MBA PROJECT REPORT
Title: A Study on Consumer Behaviour and Its Impact on Marketing Strategies
Submitted in partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Programme: MASTER OF BUSINESS ADMINISTRATION
SID: 2359597
Enrollment No.: SGVU45D4112396117
Student's Name: SK MUSARAF ALI
Under the guidance of: [Guide's Name]
Suresh Gyan Vihar University (DE)
Month & Year
Declaration
I hereby declare that this project report entitled “A Study on Consumer Behaviour
and Its Impact on Marketing Strategies” submitted by me to Suresh Gyan Vihar
University (DE) is a record of original work done by me under the guidance of
[Guide’s Name], and this project has not been submitted earlier for the award of any
degree or diploma to any other university or institution.
SK MUSARAF ALI
Enrollment No.: SGVU45D4112396117
Date: __________
Certificate
This is to certify that the project report entitled “A Study on Consumer Behaviour
and Its Impact on Marketing Strategies” is a bonafide work carried out by SK
MUSARAF ALI (Enrollment No.: SGVU45D4112396117), under my guidance in
partial fulfillment of the requirements for the degree of MASTER OF BUSINESS
ADMINISTRATION from Suresh Gyan Vihar University (DE).
[Guide’s Signature]
[Guide’s Name]
Designation
Date: __________
Acknowledgment
I express my sincere gratitude to my project guide [Guide’s Name], for providing me
with the opportunity to work on this project and for the invaluable guidance,
support, and encouragement throughout the duration of the study. I also thank my
faculty members, friends, and family for their constant motivation and help in the
successful completion of this project.
SK MUSARAF ALI
Abstract
The objective of this project is to study consumer behaviour and analyze how it
influences marketing strategies. Consumer behaviour is a key area of interest for
marketers and businesses as it helps in understanding what drives consumer
decisions. This report explores various factors such as personal, psychological, and
social influences that impact consumer purchasing patterns. A structured
questionnaire and secondary research methods were used to collect data. Based on
this, marketing recommendations are provided to better address consumer needs
and enhance customer satisfaction.
Table of Contents
1. Introduction
2. Literature Review
3. Research Methodology
4. Data Analysis and Interpretation
5. Findings and Discussions
6. Marketing Implications
7. Recommendations
8. Conclusion
9. Bibliography
10. Appendix
1. Introduction
In the ever-evolving landscape of marketing, understanding consumer behaviour
has become crucial for businesses striving to gain a competitive edge. Consumer
behaviour refers to the study of individuals and groups and the processes they use
to select, use, and dispose of products, services, experiences, or ideas. It
encompasses not only the actual buying behavior but also the emotional,
psychological, and social responses that precede or follow these activities.
In today’s digital age, consumers are empowered with information and options.
Their preferences and purchase decisions are influenced by a multitude of factors,
including cultural background, social environment, personal attitudes, beliefs, and
economic conditions. Companies that invest in studying consumer behaviour can
create more effective marketing strategies that directly align with consumer needs
and expectations.
This study aims to analyze how consumer behaviour influences marketing
strategies with specific attention to various factors like purchasing habits, brand
perception, decision-making processes, and the influence of advertising and
promotions. The project will explore the dynamics between businesses and
consumers, and how companies can better anticipate and fulfill the changing
demands of their target markets.
The results of this research will provide insights and recommendations to
marketers and strategists on how to structure their campaigns and product
offerings to attract, satisfy, and retain consumers more efficiently.
