A FINAL

PROJECT REPORTOn

Consumer behavior in festival seasonsWith special reference to Electronic Goods

SUBMITTED IN PARTIAL FULFILLMENT OF THE AWARD OFDEGREE OF MASTER OF BUSINESS ADMINISTRATION

(SESSION: 2006-08)

UNDER THE GUIDENCE OF:MR.

(M.B.A FACULTY)

SUBMITTED BY:

ROLL NO. M.B.A 3RD SEM.

HINDU INSTITUTE OF MANAGEMENT

(AFFILIATED TO MAHARSHI DAYANAND UNIVERSITY, ROHTAK

DECLARATION

I HARSHA, Roll no FIFTEEN M.B.A. final year (III semester) the student of Hindu

Institute of Management, sonipat hereby declare that the final project report entitled

“consumer behavior in festival seasons with special reference to electronic goods” is an

original work and the same has not been submitted to any other institute for the award of

any other degree. A seminar presentation of the final report was made on__________ and

the suggestions as approved by the faculty were duly incorporated.

PRESENTATION INCHARGE SIGNATURE OF CANDIDATE

(FACULTY)

Countersigned

(Head of department)

ACKNOWLEDGEMENTS

As I write this acknowledgement, I must clarify that this is not just a formal

acknowledgement but also a sincere note of thanks and regard from my side. I feel a deep

sense of gratitude and affection for those who were associated with the project and without

whose cooperation and guidance this research could not have been conducted properly.

I learnt number of virtues for business and for life from MR. RAVIKANT SWAMI

without their expert guidance encouragement; this research could not have been

completed successfully.

Last but not least I dedicate this effort of mine to those persons who are light of my life:

My Father, Mother, Friends who have been behind every successful endeavor in my life.

PREFACE

For a deep inclination into the managed concepts, practical training is an important

asked. Theoretical knowledge without practical knowledge is of little value.

Theoretical knowledge gives us the fundamental concepts of management

and practical training teaches us those tact’s and skills, which are successfully employed

to capture today’s competitive market. Theoretical lectures must be correlated with

practical training to make learning process more effective and to provide a plate form to

judge and apply theoretical knowledge to practical situation. Practical training thus plays

an important role in developing and sharpening one’s skills in the field of business

management and administration. I prepared this report for my two-year course in Master

of Business Administration.

The topic of my report is “Consumer Behavior in Festival Seasons with special reference

to electronic goods”. This project reveals around the demand of the consumer for

electronic goods in festival seasons.

TABLE OF CONTENTS

Chapter no. Particulars Page no

A

B

C

Declaration

Acknowledgements

Preface

Chapter 1 Introduction to project

Significance of the study

Review of existing literature

Conceptualization

Focus of problem

Objective of the study

Hypothesis

Chapter 2 Introduction of consumer behavior

How consumer behave

Premium gifting

Festive wheels

Electronic goods

Golden movements

Chapter 3 Effect on sales n festival season

Image &sales n the marketing mix

Schemes for sales

Don’t lose focus on the target customers

Is the promotion a good gift

Time is important

Online Diwali sales expected to go

up by over 100%

Chapter 4 Research methodology

Chapter 5 Data analysis &interpretation

SWOT analysis

Questionnaire analysis

Findings

Chapter 6 Suggestions

Chapter 7 Conclusion

Chapter 8 Limitation of the study

Chapter 9 Annexure

Questionnaire sample

Bibliography

Chapter-1

SIGNIFICANCE OF THE STUDY

To get the knowledge about the customers

To get the knowledge about different type of customers in festival season whether

they are interesting in buying a product.

Assessing individual customer expectation and abilities.

Assessing immediate and long-term benefits through customer satisfaction.

To analyze the attitude & preferences in relation to buying electronic goods.

To analyze the degree of influence of various schemes.

REVIEW OF EXISTING LITERATURE

For this purpose, the abstracting & indexing of journals& published or unpublished

bibliographies are the first place to go to. Academic journals, conference proceedings,

government reports, books etc. must be tapped depending on the type of study

undertaken.

While preparing for my project report, I, abstracted context from newspapers, Internet

sites. Various magazines & journals were also consulted too. I consulted various

magazines like, Business World, India Today & Journals of IIM’S too that proved to

be of great help for my project work.

Source: www.msn.com

A brand can combat the crowd during the festival season through its innovativeness and

the relevance of the benefit offered.

It's festival time again and companies and stores are coming out with various schemes for

consumer durables. Even otherwise, going by personal experience, it is very confusing to

see so many similar products, appreciate the differences between each brand and make a

decision.

