Godrej 125d51

A PROJECT REPORT ON “STUDY OF MARKETING STRATEGIES” And “CONSUMER BUYING BEHAVIOUR” Of

In Partial fulfillment for the Post Graduate Diploma in Business Management By VARUN KUMAR WALIA Roll No.: GJUJUL08AA056 Batch JULY (2008-2010) Under the Guidance of MAHINDER SRIVASTAV

NSB SCHOOL OF BUSINESS B-II/1, MCIE, Delhi-Mathura Road, New Delhi

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DECLARATION

I VARUN KUMAR WALIA studying in NSB SCHOOL OF BUSINESS, New Delhi, do hereby declare that this project title “market screening in sliding channel” & “buying behaviour in security system” has been prepared by me, under the guidance of Mr.

MAHENDRA

SRIVASTA. This is after undertaking the project in, which is in fulfillment of the requirement of PGDBM program 0f NSB SCHOOL OF BUSINESS, New Delhi.

Date Place

VARUN KUMAR

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ACKNOWLEDGEMENT

Preparing this project of the title is a difficult but interesting task and I was fortunate enough to get from a number of people to whom I shall always remain greatful.

I would like to express my sincere gratitude to Mr. Mahendra Srivastava- . For his valuable guideline and , with which this project has been completed successfully. His kind encouragement and constant guidance is highly appreciated towards the complete of this study.

I am highly thankful to “Mr. Mahendra Srivastava”, for giving valuable suggestion

and inputs throughout the project .i am really

ive of his valuable advice, guidance , precious time, of that overfed.

VARUN KUMAR

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EXECUTIVE SUMMARY (Synopsis) With the growth of securities system in manufacturing, we have seen many companies came and out. Some of them survive for long enough. Godrej is one of the best with its quality consciousness have able without much difficulty. Godrej is not a great sell but it comes due to quality, it is among top ranker in all over India.

During the summer training I have taken up following two projects on special context particularly They are 1. Market screening on launching for sliding channel & 2. Consumer buying behavior on securities system

So the objective or the task of the study was 1. Find out market strategy of relative goods. & 2. Check the behavior of consumer for product purchase of Godrej

Project-1

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To understand the different competitors’ commodities, in the present scenario of the market with their product & services provides in Sliding channel. And analyzing & interpreting the collection of data we will launch of Godrej brand through optimize strategy. The sampling area taken whole NCR, NEW DELHI. This would help to company for launching the product as customer base.

Projct-2 The main implication of the study was to know ages of the Godrej products in securities system, reason for preference given to a particular brand & knowing whether promotion plays an important part in the sale respective of consumer wants & choice. The sampling area taken in FARIDABAD.

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TABLE OF CONTAINS

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TABLE OF CONTAINS

1. preface ………………………………………………………1 2. Acknowledgement …………………………………………3 3. Executive summary(synopsis) ……………………………..4 4. About the company …………………………………………8 5. Abut the topic ……………………………………………….19 a) Market screening……………………………………..20

b) Analysis……………………………………………....39 c)

Consumer buying behavior…………………….........64

6. Observation ……………………………………………… .55 7. Suggestion …………………………………………………78 8. Limitation ………………………………………………….81 9. Conclusion………………………………………………....83

10. Bibliography………………………………………………85 11. Questionnaire ……………………………………………..87

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►MANAGEMENT

Chairman & Managing Director: J. N. Godrej Other Executive Directors

: P. D. Lam, K. A. Palia, V. M. Crishna, A.G.Verma

Non-executive Directors

: A. B. Godrej, N. B. Godrej, K. N. Petigara, B. A. Hathikhanavala, F. P. Sarkari, P. P. Shah, A.

New Delhi branch

: locks division

Asst. gen. manager

: Mr. Attul Tripathi

Branch head

: Mr. Rajesh Ohri

Dy manager

: Mr. A.S. Akbar

Sr executive

: Mr. vinay kumar,

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INTRODUCTION TO THE COMPANY

The Company celebrated its centenary in 1997. In 1897 a young man named Ardeshir Godrej gave up law and turned to lock-making. Ardeshir went on to make safes and security equipment of the highest order, and then stunned the world by creating toilet soap from vegetable oil. His brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej towards becoming a vibrant, multi-business enterprise. Pirojsha laid the foundation for the sprawling industrial garden township (ISO 14001certified) now called Pirojshanagar in the suburbs of Mumbai. Godrej touches the lives of millions of Indians every day. To them, it is a symbol of enduring ideals in a changing world. The Company is one of the largest privately-held diversified industrial corporations in India. The combined Sales (including Excise Duty) of the Company, its subsidiaries and s, during the Fiscal Year ended March 31, 2008, were about Rs. 90,000 million (US$ 1,900 million). Board of Directors Chairman & Managing Director: J. N. Godrej

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Other Executive Directors: P. D. Lam, K. A. Palia, V. M. Crishna, A. G. Verma Non-executive Directors: A. B. Godrej, N. B. Godrej, K. N. Petigara, B. A. Hathikhanavala,F. P. Sarkari, P. P. Shah, A. BRANCHES •

Mumbai, Ahmedabad, Bhopal, Dombivli, Indore, Jabalpur, Nashik, Pune, Raipur, Thane

•

New

DelhiI,

Chandigarh,

Faridabad,

Ghaziabad,

Gurgaon,

Jaipur,Jalandhar, Jammu, Kanpur, Lucknow, Noida •

Chennai,

Bangalore,

Coimbatore,

Hyderabad,

Kochi,

Secunderabad,Trivandrum, Visakhapatnam • •

Kolkata , Bhubaneswar, Guwahati, Ranchi, Patna The Company has a network of 60 Company-operated GODREJ LIFESPACE Retail Stores, more than 2,200 Wholesale Dealers, and more than 18,000 Retail Outlets. The Company has Representative Offices in Sharjah (UAE), Riyadh (Saudi Arabia) and Guangzhou (China-PRC). A young man called Ardeshir Godrej, gave up his law

studies and turned to lock making. He was the first Indian manufacturer to - 10 -

displace well entrenched foreign brands from the Indian market. The word Godrej, etched into his metal locks, became the symbol of self reliance for the

generations

that

followed

-

the

signature

of

TRUST.

Over the years, Godrej locks have changed in form, function and scope of application.

One

thing

however

remains

constant-the

stamp

of

RELIABILITY and TRUST. In fact names like "Navtal" and "Night Latch" are today a part of every Indian's daily life. .Godrej is the first Indian lock manufacturer to introduce Ultra locking systems. Made with loving care and precision, Godrej locks go through a series of performance tests to withstand real

life

exigencies.

“Welcome to the world of Godrej locks...everlasting locks, enduring service.”

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PRODUCTS OF GODREJ Godrej is a part and parcel of every Indian’s life. From locks to personal care. From appliances to air care. From furniture to construction. There are innumerable ways we enrich quality of life - everyday, everywhere. We offer an entire spectrum of industrial solutions from storage to material handling to process equipment and many, many more. Whether clients are looking for standard equipment or custom engineering solutions, the first name is Godrej. CONSUMER PRODUCT 1. Appliances 2. Locks

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3. Furniture 4. Security equipment 5. Audio visual solution 6. Type writers 7. Vending machine 8. Soap & personal care 9. Food 10. Air care 11. House hold insecticide 12. Housing 13. Paste management & services

INDUSTRIAL PRODUCT 1. Automated warehouse

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2. material handling equipment 3. Process equipment 4. Precision component system 5. Machine tool service 6. Electrical & electronics 7. Tooling 8. It solution 9. PLM solution 10.

