Project Report Of Harsha Final Amit 623q2k
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DECLARATION
I, Amit A Suryavanshi hereby declare that the Project titled “Impact of Promotional Activities on Consumer Buying Behavior” submitted by me in partial fulfillment of the requirement for the award of the degree of “Bachelor of Business istration” by Karnataka University, Dharwad, is my original work and is not submitted elsewhere.
Date:
Amit A Suryavanshi
Place: Hubli
B.B.A VI SEM
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Acknowledgement
It gives me an immense pleasure to present this report on “Impact of Promotional Activities on Consumer Buying Behavior ”. I take this pleasant opportunity to express my most humble and deep sense of gratitude to our Principal Prof.M.L.Hiregoudar and Prof. V I Akkihal BBA co-ordinator Of Dharwad College Management Dharwad, for their encouragement. I also express deep regards to my Internal Project Guide Prof.Vijay Biradar for his perennial encouragement throughout the project.
I also express my gratitude towards “Harsha” Hubli for providing me the opportunity to work on Internship Program & also guided me & helped in the preparation of this project.
Special Thanks to our external guide Mr. Vijaykar for providing the valuable time and knowledge in course of this Summer Internship Program.
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AMIT
A
SURYAVANSHI CONTENTS
CHAPTER 1: COMPANY PROFILE CHAPTER 2: RESEARCH TOPIC &OBJECTIVES CHAPTER 3: RESEARCH METHODOLOGY CHAPTER 4: DATA ANALYSIS CHAPTER 5: FINDINGS, SUGESSTIONS & CONCLUSION CHAPTER 6: ANNEXURE & REFRENCES
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Executive Summary
The research study is conducted on the customer perception towards the Promotional Activities at Harsha Hubli. Harsha is one of the top retail outlets for consumer durables and home appliances in Hubli city from last 10 years with great customer care and service. The Harsha is the part of Prakash Retail the Udupi based industry have 8 branches across the Karnatak and they are in consumer durable and home appliances since 1987. The Prakash retail was founded in the year 1987 by Bola Poojary, and their main head office is also located in Ambalpodi of Udupi and current managing by Surya prakash K. The Harsha Hubli was established in the year2001, currently the branch handling is Mr. Vijayakar and Harsha Hubli has 14% shares of Prakash retail with the last year turnover of 14crore in Harsha Hubli. 5 | Page Dharwad College Of Management
The Research study has the following objectives To know the impact of promotional activities towards HARSHA outlet Hubli. To find out the customer expectations from HARSHA outlet Hubli. To know the factors that influence consumers buying behavior. To know the various information sources help in buying process. To know the promotional strategies of Harsha that attracts the customers.
To meet these objectives a survey amongst 100 respondent of Harsha in Hubli city is conducted through suitable questionnaire technique and responses are collected. The survey also has hypothesis and through SPSS software the analysis is carried out. After analysis facts and findings are obtain and suitable suggestion has been mentioned in the report. The final conclusion is most of the respondent of Harsha Hubli said that they are attracted towards Harsha because of the promotional activities carried on and thus have positive perception towards the Harsha Hubli, and they also has expectations from the Harsha.
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Chapter 1
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COMPANY PROFILE
PROFILE OF HARSHA ENTERPRISES:
Harsha is a retail outlet, which is dealing in consumer durables and home appliances like TV, refrigerators, washing machines, air coolers, coolers, mixer grinders, micro ovens etc. This is belongs to Prakash Electric Co.Pvt.Ltd {now it’s PRAKASH RETAIL} of Prakash Group of Companies. ORIGIN OF THE ORGANIZATION: 8 | Page Dharwad College Of Management
Prakash group started by Mr. Bola Poojary and five of a family settled in Udupi and hence its head office is situated in Udupi. In the year 1986, they came with an idea of retailing business. This was at a time when organized retailing was hardly recognized or appreciated sector in the country. In the year 1987 the company put its first step in retailing sector by establishing a new showroom in Udupi entitled as “ Harsha” or ‘Happiness’. From a single showroom in 1987 to a six chain of suspenseful outlets Prakash Electric Co. has come a long way. From expertise in handling just 500 to 3500 stock-keeping units till date, Prakash Electric co. private limited brands if HARSHA have almost become synonym with shopping in every market to its presence. In the largely unorganized sector of retailing in was a vision of its founders to redefine the ethical values and hailing the spirit of customer’s responsiveness to build a brand that signifies trust. Today after 18 years in business, the dream has started taking its shape unlike ever before. With over 650 million in revenues HARSHA stands 2nd states. With 6-world class showroom, 2 warehouses, 250 employees all managing 3500 SKU’S HARSHA, is today a true force in retailing to reckon with. What make them different among the breed are their valued threat are shaped with deep understandings of human relations and ion for going extra mile for our customers. Founder of the Company: Mr. Bola Poojary Head office: Udupi (Ambalpodi) Management Team of Prakash Group of Companies: Mr. Surya Prakash K
(M.D) & (Head of Finance Department)
Mr. Ashok Kumar
(Head of Operations Department) 9 | Page
Dharwad College Of Management
Mr. Harish M
(Head of Marketing Department)
Mr. Suresh M Department) Mr. Rajesh M
(Head of Research and Development (overall management and company affairs)
OBJECTIVE OF HARSHA: To deliver a quality product that gives value for money and excellent service that is satisfied and delights the customer totally. Principles of HARSHA Practice: Every individual must be respected. Every individual should be the best possible service Give the world the best you have, the best will come back to you. Before you say “I cannot” say “I will try”, then give it your best. If we keep our customers happy, they will keep us in business Quality always scores let us keep ours high. Once our customer, always our customers. Keep learning new, make-work interesting. Harsha….. “What You Don’t Get Elsewhere”…..
Harsha Quality Policy: We are committed to delight our customers by providing a wide range of products and worlds best brands, great shopping experience and prompt, professional services.
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Branches of Harsha: There are Harsha having total 8 Branches across the Karnataka cities like Udupi, Mangalore, Shimoga, Puttur, Hubli, Kundapur, Belgaum with a new branch in Dharwad.
Harsha at Hubli: The Harsha Showroom started in Hubli in the year of 2001 at Balkrishna square complex at Station Road Hubli. The total area of Harsha Hubli is 4500sq ft. The Harsha Hubli is one of the important retail outlet of Prakash Retail. Because it is the main branch at north Karnataka and have nearly 14% of the shares of Prakash Retail.
Major Products @ Harsha: Home Appliances and Kitchen Products: Mixies, Wet grinders, Cookers, Crockery, Non- stick wares, Fans, Irons, toasters, Stoves, Water purifies, Water heaters. Electronic Goods: Cordless Kettles, Wall Clocks, Rechargeable Lights, Cameras, Mobiles, Pen drives, Digi-cams, Handi-cams, i-pods etc. Consumer Durables Products: Television, Music System, DVD, VCD, Ovens, Air coolers and Air Conditioners, Refrigerators, Washing Machines, Home Theatre Systems EtcMajor Brands: 11 | P a g e Dharwad College Of Management
LG, Videocon, Godrej, Samsung, Onida, Philips, Kenstar, Santa, Usha, Ultra, Hawkins, Prestige, Eagle, khaitan, Bajaj, Thomson, Maharaja, butterfly, V-Guard, Sony, Olympus, BPL, IFB, Panasonic, Whirlpool, Voltas, Sansui, Motorola, Nokia, etc.
Departments at Harsha: Sales Department: This is the major department handle by the 16 sales executive and supervisor in-charge of sales with the additional staff of 6 assign by company of various brands. Service Department: This department is managed by the Service incharge and the 7 member staff. There are 2types of services at Harsha Hubli. Indoor Service: This is at service department of Harsha. Outdoor Service: This service is done as per the customer call at their house. s Department: This department handles by the 2 , where the various records of Bank and cash collections, Bank Deposits, Outstanding collections and other major transactions are managed. Material Department: This department handles by the Material Manager and other 2 staff , where the Order and Receipt of goods, Purchase order and stock related aspects are managed.
Four Major Counter at Harsha Showroom: 12 | P a g e Dharwad College Of Management
Counter 1: Key items like, Mixi, grinder, non-stick wares, cook wares, Glass wares etcCounter 2: Fan, Water Heaters, Mobiles, Digi-cams, Handi-cams, I-pods, Gas stoves, Iron Boxes etcCounter 3: LCDs, TVs, DVDs, Home theatre systems, Speaker systems, Satellite boxes like Tata Sky, Big TV, D2H, Airtel etcCounter 4: Washing machines, Refrigerators, Air-conditioners, Micro wave ovens.
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Harsha Promotional Activities: Monsoon Magic It was said to that sales during the Monsoons are very scarce; hence they looked for opportunity that could ensure people buy more during the monsoons. This initiative to ensure sales promotion during the monsoons is therefore termed MONSOON MAGIC. It is conducted during JULY which generally marks the beginning of monsoons in the region and special offers are designed to ensure the customer delight.
