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SYNOPSISON

“A Study About Consumer Buying Behavior For Lakme Product In Gondia Region ”

Submitted to

The Department of Business AdministrationN.M.D College, Gondia

In partial fulfillment of the requirement ofBachelor of Business Administration

B.B.A-III(2014-2015)

Submitted by

Mr.Khilesh Chouragade

Under Guidance of

Prof. Riti Mishra

CHAPTERIZATION

1. Introduction

2. Company Profile

3. Research Methodology

4. Data Analysis, Tabulation and Interpretation

5. Findings

6. Conclusion

7. Recommendations and Suggestions

8. Bibliography

1. INTRODUCTION:

Definition

Consumer behavior is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

2. COMPANY PROFILE:

“Lakme is the Indian woman’s Beauty Sutra” – inspiring expression of her unique beauty and sensuality. Lakme brings expert products and services that are borne out of true understanding of the needs of the Indian woman. They help the Indian woman in expression of her best self – sensual, original, expressive, alive and intuitive. Lakme inspires her to unleash the potency of her femininity, beauty and sensuality

3. RESEARCH METHODOLOGY:

The process used to collect information and data for the purpose of making business

decisions. The methodology may include publication research, interviews, surveys and

other research techniques, and could include both present and historical information.

4. OBJECTIVES

To study the demographic characteristic of the respondance.

To study the factors affecting buying decision of consumer.

To study the consumer perception towards Lakme products in Gondia region.

To analysis the effect of demographic characteristic on buying behavior of the consumer.

To analysis the market shares of Lakme product with its competitors.

5. HYPOTHESIS

Hypothesis is a speculation art a guess in a simple word, it is a prediction regarding the possible outcomes of a study.

a. Collection of data:

Data have been collected from primary and secondary sources.

b. Limitations of study:

1. Time constraints as limited time for the survey.

2. Biased reply of many people.

3. While calculating percentages, approximations are made to the nearest figure.

6. Findings:

Findings will be based on data analysis and interpretation.

7. Conclusion:

Consumer behavior and perception study; it helped to know that what actually is consumer

behavior and what are the factors that affect the buying behavior of consumers.

8. Suggestions and Recommendations:

It is based on the findings after the analysis of data.

9. Bibliography:

Hofstede, Geert, (1984) “Cultural dimensions in management and planning,” Asia Pacific Journal of Management, 1 (2), 81-99.

Kale, Sudhir and Jawn Barnes, (1992) “Understanding the domain of cross-national buyer-seller interactions,” Journal of International Business Studies, 23, 101-132.

Kotler, P. (1997) Marketing management: analysis, planning, implementation, and control, London: Prentice Hall.

Websites

www.lakmeindia.com

www.google.com

www.hindustanunilever.com

www.feminaindia.com

Shop Nari shangar

Beauty spot.

Fashion center.

http://www.sony.co.in http://www.google.com