Introduction brand image is the key driver of brand equity, which refers to consumer s general perception and feeling about a brand and has an influence on consumer behavior. Pdf the consumer behaviour towards online shopping in. A study of consumer purchase behavior in organized retail. There is a practical relation between brand image and consumer teenager buying behaviour. Study of womens buying behaviour as regards cosmetics in. Introduction to consumer buying behaviour the 1990s have borne witness to dramatic shifts in the marketplace triggered by sharp changes in the lifestyle patterns of the past and present and the radical revolution in the telecommunication technology. Ailawadi3 1 university of cologne, germany 2 tuck school of business at dartmouth, hanover, usa 3 tuck school of business at dartmouth, hanover, usa introduction sales promotions are a marketing tool for manufacturers as well as for retailers.
Senith 3 1research scholar,karunya university,coimbatore 2principal, nehru college of management,coimbatore,india 3assistant professor,phd parttime,nehru college of management,coimbatore,india. Factors affecting consumers buying decision in the. With reference to demand for cosmetic products in bangalore, india akwasi ampofo university of madras, chepauk, chennai 600005. A study on consumer behaviour towards fast food products with special reference to dominos pizza mrs. This paper is an attempt to find out the factors that affect consumer. Hence, the purchasing behavior will change to purchase environmental friendly products as a consequence of concerning of the. Consumer behaviour consumer behaviour is the study of when, why, how and where people do or do not buy a product. An analysis of the influence of discount sales promotion in. Pdf effects of coupons on consumer purchase behavior. Pdf 77% of the united states population uses coupons and. An understanding of consumer behaviour is essential in planning and programming the marketing system. Consumer perception and buying decisionsthe pasta study. Abstractglobally, the term, marketing is not a new phenomenon.
It is really important for marketers to understand what prompts a consumer to purchase a particular product and what stops then from buying it. This section comprises a brief description of consumer behaviour. An analysis of the influence of discount sales promotion in consumer. Introduction to customer behavior definition in consumer. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. In the domain of consumer behaviour research, there are general models of buying behaviour. When the direct effect of price discounts on perceived quality was. Effects of price discount on consumers perceptions of. The buying behavior of a consumer is the decision processes as well as the actions the consumer takes in buying and using products. Factors that influence consumer purchasing decisions of private.
Introduction generally speaking, consumer behaviour is the study of the processes that individuals or groups go through in making their purchasing choices in order to satisfy their needs. Consumer behavior is that rational behavior that consumer shows toward products while buying. Consumer behavior research identifies a general model of buying behavior. Defining and understanding buyer behaviour is the key to reaching and engaging your customers, and persuading them to buy from you. Many researchers are arguing that sales promotion does not have a long term effect on consumer buying behavior and also it reduces the revenue, as in coupon, refunds and rebates. This paper tries to find out the impact of retail sales proomotions on consumers buying behaviour. The impact of pricing on consumer buying behavior in saudi arabia. Declaration i hereby declare that the thesis titled the impact of factors influencing the buying behaviour on the development of marketing strategies for luxury fashion products a study of the urban youth in select cities of india submitted for the award of doctor of philosophy phd in business management at d. The aim of this study is to determine the impact of the most used tools of sales promotion in retail sector such as.
A study on consumer behaviour towards fast food products. While this evolution has been continuous, it is only since the 1950s that the notion of consumer behaviour has responded to the conception and growth of modern. Lets understand the concept in detail with the help of few examples. Professor avinashilingam institute for home science and higher education for. Impact of sales promotion on consumer buying behavior in pakistan syed ali ahmad. The results of correlation also interpreting that the all relationship is positive and high significant at 0. Effects of online advertisement on consumer buying behavior. An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness. A project report on consumer behaviour in online shopping. Effects of advertising on consumer buying behaviour.
This thesis is made for a subgroup of algol technics which specializes in the marketing of driver seats. The multicultural influence in the philippines behavior that can totally explain why customers behave as they do. Factors influencing consumer buying behaviour of luxury. The following chapters focus on the social, personal and psychological characteristics of consumer behavior. How discounts affect online consumer buying behavior. For marketers, whatever their companies marketing strate. Reasons for studying consumer behaviour in consumer behaviour. A study of consumers buying behavior in relation to green products. Analyzing the main changes in new consumer buying behavior. How discounts affect online consumer buying behavior infographic. The research areas included brand recognition, price and quality, as well as the. Consumer purchase behavior is based on availability, quality and price of the product. The main objective of this research is to study the effect of different tools to promote sales on the buying behavior of consumers. Consumer behaviour refers to the behaviour of consumers in deciding to buy or not to.
