buying behaviour of customers
EXECUTIVE SUMMARY
A project report containing marketing research on “The Impact of Brand Preference among B-Segment cars on Buying behavior of customers at Belgaum city” is partial fulfillment of requirement of MBA-II semester in Belgaum Institute of Management Studies, Belgaum.
So the need to know which is the Brand preferred and the Buying behaviour of customer, I collected the information by a structured questionnaire that included all the requirements what the SMPL needed and the questionnaire is attached in the appendix. This study helps the organization in the following ways:
Management will know the most preferred brand among B-segment cars
Management will understand the buying behaviour of customers
To understand customers preference towards dealers.
So these are some fact by conducting this survey.
INTRODUCTION
It gives me an immense pleasure to present you this entire project. The project emphases on “THE IMPACT OF BRAND PREFERENCE AMONG B-SEGMENT CARS ON BUYING BEHAVIOUR OF CUSTOMERS AT BELGAUM CITY ” the study is undertaken at Shantesha Motors Pvt Ltd. Belgaum.
The project report focuses on the Brand preferred by the customers, their Buying Behaviour, customers preference towards dealers and what all service the customer wanted.
LITERATURE REVIEW
Brand preference:
Today, the primary capital of much business is their brands. For decades, the value of the company was measured in terms of its real estate, then tangible assets, plants and equipments. However, it has recently been recognized that a company’s real value lies outside the business itself, in the minds of potential buyers. For the potential customer, a brand is a landmark. Like money, it facilitates trade.
Faced with a multitude of silent or “hard –to-read” products, whose performance cannot be assessed at first glance, customer are confused. Brand and prices make products easier to “read”, removing uncertainty. A
A project report containing marketing research on “The Impact of Brand Preference among B-Segment cars on Buying behavior of customers at Belgaum city” is partial fulfillment of requirement of MBA-II semester in Belgaum Institute of Management Studies, Belgaum.
So the need to know which is the Brand preferred and the Buying behaviour of customer, I collected the information by a structured questionnaire that included all the requirements what the SMPL needed and the questionnaire is attached in the appendix. This study helps the organization in the following ways:
Management will know the most preferred brand among B-segment cars
Management will understand the buying behaviour of customers
To understand customers preference towards dealers.
So these are some fact by conducting this survey.
INTRODUCTION
It gives me an immense pleasure to present you this entire project. The project emphases on “THE IMPACT OF BRAND PREFERENCE AMONG B-SEGMENT CARS ON BUYING BEHAVIOUR OF CUSTOMERS AT BELGAUM CITY ” the study is undertaken at Shantesha Motors Pvt Ltd. Belgaum.
The project report focuses on the Brand preferred by the customers, their Buying Behaviour, customers preference towards dealers and what all service the customer wanted.
LITERATURE REVIEW
Brand preference:
Today, the primary capital of much business is their brands. For decades, the value of the company was measured in terms of its real estate, then tangible assets, plants and equipments. However, it has recently been recognized that a company’s real value lies outside the business itself, in the minds of potential buyers. For the potential customer, a brand is a landmark. Like money, it facilitates trade.
Faced with a multitude of silent or “hard –to-read” products, whose performance cannot be assessed at first glance, customer are confused. Brand and prices make products easier to “read”, removing uncertainty. A