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A

Presentation of

Comprehensive Project ReportOn

BUYING MOTIVES COMPARISON IN CONSUMERDECISION MAKING PROCESS ( GOPAL NAMKEEN)

Submitted to:

Gujarat Technological University

Submitted By:

PATEL NIKESH P. Roll No. B-1159

VIROJA JAYDIP K. Roll No. A-1161

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In this project study is concentrated on

consumer buying process and motivational

affecting it with respect to rational and

emotional motives in consumer buying

decision process.

This study is focused on emerging brandGOPAL

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Consumer behavior is the study of how people find information?

how they buy?

how they use?

what they buy?

when they buy?

why they buy? how they dispose?

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Consumer Buying Decision Process

Need recognition

Information search

Evaluation of alternatives

Purchase decision

Purchase Post-purchase evaluation

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Routine Response e.g. buying milk bag.

Limited Decision Making e.g. Buying clothes

Extensive Decision Making e.g. buying a bunglow

Impulse Buying e.g. buying a shampoo pouch

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Initiator

Influencer

Buyer

User

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There are mainly two motives: Rational Motive

If decision is being taken on the basis of size, height,

price or km per liter type of objective criteria then thepurpose of buying is called rational motive

Emotional Motive

If decision is being taken on the basis of pride, fear,affection, status type of subjective criteria then purpose

is said to be emotional motive

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Research Design Research design is important primarily because of the

increased complexity in the market as well as marketingapproaches available to the researchers.

Discriptive research Descriptive studies are undertaken in the characteristic

of certain group such as age, sex, education level,

occupation or income

The Research Design for this project isDescriptive Research

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Research Problem

Stape of research problem

1. Define the problem and the research objective

2. Develop the research plan3. Collect the information

4. Analysis the information

5. Present the finding

6. Make the decision

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Primary data Primary data can be collected in four ways: Observational research Focus-group research Survey research Experimental research

Population Population: Investor who are making their furniture inAhmedabad

Sample size: 200 Sampling method: convenience sampling Research Instruments : Questionnaire (attached inAnnexure)

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SAMPLE DESIGN

1) Probability Sampling2) Non-probability Sampling

SAMPLING METHODS1)Objective of the research2)Research Design3)Sample Size

4)Research Method

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