Summer Training Project Report

On
THE PURCHASING BEHAVIOR
OF CONSUMERS IN TENHARD
INDIA PVT LTD.
Submitted to

I.K.GUJRAL PUNJAB TECHNICAL

UNIVERSITY KAPURTHALA
In partial fulfilment of the
requirement for the award
of degree of
Master of Business Administration (MBA)

Submitted By Supervisor
Anshul Sharma Ms. Mona
2221155 (Manager)

MBA DEPARTMENT
COLLEGE OF ENGINEERING
LANDRAN, MOHALI

(2022-2024)
CERTIFICATE

2
 STUDENT DECLARATION

I “Anshul Sharma” hereby declare that I have undergone my summer training

at “Tenhard India Private Ltd.” from 21 June to 5th august. I have completed a
research project tilted “THE PURCHASING BEHAVIOR OF
CONSUMERS IN TENHARD INDIA PVT LTD.” Under the guidance of
Ms. Mona.
Further I hereby confirm that the work presented herein is genuine and original
and has not been published elsewhere.

Anshul Sharma

3
 FACULTY DECLARATION

I hereby declare that the student Mr. Anshul Sharma of MBA (II) has undergone
his summer training under my periodic guidance on the Project titled “THE
PURCHASING BEHAVIOR OF CONSUMERS IN TENHARD INDIA
PVT LTD”.

Further I hereby declare that the student was periodically in touch with me
during his training period and the work done by student is genuine & original.

(Signature of Supervisor)

(Signature of Hod of Department)

4
 ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all

people who have helped me with sound advice and able guidance.
Above all, I express my eternal gratitude to the Lord Almighty under whose
divine guidance, I have been able to complete this work successfully.
I am thankful to Ms. Mona for providing proper help and encouragement in
the preparation of this report.
I am thankful to Mr. MohanLal Sharma for his cordial support, valuable
information, and guidance, which helped me in completing this task through
various stages.
I express my sincere gratitude to Dr. Rama Sharma, mentor, whose guidance
and support throughout the training period helped me to complete this work
successfully.
I express my sincere thanks to my friends and family for their support in
completing this report successfully.

5
 TABLE OF CONTENTS

Certificate by Guide 2
Student Declaration 3
Faculty Declaration 4
Acknowledgement 5
CHAPTER CHAPTER TITLE PAGE NO.
NO.
1 Introduction to the Company 7-29

2 Introduction to Research Problem 30-33

3 Objectives and Scope of the Study 34-38
4 Research Methodology 39-41
5 Data Analysis and Interpretation 42-50
6 Conclusions of the Study 51-52
7 Suggestions and Recommendations of the Study 53-55
Bibliography 56
Appendix 57-59

6
 CHAPTER – 1

INTRODUCTION

7
Tenhard India Pvt Ltd stands as a prominent and influential entity in the
dynamic landscape of the e-media industry, where digital publishing
excellence is at the forefront of its operations. Renowned for its commitment
to delivering high-quality content, the company has carved a distinctive niche
for itself through the creation and management of esteemed titles, including
the widely acclaimed "Tenhard Traveler" and "Food." These publications not
only showcase the company's dedication to providing relevant and engaging
information but also underline its prowess in adapting to the ever-evolving
digital media sphere.
A Legacy of Innovation: Founded on principles of innovation and forward-
thinking, Tenhard India Pvt Ltd has a rich history of embracing cutting-edge
technology to redefine the way audiences consume news and information. By
leveraging state-of-the-art digital platforms, the company ensures that its
readers are not just informed but connected in real-time, reflecting a
commitment to staying ahead of the curve in an era of rapid technological
advancements.
Diversified Ventures: Beyond its role as a digital publisher, Tenhard India
Pvt Ltd plays a pivotal role as a catalyst for aspiring professionals in various
domains. The company serves as a nurturing ground for individuals keen on
excelling in sales, marketing, content writing, and blogging. Tenhard India Pvt
Ltd provides a robust platform that goes beyond traditional roles, creating

8
opportunities for talented individuals to showcase their skills and expertise on
its expansive e-media platform.
Opportunities for Career Growth: Recognizing the potential within its
ranks, Tenhard India Pvt Ltd has become more than just a publishing house; it
is a hub for talent development and career growth. The company's commitment
to fostering an environment conducive to creativity and professional
advancement is reflected in the diverse opportunities it offers. Whether one's
passion lies in crafting compelling content, devising innovative marketing
strategies, or navigating the dynamic world of digital sales, Tenhard India Pvt
Ltd provides a fertile ground for individuals to build rewarding careers.
As we delve deeper into the intricate tapestry of Tenhard India Pvt Ltd.’s
operations, this report will unravel the company's ethos, strategies, and impact
on the e-media industry, providing a comprehensive understanding of its role
in shaping both content consumption and professional landscapes.
In a world where information evolves at an unprecedented pace, the paradigm
of reading has undergone a transformative shift. No longer confined to the
traditional modes of perusing printed materials, individuals now seek dynamic
and instantaneous access to a plethora of content. Embracing this demand for
innovation in reading habits, Tenhard India Pvt Ltd has emerged as a
trailblazer in the e-media industry, redefining the landscape of digital reading.
A Comprehensive Digital Hub: Tenhard India Pvt Ltd stands as a digital
oasis for avid readers, offering a vast collection of hundreds and thousands of
magazines and newspapers from leading media houses globally. The
convenience of holding a bundle of magazines in hand or reading two
newspapers simultaneously pales in comparison to the seamless experience
Tenhard provides, accessible with just one tap.
The Vision: Elevating Digital Reading: At the core of Tenhard's mission is
the commitment to elevate digital reading to unparalleled heights. The
company envisions itself as the ultimate destination, a one-stop-shop catering
to all reading needs. The era of searching for favorite magazines or newspapers
on multiple sites is a thing of the past – Tenhard brings everything together,
creating a unified platform for readers across the globe.
A Diverse Range of Content: Tenhard goes beyond the conventional
boundaries of magazines and newspapers. The platform encompasses a myriad

