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PROJECT OF CONSUMER BEHAVIOUR
A Report on
PRIVATE LABEL BRAND VS NATIONAL BRAND
For
CUSTOMER PREFRENCES
Submitted to the
Department of Marketing
Pursuing MBA
Post graduate in Marketing & Sales
Under the Guidance ofDr. Shashi singhal
by
RUPESH KANCHARLAWAR
BATCH-10-12
AMITY-JAIPUR
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AMITY UNIVERSITY RAJASTHAN
DECLARATION
I, the undersigned, hereby declare that this project report entitled
Study on private label brands v/s National brands has been
written and submitted under the guidance ofDr. Shashi singhal
and is my original work.
I understand that detection of any copying is liable to be punished
in any way
Date : RUPESH KANCHARLAWAR
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AMITY UNIVRSITY RAJASTHAN
CERTIFICATE
This is to certify that the project work entitled ' Study on Private label
brands vs National brands' has been carried out under my guidance by
Rupesh kancharlawar in partial fulfilment of his Post Graduate in
Management during the academic year 2010 - 2012.
DATE: Dr. Shashi singhal
(Faculty of Marketing )
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TABLE OF CONTENTS
S/NO. INDEX PAGE
NO.
1 Title page 1
2 For Authentication letter 2-3
3 Acknowledgement 6
4 Introduction 7
5 Literature review 10
6 Research methodology 18
7 Data analysis 22
8 Interpretation & findings 29
9 Calculation 44
10 Limitation &recommendation
53
11 Summary & conclusion 55
12 Bibliography 57
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13 References 59
14
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ACKNOWLEDGEMENT
First and foremost, I would like to thank the Almighty God for helping me to
Complete this project successfully. I would also like to thank ABS. and AUR for
giving me this opportunity and also for their generous support.
I would like to express my heartfelt gratitude to my guide, Dr. Shashi Singhal
, DEPARTMENT OF MARKETING IN AMITY for her tremendous help and
encouragement with my project. I also thank Mr. Himanshu vyas, international
business faculty-AUR. I am highly indebted to both of them for their invaluable
advice and intellectual guidance throughout my project. During the entire period of
the study, they were always available to show the right direction and advice in spite
their heavy and hectic work schedule
I am highly indebted to all those who offered their tireless support during
the course of the project and grateful to everybodys contribution and collaboration
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RUPESH KANCHARLAWAR
MBA(10-12)
INTRODUCTION:
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Growth of organized retail chain in India has also led to growth of private label brands
in India. Indian economy has seen average growth rate of 6.8 percent since 1994,putting purchasing power in the hands of customer. Though initial growth of private
label brands in India has been limited to certain categories like grocery and apparel, it
is expected to expand into many other categories as well. The CSO estimated the
economic growth of India for the last quarter of 2005-2006 to be 9.3 percent,
marginally below 9.9 percent registered for China in the same period. For the same,
given scope for high growth, management consultancy A. T. Kearney has placed India
on top of its Global Retail Development Index in 2006. Currently, organized retail inIndia is estimated to have only 3 percent share. In the total retail market, it is expected
to grow at 25-30 percent. Thus, with the growth of organized retail in India, the
private label brands are also expected to grow as experienced in other developed
countries. The growth of private label brands in India presents an interesting
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opportunity for the retailer to understand the motivations of consumers behind choice
of private label brands.
Meaning of Private Label Brands:
A private-label product is a manufactured good that a retailer purchases from a
supplier, with the intention of renaming, repackaging and selling it under the
distributor s own brand name. Depending on the agreement between a manufacturer
and a retailer, the manufacturer sometimes handles the packaging and labeling for the
retailer for an additional charge. Otherwise, the retailer is responsible for the process
of dressing up the product as its own. Thus, it can be said that Brands owned not by amanufacturer or producer but by a retailer or supplier who gets its goods made by a
contract manufacturer under its own label are called private label brands.
