NAME: DEEPA KUNDER - 05 BHOOMI SHAH - 06 SUBJECT: CONSUMER BEHAVIOUR TOPIC: VIJAY SALES(VASAI)

Introduction
Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. so to explain the consumer buying behaviour, the retail shop taken is vijay sales. vijay sales is the biggest outlet for the electronics. It provides all sorts of brands and wide range of electronics. Vijay Sales is an Indian electronics retail store chain based out of Mumbai. Vijay Sales was started as a small TV showroom at Mahim by Nanu Gupta in 1967. It currently operates 47 stores across the states of Maharastra, Gujarat and Delhi. With over 44 years of establishment and leaders in offline retail, Vijay Sales now brings you the new exciting online shopping destination www.Vijay Sales , with a huge bouquet of products which suit your needs and at the best prices savings guaranteed. At Vijay Sales, we believe in providing our consumers with the best value, best products and the best available service in the industry. Team VS Online makes your shopping easy and fun with a user friendly interface. Once you have selected your product, you can complete your order in 4 easy steps and get the product delivered to your doorstep. They make it easy to search products by various features. High resolution images will help you view minute details.

Mission
As pioneers of electronic retailing and India's preferred chain of electronics superstores, have a high level of responsibility towards customer for the faith they place upon them. Vijay Sales would give its customers best value, best products and the best available service in the industry. Honesty towards customers, principals and their associates would be the pillar on which Vijay Sales would stand and grow.

Pricing
All offer prices on Vijay sales are all inclusive; there are no hidden charges whatsoever. You have to only pay the offer price that you see on our product page next to the specific product image.

Payments and Returns Acceptable Methods of Payment

Presently payment methods available with Vijay sales are through Credit Cards, Debit Cards and Net banking. As and when other methods will be incorporated, the same would be updated. Your Credit/Debit card information remains private and confidential. Vijay sales and our secure online payment gateways use Secure Sockets Layer security technology to protect your Card information. They accept all VISA & MasterCard cards only Indian cards, as International cards would not be supported. You will have to enter your 16 digit Credit/Debit

card number and the 3 digit CVV (Card Verification Value) code which is at the back of your card and complete the payment. You will have to log onto your banks website for registration and each bank has its own process for registration.

Cash On Delivery (C.O.D.)

Cash on delivery is available in Mumbai only and is valid for a maximum of Rs. 50,000/- per transaction. Our customer has to pay the complete booked amount prior to delivery, to be collected by authorized Vijay Sales collection personnel.The official receipt for cash collected will be provided to the customer. All products which have the C.O.D. icon on the product detail page are available for Cash On delivery in Mumbai. You can avail of C.O.D. on an order if 1) Your selected products are available for a C.O.D. 2) Your delivery location is serviceable by Cash collection personnel. 3) Cash Collection will be made only between 11:00 am to 6 pm during the day and at the billing address as given by the customer during online booking.

Delivery
Vijay sales provides FREE Delivery for all products sold on www.Vijay Sales to your beneficiary address in Mumbai city limits only.(Kindly check Pin Code for Delivery Serviceable Area). There are no hidden charges applicable. Delivery time would be minimum 4 business days from the day your order booking and payment is completed on www.Vijay Sales. The day of booking your order is taken as day 0.

Privacy Policy
We value the trust you place in Vijaysales.That's why we insist upon the highest standards for secure transactions and customer information privacy.Please read the following statement to learn about our information gathering and dissemination practices.Please Note: In order to provide our customers with the best possible services, our policies will be governed by this and going further the privacy policy would be updated on a regular basis to reflect the same.We would request you to please review this policy periodically, to be aware of any changes. By accepting the Privacy Policy during registration, you expressly consent to our use and disclosure of your personal information in accordance with this Privacy Policy.

