BEHAVIORAL INTENTIONS OF THE CONSUMPTION PATTERN

josephine rebecca

Abstract


BEHAVIORAL INTENTIONS OF THE CONSUMPTION PATTERN

ABSTRACT

The Indian consumers are noted for the high degree of value orientation. Such orientation to value has labeled Indians as one of the most discerning consumers in the world. Even, luxury brands have to design a unique pricing strategy in order to get a foothold in the Indian market.

For a firm to survive, compete and grow, it is essential that the marketer identifies these needs and wants, and provides product offerings more effectively and efficiently than other competitors. A comprehensive yet meticulous knowledge of consumers and their consumption behavior is essential for a firm to succeed. In this paper, authors collect the data through primary source from respondents and attempts to highlight the impact on durable product with respect to stages of consumer behaviour: perceiving a need, seeking value, assessing value, purchase decision and value in consumption or use. In this paper, authors also find out the satisfaction level of indigenous customer. To check the reliability, chi-square test was applied and various suggestions have been recommended.  The marketing strategies can be designed in accordance with the result.


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ISSN : 2251-1547