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Project proposal on a topic entitled

A Study on consumer buying behavior towards 15 Inch and above Apollo Tyres Car Radials

Submitted By RASEEM K

UNDER THE GUIDANCE OF DR.K.P. MURALEEDHARAN PROFESSOR DCMS, UNIVERSITY OF CALICUT

MARCH 2013
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1. INTRODUCTION TO THE STUDY

The process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. Before business can develop marketing strategies, they must understand what factors influence buyers behavior and how they make purchase decisions to satisfy their needs and wants. Buyers are moved by a complex set of deep and subtle emotions. Their behavior result from deeply held values and attitudes; their perception of the world and their place in it, from common sense, impulse or just plain whimsy. There are also several stages through which the consumer exhibit before deciding to p urc has e go o d s o r s ervic es . T hes e inc lud e 5 s tep s whic h are: p ro b lem o r need rec o gnitio n, i nfo rmatio n s ea rc h, alt ernative evaluatio n, p urc has e and p o s t-p urc has e evaluation. Consumer behavior involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, sociopsychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general. Buyer behavior has two aspects: the final purchase activity visible to any observer and the d etailed o r s ho rt d ec is io n p ro c es s that may invo lve the interp lay o f a numb er o f complex variables not visible to anyone. The aim of the project focuses on consumers buying behavior towards 15 inch and above Apollo tyres car radials.

2. STATEMENT OF THE PROBLEM

Customer is the core of all business organisations. This is a Study to analyse consumer buying behavior towards 15 Inch and above Apollo Tyres Car Radials. The main aim of the study is to understand the buying behavior shown by various consumers with reference to Apollo tyres car radials.

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3.OBJECTIVES OF THE STUDY

1. To analyse the relationship between Apollo Tyres car radials and its consumer buying behavior. 2. To study factors influencing the buying behavior of customers in the segment 15 inch and above car radial. 3. To study the current Kerala market for 15 Inch & above car radials.

4. RESEARCH METHODOLOGY RESEARCH DESIGN A research design is simply a plan for study in collecting and analysing the data. It helps the researcher to conduct the study in an economical method and relevant to the problem. Research type: descriptive Sampling used: Random sampling

5. SOURCES OF DATA COLLECTION The study is based on two sources of data SECONDARY DATA The secondary data mainly consists of data gathered from company records books websites journals

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PRIMARY DATA The primary data is that data which is collected for the first time. Data is collecting from the respondents through questionnaire and interviews.

6. SAMPLE SIZE
The sample size of the study is 100.

7. SAMPLE SELECTION TECHNIQUE

Convenient sampling technique such as random sampling method will be used to collect data among respondents. respondents have got equal chances of being selected and the survey will be purely based on convenience of investigation.

8. DATA ANALYSIS TOOLS

Data collected from the respondents will be analysed by using appropriate Statistical and analytical tools.

9. VARIABLES IDENTIFIED 1. 2. 3. 4. 5. 6. 7. Price Perception Advice Promotion Durability Availability Personal factors

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CONCEPTUAL MODEL

PRICE

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PERCEPTION

Pre use satisfaction s

Advice Mechanics

Promotion Advt,

Brand Choice

Durability relative

Availability Demand and supply

Personal factors
Income,age,lifestyle

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10. CHAPTERISATION The report of the project is arranged as follows:

CHAPTER 1: INTRODUCTION CHAPTER 2: APOLLO TYRES -AN OVERVIEW CHAPTER 4: DATA ANALYSIS AND INTERPRETATION CHAPTER 5: FINDINGS, SUGGESTIONS & CONCLUSION

11.REFERENCES

Leon G. Schiffman, Leslie Lazar kanuk(2004) , Consumer Behavior , Pearson Education, New Delhi Del I. Hawkins,Roger J. Best, Kenneth A. Coney,(2005) Consumer Behavior. Tata McGraw-Hill , New Delhi

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