Internship Project.docx

Certificate

I, Mr.R.VIVEK RAJ PILLAI, Roll No. 08490301716 certify that the Project Report/Dissertation BBA-311) entitled “________________________________” is done by me and it is an authentic work carried out by me at WHIZDOM EDUCARE PRIVATE LIMITED. The matter embodied in this project work has not been submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.

Signature of the Student Date:

Certified

that

the

“__________________”

Project

Report/

Dissertation

(BBA-311)

entitled

done by Mr./Ms._______________________________,

Roll No. ________________, is completed under my guidance.

Signature of the Guide Name of the Guide: Designation: Date:

Countersigned (Director / Project Coordinator)

SUMMER TRAINING REPORT ON “UNDERSTANDING THE CONSUMER BEHAVIOUR”

Submitted in the partial fulfilment of the requirement for the Award of the degree of BACHELOR OF BUISNESS ADMINISTRATION

SUBMITED TO

SUBMITTED BY R.VIVEK RAJ PILLAI Enroll No. 08490301716

Institute of Innovation in Technology & Management, New Delhi – 110058 Batch (2011-2014)

ACKNOWLEDGMENT It is my pleasure to be indebted to various people, most of which were experts in their respective fields, who influenced my thinking, behaviour and acts during the course of study. I am greatly thankful to ______ for giving me a platform to have this wonderful opportunity and being able to get the glimpse of corporate world. As a fresher of the corporate, I was not having any idea about the corporate culture. But I would like to give special thanks to my summer training guide who on behalf of his opulent experience, told me about the basic of corporate and guided me which helped me to complete the project efficiently and showed me the right path to reach the final destination with minimum hiccups and was always there with a helping hand in times of need throughout my research project. I am thankful to him for his support, cooperation and motivation provided to me during the completion of training report. Last but not the least , I would be able to thank top management and all the respondents for giving their precious time , relevant information and experience. Lastly , I would like to be thankful to my colleagues , my reporting boss Mr Dharamveer( Marketing Head) , Mr Jitnder (Senior Marketing Development Executive) for motivating me , boosting up my moral which really helped me a lot to achieve the target that was set by my management team. R VIVEK RAJ PILLAI

DECLARATION I , R.VIVEK RAJ PILLAI, student of BBA – 5th Sem in Institute of Innovation In Technology and Management , New Delhi hereby declare that all the information , facts and figures furnished in this report are based on my own feelings and experience . This information has been used for purely academic purpose.

I hereby declare that work was done by me and suitable information has been downloaded from websites and other related resources of the company. The project report is the result of my hard work, self confidence and self belief.

Date:

R.VIVEK RAJ PILLAI

CONTENT

CHAPTER 1.

2. 3. 4. 5. 6. 7. 8. 9.  

TITLE

PAGE NUMBER

INTRODUCTION

5-16

INDUSTRY PROFILE

17-25

COMPANY PROFILE

26-32

ROLE OF CONSUMER BEHAVIOUR 33SWOT ANALYSIS OF THE COMPANY OBJECTIVE OF THE STUDY CONSUMER RESARCH METHODOLOGY USE OF SOCIAL MEDIA IN PROMOTION STARTEGY LIMITATION CONCLUSION RECOMMENDATION BIBILOGRAPHY APPENDIX

CHAPTER 1: INTRODUCTION

Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities. Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the marketing area. In order to succeed in today’s dynamic and rapidly evolving marketplace, marketers need to know everything about consumers - what they need, what they think, how they work, how they spend their money and time. They need to identify the influencing forces that affect consumer decision. Consumer behaviour is an inter-disciplinary social science that blends elements from psychology, sociology, social anthropology, ethnography, marketing and economics, especially behavioural economics. It examines how emotions, attitudes and preferences affect buying behaviour. Characteristics of individual consumers such as demographics, personality lifestyles and behavioural variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide referrals, in an attempt to understand people's wants and consumption are all investigated in formal studies of consumer behaviour. The study of consumer behaviour also investigates the influences, on the consumer, from groups such as family, friends, sports, reference groups, and society in general.

