Primary objective:

To study the post purchace behaviour of the buyer with

referance to MK Lighting

Secondary objectives:

To know about the service provided by the company

To know the offer given by them and to attract new customer

To Find the variours sales promotions techniques used on dealers

as well as customer

To identify the customer buying behaviour of mk lighting

To analyse the customer satisfaction level of mk lighting

Scope of the study

 The research aims at knowing the extend of customer buying
behaviour of mk lighting in chennai. It also aims to find out the
standard and qualities that the customer expectation.

Customer’s opinions about mk lighting

TO STUDY ON POST PURCHASE BEHAVIOUR OF THE BUYER

 WITH REFERANCE TO MK LIGHTINGS
CHENNAI

Personal Details:-
1. Name:- :

2. Address :

3. Gender : a) Male b) Female

4. Marital Status:- : a) Single b) Married

5. Education Qualification:-
a) Below +2 b) Under Graduate c) Post Graduate d) illiterate

6. Occupation:-
a) Self Employed b) Professional c) Agriculturist d) Others

7. Annual Income:-
a) Below Rs. 10,000 b) Rs. 10,000 – Rs. 20,000 c) Rs. 20,000 – Rs. 40,000 d)
Above 40,000

8. How did you know about our MK lighting?

a) Friends b) Distributors c) Company Executives d) Advertisement
9. When prefer to buy a product?
a) exchange offer b) discount offer c) sales offer d) other
10. Which factor Influence you to purchase product ?
 a) company name b) promotinal activities c) price d) service

11. From where would you like to buy product?

a) multibrand out let b) direct market c) retail
12 How do you rate the MK lighting product flexibility?
a) Excellent b) Satisfactory c) Need’s improvement
13. How do you rate the MK lighting product Quality?
a) Excellent b) Satisfactory c) Need’s improvement
14. What’s your opinion about MK lighting product customer care and service?
a) Excellent b) Satisfactory c) Need’s improvement
15. If u satisfied with overall performance of the MK lighting product?
a) Excellent b) Satisfactory c) Need’s improvement

16. Will you recommend MK lighting product to your relatives or friends?

a) Have already recommended b) Definitely c) May recommend d)
will not recommend

17. Are you happy with the service of your present MK lighting?
a)Yes b) No

18. How long you are using the MK Lighting?

a) 1 Year – 2 Years b) 2 years – 5 years c) More than 5 Years

19. How do you feel about the Product Quality of MK comparing to other Company
Products?
a) Excellent b)Average c)Poor
20 . What do you feel about the Pricing of MK Lightings
a)High b) Reasonable c) Satisfie

POST-PURCHASE BEHAVIOR 
 Post-purchase behavior involves all the consumers' activities and the
experiences that follow the purchase. Usually, after making a purchase,
consumers experience post-purchase dissonance. In other words, they regret
their purchase decision.

The reasons for high post- purchase dissonance can be attractiveness and
performance of forgone alternatives, difficult purchase decision, large number
alternatives,etc. 
 
                purchase dissonance can be attractiveness and performance of
forgone alternatives, difficult purchase decision, large number of alternatives,
etc.marketers' communication. To reduce post-purchase dissonance, consumers
may sometimes even return or exchange the product marketers' communication.

To reduce post-purchase dissonance, consumers may sometimes even return or

exchange the product Marketers, therefore, can use these opportunities to
reduce consumers' risk perception by way of good return/exchange policies and
reduce their post-purchase dissonance by messages targeted at this segment of
theirconsumers. 
                   Consumers' retail store selection behavior depends on - store image
Despite post-purchase dissonance, many consumers proceed with consumption
of the product. How consumers use the products is an important knowledge
source for marketers, as they can offer better products and reach more
consumersbasedonthesecousagepatterns.                                                               
                                                                                                                                                     
some cases, however, consumers initially use the product  but    after a   period
of   time fail to do so. Marketers, therefore, should not consider a product    
purchased      as   product consumed. A non-used product is also more likely to
affect the repurchase pattern    of   the consumers   negatively. Consumers need
to dispose    off  the   products or packaging before, during, or after the use. The
issue of disposal is gaining considerable importance for    marketers as it
directly affects the repurchase patternOFconsumers. 
 
                     As more and   more   products are consumed and disposed off, it
is likely   that repurchase will also be more. Many a time, consumers cannot
repurchase without disposing off the product  first, due to space and financial
constraints.   Thus, many marketers, especially retailers, are helping consumers
to dispose off their old products. This not only gives consumers a reason to
repurchase     but also   increases    marketers' sales.

The    disposal options the consumers have are – keep   the  product,
temporarily disposeoff,orpermanentlydispose off.  
 
                                                                                                                                
                              product  use/consumption  is followed    by its evaluation,
which may then lead to satisfaction (perceived performance > minimum desired
expectations); non-satisfaction (perceived performance = minimum desired
expectations); or dissatisfaction (perceived performance < minimum desired
expectations). Consumer dissatisfaction may result in complaint behavior.
Consumers may choose to take action against the marketer/service provider by
way of warning friends, returning the product, boycotting and brand switching,
complaining to the marketer, complaining to the relevant government/non-
governmentbodies, and/ortakinglegal action   marketers/serviceprovider.  
 
                     Marketers should try to use consumer complaints as a way of
assessing their performance as perceived by their consumers and should use
 this opportunity to delight them by showing their commitment to consumer
service. Many marketers are actively seeking consumer feedback to improve
their products and service quality with a view to retaining their existing
consumers and attracting new ones. They have identified consumer retention as
a major concern, as research has shown that even satisfied consumers can't be
termed as loyalists and often switch to competing brands to get a betterdeal. 
 
                              Marketers thus, have identified the quality of product and
service as the parameter to   evaluate  consumers' intention to repurchase
instead of   their   level   of satisfaction. Only totally satisfied and committed
consumers are recognized as brand loyalists. Brand loyal consumers not only
spread positive word-of-mouth for the brand but are also less likely to switch to
other brands. Marketers are     increasingly indulging in loyalty marketing to
increase consumer retention, with various schemes and discount offers for their
higvalueregularconsumers.  
 
      However, many observers believe that these kinds of tactics, if not
implemented properly, can fail to deliver what they initially promised, resulting
in frustrated consumers. Others also believe that marketers should classify their
consumers on the basis of their satisfaction thresholds and then treat each group
differently.

Post purchase satisfaction

 The buyer's satisfaction is a function of the closeness between the buyer's
product expectations and the product's perceived performance.

Post purchase actions

If buyers are satisfied they may purchase again.

If they are dissatisfied, they may return the product. They will inform their
friends not to buy.

Post purchase use and disposal

The marketer has to be monitor use of the product. If people bought the product
but are not using it, sales will not grow. If people are using the product for
additional uses not anticipated by the marketer, the information is of value in
increasing sales-.