"Consumer Behaviour towards durables in Chandigarh" studies how people buy durable goods, what they buy, when they buy, why they buy and where do they prefer to buy. The study provides useful insights to marketers and manufacturers in developing strategies for product development, pricing, positioning, promoting, distributing and creating brand loyalty among consumers. The study also displays application of wide range of tools and models for academic use. The study develops a deeper understanding towards the topic of consumer behaviour by applying and summarizing various models of consumer behaviour such as Economic model, learning model, psycho-analytical model and sociological model. Televisions were selected as durable for the study. The study mainly analyses, T.V. sets owned by the respondents, factors motivating them to purchase T.V. sets, role of various factors in purchase decisions, brand selection, store selection, influence of family members etc. Study was conducted at Chandigarh - The city Beautiful which is located at North western part of India and is a dynamic, cosmopolitan and ever expanding market of consumer durables.
The country-of-origin (COO) concept refers to the country where a particular product is made and is anchored on the international marketing theory. The broad objective of this pioneering study was to determine the effect of COO, consumer characteristics and attitudes on consumer behaviour towards foreign clothing brands in Nairobi, Kenya. The results established that country-of-origin influences consumer behaviour towards foreign clothing brands and that there was a significant association among the two. The findings also revealed that consumer characteristics directly influence consumer behaviour and also moderate the relationship between COO and consumer behaviour. There was a significant relationship between consumer characteristics and consumer behaviour. Furthermore, the results showed that consumer attitudes strongly mediate the relationship between country-of-origin and consumer behaviour, and there was a significant association among the two. Finally, the joint effect of COO, consumer characteristics and consumer attitudes was greater than the individual effects of the independent, mediating and moderating variables on consumer behaviour towards foreign clothing brands.
Rural markets form an important part of the total market of India. Consumer research in rural markets gives an insight about brand preferences, attitude, perception, purchase pattern and post purchase feelings.The successful marketing strategy for rural consumers relates to the needs and wants of the target group and a clear understanding of the various forces influencing purchase decision and choice behaviour. There is a market for branded high priced models of consumer durables in the rural market.This book has theoretical as well as practical implications which are significant for the marketers and their advertising and marketing research agencies.
Consumer goods like washing machines, motorcars, TV sets, audio-video systems etc, which yield services or utility over time rather than being completely used up at the moment of consumption can be termed as the consumer durables. Most consumer goods are durables to some degree, and the term is often used in a more restricted sense to denote relatively expensive, technologically sophisticated goods ‘consumer durables’ such as the examples given above which implies high involvement at the time of purchase. In the future, earnings will be driven by rising demand for consumer durables in general. As per the National Sample Survey Organization report of "Use of durable goods by Indian households", the per capita total expenditure on durable goods increased from Rs112.89 in 1987-88 to Rs148.02 in 1993-94. Similarly, NCAER estimates point to the fact that the number of households with monthly incomes above Rs 10,000 in metros and Rs 5,000 in non-metros is expected to rise from 22.7 million in 1995-96 to a huge 57.2 million in 2005-06. This will mean that firstly, there will be a perceptible shift towards branded products and secondly, the level of aspiration buying will increase.
Several firms have been engaging in production and marketing of processed spices products. Hence, the consumers have greater options to choose from. In this context, a study on consumer behaviour was seemed to be important to understand the purchase behaviour and preferences of different consumers. Understanding the consumer behaviour would help the firms in formulating strategies to cater to the needs of the consumer and thereby increase their market share. Consumer’s taste and preference were found to change rapidly, especially in a dynamic environment.
The study has various distinctive features. Previously there has been no meaningful research on the relationship between personality traits and consumer behaviour variables. Most previous studies were directed towards establishing a relationship between individual personality traits and buying behaviour or to predict sales of expensive items such as automobiles, in which personality was not the only influencing factor. Moreover, almost all of the earlier work on personality traits and consumer decision-making, was targeted at the study of products not services. In contrast, the current study was aimed at ‘usage’ behaviour rather than ‘buying’ behaviour; and building the conceptual framework on services rather than products. Using two studies [(N=987 for Mobile Phone Services) & (N=288 for Credit Card Services)], consistent support was found for the effects of personality traits on customer loyalty, satisfaction and switching patterns among mobile phone and credit card users.
A book which covers two different facet of business management concept of consumer behaviour as well as marketing planning in mobile telecommucation. A work which is a perfect example of empirical research. In this book basics of consumer behaviour and marketing planning have been elaborated. This book is an attempt to ascertain the linkage between consumer behaviour and marketing planning. This research work is in the field of mobile telecommunication system in uttar pradesh (a state in North India). Data have been both primary and secondary in nature. Six mobile service providers were considered. 450 subscribers, 50 dealers and 50 marketing staff were questioned during the study. This book will certainly facilitate the researcher in conducting consumer research in different areas of marketing.
