Consumer Buying Behaviour

Tanvi Raval, BBA

Master's thesis

Abstract:

This diploma thesis focuses on consumer buying behaviour for Nestle’s Maggi in order to determine marketing strategies for the 'Nestle' company for enhancing the sales of its products. The thesis examines consumer buying behaviour for the purchase of Nestlé’s Maggi in India and it also identifies the impact of various factors such as price, quality, and brand name on consumer purchasing decisions for Maggi in India. Further, the thesis analyses the promotional factors like advertisement and offer's influence on consumer buying behaviour for the purchase of Nestlé’s Maggi in India. This thesis is divided into two parts. The first part contains information about consumer switching behaviour as well as about the factors influencing consumer buying behaviour and the literature review. The review of literature includes information about the consumer’s buying behaviour towards instant noodles and their related goods. Here, the information is gathered from secondary resources like publications, journals, books, etc. The four pillars of marketing such as product, price, promotion, and place are studied to analyze marketing observation.  The second part of the thesis includes the analysis of primary data. A structured questionnaire is designed to collect the data from consumers in order to understand their perceptions. India is the targeted country for collecting the primary data. The sample size is 100 respondents which are selected randomly. The analysis of collected data has been done by using SPSS Software. The data is analyzed by using various statistical tools such as hypothesis testing and one variable analysis etc. The findings and recommendations are provided in the thesis based on the analysis.

Keywords

Consumer buying behaviour, Consumer purchasing decision, Marketing strategies, Nestle maggi, Promotional Schemes, FMCG

Language used: English

Date on which the thesis was submitted / produced: 30. 11. 2021

Thesis defence

• Supervisor: Ing. Michal Chocholoušek, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration