An Empirical Study on Consumer Perception on Khazana Jewellery -A Case Study

KANAKA RAO, D. Udaya Shekhar

Abstract


In this paper an attempt is made to understand and analyze consumer perception on khazana jewellery, their strategies and influencing factors to purchase jewellery in khazana. Merchants aim to increase their sales by determining what drives their customers' purchase decisions. Consumer perception theory attempts to explain consumer behavior by analyzing motivations for buying -- or not buying -- particular items. Three areas of consumer perception theory relate to consumer perception theory: self perception, price perception and perception of a benefit to quality of life. Consumer perception applies the concept of sensory perception to marketing and advertising. Just as sensory perception relates to how humans perceive and process sensory stimuli through their five senses, consumer perception pertains to how individuals form opinions about companies and the merchandise they offer through the purchases they make. Merchants apply consumer perception theory to determine how their customers perceive them. They also use consumer perception theory to develop marketing and advertising strategies intended to retain current customers -- and attract new ones.


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ISSN : 2251-1563