Medical diagnostics

11.

Agro product

12.

Chemical

13.

Construction material service

14.

Lamkin motor group

Awards & Recognition 2006 •

Lalji Mehrotra Foundation Award for Excellence, conferred by National Society for Equal Opportunities for the Handicapped. Great Son of India Award given to Sohrab Godrej by National

•

Convention For Protection of India’s Resources and Environment . 2005 • BNHS Green Governance Award for the Category - Conservation & Restoration of Habitat, awarded to Godrej & Boyce Mfg. Co. Ltd. 2003

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• Economic Times Corporate Excellence Award for Corporate Citizenship

1994 •

Nisarga Mitra Award from Rotary Club of Bombay, Vikhroli for Environmental Conservation.

1991 Indira Gandhi Paryavaran Puraskar awarded to Sohrabji Godrej. 1989 •

Institution of Economic Studies Lock Shree Award for Social Commitment towards the society. ABOUT GODREJ LOCKS Godrej locks is a part of Godrej Group, one of India’s leading

companies. The Godrej Group has nurtured a century of growth and progress in India with a forward-looking attitude and an eye of the future. Godrej is the realization of man who dared to dream big dreams. His name was Ardeshir godrej, and he started a small company that manufactured locks. Today his dream has enveloped every Indian’s life. It has spawned multi million dollar conglomerate, which is a house hold name all over India.

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From locks a personal care, from appliances to hair care. From furniture to construction. From personal products to food. From high tech engineering solution to world-class consumer products, godrej is a from internal part of the lives of millions of Indians. Godrej has a strong network of over 50 company-owned retail stores, with more than 2,200 wholesale dealers and over 18,000 retail outlet stores. The Group is today estimated to be more than $1.3 billon. Over and above every thing, the spirit of entrepreneurship, the vision of dynamic tomorrow, and the capacity to build and realize dreams, is in essence of the Godrej Group.

BANKERS Central Bank of India, Union Bank of India, Citibank N.A., ICICI

Bank Ltd., State Bank of Patiala, and Axis Bank Ltd.

Businesse & recognition The Company has the following businesses (with respective certifications), which manufacture and/or market a wide range of consumer durables and industrial products:

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Appliances

(ISO

9001/14001)

Refrigerators, Washing Machines, Air Conditioners, Microwave Ovens and DVD Players “Interio” Office And Home Furniture (ISO9001/14001) Office Furniture - Desking, Seating, Open Plan Office Systems, Appliances

(ISO

9001/14001)

Refrigerators, Washing Machines, Air Conditioners, Microwave Ovens and DVD Players “Interio” Office And Home Furniture (ISO 9001/14001) Office Furniture - Desking, Seating, Open Plan Office Systems, Computer furniture and Storages; Home Furniture - Living, Dining and Bedroom furniture; Kitchen cabinets. Laboratory furniture; Marine accommodation; Healthcare furniture; Turnkey interiors; Carpet tiles; Mattresses Locks (ISO 9001/14001, OHSAS 18001) Padlocks, Furniture locks, Mechanical and electromechanical door locks, Door Controls, Architectural and Glass Hardware, Customized solutions and Cartini range of Scissors, Knives and Kitchen Accessories Security Equipment & Solutions : (ISO 9001 / 14001, OHSAS 18001) Strong Room Doors, Safe Deposit Lockers, Cash Boxes and Coffers, Data/ATM Safes, Burglary and Fire Resisting Safes, Record& Filing Cabinets, Electronic Coffers, Currency Sorters and Cash Counting Machines, Fire/Security/Marine Doors, Entranza Home Doors, Fire and

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Burglar Alarm/Premises Security Systems, Video Door Phones, CCTV System, Access Control Systems Prima (ISO 9001) Vending Machines and Services; Conferencing Products and Solutions Material

Handling

Equipment

(ISO

9001/14001,

O

18001)

Forklift Trucks ( Diesel, Electric and LPG ) and Attachments, Container Handling Trucks, Telehandlers, Warehousing, Industrial Cleaning and Personnel Access Equipment, Spare Parts, Service and Maintenance Contracts Industrial Products (ISO 9001/14001) Precision Toolings (Press Tools/ Vacuum Forming Moulds/Pressure DieCasting

Dies),

Special

Purpose

Machines,

High

Precision

Components/Equipment for Engineering and allied industries, Sheet Metal Working Machines – Sales and Service Process Equipment (ISO 9001; ASME ‘U’, ‘U2’, ‘U3’, ‘S’; AD-2000

Merkblatt

‘HP0’;

Chinese

‘SELO’)

Heavy Walled Reactors, High Pressure Vessels, High Pressure Shell and Tube Heat Exchangers, Reactor/Tower Internals and Trays Construction And Real Estate (ISO 9001/14001, OHSAS 18001) Ready Mix Concrete, Construction Projects, Property Development, Real Estate Services

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Electrical And Electronics (ISO 9001/14001, OHSAS 18001) Busbar Power Distribution Systems, Compressors and Compressed Air Control

Systems,

Industrial

Electronics

and

Automation,

Energy

Conservation and Green Building Services, Turnkey Electrical/MEP Contracts and Power Infrastructure Projects

ed Office, Head Office and Mumbai Branch

Pirojshanagar, Vikhroli, Mumbai (Bombay) 400 079, India Phone:

91

Godrej

Response

corporate

-

22

-

6796

Centre

5656 toll-free

website:

/

6796 number:

5959

/

6796

1-800-22

55

1300 11

http://www.godrej.com

Retail portal: http://godrejlifespace.com

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For further information, at the Company’s Head Office: •

P. D. LAM, EXECUTIVE DIRECTOR AND PRESIDENT Phone: 91-22-6796 5001 / 6796 5002 Fax: 91-22-6796 1516 E-mail: [email protected]

•

K. A. PALIA, EXECUTIVE DIRECTOR (FINANCE) Phone: 91-22-6796 5101 / 6796 5187 Fax: 91-22-6796 1518 E-mail: [email protected]

ABOUT THE OROJECT 1. MARKET SCREENING TO THE LOUNCHING OF SLIDING CHANNEL 2. CONSUMER BUYING BEHAVIOUR IN SECURITIES SYSTEM

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MARKET SCREENING

•

Environment screening is the process of collecting information through observation, review of business, trade, government publication & marketing research method efforts. Than such collected information is reconciled and assessed so as to interpret the findings. By evaluating available information, a marketing manager should be able to determine possible threats and opportunities associated with environmental fluctuations. By these marketing efforts, marketing strategies could be developed for the coming time.

•

Learn about which markets offer the best opportunities for your particular product or service, known as the term of market screening.

• A market screening project provide market research analysis for each of these factors for each market and allows you to rank and prioritize markets for growth and expansion. • The aim of market screening is to identify the potential for your products in the market

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• In today’s retail environment, many successful retailers are discovering that they have saturated their current markets. These retailers often turn to new markets that may provide opportunities for growth. Unfortunately, while a retailer may understand their own markets, they may have limited knowledge of which new markets offer the greatest potential.

