View
228
Download
3
Category
Preview:
DESCRIPTION
main
Citation preview
Consume B ehaviour A nd Attitude Towards Ponds
Chapter – I
INTRODUCTION
Introduction to Beauty.
Why does our skin age prematurely?
Scope of the study.
Aims and objectives.
Methodology.
Limitations of the study.
Sai Sanjeeva Institute of Management. Chitradurga. 1
Consume B ehaviour A nd Attitude Towards Ponds
Chapter IINTRODUCTION
Beauty has an universal language one that transcends all bars of
caste creed and religion every woman has an image of how she wants to
look. An image which she wistfully sighs over every women nurse a
fervent desire for a glowing complesion, sparkling eyes thick lustrous
hair, smooth well mainicured hands, all combined together to reate a
beautiful whole. The desire for a beautiful look can be fulfilled with some
education, a dash of skill, lot of patience and above all an urge to
experiment and innovate.
Beauty plays a very important and vital role in the women’s
life. Because as we move on to the centuries the importance of women
and her beauty also increases and her beauty is considered as her greatest
strength. And the beauty has become more of a necessity than a comfort
or luxury.
But as we all observe our skin gets wrinkled or aged before
attaining the age of 25 or 30. It is due to the environmental pollution,
Dust and many other Factors.
Why does our skin age prematurely?
Sai Sanjeeva Institute of Management. Chitradurga. 2
Consume B ehaviour A nd Attitude Towards Ponds
It is due to the unfriendly environmental factors such as the
harsh sun heavy pollution dust as well as the lack time to follow a daily
skin care regine all contribute to premature aging.
Due to the unhealthy texture of skin our cells gets damaged
which causes an urge of wrinkles which makes our face get wrinkled
before attaining the age of 25 – 30 years.
Each and every woman wants to maintain her beauty for a long
period of time. So, she needs a perfect skin care solution for beauty. So,
she will be always searching for a perfect solution which makes her to get
rid – off her wrinkles and aged skin.
“Pond’s Age Miracle (7 days challenge)” 1st solution which
makes her problem to be solved and make her to get rid off her wrinkles
and aged skin.
In addition to improving skin appearance and reducing signs of
ageing continuous use, “Ponds age miracle” also gives results you, can
see in 2 weeks time. This is because in contains radiance parties and
reflectors to play with light, instantly giving wrinkle skin the appearance
of soft, smooth, even toned fine and radiant and skin. So, now your age
becomes a secret your skin will never give away.
Scope of the study
Sai Sanjeeva Institute of Management. Chitradurga. 3
Consume B ehaviour A nd Attitude Towards Ponds
The scope of this report is restricted to the study of the consumer
behaviour and their attitude towards “Ponds age miracle (7 day’s
challenge)”
The area of the study has been restricted to Challakere and
Chitradurga only. The report gives information in general regarding
attitude of consumer towards “Ponds age miracle”. Because the consumer
have their own taste and preference.
However the survey is conducted on sampling basis, consumer
have been selected on random basis for clienting on random basis
regarding their attitudes and views towards the ponds age miracle/ in
addition to information for the survey secondary data has been collected.
Aims and objectives
To know the consumer behaviour and their “Attitude towards ponds
age miracle”.
To know the popularity of the brand
To know the awareness of the consumers towards ponds age miracle.
To know the customer satisfaction.
To know the quality of the product
To know the competition.
To evaluate the degree of brand loyalty of consumers.
To investigate the actual drawback faced by the product.
To know the sales performance of “Pond’s age miracle”.
Sai Sanjeeva Institute of Management. Chitradurga. 4
Consume B ehaviour A nd Attitude Towards Ponds
Sai Sanjeeva Institute of Management. Chitradurga. 5
Consume B ehaviour A nd Attitude Towards Ponds
Methodology
To achieve the above objectives the following steps has to be
followed.
It refers to means and convention used to workout the problems.
It is the methods for the study purpose.
Source of the data collection
a) Primary Data
Personal Interview conducting the respondents, asking
questions and recording the responses of consumers. Questionnaire has
been issued to respondents to audio unnecessary delay and to make the
filling task easy.
b) Secondary Data:
The information already exist somewhere, has been collected for
another purpose. The sources of secondary data are
Magazines.
Websites view
News paper
Sai Sanjeeva Institute of Management. Chitradurga. 6
Consume B ehaviour A nd Attitude Towards Ponds
Limitation’s of the study
The study is restricted to Challakere and Chitradurga city only.
In this report we study only of a particular and single product.
Non discloser of confidential matters by the company personal.
The information obtained from the consumers may charge with
charging condition.
However we feel that about suggestion and conclusion are practical
and realistic.
The survey has been restricted to 50 respondents.
It can be possible to interview all respondents are consumers
because of time limit.
Interview is of general kind and no depth interview.
Sai Sanjeeva Institute of Management. Chitradurga. 7
Consume B ehaviour A nd Attitude Towards Ponds
Chapter-II
History and Development of Ponds
The pond’s institute was founded in “Utica New York” by a
“Pharmacist” named “Theoren.T.pond” who created the “Pond’s Golden
Treasure”. In 1846, a witch – hazel based wonder product. This beauty
treatment was then introduced as ponds extract in 1886. In 1914. the
ponds cold ream and vanishing cream made its way to the market which
set ponds image as a beauty brand and triggered numerous endorsements
by beauty experts.
In 1987 unilever purchased chessebrough ponds by the 1990’s
Ponds was @ the forefront by leading edge product innovations that
answer women’s unmet skincare needs. Ponds led colour mgmt
development in Asia and pioneered the use of “AHAS” for anti ageing in
the US. These innovations in tune with women’s needs and beauty ideals
have given ponds a strong position in global skin area.
Fifty years and getting younger from Blue peal pomade to age –
defying complex ponds has come a very long way in the Indian skincare
market. If there is one international brand that has become a truly Indian
one. It is ponds.
It entered, India as cheese borough ponds in 1947, selling
Vaseline Blue seal pomade and Vaseline Hair Tonic. The ponds brand,
Sai Sanjeeva Institute of Management. Chitradurga. 8
Consume B ehaviour A nd Attitude Towards Ponds
however, was introduced in 1955. Pond’s then went on to become a
public limited company in 1978. It came into the unilever fold when the
unilever group through unichem followed acquired its parent. Cheese
Borough pond’s of the US in 1986.
Pond’s also has a significant presence in the cold pond’s all day
oil control cream ( worth about Rs.80 crores), with pond’s cold cream and
pond’s all day oil cream. The former leads, with chormis (From Colgate –
Palmolive) and Nivea ( From J L morion) following closely. The other
well – Known brand with pond’s is Vaseline, which is synonymous with
petroleum jelly. The other products under the Vaseline brand name
include lip guard, and heel Guard.
Pond’s India Ltd is also a major exporter of mushrooms. Shoes,
leather products and thermometers. Ponds exports his branded products to
neighboring countries like Bangladesh. Pakistan, Africa, Srilanka, where
they are out from the competition in the skin case products. Pond’s
successfully acquired the market share in the poor countries.
Sai Sanjeeva Institute of Management. Chitradurga. 9
Consume B ehaviour A nd Attitude Towards Ponds
Chapter – III
Company Profile
Introduction to Hindustan unilever Ltd.
History of HUL
Growth of HUL
Business categories
Sai Sanjeeva Institute of Management. Chitradurga. 10
Consume B ehaviour A nd Attitude Towards Ponds
Sai Sanjeeva Institute of Management. Chitradurga. 11
Consume B ehaviour A nd Attitude Towards Ponds
Chapter III
Introduction to Hindustan unilever Ltd.
The Hindustan lever limited was incorporated in 1956. It’s
earlier name was “Lever Ltd”
51% of its shares are held by unilever Ltd which has its head
quarters in London and Amsterdom (Holland). It is the only company,
which has two head quarters. Public and other financial institution holds
49% of its shares.
The HLL has chairnan and Board of directors. Different director
head the different product units. The various production departments of
the company are as follows:
Personal products
Plantations
Food and beverages
Chemicals and Agriculture
Ice creams
Soap and Detergents
Each department is in the control of a particular director. Under
each director there are general sales manager. Marketing controller,
producer, manager, sales manager etc.
