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Final Year Project: An In Depth Analysis Into Consumer Buying Behaviour

Ref: market0026

The study of consumer behaviour implies how and why a particular consumer or group reacts to decisions of producers. Consumer behaviour could be defined as “those actions directly involved in obtaining, consuming, and disposing of products and services, including the decisions process that proceeds and follow the action.” According to another author consumer behaviour is the behaviour that consumer display in scanning for purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. The study of consumer behaviour is 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 to buy, when to buy, why to buy, from where to buy, how often to buy, and how often they will use it.
  • 14,000 words – 75 pages in length
  • Good use of literature
  • Good in depth analysis
  • Oustanding piece of work
  • Ideal for undergraduate marketing students

CONCEPT    
Consumer    
WHO?    
WHY?    
WHEN?    
WHERE?    
Customer    

CONSUMER BEHAVIOUR    
Meaning and definition    
Understanding consumers for brand building    
Economics    
Buying Behaviour    
Buying decision    
Opportunity    
Ability    
Motivation    

POTENTIAL INFLUENCES ON CONSUMER BUYING BEHAVIOUR    
The main factors that influence buying behaviour are as follows:    
Economic factors:    
Social factors:    
Psychology    
Anthropology and Geography    
Technology    
Situational influences    
Others    
Influence of attitudes on buying behaviour    
Nature of consumer attitudes    
Three components of Attitudes:    
Family influences    
Peer group influences    
Personality 
Information and experience
Role of Direct or Indirect experience
Attitude -Toward the Ad models    
Can attitudes be changed?    
Exposure    
Effective communication    
Cognitive dissonance    
Influence of personality on buying behaviour    
Marketers have used three personality theories to describe consumers:    
Psychoanalytical theory    
Socio-psychological theory    
Trait theory    
Personal values (self concept or self images)    
Life style concept    
Consumer psychographics    
Influence of group dynamics / peer groups / consumer reference groups    
Consumer Relevant Groups    
The family    
Friendship Groups
Formal Social Groups    
Influence of social and economic classes    
Classification of social class    
Occupation    
Education    
Income    
Religion    
Life style of various social classes    
Influence of family in decision-making    

BUYER BEHAVIOUR    
Buyer behaviour model    
How to predict buyer behaviour    
Decision-making    
High versus Low Involvement Problem-Solving    
Decision making process    
Purchase decisions for FMCG    
Purchase decisions for Consumer Durables    

PURCHASES    
Methods of purchases    
Fully planned purchases    
Partially planned purchases    
Unplanned purchases    
Process of purchases    
Home shopping    
Direct mailing    
E-Commerce, Telemarketing    
Retail shop purchases    
Discount stores    
Direct Response Advertisement    
Results of purchases    
Expectation    
Consumer response to Dissatisfaction    

CASE STUDY    
Research Methodology    
1. Problem identification    
Objectives   
2. Type of research    
Exploratory Research    
Advantages    
Disadvantages    
3. Sampling design process    
4. Tools used for research    
5. Time for completion
Profile of hair oil industry
Segmentation
Consumer Awareness and Penetration
Market size
Growth
Organization Profile
History of Marico
About Marico
International Business Group (IBG)
Geographical Reach
About Parachute
Innovations in Parachute
Our consumers
Quality
Data Collection and Analysis
Frequency of hair oil application
Conclusion
Purchase of blister pack
Conclusion
Pack the customer is using other than the blister pack
How often customers purchase blister pack
Application of Blister Pack
Conclusion
SWOT Analysis of Blister Pack
Strengths
Weaknesses
Opportunities
Threats
Findings
Conclusion
Recommendations

BIBLIOGRAPHY


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