Demonstration & Installation

Demonstration is provided by the manufacturing company and is provided on certain products only, in case of further clarifications, we would request to contact us on 022 61711071 or email us on ecustomercare@Vijay Sales and we will be happy to clarify on the same. After delivery/receipt of product, the demonstration, if applicable, would happen after minimum 4 business days. Only the first demonstration would be on a complimentary basis. Installation is provided by the manufacturing companys authorized service centre/franchisee only. For Split A/C, standard installation charges will apply;payable by the consumer directly to the companys authorized service centre/franchisee. Inclusions in scope of work for Split A/c installation: - Installation of Indoor and Outdoor units, Interconnecting Indoor and Outdoor unit with piping. Exclusions in scope of work for Split A/c Installation:- All masonry work, Supply and Installation of main power phase, electrical work, Leak testing if piping is already done by the consumer, no drilling holes in any of the pillars, dismantling charges if earlier Split A/c is present.For other products, standard installation will be provided as per companies norms and is complimentary.After delivery/receipt of product, the installation would happen after minimum 4 business days.

Returns and Refunds

Vijay sales makes every effort to service the orders placed with them, as per the specification and delivery timelines mentioned against each product. As a policy, we request you to kindly check the product and the accessories while accepting the delivery. In case of any discrepancies, kindly bring it to our notice before accepting delivery by calling us on 022 61711071or email us onecustomercare@Vijay Sales.After acceptance of delivery of the product, Vijay Sales will not entertain any returns or refund request. After sales service is provided by the authorized service centres of the respective manufacturing companies. For product service requirement, kindly contact us on the above mentioned details for the same. For any product/service available on sale on www.Vijay Sales, the company does not assume any liability. Vijay sales is only in the business of providing products/services from manufacturers to customers at the destination of their choice in Mumbai. (limited to Mumbai city limits only)

Collection of Personally Identifiable Information

We collect personally identifiable information (email address, name, phone number, etc.) from you when you set up a free account with Vijay Sales. While you can browse some sections of our site without being a registered member, certain activities (such as placing an order) do require registration. You would be receiving offers and mailers from us, in case you do not wish to receive, you can choose to unsubscribe from the same.

Vijay Sales Terms of Use

Vijay Sales provides its services to you subject to the notices, terms, and conditions set forth in this agreement (the "Agreement"). In addition, when you use any Vijay Sales service (e.g., Customer Reviews), you will be subject to the rules, guidelines, policies, terms, and conditions applicable to such service, and they are incorporated into this Agreement by this reference. Vijay Sales reserves the right to change this Site and these terms and conditions at any time.Vijay Sales retains the right to deny access to anyone who we believe has violated any of these Terms of Use. If you are under 18, you may use Vijaysales only with involvement of a parent or guardian.

Security Precautions
Our site has stringent security measures in place to protect the loss, misuse, and alteration of the information under our control. Whenever you change or access your account information, we offer the use of a secure server. Once your

information is in our possession we adhere to strict security guidelines, protecting it against unauthorized access.We will endeavor to safeguard the confidentiality of your personal information; transmissions made by means of the Internet cannot be made absolutely secure. By using this Site, you agree that we will have no liability for disclosure of your information due to errors in transmission or unauthorized acts of third parties.

Liability of Information.
Vijay Sales nor any of its sources would be liable for any direct, special, incidental, indirect, or consequential damages whatsoever (including but not limited to: damages for loss of business profits, business interruption, loss of business information, or any other pecuniary loss) arising out of the use of the information made available on this web site. Information on the Vijay Sales web site may not be reproduced, copied, or altered without the express written consent of Vijay Sales and its affiliates.

Termination
Vijay Sales may terminate this Agreement and these terms and conditions and/or the provision of any of the services at any time for any reason, including any improper use of this portal or your failure to comply with these terms and conditions. Such termination shall not affect any right to relief to which Vijay Sales and its third party providers and distributors may be entitled, at law or in equity. Upon termination of this User Agreement and these terms and conditions, all rights granted to you will terminate and revert to Vijay Sales and its third party providers, as applicable

Mandatory Declaration
1. You hereby declare that you have provided all necessary Legal Details for the shipment of the product to the destination specified by you in the Order. 2. You further declare that the Product will be acquired for personal use of the Consignee and/or Buyer. The Product will not be sold, resold, bartered or in any way disposed for profit.