Sai Sanjeeva Institute of Management. Chitradurga. 12
Consume B ehaviour A nd Attitude Towards Ponds
Pond’s established two of its strongest brands Dream flower talc
and cold ream over a period of time. One objective that spurred pond’s on
was its relevance to the consumer. It saw specific consumer needs and
satisfied them. Indian women wanted basic skin care products, and
pond’s gave them Dream flower talc and cold ream. Another reason why
pond’s has become such a strong brand is because it has been around for
long and knows that Indian women want.
Pond’s has realized that its fore competence lies in skin care. It
knows that Indian consumer is one who wants quality @ an affordable
price.
The HLL is divided into four region i.e.,
1) Delhi
2) Mumbai
3) Chennai
4) Kolkatta
A regional manager where is in change of the entire branch or
region head of each region.
There are regional sales manager for an individual profit center.
Each region is divided into different areas examples Chennai region is
divided into different branches or areas such as Karnataka sales areas,
kerala sales areas, and tamilnadu sales areas.
Sai Sanjeeva Institute of Management. Chitradurga. 13
Consume B ehaviour A nd Attitude Towards Ponds
History of HLL
In the summer of 1888 vieitas to the kolkatta harb, or noticed
rates full of sunlight soaps bars, embossed with the words. Made in”
England by lever Brothers” with it, began an era of marketing branded
and packaged vass consumption Goods (PMEG). Leading in 1933, to the
formation of lever Brothers India limited, and family Hindustan lever
limited in 1956.
Our vision is to meet the every day needs of people every where.
It is this vision that in spines our 41000 employees, including 1550
managers.
With brand which today are house hold names in our portfolio,
HLL are the leaders in Home and personal care products and foods and
Beverages. All of which makes us Indians largest packaged mass
consumption Goods (PMLG) company.
In 1888, less than 4 years after “willian Hesketh lever” launched
sunlight soap in England his newly founded company, lever Brothers
started exporting the revolutionary laundry soap to India.
By the time the company merged with the Netherlands – based
margarine unie in 1930 to form unilever. It had already carved a in the for
it self in the market of India. co – incidentally margarine unie also had a
Sai Sanjeeva Institute of Management. Chitradurga. 14
Consume B ehaviour A nd Attitude Towards Ponds
strong presence in India to which it is exported vanaspati (Hydrogenated
edible fat).
A year after the merger, unilever set – up the Hindustan
vanaspati manufacturing company its first subsidiary in India and went on
to streng then its position by establishing two more subsidiaries lever
Brothers India Ltd and united traders limited, soon after words. The 3
companies, with marketed soaps, vanaspati and personal product, merged
in 1956 to form Hindustan lever in which unilever has a 51% stake.
Our deep roots in local cultures and markets around the world
are our unparalleled inheritance and the foundation for our feature
growth. We will bring our wealth knowledge and international expertise
to the service of local customers truly multi local multinational.
This is uni levers road to sustainable. Profitable growth for our
business and long term value creation for our share holders and
employees.
Growth of Hindustan lever
In 1888 lever soap. “Sunlight” introduced in India through imports
In 1918 vanaspati (Hydrogenerated edible fat) launched through
Imports .
In 1930 unilever reated through the merger of lever Brothers UK
and margarine unite. Netherlands.
Sai Sanjeeva Institute of Management. Chitradurga. 15
Consume B ehaviour A nd Attitude Towards Ponds
In 1931 unilever registers company in India Hindustan vanaspati
manufacturing company ( HVM) for local manufacture of
vanaspati
In 1933 lever brothers India limited (LBIL) incorporated in India to
manufacture soap.
In 1935 united traders limited (VTL) incorporated in India to
market personal products.
In 1956 the 3 subsidiaries, HVM, LBIL and VTL merge to form
HLL.
In 1958 Hindustan lever research centre star-18 functioning.
In 1970 chemicals complex commissioned @ Holdia, west Bengal.
In 1993 Hindustan lever limited largest completion. Tata oil mills
company (TOMLO) mergers with the company.
Erst while Brooke Bond India acquires kissan Business from
Cadbury.
Doom Dooma and Tea Estates plantation Divisions merged with
Brooke Bond.
Brooke Bond and Erst while lipton India merge to form Brooke
Bond liption India limited.
In 1994 HLL and US-based Kimberley Clark Corporation form
50:50 joint ventures, Kimberley – Clark lever limited.
In 1995 Hindustan lever limited and India cosmetics major, lakme
Ltd.
Form 50:50 joint venture, Lakme lever Ltd.
Hindustan lever limited acquires quality and milk food 100% brand
names and distribution assets.
Sai Sanjeeva Institute of Management. Chitradurga. 16
Consume B ehaviour A nd Attitude Towards Ponds
Hindustan lever limited and US-Grade S, C. Johnson and Son Inc
form 50:50 joint ventures, lever Johnson (Consumer products)
Pvt.Ltd.
In 1994 Hindustan Lever limited Soaps and detergent sales cross
one million tones.
In 1996 Hindustan lever limited and associate, Brooke Bond
Lipton India limited, India Biggest in Food and Beverages merge.
In 1998 Group – company ponds India Ltd, merges with Hindustan
lever limited. Hindustan lever limited acquires lakme Brand
factories and lakme Ltd.is 50% equity in lakme lever Ltd.
Hindustan lever limited acquires manufacturing rights of quality
ice-cream. Appellate Authority of Government of India observes
HLL of insider trading charges, made by SEBJ in 1997, in the
BBLIL merger.
In 2000 HLL acquires modern Foods, the first public sector
company to the Government of India.
In 2001 HLL has entered virtually every arena in the fast moving
consumer goods. History market through organic growth,
diversification, mergers and acquisitions. How me get today, the
company markets more than 110 brands, in 950 lacks, India’s
entire urban population and about 50,000 villages. A satellite –
based system supports supply chain management.
In Feb 2007 the company has been renamed to Hindustan unilever
Ltd to strike the optimum balance b/w maintaining the heritage of
the company.
India’s largest FMCG co; HLL has unveiled a new corporate
identify represented a new logo and also a new name Hindustan
unilever Ltd.
Sai Sanjeeva Institute of Management. Chitradurga. 17
Consume B ehaviour A nd Attitude Towards Ponds
Sai Sanjeeva Institute of Management. Chitradurga. 18
Consume B ehaviour A nd Attitude Towards Ponds
Business Categories:
This vision made us India’s largest packaged mass consumption
goods company with leadership in home and personal care products and
foods and Beverages.
We are the country’s largest marketers of soaps, detergent, and
house hold care products.
Our expertise in personal products makes us the leader in
shampoos, skin care products, and colour.
Cosmetics, deodorants, and fragrances.
In foods and beverages, we remain undisputed market leaders in
Tea, processed coffee, branded wheat flour, tomato products, ice-creams,
jams and squashes.
We are also one of the country biggest exporters and have
earned the distinction of a super star trading house. Our exports are
branded soaps and detergents personal products, tea and coffee, basmati
rice, castor oil and its derivatives meals/ extractions, and marine products.
Sai Sanjeeva Institute of Management. Chitradurga. 19
Consume B ehaviour A nd Attitude Towards Ponds
CHAPTER – IV
PRODUCT PROFILE
INTRODUCTION
SPECIAL FEATURES OF PRODUCT
TYPES OF PRODUCTS
Sai Sanjeeva Institute of Management. Chitradurga. 20
Consume B ehaviour A nd Attitude Towards Ponds
Sai Sanjeeva Institute of Management. Chitradurga. 21
Consume B ehaviour A nd Attitude Towards Ponds
Chapter – IV
Product profile
Introduction
After years of ground breaking research, pond’s introduces
“Pond’s age miracle”. In addition to improving skin appearance and
reducing signs of ageing with continuous use pond’s age miracle also
gives results you can see in a week time.
Special features of pond’s miracle
Increasing the skin cell rejection process
Stimulate the growth of collage in your skin.
