PROJECT REPORT

ON
Consumption pattern of Indian
duration festivals

Consumers

Submitted under partial fulfillment of the course

Post Graduate Diploma in Management
(SESSION: 2012-2014)
SCHOOL OF MANAGEMENT SCIENCES, LUCKNOW

ACADEMIC GUIDE
Mr. Satyajeet Asthana

SUBMITTED BY
Kumari Baby
PGDM 2nd Semester
PG/12/05

DECLARATION
I Kumari Baby D/o Mr. Ramshankar declare that project report title
Consumption pattern of Indian Consumers duration festivals is
based on my project study. This project is my original work and this
has not been used for any purpose anywhere

Kumari Baby
(PGDM 2ND SEM).

ACKNOWLEDGEMENT
No project report ever reflects the efforts of a single individual.
The report owes its existence to the constant support and guidance
of a number of people. I am grateful to all of them.
I would like to thank all the respondents for giving their valuable
time and providing useful insight into finer aspects of retailing and
the latest trends.
I am also grateful to all those who have either directly or indirectly
contributed towards the completion of the project, for their support
and encouragement.
Kuma
ri Baby
PGD
M, II Sem.

TABLE OF CONTENT:
INTRODUCTION
OBJECTIVES
LITERATUREVIEW
RESEARCH METHODOLOGY
DATA ANALYSIS
FINDINGS
CONCLUSION
LIMITATION
BIBLIOGRAPHY

INTRODUCTION
This report is focused towards the consumer preferences and choices during
festivals. We know that India is vast country with so many languages and culture
followed by people.

There are so many festivals that are celebrated around the country and it has been
noted that, Indian people consider festivals as appropriate time for major and
special purchase.
[Shubh samay].

This study deals to find out purchase behavior of Indian consumer during festivals

OBJECTIVES

We are trying to find out how Indian consumer reacts or behave at the time
of festivals and their shopping of priority.
To find out industries or product wise preferences of Indian consumer during
festival.
In this study we are actually focus on six types of industries and their
products.

White goods Industries

Jewelry Industries

Garments Industries

Real Estate Industries

Food Industries

Literature view
During festivals people considered wide variety of products which falls under different
industry. Various industries and their preferred product are explained below:-

White Goods
A major appliance, or domestic appliance, is usually defined as a large machine which
accomplishes some routine housekeeping task, which includes purposes such as cooking,
or food preservation, whether in a household, institutional, commercial or industrial
setting. An appliance is differentiated from a plumbing fixture because it uses an energy
input for its operation other than water, generally using electricity or natural gas/propane.
An object run by a watermill would also be considered an appliance. The term white
goods or white ware is also used for these items, primarily where British English is
spoken, although definitions for the term "white goods" can differ. In the United States,
the term white goods more commonly refer to linens rather than appliances.
Major appliances have become more technically complex from the control side recently
with the introduction of the various Energy Labeling rules across the world. This has
meant that the appliances have been forced to become more and more efficient leading to
more accurate controllers in order to meet the regulations.
Major appliances are differentiated from small appliances because they are large, difficult
to move, and generally fixed in place to some extent. They are often
considered fixtures and part of real estate and as such they are often supplied to tenants as

part of otherwise unfurnished rental properties. Another frequent characteristic of major

appliances is that they may have substantial electricity requirements that necessitate
special wiring to supply higher current and/or voltage than standard electrical outlets can
deliver. This limits where they can be placed in a home

Major appliances may be roughly divided as follows:

A.

B.

Refrigeration Equipment

Freezer

Refrigerator

Stoves

Cooker, (also known as range, stove, oven, cooking plate, or cook top)

Microwave oven

C.

Washing Equipment

Washing machine

Clothes dryer

Drying cabinet

Dishwasher

D.

Miscellaneous

Air conditioner

Water heater

Computer

Television

Some Industry related practical facts during Festivals:

Arvind Uppal, managing director, Whirlpool India, reckons the weak consumer sentiment
is more exaggerated than the ground reality. "We expect demand will pick up during
festive season, but we have learnt not to live in hope. We are drawing strategies to
outperform the market to grow by 15-20% during this period," he said.

Both Whirlpool and Panasonic have lined up gifts with every purchase, while Korean
major Samsung is offering bundled offers with its premium product range such as flat
panel televisions and side-by-side refrigerators.