Disclaimer Of Warranties And Liability

This website, all the materials and products (including but not limited to software) and services, included on or otherwise made available to you through this site are provided by Vijay Sales as is and as available basis without any representation or warranties, express or implied except otherwise specified in writing. Without prejudice to the forgoing paragraph, Vijay Sales does not warrant that: This website will be constantly available, or available at all; or The information on this website is complete, true, accurate or nonmisleading. Vijay Sales will not be liable to you in any way or in relation to the contents of, or use of, or otherwise in connection with, this website. Vijay Sales does not warrant that this site; information, content, materials, product (including software) or services included on or otherwise made available to you through this site; their servers; or electronic communication sent from Vijay Sales are free of viruses or other harmful components. Nothing on this website constitutes, or is meant to constitute, advice of any kind. Certain state laws do not allow limitations on implied warranties or the exclusion or limitation of certain damages. If these laws apply to you, some or all of the above disclaimers, exclusions, or limitations may not apply to you, and you might have additional rights. All the products sold on Vijay Sales are governed by different state laws and if Vijay Sales is unable to deliver such products due to implications of different state laws, Vijay Sales will return or will give credit for the amount received by Vijay Sales from the sale of such product that could not be delivered to you. You will be required to enter a valid phone number while placing an order on Vijay Sales. By registering your phone number with us, you consent to be contacted by Vijay Sales via phone calls and / or SMS notifications, in case of any order or shipment or delivery related updates. Vijay Sales will not use your personal information to initiate any promotional phone calls or SMS'es. While availing any of the payment method/s offered by Vijay Sales, Vijay Sales is not responsible or takes no liability of whatsoever nature in respect of any loss or damage arising directly or indirectly to you out of the decline due to: 1. lack of authorization for any transaction/s, 2. or exceeding the preset limit mutually agreed by you and between your "Bank/s", 3. or any payment issues arising out of the transaction, 4. or decline of transaction for any other reason/s.

No resale of service
You agree not to reproduce, duplicate, copy, sell, resell or exploit for any commercial purposes, any portion of the Service, use of the Service, or access to the Service.

About Us
With over 44 years of establishment and leaders in offline retail, Vijay Sales now brings you the new exciting online shopping destination www.Vijay Sales , with a huge bouquet of products which suit your needs and at the best prices savings guaranteed.At Vijay Sales, we believe in providing our consumers with the best value, best products and the best available service in the industry. Team VS Online makes your shopping easy and fun with a user friendly interface. Once you have selected your product, you can complete your order in 4 easy steps and get the product delivered to your doorstep. We make it easy to search products by various features. High resolution images will help you view minute details.

Registration
To enjoy shopping with us, kindly register on www.Vijay Sales to allow us to communicate with you regarding your transaction and order status.

Placing an Order
Placing an order with www.Vijay Sales is easy and simple. Step 1 Browse through our wide range of products or just search for your desired product on our quick, powerful search placed at the header of every webpage. Use the dropdown menu to choose in a particular category. Step 2 While browsing the catalogue, you can select the product you wish to buy in your shopping cart, review the product and click on Buy Now on the product detail page. Step 3 Your selected product/s will show in your shopping cart, you can add the quantity or remove the product from your shopping cart. To continue shopping, please click on the bar at the left side or proceed to checkout by clicking on the bar at the right hand side. Step 4 You can either be logged in or shop by selecting the product , proceed to checkout or choose Guest Checkout, kindly provide us your email id and contact number, the billing and shipping address and proceed to review your order. Step5 Please review your order details and proceed with payment. Payment method details are given in our Payments & Returns link in the Help section at the footerof our webpage. Step 6 After payment completion you will be directed to the Order Acknowledgement page showing all the order details and the unique order number used to track your order. Status on Order, Payment, Shipment You can review the status of your order right from booking to completion on My Account section and select My Orders.