Hold your skin cell together and shielding you from overexposure
to the sun and its ultra violet rays
Preventing harmful damage to the collagen and elastin fibers,
resulting in fine line and wrinkles.
Types of product
a) Pond’s age miracle Make – up Remover
Sai Sanjeeva Institute of Management. Chitradurga. 22
Consume B ehaviour A nd Attitude Towards Ponds
Before you can get wrinkles out of your skin, you’d have to start
with removing the impurities on its surface. Pond’s make – up remover is
packed with a deep – leaning formula to remove all signs of make – up
dirt and oil to give you leaner, younger looking skin.
b) Pond’s age miracle social foam
To prevent signs of ageing, keeping your skin lean is probably
the most important thing pond’s age miracle social foam with its gentle
lather leans your skin of unwanted oils and impurities that you encounter
during the day.
c) Pond’s age miracle Toner
After keeping your skin clean revitalizing it is necessary. Pond’s
age miracle toner gives you firmer skin by invigorating it.
d) Pond’s age miracle cream
The most effective way to looking younger pond’s age miracle
cream is clinically proven to visibly reduce fine lines and wrinkles in
just 1 day along with filtering the harmful rays of the sun.
e) Pond’s age miracle serum
Enriched with a high concentration of CLA and a light quick –
absorb formula. Pond’s age miracle serum refines your skin’s texture for
targeted results.
Sai Sanjeeva Institute of Management. Chitradurga. 23
Consume B ehaviour A nd Attitude Towards Ponds
f) Pond’s age miracle eye cream
Pond’s age miracle eye cream visibly reduces wrinkles and dark
circles under the eyes, the area that is most vulnesable to ageing signs. It
also nourishes the skin thoroughly.
Sai Sanjeeva Institute of Management. Chitradurga. 24
Consume B ehaviour A nd Attitude Towards Ponds
CHAPTER – V
DEALER PROFILE
INTRODUCTION
LOCATION
AREA COVERED
OBJECTIVE
PROFITABILITY
DISTRIBUTION STRATEGY
Sai Sanjeeva Institute of Management. Chitradurga. 25
Consume B ehaviour A nd Attitude Towards Ponds
Dealer Profile
Introduction:
The person by name “Pradeep” He entered into business field by
taking dealership of HLL in the name of Pradeep Stationary in the year
1988. with the capital investment of 20,000 Rs.
Location :
The complete address of Pradeep Stationary is as under.
Pradeep Stationary
S.R.Steel Building.
Oppsite Nilakanteshwara Temple.
Holalkere Road
Chitradurga-577501
Area covered:
The Pradeep Stationary has its distribution in an around
Chitradurga and Challakere city. Depend upon customers demand.
Objective:
The main objective of the Pradeep Stationary is to meet the
customers demand at well in time and also to provide better and
Sai Sanjeeva Institute of Management. Chitradurga. 26
Consume B ehaviour A nd Attitude Towards Ponds
international products to customers. So that the customers are fulfilled by
the service provided.
Profitability:
The profit earned by Pradeep Stationary for a year is 2.5 lakh
and it may be not exact. Because the profit depends upon the sales
performance. If the sales is high then the profit will be high or otherwise
less.
Distribution Strategy:
The distribution aspects of the traders are very simple. They
place an order to the representatives who is made available from the
company from here the goods are distributed to the sub dealers and local
shops or retailers in the city and surrounding’s
The following figure shows the distribution
Pradeep Stationary
Retailers
Consumers
Sai Sanjeeva Institute of Management. Chitradurga. 27
Consume B ehaviour A nd Attitude Towards Ponds
M/S Pradeep StationaryTrading and profit and Loss a/c for the year ended
31st March 2009.
Particulars Amount Amount Particulars Amount Amount
Opening stock Purchase a/c HLL purchase a/c
Monet purchase a/c G.P c/d
193571
7450315104831372516
By sales a/c HLL sales a/c Monet sales a/c By losing stock in hand
7543839116776
460618
Sai Sanjeeva Institute of Management. Chitradurga. 28
Consume B ehaviour A nd Attitude Towards Ponds
Salary a/c
Rent a/c
Professional a/c
Shop insurance
Vat registration fee
Bank charges
Copy raft
Discount allowed
Electricity charges
Telephone charges
Interest a/c
Road tax Printing and stationaryDep : on assets
Net profit
8121234 By G/P (b/f)By Discount received
8121234372516
69279
98000
31250
1500
166
500
5411
3927
7562
8169
5819
2538
24620
5240
89433
441795 441795
M/S Pradeep Stationary
Balance Sheet as on 31/03/09
Liabilities Amt Amt Assets Amt Amt
Capital a/cRaju 471666
Fixed Assets Computer peripherals
29320
Sai Sanjeeva Institute of Management. Chitradurga. 29
Consume B ehaviour A nd Attitude Towards Ponds
Drawings LICOther
Net profit
Bank o/D a/c Suthi van loan a/c Suresh Najappa Taridere Sunandappa Ajampura Ajampura RajuShanthanuna
Current liabilities Rent Rates and taxes
Sundry Dr’s Rajkumar
2253736223 58760
Hero Honda Maruthi van’s
Current Assets Closing stock in hand Deposits Sundry Dr’s Cash in hand
Bank a/c Bank of Barods Canara Bank
12954244614
28688
611565
460618100010299029976
16550431
119901785001900025000114301950011500011500018000
412906
157660
7343
7126
898456 898456
Sai Sanjeeva Institute of Management. Chitradurga. 30
Consume B ehaviour A nd Attitude Towards Ponds
M/S Pradeep Stationary
Pradeep capital a/c
Particulars Amt particulars Amt
To Balance c/d 471666 By balance (b/f)
By diff value of
o/s
461935
9731
471666 471666
Sai Sanjeeva Institute of Management. Chitradurga. 31
Consume B ehaviour A nd Attitude Towards Ponds
CHAPTER-VI
CHITRADURGA PROFILE
INTRODUCTION
POPULATION AND OCCUPATION
RESOURCE BASE OF THE DISTRICT
SOCIO ECONOMIC INFRASTRUCTURES OF THE
DISTRICT
INDUSTRIAL AREAS AND ESTATES
TRAINING INFRASTRUCTURE
Sai Sanjeeva Institute of Management. Chitradurga. 32
Consume B ehaviour A nd Attitude Towards Ponds
CHAPTER –VI
CHITRADURGA – PROFILE
6.1 INTRODUCTIONPREAMBLE
Chitradurga is fort city with historical background. District has
number of tourist places like fort of regime of pale gars covering
Anebaligu, Rangaina Bagilu, Onake Obavvana Kindi etc., district has
other historical place like Halumaheshwara, Sri Ranganatha Temple, Grur
Thipperudra Swamy Temple, at Nayakanahatty etc.,
District has rich resources like lime stone, manganese etc.,
agriculture and horticulture resources like maize, mower, Ravi,
groundnut, oninon, coconut etc., district has traditional artisans engaged
in wool weaving, silk weaving, silk weaving and handicraft. Challakere
taluk of the district is popularly known as oil centre of Karnataka, since
good many number of oil mils, solvent extraction plants are located, The
district has good number of training center and network of APMC’S for
items like groundnuts, maize, sunflower, area cent and oil seeds. District
has good yield of coconut and as such number of coir industries are
located district has other industries like cement plants, cotton ginning
etc., district has number of traditional silk weaving artisans and wool
weavers.
OBJECTIVES OF THE PERSPECTIVE PLAN
Following are the objectives of perspective plan.
Sai Sanjeeva Institute of Management. Chitradurga. 33
Consume B ehaviour A nd Attitude Towards Ponds
To analysis sent resource base of the district including natural, human
resources and to study the utilization of resource to explore further
variable industries.
To study the existing industrial infrastructure facilities and to identity ad
to study future scope for development of infrastructure facilities.
To identity demand based industries that can be established including
vendor development and ancilliarisation.
Scope of perspective plan
The prospective industries have been suggested perspective plan
2001-2005 in all the taluks of the district covering number of rights
investment and employment generation. The SWOT analysis has been
made in regard to suggest the suitable industries.