These marketers are also going easy on passing increased costs in raw materials to the
consumer. "We are holding onto prices despite input cost pressure," says Mahesh
Krishnan, vice president, Samsung India; he expects consumer sentiment to improve and
his sales to grow by 25-30% during the festive period.

Jewellery Industry
Jewellery is a form of personal adornment, such as brooches, rings, necklaces, earrings,
and bracelets.
Jewellery may be made from a wide range of materials, but gemstones, metals, beads,
and shells have been widely used. Depending on the culture and times jewellery may be
appreciated as a status symbol, for its material properties, its patterns, or for meaningful
symbols. Jewellery has been made to adorn nearly every body part, from hairpins to toe
rings.
The gems and jewellery industry has an important role in the Indian economy.
Traditionally, India has been the world's largest consumer and importer of gold. Gold
dominates the Indian jewellery market and formulates almost 80 per cent of the market
share, which is followed by fabricated studded jewellery including diamond and
gemstone studded jewellery. Further, India has emerged as the largest cutting and
polishing industry for diamonds in the world. In fact, the two major segments of the gems
and jewellery business in India are gold and diamond jewellery, as per an Exim Bank
report.
India and China are driving global demand for platinum jewellery, according to Dr
Jonathan Butler, an expert on the precious white metal. Kolkata, the cultural capital of the
east, witnessed its first-ever Gem & Jewellery Regional Leadership Summit at ITC Sonar
Bangla. The event was jointly hosted by Gemological Institute of America (GIA) and the
All India Gem & Jewellery Federation (GJF).

10

Industry Structure
Indian gems and jewellery sector is expected to grow at a compound annual growth rate
(CAGR) of around 13 per cent during 2011-2013, as per a RNCOS report titled 'Indian
Gems and Jewellery Market Forecast to 2013'.
Shipments of gems and jewellery constitute 14 per cent of India's total exports, and
employ 3.4 million workers, with the Middle East taking most of the market.
Gold
India's culture and mythology embrace gold. India's traditions of unparalleled
craftsmanship and skill are exemplified by its gold jewellery manufacturing, with the
majority of pieces still made meticulously by hand. Gold with its intrinsic luster and ease
of fabrication has always been the jewellers' favorite metal. Gold jewellery forms the
backbone of the precious jewellery industry.
Kerala-based Malabar Gold and Diamonds, the flagship division of the Malabar Group of
Companies, plans to invest Rs 1,000 crore (US$ 18.77 million) to expand its retail
network to 120 outlets from the current 80 in India and abroad by December 2013.
Diamonds
Diamonds have always enjoyed a special place among precious gemstones. India has the
distinction of being one of the first countries to introduce diamonds to the world.

11

Earlier, diamond jewellery was limited to a very small elite segment of the population but
now it has found way in various segments of consumers. Besides, India has emerged as
one of the world's leading diamond cutting and polishing centers.

eForevermark, the diamond brand from the De Beers Group of companies has
partnered with Kundan Jewellers - one of the renowned jewellery house in
Mumbai, known for its traditional haute couture as their retail partner

Nakshatra has unveiled Gitanjalishop.com, the latest innovative step taken by

Gitanjali Group, the world's largest branded jewellery manufacturer-retailer. The
new premium portal brings all brands of the Group onto a single platform

Likely to come into commercial production in 2017, discovery of the Bunder diamond
project in 2004 by Rio Tinto, signals a new chapter in an alliance with Rio Tinto
presenting a unique opportunity for India to mine, manufacture and market its own
diamonds. Once developed the Bunder project is expected to place Madhya Pradesh in
the top ten diamond producing regions of the world.
Colored Gemstones
The colored gemstones segment includes remaining forms of jewellery which includes
precious gemstones like emeralds, sapphires, rubies and tanzanite; and semi-precious
gemstones like silver, pearls, etc. Traditional Indian gemologists identified around 84
precious and semi-precious stones, amongst them nine stones form the 'Navratnas or the
nine gems'.

