a project report on godrej locks

8/13/2019 a project report on GODREJ locks

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A PROJECT REPORT ON

STUDY OF MARKETING STRATEGIES

AndCONSUMER BUYING BEHAVIOUR

Of

DECLARATION

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ACKNOWLEDGEMENT

Preparing this project of the title is a difficult but interesting task

and I was fortunate enough to get support from a number of people to whom

I shall always remain greatful.

I would like to express my sincere gratitude to Mr.Mahendra

Srivastava- . For his valuable guideline and support with which this project

has been completed successfully. !is kind encouragement and constant

guidance is highly appreciated towards the complete of this study.

I am highly thankful to "Mr. Mahendra Srivastava for giving

valuable suggestion and inputs throughout the project .i am really

supportive of his valuable advice guidance precious time support of that

overfed.

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EXECUTIVE SUMMAR

!S"n#$sis%

$ith the growth of securities system in manufacturing we have seen

many companies came and out. %ome of them survive for long enough.

&odrej is one of the best with its 'uality consciousness have able without

much difficulty. &odrej is not a great sell but it comes due to 'uality it is

among top ranker in all over India.

(uring the summer training I have taken up following two projects

on special context particularly

)hey are

&. Mar'et s(reenin) #n *a+n(hin) ,#r s*idin) (hanne* -

. C#ns+/er 0+"in) 0ehavi#r #n se(+rities s"ste/

%o the objective or the task of the study was

1. Find out market strategy of relative goods. *

#. +heck the behavior of consumer for product purchase of &odrej

1r#2e(t3&

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)o understand the different competitors commodities in the

present scenario of the market with their product * services provides in

%liding channel. nd analy/ing * interpreting the collection of data we will

launch of &odrej brand through optimi/e strategy. )he sampling area taken

whole NCR4 NEW DEL5I. )his would help to company for launching the

product as customer base.

1r#2(t3

)he main implication of the study was to know about usages of the

&odrej products in securities system reason for preference given to a

particular brand * knowing whether promotion plays an important part in

the sale respective of consumer wants * choice. )he sampling area taken in

6ARIDA7AD.

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INTRODUCTION TO T5E COM1AN

)he +ompany celebrated its centenary in 177


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;ther 3xecutive (irectors@ P. (. =am C. . Palia D. 8.

+rishna . &. Derma

Bon-executive (irectors@ . >. &odrej B. >. &odrej C. B.

Petigara >. . !athikhanavalaF. P. %arkari P. P. %hah .

7RANC5ES

8umbai hmedabad >hopal (ombivli Indore Aabalpur Bashik

Pune Eaipur )hane

Bew (elhiI +handigarh Faridabad &ha/iabad &urgaon

AaipurAalandhar Aammu Canpur =ucknow Boida

+hennai >angalore +oimbatore !yderabad Cochi

%ecunderabad)rivandrum Disakhapatnam

Colkata >hubaneswar &uwahati Eanchi Patna

)he +ompany has a network of :9 +ompany-operated &;(E3A

=IF3%P+3 Eetail %tores more than ##99 $holesale (ealers and

more than 16999 Eetail ;utlets. )he +ompany has Eepresentative

;ffices in %harjah 4H35 Eiyadh 4%audi rabia5 and &uang/hou

4+hina-PE+5.

young man called Ardeshir G#dre2 gave up his law

studies and turned to lock making. !e was the first Indian manufacturer to

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displace well entrenched foreign brands from the Indian market. )he word

&odrej etched into his metal locks became the symbol of self reliance for

the generations that followed - the signature of )EH%).

;ver the years &odrej locks have changed in form function and scope of

application. ;ne thing however remains constant-the stamp of

E3=I>I=I)G and )EH%). In fact names like JBavtalJ and JBight =atchJ

are today a part of every Indians daily life. .&odrej is the first Indian lock

manufacturer to introduce Hltra locking systems. 8ade with loving care and

precision &odrej locks go through a series of performance tests to withstand

real life exigencies.

?We*(#/e t# the :#r*d #, G#dre2 *#('s...ever*astin)

*#('s4 end+rin) servi(e.

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1RODUCTS O6 GODRE@

&odrej is a part and parcel of every Indians life. From locks

to personal care. From appliances to air care. From furniture to construction.