The study of consumer behaviour is concerned with all aspects of purchasing behaviour - from pre-purchase activities through to postpurchase consumption, evaluation and disposal activities. It is also concerned with all persons involved, either directly or indirectly, in purchasing decisions and consumption activities including brandinfluencers and opinion leaders. Research has shown that consumer behaviour is difficult to predict, even for experts in the field. Customer relationship management (CRM) databases have become an asset for the analysis of customer behaviour. The voluminous data produced by these databases enables detailed examination of behavioural factors that contribute to customer re-purchase intentions, consumer retention, loyalty and other behavioural intentions such as the willingness to provide positive referrals, become brand advocates or engage in customer citizenship activities. Databases also assist in market segmentation, especially behavioural segmentation such as developing loyalty segments, which can be used to develop tightly targeted, customized marketing strategies on a one-to-one basis. ORIGINS OF CONSUMER BEHAVIOUR In the 1940s and 50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods. At the end of the 1950s, two important reports criticised marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioural science research methods. The stage was set for marketing to become more inter-disciplinary by adopting a consumer-behaviourist perspective. From the 1950s, marketing began to shift is reliance away from economics and towards other disciplines, notably the behavioural sciences, including sociology, anthropology and clinical psychology. This resulted in a new emphasis on the customer as a unit of analysis. As a result, new substantive knowledge was added to the marketing discipline - including such ideas as opinion leadership, reference groups and brand loyalty. Market segmentation, especially

demographic segmentation based on socioeconomic status (SES) index and household life-cycle, also became fashionable. With the addition of consumer behaviour, the marketing discipline exhibited increasing scientific sophistication with respect to theory development and testing procedures. In its early years, consumer behaviour was heavily influenced by motivation research, which had increased the understanding of customers, and had been used extensively by consultants in the advertising industry and also within the discipline of psychology in the 1920s, '30s and '40s. By the 1950s, marketing began to adopt techniques used by motivation researchers including depth interviews, projective techniques, thematic apperception tests and a range of qualitative and quantitative research methods. More recently, scholars have added a new set of tools including: ethnography, photo-elicitation techniques and phenomenological interviewing. Today, consumer behaviour (or CB as it is affectionately known) is regarded as an important sub-discipline within marketing and is included as a unit of study in almost all undergraduate marketing programs. PROCESS OF CONSUMER BEHAVIOUR The consumer process goes through 5 stages as described briefly in the figure below:

The various stages of consumer behaviour Consumer behaviour considers the many reasons why people shop for products, buy and use them, and then dispose of them. Companies spend billions of dollars annually studying what makes consumers “skip a beat”. Studying people’s buying habits isn’t just for big companies. Even small businesses and entrepreneurs can study the behaviour of their

customers with great success. For example, by figuring out what postal codes their customers are in, a business might determine where to locate an additional store. Customer surveys and other studies can also help explain why buyers purchased what they did and what their experiences were with a business. Keep in mind, however, that different people, no matter how similar they are, make different purchasing decisions. You might be very interested in purchasing a Hatchback. But your best friend might want to buy a Sedan. Business professionals understand this. So what they try to do is figure out trends among consumers. Consumer Behaviour buying stages: 1. Need- How many times have you have heard about a movie and had no interest in it—until you saw the preview? Afterward, you felt like had to see it. Do you think it’s a coincidence that Gatorade and other beverage makers locate their machines in gymnasiums so you see them after a long, tiring workout? 2. Search- Maybe you have owned several shirts and know what you like and don’t like about them. Or, there might be a particular brand that you’ve purchased in the past that you liked and want to purchase in the future. This is a great position for the company that owns the brand to be in—something firms strive for. Internet shopping sites such as Amazon.com have become a common source of information about products. Amazon.com also offers product reviews written by consumers. People prefer “independent” sources such as this when they are looking for product information. 3. Evaluation- Obviously, there are hundreds of different shirts available to choose from. It is not possible for you to examine all of them. Consequently, you develop what is called evaluative criteria to help you narrow down your choices.

