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1.

1Introduction:-

Consumer is people who buys or use the goods or services. Marketers are the people who
provide these services. There is increasing interest in understanding how and why milk
preference and choice strategies vary with experience in a product category. The most
challenging questions for marketers are why buyer does what they execute or don’t do. Such
understanding is essential for marketers, since having a well-built perceptive of buyer’s
behaviour will shed glow on what is very important for the consumer and also suggest the
significant influence on consumer decision-making. Factors affecting consumers’ buying
decisions are extremely complex. It is deeply rooted in psychology with the sociology thrown in
just to making more interesting. It explains the influences on the consumer from groups such as
family, friends and society in common. Consumer’s buying behaviour result from extremely held
values, attitudes and their perception of the world, their set in it, from general sense, from desire
or just simple take.

Consumers behaviour is an inclination and attitudes towards conservation of dairy products


differ considerably across countries (Bus & Worsley, 2003; Francesconi, Heerink & DHaese,
2010; Grunert, TionBeck-Larsen & Bredahl, 2000; Hatirli, Ozkan, & Aktas, 2004; Hsu & Lin,
2006; Richardson-Harman, 2000; Robb & AbdelGhany, 2007; Yee & Chin, 2007). Grunert et al.
(2000) discuss that consumers perception of dairy product quality are difficult and engage much
more than sensory attribute.

They challenge that consumers consider four dimensions when forming perceptions about dairy
product quality:

(1) Hedonic (e.g. sensory attributes such as flavour or smell).


(2) Health-related.
(3) convenience-related and
(4) Process-related.

Manufacturer or processors and marketers must recognize the role each of these dimensions
plays in dynamic consumer demand for dairy products and understand consumers may be
heterogeneous in their preferences or perceptions of what constitutes dairy product quality.

In the rapid growing world of consumerism, it is necessary for every organization to study their
customer preference for dairy products to identify the fundamental factors for preference of dairy
brands as well as make suggestion for the company to acquire the right market to be a leader in
the market to the dairy products.

Consumer behavior is the behavior that consumers conceal in search for, purchasing, using,
evaluate and disposing of products and services that they suppose will satisfy consumer desires
and wants. The marketing stimulus are premeditated and processed by the companies, whereas
the ecological stimulus is given by social factors, based on the economic, political and cultural
conditions of a society. The buyer’s behaviour contains the buyer characteristics and the decision
process, which determine the buyer’s reaction.

Therefore, the goals of this follow a line of analysis are to (1) evaluate consumer actual and
anticipated behavior in reaction to stock outs and (2) study product characteristics, consumer
characteristics and situational variables that may explain the consumer's response. Key in results
suggest that indicated behavior is a good display of actual behavior in situation where the
consumer intend to leave the search and a quite poor needle when the consumer intends to
postponement the search. Finally, of the several product characteristics, consumer kind and
situational variables examined, store reliability, pre-visit schedule and product exceptionality
have shown most agree to help managers appreciate consumer actual and future response to
stock outs. The buyers reply as a product of a mindful, sensible decision process, in which it is
assumed that the buyer has recognized the problem. However, in authenticity many decisions are
not made in awareness of a determined problem by the consumer.

Businesses stay in business by attracting and retaining customers. They do this by engaging in
exchanges of resources including information, money, goods, services, status, and emotions with
consumers, exchanges that both businesses and customers perceive to be beneficial. When
companies ask, who are our customers? How do we reach them? What should we sell to them?
What will motivate them to buy? What makes them satisfied? They are asking questions that
require sophisticated understanding of consumer behavior. This unit provides a brief insight into
the meaning and perspective of Consumer behavior as well as understanding why it is important
to study consumers. The job of marketer is to meet and satisfy target customers’ needs and
wants but ―knowing customer" is not a simple task. Understanding the buying behavior of the
target market for its company products is the essential task for the marketing dep’t. The job of
the marketers is to ―think customer‖ and to guide the company into developing offers, which are
meaningful and attractive to target customers and creating solutions that deliver satisfaction to
the customers, profits to customer and benefits to the stakeholders.

All business firms have realized that marketing is a core element of management philosophy &
the key to its success lies in focusing more & more on the customers. That is it will be the
customer who will decide where the firm is heading thus the challenge before the marketer is to
ensure that they should satisfy every customers. Satisfaction is an important element in the
evaluating stage satisfaction refers to the buyers state of being adequately rewarded in a buying
situation for the sacrifices he has made. The customer purchase & use the product they may then
become either satisfy or dissatisfied. The result of satisfaction to customer from the purchase of
the product or services is that more favorable past – purchase attitude, higher purchase intention
& brand loyalty to be exhibited that the same behavior is likely to be exhibited in a similar
purchasing situation. The term consumer is atypically purchase from a particular store or
company. Customers are people who are happy with the product and services and are willing to
come back and pay for it again.

Today the firms aim to give satisfaction to the customers through marketing concepts the firms
try o help the buyers in the solving the problem then competitors the marketers must see that
consumers with purchasing power constitute a potentials buyers are indentified. It is essential for
the marketer to carry out the business in such a way that they give satisfaction to consumers
needed when a firm markets a product or service it should aim to enjoy consumers satisfaction
and profit maximization. The main challenge for marketers is to create the consumer’s loyalty
by quality, freshness, odor and taste. In India, dairy industries has a rapid growing a flourishing
in FMCG Product. Marketers are necessary to know the consumer’s response towards their own
brand milk and milk products of its availability, acceptance and affordability. It is always a
superior challenge for the companies to calculate the consumer buying behaviour towards Amul
products. The present study tries to identify the various factors that lending to the consumers
buying behaviour towards Amul product.

