Purchase Pattern of Consumer for Consumer Durables Along with Preference Towards Organized and Unorganzed Retail
CHAPTER 1: EXECUTIVE SUMMARY
The goal of marketing research is to provide the facts and direction that managers need to make their more important marketing decisions. Marketing research covers a wider range of activities. Such as
Determine research design Identify data types and sources Design data collection forms and questionnaires Determine sample plan and size, Collect the data, Analyze and interpret the data. Prepare the research report
This project is an attempt to decipher the market potential for products widely used in the households of every other city and some of the rural parts in India. These products (Consumer Durables) have significance due to huge demand for it in an ever growing sector – Retail Industry, here in India it is booming due to various reasons. Economic development, stable income, higher disposable income has resulted into increase in spending power of the consumer, liberalization has also affected the growth in tremendous way as it has relaxed the norms and regulations and this in turn means entry of various big players of around the globe in our country. Still there are lot of parameters to be studied which will help the retailers to know the pulse of the consumer, how they can be attracted towards organized retail etc. at present the organized retail share in India
1
is not competent with the Unorganized and that is the reason to study the market which will help in flourishing the retail arena. In this report, I have done a market research on consumer durables, and came up with some suggestions, limitations, and conclusions on the basis of marketing research work. As far as summary part is concern, in research project I have selected market survey on Consumer durables. I have done market survey for electronic products & preference toward Organized & Unorganized Retail.
2
CHAPTER 2: OBJECTIVES OF THE RESEARCH PROJECT
1. The research was aimed at studying the purchase pattern of consumers for
The goal of marketing research is to provide the facts and direction that managers need to make their more important marketing decisions. Marketing research covers a wider range of activities. Such as
Determine research design Identify data types and sources Design data collection forms and questionnaires Determine sample plan and size, Collect the data, Analyze and interpret the data. Prepare the research report
This project is an attempt to decipher the market potential for products widely used in the households of every other city and some of the rural parts in India. These products (Consumer Durables) have significance due to huge demand for it in an ever growing sector – Retail Industry, here in India it is booming due to various reasons. Economic development, stable income, higher disposable income has resulted into increase in spending power of the consumer, liberalization has also affected the growth in tremendous way as it has relaxed the norms and regulations and this in turn means entry of various big players of around the globe in our country. Still there are lot of parameters to be studied which will help the retailers to know the pulse of the consumer, how they can be attracted towards organized retail etc. at present the organized retail share in India
1
is not competent with the Unorganized and that is the reason to study the market which will help in flourishing the retail arena. In this report, I have done a market research on consumer durables, and came up with some suggestions, limitations, and conclusions on the basis of marketing research work. As far as summary part is concern, in research project I have selected market survey on Consumer durables. I have done market survey for electronic products & preference toward Organized & Unorganized Retail.
2
CHAPTER 2: OBJECTIVES OF THE RESEARCH PROJECT
1. The research was aimed at studying the purchase pattern of consumers for