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Harshotsava This is the sales promotion program that commemorates the birth of our first outlet in Udupi. During HARSHOTSAVA our emphasis is to express our gratitude to our clients by offering them the best products at the best price. The program is conducted across all 8 locations and every time we have ed commendable visitors for the ceremony. The crowd is attracted by using personal mailers, banners, ment and various other Medias.
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Deepavali Bazaar
Deepavali is the most significant festival among Indians. Many of the people make it mandatory to offer a gift to their loved ones. As the numbers of purchases are in multiples during the time, HARSHA ensure that customers get the best deals, hence they started DEEPAVALI BAZAAR. Not to mention, it has deeply engraved in the hearts of its target consumers. This could be directly found via their consistent business given.
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Happy Times Are commemorated at HARSHA between Christmas and New Year. During this period they ensure giving the shoppers the best of offers in every product of purchase. The HAPPY TIMES has ed very favorable gestures from the consumer fraternity every since its beginning.
Financial Aspects: • Spread across 8 locations • Annual Revenues exceeding 800 million 18 | P a g e Dharwad College Of Management
• Among the largest r in the state with over 15 million ad spending • No. 3 Durable Retailer in Karnataka • 75,000 Sq. ft. of store space • 300 strong employee work force • 20 million worth world-class & state-of-the-art IT Infrastructure SWOT ANALYSIS Strengths: • It is one of the known retail outlet in Hubli with ten years experience. • Employees working in Harsha understand each other well and work in harmony. • Promotional activity is the biggest strength of the organization. • The showroom is in the central location. Weakness: . •
Harsha has only eight retail outlets in Karnataka..
•
High istrative expenses.
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Opportunities: Maximum utilization of work force efficiently. Expand their Business in entire Karnataka. Opportunities to provide good service to the customer & to touch new customers.
Threats: Large number of competitors. Risk of uncertainty. Consumer Buying Behavior . 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 20 | P a g e Dharwad College Of Management
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 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, neighbours who may have the product you have in mind, 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 21 | P a g e Dharwad College Of Management
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 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.
5. Post Purchase Behavior Ever have doubts about the product after you purchased it? This simply is post purchase behavior 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 22 | P a g e Dharwad College Of Management
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 behavior of buyers. Consumer behavior is affected by many uncontrollable factors. Just think, what influences you before you buy a product or service? Your
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friends, your upbringing, your culture, the media, a role model or influences from certain groups Culture is one factor that influences behavior. 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. They learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs (AIO). These factors will influence their purchase behaviour 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 behaviour. 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 judgements 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 behaviour; 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.
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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.
Types of Consumer Buying Behavior 25 | P a g e Dharwad College Of Management
Types of consumer buying behavior are determined by: •
Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation.
•
Buyer’s level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others. High involvement purchases--Honda Motorbike, high priced goods,
products visible to others, and the higher the risk the higher the involvement. Types of risk: •
Personal risk
•
Social risk
•
Economic risk
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Categories that Effect the Consumer Buying Decision Process A consumer, making a purchase decision will be affected by the following three factors: 1.
Personal
2.
Psychological
3.
Social
The marketer must be aware of these factors in order to develop an appropriate MM for its target market. Personal Unique to a person. Demographic Factors, Sex, Race, Age etc. Who
in
the
family
is responsible
for the
decision
making?
Young people purchase things for different reasons than older people. Psychological factors Psychological factors include: Motives A motive is an internal energizing force that orients a person's activities toward
satisfying
a
need
or
achieving
a
goal.
Actions are effected by a set of motives, not just one. If marketers
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can identify motives then they can better develop a marketing mix. MASLOW hierarchy of needs!! o
Physiological
o
Safety
o
Love and Belonging
o
Esteem
o
Self Actualization
Need to determine what level of the hierarchy the consumers are at to determine what motivates their purchases. Perception What do you see?? Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. IE we chose what info we pay attention to, organize it and interpret it. Information inputs are the sensations received through sight, taste, hearing, smell and touch. Selective Exposure Select inputs to be exposed to our awareness. More likely if it is linked to an event, satisfies current needs, intensity of input changes (sharp price drop). Selective Distortion 28 | P a g e Dharwad College Of Management
Changing/twisting current received information, inconsistent with beliefs. rs that use comparative ments (pitching one product against another), have to be very careful that consumers do not distort the facts and perceive that the ment was for the competitor. A current example...MCI and AT&T...do you ever get confused? Selective Retention inputs that beliefs, forgets those that don't. Average supermarket shopper is exposed to 17,000 products in a shopping visit lasting 30 minutes-60% of purchases are unplanned. Exposed to 1,500 ments per day. Can't be expected to be aware of all these inputs, and certainly will not retain many. Ability and Knowledge Need to understand individual’s capacity to learn. Learning, changes in a person's behavior caused by information and experience. Therefore to change consumers' behavior about your product, need to give them new information re: product...free sample etc. South Africa...open bottle of wine and pour it!! Also educate American consumers about changes in SA. Need to sell a whole new country. When making buying decisions, buyers must process 29 | P a g e Dharwad College Of Management
information. Knowledge is the familiarity with the product and expertise. Inexperience buyers often use prices as an indicator of quality more than those who have knowledge of a product. Non-alcoholic Beer example: consumers chose the most expensive six-pack, because they assume that the geater price indicates greater quality. Learning is the process through which a relatively permanent change in behavior results from the consequences of past behavior. Attitudes Knowledge
is positive and negative feelings about an object or
activity-maybe tangible or intangible, living or non- living.....Drive perceptions Individual learns attitudes through experience and interaction with other people. Consumer attitudes toward a firm and its products greatly influence the success or failure of the firm's marketing strategy. Personality All the internal traits and behaviours that make a person unique, uniqueness arrives from a person's heredity and personal experience. Examples include: o
Work holism 30 | P a g e
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o
Compulsiveness
o
Self confidence
o
Friendliness
o
Adaptability
o
Ambitiousness
o
Dogmatism
o
Authoritarianism
o
Introversion
o
Extroversion
o
Aggressiveness
o
Competitiveness.
Traits affect the way people behave. Marketers try to match the store image to the perceived image of their customers. There is a weak association between personality and Buying Behavior; this may be due to unreliable measures. Nike ads. Consumers buy products that are consistent with their self concept. Lifestyles Recent US trends in lifestyles are a shift towards personal independence and individualism and a preference for a healthy, natural lifestyle. Lifestyles are the consistent patterns people follow in their lives. 31 | P a g e Dharwad College Of Management
EXAMPLE healthy foods for a healthy lifestyle. Sun tan not considered fashionable in US until 1920's. Now an assault by the American Academy of Dermatology. Social Factors Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture.
Opinion leaders Marketers try to attract opinion leaders...they actually use (pay) spokespeople to market their products. Michael Jordon (Nike, McDonalds, Gatorade etc.) Can be risky...Michael Jackson...OJ Simpson...Chevy Chase. Roles and Family Influences Role things you should do based on the expectations of you from your position within a group. People have many roles.Husband, father, employer/ee. Individuals role are continuing to change therefore marketers must continue to update information.
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Family is the most basic group a person belongs to. Marketers must understand: o
that many family decisions are made by the family unit
o
consumer behavior starts in the family unit
o
family roles and preferences are the model for children's future family (can reject/alter/etc)
o
family buying decisions are a mixture of family interactions and individual decision making
o
family acts an interpreter of social and cultural values for the individual.
The Family life cycle: families go through stages, each stage creates different consumer demands: o
bachelor stage...most of BUAD301
o
newly married, young, no children...me
o
full nest I, youngest child under 6
o
full nest II, youngest child 6 or over
o
full nest III, older married couples with dependent children
o
empty nest I, older married couples with no children living with them, head in labor force
o
empty nest II, older married couples, no children living at home, head retired 33 | P a g e
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o
solitary survivor, in labor force
o
solitary survivor, retired
o
Modernized life cycle includes divorced and no children.
Reference Groups Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group . Families, friends, sororities, civic and professional organizations. Any group that has a positive or negative influence on a person’s attitude and behavior. hip groups (belong to) Affinity marketing is focused on the desires of consumers that belong to reference groups. Marketers get the groups to approve the product and communicate that approval to its . Credit Cards etc.!! Aspiration groups (want to belong to) Disassociate groups (do not want to belong to) Honda, tries to disassociate from the "biker" group. The degree to which a reference group will affect a purchase decision depends on an individual’s susceptibility to reference group influence and the strength of his/her involvement with the group. 34 | P a g e Dharwad College Of Management
Social Class An open group of individuals who have similar social rank. US is not a classless society. US criteria; occupation, education, income, wealth, race, ethnic groups and possessions. Social class influences many aspects of our lives. IE upper middle class Americans prefer luxury cars Mercedes. o
Upper Americans-upper-upper class, .3%, inherited wealth, aristocratic names.
o
Lower-upper class, 1.2%, newer social elite, from current professionals and corporate elite
o
Upper-middle class, 12.5%, college graduates, managers and professionals
o
Middle Americans-middle class, 32%, average pay white collar workers and blue collar friends
o
Working class, 38%, average pay blue collar workers
o
Lower Americans-lower class, 9%, working, not on welfare
o
Lower-lower class, 7%, on welfare
Social class determines to some extent, the types, quality, quantity of products that a person buys or uses. Lower class people tend to stay close to home when shopping; do not engage in much pre-purchase information 35 | P a g e Dharwad College Of Management
gathering. Stores project definite class images. Family, reference groups and social classes are all social influences on consumer behavior. All operate within a larger culture. Culture and Sub-culture Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation. Culture also determines what is acceptable with product advertising. Culture determines what people wear, eat, reside and travel. Cultural values in the US are good health, education, individualism and freedom. In American culture time scarcity is a growing problem. IE change in meals. Big impact on international market. Chapter 2
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Research Topic and Objectives
Topic of the Study:
“Impact of Promotional Activities on Consumer Buying Behavior – A Case Study on HARSHA Hubli”.