SOURCE: JOURNAL OF MARKETING, 2003(Diwali season shopping)

This Diwali many retailers are rejoicing as sales have increased significantly over

the past few years. RC Aggarwal, CMD of Vishal Mega Mart, said his company saw

sales go up by 200% this year on a national level, with gift, household and crockery items

being the best sellers.

Mumbai’s 2 largest malls, In orbit Mall in Malad and Normal Lifestyle Mall in Mullund

saw crowds of 50,000 on Sunday, close to double of the usual footfalls, and most people

did some shopping and eating instead of just browsing. Consumer durables were the

mainstays of the shopping for most people and stores such as Vijay Sales say that they

will comfortable meet their target of Rs. 25 billion for August-November.

“RC AGARWAL, CMD OF VISHAL MEGA MART”

Source: RAVI KIRAN, RESEARCH BASED ON CONSUMER BEHAVIOUR STUDY (2004)

The rationale for launching consumer schemes, during festivities or otherwise, is really to

pour new life into a brand. This is achieved through making the brand accessible or

attractive to new customers or increasing the brand penetration through new products

amongst the existing customer base.

However, in reality, what is happening is that ill-planned and misdirected consumer

schemes are often really killing the brand values. They are actually working against all

the investments made towards building the value proposition for the brand and thereby

initiating purchase purely on account of a price-led benefit.

Source : World Cup fails to drive sale of color TVs (business today)

THOUGH, in view of the cricket World Cup, the color television (CTV) industry had set

optimistic targets for the first quarter of the calendar year, the sales growth seems to have

been below expectations so far.

According to industry sources, the month of January had been rather sluggish for the

CTV industry, with high inventories stuck at both the retail and industry level. “Though

the industry target for January was around 8, 00,000 units, the total CTV sales have been

below 6, 00,000 units during the period," points out an industry official.

Source: Www.Google.Com

Some of the buildings look old and are beautiful with their trellised wooden and metal

balconies. Amritsar is a treat for history lovers too. It boasts of a number of historical

monuments which captivate connoisseurs with their matchless aura.

People from various parts of the country throng old bazaars to make vigorous purchases.

Diwali, literal meaning “rows of lighted lamps” is the most enthusiastically enjoyed

festival of Amritsar. For trading community, new business year starts on Diwali. The

sweet delicacies ‘Khand de Khedone’ (sugar toys), silver and gold jewellery, made in the

Holy City is great attraction for shoppers.

Source : Times Of India (2006)A good Diwali for retail majors

Diwali has brought good sales results for most retail majors after a slow start.

Leading retail chains such as Westside, Pantaloons, Wills Lifestyle, Ebony and

Landmark recorded sales figures of 40-45% higher than last year during the same

period. While sales were slow to pick up after Dushera, the traditional start of the

shopping season, the last seven days saw a significant growth in sales.

Source: www.yahoo.com

Both consumer electronics companies as well as several retailers have pointed out that

sales have started to pick up in the last 10-15 days, and are expecting the momentum to

keep up till mid-March. Interestingly, the sales are also bound to be affected by India's

performance during the ongoing World Cup. Several retailers in the Capital pointed out

that customer enquires had dropped drastically after the team's embarrassing defeat to

Australia. "CTV sales during the season will be affected to some extent if the Indian team

were not to make it the super sixes," Mr. Singh said”.

CTV manufacturers have targeted a 40-50 per cent jump in sales during the first three

months of the current year.

CONCEPTUALIZATION

The project is on consumer behavior towards electronic goods in festival season.

From knowing the behavior of consumer, company can produce those goods

which are satisfying the needs of the customer.

Consumer always wants to buy goods in festivals especially electronic goods

because in festivals there are so much discounts are offered by the company. in

festival season customers are attractive for buying the goods also. There are

consumers tastes are changing day to day so company will produce goods according

to the needs of the customer and satisfy the customers.

FOCUS OF PROBLEM

This project has been undertaken to study the “CONSUMER BEHAVIOR IN

FESTIVAL SEASON REFERENCE TO ELECTRONIC GOODS” this project

relates to all aspects concerned with consumer decision regarding buying the goods in

festivals. There are consumer tastes and preferences are changing everyday and to know

there needs is very difficult to under stand.

To know the current trend of the consumer behavior in festivals in electronic goods

assessing individual customer expectation and abilities. To collect the information

from the Retailers for the Objective of promoting the sale of electronic goods.

OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE

To know the current trend of the consumer behavior in festivals in electronic

goods.

OTHER OBJECTIVES

To collect the information from the Retailers for the Objective of promoting the

sale of electronic goods.

To know the sale of the franchisee of the company in festival seasons

To know the difference between seasonal sale and general sale.