)here are innumerable ways we enrich 'uality of life - everyday

everywhere.

$e offer an entire spectrum of industrial solutions from storage

to material handling to process e'uipment and many many more. $hether

clients are looking for standard e'uipment or custom engineering solutions

the first name is &odrej.

+;B%H83E PE;(H+)

1. ppliances

#. =ocks

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,. Furniture

0. %ecurity e'uipment

. udio visual solution

:. )ype writers


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#. material handling e'uipment

,. Process e'uipment

0. Precision component system

. 8achine tool service

:. 3lectrical * electronics


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3conomic )imes +orporate 3xcellence ward for +orporate

+iti/enship

&==

Bisarga 8itra ward from Eotary +lub of >ombay Dikhroli for

3nvironmental +onservation.

&==&

Indira &andhi Paryavaran Puraskar awarded to %ohrabji &odrej.

&=


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From locks a personal care from appliances to hair care.

From furniture to construction. From personal products to food. From

high tech engineering solution to world-class consumer products godrej

is a from internal part of the lives of millions of Indians.

&odrej has a strong network of over 9 company-owned

retail stores with more than ##99 wholesale dealers and over 16999

retail outlet stores. )he &roup is today estimated to be more than 1.,

billon. ;ver and above every thing the spirit of entrepreneurship the

vision of dynamic tomorrow and the capacity to build and reali/e

dreams is in essence of the &odrej &roup.

>BC3E%

+entral >ank of India Hnion >ank of India +itibank B..

I+I+I >ank =td. %tate >ank of Patiala and xis >ank =td.

7+sinesse - re(#)niti#n

)he +ompany has the following businesses 4with respective

certifications5 which manufacture andKor market a wide range of consumer

durables and industrial products@

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A$$*ian(es !ISO =&F&&%

Eefrigerators $ashing 8achines ir +onditioners 8icrowave ;vens and

(D( Players

?Interi# O,,i(e And 5#/e 6+rnit+re !ISO=&F&&5

;ffice Furniture - (esking %eating ;pen Plan ;ffice %ystems

A$$*ian(es !ISO =&F&&%

Eefrigerators $ashing 8achines ir +onditioners 8icrowave ;vens and

(D( Players

?Interi# O,,i(e And 5#/e 6+rnit+re !ISO =&F&& 5

;ffice Furniture - (esking %eating ;pen Plan ;ffice %ystems +omputer

furniture and %toragesL !ome Furniture - =iving (ining and >edroom

furnitureL Citchen cabinets. =aboratory furnitureL 8arine accommodationL

!ealthcare furnitureL )urnkey interiorsL +arpet tilesL 8attresses

L#('s !ISO =&F&&4 O5SAS &


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E*e(tri(a* And E*e(tr#ni(s !ISO =&F&&4 O5SAS &usbar Power (istribution %ystems +ompressors and +ompressed ir

+ontrol %ystems Industrial 3lectronics and utomation 3nergy

+onservation and &reen >uilding %ervices )urnkey 3lectricalK83P

+ontracts and Power Infrastructure Projects

Re)istered O,,i(e4 5ead O,,i(e and M+/0ai 7ran(h

Pirojshanagar Dikhroli 8umbai 4>ombay5 099 9


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6#r ,+rther in,#r/ati#n4 (#nta(t at the C#/$an"Js

5ead O,,i(e;

P. (. =8 3N3+H)ID3 (IE3+);E B( PE3%I(3B)

Phone@ 71-##-:


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MARKET SCREENING

3nvironment screening is the process of collecting in,#r/ati#n

thr#+)h #0servati#n4 revie: #, 0+siness4 trade4 )#vern/ent

$+0*i(ati#n - /ar'etin) resear(h /eth#d e,,#rts. )han such

collected information is re(#n(i*ed and assessedso as to interpret the

findings. >y evaluating available information a marketing manager

should be able to determine possible threats and #$$#rt+nities

associated with environmental fluctuations. >y these marketing

efforts marketing strategies could be developed for the coming time.

=earn about which markets offer the best opportunities for your

particular product or service known as the term of market screening.

market screening project provide market research analysis for each

of these factors for each market and allows you to rank and prioriti/e

markets for growth and expansion.

)he aim of market screening is to identify the potential for your

products in the market

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In todays retail environment many successful retailers are

discovering that they have saturated their current markets. )hese

retailers often turn to new markets that may provide opportunities for

growth. Hnfortunately while a retailer may understand their own

markets they may have limited knowledge of which new markets

offer the greatest potential.

)he %trategic 3dge provides retailers with answers they need to

ensure successful expansion. )hrough the use of &eographic Information

%ystems 4&I%5 )he %trategic 3dge has the capability to screen markets on

local regional and national levels.

successful screening typically begins with the creation of a

database developed on the retailers existing stores. )rade areas are defined

for the stores and then literally hundreds of demographic and lifestyle

characteristics are compiled. )he database is then analy/ed to identify the

key variables in predicting success.

>ased on the key variables from the database analysis markets

or areas are identified which have high concentrations of the key

demographic and lifestyle characteristics. )hese markets can then be

prioriti/ed for expansion efforts or if necessary eliminated from

consideration.

)he %trategic 3dge has recently applied screening methodologies

for several clients. ;ne screening was for a farm supply company that was

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the greatest concentration of your customers and determine the optimal

number of units each market can successfully support. Bielsen +laritas

nalytical +onsul tings studies will assist you in determining where and

how you can grow your business.

6eat+res - 7ene,its

8arket Prioriti/ation study is designed to score and evaluate large markets

based on their potential for your sites. Potential is based on an analysis of a

combination of the following three factors@

De/and 1#tentia*Mthe total dollar or customer potential for your

product or service offering

Share 1#tentia*Mthe share of the demand potential that you can

capture 4typically based on the degree of competition in the

market5

Mar'et Re(e$tivit"Mthe demographic fit of consumers for the

product or service being sold and the level of competition withinthe market

market screening project provide market research analysis for each of

these factors for each market and allows you to rank and prioriti/e markets

for growth and expansion.

)he aim of market screening is to identify the potential for your products in

the market.

8aking the decision a new market is not easy and often re'uires a lot of

analysis in order to get to the point that you want to spend the re'uired

financial and time resources.

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)he (anish )rade +ommission in Ca/akhstan offers an easier and

better way of doing it@ $e will analy/e the potential for you. $e need only

minimum information from you for this initial phase which is often found in

your homepage. )hen a small list 4#-05 potential partner is drafted and

through brief telephone interviews their interest in such products is

established. )he main focus of the interview is to analy/e the interest from

established actors in the market.

)ime consumption for such an activity is only -19 hours and thus you can

make a simple feasibility study in the range of (CC ,


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$hile dealing with the shopkeeper or retailer it is firstly very

important to know as to either he sales sliding channel or not if yes

then my next 'uestion was to know that how many different brand of

company ha sales.

)hrough the above 'uestionnaire I found that mostly outlets

consist of product such as follows.

1. !ettich

#. Flyrell

,. ;/one

0. +hinese

. ;ther

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,.$hat as thepercentage contribution in volume in brand wise in a month

2222. >. 222..

+. 2222.. (. 222..

0. $hat is the percentage contribution in valueKamount in brand wise

respecting month

2222. >. 2222.

+. 2222. (. 2222.

(epending upon the customer demand the shopkeeper stated

approximately him sales contribution value such as 99 pieces or

1999 pieces something else accordingly as the brand wise early in no.

second.

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&enerally shop provides warranty for one year in !ettich Flyrell *

;/one.

222222..

+2222 +222222.

6. $hat is the standard packing 4In a set5.

2222. >2222..

+2222.. (2222.

)he company produced two type of products heavy or light so price

obviously vary and shopkeeper also decide price in some extent in

minor differ. %o the average value in rupees in brand wise is given in

per #9Q in lump sum.

Price std. packing

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a. !ettich- ,09 19

b. Flyrell- ,#9 1

c. 9/one M #69 19

d. +hinese- 199 1

e. ;ther -199 1

7. $ho is the end customer

a. kitchen dealer

b.general customer

c. builder

d. other

19. re you satisfied with these companies4by which company and why5

2222222222222222222..

)he person who purchases the sliding channel from you is which one.

