has a lot of ground to cover before it becomes one key player in the market. The area that CBB should be most concerned about is their supply chain. In case, there is a shortfall in supply, CBB cannot deliver the product to the customer and will have to cancel that order. This leaves the customer angry and also left many customers disheartened to loose faith with CBB What CBB needs to do is to buy products from suppliers in bulk and store them. This way they can have complete track of how many products have been ordered and how many remain deliveries are to be made. Be active on social networking sites such as by uploading pictures of the latest arrivals at the store. This will initially help them in viral marketing.