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CONSUMER BEHAVIOUR:-
Consumer is basic foundation of every business. What consumer sees, thinks, prefers, and
buys is of great importance to marketers to fine tune their marketing offers and achieve high
Consumer behaviour referred to as the study of when, why, how, where and what people do
or do not buy products. It blends element from psychology, sociology, anthropology, and
economics. It attempts to understand the buyer decision making process, both individually
influences on the consumer from groups such as family, friend, reference, groups, and society
in general.
Consumer Behaviour study is based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer, and buyer. 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
Belch and Belch(1998) define” consumer behaviour as the process and activities people
engage in when searching for, selecting, purchasing, using, evaluating, and disposing of
The understanding of rural consumer by most marketing and advertising people is thus based
on understanding of urban consumer and long need stereo types. Which ara no longer valid.
The challenge is to examine the rural market without the blinkers of the urban mind set.
A complex set of factor influence rural consumer behaviour. Social norms, tradition, castes,
and social customs have greater influence on the consumer behaviour in rural areas than in
urban areas. The seasonality of agricultural production influences the seasonality of rural
consumers demands given the fact that the landless labours and daily wages earners get their
Purchase decision processes and preference also show certain characteristics and implication
for the marketers. Exhibitions and road show s act as some of key triggers for information
search behaviour. Opinion leaders and people who are perceived to be knowledgeable play on
informations providers and advisors. Word of mouth has made significance in purchace
decision of rural consumers family members relatives and friends are consulted before
making purchase decision of higher value product. However as the exposure to mass media
and information technology is increasing rural consumer is becoming more informed about
products and services. And their dependence on traditional reference groups is gradually
waning. As a result of increasing role of self help groups and others government institutions
Professionals working for such agencies act as reference sources. They tend to exhibit greater
trust in products and endorsed by the government and its agencies. Rural consumer aiso tend
offers opportunities and challenges for marketers. The opportunities and challenges for
marketers. The opportunities and challenges for marketers. The opportunities is to help vast
rural market with right kind of product, price, place, and promotion.
The challenge is that majority of villages are thinly populated compelling marketers to think
about innovatlive ways to reach rural consumers. Meals, haats, and self helf groups are one of
3-Literacy level
4-Lifestyle
Growth in education.
G.I. Heald (1970) “The relationship of intentions to buy consumer durabbles with the
of durables.
Saikat Banerjee (2008) “Dimensions of Indian culture, core cultural, values and
depends on interplay between inner self and outer stimuli. Consumption decision
The researcher also explained that any organization that makes a new product for
society always takes care of products, price, brand name, quality and perceptions of
the consumers. Generally consumer perceptions is that higher price is associated with
packaging, taste, price, and brand image of products. Therefore there is a need of
Products. With Sepical Reference To Telivision sets”. He points out that to move
consumers from trial to preference, brands need to deliver on their value proposition,
as well as dislodge someone else from the customers existing preference sets.
Preference is ascale, and brand moves up, down and even off that scale with and
important step on the road to gain brand loyalty. This will help to generate more
revenue, gain greater market share and beat off the competition.
Sumangale and Uppar (2009)‟Purchasing Pratices of consumer durables Among
gadaj district for a primary survey. They used purposive sampling for the survey to
weekly basis from nearby town.”daily wear “ of women and men and kids were
purchased once in six months. But used credit and instalment system for purchasing
for customer Satisfaction and Dissatisfaction in mobile hand set using Komo
promotion and take care about the customer reqirements to identify the customer need
purchase is to be made on the basis of the quality, incom and accordingly to the
budget. Women must know the standard shops which sell products at reasonable price
with excellent service. They should give important to the package date manufacturing
date, IS.I. marks expiry dates, brand etc. While purchasing they should bargain and
clearfy their doubts regarding the products they buy. Women should be aware about
the new products introduced in the market and of their special feature, price, quality
consumerism and consumer rights hence the government can conduct some consumer
awareness programe for the women consumer and it can help to improve purchasing
behaviour among the consumers and it can save consumer from falling into traps of
explained in this paper helps the marketers to focus attention on the diverse media
vehicles in general and media specifically. Which are the key buying guides for the
strategy by the marketers enabling them to focus on right media choie and media mix
once thing that is sure is that the media is having a dramatic impact on the
geographical location rural and urban and their gender.even in this new business
environment where electronic transaction are becoming the norms. He use of other
switching behaviour affects the market share and profitability of the firm most of the
mobile users in india are engaged in desiging strategy to attract how consumer
through “welcome offers” which contain attraction call traiffs. Freebies and low
service charges. The existing customer often feel that they are ignored. Marketers
should know that retaining, existing, customers is crucial than acqiring new customers
(Berry 1980) it is found that tinuing customer increase their spending at an increasing
rate and help the company achive increasing rate and help the company achive
and adding to the company brand buildind exercise. More ever acqiring a new
customer is five times costilier than retaining an old customer (peter 1980) hence
losing the existing customer will result in loss form higher margin sector of the firm
paper rural population account for 70% of the indian population and it is increasing at
the high rate in comparision to urban population. The buyer of rural and urban area
different in their characteristics while buying any product. The reason behind its
Occupation.
Economic situation
Life style.
urban area the rural area is move bounded by the tradition , custom, and value which
bring a gigantic change in the life style and persnality of the customers of the rural
area in comprasion to urban area. Where people are more attached towords the welter
cultural now per capita incom of the consumers in the rural area restrict them for low
paper that consumer are generally influence by spoke persons if product are
inexpensive low involving and few different are percived among avilable
brands that consistency between the endorsers image and desire product image
customer loyality and pay the much more concentration on marketing strategy
paradigm and its application” explained in this paper the most important
consumer. Urban consumer are generally familier with such products home
their address and value related to purchase and consumption will be different.
challenge for the markets. But this kind ensure a good demand for
sophistication product in the future here in the marketer may have to work
harder to sell their goods in rural areas because of diversity of value and
attitude present in three region. Use term such as “new and improved” since
these may be effective in rural areas. Exmine the obstacles in the path of
purchase household goods that are aligned with their reqirement and are
compatible with their age, incom, education, occupation, and family life
cycle . in a consumption environment a person choose a product or brand
the products or brands choosen the study establishes the relevence of influence
REFERENCES:-
G.I. Heald (1970) “ The relationship of intentions to buy consumer durables with
multiple time consumers aiso observe imperfectly. The case of automobile consumers
in india” ( Indian journal of marketing, june -2009, Volume –xxxix, No-6, Page
number 40-47).
page 38-43).
J.Lilly. (2010) “Consumer perception and preference towords branded products (with
Sumangale and Uppar (2009): “Purchasing pratices of food, clothing, and consumer
customer satisfaction and dissatisfaction in model handset using kono model” (Indian
number 183-195).
Pandey Mrinalini (2008): “Impact of celebrities multiple product endorsement on
Atur Rahman (2010): “A study of the relationship consumer credit and life style