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CONSUMER BEHAVIOR ON AMWAY
PRODUCTS IN INDIA
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WHO IS A CONSUMER?
A Consumer is a person or group of
people that are the final users of products
and or services generated within a social
system. A consumer may be a person or
group, such as a household. The concept
of a consumer may vary significantly by
context.
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What is a consumer behavior?
Consumer Behaviour is a branch which
deals with the various stages a consumer
goes through before purchasing products
or services for his end use.
Why do you think an individual buys a
product ?
Why do you think an individual does notbuy a product ?
When do you think consumers purchase
products ?
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What is an Amway?
•The word Amway is an abbreviation for American Way and
it was coined in 1959 by the company founder Jay Van Andel and
Richard Devos.
•For easy remembrance the name of the company was made short
it into Amway and it has been registered as a corporate name and
also as their trademark.
•Amway is a direct selling company that uses Network Marketing to sell a variety of products.
•Mostly, the products are based on Health, Beauty and Home care
products.
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Introduction :
Amway India, a wholly owned subsidiary of AmwayCorporation, was established in August 1995 after approval byIndia's Foreign Investment Promotion Board (FIPB). AmwayIndia commenced commercial operations on May 5, 1998 and is
now the largest Direct Selling FMCG Company. The Company isheadquartered at the National Capital Region of India - NewDelhi.
Amway has invested in excess of US $ 35 million (Rs. 151cr) in India of this; US $ 6 million (Rs. 26 cr) is in the form ofdirect foreign investment. Amway India has 400 full timeemployees and has generated indirect employment for 1,650
persons at all the contract manufacturer locations.
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Contd
Amway India provides free and unlimited training to all itsdistributors to help them grow their business. Amway India conducted
over 34,000 training sessions during in the past 12-months with an
attendance of over 1.5 million Amway Business Owners and
prospects.
Amway India is a member of the Indian Direct Selling
Association (IDSA). The IDSA is an industry regulatory body, with
several reputed international and Indian Direct Selling companies as
members. A Mumbai-based consumer rights activist, Asha Kidnani, isIDSA’s Ombudsman & Code Administrator. Amway India is also a
member of the Confederation of Indian Industries (CII) and
Federation of Indian Chambers of Commerce (FICCI).
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objectives
New products are often successful if they provide better
solutions to the consumers problems and needs.
To optimize consumer convenience and value through
enhanced product differentiation.
To study the Consumer’s Behavior towards the Amway
products
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SCOPE
The scope of the project is limited only to the Amway
Products (such as Soap and Shampoo).
It would continue with the consumer’s behavior regardingthese products.
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Research Methodology
Research problems : To study the Consumer
Behavior on Amway Products.
Data Source : Primary data and Secondary data
Research Approach :Survey approach
Research instrument : Questionnaire
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ANALYSIS AND
INTERPRETATION
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1. Gender:
a. Female
b. Male
75%
25%
Gender
female male
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2. Occupation
a. Student
b. Employee
c. Business
d. None of them
0
10
20
30
40
50
60
student employee business none of them
Option
percentage
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4. Have you heard of Amway products?
a. Yes
b. No
0
10
20
30
40
50
60
70
yes no
Option
yes
no
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5. Did you use Amway Products?
a. Yes
b. No
0
10
20
30
40
50
60
70
80
yes no
Options
percentage
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6. What things you want your soap to be included
with..?
a. Good Cleanser
b. Good Moisturizer
c. Good Deodorizer
d. All the above
0
10
20
30
40
50
60
Opinion
percentage
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7. What do you use after washing your hair with
Shampoo?
a. Conditioner
b. Oil
c. None of them
74%
10%
16%
OPTIONS
conditioner oil none of them
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8. Have you used Persona Soap?
a. Yes
b. No
0
10
20
30
40
50
60
70
80
yes no
Option
percentage
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9. Did you find any difference after using the Soap?
a. There is a change b. No change
c. Not observed
67%
18%
15%
Opinion
change no change not observed
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10. Have you used Satinique Shampoo?
a. Yes
b. No
0
10
20
30
40
50
60
70
80
yes no
Options
percentage
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11. How is the quality of the Persona Soap and
Satinique shampoo?
a. Good
b. Medium
c. Satisfactory
54%
16%
30%
Opinion for soapgood medium stisfactory
65%
19%
16%
Opinion for shampoogood medium stisfactory
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12. What is the level of satisfaction towards the
purchase of Amway Products?
a. Good
b. Average
c. Satisfactory
61%10%
29%
Opinion
good medium stisfactory
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13. What is the reason for choosing the Amway Products?
a. Quality
b. Price
c. Others
69%
6%
25%
percentage
quality price others
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14. Would you like to suggest others, to buy the
Amway Products?
a. Yes
b. No
0
10
20
30
40
50
60
70
80
yes no
Opinion
percentage
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15.What are the important factors that influenced
you to buy the Amway Products?
a. Personal choice
b. Friends
c. Advertisement
d. Internet
0
5
10
15
20
25
30
35
40
personal ch. friends advt. internet
respondents
respondents
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Conclusion/suggestions The project was aimed to understand the Consumer Behavior
on Amway products in India.
Launch of new advertisement campaign with the brand
ambassador.
By making the price of the products to be reasonable , it can
attract many customers and also can retain its presentconsumers also.
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LIMITATIONS
•This project deals with only the Soap and Shampoo of the Amwaycompany.
I.e., Persona (Soap) Satinique (Shampoo)
•It is limited to only these products of Amway and specially in INDIA
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BIBILIOGRAPHY
www.amway.com
www.amwayindia.com
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