MGMs Institute of Management Studies & Research

At Junction NH 4, Sion Panvel Expressway, Kamothe, Navi Mumbai 410 209

PROJECT REPORT ON

ROLE OF PRINT MEDIA ON CONSUMER BUYING BEHAVIOUR WHILE PURCHASING FURNITURE

SUBMITTED TO MGMS INSTITUTE OF MANAGEMENT STUDIES & RESEARCH, NAVI MUMBAI

SUBMITTED BY SHRIRAM SARDA 71 VINAY THAKKAR 72 ARCHANA YADAV 69 SANIL JADHAV SAKIB SHAIKH 73 87

BATCH NO: M.M.S.2nd (2010-2011)

CHAPTER I INTRODUCTION
INTRODUCTION OF THE STUDY Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, socialanthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on theconsumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions PRINT MEDIA In the mid 1990's print media was the main advertising media on the schedule for SME's around the world - how things have changed. Nowadays, media advertising is driven by enhancements to technology and the need for advertisers to reach their target audiences in the places where they are looking for information. It seems that Internet Advertising is the fastest growing format of the moment, but print media advertising still has a very firm place in most ad schedules. One of the main reasons it still works is the fact that people tend to be very much away from work when they are reading information and looking at adverts in print. If we look at magazine advertisements, their main advantage is the fact that a very targeted audience is seeing them. This is of huge benefit to the advertiser and magazine advertising gives them the space to capture potential customers when they are at their most relaxed. This is also true for newspaper advertising, although there is probably a significantly higher amount of wastage in terms of matching the ad content to the type of reader. Now you can see why suppliers of mobile phones and car companies advertise in newspapers - most of the target audience is relevant to the products or services shown in the advert. The advertising costs associated with magazines and newspapers do vary considerably, but do make sure that you negotiate if you plan to book a series.
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Another area to consider for print is yellow pages and other directories. Some directories are now very targeted and the advantage to this format is that people are actually looking for adverts. The other thing to consider is cost and an annual price for an eighth page in a directory can be very reasonable. consisting of wholesalers and retailers.

OBJECTIVES OF THE STUDY The objectives of the study are: 1. To study the role of advertising in print media while purchasing furniture. 2. To study the needs of the customers at the place of purchase. 3. To study the consumers opinion and ideas about the price, quality and services rendered by the advertisements driven by print media 4. To suggest, improve in advertising role in print media. METHODOLOGY The primary methods of data collection that is questionnaire technique was used to collect the data required. Respondents include both male and female. Convenience sampling method has been adopted under the non-probability sampling technique and about 100 samples have been collected for the study. The questionnaire consists of four parts namely, personal information, purchasing pattern, details about products and customers services provided at the showroom. The questionnaire was designed in such a way that the respondents were able to express their opinions and ideas freely and frankly. a. sample area of the stuy The area covered under the study is in Kharghar, Navi Mumbai. b. period of the study The study was conducted during the period 23-08-2011 to 10-09-2011. c. statistical tool for analysis The collected data has been analyzed using percentage analysis and diagrams d. limitation of the study 1. The area of study is restricted to Kharghar, Navi Mumbai. 2. For convenience purpose, the population taken for the study refers to the customers purchasing by influencing print advertising 3. The data was collected for the period 23-08-2011 to 10-09-2011 4. In order to complete the study within the time frame, the number of respondents had been restricted to 30
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CHAPTER II BUYER BEHAVIOUR AND FURNITURE SHOWROOM

I) CONSUMER BEHAVIOUR Consumer behaviour is defined as that behaviour exhibited by people in planning, purchasing and using economic goods and services. Buyers behaviour is the process by which individuals decide whether, what, when, where, how and from whom to purchase goods and services. Instead of trying to market what is easier for us to make, we must find out much more about what the consumer is willing to buy we must apply our creativeness more intelligently to people, and their wants and needs rather than to product Charles G. Martina emphasizing on the above statement, the target of all marketing activities should be consumers. The firms have to device plans and implement them so as to achieve consumer satisfaction. This calls for an analysis of how consumer behaves in the market place. Buyer behaviour may be viewed as an orderly process whereby the individual interacts with his environment for the purpose of making market decisions on products and services. Thus, the chief characteristics of buyer behaviour are: 1. It includes observable physical activities, such as walking through the market to examine the products and in making a purchase, and mental activities such as forming attitudes, perceiving advantages materials and learning to prefer a particular brand. The consumers apply both the activities to acquire goods and services and obtain satisfaction from them. 2. Consumer behaviour is a complex and dynamic concept, too constantly changing, and therefore management need to adjust with the change, otherwise the market may be lost.