Consumer buying behaviour is the sum total of a consumer's attitudes, preferences,


intentions, and decisions regarding the consumer's behaviour in the market place when
purchasing a product or service. The study of consumer behaviour draws upon social science
disciplines of anthropology, psychology, sociology, and economics.
Consumer behaviour is broadly studied field. It lets the companies understand how consumer
decides about buying their product or acquiring services. Marketing managers are always
interested to know more about consumers’ behaviour so they can prepare better
communication and advertising campaigns and messages about their products and services.
Consumer makes buying decision every day and many people don’t even know the factors
which derive them to this decision. Usually the factors affecting consumer buying behaviour
include psychological, social, cultural and Buying the new home cleaning service involves
consumers’ research for the best option available and it might take various factors in account
in its decision-making process. This thesis is about studying which factors of social, cultural,
personal or psychological characteristics has the most effect on consumer decision making
process when selecting home cleaning service company.
The research work is carried out to highlight the important elements for customers in the
household and let the service provider understand overall picture of customer behaviour
towards the Amul company with the help of understanding the factors affecting consumer
behaviour for choosing a certain service provider. Better understanding of consumer
behaviour would let the marketers make the service structure as desired and attractive for the
household customer and maintain business activities according to customer demands. This
research work would let the customer record their voice in understanding the companies
what kind of service do they want which can improve their life quality with the tailored
services by the service provider.
CONSUMER BEHAVIOUR:
- It is defined as all psychological, social and physical behavior of potential customers as
they become aware, evaluate, purchase, consume, and tell to others about product and
services.

- Buying behavior involves both individual (psychological) and group process. Buyer
behaviour is reflected from awareness right through post purchase evaluation indicating
satisfaction and non-satisfaction, from purchaser.
- Buyer behavior includes communication, purchasing and consumption behavior.

- Consumer behavior is basically social in nature hence the social factors play important
roles in shaping buying behavior.

- Buyer behavior includes both customer and industrial behavior.

“Hence consumer behavior is an orderly process whereby the consumer interacts with the
environment for making a purchase decision on products”

CONSUMER BEHAVIOR AND MARKETING MANAGEMENT:

Marketing managements works around consumers which is actually the market for them.

- Understanding their behavior is very vital in every segment to plan marketing activities
accordingly.

- Both industrial and individual customers are vital in marketing management.

DIVERSITY OF CONSUMER BEHAVIOR:-

- Customer and consumer words are referred as synonyms but the difference exists.

- Customer – the purchaser of product or service, may or may not be the end user.

- Consumer- the end user, may or may not be the purchaser

- New age of business demands differentiation of customers by individual different in


consumer expectations, preferences and influences.

- Firms need to go into deep of consumer behavior to analyze and act to achieve objectives.

CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOR:


Consumer behavior can be said to be the study of how individual make decision on how to spend
their available resources (time, money, effort) on various consumption related items. This simple
definition of consumer behavior tells the markets to resolve every activity around the ultimate
consumer & gauge their behavior by specially focusing on:

Who buys products or services?

How do they buy products or services?

Where do they buy them?

How often they buy them?

Why do they buy them?

How often they use them?

These questions will help in understanding better what factors influences the decision making
process of the customers. The decision making process identifies the number of people who are
involve in this process & describes a role to them like users, decides, influences & buyers.

CONSUMER DECISION MAKING PROCESS:


- Stimuli-need, reasons, influences, gathering information.
- Information processing-process, analyze information about product.
- Decision making – on the basis of analysis, decision to get for.
- Respose-response to buy without any prejudice.
- For industrial buyers the process is almost similar only with addition of rebuy, modified
re buy or new task.

FACTORS INFLUENCING BUYING BEHAVIOR:


 Individual factors.

 Cognitive thinking process – perception, attitudes, needs/motives

 Personal characteristics-demography, lifestyles, personal traits


 Environmental factors

 Culture-values, beliefs, sub culture / cross cultural factors

 Social class- social class, society

 Influence groups- family, opinion leaders, reference group

 Situationl variables – purchase occasion , market communication, shopping behavior,


price, sales influence, product position

CONSUMER SATISFACTION:-
All business firms have realized that marketing is a core elements of management philosophy &
the they to its success lies in focusing more & more on the customers. That is, it will be the
customer who will decide where the firm is heading. Thus the challenge before the marketer is to
ensure that they should satisfy every customer.

Satisfaction is an important element in the evaluating stage , satisfaction refers to the buyers state
of being adequately rewarded in a buying situation for the sacrifices he has made one the
customer purchase & use the product they may then become either satisfy or dissatisfied.

The result of satisfaction to customer from the purchase of the product or services is that more
favorable post-purchase attitude, higher purchase intention & brand loyalty to be exhibited that
the same behavior is likely to be exhibited in a similar purchasing situation. The term ‘consumer’
is a typically used to refer to someone who regularly purchase from a particular store or
company.