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BUYING BEHAVIOUR OF DAILY CONSUMABLES AND DURABLES IN CHENNAI

July 2011

Authors:

R.Rangarajan Raman

University of Madras

THE STUDY OF BEHAVIOURAL ASPECTS OF CONSUMERS IS OF GREAT IMPORTANCE FOR MARKETERS AND THIS KNOWLEDGE IS APPLIED TO FIND OUT THE CONSUMERS WANTS AND NEEDS. IN INDIA CONSUMER LEGISLATIONS SINCE 1960 HAVE CREATED SPECIAL INTEREST IN HIS SUBJECT. THE MAIN POINT FOR DEVELOPING SUCCESSFUL MARKETING STRATEGY NEEDS CLEAR UNDERSTANDING OF THE CONSUMERS MIND BEFORE, DURING AND AFTER A PURCHASE. AS ALL CONSUMERS ARE NOT ALIKE AND THEIR SHOPPING PATTERNS AND PERFORMANCES ARE CONSTANTLY CHANGING, THEY PREFER VARIETIES OF PRODUCTS WHICH REFLECT THEIR OWN NEEDS, PERSONALITIES AND LIFE STYLES.

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