Statement of the Problem: Now a day’s every organization work hard for developing new customer relationship and retaining of customers.
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A customer or consumer who goes to purchase a durable or home appliances, he/she was influenced by many factors like social factors, psychological factors, income level, taste, need, ment and so on that directly influence to the preference of the customer between various brands and products available in the market. So what will be the factors that will make a customer to visit HARSHA outlet in Hubli and also influence their preference to visit to HARSHA outlet in Hubli on other competitive outlets in Hubli. So the study is conducted on the topic of “Impact of Promotional Activities on Consumer Buying Behavior – A Case Study on HARSHA Hubli”
Objectives of the study:
To know the impact of promotional activities towards HARSHA outlet Hubli.
To find out the customer expectations from HARSHA outlet Hubli.
To know the factors that influence consumers buying behavior. 38 | P a g e
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To know the various information sources help in buying process.
To know the promotional strategies of Harsha that attracts the customers.
Scope of the study: It will help in applying the theoretical knowledge to the practical issues. It will help in understanding, reviewing and improving the promotional strategies. The experience gained during this study provides a tool, which can be applied in any future undertakings of similar nature. The study will also provide some valuable suggestion to the selected firm/industry to work upon their strategies and also it will be sample surveys to show case their present strategies and the response from the target customers of the industry.
Limitations of the study:
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While surveying some people refused to respond. So these people did not participated in the Survey and hence they may affect on the study. Some respondents going on answering dramatically or artificially and which may affect the result of the study. The area of coverage is very limited. It was conducted within the Hubli city. Many respondents going on living the negative or neutral answers for just finish the answering. So this may also affect the study. Time also played as a limit for the study which makes to cover unable to cover all information.
Chapter 3 40 | P a g e Dharwad College Of Management
Research
Methodology
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RESEARCH METHODOLOGY: To achieve the stated objectives, the data is collected for analysis and interpretation. The two types of data will be collected. They are primary data and secondary data.
PRIMARY DATA: It is define as the data, which is collected from the field of information through survey and questionnaire technique. So here in this report the primary data is be collected directly from the respondents and the customers visited to the HARSHA and also interaction with the manager and sales executive, using a questionnaire and discussing with the respondents.
SECONDARY DATA: It is define as the data, which is already been collected or existence that can be used for the research is said to be the secondary data. Here the secondary data are collected from the Records of HARSHA outlet Hubli and also from websites, the broachers, and journals of the organization and other documents of the company, which will helpful for the research study.
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METHOD OF SAMPLING: Sampling: As the population of Hubli city is too much, since it is difficult to find the customers from the total population it is much difficult to do the survey of Each and every customer of Harsha soothe random sampling method is used to conduct the research Sample size: Sample size taken for the study is 100 respondents who were residing in the Hubli and the visitors of Harsha. Sample elements: Households, Businessman, student, Government and private employees, who are residing in Hubli. Sample unit: Customers of Harsha, irrespective of their income levels, age, occupation residing in Hubli city. Survey techniques: Questionnaire technique and personal interview technique is used to conduct the survey.
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Chapter 4
DATA ANALYSIS 44 | P a g e Dharwad College Of Management
1. Gender
Gender Frequen Percen Valid Cumulativ cy t Percent e Percent Vali male 81 81.0 81.0 81.0 d femal 19 19.0 19.0 100.0 e Total 100 100.0 100.0
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Conclusion: From the above chart, it is shown that the survey include 81 male respondent and 19 female respondent in the research study.
2. Occupation occupation Frequen Percen Valid Cumulativ cy t Percent e Percent Vali Businessm d an Student Employee Household Total
34
34.0
34.0
34.0
12 12.0 46 46.0 8 8.0 100 100.0
12.0 46.0 8.0 100.0
46.0 92.0 100.0
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Conclusion: The Bar chart shows that, the survey include 34% of Businessmen, 12% of students, 46% of Employees, and 8% of Household will be respondent in the research study.
3. Income Levels.
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income Frequen Valid Cumulative cy Percent Percent Percent Valid less than 10000 1000020000 2000030000 more than 30000 Total Missi System ng Total
4
4.0
5.0
5.0
23
23.0
28.8
33.8
31
31.0
38.8
72.5
22
22.0
27.5
100.0
80
80.0
100.0
20
20.0
100
100.0
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Conclusion: The above pie chart shows the various income levels of the respondent per month basis in the survey that is, 4% of respondent are of below Rs.10000/- income level, 23% of respondent are having income level of 10000 to 20000, 31%of respondent are having an income of 20000 to 30000 and 22% of respondent are having an income of more than 30000/- , Missing 20% includes some of the student and household who did not have the income.
4. Factor influences the customer at the time of Purchase.
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factor influence Frequen Percen Valid Cumulativ cy t Percent e Percent Vali Family ,friends d &relations change in lifestyle change in technology change in need ment Total
32
32.0
32.0
32.0
21
21.0
21.0
53.0
25
25.0
25.0
78.0
19 19.0 3 3.0 100 100.0
19.0 3.0 100.0
97.0 100.0
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Conclusion: From the above pie chart I can say that the survey shows, 32%of the respondent said that their family, friends &relations influence them at the time of purchase, 20% of the respondent said that their change in lifestyle will influence them at the time of purchase, 26% of the respondent said that the change in technology will influence them at the time of purchase, 4% of the respondent said that the ment will influence them at the time of purchase.
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5. Influence of the buying behavior of the respondents
Sl.No
Particulars
Percentage
1.
Friends
35
2.
Family
47
3.
Dealers
13
4.
others
05
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Interpretation: The above table shows that the percentage numbers of respondents’ influences by buying behavior are known after collecting the primary data source. The table shows out of the 100 respondents 35% are influenced by friends, 47% by family, 13% by dealers and others are 05%.
Conclusion: Majority of the respondents are influenced by family. 53 | P a g e Dharwad College Of Management
5. Awareness about Promotional Activities. Sl.no
Particulars
Percentage
1
Yes
66%
2
No
34%
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Interpretation: The above table shows that the percentage numbers of respondents’ influences by buying behavior are known after collecting the primary data source. The chart shows that out of 100% respondents 66% are aware of promotional activities carried out at Harsha Hubli and 34% are unaware of such promotional activities. Conclusion: Majority of respondents are aware about the promotional activities carried out at Harsha Hubli.
6. Best time to buy the electronic goods. Sl.No
Particulars
Percentage
1.
Occasions
25
2.
Festival season
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Dharwad College Of Management
3.
Special events
18
4.
Others
15
Interpretation: The above table shows that the number of respondents best time to buy the goods known by after collecting from the primary data source. 56 | P a g e Dharwad College Of Management
The table shows out of the 100 respondents 25% buys on occasions, 42% on festival season, 18% special events and 15% on other times.
Conclusion: The majority of respondents are willing to buy on festival seasons.
7. Preference the Harsha Electronic retailing shop. 57 | P a g e Dharwad College Of Management
Sl.No
Particulars
Percentage
1.
Offers
71
2.
Brand range
75
3.
Sales after service
64
4.
Others
20
Interpretation: The above table shows that the number respondents preference for Harsha. After collectionof primary data offer attracts 71%, brand range 75%, sales after service 64% and others are 20%. Conclusion: The majority of people prefer Harsha because of its brand range in electronic goods. 8. Customer response towards Promotional activities of Harsha. 1. Hoardings 58 | P a g e Dharwad College Of Management
Hoardings Frequen Percen Valid Cumulativ cy t Percent e Percent Vali too d bad bad ok good best Total
11
11.0
11.0
11.0
15 15.0 49 49.0 15 15.0 10 10.0 100 100.0
15.0 49.0 15.0 10.0 100.0
26.0 75.0 90.0 100.0
Conclusion: In the survey amongs the 100 respondents of Harsha I have come to know that, 49% of respondent are satisfied and said ok towards the Hoardings of Harsha in Hubli. 15% & 10% repondent said hoardings are Good & Best respectively 2] Paper Ads 59 | P a g e Dharwad College Of Management
Paper ads Frequen Percen Valid Cumulativ cy t Percent e Percent Vali too d bad Bad Ok Good Best Total
13
13.0
13.0
13.0
31 31.0 32 32.0 18 18.0 6 6.0 100 100.0
31.0 32.0 18.0 6.0 100.0
44.0 76.0 94.0 100.0
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Conclusion: : In the survey amongs the 100 respondents of Harsha I come to know that,32% 0f the respondent said that Harsha paper ads are Ok. 31% of the respondent said that the paper ads of Harsha is Bad. 18% of the respondent said that paper ads are good. 13% of the respondent said it is too bad and 3% of the respondent said its best.
