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MBA Project Consumer Behaviour Chapter1

The MBA project report examines consumer behaviour and its impact on marketing strategies, focusing on the psychological, cultural, and social factors influencing purchasing decisions in India. It identifies the gap between consumer expectations and marketing execution, aiming to provide insights for marketers to enhance their strategies. The study is significant for businesses and policymakers, particularly in understanding the role of digital marketing and post-purchase behaviours in consumer loyalty and satisfaction.

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11 views3 pages

MBA Project Consumer Behaviour Chapter1

The MBA project report examines consumer behaviour and its impact on marketing strategies, focusing on the psychological, cultural, and social factors influencing purchasing decisions in India. It identifies the gap between consumer expectations and marketing execution, aiming to provide insights for marketers to enhance their strategies. The study is significant for businesses and policymakers, particularly in understanding the role of digital marketing and post-purchase behaviours in consumer loyalty and satisfaction.

Uploaded by

musarafali24
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MBA PROJECT REPORT

Title: A Study on Consumer Behaviour and Its Impact on Marketing Strategies

Student's Name: SK MUSARAF ALI

University: Suresh Gyan Vihar University (DE)

Enrollment No: SGVU45D4112396117


CHAPTER 1: INTRODUCTION

1.1 Background of the Study


Consumer behaviour is a key area in marketing that helps businesses understand
the processes individuals or groups go through in selecting, using, and disposing of
goods and services. With globalization, digitalization, and increased competition,
understanding the psychological, cultural, and social factors that influence buyer
decisions has become more important than ever. This chapter outlines the study's
background, objectives, questions, and scope.

1.2 Problem Statement


Despite the abundance of marketing tools and technologies, many companies
struggle to convert interest into action. Marketers often lack insight into what drives
a consumer to choose one product over another, especially in a competitive and
rapidly evolving marketplace like India. The core problem is the gap between
consumer expectations and actual marketing execution.

1.3 Research Objectives


- To examine the psychological, personal, and social factors influencing consumer
behaviour
- To assess the impact of digital marketing on consumer decision-making
- To identify key post-purchase behaviours including loyalty and satisfaction
- To provide marketing recommendations based on findings

1.4 Research Questions


- What are the major factors influencing purchasing decisions among Indian
consumers?
- How does digital marketing (e.g., social media, ads, influencers) affect consumer
behaviour?
- What post-purchase behaviours reflect brand loyalty and satisfaction?

1.5 Hypotheses
H1: Psychological and social factors significantly influence consumer buying
behaviour.
H2: Digital marketing campaigns positively impact consumers' brand perception.
H3: Post-purchase satisfaction increases repeat buying and loyalty.
1.6 Significance of the Study
This study is significant for marketers, businesses, and policy makers as it provides
an updated view of consumer expectations in a digital economy. It also helps
companies align their strategies with real consumer insights.

1.7 Scope and Limitations


This study focuses primarily on Indian consumers, specifically in urban and semi-
urban regions. It is limited by its reliance on self-reported data, which may contain
biases, and by its time frame of data collection.

1.8 Operational Definitions


- Consumer Behaviour: Activities associated with the purchase and use of goods.
- Digital Marketing: Online marketing using social media, SEO, etc.
- Post-Purchase Behaviour: Actions taken after buying, such as review writing or
product returns.

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