SALIENT FEATURES OF THE DISTRICTSOIL
District has red soil spread over challakere, chitradurga tauks,
suitable for Ragi and other dry crops including sunflower, red sandy soil
is also esisting at Hiriyur, Hosadurga and part of chitradurga and
Holalkere taluks suitable for coconut, groundnuts, sunflower, areca nuts,
medium black soil is found in chitradurga and Holalkere taluks suitable
for cotton and sunflower.
CLOMATE AND RAIN FALLDistrict is located in southern part of deccan plateau with hot
summer temperature raining from 35 to 45c and low rain fall ranges from
450mm to 480mm per alum. Hence most of the taluks of the district are
facing repeated draughts: wind is moderately high during south west
Sai Sanjeeva Institute of Management. Chitradurga. 34
Consume B ehaviour A nd Attitude Towards Ponds
Manson. There are number of wind mills installed in chitradurga and
Hiriyur producing electricity at economical rate.
RIVERThe district is not having any perennial water resources farm major
rivers, Vedaathi reiver flows in Hiriyur taluk and a reservoir has been
built at Vani Vilas pura.
There are number of streams like chinnahagari, suvarna Mukhi, Sajjan
hallu joining to Vedavathi River.
COMMUNICATIONDistrict has national highway number-4 of passing through Hiriyur
to chitradurga and national Highway No.13 passingthrough chitradurga
and Holalkere. The Broadway railway lines connect Chitradurga and
Rayadurga through challakere and Molakalmur.
Further Chitradurga is connected to chikkajajur junction.
6.2 POPULATION AND OCCUPATIONThe main occupation of people of the district is agriculture and
allied activities. The other occupation includes service activities including artisan and rural industries
Crop Distric has rich agriculture poduces like Ragi, Maize, Groundnut
and horticulture yields like coconut, areca nut, sunflower and verities of
fruits and vegetables.
Challakere is oil centre having number of oils mills and solvent
extraction plants. The rich growth of onion, Tamarind and papaya has
scope for selling up of agroprocessing industries similarly the rich growth
of coconut in Hosadurga, Hiriyur and Chitradurga have good scope for
coin based industries.
Sai Sanjeeva Institute of Management. Chitradurga. 35
Consume B ehaviour A nd Attitude Towards Ponds
MineralsDistrict has rih limestone deposits and as such number of cement
plants has been set-up Hosadurga Taluk.
6.3 RESOURCE BASE OF THE DISTRICTThough the district is coming under draught prone area – ample
agriculture and horticultural crops are growth because of fertile land. The
district is rich in natural mineral resources there is good strength of
animals. The sericulture production is also increasing; Human resource of
the district is remarkable. Hence all these sound resources have supported
for the working existing industries and have given scope for future
industrial developments.
AgricultureIn chitradurga district main agriculture crops grown are Ragi,
Maize, Jowar, Groundnut, and Sunflower. Based on these crops
agriculture produce processing industries like cleaning and packing of
Ragi-Ragi malt (energy food). Maize, Rava, Maize corn flakes, maize
starch, maize corn oil, and poultry feed and other edible oil industries
could be set up. There is sufficient quantity of agriculture waste after
processing of agriculture produces which could be made use of in bio-
Mass manufacturing units like Briquette fuel. The agriculture resources of
the district covering area under production and yield Taluk wise have
been given in the Annexure-I.
HorticultureThe main horticulture crops grown in the district grouped under
fruits and vegetables. Spices and plantations, major food crops are
papaya, mange, sputa, pomegranate, and banana etc., The important
vegetable crops include onion, chilies and tomatoes, The spices and
Sai Sanjeeva Institute of Management. Chitradurga. 36
Consume B ehaviour A nd Attitude Towards Ponds
plantation corps are tamarind, coconut, areca nut etc., and the details of
horticulture resources of the district are given in Annexure-1.
Based on rich horticulture crops food based industries like onion
dehydration cold storage for vegetable and fruits processing and canning
pectin from papaya, tutu fruity, banana chips etc., industries could is
widely grown in the district hence coconut oil desiccated coconut
powder, coconut shell powder and coin based industries could be set up
tamarind paste, tamarind concentration, tamarind seed decorticating
tamarind seed search industries could also be set up at present here a few
areca processing industries further scented battle nut could also be set up.
Sericulture In chitradurga district mulberry crop is grown in 406 hectare. Post
cocoon activities like silk, filature units, reeling units, multi end units
have been set up further. There is large number of handloom weavers on
silk weaving activity, particularly sincerer, rated in Molakalmuru Taluk
sericulture department has proposed introduction of new technology and
infrastructure facilities to enhance production. The department has also
set up sericulture complex at chitradurga consisting of facility for both
production and training.
Animal HusbandryThe district is having good strength of animals which reflects on
determining the main occupation of the rural populations, agriculture and
the allied activities at present milk supply is from Karnataka Milk
federation, shimoga. Based on the present production of the milk separate
milk union could be set up in chitradurga and thereby established in
Hosadurga and B.G. Kere in Molakalmuru Taluk. There is tremendous
scope for encouraging mini milk dairy and packing units, cattle filed unit.
Sai Sanjeeva Institute of Management. Chitradurga. 37
Consume B ehaviour A nd Attitude Towards Ponds
The dry belt of the district is having enough scope for poultry faming
activities.
Minerals The major minerals resources of the district are line stone,
manganese, iron ore etc., There are already four mini cement plants set up
in the district. There is scope for selling up of units based on cement as
raw materials, manganese are could be pulverized and transported for
further processing I other parts of the state.
Human Resources District has rich human resource covering the students coming out
of college’s farm different disciplines. Technical institution, Training
centre and experts from research centre, non government organization
etc., every year, strength of students coming out of colleges, professional
and vocational institutions are as under.
Students from colleges (BA/BSC/B.Com) 10,900Students from Engineering Colleges 300Students from Dental college 150Students from Polytechnic 350Students from Women ITI 200Student from job oriented course 2500Trained candidates from RUDSETI 500Trained Beneficiaries from ATI and DITC 100Vishwa/PMRY Candidtes for self employment 900
The above human resources have the scope to set up industrial
enterprises and self employment units. The district is known as self help
group district. There are five thousands self help groups engaged in
economic development, regular entrepreneur awareness/developments
programmed are being conducted by the institutions like DIG, CEDOC,
Sai Sanjeeva Institute of Management. Chitradurga. 38
Consume B ehaviour A nd Attitude Towards Ponds
RUDSETI and NGO’s like MYRADA, GRAMA, GREEN, GUARD,
PRAYOG etc.,
6.4 SOCIO ECONOMIC INFRASTRUCTURES OF THE DISTRICT
The district has adequate infrastructure facilities like roads,
transport, communication, power and industrial area/ estates/ finance,
marketing, Further sufficient socio- economic infrastructure like health,
education, hotel, police, commerce and training are also available.
Transport RoadsTwo National Highway is passing through the districts. They are
National Highway No.4 i.e. POONA to BANGALORE and National
Highway No.13 i.e. SHOLAPUR to MANGALORE. The taluk,
headquarters, holies and villages, are well connected to the district head
quarters though state highway and district main roads.
RailwaysChitradurga is connected to chikkajajur railway junction a who
connects to POONA to BANGALORE route Chitradurga to Rayadurga
railway line is passing though Challakere Malakalmuru of the district and
further connected to BELLARY to GUNTAKAL enrooted to other parts
of the country.
Communication - Posts and Telegraphs and Telephones.
Chitradurga has adequate communication system such as posts,
Telegraphs and
Telephones. The details are under.
Nos. of post offices 307
Nos. of Telegraph offices 155
Nos. of Telegraph Exchanges 78
Sai Sanjeeva Institute of Management. Chitradurga. 39
Consume B ehaviour A nd Attitude Towards Ponds
Nos. of Telegraph ones 16876
Power
In the district 1245 number of villages has been electrified and 922
nos. of inhabited villages, the details of pump sets energized distribution
station/receiving stations (MUSS) etc., are given as following.