12

Some Industry related practical facts during Festivals

The upcoming Diwali and Christmas season should witness a pick-up in demand for
diamonds and jewellery after a protracted slack period, industry officials said at a
diamond conference.
Retail demand is certainly going to grow. It has been a bit slow but the Diwali season in
India and Christmas overseas should see strong demand, Mehul Choksi, Chairman and
Managing Director, Gitanjali group, said on the sidelines of a diamond conference
organized by Rapport. The third quarter of the financial year should see strong sales for
the company, he said. According to him, the delay in Diwali festival should bring in latent
demand. This year Diwali falls on November 13.
For the countrys diamond and jewellery industry, the festival season should augur well,
according to Sanjay Kothari, Vice-Chairman, and Gem & Jewellery Export Promotion
Council (GJEPC).During the first quarter of the financial year, the industrys cut and
polished diamond exports fell by 25 per cent in rupee terms to Rs 21,902 crore, GJEPC
data said. Although a major spike in purchases is unlikely, some traction would help the
industry which has seen slackness in off take for the past few months. In a bid to drive
growth especially of diamonds the industry must focus on generic promotion of the same,
Kothari told delegates to the conference.
Apart from factors such as high prices, low liquidity in the system a major challenge
faced by the industry is the changing preference of consumers.Consumers will continue
to buy the first jewellery product but we need them to go for the second jewellery

13

purchase. In this we are seeing a downfall, said Vasant Mehta, former Chairman, and
GJEPC.At the second jewellery product purchase the competition from other goods
especially electronic goods is immensely high, he said. The global industry should sit
together to work out a campaign to drive demand worldwide, Mehta said on the sidelines
of the conference.

Garment industry
India is the worlds second largest producer of textiles and garments after China. It is the
worlds third largest producer of cottonafter China and the USAand the second
largest cotton consumer after China. The Indian textile industry is as diverse and complex
as country itself and it combines with equal equanimity this immense diversity into a
cohesive whole. The fundamental strength of this industry flows from its strong
production base of wide range of fibres / yarns from natural fibers like cotton, jute, silk
and wool to synthetic /man-made fibres like polyester, viscose, nylon and acrylic. The
growth pattern of the Indian textile industry in the last decade has been considerably
more than the previous decades, primarily on account of liberalization of trade and
economic policies initiated by the Government in the 1990s. In producer-driven value
chains, large, usually transnational, manufacturers play the central roles in
coordinatingproduction networks. This is typical of capital- and technology-intensive
industries such as automobiles, aircraft, computers, semiconductors and heavy
machinery. Buyer-driven value chains are those in which large retailers, marketers and
branded manufacturers play the pivotal roles in setting up decentralized production
networks in a variety of exporting countries, typically located in developing countries.

14

India's total textile and apparel industry size both domestic and exports is projected to
grow at a CAGR of 9.5 per cent to reach $223 billion by 2021 from the $89 billion in
2011, according to a white paper by industry body Ficci and research firm Technopak.
"India's total textile and apparel industry size is estimated at $89 billion in 2011 and is
projected to grow at a CAGR of 9.5 per cent to reach $223 billion by 2021.

Main products come under this industry classified under three broad categories;
A. Mans Wear
B. Womans Wear
C. Kids Wear

Some Industry related practical facts during Festivals

Owing to the growth in sale during the early summer season, the Indian apparel
industry anticipates good sales in the future festive period, according to a fibre2fashion
report.In the first half of 2012, the mood was very nasty. The summer season, on a
like-to-like basis over the last year, was very flat. But now, I am seeing positive signs
and I expect the clothing sector to grow by 5-10 percent year-on-year in the festive
season, Rahul Mehta, President, The Clothing Manufacturers Association Of India
(CMAI), informed.

15

He also added The economic conditions are often dictated by mood rather than reality
and the mood of the country appears to be changing. The Prime Minister taking over
the Finance Ministry has given positivity to the entire mood. There are also
expectations that FDI in multi-brand retail will be allowed. Moreover, there are
expectations that there will be reduction in interest rates. I also do not foresee any
supply crunch during the festive season as the workers strike in some textile mills in
Ahmedabad has ended. Hence, I anticipate a fairly good festive season ahead,

Real Estate Industries

Real estate is "Property consisting of land and the buildings on it, along with its natural
resources such as crops, minerals, or water; immovable property of this nature; an interest
vested in this; (also) an item of real property; (more generally) buildings or housing in
general. Also: the business of real estate; the profession of buying, selling, or renting
land, buildings or housing."
With the development of private property ownership, real estate has become a major area
of business, commonly referred to as commercial real estate. Purchasing real estate
requires a significant investment, and each parcel of land has unique characteristics, so
the real estate industry has evolved into several distinct fields. Specialists are often called
on to valuate real estate and facilitate transactions. Some kinds of real estate businesses
include:

16

Appraisal: Professional valuation services

Brokerages: A mediator who charges a fee to facilitate a real estate transaction

between the two parties.