This book highlights the consumer buying behaviour for durables is worth studying due to inherent complex factors involved. The two-wheeler market is expanding day by day with different manufacturing the market with different manufactures entering the market with different models. The competition in the two-wheeler market is increasing as the marketers launching new marketing strategies to satisfy the consumer needs. It also focuses on how and why consumers make decision to buy a two-wheeler. The size of the consumer market today is very vast and expanding constantly. Consumer tastes and preferences are getting highly diversified and are changing with time. These buyers were exhibiting diversified preferences and less predictable purchase behaviour. Moreover, a great attention is being paid to consumer protection. Therefore the need arises to study the behaviour of the buyer to understand the impacts of consumer protection on the consumer. Although this book helpful to the marketers would find difficult to an appropriate market mix to appeal and influence all the customers because individuals significantly vary in terms of incomes, occupation, tastes, residence, ages, etc...
The consumer market consist of all the individuals and house holds who buy or acquire goods and services for personal consumption. Consumers vary tremendously in age, income, education level mobility patterns and taste. Marketers find it useful to distinguish different consumer groups and to develop products and services tailored to their needs. Consumer behaviour refers to the behaviour that consumers display in searching for purchase using evaluating and disposing of products and services that they except will satisfy their needs. The study of consumer behaviour is the study of how individuals make decisions to spend their available resources (time, money, effect) on consumption related items. It includes the study of what they buy, why they buy, how often they use it.
Sales promotions have become a vital tool for marketers and its importance has been increasing significantly over the years. The present study is conducted to examine the consumer perception and preference towards various popular sales promotion schemes such as price offs, coupons, free gifts, sweepstakes, hire purchase and exchange offers, that are practiced in India. The study examines the effectiveness of price based and non-price based promotion practices with respect to consumer durables such as Refrigerator, Air Conditioner, Colour Television and Washing machine. A questionnaire survey was conducted with a sample size of 762 customers visiting retail outlets in Bangalore city (India) at the time of sales promotion schemes. Statistical analysis conducted to present the findings that help marketers to design appropriate and effective sales promotion schemes in consumer durable market.
The rural marketing of India started showing its potentials in the late 1980’s with a consumer boom triggered by a combination of economic and social factors such as good agriculture, policy of liberalization and the impact of mass media causing changes in social values. The changes blurred the urban –rural divide. While most of the empirical studies are concentrated on the opportunities and challenges of rural marketing in India. Not many of the researchers in the area attempted on the impact of liberalisation on Rural Marketing in India. The present study focusing on the trends and growth of the rural marketing and rural consumer behaviour under the influence of globalisation process. The study is based on both primary and secondary data. The primary data were collected on variable such as household consumer durables, household consumer food items, household non food items, agriculture inputs and machinery and services from the consumers and traders. The study shows that Rural Markets are the new markets which are opening up for most of these packaged goods, they are able ward off competition, generate a new demand and in turn, increase their sales or profits.
This book forms a valuable platform for the upcoming fisheries businessmen, same time it will definitely encourage the further research in the area as well. Communication of information to un-organised fish sellers will motivate them to initiate modifications in their business. In India, In recent years slow transformation of unorganized fish retail marketing into an organized has began to be noticed, through entry of private retailer giants. This has shown the significance for working on consumer behaviour and making it available to professionals and common man. The Book Highlights Consumers behaviour at organised fish retail outlet; with reference to its preferences towards form of fish, taste and buying preferences. It put light on consumer attitudes and buyers behaviour In the Marketplace. This book will benefit all Marketing Students, Executives and Managers Especially the new entrants in the marketing.
Consumer behavior is the outcome of consumer intentions to behave in a particular way. The consumer intention in turn are framed by many aspects including consumer attitude towards that object, consumer social/subjective norms and perceived behavior control. This study examines consumer attitude towards food products along with subjective norms and perceived behavior control and intentions to buy food products. The book starts with theoretical background of attitude, subjective norms, perceived behavioral control and behavioral intentions. Second chapter presents the studies conducted worldwide on food attitude, followed by the methodology adopted for current work in the third chapter. The forth chapter gives empirical investigations on attitude towards food in India. The last chapter presents implications of food attitude for food behavior. The book is useful for academicians, marketers and policy makers in the area of food products
This book underlines various aspects and activities such as study consumer behavior towards Sula Vineyards products, study its awareness among people, the market position of Sula wines in Nasik city. It also examines the consumer’s opinion & preference towards Wine of Sula vineyard across Nasik city by gathering information from various Consumers and retailers (Hotel, Restaurant and Bar, Wine shops) spread across the city. It analyzes the strength and weaknesses of Sula wines in terms of wine marketing and finds out the problems in the implementation of a consumer behavior and satisfaction with Sula’s competitor. This project studies and to helps in developing new marketing plans and strategies for wine products of Sula Vineyards consumer.