The area covered under this study is limited to the 14 blocks of erode district. Factors influencing buying behavior of a selected apparel retailers customers g. Posted on september 21, 2017 by pawel grabowski in conversion rate, merchandising design with 3 comments. Factors influencing consumer behavior consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. Consumer behaviour refers to the behaviour of consumers in deciding to buy or not to. Therefore it is important to understand the various factors influencing consumer behaviour. Rural consumer behavior consumer behaviour behavior.
A study to indicate factors influencing the buying behaviour of cigarette smokers 41 pages, university of applied sciences, faculty of media, bachelor thesis, 2012 abstract the main purpose of this thesis is to investigate factors influencing the buying decision of cigarette smokers. The effect of price and quality on buying behaviour of rural consumer increases significantly with increase in age and income. Abstract tanja lautiainen factors affecting consumers buying decision in the selection of a coffee brand. Factors affecting consumers buying decision in the selection of a coffee brand thesis 2015. This study contributes to a deeper understanding of the impact of different factors on consumer buying behaviour.
In a market, different consumers have different needs. Abstract globally, the term, marketing is not a new phenomenon. All contribute to make rural consumer behavior dissimilar from the urban consumer. Malar mathi, associate professor, bharathiar school of management and entrepreneur development 2. An investigation of consumer buying behavior for fmcg. Importance of all factors in buying behaviour of rural consumer found increasing trend with increase in their age and income.
Rural consumer behaviour authorstream presentation. The impact of cultural factors on the consumer buying. But if you fail to align it with standard online customer behavior, you wont make many sales. Pdf present study aims at identifying the factors affecting buying decisions of rural consumers and whether importance of these factors varies with. Factors affecting buying behaviour of rural consumers in. The dynamics of the rural consumer behavior are highly a complex area. Factors influencing milk consumption and purchase behavior. On the other hand this approach enables more indepth insight into very complex issue of consumer behavior focusing on selected factors influencing consumer behavior. An understanding of consumer behaviour is essential in planning and programming the marketing system. Identification and analysis of factors affecting consumer behavior in fast moving consumer goods sector. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing. In addition caste, religion, occupation and gender are influencing factors in rural areas. A purchase decision is the result of each and every one of these factors.
You can view samples of our professional work here. Factors influencing consumer buying behaviour the consumer behaviour or buyer behaviour is influenced by several factors or forces. Influence of cultural, social and marketing factors on the buying. An empirical study of the factors influencing consumer. This creates need to treat each stage of the marketing process differently for rural and urban consumers. It was found that factors effect on rural consumer vary with age and income and found increasing with age and income. The factors that influences consumer involvement include personal, product and. It is a myth that a rural consumer usually waits for a seldom visiting buys to his village to make his trip towards a nearby town to buy branded. Key factors influencing online consumer behaviour backed. Consumer behaviour deals with as to why and why not an individual purchases particular products and services. The main purpose of the study was to find out if the basic idea of issuing customer cards still holds in a situation where a customer owns two or more of such cards, and which factors possibly influence the buying behaviour of such customers. With the growth in rural markets and due to poor knowledge about their rights and lack of skills to take a rational decision based on information about the product or services, the rural consumers in india are being exploited in many ways. This study tries to find out the factors responsible for different buying behavior of. Definition of rural marketing and its criticism rural marketing has quite often been defined in a narrower sense to include only marketing of agriculture produce.
Jagwinder singh dr b r ambedkar national institue of technology, jalandhar, punjab. The rural consumer has been made to endure substandard products and services, adulterated. Social factors affecting consumer behaviour consumer behaviour is an effort to study and understand the buying tendencies of consumers for their end use. To understand this a survey was conducted and analytical hierarchy process technique was applied to study the interaction of one factor over another. They had automatic, semiautomatic and manual machines. The statistic so ware spss was used to analyse the. To understand the buying behavior of rural consumers, we must go into the factors that influence their choice, buying behavior and finally the decision making.
A conceptual frame work introduction consumer behaviour is a subset of human behaviour. Key factors influencing online consumer behaviour backed by research. A study on factors influencing consumer buying behavior in cosmetic products a,h. By influencing people to eat eggs daily, they are being motivated to give their value system and adopt a more rational. You can build what you think is the best store in the world. Reference group typically, in a rural area the reference groups are primary health workers, doctors, teachers and panchayat members, the village trader or the grocer, commonly called baniya or mahajan are an important influencer in the decision making of rural customer. This has been a topic of vast interest for the marketers all over the world. It was found that all factors found having effect on buying behaviour of rural consumers as majority of the rural consumer reported that they consider these factors while purchasing table 4 effect of factors on consumer behaviour of rural consumer behaviour by age and income. Influence of cultural, social and marketing factors on the. Hence, the scope of the present is confined to buying habits, satisfaction level and post purchase. Marketers need to understand rural markets differently.