Evaluative criteria are certain characteristics that are important to you such as the price of the shirt, the size, and colour. Some of these characteristics are more important than others. For example, the size of the size and the price might be more important to you than the colour— unless, say, the colour is hot pink and you hate pink. 4. Choice and Purchase- Stage 4 is the point at which you decide what shirt to purchase. However, in addition to the shirts, you are probably also making other decisions at this stage, including where and how to purchase the shirts and on what terms. Maybe the shirt was cheaper at one store than another, but the salesperson there was rude. Or maybe you decide to order online because you’re too busy to go to the mall. 5. Post purchase Evaluation- At this point in the process you decide whether the shirt you purchased is everything it was cracked up to be. Hopefully it is. If it’s not, you’re likely to suffer what’s called ‘buyer’s remorse’. You want to feel good about your purchase, but you don’t. You begin to wonder whether you should have waited to get a better price, purchased something else, or gathered more information first. Consumers commonly feel this way, which is a problem for sellers. If you don’t feel good about what you’ve purchased from them, you might return the item and never purchase anything from them again. Or, worse yet, you might tell everyone you know how bad the product was. All marketing decisions are based on assumptions and knowledge of consumer behaviour.

CHARACTERSTIC OF CONSUMER BEHAVIOUR

Consumers make great customers. So knowing how consumers behave and the reasons for their choices can help businesses gain and keep customers. Consumer behaviour constantly changes as shifts occur in areas such as economics, fashion and technology. Knowing the characteristics of consumer behaviour and keeping up with changes can support long-term success for companies. Important characteristics of consumer behaviour are as follows: 1. Psychology plays a great role: Consumers choose businesses and brands based on how they think, feel and reason. Analyzing what drives consumers’ emotions and responses through research can help companies position their products or services to be chosen more often. 2. Environmental Influences: A consumer buys based on what they see and hear. Factors like culture, family, advertising and media messages shape decisions. For example, teenagers want to buy clothes like their friends wear. Or, if a consumer grows up using a particular soap or laundry detergent that their family

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prefers, they might be more apt to buy those same brands as an adult. Individual and Group Model Behaviours: Consumer behavior can be studied in terms of individuals or groups. Businesses can identify audiences that are similar in demographics such as age, gender, race or income. Then they can identify common motivators among those groups, like individuals who want the lowest price or consumers who are willing to pay more for luxury. Goods and Services Matter: Consumers don’t just buy items. They also purchase services. Whether it is a tangible product like a household cleaner or a service like preparing an income tax return, consumers base their decisions on the same values and variables. Consumer Behaviour impacts society: Consumers become what they buy. If, for example, consumers buy healthier food then overall wellness could improve. Or, conversely, if people consume more alcohol, tobacco or junk food, then overall health care costs could rise due to problems like obesity, cancer or heart disease. Personalization is Preferred: Personalized products and services have become popular because consumers like to be sold to specifically. One company has gone so far as to create earphones that are customized for their customers so that they get the best fit for their ears. Convenience is desired: Consumers crave convenience because technology has made everything easier. Whether consumers are buying cars, booking trips or communicating with friends online, a business can benefit by capitalizing on the quest for more efficiency. Companies Matter One of the most important characteristics of consumer behaviour is that they often care as much about who they buy from as what they buy. Consumers like cool brands. Businesses that offer a compelling reason to buy from them, like cutting-edge technology, leading fashion or social consciousness, can score big.

9. Knowledge is Power: Knowing consumer behaviour characteristics can help companies create more effective marketing strategies. For example, a business with a first-of-itskind product would fare better by targeting early adopters who pride themselves on having the latest and greatest goods. FACTORS INFLUENCING CONSUMER BEHAVIOUR: The factors which may influence consumer behaviour are as follows as shown in figure: 1. 2. 3. 4.

Psychological Factors Personal factors Social Factors Cultural Factor

1. PSYCHOLOGICAL FACTORS: Psychological characteristics refer to inner or intrinsic quantities of consumer. Consumer segmentation is often based on consumer psychological behaviour. For instance , consumers may be segmented in terms of their motivations , personality , perceptions , learning and attitude. There are four major psychological factors that affect the purchasing behaviour of consumers. These are: perception, motivation, learning, beliefs and attitudes. 1. Motivation The level of motivation also affects the purchasing behaviour of customers. Each person has different needs, such as physiological needs, biological needs, social needs, etc. The nature of the requirements is that some are more urgent, while others are less pressing. Therefore, a need becomes a motive when it is most urgent to lead the individual to seek satisfaction.

