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ARTICLE INFO
ABSTRACT
Article History:
Key words:
Habitual,
Behaviour,
Tradeoff Strategy,
Personal Factors
JEC Classification:
Copyright 2016 IJASRD. This is an open access article distributed under the Creative Common Attibution
License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original
work is properly cited.
INTRODUCTION
The customer buying behavior rapidly changes in India due to demographic
variables like gender, qualification, income, age, religion and region. The technological
developments have played an important role in customers purchasing behavior of goods and
services. Similarly the purchasing behavior of customers varies from one country to other
country. Especially the habitual buying behavior of customers involves, that requires low
involvement and are meant for quick consumption.
1.1 Need for the Study
The marketer has to understand the customer expectation of the particular segment
and has to create a competitive advantage over it. This will be helpful for developing new
products, designing of integrated marketing programs, customer loyalty and to provide good
customer service.
How to cite this article: Hajamohideen, O. M. & Raj, M. J. (2016). A Study on Habitual Buyers with Special Reference to
Household Products. International Journal of Advanced Scientific Research & Development (IJASRD), 03 (03/I), pp. 83 86.
84
The literature review describes the consumer decision making towards goods and
services purchases based on psychographic factors, customer profile analysis and utility
function. Seung PyoJun et.al (2016) highlighted that,the product information search, price
and repetition of purchase is are the most important factor in non-durable goods. Pat Auger
et.al (2010) illustrated that the trade off between the environmental and labour income is
the purchasing decisions of products. Sporles et.al(1986) highlights the customer minds
works with choice and alternatives in purchasing the products from any place. Bae et.al
(2009) identified difference between the gender of consumer and purchasing decisions. Hiu
et.al (2001) highlighted the different styles of decision making between the male and female
customers.
Chun-Hua Hsiao et.al (2016) discussed that the customer satisfaction level will make
repeat purchase of the products for their consumption. David M. Woisetschlager et.al
(2011), described the behavior of customer towards products satisfaction, switching and
loyalty behaviour of the customers due to the influence of members of the family or
community group. The study has minimum reviews and related to different industries
perspective.
FINDINGS OF THE STUDY
The habitual customer behavior based on family lifestyle, satisfaction and incomeare
the primary factors in consumption of product and services. They are more utility
consciousness and satisfaction of product (or) service lead to repeat purchases and take less
involvement in decision making. The major findings of the study is that environment and
gender wise decision making varies with respect to product preference, price and other
benefits is calculated by the choice and alternatives offered by the marketers.
RECOMMENDATIONS OF THE STUDY
The application of classical conditional theory and the repetition of product
advertisement in media will change the involvement level of the productand familiarity to
the customer.
CONCLUSION
The customers in this group have limited knowledge about the product and they
made repeated purchases of product based on needs and price. The marketers can
understand and develop customer attitude and familiarity of product by advertisement in
media. The customer should be made to recognise and recall the product information. It will
increase the sales and create a competitive advantage over other sellers.
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