Consumer Behavior Essay Example for Free

Consumer Behavior EssayTodays customer is habituated with the sales promotion activities. So without such activities it has become difficult for companies to achieve their target. The barrier sales promotion refers to many kind of selling incentives and techniques intended to product immediate and short line sales effect typical sales promotion include samples in pack premiums values pack refund and rebates sale promotion wad be apply to across to broad range i.e from chewing gum to household and car The other defining characteristics of sale promotion ar its short term or immediate. For the present paper the research workers considers the household consumer for their primary survey as the products that they have taken into consider come nether the FMCG. Major players of FMCG industry were sort out 20 FMCG Companies in India1. Hindustan Unilever Ltd.2. ITC (Indian Tobacco Company)3. Nestl India4. GCMMF (AMUL)5. Dabur India Ltd6. Asian Paints (India)7. Cadbury India8. Britan nia Industries Ltd.9. Procter Gamble Hygiene and Health Care10. Marico Industries Ltd.11. Colgate-Palmolive (India) Ltd.12. Gillette India Ltd.13. Godfrey Phillips14. Henkel Spic15. Johnson Johnson16. Modi Revlon17. Wipro18. Nirma Ltd19. Amul India20. Godrej Consumer Products LtdLiterature ReviewThe Indian FMCG industry is crowded with many national regional and local players. To win the consumer heart and retain the market share the competition amongst the various players. The major companies ruling the Indian market in the category of FMCG items is HUL Amul, Nirma and many more Every day the Indian consumer who watch television and listen to the radio are thrown in front of a huge clutters of TV ads and commercials by these firm with the same intention and common purpose of convincing the customer that products is the best since India is a country where profiles of the also sidetrack significantly with age demography income level etc in order to cater to need And demand of the different customer India many sales promotion schemes are highly successful as the market is the price sensitive as well as highly competitive purge difference in few paisa can provoke the customer to switch to different brand the concept of brand loyalty an brand attachment takes a back seat in this situation. When the consumer feel that there are getting something extra, but at the same cost, they do not mind switching from one brand to other.However even today there exist a class of customer who still consider quality and brand as the deciding factor but their issuance is comparatively less majority of consumer in India, till date consider price to be the most important and deciding factors in the purchase of FMCG goods Kumar And rock rabbit (2009) in their article Impact Of sales Promotion On Buyer Behavior-An Empirical study Of Indian Retail Customers opined that todays customer can greatly influence the manufacturer of the marketer regarding the size, quality, control of the product, price, post sales service, etc. in the present study the author attempted to find out the shock of sales promotion on consumer buying behavior. question GapThe study highlights consumer behavior and purchase decisions made during various sale promotion schemes after reckon advertisement and analyzes the effect of various marketing tactics used by different companies. It also investigates area like consistency of sale promotion schemes and approachability of schemes along with the products to analyze their impact on the minds of the consumer. The study would prove to be helpful for the company in deciding schemes that attract consumer, their buying patterns, time geological period of the schemes availability by sale promotion, advertisement and other activity.Research ObjectivesThe objective of the study are1) To analyze effect of sale promotion and advertisement on the consumer buying behavior and purchase decision of FMCG product. 2) To analyze relationship between sale promotion and consumer buying behavior. 3) Consumer behavior when they FMCG product.Research ModelHypothesisH0 - Sale promotion of FMCG Product is not effect on Consumer Buying Behavior. H1 - Sale promotion of FMCG Product effect on Consumer Buying Behavior.Research DesignA research design specifies that method and procedures for conducting a particular study. The researcher should specify the approach be intends to use with respect to the proposed study, broadly research can be grouped in to three categories.1. Exploratory Research Design2. descriptive Research Design3. Casual Research Design1.Exploratory Research DesignAn searching research design focuses on the discovery of ideas and is generally based on secondary data.2. Descriptive Research DesignA descriptive study is undertaken when the researcher want to jockey the characteristics of certain group such as age, sex, income, education level etc.3. Casual StudyA casual researcher is under taken when the researcher is in terested knowing a cause and effect relationship between two or more variables. As pre my objective to know effect of Sale promotion on consumer buying behavior there are necessary to know their characteristics so that we make research to select Descriptive Research Design.Source of Data(1) Primary Data-The primary data are those data which are collected afresh and for the first time, and thus happened to be original. For this research the primary data are collected. (2) Secondary Data-The secondary data are those data which have already been collected by psyche else and which have already passed through statistical process. Here we consider primary data fop researchResearch InstrumentResearch instruments is the tool by which the researcher can do research on specific problems or objective. The most popular research instruments for collections data is Questionnaire for a particular investigation. It is simple for a moiled set of questions presented to respondents for their answers. Due to this flexibility, it is most common instrument used to collect the primary data. During the pre-testing of questionnaire, we seen the reaction of respondents and suggestions required to make change in research instrument.Research instrument is the means by which we can observe the market station. In over project topic is Effect on Sale promotion on consumer buying behavior. So information of consumer buying behavior is taken by preparing the hard print of questioner for the collection primary data. consume PlanSampling frameSampling sizeIt refers to the question How many people should be surveyed?Sampling UnitIt means Who is to be surveyed. Here target population is clear-cut and it is who are interested to Purchase FMCG Product. Here we take sample unit as an Individual.Sampling MethodMethod for choosing the representative respondents call for in this stage, i.e., how should the respondents is chosen? The sampling procedure indicates how the sample units are to be selecte d. We can used Simple Random Sampling Method for survey.ReferenceSource1) http//www.businessnewsthisweek.com/2009/11/top-20-fast-moving-consumer-goods-fmcg.html 2) Kumar Vishal And dassie Gopal (2009) Impact Of Sales Promotion On Buyer Behavior-An Empirical study Of Indian Retail Customers journal of management vol.3 no.1 pp11-24 3) Indian journal of marketing nov. 2012 vol 4 pp30-3