VARDHMAN SYNOPSIS Consumer Buying Behaviour

CAHTPER-1COMPANY PROFILE ABOUT VARDHMANVardhman Group is a leading textile conglomerate in India having a turnover of $986 mn. Spanning over 24 manufacturing facilities in five states across India, the Group business portfolio includes Yarn, Greige and Ally Steel.

Vardhman Group is a leading textile conglomerate in India having a turnover of $700 mn. Spanning over 24 manufacturing facilities in five states across India, the Group business portfolio includes Yarn, Greige and Processed Fabric, Sewing Thread, Acrylic Fibre and Alloy Steel.

Vardhman Group manufacturing facilities include over 8,00,000 spindles, 65 tons per day yarn and fibre dyeing 900 shuttleless looms, 90mn meters per annum processed fabric, 33 tons per day sewing thread, 18000 metric tons per annum acrylic fibre and 1,00,000 tons per annum special and alloy steel.

Vardhman has evolved through history from a small beginning in 1965 into a modern textile major under the dynamic leadership of its chairman, S.P. Oswal. His vision and insight has given Vardhman an enviable position in the textile industry. Under his leadership, Vardhman is efficiently using resources to innovate, diversify, integrate and build its diverse operations into a dynamic modern enterprise.

MISSIONVardhman aims to be world class textile organization producing diverse range of products for the global textile market. Vardhman seeks to achieve customer delight through excellence in manufacturing and customer service based on creative combination of state-of-the-art technology and human resources. Vardhman is committed to be responsible corporate citizen.

S P Oswal, Chairman Vardhman Group

VISION Superior Products, High Standards of Quality and Performance, Vardhman Rooted in Values, Creating World Class Textiles Distinctive Competitive Strategies and Highest Integrity and Commitment of the people.

HISTORYThe industrial city of Ludhiana, located in the fertile Malwa of Central Punjab is otherwise known as the Manchester of India. Within the precincts of this city is located the Corporate headquarters of the Vardhman Group, a household name in Northern India. The Vardhman Group, born in 1965, under the entrepreneurship of Late Lala Rattan Chand Oswal has today blossomed into one of the largest Textile Business houses in India.

As its inception, Vardhman had an installed capacity of 14,000 spindles, today; its capacity has increased multifold to over 8 lacs spindles. In 1982 the Group entered the sewing thread market in the country which was a forward integration of the business. Today Vardhman Threads is the second largest producer of sewing thread in India. In 1990, it undertook yet another diversification the time into the weaving business. The grey fabric weaving unit at Baddi (HP), commissioned in 1990 with a capacity of 20,000 meters per day, has already made its mark as a quality producer of Grey poplin, sheeting, shirting up Auro Textiles as Baddi and Vardhman Fabric at Budhni, Madhya Pradesh. Today the group has 900 shuttleless looms and has processing capacity of 90mn meters fabrics/ annum.In the year 1999 the Group has added yet another feather to its cap with the setting up of Vardhman Acrylic Ltd., Bharuch (Gujarat) which is a joint venture in Acrylic Fibre production undertaken with Marubeni and Exlan of Japan. The company also has a strong presence in the markets of Japan, Hong Kong, Korea, UK and EU in addition to the domestic market. Adherence to systems and a true dedication to quality has resulted in obtained the markets of Japan, Hong Kong, Korea, UK and EU in addition to the domestic market. Adherence to systems and a true dedication to quality has resulted in obtaining the coveted ISO 9002/ ISO 14002 quality award which is the first in Textile industry in India and yet another laurel to its credit.

The group portfolio includes Yarn, Fabrics, Sewing Thread, Fibre and Alloy Steel.

Business Wise Turnover for the financial year 2012-13

Actual 2010-11Group Total (Rs. Crore)USD Million%share

Yarn 228050051%

Fabric109324024%

Sewing Thread4409710%

Steel4359510%

Power plant920.2%

Fibre235525%

Total 4492986100%

Yarns Yarn Manufacturing is the major activity of the group accounting for 51 percent of the group turnover. Vardhman is virtually a supermarket of yarns, producing the widest range of cotton, synthetics and blended, Grey and Dyed yarns and Hand Knitting Yarns, in which Vardhman is the market leader in India. The group has twenty one production plants with a total capacity of over 8.8 lacs spindles, spread all over the country. In many of the yarn market segments, Vardhman holds the largest market share. Vardhman is also the largest exporters of yarn from India, exporting yarns worth more than USD 282 million.Sewing ThreadVardhman is the second largest producer of sewing thread in the country. The sewing thread manufacturing capacity is being expanded from 17 tons per day to 33 tons per day in its sewing thread plant located at Hoshiarpur, Baddi and Ludhiana. Sewing threads contributes 10 percent of the group turnover.Fabrics The group has created state-of-the-art fabric weaving and processing facilities in its plant at Baddi, Northern India. The group has installed 900 shuttle less looms and a fabric processing capacity of 90 milion meters per annum in collaboration of Tokai Senko of Japan. Fabrics business contributes 24 percent to the group turnover.FibreThe group has set up an Acrylic Staple Fibre plant at Bharuch in Gujarat in collaboration with Marubeni and Japan Exlan of Japan. The plant has annual capacity of 20000 tons per annum. Fiber contributes 5 percent to the total turnover of the group.

SteelThe group is also present in upper-end of the steel industry. The group manufacturing capacity of 100000 tons of special and alloy steel. The group supplies its steel products to some of the most stringent quality steel buyers like Maruti and Telco. It contributes 10 percent to the total turnover of the group.HOLDINGSVardhman Holding LimitedVardham Textiles LimitedVardhman Acrylic LimitedVMT Spinning Company LimitedVardhman Yarns and Threads Limited

VARDHMANS CULTURE & ITS ASPECTS Professionalism System Approach Commitment To Quality Excellence With Economy Cost Consciousness Human Resource Regarded As Valuable Asset Emphasis On Teaching and Development Preference To Human Value Management By Participation Open Door Policy In Sharing Ideas And Suggestions Group Synergy Emphasis on effective communication and coordination Managerial strength and acceptance to change Cordial Environment Customer Focus Honor And Reward

GROUP PHILOSophy

The Vardhman Group has always emphasized on total customer focus in all operational areas. It has continuously monitored and nurtured relationships with all the customers and business associates.