In different location I have got different result on it. %uch as in +hawri

ba/aar most of shop keeper sales local +hinese sliding channel

demanded by general customer but builders and kitchen dealer

demand branded in the same market.

s far as concerning of satisfaction of shopkeeper reply me there is no

blames in Flyrell ;/one * !ettich =IF3 =;B& and satisfaction for

the customer thats why demand in market.

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;n the other hand +hinese is also big deal in market but there is no

threat of &odrej since it deal target customer is middle * high profile

person.

ANALSIS

)hrough out the market analy/ing I must shows here swot analysis based on

market.

SWOT Ana*"sis is a strategic planning method used to evaluate the

Strengths Weaknesses Opportunities and Threats involved in aprojector

in a businessventure. It involves specifying the objective of the business

venture or project and identifying the internal and external factors that are

favorable and unfavorable to achieving that objective

Strategic and Creative Use of SWOT Analysis

%$;) analysis must first start with defining a desired end state or

objective. %$;) analysis may be incorporated into the strategic planning

model. n example of a strategic planning techni'ue that incorporates an

objective-driven %$;) analysis is %trategic +reative nalysis 4%+B5R1S.

- ,1 -
http://en.wikipedia.org/wiki/Strategic_planning#Elementshttp://en.wikipedia.org/wiki/Projecthttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/w/index.php?title=Strategic_Creative_Analysis&action=edit&redlink=1http://en.wikipedia.org/wiki/SWOT_analysis#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Strategic_planning#Elementshttp://en.wikipedia.org/wiki/Projecthttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Strategic_planninghttp://en.wikipedia.org/w/index.php?title=Strategic_Creative_Analysis&action=edit&redlink=1http://en.wikipedia.org/wiki/SWOT_analysis#cite_note-0%23cite_note-0


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%trategic Planning including %$;) and %+B analysis has been the

subject of much research.

Strengths@ attributes of the person or company that are helpful

to achieving the objective.

Weaknesses@ attributes of the person or company that are

harmful to achieving the objective.

Opportunities@ externalconditions that is helpful to achieving

the objective.

Threats@ external conditions which could do damage to the

businesss performance.

Identification of %$;)s is essential because subse'uent steps in the

process of planning for achievement of the selected objective may be

derived from the %$;)s.

First the decision makers have to determine whether the objective is

attainable given the %$;)s. If the objective is B;) attainable a different

objective must be selected and the process repeated.

)he %$;) analysis is often used in academia to highlight and identify

strengths weaknesses opportunities and threats. It is particularly helpful in

identifying areas for development.

If on the other hand the objective seems attainable the %$;)s are used as

inputs to the creative generation of possible strategies by asking and

answering each of the following four 'uestions many times@

!ow can we Hse and capitali/e on each %trength

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!ow can we improve each $eakness

!ow can we 3xploit and >enefit from each ;pportunity

!ow can we mitigate each )hreat

%$;) analysis may limit the strategies considered in the evaluation. JIn

addition people who use %$;) might conclude that they have done an

ade'uate job of planning and ignore such sensible things as defining the

firms objectives or calculating E;I for alternate strategies.Q Findings from

8enon et al. 417775 and !ill and $estbrook 4177


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C#r$#rate $*annin)

s part of the development of strategies and plans to enable the organi/ation

to achieve its objectives then that organi/ation will use a

systematicKrigorous process known as corporate planning. %$;) alongside

P3%)KP3%)=3 can be used as a basis for the analysis of business and

environmental factors.

Envir#n/enta* s(annin)

o Internal appraisals of the organi/ations %$;) this

needs to include an assessment of the present situation as

well as a portfolio of productsKservices and an analysis of

the productKservice life cycle

Ana*"sis #, e9istin) strate)ies this should determine

relevance from the results of an internalKexternal appraisal. )his

may include gap analysis which will look at environmental

factors

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http://en.wikipedia.org/w/index.php?title=Corporate_planning&action=edit&redlink=1http://en.wikipedia.org/wiki/PESThttp://en.wikipedia.org/wiki/PESTLEhttp://en.wikipedia.org/wiki/Gap_analysishttp://en.wikipedia.org/w/index.php?title=Corporate_planning&action=edit&redlink=1http://en.wikipedia.org/wiki/PESThttp://en.wikipedia.org/wiki/PESTLEhttp://en.wikipedia.org/wiki/Gap_analysis


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Strate)i( Iss+esdefined M key factors in the development of a

corporate plan which needs to be addressed by the organi/ation

Deve*#$newKrevised strategies M revised analysis of strategic

issues may mean the objectives need to change

Esta0*ish critical success factors M the achievement of

objectives and strategy implementation

1re$arati#n of operational resource projects plans for

strategy implementation

M#nit#rin)results M mapping against plans taking corrective

action which may mean amending objectivesKstrategies.R19S

; Mar'etin) /ana)e/ent

In many competitor analyses marketers build detailed profiles of each

competitor in the market focusing especially on their relative competitive

strengths and weaknesses using %$;) analysis. 8arketing managers will

examine each competitors cost structure sources of profits resources and

competencies competitive positioning and product differentiation degree of

vertical integration historical responses to industry developments and other

factors.

8arketing management often finds it necessary to invest in research to

collect the data re'uired to perform accurate marketing analysis.

ccordingly management often conducts market research 4alternately

marketing research5 to obtain this information. 8arketers employ a variety

of techni'ues to conduct market research but some of the more common

include@

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http://en.wikipedia.org/wiki/Critical_success_factorhttp://en.wikipedia.org/wiki/SWOT_analysis#cite_note-9%23cite_note-9http://en.wikipedia.org/wiki/Marketing_managementhttp://en.wikipedia.org/wiki/Critical_success_factorhttp://en.wikipedia.org/wiki/SWOT_analysis#cite_note-9%23cite_note-9http://en.wikipedia.org/wiki/Marketing_management


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?ualitative marketing research such as focus groups

?uantitative marketing research such as statistical surveys

3xperimental techni'ues such as test markets

;bservational techni'ues such as ethnographic 4on-site5

observation

8arketing managers may also design and oversee various

environmental scanning and competitive intelligence processes

to help identify trends and inform the companys marketing

analysis.

stren)ths

dvantages of proposition no.1 brand in India.

+apabilities

+ompetitive advantages

H%Ps 4uni'ue selling points5

Eesources ssets People likes majority of G#dre2.

3xperience knowledge data

Financial reserves likely returns

8arketing - reach distribution awareness

=ocation and geographical

Dalue 'uality

?ualifications certifications

:ea'nesses

Bot easily available due to selected shop

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+ustomer think it is costly in some extant

;ut of presence and reach of lower family

=ack of distributors in some selected area

#$$#rt+nities

8arket developments Processes of s*idin) (hanne*in future

>rither future in market +ustomer satisfied with brand name so high demand

$e should try for &lobal influences

Bew markets establish in particular channel product

Bew strategic plan for uni'ue selling price

>usiness and product development in future

Dolumes production * economics through sliding channel

Threats

+ompetitor effects in substitute product

+ompetitor intentions - various

8arket demand may be increase or decrease

%easonality effects so launch before right time

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ANALSIS

+hawari ba/aar.409 shop5

Dalue in Es 49995 Bo of shopKretailer

9T19 1919T#9

:#9T,9 ,9T09 09T9 #9T:9 ,:9T


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&!UI>(41#5

0

0.5

1

1.5

2

2.5

3

No of shop/retailer

0n/c

n/c10

1020

2030

3040

4050

5060

6070

7080

8090

>$EIC 4


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0

0.5

1

1.5

2

2.5

30n/c

n/c10

1020

2030

3040

4050

5060

6070

7080

8090

90100

>%B) CHBA * >%B) >I!E405

- 01 -

Dalue in Es 49995 Bo of shopKretailer

9TnKc 1nKcT19 9

19T#9 9

#9T,9 1

,9T09 1

09T9 ,

9T:9 9

:9T


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0

0.5

1

1.5

2

2.5

3 0n/cn/c10

1020

2030

3040

4050

5060

6070

7080

8090

90100

CE;= >&!4


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0

0.5

1

1.5

2 0n/c

n/c10

1020

2030

3040

4050

5060

6070

7080

8090

90100

8=DIG B&E 4


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0

0.5

1

1.5

2 0n/cn/c10

1020

2030

3040

4050

5060

6070

7080

8090

90100

B;I( 4#95

- 00 -

9TnKc #

nKcT19 9

19T#9 #

#9T,9 1

,9T09 1

09T9 9

9T:9 1

:9T


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0

2

4

6

8

10

12

14

16

18 0n/cn/c10

1020

2030

3040

4050

5060

6070

7080

8090

90100

%!(E475

- 0 -

9TnKc 1UE

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Bo Bame of outlet +ontact person +ontact no. !ettich flyrell o/one chinese other )otal vCailash chandaggrawal*sosns