Sl. No. Taluk Nos. of villages Clarified
Nos. of I.P. Sets energized
Nos. of Distributions stations
I Challakere 266 11625 6 X 45.3II Chitradurga 252 5500 8 X 66III Hiriyur 157 8341 10 X 83IV Holalkere 220 6540 5 X 26.9V Hosadurga 265 3793 3 X 23.8VI Molakalmuru 85 4737 5 X 28.2
In the district there is only one receiving station with capacity of
220 MVA from Sharavathi receiving station, Hiriyur. The details of
power line location, demand, future plan etc.
Wind Mills
In the district wind has maximum velocity throughout the seasons
due to geographical location. At present windmills have been installed
generating 21.74MW.
6.5 INDUSTRIAL AREAS AND ESTATES Industrial Areas
Karnataka Industrial Area development Board (KIADB) has developed OWE
industrial area at Kelgo Extension in Chitradurga. The details of development allotted
and infrastructure provided given below.
Sl.No Particulars Extent No.
Sai Sanjeeva Institute of Management. Chitradurga. 40
Consume B ehaviour A nd Attitude Towards Ponds
1. Area acquired 85.93 acres2. Area developed 70.87 acres3. Area utilized for roads
and civic amenities15.06 acres
4. No. of plots developed 875. No. of plots allotted 826. No. of vacant plots 57. Water supply 41,0001 trsaday8. Power supply 7.79MVA
Health and family welfareThe Health and Family welfare development has developed
infrastructure facilities for providing health service the district. The details of service facilities talukas wise are as under:
Sl. No.
Details Challakere Chitrdurga Hiriyur Holalkere Hosadurga
1 Govt. Hospital
01 01 01 01 01
Nos. Govt. Hospital Bed
50 450 100 50 30
2. Nursing Homes Nos.
21 69 21 08 15
Nursing homes bed strength
24 210 55 24 00
3 Primary Health Centers
11 10 13 07 06
Nos. P.H.C. bed strength
66 60 78 42 36
4 Primary health unit Nos.
02 06 07 06 06
5 Dispensaries family welfare centers
13 06 05 04 07
Main centers
06 06 07 05 04
Sai Sanjeeva Institute of Management. Chitradurga. 41
Consume B ehaviour A nd Attitude Towards Ponds
6 Family welfare centre
61 55 55 64 53
Trade, Commerce and Marketing
In Chitradurga District in each Taluka main regulated market for
agriculture produce market (APMC) sub-markets are operating for Agro
Horticulture produces, animals etc., the details are given below.
Sl. No.
Details Challakere Chitrdurga Hiriyur Holalkere Hosadurga
1 Main market
01 01 01 01 01
2 Sub Market
01 03 01 01 01
3 Turn Over
9069 15871 2334 7628 1366
4 Go down under NCDC Scheme
15 33 22 14 12
The chamber of commerce and Industries, Challakere is assisting enter
premiers in trading commodities. At present the chamber has testing
centre for oil and cake, which enables the enter traders for sale and
manufacturing of oil seeds, oil cake etc,
Co-operate Societies and USSN
There are 541 Co – Operative Bank Brakes i.e. Chitradurga
Gramma Bank, Branches 8 district central Co-Operative Bank Branches
and 6 primary co-operative Agriculture and Rural Development Bank
Branches. The Taluku wise details are as under.
District Annual Credit PlanSl. No.
Details Challakere Chitrdurga Hiriyur Holalkere
Sai Sanjeeva Institute of Management. Chitradurga. 42
Consume B ehaviour A nd Attitude Towards Ponds
1 Commercial Banks
06 15 08 07
2 Rural Banks 15 21 13 113 District Central 01 03 01 014 Primary
Cooperative Agriculture and Rural Development Bank
01 01 01 77
The total credit requirements in the district for the year 2001-02 has been
approved for Ts. 177.71 crores covering Rs.10,44 crores for industries
sector including artisans, rural industries, tiny and small scale industries
under not forum sector.
Training InfrastructureIn The district department of industries and commerce has set up
artisan training Institution ( ATI ) and district industries Trailing
Institution ( DITC ) for imparting Training in skill development Viz in
Artisan Training Institution the crafts includes black smithy, Carpentry,
coir woolen and cotton weaving and in DITC electrical automobile,
Plumbing and sanitary, bore-well and IP set repair and cotton weaving.
RudsetRural development and self Employment training Institution under
joint sponsorship of Sri Dharmastala Majunatha Swamy Education Trust,
Canara Bank and Syndicate Bank has set up in the year 1989-90. The
institute has training facilities of rate trainees for skill up graduation to
the rural artisans and EDP programs are being conducted. The training
crafts includes motor rewinding T.V./ Radio repair, Readymade
Garments, Photography, Computer, D.T.P beauty parlor.
Education
Sai Sanjeeva Institute of Management. Chitradurga. 43
Consume B ehaviour A nd Attitude Towards Ponds
There are number of educational institutions including
professional, technical in the various taluks of the district and details are
given below.
Sl. No. Details Challakere Chitrdurga Hiriyur Holalkere1 No. of Primary
Schools332 389 296 256
2 Nos. of high schools
79 83 55 37
3 No. of PU colleges
11 13 09 10
4 No. of Engineering Colleges
00 01 00 00
5 No. of General educations
07 09 05 02
6 No. of Polytechnics
02 01 00 00
7 No. of Dental College
00 01 00 00
KIADB is proposing to further acquire 150acres of land of Matada
Kurubarahatty village besides NH-4 in Chitradurga Taluk and 50 acres
each in Challakere, Holalkere and Molakalmuru taluks with a view to set
up new Industrial areas
Industrial Estates
Karnataka state small industrial development corporation
(KSSIDC) has set up three industrial estates in the district viz chitradurga,
Hosadurga and Hiriyur. The details are given below.
Sl. No. Particulars Chitradurga Hosadurga Hiriyur1 Total area
acquired (in acres)
10 9.75 18.75
2 No. of Sheds constructed
36 16 08
Sai Sanjeeva Institute of Management. Chitradurga. 44
Consume B ehaviour A nd Attitude Towards Ponds
3 No. of Sheds allotted
36 16 05
4 No. of plots developed
16 37 -
5 No. of Plots allotted
16 10 -
6 Water supply (ltrs/day0
25,000 15,000 1,000
7 No. of street lights
14 8 5
8 Power supply (in HP)
400 250 200
Sai Sanjeeva Institute of Management. Chitradurga. 45
Consume B ehaviour A nd Attitude Towards Ponds
CHAPTER – VII
CONSUMER BEHAVIOUR
INTRODUCTION
IMPORTANCE
SOME OF THE IMORTANT DEFINTION
DETERMINANTS
Sai Sanjeeva Institute of Management. Chitradurga. 46
Consume B ehaviour A nd Attitude Towards Ponds
CONSUMER BEHAVIOUR
7.1. INTRODUCTION:
Behaviour is a mirror in which every one shows his or her image.
Behaviour is the process of responding to stimuli consumer behavior is to
do with the activities of individuals in obtaining and using the good and
requires the process where by individuals decides whether what when
where, and from whom to Purchase goods and services.
Consumer behaviour is comparatively a new field of study. It is on
attempt to understand and product human action in the buying role. It has
demand growing importance under market oriented as consumer oriented
marketing planning and arrangement. A Consumer behaviour is all
through the physical social and psychological behavior of evaluates
purchase.
7.2. IMPORTANCE:
The importance of the consumer in our economic society has long
been recognized Economic theories for more than a century have
Sai Sanjeeva Institute of Management. Chitradurga. 47
Consume B ehaviour A nd Attitude Towards Ponds
emphasized the fundamental proposition that economic endeavor is bait
round the production of goods and services for the satisfaction of human
needs and wants.
Sai Sanjeeva Institute of Management. Chitradurga. 48
Consume B ehaviour A nd Attitude Towards Ponds
7.3. SOME OF IMPORTANT DEFINITION
1. A consumer behavior is basically social in nature. Hence social
environment play an important role in shaping buyer behavior.
2. The process where by individual decide whether what when where
and from to purchase goods and services.