VARDHMAN BELIEVES IN: The fact that change is a way of life. Absolute market orientation for a quick and positive response to the customers needs. An uncompromising commitment to a flexible, professional and personalized service from within a stimulating result oriented environment. Timely delivery with consistent standards Response approach to the benefits of R&D and the modern technology. Having faith in individual potential and respect for human values. Being a responsible corporate citizen with due respect to the laws of the land and its environment. Product to be the best available quality for premium market segment. These underline the corporate philosophy, which has shaped VARDHMAN OF YESTER YEARS into VARDHMAN OF TODAY.Products to be of the best available quality for premium market segment through TQM and zero defect implementation. For achieving in all functional areas, encouraging innovations for constant improvement of the product and service. Having faith in your skill and ability. Always encourage and motivate your group. Believe in loyalty.

Chapter-2CONSUMER BUYING BEHAVIOUR - IntroductionThe job of marketer is to meet and satisfy target customers needs and wants but knowing customer" is not a simple task. Understanding the buying behavior of the target market for its company products is the essential task for the marketing dept. The job of the marketers is to think customer and to guide the company into developing offers, which are meaningful and attractive to target customers and creating solutions that deliver satisfaction to the customers, profits to customer and benefits to the stakeholders.Marketers must study the customer taste, preferences, wants, shopping and buying behavior because such study provides the clues for developing the new products, price, product changes, messages and other marketing mix elements. In understand the concept of buying we have the some of the key questions. They are: - Why does the market buying? Objective Who does the market buying? Organization What does the market buying? Objects When does the market buying? Occasions Where does the market buying? Outlets How does the market buying? Operations

WAYS OF BUYING BEHAVIORAccording to the concept of marketing the buying behavior can be divided in two ways :-1. Consumer Behavior: - It includes that user who buys the product for the direct consumption, not to use for further sale purpose. Like as home users.2. Business Behavior: - It includes those users who buy the product for the further sale purpose. Like as shopkeepers, dealers, and retailers.BUYING ROLES IN BUYING BEHAVIORIn the buying behavior there are different roles played in each of consumer and business. Those are involved in the buying decisions.CONSUMER BUYING ROLESIn the consumer buying there are different buying roles; i.e. Initiator: -- A Person who first suggest the idea of buying. Influencer: - A Person who influence the buying decision. Decider: - A Person who takes decisions regarding buying Buyer: - A Person who actually buys the products. User: - A Person who is the user of the product.BUSINESS BUYING ROLESIn the business buying there are different buying roles; i.e. Approver: -- A Person who approves the idea of buying. influencer: -- A Person who influence the buying decision. Decider: -- A Person who takes decisions regarding buying Buyer: -- A Person who actually buys the products. User: -- A Person who is the user of the product.TYPES OF BUYING BEHAVIORThere is a great difference between the purchasing of a computer and a car. Buying decisions making varies with the type of buying decision. The types of buying behavior divided are separately divided as per of consumer and business buying.

Marketing ResearchMarketing Research has wider meaning and scope. It is the systematic gathering, recording and analyzing of data about problems connected with the market place, i.e. problems relating to product, price, place and promotion of the 4 Ps of the marketing mix. The American Marketing Association defines Marketing Research as follows:- Marketing Research is the function which links the customer, consumer and public to the marketer through information used to identify and define marketing opportunities and problems; generate refine and evaluate actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing Research is concerned with all those factors which have a direct impact upon the marketing of products and services. It is the study of any part of total marketing process. In concentrates on the study of product planning and development, pricing, policies, effectiveness of personal selling, advertisement and sales promotion, competition and the entire area of buyer behaviour and attitudes in the market place. CONSUMER BEHAVIOUR C.B. is defined as the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumer behaviour comes under marketing branch.The study of consumer behavior dwells from various themes the important once are discussed below: - Buying motive Buying roles Major factors influencing buying behavior Working towards enhancing customer satisfaction The five stages in consumer buying process

The aim of marketing is to meet and satisfy target customers needs and wants. The field of Consumer behavior studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Understanding consumer behavior and knowing customers is never simple. Customers may say one thing but do another. They may not be in touch with their deeper motivations. They may respond to influences that change their mind at the last minute. Marketing and environmental stimuli enter the buyers consciousness. The buyers characteristics and decision processes lead to certain purchase decisions. The marketers task is to understand what happens in the buyers consciousness between the arrival of outside stimuli and the purchase decisions. It has been aptly said that the field of consumer behavior holds for various categories of people such as the consumers, marketers and students of marketing.

All the firms have started considering customer as the king or queen. Today, the market place is flooded with many new players including the host of MNCs resulting in the availability of more number of brands in every segment of the market. On account of this, the customer has started becoming choosy about what to buy. Thus, all firms are becoming not only customer focused but are also trying to build relationships with them. This is done by continuously updating knowledge, information and understanding of the customers needs and expectations. Awareness that is displayed by the firms have made consumers take more interest in their own consumption related decisions. They are keen top gain more knowledge about taking various decisions related to products and the promotional influences that persuade them to buy.

Marketers have woken up to the reality that they exist in a competitive environment, and therefore have to be more customer focused. On the one hand, the firms are facing liquidity problems, followed by a rising rate of inflation along with increasing competition eating into their margins and sales. On the other hand, marketers have observed that the choice empowered customer cannot be taken for granted. This is particularly true because of the rapid rise in the average customers earnings, as well as a sharp drop in the savings rate- resulting in a huge amount of disposable income to be spent on products and services. Having a better understanding of consumer behaviour will help companies become better than their competitors. They will be able to predict the way a consumer may react to a given set of cues, and thus they will be able to plan their marketing programs or strategies accordingly.

BUYING MOTIVESA customer purchases a particular product or service because of a strong inner feeling or force which instills in him a strong desire to have possession of the same. A buying motive can be said to be all the desires considerations and impulses which induce a buyer to purchase a given product. Basically, buying motives are of two kinds:1. Product motives.2. Patronage motives.