8ukeshaggrawal

76199::


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($EC

- 6 -

Bo Bame of outlet +ontact person +ontact no. !ettich flyrell o/one chinese other )otal vAindal sanitary *hardware

amit #96,06 y y G# 09999

&upta sonshardware

naresh #9


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8=DIG B&E * &.C1#

- 7 -

Bo Bame of outlet +ontact person +ontact no. !ettich flyrell o/one chinese other )otal v

)rimurtigurunanak store

d.n dawar #::6


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B;I( 0 *7 greater noida4gn5

- :9 -

Bo Bame of outlet +ontact person +ontact no. !ettich flyrell o/one chinese other )otal vCapoorhardwaresanitary store

Dishal kapoor 7619#060,7 y G , nKc

Prakashhardware*millstore

&aurav sharma 767100


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%!!(E4loni road5

- :# -

.Bo Bame of outlet +ontact person +ontact no. !ettich flyrell o/one chinese ;ther )otal v

)irupatihardware store

8r sachin 76161:91, y y nKc

+ k jainhardware

8r jain ##,#671 y y y y 1#999

%onalialuminium hard.

8r jaganlal 771996, y y G# nKc

Barula tradingco.

trimurti ##7:,,0 y y G# nKc

%ri mahavir

traders* hard.

##,#99,0 y y y y 10999

Aagdambahardware

=alit garg 76167#101# y G, 6999

%hree bansal!K$ paints

Eajiv bansal 77


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CONSUMER 7UING 7E5AVIOUR

(efinition of >uying >ehavior@

?7+"in) 7ehavi#r is the de(isi#n $r#(esses and a(ts #, $e#$*e inv#*ved

in 0+"in) and +sin) $r#d+(ts and servi(es.

Beed to understand@

$hy consumers make the purchases that they make

$hat factors influence consumer purchases

)he changing factors in our society.

+onsumer >uying >ehavior refers to the buying behavior of the ultimate

consumer. firm needs to analy/e buying behavior for@

>uyers reactions to a firms marketing strategy has a great impact on

the firms success. )he marketing concept stresses that a firm should create a Marketing

Mix4885 that satisfies 4gives utility to5 customers therefore need to

analy/e the what where when and how consumers buy.

- :, -
http://www.udel.edu/alex/chapt1.html#mixhttp://www.udel.edu/alex/chapt1.html#mixhttp://www.udel.edu/alex/chapt1.html#mixhttp://www.udel.edu/alex/chapt1.html#mix


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8arketers can better predict how consumers will respond to

marketing strategies.

C#ns+/er 7+"in) 7ehavi#rs

$hat influences consumers to purchase products or services )he consumer

buying process is a complex matter as many internal and external factors

have an impact on the buying decisions of the consumer.

$hen purchasing a product there several processes which consumers go

through )hese will be discussed below.

&. 1r#0*e/FNeed Re(#)niti#n

!ow do you decide you want to buy a particular product or service It could

be that your (D( player stops working and you now have to look for a new

one all those (D( films you purchased you can no longer playW %o you

have a problem or a new need. For high value items like a (D( player or a

car or other low fre'uency purchased products this is the process we would

take. !owever for impulse low fre'uency purchases e.g. confectionery the

process is different.

. In,#r/ati#n sear(h

%o we have a problem our (D( player no longer works and we need to buy

a new one. $hats the solution Ges go out and purchase a new one but

which brand %hall we buy the same brand as the one that blew up ;r stay

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purchase action e.g. )he process of going to the shop to buy the product

which for some consumers can be as just as rewarding as actually

purchasing the product. Purchase of the product can either be through the

store the web or over the phone.

