Impact of Hypermarkets on Small Retailors
INTRODUCTION
The Management of PROCTER & GAMBLE once stated : ” Our business is based on understanding the consumer and providing the kind of products that the consumer wants. We place enormous emphasis on our product development area and our marketing area, and on our people knowing the consumer.” The human mind is the most complex entity in the whole universe as it is very unpredictable how a person would behave in or react in a particular situation.
A person’s behaviour changes from place to place and situation to situation or, say it is very inconsistent. The person when has a need, is willing and able to satisfy the need is called a CONSUMER. The consumer would go different ways to satisfy it’s needs depending on his social, cultural, family, economic and educational background. Consumer is the principle a priori of business. The efficiency with which a free market system of enterprise operates, depends upon the extent of consumer understanding possessed by the business community. A business community that is ignorant of consumer preferences cannot possibly fulfill its obligations in a meaningful and responsive manner.
So here comes the need to study CONSUMER BEHAVIOUR. Consumer Behaviour is broadly defined as “the behaviour the consumer displays in searching for, purchasing, using and evaluating products, services, and ideas which they expect will satisfy their needs.” Consumer Behaviour is not only the study of what people consume, but is also the study of who the consumers are, why they consume, how often they consume, and under what conditions they consume.
CONSUMER BEHAVIOUR refers to the buying behaviour of ultimate consumers, those persons who purchase products for personal or household use, not for business
The Management of PROCTER & GAMBLE once stated : ” Our business is based on understanding the consumer and providing the kind of products that the consumer wants. We place enormous emphasis on our product development area and our marketing area, and on our people knowing the consumer.” The human mind is the most complex entity in the whole universe as it is very unpredictable how a person would behave in or react in a particular situation.
A person’s behaviour changes from place to place and situation to situation or, say it is very inconsistent. The person when has a need, is willing and able to satisfy the need is called a CONSUMER. The consumer would go different ways to satisfy it’s needs depending on his social, cultural, family, economic and educational background. Consumer is the principle a priori of business. The efficiency with which a free market system of enterprise operates, depends upon the extent of consumer understanding possessed by the business community. A business community that is ignorant of consumer preferences cannot possibly fulfill its obligations in a meaningful and responsive manner.
So here comes the need to study CONSUMER BEHAVIOUR. Consumer Behaviour is broadly defined as “the behaviour the consumer displays in searching for, purchasing, using and evaluating products, services, and ideas which they expect will satisfy their needs.” Consumer Behaviour is not only the study of what people consume, but is also the study of who the consumers are, why they consume, how often they consume, and under what conditions they consume.
CONSUMER BEHAVIOUR refers to the buying behaviour of ultimate consumers, those persons who purchase products for personal or household use, not for business
Bibliography: 1. Kotler, Philip, Kevin Lane Keller. Marketing Management Global Edition. New York: Pearson Education, 2011. 2. Schiffman, Leon G., Leslie Lazar Kanuk, Joseph Wisenblit. Consumer Behavior. New York: Prentice Hall, 2009. 3. Deng, Xiaoyan, “Consumer response to visual aspects of Packaging and Product design.” http://repository.upenn.edu/dissertations/AAI3363279/ (accessed May 2012). 4. Orht, Ulrich R., Keven Malkewitz, “Packaging Design As Resource For The Construction Of Brand Identity.” http://academyofwinebusiness.com/wpcontent/uploads/2010/05/(accessed May2012).