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3] TV ads. TV ads Frequen Percen Valid Cumulativ cy t Percent e Percent Vali too d bad bad ok good best Total
20
20.0
20.0
20.0
49 49.0 20 20.0 10 10.0 1 1.0 100 100.0
49.0 20.0 10.0 1.0 100.0
69.0 89.0 99.0 100.0
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Conclusion: : In the survey amongs the 100 respondents of Harsha I come to know that,49% 0f the respondent said that Harsha TVads are Bad. 20% of the respondent said that the TVads of Harsha is too bad. 20%of the respondent said that TV ads are ok. 10% of the respondent said it is good and 1% of the respondent said its best.
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4] Pamphlets
pamphlets Frequen Percen Valid Cumulativ cy t Percent e Percent Vali too d bad bad ok good best Total
16
16.0
16.0
16.0
34 23 18 9 100
34.0 23.0 18.0 9.0 100.0
34.0 23.0 18.0 9.0 100.0
50.0 73.0 91.0 100.0
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Conclusion: : In the survey amongs the 100 respondents of Harsha I come to know that,34% 0f the respondent said that Pamphlets of Harsha are Bad. 23% of the respondent said that the Pamphlets of Harsha is ok. 18%of the respondent said that Pamphlets are good. 16% of the respondent said it is too bad and 9% of the respondent said its best.
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Chapter 5
Findings, Suggestions and Conclusion 66 | P a g e Dharwad College Of Management
Findings As the research is conducted on the Customer perception towards the Harsha Hubli. After the survey and analysis amongst the 100 respondent of Harsha ,I have come to know the following findings,
81 male respondents and 19 female respondents are the part of the research study.
Survey includes 34% of Businessmen, 12% of students, 46% of Employees, and 8% of Household.
The various income groups respondent participated in the survey are,4% of respondents are of below Rs.10000/- income level, 23% of respondents are having income level of 10000 to 20000, 31%of respondents are having an income of 20000 to 30000 and 22% of respondents are having an income of more than 30000/- , And remaining 20% includes some of the student and household who did not have the income. The survey helps to find out the various factors that influence the customer at the time of purchase are which is as follows,
32%of the respondents said that their family, friends &relations influence them at the time of purchase, 20% of the respondents said that their change in lifestyle will influence them at the time of purchase, 67 | P a g e Dharwad College Of Management
26% of the respondents said that the change in technology will influence them at the time of purchase,
The survey helps to find out about awareness of promotional activities carried out by Harsha; I have come to know the following,
About 64% are aware about the promotional activities. About 34% are unaware about the promotional activities. The survey helps to find out the impact of promotional activities towards the customer; I have come to know the various responses which are as follows,
About Hoardings responses, around 49% of them said it’s Ok. About Paper ads maximum respondent, around 32% said it’s Ok and 31% said it’s not so good. About TV ads maximum respondent, around 49% said it’s not so good. About Pamphlets maximum respondent, around 34% said it’s not so good and 23% said it’s Ok.
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Suggestion Overall the customer has Positive perception Towards the Harsha, But some of the key concern are need to be consider by Harsha , and that came out during the survey and some other came out after the analysis which are as follows, The Harsha should understand that the perception of Male and female towards consumer goods and Home appliances differ , so they should understand the customer needs based on gender and other segments like their life style,attitude,income level etc, on the basis of it they design their strategy.
Most of the respondent said they influence by their family,friends& relations at the time of Purchase ,so for Harsha there is a valuable point before they deg their promotional strategy to attract the customer , they must consider this point.
Most of the respondent are unsatisfied with the prices in Harsha ,they always said it is high, so they should be work on their pricing strategy, so they took some measures to satisfy customer on Pricing front and Customer also expect more attractive offers apart from the Events in Harsha.
About promotional strategy the respondent are not too much attracted with their advertising channels , So Harsha should be
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give a contineus advertising campaign apart from heavy promotion at the time of events only. Some of the Female respondent tells they should higher few female sales executive for home appliances.
Conclusion From the above survey I conclude that Harsha is very good at their awareness front, peoples are happy with their after sales service, People will love to shop at Harsha at the time of Events, because its always a very special moments for them to shop. The survey came out with some valuable results as discuss in above , most of the respondent wants to shop in harsha atleast once in a year and Big thing about Harsha is whenever any body wants to buy any Home appliances and consumer durables the first Showroom that comes in their mind is Harsha in Hubli and some of the customer requirements from the Harsha is discussed in above chapter. So overall the customer has positive Perception towards the Harsha.
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Chapter 6
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Annexure and References
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QUESTIONNAIRE Dear Sir/Madam, I am pleased to introduce myself as BBA Student of DHARWAD COLLEGE OF MANAGEMENT DHARWAD. As a part of my curriculum I am conducting a survey on “Impact of Promotional Activities on Consumer Buying Behavior”. “Your co-operation in this regard will be appreciated and kept confidential”.
1. Personal Information: a) Name: ____________________________________ b) Gender: Male [ c)
]
Female [
]
Age: _____________ Years
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d) Occupation: 1.Businessman: [ ] 3.Employee [ ] 2. Student
[ ]
4.
Household [ ] 2. Monthly Income a) Less than 10,000 20,000 [ ]
[
]
b) 10,000 to
c) 20,000 to 30,000 than 30,000 [ ]
[
]
d) More
3. Which one factor influenced you more at the time of Purchase? Family, Friends & Relations Lifestyle [ ]
[
Change in Technology Need [ ] ments
]
Change in
[
]
[
]
Change in
4. Have you ever visited to Harsha? Yes (
)
No (
)
5. How do you come to know about the Harsha? 73 | P a g e Dharwad College Of Management
By ments [ [ ] Family Journals [ ]
] [
By Friends & Relations ]
By Magazines &
6. What time will you like to shop at Harsha? a) At the time of Festivals Harsha events [ ]
[ ]
c) At the time of Requirement [ ] Occasion [ ]
b) At the time of d) Only at Special
7. Rate the Harsha Promotional strategy on the scale of 1 to 5 to attract the customer (Where 1- too bad and 5 – best) a) Hoardings [ ]
b) Paper Ads [ ]
c) TV ads
d) Pamphlets [ ]
[ ]
8. Rate the following factors influence your Buying decision in HARSHA, according to your experience/opinions……… {Best-4 Good-3 Average-2 Not good1} 74 | P a g e Dharwad College Of Management
Offers & Discounts ]
[
]
Product Display
[
Prices ]
[
]
Sales Talk
[
Availability of Brands [ ]
]
ments
[
9.Which of the following feature you expect more in Harsha? a) Affordable price service ( ) c) Quality ( )
(
)
b) Best customer care
( )
d) varieties in product
9. Which of the following product you want to buy from Harsha? Color Television/LCDs
[
]
Music System
[
]
Refrigerator
[
]
Cook wares
[
]
Washing M/C
[
]
Mobiles
[
]
Gadgets
[
]
Home appliances [
]
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10. Rate the following strategies that influence your buying decision in Harsha. (Where 1- too bad and 5 – best) a) Pricing [ ]
b) ments [ ]
c) Discounts and offers [ ]
d) Product packaging [ ]
e) After sales service
f) Availability of Brand [ ]
[ ]
g) Product display
[ ]
11. Rate the Overall Marketing Strategies of Harsha on the scale of 1 to 5 1. Best ( ) bad ( )
12.
2. Good ( )
3.Ok ( )
4. Not so good ( )
5. Too
Do you wish to shop in Harsha Once in year?
Yes ( )
No ( )
Your valuable suggestions for improvement of Harsha. _______________________________________________ ____
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______________________________________________ ____ ______________________________________________ _____ Thanks for your nice cooperation and spending your valuable time
BIBLIOGRAPHY:
Books Referred:
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Marketing Research : A. Parasuraman Dhruv Grewal R.Krishnan “Previous Research Report of Harsha”
Websites: www.hindubusinessline.com www. Scribd.com
Dharwad College Of Management
Annexure and References
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DECLARATION
I, Amit A Suryavanshi hereby declare that the Project titled “Impact of Promotional Activities on Consumer Buying Behavior” submitted by me in partial fulfillment of the requirement for the award of the degree of “Bachelor of Business istration” by Karnataka University, Dharwad, is my original work and is not submitted elsewhere.
Date:
Amit A Suryavanshi
Place: Hubli
B.B.A VI SEM
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Acknowledgement
It gives me an immense pleasure to present this report on “Impact of Promotional Activities on Consumer Buying Behavior ”. I take this pleasant opportunity to express my most humble and deep sense of gratitude to our Principal Prof.M.L.Hiregoudar and Prof. V I Akkihal BBA co-ordinator Of Dharwad College Management Dharwad, for their encouragement. I also express deep regards to my Internal Project Guide Prof.Vijay Biradar for his perennial encouragement throughout the project.