Development: Improving land for use by adding or replacing buildings

Net leasing

Property management: Managing a property for its owner(s)

Real estate marketing: Managing the sales side of the property business

Real estate investing: Managing the investment of real estate

Relocation services: Relocating people or business to a different country

Corporate Real Estate: Managing the real estate held by a corporation to support
its core businessunlike managing the real estate held by an investor to generate
income

Within each field, a business may specialize in a particular type of real estate, such as
residential,

commercial,

or

industrial

property.

In

addition,

almost

all construction business effectively has a connection to real estate.

Professional university-level education in real estate is primarily focused at the graduate
level. Focus in towards the commercial real estate sector, primarily real estate
development or investment rather than residential real estate sales conducted by a
Realtor.

17

Some Industry related practical facts during Festivals

With the onset of festival season, the real estate market gets a boost in India. As this is an
auspicious time to make investments, a large number of fence sitters also jumps into the
fray if the options are good enough. This increases the demand for real estate units.

But, interestingly, as demand soars, instead of increasing the prices, it has been seen in
the past that developers give concessions to buyers to push sales. Even banks and finance
companies cut their interest rates, or remove the processing fees, so as to help more and
more customers close deals.

SNACKS INDUSTRY
Snacks are a part of Consumer Convenience/ Packaged Foods segment. Snack is
described as a small quantity of food eaten between meals or in place of meal. Snack
food generally comprises bakery products, ready-to-eat mixes, chips, nankeens and other
light processed foods According to the ministry of food processing, the snack food
industry is worth Rs 100 billion in value and over 4,00,000 tonnes in terms of volume.
Though very large and diverse, the snacks industry is dominated by the unorganized
sector. According to an Apeda survey almost 1,000 snack items and300 types of savouries
are sold across India. The branded snacks are sold at least25% higher than the unbranded
products. Savoury snacks have been a part of Indian food habit, since almost ages.
Though there is no particular time for snacks, normally they are consumed at teatime.

18

The variety is almost mind- boggling with specialties from all regions, which
have gained national acceptance. The industry has been growing around 10% for the last
three years, while the branded segment is growing around 25% per annum to stand at Rs
5,000-Rs 5,500crore, due to various reasons like Multiplex culture, snacking at home
while watching TV, pubs and bars (where they are served free). AC Nielsen's retail audit
shows that the large sales volumes are due to a marked preference for ethnic foods,
regional bias towards indigenous snacks and good value-for- money perception.
Of course the branded segment is much smaller at Rs 2,200 crore, which is what makes it
so attractive to food Companies that are looking at bigger shares. In the branded snacks
market, to get down to basics, Frito Lay commands a share of 45%, followed by
Haldirams at 27% and ITC at 16%.

Some Industry related practical facts during Festivals

The Snacks and sweets market in India during festival is highly unorganized, but still
some organized players enters in the same market because it offers wide range of
opportunity

No Indian festival or marriage ceremony is complete without sweets. Right from serving
to gifting, sweets foods have found their way into the homes of all Indians. And given the
increasing demand, there are brands that have maintained a market rapport with a quality
collection of sweets. Going by the online trend, you also get sweets and snack food
online no matter where you are located. Most of these brands have their own chain of
19

outlets spread across the country or franchise centres. These brands also represent the
wonderful food in India, most etching distinctive identities not only in the Indian market
but also globally.

The Indian snack industry is one of the largest when considered in the global level. As
aforementioned with rising standard of living, people are more resorting to snacks items
during breakfast, supper or any time; snacks most often take the place of meals. Right
from production, using up, export and growth prospects owing to emerging markets,
increasing demand, and incorporation of latest technologies, the snack industry in India
has witnessed a dramatic change. Ready-to-eat foods, samosas, kachoris, nankeens, chips,
are few of the snacks that are most preferred by Indians. Given the rising demand, the
snack industry is going to witness further growth in the future.
If you are looking for franchise business opportunities in the snack industry that also
encompasses sweets, you can go online and look for such deals. You can also visit the
corporate sites of the leading brands to find out if franchise business opportunities are
offered or not. It is like starting your own business especially a lucrative business. The
greatest advantage of purchasing a franchise is that you become your own boss but
representing an already established brand. So, you need not create a market as the market
is already created for you!!