Product motivesThe impulses, considerations, and desires that induce a person to be positively inclined to purchase a product is called product motive. The product is inclusive of the attributes i.e. color, size, attractive design, package, price etc, which may be the reasons behind product motives. Product motives can be classified on the basis of the nature of satisfaction sought by the buyer. Based on this classification, we can have two categories of product motives:1. Emotional product motives.2. Rational product motives.Emotional product motives: Emotional product motives are those impulses which persuade a customer to purchase a product spontaneously without giving prior thought to the consequences of the action or decision. Evaluation of the pros and cons of the decision or logical reasoning and analysis is not pertinent in these purchase decisions. Here, the buyer lets the heart rule over the mind.Rational product motives: Rational product motives, on the other hand, involve careful reasoning and logical analysis of the intended purchase. The buyer will work out whether it is worthwhile to purchase the product. The buyer will carefully think and work out the valid and relevant reasons to justify the proposed purchase of the product.However, sometimes it has been observed that some product motives may be a mixture of emotion and rationality. In such a case, a buyer may react quickly to a situation and make an impulsive buying decision but there could be some conscious reasoning behind such a purchase. So a more logical way of classifying product motives is by adding two dimensions to the product motives- utility and prestige.

PATRONAGE BUYING MOTIVES:Why do buyers purchase from specific shops? What are the considerations or factors which persuade the buyers to display such patronage? These questions can be answered by understanding buyer patronage motives. Patronage motives can also be categorized into two groups namely, emotional patronage motives and rational patronage motives.Emotional patronage motives: Emotional patronage motives are those impulses which motivate or persuade a buyer to purchase from specific shops. There may be no logical reasoning behind his decision to purchase from a particular shop. He may simply decide to buy from his most preferred shop, merely based on subjective reasons. Rational patronage motives: If a buyer solicits a particular shop after following a logical reasoning of the mind, this is called rational patronage motives. He may select a shop because it offers a variety of products, or stocks the latest designs and models, or assures prompt delivery and good after sales service.As mentioned earlier, even patronage motives can be a combination of emotional and rational motives. BUYING ROLESA big task for the marketer is to identify the target buyers of a particular new product. The marketer has to know who makes the buying decision for the particular product category. Very often, most of the purchase decisions involve a Decision Making Unit (DMU) comprising of more than one person. So he has to understand the roles of the various people involved in the decision making process. There are five different types of roles that people play in a buying decision. They are as follows: Initiator: The person who first suggests the idea of buying the product or service. Influencer: The person whose view or advice influences the decision. Decider: The person who decides on any component of a buying decision: whether to buy, what to buy, how to buy, or where to buy. Buyer: The person who makes the actual purchase. User: The person who consumes the product or service.It will be very useful for the company if it is able to identify the roles of the persons involved in the decision making process. This is because this information will help them in designing the product, allocate funds for the promotional budget, work out the communication media, and decide for whom the message is to be directed. Buying Behaviour: Consumer decision making varies with the type of buying decision. The decisions to buy toothpaste, a tennis racket, a personal computer, and a new car are all very different. Complex and expensive purchases are likely to involve more buyer deliberation.

WORKING TOWARDS ENHANCING CUSTOMER SATISFACTIONIn the existing business environment, markets are turbulent and customer needs are fast changing. Therefore, companies should opt for ways to add value for their customer by offering products or services just the way they want it. When the customer has to choose from a large number of options, features, pricing structures and various delivery methods, offering a unique product to every individual customer will go a long way in adding value to the consumer decision making process. Customer satisfaction is a continuous process which does not begin or end with a purchase. It covers the entire ownership experience from selecting a product, to purchase, to aftercare to a repeat purchase. Thus, there are three stages in the customer satisfaction process, namely:1. Pre sales: During this stage, the customers expectations are developed through the various information sources like advertising, word of mouth and so on.2. During sales: When the customer is engaged in experiencing how to deal with enquiries and sell products.3. After sales: This refers to the period where the customer has started using the product4. The pre-sales period: This refers to clear, useful information on: The product or service. Its quality aspect. Its core benefits or advantages. Its price Its availability or sales outlet. How to obtain it.During sales period: Opportunity to inspect the products. Provision of an attractive sales environment. Courteous and effective service. Reasonable and reliable delivery. Enhancing quality of goods or services. Prompt reply in case of complaint receipt. Freedom to choose with undue sales pressure.

The After sales period: If required necessary support or advice must be provided. Prompt replacement or refund if necessary. A smooth and straight forward complaint procedure. Efficient repair and maintenance service. Efficient and effective consumer follow-up process.From the above points, it is seen that consumer satisfaction goes beyond the core product or service offering. Marketing decision makers must start by trying to understand the elements which together will determine the satisfaction levels. They must then list the elements in a proper sequence so as to identify what is to be done to increase the customers satisfaction level. This can be done only if the marketers involve a system which facilitates interaction with their customers. These interactions will prove to be equally important as the quality of the core product or service offered by the company in the long run.

MAJOR FACTORS INFLUENCING BUYING BEHAVIORPersonality-An individuals personality relates to perceived personal characteristics that are consistently exhibited, especially when one acts in the presence of others. In most, but not all, cases the behaviors one projects in a situation is similar to the behaviors a person exhibits in another situation. In this way personality is the sum of sensory experiences others get from experiencing a person (i.e., how one talks, reacts). While ones personality is often interpreted by those we interact with, the person has their own vision of their personality, called Self Concept, which may or may not be the same has how others view us.CULTURAL FACTORSCulture:Exert the maximum influence on consumer behavior. Culture is the basic determinant of a person wants. It refers to a set of learnt beliefs, values, attitudes, customs, habits and other forms of behavior that are shared in society.Sub Culture:Each culture consists of smaller subcultures that provide more specific identification and socialization for its members. They are four types of subcultures they are : NATIONALITY GROUPS RELIGIOUS GROUPS RACIAL GROUPS GEOGRAPHIC GROUPSSocial Class:It is the divisions of people in the society, which are hierarchically ordered, and its members share similar values and behavior.SOCIAL FACTORSReference GroupThey are the social, economic or professional groups that have a direct or indirect influence on the persons attitudes or behavior. Consumers accept information provided by their peer groups on the quality, performance, style etc of a product. These groups influence the persons attitudes and expose them to a new behavior.FamilyIt is the most influential group as the attitudes, habits and values are shaped by the familys influence. The members of family play different roles such as influencer, decider, purchaser and user in the buying process.Roles and Status Roles represent the position we feel we hold or others feel we should hold when dealing in a group environment. These positions carry certain responsibilities The consumers buying behavior is also influenced by the roles and status of person. It influences a person in taking a certain decision.