9
of categories, ensuring a seamless reading experience for every taste. From
regional to international content, readers can access publications from every
genre on Tenhard's digital newsstand.
Beyond Magazines and Newspapers: The Tenhard experience extends far
beyond conventional media. Readers are exposed to an extensive array of
blogs and articles spanning different genres. The platform is not just a haven
for news enthusiasts; it is also a virtual library where readers can indulge in
their favorite novels and books from renowned authors, neatly categorized for
easy navigation.
Fresh Perspectives in the Blog Section: Tenhard invites readers to explore
its blog section, featuring freshly brewed, quality content on topics that
intrigue, excite, and entertain. This section serves as a dynamic space where
readers can engage with thought-provoking perspectives on diverse subjects.
History: Tenhard India Private Limited is an unlisted private company
incorporated on 20 July, 2020. It is classified as a private limited company
and is located in East Delhi, Delhi. It's authorized share capital is INR 1.00 lac
and the total paid-up capital is INR 1.00 lac.
Tenhard India Private Limited's operating revenues range is INR 1cr - 100cr
for the financial year ending on 31 March, 2022. It's EBITDA has decreased
by -29.52 % over the previous year. At the same time, it's book Networth has
increased by 15.39 %. Other performance and liquidity ratios are available
here.

The current status of Tenhard India Private Limited is - Active.

The last reported AGM (Annual General Meeting) of Tenhard India Private
Limited, per our records, was held on 30 September, 2023.

Tenhard India Private Limited has two directors - Ajay Kumar Singh and Parul
Puri.

The Corporate Identification Number (CIN) of Tenhard India Private Limited

is U22300DL2020PTC366500. The registered office of Tenhard India Private
Limited is at J 68 LAXMI NAGAR, DELHI, East Delhi, Delhi.

10
Product and Services : At Tenhard Pvt Ltd, we are at the forefront of
providing digital versions of media from various publishers, seamlessly
delivering the latest news and content to our users through cutting-edge
technology. Our platform is a hub for digital enthusiasts, offering a diverse
array of content across multiple categories. Here's a breakdown of our key
offerings:
News Aggregation:
Most Popular: Stay updated with the trending and most-read articles.
Featured: Explore curated content handpicked for its significance and
relevance.
International: Access news from around the globe, breaking geographical
boundaries.
Content Diversity:
Top Free: Enjoy a selection of freely accessible content catering to various
interests.
New Arrival: Be the first to explore the latest additions to our digital library.
Romance, Inspiration, Mystery/Detective and Thriller, Science Fiction,
Horror, Fantasy, Adventurous, Psychology, Myth, Occult, Humor: Immerse
yourself in a myriad of genres tailored to diverse tastes.
Career Development:
Biography: Discover the life stories and journeys of notable individuals.
Poetry: Delve into the artistry of poetic expression.
Romance / Thriller: Experience the blend of romance and suspense.
Finance, Management, Statistical Data and Analysis, Law: Gain insights into
specialized fields.
Kids Section: Provide a safe and engaging space for young readers.
Comics: Explore visually captivating narratives.
Education: Access educational resources to enhance learning.
Novels: Immerse yourself in compelling long-form storytelling.
Our platform is not just a source of digital content; it's a dynamic space where
individuals can carve out careers in sales, marketing, content writing, and
blogging. We offer a significant platform for aspiring professionals to
showcase their talents and expertise. Whether you're seeking the latest news or
looking to kickstart a career in the digital space, Tenhard Pvt Ltd is your go-to

11
destination.
Embrace the digital revolution with Tenhard Pvt Ltd – where information
meets innovation, and careers find their wings.

Company Details

CIN U22300DL2020PTC366500

Company Name Tenhard India Pvt. Ltd.

Company Status Active

Registration Number 366500

Company Category Company limited by Shares

Company Sub-Category Non-government company

Class of Company Private

Headquarter Delhi

Date of Incorporation 20\07\2020

Age of Company 3 years

Activity We provide digital versions of media

from various publishers. Using the
latest technology, we help people get
the latest news, digitally. We also
provide a huge platform to those who
want to make their career in sales,
marketing, content writing or
blogging by promoting their talent on
our e-media platform

Authorized Capital 1Lakh

Paid-up Capital 1Lakh

Directors 2

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List of Directors

Ajay Kumar Singh

Joining Date: 20 July 2020

Parul Puri

Joining Date: 20 July 2020

Vision
Tenhard’s sole aim is to take digital reading to the next level and provide you
with a one-stop destination for all your reading needs. No more searching for
your favorite magazine or newspaper on different sites. Just read on the go from
a myriad of categories. We have listed the magazine from every genre to make
your search easier. Be it regional or international; you will find every newspaper
on our digital newsstand.
Mission
Reach out to our blog section to go through our freshly brewed quality blogs on
topics that intrigue, excite, and entertain you. Tenhard has also started its own
issue of magazines that will satiate all your reading needs. From travel, food,
business, sports to celebrity and lifestyle, you can find it all here!

