2019-20

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A Study on Consumer Behaviour - With Reference to Heritage Products
(2020-10-07T05:32:27Z) AKSHAYA KUMAR, DODIYA
Consumer behaviour is helpful in understanding the purchase Behaviour and preferences of different consumers. As consumers, we differ in terms of sex, age, education, occupation, income, family setup, religion, nationally and social status. Because of this different back ground factors, we have different needs and we only buy those products and services, which we think, will satisfy our needs. In today’s world of rapid changing technology, consumer tastes are also characterized by fast changes. To survive in the market, a firm has to be constantly implement innovations and has to understand the latest consumer trends and tastes. Consumer behaviour provides invaluable clues and guidelines to marketers on new technological frontiers, which they should explore. A consumer’s decision to purchase a particular product of service is the result of complex interplay of a number of variables. The starting point of the decision process is provided by the companies marketing stimuli in the shape of product, promotion, and price and distribution strategy. Consumers often purchase new products that are associated with a favourable viewed brand name.