2. Perception: Select, organize and interpret information in a way to produce a meaningful experience of the world is called perception. There are three different perceptual processes which are selective attention, selective distortion and selective retention. In the case of selective attention, sellers try to attract the attention of the customer. Whereas in case of selective distortion, customers try to interpret the information in a way that supports what customers already believe. Similarly, in the case of selective retention, marketers try to retain information that supports their beliefs. 3. Beliefs and Attitudes: Client has specific beliefs and attitudes towards different products. Because such beliefs and attitudes shape the brand image and affect consumer buying behavior so traders are interested in them. Marketers can change beliefs and attitudes of customers with special campaigns in this regard. 2. PERSONAL FACTORS: Personal factors may also affect consumer behaviour. Some of the important factors that influence personal buying behaviour are: lifestyle, economic status, occupation, age, personality and self esteem. 1. Age: Age and life cycle have a potential impact on the purchasing behaviour of consumers. It is obvious that consumers change the purchase of goods and services over time. Family life cycle consists of different stages as young singles, married couples, and unmarried couples etc that help marketers to develop suitable products for each stage. 2. Occupation: The occupation of a person has a significant impact on their buying behaviour. For example, a marketing manager of an organization is trying to buy business suits, while a low level worker in the same organization buyresistant clothing works. 3. Economic Situation: economic situation of the consumer has a great influence on their buying behaviour. If income

and savings a customer is high, then going to buy more expensive products. Moreover, a person with low income and savings buy cheap products. 4. Lifestyle: Lifestyle clients are another factor affecting import purchasing behaviour of consumers. Lifestyle refers to the way a person lives in a society and express things in their environment. It is determined by the client’s interests, opinions, etc and activities shape their whole pattern of acting and interacting in the world. 5. Personality: Personality changes from person to person, time to time and place to place. Therefore, it can greatly influence the buying behavior of customers. In fact, personality is not what one has, but is the totality of the conduct of a man in different circumstances. Has different characteristics, such as dominance, aggression, confidence etc that may be useful to determine the behaviour of consumers to the product or service. 3. Social Factors: Social factors also influence the purchasing behaviour of consumers. Social factors are: the reference groups, family, the role and status. 1. Reference Groups: Reference groups have the potential for the formation of an attitude or behaviour of the individual. The impact of reference groups vary across products and brands. For example, if the product is visible as clothing, shoes, car etc., the influence of reference groups will be high. Reference groups also include opinion leader. 2. Family: Buyer behaviour is strongly influenced by a family member. So vendors are trying to find the roles and influence of the husband, wife and children. If the decision to purchase a particular product is influenced by the wife of then sellers will try to target women in their ad. Here we should note that the purchase of roles change with changing lifestyles of consumers. 3. Roles and Status: Each person has different roles and status in society in terms of groups, clubs, family, etc.

organization to which it belongs. For example, a woman working in an organization as manager of finance. Now she is playing two roles, one of the chief financial officer and the mother. Therefore, purchasing decisions will be influenced by their role and status. 4. Cultural Factors: Consumer behavior is deeply influenced by cultural factors, such as buyer’s culture, subculture and social class. 1. Culture: Essentially, culture is the share of each company and is the major cause of the person who wants and behaviour. The influence of culture on the purchasing behaviour varies from country to country, therefore sellers have to be very careful in the analysis of the culture of different groups, regions or even countries. 2. Subculture: Each culture has different subcultures, such as religions, nationalities, geographical regions, racial, etc. marketing groups may use these groups, segmenting the market in several small portions. For example, marketers can design products according to the needs of a specific geographical group. 3. Social Class: Each culture has different subcultures, such as religions, nationalities, geographical regions, racial, etc. marketing groups may use these groups, segmenting the market in several small portions. For example, marketers can design products according to the needs of a specific geographical group. CONSUMER BEHAVIOUR MODEL The process of consumer decision making can be viewed as three distinct but interlocking stages: the input stage, the process stage and the output stage. These stages are depicted in the figure shown below:

Consumer decision making model The input stage influences the consumers recognition of a product need and consist of two major sources of information : the firm marketing efforts ( the product itself , its price , promotion and the place where it is sold) and its external sociological influences on the consumer ( family , friends , neighbours , other informal and non commercial sources) . The cumulative impact of each firms marketing efforts , the influence of family , friends and neighbours and society existing code of behaviour are all the inputs that are likely to affect what consumers purchase and how they use what they buy. The process stage of the model focuses on how the consumer makes decisions. The psychological factors inherent in each individual affect how the external inputs from the input stage influence the consumer recognition of need, prepurchase search for information and evaluation of alternatives. The experience gained through evaluation of alternatives in turn affect the consumer psychological attributes.

