REVIEW OF LITERATURE & PROBLEM STATEMENT
In the present era of completion the very existence of any business depends upon its customer bank. Customer is king in present business world. Gone are the days when producer or seller used to rule the business world. Today customer is the main pillar on which any business stands. Due to entry of MNC’S there is cut throat competition in the market. They have already established in urban markets and now rural and suburban areas are the thrust areas.
I have chose “To study the consumer buying behaviour towards fairness creams” to have a deep knowledge of consumer behaviour regarding fairness creams.
In my research I have tried to find out main brand used? Why these brands are used? Factors affecting their purchase behaviour like price, quality, results, etc. I also have tried to find out relation in buying behaviour and ...view middle of the document...
The latter part of the chapter explains the manner in which the data it’s collected, classified, tabulated and analysis so as to reach to conclusive results.
The following techniques were adopted for data collection:
1. PRIMARY DATA
Primary data collected through face to face interviews while filling up questionnaires.15 respondents from Chennai city.
2. SECONDARY DATA
Relevant information gathered from magazines, newspaper and project reports that formed the secondary data.
3. COMMUNICATION APPROACH
Face to face interviews taken as the communication approach since it are a better method in cases where slight probing is required.
OBJECTIVES OF THE STUDY
BUYING BEHAVIOUR TOWARDS
1. To study the current Indian market for fairness
2. To analyze the relationships between a specific brand
And it’s buying behaviour.
3. To assess whether advertising is influencing the buying
Behaviour of the consumers.
4. To study the impact of brands of fairness creams on
The Consumers buying behaviour.
SCOPE OF THE STUDY
The scope of the study covers almost all categories of fairness creams. The whole appraisal of fairness creams will be angle of customer satisfaction. Any substitutes of fairness creams like soaps or natural products will not be considered. Also fairness creams locally made by the unorganised sector and which are not branded will not be considered.
Consumer behaviour “Schiff man Leon G.”
Marketing Management “Ramaswamy V.S. & Kumari
Research Methodology “Kothari C.R.”
Principles of Marketing “Philip kotler”