Consumer Decision Making on High Involvement Products(Hatchback Car)”

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A project report
On
“Consumer Decision Making on High Involvement Products(Hatchback Car)”

INDEX
Chapter-1 Introduction
Chapter-2 Research Methodology
Chapter-3 Data Analysis & Intrepretation Chapter-4 Conclusion

Chapter-2 RESEARCH METHODOLOGY

RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. It is the conceptual structure within which research is conducted. It constitutes of the blueprint for the collection, measurement and analysis of data.

The research design for this research is descriptive in nature.

SAMPLING DESIGN

A sampling design is a definite plan for obtaining a sample from a given population. Refers to the technique or the procedure the researcher would adopt in selecting items for the sample.

4.2.1 UNIVERSE

All the people who have car.
Universe can be finite or infinite. Universe is the set of objects to be studied in the research. It refers to all the people who are related directly or indirectly to the research problem. Al the people of world having a car.

4.2.2 POPULATION

All the people who have car in Ludhiana .

4.2.3 SAMPLE

Few people residing in Ludhiana will be selected from the population for this research as a sample. It is a subgroup of the population comprising of elements that are selected for the study. It contains some members of the population. It is a representative of the population so that inferences can be drawn about the larger population with the help of a smaller sample.

4.2.4 SAMPLING UNIT

Any and every individual having car and who is eligible to be a part of the sampling population of this research. It is that one particular unit that is eligible to be a part of the population and has a chance of being included in the sample. It is any and every member of the population which can be included in the sample.

4.2.5 SAMPLE SIZE

A sample size of 200 people is proposed for the research. The number of elements to be included in the sample for study is sample size. It is the number of sampling units included in the sample.

4.2.6 SAMPLING TECHNIQUE

It is a specific procedure used to draw a sample from the population. For this research non-probability convenient and snowball sampling has been used.

4.3 DATA COLLECTION TOOLS

The task of data collection begins after the research problem has been defined and research plan has been chalked out.

4.3.1 PRIMARY DATA

The primary data are those data which are collected a fresh and for the first time, and thus happen to be original in character. Primary data has been collected with the help of structured questionnaires.

4.3.2 SECONDARY DATA

The secondary data are those data which have already been collected by someone else and which have already passed through the statistical process. Secondary data has been collected from the World Wide Web, internet and other online resources such as other related researches.

SECONDARY RESEARCH
BUYER BEHAVIOR - DECISION-MAKING PROCESS
How do customers buy?
Research suggests that customers go through a five-stage decision-making process in any purchase. This is summarized in the diagram below:

This model is important for anyone making marketing decisions. It forces the marketer to consider the whole buying process rather than just the purchase decision (when it may be too late for a business to influence the choice!) The model implies that customers pass through all stages in every purchase. However, in more routine purchases, customers often skip or reverse some of the stages. For example, a student buying a favourite hamburger would recognise the need (hunger) and go right to the purchase decision, skipping information search and evaluation. However, the model is very useful...
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