The Strategic Edge provides retailers with answers they need to ensure successful expansion. Through the use of Geographic Information Systems (GIS), The Strategic Edge has the capability to screen markets on local, regional, and national levels. A successful screening typically begins with the creation of a database developed on the retailer’s existing stores. Trade areas are defined for the stores and then literally hundreds of demographic and lifestyle characteristics are compiled. The database is then analyzed to identify the key variables in predicting success. Based on the key variables from the database analysis, markets or areas are identified which have high concentrations of the key demographic and lifestyle characteristics. These markets can then be prioritized for expansion efforts, or if necessary, eliminated from consideration. The Strategic Edge has recently applied screening methodologies for several clients. One screening was for a farm supply company that was

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looking for new market opportunities in a specific region of the country. Through a database analysis, a combination of demographic, lifestyle, and agricultural data were determined to be the key variables for predicting success of the stores. Markets were then identified which had the necessary combination of these success factors. Another screening performed by The Strategic Edge was for a junior department store. Markets were identified based on certain demographic thresholds. Once a market was identified, a regression-based forecasting model was applied to each market. These forecasts provided a "first look" at several hundred markets that would otherwise not be possible through typical real estate investigations. As the two examples illustrate, the goal of a market screening is to identify markets with high opportunities. Any definitive real estate decisions should be based upon more in-depth analyses. Such analyses include base economic analysis, developing expenditure potential, and analyzing competition, identifying specific sites, and forecasting sales. The Strategic Edge offers a full array of market research services to supplement GIS market screenings and ensure successful expansion decisions. CLARITAS Market Screening Identify and rank your best markets for expansion Overview Our market screening studies can provide the framework for real estate expansion by identifying and prioritizing new markets for entry. By understanding of your target customer, we can identify those markets with

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the greatest concentration of your customers and determine the optimal number of units each market can successfully . Nielsen Clarita’s Analytical Consul ting’s studies will assist you in determining where and how you can grow your business. Features & Benefits A Market Prioritization study is designed to score and evaluate large markets based on their potential for your sites. Potential is based on an analysis of a combination of the following three factors: •

Demand Potential–the total dollar or customer potential for

your product or service offering •

Share Potential–the share of the demand potential that you can

capture (typically based on the degree of competition in the market) •

Market Receptivity–the demographic fit of consumers for the

product or service being sold and the level of competition within the market A market screening project provide market research analysis for each of these factors for each market and allows you to rank and prioritize markets for growth and expansion. The aim of market screening is to identify the potential for your products in the market. Making the decision a new market is not easy and often requires a lot of analysis in order to get to the point that you want to spend the required financial

and

time

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resources.

The Danish Trade Commission in Kazakhstan offers an easier and better way of doing it: We will analyze the potential for you. We need only minimum information from you for this initial phase, which is often found in your homepage. Then a small list (2-4) potential partner is drafted and through brief telephone interviews their interest in such products is established. The main focus of the interview is to analyze the interest from established

actors

in

the

market.

Time consumption for such an activity is only 5-10 hours and thus you can make a simple feasibility study in the range of DKK 3575-7150. It should naturally be mentioned that this process is not exhaustive and cannot present the full picture. It should be followed up by possibly a brief market survey, a thorough partner search in order to identify the right partner and a meeting session. Additionally follow-up is needed in order to keep pushing the local partner.

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OBSEVATIONS

During the training period I analyze the market through different type of questionnaires which helped me to understand the market opportunity and threats such that launching of new product of sliding channel it will help as very important role for the Godrej Company. In NCR Reason I screen the in different location such as Faridabad, noida, gorgoan, Ghaziabad. New Delhi etc in hardware shop, retailer & wholesaler. I observe the information and collected data through questionnaire describe as following. 1. Do you sale sliding channel? a. yes

b.no

2. Product’s company name which you sale? a………… b………..c………….d………….

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• While dealing with the shopkeeper or retailer it is firstly very important to know as to either he sales sliding channel or not, if yes then my next question was to know that how many different brand of company ha sales.

•

Through the above questionnaire I found that mostly outlets consist of product, such as follows. 1. Hettich 2. Flyrell 3. Ozone 4. Chinese 5. Other

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3. What as the percentage contribution in volume in brand wise in a month? A ………….

B. ………..

C. …………..

D. ………..

4. What is the percentage contribution in value/amount in brand

wise

respecting month?

•

A ………….

B. ………….

C. ………….

D. ………….

Depending upon the customer demand, the shopkeeper stated approximately him sales contribution value such as 500 pieces or 1000 pieces, something else accordingly as the brand wise early in no. second.

•

In next step I have to arise how much rupees approximately he salles in a month, they told me approximately value like 50,000, 40,000,30,000,20,000.15.000

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• Due to above questionnaire the main to find out the opportunity and threat of newly launch sliding channel.

5. How many sizes do you sale? Please specify. ………………………………………………………… 6. What is the warranty on these products? A………….

B………….

C………….

D………….

• The average no of customer purchase mostly particular size but available in market in different size, such as follow. 10”, 12”, 14”, 16”, 18”, 20”, 22”, 24”, 28”, 30”, 34” •

Mostly customer demand 18” & 20” that’s why outlets contain these two sizes generally.

• In the next step I have to know about the warranty of these products. •

Generally shop provides warranty for one year in Hettich, Flyrell & Ozone.

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7. What is the rate? (MRP) company wise per inch or net. A………….

B………………..

C…………

C……………….

8. What is the standard packing? (In a set).

•

A………….

B…………..

C…………..

D………….

The company produced two type of products heavy or light so price obviously vary and shopkeeper also decide price in some extent in minor differ. So the average value in rupees in brand wise is given in per 20” in lump sum. Price

std. packing

a. Hettich- 340

10

b. Flyrell- 320

15

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c. 0zone – 280

10

d. Chinese- 100

15

e. Other -100

15

9. Who is the end customer? a. kitchen dealer b.general customer c. builder d. other 10. Are you satisfied with these companies?(by which company and why) ………………………………………………….. •

The person who purchases the sliding channel from you is which one. In different location I have got different result on it. Such as in Chawri bazaar most of shop keeper sales local Chinese sliding channel demanded by general customer but builders and kitchen dealer demand branded in the same market.

•

As far as concerning of satisfaction of shopkeeper reply me there is no blames in Flyrell Ozone & Hettich, LIFE LONG and satisfaction for the customer that’s why demand in market.

•

On the other hand Chinese is also big deal in market but there is no threat of Godrej since it deal target customer is middle & high profile person.

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ANALYSIS Through out the market analyzing I must shows here swot analysis based on market. SWOT Analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective

Strategic and Creative Use of SWOT Analysis A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. An example of a strategic planning technique that incorporates an objective-driven SWOT analysis is Strategic Creative Analysis (SCAN)[1]. Strategic Planning, including SWOT and SCAN analysis, has been the subject of much research. •

Strengths: attributes of the person or company that are

helpful to achieving the objective.

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•

Weaknesses: attributes of the person or company that are

harmful to achieving the objective. •

Opportunities: external conditions that is helpful to

achieving the objective. •

Threats: external conditions which could do damage to

the business's performance. Identification of SWOTs is essential because subsequent steps in the process of planning for achievement of the selected objective may be derived from the SWOTs. First, the decision makers have to determine whether the objective is attainable, given the SWOTs. If the objective is NOT attainable a different objective must be selected and the process repeated. The SWOT analysis is often used in academia to highlight and identify strengths, weaknesses, opportunities and threats. It is particularly helpful in identifying areas for development. If, on the other hand, the objective seems attainable, the SWOTs are used as inputs to the creative generation of possible strategies, by asking and answering each of the following four questions, many times: •

How can we Use and capitalize on each Strength?

•

How can we improve each Weakness?

•

How can we Exploit and Benefit from each Opportunity?

•

How can we mitigate each Threat?