3. The individuals specific behaviour in the market place is affected by interval factors such as needs, motives, perception and attitudes as well as by external or environmental influences such as the family, social groups, cultural, economic and business influences.

To achieve a better understanding of the consumer behaviour, study of those disciplines, which may provide some explanations as to why people behave as they do is required. The internal and external forces and influences interact in highly complex ways, affecting the individuals total pattern of behaviour as well as his buying behaviour.

BUYING DECISION PROCESS This model implies that consumer pass through all five stages in buying something. This is not the case in respect of low involvement purchases. Consumer might skip or reverse some of these stages. Understanding consumer needs and buying process is essential to building effective marketing strategies. BUYING DECISION PROCESS

PROBLEM RECOGNITION

INFORMATION SEARCH

EVALUATION OF ALTERNATIVES

DECISION - MAKING

TO BUY

NOT TO BUY

POST-PURCHASE BEHAVIOUR

PROBLEM RECOGNITION The buying process starts with the buyer recognizing a problem or need. The buyer senses a difference between his or her actual state and a desired state. The need can be aroused by internal or external factors. In the former case, the persons normal needs hunger, thirst, sex rises to threshold travel and becomes a drive. The person out of experience has learned to cope up with the drive and its motivated towards a class of objects that he or she knows will satisfy the drive.

INFORMATION SEARCH As the next step, a consumer will try to search for more information from various sources, to have an idea about the competing brands and their features and to purchase accordingly. The various sources which provide information are: 1. Personal sources - Family friends, Neighbours, etc. 2. Commercial sources - Advertisements, Salesmen, Dealers, Packages 3. Public sources - Mass Media 4. Experimental source - Examining, using and handling the product

EVALUATION OF ALTERNATIVES A consumer uses information to arrive at a set of final brand choices. The question is, how does the consumer choose among the alternative brands in the choice set? He evaluates the various alternatives available in the market on the basis of certain attributes. There is no simple and single evaluation process used by all consumers or by one consumer in all buying situations. The attributes of interest to buyer vary by product, their need, quality, style, etc.

PURCHASE DECISION Having evaluated the purchase alternatives, he has to decide whether to buy or not to buy. If he has decided to buy, then he has to take decisions regarding the brand, the quantity of purchase, the place of purchase and the mode of payment to the made.

POST PURCHASE BEHAVIOUR After purchasing the product, the consumer will experience some level of satisfaction or dissatisfaction. This will influence his subsequent behaviour. If he is satisfied, he will show more interest to buy the product the product or get information that might confirm its high value. Hence, to satisfy a consumer, a market must try to convince him to choose a product, the attributes for which a consumer gives importance must be analyzed. The marketers job does not come to an end as soon as the product is being bought, but continues into the post purchase period. Further, proper understanding of the various participants behaviour in the buying process and the major influences on their buying behaviour, will help the marketers to design effective marketing programs for their target markets.

II) FACTORS THAT INFLUENCE BUYER BEHAVIOUR Throughout the buying process, various factors may influence the buyer. A persons culture, social class, reference groups and self image all have a bearing on the purchase decision. As to the situational factors like the presentation of the product, the events in the buyers life and the persons mood at the time of purchase also induce him to purchase a product of his choice.

CULTURAL FACTORS Culture is the most fundamental of a persons wants and behaviour. It refers to a set of learned beliefs, attitudes, values, customs, habits, etc., and determines human wants and behaviour. Separate marketing strategy can be developed for each culture and market can be segmented for patterns of behaviour varying between different cultures.