HYPOTHESIS

There are various assumptions that we make before research, these are: -

There is more rapid expansion in customer base.

Competition is increasing day by day.

Consumer tastes and preferences are changing day to day.

New technology will be used to satisfy the customers.

To know the sale of the franchisee of the company in festival seasons

Chapter-2

Introduction to the Project

It's Diwali, Christmas and New Year that turn in maximum sales for most companies,

when is the consumer most tuned to the marketplace and companies most glued to their

marketing strategies? It is now, with the year's festive season just around the corner.

Diwali, Christmas and New Year turn in maximum sales for the year for most consumer-

oriented companies, and this year is expected to be better than the last two.

For one, unlike the previous few years, this year has not been marred by memories of

natural disasters, war, riots or a dreaded disease. Second, the markets are showing an

uptrend and investments seem to be bringing in considerable returns. So, why not splurge

— at least a wee bit more than the previous years?

That's the consumer sentiment companies are betting their bucks on, whether it is in

Mumbai, Delhi, Chennai, Bangalore, Kolkata or other cities. Diwali, of course, leads the

festive season, with the tradition of buying, gifting and allowing Goddess Lakshmi to

shower her abundant blessings.

"Consumers, vendors, dealers and traders seem to be looking forward to a massive

spending spree. In Bangalore, for example, retailers, jewelers, and home appliances and

car dealers are all geared up for the November mania," says a market analyst, who

predicts a flood of launches to satiate consumer choice in the next week.

This is the time for umpteen launches, and not only of household goods; are companies

too on a buying spree for the express purpose of corporate gifting. Hence, the most

innovative of gifts find their way to the shelves. For companies, it is the occasion to thank

employees and dealers, network with partners and associates — all through the fine art of

festive corporate gifting.

And the gesture seems to have come of age. Instead of the staid mithai box most

managements gave out even five years ago on Diwali eve, a number of companies are

now looking for more contemporary alternatives to gift their staff this festival season.

These range from Feng Shui wind chimes to premium chocolate gift hampers, crystal

artefacts and porcelain figurines.

Premium gifting

It is the changing consumer perception towards gifting during festivals that has led to the

mushrooming of showrooms and retail chains dealing in super premium items. Take, for

example, the Delhi-based Dolphin D'mart. Set up in 2001 after the promoters realized

that the super rich also need options for gifting, the chain has doubled its turnover each

year, launched 14 brands and is planning to diversify further.

Says Preeti Rao, CEO Commercial for Dolphin D'mart Ltd, "Indians have always

appreciated luxury and we started this concept after realising that it was getting difficult

for people with an eye for beauty and no constraint on the budget to look for gifting

options within India." International brands including Lladro (for figurines); Baccarat,

Lalique and Daum (for crystal) and Fraser & Haus (silverware) are also cashing in on the

loosening of purse strings.

The November mania, however, goes beyond gifting, to make a lifestyle statement in

shopping. `Shop, Eat, Celebrate' is Bangalore Central's baseline for all its promotional

campaigns. "And with the festive

Season just round the corner, we are giving consumers more reasons to celebrate," says

Rajesh Seth, Marketing Head, Bangalore Central. Promoted as the country's first

seamless mall, it is bedecked and ready to accommodate more than 25,000 visitors during

the coming weekend.

According to Seth, the mall generally gets around 13,000 footfalls every day and this is

expected to double in the coming week. For the festive season, Bangalore Central has

launched the Bid n' Win campaign where a customer (who has made purchases for at

least Rs 2,500) can bid for a product of his/her choice. The highest bid gets the product.

Seth says they discarded the idea of a lucky draw because they wanted to make the

campaign more interactive and give customers a product of their choice, rather than thrust

something on them. On offer are cars, home appliances, DVDs, etc.

From malls to department stores, the mood this year seems to be positive. Food World,

Chennai, is in full form. To cater to the gifting market, it is selling `celebration packs' of

chocolates, dry fruits and sweets, apart from diyas and crackers. The food chain has also

planned promotional offers and activities such as discounts, `bid and win' and slogan-

writing contests. Ramesh Moorthy, Head (merchandising), Tamil Nadu region, expects a

15 per cent rise in sales during the Diwali season. Apart from retail customers, he expects

around 400 corporate to place bulk orders at the 28 outlets in the city.

For the consumer durable industry, Dasara-Diwali is the peak sales period, says K.T.

John, Director, Cool well Electric, a Bangalore-based home appliances dealer. According

to him, apart from discounts and lucky draws, consumers have also started expecting

guaranteed gifts. Therefore, they now get to take home glasses, encyclopedias, electric

cookers, weighing scales and digital calendars with their purchases.