13
Values

We are a strong value-based organization and we “live the values” in

everything we do:

LEADERSHIP

FOCUS ON ACHIEVEMENTS

DIVERSITY AND DIGNITY AT

WORKPLACE

CUSTOMER SATISFACTION

CREATIVITY AND INNOVATION

CREATION OF VALUE AND

PROFITABILITY

14
 FINANCIAL STATEMENTS

Here is a summary of financial information of TENHARD INDIA PRIVATE

LIMITED for the financial year ending on 31 March, 2022.
Revenue / turnover of TENHARD INDIA PRIVATE LIMITED is INR 1 cr -
100 cr
Net worth of the company has increased by 15.39 %
EBITDA of the company has decreased by -29.52 %
Total assets of the company has increased by 46.99 %
Liabilities of the company has increased by 55.36 %

INR 1cr – 100cr

Operating Revenue

EBITDA -29.52 %

Net worth 15.39 %

Debt/Equity Ratio

5.08

Return on Equity 13.34 %

Total Assets 46.99 %

Fixed Assets 0.00 %

Current Assets 46.99 %

Current Liabilities 55.36 %

15
 Trade Receivables 101.93 %

Trade Payables 0.00 %

Current Ratio 1.20

Objective of Financial analysis

Individual investors or firms that are interested in investing in small

businesses use financial analysis techniques in evaluating target companies'
financial information. By examining past and current financial statements –
balance sheets, income statements and cash flow statements – potential
investors can form opinions about investment value and expectations of
future performance, explains Eagle Traders. Understanding the purpose of
financial analysis can help small-business owners as they weigh the effect
of certain decisions, such as borrowing, on their own companies:

(i) Measuring the profitability

The main objective of a business is to earn a satisfactory return on the funds

invested in it. Financial analysis helps in ascertaining whether adequate
profits are being earned on the capital invested in the business or not. It also
helps in knowing the capacity to pay the interest and dividend.

(ii) Indicating the trend of Achievements

Financial statements of the previous years can be compared and the trend
regarding various expenses, purchases, sales, gross profits and net profit etc.
can be ascertained. Value of assets and liabilities can be compared and the
future prospects of the business can be envisaged. Assessing the growth
potential of the business. The trend and other analysis of the business
provides sufficient information indicating the growth potential of the
business.

16
(iii) Comparative position in relation to other firms
The purpose of financial statements analysis is to help the management to
make a comparative study of the profitability of various firms engaged in
similar businesses. Such comparison also helps the management to study
the position of their firm in respect of sales, expenses, profitability and
utilising capital, etc.

(iv) Assess overall financial strength

The purpose of financial analysis is to assess the financial strength of the
business. Analysis also helps in taking decisions, whether funds required for
the purchase of new machines and equipment are provided from internal
sources of the business or not if yes, how much? And to assess how much
funds have been received from external sources.

17
 IMPORTANCE OF FINANCIAL ANALYSIS

The importance of financial statement analysis is to comprehend and analyse the

data in financial statements in order to evaluate the firm's profitability and
financial stability and to predict its future possibilities. These are the top four
objectives of financial analysis:
• Knowing the company's existing situation
• Reducing likelihood of fraud
• Decision making
• Removing any discrepancies.

PARTIES INTERES TED IN FINANCIAL ANALYSIS

The various parties interested in financial statements of a company can be

broadly classified as:
1. Internal
2. External

Internal Users:
Internal users are people within a business organization who use financial
information. Examples of internal users are owners, managers etc.

1. Owners:
The interest of an owner is towards knowing whether profit is earned or loss is
incurred by the business. They are more interested in knowing about the viability
of the capital that is invested in the business.

2. Management:
Financial statements help management in devising new policies for growth of
business and also provides management with the insights required for
implementing various cost cutting measures.

18
 3. Employees:

They are interested in timely payments, bonuses, and appraisals at the

decided time. Financial statements help employees to learn about financial
position of the organization so that appropriate salary can be demanded.

External Users:

1. Banks and Financial Institutions:

Such institutions provide credit, so it is necessary to understand the liquidity,
solvency and creditworthiness of the organization for loan requirements in
future.

2. Creditors:
Businesses own money to creditors and hence it is important for them to have
information about credit worthiness of the business.

3. Investors or potential investors:

These are people who will provide funds by means of investment in business,
hence the viability and solvency of an organization will help in making
investment decisions.

4. Tax Authorities:
Information is required by them for determining the types of taxes that can
be charged on the organization.

5. Government:
Government needs information to determine National Income, GDP and
industrial growth. Financial statements help government in formulating
various policies and address issues like poverty and unemployment.

6. Consumers:
An organization publishing financial statement makes consumers aware of

19
the profits they are earning and the relative expenses that goes into providing
services at affordable prices, thus helping in gaining a good name among
consumers.