Manufacturers use either their own name, that of a middleman, or a combination of
both when they are marketing their products
MOTIVATION:One day my lecturer friends Himanshu
Mohobia, me and Himanshu Vyas discussed on this topic in
general manner since that time to this time one thing was
rotate in my mind. And my mind said that you have to go for
this fortunately Dr.Shashi Singhal came in class and gave this
topic to me for Project this was coincidence
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LITERATURE REVIEW:
1.Consumer choice/preferences:
is a theory of microeconomics that relates preferences to consumer demand curves. The link
between personal preferences, consumption, and the demand curve is one of the most
complex relations in economics. Implicitly, economists assume that anything purchased will
be consumed, unless the purchase is for a productive activity.
Preferences are the desires by each individual for the consumption of goods and services, and
ultimately translate into employment choices based on abilities and the use of the income
from employment for purchases of goods and services to be combined with the consumer's
time to define consumption activities.
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Consumption is separated from production, logically, because two different consumers are
involved. In the first case consumption is by the primary individual; in the second case, a
producer might make something that he would not consume himself. Therefore, different
motivations and abilities are involved.
The models that make up consumer theory are used to represent prospectively observable
demand patterns for an individual buyer on the hypothesis of constrained optimization.
Prominent variables used to explain the rate at which the good is purchased (demanded) are
the price per unit of that good, prices of related goods, and wealth of the consumer.
The fundamental theorem of demand states that the rate of consumption falls as the price of
the good rises. This is called the substitution effect. Clearly if one does not have enough
money to pay the price then they cannot buy any of that item. As prices rise, consumers will
substitute away from higher priced goods and services, choosing less costly alternatives.
Subsequently, as the wealth of the individual rises, demand increases, shifting the demand
curve higher at all rates of consumption. This is called the income effect. As wealth rises,
consumers will substitute away from less costly inferior goods and services, choosing higher
priced alternatives.
2 Customer satisfaction: a term frequently used in marketing, is a measure of how products
and services supplied by a company meet or surpass customer expectation. Customer
satisfaction is defined as the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals.
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.
Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. These metrics
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quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective.
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be
able do this, firms need reliable and representive measures of satisfaction.
In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and
will likely rate their experience as less than satisfying. For this reason, a luxury resort, for
example, might receive a lower satisfaction rating than a budget moteleven though its
facilities and service would be deemed superior in absolute terms.
The importance of customer satisfaction diminishes when a firm has increased bargaining
power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an
industry that is an oligopoly, where only a few suppliers of a certain product or service exist.
As such, many cell phone plan contracts have a lot of fine print with provisions that they
would never get away if there were, say, a hundred cell phone plan providers, because
customer satisfaction would be way too low, and customers would easily have the option of
leaving for a better contract offer.
There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.
3. Product attribute: Product attributes, also called dynamic attributes, are customer-facing,
configurable characteristics of a product or its components. For example, you sell a product
in three colours. As part of creating this product, you would define an attribute called Colour
and assign it the three colours. As part of purchasing the product, customers would choose
one of the colours.
Components of a product are not attributes. For example, you sell a desktop computer.
Customers can select one of several types of CD-ROMs when configuring this product.
Having a CD-ROM is a characteristic of this product, but the CD-ROMs are components, not
attributes.
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Product attributes and product features are similar concepts. They both describe
characteristics of the product that are of interest to customers. However, feature definitions
do not create configurability. For example, you could define a feature: "Comes in three
colours, red, green, and blue." This feature definition can be displayed to the user as a
message only. It does not create the mechanism for choosing the colour. To create that, you
must define a product attribute and assign it the values red, green, and blue.
A product attribute has two parts: the name of the attribute and the value of the attribute. For
example, you could define an attribute with the name Colour and the values red, green, or
blue. The allowable values for an attribute are called the attribute domain. In a configuration
session, the user can select only one value for an attribute.
You can define attributes directly in the administration interface. You do not need to create
database table extensions or new field definitions in Siebel Tools.
Attributes are implemented in a way that allows users to select the desired attribute value
when they configure the product. For example, when a user creates a quote, the Colour
attribute displays in the interface, and the user can select the desired value.
Classes are the way you organize and administer product attributes. The key to understanding
classes is inheritance. Attributes defined at the class level are automatically inherited by all
the class members. When you assign a product to a class, it automatically inherits all the
attributes defined for that class. Classes let you define what attributes are maintained for
products, propagate those attributes to the products, and maintain those attributes in a
consistent fashion.
You can define attributes at the class or subclass level. You cannot define an attribute at the
product level. At the product level, users can only select the attribute's value.
