Consumer Buying Behaviour on Soft Drinks

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Live Project on Consumer Buying Behavior on Soft Drinks
BY
Arijit Das
Reg. No : 5027
And
Nadim Ahmed Khan
Reg. No : 5019

Of
VISHWA VISHWANI INSTITUTE OF SYSTEMS AND MANAGEMENT

Under the Guidance of
Sunitha Ratnakaram
Associate Professor

A PROJECT REPORT
Submitted to the
FACULTY OF BUSINESS MANAGEMENT
In partial fulfillment of the requirements
For the award of the
POST GRADUATE DIPLOMA IN MANAGEMENT
November 2010

DECLARATION
We Arijit Das and Nadim Ahmed Khan hereby declare that this project titled “Consumer Buying Behaviour”is an original work carried out by ous , under the guidance of Sunitha Ratnakaram(Associate Professor).The report submitted by ous is a bonafide work carried by ous of our own efforts and it has not been submitted to any other University or published any time before. Arijit Das Nadim Ahmed Khan

Date :20.11.2010 Place : Hyderabad

Table of contents
ChapterNo.| Title| Page No.|
Chapter1| Introduction | |
| introduction of study| 6-7|
| OBJECTIVES| 7|
| NEED OF THE STUDY| 7|
| SCOPE & LIMITATIONS| 7-8|
CHAPTER 2| REVIEW OF LITERATURE| |
| SUMMARY OF 10 ARTICLES| 10-14|
CHAPTER 3| RESEARCH METHODOLOGY| |
| SOURCE AND TYPE OF DATA COLLECTION| 16|
| SAMPLE DESIGN| 16-17|
| RESEARCH INSTRUMENT| 17|
| STATISTICAL ANALYSIS DETAILS| 18-20|
Chapter 4| DATA ANALYSIS| |
| CROSS TABULATION| 22-36|
| GRAPHICAL REPRESENTATION AND INFERENCE| 22-36|
CHAPTER 5| FINDINGS,RECOMMENDATIONS,CONCLUSION| |
| FINDINGS| 38|
| RECOMMENDATION| 38|
| CONCLUSION| 38|
| REFERENCES| 39|
| ANNEXURE| 40-41|

CHAPTER 1
INTRODUCTION

INTRODUCTION
INTRODUCTION TO STUDY
What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer. When purchasing a product there several processes, which consumers go through. These will be discussed below. 1. Problem/Need Recognition

How do you decide you want to buy a particular product or service? It could be that your DVD player stops working and you now have to look for a new one, all those DVD films you purchased you can no longer play! So you have a problem or a new need. For high value items like a DVD player or a car or other low frequency purchased products this is the process we would take. However, for impulse low frequency purchases e.g. confectionery the process is different. 2. Information search

So we have a problem, our DVD player no longer works and we need to buy a new one. What’s the solution? Yes go out and purchase a new one, but which brand? Shall we buy the same brand as the one that blew up? Or stay clear of that? Consumer often go on some form of information search to help them through their purchase decision. Sources of information could be family, friends, neighbours who may have the product you have in mind, alternatively you may ask the sales people, or dealers, or read specialist magazines like What DVD? to help with their purchase decision. You may even actually examine the product before you decide to purchase it. 3. Evaluation of different purchase options

So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush? Consumers allocate attribute factors to certain products, almost like a point scoring system which they work out in their mind over which brand to purchase. This means that...
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