Consumer Purchasing Behavior on Daily Consumables in Chennai City

Abstract

Consumer behavior is the study of how people buy, what they buy, when and why they buy. The study of consumer behavior is very important to the marketers because it enables them to understand and predict buying behavior of consumers in the marketplace; it is concerned not only with what consumers buy, but also with why they buy it, when and where and how they buy it and how often they buy it and also how they consume it and dispose it. Consumer research is the methodology used to study consumer behavior; it takes place at every phase of the consumption process: before the purchase, during the purchase and after the purchase. Research shows that two different buyers buying the same product may have done it for different reasons; paid different prices, used in different ways, have different emotional attachments towards the things and so on. The purpose of a business is to create and keep customers. Customers are created and maintained through marketing strategies And the quality of marketing strategies depends on knowing, serving and influencing consumers. This study aims at examining perceptions of the consumers mainly in terms of the information gathered, sources of information, location where the purchase is made and the ultimate purchase decision.