4. rice system: a means of organizing economic activity. It does this primarily by
coordinating the decisions of consumers, producers, and owners of productive resources.
Millions of economic agents who have no direct communication with each other are led by
the price system to supply each others wants. In a modern economy the price system enables
a consumer to buy a product he has never previously purchased, produced by a firm of whose
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existence he is unaware, which is operating with funds partially obtained from his own
savings.
Prices are an expression of the consensus on the values of different things, and every society
that permits exchanges between people has prices. Because prices are expressed in terms of a
widely acceptable commodity, they permit a ready comparison of the comparative values of
various commoditiesif shoes are $15 per pair and bread 30 cents per loaf, a pair of shoes is
worth 50 loaves of bread. The price of anything is its value in exchange for a commodity of
wide acceptability: the price of an automobile may be some 50 ounces of gold or 25 pieces of
paper currency.
A system of prices exists because individual prices are related to each other. If, for example,
copper rods cost 40 cents a pound and the process of drawing a rod into wire costs 25 cents a
pound, then it will be profitable to produce wire from a copper rod if its price exceeds 65
cents. Conversely, it will be unprofitable to produce wire if its price falls below 65 cents.
Competition will hold the price of wire about 25 cents per pound above that of rods. A
variety of such economic forces tie the entire structure of prices together.
The system of prices can be arranged to reward or penalize any kind of activity. Society
discourages the production of electric shoestring-tying machines by the simple expedient of
making such a machines attainable selling price less than the prices of the resources
necessary to produce it. Society stimulates people of great athletic promise to learn golf
(rather than polo or cricket) by awarding significant prizes (= prices) to tournament winners.
The air in many cities is dirty because no one is charged a price for polluting it and no one
can pay a price for having it cleaned.
5.What is PSS?
Product Service Systems, put simply, are when a firm offers a mix of both products and
services, in comparison to the traditional focus on products. As defined by (van Halen, te
Riele, Goedkoop) "a marketable set of products and services capable of jointly fulfilling a
user's needs". PSSes can be realized by smart products.
The initial move to PSS was largely motivated by the need on the part of traditionally
oriented manufacturing firms to cope with changing market forces and the recognition that
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services in combination with products could provide higher profits than products alone.Faced
with shrinking markets and increased commoditization of their products, these firms saw
service provision as a new path towards profits and growth
While not all product service systems result in the reduction of material consumption, they
are more widely being recognized as an important part of a firm's environmental strategy. In
fact, some researchers have redefined PSS as necessarily including improved environmental
improvement. For example,(Mont)defines PSS as a "a system of products, services,
supporting networks, and infrastructure that is designed to be competitive, satisfy customers'
needs, and have a lower environmental impact than traditional business models" Mont
elaborates her definition as follows: A PSS is pre-designed system of products, service,
supporting infrastructures, and necessary networks that is a so-called dematerializedsolution
to consumer preferences and needs. It has also been defined as a "self-learning" system, one
of whose goals is continual improvement.
This view of PSS is similar to other concepts commonly seen in the environmental
management literature, such as "dematerialization" and "servicizing."
Types of PSS
There are various issues in the nomenclature of the discussion of PSS, not least that services
are products, and need material products in order to support delivery, however, it has been a
major focus of research for several years. The research has focussed on a PSS as system
comprising tangibles (the products) and intangibles (the services) in combination for
fulfilling specific customer needs. The research has shown that manufacturing firms are more
amenable to producing "results", rather than solely products as specific artefacts, and that
Consumers are more amenable to consuming such results. This research has identified three
classes of PSS.
Product Oriented PSS
This is a PSS where ownership of the tangible product is transferred to the consumer, but
additional services, such as maintenance contracts, are provided.
Use Oriented PSS
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This is a PSS where ownership of the tangible product is retained by the service provider,
who sells the functions of the product, via modified distribution and payment systems, such
as sharing, pooling, and leasing.
Result Oriented PSS
This is a PSS where products are replaced by services, such as, for example, voicemail
replacing answering machines.
6.Store Promotion
Promoting merchandise may often be achieved by special arrangements with a
manufacturer or a wholesaler. Often new merchandise will be offered at low introductory
prices and the manufacturer or wholesaler will provide the retailer with special
informative displays of the product as well as offer special rewards to the consumer.
