SHRI MATA VAISHNO DEVI UNIVERSITY

BY UNDER THE SUPERVISION OF

ABHIMANYU SHARMA Dr. HARI GOVIND MISHRA

ROLL NO. 2012MBA05 ASSISTANT

PROFESSOR

SCHOOL OF BUSINESS SCHOOL OF BUSINESS

FACULTY OF MANAGEMENT FACULTY OF MANAGEMENT

“A STUDY ON BUYING BEHAVIOUR OF CONSUMERS: WITH SPECIAL

REFERENCE TO NOMADS OF J&K”

INTRODUCTION

Understanding behaviour of consumers is a key to the success of business organizations. Marketing personnel are constantly analyzing the patterns of buying behaviour and purchase decisions to predict the future trends.

Consumer behaviour can be explained as the analysis of how, when, what and why people buy.

Consumer research takes places at every phase of consumption process, before the purchase, during the purchase and after the purchase.

Philip Kotler defined consumer behavior as “all psychological, social and physical behaviour of potential customers as they become aware of evaluate, purchase, consume and tell other about products and services”.(Pandey et al.,2013)

Gujjars & Bakerwals:

The history of settlement of various tribes and cultural groups in the State of Jammu and Kashmir is a record of constant impulses of immigration from the north-west, west, east and south.

In the present situation Kashmiri Muslims and Gujjar Muslims are the two numerically strong ethnic groups in the Jammu and Kashmir State.

They are a nomadic peasantry living on lofty mountain slopes near alpine pastures and in high altitude valleys. They rear buffaloes, sheep and goats and do a little grain farming particularly of maize on these slopes and in valleys.

The Gujjar’s physical characteristics, language, manners, customs, dress, social organization and economic activities are quite distinct from other ethnic groups of the State (Warikoo,2000).

ORIGIN AND EVOLUTION:

From literary, historical, archeological and numismatic sources(Warikoo,2000), we find that:

the word Gujjar is rooted in the Sanskrit word Gurjara,

Gujaratra, is also found in Indian literary works around fifth century,

Kathiawar and Gujarat had powerful Gujjar rulers, and the area was known as Gujratra.

It is believed that their kingdom was attacked by the Arabs who were successfully resisted by the Gujjars of the then GurjaraDesa (Rajasthan). These Gujjars migrated from Rajasthan in different directions in groups. One such branch migrated towards north in the plains of Punjab & J&K.

LANGUAGE:

The Gojri language is the language of all the Gujjars. The Gujjars of Jammu and Kashmir have managed to retain their language which continues to be akin to Rajasthani rather than Pahari.

HABITAT:

The Gujjars, on the basis of their occupation and settlements in the State of Jammu and Kashmir are classified as :

cultivators (Muqami) who have settled in the villages on the slopes or valleys,

The Gujjars who practice transhumance. They are further sub-divided into Baniharaor DodhiGujjars (milkmen) and BakarwalGujjars (who rear sheep and goats).

REVIEW OF LITERATURE

The history of settlement of various tribes and cultural groups in the State of Jammu and Kashmir is a record of constant impulses of immigration from the north-west, west, east and south. Various races, ethnic groups and religious waves have entered and influenced the region (Warikoo,2000).

India is the home to largest population of indigenous, forest dwelling tribal groups, but the need to protect forests and natural resources is threatening their way of life.

The problems of lack of adequate educational and health care facilities among this nomadic tribe. It deliberated upon ways and means of upliftment of Gujjars and underlined the importance of application of latest scientific and agricultural technology to improve the breeds of livestock and fodder

There is a trust set up for upliftment of gujjars and bakerwals in J&K and various researchers have joined hands with it to do research on them.

Not much of the work has been done on the area specific to Nomads , specifically after 2000 no study directly correlates to Nomads. The earlier studies are typically based on their roots i.e.: their evolution, history, culture, occupation and what problems they have been facing from so long. But there is no research or data related to how they are reacting to the modern market with respect to their culture, their behavior as they are for maximum time of year moving from one place to another.

The point of purchase, according to Quelch (2006) is the most suitable place and period to communicate with consumers since it is where they make their brand choice decisions. It is the time and place at which all elements of sale (consumer, money, and product) come together.

Fitzgerald (2006) believes that the consumer’s in-store behaviour has been described in the following terms that highlight the importance of point of purchase advertising; “shoppers are explorers. They are on safari, hunting for bargains, new products and different items to add excitement to their everyday lives.

A number of recent contributions from medicine, psychology, neuroscience, and neuroeconomics relate to the neural foundations of compulsive buying behavior. Of relevance here is that, for compulsive buyers, the possession or use of products is not of decisive importance; instead, it is the process or act of buying that is integral to the addiction (d’Astous 1990; O’Guinn and Faber 1989).

Consumer’s purchases are sturdily influenced by the factors like cultural, social, personal and psychological characteristics were reported by Thomson, & Locander (1994).

Taylor and Cosenza (2002) emphasized that generation Y have peculiar characteristics relating to their spending habits and also about their power to pester their parents to buy the products .Hence are considered as future consumers who are very important to the health of the marketing.