Account Information
You can review and/or update your account information by selecting Update Profile, update your beneficiary address details inAddress Book and have an overview of your account details by selecting Overview. How to track your shipped Orders You can track your order by selecting My Orders in My Account section, simply click on the order number and you will be provided with all the details of shipment and status. We also have a Track Your Order button at the header of our webpage, simply click on that and provide us with your order number, your email id would already be entered, just click on Submit and you will be provided with all the details of shipment and status.

Payment Errors/Transaction Failure While making payment, if certain required fields are not entered correctly or if there is an internet connection drop, you may get a Payment error page. We would request you to kindly contact us on 022 61711071 or email us on ecustomercare@Vijay Sales for queries.

Contact Us
We would request you to kindly contact us on 022 61711071 or email us on ecustomercare@Vijay Sales for any queries, it would be our pleasure to assist you. Also by clicking on Contact Uson the top right side of our web page you willbe provided with our contact details.

Vasai
Tania Shopping Mall,Next To D-Mart Mall,Babole Naka Vasai West, Thane 401202 State : Maharashtra Landline No. : 2312841

Trademark, Copyright and Restriction

Vijay sales is controlled and operated by Vijaysales.com. All material on this site, including images, illustrations, audio clips, and video clips, are protected by copyrights, trademarks, and other intellectual property rights that are owned and controlled by us or by other parties that have licensed their material to us. Material on Vijaysales.com web site owned, operated, licensed or controlled by us is solely for your personal, non-commercial use. You must not copy, reproduce, republish, upload, post, transmit or distribute such material in any way, including by e-mail or other electronic means and whether directly or indirectly and you must not assist any other person to do so. Without the prior written consent of the owner, modification of the materials, use of the materials on any other web site or networked computer environment or use of the materials for any purpose other than personal, non-commercial use is a violation of the copyrights, trademarks and other proprietary rights, and is prohibited. Any use for which you receive any remuneration, whether in money or otherwise, is a commercial use for the purposes of this clause.

Objectionable Material
You understand that by using this Site or any services provided on the Site, you may encounter Content that may be deemed by some to be offensive, indecent, or objectionable, which Content may or may not be identified as such. You agree to use the Site and any service at your sole risk and that to the fullest extent permitted under applicable law, Vijaysales.com and its affiliates shall have no liability to you for Content that may be deemed offensive, indecent, or objectionable to you.

Cancellation of order
Vijaysales.com reserves the right to cancel any order without any explanation for doing so, under situation where Vijaysales.com is not able to meet the requirement of the order placed or order so placed/cancelled does not comply with the Vijaysales.com policy or for any other reason. However, Vijaysales.com will ensure that any communication of cancellation of an order, so cancelled, is intimated within appropriate time to the concerned person and any applicable refund will be made in reasonable time.

Communication with Users

Vijaysales.com reserves the right to communicate with Users regarding this site and the Users use of this site or any product or service purchased by the user on vijay sales.

Indemnity
You agree to defend, indemnify and hold harmless Vijaysales.com, its employees, directors, officers, agents and their successors and assigns from and against any and all claims, liabilities, damages, losses, costs and expenses, including attorney's fees, caused by or arising out of claims based upon your actions or inactions, which may result in any loss or liability to Vijaysales.com or any third party including but not limited to breach of any warranties, representations or undertakings or in relation to the non-fulfillment of any of your obligations under this User Agreement or arising out of the your violation of any applicable laws, regulations including but not limited to Intellectual Property Rights, payment of statutory dues and taxes, claim of libel, defamation, violation of rights of privacy or publicity, loss of service by other subscribers and infringement of intellectual property or other rights. This clause shall survive the expiry or termination of this User Agreement.

Contents Posted on Site

You are responsible for any notes, messages, e-mails, billboard postings, photos, drawings, profiles, opinions, ideas, images, videos, audio files or other materials or information posted or transmitted to the Sites (collectively, "Content"). Such Content will become the property

of Vijaysales.com throughout the universe. Vijaysales.com shall be entitled to, consistent with our Privacy Policy, use the Content or any of its elements for any type of use forever, including but not limited to promotional and advertising purposes and in any media whether now known or hereafter devised, including the creation of derivative works that may include Content you provide. You agree that any Content you post may be used by Vijaysales.com, consistent with our Privacy Policy and Rules of Conduct on Site as mentioned herein, and you are not entitled to any payment or other compensation for such use.

Rules of Conduct On Site

a) You may not post, distribute, or reproduce in any way any copyrighted material, trademarks, or other proprietary information without obtaining the prior written consent of the owner of such proprietary rights. b) Vijaysales.com may review, edit, reject, refuse to post and/or delete any Content that in the sole judgment of Vijaysales.com violate these Terms of Use or which might be offensive, illegal, or that might violate the rights, harm, or threaten the safety of another person. c) Any information provided by you on this site shall not be misleading in any way. d) You may not post or transmit Content, (even if made in a joking, sarcastic or unintended manner), if it in any way: o is patently offensive to the online community, such as sexually explicit content, or content that promotes obscenity, pedophilia, racism, bigotry, hatred or physical harm of any kind against any group or individual; o harasses or advocates harassment of another person; o involves the transmission of "junk mail," "chain letters," or unsolicited mass mailing or "spamming"; o promotes illegal activities or conduct that is abusive, threatening, obscene, defamatory or libelous; o infringes upon or violates any third party's rights [(including, but not limited to, intellectual property rights, rights of privacy (including without limitation unauthorized disclosure of a person's name, email address, physical address or phone number) or rights of publicity]; o promotes an illegal or unauthorized copy of another person's copyrighted work (see "Copyright complaint" below for instructions

o o

o o o

on how to lodge a complaint about uploaded copyrighted material), such as providing pirated computer programs or links to them, providing information to circumvent manufacture-installed copyprotect devices, or providing pirated music or links to pirated music files; contains restricted or password-only access pages, or hidden pages or images (those not linked to or from another accessible page); provides material that exploits people in a sexual, violent or otherwise inappropriate manner or solicits personal information from anyone; provides instructional information about illegal activities such as making or buying illegal weapons, violating someone's privacy, or providing or creating computer viruses; contains video, photographs, or images of another person age 18 or older without his or her express written consent and permission or those of any minor (regardless of whether you have consent from the minor or his or her legal guardian). tries to gain unauthorized access or exceeds the scope of authorized access (as defined herein and in other applicable Codes of Conduct or End User Access and License Agreements) to the Sites or to profiles, blogs, communities, account information, bulletins, friend request, or other areas of the Sites or solicits passwords or personal identifying information for commercial or unlawful purposes from other users; Engages in commercial activities and/or sales without Vijaysales's prior written consent such as contests, sweepstakes, barter, advertising and pyramid schemes, or the buying or selling of "virtual" items related to the Sites. Throughout this Terms of Use, Vijaysales.com's "prior written consent" means a communication coming from Vijaysales.com's legal department, specifically in response to your request, and specifically addressing the activity or conduct for which you seek authorization; solicits gambling or engages in any gambling activity which Vijaysales.com, in its sole discretion, believes is or could be construed as being illegal; contains viruses, time bombs, trojan horses, cancelbots, worms or other harmful or deleterious components or devices; interferes with another user's use and enjoyment of the Sites or any other individual's user and enjoyment of similar services; or Refers to any website or URL that, in the sole discretion of Vijaysales.com, contains material that is inappropriate for the Sites, contains content that would be prohibited on the Sites, or violates the letter or spirit of these Terms of Use.

e) You must use the Sites in a manner consistent with any and all applicable laws and regulations. Illegal and/or unauthorized uses of the Sites, including without limitation, collecting usernames and/or email addresses of registered members by electronic or other means for the purpose of sending unsolicited email and unauthorized framing of or linking to the Sites, are not permitted. This includes the unauthorized interception of the data stream coming from or going into the Sites, as well as attempting to gain unauthorized access to the Sites or exceeding your authorized access. f) You may not engage in advertising to, or solicitation of, other users through the Sites to buy or sell any products or services, including, but not limited to, products or services related to the Sites. You may not transmit any chain letters or unsolicited commercial or junk email to other users via the Sites. It is also a violation of these Terms of Use to use any information obtained from the Sites in order to harass, abuse, or harm another person, or in order to contact, advertise to, solicit, or sell to another person outside of the Sites without their prior explicit consent. In order to protect our users from such advertising or solicitation, Vijaysales.com reserves the right to restrict the number of messages or emails which a user may send to other users in any 24hour period to a number which Vijaysales.com deems appropriate in its sole discretion. g) You understand that Vijaysales.com has the right at all times to disclose any information (including the identity of the persons providing information or materials on the Sites) as necessary to satisfy any law, regulation or valid governmental request. This may include, without limitation, disclosure of the information in connection with investigation of alleged illegal activity or solicitation of illegal activity or in response to a lawful court order or subpoena. In addition, we can (and you hereby expressly authorize us to) disclose any information about you to law enforcement or other government officials, as we, in our sole discretion, believe necessary or appropriate in connection with the investigation and/or resolution of possible crimes, especially those that may involve personal injury. h) Vijaysales.com reserves the right, but has no obligation, to monitor the materials posted in the public areas of the Sites. Vijaysales.com shall have the right to remove or edit any Content that in its sole discretion violates, or is alleged to violate, any applicable law or either the spirit or letter of these Terms of Use. Notwithstanding this right of Vijaysales.com, YOU REMAIN SOLELY RESPONSIBLE FOR THE CONTENT OF THE MATERIALS YOU POST IN THE PUBLIC AREAS OF THE SITES AND IN YOUR PRIVATE MESSAGES. Please be advised that Content posted in public areas of the Sites does not necessarily reflect the views of Vijaysales.com. In no event shall Vijaysales.com assume or have any responsibility or liability for any Content posted or for any claims, damages or losses resulting from use of Content and/or appearance of Content on the Sites. You hereby represent and warrant that you

have all necessary rights in and to all Content you provide and all information it contains and that such Content shall not infringe any proprietary or other rights of third parties or contain any libelous, tortious, or otherwise unlawful information. i) Your correspondence or business dealings with, or participation in promotions of, advertisers found on or through the Sites, including payment and delivery of related goods or services, and any other terms, conditions, warranties or representations associated with such dealings, are solely between you and such advertiser. Vijaysales.com shall not be responsible or liable for any loss or damage of any sort incurred as the result of any such dealings or as the result of the presence of such advertisers on the Sites. j) It is possible that other users (including unauthorized users or hackers) may post or transmit offensive or obscene materials on the Sites and that you may be involuntarily exposed to such offensive and obscene materials. It also is possible for others to obtain personal information about you due to your use of the Sites, and that the recipient may use such information to harass or injure you. Vijaysales.com does not approve of such unauthorized uses but by using the Sites you acknowledge and agree that Vijaysales.com is not responsible for the use of any personal information that you publicly disclose or share with others on the Sites. Please carefully select the type of information that you publicly disclose or share with others on the Sites. k) Vijaysales.com shall have all the rights to take necessary action and claim damages that may occur due to your involvement/participation in any way on your own or through group/s of People, intentionally or unintentionally in DoS/DDoS (Distributed Denial of Services). l) You are prohibited from violating or attempting to violate the security of the site including, without limitation, (a) accessing data not intended for you or logging onto a server or an account which you are not authorized to access; (b) attempting to probe, scan or test the vulnerability of a system or network or to breach security or authentication measures without proper authorization; (c) attempting to interfere with service to any other user, host or network, including, without limitation, via means of submitting a virus to the Site, overloading, "flooding," "spamming," "mail bombing" or "crashing;" (d) sending unsolicited email, including promotions and/or advertising of products or services; or (e) forging any TCP/IP packet header or any part of the header information in any email or newsgroup posting. Violations of system or network security may result in civil or criminal liability.

Other Businesses
Vijaysales does not take responsibility or liability or warrant including but not limited to, the actions, products, content and services on Vijaysales.coms website, which are linked through including but not limited to Affiliates and

sites using Vijaysales.coms APIs. In addition, Vijaysales.com provide links to the sites of affiliated companies and certain other businesses for which, Vijaysales.com is not responsible for examining or evaluating the products and services offered by them, and we do not warrant the offerings of, any of these businesses or individuals or the content of their website.

Theories :Classical Conditioning Theory

Classical conditioning theory pairs one stimulus with another that already elicits a given response.Over repeated trials the new stimulus will also begin to elicit the same or a very similar response.Pavlov pioneered the study of classical conditioning. For example:The vijay sales provide yearly end discounts, stock clearance sale etc on particular day,so the customers number increase and the sale of the products of the different brands increase.Vijay sales advertises about its discounts and clearance sale in the newspapers and local cable channels,which attracts the people to purchase the products reasonable price or the Price on which they want to buy the product.

Classical conditioning is used widely in advertising.Brand,products and services are treated as conditioned stimulus (CS) and associated with a pleasant, enjoyable stimuli (unconditioned stimulus-US) by making use of soothing music,attractive colors humor,pleasant and attractive people and the like.this method is adopted so that consumers learn to associate brands and logos with a positive feeling.

Instrumental Conditioning Theory

The method of instrumental conditioning (also called as operant conditioning) also involves developing connections between stimuli and responses, but the process involved differs from classical conditioning in several important respects. Although classical conditioning relies on an already established already established stimulus response connection, instrumental conditioning requires the learner to discover an appropriate or correct response-one that will be reinforced. For example:A mobile is purchased from vijay sales.if the mobile is taken with the warranty it will last long and can be repaired or replaced within the given warranty period.But if it is not purchased with the warranty,then it may not be replaced or repaired.so the product purchased must be warrantied and gurrantied from the seller of the product.

Cognitive Learning Theory

Learning based on mental activity is called cognitive learning. Cognitive learning theory holds that the kind of learning most characteristic of human beings is problem solving which enables individuals to gain some control over their environment. Cognitive theory holds that learning involves complex mental processing of information. Instead of stressing the importance of repetition or the association of a reward with a specific response, cognitive theorists emphasize the role of motivation and mental process in producing a desired response. Individuals also differ in terms of imagery-that is in their ability to form mental images-and these differences influence their ability to recall information.The more experience a consumer has with a product category,the greater his or her ability to make use of product information.Greater familiarity with the product

caterory also increases cognitive ability and learning during a new purchase decision, particularly with regard to technical information. Some consumers learn by analogy, that is they transfer knowledge about products they are familiar with to new or unfamiliar products in order to enhance their understanding. For example:A person buys a sony television from a local electronic shop which costs him Rs. 20,000 with 1 year warranty and his friend buys the same television from vijay sales for Rs.18,000 with 3 year warranty. Both the television contains same features but they are slightly different from each other. That is JND (Just Noticable Difference). Because of the JND the person has to pay 2000 extra to the seller and his friend has to pay 2000 less to vijay sales. Just Noticable Difference consist of looks, features, color warranty, etc.

Congruity Theory
The congruity theory predicts that the person may reduce his favourable attitude towards the sports person and also become more favourable to the brand. The theory would predict the movement of two attitudes towards the center. Strong attitudes are more difficult to change then weak on moderate attitudes. If information is totally unbelievable the consumer can reject it and no attitude change will occur. The congruity principle is used in marketing. Advertisers often use celebrities to endorse brands. For example :A persons attitude towards vijay sales is positive but has a negative attitude towards local cable channel. He sees the ad of vijay sales on the local cable channel then the consumer has inconsistent attitudes. He is in a state of incongruity which makes him uncomfortable. The theory says tha the person may reduce his positive attitude towards vijay sales and become more favourable towards local cable channel.

Cognitive Dissonance Theory

It is a psychological state wich results when a person perceives that two thoughts, both of which he belives to be true, but not fit together. This

dissonance produces tension. It is necessary for a person to perceive the inconsistency, otherwise no dissonance will occur. Cognitive dissonance arise after a decision has been made.it occurs as a result of discrepancy between a consumers decision and the consumers prior evaluation.a person can reduce dissonance by seeking more information to confirm the wisdom of the choice.consumers normally avoid information that would tend to increase their dissonance and seek information supporting their decision.Consumers seek out ads of products they have bought and tend to avoid competing ads.