Another consumer durable company is offering consumers a chance to win a Mercedes

Benz — and there are 10 of them on offer across the country. John says sales go up by 50

per cent during this season, though discounts are given throughout the year.

Festive wheels

The automobile industry too has expectations from the season. M.P. Shyam, Director,

Advaith Hyundai, says in the automobile sector offers are made throughout the year,

though companies keep changing the offers. "Bookings do go up during the season, but

it’s also because we push our products very aggressively by increasing our ad spending."

Says Vinay Piparsania, Vice-President — Sales, Marketing, Service & External Affairs,

Ford India, "We expect an increased level of sales activity during festival periods, given

the high level of shopping that takes place during this time. Car sales are primarily

influenced more by the launch of new models, the level of corporate purchasing,

prevalent interest rates, and, of course, the special offers. However, customers buy cars

because they need too. They may choose to wait for the festive season, as it is an

occasion or an auspicious time," he says.

Buying gold is still considered a mandatory ritual in many parts of the country. Ruchira

Puri, Head of Marketing, Tanishq, says contrary to popular belief, automobile and

durable purchases have not eaten into the jewellery market boom. In fact, new buying

occasions have been added to the list.

Earlier, Karva Chaudh or Dasara was not a big jewellery season, but now it is. Even

Valentine's Day and Akshay Tritiya have become big buying events. She describes the

unrelenting yearning for gold as a "deep cultural connect. In this day and age, for those

who want to keep in touch with our traditions, this is one way of doing it." Nearly 40 per

cent of Tanishq's sales happen during the Dasara-Diwali period. This year, Tanishq has

launched 13 new collections and over 1,500 new designs for the festive season.

Some Electronic Goods Are

Golden moments

Business at this time of the year increases three to four fold, says S. Umapathy, Manager

(HR), Prince Jewellery, Chennai. He says that Usman Road in Chennai is the ninth-

busiest business centre in the world. To cash in on the demand, stores are showcasing a

new range of jewellery. Prince Jewellery, for instance, has introduced a muhurtam

collection in gold, the `Eterna' bridal diamond collection and the `Vibe' platinum

collection. "People prefer to invest in gold as it offers easy liquidity. Diwali is the best

time to shop for it as there is plenty of offers and freebies," says Princeson Jose,

Managing Director, and Prince Jewellery. He expects a 20 per cent increase in sales

during this Diwali season.

Traditional products apart, western gifting products too seem to be making it to the

consumer's basket. Chennai-based Cookie Man is confident that its gift-wrapped

packages will be a big hit during Diwali. "People are getting tired of receiving and gifting

the same old mithai. Moreover, our products last longer than traditional sweets," says

John Lynch, Director and Chief Cookie Tester of the company. Cookies are the preferred

gift-choice for new-age companies in sectors such as IT, BPOs and insurance. Last year,

Cookie Man's outlet in Spencer Plaza did about Rs 50 lakh worth of cookie sales during

the festival season, and marketers see a tremendous change in Indian consumer buying

habit in the last ten years.

Cadbury India has just launched its premium Celebrations range, which contains

traditional Indian dry fruits wrapped in Dairy Milk chocolate. The company says this

gifting option combines the pleasure of giving away dry fruits — which Indians

traditionally consider a premium, healthy gift — with chocolate.

Not to be left behind, other food and beverage companies are also following suit, with

special packs of fruit juices, colas and snacks, in addition to those already in the market.

Chapter-3

Effect on sales in festival season

Image and sales in the marketing mix

To answer your question, it is important to understand the complementary roles of image-

building and sales-building measures within a brand's marketing mix. Image-building

efforts are generally long-term and aim to build unique and motivating reasons for brand

preference. Sales boosting measures are short-term and aimed at initiating trail or

repurchase. However, the two activities should not be treated as mutually exclusive.

In fact, an effective sales promotion strategy should typically be preceded by an image-

building campaign that builds on the functional, rational and emotional benefits of the

brand. Consumers are then inclined to purchase the brand. Price may be the only

deterrent to the purchase decision. If this image-building exercise is followed by effective

sales promotions, which offer consumers a `bargain' on a desired brand, it has a greater

possibility of being successful.

Some brands have also successfully managed to link the consumer scheme or promotion

to the brand benefit itself, thereby building both image and sales at the same time. A

recent American Express card offer during the current Diwali season is one such

example. Amex cards launched a special promotion at a popular high-end market place in

South Delhi, where the card offers discounts in most of the shops on Amex cards. The

offer gives consumers a price benefit while also establishing the fact that the card is

widely accepted in most establishments in the market.

