Consumption Pattern of consumer

From Married to Parental

5/20/2011

Group members:
FarzanYahya BBA-02093006 Muhammad NaumanBBA-02093167 MirzaShehryarRazaBBA-02093016 Qamar-uz-Zaman BBA-02093026 SayyadOwaisGilani BBA-02093017 Shagafat Ali BBA-02093036

Section: A
Submitted to:

Dr. Irfan Amir

Dedication
We dedicate this report to our parents and our honorable teacher Dr. Irfan Amir. Without their patience, understanding, support and most of love, the completion of this work would not have been possible.

Acknowledgment
First of all, I would like to say Alhamdulillah, for giving me the strength and health to do this project work until it done, not forgotten to my family for providing everything, such as money, to buy anything that are related to this project work and their advise, which is the most needed for this project, internet, books, computers and all that as my source to complete this project. They also supported us and encouraged us to complete this tasked so that I will not procrastinate in doing it. Then I would like to thank my teacher, Dr. Irfan Amir for guiding us throughout this project. We had some difficulties in doing this tasked, but he taught us patiently until we knew what to do. Last but not least, my group members who were doing this project with me and sharing our ideas. They were helpful that when we combined and discussed together, we had this tasked done.

Table of Contents
Dedication ............................................................................................................................................... 3 Acknowledgment..................................................................................................................................... 4 Executive Summary ................................................................................................................................. 6 Objectives................................................................................................................................................ 6 Introduction ............................................................................................................................................ 6 Definition of Consumption pattern ...................................................................................................... 6 Research design:...................................................................................................................................... 6 Interviews................................................................................................................................................ 7 Interview no. 1..................................................................................................................................... 7 Interview no. 2................................................................................................................................... 10 Changing consumption and its reason.................................................................................................... 12 Consumer decision process.................................................................................................................... 12 Doctor Tooth paste ............................................................................................................................ 12 Pantene ............................................................................................................................................. 13 Nokia ................................................................................................................................................. 13 Results and Conclusion .......................................................................................................................... 14 Limitations............................................................................................................................................. 14 References............................................................................................................................................. 14

Executive Summary
The report shows the consumption of people through married tom parental. We describe why, when, where, how and how much consumption is changed through married to parental status. We ask different questions from interviewees regarding their consumption of food, fuel, electricity, gas, water, medical, telephone, internet and other consumption of daily life. Then we compare the changes happened from married to parental status. Then we evaluate the results that we get from our research.

Objectives
The objectives of this report is know how, when, why and how much a consumer change his consumption pattern from married to parental. What consumption they do when they have no children and now what consumption they do now when they have children. The purpose of this research is also to know that what decision process they adopt to buy a product.

Introduction
Definition of Consumption pattern
It is a combination of qualities, quantities, acts and tendencies characterizing a community or human group's use of resources for survival, comfort and enjoyment.

Research design:
We take interview from people who are married and have children. Our type of research was qualitative. It takes approximately one hour per interview taken. We do convenience sampling technique to get data. We almost get valid data from the interviewees.

Interviews
We asked different questions to interviewee regarding their over all consumption of marriage to parental status. We asked questions about their food consumption, electricity consumption, fuel consumption, gas and water consumption, medical consumption and other consumptions like that. We get a very good respond from interviewees. Now we start from first interviewee.

Interview no. 1
We start from personal information. Following table shows the personal information that provides by first interviewee of their current situation.
No. of members 1 2 3 4 5 6 Relation Husband Wife Elder son Elder daughter Younger daughter Younger son Age 48 39 19 17 15 8 Occupation Banker House wife Student Student Student Student Education Income Post graduate 70000 Graduate 0 Undergraduate 0 High school 0 High school 0 Primary school 0

Now following is the table of personal information before the birth of children.
No. of members Relation 1 Husband 2 Wife Age Occupation 30 Banker 21 House wife Education Graduate Graduate Income 20000 0

Then we asked about their break fast routine. He tells that when we dont have children we bring breakfast always from markets and restaurants that include HalwaPuri etc. But now they take two slices of bread, one egg and one cup of tea in breakfast. Then we asked questions about their beverages consumption. He tells that he consume 2 cups of tea daily, one in morning and second in afternoon. The consumption of tea is not changed from married to parental. Then he tells that coffee is consumed only in winter after their parental status. Before their children there was very low trend of coffee and very less availability. He tells that juices are consumed more after they have children. Before their parental status they do not aware of usefulness of fresh juices like peach, black currant, strawberry and orange juices. They use cold drinks like coke and Pepsi very occasionally through out married to parental status. The reason is that they think it increase obesity and other health problems. Then he tells that they consume Soup more than before because of increasing family size.