3. Buyer behaviour includes consumer and industrial buyer
behaviour.
4. Buyer behaviour involves both individual psychological process
and group social process.
5. Buyer behaviour includes communications purchasing and
consumption behaviour.
Consumer behavior includes the acts of individuals directly
involved in obtaining and using economic goods and services including
sequence decision process that proceed and determined these acts. Actual
purchase is only a part of the decision process. In buyer behavior we
consider not only why how when where and under what considerations
the purchase was made understanding of the buyer behavior is essential in
marketing planning and programme. Determinants of Buyer behavior.
Buyer behaviour are the process where potential consumer are
subjected to various stimuli. The customer is regarded as a black base as
we can not sea what is going on in the mind. He is responds to the
stimulating or inputs and may purchase some products or services of
Sai Sanjeeva Institute of Management. Chitradurga. 49
Consume B ehaviour A nd Attitude Towards Ponds
interest to the marketing management. The model of buyer behaviour is a
stimulates response to model.
He may be decision view of buyer behaviour they are.
1. Inputs
2. Processing
3. Outputs
4. Feedback loop
7.1 DETERMINANTS
Buyer behaviour are an orderly process where by the consumer
increase with his or hour environment for making a purchase decision on
products. The determinates of consumer behaviour can be grouped into
three major caption namely. Economical ,physical and psychological.
I. ECONOMICAL DETERMINANTS
Economic scientist were the first among social scientist to study
consumer and their behaviour and products the details about the solution
to the consumer and consumption problem the basic economical
determinants are.
1. Personal income assets
2. Family income
3. Consumer income expectation
Sai Sanjeeva Institute of Management. Chitradurga. 50
Consume B ehaviour A nd Attitude Towards Ponds
4. Consumer liquid Asset
5. Consumer credit.
Sai Sanjeeva Institute of Management. Chitradurga. 51
Consume B ehaviour A nd Attitude Towards Ponds
1. PERSONAL INCOME: One’s income is the rewarded for one’s
economic effects income means purchasing power when we talk of
income in marketing sense; we are more concerned with disposable
income and dictionary income.
a) Disposal Income: Is the amount of money that a consumer
has at his disposal for spending or saving or both.
b) Discretionary Income: Is the incomes which is available
oater meeting the basic needs of living. It is residual disposal
income left after meeting all the expenses essential to
products a minimum subsistence needs to a family.
2. FAMILY INCOME: When a consumer is a member of a joint Family
the buyer behaviour is influenced by the family income rather than the
individual income. It does not mean that one cam ignore the individual
income, for family income is he aggregate of individual income of all
members of family.
3. CONSUMER INCOME EXPECTATION: In many times it is the
future income expectations of the consumer that influences such
consumer behaviour. It is the optimum or the pessimism about
consumer income that determines the level of current spending.
Sai Sanjeeva Institute of Management. Chitradurga. 52
Consume B ehaviour A nd Attitude Towards Ponds
4. CONSUMER LIQUID ASSET: It is consumer liquid asset position
that influences the consumer behaviour liquid assets of consumers are
the asset held in the money or near money forms of investments. The
best expulse of the kind are hardest-bank balance bank deposits shares
and bonds and saving certificates.
5. CONSUMER CREDIT : Availability or paucity of consumer credit
has its impact on consumer buying behaviour consumer credit is
facility- extended by a markets to post pone the payment of products
bought to some future date.
II. PSYCHOLOGICAL DETERMINATION :
1. MOTIVATION: Motivation is the way of behaviour. It is
intervening variable between stimulus and response and a governing
force of consumer behaviour motivation refers to the drives urges
wishes or desires which initiate the sequence of event known as
behaviour as defined by professor M.C. Bunk. Therefore it can be
conscious or unconscious rational emotional or emotional positive or
negative. These motives ranges form were biological designees likes
hanger and this to them most advanced scientific pursuits like
lending on the moon or mars.
Sai Sanjeeva Institute of Management. Chitradurga. 53
Consume B ehaviour A nd Attitude Towards Ponds
2. PERCEPTION: Marketing management is concerned with the
understanding of the process of perception because perception leads
to thought and thought leads to action perception in the process.
Where by stimuli are received and interpreted by the individual and
translated in to a response. Perception is a selection process. It is
interpretation of information to select a response to a stimulus our
eyes and mind seek out or read only information sources that interest
us. Further more if we do not what we perceive, we after distort or
modify if to suit ourselves. Perception has its own impact on
consumed behaviour they are.
1. Perception and communication
2. Product and brand perception
3. Price perception
4. Store perception
5. Perceived risk
3. Learning: All the theories of consumer behaviour have been defined
learning means any change in behaviour which comes about as a result
of experience. Learning is the process of acquiring knowledge
consumer behaviour is a process of learning to the consumers past
experience. Learning is defined at all charges in behaviour that result
from previous experience. And behaviour in similar situation. It refers
to a changes in the behaviour or reasoning thinking information,
processing and of course perception. The process of learning is made
up to is stages they are.
Sai Sanjeeva Institute of Management. Chitradurga. 54
Consume B ehaviour A nd Attitude Towards Ponds
1. Drive: A Drive is a strong internal stimulus which implies action
when it is derided towards a drive reducing object it’s become a
motive.
2. Cue: Cues are weak stimuli will determine when the buyer will
respond.
3. Response: It represents the order to fulfill the drive or the need
which we acting as a strong stimulus.
4. Reinforcement : It is the response reward the food items or soft
drinks stiles the hunger or the thirst when reinforcement happen the
response may be duplicated reselling in habit formation of
reinforcement result in of learnt habit.
7.5 ATTITUDE:
The concept of Attitude occupies a central position in the consumer
behaviour studies in particles and social psychology in general because
attitude measurements help in understanding and perdition of consumer
behaviour. Attitude refers to a predisposition to behave in a particular
way when presented with a given stimulus and the attitude towards
people places product and things can be positive or negative or favorable
or unfavorable. Attitude develop gradually as a result of experience they
emerges from interaction or a person with the family, friends, and
reference group, individual acquire attitudes from several sources but the
point to the stressed in that the attitude are acquired but inherited.
Sai Sanjeeva Institute of Management. Chitradurga. 55
Consume B ehaviour A nd Attitude Towards Ponds
COMPONENTS OF ATTITUDES:
The understudying and use of attitudes is clears when they are
perceived as having there component they are.
COGNITIVE:
The cognitive components consists of the individuals beliefs or
knowledge about the objective many believes about an object thing or an
even whether it is yodel or necessary or unnecessary or useful or useless.
Many believes about the attributes are evaluative in nature that is
high attractive reliable lower etc. more the positive believes more
favorable the over all cognitive components is presumed to be.
1. Attitude: The feeling component refer to what an individual feel
about the object thing or on event whether it is pleasant or
unpleasant. Tasty or tasteless. It pertains to individual motion and
often expressed as likes good or bad.
2. Cognitive: Components is how as individual response to the object
thing poor an event. It is based on the other two components and is
related with his behaviour each of 3 attitudes components very
according to both the situation and the person.
Sai Sanjeeva Institute of Management. Chitradurga. 56
Consume B ehaviour A nd Attitude Towards Ponds
3. Personality: The word personality is used to refer to the capacity
of a person. For popularity concept. Its primary features are self-
concept roles and levels of consciousness. The self concept refers
to how a person seas himself and how be believe other to see him
at a particular him. This means that an responds with certain
amount of consistency to similar stimuli.
7.6POST PURCHASE BEHAVIOUR:
After all the produce the consumer will experience some
level of satisfaction or dissatisfaction. The consumers will also
engage in the post purchase action and produce uses of interest to
the marketer. The marketers job does not end when the product in
bought but continues in to the post purchase period.
If the product performs falls short to customer’s expectation,
the customer in disappointed if it exceeds expectation the
customers is satisfied if it exceeds the customer delight. These
feeling make a different in whether the customer buyer the product
again and talks favorable or unfavorable or about the product to
other customers.