SOCIAL FACTORS Social factors include the following: a. Reference groups People are influenced by many groups. The various reference groups are: Membership Groups These are groups to which the person belongs and interacts. These groups have a direct influence on its members behaviour. Primary Groups This includes groups of friends, family members, neighbours, co-staff, etc. The consumer has a fairly continuous interaction with his friends, family, neighbours, etc. Secondary Groups This includes religions groups, professional groups, etc., with whom the consumer has only a less continuous interaction. Aspiration Groups These are the groups to which a person would like to become its members as well as influenced by them. a. Family Family can influence a persons buying behaviour because most consumers belong to a family. Marketers should study the role and the relative influence of the husband, wife and children in the purchase of product or services. b. Social Class The different classes namely, upper class, middle class and lower class also determine the behaviour of a person to purchase his products. Low class customers buy usually on impulse
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and do not even care to read advertisement much. Middle class consumer purchase carefully and read advertisements much to know and compare the prices of different procedures engaged in the same line of activity. Upper class consumers want high class goods maintain their status in the society. PERSONAL FACTORS A buyers behaviour is also influenced by personal factors such as age, occupation, income, life style, etc. a. Age People buy different products at their different life stage, their taste, preferences, etc., also change with change in life stage. For instance, taste in dress materials, recreation etc., are age related. b. Occupation For certain occupation, the purchase of certain type of products is necessary. For example, a sales representative will buy fancy dress, shoes, suitcase, etc., to win the attention of the people. Similarly, a chief executive of a company will buy costly suits, undergo air travel, etc. c. Income Income being the main source of purchasing power, the buying pattern of people differs with different level of income. d. Life Style The term life style refers to the persons pattern of living in the world. People belong to same social class, occupation, may lead quite different life styles. Life style attempts to profile a persons way of being and acting in the world.

PSYCHOLOGICAL FACTORS A persons buyer behaviour is also influenced by the following psychological factors. a. Motivation A motive as an inner urge that moves a person to some action. People buy goods as a result of certain mental as well as economical forces that create desires of buying such goods. b. Perception Perception is the process by which an individual selects, organizes and interprets information inputs to create a meaningful picture of the world. Persons at the same motivated stage may act in a quite different manner if they perceive the situation differently. c. Learning Learning may be defined as all changes in an individuals behaviour arising from past experience. Learning is the main aspect in the study of human behaviour. Buying decisions are affected critically by the learning experience of buyers. d. Attitudes An attitude is a state of mind feeling. If may be described as a persons emotional feeling, action, tendencies towards some idea or object. If a person has an attitude towards a product, it is difficult to change his attitude because a persons attitude settles into a consistent pattern. It induces him to behave in some way. People have attitudes towards each and everything and to study the buyer behaviour it has to be taken into notice

CHAPTER III ANALYSIS AND INTERPRETATION OF DATA

INTRODUCTION All the information collected from the sample respondents is analyzed and the results presented at the end of this chapter. The data analysis are related to the customer need in a furniture showroom, various factors influencing their purchase and their opinion regarding the products price, quality and etc, and the after sales services rendered by the furniture showrooms.

Table No. 3.1 TABLE SHOWING THE AGE GROUP OF THE RESPONDENTS INFERENCE:

AGE BELOW 20 21 TO 30 31 TO 40 ABOVE 40 TOTAL

INFERENCE:

NO. OF RESPONDENTS 6 14 07 03 30

PERCENTAGE (%) 19 46 23 12 100

The above table represents the age group of the respondents. More than one-third (46%) of the respondents, belong to the age group of 21 30 years, 23% of the respondents are belong to the age group 31 - 40 years and a least of 12% belong to the age group of above 40 years.

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Table No. 3.2 TABLE SHOWING THE SEX OF THE RESPONDENTS GENDER MALE FEMALE TOTAL NO. OF RESPONDENTS 13 17 30 PERCENTAGE (%) 42 58 100

INFERENCE: The table represents the sex of the respondents. It shows that, about 42% of the respondents are male and 58% of them are female.

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Table No. 3.3 TABLE SHOWING THE OCCUPATIONAL STATUS OF THE RESPONDENTS OCCUPATION STUDENT HOUSE WIFE EMPLOYED BUSINESS TOTAL NO. OF RESPONDENTS 5 8 10 7 30 PERCENTAGE (%) 23 25 28 24 100

INFERENCE: Above table shows the occupational status of the respondents. It reveals that, more than oneforth (27%) of the respondents are house wife, followed by 26% of the respondents are employed and least no. of respondents are students.