This year we have developed five special festive snack packages ready to be launched in
one week from now,'' Frito-Lay India Managing Director Manu Anand said here today.

20

With the introduction of these variants, which will be priced at Rs 50, Rs 100 and Rs 150,
the company expects its sales to go up substantially during the festivals, he added.

21

Fig (a) Some Festive offers (example)

From the above secondary data we find that, purchasing pattern of consumers
during festivals are very much different as compare to their normal purchase, and
this is the only reason, why different industries offers lot of special purchase options
during festivals.

This is nothing but the seasonal variation and we are going to study the effect of this
seasonal variation on the purchase behavior of consumer.

RESEARCH METHOLOGY

22

Research methodology is a way to systematically solve the research problem.

when w e t a l k o f r e s e a r c h m e t h o d o l o g y w e n o t o n l y t a l k o f r e s e a r c h
m e t h o d s b u t a l s o considers the logic behind the methods we use in the
context of our research studies and explain why we are not using the other methods
so that research result are capable of being evaluated either by the researcher himself or
by others. The purpose of this section is to describe the methodology carried out to
complete the work. The methodology plays dominant role in any research methodology.
The effectiveness of any research work depends upon the correctness and
effectiveness of the research methodology.
1. DATA COLLECTION
Data is defined as raw facts that need to be processed so that information
is produced. For achieving useful results it is necessary to collect accurate data. If the
data on which our generalizations are based are not correct it would be impossible to
arrive at accurate and vital conclusions. For getting the useful results of the
research its very necessary to consider methods of collecting data and the
quantity of information they be expected to produce .

KINDS OF DATA COLECTIONS

PRIMARY DATA

SECONDARY DATA

23

Primary data

Primary data are those, which are collected for a specific purpose directly
from the field of enquiry and thus original in nature. The authorit ies
themselves publish such d a t a s u c h a s g o v e r n m e n t ; c i v i l b o d i e s , t r a d e
a s s o c i a t i o n s e t c . a n d t h e y a r e a l s o responsible for their collection.
Individuals such as economists and institutions like banks etc. Can collect
primary data for a specifi c purpose directly from the field of enquiry by
engaging trained investigators. A data which is collected very first time to a
specific purpose not have been use for any other purpose is called primary data.

24

METHODS OF COLLECTING PRIMARY DATA

QUESTIONNAIRE
SAMPLE
PERSONAL INTERVIEW
SCHEDULES

Secondary data:

Secondary data are such numerical information, which have been for
a l r e a d y collected by some agency for a specific purpose and are
subsequently compiled from that source for application indifferent connection.

METHODS OF COLLECTING SECONDRY DATA

INTERNET
MAGAZINE
ANY PRIOR REPORT OF THE COMPANY
NEWSPAPER

SAMPLE DESIGN

DATA

Primary data

25

RESERCH DESIGN

Descriptive research design

FORMAT OF DESIGN

Questionnaires

SAMPLE SIZE

100 Employees

AREA OF STUDY

Lucknow

DATA COLLECTION METHOD

Through questionnaires

DATA ANALYSIS

[A] Individual Analysis

[B] Cross tab Analysis

Individual Analysis
26

1. Profession By breakup :

Profession
Cumulative
Frequency
Valid

Any other

Percent

Valid Percent

Percent

11.9

11.9

11.9

Businessman

13

22.0

22.0

33.9

Salaried

12

20.3

20.3

54.2

Student

27

45.8

45.8

100.0

Total

59

100.0

100.0

2. Classification according to number of family

Members in family
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

1to5

1.7

1.7

1.7

10.2

10.2

11.9

2 to 5

37

62.7

62.7

74.6

More than 5

15

25.4

25.4

100.0

Total

59

100.0

100.0

27

3. Most celebrated festival

28

Festival you celebrate

Cumulative
Frequency
Valid

Diwali

Percent

Valid Percent

Percent

32

54.2

54.2

54.2

Durga pooja

6.8

6.8

61.0

Eid

1.7

1.7

62.7

Holi

20

33.9

33.9

96.6

3.4

3.4

100.0

59

100.0

100.0

Ramnavmi
Total

4. Decision making auhority

29

Decision maker
Cumulative
Frequency
Valid

5.

