Socio -Economic, Cognitive Factors and Purchase Pattern on Speciality Goods in Semi – Urban Consumer of Dharmapuri District
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Assistant Professor (GL), Department of Business Administration, Government Arts College, Dharmapuri
Publication date: 2019-03-16
Eurasian J Anal Chem 2018;13(Engineering and Science SP):emEJAC181214
The field of marketing is continually changing one. The consumer’s expectations are also dynamic in nature because of the entry of new product features in a competitive environment. The success of marketing is to understand the behavioural aspects of consumers in terms of their desires, preferences, tastes and expectations. Consumer or customers are valuable assets for any organization. Consumers who select, purchase, use, or dispose of products, services, ideas or experiences to satisfy needs and desires. A manufacturer produces what the consumer wants. The study of consumer behaviour helps to know how its takes place at every phase of the consumption process: before the purchase, during the purchase and after the purchase. It is observed from the two different buyers buying the same product for different reasons, paid different prices, used different ways, have different emotional attachments towards the things and so on. Last two decades have witnessed that growing demands for different consumer durable products because a rise in discretionary income and their living standards. Further, a trend for people to utilize their income for more comforts and facilities is also developing. Intense competition among the marketers of consumer durables and the increasing awareness of consumers about their own needs is making a major difference in marketing of consumer durables. Hence, this study will highlight how business organizations to redesign their marketing plans, policies and strategies according to the current requirements of customers. And it helps the organizations to produce and market the products according to the consumers’ preferences, tastes and expectations.