The output stage of the consumer decision making model consists of two closely related post decision activities: purchase behaviour and post purchase evaluation. Purchase behaviour for a low cost, non durable product may be influenced by a manufacturer’s coupon and may actually be a trial purchase if the consumer is satisfied he or she may repeat the purchase. The trial is the exploratory phase of purchase behaviour in which the consumer evaluates product for through direct use.

INDUSTRY PROFILE The industry in which I did the 2 month internship was the educational industry providing services of coaching and trains the student so that they could qualify the IIT or Medical exams like JEE(Joint Entrance Examination) and NEET( National Eligibility Entrance cum Test). Services Industry In economics, a service is a transaction in which no physical goods are transferred from the seller to the buyer. The benefits of such a service are held to be demonstrated by the buyer's willingness to make the exchange. Public services are those that society (nation state, fiscal union, and region) as a whole pays for. Using resources, skill, ingenuity, and experience, service providers benefit service consumers. Service is intangible in nature. Services can be described in terms of 3 Is: 1. Intangibility :

Services are by definition intangible. They are not manufactured, transported or stocked. Services cannot be stored for a future use. They are produced and consumed simultaneously. Services are perishable in two regards: 

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Service-relevant resources, processes and systems are assigned for service delivery during a specific period in time. If the service consumer does not request and consume the service during this period, the related resources may go unused. From the perspective of the service provider, this is a lost business opportunityif no other use for those resources is available. Examples: A hairdresser serves another client. An empty seat on an airplane cannot be filled after departure. When the service has been completely rendered to the consumer, this particular service irreversibly vanishes. Example: a passenger has been transported to the destination.

The service provider must deliver the service at the time of service consumption. The service is not manifested in a physical object that is independent of the provider. The service consumer is also inseparable from service delivery. Examples: The service consumer must sit in the hairdresser's chair, or in the airplane seat. Correspondingly, the hairdresser or the pilot must be in the shop or plane, respectively, to deliver the service. 2. Variability: Each service is unique. It can never be exactly repeated as the time, location, circumstances, conditions, current configurations and/or as signed resources are different for the next delivery, even if the same service consumer requests the same service. Many services are regarded as heterogeneous and are typically modified for each service consumer or each service contextual. Example: The taxi service which transports the service consumer from home to work is different from the taxi service which transports the same service consumer from work to home – another point in time, the other direction, possibly another route, probably another taxi driver and cab. Another and more common term for this is heterogeneity.

3. Involvement: Both service provider and service consumer participate in the service providers. Service Quality Mass generation and delivery of services must be mastered for a service provider to expand. This can be seen as a problem of service quality. Both inputs and outputs to the processes involved providing services are highly variable, as are the relationships between these processes, making it difficult to maintain consistent service quality. Many services involve variable human activity, rather than a precisely determined process; exceptions include utilities. The human factor is often the key success factor in service provision. Demand can vary by season, time of day, business cycle, etc. Consistency is necessary to create enduring business relationships. Any service can be clearly and completely, consistently and concisely specified by means of standard attributes that conform to the MECE principle (Mutually Exclusive, Collectively Exhaustive). 

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Service consumer benefits – (set of) benefits that are triggerable, consumable and effectively utilizable for any authorized service consumer and that are rendered upon request. These benefits must be described in terms that are meaningful to consumers. Service-specific functional parameters – parameters that are essential to the respective service and that describe the important dimension(s) of the servicescape, the service output or the service outcome, e.g. whether the passenger sits in an aisle or window seat. Service delivery point – the physical location and/or logical interface where the benefits of the service are rendered to the consumer. At this point the service delivery preparation can be assessed and delivery can be monitored and controlled. Service consumer count – the number of consumers that are enabled to consume a service.