RESEARCH OBJECTIVES

 To study the brand awareness among nomads of J&K.

To study the impact of Brands on buying behavior of nomads.

RESEARCH METHODOLOGY The research methodology used in the project is

Exploratory in nature

The research methodology has been used to find out customer behavior and buying behavior in relation to brands in day to day life of nomads.

Methodology of data collection: Primary data- Schedule

Secondary data- websites, books, and online magazines and journals.

RESEARCH DESIGN: Qualitative to Quantitative research.

SAMPLE DESIGN:

Particulars Sample Design

Population Nomads of J&K

Sampling Frame Nomads of J&K

Sample Size 40

Sampling Source Nomads of J&K

Sampling Technique Convenience Sampling

Measurement Technique Schedule and informal Interview

Method of Analysis Frequency Distribution & percentages

Tool used for Analysis Microsoft Excel 2010 has been used

DATA INTERPRETATION

The data was collected from a particular community i.e.: Nomads of Jammu & Kashmir who are away from their permanent homes for half of the year and keep on moving and living in temporary shelters every year. The respondents are people of different age groups of this community and interviewing families as well and here are their responses:

Below 10

11--20 21--30 31--40 41--50 Above 50

0

5

10

15

20

25

30

35

40

Number of re-spondents

Males Females0

10

20

30

40

50

60

70

No. of re-spondents

The literacy level of the sample in percentage (%) taken for the study: It interprets that around 68% of the nomads are illiterate. Approximately 10 % have studied till 8th class and 12% till matric and only 10% till 12th class or above.

Only 32% use toothpastes and rest rely on daatuns (branch of tree). Out of the total sample 58% do not know any brand names for toothpastes, 2% know one brand name, 14% know 2 names and 26% know 3 names of toothpaste brands.

Illiterate Till 8th 8th -10th 11th – 12th graduate or more

0

10

20

30

40

50

60

70

80

Around 51% of nomads from the sample use beauty creams. Out of the total sample 33% do not know any brand names for beauty creams, 23% know one brand name, 28% know 2 names and 16% know 3 names of beauty creams brands.

Only 18% use hair oils and rest rely on mustard oil. Out of the total sample 51% do not know any brand names for hair oils, 10% know one brand name, 34% know 2 names and 5% know 3 names of hair oils brands.

Yes No48

48.5

49

49.5

50

50.5

51

51.5

Use

Don't know

1 2 3 More than 4

0

5

10

15

20

25

30

35

No. of Brands

Only 38% use shampoos to wash their head and rest use soaps. Out of the total sample 48% do not know any brand names for shampoo, 34% know 2 names and 18% know 3 names of shampoo brands.

Approximately 94% use bathing soaps to take bath and rest use nirol (desi) soap. Out of the total sample 15% do not know any brand names for bathing soaps, 15% know one brand name, 18% know 2 names and 27% know 3 names and 25% know more than 4 names of bathing soaps brands.

Yes No0

102030405060708090

100

Use

Don't know

1 2 3 More than 4

0

5

10

15

20

25

30

No. of Brands

Approximately 96% use Detergents/washing soaps to wash their clothes and rest use nirol (desi) soap. Out of the total sample 26% do not know any brand names for Detergents/washing soaps, 0% know one brand name, 16% know 2 names and 52% know 3 names and 6% know more than 4 names of Detergents/washing soaps.

Approximately 31% do not go to buy ration, 5% buy branded products, 30% go for non-branded, 3% go for packed products and 28% buy loose products or ration. Out of the total sample 51% do not know any brand names for Ration, 3% know one brand name, 16% know 2 names and 14% know 3 names and 16% know more than 4 names of Ration.

0

5

10

15

20

25

30

35Type

Don't know

1 2 3 More than 4

0

10

20

30

40

50

60

No. of Brands

Approximately 73% do not drink and 10% drink branded liquor whereas 7% go for non-branded liquor. Out of the total sample 60% do not know any brand names, 0% know one brand name, 14% know 2 names and 26% know 3 names of liquor brands.

35% do not go to buy snacks, 17% buy branded products, 7% go for non-branded, 17% go for packed products and 24% buy loose products or ration.. Out of the total sample 53% do not know any brand names for snacks, 0% know one brand name, 13% know 2 names and 10% know 3 names and 24% know more than 4 names of snacks brands.

48% do not smoke, 17% smoke cigarettes, 18% smoke bidi, 7% go for hookah at home and 10% smoke chillam. 38% don’t know any names, 18% know 2 names, 28% know 3 and 16% know more than 4 brand names of smoking products.

Approximately 28% go for non-branded apparel and 72% for tailormade clothes. 84% don’t know any names, 10% know 2 names, 6% know 3 names of brands of apparel.

32% population go for quality of the cloth, 58% go for price, 4% for durability and 6% for the availability of the cloth.