Sai Sanjeeva Institute of Management. Chitradurga. 57
Consume B ehaviour A nd Attitude Towards Ponds
CHAPTER – VIII
CONSUMER ATTITUDE
CONSUMER BEHAVIOUR AND GENERAL ANALYSIS OF
SURVEY
EACH ELEMENT OF THIS DEFINITION OF IMPORTANT
FACTOR AFFECTING BEHAVIOUR
THE CONSUMER BUYING PROCESS
Sai Sanjeeva Institute of Management. Chitradurga. 58
Consume B ehaviour A nd Attitude Towards Ponds
CONSUMER ATTITUDE
8.1. CONSUMER BEHAVIOUR AND GENERAL ANALYSIS OF
SURVEY:
Buying behaviour is complex and dynamic consumer buying
behaviour refers to the behaviour of final consumption consumer around
the world very tremendously in age income. Education level and tastes.
They also buy an incredible variety of goods and services.
How these diverse consumer make their choice among various
products embraces and fascinating array of factors. It is the attempt to
understand and predict human action in the buying role. It has assumed
growing importance under market oriented / customer oriented marketing
planning and management.
A mutuality of interest has been recognized between consumer and
producer. Many business consumers have therefore been giving greater
through to the study of consumer needs.
Consumer behaviour can be defined as all physical social and
psychological behaviour of potential customer as they become all are to
evaluate, purchase , consume and all other above goods and services.
Sai Sanjeeva Institute of Management. Chitradurga. 59
Consume B ehaviour A nd Attitude Towards Ponds
EACH ELEMENT OF THIS DEFINITION OF IMPORTANT:
1) Buyer behaviour is involves both individual process and group
process.
2) Buyer behaviour is reflected from awareness right through post
purchases evolution indicating satisfaction or non satisfaction from
the purchases.
3) Buyer behaviour includes communication, purchase and
consumption behaviour.
4) It includes both consumer and business buyer behaviour.
8.2. FACTOR AFFECTING BEHAVIOUR:
Consumer purchases are influenced strongly by cultural, social,
personal and psychological characteristics. Cultural factors exert the
broadcasts and deposit influence on consumer behaviour. Culture is the
most basic cause of a persons wants and behaviour culture it is the set of
basic values, perception wants and behaviour learned, by a member of
society from family and other important institution. Social factors like
small groups, family and social roles and status influence through buyer
and social roles and personality is aspersion distinguishing psychological
characterized that has to relatively consistent and lasting responses to his
or her own environment. It is usually described in terms of fruits such as
self confidence, dominance, sociability autonomy, defensive etc.,
adaptability and aggressiveness. Buying process in to be observed before
consumer behaviour is analyzed understanding the buying process is the
Sai Sanjeeva Institute of Management. Chitradurga. 60
Consume B ehaviour A nd Attitude Towards Ponds
part and parcel of buyer behaviour. Buying process that begins well
before a product is brought and extends well beyond that. Buying process
represents a problem solving approach. It is a decision making process
leading to buying decision on the part of consumer.
8.3. THE CONSUMER BUYING PROCESS IS A 5 STEP
ACTIVITY:
1) Need Recognition:
Need Recognition is the awareness of the want or desire or a
consumption problems without whose satisfaction the consumer feel
restless, wants arise either due to internal Stimulus or external
stimulus. A stimulus is to be satisfied.
2) Information Search:
Consumer interest is indicated in the will consumer willingness to
seek further information about product or services. Since these are
varieties of products and they seek to have maximum satisfaction,
friends, relatives, advertisement, neighbours dealers etc.
3) Evaluation and Intention :
Evaluation it is stage of mental trail of the product or a service. The
consumer assigns relatives or weightages to different product or
services based on the accumulated information and judges the relative
work of alternatives product or services from the angle of want
Sai Sanjeeva Institute of Management. Chitradurga. 61
Consume B ehaviour A nd Attitude Towards Ponds
satisfying potential. Once evaluates the develops the intention to
accepts or reject a given product or service. The final purchase
depends on the relative. Strength of the positive intention to buy.
4) Purchase Decision :
Decision to purchase implies, consumer commitment for a product
or a service it computes the exchange process. Such a purchase may
be trail or adoption. Trail purchase are done when the consumer buy
the products for the first time. This occurs mostly in case of consumer
non- durable.
5) Post – Purchase Reaction :
Post purchase behaviour or reaction stands for the behaviour of
consumer after a commitment to products has been made. This post
purchase experience may be asset of positive or negative feelings
positive satisfaction will result in repeat sales or recommending
products to others the other hand dissatisfaction or negative feelings
creating anxiety’ and doubts. This stage of mind is called as
“Cognitive Dissonancy”.
Sai Sanjeeva Institute of Management. Chitradurga. 62
Consume B ehaviour A nd Attitude Towards Ponds
Chapter IX
RESEARCH FINDING ‘S AND ANALYSIS
Table showing the age group of the respondent using the product.
Table – 1
Age group No : of Respondents
20 years 08
20 – 30 15
30 – 40 18
40 & above 09
Total 50
In the above table 8 respondents belongs to the age group 20 years and 15
respondents belongs to 20- 30 age group and 18 respondents belongs to
the age group of 30-40 and remaining 9 respondents belong to 40 and
above age group.
No : of Respondents
02468
101214161820
20 years 20 – 30 30 – 40 40 &above
20 years
20 – 30
30 – 40
40 & above
Sai Sanjeeva Institute of Management. Chitradurga. 63
Consume B ehaviour A nd Attitude Towards Ponds
Table showing the respondents of the respondents towards Brand.
Table – 2
Brand name No : of Respondents
Lakme 16
Pond’s 20
Garnier 10
Himani 04
Total 50
In the above table the 16 respondents use ‘Lakmi’ Products and 20
respondents use pond’s product and 10 respondents use Garnier products
and remaining 04 respondents use Himani products.
No : of Respondents
16
20
10
4
Lakmi
Pond’s
Garnier
Himani
Sai Sanjeeva Institute of Management. Chitradurga. 64
Consume B ehaviour A nd Attitude Towards Ponds
Table showing which product of pond’s miracle is used most .
Table – 3
Name of the product No : of Respondents
Pond’s age miracle make – up
Remover.
06
Pond’s age miracle social foam. 04
Pond’s age miracle toner 10
Pond’s age miracle cream 18
Pond’s age miracle serum 06
Pond’s age miracle eye cream 06
Total 50
In the above table o6 respondents use “make – up Remover” and
04 respondents use “facial farm” and 10 respondents use toner and 18
respondents use “Age miracle cream” and 06 respondents use “serum”
and remaining 06 respondents use “eye cream”.
No : of Respondents
64
1018
66
Pond’s agemiracle make – upRemover.
Pond’s agemiracle social farm.
Pond’s agemiracle toner
Pond’s agemiracle cream
Pond’s agemiracle
Pond’s agemiracle eye cream
Sai Sanjeeva Institute of Management. Chitradurga. 65
Consume B ehaviour A nd Attitude Towards Ponds
Table showing the quantity preferred by the respondents.
Table – 4
Quantity of purchase No : of Respondents
50 grams 24
100 grams 16
150 grams 10
Total 50
In the above the most of the respondents purchase 50grams of the product
and 16 respondents use 100grams of the product and remaining 10
respondents use 150grams.
0
5
10
15
20
25
50 grams 100 grams 150 grams
No : of Respondents
50 grams
100 grams
150 grams
Sai Sanjeeva Institute of Management. Chitradurga. 66
Consume B ehaviour A nd Attitude Towards Ponds
Table showing the frequency of purchase of the product.
Table – 5
Frequency of purchase No : of Respondents
Weekly 06
Monthly 26
Up to 3 months 10
Up to 6 months 08
Total 50
In the above table the 6 respondents purchase the product in
weekly and 26 respondents purchase in monthly and 10 respondents
purchase up to 3 months and remaining 8 purchase up to 6 months.
0
5
10
15
20
25
30
Weekly Up to 3months
No : of Respondents
Weekly
Monthly
Up to 3 months
Up to 6 months
Sai Sanjeeva Institute of Management. Chitradurga. 67
Consume B ehaviour A nd Attitude Towards Ponds
Table showing the aspect considered by the respondents while
purchasing.