PERSONAL FACTORSAgeAccording to Russell People buy different goods and services over their lifetime. The lifecycle of a person is infancy, adolescence, teenage, adult middle age and old age. In each stage the persons buying behavior is different. The person is dependent on others during the first three stages, then in the next stage he not only takes decisions but also influences others buying decisions and in the last stage of the life cycle the decisions are again made by others.OccupationIt also influences his or her consumption pattern because occupation decides his ability to buy For example A blue-collar worker will buy work clothes and work shoes while a companys president will buy expensive suits, club memberships and a luxury car.

Economic CircumstancesProducts choice is greatly affected by ones economic circumstances. Peoples economic circumstance consists of their spend able income, savings, assets, debts, borrowing power and attitude towards spending versus saving.

LifestyleIt is the pattern or way of living of a person. This will be indicated through the persons activities, interests and opinions. Hence he will chose products according to his lifestyle.

PYSCHOLOGICAL FACTORSMotivation- Motivation relates to our desire to achieve a certain outcome. For instance, when it comes to making purchase decisions customers motivation could be affected by such issues as financial position (e.g., Can I afford the purchase?), time constraints (e.g., Do I need to make the purchase quickly?), overall value (e.g., Am I getting my moneys worth?), and perceived risk (e.g., What happens if I make a bad decision?).Psychologists have developed theories of human motivation. The best three motivation theories are given by Sigmund Freud, Abraham Maslow and Frederick Herzberg.

PerceptionA motivated person is ready to act. How the motivated person actually acts is influenced by his or her perception of the situation. To perceive is to see, to hear, to touch, to taste, to smell and to sense something so as to find meaning in the experience. People can emerge with different Perceptions of the same object because of three perpetual processes that is selective retention, selective attention and selective distortion.

LearningInvolves changes in an individuals behavior arising from experience or practice. Most human behavior is learned. It is produced through the interplay of drives, stimuli, cues, responses and reinforcement.

Beliefs and AttitudesA belief is a descriptive thought that a person holds something. Through doing and learning, people acquire beliefs and attitudes. These in turn influence their buyer behavior. The beliefs may be based on knowledge, opinion, or faith. They may or may not carry an emotional charge.An attitude is a person enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea. People have attitudes toward almost everything: religion, politics, clothes, music, food and so on. Attitudes put them into a frame of mind of liking or disliking an object.THE FIVE STAGES IN CONSUMER BUYING PROCESSProblem RecognitionThe buying process starts when the buyer recognizes a problem or need. The need may be activated by internal or external stimuli. The intensity of want will indicate the speed at which the person will move to fulfill it.Information SearchAn aroused customer will be inclined towards the search for information until the desired product is known and available. The person will also search for information until the desired product is known and available. The person will also search for information relating to the brand, its location and the manner of obtaining the product.Evaluation of AlternativesThis is an important stage in the process of buying where several decisions are taken in the evaluation process.The basic consumer evaluation process is as follows Firstly The consumer is trying to satisfy a need.Secondly He is looking for certain benefits from the product.Thirdly He sees a product as a bundle of attributes.Purchase DecisionWhile the customer is evaluating the alternatives the person will have preferences among the various brands, a liking towards a particular brand will lead to the purchase of the product thus a prospective buyer heads towards final selection.Post Purchase BehaviorOnce the product has been purchased the consumer will experience some level of satisfaction and dissatisfaction. If the derived satisfaction is as per expected satisfaction then it will lead to brand preference and brand loyalty leading to future purchases. If the purchase does not yield derived satisfaction then the customer becomes dissatisfied and will lose its preference.

SWOT ANALYSIS OF THE VARDHMAN GROUP

STRENGTHS Good Brand Equity Good technological base with Foreign Collaboration High Quality Standards High Production Capacity Own Research and Development department Commitment for growth Human Capital Zero Defect and optimum production with zero wastage Its culture and philosophy

WEAKNESSES Comparatively high prices Long Hierarchy

OPPORTUNITIES As quality is good and prices are comparatively high, Vardhman can always easily liquidate stock pressure by slight reduction in prices. As brand image is very good and production is too wide, Vardhman can have some good customers with whom direct business can be established. With this Vardhman will have better Quantity and Regularity of sales. Strict payments are strengths at times as well as weakness. If a moderate policy, as per present conditions are adopted, the dealers and customers shall be attracted to buy more and regularly. Shortened hierarchy shall provide hope for better customer service.

THREATS Smaller players in the market are using Vardhmans process as a shield to push their product at lower prices. Companies from south are entering into Ludhiana market. Capacity of Yarn Spinning is increasing rapidly in comparison to increase in market size, resulting into the addition of new players. This would result in price cuts, liberalization of payment, terms and conditions etc. the various functional areas.

CHAPTER-3CONSUMER BUYING BEHAVIOUR OF VARDHMAN TEXTILE MILLS LTD.

DefinitionPurchase decision making pattern that is a complex amalgam of needs and desires, and is influenced by factors such as the consumer's (1) societal role (parent, spouse, worker, etc.), (2) social and cultural environment and norms, and (3) aspirations and inhibitions.Buying Behaviour is in the Advertising, Marketing, & Sales and Purchasing & Procurement subjects. Buying Behaviour appears in the definitions of the following terms: marketing research, advertisement (ad), ACORN, economic environment, activities, interests, opinions (AIO) and consumer research. Buying Behaviour appears in these other term: consumer buying behaviour.

Model of Buying BehaviourMarketing OtherBuyersBuyersBuyers

StimuliStimuliCharacteristicsDecisionDecision

Process

ProductEconomicCulturalProblem recognitionProduct choice

PriceTechnologicalSocialInformation SearchBrand choice

PlacePoliticalPersonalEvaluationDealer choice

PromotionCulturalPsychologicalDecisionPurchase timing

Post purchasePurchase amount

Behaviour

When I have analysed the model of buying Behaviour finding that people of Ludhiana are influenced by the marketing stimuli (4 Ps) people are focused on price rather than product, place and promotion, other factor which influenced people is the technological advancement.

