ANJUMAN-I-ISLAM

ALLANA INSTITUTE OF MANAGEMENT

STUDIE

CONSUMER BUYING BEHAVIOR

• Abdul Rehman 30• Tauseef Khan 53• Shah Ishtiyaque 73• Zaid Shaikh 88• Salman Siddique 93• Adil Siddiki 94• Tarique 96

Gold Flake

• Product Of ITC Company

• ITC Has An Brands Of Cigarettes Namely

India Kings Classic Gold Flake Bristol Navy Cut

Available In (Cost Per Pack)

Gold Flake Premium FT  Rs.58

Gold Flake Kings  Rs.80

Gold Flake Kings Lights Rs.80 

Cigarettes

Buying Behavior

Of Consumers

Behavior Model Of Consumer

Buying Decision Process Of Gold Flake

Need Recognition

For Stress Out

Break Time

Mental Satisfaction

After A Food

Information Search

• Friends And Colleges

• Commercial

• Attributes Of The Gold Flake

Evaluation Of Alternative

• Other Brands Which Are Available

DOMESTIC

Four Square

Duke

Classic

Wills

Navy Cut

INTERNATIONAL

Benson & Hedges

Black Devil

Camel

Dunhill

Marlboro

Purchase Decision Of Gold Flake

• Masculine Brand Image Among Smokers

• Available In Reasonable Prices

• Good Flavors

Cognitive Dissonance

• Post-purchase Evaluation Is Very Significant For First-time Users.

• Satisfactory

• Negative Words Of Mouth

Factors Influencing purchasing of gold flake

• Group Circle

• Pricing Factor

• Psychological Factor

• Promotional Strategy

Research Profile

We have conducted a random sampling research

We have taken a 30 respondents.

Research Ares was Mumbai and thane.

We have asked 10 question to each and every one.

Which brand’s of cigarettes do you purchase ?

Series10

1

2

3

4

5

6

7

8

9

10

wills goldflakefour squarenavy cut

Why Do You Purchase Gold Flake?

masculine imagecost attributes

90%

5%

5%

When Do You Smoke?

Series10

2

4

6

8

10

12

14

16

stress out break timemental satisfactionafter food

Since how long have been smoking Gold Flake brand?

Series10

2

4

6

8

10

12

14

16

18

20

>6 months>1 year>3year

How Often Do You Purchase Gold Flake Brand?

Series10

2

4

6

8

10

12

14

16

once in a daymore than once in a dayonce in a week

Which Are The Factors That Force You To Purchase Gold Flake Brand Most?

group circle pricing factorpsychological factorcommercial

45%

2%

8%

45%

Conclusion

• Brand Loyalty Is More As Compare To Other Consumer .

• More Frequent Buyers

• Groups, peers, Circle Are Those Factor Which Influence

Buying Behavior