Table – 6
Aspect No : of Respondents
Price 18
Package 04
Quality 18
Quantity 10
Total 50
In the above table 18 respondents prefer price and 04 respondents
prefer package and 18 respondents prefer Quality and remaining 10 prefer
Quantity while purchasing the product.
0
2
46
810
12
1416
18
Price Package Quality Quantity
No : of Respondents
Price
Package
Quality
Quantity
Sai Sanjeeva Institute of Management. Chitradurga. 68
Consume B ehaviour A nd Attitude Towards Ponds
Table showing the satisfaction of the consumer towards performance of
“pond’s age miracle”.
Table – 7
Satisfaction No : of Respondents
Yes 36
No 14
Total 50
In the above table the 36 respondents have been satisfied and
remaining 14 have not been satisfied.
0
5
10
15
20
25
30
35
40
Yes No
No : of Respondents
Yes
No
Sai Sanjeeva Institute of Management. Chitradurga. 69
Consume B ehaviour A nd Attitude Towards Ponds
Table showing in what aspect the respondents have not been satisfied.
Table – 8
Aspects No : of Respondents
Not up to the mark 08
High price 18
Poor quality 08
Non – availability 16
Total 50
The above table the 8 respondents say’s that the product is not up
to the mark and remaining 18 say’s that the product is of high price and
08 respondents say’s the product is of poor quality and remaining 16
say’s that the product is not available in the market.
02468
1012141618
Not up tothe mark
Poorquality
No : of Respondents
Not up to the mark
High price
Poor quality
Non – availability
Sai Sanjeeva Institute of Management. Chitradurga. 70
Consume B ehaviour A nd Attitude Towards Ponds
Table showing the opinion of the customer towards “pond’s age miracle”
Table – 9
Opinion No : of Respondents
Good 36
Not bad 04
Excellent 10
Total 50
In the above table the 36 respondents say’s that the product is good
and 04 respondents say’s that product is not bad and remaining 10 say’s
that the product is excellent.
0
5
10
15
20
25
30
35
40
Good Not bad Excellent
No : of Respondents
Good
Not bad
Excellent
Sai Sanjeeva Institute of Management. Chitradurga. 71
Consume B ehaviour A nd Attitude Towards Ponds
Table showing about the opinion of advertisement of the customers.
Table – 10
Opinion No : of Respondents
Impressive 18
Informative 16
Entertaining 12
No impact 04
Total 50
In the above table the 18 respondents say’s that the advertisement
is impressive and 16 say’s that it is informative and 12 say’s that it is
entertaining and remaining 04 say’s that it is No impact.
No : of Respondents
18
16
12
4
Impressive
Informative
Entertaining
No impact
Sai Sanjeeva Institute of Management. Chitradurga. 72
Consume B ehaviour A nd Attitude Towards Ponds
CHAPTER – 10
SUGGESTION AND
CONCLUSION
Sai Sanjeeva Institute of Management. Chitradurga. 73
Consume B ehaviour A nd Attitude Towards Ponds
Suggestion and conclusion
If it observed in the survey that “Pond’s” has got a good name. It’s
performance quality, durability Price and other attributes which have
attracted a big number of customer.
Similarly the dealer of “Pond’s” product in Harihar and DVG has
also got good reputation and they have gone a long way in their sales
programmers and the service activities besides this following are the
suggestions for achieving better performance of “Pond’s age miracle” and
increase their sales in futures.
1) In order to promote the product necessary action should be taken
with the wide advertising comparisons. There is a large number of
consumers unaware of the Product when a company had a unique
product. It should take steps to give the customer more information
about the product.
2) As the prices of the product are high to reach the large number of
customers.
3) The producer should maintain the quality prices and performance of
the “Pond’s age miracle”.
4) Advertisements should be undertaken so as to make the customer
more aware of the product.
5) Every company is facing competition. In the present market there is
cutthroat competition. It is suggested to the company that the
customer should be given attractive gift and discount. And customer
should provide with more information about the product.
Sai Sanjeeva Institute of Management. Chitradurga. 74
Consume B ehaviour A nd Attitude Towards Ponds
11.Annexure Questionnaire
Bibliograpy
Sai Sanjeeva Institute of Management. Chitradurga. 75
Consume B ehaviour A nd Attitude Towards Ponds
Questionnaire
Dear Respondent,
I am SOWMYA.G C studing in 6th sem. B.B.M in S.S.I.M college
of. As a part of my academic curriculum. I have undertaken a project
entitled “Consumer Attitude Towards ponds ( 7 day challenge ). Hence I
kindly request to spend your valuable time in completing the below
“Questionnaire” and fill it frankly. I do promise you that the information
provided by you will be used only for academic purpose. It will be more
helpful to me for doing me project work successfully.
1) Name : …………………….
2) Address : ……………………..
……………………….
……………………….
3) Sex : Male [ ] Female [ ]
4) Age : 20 years [ ] 20 – 30 year s [ ]
30 – 40 years [ ] 40 & above [ ]
5) Qualification : SSLC [ ] PUC [ ]
Projection : Graduate [ ] Post Graduate [ ]
Sai Sanjeeva Institute of Management. Chitradurga. 76
Consume B ehaviour A nd Attitude Towards Ponds
6) Occupation : Professional [ ] Business [ ]
Student [ ] House wife [ ]
7) Monthly Income : Dependent [ ] 3000 – 5000 [ ]
5000 – 7000 [ ] 7000 & above [ ]
8) Do you use any cosmetics.
Yes [ ] No [ ]
9) If yes then, Do you use any specific brand
Yes [ ] No [ ]
10) If specified brand is not available do you purchase some
other brand.
Yes [ ] No [ ]
11) Which brand do you prefer more.
Pond’s [ ]
Garnier [ ]
Lakme [ ]
Himani [ ]
12) Do you use ponds (7 day challenge ).
Yes [ ] No [ ]
Sai Sanjeeva Institute of Management. Chitradurga. 77
Consume B ehaviour A nd Attitude Towards Ponds
13) Which product of ponds age miracle do you use.
Pond’s age miracle make – up Remover [ ]
Pond’s age miracle social form [ ]
Pond’s age miracle Tones [ ]
Pond’s age miracle cream [ ]
Pond’s age miracle serum [ ]
Pond’s age miracle eye cream [ ]
14) What is the frequency of purchase
Weekly [ ] Monthly [ ]
Up to 3 months [ ] Up to 6 months [ ]
14) At the time of purchase what is the quantity you prefer
50 grams [ ]
100 grams [ ]
150 grams [ ]
15) What aspect do you consider at the time of purchase
Price [ ] Quality [ ]
Package [ ] Quantity [ ]
16) How do you come to know about ponds age miracle
News Paper [ ] T.V [ ]
Relations [ ] Friends [ ]
Sai Sanjeeva Institute of Management. Chitradurga. 78
Consume B ehaviour A nd Attitude Towards Ponds
17) Are you satisfied with the performance of “Ponds age
miracle”.
Yes [ ] No [ ]
18) If no in what as per you are not satisfied.
Not up to the mark [ ] High Price [ ]
Poor quality [ ] Non- availability [ ]
19) What is your opinion regarding “Ponds age miracle”.
Good [ ] Not bad [ ] Excellent [ ]
20) What is your opinion about the pricing of ponds age
miracle.
High [ ] Low [ ] Reasonable [ ]
21) What do you feel about the advertisement of Pond’s age
miracle.
Impressive [ ] Information [ ]
Entertaining [ ] No impact [ ]
22) Any suggestion, to improve the Product
………………………………………….
…………………………………………………….
…………………………………………………….
Place : Chitradurga
Date :
Signature:-
Sai Sanjeeva Institute of Management. Chitradurga. 79
Consume B ehaviour A nd Attitude Towards Ponds
Thank you for your kind co – operation.
Bibliography
Marketing management - Phillip Kotler.
Website - www.Pond’s India. Com
www.HUL.com
Sai Sanjeeva Institute of Management. Chitradurga. 80
Recommended