1#st 1+r(hase 7ehavi#r

3ver have doubts about the product after you purchased it )his simply is

post purchase behaviors and research shows that it is a common trait

amongst purchasers of products. 8anufacturers of products clearly want

recent consumers to feel proud of their purchaseL it is therefore just asimportant for manufacturers to advertise for the sake of their recent

purchaser so consumers feel comfortable that they own a product from a

strong and reputable organi/ation. )his limits post purchase behavior. i.e.

Gou feel reassured that you own the latest advertised product.

6a(t#rs in,*+en(in) the 0ehavi#rs #, 0+"ers.

+onsumer behavior is affected by many uncontrollable factors. Aust think

what influences you before you buy a product or service Gour friends your

upbringing your culture the media a role model or influences from certain

groups

+ulture is one factor that influences behaviors. %imply culture is defined as

our attitudes and beliefs. >ut how are these attitudes and beliefs developed

s an individual growing up a child is influenced by their parents brothers

sister and other family member who may teach them what is wrong or right.

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Mas*#:Js 5ierar(h" #, Needs

braham 8aslow hierarchy of needs theory sets out to explain what

motivated individuals in life to achieve. !e set out his answer in a form of a

hierarchy. !e suggests individuals aim to meet basic psychological needs of

hunger and thirst. $hen this has been met they then move up to the next

stage of the hierarchy safety needs where the priority lay with job security

and the knowing that an income will be available to them regularly. %ocial

needs come in the next level of the hierarchy the need to belong or be loved

is a natural human desire and people do strive for this belonging. 3steem

need is the need for status and recognition within society status sometimes

drives people the need to have a good job title and be recogni/ed or the

need to wear branded clothes as a symbol of status.

%elf-actualisation the realisation that an individual has reached their

potential in life. )he point of self-actualisation is down to the individual

when do you know you have reached your point of self-fulfillments

>ut how does this concept help an organisation trying to market a product or

service

$ell as we have established earlier within this website marketing is about

meeting needs and providing benefits 8allows concept suggests that needs

change as we go along our path of striving for self-actualisation.

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%upermarket firms develop value brands to meet the psychological needs of

hunger and thirst. !arrods develops products and services for those who

want have met their esteem needs. %o 8allows concept is useful for

marketers as it can help them understand and develop consumer needs and

wants.

If a marketer can identify consumer buyer behavior he or she will be in a

better position to target products and services at them. >uyer behavior is

focused upon the needs of individuals groups and organi/ations.

It is important to understand the relevance of human needs to buyer

behaviors 4remember marketing is aboutsatisfying needs5.

=ets look at human motivations as introduced by braham 8aslow by his

hierarchy of needs@ )he hierarchy is triangular. )his is because as you

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ta!es of the "ons#$er %#&in! 'rocess

%ix %tages to the +onsumer >uying (ecision Process 4For complex

decisions5. ctual purchasing is only one stage of the process. Bot all

decision processes lead to a purchase. ll consumer decisions do not always

include all : stages determined by the degree of complexity...discussed

next.

The B sta)es are;

1. Problem Recognition4awareness of need5--difference between the

desired state and the actual condition. (eficit in assortment of

products. !unger--Food. !unger stimulates your need to eat.

+an be stimulated by the marketer through product information--did

not know you were deficient I.3. see a commercial for a new pair of

shoes stimulates your recognition that you need a new pair of shoes.

#. Information search--

o Internal search memory.

o 3xternal search if you need more information. Friends and

relatives 4word of mouth5. 8arketer dominated sourcesL

comparison shoppingL public sources etc.

successful information search leaves a buyer with possible

alternatives the evoked set.

!ungry want to go out and eat evoked set is

o +hinese food

o Indian food

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ANALSIS IN 7UING 7E5AVIOUR

+onsumer buying behavior is one of the part of my summer training in

this session I found out the consumers behaviors about the security system

of the &odrej products. ;ne of the specific locations in B+E I have given

whole FEI(>(.

;n that time I had to go for under construction buildings * meet their

owner builders or contractors and collect information feed back about

&odrej products * motivate him to prefer this branded product for using go

through catalok.