Consumer schemes can be of various types:

1. A purchase with a purchase

2. A gift with a purchase

3. A discount coupon on next purchase

4. A time-bound price-off

5. A contest or sweepstake

Don't lose focus of the target customer

Whatever the type of scheme being planned it is important for a successful promotion to

keep in mind the following: Is the promotion directed towards my desired target

customer? In their attempts to increase sales, brands often lose focus of whom their

desired target customer is, thus, either selling a lower price product to a customer, who

would have purchased the brand at its actual value itself, or selling the brand to a

customer who will never be a loyal customer of the brand. In the last decade, many well-

established TV brands have eroded their brand value by selling the brand on a price-off to

the non-target consumer, thus lowering the brand image and relevance to their existing

target consumer. The threat of eroding the existing customer base is all the more relevant

in the case of high value consumer durables. In such categories, a brand's badge values

play a large role in influencing the consumer's purchase and consistent price-offs actually

erode this value. The brand thus becomes undesirable to its existing customer base, which

graduates to higher priced brands.

Is the promotion a good fit?

The second key factor to be kept in mind is `Is the brand promotion in line with the brand

image and brand benefits?' Many brands have eroded long-term brand values through co-

promotions with products and services that do not strengthen and, in fact, actually dilute

the brand image. To provide an illustrative example, if LG is today selling its durables on

a health platform, the kind of cross-promotion schemes offered with other products or

services should ideally offer similar health benefits. A free eye check-up with every LG

Golden Eye TV would be one such example.

Time is important

The third factor to be kept in mind is `Does the timing and duration of the promotion

maximize its effectiveness?' No promotion, no matter how successful, should be

continued endlessly, as it will certainly erode the value of the brand. A lesson learnt the

hard way by many toothbrush brands, which have been offering toothbrushes as a free

product along with toothpastes for years, and are today faced with the problem of getting

consumers to pay for the product.

As regarding the timing of the promotion, this brings me to one of your points on high

clutter during festival time. There are both advantages and disadvantages of launching

promotions during the festival season. You are right when you say this results in chaos in

the market place with the brand that shouts the loudest winning. However, the market

reality is also that this is the time of the year when consumers' propensity to spend is high

and pockets are generally jingling with cash. I would like to add a note of caution here, in

that these factors do not necessarily result in a higher inclination to purchase just about

any and every product category. For example, offering a 20 per cent discount of contact

lenses during the festival season need not really translate to higher sales for the brand

during this period. In product categories where consumers do have a higher inclination to

purchase during the festival season, such as consumer durables, the rules are different for

the large and small players.

For a large brand that has designed an effective scheme and has the money power to

shout the loudest, festival time cannot be ignored. However, for smaller brands, an effort

to launch a comparative scheme could be quite counter-productive. One way of

combating the crowd is through the extent of innovativeness and the relevance of the

benefit offered. Another is to launch the scheme, maybe two months later when the

clutter levels are lower. For example, during the New Year or Baisakhi season.

In the final analysis, it is important to remember that consumer schemes are launched to

induce either trial or repurchase and this will only happen if the benefits of the brand are

built as relevant and motivating to the consumer at that point of time.

On gifting trends, he says "this season, sweets and hampers have been low key. Top picks

for gifting have been electronics like MP3 players, Tata-Sky satellite TV systems,

Kitchen appliances, silk sarees," he says. On eBay, an online shopping destination, which

has put up an online Diwali sale, top buys include handsets, MP3 Players & Accessories,

Stamps, Mobile Accessories and PC Games, according to Deepa Thomas, Company

Spokesperson.

Online Diwali sales expected to go up by over 100%

New Delhi, Oct 19: Its Diwali time for marketers in the online space, who are wooing the

37 million strong Indian online communities with festival packages and Mahan Diwali

sales, where everything from diyas to mithai, jewellery, plasma TVs is available on

attractive discounts.

"Diwali is the biggest shopping season in India and this pattern is represented in the

online space as well. The online sales are expected to go up by more than 100 per cent,"

says Dr Subho Ray, President, Internet and Mobile Association of India (IAMAI).

"From 8.1 lakh who transacted the net during Diwali, it is likely to be around 12 lakh this

year. The online business conducted during Diwali last year was around Rs 115 crore

which is expected to cross the Rs 250 crore marks this year," Dr Ray told.

While growth in the first few years was low, now online shopping is growing at a

phenomenal rate. This year, we expect to double over the previous year and we expect

the same trend to continue in the next few years also, says K. Vaitheeswaran of

Fabmall.Com, one of the pioneers in online shopping.