Percent

Valid Percent

Percent

Female

22

37.3

37.3

37.3

Male

37

62.7

62.7

100.0

Total

59

100.0

100.0

Purchase made for

Product purchase for
Cumulative
Frequency

Valid

Percent

Valid Percent

Percent

Another

12

20.3

20.3

20.3

Family

36

61.0

61.0

81.4

Youself

11

18.6

18.6

100.0

Total

59

100.0

100.0

30

6. Annual Earning
Annual earning
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

1-2L

10

16.9

16.9

16.9

2-4L

5.1

5.1

22.0

Above 5 lakh

15.3

15.3

37.3

Below 1 lakh

6.8

6.8

44.1

Nill

33

55.9

55.9

100.0

Total

59

100.0

100.0

31

7. Purchase planning period

Start purchasing
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

15 days

17

28.8

28.8

28.8

1week

26

44.1

44.1

72.9

20 days

16

27.1

27.1

100.0

Total

59

100.0

100.0

32

8.

Purchase consideration

Purchase Consideration
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Any other

11

18.6

18.6

18.6

Price and offer

20

33.9

33.9

52.5

Quality

28

47.5

47.5

100.0

Total

59

100.0

100.0

33

9. Preferance of Electronic industry during festival

Statistics
Electronic (product)
N

Valid

59

Missing

Mean

3.05

Median

3.00

Mode

10. Preferences of jewelry industry during festival

Statistics
Jewelry
N

Valid

59

Missing

Mean

2.97

Median

3.00

Mode

11. Preference of Real estate industry during festival

Statistics
Real Estate
N

Valid
Missing

59
0

Mean

3.95

Median

4.00

Mode

34

12 Preference of Garments industry during festival

Statistics
Cloths
N

Valid

59

Missing

Mean

3.07

Median

3.00
1a

Mode
a. Multiple modes exist. The smallest value is shown

13 Preference of Beauty and Cosmetics industry during festival

Statistics
Cosmetics
N

Valid

59

Missing

Mean

3.76

Median

5.00

Mode

14 Preference of Sweets and Confectionary industry during festival

Statistics
Sweets
N

Valid
Missing

59
0

Mean

2.85

Median

2.00

Mode

15. Amount of Expenditure during Festival.

35

Income spent
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

10 % of income

11

18.6

18.6

18.6

20% of income

11

18.6

18.6

37.3

40% of income

15.3

15.3

52.5

Nill

28

47.5

47.5

100.0

Total

59

100.0

100.0

16. Shopping medium

36

Kind of shooping
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Offline shopping

42

71.2

71.2

71.2

Online shopping

17

28.8

28.8

100.0

Total

59

100.0

100.0

37

Cross-Tab Analysis

1. Between No. of Family Members and Decision maker

Members in family * Decision maker Cross tabulation

Count
Decision maker
Female
Members in family

Male

Total

1to5

2 to 5

18

25

43

11

15

22

37

59

More than 5
Total

2. Festival celebrated and Income spent

Festival you celebrate * Income spent Cross tabulation
Count
Income spent

Festival you
celebrate

10 % of

20% of

40% of

income

income

income

Nill

Total

Diwali

18

32

Durga

Eid

Holi

20

Ramnavmi

11

11

28

59

pooja

Total

3. Kind of Shopping and purchase consideration

38

Purchase Consideration * Kind of shopping Crosstabulation

Count
Kind of shopping
Offline shopping Online shopping
Purchase Consideration

Any other

Total

11

Price and offer

15

20

Quality

20

28

42

17

59

Total

4. Festival celebrated and Purchase made for

Festival you celebrate * Product purchase for Crosstabulation

Count
Product purchase for
Another
Festival you celebrate

Total

Family

Yourself

Total

Diwali

23

32

Durga pooja

Eid

Holi

11

20

Ramnavmi

12

36

11

59

5. Festival celebrated and Purchase planning

39

Festival you celebrate * Start purchasing Crosstabulation

Count
Start purchasing
15 days
Festival you celebrate

Total

1week

20 days

Total

Diwali

16

32

Durga pooja

Eid

Holi

20

Ramnavmi

17

26

16

59

FINDINGS

40

 Chunk of the respondents around 45 % are students,

22% are businessman, 20 % are salaried and 11 %
have other profession.
Around 63% of families consist of 2-5 members.
Diwali and Holi emerged as (from our survey) most
celebrated