For example:A person has knowledge about ogeneral air conditioner and tends purchase it .He prefers vijay sales rather than purchasing it from the local or any other electronics outlet.So the person tries to cover his dissonance by purchasing the air conditioner from the vijay sales.The person has positive attitude towards both but the ideas do not fit together.

Psychoanalytic Personality Theory

Freuds psychoanalytic theory of personality is the cornerstone of modern psychology.This theory was built on the premise that unconscious needs or drives and other biological drives are at the heart of human motivation and personality. Freud the father of psychoanalytic theory proposed that every individuals personality consist of three interacting systems. (a) Id (b) Ego (c) Super ego For example:In todays technology based world. The mobile phone has become very important gadget in a persons day to day life.The mobile satisfies the id of the person. Id satisfies the need of having a mobile phone. Ego balances and controls id and super ego.Super ego is the most controlled one.The super ego

states that a person creates status through the use of costly cell phones. Vijay sales satisfies the super ego of the person.

Trait theory
A trait is defined as any distinguishing, relatively enduring way in which one individual differs from another. Trait theory focuses on the measurement of personality in terms of psychological characteristics. Individuals behave in a relatively stable manner. Most have certain characteristic. However, these differ in the degree to which each individual possesses these tendencies. Trait theorists are concerned with the construction of personality tests. Selected single trait personality tests are often developed specially for use in consumer behaviour studies. Traits must measure 1. Consumer Innovativeness. 2. Consumer Materialism 3. Consumer Ethnocentrism Consumer Innovativeness Innovative consumers are those who try out new products.Knowledge about the personalities of these consuers helps to target out those who are likely to try out new products.Advertisers are interested in understanding how personalities influence consumption behaviour because this will help in segmentation and thus target customers will respond positively to their product. For example:A person who loves to change his mobile phones most frequently would be impressed by the innovativeness. So vijay sales provides the customer with good product and with reasonable rate which makes the customer satisfied and visit frequently. Consumer Materialism

Materialism refers to the attachment people have towards material possessions.When looking at materialism as a personality trait,advertisers differentiate between consumers who identify themselves and others on the basis of material goods possessed by them. For example:A person buys a laptop from the vijay sales at the discount rate.Then person would like to take the seller to the lowest possible rate and also would take all the possible accessories and materials along with the laptops. Consumer Ethnocentrism Some consumers,who are highly ethnocentric are likely to feel that they should not purchase foreign made goods. These people are patriotic. Non ethnocentric consumers tend to evaluate foreign goods more objectively. For example:A person who is very patriotic,would take the products or service which are produced in his own country, rather than in the other countries or the country beside his own country.

Maslows Hierarchy of Needs

The most widely known hierarchy theory was proposed by Maslow .He classified motives into five groupings and suggested the degree to which each would influence behaviour, i.e physiological, safety, belongingness and love, self-actualisation. According to this theory, however, there is some overlap between each level,as no need is ever completely satisfied. For this reason, although all levels of need below the level that is currently dominant continue to motivate behaviour to some extent,the prime motivator-the major driving force within the individual is the level of need largely unsatisfied.

Maslows theory explains why people are driven by particular needs at particular times. Why do same people spend time and energy on personal safety and another on pursuing the high opinion on others. According to Maslow people will satisfy the most pressing needs first. When this important need is satisfied, it will ceased to be a current motivator and people will try to satisfy the next most important need. Maslows theory helps marketers understand how various products fit into the goals and lives of potential customers. Advertising campaigns portray the fulfillment of social esteem and self actualization need. Social needs A person will use mobile phones to connect with the society and also use internet to connect with his friends and relatives. So, mobile phones help connect a person to the society. Esteem needs A person will use luxury gadgets like ipad, iphone, laptops, etc to build a good image in the society. Self-actualization In this stage a person will purchase his product according to his convenience. A person will buy a product which will satisfy him.