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Table No. 3.4 TABLE SHOWING THE MONTHLY INCOME OF THE FAMILY OF THE RESPONDENTS MONTHLY INCOME UP TO Rs.3000 Rs.3001 TO Rs.6000 RS.6001 TO Rs. 9000 Rs.9001 TO Rs.12000 TOTAL NO. OF RESPONDENTS 1 7 11 12 30 PERCENTAGE (%) 4 24 33 39 100

INFERENCE: The above table shows the monthly income of the respondents. It tells that 39% of the respondents are having the monthly income of above Rs. 9,000. 32% of the respondents are having monthly income of Rs. 6,001 Rs. 9,000. And the least (4%) number of the respondents are having monthly income of the less than Rs. 3,000.

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Table No. 3.5 TABLE SHOWING THE NUMBER OF MEMBERS IN THE FAMILY OF THE RESPONDENTS FAMILY SIZE UP TO 2 3 TO 4 5 TO 6 ABOVE 6 TOTAL NO. OF RESPONDENTS 4 16 9 1 30 PERCENTAGE (%) 10 56 30 4 100

INFERENCE: The table represents the size of the family. It reveals that more than 56% of the respondents are belongs to the family size of 3 4 members. And least 3% of the respondents are belongs to the family size of above 6.

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Table No. 3.6 TABLE SHOWS THE NORMALLY THE PRODUCTS PURCHASED BY THE RESPONDENTS BY INFLUENCING THE PRINT ADVERTISING NORMALLY PRODUCTS NO. OF RESPONDENTS PERCENTAGE (%) PURCHASED FROM FURNITURE 18 52 SHOWROOMS SHOPS / MARKETS 10 40 SALES 2 8 REPRESENTATIVES EXHIBITION 0 0 TOTAL 30 100 INFERENCE: Above table shows the sources of purchases of the respondents. It reveals that more than 50% of the respondents are purchasing the furniture from influencing print media. And less than 50% of the respondents are purchasing products FROM OTHER INFLUENCES

PURCHASES

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

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Table No. - 3.7 TABLE SHOWING THE MEDIA INSIST TO PURCHASE IN FURNITURE SOURCE OF NO. OF RESPONDENTS PERCENTAGE (%) INFORMATION TELEVISION 26 9 NEWS PAPER 8 22 PAMPHLETS 2 9 WORD OF MOUTH 11 43 TOTAL 30 100

INFERENCE: The table represents the source of awareness about the furniture showrooms. It shows that 43% of the respondents are aware of the furniture showrooms through word of mouth advertisement and a least percentage of 9% are aware of the showroom through pamphlets.

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Table No. 3.8 TABLE SHOWING THE CUSTOMERS SATISFACTION IN ADVERTISING CUSTOMER CARE NO. OF PERCENTAGE (%) RESPONDENTS HIGHLY SATISFIED 13 43 SATISFIED 8 26 FAIR 6 19 DISSATISFIED 3 12 TOTAL 30 100 INFERENCE: The above table shows the customer care service of the furniture showroom. It tells that more than two-fifth (43%) of the respondents are highly satisfied with the customer care service, more than one-fifth (26%) of the respondents are satisfied with the customer care service and 12% of the respondents are dissatisfied with the customer care service.

SATISFACTION LEVEL

HIGHLY SATISFIED SATISFIED FAIR DISSATISFIED

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Table No. 3.9 TABLE SHOWING THE WILLINGNESS OF RESPONDENTS TO RECOMMENDING OTHER TO BUY IN FOR PRODUCT RECOMMEND OTHERS TO BUY IN FURNITURE SHOWROOM YES NO TOTAL NO. OF RESPONDENTS PERCENTAGE (%)

24 6 30

84 16 100

INFERENCE: Table represents the willingness of respondents to recommend others to buy in furniture showrooms. It says that more than four-fifth (84%) of the respondents are having willingness to recommend other to buy in furniture showrooms.

OTHERS TO BUY

YES NO

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CHAPTER IV FINDINGS, SUGGESTIONS AND CONCLUSION

Based on the summary of the analysis and interpretation of data as per study, the following are the findings, followed up suggestions recommended to improve the sales and functioning of the showrooms.

FINDINGS 1. The study reveals that the respondents are aware of various features of furniture showrooms. 2. A majority of the respondents come to know about the furniture showrooms through word of mouth advertisement. 8. Most of the respondents are purchasing products from furniture showrooms followed by the shops / market. 11. Most of the respondents are visiting the More furniture showrooms. 12. More than 75% of the respondents are satisfied with the products purchased from furniture showrooms. 13. 90% of the respondents family members are satisfied with the products purchased from furniture showrooms. 14. More than four fifth of the respondents are interested in recommending furniture showrooms to others. 15. The study reveals that the furniture showrooms are advantageous than other showrooms. 16. A majority of the respondents prefer the furniture showrooms for a. More quality b. resonable cost c. Convenient

SUGGESTIONS: Based on the findings, the following suggestions have been recommended to improve the sales and functioning at the showroom. 1. As the majority of the respondents are aware of furniture showrooms not through advertisement, it is suggested that the showdrooms puts in more efforts in making the advertising media an effective source of information in reaching the customers at large. 2. Efforts should be made to reduce the price of certain products like sofas, beds, etc., 3. Steps should be formulated to make the customers aware of the door delivery system facility provided. 4. It is suggested to the management to appoint more number of skilled sales persons in order to attract customers.
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5. It is recommended to the management to make the billing procedure more convenient. 6. Steps should be taken to avoid waiting and arrangements be made to park the customers vehicle without any problem.

CONCLUSION The features such as product choice, display of good and other services facility provided attract the customers at large. The various marketing channels are used to provide consumers with a convenient means of obtaining the products and services they desire one. The study reveals that the customers are satisfied with the contributors made by furniture showrooms and they are interested in recommending it to other prospective customers.

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A STUDY ON CUSTOMER SATISFACTION TOWARDS FURNITUREAL SHOWROOMD IN KHARGHAR

1. Name: -------------------------------------------------------------------------------------------------

2. Age: ---------------------------------------------------------------------------------------------------

a) Below 20 years b) 21- 30 years 3. Sex: 4. Marital status: 5. Educational qualification a) School level b) Degree /Diploma 6. Occupational status a) Student b) House wife 7. Monthly income of the family a) Up to Rs.3,000 b) Rs. 3,000 to 6,000 8. No. of members in the family a) Up to 2 b) 2 to 4 9. Normally you buy products at a) Furniture showrooms b) Shops / markets c) From sales representatives d) Exhibition Male / Female Married / Unmarried

c) 31-40 yeas d) above 40 years

c) PG d) professional

c) Employed d) Business

c) Rs. 6,000 to Rs.9,000 d) Above Rs. 9,000

c) 4 to 6 d) Above 6

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A STUDY ON CUSTOMER SATISFACTION TOWARDS FURNITUREAL SHOWROOMD IN KHARGHAR

10. Have you purchased any product from furniture showrooms? a) Yes b) No

11. Which media insist you to purchase in furniture showrooms? a) Advertisement through television b) Advertisement through news paper c) Advertisement through pamphlets d) Word of mouth advertisement 12. Which furniture showrooms is most favourable to you? a) sofa b) table 13. Reason for purchasing through furniture showrooms. a) Convenient b) Prestige c) reasonable cost 14. If there is any damage in the products, how will they handle? a) Immediate rectification b) Delay in rectification 15. Are they provide free door delivery service? a) Always b) Often 16. Whether they provide parking facility? a) Two wheelers only b) Four wheelers only c) Both- Two wheelers & four wheelers d) No parking facility. c) Some times d) No c) No exchange d) No response d) more quality e) Time saving c)bed d)Others____________

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A STUDY ON CUSTOMER SATISFACTION TOWARDS FURNITUREAL SHOWROOMD IN KHARGHAR 17. Are they provide discount & benefits? a) Always b) Often 18. Are they provide customer care service effectively? a) Highly satisfied b) Satisfied c) Fair d) Dissatisfied c) Some times d) No

19. Are you satisfied with the product you purchased through Furniture showrooms? a) Yes 20. If no reason. a) More cost b) No Bargaining c) High investment d) Others __________ b) no

21. Is there any difficulty in buying the products through furniture showrooms? a) Yes 22. If yes give the reason a) Time Consuming b) More formalities c) Delay in receiving the products d) Others ________________ 23. Are the family members satisfied with the Furniture showrooms products? a) Yes b) no b) no

24. Will you recommend others to buy through Furniture showrooms? a) Yes b) no

25. Do you feel furniture showrooms is more advantageous than any other type? ----------------------------------------------------------------------------------------------------26. Any other suggestions for improvement to be made in furniture showrooms? ----------------------------------------------------------------------------------------------------23