“To Understand Consumer Behaviour and Pre Purchase Decision making process for IFB Products” Submitted to the
School of Management Studies
University of Hyderabad
In Partial Fulfillment of the
Requirement for the Award of the Degree of
Master of Business Administration
Under the Guidance of
Dr. SAPNA SINGH
MBA, Ph.D Reader School of Management Studies
University of Hyderabad
At the outset, I wish to thank the management of IFB for their kind gesture of allowing me to undertake this project.
I would also like to thank Dr.Chetan Srivastava(placement co-ordinator, SMS) for his co-operation that helped me grab this opportunity.
My sincere thanks to Mohd. Jahagir Pasha(Assist. Manager IFB) for giving me necessary guidance in choosing the topic and completing the project.
Finally, I am grateful to each and every employee and staff member of IFB, who directly or indirectly helped me during my internship tenure .
“My sincere gratitude to my teacher and mentor Dr. Sapna Singh for the support and guidance from the selection of topic till the completion of the project”.
This is to certify that Mr. G. Ramakrishna of MBA, SMS, UOH, has carried out his summer internship work on the subject entitled “To Understand Consumer Behaviour and Pre Purchase Decision making process for IFB Products” under my guidance and supervision. He had incorporated her analysis and findings into this project being submitted by him in partial fulfillment of the requirements for the award of the degree of Master of Business Administration in School Of Management Studies, UOH. I am satisfied that he has carried out research work independently with proper care and confidence.
Dr. SAPNA SINGH MBA, Ph.D Reader School of Management Studies
University of Hyderabad.
I G.Ramakrishna student of the School of management studies, University Of Hyderabad, do hereby declare that the project report entitled“To Understand Consumer Behaviour and Pre Purchase Decision making process for IFB Products” submitted to the school of management studies (SMS) as a partial fulfillment of the requirement for awarding of master of business administration degree is my own work and it has not been submitted to any other university or institution.
Name of Student : G.Ramakrishna
Registration No. : 11MBMA53
* Chapter – 1
Introduction to Concepts.
* Chapter – 2
Profile of IFB(Company taken for Research).
* Chapter – 3
* Chapter – 4
* Chapter – 5
Conclusions and Recommendations.
Chapter - 1
Consumer Decision Making Processes
By Ken Matsuno
Traditionally, consumer researchers have approached decision making process from a rational perspective. This dominant school of thought views customers as being cognitive (i.e., problem-solving) and, to some but a lesser degree, emotional. Such a view is reflected in the stage model of a typical buying process (often called the consumer information processing model) depicted in Figure.
Figure 1the Consumer Information Processing Model
Source: Adopted from Kotler (1997), Schiffman and Kanuk (1997), and Solomon (1996) In this model, the consumer passes through five stages: problem recognition, information search, evaluation and selection of alternatives, decision...