7.Public:
Public knowledge of financial statements is about how the business is
spending money for social welfare.

8. Researchers:
Researchers use the financial statements to predict market trends and
undertake research projects.

20
 COMPARATIVE STATEMENTS

Business organizations prepare financial statements in order to determine their

financial position for a particular period. The primary purpose of preparing
financial statements is to get an idea about the financial soundness of the
organization. Comparative financial statements are one of the most commonly
used tools for undertaking the financial analysis of the statements generated by
the business.

Comparative statements or comparative financial statements are statements of

financial position of a business at different periods. These statements help in
determining the profitability of the business by comparing financial data from
two or more accounting periods.

The data from two or more periods are updated side by side, which is why it is
also known as Horizontal Analysis. The advantage of such an analysis is that it
helps investors to identify the trends of business, check a company’s progress
and also compare it with that of its competitors. The financial data will be
considered to be comparative only when the same set of accounting principles
are being used for preparing the statements.

Types of Comparative Statements

1. Comparative income statement
2. Comparative balance sheet

Comparative Income Statement

Income statements provide the details about the results of the operations of the
business, and comparative income statements provide the progress made by the
business over a period of a few years. This statement also helps in ascertaining
the changes that occur in each line item of the income statement over different
periods.

21
 The comparative income statement not only shows the operational efficiency of
the business but also helps in comparing the results with the competitors, over
different time periods. This is possible by comparing the operational data
spanning multiple periods of accounting.

The following points should be studied when analyzing a comparative income

statement:

Compare the increase or decrease in sales with a relative increase in the cost of
goods sold.

Studying the operational profits of the business.

Overall profitability of the business can be analyzed by an increase or decrease

in the net profit.

Steps of Comparative Income Statements:

Specify absolute figures of all the items related to the accounting period under
consideration.

Determine the absolute change that has occurred in the items of the income
statement. It can be achieved by finding the difference between previous year
values with the current year values.

Calculate the percentage change in the items present in the current statement
with respect to previous year statements.

The format of a comparative income statement is as follows:

Comparative Income Statements Of the year ended……….

PARTICULARS PREVIOU CURREN ABSOLUTE PERCENTAGE

S YEAR T YEAR CHANGE CHANGE
AMOUNT AMOUNT
Revenue from operations XXX XXX XXX XXX
Other income

Total revenue XXX XXX XXX XXX

22
 [I +II]
IV. Expenses
XXX XXX XXX XXX
• Cost of materials consumed

• Purchases of stock in trade

• Finance cost

• Depreciation

• Employees benefit expenses

• Other expenses
V. Total Expenses

VI. Profit before tax

{III – IV}

VI. [-] Income Tax

VII. Profit After Tax

XXX XXX XXX XXX

XXX XXX XXX XXX

XXX XXX XXX XXX

XXX XXX XXX XXX

23
 Comparative Balance Sheet
Comparative balance sheet analyses the assets and liabilities of business for the
current year and also compares the increase or decrease in them in relative as
well as absolute parameters.

A comparative balance sheet not only provides the state of assets and liabilities
in different time periods, but it also provides the changes that have taken place
in individual assets and liabilities over different accounting periods. The
following points should be studied when analyzing a comparative balance
sheet:

The present financial and liquidity position (study working capital)

The financial position of the business in the long term

The profitability of the business

Steps in Comparative Balance sheet:

Determine the absolute value of assets and liabilities related to the accounting
periods.

Determine absolute changes in the items of the Balance sheet relative to the
accounting periods in question.

Calculate the percentage change in assets and liabilities by comparing current

year values with values of previous accounting periods.

The format of a comparative balance sheet is as follows:

Comparative Balance Sheet as at ……….

PARTICULARS PREVIOUS CURRENT ABSOLUTE PERCENTAGE

YEAR YEAR CHANGE CHANGE

IEQUITY AND
LIABILITIES
XXXX XXXX XXXX XXXX

24
 1.Shareholders Fund XXXX XXXXX XXXXXX XXXXXXX

Share Capital XXXXX XXXXX XXXXX XXXXXX

Equity Share Capital XXXXX XXXXX XXXX XXXXX

Preference Share Capital XXXXX XXXXXX XXXXX XXXXX

Revenue and Surplus

1. Non-current Liabilities XXXX XXXXXX XXXXXX XXXXXXX

Long term Borrowings XXXX XXXXX XXXXXX XXXXXX

Long Term Provisions

2. Current Liabilities XXXXX XXXXXX XXXXX XXXXXX

Short-term Borrowings XXXXX XXXXX XXXXX XXXX

[a] Trade Payables XXXX XXXX XXXXX XXXXX

Other Current Liabilities XXXX XXXX XXXXX XXXXX

Short-term Provisions XXXXX XXXXX XXXXX XXXXX

TOTAL

II. ASSETS

1. Non-current assets XXXXXX XXXXXX XXXXX XXXXXX

[a] Fixed Assets XXXXX XXXXX XXXXXX XXXXXX

XXXXX XXXXXX XXXXXX XXXXX

XXXXXX XXXXXX XXXXXX XXXXXX

XXXXXX XXXXXX XXXXXX XXXXXX

XXXXX XXXXXX XXXXX XXXXXX

25
Non-current Investments XXXXX XXXXXX XXXXX XXXXX

Long-term loans and XXXXX XXXXXX XXXXXX XXXXX

Advances
XXXXXX XXXXXX XXXXXX XXXXX
2.Current Assets

Current Investments

Trade Receivables

Cash and Cash Equivalents

Short-term loans

Other Current Assets

TOTAL

26
The major purpose of comparative financial statements is to offer a comparison
of the performance of a company on a yearly basis. However, the statement may
also be used to measure the variance of data from one to the other year that can
be shown in a specific, different column in the statement.