CulturalSocial

Personal

cultureReference GroupsPsychological

Cycle StageMotivation

SubcultureFamilyEconomicPerception

CircumstancesLearning

Life StyleBeliefs and AttitudesBUYER

Roles and StatusesPersonality and

Social ClassSelf Concept

Reference groups can have potent influence on behaviour in general, and they may also be very influential on consumer behaviour, considering the Consumer Goods Segment. Family and friends in specific are considered before making a decision about purchasing a product. But their purchase decision depends completely on self-opinion.

Where reference groups influence is operative, the advertiser should stress not only the people who buy the product but also those who influenced the purchasing decision.

The process may be viewed as starting when the consumer engages in problem recognition. Problem recognition occurs when the consumer is activated by awareness of a sufficient difference between his / her concept of ideal situation. The action occurs only when the consumer perceives a sufficiently large discrepancy between the actual and ideal states.

Given that the consumer is aroused to action, the next state is internal search for a quick and largely unconscious review of memory for stored information and of an experience regarding the problem. This information in the form of beliefs and attitude influence the consumers preference towards band. If an internal search does not provide sufficient information about Products, or how to evaluate them, the consumer continues with a more involved external search for information.

Any information stimuli are then subjected to information processing activities. This process involves allocating attention to available stimuli, deriving meaning from these stimuli. The alternating evaluation phase involves comparing the information gained in the search process for alternative product and brands to the product judging criteria on standards the consumer has developed. When such a comparison leads to favourable evaluations, the consumer is likely to develop a purchase intention towards that alternative that received the most favourable evaluation.

A purchase process follows strong purchasing intentions. This involves a series of selection, including the type of retail outlet as well the specific brand on service to use. The consumers purchase then leads to various outcomes. One such outcome is satisfaction as a result of direct experience in using the brands. Satisfaction will affect the consumers belief about the brand. Other outcome is dissatisfaction and post sale doubt.Many ad agencies conducted an in-depth study of consumer buying behaviour and found that they all crave for peer acceptance and parental non-influence. Beyond this they are an enigmaCHAPTER-4OBJECTIVES OF THE STUDY

To study consumer buying behaviour Vardhman Textile Mills Ltd. customer of Ludhiana. To explain why consumer behaviour is a central topic in marketing. Understand the psychological influences that may affect the consumer buying decision process To present a simple model of consumer decision-making, and, based on this, to distinguish four basic types of consumer purchases. Recognize the stages of the consumer buying decision process

CHAPTER-5RESEARCH METHODOLOGYINTRODUCTIONThe research is a systematic, collection, recording and analyzing of data about the problem relating to the marketing of goods and services, It involves the diagnosis of information needs and the selection of relevant inter-related variables about which valid and reliable information is gathered, recorded and analyzed.This chapter of research methodology of report consisting of the series of steps of research process for the study BUYING BEHAVIOR OF VARDHMAN TEXTILE LTD. This chapter consisting of the research process in the aspect i.e. consumer buying behavior. Along with this it explains the all of the research tools from collection of data till analyzing of collected data.TYPE OF RESEARCH: The research study is descriptive in nature. Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is descriptive of the state of the affairs as it exists in present.Sample Size :100 respondents Sources of DataThe sources of data collection methods are as follows.

a) Primary data :-The primary data is that which details we collect first time from the market and also used first time in the research. We also say that the information is first time in the research decision. To collect the primary data questionnaire is prepared structure non-disguise questionnaire is prepared.

b)Secondary data :- Secondary data are those data which are already collected by someone for some purpose and are available for the present study; secondary data are already collected by the companys records and other librarys books. When the secondary data are sufficient, there searcher has to be satisfied with the primary sources of data. Secondary data can be used as bases for comparison with primary data have been collected by questionnaire

Analysis InstrumentAfter identify the variables and other factor on that basis the data is to be analyzed it is necessary to identify the tools and instrument through which the analysis of data is to be done and presented. So that it lead to the meaningful and good results from the analysis. In this study, we use the following instrument of analysis of data :- Tables Graphs and Charts Ratios Ranking PercentageCHAPTER-6DATA ANALYSIS AND INTERPRETATIONTABLE 6.1 SHOWING THE AGE OF THE RESPONDENTSAGENO.OF RESPONDENTSPERCENTAGE

Below 20 years2525%

20-30 years4040%

30-40 years2020%

40 and Above1515%

TOTAL100100%

CHART 6.1 SHOWING THE AGE OF THE RESPONDENTS

INFERENCE-It is inferred that the respondents are not evenly distributed on the basis of age and a high percentage of the respondents are in the 20-30 years age group.

TABLE 6.2 SHOWING THE GENDER OF THE RESPONDENTS

GENDERNO.OF RESPONDENTSPERCENTAGE

Male4242%

Female5858%

TOTAL100100%

CHART 6.2 SHOWING THE GENDER OF THE RESPONDENTS

INFERENCE-It is inferred that the survey group was not distributed evenly on the bases of gender and there were more females as compared to males.

TABLE 6.3 SHOWING THE OCCUPATION OF THE RESPONDENTS

OCCUPATIONNO.OF RESPONDENTSPERCENTAGE

Student3535%

Professionals1515%

Businessmen2222%

Others2828%

TOTAL100100%

CHART 6.3 SHOWING THE OCCUPATION OF THE RESPONDENTS

INFERENCE-It is inferred that the respondents are not evenly distributed on the basis of occupation and a high percentage of the respondents are students.