Many times a manufacturer will not offer displays but you will want to promote certain
merchandise nevertheless. Basic ways through which you may create your own in-store
promotions are:
window displays
special in-store displays
signs and posters
personal selling efforts
Retail Displays
Both in-house displays of merchandise and advertising displays should be:
attention getting in coloration and layout
informative in regard to the product
either a direct or subtle sales pitch to convince the customer that he or she needs
the product
informative of price, especially if it is a 'special price'
Both display advertising and in-house displays often do well to feature a number of
related products, some of which may or may not be on sale.
Past studies in advertising have shown that a person's eye is generally attracted to the
centre of a display, then off to the right of centre and lastly reaches the edge of the
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display. It is therefore good practice to place a featured item, which may be on sale, at
the centre of the display and another product for which you most wish to generate sales,
to the immediate right of the featured item. Other related products may be placed
outward from around the centre of the display.
When creating a display, it is important to tie-in merchandise lines with one another
wherever possible. In this way, customers who are in the market for a specific product
are also exposed to many related products and accessories which they will often buy.
Such tie-in displays also create a more organized appearance of your store and will
make products easier to find. For example, a person looking for toothpaste might be
more likely to buy a toothbrush, dental floss, or mouthwash if those products are in
close proximity to the toothpaste.
Tie-in displays also help to generate impulse buying. Quite often an advertised or 'sale'
product will draw people into the store who will buy not only the advertised product but
will also buy, on impulse, other unadvertised merchandise. Sales are often helpful to
impulse buying since, when people feel they are getting a good bargain, they are often
likely to reciprocate by purchasing other merchandise from you with money saved from
the sale.
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RESEARCH METHODOLOGY:
Research methodology is a way to systematically solve the research problem,
formulating a hypothesis, collecting the facts or data, analyzing the fact and reaching
certain conclusion either in the form of solutions towards the concerned problems.
Thus methodology not only talks about the research methods but also consider the
logic behind the method we use behind the context of our research study.
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Defining the research problem
Approach
Research design
Qualitative quantitative
Descriptive sampling
Collection of data through structured questionnaire
Analysis of data
Interpretation and report writing
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RESEARCH DESIGN:
Its divided into two parts
1. Qualitative
2. Quantitative
1. Qualitative: we also called it as exploratory research. it is divided in to three
parts
1. Group discussion
2. Depth interview
3. Protective techniques
I have not used this method because it usually helps in problem
identifying research. But our research is different than this and main thing when
I had taken the depth interview that time I had spend more time on every
customer and paid some money for this
2. Quantitative: I have used this because i know problem what it is because of
that i have selected this method for my project. Why? It is problem solving
method
Title: A Study on private label brands v/s national brands OR consumer
preference towards the private label brand
Primary objective:
To understand the possibility of success when retailers introduce private
brands.
Secondary objectives:
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To explore if buying choices are made based on brand loyalty.
To analyze whether customers actively seek for new brands or strict to old
brands.
Sampling Plan:
Target Population: Individuals between the age group of 18 to 37 years
will be chosen as the target population. The people under this age group
who are frequent visitors and shoppers
Sampling Procedure: The sampling procedure using here is simple
random sampling. Simple random sampling means each sample in the
population has equal chance to be picked up for the study.
Sample Size: A sample of 100 customers can be taken in order to carry the
study.
Sample Elements: The sample elements will consist of people who visit
and shop from Retail store
Data Collection:Data is the information which will be collected from various sources. It
concerns
with gather accurate information about the problem.
Data collection mode: Two methods can be used to collect the relevant data,
which are essential for the study.
Primary Data: Data will be collected to obtain desired information
through structured questionnaire.
Secondary Data: Data is collected through books, magazines, newspapers
and internetetc
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DATA ANALYSIS:
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INDUSTRY & COMPANY PROFILES:
The retail scenario is one of the fastest growing industries in India over the last
Couple of years. The Indian retail industry is the third largest in the world.