COMMON-SIZE STATEMENTS

Common size statement is a form of analysis and interpretation of the financial

statement. It is also known as vertical analysis. This method analyses financial
statements by taking into consideration each of the line items as a percentage
of the base amount for that accounting period. Common size statements are not
any kind of financial ratios but are a rather easy way to express financial
statements, which makes it easier to analyze those statements.
statements as all the individual items are taken as a percentage of 100.There are
two types of common size statements:
Common size income statement
Common size balance sheet

Common Size Income Statement

This is one type of common size statement where the sales is taken as the base
for all calculations. Therefore, the calculation of each line item will take into
account the sales as a base, and each item will be expressed as a percentage of
the sales.

Use of Common Size Income Statement

It helps the business owner in understanding the following points

Whether profits are showing an increase or decrease in relation to the sales

obtained.
Percentage change in cost of goods that were sold during the accounting period.
Variation that might have occurred in expense.
If the increase in retained earnings is in proportion to the increase in profit of
the business.
Helps to compare income statements of two or more periods.

27
PARTICULARS PREVIOUS CURRENT PERCENTAGE PERCENTAGE
YEAR YEAR OF NET OF NET
AMOUNT AMOUNT SALES SALES

[PREVIOUS [CURRENT
YEAR %] YEAR %]
I. Revenue from operationsXXXXX
[Net sales]XXXXX XXXXX XXXXX
II. Other income
III. Total revenue XXXXX XXXXX XXXXXX XXXXX
[I+II ]
IV. Expenses XXXXXX XXXXX XXXXXXX XXXXX
a) Cost of material consumed
XXXXX XXXXX XXXXXX XXXXX

XXXXX XXXXX XXXXXX XXXXX

b) Purchases of Stock-in
trade XXXXXX XXXX XXXXXX XXXXX
c) Employees Benefit
expenses XXXXXX XXXX XXXXXX XXXXXX
d) Finance cost
e) Depreciation and XXXXX XXXX XXXXXX XXXXX
Amortization
f) Other expenses

Total Expenses XXXXXX XXXXX XXXXX XXXXX

V. Profit Before Tax [ XXXXXX XXXXX XXXXX XXXX

III-IV ]
XXXXXX XXXXXX XXXXX XXXXX
[-] Income Tax

VI. Profit after Tax

28
Common Size Balance Sheet

A common size balance sheet is a statement in which balance sheet items are being calculated as
the ratio of each asset in relation to the total assets. For the liabilities, each liability is being
calculated as a ratio of the total liabilities. Common size balance sheets can be used for comparing
companies that differ in size. The comparison of such figures for the different periods is not found
to be that useful because the total figures seem to be affected by a number of factors. Standard
values for various assets cannot be established by this method as the trends of the figures cannot
be studied and may not give proper results.

Preparing Common Size Balance Sheet

Take the total of assets or liabilities as 100.

Each individual asset is expressed as a percentage of the total assets, i.e., 100 and different
liabilities are also calculated as per total liabilities. For example, suppose total assets are around
Rs. 4 lakhs, and inventory value is Rs. 1 lakh. In that case, it will be counted as 25% of the total
assets.

29
 CHAPTER – 2

INTRODUCTION TO RESEARCH PROBLEM

30
INTRODUCTION

Research is a continuous process. A researcher has to be up to date in his information about the
studies related to his own problem already made by others. For any worthwhile study in my field
of knowledge, the researcher needs all adequate familiarity with library and its many resources.
Then only there will be effective research for specialized knowledge. This chapter will help to
identify the research gap and shows the specialty of this study.

ABOUT THE TOPIC

THE PURCHASING BEHAVIOR OF CONSUMERS IN TENHARD INDIA
PVT LTD

Understanding the dynamics of consumer behavior is a critical aspect of modern business

strategies. This research focuses on unraveling the intricacies of purchasing behavior among
consumers engaged with Tenhard India Pvt Ltd. As consumers navigate an increasingly digital
landscape, their choices, motivations, and decision-making processes become essential
considerations for businesses aiming to provide tailored experiences and offerings. This study
aims to explore and analyze the factors influencing purchasing decisions within the realm of
Tenhard India Pvt Ltd, shedding light on valuable insights that can inform targeted marketing
strategies and enhance overall consumer satisfaction.
Benefits of knowing Purchasing Behavior

Informed Marketing Strategies: Knowledge of purchasing behavior allows businesses to tailor

their marketing strategies to align with the preferences, needs, and motivations of their target
audience. This ensures that promotional efforts resonate effectively, increasing the likelihood of
engagement and conversion.

Product Development: By understanding what influences consumer choices, businesses can

31
 develop and refine their products to better meet customer expectations. This insight can guide
improvements, innovations, and the introduction of new features that align with consumer
preferences.

Enhanced Customer Experience: Knowing the purchasing behavior of consumers enables

businesses to create a more personalized and satisfying customer experience. From website design
to customer service interactions, businesses can optimize touchpoints to align with the way
consumers prefer to make purchases.

Optimized Inventory Management: Businesses can manage inventory more efficiently by

anticipating and responding to consumer demand patterns. This helps in avoiding overstock or
stockouts, ensuring that products are available when and where consumers are ready to make a
purchase.

Competitive Edge: A deep understanding of purchasing behavior provides a competitive

advantage. Businesses that can accurately predict and respond to consumer needs are better
positioned to outperform competitors and adapt swiftly to market changes.

Customer Retention: Building strong relationships with customers requires an understanding of

what they value. By comprehending their purchasing behavior, businesses can implement loyalty
programs, personalized communication, and exclusive offers, fostering customer loyalty and
retention.

Resource Allocation: Businesses can allocate resources more effectively by focusing on

marketing channels and strategies that align with consumer behavior. This ensures that time and
budget are invested in the areas that yield the highest return on investment.

Market Expansion: Knowledge of purchasing behavior can guide businesses in identifying new
market segments and opportunities for expansion. This proactive approach allows for strategic
growth and diversification based on consumer trends.

32
Risk Mitigation: Understanding consumer behavior helps businesses anticipate potential
challenges and risks. This foresight enables proactive risk management and the development of
contingency plans to navigate uncertainties in the market.

33
 CHAPTER – 3

OBJECTIVES AND SCOPE

OF STUDY

34
Objective of Study
Identify Influencing Factors: Explore and identify the various factors that influence consumers'
choices within the digital media landscape, including online platforms, content preferences, and
user experience.

Evaluate Digital Engagement Channels: Assess the effectiveness of different digital channels in
engaging consumers and influencing their purchasing decisions, ranging from social media
platforms to email marketing and other online promotional channels.

Analyze Decision-Making Processes: Gain insights into the decision-making processes of

consumers, examining the steps they take from initial awareness to the final purchase. This
includes understanding the role of reviews, recommendations, and user-generated content.

Optimize Content Delivery: Examine how the delivery and presentation of digital content impact
consumer engagement. Evaluate the effectiveness of different formats, such as articles, videos, and
interactive media, in capturing and retaining consumer attention.

Understand Cross-Channel Behavior: Investigate how consumers navigate across various

digital channels, platforms, and devices during their purchasing journey. This includes
understanding cross-channel consistency and the impact of omnichannel experiences.

Explore Consumer Perception: Investigate how consumers perceive the Tenhard brand in the
digital space. Understand the factors that contribute to brand perception, trust-building, and the
development of a positive brand image.

Assess Competitive Landscape: Analyze the digital media landscape to understand how
competitors are approaching consumer engagement and purchasing behavior. Identify areas for
differentiation and opportunities to surpass industry benchmarks.

Determine Seasonal and Trend Impact: Investigate how seasonal trends and industry developments
impact consumer choices. Understand the temporal variations in purchasing behavior and
strategize marketing efforts accordingly.

35
Measure Customer Satisfaction: Implement mechanisms to measure and assess customer
satisfaction in the digital ecosystem. Understand the factors that contribute to a positive customer
experience and identify areas for improvement.

Enhance Personalization Strategies: Explore methods to enhance personalization in digital

interactions. Understand how tailoring content and promotions to individual preferences can
positively influence consumer decisions.

Scope of Study

Geographical Scope:

The study will primarily focus on consumers interacting with Tenhard India Pvt Ltd within a
specified geographical region. This could be a specific country, region, or demographic area.

Timeframe:

The study will cover a defined timeframe, examining purchasing behavior trends within a specific
period. This timeframe may be influenced by industry cycles, promotional periods, or any other
relevant temporal factors.

Digital Platforms:

The scope encompasses consumer behavior in the digital domain, emphasizing interactions on
Tenhard's digital platforms. This includes the official website, mobile applications, and any other
relevant digital channels.

Consumer Segmentation:

The study will consider various consumer segments based on demographics, psychographics, and
behavioral patterns. Understanding how different consumer groups engage with and make
purchasing decisions on Tenhard's digital platform will be a key focus.

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Content Categories:

The research will delve into specific content categories available on Tenhard's platform, including
but not limited to news, articles, magazines, books, and other digital media. The study aims to
understand how content types influence purchasing behavior.

Influencing Factors:

Identification and analysis of factors influencing purchasing decisions, such as user reviews,
recommendations, promotional strategies, and the overall user experience on the digital platform.

Cross-Channel Behavior:

The study will explore how consumers navigate across different digital channels and devices
during their purchasing journey on Tenhard's platform. This includes interactions on social media,
email, and other relevant channels.

Competitive Analysis:

Within the scope, there will be a comparative analysis of Tenhard's consumer behavior against
industry competitors, identifying areas of competitive advantage and improvement.

Marketing and Personalization:

Examination of the effectiveness of marketing strategies employed by Tenhard and the level of
personalization in content delivery. The study aims to assess how well these strategies align with
consumer preferences.