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SWOT analysis may limit the strategies considered in the evaluation. "In addition, people who use SWOT might conclude that they have done an adequate job of planning and ignore such sensible things as defining the firm's objectives or calculating ROI for alternate strategies.” Findings from Menon et al. (1999) and Hill and Westbrook (1997) have shown that SWOT may harm performance. As an alternative to SWOT, J. Scott Armstrong describes a 5-step approach alternative that leads to better corporate performance. These criticisms are addressed to an old version of SWOT analysis that precedes the SWOT analysis described above under the heading "Strategic and Creative Use of SWOT Analysis." This old version did not require that SWOTs be derived from an agreed upon objective. Examples of SWOT analyses that do not state an objective are provided below under "Human Resources" and "Marketing."

Internal and external factors The aim of any SWOT analysis is to identify the key internal and external factors that are important to achieving the objective. These come from within the company's unique value chain. SWOT analysis groups key pieces of information into two main categories: •

Internal factors – The strengths and weaknesses internal

to the organization. - Use a PRIMO analysis to help identify factors

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•

External factors – The opportunities and threats

presented by the external environment to the organization. Use a PEST or PESTLE analysis to help identify factors The internal factors may be viewed as strengths or weaknesses depending upon their impact on the organization's objectives. What may represent strengths with respect to one objective may be weaknesses for another objective. The factors may include all of the 4P's; as well as personnel, finance, manufacturing capabilities, and so on. The external factors may include macroeconomic matters, technological change, legislation, and socio-cultural changes, as well as changes in the marketplace or competitive position. The results are often presented in the form of a matrix. SWOT analysis is just one method of categorization and has its own weaknesses. For example, it may tend to persuade companies to compile lists rather than think about what is actually important in achieving objectives. It also presents the resulting lists uncritically and without clear prioritization so that, for example, weak opportunities may appear to balance strong threats. It is prudent not to eliminate too quickly any candidate SWOT entry. The importance of individual SWOTs will be revealed by the value of the strategies it generates. A SWOT item that produces valuable strategies is important. A SWOT item that generates no strategies is not important. .

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Corporate planning As part of the development of strategies and plans to enable the organization to

achieve

its

objectives,

then

that

organization

will

use

a

systematic/rigorous process known as corporate planning. SWOT alongside PEST/PESTLE can be used as a basis for the analysis of business and environmental factors. •

Environmental scanning o

Internal appraisals of the organization's SWOT,

this needs to include an assessment of the present situation as well as a portfolio of products/services and an analysis of the product/service life cycle •

Analysis of existing strategies, this should determine

relevance from the results of an internal/external appraisal. This may include gap analysis which will look at environmental factors •

Strategic

Issues

defined

–

key

factors

in

the

development of a corporate plan which needs to be addressed by the organization

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•

Develop new/revised strategies – revised analysis of

strategic issues may mean the objectives need to change •

Establish critical success factors – the achievement of

objectives and strategy implementation •

Preparation of operational, resource, projects plans for

strategy implementation •

Monitoring results – mapping against plans, taking

corrective

action

which

may

mean

amending

objectives/strategies.[10] : Marketing management In many competitor analyses, marketers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments, and other factors. Marketing management often finds it necessary to invest in research to collect the data required to perform accurate marketing analysis. Accordingly, management often conducts market research (alternately marketing research) to obtain this information. Marketers employ a variety of techniques to conduct market research, but some of the more common include: •

Qualitative marketing research, such as focus groups

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•

Quantitative marketing research, such as statistical

surveys •

Experimental techniques such as test markets

•

Observational techniques such as ethnographic (on-site)

observation •

Marketing managers may also design and oversee various

environmental scanning and competitive intelligence processes to help identify trends and inform the company's marketing analysis.

strengths •

Advantages of proposition, no.1 brand in India.

•

Capabilities

•

Competitive advantages

•

USP's (unique selling points)

•

Resources, Assets, People likes majority of Godrej.

•

Experience, knowledge, data

•

Financial reserves, likely returns

•

Marketing - reach, distribution, awareness

•

Location and geographical

•

Value, quality

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•

Qualifications, certifications

weaknesses •

Not easily available due to selected shop

•

Customer think it is costly in some extant

•

Out of presence and reach of lower family

•

Lack of distributors in some selected area

opportunities •

Market developments Processes of sliding channel in future

•

Brither future in market

•

Customer satisfied with brand name so high demand

•

We should try for Global influences

•

New markets establish in particular channel product

•

New strategic plan for unique selling price

•

Business and product development in future

•

Volumes, production, & economics through sliding channel

Threats

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•

Competitor effects in substitute product

•

Competitor intentions - various

•

Market demand may be increase or decrease

•

Seasonality effects so launch before right time

ANALYSIS Chawari bazaar.(40 shop) Value in Rs (000)

No of shop/retailer

0—10

10

10—20

6

20—30

5

30—40

5

40—50

2

50—60

3

60—70

1

70—80

3

80—90

3

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90—100

2

10

0—10 10—20

8

20—30 30—40

6

40—50 4

50—60 60—70

2

70—80 80—90

0 No of shop/retailer

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90—100

GHAZIABAD(12)

Value in Rs (000)

No of shop/retailer

0—n/c

2

n/c—10

2

10—20

1

20—30

3

30—40

0

40—50

2

50—60

1

60—70

1

70—80

0

80—90

0

90—100

0 0—n/c

3

n/c—10

2.5

10—20

2

20—30 30—40

1.5

40—50

1

50—60

0.5

60—70

0

70—80 No of shop/retailer

80—90 90—100

- 42 -

BWARIKA (7)

Value in Rs (000)

No No of of shop/retailer shop/retailer

0—n/c

1

n/c—10

0

10—20

0

20—30

1

30—40

1

40—50

3

50—60

0

60—70

1

70—80

0

80—90

0

90—100

0 0—n/c

3

n/c—10 10—20

2.5

20—30 30—40

2 1.5

40—50 50—60 60—70

1

70—80 80—90

0.5 0

90—100

BASANT KUNJ & BASANT BIHAR(4)

- 43 -

0—n/c

1

n/c—10

1

10—20

3

20—30

0

30—40

0

40—50

0

50—60

0

60—70

0

70—80

0

80—90

0

90—100

0 0—n/c n/c—10 10—20

3 2.5

20—30 30—40 40—50

2 1.5

50—60 60—70 70—80

1 0.5

80—90 90—100

0

KAROL BAGH(7)

- 44 -

0—n/c

0

n/c—10

2

10—20

1

20—30

1

30—40

1

40—50

1

50—60

0

60—70

0

70—80

0

80—90

0

90—100

1 0—n/c n/c—10 10—20 20—30 30—40 40—50 50—60 60—70 70—80 80—90

2 1.5 1 0.5

0

90—100

MALVIYA NAGAR (7)

- 45 -

0—n/c

2

n/c—10

0

10—20

2

20—30

1

30—40

1

40—50

0

50—60

1

60—70

0

70—80

0

80—90

0

90—100

0 0—n/c

2

n/c—10 10—20

1.5

20—30 30—40

1

40—50 50—60 60—70

0.5

70—80 80—90

0

90—100

NOIDA (20)

- 46 -

0—n/c

17

n/c—10

1

10—20

1

20—30

1

30—40

0

40—50

0

50—60

0

60—70

0

70—80

0

80—90

0

90—100

0 0—n/c n/c—10 10—20 20—30

18 16 14 12

30—40 40—50 50—60 60—70

10 8 6 4

70—80 80—90 90—100

2 0

SAHADRA(9)

