Consumer Buying Behaviour
Consumer buying behavior is the study of human responses to products or services and the marketing of products/services. The study of consumer behavior focuses on how individuals make their decisions to spend their available resources (time, money, effort) on consumption related itemsor consumption related aspects (What they buy? When they buy? How they buy?).It also study of individuals, or organisations and the processes consumers use to search, select, use and dispose of products, services, experience, or ideas to satisfy needs and its impact on the consumer and society. Buyer behaviour is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years analysing customer activity have presented us with useful “guidelines” in how someone decides whether or not to make a purchase. The evaluation of marketing concept from mere selling concept to consumerorientedmarketing has resulted in buyer behaviour becoming an independentdiscipline. The growth of consumerism and consumer legislation emphasizes theimportance that is given to the consumer.Some consumers are characterized as being more involved in products andshopping than others. A consumer who is highly involved with a product wouldbe interested in knowing a lot about it before purchasing. Hence he readsbrochures thoroughly, compares brands and models available at different outlets, asks questions, and looks for recommendations. Thus consumer buying behaviour can be defined as heightened state of awareness that motivates consumer’s to seek out, attend to, and think about product information prior to purchase.
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