A STUDY ON FACTORS AFFECTING CONSUMER BUYING

BEHAVIOUR TOWARDS ON SEVAN HILLS AQUA INDUSTRY,

IDAPPADI

A Report submitted to the Periyar University in partial fulfilment of the

requirements for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

By

K.GOPI

C21UG183BAD015

Under the Guidance of

Dr. V.SITHARTHA SANKAR, MBA., M.Phil. Ph.D.,

Guest Lecturer

DEPARTMENT OF MANAGEMENT STUDIES

GOVERNMENT ARTS AND SCIENCE COLLEGE

IDAPPADI- 637 102

APRIL-2024
CERTIFICATE
 GOVERNMENT ARTS AND SCIENCE COLLEGE,
IDAPPADI
DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE

This is to certify that the Report entitled “A STUDY ON FACTORS

AFFECTING CONSUMER BUYING BEHAVIOUR TOWARDS ON SEVAN
HILLS AQUA INDUSTRY, IDAPPADI”. Is a bonafide work carried out by
K.GOPI, (Reg. No.C21UG183BAD015) under my supervision and guidance
during the academic year 2023 – 2024 in partial fulfilment of the
requirements for the award of the degree of BACHELOR OF BUSINESS
ADMINISTRATION and the work is an original one and has not formed
basis for the award of any degree, diploma, associate ship, fellowship of
any other similar title.

GUIDE HOD

Project Report evaluation and viva-voce examination conducted on

.

INTERNAL EXAMINER EXTERNAL EXAMINER

DECLARATION
 GOVERNMENT ARTS AND SCIENCE COLLEGE,
IDAPPADI
DEPARTMENT OF MANAGEMENT STUDIES

DECLARATION

I hereby declare that this Report entitled “A STUDY ON FACTORS

AFFECTING CONSUMER BUYING BEHAVIOUR TOWARDS ON SEVAN
HILLS AQUA INDUSTRY, IDAAPADI” submitted to the GOVERNMENT
ARTS AND SCIENCE COLLEGE, IDAPPADI, in partial fulfilment of the
requirements for the award of BACHELOR OF BUSINESS
ADMINISTRATION is an original one and has not been submitted earlier
either to this university or to any other institution for the award of any
degree / diploma.

Date: Candidate signature

Place: Idappadi
ACKNOWLEDGEMENT
 GOVERNMENT ARTS AND SCIENCE COLLEGE,
IDAPPADI
DEPARTMENT OF MANAGEMENT STUDIES

ACKNOWLEDGEMENT

I extend my whole hearted gratitude to LORD ALMIGHTY for having given

me the physical and mental strength to complete this report successfully.

I express my sincere thanks to Honourable VICE CHANCELLOR and THE

REGISTRAR, Periyar University, Salem for having given me the opportunity to
pursue BBA course. I express my deep sense of gratitude to Dr. K.TAMIZHARASI,
M.A., M.Phil., Ph.D., Principal, Government Arts and Science College, Idappadi for
providing me the opportunity to do the report.

I take this opportunity to express my profound thanks to

Dr. T.KARTHIKEYAN, M.B.A., Ph.D., Assistant Professor and Head, Department of
Management Studies, Government Arts and Science College, Idappadi for his valuable
guidance for the successful completion of this report.

I take this opportunity to express my profound thanks to my distinguished guide

Dr. V.SITHARTHA SANKAR, MBA., M.Phil. Ph.D., guest lecturer, Department of
Management Studies, Government Arts and Science College, Idappadi for his valuable
guidance for the successful completion of this report.

I would like to express my sincere thanks to my Department faculty members

Mr. J. S. MAHESWARAN, M.B.A., SET., Dr. V. MANJULA, M. Com., M.B.A.,
M.Phil., Ph. D., Dr. U. MALINI, M.B.A., Ph.D., Dr. V. SITHARTHA SANKAR, MBA.,
M.Phil., Ph.D., Dr. S. VIJAYANAND, MBA., M.A. (HRM)., PGDIM., PGDMM.,
SET(TN)., Ph.D., Guest Lecturers for their valuable suggestions and encouragement
 I also thank the Manager and Staff members of “A STUDY ON FACTORS

AFFECTING CONSUMER BUYING BEHAVIOUR TOWARDS ON

SEVAN HILLS AQUA INDUSTRY, IDAPPADI ,” for permitting and guiding me
to complete my report successful.

K.GOPI
 TABLE OF CONTENTS

CHAPTER PAGE
CONTENTS
NO NO

LIST OF TABLES

LIST OF CHARTS

CHAPTER-1

1.1 INTRODUCTION

1.2 NEED OF THE STUDY

1.3 OBJECTIVE OF THE STUDY

1.4 SCOPE OF THE STUDY

1.5 LIMITATION OF THE STUDY

CHAPTER-2

2.1 INDUSTRY PROFILE

2.2 COMPANY PROFILE

CHAPTER-3

3.1 RESEARCH METHODOLOGY

CHAPTER-4

1
4.1 DATA ANALYSIS AND INTERPRETATION

CHAPTER-5

5.1 FINDINGS

5.2 SUGGESTIONS AND RECOMMENDATIONS

5.3 CONCLUSION

5.4 ANNEXURE

2
CHAPTER-1

3
INTRODUCTION

4
INTRODUCTION

The marketing notion has expedited long way from the old customary “sales concept” to
the most recent “green marketing” giving in the middle of birth to various different ideas,
strategies and techniques making its place in an association essential. The old idea just began
with a bunch of merchandise and finished with their deal. From that point forward, with the
assistance of separated scholars, for example, Stanton, 1967; Drucker, 1954; Levitt, 1960; and
Kotler, 1967 another idea of promoting was investigated known as “The Marketing Approach”
that emphasizes on “Customer Satisfaction”, pointed toward creating satisfied customers. It has
become the vital factor in achieving since quite a while ago run productive deals volume. This
idea holds that a firm can pick up gigantically by being outward situated towards the consumer
or target market rather than internal arranged towards the item. In the event that we attempt to
incorporate the changing idea of advertising and changing direction of business firms, we come
to a usually concurred end result that buyer is everything for a business venture nowadays. Thus,
the customer is the core of all business exercises and he directs with regards to what kind of
item, of what quality, size, shading, in what-pack, at what cost and how it should be circulated.
Here, market implies consumer situated market' in which he is viewed as the lord as his activities
and choices influence the entire cycle of advertising. Along these lines, advertisers have no
alternative except for to comprehend shoppers' requirements and needs to have the option to
create suitable showcasing plans and item contributions. For this, it is vital for advertisers to zero
in the entirety of their endeavors on the picked fragment of shoppers' necessities and needs,
which might be named as customer direction.