I also express my gratitude towards “Harsha” Hubli for providing me the opportunity to work on Internship Program & also guided me & helped in the preparation of this project.
Special Thanks to our external guide Mr. Vijaykar for providing the valuable time and knowledge in course of this Summer Internship Program.
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AMIT
A
SURYAVANSHI CONTENTS
CHAPTER 1: COMPANY PROFILE CHAPTER 2: RESEARCH TOPIC &OBJECTIVES CHAPTER 3: RESEARCH METHODOLOGY CHAPTER 4: DATA ANALYSIS CHAPTER 5: FINDINGS, SUGESSTIONS & CONCLUSION CHAPTER 6: ANNEXURE & REFRENCES
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Executive Summary
The research study is conducted on the customer perception towards the Promotional Activities at Harsha Hubli. Harsha is one of the top retail outlets for consumer durables and home appliances in Hubli city from last 10 years with great customer care and service. The Harsha is the part of Prakash Retail the Udupi based industry have 8 branches across the Karnatak and they are in consumer durable and home appliances since 1987. The Prakash retail was founded in the year 1987 by Bola Poojary, and their main head office is also located in Ambalpodi of Udupi and current managing by Surya prakash K. The Harsha Hubli was established in the year2001, currently the branch handling is Mr. Vijayakar and Harsha Hubli has 14% shares of Prakash retail with the last year turnover of 14crore in Harsha Hubli. 5 | Page Dharwad College Of Management
The Research study has the following objectives To know the impact of promotional activities towards HARSHA outlet Hubli. To find out the customer expectations from HARSHA outlet Hubli. To know the factors that influence consumers buying behavior. To know the various information sources help in buying process. To know the promotional strategies of Harsha that attracts the customers.
To meet these objectives a survey amongst 100 respondent of Harsha in Hubli city is conducted through suitable questionnaire technique and responses are collected. The survey also has hypothesis and through SPSS software the analysis is carried out. After analysis facts and findings are obtain and suitable suggestion has been mentioned in the report. The final conclusion is most of the respondent of Harsha Hubli said that they are attracted towards Harsha because of the promotional activities carried on and thus have positive perception towards the Harsha Hubli, and they also has expectations from the Harsha.
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Chapter 1
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COMPANY PROFILE
PROFILE OF HARSHA ENTERPRISES:
Harsha is a retail outlet, which is dealing in consumer durables and home appliances like TV, refrigerators, washing machines, air coolers, coolers, mixer grinders, micro ovens etc. This is belongs to Prakash Electric Co.Pvt.Ltd {now it’s PRAKASH RETAIL} of Prakash Group of Companies. ORIGIN OF THE ORGANIZATION: 8 | Page Dharwad College Of Management
Prakash group started by Mr. Bola Poojary and five of a family settled in Udupi and hence its head office is situated in Udupi. In the year 1986, they came with an idea of retailing business. This was at a time when organized retailing was hardly recognized or appreciated sector in the country. In the year 1987 the company put its first step in retailing sector by establishing a new showroom in Udupi entitled as “ Harsha” or ‘Happiness’. From a single showroom in 1987 to a six chain of suspenseful outlets Prakash Electric Co. has come a long way. From expertise in handling just 500 to 3500 stock-keeping units till date, Prakash Electric co. private limited brands if HARSHA have almost become synonym with shopping in every market to its presence. In the largely unorganized sector of retailing in was a vision of its founders to redefine the ethical values and hailing the spirit of customer’s responsiveness to build a brand that signifies trust. Today after 18 years in business, the dream has started taking its shape unlike ever before. With over 650 million in revenues HARSHA stands 2nd states. With 6-world class showroom, 2 warehouses, 250 employees all managing 3500 SKU’S HARSHA, is today a true force in retailing to reckon with. What make them different among the breed are their valued threat are shaped with deep understandings of human relations and ion for going extra mile for our customers. Founder of the Company: Mr. Bola Poojary Head office: Udupi (Ambalpodi) Management Team of Prakash Group of Companies: Mr. Surya Prakash K
(M.D) & (Head of Finance Department)
Mr. Ashok Kumar
(Head of Operations Department) 9 | Page
Dharwad College Of Management
Mr. Harish M
(Head of Marketing Department)
Mr. Suresh M Department) Mr. Rajesh M
(Head of Research and Development (overall management and company affairs)
OBJECTIVE OF HARSHA: To deliver a quality product that gives value for money and excellent service that is satisfied and delights the customer totally. Principles of HARSHA Practice: Every individual must be respected. Every individual should be the best possible service Give the world the best you have, the best will come back to you. Before you say “I cannot” say “I will try”, then give it your best. If we keep our customers happy, they will keep us in business Quality always scores let us keep ours high. Once our customer, always our customers. Keep learning new, make-work interesting. Harsha….. “What You Don’t Get Elsewhere”…..
Harsha Quality Policy: We are committed to delight our customers by providing a wide range of products and worlds best brands, great shopping experience and prompt, professional services.
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Branches of Harsha: There are Harsha having total 8 Branches across the Karnataka cities like Udupi, Mangalore, Shimoga, Puttur, Hubli, Kundapur, Belgaum with a new branch in Dharwad.
Harsha at Hubli: The Harsha Showroom started in Hubli in the year of 2001 at Balkrishna square complex at Station Road Hubli. The total area of Harsha Hubli is 4500sq ft. The Harsha Hubli is one of the important retail outlet of Prakash Retail. Because it is the main branch at north Karnataka and have nearly 14% of the shares of Prakash Retail.
Major Products @ Harsha: Home Appliances and Kitchen Products: Mixies, Wet grinders, Cookers, Crockery, Non- stick wares, Fans, Irons, toasters, Stoves, Water purifies, Water heaters. Electronic Goods: Cordless Kettles, Wall Clocks, Rechargeable Lights, Cameras, Mobiles, Pen drives, Digi-cams, Handi-cams, i-pods etc. Consumer Durables Products: Television, Music System, DVD, VCD, Ovens, Air coolers and Air Conditioners, Refrigerators, Washing Machines, Home Theatre Systems EtcMajor Brands: 11 | P a g e Dharwad College Of Management
LG, Videocon, Godrej, Samsung, Onida, Philips, Kenstar, Santa, Usha, Ultra, Hawkins, Prestige, Eagle, khaitan, Bajaj, Thomson, Maharaja, butterfly, V-Guard, Sony, Olympus, BPL, IFB, Panasonic, Whirlpool, Voltas, Sansui, Motorola, Nokia, etc.
Departments at Harsha: Sales Department: This is the major department handle by the 16 sales executive and supervisor in-charge of sales with the additional staff of 6 assign by company of various brands. Service Department: This department is managed by the Service incharge and the 7 member staff. There are 2types of services at Harsha Hubli. Indoor Service: This is at service department of Harsha. Outdoor Service: This service is done as per the customer call at their house. s Department: This department handles by the 2 , where the various records of Bank and cash collections, Bank Deposits, Outstanding collections and other major transactions are managed. Material Department: This department handles by the Material Manager and other 2 staff , where the Order and Receipt of goods, Purchase order and stock related aspects are managed.
Four Major Counter at Harsha Showroom: 12 | P a g e Dharwad College Of Management
Counter 1: Key items like, Mixi, grinder, non-stick wares, cook wares, Glass wares etcCounter 2: Fan, Water Heaters, Mobiles, Digi-cams, Handi-cams, I-pods, Gas stoves, Iron Boxes etcCounter 3: LCDs, TVs, DVDs, Home theatre systems, Speaker systems, Satellite boxes like Tata Sky, Big TV, D2H, Airtel etcCounter 4: Washing machines, Refrigerators, Air-conditioners, Micro wave ovens.
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Harsha Promotional Activities: Monsoon Magic It was said to that sales during the Monsoons are very scarce; hence they looked for opportunity that could ensure people buy more during the monsoons. This initiative to ensure sales promotion during the monsoons is therefore termed MONSOON MAGIC. It is conducted during JULY which generally marks the beginning of monsoons in the region and special offers are designed to ensure the customer delight.
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Harshotsava This is the sales promotion program that commemorates the birth of our first outlet in Udupi. During HARSHOTSAVA our emphasis is to express our gratitude to our clients by offering them the best products at the best price. The program is conducted across all 8 locations and every time we have ed commendable visitors for the ceremony. The crowd is attracted by using personal mailers, banners, ment and various other Medias.
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Deepavali Bazaar
Deepavali is the most significant festival among Indians. Many of the people make it mandatory to offer a gift to their loved ones. As the numbers of purchases are in multiples during the time, HARSHA ensure that customers get the best deals, hence they started DEEPAVALI BAZAAR. Not to mention, it has deeply engraved in the hearts of its target consumers. This could be directly found via their consistent business given.