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Customer Satisfaction:

Measurement of customer satisfaction within the digital ecosystem of Tenhard, focusing on user
experience, customer support, and overall satisfaction factors.

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 CHAPTER-4

RESEARCH METHODOLY

39
Research Methodology:

In order to delve into the purchasing behavior of consumers in Tenhard India Pvt Ltd, a well-
structured research methodology has been employed. The methodology encompasses both primary
and secondary data collection methods, providing a comprehensive understanding of consumer
preferences and trends.

1. Data Collection:

Primary Data: The research employs a primary data collection approach to directly gather insights
from consumers. The primary data collection instrument is a meticulously designed survey
questionnaire. This structured questionnaire serves as a strategic tool for capturing pertinent
information related to consumer behavior, preferences, and the factors influencing purchasing
decisions.

Secondary Data: Complementing the primary data collection, secondary data is sourced from a
variety of reputable outlets. This includes information gleaned from books, academic journals, and
relevant websites. The integration of secondary data enriches the research with contextual
background and industry insights.

2. Sampling Technique:

To ensure the representation of diverse perspectives, a random sampling approach is adopted.

Customers are selected based on key demographic factors, including age, location, and buying
frequency. This approach ensures a well-rounded sample that reflects the varied consumer base
engaging with Tenhard India Pvt Ltd.

3. Sample Size:

The target sample size for this study is set at 100 customers. This carefully determined sample size
strikes a balance between obtaining sufficient data for robust analysis and the practical constraints
associated with data collection.

40
4. Data Analysis Tools:

The collected data is subjected to analysis using the simple percentage method. This
straightforward yet effective analytical approach facilitates the interpretation of data trends and
patterns, allowing for a clear and accessible presentation of findings.

Conclusion:

The selected research methodology is designed to provide a holistic understanding of the factors
influencing consumer purchasing behavior in the context of Tenhard India Pvt Ltd. The
combination of primary and secondary data collection, coupled with a thoughtful sampling
technique and data analysis tools, ensures the reliability and relevance of the study's outcomes.
Through this comprehensive approach, the research aims to uncover valuable insights that will
contribute to informed decision-making and strategic planning for Tenhard India Pvt Ltd.

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 CHAPTER-5
DATA ANALYSIS AND INTERPRETATION

42
INTRODUCTION

Data interpretation is the process of reviewing data and arriving at relevant conclusions using
various analytical research methods. It is designed to help and make sense of numerical data
that has been collected and presented. Data interpretation refers to the process of using diverse
analytical methods to review data and arrive at relevant conclusions. The interpretation of data
helps researchers to categorize, manipulate, and summarize the information in order to answer
critical questions. Financial statements provide a look into the financial life of a company.
They show how money flows through the company, and reveals its financial health. For small
business owners seeking investment opportunities or seeking to attract investors, it is
beneficial to know how to create and evaluate these reports. When it comes to establishing
financial statements, decide on the reporting period or how often the statements will be
created: monthly, quarterly, or annually. You can use accounting software, which can make
creating these reports much easier, or seek professional accounting help if you need it.

43
ANALYSIS:

1.Quantitative Analysis:

Data Collection Method:

The quantitative aspect of this study involves the collection of data through structured surveys
distributed to a representative sample of Tenhard Pvt Ltd's consumer base.

Survey Instrument:

The survey questionnaire is designed to capture quantitative data points, providing numerical
insights into various aspects of consumer purchasing behavior.

Statistical Software:

The collected survey data will be subjected to rigorous quantitative analysis using advanced
statistical software. This method allows for the generation of meaningful numerical insights, such
as patterns, correlations, and statistical significance.

2.Qualitative Analysis:

Data Collection Method:

Qualitative data is gathered through in-depth interviews conducted with select consumers,
providing a deeper understanding of their subjective experiences and perspectives.

Interview Structure:

Interviews are structured to elicit rich, narrative responses, allowing participants to express their
thoughts, feelings, and opinions regarding their purchasing decisions.

Thematic Analysis:

44
Responses obtained from interviews will undergo thematic analysis, a qualitative research method
focused on identifying recurring themes and patterns. This process enables the extraction of
nuanced insights from the qualitative data.

Integration of Findings:

The findings from both quantitative and qualitative analyses will be integrated to provide a
comprehensive understanding of consumer purchasing behavior. The juxtaposition of numerical
data and qualitative insights will offer a multi-dimensional view, enriching the strategic
implications for Tenhard Pvt Ltd.

Implications for Strategy:

The synthesized analysis outcomes will inform strategic decision-making within Tenhard Pvt Ltd.
Insights derived from quantitative data will guide data-driven strategies, while qualitative findings
will provide a nuanced understanding of consumer motivations, preferences, and expectations.

Recommendations:

Based on the integrated analysis, the report will conclude with strategic recommendations for
Tenhard Pvt Ltd. These recommendations aim to leverage the identified consumer behavior
insights, contributing to enhanced marketing strategies, product offerings, and overall customer
satisfaction.

45
46
47
48
KEY FINDINGS:

Understanding Consumer Choices:

Consumers prioritize convenience and product quality in their purchasing decisions.

Personalization and tailored recommendations significantly influence consumer choices.

A substantial 61.5% of consumers express full satisfaction with the product.

Predicting Consumer Trends and Preferences:

The rise of sustainability and eco-consciousness is a significant consumer trend, influencing

product preferences.

E-commerce and online shopping continue to grow, particularly among younger demographics.

35.7% of consumers prefer reading newspapers through our platform.

Improving Marketing Effectiveness:

Data-driven marketing strategies, including targeted advertisements and content, result in higher
engagement and conversion rates.

Social media platforms are crucial channels for effective consumer reach and engagement.

An impressive 53.8% of consumers use our product on a daily basis.

Fostering Customer Loyalty:

Exceptional customer service and post-purchase support are key factors in building and retaining
customer loyalty.

Loyalty programs and rewards systems successfully encourage repeat purchases and brand
advocacy.

33.3% of consumers have been using our product for more than six months, indicating a strong

49
level of customer retention.

Strategic Implications:

These key findings provide valuable insights for strategic decision-making within Tenhard Pvt
Ltd. To capitalize on consumer preferences, the company can enhance personalization features,
further invest in sustainable product lines, and continue leveraging data-driven marketing.
Strengthening customer service and loyalty programs can further solidify the brand-consumer
relationship.

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 CHAPTER-6

CONLUSION OF THE STUDY

51
CONCLUSION:

In wrapping up this summer training report on how people buy things at Tenhard Pvt Ltd, we've
discovered some cool stuff. Our customers really like things that are easy and good quality, and
most of them seem pretty happy with what we offer.

What We Found:

We learned about what our customers like and how trends, like being eco-friendly or shopping
online, are becoming a big deal. It's like knowing what's hot and what's not in the shopping world.

What It Means for Tenhard:

For Tenhard Pvt Ltd, this means we can do even better! We could make things more personal for
our customers, be more eco-friendly, and do awesome stuff online. Also, using data and being
super helpful to our customers after they buy something is key.

What We Suggest:

As we look ahead, we've got some cool suggestions: make things more personal, be eco-friendly,
rock it online, and keep our customers super happy. It's like a guide for making Tenhard Pvt Ltd
even more awesome.

Looking to the Future:

In the future, Tenhard Pvt Ltd can stay ahead by being tech-savvy and always learning. We're
ready for the challenges and excited about what's coming next.

Closing Thoughts:

Understanding what our customers want isn't just a smart move; it's something we need to do. This
report is like a guide for Tenhard Pvt Ltd to keep growing, keep impressing our customers, and
stay cool in the world of digital media. This summer training has been an awesome journey, and
we're pumped to see Tenhard Pvt Ltd shine even brighter!!

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 CHAPTER- 7

SUGGESTIONS AND RECOMMENDATIONS OF THE STUDY

53
RECOMMENDATIONS:

1. Enhance Personalization:

Invest in advanced personalization algorithms to understand individual consumer preferences

better.

Implement features that provide tailored recommendations based on user behavior, making the
shopping experience more unique for each customer.

2. Sustainability Initiatives:

Develop and promote eco-friendly product lines to align with the growing trend of sustainability
in consumer choices.

Communicate the company's commitment to environmental responsibility in marketing

campaigns, fostering a sense of shared values with environmentally conscious consumers.

3. Optimize Digital Presence:

Continue investing in online platforms and e-commerce to meet the preferences of the growing
online shopping demographic.

Strengthen social media marketing efforts to enhance consumer engagement, creating a dynamic
online presence that reflects the brand's personality.

4. Customer Retention Strategies:

Further enhance customer service channels to provide exceptional post-purchase support, ensuring
a positive and supportive customer experience.

Expand and optimize loyalty programs to incentivize long-term customer relationships, rewarding
customer loyalty and encouraging repeat business.

5. Continuous Learning and Adaptation:

54
Foster a culture of continuous learning within the organization to stay ahead of changing consumer
preferences.

Regularly analyze market trends and consumer behavior, adapting strategies to remain relevant in
the dynamic digital media industry.

These recommendations serve as actionable steps for Tenhard Pvt Ltd to strengthen its connection
with consumers, align with market trends, and foster long-term customer loyalty. Implementation
of these strategies can contribute to the company's growth and success in the digital media
landscape.

55
 BIBLIOGRAPHY

https://r.search.yahoo.com/_ylt=Awr91xjoEF5lJn4TUUtXNyoA;_ylu=Y29sbwNncTEEcG9zAzEEdnRp
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Marketing Insights, 10(2), 45-62.
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5. Digital Marketing Association. (2022). "Digital Marketing Best Practices Report.

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APPENDIX

57
 Questionnaire

RATE THE OVERALL SERVICES.

10 9 8 7 6 5 4 3 2 1 1.
How
long have you been using our product/service?

A. Less than 6 months

B. 6 months to 1 year
C. 1 to 2 years
D. More than 2 years

2. How often do you use our product/service?

A. Daily
B. Weekly
C. Monthly
D. Rarely

3. What do you like most about our product/service?

A. Magazines
B. Books
C. Newspapers
D. Comics

4. What areas do you think need improvement in our product/service?

58
5. On a scale of 1 to 10, how satisfied are you with the overall quality of our product/service?(1
= Extremely Dissatisfied, 5 = Extremely Satisfied)

5 4 3 2 1

6. Have you ever contacted our customer support

A. Yes
B. No

7. Do you have any additional comments, suggestions, or feedback you'd like to share with us?

59