In normal months, 85 per cent of orders are self purchases but during festivals like Diwali

and Rakhi, the gifting orders increase to over 50 per cent. In Rakhi 2006, we shipped a

record 12000 Rakhis on a single day all over the world compared to 5000 in 2005, says

Vaitheeswaran, whose company is offering free shipping and money back guarantee.

Shopping at this time is primarily for gifting (like most Diwali buying in the offline

space). Gifting an online purchase is much easier since most online portals take care of

delivery across the country and some of them even deliver to select areas of the globe. It

is primarily the online community of 37 million strong that goes on the net for purchasing

taking advantage of some benefits that online shopping provides ease of shopping,

reviews of products available, ease of delivery and wide-range of gift products that you

get under one roof," says Dr Ray.

"Many casual internet users make their first ever online purchase during Diwali. Overall,

Diwali and the festive season witnesses an increase in online buyers, primarily shopping

online for gifts," says Thomas.

However, Nitesh Kumar of TDI Mall says online shopping is definitely catching up, but

the Indian mindset is such that they want to physically feel and see the product. Seeing is

believing for them, more so during festivals, when they want to be double sure that what

they are gifting has to be of good quality.

On gifting trends this season, he says imported wines are picking up in a big way.

Chocolates too are coming up in a big way as a substitute to mithais. Agrees Sandeep

Madan of Nirulas chocolates because of the variety available here and the shelf life are

emerging as a favorite gifting item both in the online and offline space.

Whether it is chocolates, wines, or plasma TVs, the trend extensively points towards

luxury shopping, an emerging concept in the Indian market, says Devyani Raman of the

Leading Brands of the World.

Chapter-4

RESEARCH METHODOLOGY

Research in common parlance refers to the “search for knowledge”. Research is a

systematized effort to gain new knowledge. Research methodology is a way to

systematically solve the research problem..

RESEARCH DESIGN:

A research design is the arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with economy in procedure.

A research design is a framework for the study and is used as a guide in collecting and

analyzing the data. Research Design can be categorized as follows:

Exploratory Research.

Descriptive Research.

Diagnostic Research.

Experimental Research

The present study to Descriptive in nature. In this, the researcher must be able to define

clearly, what he wants to measure and must find adequate methods for measuring it along

with a clear cut definition of ‘population’ he wants to study. The research design must make

enough provision for protection against bias and must maximize reliability, with due concern

for the economical completion of the research study.

TWO TYPES OF DATA

PRIMARY DATA

SECONDARY DATA

PRIMARY DATA:-

Primary data is that kind of data which is collected by the investigator himself for the

purpose of the specific study. The data such collected is original in character. The

advantage of third method of collection is the authenticity. A set of question s were put

together in the form of questionnaire. The method of sampling was the random method as

it is unbiased.

Primary data was collected from: -

Respondent’s survey

Swot analysis

SECONDARY DATA:-

When an investigator uses the data that has been already collected by others is called

secondary data. The secondary data could be collected from Journals, Reports and

Various Publications. The advantages of secondary data can be economical, both in the

term of money and time spent. The researcher of the reporter also did the same and

collected secondary from various internet sites like Google.com.altavista.com and many

more. The researchers of the reporter also visited various libraries for collection of the

introduction part.

DATA COLLECTION

To achieve the objectives, the primary as well as secondary source of data are

used. Primary source includes the retailers and company’s officials through

questionnaires. Secondary source of data includes the past records of company.

The data were collected through the following methodical techniques in the present

project work.

1. Through questionnaires

2. Through interview

3. Through observation

ANALYSIS PATTERN

SAMPLING TECHNIQUES

Non-probability area sampling was used.

SAMPLE SIZE

A sample of 25 customers chosen from the area of sonipat.

CONTACT METHOD

Face to face interviews were conducted.

APPROACH

Structured Disguised questionnaire was used.

RESEARCH DESIGN

Descriptive Research Design.

DATA ANALYSIS TOOLS

Pie Chart, column chart, etc.

CHAPTER 5

SWOT ANALYSIS

STRENGTH

High discounts.

More attractive products are in the market

People are more attentive for buying product.

Assessing immediate and long-term benefits through customer satisfaction.

To analyze the attitude & preferences in relation to buying electronic goods.

To analyze the degree of influence of various schemes

WEAKNESS

To get the knowledge about the customers is not an easy.

To get the knowledge about different type of customers in festival season whether

they are interesting in buying a product is also difficult.

Difficulty in assessing customer satisfaction.

To analyze the attitude & preferences in relation to buying electronic goods.

To analyze the degree of influence of various schemes

OPPORTUNITIES

Electronic goods are available on higher discounts.

