IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION In
N R INSTITUTE OF BUSINESS MANAGEMENT
Submitted to: Prof. Dr.SHERIFF MEMON
Submitted by: BHOOMI PARMAR(117350592100) ASHA VERMA(117350592058)
TABLE OF CONTENT Chapter No. 1 2 3 Research Methodology Literature Review Annexure Draft of Questionnaire 4
Introduction of green marketing
In today's business world environmental issues plays an important role in marketing. All most all the governments around the world have concerned about green marketing activities that they have attempted to regulate them. For example, in the United States (US) the Federal Trade Commission and the National Association of Attorneys-General have developed extensive documents examining green marketing. In my research there has been little attempt to academically examine environmental or green marketing. It introduces the terms and concepts of green marketing, briefly discuss why going green is important and also examine some of the reason that organizations are adopting a green marketing philosophy. It also focuses some of the problems with green marketing. Besides this, this report also stresses upon the effect of green marketing on the consumers. The data has been collected from the respondents through surveys and a detailed questionnaire was designed for that purpose. The interviews have been conducted from the respondents at different locations in Kolkata. The sample size includes 50 respondents. The data gathered has been analyzed on a question-by-question basis. The details of the research findings are mentioned after the analysis, and recommendations are given based on the research findings. Finally I can say Green marketing isn't just a catchphrase; it's a marketing strategy that can help a company to get more customers and make more money. But only if you do it right
Green marketing is relatively new focus in business endeavours and came into prominence only in the late eighties. Since the mid nineties environmental legislation has increased, leading to a higher level of awareness of environmental issues in the business domain and many corporations being required to consider the issues in their strategic planning in order to meet stricter environment standards. The past decade has shown that harnessing consumer power to effect stricter environmental change is far easier said than done. So we are finding the trend of green marketing and its impact on consumers and companies both, so that we can conclude its effectiveness and can assume the future of green marketing.
The objectives of present study are: To understand the concept and importance of green marketing. To understand the buying behaviour of consumers related to green marketing. To understand how green marketing helps company to built its image. To find the awareness among consumers about green marketing and their view regarding green marketing. To understand how the green marketing strategies are developed by different companies. To analyse the benefits of having green marketing strategies from side of both company and consumers
IMPORTANCE OF THE RESEARCH: The research is useful to know the exact idea about what the consumers are thinking about these emerging concepts and practice of green marketing strategies adopted by the companies. It is also important to know what consumers have perceptions about the companies inclination towards the environment friendly practices in the market and also to know what benefits they get by such practices. The research will also be helpful for future conductor and analyst who want to check the likability of the green marketing and current trend of the companies new marketing strategy.