TABLE 6.4 SHOWING THE MONTHLY FAMILY INCOME OF THE RESPONDENTS

MONTHLY FAMILY INCOMENO.OF RESPONDENTSPERCENTAGE

Below 250001010%

25000-500004242%

50000-750003030%

75000 and Above1818%

TOTAL100100%

CHART 6.4 SHOWING THE MONTHLY FAMILY INCOME OF THE RESPONDENTS

INFERENCE-It is inferred that the respondents are not evenly distributed on the basis of monthly family income and a high percentage of the respondents have a family income between 25000-50000.TABLE 6.5 SHOWING THE PREFERENCE OF SHOPPING BY THE RESPONDENTSFACTORSNO.OF RESPONDENTSPERCENTAGE

Retail stores88%

Exclusive showroom2424%

Malls4040%

Exhibitions1212%

Discount stores1616%

TOTAL100100%

TABLE 6.5 SHOWING THE PREFERENCE OF SHOPPING BY THE RESPONDENTS

INFERENCE-Thus it can be inferred that majority of the respondents prefer purchasing from varied stores and very few of them are loyal to the specific shop. TABLE 6.6 SHOWING THE BUYING BEHAVIOUR OF THE RESPONDENTSFACTORSNO.OF RESPONDENTSPERCENTAGE

Need1313%

On impulse4040%

During festivals1818%

Month end99%

Special occasion2020%

TOTAL100100%

CHART 6.6 SHOWING THE BUYING BEHAVIOUR OF THE RESPONDENTS

INFERENCE-Thus it can be inferred that majority of the respondent are not time bound in their purchase and are impulsive buyers.TABLE 6.7 SHOWING THE RESPONDENTS COMPANY WHILE SHOPPINGFACTORSNO.OF RESPONDENTSPERCENTAGE

Alone2020%

Friends4545%

Parents1212%

Spouse88%

Others1515%

TOTAL100100%

CHART 6.7 SHOWING THE RESPONDENTS COMPANY WHILE SHOPPING

INFERENCE-Hence it can be inferred that a high percentage of the respondents prefer to shop with their friends as Vardhman Textile Mills Ltd. being a store for trendy products encourages impulsive buying.TABLE 6.8 SHOWING THE PURCHASE OPINION GIVEN TO THE RESPONDENTSFACTORSNO.OF RESPONDENTSPERCENTAGE

Own1212%

Friends4556%

Parents2424%

Spouse1212%

Others77%

TOTAL100100%

CHART 6.8 SHOWING THE PURCHASE OPINION GIVEN TO THE RESPONDENTS

INFERENCE-Thus it can be inferred that friends are the most influencing group of all the groups of people indicating this as the target market.TABLE 6.9 SHOWING THE CUSTOMERS EXPECTATIONS WHILE SHOPPING FACTORSNO.OF RESPONDENTSPERCENTAGE

Quality3232%

Price2020%

Variety2525%

Brand1515%

Exchange facility88%

TOTAL100100%

CHART 6.9 SHOWING THE CUSTOMERS EXPECTATIONS WHILE SHOPPING

INFERENCE-Thus it can be inferred that the respondents expect high level of quality while purchasing a product and hence to satisfy them , the company should maintain high quality standardsTABLE 6.10 SHOWING THE FREQUENCY OF VISITS BY THE RESPONDENTS

FACTORSNO.OF RESPONDENTSPERCENTAGE

Weekly once1010%

Once in 15 days4141%

Monthly3232%

During special events1717%

TOTAL100100%

CHART 6.10 SHOWING THE FREQUENCY OF VISITS BY THE RESPONDENTS

INFERENCE-Thus it can be inferred that most of the respondents visit Vardhman Textile Mills Ltd. on a frequent basis of 15 days hence requiring periodly updation of the stock.TABLE 6.11 SHOWING THE COMPARISON BY THE RESPONDENTS TOWARDS THE BRANDS ACCORDING TO THEIR APPEAL FACTORSNO.OF RESPONDENTSPERCENTAGE

United colors of Benetton4444%

Provogue88%

Allen solly1818%

Others3030%

TOTAL100100%

CHART 6.11 SHOWING THE COMPARISON BY THE RESPONDENTS TOWARDS THE BRANDS ACCORDING TO THEIR APPEAL

INFERENCE-Thus it can be inferred that a very high percentage of the respondents prefer to buy from united colors of Benetton to any other brand. TABLE 6.12 SHOWING THE SOURCES OF AWARENESS


Advertisement2525%

Friends5252%

Family1010%

Others4040%

TOTAL100100%

CHART 6.12 SHOWING THE SOURCES OF AWARENESS

INFERENCE-It can be inferred that friends were the most important source of creating awareness. Recommendation from others also played an important role in creating awareness among the respondentsTABLE 6.13.1 SHOWING THE CUSTOMERS PERCEPTION TOWARDS PRICEFACTORSNO.OF RESPONDENTSPERCENTAGE

Satisfied1212%

Highly satisfied22%

Neutral5656%

Dissatisfied3030%

Highly dissatisfied00%

TOTAL100100%

CHART 6.13.1 SHOWING THE CUSTOMERS PERCEPTION TOWARDS PRICE

INFERENCE-Thus it can be inferred that majority of the respondent have neutral view about the price range but there is large percentage of respondents who are not satisfied with the price range offered by Vardhman Textile Mills Ltd.TABLE 6.13.2 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE LOCATIONFACTORSNO.OF RESPONDENTSPERCENTAGE

Satisfied3939%

Highly satisfied3434%

Neutral2222%

Dissatisfied33%


TOTAL100100%

CHART 6.13.2 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE LOCATION

INFERENCE-Thus it can be inferred that majority of the respondents are satisfied with the location but there is a very small percentage of respondents who are dissatisfied regarding the location of the store. TABLE 6.13.3 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE AMBIENCEFACTORSNO.OF RESPONDENTSPERCENTAGE

Satisfied6060%


Neutral1818%

Dissatisfied22%


TOTAL100100%

CHART 6.13.3 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE AMBIENCE

INFERENCE-Thus it can be inferred that majority of the respondent are satisfied with the present interiors.

TABLE 6.13.4 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE QUALITYFACTORSNO.OF RESPONDENTSPERCENTAGE

Satisfied5050%


Neutral3434%

Dissatisfied66%


TOTAL100100%

CHART 6.13.4 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE QUALITY

INFERENCE-Thus it can be inferred that a very high percentage of the respondents are satisfied with the quality of the products.

