MM PRESENTATION

CONSUMER BEHAVIOUR : 

CONSUMER BEHAVIOUR Submitted by: Group 3 Pallavi Singhal (30) Madhupam Bansal (176) Ashish Mehra (38) Akansha Goyal (80) Sandeep Singh (12) Ankit Sikand (174)

Flow of Presentation : 

Flow of Presentation

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CATEGORY – I HIGH – END MARKET

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Select Citywalk is a premier shopping mall located in the Saket District Centre, in one of the upcoming middle class neighborhood of Saket in South Delhi. The 1,300,000 sq ft retail development is spread over 6 acres and includes a multiplex, serviced apartments, offices and public spaces. The mall was developed by Select Infrastructure, a joint venture between the Select group and the Aarone group. It is currently the most expensive mall in Delhi. It opened to the public in October 2007.   The other neighboring malls include the MGF Metropolitan Mall and the DLF Courtyard.

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Not at all cost conscious More concerned about the latest trendz and fashions High end customer Brand conscious No bargain CUSTOMER BEHAVIOUR - SOCIALITIES Socialites belong to the upper class. They prefer to shop in specialty stores, go to clubs on weekends, and spend a good amount on luxury goods. They go for high value, exclusive products. Socialites are also very brand conscious and would go only for the best known in the market.

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Consumer Behavior observed in Great India Place (Noida)

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Can Marketing be Standardized? No. Because cross-cultural styles, habits, tastes, prevents such standardization.

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Great India Place The Great India Place is a contemporary, vivid retail arcade for absolute shopping ecstasy. It offers its shoppers an unmatched shopping cum entertainment environment with a gamut of retail stores, well-heeled food joints and a multiplex, all under one roof. The retail environment includes six anchor stores encompassing departmental stores like - Lifestyle, Globus, Shopper's Stop, Pantaloon, a hypermarket - Big Bazaar and a home-style store - Home Town.

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Stores Categorized

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Buyer’s Decision Quality of the product was the main priority People went for the brand names Majority buyer’s preferred the time in the evening The buyer was not hesitant to pay any amount for his/her brand. Discount was another factor which buyer looks for.

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Social Factors The families preferred the departmental stores like Lifestyle and Shoppers Stop. Some persons went for high brands, like ‘Satya Paul’ & ‘Van Heusen’, as it shows status.

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Post-Purchase Behavior Almost every buyer was satisfied with its purchase. Any replacement of the product was easily available as every buyer had a bill. Buying Behavior Mostly people were variety seeking in their shopping. Some buyer’s were habitual and continued with their usual trend.

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QUESTIONNAIRE- CUSTOMER BEHAVIOUR Name: _________ Age group: below 20 20 - 30 30 – 40 above 40 Income group: below 20,000 p.m. 20,000 -30,000 p.m. 30,000 - 40,000 p.m. 40,000 - 50,000 p.m. above 50,000 p.m. Reason for choice of this market? Brand value Economical Proximity Latest trends Others

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How often do you visit this market? Daily Weekly Monthly Quarterly Products you look for in the market? Garments Footwear Electronics Home products Groceries Others What are the other features that attract you to the market? Ambience Advertisements Events Others

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CATEGORY – II LOW – END MARKET

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This Market is for those who want fashionable clothes at reasonable prices. Even before the latest couture designs hit the boutiques, their cheaper version appears here. One of the major attractions of the Sarojni Nagar Market of Delhi, India is that it provides even branded goods at cheap prices. This is so because export surplus garments as well as rejected export clothing comes to this market at throw away prices. Right from Levis to Van Huesen to GAP, you will almost every Indian as well as International brand here.

Why customers prefer Low End Market : 

Why customers prefer Low End Market Cheap products that fit their expenditure budget. More variety at lower prices. Fashionable Youngsters more conscious of trends prefer so as to save on cost. Attractive products looking like branded products.

Behavior of retailers in low end market : 

Behavior of retailers in low end market Selling off products in market with a fare amount of profit. Providing bulk discount. Attracting customers with the Duplicate products.

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QUESTIONNAIRE- CUSTOMER BEHAVIOUR Name: _________ Age group: below 20 20 - 30 30 – 40 above 40 Income group: below 20,000 p.m. 20,000 -30,000 p.m. 30,000 - 40,000 p.m. 40,000 - 50,000 p.m. above 50,000 p.m. Reason for choice of this market? Brand value Economical Proximity Latest trends Others

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How often do you visit this market? Daily Weekly Monthly Quarterly Products you look for in the market? Garments Footwear Electronics Home products Groceries Others What are the other features that attract you to the market? Ambience Advertisements Events Others

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CATEGORY – I CSD CANTEEN

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CATEGORY – III MIDDLE INCOME MARKET CSD

Introduction : 

Introduction The Canteen Stores Department ('CSD') is run by the Indian Ministry of Defence, and has a presence in all major military bases operated by the Indian Armed Forces. The CSD maintains an inventory of 2800 items that cover a wider range like household provisions, kitchen appliances, alcoholic drinks, cars, sports equipment, exclusively for active and retired members of the Armed Forces. Generally, these goods are procured by CSD in bulk, and sold at concessional rates, compared with retail prices.

Buyers Specifications : 

Buyers Specifications Gender Composition: 55% females 40% males 5% children. Age group : 30-55: Females 30-60: Males Composition of educated buyers consists of defence civilians and personnel.

Buyers Specifications CONTD.. : 

Buyers Specifications CONTD.. Canteen is divided in different sections: Class 1 officers Rest Have different sections: Gift shops Liquor Luggage section Electronic items

Market Characteristics : 

Market Characteristics Canteen is closed for the first three days and the last three days of the month. Maximum buyers could be seen after the first three days. It is time saving. All the members are provided with membership cards. Several billing counters with efficient people.

Buying Features : 

Buying Features Hassle free shopping. Goods available at subsidized prices. Focused shopping. Reliability of goods. Brand Flexibility.

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CONCLUSION

Indian Social Classes : 

Indian Social Classes Upper 5% Upper Middle 10% Middle 48% Lower 37%

Group Influences : 

Group Influences Strong Weak Strong Weak Brand Choice Product Choice

DIFFERENCES AMONG Three markets : 

DIFFERENCES AMONG Three markets

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HIGH INCOME MARKETS MIDDLE INCOME MARKET LOW INCOME MARKETS High satisfaction No bargain Brand conscious consumer High quality products Very good after sales service High season-off discounts and weekend discounts High security Lot of advertisement of Brand High satisfaction Fair bargain Loyalty, quality & cost Average quality Good sales service Flat discounts Average Depends on the product in market Average satisfaction Extensive bargain Cost conscious consumer duplicate products Low quality products Very poor sales service Low season off discounts No security No advertisement