'A Study on Factors Influencing on Buying Behaviour of Customers'
Research journal 2015- Institute of Science, Poona College of Computer Sciences ISSN2394-1774 Issue II
10 Pages Posted: 15 Jul 2016
Date Written: July 15, 2016
In Present Marketing Scenario, the Study of Consumer Behavior has become essential. Consumers are the kings of markets. Without consumers no business organization can run. All the activities of the business concerns end with consumers and consumer satisfaction. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Consumer buying behaviour has become an integral part of strategic market planning. In order to develop a framework for the study consumer behaviour it is helpful to begin by considering the factors which impacts on consumer buying behaviour as well as the evolution of the field of consumer research and the different paradigms of thought that have influenced the discipline. As described in this article, a set of dimensions can be identified in the literature, which can be used to characterize and differentiate, the various perspectives on consumer research.
The objective of the research endeavour is to achieve a better understanding of consumer behaviour with the factors influence consumer buying processes. This article aims to identify different streams of thought that could guide future consumer research.
This research paper mainly focuses on Automobile (Four wheeler) Customers and their buying behaviour in pune city. Descriptive type research design used in the study. Sample size is 265 Customers who own a car. Convenience sampling technique is used in the research. Data is collected through structured questionnaire. Data is analysed through using Excel and various statistical tools. Findings are derived from the data analysis and required suggestions are given.
Keywords: Consumer Buying Behaviour, Traditional Perspectives, Rational Perspectives, Cognitive, Traits
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