TABLE 6.13.5 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE PRODUCT RANGE


Satisfied3737%

Highly satisfied44%

Neutral5151%

Dissatisfied88%


TOTAL100100%

CHART 5.13.5 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE PRODUCT RANGE

INFERENCE- Thus it can be inferred that majority of the respondent have neutral view about the product range but there is large percentage of respondent who are satisfied with the current product range offered by Vardhman Textile Mills Ltd..TABLE 6.13.6 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE CUSTOMER SERVICEFACTORSNO.OF RESPONDENTSPERCENTAGE

Satisfied4848%


Neutral3333%

Dissatisfied22%


TOTAL100100%

TABLE 6.13.6 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE CUSTOMER SERVICE

INFERENCE-Thus it can be inferred that majority of the respondent are satisfied with the customer service at Vardhman Textile Mills Ltd. and very small percentage of respondent who are dissatisfied with the current service offered at Vardhman Textile Mills Ltd..TABLE 6.13.7 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE DISCOUNTS AND OFFERSFACTORSNO.OF RESPONDENTSPERCENTAGE

Satisfied88%

Highly satisfied00%

Neutral5252%

Dissatisfied3030%


TOTAL100100%

CHART 6.13.7 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE DISCOUNTS AND OFFERS

INFERENCE-It can be inferred that majority of the respondent were dissatisfied with the various discounts and offers offered by Vardhman Textile Mills Ltd..

TABLE 6.14 SHOWING THE CUSTOMERS PERCEPTION TOWARDS VARDHMAN TEXTILE MILLS LTD. SHOWROOM


Excellent3030%

Good6262%

Fair88%

TOTAL100100%

CHART 6.14 SHOWING THE CUSTOMERS PERCEPTION TOWARDS VARDHMAN TEXTILE MILLS LTD. SHOWROOM

INFERENCE-Thus it can be inferred that a very high percentage of the respondents are happy with the Vardhman Textile Mills Ltd. store in regard to product, variety, quality etc.

TABLE 6.15 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE DISPLAY


YES6161%

NO3232%

CAN'T SAY77%

TOTAL100100%

CHART 6.15 SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE DISPLAY

INFERENCE-Thus it can be inferred that a very high percentage of the respondents found the display appealing.

CHAPTER-7FINDINGS

Based on the analysis and interpretation we have the following findings: High percentage of the respondents is in the 20-30 years of age group. On the bases of gender there were more females as compared to males. Majority of the respondents who purchased from Vardhman Textile Mills Ltd. were students. Majority of the respondents have a monthly family income between 25000-50000 which means that upper middle or upper class is targeted. Most of the respondents prefer purchasing from varied stores and thus there is a possibility of low store loyalty. Majority of the respondents are not time bound in their purchase and are impulsive buyers. A high percentage of the respondents prefer to shop with their friends. It was also seen that age plays an important role in deciding the company for shopping. Friends are the most influencing group of all the groups of people thus indicating this as the target market. It was found that most of the respondents expect a very high level of quality from the products they purchase. Most of the respondents visit Vardhman Textile Mills Ltd. at least once in 15 days with students being the main visitors. As most of the respondents are young they prefer purchasing from Benetton apart from Vardhman Textile Mills Ltd. Friends are the most important source for creating awareness among the respondents. It was found that most of the respondents were satisfied with respect to location, quality, ambience, customer service and had a neutral view regarding price, product range and the discounts and offers provided by Vardhman Textile Mills Ltd.. There were very few respondents who were either highly dissatisfied or dissatisfied regarding the above. High percentage of the respondents are happy with the overall performance of Vardhman Textile Mills Ltd. including the display which is of a great appeal to them.

CHAPTER-8LIMITATIONS OF STUDY

The project has some limitations because it is totally based on efforts of individuals. Peoples may be careless and may not give correct answer to the questions, because of so many reasons.

It is totally based on personal efforts of individuals. Some of the consumers are unable to understand the questionnaire. Language is one of the worst problem, some of the consumers are unable to understand English. Some consumers are not interested in filling questionnaire.

CHAPTER-9RECOMMENDATIONS

1. As there is very low store loyalty among the respondents, Vardhman Textile Mills Ltd. has to create a niche for itself.2. As it is found that friends are the most influencing group for all the group of people, Vardhman Textile Mills Ltd. should consider this as there target market and target this group for increasing their sales.3. As Vardhman Textile Mills Ltd. clothing and accessories is a part of ITC group it should spend more on advertisement and sponsor corporate events to create awareness Advertisement through radio and newspaper will help them to create awareness to a greater extent.4. Vardhman Textile Mills Ltd. should try and create more awareness for its low priced products because only handful of people know about this and most of them perceive that Vardhman Textile Mills Ltd. products are high priced.5. Though few people are not satisfied with the current location for various reasons, Vardhman Textile Mills Ltd. should try and open few more branches in some of the main area away from current location.6. Vardhman Textile Mills Ltd. should give more discounts and offers particularly during local festival or main festivals and should create awareness for the same through newspaper or radio or by putting hoardings at main places.7. Respondents feel that Vardhman Textile Mills Ltd. has limited sets of design. They suggest Vardhman Textile Mills Ltd. should introduce few more sets of design and create awareness for the same through window display.8. Respondents prefer Vardhman Textile Mills Ltd. products in other shopping malls. For the same they suggest Vardhman Textile Mills Ltd. to keep their products in big shopping malls because there is a large percentage of respondents who shop only in big shopping malls and not in any exclusive store. So availability of products at different places will increase the sale and create new customers.

CHAPTER-10CONCLUSIONS

Modern marketing is consumer oriented. Market survey on consumer behavior is very much essential for every marketer to make decisions. The purchasing power of the consumer has also increased giving rise to his wants and needs. It is over here that retail outlet such as Vardhman Textile Mills Ltd. has come into picture satisfying the various consumer needs.From the survey conducted on the consumer behavior towards Vardhman Textile Mills Ltd. the following can be concluded:1. A large number of customers are satisfied with the variety of the products but according to a small percentage of customers the varieties should be increased.2. More than half of the respondents are happy with the quality and availability of the products.3. Most of the Customers are delighted with the location of the Vardhman Textile Mills Ltd. as it is located in the midst of Bangalore city, but not all.4. Since price is the most important factor the customers look in, Vardhman Textile Mills Ltd. has not succeeded much in keeping up its image for value of money, as its price has been rated neutral followed by many of its customers being dissatisfied.5. Most of the customers are satisfied with the present ambience and the customer services offered by Vardhman Textile Mills Ltd..Thus it can be concluded that Vardhman Textile Mills Ltd. has succeeded in keeping up its image by providing variety of products, quality but needs improvement in regard to price and offering value for money to their customers. BIBLIOGRAPHY Referred books- Marketing Research Paneerselvam Research Methodology C.R Kothari Principles of Marketing Philip Kotler