The Conceptual Foundations of ConsumerBehaviour

The term consumer is frequently used to portray two various types of burning-through
elements viz. the individual purchaser and the hierarchical customer. The individual customer
purchases merchandise and ventures for their own use, for the consumption of family or as a gift
for a spouse, friend, siblings or any other family member or friend. In each of these exclusive
scenarios, products have been acquired for end use by the individual, who are termed to as end
consumers.

5
 The authoritative buyer comprises of benefit and non-benefit business undertakings, govt.
offices, and establishments; and they purchase items, types of gear and administrations to run
their association. In spite of the significance of the two sorts of buyers, this investigation will
zero in on individual shoppers who buy items for their own utilization or for family use.

The Concept of Consumers

Routinely, the idea of buyer alludes to various types of burning-through elements —

individual purchaser and authoritative customer. Logically, promoting scientists have
consistently considered buyer as far as ‗who purchases', ‗what', ‗for what reason', ‗at what cost',
‗where' and so on This sort of data got from noticed customer conduct is significant in finding an
item or brand in the absolute market picture.

Customer Vs Consumer

There is a reasonable distinction between a client and a purchaser. The term customer' is
ordinarily used to allude to somebody who routinely buys from a specific shop, store, and
friends. In this way, an individual or individual is a client of that shop, store and friends or firm.
The term ‗consumer' for the most part alludes to anybody occupied with any of the exercises
utilized in our meaning of customer conduct. Purchasing or buying isn't important for purchaser
though it is fundamental (routinely) for the client. Subsequently, a client is characterized
regarding a particular firm while the buyer isn't (Loudon and Bitta, 1993). Buyer conduct might
be characterized as: ―The choice cycle and actual work the people take part in while assessing,
securing, and utilizing or discarding merchandise and ventures (Loudon and Bitta, 1993).

Consumer Behavior Vs Buyer Behavior

The term Buyer conduct' will be every now and again utilized in the investigation of
purchaser conduct and it can have two distinct undertones. At the point when applied to
consumer conduct', purchaser conduct alludes to the demonstration of people straightforwardly
engaged with the trading of cash for financial products and ventures and the choice cycle that
decides these demonstrations. Purchaser conduct when applied to ‗Customer conduct' is
regularly utilized as a more comprehensive term than Consumer conduct. In the more

6
comprehensive application, purchaser conduct incorporates buying by institutional and
mechanical associations and at different degrees of affiliates.

Buying and Consuming

Buying is one point in the choice cycle, though utilization is another. The new
methodology draws a reasonable qualification among shopper and buying specialist. It is the
inspiration of the buying specialist which is straightforwardly pertinent in showcasing. The
forthcoming shopper of a given buy and the individual making the buy are regularly two unique
individuals. By and large, the buy is made for a family and the buying specialist is just one of the
individuals who will partake in its utilization (Engel, 1968).

Consumer Behaviour versus Consumption Behaviour

The investigation of customer conduct consistently centres on the choice and purchasing
cycle of individual buyers or burning-through unit, (for example, family unit or family). It is
identified with the purchasers' speculation of cash and individual work in merchandise,
administrations and recreation pursuits; or his/her choices as for reserve funds and resources.
Conversely, the investigation of Consumption conduct' is worried about the depiction and
clarification of the conduct of TOT shoppers or devouring units, again at a given time or
throughout a given timeframe. The topics of utilization conduct matches at the TOT level that of
purchaser conduct at the individual level (Glock and Francesco, 1964).

Consumer Behaviour and Market Segmentation

A few times advertisers wrongly expect that shoppers around the globe are driven by
comparable requirements and wants and that purchaser conduct is general, however buyer
incorporates various people and there is a chain of importance of necessities of every person in
his own life; likewise, there are different degrees of requirements of a customer too. The least
level at which an individual encounters an unsatisfied need serves to propel the individual
conduct, upon the fulfillment of that need, a still more serious need arises, which again persuades
the customer to satisfy it. As no need is ever totally fulfilled, disappointment keeps on provoking
new interest. Advertisers need to intently comprehend these unpretentious changes in the

7
requirements and inspirations of customers to adjust their item to stay top pick among their
purchaser/market section (Singh, 1991).

Market division can be characterized as the way toward partitioning a market into subset
of shoppers with comparative necessities or attributes and choosing at least one section to focus
on each with unmistakable promoting blend. Prior to the far-reaching acknowledgment of market
division, the overall method of working together was through mass-promoting that offered
similar item and showcasing blend to all customers. The first stage of the three-stage
promotional system is market division. Following the distinction of the market into cohesive
subgroups, the advertiser chooses at least one segment to target. To do the same, the advertiser
may want a particular item, value, channel, or a special interest for each separate segment. The
third phase is to identify the item that each target market considers as better catering the
requirements of consumers than the substantial offering. (Schiffman and Kanuk, 1997).