- 47 -

0—n/c

2

n/c—10

2

10—20

3

20—30

1

30—40

0

40—50

1

50—60

0

60—70

0

70—80

0

80—90

0

90—100

0

3

0—n/c n/c—10 10—20 20—30

2.5 2

30—40 40—50 50—60 60—70

1.5 1

70—80 80—90 90—100

0.5 0

- 48 -

MAYUR VIHAR(8)

0—n/c

2

n/c—10

0

10—20

0

20—30

2

30—40

3

40—50

1

50—60

0

60—70

0

70—80

0

80—90

0

90—100

0 0—n/c n/c—10 10—20

3 2.5

20—30 30—40 40—50

2 1.5

50—60 60—70 70—80

1 0.5

80—90 90—100

0

KOTLA (35)

- 49 -

0—n/c

0

n/c—10

2

10—20

8

20—30

6

30—40

7

40—50

6

50—60

3

60—70

2

70—80

0

80—90

0

90—100

0 0—n/c

8

n/c—10 10—20 20—30

7 6 5

30—40 40—50

4

50—60 60—70 70—80

3 2 1

80—90 90—100

0

KALKA JEE (12) - 50 -

0—n/c

0

n/c—10

7

10—20

3

20—30

0

30—40

1

40—50

1

50—60

0

60—70

0

70—80

0

80—90

0

90—100

0

7

0—n/c n/c—10 10—20 20—30 30—40

6 5 4

40—50 50—60 60—70 70—80

3 2 1

80—90 90—100

0

WAZIRPUR, rajori gaden,kirti nagger(12)

- 51 -

0—n/c

2

n/c—10

3

10—20

1

20—30

3

30—40

0

40—50

2

50—60

1

60—70

0

70—80

0

80—90

0

90—100

0 0—n/c n/c—10 10—20

3 2.5

20—30 30—40 40—50 50—60

2 1.5 1

60—70 70—80 80—90

0.5 0

90—100

PITHAMPURA, KARKARDOOMA (9)

- 52 -

0—n/c

2

n/c—10

1

10—20

1

20—30

0

30—40

3

40—50

1

50—60

0

60—70

1

70—80

0

80—90

0

90—100

0 0—n/c

3

n/c—10 2.5

10—20 20—30

2

30—40

1.5

40—50 50—60

1

60—70 70—80

0.5

80—90

0

90—100

FARIDABAD(13)

- 53 -

0—n/c

1

n/c—10

5

10—20

3

20—30

1

30—40

0

40—50

1

50—60

0

60—70

0

70—80

1

80—90

0

90—100

1 0—n/c n/c—10 10—20 20—30 30—40 40—50

5 4 3 2

50—60 60—70 70—80 80—90 90—100

1 0

WHOLE NCR in product sell, value (205)

- 54 -

Value in Rs (000)

No of shop/retailer

0—n/c

30

n/c—10

48

10—20

36

20—30

23

30—40

19

40—50

18

50—60

13

60—70

6

70—80

5

80—90

3

90—100

4 0—n/c

50 40

n/c—10 10—20

30

20—30 30—40

10

40—50 50—60 60—70

0

70—80 80—90

20

No of shop/retailer

- 55 -

90—100

- 56 -

OBSERVATION During the period of two month I have gone through in different location in NCR reason, such as Basant kunj, Basant Bihar, Sahadara, Noida, Ghaziabad, Mayor Bihar, Chawari bazaar, Malviya nagar, etc. The short observation in these locations given as follow

- 57 -

CHAWRI BAZAR

SSS.No 1

Name of outlet Kailash chand aggrawal& sosns Sachin hardware

person Mukesh aggrawal

no. 9810066579

Hettich flyrell n y

ozone n

chinese other n y

Total value 19000

Sachin gupta

9891239220

n

n

n

n

Y4

140000

Srinagar home décor Essel marmot private ltd Vipin sales corporation Sushil kumar & .bros J m chamanlal aggrawal & co Shanty hardware

Sanjeev kumar

0113243557 9 9873760447

n

n

n

y

y

n/c

y

n

n

n

y

32000

0112326458 7 9899143602

y

n

y

n

Y2

33000

y

n

y

n

y

58500

n

n

n

y

n

27000

n

n

n

y

y

15000

Shiv ram das & sons Hari sons & co.

Pappu pandey

0112326803 9 0112327123 1 0112325210 9 9311810111

n

n

n

n

Y3

25000

y

n

n

n

Y3

75000

manufa

n

n

n

y

Y2

n/c

Deepak kuchhal Mukesh kumar

0112324144 4 0112326621 5 9911096536

n

n

n

y

n

7000

n

n

n

y

n

8000

Mohan lal

9999627466

n

n

n

n

Y3

n/c

15

Babu ram om sons Badrinath mal govind Prasad Kishori lal tayal & sons Nirmani hardware Hardware house

Anil gupta

9213580228

n

n

n

y

Y3

40000

16

Arun hardware

arun

n

n

n

n

y

5000

17

Goyel jee sons

Ritesh goyal

0112259320 6 9313519970

y

y

y

y

n

n/c

18

Mittal brass colletion Jatindar brose &hardware T c jain& Mahesh brothers

rajesh

9810212421

y

y

y

n

y

n/c

jatindar

989903319

n

y

y

y

y

80000

mahesh

0112391946 4

n

n

y

y

y

12000

2 3 4 5 6 7 8 9 10 11 12 13 14

19 20

Arun kumar vipin Sushil aggrawal lalchaman Dheeraj arora

Ashish kumar

- 58 -

SSS.No 1

Name of outlet S S Brass udyog

person Anuj gupta

no. 01123242627

2

P K Traders

Mukesh jain

01123928826

3

Garg hardware

nilesh

01123263444

4

K K Aluminium

J k goyal

5

Vijay gupta & sons Aggrawal trading co. Sanjay international M j hardware store H C hardware centre R S Baburaman & hardware Shayam hardware K B Hardware

Vijay gupta

6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Hettich flyrell y y y

ozone y

chinese other y

y

Total value 3000

y

n/c

y

30000

9213750770

Y4

90000

01123255263

Y4

40000

y

0113285060

y

Y2

80000

Sanjay

9810163421

y

y

55000

naved

9811118387

y

20000

Inderpal bansal 01132573849

y

Y3

80000

baburaman

y

y

30000

shayam

01123269195 n 01123238270

Y4

15500

Sakeel ahmad

9312267669

y

y

n/c

Yukti hardware Collection Yukti hardware Store BDR Enterprises Summer chand aggrawal&son Hira lal & co.

Parag gupta

9899519466

y

Y

320000

y

55000

y

47000

Y3

14500

Pawan kr jain

9312882228

y

Y2

9000

S S Hardware &signatory Hardware home

Parveen zeeshan J p gupta

9891029971

n

y

y

y

y

32000

9891642539

n

y

n

y

n

38000

y

y

01123236484 aarti

01123221818

y

y

y

01123263048 y

- 59 -

DWARKA

SSS.No 1 2 3 4 5 6 7

Name of outlet Jindal sanitary & hardware Gupta sons hardware National paints & hardware Mangal agencies pvt ltd. Garg traders paits& hardware Modern paints & hardware Jindal traders

person amit

no. 25083485

Hettich flyrell y

ozone

chinese other y Y2

Total value 40000

naresh

25075100

y

y

y

y

65000

Vikram singh

9810264186

y

y

Y2

40000

vikash

9891456840

y

anil

9810673077

y

raju

25392226

rohit

2532212

y

8

- 60 -

y

y

35000 Y3

40000

Y3

24000

Y2

n/c

MALVIYA NAGAR & G.K1,2

SSS.No

Name of outlet

person

no.

Hettich

flyrell

ozone

Trimurti ,gurunanak store Narula paints & hardware Jay kay paints & hardware Mehata sanitary store Mahalaxmi sinatry store

d.n dawar

26687796

y

y

y

9810073630

y

y

1

R C Gupta & sons(gk1)

1

Zindal sanitry & Mr zindal h/w(gk2)

1 2 3 4 5

Jaswant singh

26683523

K l mehta

9811128137

Rakesh arora

9811225151

Mr sanjeev

9212045125

Foreign importer

29238413

y

y

Total value 36000 26000

y y

- 61 -

chinese other

y

12000

y

18000

y

n/c

n/c

y

y

y

50000

NOIDA 4 &9, greater noida(gn)

SSS.No 1 2 2 13 24 5 16 27 8 19 210 11 12 13 14 15 16 17 18 19 20

MAYUR BIHAR 1, (kalyan puri, pandav nagar, padpar ganj) Name of outlet person person no. no. Hettich Hettich flyrell flyrell ozone ozone Kapoor National marbal gopal Vishal kapoor 9312770656 9810248439 y hardware, house&hardware sanitary store Verma sale Rajesh saxena 22755088 y y Prakash corporation Gaurav sharma 9891447684 hardware&mill store Subham paints & Govind Santoshlal goyal 22778328 9811723303 y y Grover hardware hardware store Guru nanak Sushil lalwani 0112277301 9871324340 y Purnima niraj yy hardware store 1 Ankit paints & Kewal goyal 9871712244 y y hardware Om paints & Mansa ram 9810426635 Gupta traders sachin 22750144 yy hardware Shiv Satish sharma 9971084506 9811575287 y Goyalhardware paints & gaurav store hardware Shiva machinery Praveen mittal 9811838115 y y &hardware Khandelwal J p khandelwal 9899601786 y y Sharma paints & Binod kumar 9213871430 y enterprises hardware Chander chandramohan 9871079002 yy y Gupta paints Anuj gupta 9810728638 y hardware Raman Raman bansal 9811212081 y international Vicky hardwere Vickey jain 9818403308 y &sanitary store Arun gargi &co. C s bansal 0120251644 2 Anil paints & anil 9818616699 y y hardware store Parastrading co. Dinesh jain 9811759509 y y Payal hardware baibhav 9212270313 y y Arihant kitchen 9811759509 y y gallerys Sri krishana Mr krishana y traders Rajnish paints& Dayaram singh 9999648511 hardware(gn) Shri jagat 9810798830 mahavira&timber Plywood - 62 -

chinese chinese other other Y4 Y3

Total Total value value 25000 n/c

y Y3

30000 n/c n/c

yy

Y2

n/c 30000

y

y Y2

n/c 45000

y

y

n/c n/c

y

yy

18000 n/c

y

y Y3

n/c n/c

Y2

n/c n/c

yy

y

n/c 20000

y

yY 2

n/c 36000

Y3

n/c n/c

y

n/c

y y

y y

n/c Y2

n/c

y y Y2

n/c n/c 21000 n/c

Y2 y

12000 n/c

SSS.No 1

Name of outlet Mittal hardware

person Arun mittal

no. 9810872236

2

Venus hardware

laukesh

3

Surya hardware

rahul

0120651681 2 9818818808

4

Saraswati hardware S k hardware

Praveen bansal

9211311170

nadeem

9910012395

Shankarhardware &mill store Shankar machinery&hard Sumangalam steels Manish hardware store Ambika mills store Goyal hardware store Ekta hardware

Manoj gupta

9891707513

y

y

20000

Atul kr

9810733791

y

y

20000

Lokesh gupta

2790517

y

manish

2830533

S k goyal Alok kumar goyal Mr singhal

5 6 7 8 9 10 11 12

Hettich flyrell y

ozone y

chinese other y

y y

y

Total value 60000

y

10000

Y3

40000

y

40000 Y4

20000

Y3

n/c

y

y

n/c

9810488670

y

y

10000

9899749997

y

Y2

25000

Y2

50000

9811048850

y

GHAZIABAD

- 63 -

y

S.No Name of outlet

person

no.

Hettich flyrell

1

Mr sachin

9818516013

y

Mr jain

22325891

y

Mr jaganlal

9910058553

y

trimurti

22596334

2 3 4 5 6 7 8 9

Tirupati hardware store C k jain hardware Sonali aluminium hard. Narula trading co. Sri mahavir traders& hard. Jagdamba hardware Shree bansal H/W paints Gupta sanitary & hardware Kumar h/w store

y

y

y

y

y

22320034

y

Lalit garg

9818921412

y

Rajiv bansal

9971702834

y

Rajiv gupta

9990015722

y

Pawan kumar

9811066618

y

SHAHDARA(loni road,)

- 64 -

ozone

chinese Other

Total value

y

n/c

y

y

12000

y

Y2

n/c

Y2

n/c

y

14000 Y3

y

45000 Y2

y

8000

10000 20000

CONSUMER BUYING BEHAVIOUR

Definition

of

Buying

Behavior:

“Buying Behavior is the decision processes and acts of people involved in buying and using products and services”. Need to understand: •

Why consumers make the purchases that they make?

•

What factors influence consumer purchases?

•

The changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for: •

Buyers’ reactions to a firms marketing strategy has a great impact on the firms success.

•

The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy.

- 65 -

•

Marketers can better predict how consumers will respond to marketing strategies.

Consumer Buying Behaviors What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer. When purchasing a product there several processes, which consumers go through? These will be discussed below. 1. Problem/Need Recognition How do you decide you want to buy a particular product or service? It could be that your DVD player stops working and you now have to look for a new one, all those DVD films you purchased you can no longer play! So you have a problem or a new need. For high value items like a DVD player or a car or other low frequency purchased products this is the process we would take. However, for impulse low frequency purchases e.g. confectionery the process is different. 2. Information search So we have a problem, our DVD player no longer works and we need to buy a new one. What’s the solution? Yes go out and purchase a new one, but which brand? Shall we buy the same brand as the one that blew up? Or stay

- 66 -

clear of that? Consumer often goes on some form of information search to help them through their purchase decision. Sources of information could be family, friends, neighbors who may have the product you have in mind, and alternatively you may ask the sales people, or dealers, or read specialist magazines like What DVD? to help with their purchase decision. You may even actually examine the product before you decide to purchase it.

3. Evaluation of different purchase options. So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush? Consumers allocate attribute factors to certain products, almost like a point scoring system which they work out in their mind over which brand to purchase. This means that consumers know what features from the rivals will benefit them and they attach different degrees of importance to each attribute. For example sound maybe better on the Sony product and picture on the Toshiba, but picture clarity is more important to you then sound. Consumers usually have some sort of brand preference with companies as they may have had a good history with a particular brand or their friends may have had a reliable history with one, but if the decision falls between the Sony DVD or Toshiba then which one shall it be? It could be that the review the consumer reads on the particular Toshiba product may have tipped the balance and that they will purchase that brand. 4. Purchase decision Through the evaluation process discussed above consumers will reach their final purchase decision and they reach the final process of going through the

- 67 -

purchase action e.g. The process of going to the shop to buy the product, which for some consumers can be as just as rewarding as actually purchasing the product. Purchase of the product can either be through the store, the web, or over the phone. Post Purchase Behavior Ever have doubts about the product after you purchased it? This simply is post purchase behaviors and research shows that it is a common trait amongst purchasers of products. Manufacturers of products clearly want recent consumers to feel proud of their purchase; it is therefore just as important for manufacturers to for the sake of their recent purchaser so consumers feel comfortable that they own a product from a strong and reputable organization. This limits post purchase behavior. i.e. You feel reassured that you own the latest d product.

