A COMPARITIVE STUDY OF CONSUMER

PREFERENCE TOWARDS THE PRODUCTS IN

ANNAI ENGINEERING ENTERPRISES
COIMBATORE.

PROJECT REPORT SUBMITTED TO ANNA UUIVERSITY

COIMBATORE
IN PARTIAL FULFILMENT OF THE
REQUIREMENT FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
2009-2011

GUIDE:
SUBMITTED
BY:
Mrs .Priya,xxxxxxx

S.Krishna Kumar
ENROLMENT No.098001127019

TCE (Tamilnadu College of Engineering)

Coimbatore.
DECLARATION_______________________

Hereby, I declare that the project report entitled “A

COMPARITIVE
STUDY OF CONSUMER PREFERENCE TOWARDS THE
PRODUCTS IN ANNAI ENGINEERING ENTERPRISES
COIMBATORE” submitted for the degree of Master of Business
Administration, is my original work.

Place: Coimbatore
Mr.S.Krishna Kumar
Date: XXXXXXX
MBA-XI Semester
TABLE OF
CONTENTS
SR. TOPIC PAGE
NO. NO.

1.
ACKNOWLEDGEMENT

2.
LITERATURE RIVIEW

3. INTRODUCTION

4.
SCOPE OF STUDY

5.
OBJECTIVE’S

6.
METHODOLOGY

7.
RESULTS & ANALYSIS

8.
DISCUSSION OF IMPLICATION

9.
CONCLUSION

10.
APPENDICES

11.
REFERENCE
ACKNOWLEDGEMENT

I would like to thank the Director of MBA department, TCE

Dr.Bhaskar,xxxxxxx for giving me the opportunity to do this
management thesis. I would also like to thank my mentor and guide
Mrs . Priya for her consistent guidance and support.

I would also thank Mr.Sekar,xxxx for his advice and for

providing the necessary inputs which were of great benefit
to me.

Lastly I would like to thank my parents and friends

who motivated me and helped me complete my
management thesis
 OBJECTIVE

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INTRODUCTION

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CONSUMER
PREFERENCE________________
All marketing starts with the consumer. So consumer is a very important person
to a marketer. Consumer decides what to purchase, for whom to purchase, why
to purchase, from where to purchase, and how much to purchase.
In order to become a successful marketer, he must know the liking or disliking of
the customers. He must also know the time and the quantity of goods and
services, a consumer may purchase, so that he may store the goods or provide
the services according to the likings of the consumers. Gone are the days when
the concept of market was let the buyer’s beware or when the market was mainly
the seller’s market. Now the whole concept of consumer’s sovereignty prevails.
The manufacturers produce and the sellers sell whatever the consumer likes. In
this sense, “consumer is the supreme in the market”. As consumers, we play a
very vital role in the health of the economy local, national or international. The
decision we make concerning our consumption behavior affect the demand for
the basic raw materials, for the transportation, for the banking, for the production;
they effect the employment of workers and deployment of resources and success
of some industries and failures of others. Thus marketer must understand this.
Preference (or "taste") is a concept, used in the social sciences,
particularly
economics. It assumes a real or imagined "choice" between
alternatives and the
possibility of rank ordering of these alternatives, based onhappiness,
satisfaction,
gratification, enjoyment, utility they provide. More generally, it can be
seen as a
source ofmotivation

In cognitive sciences, individual preferences enable choice of objectives/goals.

The study of the consumer preference not only focuses on how and why
consumers make buying decision, but also focuses on how and why consumers
make choice of the goods they buy and their evaluation of these goods after use.

So for success of any company or product promotion it is very

necessary to depart
its concentration towards consumer preference

SCOPE OF THE
STUDY___________________
As learning is a human activity and is as natural, as breathing. Despite of the fact
that learning is all pervasive in our lives, psychologists do not agree on how
learning takes place. How individuals learn is a matter of interest to marketers.
They want to teach consumers in their roles as consumers. They want
consumers to learn about their products, product attributes, potential consumers
benefit, how to use, maintain or even dispose of the product and new ways of
behaving that will satisfy not only the consumer’s needs, but the marketer’s
objectives.
The scope of my study restricts itself to the analysis of consumer preferences
and consumption of Cadbury and Nestle Chocolates. There are many other
brands of chocolates available but my study is limited to two major players of
chocolates leaving behind the others. The scope of my study is also restricts
itself to North Goa region only.
 OBJECTIVE

