Understanding Consumer Behaviour

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Understanding Consumer Buying Behaviour of Security Devices and Solutions, and Creating Brand Awareness of Micro Technologies India Ltd.

Submitted by
Mr. Hitesh Bhatia
In partial fulfilment for the award of Post Graduate Diploma in Management IN
June 2011


I hereby declare that this report titled “Understanding Consumer Buying Behaviour of Security Devices and Solutions, and Creating Brand Awareness of Micro Technologies India Ltd”, is an original piece of research work carried out by me. The work has been submitted in partial fulfilment of the requirement of Post Graduate Diploma in Management to SIES College of Management Studies, Nerul.

Date:Project Mentor

This is to certify that Mr. Hitesh Bhatia, a student of the Post Graduate Diploma Management from SIES College of Management Studies, Navi Mumbai, has worked under our guidance and supervision. This Summer Project Report titled “Understanding Consumer Buying Behavior of Security Devices and Solutions, and Creating Brand Awareness of Micro Technologies India Ltd.” has the requisite standard and to the best of our knowledge no part of it has been reproduced from any other summer project, monograph, report or book.



Consumer Behaviour is a vast and complex subject. Understanding Consumer Behaviour is not all that easy and it is almost impossible to predict, with complete accuracy, how consumer(s) will behave in a given situations. Consumer behaviour studies new individuals, groups, and organizations select, buy, use and dispose of goods and services, ideas or experiences to satisfy their needs and desires. The buyer’s characteristics and decision process lead to certain purchase decisions. Here, marketer’s task is to understand what happens in buyer’s consciousness between arrival of outside stimuli and purchase decision. A consumer’s buying behaviour is influenced by actual, social, person and psychological factors. Marketers are interested in watching people shopping, playing, entertaining as they are keenly interested in the wide variety of behaviours they display. The efforts of all marketers are to influence the behaviour of consumers in a desired manner and direct marketing is one of the effective media. Direct marketing allows the marketer to talk to customers as individual, knowing each customer’s personal likes and dislikes and responding in ways, and at times, which suit them. We have chosen the topic of understanding consumer buying behaviour by the medium of direct marketing. The Security devices require high involvement and have a rational approach towards buying. In an attempt to study the above mentioned topic we conducted our research in emerging security equipment’s market.

Consistent with a level of excellence, every attempt has been made to ensure that the material in the project is up to the expectations. I sincerely hope that this report will provide its readers in-depth knowledge about the topic of research. I would like to thank Mr Gurudutt Bailur (Head Marketing, National & International), Mr Sai Kumar, Mr Rajesh Lamba, Mr Sachin Sonawane (Busines Development Manager), Mr Yatin Rane (Tech Support) for their timely guidance and assistance throughout the course of project. I would like to sincerely thank Mr. Aditya Sekhar for his noble ideas which helped in formulation of this project and providing me this golden opportunity to work in his esteemed organization. I am also grateful to all the various organisations who were the target audience for the purpose of research. All of them have played an important role in making this project a success.

Table of Contents
1.Executive Summary8
2.Security Industry at a Glance10
2.1The Indian Electronic Protection Systems Industry10
2.2Electronic Security...
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