Why we study Consumer Behaviour

Individuals give various motivations to examine purchaser conduct, however the field of
buyer conduct holds extraordinary premium for us as a customer, as an advertiser, and as an
understudy of human conduct. As a shopper, we profit by picking up bits of knowledge into our
own utilization related choices: what we purchase, why we purchase, how we purchase and the
special impacts that convince us to purchase an item/administration. The investigation of shopper
conduct empowers us to improve as a buyer. As an advertiser and especially as a future
advertiser, it is significant for us to perceive why and how people settle on their utilization
choices, with the goal that we can settle on better essential showcasing choices. As an
understudy of human conduct, we are worried about understanding buyer conduct - with picking
up bits of knowledge into why people act in certain utilization related ways and with realizing
what interior and outside impacts actuate them to go about as they do. At last the choice a buyer
makes as per his conduct influences the interest of the fundamental crude material for creation,
the work of laborers and the organization of assets, the achievement of certain ventures and the
disappointment of others (Gupta, 2001).

8
 The Consumer Decision

Making Process each customer eventually needs to buy or purchase a particular item or
administration from market that requires a choice. Buying is seen as a cycle that establishes
different stages and each purchaser experiences every one of these stages. There are heap of
choice alternatives workable for a shopper in the present market economy. These alternatives, be
that as it may, might be refined into five principle sorts of choices:

What to procure?

The quantity to procure?

From where to procure?

What time to procure?

Albeit each of five sorts of choices are obligatory for each shopper yet the customer
dynamic cycle may differ impressively. The unpredictability of shopper dynamic can be
arranged into three phases: When do customers purchase an item or a brand that they have
bought previously, when do buyers purchase another brand in a recognizable item classification,
At the point when purchasers purchase a new item class (it ordinarily includes the need to
acquire considerable data and longer an ideal opportunity to pick). Consumer decision making
process includes the consumers to distinguish their requirements, accumulate data, assess options
and afterward settle on their purchasing choice.

The purchaser conduct might be controlled by financial and mental factors and are
impacted by ecological elements like social and social qualities. The customer dynamic conduct
is an unpredictable technique and includes everything beginning from issue acknowledgment to
post-buy exercises. Each customer has various necessities in their day by day lives and these are
those requirements which settle on than to settle on various choices.

The consumer decision can be intricate, contrast, calculative, selecting as well as

purchasing from a variety of products depending upon the opinion of a consumer over a
particular product. Choices can be mind boggling, looking at, assessing, and choosing just as
buying from an assortment of items relying on the assessment of a buyer over a specific item.

9
This renders understanding and understanding the essential issue of the buyer dynamic cycle for
advertisers to make their items and administrations unique in relation to others in the commercial
centre.

The buyer's decision-making process:

It’s imperative to take a note that the buyer’s decision process is addressed by different
names, together with the buyer expedition, buying Freq., etc. But by and large all the
terminologies fundamentally refer to the similar thing: The voyage of a buyer that he undergoes
while considering a purchase decision. So, here’s a breakdown of what happens in each step:

1. Awareness:

It is the first stage of procuring the product or service under buying process because
every need and want is converted into action i.e. sales on when a buyer becomes conscious and
wants to find various alternatives of a product or service available in the market.

2. Research:

In this stage the buyer wants to explore the various options and substitutes of a product.

3. Consideration:

In this stage the consumer compares various choices to find out the best option which
suits his or her need.

4. Action or Conversion:

Here in this stage the consumers conduct twists into actual action i.e. the purchase.

5. The After Thought or Re – Purchase:

After concluding the purchase process it is important for the buyer to analyze the
importance and worthiness of the product, brand and the entire purchase process. Post this the
consumer decides whether to re purchase the same product and brand and whether he / she
should recommend it to anyone else or not.

10
 Consumer preference is defined asa set of assumptions that focus on consumer choices
that result in different alternatives such as happiness, satisfaction, or utility. The entire consumer
preference process results in an optimal choice. Consumer preferences allow a consumer to
rank different bundles of goods according to levels of utility, or the total satisfaction of
consuming a good or service.

"Consumer preference" is a marketing term meaning a consumer likes one thing over
another. For instance, a trend may indicate consumers prefer using debit cards over creditcards to
pay for goods. Consumer preference is used primarily to mean to select an option that has the
greatest anticipated value among a number of options by the consumer in order to satisfy his/her
needs or desires. Preferences indicate choices among neutral or morev alued options available.
The preference of the consumer is the result of their behaviour they show during searching,
purchasing and disposing the products. Consumer preferences are defined as the personal tastes,
as measured by utility, of various bundles of goods. They permit the consumer to rank these
bundles of goods according to the levels of utility they give the consumer.

The preferences are independent of income and prices. Ability to purchase goods does not
determine a consumer's likes or dislikes.In otherwords, the consumer has different preferences
over the different combinations of goods defined by the set of commodity bundles. Consumer
preferences are measured in term soft level of satisfaction the consumer obtains from
consuming various combinations or bundles of goods.The consumer's objective is to choose the
bundle of goods which provides the greatest level of satisfaction as they the consumer define it.
But consumers are very much constrained intheir choices. These constraints are defined by the
consumer's income, and the prices the consumer pays for the goods. Consumer value is measured
in terms of the relative utilities between goods and the sereflect the consumer's preferences.

Concept of softdrinks

The term “soft drink” though is now typically used exclusively for flavored carbonated

beverages .This is actually due to advertising. Flavored carbonated beverage makers were having

a hard time creating national advertisements due to the fact that what you call their product

varies from place to place.

11
 A soft drink characteristically contains carbonated water, a sweetener, and a natural or

artificial flavouring. The sweetener maybe sugar, high-fructosecorn syrup, fruitjuice, sugar

substitutes orsome combination of these. Soft drinks may also contain caffeine, colourings,

preservatives andother ingredients.

Softdrinks are called "soft" incontrastto" hard drinks" (alcoholic beverages). Small

amounts of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5%

of the total volume, if the drink is to be considered non-alcoholic. Fruit punch, HYPERLINK

"https://en.wikipedia.org/wiki/Fruit_punch" HYPERLINK "https://en.wikipedia.org/wiki/Tea"

HYPERLINK "https://en.wikipedia.org/wiki/Fruit_punch"tea, and other such non-alcoholic

beverages are technically soft drinks by this definition but are not generally referred to as such.