Comprising of organized and unorganized sectors, though initially, the retail
Industry in India was mostly unorganized consists of small and medium grocery
Store, medicine stores, Subzi Mandi, kirana stores, paan shops etc. however with
The change of tastes and preferences of the consumers, the industry is getting more
Popular these days and getting organized as well. More than 90% of retailing in
India fall into the unorganized sector, the organized sector is largely concentrated
in big cities. Organized retail in India is expected to grow 25-30 per cent yearly
And is expected to increase from Rs35, 000crore in 2004-05 to Rs109, 000 crore
($24 billion) by 2010.
Retail formats in India:
Format Description The Value Proposition
Branded Exclusive showrooms either owned or Complete range available
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Stores Franchised out by a manufacturer.
for a given brand, certified
product quality
Specialty
Stores
Focus on a specific consumer need,
carry
most
of the brands available
Greater choice to the
consumer,
comparison between
brands
is possible
Department
Stores
Large stores having a wide variety of
products,
organized into different departments
such
as
clothing, house wares, furniture,
appliances,
toys, etc.
One stop shop catering to
varied/
Supermarkets Extremely large self-service retail
outlets
One stop shop catering to
varied
consumer needs
Discount
Stores
Exclusive showrooms either owned or
franchised out by a manufacturer
Low Prices
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Hypermarket Focus on a specific consumer need,
carry
most
of the brands available
Low prices, vast choice
available
including services such as
cafeterias
Convenience
Stores
Large stores having a wide variety of
products,
organized into different departments
such
as
clothing, house wares, furniture,
appliances,
toys, etc.
Convenient location and
extended
Operating hours
Shopping
Malls
Extremely large self-service retail
outlets
Variety of shops available
to each other.
Major Retailers in India
Future Group: Pantaloon is one of the biggest retailers in India with more than
450 stores across the country. Headquartered in Mumbai, it has more than 5
million sq. ft retail space located across the country. It's growing at an enviable
pace and is expected to reach 30 million sq. ft by the year 2010.
Brief view of Big Bazaars Products and its own brands:
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Fashion Dept Food Bazaar GM-Home Gm-fashion
Denims & T-shirts
AFL, DJ & C
Staples PURE &
FRESH
Utensils Depot
Fabrics & Cut pieces
AFL
Fruits & Vegetables Furniture Luggage
Carriers
Formal wear
KNIGHTHOOD
Ready to cookTT Electronics
KORYO, SENSUI
Casual wear
DJ & C
Non food CM
Party wear
NYX
Species
Ethnic wear
SPUNK
Live kitchen
Accessories
RIA RITU
Under garments
SHYLA
Night wear
SHYLA
Dress material
RIA RITU
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Saree SHRISTHI
Tata Group: Tata group is another major player in Indian retail industry with its
subsidiary Trent, which operates Westside and Star India Bazaar. Established in
1998, it also acquired the largest book and music retailer in India Landmark in
2005. Trent owns over 4 lakh sq. ft retail space across the country.
RPG Group: RPG Group is one of the earlier entrants in the Indian retail market,
when it came into food & grocery retailing in 1996 with its retail Food worldstores. Later it also opened the pharmacy and beauty care outlets Health & Glow .
14
Reliance: Reliance is one of the biggest players in Indian retail industry. More
than 300 Reliance Fresh stores and Reliance Mart are quite popular in the Indian
retail market. It's expecting its sales to reach Rs. 90,000 crores by 2010.
AV Birla Group: AV Birla Group has a strong presence in Indian apparel
retailing. The brands like Louis Phillipe, Allen Solly, Van Heusen, and PeterEngland are quite popular. It's also investing in other segments of retail. It will
invest Rs. 8000-9000 crores by 2010.
MAIN POINTS:
1.PREFRENCES: So many people are prefer to go mall .i will show this data in
interpretation and calculation. Retail store focused on consumer preferences. what
they want from us? They identified their needs by varius tech. Like test marketing . do
you know test marketing? Test marketing is that marketing whenever product will
come in market that time this tech. Usually applied for chequing the test and
preferences of customer towards that product. Test marketing is devided into three
parts
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1.standard test marketing
2.controlled test marketing
3.stimulie test marketing
I would like to talk about big bazaar.they applied stimuli test marketing for iddentifie
their customers preferences. Shoppers stop is using somewhat standatrd and stimuli.