Consumer behavior consumer behavior definition consumer behavior is a dynamic interaction of affection and cognition, behavior and the environment by which human beings conduct exchanges during their lives. Factors which influence the buying behaviours of customers. Characteristics of rural consumer behaviour shodhganga. Consumers in this huge segment have displayed vast differences in their purchase decisions and the product use. Consumer behaviour helps us understand the buying tendencies and spending patterns of consumers. This is not an example of the work produced by our essay writing service. The behavior that consumers display in searching for, purchasing, using,evaluating and. Personal factors play an important role in affecting consumer buying behaviour. Debabrata dash faculty marketing krupajal management studies. Top 5 important factors influencing consumer behaviour. Initially the consumer tries to find what commodities he would like to consume. Consumer behaviour is comparatively a new field of study which evolved just after the second. With the changing mindset of consumers and the fast progressing social and economic background, lowermost portion of the market pyramid will be the fastest growing consumer market. About 70% of indias population lives in rural areas.
It is in the purchase of highinvolvement products that a rural consumer display different motives relating to the problem recognition, source of information, evaluation procedures, collective decision and different post purchase behavior. As all consumers are unique they exhibit different behaviour while making a purchase decision due to various factors influencing consumer behaviour. In the present work, the researcher intended to analyze the factors influencing online buying behavior of the rural consumer in pollachi taluk. Influence of cultural, social and marketing factors on the buying behavior of telecom users. An individual and a consumer is led by his culture, his subculture, his social. Content introduction hul lifebuoy case buying decision process factors influencing decision making process buyer characteristics buying behavior pattern brand loyalty innovation adoption. A comparative study of rural, semiurban and urban areas. A comparative study of rural, semiurban and urban areas in and around chandigarh inderjeet sethi1 and as chawla2 abstract peoples behavior makes sense if you think about it in terms of their goals, needs, and motives thomas mann. There are more than 600,000 villages in the country as against about 300 cities and 4600 towns.
A study on factors influencing consumer buying behavior in. Factors affecting buying behaviour of rural consumers. Present study aims at identifying the factors affecting buying decisions of rural consumers and whether importance of these factors varies with age and income of respondents. Rural marketing attitude attitudes influence behavior and have an impact on the perception of objects and people, and also exposure to information, choice of friends, coworkers etc. A marketer needs to be aware of these influences that can effect changes. In certain dynamic industries such as fashion, food and personal care, the personal view and opinion of the consumer pertaining to style and fun can become the dominant influencing factor. The study of consumer behaviour indicates how individuals, groups and organizations select, buy, use and dispose goods, services, ideas, or experiences to satisfy their needs and. At the personal level, consumer behavior is influenced by various shades of likes, dislikes, priorities, morals and values. Not all individuals would prefer to buy similar products. Rural consumer behaviour the consumer market in this case is rural india. Several factors affect or influence the rural consumers behaviour. Marketing of agriculture produce has received adequate attention by researchers, policy makers and central and state government.
Pdf factors affecting buying behaviour of rural consumers. Factor analysis was used to group 16 influencing factors of buying behaviour of rural consumers in haryana. Importance of all factors in buying behaviour of rural consumer found increasing trend with increase in their age and. It analyses the relationship between several independent variables, such as cultural, social, personal, psychological and marketing mix factors, and consumer behaviour as the dependent variable in the electric appliances market. The statistical package for the social science spss for microsoft windows 20. Social factors play an essential role in influencing the buying decisions of consumers.
The impact of cultural factors on the consumer buying behaviors examined through an impirical study. Ville lehto, lecturer the purpose of this research was to study how different factors of consumer behavior effect on decisionmaking. Some of the most important factors influencing consumer behaviour are as follows. Factors influencing buying behavior of a selected apparel. Consumer behaviour is a field of study that focuses on consumer activities. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. The marketing managers always study these consumer behavioural changes and make continuous changes in products and services. Influences on rural and urban consumer buying by dr. Report on buying behaviour of rural consumers in india. Influence of cultural, social and marketing factors on the buying behavior of. Consumer behaviour towards selected fmcg fast moving consumer goods in delhi ncr paper id ijifr v2 e7 027 page no.
A comparative study has been carried out to understand how rural and urban. This involves a lot of calculation and computations. Consumer buying behaviour and brand loyalty in rural. No commodities can move from a production point to a consumption point without putting the marketing machinery at work. Abstract rural markets in india are big attraction these days. Rural consumer behavior there is an invisible market waiting at the bottom of the world economic pyramid c. Consumer behaviour towards selected fmcg fast moving. Saraswathi research scholar, bharathiar school of management and entrepreneur development, bharathiar university, coimbatore.
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