BUYING BEHAVIOUR OF CONSUMER REGARDING CUTLERY IN MODERN TRADE

Presented by

IMRAN AHAMAD

MBA- 3RD SEM

JIM, VASUNDHARA

COMPANY PROFILE

FNS INTERNATIONAL PRIVATE LIMITED

FnS International, the innovator and pioneer in cutlery segment has changed the way people used to perceive cutlery. Since its inception in 2005,FnS has made every scoop and bite an exotic experience. FnS revolutionized cutlery industry by giving it its own share of imagination & art. With a Wide range of cutlery designs FnS is the market leader in cutlery segment. FnS makes cutlery that compliments the festivals and celebrations, special cutlery sets for kids with designs matching their moods. Today FnS is recognized as a symbol for highest quality and innovation.

OBJECTIVES OF THE STUDY

1.To study the cutlery market in Delhi / NCR in modern trade.

2.To understand the buying behaviour of consumer regarding cutlery in modern trade .

3.To understand the key features which attracts them , when they are buying cutlery .

RESEARCH METHODOLOGY

Research methodology is a systematic process to gain new knowledge. It will be successful with the help of two terms

(1) Research (2) Method

Research: - It is a systematic process of exploring actual persons and groups, focused primarily on their experience within their social worlds, inclusive of social attitudes and values, the mode of analysis of these experiences which permit stating position in the form.

Method: - According to this process what method we use to achieve our objective of research we use two types of research in collection of data:

Primary data: - It may be described as those data that have been observed and recorded by the researchers for the first time to their knowledge

Example: - Survey, Questionnaire etc.

Secondary data: - This type of data is collected with the help of secondary resources for its own use and later same data is used by the organisation.

Example: - Books, journals etc.

 

** In this research study, Descriptive research design has been used**

SAMPLE SIZE - 170

1.HOW OFTEN DO YOU BUY CUTLERY?

A. ONCE IN A SIX MONTH

B.ONCE IN A 12 MONTH

C. ONCE WITHIN 2 YEARS

D.MORE THAN 2 YEARS

24; 14%

109; 64%

20; 12%

17; 10%A ONCE IN A SIX MONTHB ONCE IN 12 MONTHC ONCE WITHIN 2 YEARSD MORE THAN 2 YEARS

2.HOW DID YOU GET THE LATEST SET OF CUTLERY IN YOUR HOME ?

A.BOUGHT YOURSELF

B. BOUGHT BY MOTHER/PARENTS

C. RECEIVED AS A GIFT IN MARRIAGE.

D. RECEIVED AS A GIFT AT ANY OTHER OCCASION. 163; 96%

6; 4%1; 1%

A BOUGHT YOURSELFB BOUGHT BY MOTHER/PARENTSC RECEIVED AS A GIFT IN MAR-RIAGED RECEIVED AS A GIFT AT ANY OTHER OCCA-SION

3. FROM WHERE DO YOU PURCHASE CUTLERY ?

A. LIFE STYLE

B. SHOPPERS STOP

C. BIG BAZAAR

D. ANY OTHER STORE

E. TRADITIONAL RETAILER/ LOCAL SHOP

LIFE

STYLE

SH

OPPER

S S

TO

P

BIG

BA

ZA

AR

AN

Y O

TH

ER

STO

RE

TR

AD

ITIO

NA

L R

ETA

ILER

/LO

CA

L SH

OP

A B C D E

0

10

20

30

40

50

60

7067

40 39

2

35

Series1

4. WAS IT A PLANNED PURCHASE OR YOU PICKED IT RANDOMLY ?

A.PLANNED

B. RANDOM

79; 46%91; 54% A PLANNED

B RANDOM

5. HOW MANY SETS OF CUTLERY YOU HAVE AT HOME ?

A. ONE

B. TWO

C. MORE THAN 22; 1%

18; 11%

150; 88%

A ONEB TWOC MORE THAN 2

6. DO YOU HAVE SEPARATE CUTLERY FOR YOUR GUESTS ?

A. YES

B. NO

163; 96%

7; 4%

A YESB NO

7.WHAT AMOUNT YOU SPEND LAST TIME ON CUTLERY SET ?

A. LESS THAN 500

B. 500-1000

C. 1000-1500

D. 1500-2000

E. 2000-2500

F. 2500-3000

LESS T

HA

N 5

00

500-1

000

1000-1

500

1500-2

000

2000-2

500

2500-3

000

A B C D E F

0

10

20

30

40

50

60

2

17

36

40

60

15 Series1

8.HAVE YOU EVER PURCHASED CUTLERY ALONG WITH YOUR CROCKERY ?

A. YES

B. NO

35; 21%

135; 79%

A YESB NO

9. WHICH FEATURES ATTRACTS YOU MORE WHEN YOU ARE BUYING CUTLERY ?

A.PRICE

B. DESIGN

C. FINISH

D. PACKAGING

E.QUALITY

F.MATCHING WITH CROCKERY DESIGN

G. BRANDPR

ICE

DESIG

N

FIN

ISH

PA

CK

AG

ING

QU

ALI

TY

MA

TC

HIN

G W

ITH

CR

OC

KER

Y D

ESIG

N

BR

AN

D

A B C D E F G

0

10

20

30

40

50

60

5

50

40

0

53

2

20

Series1

10. NAME THE BRANDS OF CUTLERY YOU HAVE HEARD ?

A. FNS

B. CRYSTAL

C. SHIELD

D. VINOD

E.VENUS

F. LAUPALA

G. KISHCO / TRINITY

H. DON’T KNOW

FNS

CR

YSTA

L

SH

IELD

VIN

OD

VEN

US

LAU

PA

LA

KIS

HC

O/T

RIN

ITY

DO

N'T

KN

OW

A B C D E F G H

0

10

20

30

40

50

60

70

80 74

28

6 72 2

10

56

Series1

11. HAVE YOU HEARD ABOUT FNS ?

A. YES

B. NO

74; 44%

96; 56%

A YESB NO

12. IF YES, FROM WHERE ?

A. RELATIVES AND FRIENDS

B. TRADITIONAL RETAILER

C. INTERNET

D. FLOOR STAFF

E. NEWS PAPER

F. MAGAZINES

RELA

TIV

ES A

ND

FR

IEN

DS

TR

AD

ITIO

NA

L R

ETA

ILER

INTER

NET

FLO

OR

STA

FF

NEW

S P

APER

MA

GA

ZIN

ES

A B C D E F

0

10

20

30

40

50

60

12

0 2

55

4 2

Series1

FINDINGS

1.No doubt, FNS is the no. 1 brand in the cutlery segment.

2. Purchasing Cutlery is a random process .

3.Most people are not aware of the FNS brand.

4. Consumer love choices but FNS is having only one design in Big bazaar.

5. While purchasing cutlery, most consumer do not look for Brand , but they look for innovating design , finish and quality.

6. Customers believe that cutlery is not an ideal gift for marriages.

RECOMMENDATIONS

1. FNS , needs to bring more design in their archery .

2. As , we have seen that buying cutlery is a random process , therefore

FNS needs to place their running meters where maximum foot fall exists.

3. Most of the respondents are not aware about the FNS brand so Advertisement regarding , the importance of cutlery at dining table along with the additional status symbol it adds when people use branded cutlery like FNS needs to be done.