Introduction To Consumer Behaviour: The Behavior of the consumer is basically influenced by what he/she is looking for in the product. The company must try to learn more about the consumer behaviors. Who are the buyers. How do they buy ? When do they buy ? Why do they buy ? The company that really spends time and resources in understanding consumer and their response to different product features, prices and advertising appeals has a great advantage over its competitors.
Consumer purchases are strongly influenced by the culture, social, personal and psychological characteristics. Although the marketer can’t control them, they must be taken into account.
CULTURAL FACTORS: Culture is the most fundamental determinant of a persons wants and behavior. A cultural factor exerts a deep and wide spread influence on consumer behavior. While growing up in a society a child learns basic values, perceptions, wants and behavior from the family and other important institutions. The marketer needs to understand the role played by the buyers culture, sub culture.
SOCIAL FACTORS : A consumer behavior is also influenced by the social factors such as his / her family, peers, status and society on the whole. Since the social factors can strongly affect the consumers responses companies must take this into account when designing their marketing strategies.
PERSONAL FACTORS: A buyers decision is also influenced by the personal characteristics like age, life cycle stages, occupation, economic situations, life style and personality, self concept
PSYCHOLOGICAL FACTORS: A person’s buying choices are also influenced by four psychological factors such as motivation, perception, learning and beliefs and attitudes.
RESEARCH APPROACH Since the study calls for lot of information to be collected from the customers who are the regular customers of