dissertation report, ppt
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The dissertation explores factors influencing consumer switching behavior in urban markets, with a focus on consumer preferences, choices, and the impact of awareness on brand identity. Through qualitative and quantitative research involving 100 respondents in Aligarh, it was found that price, brand, and availability significantly affect purchasing decisions. The study recommends companies adopt price differentiation strategies and develop products that align with consumer quality expectations to enhance brand loyalty.
dissertation report, ppt
- 1. DISSERTATION REPORT TO STUDY THE SWITCHING BEHAVIOR OF CONSUMER SPECIAL REFERENCE TO URBAN MARKET Project Guide Submitted by MR. GAURAV SAXENA PINKEY RANA
- 2. INTRODUCTION Consumer behavior include mental activity, emotional and physical that people use during selection, purchase, use and dispose of products and services that satisfy their needs and desires (Kotler, 1999)
- 3. OBJACTIVE To find out the impact of different factors on consumer’s switching behavior. To find out the consumer preference & choices. To find out the how consumer awareness affect the brand, price, Market Image of product etc.
- 4. HYPOTHESIS H01: there is no significant impact of different factor on consumer behavior. H02: there is no significant of awareness of consumer that create brand identity. H03: : there is no significant impact of consumer preference & choice towards modern marketing
- 5. METHODS OFANALYSIS Primary data: it can be collected in a number of ways using both qualitative and quantitative methods. i. Quantitative research: Personal questionnaire Telephone interview ii. Qualitative research: In-depth interviews Group discussions
- 6. CONT… Sample size In this research I have collected data from 100 respondents. Who live in different areas of Aligarh. I have personally questioned people by interviewing, group discussing and telephoning and have collected information about the different brand which they have used.
- 7. 0 5 10 15 20 25 30 35 40 No. of respondents CHOICE FOR BUYING A PRODUCT 0 5 10 15 20 25 30 35 40 FACTORS AFFACTING BUYING DECISION No. of respondents 60 20 5 15 60 20 5 15 0 10 20 30 40 50 60 70 Students Professionals Parents Neighbors No. of respondents Percentage (%) GROUP OF PEOPLE 40% 60% Male Female Total CLASSIFICATION BASED ON THEIR GENDER
- 8. CONT… Secondary Data Secondary information has been collected to form the literature review and background on customer switching, Information was gathered from the Internet, University Library, Market reports, journals etc.
- 9. FINDINGS Majority of the respondents opined that various factors affect the buying decisions of products. The majority of the respondents that is 35% opined that influences purchasing decision, 22% of respondents opined that availability influences purchasing decision, 18% of respondents opined that quality influences purchasing decision and 15% of respondents opined that prize factors influences the purchasing decision, 10% of respondents opined that ease of use factors influences the purchasing decision.
- 10. CONT… Majority of the respondents that is 36% preferred prize of the product , 25% of respondents opined that brand factors influences their decision for purchasing a particular product, 17% of respondents opined that packaging influences their decision for purchasing a particular product, 14% of respondents opined that Features of the product influences their decision for purchasing a particular product, only 8% of respondents opined that other factors influences their decision for purchasing a particular product.
- 11. CONCLUSION consumer behavior changes with brand, quality and market image of the product. Consumer taste and preference change with product to product. Knowing about consumer taste & preferences is need of a company for making a unique image in the market and maintain it also for gain more profit and growth of the organization.
- 12. RECOMMENDATION Company should think about price differentiate strategy for consumer. Company should design their marketing strategies in such a way, where a consumer would like to purchase the product repetitively due to associated benefit and by the time company get advantage of brand loyalty.
- 13. CONT… Continuous Research and Development activities should be focused upon to understand the changing pattern of test and preferences of the products by the customers and according the products should be developed. The collected data says that, the consumers are more price conscious, but with this, they are looking for good quality products too. So now company should design their marketing strategy where they can offer quality product with reasonable price.
- 14. THANK YOU