TOPIC: TO ASSESS THE INFLUENCE OF WOMEN ON THE BUYING BEHAVIOUR OF MEN. YEAR: 2011
TOPIC: INFLUENCE OF WOMEN ON THE BUYING BEHAVIOUR OF MEN.
“ A MAN ATTAINS PERFECTION WHEN HIS WORK IS WORSHIP OF GOD.” We would like to give our hearty thanks to our research head Mrs. Nivi Srivastava for constant support and guidance. Without her support it was a task next to impossible. She has been a constant motivator for the whole team. The final report is a result of continuous efforts put in by the team members so we as individual team members would like to thank each and every member of our team for helping and contributing creative and innovative ideas. Then at last, but not the least we would like to thank our parents and friends who have played an important role in completion of the report. As it is said-“mere verbal thanking is without effect ,but real thankfulness is given from the cordial of heart.” So, we thank all from the bottom our hearts.
TOPIC| PAGE NUMBER.|
CONSUMER BEHAVIOR INTRODUCTION| 7|
REASON FOR SELECTING THIS TOPIC| 9|
GROUP INTRODUCTION| 10|
RESEARCH METHODOLOGY| 11|
DATA ANALYSIS| 18|
RESEARCH TOPIC: INFLUENCE OF WOMEN ON THE BUYING BEHAVIOUR OF MEN
Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends from psychology , sociology , social anthropology and economics. It attempts to understand the buyer decision making process , both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour , with the customer playing the three distinct roles of user, payer and buyer. The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how: * The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers); * The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); * The behavior of consumers while shopping or making other marketing decisions; * Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; * How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and * How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumers
REASON FOR SELECTING THIS TOPIC
Our topic of research was influence of women on the buying behavior of men towards clothes. The reason for choosing this topic was that –first of all this topic has never been researched before and above all we covered several other aspects like the most preferred brand by men , the most preferred market and many others . We have seen that many times women play a major role in decision making in a family. The idea came out from there only that how far a woman influences the buying behavior of men as well besides playing the major role in household decision making. We know that based on marital status the buying behaviour may change because for married respondents the spouse is likely to play a major role in the selection of retail outlet. Hence the respondents are classified into categories namely married and unmarried in our research.
* GARIMA DIKSHIT
* GARIMA SINGH
* KALIKA PRASAD
* KESHAV TREHAN