Abstract: Marketing concept starts with the consumer needs and
behavior in meeting these needs. Every action of a person is based on the
needs. The real problem is to learn what a customer takes into consideration
when he chooses a particular brand. Such a study is concerned with consumer
behaviour.
Consumer behaviour is that subset of human
behaviour that is concerned with decisions and acts of individuals in
purchasing and using products. Consumer behaviour is a subset of consumer
behaviours, which is concerned with decisions that lead up to the act of
purchase.
Consumer behaviour refers to the behaviour that
consumers display searching for purchasing, using evaluating and disposing of
products and services that they expect will satisfy their needs. The study on
consumer behaviour is the study of how individuals make decision to spend
their available resources (time, money, effort) on consumption related items.
It includes the study of what they buy, why they buy it, when they buy it,
where they buy it, how often they buy it, and how often they use it.
Keywords: Parallel Consumer Attitudes, Consumer Behaviour, Marketing
Mix, Brand Preference.
Marketing concept starts with the consumer
needs and in behaviour in meeting these needs. Every action of a person is
based on the needs. The real problem is to learn what a customer takes into
consideration when he chooses a particular brand. Such a study is concerned
with consumer behaviour.
Consumer behaviour is that
subset of human behaviour that is concerned with decisions and acts of
individuals in purchasing and using products. Consumer behaviour is a subset
of consumer behaviours, which is concerned with decisions that lead up to the
act of purchase.
Consumer behaviour refers to
the behaviour that consumers display searching for purchasing, using
evaluating and disposing of products and services that they expect will
satisfy their needs. The study on consumer behaviour is the study of how
individuals make decision to spend their available resources (time, money,
effort) on consumption related items. It includes the study of what they buy,
why they buy it, when they buy it, where they buy it, how often they buy it,
and how often they use it.
Statement of the Problems:
Consumer behaviour is the independent variable
which is highly a complicated. It could be the influence of the variable price
brand image, quality of the product, regularity of service. Milk price enjoys
a market price. They are used by all sections of society that is consumers in
rural areas, urban areas, towns and cities and consumers belong to high,
middle and low income group. The market of Aavin milk is highly competitive
and wide varieties of brands are available in the market.
OBJECTIVE OF
THE STUDY
The project is undertaken with
the following objectives:-
To find out the consumer satisfaction of Aavin Milk.
To find out the factors influencing the consumption of milk by
consumers of milk.
To find out consumer awareness about all brands of milk.
To find out advertisement effectiveness and developing the
marketing field.
SCOPE OF THE
STUDY
Marketing is recognized as the
most significant activity in our society. Today’s marketer’s is keen to
closely monitor the changes, especially to keep regular track of the changing
pattern of consumer’s aspirations and competitive actions. Any business
success ultimately depends on what consumers choose to do. With a rising
awareness of brands the discerning buyer is become choosier. Studies on
Consumer behaviour have become increasingly important as the consumers are
becoming more heterogeneous and discerning. A firm must understand the buyer
the buyer behaviour, their preference in favour of one brand or product, what
motivates him or her to select a brand or product and who influences him or
her to buy the brand or product.
The Aavin milk producers make
their products in most, hygienic conditions and with up to date scientific
methods and technologies. The brand name Aavin is a name being remembered by
the entire consumer easily. The researcher was interested to know the
behavioural pattern of the consumers of Aavin milk co-operative society Ltd.
METHODOLOGY
The study has been undertaken
by means of surveys method. A sample of 120 consumers is selected at random to
know their preferences to Aavin milk. Only primary data are used for writing
this report and collected by means of an elaborate direct interview schedule
through a well designed questionnaire.
REVIEW OF THE
LITERATURE
Daniel Kahneman’s paper (2003)
presents over three decades’ Nobel-prize winning research exploring the
concept of ‘bounded rationality’ - the ways in which decisions diverge from
those predicted by rational choice theory. It focuses largely on ‘cognitive
economics’ (it does not, for example, consider the impact of social norms on
decision-making), but provides a comprehensive summary of many of behavioral
economics’ most well-researched phenomena.