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Service delivery readiness time – the moments when the service is available and all the specified service elements are available at the delivery point Service consumer support times – the moments when the support team ("service desk") is available. The service desk is the Single Point of Contact (SPoC) for service inquiries. At those times, the service desk can be reached via commonly available communication methods (phone, web, etc.) Service consumer support language – the language(s) spoken by the service desk. Service fulfilment target – the provider's promise to deliver the service, expressed as the ratio of the count of successful service deliveries to the count of service requests by a single consumer or consumer group over some time period. Service impairment duration – the maximum allowable interval between the first occurrence of service impairment and the full resumption and completion of the service delivery. Service delivery duration – the maximum allowable period for effectively rendering all service benefits to the consumer. Service delivery unit – the scope/number of action(s) that constitute a delivered service. Serves as the reference object for the Service Delivering Price, for all service costs as well as for charging and billing. Service delivery price – the amount of money the customer pays to receive a service. Typically, the price includes a service access price that qualifies the consumer to request the service and a service consumption price for each delivered service.

SERVICE TYPES: The following is a list of service industries, grouped into sectors. Parenthetical notations indicate how specific occupations and organizations can be regarded as service industries to the extent they provide an intangible service, as opposed to a tangible good. 

Business functions (that apply to all organizations in general)

Consulting  Customer service  Human resources administrators (providing services like ensuring that employees are paid accurately) Cleaning, patronage, repair and maintenance services  Gardeners  Janitors (who provide cleaning services)  Mechanics Construction  Carpentry  Electricians (offering the service of making wiring work properly)  Plumbing Death care  Coroners (who provide the service of identifying cadavers and determining time and cause of death)  Funeral homes (who prepare corpses for public display, cremation or burial) Dispute resolution and prevention services  Arbitration  Courts of law (who perform the service of dispute resolution backed by the power of the state)  Diplomacy  Incarceration (provides the service of keeping criminals out of society)  Law enforcement (provides the service of identifying and apprehending criminals)  Lawyers (who perform the services of advocacy and decisionmaking in many dispute resolution and prevention processes)  Mediation  Military (performs the service of protecting states in disputes with other states)  Negotiation (not really a service unless someone is negotiating on behalf of another) 

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Education (institutions offering the services of teaching and access to information)  Library  Museum  School  Coaching Institute Entertainment (when provided live or within a highly specialized facility)  Gambling  Movie theatres (providing the service of showing a movie on a big screen)  Performing arts productions  Sexual services  Sport  Television Fabric care  Dry cleaning  Laundry Financial services  Accountancy  Banks and building societies (offering lending services and safekeeping of money and valuables)  Real estate  Stock brokerages  Tax services  Valuation Foodservice industry Health care (all health care professions provide services) Hospitality industry Information services  Data processing  Database services  Interpreting  Translation Personal grooming

Body hair removal  Dental hygienist  Hairdressing  Manicurist / pedicurist Public utility  Electric power  Natural gas  Telecommunications  Waste management  Water industry Risk management  Insurance  Security Social services  Social work  Childcare  Elderly care Logistics  Transport  Warehousing  Stock management  Packaging 

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FIELD OF EDUCATIONAL SERVICE AND SCOPE The Educational Services Industry is composed of establishments that provide instruction and training on a wide variety of subjects. These institutions, including schools, colleges, and universities and training centres, are either privately or publicly owned. Private institutions may be further classified as "for-profit" or "not-for-profit". We report on publicly traded, for-profit schools that have a focus on post-secondary education. According to the most recent data provided by the U.S. Department of Education, post-secondary education is being provided to about 18.2 million students. Of that population, some 1.4 million are receiving their education through for-profit schools.

INDUSTRY DYNAMICS Educational Services is widely considered a counter-cyclical industry. That is to say, typically, when the economy is doing poorly and unemployment is rising, more working adults, as their career prospects start to dim, decide to upgrade their education. This, in turn, leads to higher enrolment and increased profit at the schools. We note that traditional undergraduate education for young students is generally non-cyclical. Culinary arts schools, however, can be labelled as moderately cyclical. Also, certain types of educational institutions do perform largely in sync with the broader economy. For example, providers of information technology instruction benefit in good times, when companies are likely to boost related investment. There is a growth element to this industry. Education companies are reporting a trend of rising demand from working adults. More and more employers are requiring college degrees for a greater range of jobs. Enrolment rates are tracking higher at most schools. To an 18-year old, thinking about the future, or a 30-year old without a college degree, looking for a career boost, diplomas are becoming the standard rather than the exception. PROFIT GENERATION Schools are seeing improving enrollment rates in both the traditional and online formats. Traditional schooling caters to young students that have just graduated from high school. Online instruction is more tailored to working adults who prefer to attend classes at evening time or during weekends. Web classes typically carry higher margins than the traditional classroom setting, since professors can connect to a significantly larger number of students and there are no direct brickand-mortar costs. Globalization also augurs well for the industry. Due to global outsourcing, there is increasing pressure on workers in developed countries to enhance their skills. There are two other important trends running in the industry's favour. As the U.S. continues to transition from a manufacturing-based economy to one heavily reliant on the service sector, for-profit educators stand to gain from offering courses in information

