Financial Resource

Introduction

Consumer behaviour is engaged of all human behaviour that in making purchase decisions. However, consumer behaviour relates to an individual while consumption behaviour relates to the behaviour of the aggregate of individuals. An under standing of the consumer behaviour enables a marketer to take marketing decisions which are composite with its consumer needs.

Objectives

§ To reveal the expectation and behaviour of consumers.

§ To know the level of satisfaction of the consumers existing between super markets and grocery shops.

§ To formulate a suitable strategy for improving super markets and grocery shop

Scope of the study

The data collection is carried among the consumers only in Salem district.
The study focuses mainly on behaviour of consumers.

Limitations

1. Study confined to Salem area alone for a limited period of 1 month.

2. The response rate attained by the researcher for this study is moderate due to busy schedule of the car owners.

Methodology

The present study is an empirical one and field method is used for collection of required data. The enquiry covered a sample of 100 employees selected in Salem (District) the personal interview technique was employed to collect the relevant from the selected employees.

Sample frame

The sampling frame is the consumers in Salem. Who have bought products in Salem district (Tamil Nadu)

Data analysis and interpretation

Data analysis and interpretation of consumers in Salem district. Testing the consumer behaviour through rank coefficient correlation.

Comparing the purchasing behaviour of consumers through supermarkets and grocery shops.

SUPER MARKET

RANKING

GROCERY

RANKING

Availability of various brands

1

Nearer to home

2

Quantity and quality is good

3

Amount paid through monthly installments

4

purchase directly throughconsumers

2

Regular customer to the shop

1

Accepted credit cards in super markets

4

Loyalty of the shop owner

6

Parking facility

5

Super markets are not available in rural area

3

Computer billing

6

Because of alive below poverty line

5

Source: Primary data

Calculated Value = 1- 0.3428

= -0.657(answer)

Purchasing behaviour of the consumers has some differences in their buying habits.

Findings

Most of the respondents bought in super markets and groceries shops, but also having small differences in their buying habits.
Few of the respondents bought their products only in grocery shop because they are alive in rural area.

Suggestions

Proprietor of the super markets tries to open new branch in rural area also. It is helpful for the consumer.
Both grocery and super markets are useful to the consumers in Salem district. Competitiveness beings in various grocery and super markets but they serving to the consumers is good.

Conclusion

Comparing the both super markets and grocery shop has some differences, but both (super market and grocery shop) serving to the consumers is satisfactory.

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