Factors influencing the behaviors of buyers. Consumer behavior is affected by many uncontrollable factors. Just think, what influences you before you buy a product or service? Your friends, your upbringing, your culture, the media, a role model or influences from certain groups? Culture is one factor that influences behaviors. Simply culture is defined as our attitudes and beliefs. But how are these attitudes and beliefs developed? As an individual growing up, a child is influenced by their parents, brothers, sister and other family member who may teach them what is wrong or right.

- 68 -

They learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs (AIO) . These factors will influence their purchase behaviors however other factors like groups of friends, or people they look up to may influence their choices of purchasing a particular product or service. Reference groups are particular groups of people some people may look up towards to that have an impact on consumer behavior. So they can be simply a band like the Spice Girls or your immediate family . Opinion leaders are those people that you look up to because your respect their views and judgments and these views may influence consumer decisions. So it maybe a friend who works with the IT trade who may influence your decision on what computer to buy. The economical environment also has an impact on consumer behavior; do consumers have a secure job and a regular income to spend on goods? Marketing and advertising obviously influence consumers in trying to evoke them to purchase a particular product or service. People’s social status will also impact their behavior. What is their role within society? Are they Actors? Doctors? Office worker? And mothers and fathers also? Clearly being parents affects your buying habits depending on the age of the children, the type of job may mean you need to purchase formal clothes; the income which is earned has an impact. The lifestyle of someone who earns £250000 would clearly be different from someone who earns £25000. Also characters have an influence on buying decision. Whether the person is extrovert (out going and spends on entertainment) or introvert (keeps to themselves and purchases via online or mail order) again has an impact on the types of purchases made.

- 69 -

Maslow’s Hierarchy of Needs Abraham Maslow hierarchy of needs theory sets out to explain what motivated individuals in life to achieve. He set out his answer in a form of a hierarchy. He suggests individuals aim to meet basic psychological needs of hunger and thirst. When this has been met they then move up to the next stage of the hierarchy, safety needs, where the priority lay with job security and the knowing that an income will be available to them regularly. Social needs come in the next level of the hierarchy, the need to belong or be loved is a natural human desire and people do strive for this belonging. Esteem need is the need for status and recognition within society, status sometimes drives people, the need to have a good job title and be recognized or the need

to

wear

branded

clothes

as

a

symbol

of

status.

Self-actualisation the realisation that an individual has reached their potential in life. The point of self-actualisation is down to the individual, when do you know you have reached your point of self-fulfillments? But how does this concept help an organisation trying to market a product or service? Well as we have established earlier within this website, marketing is about meeting needs and providing benefits, Mallows concept suggests that needs change as we go along our path of striving for self-actualisation.

- 70 -

Supermarket firms develop value brands to meet the psychological needs of hunger and thirst. Harrods develops products and services for those who want have met their esteem needs. So Mallows concept is useful for marketers as it can help them understand and develop consumer needs and wants. If a marketer can identify consumer buyer behavior, he or she will be in a better position to target products and services at them. Buyer behavior is focused upon the needs of individuals, groups and organizations. It is important to understand the relevance of human needs to buyer behaviors (, marketing is about satisfying needs).

Let's look at human motivations as introduced by Abraham Maslow by his hierarchy of needs: The hierarchy is triangular. This is because as you

- 71 -

move up it, fewer and fewer people satisfy higher level needs. We begin at the bottom level. Physiological needs such as food, air, water, heat, and the basic necessities of survival need to be satisfied. At the level of safety, man has a place to live that protects him from the elements and predators. At the third level we meet our social and belongingness needs i.e. we marry, or groups of friends, etc. The final two levels are esteem and self-actualisation. Fewer people satisfy the higher level needs. Esteem means that you achieve something that makes you recognized and gives personal satisfaction, for example writing a book. Self-actualisation is achieved by few. Here a person is one of a small number to actually do something. For example, Neil Armstrong self-actualized as the first person to reach the Moon. The model is a little simplistic but introduces the concept a differing consumer needs quite well. To understand consumer buyer behavior is to understand how the person interacts with the marketing mix. As described by Cohen (1991), the marketing mix inputs (or the four P's of price, place, promotion, and product) are adapted and focused upon the consumer. The psychology of each individual considers the product or service on offer in relation to their own culture, attitude, previous learning, and personal perception. The consumer then decides whether or not to purchase, where to purchase, the brand that he or she prefers, and other choices.

- 72 -

Stages of the Consumer Buying Process Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity...discussed next. The 6 stages are: 1. Problem Recognition (awareness of need)--difference between the

desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat. Can be stimulated by the marketer through product information--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes. 2. Information search-o

Internal search, memory.

o

External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc.

A successful information search leaves a buyer with possible alternatives, the evoked set. Hungry, want to go out and eat, evoked set is o

Chinese food

o

Indian food

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o

burger king

o

Klondike kates etc

3. Evaluation of Alternatives--need to establish criteria for evaluation,

features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, Indian

gets

highest

rank

etc.

If not satisfied with your choice then returns to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives. 4. Purchase decision--Choose buying alternative, includes product,

package, store, method of purchase etc. 5. Purchase--May differ from decision, time lapse between 4 & 5,

product availability. 6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction.

Cognitive Dissonance, have you made the right decision. This can be reduced

by

warranties,

after

sales

communication

etc.

After eating an Indian meal, may think that really you wanted a Chinese meal instead.

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ANALYSIS IN BUYING BEHAVIOUR Consumer buying behavior is one of the part of my summer training, in this session I found out the consumers behaviors about the security system of the Godrej products. One of the specific locations in NCR I have given whole FARIDABAD. On that time I had to go for under construction buildings & meet their owner, builders, or contractors, and collect information feed back about Godrej products & motivate him to prefer this branded product for using go through catalok. OBSERVATION Short analysis of this project is given below. In this analysis I have checked the behave of customer about the purchasing Godrej product. Due to durability, quality,& product warrenty customer prefer it but on the other hand it’s price & after purchase services, shows difficulty. further detail in swot & suggestions ,conclusion page.