No Branded Non Branded

Tailormade0

1020304050607080

Type

Don't know

1 2 3 More than 4

0102030405060708090

No. of Brands

Quality Price Durability Availability Advertisement Worf-0f-mouth0

10203040506070 Factors for clothes

Approximately 37% do not use mobile, 36% use branded mobile and 27% go for non-branded mobiles or Chinese mobiles. 31% don’t know any names, 7% know 1 name, 14% know 2 names, 20% know 3 and 28% know more than 4 brand names of mobiles.

26% go for features like camera and fm/music etc. , 24% go for price, 4% for battery backup, 2% on availability, 16% for advertisements, 2% on word of mouth and 26% don’t know about it.

Approximately 5% don’t go to doctors or are not able to go, 56% go to government hospitals and 39% go to private doctors.

15% go for convenience, 65% for cheap/free service and 20% for fast and effective service when they go for government hospitals whereas 40% go for convenience, 4% for cheap and 56% for fast and effective service when they go for private doctors.

45% do check MRP whereas 55% do not check MRP when they go to buy products from shops.

Only 31% people from the respondents check expiry dates on products and medicines and 69% do not check the expiry date.

70% go for the price when they buy products, 21% for availability, 7% for advertisements and 2% for the word of mouth.

23% for TV advertisements, 14% by hoardings, 4% by radio ads, 33% at point-of-sales and 26% is due to word of mouth.

KEY FINDINGS The maximum nomadic population is illiterate so which in turn have

many disadvantages for them like they cannot read MRP, or can check expiry dates for products and medicines.

The new generation is now going to schools but there studies are also affected due to their movement every year from one place to another.

Maximum nomadic population goes for loose and unbranded products and ration because it is cheaper than branded and packed goods.

Maximum nomadic population uses FMCG goods but they are not much brand aware and so as a result either they go for normal unbranded products or they recognize them visually.

They do use mobile but mostly they say they are using aircel as they do not know brand of mobiles and so misinterpret it with mobile connection they are using.

When they go to buy products the most important factor is price of the good which affects their buying decision.

The Nomadic population prefers a government hospital because they provide cheap or free service whereas private is equally popular as it saves their time.

RECOMMENDATION

More literacy schemes should be available and nomads should be made aware regarding the existing schemes like free education and mid-day meal.

Advertisements should be made in local languages as well so these people can also understand them and be aware.

Mobile medical facilities should be made available to them because they travel for months and stay in different places where there are no hospitals or very less facilities available.

More awareness programs needed regarding expiry date of medicines and products because expired medicines will be harmful for people.

Suggestions & Arguments given by the respondents

Government should provide temporary shelters as they have to live in tents or in open for half of the year.

Proper and cheap ration should be made available to them as for half of the year they are not able to buy ration from ration depot and have to buy at more prices from private shops as they are living away from their home.

Medical services should be provided to them as they live in distant places or on hills so it’s impossible for them to reach hospitals far away when they are ill/ pregnant and many times people die due to unavailability of doctors and medical facilities while travelling.

CONCLUSION From the analysis it can be concluded that nomads (gujjar and

bakerwals) of J&K are not much aware about the brands even of the daily use items.

These people live far from normal places and generally stay on hills for maximum part of year. For half of the time they are living in temporary shelters and travelling.

These people do not have much basic facilities as well like education, medical facilities and shelter.

when they go to buy anything from food, clothes to medicines they end up paying more because they are not able to read the MRP, they are not able to read expiry dates so, shopkeepers end up selling expired products to these people who are not literate enough to understand the difference.

Even in this age of technology they are still living the same way they were decades ago. Brands do not affect their buying behaviour because they are price sensitive and illiterate people so they always buy cheap stuff.

LIMITATIONS OF THE STUDY

Sample size taken is very small.

The time was very limited as for the study.

Not all type of customers were covered for the study, as nomads are scattered in different areas of J&K.

Some responses may be biased because people were not ready to share real data. Or give contradictory responses.

Unwillingness of respondents to share information during the initial interviews.

Difficult to reach the nomads due to difficult terrain

References

ADVERTISING ON CONSUMER BUYING BEHAVIOUR”, INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS, FEBRUARY 2013,VOL 4, NO 10

Gujjar Lok: Ethno-cultural heritage of gujjars of Jammu & Kashmir, Himalayan and Central Asian Studies Vol. 4 No. 1, Jan. - March 2000

K. Warikoo “TRIBAL GUJJARS OF JAMMU AND KASHMIR”, Himalayan and Central Asian Studies Vol. 4 No. 1, Jan. - March 2000

Pooja Bahl, Sanjay Pandey and Bobby brahma pandey “A Study on Influence of Brand on Habitual Buying Behaviour Of Consumers: With Special Reference to Raipur”, IJMT, Volume 3, Issue 4

Radhakrishna Rao “A new life for forest nomads” Appropriate Technology; Mar 2007; 34, 1; ABI/INFORM Global, pg. 44 

Stuttaford, Genevieve “Desert Places: A Woman's Nomadic Odyssey Across India”,Publishers Weekly; Oct 28, 1996; 243, 44; ABI/INFORM Global, pg. 71

Uti Charles Amechi, Choi Sang long “THE IMPACT OF POINT OF PURCHASE

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