Research on Sales and Marketing of Kelloggs accordingly to Consumer Behaviour in Chennai

consumer behaviour

Consumer behaviour is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." The Tenacity of this study is to gauge the sale and market of Kellogg product in Chennai. By knowing the consumer’s choice and preferences accordingly various strategies will be adopted in order to maintain the sales and position in the market. With 30 as sample size primary data was collected from consumers of Kellogg from Chennai through a well-structured questionnaire and secondary data was taken from various scholar’s articles. Questionnaire with Five point Likert Scaling technique has been used for this research study. Percentage analysis method for analysing the data. From the Study it is clear that most of the consumers are satisfied with the products of Kellogg with various aspects such as taste, availability, price etc. It is observed that Kellogg is consumed mostly by females belonging to age group between 18 to 30 years living in urban area whose income falls between 16,000 -30,000 as morning breakfast occasionally. It’s is suggested that Consumer’s behaviour changes according to seasons and trends and it’s always necessary to analyse the needs of consumers periodically and keep the brand updated in order to hold the same position in the market. In general this descriptive study clinches that Consumer behaviour is ever changing, so it is very important to know exactly what the consumer prefers. It necessary to understand what the consumer wants and develop the products according to their needs. The purchase behaviour of the consumer should be carefully monitored in order to ascertain what are the qualities that they are attracted towards more in a products

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