Soft drinks may be served chilled, over ice cubes or at room temperature. In rare cases,

some soft drinks, such as Dr Pepper, can be served warm. Soft drinks are available in many

formats, including cans, glass bottles, and plastic bottles (the latter in a variety of sizesranging

from small bottles to large 2-liter containers). Soft drinks are also widely availableat fast food

restaurants, theatres, convenience, casual dining restaurants, and bars from soda HYPERLINK

"https://en.wikipedia.org/wiki/Soda_fountain" machines. Soda fountain drinks are typically

served in paper or plastic disposable in the first three venues. In casual dining restaurants and

bars, soft drinks are often served in glasses. Soft drinks maybe drunk with straws or sipped

directly from the cups.

Soft drinks are mixed with other ingredients in several contexts. In Western countries,

inbars and other places where alcohol is served (e.g., airplanes, restaurants and nightclubs) many

mixed drinks are made by blending a softdrink with hard liquor and serving thedrink over ice.

12
One well-known example is the rum and coke, which may also contain limejuice. Some

homemade fruit punch recipes, which may or may not contain alcohol, containa mixture of

various fruit juices and soda pop (e.g., ginger ale). At ice cream parlours and1950s-themed

diners, HYPERLINK "https://en.wikipedia.org/wiki/Ice _cream_float" ice cream floats are

often sold. Two popular ice cream floats are the coke float and the rootbeer float, which consist

of a scoop of ice creamplaced in a tall glass of the respectively named soft drinks.

While the term "softdrink" is commonly use din product labelling and on restaurantmenus, in

many countries these drinks are more commonly referred to by regional names, including

carbonated beverage, coke, fizzy drink, fizzy juice, cool drink, cold drink, lollywater, pop,

seltzer, soda, soda pop, tonic, and mineral. Due to the high sugar content in typical softdrinks,

they may also be called sugarydrinks.

STATEMENT OF THE PROBLEM

• Lacks in purchase duration

• Awareness among the customer

• Pricing decision

13
SCOPE OF THE STUDY

The study emphases on the consumer preferences of branded soft drinks in selected

idappadi city. Consumer preferences are more complex and even more important not only

manufacturers but also for retailers today than in past. In fact, it is an edge to understand

what the consumer softs of drinks think of while they are buying their favourite

softdrinks. The study will help the manufacturers of soft drinks to understand the

underlying consumer preferences factors and which factors mostly influence the consumers

of the selected cities in the state and help them to craft their marketing strategies.

14
OBJECTIVE OF STUDY

• To identify the factors which effect on consumer preference towards the branded

seven hills aqua and softdrinks in the selected idappadi city

• To study the consumers ‟awareness level of the seven hills aqua and softs of drinks in
idappadi

• To analyze to what extent the advertisements inspire the consumers to consume the

seven hills aqua and softdrinks

• To evaluate the awareness regarding the effect of softdrinks on health of consumers

LIMATATION OF THE STUDY

• The study restricts itself with in idappadi.

• The study assumes that the information was given by the consumers without any bios.

• The study is done based on the opinions of the sample taken at random, the

size of which is 100.

15
CHAPTER SCHEME

• Chapter –I: Introduction

• Chapter –II: Literature Review

• Chapter –III Research Methodology

• Chapter –IV Analysis and Interpretation

• Chapter –V Findings and Suggestion

• Chapter –VI Conclusion

16
CHAPTER-2

17
LITERATURE REVIEW

18
REVIEW OF LITERATURE

Narayan Krishnamurthy (1999). Semiotics works well for things that have little – participation
at the moment of purchase and are used frequently, as he points out in his paper. Soaps,
shampoo, type products, and tea were among the FMCGs that best fit the bill. Mnemonics were
necessary to maintain and 25 cultivate one's mental space. Because FMCG products had such a
short shelf life, most people remembered them by their emblems, colours, and names, or a
combination of those features. The low literacy rate in rural India helps signs and symbols, as
well as aesthetic appearances, to prosper.

Upadhyay (1999). On the basis of the role played by different members of a family in non-
durable goods purchasing decisions, considerable discrepancies between rural and urban
locations were discovered. Husbands and children are more common initiators in rural settings,
whereas wives are more common in metropolitan regions.

Vasudeva(1999) revealed that the amount of family units who were brand loyal is quiet alike in
both the urban and rural market. Toothpaste was the barely one product which showcased more
brand loyalty in rural market as compared to urban market. On the other hand the rural
consumers were more price sensitive than urban buyers for detergent powder and toilet soaps.

Harish Kumar (1999) Managing Director, Maharaja Appliances LTD.,demonstrates that only a
few businesses were already capitalising on its potential in rural regions. Rural people had to
make up with sub-standard or illegal products because branded and high-quality products were
unavailable. Furthermore, the distinction between the grey product manufacturing process and
the legitimate branded product manufacturing method was a huge barrier. He explained why an
increase in rural per capita income leads to an increase in rural per capita income. The trend
toward a more relaxed lifestyle will be a drag on the FMCG business.

Sayulu and Reddy (1999) conducted research on the socioeconomic impact of rural consumer
behavior. They came to the conclusion that the kind and character of the products had a
significant impact on the Freq. with which rural consumers purchased commodities. Groceries
(40.35 %) and other items such as vegetables, milk, and other items (48.25 %) were purchased

19
on a daily basis, whereas 33.33 % and 42.98 % purchased these items on a weekly basis. Cash
purchases accounted for 44.74 % of all grocery purchases, followed by credit purchases at 38.60
% and 21.06 %, respectively. Over than 88.00 % of those surveyed thought the cost of the
products was the most important criterion, followed by convenient availability (66.66 %) and use
by neighbors (54.00 %). One's family procreation, i.e. one's spouse and children, has a more
direct influence on everyday purchase behavior. In the rural sector, the wife is the primary
purchaser of toiletries. When comparing rural and urban consumers, the most important element
was the price of the commodities, followed by ease of access and use by neighbors.

Leszezye,andTimmerman(2000). The study found that store selection is a dynamic decision

that can be viewed as an issue of determining when and where to shop. The first is the typical
store location selection problem, while the second is the shopping trip incidence problem, which
is concerned with the timing of shopping excursions. The two decision-making processes are
linked. Consumers may choose a close store for quick fill-in excursions and a more distant
grocery store for regular shopping visits, depending on the schedule of their excursions.

MaithliGanjoo(2000), In her investigation, she finds that the quantity of the package aids rural
consumers in selecting a goods at a price that they can manage. Few products, such as washing
powder and toothpaste, were purchased in bigger numbers, but hair care products, toilet soaps,
and edible items were purchased in lesser quantities. The purchase of bulk quantities were
accounted by family members but the individuals favoured to buy them in smaller quantities.
The product's shelf life has an impact on the decision. Edibles, for example, can only last so long
if they are properly maintained and stored. Smaller quantities therefore appeal to rural consumers
for a wide array of reasons, inclusive of price, storability, and availability, as well as ease of use.

Pradeep Lokhande (2000) Director on a Pune based rural research agency reveals, the
usefulness of sampling in rural marketplaces. According to him, the success of rural marketing
and their outcomes may be more than just statistics. There was a need to distinguish between
brand registration and brand sale, and brand awareness and recall was particularly more
important in rural areas since it may swell up to other items under the same roof. As more items
were discovered in rural India, switching to a better brand in the same category became
increasingly difficult.

20
Keshav Sharma (2002). According to the research, rural customers in urban comparable
villages aspire to adopt an urban feel, however once they do, they face challenges. When it
comes to purchasing, rural decision-making differs significantly from urban verdict. Their
purchasing decisions are heavily influenced by their culture.

1. Females have the same purchasing power as men.

2. The rural client keeps his cultures and beliefs in high regard.

3. They despise how advertisements erode their traditions.

4. Just a small % age of the millennial population is prepared to change and maintain only the
positive cultural traits.

Sinha (2002) the nukkadkirana store is a vital component constituting the rural market in India
due to home maker’s reluctance to trek down elongated distance for buying daily goods. Taylor
(2003) Grocery sector is sturdily obsessed by price competition.

Nandagopal and Chinnaiyan (2003) analyzed that the altitude of consciousness amongst rural
consumers concerning the brands was soaring, which was pointed towards acquiring by "The
Brand Name". The main basis of brand awareness was viral marketing the then pursued by
advertisements, family affiliates, loved ones and acquaintances.

Lokhande (2003) studies that the rural consumers are turning out to be adequately
knowledgeable concerning their needs and wants and reforming their living standards. The
emergence of information technology, state and government policies organizational tactics and
easy and economic communication system have guided to the blossoming of rural marketing.
Albeit emoluments are the most prominent component, other demographic factors also play
pivotal role in influencing the buyers purchase decision in rural areas.

Verma and Munjal (2003) analyzed hat the key components in identifying a brand are
promotion, packaging, quantity, quality and price. The brand loyalty is an outcome of way of
behaving and analytical patterns of the consumer. The various demographic components
crucially affect the conduct and coherent design of the consumer.

21
Ganeshmoorthy, Radhakrishnan and Bhuneshwari (2003). In their objective to study the
brand loyalty of the product and its brands and the influence of broadcasters on rural consumers
the study divulged that the broadcasters play a pivotal role in sales promotion and publicity of
the selected products. It was analysed that the buyers offer more preference to quality followed
by availability, quantity and price.

Kuldeep Singh and Varshney (2003) ushered a study with the aim of analyzing discrete buying
patterns of toilet soaps and what the organizations can do to elevate the sale of toilet soaps and
satisfy the consumer simultaneously multiple components akin to motivation, personality,
perception, attitude, learning and social factors were analyzed in detail. It was not due to non
awareness but being short of affordability restrained consumers from purchasing.

Krishna Mohan Naidu (2004). In this study he tried to analyze the cognizance plane of rural
consumers. It was revealed from the analysis that the consciousness level of the rural consumers
was subjective in nature and cannot be gauged in calculable figures. The awareness about the
cosmetics, tooth pastes, hair oils, and packaged foods was higher.

SharmaandKasturi(2004) stated that the rural consumers also face stress owing to cacophony
and display protective conduct and use allegation in support of their behavior. They were badly
affected by inaccessibility of good substitutes. Since the promotional campaigns were not out
stretching to the rural segment efficiently there is an obligation to strengthen the hands on
information to eradicate the scars of after purchase disbarment.

Rajnish Tuli and Amit Mooherjee (2004). The rural buyer wants to fulfill his instantaneous
and day-to-day requirements from retailer‘s in order to prevent a relatively higher public transit
costs as much as possible; bulk purchases will end up driving them to good deal of time in order
to take advantage of bargains and promotional incentives, which will nullify the influence of
shopping costs incurred. Consumers in rural areas purchase in village stores to satisfy their debt
spontaneous needs. Cash-rich customers, on the other hand, who are not in a hurry, prefer to
shop at periodic markets to take advantage of low costs, promotions, and variety, which in return
encourage rural shoppers.

Lokhande (2004). Lack of education has been cited as a significant barrier to rural marketing,
and audio-visual aids can help marketers effectively communicate in rural areas. It was

22
discovered that brand doesn't really mattered to rural consumers; all they desire is to have their
requirements met. Some customers were loyal customers and did not switch brands. As a result,
marketers should concentrate on brand value. The distribution chain should be improved so that
rural stores do not run out of essential commodities.

Nagaraja (2004) revealed that, consumer behavior is extremely influenced by post purchase
behaviour of their own and that of neighbors, friends and peer group and the other members of
the family. On top of all, the quality of the product and brand and its easy accessibility were the
basic and the crucial factors of one’s buying behavior. Consumers were intrigued by contact and
sense aspect of any advertisement campaign.

Jain and Rathod (2005) established that the consumers were not satisfied with product quality
and heterogeneity of products and brands obtainable in rural market. Most propagative offers
never outstretched the rural buyers and retailers. The study also emphasized on eminent
marketing strategies should be deployed to prevent emulating products.

Madhavi and Arul Kumar(2006). This study revealed that a majority of the rural consumers
are intrigued by price and quantity of the product. They finished that the FMCG companies could
notably enhance their market share by paying more heed to rural markets. More nonspecific
products with varied promotional campaign captivates non users.

Archna Shukla (2006). Homeowners of at least 4 villages, as well as traders from the very same
villages, visit Saunda Heat in Meerut district of Uttar Pradesh every Thursday, according to her
report. Around 60 vendors provide everything from groceries to clothing to kitchenware to fresh
fruit in Haat. Parlea, Tiger, Parachute, and Lifebuoy are some of the well-known brands. She
goes on to say that SaundaHaat is one of 47,000 people serving 742 million people. Despite these
limits, she believes that the rural market, particularly for FMCG, clothes, footwear, and petrol, is
larger than the urban market.

NCAER (2006) as per the National Council for Applied Economic Research study, there are as
many ‘middle income and above’ family units in the rural areas as there are in the metros. There
are almost two times of the score ‘lower middle income’ family units in rural area as compared
to the urban area. This obviously is the result of growth and expansion, which took place in the
various five years plans and a wide array of special programs such as land reforms,

23
electrification in rural areas, towering activities of communication, and various credit facilities
made available to farmers etc. The exact size of the rural sector is thus expected to be double that
of urban market. Albeit the high share of rural market in following categories, the penetration
rates in the rural market is low, thus gifting enormous potential for augmentation.

Anandan (2007) discovered that in the rural market, quality is the most important factor in
choosing a particular brand of washing soap. The rural market is dominated by power soaps.
Customers purchase the available brands if their favourite brands are not accessible. The age of
the answerers is found to have a substantial association with the elements influencing customers'
brand preferences. It was also shown that there is no substantial association between the type of
income a person earns and their level of happiness. The main causes for rural clients'
unhappiness are higher prices and a lack of supply. Customers should be targeted by marketers
with high-quality soaps at reasonable costs.

John Mano Raj (2007). This research paper discusses the benefits of going to rural and urban
markets for FMCG marketers, as well as a marketing strategy that includes examples of
companies that have gone rural. As a result, rural marketing has grown gradually over time and
is currently larger than the urban FMCG market.The FMCG business has been successful in
selling items to lower and moderate-income groups around the world, and India is no exception.
Today, over 70% of sales are made to middle-class homes, with rural India accounting for more
than half of the middle class. Rural penetration rates, on the other hand, are low. This creates a
huge potential for branded product manufacturers that can persuade people to buy their products.
Since the rural consumers are economically, socially, and psychologically distinct from urban
consumers, marketers must devise unique techniques to address their needs. This paper discusses
the benefits of going rural for FMCG marketers, as well as the hurdles, differences between the
rural and urban markets, and the best marketing plan for the right customers.

Rajesh Shinde (2007), studied that the rural India has a population of over 70% accross 6.27 lac
villages, making it a huge market for FMCG products. The FMCG product is purchased by
people of all socioeconomic levels, however their brands varies. The weekly market, which is a
good conduit of distribution, is the preferred site of purchase for the rural customer. Furthermore,
the city culture influences the youth who visit the taluka or district location, which is evident in

24
their purchase decisions. Before venturing into the rural market, the marketer must first gain a
thorough understanding of the customer.

Aditya Prakash Tripathi (2008). It's been discovered that the Indian rural market has a lot of
untapped potential. A modest rise in rural income leads to a massive gain in purchasing power.
However, due of the differences in social environments, the marketing strategy for the rural
market must differ from that for the urban market. Appropriate advertising and personal selling
to match demand, as well as integrated outlets, have become critical components of the rural
market's marketing strategy. The success of marketing in rural areas is determined by how well
marketing abilities are implemented in a variety of complicated marketing operations, beginning
with the assessment of the rural community's needs.

JyothsnaPriyadarsiniK (2009). According to the research, many rural males are hesitant to use
cosmetics. Males in rural areas believe that cosmetics are mostly for women. The societal shame
associated with male grooming products is still prevalent. Their use is considered womanly by
these male answerers. It is now up to marketers to instill the emotions of attractiveness in the
macho breed. According to the findings of this study, the majority of clients are unaware of the
significance of male grooming and exclusive male grooming brands. Marketers should try to
create product awareness and drive customers through brand awareness in the future.

Tauseef, 2011 tried to come across the components that affect customer impulsive buying
behavior in Fast Moving Consumer Goods division bearing in mind the retail sector in India. The
impact of assorted impulse buying factors like sales and advertisement, positioning of products
and brands, shelf display, effectual pricing strategy etc., on buying behavior of the consumer was
studied.

Srivastava and Kumar (2013) scrutinized that the FMCG sector is an imperative contributor to
India‘s Gross Domestic Product. It has been contributing to the demand of poorer and middle-
income groups in India. Over 73% of FMCG products are sold to middle-class family units of
which about 52% are in rural India. Rural marketing has become the newest marketing field for
most FMCG companies. The rural India market is colossal and the opportunities are
unrestrained. After dissemination and ruthless competition in urban areas, now loads of FMCG
companies are moving towards the rural market and are formulating new strategies for targeting

25
rural consumers. The Indian FMCG companies are now busy formulating new spirited strategies
for this unexploited prospective market. Therefore, a relative study is made on the augmentation,
prospect, and challenges of FMCG companies in the rural market. One of the most eye-catching
motives for companies to tap rural consumers is that an individual‘s income is intensifying in
rural areas and procuring power of lower and middle-income groups is also growing and they are
willing to pay out money to perk up their standard of living. This research paper endows with a
comprehensive scrutiny about the contribution of the FMCG business in the development of the
Indian rural market and aspires to talk about customer attitude towards enhanced purchasing
pronouncement for FMCG products in the rural market with mounting responsiveness and brand
perception in the midst of populace from corner to corner of various socio-economic sections in
the rural market.

Aggarwal (2014) Behavioral research is the scientific and analytical study of how people
decide, secure, make use of, and dispose of products and services that meet their needs.
Organizations can only meet these needs if they comprehend their customers. The most
prominent goal of this research was to look into the demographic disparities in Madhya Pradesh
customers' buying habits and when they buy FMCG products.

26
27
28
29
30
31
32
CHAPTER-3

33
RESEARCH METHODOLOGY

34
RESEARCH METHODOLOGY

Data collection
PRIMARY DATA: The primary data have been collected directly from the customers

through well-structure questionnaire.

SECONDARY DATA: The secondary data have been collected from various possible

records like books, magazines, periodicals and websites.

Sample size

The sample size ofthis research is 100 respondents

Sampling method

Convenience sampling method from the study area.

Area of the study

idappadi town

Tools used

Statistical techniques like simple percentage analysis.

35
CHAPTER-4

36
ANALYSIS AND INTERPRETATION

37
DATA ANALYSIS AND INTERPRETATION

TABLE NO 4.1

AGE OF THE RESPONDENTS

No. of
Percentage
respondents
upto 20years 22 22.0
21-30 48 48.0
31-40 23 23.0
Above 40 7 7.0
Total 100 100.0

Table 4.1 reveals that the age of nearly 48% ofthe respondents in this study is found to
be in between 21 and 30 years old whereas the age of almost 22% of the respondents is
lessthan 20 years old. Besides, nearly 23% of the respondents are in the age group
between 31 and 40 years old. In addition, only 7% of the respondents are found to
be above 40 yearsold.

38
To conclude, the age of maximum respondents in this study is found to be in

between 21 and 30 years old.

39
 TABLE NO 4.2

GENDER OF THE RESPONDENTS

No. of respondents Percentage

Male 58 58.0
Female 42 42.0
Total 100 100.0

Table 42 exposes that almost 58% of the respondents are males and rest of them 42%
of them are found to be females.

40
Tosum up,maximum respondentsarefoundto bemales forthestudy.

41
 TABLE NO 4.3

MARITAL STATUS OF THE RESPONDENTS

No. of
Percentage
respondents
Married 47 47.0
unmarried 53 53.0
Total 100 100.0

Table 4.3 shows that almost 53% of the respondents are known to be unmarried where
as nearly 47% of the respondents are identified as married.

42
To abridge, majority of the respondents are found to be unmarried inthe study.

43
 TABLE NO 4.4

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

No. of
Percentage
respondents
School 13 13.0
UG 36 36.0
PG 25 25.0
Professional 15 15.0
Others 11 11.0
Total 100 100.0

Table 4.4 reveals that about 36% of the respondents are graduates and nearly 25%
of them are Post graduates. Besides, almost 15% of the respondents are found to be
professionals and rests of them have studied up to school education. More or less, 11%
ofthe respondents are from other category such as diplomas, trainees from Industrial
Training Institutes etc.

44
To summarize, the educational qualification of majority of the respondents for the study
are found to be graduation and post-graduation.

45
 TABLE NO 4.5

OCCUPATION OF THE RESPONDENTS

No. of
Percentage
respondents
Business 14 14.0
Private employee 40 40.0
Professional 4 4.0
Farmers 4 4.0
Govt.Employee 22 22.0
Others 14 14.0
Total 100 100.0

Table 4.5 let slips that about 40% of the respondents are private employees where as
almost 22% of the employees are working in government departments. Besides, nearly
14% of the employees are businessmen. In addition, 14% of the respondents belong to
other category of work. Also, among the total respondents, professionals and farmers
are found to be nearly 4% and 4% respectively.

46
To go over the main points, majority of the respondents in this study is found to be employees

working in private companies

47
 TABLE NO 4.6

MONTHLY INCOME ( IN Rs. )

No. of respondents Percentage

Below Rs.1,0,000 27 27.0
Rs. 10,001-20,000 31 31.0
Rs.20,001-30,000 23 23.0
Above Rs. 30,000 19 19.0
total 100 100.0

Table 4.6 blurts out that the monthly income of 31% of the respondents in the
study are a is found to be from `10,001to`20,000 where as the monthly income of 27%
of the respondents is known to be less than ` 10,000. Besides, the monthly income of
23% of the respondents lies in between `20,001to`30,000. In addition, 19% of the
respondents are getting more than ` 30,000.

48
To conclude, the monthly income of majority of the respondents in the study area is
found to be`10,001 to `20,000.

49
 TABLE NO 4.7

FAMILY SIZE OF THE RESPONDENTS

No. of
Percentage
respondents
Single 4 4.0
2members 22 22.0
3members 43 43.0
More than 3 31 31.0
Total 100 100.0

Table 4.7 shows that around 43% of the respondents are from 3 member‘s family
andexactly 31% of the respondents are from more than 3 members‘ family‘ followed by
22% of them are from 2 members family. In addition to the above, 4% of the
respondents are singles.

50
To sum up, maximum number of respondents who are found to belong three
members family.

51
 TABLE NO 4.8

RESPONDENTS OF THE SEVEN HILLS AQUA AND SOFTDRINK AVAILABLE IN

CITY

No. of respondents Percentage

Yes 58 58.0
No 42 42.0
Total 100 100.0

Table 4.8 exposes that almost 58% of the respondents are agreed that seven hills
aqua and soft drink available and rest of them 42% of them are found to be No.

52
To sum up, maximum respondents are found to be agreed that seven hills aqua and soft drink
available in city.

53
 TABLE NO 4.9

RESPONDENTS OF OFFERS AND DISCOUNTS AVAILABLE FOR SEVEN HILLS

AQUA AND SOFT DRINKS

No. of respondents Percentage

Yes 53 53.0
No 47 47.0
Total 100 100.0

Table 4.9 exposes that almost 53% of the respondents are agreed that offers and
discounts available for seven hills aqua and soft drink and rest of them 47% of them
are found to be No.

54
To sum up, maximum respondents are found to be agreed that offers and discounts available
for seven hills aqua and soft drink.

55
CHAPTER-5

56
FINDINGS AND SUGGESTION

57
FINDINGS

• The age of maximum respondents in this study is found to be in between 21 and 30

years old.

• Maximum respondents are found to be males for the study.

• Majority of the respondents are found to be unmarried in the study.

• Majority of the respondents for the study are found to be graduation and post-

graduation.

• Majority of the respondents in this study is found to be employees working in private

companies

• The monthly income of majority of the respondents in the study area is found to be

`10,001 to `20,000.

• Maximum number of respondents who are found to belong three members family.

• Maximum respondents are found to be agreed that offers and discounts available for

seven hills aqua and soft drink.

• Maximum respondents are found to be agreed that seven hills aqua and soft drink

available in city.

58
SUGGESTIONS

• Company need to strengthen its distribution channel to increase availability and access

for the consumers.

• Company may design an advertising strategy to promote its products in order to increase

awareness level.

• Company may adopt sales promotion techniques to attract women and hotels as they are

major consumers for the product.

• Company may adopt sales promotion techniques such as cash discounts, free offers etc.,

to attract retailer as he is main channel member in promoting the product to the

consumers.

• It is recommended that the company may introduce more promotional offers to create

awareness among the rural consumers and increase the sales.

59
CONCLUSION

60
CONCLUSION

The study focuse to identify the consumer perception towards seven hills

aqua and softdrinks. Since there are huge playerin the market like coca cola, Pepsi

and there are soft drinks players who highly dominates the domestic market against

the international brands so good promotional strategy and a proper consumer

retention. May support the company to achieve their regular targets considering the

factor further in today’sbusiness scenario the many soft drink industry’s migrated to

another business in such case proper understanding of consumer perception will

certainly support the firm to standardize their in product in the market.

61
BIBLIOGRAPHY

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in consumer an dindustrial buying behavior woodside, A.G., Sheth, J.N., And

bennet,P.D. (eds.), New York : North Holland Publishing Company, 267-86

• Bech –Larsen, T. and Neilsen N.A.(1999) .A comparison of five elicitation

techniques for elicitation of attributes of low involvement products, Journal

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• GarvinDavidA. (1983) “Quality of the line,” Harvard business review, 61

(1987)“ competing on the eight dimensions of quality, ”Harvard business review, 65

• Monroe, kentB, and R,Krishnan (1985), “The effect of price on subjective product

evaluations, J.JacobyandJ. Olsoneds .LexingtonMA:L exington Books, 209-32

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4, 131-137.

• Bijapurkar, R. (2003), The New, Improved Indian Consumer, Business World, 8th

December, PP. 28-36.

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• Consumer & Marketers, Marketing White Book (2006) P. 109

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Publication,pg.31

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• Michelle A. Morganosky, (1997) "Retail market structure change: implications for

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International Journal of Multidisciplinary Management Studies.

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Retail Stores in Indore .

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importance of store attributes”, International Journal of Retail and Distribution

Management, Vol. 27, No. 4

64
QUESTIONNAIRE

Q1. Name:

Q2. Gender:

a) Male b) Female

Q3. Age:

a) Below 25 years b) 26-35 c) 36-45 d) 46-55

e) Above 55

Q4. Educational qualification:

a) HSC b) UG c ) PG d) Professional e) Others

Q5. Occupation:

a) Business b) Private employee c) Professional

d) Housewife e) Govt. employee

Q6. Yearly income ( in Rs.) :

a) Below Rs.1,00,000 b) Rs. 1,00,001 – 2,00,000 c) Rs.2,00,001- 3,00,000

d) Rs.3,00,000-4,00,000 e) Above Rs. 4,00,000

Q7. Will you prefer to change the Aqua brand when price is increased?

a) Yes b) No

Q8. What is your opinion about the brand reliability of Seven Hills Aqua?

a) Highly satisfaction b) Satisfaction c)Neither satisfaction nor

dissatisfaction d) Dissatisfaction e) Highly dissatisfaction

65
Q9. What is your opinion about the easy availability of product?

a) Highly satisfaction b) Satisfaction c)Neither satisfaction nor

dissatisfaction d) Dissatisfaction e) Highly dissatisfaction

Q10. What is your level of satisfaction in quality of Aqua Drinks?

a) Highly satisfaction b) Satisfaction c)Neither satisfaction nor

dissatisfaction d) Dissatisfaction e) Highly dissatisfaction

Q12. What is your level of satisfaction in your select brand of Aqua Drinks?

a) Highly satisfaction b) Satisfaction c)Neither satisfaction nor

dissatisfaction d) Dissatisfaction e) Highly dissatisfaction

Q13. What is price range mostly preferred?

a) Lessthan100 b)100to500 c)500to1000 d) Morethan1000

Q14.Are you aware of offers and discounts of softdrinks?

• Yes ( ) b)No ()

Q15.Have you availed such offers and discounts of aqua softdrinks?

• Yes ( ) b)No ()

Q16.Are you aware of the Aqua softdrinks available in your city?

• Yes ( ) b)No ( )

66
Q17.How did you come to know about the Aqua softdrinks?

a)Advertisement( ) b)Friends ( ) c) FamilyMembers ( )

d)Retail Shops ( ) e) OtherConsumers ( )

Q18. Please give your suggestions for the improvement of SEVEN HILLS Aqua soft
drinks

…………………………………………………………………………………………………

…………………………………………………………………………………………………

…………………………………………………………………………………

67