Availability of products without any effort.

It increases the sales through customer satisfaction.

Aware the people about electronic goods.

THREATS

Increase competition from domestic market as well as from international market

Assessing individual customer expectation and abilities is very difficult task.

To collect the information from the Retailers for the Objective of promoting the

sale of electronic goods is also very difficult task.

Consumer tastes and preferences are changing day to day

There is more rapid expansion in customer base

QUESTIONNAIRE ANALYSIS

1. Do you think festival season increase the sale of electronic goods?

Yes No

INTERPRETATION:-

Most of the dealer thinks that festival season increases the sale of electronics goods.

yes No100% 0%

2. Does during festival seasons consumer spends some extra bugs/Rs?

Yes No

Sometimes

Yes No Sometimes

40% 20% 40%

Spending of consumers

Sometimes, 40%

No, 20%

yes, 40%

yes

No

Sometimes

INTERPRETATION:-

Most of the people think that during festival season spending of people increased.

3. During which festival sale is increased most?

Diwali Holi

New Year Any other …………….

Diwali Holi New year Any other

60% 15% 20% 5%

Sales is increased during

Diwali , 60%Holi, 15%

New year , 20%Any other, 5%

Diwali

Holi

New year

Any other

INTERPRETATION:-

In northern region sale is increased mostly during Diwali season.

4. Which type of purchasing people like to do?

Cash Credit

people's purchasing

cash, 80%

credit, 20%

cash

credit

INTERPRETATION:-

Most of the people purchase on cash basis during festivals.

Cash Credit80% 20%

5. As comparison to the previous year how much sale increased during this festival?

Up to 10% 10% to 20%

20% to 30% 30% and above

Up to 10% 10% to 20% 20% to 30% 30% and above

15% 50% 20% 15%

Increase in sale

15%

50%

20%

15%

Up to 10%

10% to 20%

20% to 30%

30% and above

INTREPRETATION:-

Sale of the electronics goods increased up to 20% during this season.

6. Are you satisfied with your current performance?

Highly satisfy Satisfy

Dissatisfied Highly dissatisfied

N S N D

Highly satisfy

Satisfy Dissatisfied Highly dissatisfied

N S N D

20% 50% 20% 0% 10%

Satisfaction regarding current performance

20%

50%

10%

0%

20%

Highly satisfy

Satisfy

N S N D

Dissatisfied

Highly dissatisfied

INTREPRETATION:-

Most of the retailers are satisfied with there current performance.

7. Do you think company launch a new product during festival seasons?

Yes No

INTREPRETATION:-

More than three-fourth of the dealers think that company mostly launch product during Diwali season.

Yes No90% 10%

8. Which type of product generally sold in the festival seasons?

Local Branded

INTREPRETATION:-

Mostly local product is sold during festival season.

9. Which product shows upward trend in electronic goods?

LocalBranded

60% 40%

Plasma TV/flat TV Refrigerator

Washing machine Microwave oven

Home theatre

Plasma TV/flat TV

Refrigerator Washing machine

Microwave oven Home theatre

60% 15% 15% 5% 5%

Product shows upward sales

60%15%

15%

5% 5%

TV

Refrigerator

Washing machine

Oven

Home theatre

INTREPRETATION:-

L.C.D/plasma TV dominates this season in the sale of electronics goods.

10. Why customer purchase more during festival season

Disposable income/bonus Tradition

INTREPRETATION:-

Main reason to purchase during festival season is having more disposable income (bonus etc.)

11. Which type of people will purchase more in festival season?

Rural Urban

Disposable income/bonus Tradition

70% 30%

INTERPRETATION:-

More than half of the purchasing is done by urban class people.

12. How many footfalls you receive during this festival season (one day basis)

Up to 50 50 to 100

Rural Urban

35% 65%

100 to 150 150 and more

INTREPRETATION:-

Most of the dealers receive crowd of more than 150 people during festival season.

13. Does festival season affect postpone of purchase decision of customer

Yes No

Can’t say

Up to 50 50 to 100 100 to 150 150 and more

10% 20% 30% 40%

Footfalls receiving during festivals

100 to 150

, 30%

150 and more, 40%

50 to 100, 20%

Up to 50 , 10%

Up to 50

50 to 100

100 to 150

150 and more

Yes No Can’t say

45% 30% 25%

Postpone of purchase

Yes 45%

No 30%

Can’t say 25%

Yes

No

Can’t say

INTREPRETATION:-

Most of the people postpone there sale in regard to festival season.

FINDINGS

Most of the dealer thinks that festival season increases the sale of electronics

goods

Most of the people think that during festival season spending of people increased.

