Consumer Behaviour and Role of Consumer Research in Marketing
Journal Title: JOURNAL OF COMMERCE AND TRADE - Year 2017, Vol 0, Issue 1
Abstract
The study of consumer behaviour is the study of how individual make decisions to spend their available resources (money, time, and effort) on consumption-related items. It includes the study of what they buy, why they buy it, how they buy it, when they buy it, where they buy it, and how often they buy it. Consumer behaviour is the process whereby, individuals decide whether, what, when, where, how, and from whom to purchase goods and services. The role of consumer research in marketing has been increased significantly. In this research paper an attempt has been made to provide an understanding to the concept Consumer behaviourand to highlight the role of consumer research in marketing.
Authors and Affiliations
Dr. Rakesh Kumar
Development of Rural Economy Through Banking Reforms in India
Development of rural areas in India is slow because we have concentrated mainly on urban development in our country. Rural infrastructure is not only a key component of rural development but also an important ingredient...
A Conceptual Perspective on Brand Switching Behaviour of Consumers in Telecommunication Industry
The best thing to happen to mankind was the mobile phone. India has emerged as the fastest growing mobile phone market in the world. Mobile phone was thought of as a magical gadget in the past. It is a reality now. With...
A New Approach In Competency Mapping (How Effectively the Personal Deployment Possible)
The complexities involved in the evolution of an innovative business practice, care must be taken for the competency required for the same in terms of organisation, process & people. Performance of people involved in any...
Corporate Mergers and Takeovers in India
In India, the process of Economic Reforms in the shape of economic Liberalisation, Globalisation and Privatisation has created it’s own momentum now. Due to these economic reforms, the business environment in India has b...
Marketing Philosophy of Indian Banking Industry : New Trends
The choice-empowered customer is now commanding position to the throne, to borrow an expression from military literature, dictating terms and proclaiming kingship. There is no any other way except for bankers to wake up...