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Happy Times Are commemorated at HARSHA between Christmas and New Year. During this period they ensure giving the shoppers the best of offers in every product of purchase. The HAPPY TIMES has ed very favorable gestures from the consumer fraternity every since its beginning.
Financial Aspects: • Spread across 8 locations • Annual Revenues exceeding 800 million 18 | P a g e Dharwad College Of Management
• Among the largest r in the state with over 15 million ad spending • No. 3 Durable Retailer in Karnataka • 75,000 Sq. ft. of store space • 300 strong employee work force • 20 million worth world-class & state-of-the-art IT Infrastructure SWOT ANALYSIS Strengths: • It is one of the known retail outlet in Hubli with ten years experience. • Employees working in Harsha understand each other well and work in harmony. • Promotional activity is the biggest strength of the organization. • The showroom is in the central location. Weakness: . •
Harsha has only eight retail outlets in Karnataka..
•
High istrative expenses.
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Opportunities: Maximum utilization of work force efficiently. Expand their Business in entire Karnataka. Opportunities to provide good service to the customer & to touch new customers.
Threats: Large number of competitors. Risk of uncertainty. Consumer Buying Behavior . 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 20 | P a g e Dharwad College Of Management
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 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, neighbours who may have the product you have in mind, 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 21 | P a g e Dharwad College Of Management
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 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.
5. Post Purchase Behavior Ever have doubts about the product after you purchased it? This simply is post purchase behavior 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 22 | P a g e Dharwad College Of Management
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 behavior of buyers. Consumer behavior is affected by many uncontrollable factors. Just think, what influences you before you buy a product or service? Your
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friends, your upbringing, your culture, the media, a role model or influences from certain groups Culture is one factor that influences behavior. 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. They learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs (AIO). These factors will influence their purchase behaviour 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 behaviour. 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 judgements 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 behaviour; 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.
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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.
Types of Consumer Buying Behavior 25 | P a g e Dharwad College Of Management
Types of consumer buying behavior are determined by: •
Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation.
•
Buyer’s level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others. High involvement purchases--Honda Motorbike, high priced goods,
products visible to others, and the higher the risk the higher the involvement. Types of risk: •
Personal risk
•
Social risk
•
Economic risk
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Categories that Effect the Consumer Buying Decision Process A consumer, making a purchase decision will be affected by the following three factors: 1.
Personal
2.
Psychological
3.
Social
The marketer must be aware of these factors in order to develop an appropriate MM for its target market. Personal Unique to a person. Demographic Factors, Sex, Race, Age etc. Who
in
the
family
is responsible
for the
decision
making?
Young people purchase things for different reasons than older people. Psychological factors Psychological factors include: Motives A motive is an internal energizing force that orients a person's activities toward
satisfying
a
need
or
achieving
a
goal.
Actions are effected by a set of motives, not just one. If marketers
27 | P a g e Dharwad College Of Management
can identify motives then they can better develop a marketing mix. MASLOW hierarchy of needs!! o
Physiological
o
Safety
o
Love and Belonging
o
Esteem
o
Self Actualization
Need to determine what level of the hierarchy the consumers are at to determine what motivates their purchases. Perception What do you see?? Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. IE we chose what info we pay attention to, organize it and interpret it. Information inputs are the sensations received through sight, taste, hearing, smell and touch. Selective Exposure Select inputs to be exposed to our awareness. More likely if it is linked to an event, satisfies current needs, intensity of input changes (sharp price drop). Selective Distortion 28 | P a g e Dharwad College Of Management
Changing/twisting current received information, inconsistent with beliefs. rs that use comparative ments (pitching one product against another), have to be very careful that consumers do not distort the facts and perceive that the ment was for the competitor. A current example...MCI and AT&T...do you ever get confused? Selective Retention inputs that beliefs, forgets those that don't. Average supermarket shopper is exposed to 17,000 products in a shopping visit lasting 30 minutes-60% of purchases are unplanned. Exposed to 1,500 ments per day. Can't be expected to be aware of all these inputs, and certainly will not retain many. Ability and Knowledge Need to understand individual’s capacity to learn. Learning, changes in a person's behavior caused by information and experience. Therefore to change consumers' behavior about your product, need to give them new information re: product...free sample etc. South Africa...open bottle of wine and pour it!! Also educate American consumers about changes in SA. Need to sell a whole new country. When making buying decisions, buyers must process 29 | P a g e Dharwad College Of Management
information. Knowledge is the familiarity with the product and expertise. Inexperience buyers often use prices as an indicator of quality more than those who have knowledge of a product. Non-alcoholic Beer example: consumers chose the most expensive six-pack, because they assume that the geater price indicates greater quality. Learning is the process through which a relatively permanent change in behavior results from the consequences of past behavior. Attitudes Knowledge
is positive and negative feelings about an object or
activity-maybe tangible or intangible, living or non- living.....Drive perceptions Individual learns attitudes through experience and interaction with other people. Consumer attitudes toward a firm and its products greatly influence the success or failure of the firm's marketing strategy. Personality All the internal traits and behaviours that make a person unique, uniqueness arrives from a person's heredity and personal experience. Examples include: o
Work holism 30 | P a g e
Dharwad College Of Management
o
Compulsiveness
o
Self confidence
o
Friendliness
o
Adaptability
o
Ambitiousness
o
Dogmatism
o
Authoritarianism
o
Introversion
o
Extroversion
o
Aggressiveness
o
Competitiveness.
Traits affect the way people behave. Marketers try to match the store image to the perceived image of their customers. There is a weak association between personality and Buying Behavior; this may be due to unreliable measures. Nike ads. Consumers buy products that are consistent with their self concept. Lifestyles Recent US trends in lifestyles are a shift towards personal independence and individualism and a preference for a healthy, natural lifestyle. Lifestyles are the consistent patterns people follow in their lives. 31 | P a g e Dharwad College Of Management
EXAMPLE healthy foods for a healthy lifestyle. Sun tan not considered fashionable in US until 1920's. Now an assault by the American Academy of Dermatology. Social Factors Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture.
Opinion leaders Marketers try to attract opinion leaders...they actually use (pay) spokespeople to market their products. Michael Jordon (Nike, McDonalds, Gatorade etc.) Can be risky...Michael Jackson...OJ Simpson...Chevy Chase. Roles and Family Influences Role things you should do based on the expectations of you from your position within a group. People have many roles.Husband, father, employer/ee. Individuals role are continuing to change therefore marketers must continue to update information.
32 | P a g e Dharwad College Of Management
Family is the most basic group a person belongs to. Marketers must understand: o
that many family decisions are made by the family unit
o
consumer behavior starts in the family unit
o
family roles and preferences are the model for children's future family (can reject/alter/etc)
o
family buying decisions are a mixture of family interactions and individual decision making
o
family acts an interpreter of social and cultural values for the individual.
The Family life cycle: families go through stages, each stage creates different consumer demands: o
bachelor stage...most of BUAD301
o
newly married, young, no children...me
o
full nest I, youngest child under 6
o
full nest II, youngest child 6 or over
o
full nest III, older married couples with dependent children
o
empty nest I, older married couples with no children living with them, head in labor force
o
empty nest II, older married couples, no children living at home, head retired 33 | P a g e
Dharwad College Of Management
o
solitary survivor, in labor force
o
solitary survivor, retired
o
Modernized life cycle includes divorced and no children.
Reference Groups Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group . Families, friends, sororities, civic and professional organizations. Any group that has a positive or negative influence on a person’s attitude and behavior. hip groups (belong to) Affinity marketing is focused on the desires of consumers that belong to reference groups. Marketers get the groups to approve the product and communicate that approval to its . Credit Cards etc.!! Aspiration groups (want to belong to) Disassociate groups (do not want to belong to) Honda, tries to disassociate from the "biker" group. The degree to which a reference group will affect a purchase decision depends on an individual’s susceptibility to reference group influence and the strength of his/her involvement with the group. 34 | P a g e Dharwad College Of Management
Social Class An open group of individuals who have similar social rank. US is not a classless society. US criteria; occupation, education, income, wealth, race, ethnic groups and possessions. Social class influences many aspects of our lives. IE upper middle class Americans prefer luxury cars Mercedes. o
Upper Americans-upper-upper class, .3%, inherited wealth, aristocratic names.
o
Lower-upper class, 1.2%, newer social elite, from current professionals and corporate elite
o
Upper-middle class, 12.5%, college graduates, managers and professionals
o
Middle Americans-middle class, 32%, average pay white collar workers and blue collar friends
o
Working class, 38%, average pay blue collar workers
o
Lower Americans-lower class, 9%, working, not on welfare
o
Lower-lower class, 7%, on welfare
Social class determines to some extent, the types, quality, quantity of products that a person buys or uses. Lower class people tend to stay close to home when shopping; do not engage in much pre-purchase information 35 | P a g e Dharwad College Of Management
gathering. Stores project definite class images. Family, reference groups and social classes are all social influences on consumer behavior. All operate within a larger culture. Culture and Sub-culture Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation. Culture also determines what is acceptable with product advertising. Culture determines what people wear, eat, reside and travel. Cultural values in the US are good health, education, individualism and freedom. In American culture time scarcity is a growing problem. IE change in meals. Big impact on international market. Chapter 2
36 | P a g e Dharwad College Of Management
Research Topic and Objectives
Topic of the Study:
“Impact of Promotional Activities on Consumer Buying Behavior – A Case Study on HARSHA Hubli”.
Statement of the Problem: Now a day’s every organization work hard for developing new customer relationship and retaining of customers.
37 | P a g e Dharwad College Of Management
A customer or consumer who goes to purchase a durable or home appliances, he/she was influenced by many factors like social factors, psychological factors, income level, taste, need, ment and so on that directly influence to the preference of the customer between various brands and products available in the market. So what will be the factors that will make a customer to visit HARSHA outlet in Hubli and also influence their preference to visit to HARSHA outlet in Hubli on other competitive outlets in Hubli. So the study is conducted on the topic of “Impact of Promotional Activities on Consumer Buying Behavior – A Case Study on HARSHA Hubli”
Objectives of the study:
To know the impact of promotional activities towards HARSHA outlet Hubli.
To find out the customer expectations from HARSHA outlet Hubli.
To know the factors that influence consumers buying behavior. 38 | P a g e
Dharwad College Of Management
To know the various information sources help in buying process.
To know the promotional strategies of Harsha that attracts the customers.
Scope of the study: It will help in applying the theoretical knowledge to the practical issues. It will help in understanding, reviewing and improving the promotional strategies. The experience gained during this study provides a tool, which can be applied in any future undertakings of similar nature. The study will also provide some valuable suggestion to the selected firm/industry to work upon their strategies and also it will be sample surveys to show case their present strategies and the response from the target customers of the industry.
Limitations of the study:
39 | P a g e Dharwad College Of Management
While surveying some people refused to respond. So these people did not participated in the Survey and hence they may affect on the study. Some respondents going on answering dramatically or artificially and which may affect the result of the study. The area of coverage is very limited. It was conducted within the Hubli city. Many respondents going on living the negative or neutral answers for just finish the answering. So this may also affect the study. Time also played as a limit for the study which makes to cover unable to cover all information.
Chapter 3 40 | P a g e Dharwad College Of Management
Research
Methodology
41 | P a g e Dharwad College Of Management
RESEARCH METHODOLOGY: To achieve the stated objectives, the data is collected for analysis and interpretation. The two types of data will be collected. They are primary data and secondary data.
PRIMARY DATA: It is define as the data, which is collected from the field of information through survey and questionnaire technique. So here in this report the primary data is be collected directly from the respondents and the customers visited to the HARSHA and also interaction with the manager and sales executive, using a questionnaire and discussing with the respondents.
SECONDARY DATA: It is define as the data, which is already been collected or existence that can be used for the research is said to be the secondary data. Here the secondary data are collected from the Records of HARSHA outlet Hubli and also from websites, the broachers, and journals of the organization and other documents of the company, which will helpful for the research study.
42 | P a g e Dharwad College Of Management
METHOD OF SAMPLING: Sampling: As the population of Hubli city is too much, since it is difficult to find the customers from the total population it is much difficult to do the survey of Each and every customer of Harsha soothe random sampling method is used to conduct the research Sample size: Sample size taken for the study is 100 respondents who were residing in the Hubli and the visitors of Harsha. Sample elements: Households, Businessman, student, Government and private employees, who are residing in Hubli. Sample unit: Customers of Harsha, irrespective of their income levels, age, occupation residing in Hubli city. Survey techniques: Questionnaire technique and personal interview technique is used to conduct the survey.
43 | P a g e Dharwad College Of Management
Chapter 4
DATA ANALYSIS 44 | P a g e Dharwad College Of Management
1. Gender
Gender Frequen Percen Valid Cumulativ cy t Percent e Percent Vali male 81 81.0 81.0 81.0 d femal 19 19.0 19.0 100.0 e Total 100 100.0 100.0
45 | P a g e Dharwad College Of Management
Conclusion: From the above chart, it is shown that the survey include 81 male respondent and 19 female respondent in the research study.
2. Occupation occupation Frequen Percen Valid Cumulativ cy t Percent e Percent Vali Businessm d an Student Employee Household Total
34
34.0
34.0
34.0
12 12.0 46 46.0 8 8.0 100 100.0
12.0 46.0 8.0 100.0
46.0 92.0 100.0
46 | P a g e Dharwad College Of Management
Conclusion: The Bar chart shows that, the survey include 34% of Businessmen, 12% of students, 46% of Employees, and 8% of Household will be respondent in the research study.
3. Income Levels.
47 | P a g e Dharwad College Of Management
income Frequen Valid Cumulative cy Percent Percent Percent Valid less than 10000 1000020000 2000030000 more than 30000 Total Missi System ng Total
4
4.0
5.0
5.0
23
23.0
28.8
33.8
31
31.0
38.8
72.5
22
22.0
27.5
100.0
80
80.0
100.0
20
20.0
100
100.0
48 | P a g e Dharwad College Of Management
Conclusion: The above pie chart shows the various income levels of the respondent per month basis in the survey that is, 4% of respondent are of below Rs.10000/- income level, 23% of respondent are having income level of 10000 to 20000, 31%of respondent are having an income of 20000 to 30000 and 22% of respondent are having an income of more than 30000/- , Missing 20% includes some of the student and household who did not have the income.
4. Factor influences the customer at the time of Purchase.
49 | P a g e Dharwad College Of Management
factor influence Frequen Percen Valid Cumulativ cy t Percent e Percent Vali Family ,friends d &relations change in lifestyle change in technology change in need ment Total
32
32.0
32.0
32.0
21
21.0
21.0
53.0
25
25.0
25.0
78.0
19 19.0 3 3.0 100 100.0
19.0 3.0 100.0
97.0 100.0
50 | P a g e Dharwad College Of Management
Conclusion: From the above pie chart I can say that the survey shows, 32%of the respondent said that their family, friends &relations influence them at the time of purchase, 20% of the respondent said that their change in lifestyle will influence them at the time of purchase, 26% of the respondent said that the change in technology will influence them at the time of purchase, 4% of the respondent said that the ment will influence them at the time of purchase.
51 | P a g e Dharwad College Of Management
5. Influence of the buying behavior of the respondents
Sl.No
Particulars
Percentage
1.
Friends
35
2.
Family
47
3.
Dealers
13
4.
others
05
52 | P a g e Dharwad College Of Management
Interpretation: The above table shows that the percentage numbers of respondents’ influences by buying behavior are known after collecting the primary data source. The table shows out of the 100 respondents 35% are influenced by friends, 47% by family, 13% by dealers and others are 05%.
Conclusion: Majority of the respondents are influenced by family. 53 | P a g e Dharwad College Of Management
5. Awareness about Promotional Activities. Sl.no
Particulars
Percentage
1
Yes
66%
2
No
34%
54 | P a g e Dharwad College Of Management
Interpretation: The above table shows that the percentage numbers of respondents’ influences by buying behavior are known after collecting the primary data source. The chart shows that out of 100% respondents 66% are aware of promotional activities carried out at Harsha Hubli and 34% are unaware of such promotional activities. Conclusion: Majority of respondents are aware about the promotional activities carried out at Harsha Hubli.
6. Best time to buy the electronic goods. Sl.No
Particulars
Percentage
1.
Occasions
25
2.
Festival season
42 55 | P a g e
Dharwad College Of Management
3.
Special events
18
4.
Others
15
Interpretation: The above table shows that the number of respondents best time to buy the goods known by after collecting from the primary data source. 56 | P a g e Dharwad College Of Management
The table shows out of the 100 respondents 25% buys on occasions, 42% on festival season, 18% special events and 15% on other times.
Conclusion: The majority of respondents are willing to buy on festival seasons.
7. Preference the Harsha Electronic retailing shop. 57 | P a g e Dharwad College Of Management
Sl.No
Particulars
Percentage
1.
Offers
71
2.
Brand range
75
3.
Sales after service
64
4.
Others
20
Interpretation: The above table shows that the number respondents preference for Harsha. After collectionof primary data offer attracts 71%, brand range 75%, sales after service 64% and others are 20%. Conclusion: The majority of people prefer Harsha because of its brand range in electronic goods. 8. Customer response towards Promotional activities of Harsha. 1. Hoardings 58 | P a g e Dharwad College Of Management
Hoardings Frequen Percen Valid Cumulativ cy t Percent e Percent Vali too d bad bad ok good best Total
11
11.0
11.0
11.0
15 15.0 49 49.0 15 15.0 10 10.0 100 100.0
15.0 49.0 15.0 10.0 100.0
26.0 75.0 90.0 100.0
Conclusion: In the survey amongs the 100 respondents of Harsha I have come to know that, 49% of respondent are satisfied and said ok towards the Hoardings of Harsha in Hubli. 15% & 10% repondent said hoardings are Good & Best respectively 2] Paper Ads 59 | P a g e Dharwad College Of Management
Paper ads Frequen Percen Valid Cumulativ cy t Percent e Percent Vali too d bad Bad Ok Good Best Total
13
13.0
13.0
13.0
31 31.0 32 32.0 18 18.0 6 6.0 100 100.0
31.0 32.0 18.0 6.0 100.0
44.0 76.0 94.0 100.0
60 | P a g e Dharwad College Of Management
Conclusion: : In the survey amongs the 100 respondents of Harsha I come to know that,32% 0f the respondent said that Harsha paper ads are Ok. 31% of the respondent said that the paper ads of Harsha is Bad. 18% of the respondent said that paper ads are good. 13% of the respondent said it is too bad and 3% of the respondent said its best.