technology, healthcare and business management. And, companies have the opportunity to tap an enormous under-educated segment of the world population. Lucrative markets include China, Brazil and other developing nations. A few educators have already established beachheads in promising overseas regions. Regulation and Competition Companies in this industry adhere closely to the Higher Education Act. Compliance with the Act is critical to maintain accreditation; it provides the ability to operate in various states. Accreditation allows a school's students to apply for financial aid under Title IV (low income) of the Act, the Pell Grant, and the G.I. Bill. This is important since a majority of students receive some sort of aid. Notably, the Act, and other regulation, has been fairly successful in shutting down and prohibiting "diploma mills", thus ensuring a fairly high overall quality of instruction. Competition among these schools for prospective students is intensifying. Expenses of new-student leads and marketing continue to rise. Barriers to entry in this industry are significant. It is very expensive for a potential market entrant to build a school from scratch. The start-up phase can be difficult, especially without a substantial government-supported student base. Also, IT investment can be complex and quite costly, particularly for online operations. Financial constraints can limit a school's ability to expand. Schools prefer to tap the equity market, when their share prices are at elevated levels, rather than issue debt.

COMPANY PROFILE ABOUT WHIZDOM EDUCARE PRIVATE LIMITED: We, WHIZDOM, are one of the top engineering and medical coaching institutes based out in Delhi NCR. Being a pioneer coaching institute in the capital city, we carve the future of students passed out of their Xth and XIIth examinations successfully and want to prepare for the medical and engineering exams (IIT-JEE) for future. Apart from that, we also give the best teaching for the Foundation and Crash Courses for VIIIth to XII level students. In such courses, students will learn about how to prepare for competitive exam related topics like Math, English, Science, Physics, Chemistry etc., and get good marks in the test. Thus, our aim is to provide with the best-in-class coaching to all level students and help them get their career goals with ease. We take pride to be a top medical coaching institute in Delhi, which has a good track record of finest medical coaching results delivered in the past few years. We provide the highest standard coaching for medical entrance examinations like Pre All India Medical Test, CBSE PMT, AIIMS, MBBS and many more. Our coaching centre is known for providing the optimum teaching for entrance tests conducted by top

medical colleges in India and abroad. We help the students to prepare for all medical entrance exams in a very systematic way and beat in the competition to grab top-ranking in the merit list. Moreover, we are going to conduct the best medical MBBS entrance exams classes in 2018-2019 for the students seeking for medical preparation for the same year. For this, we are providing best teaching methology/Aid along with skilled faculty to teach them in a right way.

AIM/MOTIVE OF WHIZDOM EDUCARE: Our main aim and basic motive for establishing WHIZDOM EDUCARE PVT. LTD. is to provide quality education through highly qualified, trained, experienced and motivated GURUS from all walks of life. I personally believe that the “Destiny of a nation is shaped within the four walls of a classroom” . It is the supreme art of the GURU to awaken the joy in creative expression and imparting knowledge to the students. I’m of the opinion that “A teacher holds a hand, opens a mind, touches a heart and ultimately shapes the future of a student”. We have developed programs in such a manner that it takes care of Boards preparation, JEE-Mains & JEE-Advanced and PMT, all under one roof. You do not require any additional help to take care of school/Boards curriculum. It will be a wholesome program for students aspiring to become quality engineers & doctors. We, at WHIZDOM will be more than willing to offer scholarships to meritorious aspirants. We will help them to fulfill their dreams of achieving success in life. We assure to one and all that every earnest effort would be put into imparting quality education through innovative ways and constant

research and development for upgrading teaching methodology and study material.