In northern region sale is increased mostly during Diwali season.

Most of the people purchase on cash basis during festivals rather than credit or

any other instrument.

Sale of the electronics goods increased up to 20% during this season.

Most of the retailers are satisfied with there current performance

More than three-fourth of the dealers think that company mostly launch product

during Diwali season.

Mostly local product is sold during festival season

Plasma TV dominates this season in the sale of electronics goods.

Main reason to purchase during festival season is having more disposable income

(bonus etc.)

More than half of the purchasing is done by urban class people.

Most of the dealers receive crowd of more than 150 people during festival season.

Most of the people postpone there sale in regard to festival season.

CHAPTER :- 6

SUGGESTIONS AND RECOMMENDATIONS

Company should lay emphasis on to launch product during Diwali season.

360 degree marketing strategies should be adopted during festival season.

Installment scheme should be made for longer tenure.

Dealers should have the proper inventory of goods before festival season to meet

The demand

Profit of the distributor should be take in to consideration and better incentive

Plan should be provided to them.

In northern region Diwali is the main festival. so more lucrative schemes should

Be provided to them during this season.

CHAPTER :- 7

CONCLUSION

Festival season plays a dominant role in the Indian scenario. There Lot’s Of Emotions

Attached to Different Festivals in India. There Purchasing Behavior Mostly Judge On

The Basis Of This Fetivals.In Northern Region People Mostly Purchase During Diwali

Or Wedding Season So Companies Should Lay More Emphasis On There Promotion

Activities During This Time. In South “Akshay Tritya”And “Onam” Is The Main

Festival. So Companies Always Bee Lining In This Season On More Schemes And

Offers So To Gain Competitive Advantages And Earn Enormous Profit. As My Study Is

Concerned To Electronics Goods Which Is In Itself A Very Vast Sector. Electronics

Industries Tries There Every Effort To Gain As Much As Market Share. They Should

Lays More Emphasis on the Profit of Distributor and Provide Schemes

Consumer Shows Very Indifferent Behavior During This Time. So To Study The

Rationality Of Customer Behavior Company Should Conduct Proper Survey Or Apply

Proper Forecasting Methods To Judge The Demand During These Time.

Tradition and rituals attached to festivals in India plays important role to judge the

behavior of customers.

CHAPTER :- 8

LIMITATIONS OF STUDY

Every coin has two sides in the same way while during our project analysis; we also

came across such things that created problem for us.

These are listed below:-

Research was only limited to sonipat and only sonipat region can not show the

scenario of whole market, hence the findings can not be generalize for the entire

market.

Consumer don’t reveal the true picture

Consumer tastes and preferences are daily changes so it is very difficult to

understand the needs of customers

CHAPTER :- 9

ANNEXURE

QUESTIONNAIRE

Name : ________________________________

Age : ________________________________

Sex : ________________________________

Address : ________________________________

Phone no. : _________________________________

1. Do you think festival season increase the sale of electronic goods?

Yes No

2. Does during festival seasons consumer spends some extra bugs/Rs?

Yes No

Sometimes

3. Does during festival seasons consumer spends some extra bugs/Rs?

Yes No

Sometimes

4. Which type of purchasing people like to do?

Cash Credit

5. As comparison to the previous year how much sale increased during this festival?

Up to 10% 10% to 20%

20% to 30% 30% and above

6. Are you satisfied with your current performance?

Highly satisfy Satisfy

Dissatisfied Highly satisfied

N S N D

7. Do you think company launch a new product during festival seasons?

Yes No

8. Which type of product generally sold in the festival seasons?

Local Branded

9. Which product shows upward trend in electronic goods?

Television Refrigerator

Washing Machine Oven

Home Theatre

10. Why customer purchase more during festival season

Disposable income/bonus Tradition

11. Which type of people will purchase more in festival season?

Rural Urban

12. How many footfalls you receive during this festival season (one day basis)

Up to 50 50 to 100

100 to 150 150 and more

13. Is Festival Season Affecting The Purchasing Decision Of People?

Yes No

Can’t Say

14. Any Other Suggestion………………………………………………………….

BIBLIOGRAPHY

BOOKS AND JOURNALS:

Schiff man g. Leon, Consumer Behavior - Lazar Kanuk Business Line DT.

Kanuk lazar Leslie, consumer behavior-5th edition, aug-1998

Garrett Dennis, journal of marketing April 2002

NEWSPAPER:

Financial world, country edition, 2007

Economics times,2006

Business standard,2007

Magazines:

RETAILERS, NOV. EDITION 2006

WEBSITES

WWW.ALEXA\COMPARISON.COM

WWW.MARKETLEAP.COM