In a simple twoshop search experiment, we compare search behavior in base treatments where both shops post net prices without discounts to discount treatments where either the first shop or the second shop posts gross prices with separate discount offers, keeping the net. The main purpose of the study was to find out if the basic idea of issuing customer cards still holds in a situation where a customer owns two or more of such cards, and which factors possibly influence the buying behaviour of such customers. Marketing professionals want to know the answers to these questions. The impact of digital technology on consumer purchase behavior 7 3. Various strategies including loyalty schemes and discount cards are sometimes. Studying consumer buying behavior has a vital role in understanding the factors that.
An investigation of consumer buying behavior for fmcg. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. The study of consumer behaviour provides us with reasonswhy consumers differ from one another in buying using products and services. There are some factors that influence the buying behavior of a customer or what we can say as the customers preference for buying a product. As a consumer we are all unique and this uniqueness is reflected in the consumption pattern and the process of purchase. Pdf the promotional tools and situational factors impact on. Pdf retail markets have been one of the most rapid growing markets in the world. We talk and discuss with friends about products and services and get lot of information from t. The current literature on consumer online purchase decisions has mainly concentrated on identifying the factors that affect the willingness of consumers to engage in internet shopping.
The impact of promotional tools on consumer buying behavior. Consumer buying behavior refers to the buying behavior of the ultimate consumer. Articles on consumer behaviour management study guide. Factors affecting consumer buying behavior n ramya and dr. A study from pakistan asian journal of empirical research. Consumer s attitude towards online shopping refers to their psychological state on terms of making purchases. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the on campus marketing course, as well as the consumer behaviour elective by distance learning. Pdf the present day marketing is consumer as well as society oriented. Pdf impact of sales promotion on consumer behavior. Consumer behavior supports customer belief for performance, determines product features, formulates pricing policy and appreciates new product decision. A study of consumer buying behaviour in departmental store with special reference to coimbatore city. We receive stimuli from the environment and the specifies of the marketing strategies of different products and services, and responds to the.
Coupons has positive relationship towards consumer buying behavior. It is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use. A price discount is a very prevalent marketing strategy to attract consumers by providing an extra value or incentive, which encourages consumers to purchase the promoted products immediately yin and huang 2014. There is a strong correlation between consumer purchase behavior and store layout. Factors affecting impulse buying behavior of consumers at superstores in bangladesh wahida shahan tinne abstract impulse purchase or impulse buying describes any purchase which a shopper makes, through it was not planned in advance.
Pdf the impact of pricing on consumer buying behavior in. The role of consumer behavior in marketing is huge in that you can better meet the needs of your customers and prospective customers if you know why theyre buying what theyre buying. Consumer purchase behavior varies with the individual salesman approach in services. Marketers need to understand the buying behaviour of consumers while designing their. Alhassa case study article pdf available may 2016 with 56,694 reads how we measure reads. As consumers, middleclass indian women in general attach great importance to cosmetics and fashion. The influence of sales promotion strategies on consumer. Abstract in india more than 72% population is living in villages and fmcg companies are famous in selling their products to the middleclass households, it means rural india is a profitable and potential market for fmcg. How people make buying decisions why do you buy the things you do. Oct 11, 2012 definition of consumer buying behaviour the decision processes and action of consumers involved in buying and using products. A conceptual frame work introduction consumer behaviour is a subset of human behaviour. The consumer behaviour towards online shopping in coimbatore cityan exploratory study article pdf available in international journal of pure and applied mathematics 1205.
Special offers and coupons can be extremely effective, but interest in them is. Understanding consumer behaviour is crucial for the development of effective marketing strategies. No commodities can move from a production point to a consumption point without putting the marketing machinery at work. Do your friends shop at the same places or different places. A study on factors influencing consumer buying behavior in cosmetic products a,h. Solomon has 56 books on goodreads with 3110 ratings. Defining and understanding consumer buying behaviour and the decision making process is the key to reaching and engaging your customers, and persuading them to buy from you. Pdf a study of consumer buying behaviour in departmental. The results of this study would help marketers to select the types of promotion that greatly influence the buying behaviour of the respondents. These studies explain online shopping important and consumer buying behavior in online shopping. The impact of promotional tools on consumer buying behavior in. Jul 02, 20 companies need to be analysing their consumer buying behaviour in a constant manner in order to asses the impact of marketing strategy on customers, to deal with elements of marketing mix strategy with an increased level of effectiveness, and to be able to forecast buyer behaviour to various marketing strategies. It is only when a company cares for its consumers as much as the consumers care for its products or services, can we create a healthy consumer culture or else, corporate irresponsibility and consumer stupidity will only create a shallow, snobbish, insecure and ignoramus society. Sa mohamed ali abstract consumer buying behaviour refers to the buying behaviour of the ultimate consumer.
Anticipating consumer behaviour is not an option for marketing managers. Journal of marketing and consumer behaviour in emerging. The reasons for studying consumer behavior go far beyond figuring out why people are buying up all the boxed rice in your local grocery store. The results confirmed the hypothesis, indicating positive effects of impulsivity and hedonic perception by purchasing the discounted products, in addition to the. Manufacturers use them to increase sales to retailers trade promotions and. Effects of price discount on consumers perceptions of savings. Consumer behavior is the study of why, when, and how. The purpose of this paper is to analyze the influence of discount sales promotion in the purchase intention and the moderating effects of attractiveness in the relationship between intention to purchase a discounted product and the impulsiveness, hedonic perception. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Buying behaviour meaning in the cambridge english dictionary.
Mainly, sales promotion has a temporary effect on consumer buying behavior. An empirical study of indian retail customers june 23, 2010. An analysis of the influence of discount sales promotion. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision. Reasons for studying consumer behaviour the most important reason for studying consumer behaviour is the role that it plays in our lives. Impact of sales promotion on consumer buying issn 2412. Pdf the impact of promotional tools on consumer buying. Check out our infographic how discounts affect online consumer buying behavior for latest statistics and trends. Consumer behaviour deals with various stages that a consumer goes through before purchasing any product or service. How did you decide to go to the college youre attending. The journal of marketing and consumer behaviour in emerging markets jmcbem is an academic journal which aims at the dissemination of studies from a range of areas including marketing, consumer behaviour, consumer research. In marketing research, theoretical models have been developed to investigate the relationship between price and customers perceptions of products, and two well.
Study of womens buying behaviour as regards cosmetics in surat region, india. Abstract globally, the term, marketing is not a new phenomenon. Algol technics year 2009 pages 56 the purpose of this study is to research the customer buying behavior in a specific market. Aug 17, 2011 introduction to consumer buying behaviour 1. Let us understand the effect of psychological factors on consumer behaviour. The field of consumer behaviour is the broad study of individuals, groups or organisations and the process they use to select secure and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and society. These promotional techniques affect the buying behaviour of consumers. Consumer behavior is a part of human behavior and by studying previous buying behavior, marketers can estimate how consumers might behave in the future when making purchasing decisions. The impact of promotional tools on consumer buying.
Factors influence consumer purchase decisions of private label food products. Few researchers have deliberately discount the effect of price controls on the price of consumer price discount janiszewski and cunha 2004. Additionally, it classifies the factors in different categories. This paper studies the pure framing effect of price discounts, focusing on its impact on consumer search behavior. The impact of digital technology on consumer purchase behavior 9 brands have used social media strategies successfully to leverage this. Did you know more than 64% of online consumers wait to buy things until they go for sale. The process of buying behavior process consists of five steps. Factors affecting impulse buying behavior of consumers. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. For instance, customers first identify a need or want and then. The impact of factors influencing the buying behaviour on. But the exact picture of the impact of sales promotion on consumer behaviour is yet unclear to the retailer. Download this document for consumer behaviour at maastricht university. Factors which influence the buying behaviours of customers.
Consumer behaviour is not simple at all, but it is very vital to understand it. The buying behavior of consumer passes through five stages beginning from recognition of problem, followed by searching information, evaluating the alternatives, purchase of goods and ending with. Consumer behaviour deals with the study of buying behaviour of consumers. Instead, there are notions that have been influenced by a variety of other disciplines such as sociology, psychology, anthropology, and economics, and must be integrated to understand consumer behavior. In contrast to those consumer behavior is the mixture of psychological. A study on factors influencing consumer buying behavior in. There is abundant attention paid on the 4 ps of marketing product, price, place and promotion.
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