CHAIRMAN OF WHIZDOM EDUCARE C.P SHISHODIYA WHIZDOM ADVANTAGE: 1. BEST FACULTY A Guru is the one who delivers/imparts knowledge to the seeker. A guru can achieve the status of a renowned guru, when he posses the right qualification, experience and competence. He is a person who takes keen interest in uplifting the skills of student(s) and he derives pleasure in the little success of each of his/ her students. The core competence of the guru, his enthusiasm and his motivational skills will make him a top-notch subject expert. A person who provides a free learning environment and an open platform for dialogue between the seeker and controller of the class, is worthy of being called a GURU. He is a strong and a dependable individual, who gives adequate time in the classroom to develop right 'THINKING SKILLS' in the student(s). The GURUS believe in simple philosophy "Take care of smaller things in life to accomplish big results". They believe that if the process to do a particular task is right, you will definitely achieve the desired end result. 2. PATTERN PROOF STUDY MATERIAL: Study material is one of the best ways to judge about the institute's claim of being best in the business. You are advised to go through the

content writing of different institutes and then it will help you to take a decision of joining an institution. We have written our study material with years of experience of teaching different types of students in different parts of the country. All new ideas and concepts developed by us have become an integral part of our study material. It's not unlike other study materials that contain so much of irrelevant information that blow the students away because it wastes a lot of their valuable time. Our study packages would be relevant for both an average learner and the bright learner. The study package is made pattern-proof, which implies that it is helpful for the current trends of IIT – JEE (now JEE-Main & Advanced). It will also take care of any future changes in the pattern of competition examinations in our country. The salient features of our study package are : (a) Detailed relevant theory in lucid & understandable language. (b) Theory interspersed with Illustrations. (c) Answer of the illustrations involves strategy, the solution and conclusion/comment (if any). (d) Self practice tests at adequate intervals comprising of basic problems. (e) Summary of the entire theory. (f) Solved concept building problems of objective as well as subjective type. (g) Graded exercises of CBSE, JEE-Mains, JEE-Advanced and earlier competitive examination problems. (h) Answer to all the problems of the exercises.

The team members involved in research and development of our study material are accomplished writers, who have written & designed the study material of other premier institutions of the country. You will not require any other support material if you follow Whizdom's study material religiously & judiciously. 3. TESTING METHODOLOGY : The knowledge gained by the students have to be evaluated and accordingly upgraded. This can be done by regular progressive tests and phase tests comprising of CBSE-pattern JEE-Mains and JEEAdvanced pattern or PMT pattern. The testing will be done at regular intervals to know the extent of knowledge assimilation by the student(s). 4. PERFORMANCE ANALYSIS : The appearing in tests merely has no meaning unless and untill it is backed by analysing student performance and learning from the mistakes committed by you. Analysis would be detailed showing the topics you are good at or not so good at, number of questions attempted correctly/incorrectly, your performance in different sections of the test paper etc. The analysis of the test paper will let the student know about the mistake he/she has committed so that in future it can be avoided. 5. STUDENTS’ DOUBT REMOVAL FACILITY (SDRF): In case a student came late to the class for some reason or has not attended one or two lectures on a given topic in a subject, he can get the notes photo copied from one of his/her classmate & then go to SDRF in the library. A faculty member will be available to clear your doubts to satisfaction. You can also study in the library, any book which interests you and you find easy to follow. All standard well known texts will be available to students for reference. 6. ENABLED INFRASTRUCTURE: For effective learning of fundamentals, the GURUS are the most important but the environment in which the student studies, is no less

important. We are providing ultra purified air – conditioned classrooms, germ-free water, well-lit rooms and wider classrooms. 7. WHIZDOM’S ALL INDIA TEST SERIES (WAITS): WAITS gives you an opportunity to test your performance against other students preparing for JEE-Mains, JEE-Advanced or PMT. It gives you a chance to rectify the mistakes that you would make and also updates any loopholes in the existing knowledge that you possess. The All India Test Series will be conducted for class XI students as well as for class XII students. The test papers will have problems of the JEE (Mains), JEE (Advanced) type or PMT, so that the exact environment of JEE/PMT can be simulated. The tests are designed to develop the right examination temperament for JEE (Mains), JEE (Advanced) and PMT. Feedback on your performance in the test will be sent to you through mail to your E-mail Id (provided by you) and the analysis of the same will lead you to a more effective result oriented approach.

CHAPTER 2: ROLE OF CONSUMER BEHAVIOUR ON BUISNESS OF THE FIRM: