Consumer Behavior and Marketing Strategy

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CONSUMER BEHAVIOUR AND MARKETING STRATEGY TOWARDS DURABLES OF FOREST PRODUCE IN NORTH KARNATAKA

Thesis submitted to the University of Agricultural Sciences, Dharwad In partial fulfillment of the requirement for the Degree of

MASTER OF BUSINESS ADMINISTRATION (AGRIBUSINESS)

By
SHEKU RATHOD.

DEPARTMENT OF AGRICULTURAL MARKETING, CO-OPERATION AND AGRIBUSINESS MANAGEMENT COLLEGE OF AGRICULTURE, DHARWAD UNIVERSITY OF AGRICULTURAL SCIENCES, DHARWAD –580 005 DECEMBER, 2005

ADVISORY COMMITTEE

DHARWAD DECEMBER, 2005

(H. S. S. KHAN)
MAJOR ADVISOR

Approved by : Chairman : __________________________________ (H. S. S. KHAN) Members : 1. ______________________________ (L. B. KUNNAL) 2. _______________________________ (Y. N. HAWALDAR) 3. _______________________________ (R.A. YELEDHALLI)

CONTENTS
Chapter No. I II III IV V VI VII INTRODUCTION REVIEW OF LITERATURE METHODOLOGY RESULTS DISCUSSION SUMMARY AND POLICY IMPLICATIONS REFERENCES APPENDICES Title Page No. 1-6 7-25 26-43 44-77 78-88 89-100 101-108 109-124

LIST OF TABLES
Table No.
3.1 3.2 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16

Title
Distribution of sample consumers of forest durables Distribution of sample manufacturer cum dealers of forest durables Sources of raw materials for manufacture of furnitures Kinds of consumer durables sold by the manufacturer cum dealers Average annual cost structure and turn over of consumer forest durables Extent of concessions received by buyers of forest durables Marketing strategies adopted by the manufacturer cum dealers Distribution of sample consumers based on possession of consumer forest durables Frequency of demand for concessions during purchase Mode of payments of consumers Socio-economic characteristics of consumers of forest durables Break-up of initiators of purchase decisions Analysis of sources of recommendations for purchase decisions Purchase timings of consumers Economic factors influencing buying decisions of the consumers Problems of consumers in purchasing consumer forest durables Problems in procurement of raw material by manufacturers cum dealers Intensity of competition faced by manufacturer cum dealers

Page No.
35 36 46 48 50 52 54 56 58 60 62 65 67 69 71 73 75 77

LIST OF FIGURES
Figure No.
1 2 3 4 5 6 7 8 9 10 11

Title
Maps showing study area Sources of raw materials for manufacture of furniture’s Extent of concessions received by buyers of forest durables Marketing strategies adopted by the manufacturer cum dealers Distribution of sample consumers based on possession of consumer forest durables Frequency purchases of demand for concessions during

Between pages
34-35 46-47 52-53 54-55 56-57 58-59 69-70 71-72 73-74 75-76 77-78

Purchasing timings of consumers Economic factors influencing buying decisions of the consumers Problems of consumers in purchasing consumer forest durables Problems in procurement manufacturer cum dealers of raw materials by

Intensity of competition faced by manufacturer cum dealers

I.

INTRODUCTION

Marketing is one of the most dynamic fields of the management area. An integrated management approach to marketing must proceed by identifying and understanding the prospective customers and their buying behaviour. A consumer may be an individual or an organization. Organizational customers like business firms or manufacturing organizations and government agencies are also basically composed of individuals. The objective of modern firms is to become customer-oriented and satisfy the potential customer needs. To achieve this objective, the firms executive must keep himself abreast of the motivational goals of the potential customers and the changes that occur in such goals from time to time. The firms will determine how best its products can help the consumer to achieve its goals and design the products that way. The present market conditions are highly competitive and in today’s buyers market, the marketing...
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