2.SATISFACTION: now a days so many retailers doing mass merchandising because
of that people attracting towards them. They Got diffrent kind of experiences like
a. Promotion: They are using bellow structure for promotion in their store
window displays
special in-store displays
signs and posters
personal selling efforts
BIG BAZAR: there are two views
1.they are using all of above definetly with their private label brand
2.they are providing good service for product as like personal selling and post sell
service like result oriented services, product oriented services Because of their
customer satisfaction level is high
.
A.PRODUCT ATTRIBUTE: They are Appling test marketing before launch the
product because of that they have identified the need what they want from our
product they are changing their product attribute as per customer need
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B.PRIICE: They put their price bellow national label brand product because of that
they were thinking about that they put their price bellow price than national label
brand is it good by quality.they proved that there were not any kind of quality
lacking in their product.
C.SERVICE: They are giving 2 very fantastic services after post sale these are given
bellow:
1. Product oriented:This is all about maintenance of product after sale services .I mean
to said that about warranty. They did not breach their warranty.
2. Result oriented: This all about replacement of product after sale service. I mean to
said about guarranty. They followed their rules and regulation up to date for guarantee
because of satisfaction level private label product is increases day by day. I have giventhis data in interpretation and finding
D.DISCOUNT: They have not given much discount on their product because their
price is already very low comparison to national label brand. This is not affecting to
the customer mind. National brand product has given more discount percentage ontheir product than private label brand but our price elasticity of demand is said that
there is not increase the demand by this.
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E.PROMOTION: They have given offer as like
1. Buy 2 get 3
2. 25% extra on 75 gram
3. Buy 1 pen get 1 shampoo free
4. Buy 1 get 50% discount on other
5. For 2 get 20% off & for 3 get 30% off
Because of this promotion strategy they attracted towards their product
AV BIRLA, FUTURE GROUP, RELAINCE, RPG GROUP ARE APPLINGABOVE STRATEGY UP TO DATE IN THEIR RETAIL SHOP
INTERPRITATION & FINDINGS:
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PROJECT OF CONSUMER BEHAVIOUR
QUESTIONNAIRE
1. Name:
2. Gender:
3. Age:
4. Occupation:
5. If in corporate, Designation:
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6. Do you prefer to go the retail store?
1. Yes 2. No
7. If yes, how much time you usually go to retail store
in month?
8. In which store?
1.Big bazaar
2.Reliance fresh
3. HUL
4.Shopper stop
5.other
9. Are you using any private retails own brand product?
----------------------------------------------------------------------------
10. If yes, whats that product name?
---------------------------------------------------
11. What is the difference role of this product with
national manufacturer product?
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PROJECT OF CONSUMER BEHAVIOUR
3. Service
4. Discount
5. Promotion
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6. Do you prefer to go the retail store?
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PROJECT OF CONSUMER BEHAVIOUR
7. If yes, how much time you usually go to retail store
in month?
12. How do you fill with this product?
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13. How much do you like the below facts of private
label brand?
1. Product Attribute
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PROJECT OF CONSUMER BEHAVIOUR
2. Price
3. Service
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5. Promotion
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CALCULATION:
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PROJECT OF CONSUMER BEHAVIOUR
1. Prefrence to go retail store:
NULL HYPOTHESIS: There is no difference in gender forpreference to go retail store
ATERNATIVE HYPOTHESIS: There is difference in gender for
preference to go retail store
Preference to go retail
store
Preference to dont go
retail store
Tot
al
Male 40 15 55
Fema
le
35 10 45
total 75 25 100
Now we get,
Observati
on
Expect
ed
O-E (O-
E)
(O-
E)/E
40 41.25 -
1.2
5
1.56 0.03
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35 33.75 1.2
5
1.56 0.04
15 13.75 1.2
5
1.56 0.11
10 11.25 -
1.2
5
1.56 0.13
=0.31(0.005)=3.84,we got =.31 it is less than table value
because of that we have proved our null hypothesis
2. Frequency to go retail store:
NULL HYPOTHESIS: There is no difference in gender for
frequency to go retail store
ALTERNATIVE HYPOTHESIS: There is difference in gender for
frequency to go retail store
1 to
2
3 to
4
5 to
6
>
6
Tot
alMale 14 11 7 7 39
Fema
le
16 9 8 8 41
Total 30 0 15 1 80
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PROJECT OF CONSUMER BEHAVIOUR
5
Now we get,
Observati
on
Expect
ed
(O-
E)
(O-
E)
(O-
E)/E
14 14.62 -
0.6
2
0.38
40
0.026
16 15.37 0.63
0.3960
0.025
11 9.75 1.2
5
1.56
00
0.160
9 10.25 -
1.2
5
1.56
00
0.152
7 7.31 -
0.3
1
0.09
61
0.0131
8 7.68 0.3 0.10 0.013
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PROJECT OF CONSUMER BEHAVIOUR
2 24
7 7.31 -0.3
1
0.0961
0.0134
8 7.68 0.3
2
0.10
24
0.013
0.4155
(0.005)=3.84,we got =.4155 it is less than table value
because of that we have proved our null hypothesis
3.satisfaction towards private label product
NULL HYPOTHESIS: There is no difference in gender for
satisfaction towards private label product
ALTERNATIVE HYPOTHESIS: There is difference in gender for
satisfaction towards private label product
Satisfi
ed
Neutr
al
dissatisfi
ed
Tot
al
Male 26 5 9 40
Fema
le
21 6 8 35
total 47 11 17 75
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PROJECT OF CONSUMER BEHAVIOUR
Now we get,
Observati
on
Expect
ed
(O-
E)
(O-
E)
(O-
E)/E
26 25.06 0.9
4
.
883
6
.03500
21 21.93 -
0.9
3
.
864
9
.03900
5 5.86 -
0.8
6
.
739
6
.12600
6 5.13 0.8
7
.
756
9
.14700
9 9.06 -
0.0
6
.
003
6
.0039
8 7.93 0.0
7
.
004
9
.0061
0.348
(0.005)=3.84,we got =.348 it is less than table value
because of that we have proved our null hypothesis
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PROJECT OF CONSUMER BEHAVIOUR
4.product attribute
NULL HYPOTHESIS: There is no difference in between gender
for product attribute
ALTERNATIVE HYPOTHESIS: There is difference in between
gender for product attribute
Favour
ed
Neutr
al
Unfavour
ed
Tot
al
Male 26 5 10 41
Fema
le
21 5 8 34
total 47 10 18 75
Now we get,
Observati
on
Expect
ed
(O-
E)
(O-
E)
(O-
E)/E
6 25.69 0.3
1
.
096
1
.0037
21 21.30 -
0.3
.
090
.0042
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PROJECT OF CONSUMER BEHAVIOUR
0 0
5 5.46 -0.4
6
.211
6
.0387
5 4.53 0.4
7
.
220
9
.0487
10 9.84 0.16
.025
6
.0026
8 8.16 -
0.1
6
.
025
6
.0031
.101
(0.005)=3.84,we got =.101 it is less than table value
because of that we have proved our null hypothesis
5. Price
NULL HYPOTHESI: There is no difference in gender for price
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PROJECT OF CONSUMER BEHAVIOUR
ALTERNATIVE HYPOTHESIS: There is difference in gender for
price
Favo
ur
Neutr
al
Unfavour
ed
Tot
al
Male 28 5 9 12
Fema
le
22 4 7 33
total 50 9 16 75
Now we get,
Observati
on
Expect
ed
(O-
E)
(O-
E)
(O-
E)/E
28 28 0 0 0
22 22 0 0 0
5 5.04 -
0.0
4
0.00
16
0.0003
1
4 3.96 0.0 0.00 0.0004
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PROJECT OF CONSUMER BEHAVIOUR
4 16 0
9 8.96 0.04
0.0016
0.00017
7 7.04 -
0.0
4
0.00
16
0.0002
2
0.0011
0
(0.005)=3.84,we got =.00110 it is less than table value
because of that we have proved our null hypothesis
6. Service
NULL HYPOTHESIS: There is no difference in gender for services
ALTERNATIVE HYPOTHESIS: There is difference in gender for
services
Favour
ed
Neutr
al
Unfavour
ed
tot
al
Male 25 6 9 40
Fema
le
20 4 11 35
total 45 10 20 75
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PROJECT OF CONSUMER BEHAVIOUR
Now we get,
Observati
on
Expect
ed
(O-
E)
(O-
E)
(O-
E)
25 24 1 1 .0410
20 21 -1 1 .0476
6 5.33 .67 0.4489
.0892
4 4.66 -
0.6
6
.