61 | P a g e Dharwad College Of Management
3] TV ads. TV ads Frequen Percen Valid Cumulativ cy t Percent e Percent Vali too d bad bad ok good best Total
20
20.0
20.0
20.0
49 49.0 20 20.0 10 10.0 1 1.0 100 100.0
49.0 20.0 10.0 1.0 100.0
69.0 89.0 99.0 100.0
62 | P a g e Dharwad College Of Management
Conclusion: : In the survey amongs the 100 respondents of Harsha I come to know that,49% 0f the respondent said that Harsha TVads are Bad. 20% of the respondent said that the TVads of Harsha is too bad. 20%of the respondent said that TV ads are ok. 10% of the respondent said it is good and 1% of the respondent said its best.
63 | P a g e Dharwad College Of Management
4] Pamphlets
pamphlets Frequen Percen Valid Cumulativ cy t Percent e Percent Vali too d bad bad ok good best Total
16
16.0
16.0
16.0
34 23 18 9 100
34.0 23.0 18.0 9.0 100.0
34.0 23.0 18.0 9.0 100.0
50.0 73.0 91.0 100.0
64 | P a g e Dharwad College Of Management
Conclusion: : In the survey amongs the 100 respondents of Harsha I come to know that,34% 0f the respondent said that Pamphlets of Harsha are Bad. 23% of the respondent said that the Pamphlets of Harsha is ok. 18%of the respondent said that Pamphlets are good. 16% of the respondent said it is too bad and 9% of the respondent said its best.
65 | P a g e Dharwad College Of Management
Chapter 5
Findings, Suggestions and Conclusion 66 | P a g e Dharwad College Of Management
Findings As the research is conducted on the Customer perception towards the Harsha Hubli. After the survey and analysis amongst the 100 respondent of Harsha ,I have come to know the following findings,
81 male respondents and 19 female respondents are the part of the research study.
Survey includes 34% of Businessmen, 12% of students, 46% of Employees, and 8% of Household.
The various income groups respondent participated in the survey are,4% of respondents are of below Rs.10000/- income level, 23% of respondents are having income level of 10000 to 20000, 31%of respondents are having an income of 20000 to 30000 and 22% of respondents are having an income of more than 30000/- , And remaining 20% includes some of the student and household who did not have the income. The survey helps to find out the various factors that influence the customer at the time of purchase are which is as follows,
32%of the respondents said that their family, friends &relations influence them at the time of purchase, 20% of the respondents said that their change in lifestyle will influence them at the time of purchase, 67 | P a g e Dharwad College Of Management
26% of the respondents said that the change in technology will influence them at the time of purchase,
The survey helps to find out about awareness of promotional activities carried out by Harsha; I have come to know the following,
About 64% are aware about the promotional activities. About 34% are unaware about the promotional activities. The survey helps to find out the impact of promotional activities towards the customer; I have come to know the various responses which are as follows,
About Hoardings responses, around 49% of them said it’s Ok. About Paper ads maximum respondent, around 32% said it’s Ok and 31% said it’s not so good. About TV ads maximum respondent, around 49% said it’s not so good. About Pamphlets maximum respondent, around 34% said it’s not so good and 23% said it’s Ok.
68 | P a g e Dharwad College Of Management
Suggestion Overall the customer has Positive perception Towards the Harsha, But some of the key concern are need to be consider by Harsha , and that came out during the survey and some other came out after the analysis which are as follows, The Harsha should understand that the perception of Male and female towards consumer goods and Home appliances differ , so they should understand the customer needs based on gender and other segments like their life style,attitude,income level etc, on the basis of it they design their strategy.
Most of the respondent said they influence by their family,friends& relations at the time of Purchase ,so for Harsha there is a valuable point before they deg their promotional strategy to attract the customer , they must consider this point.
Most of the respondent are unsatisfied with the prices in Harsha ,they always said it is high, so they should be work on their pricing strategy, so they took some measures to satisfy customer on Pricing front and Customer also expect more attractive offers apart from the Events in Harsha.
About promotional strategy the respondent are not too much attracted with their advertising channels , So Harsha should be
69 | P a g e Dharwad College Of Management
give a contineus advertising campaign apart from heavy promotion at the time of events only. Some of the Female respondent tells they should higher few female sales executive for home appliances.
Conclusion From the above survey I conclude that Harsha is very good at their awareness front, peoples are happy with their after sales service, People will love to shop at Harsha at the time of Events, because its always a very special moments for them to shop. The survey came out with some valuable results as discuss in above , most of the respondent wants to shop in harsha atleast once in a year and Big thing about Harsha is whenever any body wants to buy any Home appliances and consumer durables the first Showroom that comes in their mind is Harsha in Hubli and some of the customer requirements from the Harsha is discussed in above chapter. So overall the customer has positive Perception towards the Harsha.
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Chapter 6
Dharwad College Of Management
Annexure and References
71 | P a g e
QUESTIONNAIRE Dear Sir/Madam, I am pleased to introduce myself as BBA Student of DHARWAD COLLEGE OF MANAGEMENT DHARWAD. As a part of my curriculum I am conducting a survey on “Impact of Promotional Activities on Consumer Buying Behavior”. “Your co-operation in this regard will be appreciated and kept confidential”.
1. Personal Information: a) Name: ____________________________________ b) Gender: Male [ c)
]
Female [
]
Age: _____________ Years
72 | P a g e Dharwad College Of Management
d) Occupation: 1.Businessman: [ ] 3.Employee [ ] 2. Student
[ ]
4.
Household [ ] 2. Monthly Income a) Less than 10,000 20,000 [ ]
[
]
b) 10,000 to
c) 20,000 to 30,000 than 30,000 [ ]
[
]
d) More
3. Which one factor influenced you more at the time of Purchase? Family, Friends & Relations Lifestyle [ ]
[
Change in Technology Need [ ] ments
]
Change in
[
]
[
]
Change in
4. Have you ever visited to Harsha? Yes (
)
No (
)
5. How do you come to know about the Harsha? 73 | P a g e Dharwad College Of Management
By ments [ [ ] Family Journals [ ]
] [
By Friends & Relations ]
By Magazines &
6. What time will you like to shop at Harsha? a) At the time of Festivals Harsha events [ ]
[ ]
c) At the time of Requirement [ ] Occasion [ ]
b) At the time of d) Only at Special
7. Rate the Harsha Promotional strategy on the scale of 1 to 5 to attract the customer (Where 1- too bad and 5 – best) a) Hoardings [ ]
b) Paper Ads [ ]
c) TV ads
d) Pamphlets [ ]
[ ]
8. Rate the following factors influence your Buying decision in HARSHA, according to your experience/opinions……… {Best-4 Good-3 Average-2 Not good1} 74 | P a g e Dharwad College Of Management
Offers & Discounts ]
[
]
Product Display
[
Prices ]
[
]
Sales Talk
[
Availability of Brands [ ]
]
ments
[
9.Which of the following feature you expect more in Harsha? a) Affordable price service ( ) c) Quality ( )
(
)
b) Best customer care
( )
d) varieties in product
9. Which of the following product you want to buy from Harsha? Color Television/LCDs
[
]
Music System
[
]
Refrigerator
[
]
Cook wares
[
]
Washing M/C
[
]
Mobiles
[
]
Gadgets
[
]
Home appliances [
]
75 | P a g e Dharwad College Of Management
10. Rate the following strategies that influence your buying decision in Harsha. (Where 1- too bad and 5 – best) a) Pricing [ ]
b) ments [ ]
c) Discounts and offers [ ]
d) Product packaging [ ]
e) After sales service
f) Availability of Brand [ ]
[ ]
g) Product display
[ ]
11. Rate the Overall Marketing Strategies of Harsha on the scale of 1 to 5 1. Best ( ) bad ( )
12.
2. Good ( )
3.Ok ( )
4. Not so good ( )
5. Too
Do you wish to shop in Harsha Once in year?
Yes ( )
No ( )
Your valuable suggestions for improvement of Harsha. _______________________________________________ ____
76 | P a g e Dharwad College Of Management
______________________________________________ ____ ______________________________________________ _____ Thanks for your nice cooperation and spending your valuable time
BIBLIOGRAPHY:
Books Referred:
77 | P a g e Dharwad College Of Management
Marketing Research : A. Parasuraman Dhruv Grewal R.Krishnan “Previous Research Report of Harsha”
Websites: www.hindubusinessline.com www. Scribd.com
Dharwad College Of Management
Annexure and References
78 | P a g e
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