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faridabad S.NO 1 2 3 4 5 6 7 8 9 10 11 12 13

Owner’s name & no Virju tawar 9810409976 Rajendra jha 9800523424 J k aggrawal 9810065155 Rajesh sharma Praveen goyal 9818099273 Hari kishor, moti 9873353248 Rajiv bansal 981016824 Surendra gupta 9812132970 Unknown 9213423993 Mr gupta Mr Dharmender 2295103 Ravi sharma

18

Dr k k bansal 2266306 Asian institute of medical science 01294143715,16,18 Mr.goyal 9810070109 Sanjay mangala 9212463309 Unknown 9868539476 Mr khurana

19

Mr ram shahay

14 15 16 17

Meeting person/contractor’s Name & no. Gorakhnath(tiles contractor) 9891048029 Owner

Address Stage H.no/sec 770/29 1 month

Feed back

3/29

currently

Well response

(Satish )Supervisor 9810005945 Ramesh sharma(buildor) 9871339184 Ramesh sharma(builder) 9871339184 Haran kushwaha(contractor) 9953417130 Ram such(guard)

1333/29

currently

Very well

132/28

1 month

Very well

1338/28

1 month

Well response

740/19

currently

Very well

878/19

currently

Very well

Plumber,., rakesh 9971121436 Anil 9711101438 Zameer, wooden contractor 9899573273 Directly meet

902/19

currently

Very well

712/19

currently

Very well

534/19

1 month

Very well

450/19

currently

Fully interested

389/19

currently

363/19

1 month

Not well response Well response

346/21A

1 month

Very well

Binod sharma, contractor 9871746414 diretly

297/46

currently

Well response

210/46

currently

Fully interested

Md rafi, contractor 9210358777 Sundar singh, builder 9811200321 Sunde singh, builder 9811200321

224/46

currently

Fully interested

256/46

1 month

Fully interested

444/46

currently

Interested

Murli chauhan, contractor 9810605445 Chandradev, contractor 9971130903 Mr satveer singh,supervisor 9350805528

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Architect

Kishanarora 9810169106

M&M procon pvt ltd

Well response

Faridabad faridabad S.NO 1 2 3 4 5 6 57 6 8 7 9 8 10 9 11 10 12 11 13 12 14 13 15 16 17 18 19

Owner’s name & no Deewan Vinay gupta singh

Meeting person/contractor’s Name & no. Sunder Mr Manish, singh, guard buildr 9811200321 9711063163 Rajendra Pawan kr singh mittal directly Ramesh chand ,builder 9717717688 9811208431 9871659907 Rajesh Titu, gopal gupta vatika Munna Workerlal, , raju builder 9811503651 9999070497 9005468419 Brigedior Amit chand S K Karla directly Wooden contractor Mam-9971177781 Zameer ahamzd 9899573273 Geeta bharna Kalam , contractor 9811811811 9953822263 S k Bhatia directly 9811937800 Monto, Ramesh chand Dhruv G.H-9 Rajendra jha., project 9871659907,9810848147 engineer,9999744212 Sameer sapreee Bhushan pratap singh 9717338411 Rajiv goyal Chotte lal , guard Bansal mukesh Lakki, security guard 9811539777 9899136744 9015961695 Shaheel zee Aakash, cotractor Mr.kapoor Ram naresh 9212440812 9871752965 9868305731 Sahdev sawai ,buildor Bijay gupta Pandit sharma 9810930908 0129-4001129 9990027434 Aggrawal shahab Mr suri , contractor Mahendra arora Anuj kumar 9811343527,9810386514 9910005857 987103000 wooden Fammudin, Vijay shree H .s. rohel 9015767374 contractor,9899792029 997198000 Sanjeev arora Naseem ansari,wooden Jawahar lal zee jain cotractor,9810379108 Narendar verma 9910480480 9311180078 s. p rajsingh Moilal, wooden contractor 9718220342 Ajay aggrawal Badrinath , wooden 9811779981 Contractor , 9810802640 Kameshwar jha Jammudin,wooden 98180221227 contractor,9811547387 Sripath kushwaha Electric contractor 9811552032 Mr.gupta Mr vimal,engrer 995880491,9810378534 Suman aggrawal Sanat kumar 9818555926

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Architect Maan singh 9810848196 Hoshiyaar singh Ramesh chand, contractor 9871659907 ,981084814 7 Genetic construction pvt ltd

Amaranth 9871118318 Vishambhar 9891226147 Hemant manda

Good living pvt ltd

Address H.no/sec 443/46 795/16A

Stage

Feed back

21 month

Interested Well response

364/46 332/16A

1currently month

286/46 323/16A

1currently month

Well response Fully interested Verywell Not well

264/46 51,52/16A

currently

Excellent Very well

270/46

currently

Very well

237/46

currently

Well response

50/16A G.H-9/46

21 month

Not Verywell well

160/16 706/21A 1276/15 339/21A 1268/15 26,27/21C 1209/15 256/21B 1212/15 770,777/ 1217/15 21C 96/21A 1469/15 658/21C

currently 1 month Currently currently 1 month currently currently 1 month currently currently Currently currently currently 1month

Fully interested Well response Fully interested Very well Well response Very well Very well Not clearly Very well Not well Very well response Well response Not well Well response

176/21C

currently

1173/21D

currently

Not well response Well response

228/16A

currently

Well response

62/16A

Currently

712/16A

currently

Fully interested Not well

SUGGESTION

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SUGGESTIONS • Focus on differentiation The company needs to focus differentiation. I.e. how this sliding channel will different from others company in the market in the term of durability, stability, quality and most important technology. This can be done in the form of hoardings, banners, televison, etc. which can take an individual differentiation and thus explain to the customers. •

Educate the retailers. All the retailer need to explain the procedures involved in solving a

problem or dealing with the defects if at all present. There were a few retailers who had virtually no knowledge of business, but still they were in it and were complaining. •

Taking advantage of creation of generics.

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In almost the whole city the customers don’t ask for a particular brand of sliding channel and therefore the retailer can sale at his will. So company can take advantage of this and plan in occupying the whole market. The knowledge and awareness about the product and its usage is very low.

• More sale promotional schemes. The company should concentrate more sale promotional schemes. For e.g. a retailer should be given incentives on the selling of the brand, giving goods credit period, given some benefits on displays.

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LIMITATIONS

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LIMITATION •

Market screening is limited area in only NCR reason, including Noida, Ghaziabad, & Delhi. While consumer buying behavior. Limited area in only

FARIDABAD. •

The limitation of this data is that, it is applicable to retailer, wholesaler, and shopkeeper. And there may be lack of knowledge from their sides.

• To some extent retailer biasness in giving answers may be limiting factor. • Time factor was a major constraint for the study.

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CONCLUSION

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CONCLUSION

•

According to the screening of market sliding channel will face a high degree of competition from every day. Since its substitute commodities in market who is branded, will have very tuff competition.

•

Also the demand may increase when Godrej coming sliding channel launch comprises with Hettich, Ozone, and Flyrell.

•

Godrej is still the market leader in NCR Delhi due to durability, master in quality, warranty & price.

•

It has been also found that normally customers and retailers both were satisfied by Godrej.

•

Surprisingly it has been found that ment hardly plays a part in deciding the purchasing behavior.

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•

After launching the product of sliding channel, we will give more sales promotional schemes such as incentives, displays, and discounts make customers and retailers loyal towards their brand.

BIBLIOGRAPHY

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BIBLIOGRAPHY

Books for reference • Market Management—Philip kotler • Marketing Research—David luck &Ronald

Robin

• Marketing Management—Ramaswami & Namakumari Website • www.Godrej.com • www.Godrejlocks.com • www.google.com

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QUESTIONNAIRE

Name of outlet and no.

1. Do you sale sliding channel? a. yes

b.no

2. Product’s company name which you sale? a………… b………..c………….d…………. 3. What as the percentage contribution in volume in brand wise in a month? A ………….

B. ………..

C. …………..

D. ………..

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4. What is the percentage contribution in value/amount in brand respecting month? A ………….

B. ………….

C. ………….

D. ………….

5. How many sizes do you sale? Please specify. ………………………………………………………… 6. What is the warranty on these products? A………….

B………….

C………….

D………….

7. What is the rate? (MRP) company wise per inch or net. A………….

B………………..

C…………

C……………….

8. What is the standard packing? (In a set). A………….

B…………..

C…………..

D………….

9. Who is the end customer? a. Kitchen dealer

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wise

b.General customer c. Builder d. Other 10. Are you satisfied with these companies? (By which company and why) …………………………………………………..

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