3960
.0849
9 10.66 -
1.66
2.75
56
.2584
11 9.33 1.6
7
2.75
56
.2959
.817
(0.005)=3.84,we got =.817 it is less than table value
because of that we have proved our null hypothesis
7. Discount
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PROJECT OF CONSUMER BEHAVIOUR
NULL HYPOTHESIS: There is no difference in gender for discount
ALTERNATIVE HYPOTHESIS; There is difference in gender for
discount
Favour
ed
Neutr
al
Unfavour
ed
Tot
al
Male 25 6 9 40
Fema
le
20 4 11 35
Total 45 10 20 75
Now we get,
Observati
on
Expect
ed
(O-
E)
(O-
E)
(O-
E)/E
25 24 1 1 .0416
20 21 -1 1 .0476
6 5.33 .66 .396 .0742
4 4.66 -
0.6
6
.396 .0849
9 10.66 - 2.75 .2584
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PROJECT OF CONSUMER BEHAVIOUR
1.6
6
5
11 9.33 1.6
6
2.75
5
.2952
.8019
(0.005)=3.84,we got =.8019 it is less than table value
because of that we have proved our null hypothesis
8. Promotion
NULL HYPOTHESIS: There is no difference in gender for
promotion
ALTERNATIVE HYPOTHESIS: There is difference in gender for
promotion
Favour
ed
Neutr
al
Unfavour
ed
Tot
al
Male 25 5 8 38
Fema
le
20 7 10 7
total 45 12 18 75
Now we get,
Observati Expect (O- (O- (O-
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PROJECT OF CONSUMER BEHAVIOUR
on ed E) E) E)/E
25 22.8 2.20
4.8400
.212
20 22.2 -
2.2
0
4.84
00
.218
5 6.08 -
1.08
1.16
84
.191
7 5.92 1.0
8
1.16
64
.917
8 9.12 -
1.1
2
1.25
44
.137
10 8.88 1.1
2
1.25
44
.141
1.096
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LIMITATION & RECOMMENDATION:
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Limitation:
1. It was language problem in Jaipur with me (Rajasthani)
2. It is only about Jaipur not for others
3. I have not explained other countries customer preference
regarding to private label brand
4. Field survey barriers in the form of unknown area
Recommendation:
1. Whenever want to go for field work that time choose local
area people for destroyed the language barriers and also for
unknown area
2. It should not only keep narrow it must be broad by
secondary data if lack of time
3. You will make good & experienced group for collection of
foreign consumer preferences
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Summary & conclusion:
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BIBILOGRAPHY:
www.formhandlerservlet.htm
www.PriceElasticityof Demand.htm
www.ieeexplore.ieee.org
www.ebscohost.com
www.wikipedia.org
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www.encyclopidia.org
www.google.co.in
REFRENCES:
Anderson, E. T., E. Cho, B. Harlam, and D. I. Simester (2009), What Affects
Price and Price
Cue Elasticities? Evidence from a Field Experiment," working paper.
Anderson, E. T. and D. I. Simester (2010), Price stickiness and customer
antagonism," Quarterly
Journal of Economics, 125 (2), 729{765.
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PROJECT OF CONSUMER BEHAVIOUR
Angrist, J., G. Imbens, and D. Rubin (1996), identification of causal effects
using instrumental
Variables," Journal of the American Statistical Association, 91 (434),
444{455.
Bai, J. and P. Perron (1998), Estimating and testing linear models with
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changes," Econometrical, 66 (1), 47{78.
Bai, J. and P. Perron (2003), Computation and analysis of multiple
structural change models,"
Journal of Applied Econometrics, 18 (1), 1{22.
Bell, D., J. Chiang, and V. Padmanabhan (1999), \The decomposition of
promotional response:
An empirical generalization," Marketing Science, 18 (4), 504{526.
Besanko, D., J.-P. Duble, and S. Gupta (2005), \Own-Brand and Cross-
Brand Retail Pass-
Through," Marketing Science, 24 (1), 123{137.
Bettman, J. (1974), \Relationship of information-processing attitude
structures to private brand
Purchasing behaviour." Journal of Applied Psychology, 59 (1), 79{83.