Brand Image and Other Factors in Consumer Purchase Behaviour Essay
This work attempts to study the women as the consumer and their behaviour towards the purchase of the cosmetic product. Both primary and secondary data has been used. The study attempts to find out for which the women customer gives more important brand or any other factors.
And finally concludes with suggestions and conclusion. Key words: Women, behaviour, primary data, brand Track 1 – Brand Image and other factors in consumer purchase behaviour Introduction This is an era of competition if any company wants to sustain in the market they should know the pulses of their customers. That’s Why customers are consider as king. The behaviour of the customer is different for each and every product is different. The requirements of the customer are a never ending process. So, the study of consumer behaviour is a continuous process.
In this ocean of consumer behaviour a small attempt has been made to study the behaviour of women customer towards the purchase of cosmetic product. Consumer behaviour Consumer behaviour refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behaviour. Initially the consumer tries to find what commodities she would like to consume, then she selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which she can spend.
Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities she should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as brand, social, cultural, personal and psychological. Objective of the study i) To study the consumer purchase behaviour. ii) To find out the women customer preference towards brand image and other factors. Limitation of the study ? The study was conducted only in Chennai. ? The sample size was restricted to 150. Methodology Research Design
The research design is descriptive and analytical in nature. The major part of the study is based on primary data. Study Area The city of Chennai has been chosen for the purpose of study. Because, the habits of the residents of the city are quite similar to that of the people placed in the rest of the country. Sources of Data Primary data has been collected from the customer of the cosmetic shops in Chennai. Secondary data are collected from various journals, magazines, publications, articles, research papers and websites. Sampling Technique
Simple Random Sampling method has been adopted to collect the primary data. The respondents for the study are selected systematically. Sample The total number of cosmetic shop in Chennai has been taken into consideration to decide about the number of shops for the purpose of the study. Sample Size The sample size was 150 customers from the five shop. Period of the study The primary data were collected during October and November 2010. Questionnaire A set of questionnaire have been used for the purpose of the study which were collected from the customers. Data analysis and Findings
The collected data was analysed through percentage, column chart and pie charts. The analysis and findings are as follows: Chart 1 shows the buying pattern of the customer |[pic] | Out of 150 customers 83% buy regularly 16. 7% buy occasionally. Chart 2 shows the customer behaviour towards purchasing of new product, self purchase and for family |[pic] |
To buy a new cosmetic product the customer preferred brand 33%, price 46%, quality 7. 7% and other factor 13. 3%. To buy a new cosmetic product for themselves the customer preferred brand 20%, price 60%,quality13. 3% and other factor 6. 7%. To buy a new cosmetic product for their family the customer preferred brand 33%,price 13. 3%,quality 33. 3% and other factor 20%. Chart 3 shows the preference of the customer towards free complements and samples |[pic] |
Out of 150 customers 80% preferred samples and free complements and 20% doesn’t preferred samples and free complements. Chart 4 shows on which basis the customer considers a brand as a brand |[pic] | The customers considered a brand as a brand by considering price and utility 57%, price26. 7%, brand ambassador 13. 3%, other factor 3. 3%. Chart 5 shows the influence of the seller |[pic] |
The seller influence towards the customer was 50% and 50% were not influenced by the seller. Chart 6 shows what attracts a customer at the time of sale |[pic] | To buy a product color attracts 33%, size 27%, packing 33%, promise provided 7. 3% to the customer Chart 7 shows whether the customer checks expiry date & manufacturing date |[pic] |
At the time of purchase 60% of the customer check the expiry date and manufacturing date but 40% don’t check expiry date and manufacturing date Chart 7 shows the preference of customer towards Indian and foreign products |[pic] | Out of 150 customers 40% of the customer showed preference for Indian products and 60% of the customer showed preference for foreign products Implications and Suggestions ? More brand awareness is required because Indian customers are more conscious over the price. The color & packing size of the product should give more important because it attracts more. ? Free complements and samples will definitely help to increase the attraction of the customer ? The seller of the product should be more educated about the product ? Quality attracts more customers Conclusion The customer shows more priority to price than any other factor. And at the same time the consumer knows her requirement also. Apart from brand the women customers are attracted more by color, packing, foreign products, ree complements and samples. When it is about their family members they consider brand and quality. As well as there are ready to comprises quality and brand when they buy for themselves. This shows that the behaviours of the women customers towards other factors are more than brand.
References 1. http://EzineArticles. com/? expert=Asifo_Shah 2. Schiffman , L, G & Kanuk, L, l, (2004), ‘Consumer Behaviour’ New Jersey: Prentice- Hall Inc 3. Solomon, Michael R. Consumer Behaviour. New York: Prentice Hall 6th Edition, September 2003