Consumer Behaviour

Topics: Marketing, Consumer behaviour, Customer relationship management Pages: 4 (604 words) Published: October 27, 2011
Consumer Behaviour

Survey and Survey Location

• The survey was carried out at DMart, Borivali (West) by me in order to get an insight of the consumers mind while purchasing soap

• This survey is based on and concluded on basis of an in-depth questioning of my 30 subjects on various issues like which brand you use, why you use I etc


• In simple words, ‘Consumer Behaviour is the study of when, why, how, and where people do or do not buy a product

• It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general

• Customer 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 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

Soap Market in India

• Currently the size of the Soap industry is roughly 700 companies

• The combined revenue of this industry is a staggering $17 Billion per annum

• Penetration level of toilet soaps is 88.6%

• Soaps are available in 5 m retail outlets in India, 3.75 m of which are in the rural areas. Therefore availability of these products is not a problem. 75% of India's population is in the rural areas;...
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