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LIMITATIONS

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RESEARCH METHODOLOGY

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STUDY OF CONSUMER PREFERENCE

Questionairre

Name: ( ) -Phone
Number
Address:

Que1. Age:
o 20 Yrs & Below
o 21 – 30 Yrs
o 31 – 40 Yrs
o 41 – 50 Yrs
o Above 50 Yrs

Que2.Gender:
o Male
o Female
Que3.Marital Status:
o Married
o Unmarried

Que4. Education Qualification:

o Illiterate
o School Level
o College Level
o Others

Que5.Income Level:
o Rs. 5000 & Below
o Rs. 5001 – 10000
o Rs. 10001 – 20000
o Rs. 20001 & Above

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Que6. Are you our Customer?

Yes
No

Que7. Which product do you prefer?

Agricultural Equipments
Poultry Equipments
Rubber Products

Que8. Which sub-brand you have purchased- Agricultural Equipments?

Knapsack Sprayer
Foot Pump Sprayer
Rocker Sprayer
Power Sprayer

Que9. Which sub-brand you have purchased- Poultry Equipments?

PVC Feeders
Fogger Nozzles
Nipple Drinkers
Flame Gun
Chick Drinker
Chick Feeder
Chick Tray
Grower Feeder
Jumbo Feeder
Chick Gas Brooder
Automatic Drinker

Que10. Which sub-brand you have purchased- Rubber Products?

Anti Vibration Mounts
 Generator Mounts
Cushy Foot Square Type Mounts
Shear Type Mounts
Sandwich Mounts
Adjustable Mounts
Double U Shear Mounts
RTU Shear Type Mounts

Que11. Rank the sub-brands of our products according to your preference? (1 for
most
Preferred in each)

Agricultural Equipments Poultry Equipments Rubber Products

Knapsack Sprayer PVC Feeders Anti Vibration Mounts

Foot Pump Sprayer Fogger Nozzles Generator Mounts

Rocker Sprayer Nipple Drinkers Cushy Foot Square Type Mounts

Power Sprayer Flame Gun Shear Type Mounts
Chick Drinker Sandwich Mounts
xxxxxxxxxxxxxxxxxxxx Chick Feeder Adjustable Mounts
Chick Tray Double U Shear Mounts
Grower Feeder RTU Shear Type Mounts
Jumbo Feeder
Chick Gas Brooder xxxxxxxxxxxxxxxxxxxxxxxxxxxx
Automatic Drinker

Que12. How much importance do you give to the following factors when you
purchase our product? (Tick in the desired column)

Factors Very Important Normal Least Important None

Important
Flavor
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity

Que13. How much are you satisfied with the following factors in your preferred
Our product? (Tick in the desired column)
Factors Very Satisfied Normal Least Satisfied t None
Satisfied
Flavor
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity

Que14. Which form of our product do you like?

Hard
Soft

Que15. What pack do you purchase?

Small
Medium
Big

Que16. Which promotional offers attract you most?

Extras
Free Gifts
Price Discounts
Others

Que17.Which of these factors affect your purchase?

Advertisement
Suggestion from friends and relatives
Attractive Display
Doctors Advice
Brand Ambassadors
Integredients

Que18. Which media of advertisement influence your purchase?

Television
Newspapers
Brochures
Hoarding
Display

Que19. How frequently do you purchase our products?

Once in a fortnight
Daily
 Weekly
Monthly
Quarterly

Que20. According to you, Our products price are ?

Costly
Cheap

Que21. According to you, Our products price are ? If so

Factors Very Costly Satisfied Normal Very Cheap None

Price

Que22. According to you, Our products price should be ?

Reduced
Not Touched
Increased

Que23. If your preferred brand is not available for repeat purchase then what will
you do?
Postpone your purchase
Switch over to other brand
Go to the other shop to search for your preferred bran

Que24. If another brand of the same product appears in the market, will you prefer
to stop
buying this brand and buy the new brand?
No, not at all
I may consider
No, I shall not
can’t say

Que25. If you don’t like to change to the new brand, then what are the reasons for
continuing to purchase the old brand?
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