CHAPTER 1: INTRODUCTION AND RESEARCH METHODOLOGY
Chapter 1: Introduction and research methodology

1.1 Introduction:
The subject chosen for the project is consumer behaviour and a preference in the matter of retail stores. Sangam Direct is a non-store home delivery retail business under Wadhawan Holdings. It offers consumers the facility to place their orders through the Website or Phone and Sangam Direct will home deliver the products at the appointed date and time.
This project will deal with understanding their existing consumers’ preferences and behaviour while food and grocery shopping which will help them to serve its customers in a better way by making the required changes in their way of working according to the responses recorded during the study.

1.2 Objectives of study:
• To understand consumer profile.
• To understand consumer preferences.
• To know the frequency of purchase by the customers from Sangam Direct.
• To obtain customer feedback for providing better service.
• To provide recommendations to the company to provide greater satisfaction to existing customers to retain them.

1.3 Scope of Study:
This study will provide us information on Sangam Direct’s existing customers’ profile with respect to their psychographics, behaviour and demographics. It will also provide Sangam Direct with information which can help them retain its customers by acting as per the customer feedback and suggestions which don’t cost much.
It can also be used as reference by professors and academicians who are teaching online consumer behaviour.

1.5 Significance of study
This study is significant because it is going to provide with recommendations to Sangam Direct which can be used as to plan marketing strategies by the store so as to create awareness in the market, to fight competition and also to increase its market share.
This research’s main