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MBA Marketing Project Report on “Retailer’s and Consumer’s Perception about Microtek Products”

Computer has changed the world almost in every aspect.  It is necessity of developed world and need for developing ones.  India being a huge market and fastly growing economy has a great potential for consuming the computer system and peripherals.  Nearly, Seven Million computer systems are consumed till date and a great increase in demand is expected in the coming years.

Computer is one of the fine gifts of past millennium. For last four or five decade’s computer has seen a great boom in its demand all over world. For last decade India emerged as a super IT power and led the domestic companies to enter in manufacturing the Hardware and peripherals. The entrance of major multinationals made it more competitive market. The changing trends of market and increasing consumer awareness force the manufacturing firms for regular advancement in technologies and features.

The present study of “Retailer’s and Consumer’s Perception about Microtek Products” is being undertaken with objective to know the Consumer and Retailers perception and to know what changes can be brought up by company to meet the growing demand and standards of quality of products.

The Report can be divided into three parts :

1st consisting of Introduction and Company Profile.

2nd part consists of Introduction to Consumer, Retailer and their perception.

The 3rd most important part is of Project Research that depicts the consumers and retailers behaviour.

A Word about retailing 

Retailing includes all the activities involved in selling goods or services directly to final consumers for personal, non-business use. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing.

Retailer is middleman who owns the title of products and resale them to the final consumers. Retailer is one of the main link between company and consumers and vice versa. Retailer is person who communicates with customers about company’s new products, promotional schemes and whatever the company is going to try in near future. Retailer also convey ideas, suggestions and complaints of consumers to company. From this very fact we can conclude that how important is a retailer or middleman both to company as well as to consumers.

Retailers affect the sales of a company up to a large extent. Although the ultimate demand is affected by consumers but, word of mouth of a retailer about company’s product also matters a lot in affecting the consumers purchase process.

Retailer is the main point where a company can follow push and pull strategy in marketing. Reasonable sales incentives, fair treatment, proper discounts and other required allowances to the retailers proves to be a tool to boost sales and motivate retailers which ultimately enhance the building of brand image.

retailer perception

A Retailer percept the products from many points. The companies which offer maximum profits to Retailer, provide better Sales Promotion Schemes, treat fairly etc. are winners.

A retailer also percepts the products is same way as consumer does but with a slight differences in use of products. A consumer percept the product from the point of view for final consumption but retailer does percept the product with a view to maximize his profits. The perception process of retailers also consists of the components like retailer imagery, perceived product quality, perceived service quality, retailers attitude and all what a consumer perception consists.

What is perception ?

Perception can be described as “how we see the world around us.” Two individuals may be subject to the same stimuli under apparently the same conditions, buy how they recognize them, select them, organize them, and interpret them is a highly individual process based on each person’s own needs, values, and expectations.

Perception is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. A stimulus is any unit of input to any of the senses. Examples of stimuli (i.e., sensory input) include products, package, brand names, advertisements, and commercials. Sensory receptors are the human organs (the eyes, ears, nose, mouth and skin) that receive sensory inputs. Their sensory functions are to see, hear, smell, taste and feel. All of these functions are called into play–either singly or in combination– in the evaluation and use of most consumer products. The study of perception is largely the study of what we subconsciously add to or subtract from raw sensory inputs to produce our own private picture of the world.

dynamics of perception

Human beings are constantly bombarded with stimuli during every minute and every hour of every day. The sensory world is made up of an almost infinite number of discrete sensations which are constantly and subtly changing. According to the principles of sensation, such heavy intensity of stimulation should “turn off” most individuals, who would subconsciously block the receipt of such a heavy bombardment of stimuli. Otherwise the billions of different stimuli to which we are constantly exposed might serve to confuse us totally and keep us perpetually disoriented in a constantly changing environment. However, neither of these consequences tends to occur, because perception is not a function of sensory input alone. Rather, perception is the result of two different kinds of inputs that interact to form the personal pictures–the perceptions–that each individual experiences.

One type of input is physical stimuli from the outside environment ; the other type of input is provided by individuals themselves in the form of certain predispositions (e.g. expectations, motives, and learning based on previous experience). The combination of these two very different kinds of inputs produces for each of us a very private, very personal picture of the world. Because each person is a unique individual, with unique experiences, wants, needs, wishes, and expectations, it follows that each individual’s perceptions are also unique. This explains why no two people see the world in precisely the same way.

Individuals are very selective as to which stimuli they “recognize”, they organize the stimuli they do recognize subconsciously according to widely held psychological principles, and they give meaning to such stimuli (i.e. they interpret them) subjectively in accordance with their needs, expectations, and experiences.

Three aspects of perception are selection, organization and interpretation of stimuli.

Project Report on Consumer Perceptions

Consumers have a number of enduring perceptions, or images, that are particularly relevant to the study of consumer behaviour.

Products and brands have symbolic value for individuals, who evaluate them on the basis of their consistency (i.e. congruence) with their personal pictures of themselves. Some products seem to agree with an individual’s self-image ; others do not. Consumers attempt to preserve or enhance their self-images by buying products they believe are congruent with that self-image and avoiding products that are not.


Table of Contents


Part-I.             Prefatory Part

                        (i)        Certificate

                        (ii)       Self Declaration

                        (iii)      Acknowledgement

                        (iv)       Preface

Part-II.            Company Profile

                        (i)        Brief Company Profile

                        (ii)       Product Profile

                        (iii)     History of Organisation

Part-III.           Glance at Retailers and Consumers Perception

                        (i)        Introduction to Marketing & Consumer Perception

                        (ii)       Introduction to Retailer Perception

Part-IV.           Project Research

                        (i)        Research Problem and Objectives

                        (ii)       Research Methodology

                        (iii)     Findings of Retailer Survey

                        (iv)      Conclusions of Retailer Survey

                        (v)       Findings of Consumer Survey

                        (vi)      Conclusions of Consumer Survey

                        (vii)     Suggestions

                        (viii)    Limitations of Report

Part-V.            Annexure’s

                        (i)        Questionnaire for Retailers

                        (ii)       Questionnaire for Consumers

                        (iii)     Bibliography

Project Description :

Title : Project Report on Consumer and Retailers Perception of Microtek Products

Category : Project Report for MBA

Pages : 70

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