Consumer Behavior in Postpaid Customer Segment
Table of Contents
1. Introduction
1.1Explanation about the Topic in brief (i.e. Consumer Behavior)
1.2Reasons for selecting the Topic
1.3Importance of the Topic to the company
1.4Learning from the Topic
2. Organization Profile
2.1Company History
2.1.1 Formation of the company
2.1.2 Scope of products and services
2.1.3 Collaborations
2.1.4 Head Office and Branches
2.1.5 Organization Chart
3. Research objectives and Scope of Research project
3.1Problem definition
3.2Objectives of the Research project
3.3Product Scope
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4. Research Methodology and Limitations
4.1Research Design
4.2Hypothesis
4.3Sampling Plan
4.4Sample size determination
4.5Data collection Instrument
4.6Research Limitations
5. Analysis, Interpretation and Presentation
5.1Method to be Adopted
5.2Analysis of Question
5.3Interpretation
6. Conclusion and Suggestions
7. Limitations
? Annexure
? Bibliography
“Research Study of Consumer Behavior in Postpaid Customer Segment”
Consumer Behavior:
“Consumer Behavior is the study of how individuals, groups and
Organization select, buy, use and dispose of goods, services ideas or experience to satisfy their needs and wants.”
– By Philip Kotler.
Marketer must fully understand both the theory and reality of Consumer Behavior. A consumer’s buying behavior is influenced by cultural, social and personal factors. Cultural factors exert the broadest and deepest influence.
1. Cultural Factors Culture, subculture and social class are particularly important influences on consumer buying behavior. Culture is the fundamental determinant of a person’s wants and behavior. The growing child acquires a set of vales,
Chapter – 1 INTRODUCTION Perceptions, preferences and behaviors through his or her family and other key institutions. A child growing up in the United States is exposed to the following values: achievement and success, activity, efficiency and practicality, progress, material comfort, individualism, freedom, external comfort, humanitarianism, and youthfulness. A child growing up in a traditional middle-class family in India is exposed to the following values: respect and care for elders, honesty and integrity, hard work, achievement and success, humanitarianism, and sacrifice.
2. Social Factors In addition to cultural factors, social factors such as reference groups, family, and social roles and statuses affect the process of buying behavior.
a) Reference Groups: A person’s reference groups are all the groups that have a direct (face-to-face) or indirect influence on their attitudes or behavior.
Groups having a direct influence are called membership groups.
Some of these are primary groups with whom the person interact fairly continuously and informally, such as family, friends, neighbors, and coworkers.
b) Family: The family is the most important consumer buying organization in society, and family members constitute the most influential primary reference group. We can distinguish between two families in the buyer’s life. The family of orientation consists of parents and siblings. From parents a person acquires an orientation toward religion, politics, and economics and a sense of personal ambition, self-worth and love.
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