Several more recent reviews of
behavior change and behavioral models exist but Prof. Tim Jackson’s 2005
review of consumer behavior remains perhaps the most comprehensive and
accessible, and the foundation on which the majority of the more recent
reviews has largely been based. The report sets out in an accessible way the
main drivers of behavior and theoretical models that attempt to explain it,
and do so with consistent critiques of rational choice.
A wide-ranging summary of
evidence relating to the ways in which people seek to comply with requests and
demands, and to conform to social norms, the article summaries recent research
(1997 – 2002) and considers the ways in which three goals – accuracy;
affiliation and maintenance of a positive self-concept – drive individuals to
comply with requests and conform. Findings related to marketing are largely
implicit but the articles serve as a valuable summary of many of the
principles that underlie advertising and consumer-focused persuasion.
The findings that have emerged from the
literature reviewed to date point towards the need for more nuanced
policy-making that can take into account the different barriers to and drivers
of behavior in any given situation. Doug McKenzie-Mohr’s article sets out a
clear, step-by-step guide on how to adopt a community-based social marketing
approach when planning interventions (McKenzie-Mohr 2000). Social marketing is
already informing SCP policy-making within Europe (e.g.
Defra 2008) and is likely to
continue to do so. Discussions in the literature review of policy implications
will update McKenzie-Mohr’s article with reference to recent research and also
policy interventions referenced in behavioral economics.
Co-authored by a number of
leading behavioral economists, this paper sets out a number of ways in which
learning from behavioral science can inform policy. It considers three examples
from existing policy, before discussing some of the challenges that face
policy informed by psychology. Finally, the paper advocates attempting to
change policy through the utilization of emerging findings from behavioral
economics and highlights the importance of trailing policies through local
level pilots.
ANALYSIS AND
INTERPRETATION (SOURCE: PRIMARY DATA)
Sales
Promotion Technique
From the above table, it is
inferred that the sales promotion techniques followed by the seller to
increase the sale of milk, price offer attract 30% of the respondents and 60%
of the respondents prefer only because of its extra quality and 10% need
advertisement.
The
Factors Influencing Brand Loyalty
From the above table, it can
be seen that 15% are loyal to the brand because of the guarantee, 30% because
of availability, 50% for quality and 5% of the respondents are loyal because
of the reputation of the product.
Ho:
There is no significant
relationship between the Gender Wise of the respondents and consumption of
milk.
Chi – square table value :
3.84 Significant : 0.05
Calculated value : 0.263
Degree of freedom : 1
Result:
Hence, the calculated value is
less than the table value. So there is no significant relationship between the
Gender Wise of the respondents and consumption of milk.
So the Hypothesis is accepted.
CONCLUSION
A consumer is not someone to
argue or match with the needs and satisfaction levels differ from individual
to individual and no company can satisfy the needs of consumers. Consumer
oriented thinking helps the marketer to define consumer needs from the
consumer’s point of view. The present study attempts to bring out the factors
leading to the purchase behaviour and perception of consumers in buying Aavin
milk.
Suitable suggestions were
given to marketing environment forces like competitors, who influence
consumer’s perception and behaviour from time to time. At present, the market
for Aavin milk is good and if efforts were taken to maintain the same level,
it is assumed that, definitely it will have a good and assured demand.
References
1. J. F. Engles – Consumer Behaviour, Excel Book, New Delhi,
2004.
2. Philip Kotler, Marketing Management, 11th Edition, Prentic –
Hall of India Pvt Ltd., New Delhi, 2004.
3. Suja R. Nair – Consumer Behaviour, Himalaya Publishing House,
Mumbai, 2004.
4. Classical Economics, Educational Publishers, New Delhi, 2004.
5. Engel, Black well and Miniard – Consumer Behaviour, 1990.
6. Teki Surayya, “Consumer Behaviour with special reference to
Financial Instruments”, Indian Journal of Marketing Vol. XXV, 2001 (Sep) Page
No.12
7. Rogers – “Consumer’s shopping Behaviour”, Indian journal of
Marketing Vol 10, 11 – 1979, Page No.23.
8. Dr. D. Venkatrama Raju, “A study on consumer behaviour in the
marketing of a house hold appliance inChennai city of Tamil Nadu”. Indian
Journal of Marketing, Vol – XXXV, 2005, Page No.33.
9. Dr. G. Sundarsana Reddy,
“Buyer Behaviour of Home Appliances”. Vol.XXXIV, 2004, Page No.19.
JURNAL 1
JUDUL : Sebuah Studi Perilaku Konsumen Aavin Susu di Bhel Township : Trichy
OLEH : C. Jothi Mary
Abstrak : Konsep Pemasaran dimulai dengan kebutuhan
konsumen dan perilaku dalam
memenuhi kebutuhan tersebut . Setiap tindakan
seseorang didasarkan pada kebutuhan.
Masalah sebenarnya adalah untuk
mempelajari apa yang dibutuhkan pelanggan menjadi
pertimbangan ketika ia
memilih merek tertentu . Penelitian tersebut berkaitan dengan
perilaku
konsumen .
Perilaku konsumen adalah bagian dari perilaku manusia yang
berkaitan dengan keputusan
dan tindakan individu dalam membeli dan menggunakan
produk . Perilaku konsumen adalah
bagian dari perilaku konsumen , yang
berkaitan dengan keputusan yang mengarah ke
tindakan pembelian .
Perilaku konsumen mengacu pada perilaku konsumen di tampilkan
mencari pembelian,
menggunakan mengevaluasi dan membuang produk dan jasa yang
mereka harapkan akan
memuaskan kebutuhan mereka . Studi tentang perilaku
konsumen adalah studi tentang
bagaimana individu membuat keputusan untuk
menghabiskan sumber daya yang tersedia
mereka ( waktu , uang, usaha ) pada
item terkait dengan konsumsi . Ini mencakup studi
tentang apa yang mereka beli
, mengapa mereka membelinya , ketika mereka membelinya,
di mana mereka
membelinya , seberapa sering mereka membelinya , dan seberapa sering
mereka
menggunakannya .
PENDAHULUAN
Konsep pemasaran dimulai dengan kebutuhan konsumen dan perilaku dalam memenuhi
kebutuhan tersebut . Setiap tindakan seseorang didasarkan pada kebutuhan . Masalah
sebenarnya adalah untuk mempelajari apa yang dibutuhkan pelanggan menjadi
pertimbangan ketika ia memilih merek tertentu . Penelitian tersebut berkaitan dengan
perilaku konsumen .
Perilaku konsumen adalah bagian dari perilaku manusia yang berkaitan dengan keputusan
dan tindakan individu dalam membeli dan menggunakan produk . Perilaku konsumen adalah
bagian dari perilaku konsumen , yang berkaitan dengan keputusan yang mengarah ke
tindakan pembelian .
Perilaku konsumen mengacu pada perilaku konsumen di tampilkan mencari pembelian,
menggunakan mengevaluasi dan membuang produk dan jasa yang mereka harapkan akan
memuaskan kebutuhan mereka . Studi tentang perilaku konsumen adalah studi tentang
bagaimana individu membuat keputusan untuk menghabiskan sumber daya yang tersedia
mereka ( waktu , uang, usaha ) pada item terkait dengan konsumsi . Ini mencakup studi
tentang apa yang mereka beli , mengapa mereka membelinya , ketika mereka membelinya
di mana mereka membelinya , seberapa sering mereka membelinya , dan seberapa sering
mereka menggunakannya .
Pernyataan Masalah :
Perilaku konsumen adalah variabel independen yang sangat rumit . Ini bisa menjadi
pengaruh variabel citra merek harga , kualitas produk , keteraturan pelayanan . Harga
susu menikmati harga pasar . Mereka digunakan oleh semua lapisan masyarakat yang
konsumen di daerah pedesaan , perkotaan , kota-kota dan konsumen milik kelompok
berpenghasilan tinggi , menengah dan rendah . Pasar susu Aavin sangat kompetitif dan
berbagai jenis merek yang tersedia di pasar .
TUJUAN PENELITIAN
Proyek ini dilakukan dengan tujuan sebagai berikut :
1. Untuk mengetahui kepuasan konsumen Susu Aavin .
2. Untuk mengetahui faktor-faktor yang mempengaruhi konsumsi susu oleh konsumen susu .
3. Untuk mengetahui kesadaran konsumen tentang semua merek susu .
4. Untuk mengetahui efektivitas iklan dan mengembangkan bidang pemasaran .
RUANG LINGKUP STUDI
Pemasaran diakui sebagai kegiatan yang paling penting dalam masyarakat kita. Hari ini
pemasar tertarik untuk memonitor perubahan, terutama untuk melacak reguler pola
perubahan aspirasi konsumen dan tindakan kompetitit. Setiap kesuksesan bisnis akhirnya
tergantung pada apa yang konsumen memilih untuk melakukan . Dengan peningkatan
kesadaran merek pembeli yang cerdas adalah menjadi choosier. Studi tentang perilaku
konsumen telah menjadi semakin penting sebagai konsumen menjadi lebih heterogen dan
cerdas . Sebuah perusahaan harus memahami pembeli perilaku pembeli, preferensi mereka
mendukung satu merek atau produk, apa yang memotivasi dia untuk memilih merek atau
produk dan yang mempengaruhi dia untuk membeli merek atau produk .
Para produsen susu Aavin membuat produk mereka di sebagian besar , kondisi higienis dan
dengan sampai metode ilmiah dan teknologi saat ini . Nama merek Aavin adalah nama yang
diingat oleh seluruh konsumen dengan mudah . Peneliti tertarik untuk mengetahui pola
perilaku konsumen Aavin masyarakat susu koperasi Ltd
METODOLOGI
Penelitian ini telah dilakukan dengan menggunakan metode survei . Sampel 120 konsumen
yang dipilih secara acak untuk mengetahui preferensi mereka terhadap susu Aavin . Hanya
data primer yang digunakan untuk menulis laporan ini dan dikumpulkan dengan cara
wawancara langsung jadwal rumit melalui kuesioner yang dirancang dengan baik .
ANALISIS DAN INTERPRETASI ( SUMBER : DATA PRIMER )
1. Dari tabel di atas , maka disimpulkan bahwa teknik promosi penjualan diikuti oleh penjual
untuk meningkatkan penjualan susu , menawarkan harga menarik 30 % dari responden dan
60 % responden lebih memilih hanya karena kualitas ekstra dan 10 % membutuhkan iklan
2. Dari tabel di atas, dapat dilihat bahwa 15 % loyal kepada merek karena jaminan, 30 %
karena ketersediaan, 50 % untuk kualitas dan 5 % dari responden yang loyal karena
reputasi produk
3. Ho :
Tidak ada hubungan yang
signifikan antara Gender Wise responden dan konsumsi susu.
Chi - square nilai tabel
: 3,84 Signifikan : 0.05
Nilai yang dihitung :
0,263 Derajat kebebasan : 1
hasil :
Oleh karena itu, nilai
yang dihitung adalah kurang dari nilai tabel. Jadi tidak ada
hubungan yang
signifikan antara Gender Wise responden dan konsumsi susu. Jadi
Hipotesis
yang diterima
KESIMPULAN
Seorang konsumen tidak seseorang untuk berdebat atau cocok dengan kebutuhan dan
tingkat kepuasan berbeda dari individu ke individu dan perusahaan tidak dapat memenuhi
kebutuhan konsumen . Pemikiran berorientasi konsumen membantu pemasar untuk
menentukan kebutuhan konsumen dari sudut konsumen pandang . Penelitian ini mencoba untuk
membawa keluar faktor yang menyebabkan perilaku pembelian dan persepsi konsumen
dalam membeli susu Aavin .
Saran yang cocok diberikan kepada pasukan lingkungan pemasaran seperti pesaing, yang
mempengaruhi persepsi konsumen dan perilaku dari waktu ke waktu. Saat ini, pasar susu
Aavin baik dan jika upaya yang dilakukan untuk mempertahankan tingkat yang sama,
diasumsikan bahwa, pasti ia akan memiliki permintaan yang baik dan terjamin
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1/03/2015
JURNAL INTERNASIONAL
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