festival

in

India,

covers

nearly

88%

responses.
During festival 61% purchase made is for family
purpose, 18% for individual purpose and 20% for any
other.
For

the

planning

of

purchase

most

of

the

respondents around 44% consider one week time is

sufficient.
47% of respondent consider quality as a major factor
for purchase consideration, while 33% consider price
and offer and 18% consider other things.
Priority wise sweets and food items considered as
most important product during festival with a mean
score of 2.85.

41

 While

real

considered

estate
as

with

least

mean

interested

score

of

industry

3.59

during

festival.

Garments and Electronics industry with a mean

score of 3.05 performs mediocarly during festival.

On the expenditure point of view around 53% of

people spend in between 10 to 40% of their income
Most of the people (according to survey) consider
offline shopping medium with a score of 71%.
In most of the cases decision maker for purchase
during festival are male member of the family, but in
case of nuclear family (2-5 members) female member
also have participation.
Around 72 % of people consider Holi and Diwali at
right time for purchase.
During Diwali, around 1/3 of people spend 10 to 20%
of their income on festival purchase.
In case of offline shopping or online shopping quality
is the major factor for purchase consideration,

42

CONCLUSION
From our survey we found or we can conclude that,
the purchase behavior of Indian consumer during
festivals shows seasonal shift.

During Diwali, Holi, Eid or any other festival

every person, from lower grade to upper grade; from
student to business man; from children to adult,
wants

to

buy

something.

Therefore

various

companies plan special offer or festive offer and

strategies to tap this positive seasonal variation.

43

Limitation
1. The data collected through questionnaire consist
mainly of students, due to which at some points
survey analysis becomes irrelevant.
2. Cost Limitation: Due to lack of funds we manage
only to collect data from nearby area.
3. Time Limitation
4. Prediction of consumer behavior is qualitative
analysis

and

measuring

quality

is

itself

limitation.

44

5. Knowledge limitation: Due to lack of knowledge

(as this is a second semester project )

some

point, which may explain research study in better

manner, are not covered.

BIBLIOGRAPHY
Marketing Management by Philip Kotler
Marketing Research by G.C Beri
Marketing Research by Malhotra and Das
Web sources:
1. Various industry related reports from
various links.

45

Annexure I
QUESTIONNAIRE *
Name...........................................................
no.....................................

Contact

Email

Id...............................................................
Q.1 What is your profession ?
(a) Salaried employed (b) Business man (c) Student (d) Any other
Q.2 Are you married ?
(a) Yes (b) No
Q.3 How many member are there in your family?
(a) 2 (b) 2 to 5 (c) More than 5
Q.4 Name two festivals that you celebrate?
(a)..................................................... (b)..................................................
Q.5 Who take major decision on buying in your family during festival ?
(a) Male head of family (b) Female head of family
Q.6 During festival you buy product for ?
(a) Yourself (b) Family (c) Another
Q.7 What is your earning (annual)?
(a) Below 1 lakh

46

(b)Below 1 to 2 lakh
(c) Below 2 to 4 lakh
(d) Above 4 lakh
Q.8 Before how many day you start purchasing for festivals?
(a)1 week (b)15 days (c) 20 days
Q.9 What are things which you consider during the shopping for your
products in festivals?
(a) Quality (b) Price & offer (c)Any other
Q.10 Give ranking on the scale product are: (1-Highest to 6- Lowest)
(a) Electronic product ( T.V. , Refrigerator & Laptop etc)
(b)Jewelry
(c)House & Loan
(d)Clothes
(e)Cosmetics
(g)Sweets
Q.11 How much you spent during the last festival that you celebrated ?
(a) 10% of your income
b) 20 % of your income
(c) 40 % of your income & above
Q.12Would you prefer taking loan during festival purchasing?
(a) Yes

(b) No

Q.13 What kind of shopping you prefer?

(a) Online shopping (b) Offline shopping

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