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INTRODUCTION Marketing

is

indeed an ancient art;

it has been practiced in

the one form or other since the days of Adam and Eve. Marketing is a comprehensive term and

it includes all resources and set of activities

necessary to direct and

facilitate the flow of goods and services from

producers to consumer in the process of distribution. Its emergence as a management discipline, however it is relatively recent origin. preindustrial revolution Handicraft economy.

world was

characterized

The

by agriculture cum

Practically every village community produced

its own Food, clothing, shelter and household equipment. Agriculturist and crafts-Men were the main producers of this era. The agriculturists, whether he Produced corn or cotton, meat or butter disposed of the surplus

after

Meeting

neighbourhood.

his

own

requirement,

in

his

immediate

In other words, marketing under those conditions

meant a task of producing the basic necessities of life and hanging them

with

known consumer

This

represented

groups in the

immediate neighborhood.

stage of barter in the evaluation meeting.

The

evaluation of marketing was that of money economy. For reaching stages in the industrial new products,

new systems of manufacturer,

new

models of transportation and communication. After Second World War, the size and character of marketers changed enormously. Marketing comprises all activities involved in the determination and satisfaction of consumer needs at a profit. Segmentation is taking place with regard to all products

multiple channels of distribution are replacing single channels. The good products are being passed through various intermediate before they are are

finally

playing

reaching

vital

the consumer.

role in the

Marketing intermediateries

smooth distribution of

goods from

manufacturer to the consumer. Advertising has become compulsory. Through they have become costly. Markets are not restricted to as peack market are exist through out the country even in foreign countries also.

All these has made the companies to change their

attitudes and way of operation. Finally the companies which are best satisfy their customers will be the winners. It is the prime reasonability requirements of the markets

place

of the markets finance the and

to help their

companies

translated them into solution that with in customer approval. They are ware much in long term, mutually satisfying customers relations through providing quality product service.

NEED AND IMPORTANCE OF STUDY The study of consumer behaviour holds great and keen interest for us as a consumer, as a student and as a marketer. As a consumer we benefit from insights into own consumptions related decisions and trends. Such as what we purchase, when we purchase, where we purchase and how we purchase. The study of consumer behaviour makes us to be aware of the suitable influences, how they perceived to make the product of service choice as we do.

As

a student of human behaviour,

it is important for us to

understand interest and external influences, that implies consumers to act in certain consumptions related decisions. Buyer behaviour simply a subset of the larger human behaviour. As a marketer and future marketer, it is important for us to understand why and how individual make their consumption decision, so that we make better marketing strategies without any confusion marketers who know the consumer behaviour will be success in the market.

OBJECTIVES OF THE STUDY : The following are the objectives of the study : To make an analysis of the

consumer profile relation to

income category, family size etc., in order to identify the brand features of Shriramchits subscribers. To make

a clear

analysis

into the brand possessions of

Shriramchitfund subscribers, in order to highlight the brand preference among Shriramchits subscribers and identify the factors influencing and brand preference. To make an in depth analysis of major factor influences and purchase

baring

decisions and in order to get clear

perceptions in to the interplay of different forces on consumer behaviour for Shriramchitfund. To

give

right

regarding

better

suggestions service to

and

suitable

customer

and

measures

for

to

the

avoid

difficulties customer. To identify the intension of the consumer in the Shriramchits.

LIMITATIONS OF THE STUDY : The

study is based on the sample chosen from almost all

category people. The sample may not be representative to all the customers. The study is limited to khammam and its surrounding areas only. Data presented in this study is based on the opinions of the Limited respondents. The secondary data is based on the information from News Papers, Magazines and Internet only.

SCOPE : The present study covers only consumer’s attitude towards Shriramchits in Khammam city. This is done based on the data collected from selected respondents of the same market.

METHODOLOGY In this present study, the information and data collected by using well prepared questionnaire consists of questions are openended and others are close ended questions.

After collecting the questionnaires

from respondents the statistical tools and inferences are used for tabulation and

analyzing

the

data

with

sample

average

and

percentages.

Methodology of the Study : 1. Defining the Problem : It involves developing and understanding of the problem. The research need not be undertaken only for a problem but also for an opportunity. In this study an attempt has been made to understand the consumer behaviour in using and evaluation with regard to Shriramchits. 2. Framing the Objectives : For the present study precise objectives the formulated. The objectives provide the base for research work. The objectives answer to questions like ‘why’ of the study, what is expected from the study etc., In this study the objectives are clearly defined and presented. 3. Developing the Plant : It calls for decision on the data sources, study approaches, instruments available, contact methods etc. the data sources used for collection of information are both primary and secondary survey approaches is followed for the study and questionnaires has been used for collection of primary data.

4. Data Collection and Processing : The data should be collected by the method predetermined. The Primary data has been collected through well designed questionnaires and personal interviews with dealer and consumers. Secondary data is collected through various books and catalogues viz., advertising and marketing business India. The information so collected is tabulated, analyzed and interpretation has been made by appropriate statistical techniques viz., Percentages, Tabulation and Graphs. 5. Presentation of Findings : The end results of all the above analysis are presented as findings in the project. To collecting the data there are two sources are used that is Primary and Secondary data. PRIMARY DATA : This data is collected from the branch of Shriramchits through questionnaire. SECONDARY DATA : This data is collected from the records of the customer, News papers, magazines, information provided by Internet, journals and Shriramchits websites.

DESIGN OF STUDY : The present study designed arranged and reported in the following manner.

THEORITICAL FRAMEWORK

WHEN TO STUDY CONSUMER BEHAVIOUR : The study of consumer behaviour is concerned with not only how consumer behaviour but with they behave as they do. As consumers, it is important for us to study consumer behaviour, so we any gain greater insight into our own consumer related decisions what we buy why we buy and how we buy, the study enables us to analyze our own consumption decisions and make us aware of the suitable influences that persuades us to make the product choices we do. IMPORTANCE OF CONSUMER BEHAVIOUR FOR MARKETERS : Consumer behaviour is helpful in understanding the purchase behaviour and preference of different consumers. As consumer, we differ in terms of our sex, age, education, occupation, income, family, setup, religion, nationality and social status. Because of these different background factors we have different needs and we only buy those Brands and services, which we think will satisfy our needs. In today’s work of rapidly changing technology-changing firm has to be constantly innovating and understand he latest consumers trends and tastes consumer behaviour provides invaluable

clues

and

guidelines

frontiers, which they should explore.

to marketers on new technological

A consumer decision to purchase a particular Brand to services is the results is the result of complex interplay of a consumer of variables. The starting point for the company provides the decision process marketing stimuli in the shape of Brands, promotion, price, and distribution strategy. The potential consumer along with the other stimuli already existing receives the marketing stimuli in the environment. These stimuli may be social, economic, cultural, technological and political in nature. At the point of receiving the marketing stimuli, the consumer already has a certain mental, emotional and psychological frame of mind developed over the years by his cultural, religious, social, family and psychological background.