QUESTIONNAIRE 1. Age Below 20 years 20-30 years30-4040 and above

2.GenderMaleFemale

3.OccupationStudentProfessionalBusinessmenOthers

4.Monthly Income:Below 2500025000-5000050000-7500075000 and above

5. SHOWING THE PREFERENCE OF SHOPPING BY THE RESPONDENTSRetail StoresExclusive showroomMallsExhibitionsDiscount stores

7. SHOWING THE BUYING BEHAVIOUR OF THE RESPONDENTSNeedOn impulseDuring festivalsMonth endSpecial occasion

8. SHOWING THE RESPONDENTS COMPANY WHILE SHOPPINGAloneFriends ParentsSpouseOthers

9. SHOWING THE PURCHASE OPINION GIVEN TO THE RESPONDENTSOwnFriendsParents SpouseOthers

10 SHOWING THE CUSTOMERS EXPECTATIONS WHILE SHOPPINGQualityPriceVarietyBrandExchange Facility

11 SHOWING THE FREQUENCY OF VISITS BY THE RESPONDENTSWeekly oneOnce in 15 daysMonthlyDuring special events

12. SHOWING THE COMPARISON BY THE RESPONDENTS TOWARDS THE BRANDS ACCORDING TO THEIR APPEAL United colors of BenettonProvogue Allen sollyOthers

13. SHOWING THE SOURCES OF AWARENESSAdvertisementFriendsFamilyOthers

14.SHOWING THE CUSTOMERS PERCEPTION TOWARDS PRICESatisfiedHighly satisfiedNeutralDissatisfied Highly dissatisfied

15. SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE LOCATIONSatisfiedHighly satisfiedNeutralDissatisfied Highly dissatisfied

17. SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE AMBIENCESatisfiedHighly satisfiedNeutralDissatisfied Highly dissatisfied

18. SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE QUALITYSatisfiedHighly satisfiedNeutralDissatisfied Highly dissatisfied

19.SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE PRODUCT RANGESatisfiedHighly satisfiedNeutralDissatisfied Highly dissatisfied

20. SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE CUSTOMER SERVICESatisfiedHighly satisfiedNeutralDissatisfied Highly dissatisfied

21. SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE DISCOUNTS AND OFFERSSatisfiedHighly satisfiedNeutralDissatisfied Highly dissatisfied

22. SHOWING THE CUSTOMERS PERCEPTION TOWARDS VARDHMAN TEXTILE MILLS LTD. SHOWROOMExcellent Good Fair

23.SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE DISPLAYYesNoCant

PROJECT REPORTON CONSUMER BUYING BEHAVIOUR TOWARDS VARDHMAN TEXTILES MILLS LTD.Submitted for the fulfillment for award of degree of MASTERS OF BUSINESS ADMINISTRATIONAffiliated toPunjab Technical University, Jalandhar

Submitted to:Submitted by:Mrs. Shallu Gupta Mohammad ZahidHead of DepartmentMBA (4th Sem)Roll No.12204580187

PTU Learning Centre-458Gujaranwala Guru Nanak Institute of Vocational Studies,Civil Lines, Ludhiana

ACKNOWLEDGEMENT

Any accomplishment requires the effort of many people and this work is not different behind this successful undertaking is the blessing and guidance of many. This formal piece of acknowledgement may not be sufficient to express my feeling of gratitude and deep respect that have been experienced during my learning process at Consumer Buying Behaviour. This endeavour would not have been successful without the help and encouragement of lot of people with whom I had good fortunate of interacting during course of journey.

My special thanks go to S. Manjit Singh Chhabra (Co-ordinator) of G.G.N.I.V.S.

I am indebted to Mrs. Shallu Gupta for the knowledge and experience that I have gained during course of training. Without her immaculate and intellectual guidance, sustained efforts and friendly approach it would have been difficult to achieve the result in short span of period. Not leaving behind the contribution of all the staff members for sharing with us the wealth of their experience and knowledge.

Mohammad Zahid

PREFACE

MBA is a stepping stone to management career. In order to achieve practical, positive and concrete results, the classroom learning needs to be effectively fed to realities of situation existing outside classroom. This is practical time for management.

To develop healthy managerial and administrative skills in the potential managers it is necessary that theoretical knowledge must be supplemented with exposure of real environment. Actually it is very vital for the management and it is practical training that the measuring of management it itself realized.

I took guidance under Mrs. Shallu Gupta and was too fortunate to get a good exposure in this project report an attempt has been to cover aspects.

Mohammad Zahid

STUDENT DECLARATION

I hereby declare that the Project entitled Consumer Buying Behaviour submitted for the practical fulfillment of degree of Master of Business Administration of GGNIVS Civil Lines, Ludhiana affiliated to Punjab Technical University Jalandhar is original work and not submitted for award of any other degree, fellowship or other similar titled or Prize.

Mohammad Zahid

CERTIFICATE OF ORIGINALITY

This is to certify that Mr. Mohammad Zahid, MBA student of GGNIVS- Gujranwala Guru Nanak Institute of Vocational Studies, Civil Lines Ludhiana successfully undertaken her final project and has successfully completed her final project titled Consumer Buying Behaviour under my supervision. This report is compilation and analysis of information by the student on the subject and useful inferences have been drawn with regard to objective of the study. It further certified that this project has not been submitted to any other university for any other purpose.

________________ __________________Shallu Gupta Manjit Singh ChhabraProject Guide Co-ordinator

TABLE OF CONTENTS

Ch. No.CONTENTSPAGE NO

1.Company Profile1-7

2.Introduction to Consumer Buying Behaviour8-26

3.Consumer Buying Behaviour in Vardhmaan Textiles Mills Ltd.27-30

4.Objectives of the Study31

5.Research Methodology32-33

6.Data Analysis and Interpretation34-54

7.Findings 55-56

8.Limitations of the study57

9.Recommendations58-59

10.Conclusion60

Bibliography61

Questionnaire62-65

VARDHMAN SYNOPSIS Consumer Buying Behaviour

Documents

Transcript of VARDHMAN SYNOPSIS Consumer Buying Behaviour