Factors Influencing Consumer Buying Behaviour: A Case Study

E. Thangasamy; Dr. Gautam Patikar

Factors Influencing Consumer Buying Behaviour: A Case Study

E. Thangasamy * §

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Dr. Gautam Patikar

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§ NAGALAND UNIVERSITY, LUMAMI - 798 627, INDIA

Factors Influencing Consumer Buying Behaviour: A Case Study

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Abstract

Globally, the term, ‘marketing’ is not a new phenomenon. It has become the focal point of any business. No commodities can move from a production point to a consumption point without putting the marketing machinery at work. The consumers aim at attaining optimum consumer surplus, be it durables or non-durables, while making such purchases to satisfy their wants. Conversely, the marketers do constantly strive for maximization of profit margin for their survival and growth in the long run. These twin paradoxical ends (producers and consumers) must reach a compromise at a point entailing a profitable and satisfactory exchange of goods. For this reason, the marketers do continually rely on research studies about the dynamic consumer behaviour to position their product planning and development strategies to meet the requirements efficiently. There are innumerous factors inducing their buying behavior of consumers even in brand preferences of durables. This complex consumer buying behaviour does, therefore, necessitate a critical investigation by the researchers in every nook and corner of the world. In India, many studies have been undertaken by various researchers on varied products in fits and starts.

References

5 Cites in Article

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Alice Courtney,Sarah (1971). A woman's place: An Analysis of the Roles portrayed by women in Magazine Advertisements.
Harry Davis,L (1970). Dimensions of Marital Roles in Consumer Decision Making.
C James (2012). Feminine Role and Family Purchasing Decisions.
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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

E. Thangasamy, Dr. Gautam Patikar. 2014. "Factors Influencing Consumer Buying Behaviour: A Case Study". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E5).

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GJMBR Volume 14 Issue E5

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

brand preferences consumer buying behaviour Decision Making Process durables Marketing Mix nagaland

Classification

GJMBR-E Classification JEL Code: E29

M30

Submission ReceivedDecember 6, 2013
Peer Review Double Blind
Handling Editor
Accepted January 5, 2014
Published January 15, 2014

Version of record

v1.2

Issue date

October 8, 2014

Language

English

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Article Matrices

Total Score: 154

Country: India

Subject: Global Journal of Management and Business Research

Authors: E. Thangasamy, Dr. Gautam Patikar (PhD/Dr. count: 1)

View Count (all-time): 386

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Publish Date: 2014 01, Wed

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Total Downloads: 119

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