O7SERVATION

%hort analysis of this project is given below. In this analysis I have

checked the behave of customer about the purchasing &odrej product. (ue

to d+ra0i*it"4 +a*it"4- $r#d+(t :arrent" customer prefer it but on the

other hand its price * after purchase services shows difficulty. further

detail in swot * suggestions conclusion page.

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faridabad

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Faridabadfaridabad

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%H&&3%)I;B

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SUGGESTIONS

6#(+s #n di,,erentiati#n

)he company needs to focus differentiation. I.e. how this sliding

channel will different from others company in the market in the term

of d+ra0i*it"4 sta0i*it"4 +a*it" and /#st i/$#rtant te(hn#*#)".

)his can be done in the form of h#ardin)s4 0anners te*evis#n4

etc. which can take an individual differentiation and thus explain to

the customers.

Ed+(ate the retai*ers.

ll the retailer need to explain the procedures involved in solving a

problem or dealing with the defects if at all present. )here were a few

retailers who had virtually no knowledge of business but still they were

in it and were complaining.

Ta'in) advanta)e #, (reati#n #, )eneri(s.

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In almost the whole city the customers dont ask for a particular

brand of sliding channel and therefore the retailer can sale at his will. %o

company can take advantage of this and plan in occupying the whole

market. )he knowledge and awareness about the product and its usage is

very low.

M#re sa*e $r#/#ti#na* s(he/es.

)he company should concentrate more sale promotional schemes.

For e.g. a retailer should be given incentives on the selling of the brand

giving goods credit period given some benefits on displays.

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LIMITATIONS

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LIMITATION

8arket screening is limited area in only B+E reason including

N#ida4 Ghaia0ad4 - De*hi.

$hile consumer buying behavior. =imited area in only

6ARIDA7AD.

)he limitation of this data is that it is applicable to retai*er4

:h#*esa*er4 and sh#$'ee$er.nd there may be lack of knowledge

from their sides.

)o some extent retailer biasness in giving answers may be limiting

factor.

)ime factor was a major constraint for the study.

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CONCLUSION

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CONCLUSION

ccording to the s(reenin) #, /ar'etsliding channel will face a

hi)h de)ree #, (#/$etiti#nfrom every day. %ince its substitute

commodities in market who is branded will have very tuff

competition. lso the demand may increase when G#dre2 (#/in) s*idin)

(hanne* launch comprises with 5etti(h4 O#ne4 and 6*"re**.

G#dre2 is still the market leader in B+E (elhi due to d+ra0i*it"4

/aster in +a*it"4 :arrant" - $ri(e.

It has been also found that normally customers and retailers both

were satisfied by G#drej.

%urprisingly it has been found that advertisement hardly plays a

part in deciding the purchasing behavior.

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fter launching the product of sliding channel we will give more

sa*es $r#/#ti#na* s(he/es s+(h as in(entives4 dis$*a"s4 and

dis(#+nts make customers and retailers loyal towards their brand.

BIBLIOGRAPHY

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7I7LIOGRA15

>ooks for reference

8arket 8anagementTPhilip kotler

8arketing EesearchT(avid luck *Eonald Eobin

8arketing 8anagementTEamaswami * Bamakumari

$ebsite

www.&odrej.com

www.&odrejlocks.com

www.google.com

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UESTIONNAIRE

Bame of outlet and contact no.

1. (o you sale sliding channel

a. yes b.no

#. Products company name which you sale

a2222 b222..c2222.d2222.

,.$hat as thepercentage contribution in volume in brand wise in a month

2222. >. 222..

+. 2222.. (. 222..

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0. $hat is the percentage contribution in valueKamount in brand wise

respecting month

2222. >. 2222.

+. 2222. (. 2222.

. !ow many si/es do you sale Please specify.

2222222222222222222222

:. $hat is the warranty on these products

2222. >2222.

+2222. (2222.

222222..

+2222 +222222.

6. $hat is the standard packing 4In a set5.

2222. >2222..

+2222.. (2222.

7. $ho is the end customer

a. Citchen dealer

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b.&eneral customer

c. >uilder

d. ;ther

19. re you satisfied with these companies 4>y which company and why5

2222222222222222222..

a project report on godrej locks

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