Then we asked questions about snacks consumption. He tells that French fries and Lays are usually more consumed than before as children like that. Then he tells that candies and gums are now consumed by children whose consumption was nil before children. He also tells that almost every dry friend is used more than before except Pine nuts (Chilgoza) because pine nuts prices are very high and unaffordable for his family. Then we asked some questions about their fruits and vegetable consumptions. He tells that now we consume Mango, Peach, Watermelon, Melon, Banana, Grapes and Pineapple but before the birth of our children we also consume Pomegranate, Apricot, Plum, Pears, Mulberry and Apples in more quantity than now because these were available in very low cost but now we cannot afford both of these because of very high cost. Then he tells about vegetables that now they consume Capsicum, Cauliflower, Cabbage, Carrot, Radish, Potatoes, and Peas in more quantity but before their parental status they also consume Turnip, Brinjal, and Dasheen but now they dont consume it because children dislike these vegetable. Then we asked some questions about their cereal consumption. It tells that they use pasta after they have children because before that they dont aware of it. Rice, bread, cake and biscuits consumption is more now because of greater family size. Then we asked him about their meat consumption. He tells that now mutton is consumed once in a blue moon because of very high prices and beef is also consumed very less because of health factors but before their parental status they consumed both of these in excessive amount. Now they consumed chicken in larger quantity and in almost every meal. Fish is also consumed in winter because they get aware that it is good for health. Then we asked him about their milk and milk product consumption. He tells that fresh milk is used now rather than powdered milk. Powdered milk is used for tea only. Their milk consumption pattern is not changed throughout married to parental status but quantity of milk is increased due to larger family size. Butter is also consumed more than before because it is good for children health. Cheese is also not used throughout their consumption pattern of married to parental as taste is not developed in them. Milkshakes of Banana and Mangoes are also consumed more due to larger family size. Yogurt is also consumed in more quantity than before. Then we asked him about their grains and pulses consumption. He tells that all pulses and grains are used more than before but Daal mash is less consumed because of very high cost. Then we asked them which type of food you prefer the most and he tells that homemade food is more preferable than restaurants and food stalls. They preferred local shops rather than mall or company outlets because products are easily available and in affordable prices. Then we asked about their attention towards advertisement and he tells that they give very low attention towards advertisements because they do market survey their selves.

Then we asked few questions about their electricity consumptions and he tells that consumption of electricity is greater in night time. Rates of electricity are very high now but before their parental status there was no shortage of electricity and there were very low rates for electricity. Then he tells that refrigerator iron and television consume more electricity as compared to other electronics. Then we ask some questions about their water consumption he tells that now they install a filter for drinking purpose but before the birth of their children they use boiled water for drinking purposes. Water for bath and for washing clothes is consumed more than before because of larger family size. Then we asked about their gas consumption. He tells that their gas consumption is relatively high than before because they installed a geezer after becoming parents. Then we asked them about their garment consumption and he tells that his consumption is greater than before because of larger family size but now female garments are mostly homemade. Then we ask him about his fuel consumption. He tells that fuel consumption is greater now because before their parental status they have only a motor bike but now he has a car also. Then we asked about their telephone consumption. He tells that fix telephone consumption is relatively low than before because now the trend of cell phones are very high. Then we asked some questions about their medical expenditures. He tells that there were very less expenses as compared to now because regular checkup of family members is done now. Then we asked some consumption about internet and he tells that there is greater consumption of internet now because children use this for study purposes.

Lastly we asked how much consumption they do in different situation which are shown in following table:
Situations Sickness Short of money Travelling Special day On vacation Too busy Not hungry Dieting Bored Stressed Consumption after parental low caloric food and medicines are consumed in this situation Usually pulses and vegetables are consumed without meat Usually use fast food and juices Biryani and chicken korma etc. Special dishes, visit parks, go to meet relatives No T.V., no entertainment and usually fast food Biscuits, aloochaat, dahibhalay etc. Salad at lunch time T.V., books etc. No consumption Consumption before parental Usually same consumption No shortage of money Usually same consumption Usually same consumption Usually same consumption Usually same consumption Usually same consumption No dieting required Usually same consumption no consumption

Interview no. 2
We also start from personal information from second interviewee. Following table shows the personal information that provides by second interviewee of their current situation.

No. of members 1 2 3 4 5 6 7

Relation Husband Wife Elder daughter Elder son Younger son Younger daughter Youngest son

Age

Occupation

Education Graduate Secondary Graduate Undergraduate High school Secondary Primary school

Income 40000 0 0 0 0 0 0

55 Businessman 45 House wife 22 Student 21 Student 19 Student 17 Student 6 Student

Now following is the table of personal information of second interviewee before the birth of children.
No. of members Relation 1 Husband 2 Wife Age Occupation Education 32 Businessman Graduate 22 House wife Secondary Income 15000 0

We asked same questions from second interviewee. First he tells us about his food consumption. He tells that in beverages they use Juices, Cold drinks, Coffee, Tea and the quantity of these beverages increased as increase in family size. When they dont have children they were not aware of coffee. In Snacks they use chips, candies, gums etc. because of children. Now they consume dry fruits in larger quantity than before. They use cereals in larger quantity because of larger family size. In Meat they use Mutton in larger quantity before birth of children. But Now due to children liking and high cost of Mutton they consume Chicken in almost every meal. Milk and milk product consumption also increases with the increase in family size. Grains and pulses are in same quantity throughout married to parental because now children dont like them so much. He also tells that now fruits and vegetables are selective because of children liking and disliking but their quantity increases. He also tells us that now and then they use homemade food due to health factors but some times they use to go to restaurants and fast foods stalls etc. They used shopping malls for bulk purchasing and company outlets for garments only and local shops for almost everything before birth of children. Now male members of the family prefer shopping malls and outlets while females prefer local shops because males are more brands conscious. They give attention to advertisement like T.V., billboard and internet. Before parental status they give attention to Billboards and magazines but now they concentrate on internet and T.V. commercials. In electricity consumption now they use more electronics like T.V., computer, and other Kitchen electronic but electricity consumption was less before. Water is also increased but the change is that first they dont boiled water for drink but now they use boiled water for drinking purposes because of health factors. There is more consumption of gas in winter season as compared to summer because of heaters and geezers and consumption level increases with the increase in family size. In Garments consumptions they consume more cloths as compared to married life because of increased family size. In telephone consumption they used fixed telephone before but now as trend of cell phones increases its consumption also increases. Before the birth of their children they were not aware of internet but now they are fully aware of internet so its consumption also increases.

Changing consumption and its reason

Following is the table which clearly shows that which products change their consumption and why.
Commodities After Parental Coffee more consumption Juices Cold drinks Snacks Fruits & veg. Pasta Mutton Beef Chicken Cheese Water Cell phone more consumption less consumption more consumption more consumption more consumption less consumption less consumption more consumption less consumption more consumption more consumption Before parental less consumption less consumption more consumption less consumption less consumption less consumption more consumption more consumption less consumption less consumption less consumption less consumption Reason changing lifestyle and Awareness Awareness of its benefits and changing income level Unaware of its health problems Children like snacks Increasing family size Awareness and available now Relatively very high price Aware of its disadvantages now Children liking and low cost Taste not developed filter install due to innovation in technology due to innovation and trend

Consumer decision process

Then we take some products to which those consumers are permanent users and apply decision process on it.

Doctor Tooth paste

Problem recognition They want toothpaste who gives long time freshening and whiten their teeth. Information search They did market surveys and consult their reference groups. Alternative evaluation They compared that with other toothpastes like close-up, Colgate and Forhans. Purchase Then they purchase doctor toothpaste.

Post purchase behavior Now they are satisfied with its consumption and dont want to switch the brand.

Pantene
Problem recognition They need a shampoo which gives more effective anti-dandruff and anti-hair fall. Information search Then they see advertisements and ask their reference groups about that type of shampoo. Alternative Evaluation Then they evaluate different shampoos like Sunsilk, Mother care etc. Purchase Then they purchase Pantene shampoo. Post purchase behavior They are still satisfied with this product and still using it.

Nokia
Problem recognition They need a cell phone whose battery time must good and its structure should be reliable. Information search They search information about different cell phones through internet advertisement and billboards. Alternative evaluation They take a view and evaluate different cell phones like Samsung, Motorola but get to know that Nokia is best in them. Purchase Then they purchase Nokia cell phone. Post purchase behavior Now they are satisfied with Nokia and dont want to switch that brand.

Results and Conclusion

The results of our data show that people change their consumption pattern due to many factors. The factors include raise in income, inflation, greater family size, changing trends, innovation, life style, self-concept, status, awareness, religious factors, reference group etc. Increasing or decreasing inflation also effect on consumer a lot. Marketing and advertisement also effect the consumption of consumer and these factors also affect consumer decision process.

Limitations
There are some limitations of this research as we collect data only from Pakistan due to cost and time deficiency.

References
Ailawadi, Kusum L., Scott A. Neslin. 1998. The effect of promotion on consumption: Buying moreand consuming it faster. J. Marketing Res. 35, 390-398. Bucklin, Randolph E., Sunil Gupta, S. Siddarth. 1998. Determining segmentation in sales response across consumer purchase behaviors. Marketing Sci. 8, 153-169. Krishna, Aradhna. 1994. The effect of deal knowledge on consumer purchase behavior. J. Marketing Res., 31, 76-91.