INTRODUCTION

Consumer-buying behaviour according to Kotler (2004, p.601 is de!ined as "#he buying behaviour consumers $ individuals and households %ho buy goods and services !or personal consumption.& the term 'consumer( can be described as a person %ho ac)uires goods and services !or sel! satis!action is o!ten used to describe t%o di!!erent *inds o! consuming entities+ the personal consumers and the organi,ational consumers. #he personal consumers buy goods and services !or his-her o%n use. .n this conte/t the goods are bought !or !inal use by individual, %ho are organi,ational consumers, encompasses !or pro!it and not !or pro!it business, government agencies, institutions, all o! them must buy products, e)uipment and services in order to run their organi,ation. 0e!inition o! buying behaviour+1uying 1ehaviour is the decision processes and acts o! people involved in buying and using products. 2eed to understand+

%hy consumers ma*e the purchases that they ma*e3 %hat !actors in!luence consumer purchases3 the changing !actors in our society.

Consumer 1uying 1ehaviour re!ers to the buying behaviour o! the ultimate consumer. 4 !irm needs to analy,e buying behaviour !or+

1uyers reactions to a !irms mar*eting strategy has a great impact on the !irms success. #he mar*eting concept stresses that a !irm should create a Marketing Mix (55 that satis!ies (gives utility to customers, there!ore need to analy,e the %hat, %here, %hen and ho% consumers buy.

5ar*eters can better predict ho% consumers %ill respond to mar*eting strategies.

Types of Consumer Buying Behaviour #ypes o! consumer buying behaviour are determined by+

6evel o! .nvolvement in purchase decision. .mportance and intensity o! interest in a product in a particular situation.

1uyers level o! involvement determines %hy he-she is motivated to see* in!ormation about a certain products and brands but virtually ignores others.

7igh involvement purchases--7onda 5otorbi*e, high priced goods, products visible to others, and the higher the ris* the higher the involvement. #ypes o! ris*+

8ersonal ris* 9ocial ris* :conomic ris*

#he !our type o! consumer buying behaviour are+

;outine ;esponse-8rogrammed 1ehaviour--buying lo% involvement !re)uently purchased lo% cost items< need very little search and decision e!!ort< purchased almost automatically. :/amples include so!t drin*s, snac* !oods, mil* etc.

6imited 0ecision 5a*ing--buying product occasionally. =hen you need to obtain in!ormation about un!amiliar brand in a !amiliar product category, perhaps. ;e)uires a moderate amount o! time !or in!ormation gathering. :/amples include Clothes-*no% product class but not the brand.

:/tensive 0ecision 5a*ing-Comple/ high involvement, un!amiliar, e/pensive and-or in!re)uently bought products. 7igh degree o! economic-per!ormance-psychological ris*. :/amples include cars, homes, computers, education. 9pend alot o! time see*ing in!ormation and deciding. .n!ormation !rom the companies 55< !riends and relatives, store personnel etc. >o through all si/ stages o! the buying process.

.mpulse buying, no conscious planning.

#he purchase o! the same product does not al%ays elicit the same 1uying 1ehaviour. 8roduct can ?or shi!t !rom one category to the ne/t. e/ample+

>oing out !or dinner !or one person may be e/tensive decision ma*ing (!or someone that does not go out o!ten at all , but limited decision ma*ing !or someone else. #he reason !or the dinner, %hether it is an anniversary celebration, or a meal %ith a couple o! !riends %ill also determine the e/tent o! the decision ma*ing.
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REVIEW OF LITERATURE
!"! 5o*hre@ee states various !actors a!!ecting consumer behaviour !or buying such as demographic and social in!luences (!amily and household , group in!luence, impact o! advertising and internal in!luences (learning, perception, attitude etc. . #he boo* elucidated the topics such as types o! consumer decisions, purchase involvement and product involvement. #he boo* also emphasi,ed on in!ormation search process and various %ays !or providing relevant in!ormation to the consumers are recommended in this study. #he boo* also emphasi,ed on individual @udgment and proposed that the ability o! an individual to distinguish bet%een similar stimuli is called sensory discrimination %hich could involve many variables related to individual pre!erences.

! ! 6a,ar 6eslieand 9chi!!man stated consumer behaviour as individual di!!ers as !rom group. #he !amily decision !or a purchase decision is entirely di!!erent !rom individual decision ma*ing. #he authors discussed various variables that a!!ect consumer purchase decision. #he boo* !ocused on !amily li!e cycle and various needs o! consumer during di!!erent li!e stages. #he !amily decision ma*ing process as a group decision ma*ing is elaborated and it is recommended to segment the mar*et according to !amily need hierarchy.

!#! 1itta and 0ella stated that consumer behaviour studies play an important role in deciding mar*eting segments and mar*eting strategies. #he authors recommended that consumer is o!ten studied because certain discussions are signi!icantly a!!ected by their behaviour or e/pected actions. ?or this reason such consumer behaviour is said to be an applied discipline. 9uch applications can e/ist at t%o levels o! analysis. 5ar*et segmentation, consumer decision ma*ing and buying behaviour is considered as core mar*eting activities in designing e!!ective mar*eting strategies. #he micro perspective involves understanding consumers !or the purpose o! helping a !irm or organisation to accomplish its ob@ectives. An the other hand macro or societal perspective consumers collectively in!luence economic and social conditions %ithin an entire society. #he authors discussed !actors a!!ecting consumer behaviour at micro and macro level !or ma*ing a purchase decision.

!$! Karuni* and 9chi!!man stated the dynamic business environment is turbulent as never be!ore and the service industry as promising as never be!ore. .n this era o! intense competition companies understand the customer is the *ing in the mar*et and success depends a lot on the e!!iciency o! the managers in delivering the promised product or services. #he responsibility lies on the organisations to develop a culture, ethics, responsibility, value and )uality services should be o!!ered to achieve higher level o! customer satis!action. 0ynamic consumer behaviour is re)uired to analyse various !actors a!!ecting consumer purchase decision directly or indirectly.

!%! 1atra,9.K 4nd Ka,mi had described consumer decision ma*ing process, buyers blac* bo/ and importance o! consumer behaviour studies !or mar*eters in order to understand %hat satis!y the ultimate consumer. #he boo* described vital characteristics o! .ndian consumer and competitive advantages in .ndian conte/t !or the mar*eters. #he consumer decision process, buying roles and consumer blac* bo/ are discussed in detail. #he various steps evolving consumer decision ma*ing are lin*ed %ith the li!e stages. Boung buyers, %omen and children considered as uprising consumers groups as a part o! competitive mar*et situations.

&ignifi'an'e of (he s(u)y

.t is to study on the consumer behavior %hile buying particular product and purchase done %ith little or no in!luence !rom other. .mportance o! the study is to !ind the buying behavior and level o! satis!action a!ter buying a product.

O*+e'(ives of (he s(u)y

#o study the consumer behaviour to%ards the 4m%ay products. #o study 4m%ay product. #o study consumers( buying behaviour.

,ypo(hesis
70 4ll its products are covered by a 100 per cent 5oney 1ac* >uarantee. .! not completely satis!ied %ith the product, the consumer can return it !or a 100C re!und. 71 #he prices o! 4m%ay products are very high, there!ore it is only a!!ordable by the high income group and it cannot a!!orded by middle and lo%er income group.

Resear'h -e(ho)o.ogy of (he s(u)y

"! &our'es of )a(a/ a0 1rimary )a(a/ 8rimary data !or the study is been collected !rom consumers o! 4m%ay product only restricted to the area o! 5umbai. *0 &e'on)ary )a(a/ #his research has been based on secondary data sources %hich %ere sub@ect related the source used %ere boo*s, @ournals, ne%spapers and %ebsite. ! Universa. of (he s(u)y+ =ill be conducted in 5umbai sub-urban region. #! &amp.e si2e/ #able1 CA29D5:;9 (age in group 21-E0 E1-40 41-F0 F1 and above #otal ?emale 10 F E 2 20 #otal 10 F E 2 20

$! Da(a ana.ysis/ #he data %ill be analysed using central tendency and statistics.

CA2C6D9.A2
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Averall, it is argued that the study o! consumer behaviour is rapidly evolving as researchers recogni,e and implement ne% techni)ues and trans disciplinary perspectives to understand the nature o! purchase and consumption behaviour. #his %ider vie% attempts to study consumer behaviour in the light o! rapidly evolving li!estyles, values, priorities, and social conte/ts. #he distinctly practical emphasis a%aited development o! the !ield o! mar*eting in the business curriculum. .n particular the buying process o! consumer behaviour is o! more importance to mar*eting practitioners than the consumption process, because the consumers are more demanding in nature. .n the competitive mar*et the consumer %ant the best )uality product %ith best services including a!ter sales services in very reasonable price. 9o there!ore, a manu!acturer need to concentrate on consumers li*es, disli*es, taste, pre!erences and !ashion.

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3UE&TIONNAIRE

Name/4 O''upa(ion

1. 9tudents 2. :mployee E. 1usiness 4. 2one o! them Whi'h *ran) 'omes (o min) 56hen you (hin7 of hea.(h a.ong 6i(h *eau(y 'are pro)u'(8 1. 409 2. 4m%ay E. 4m%ay 4. 7imami F. 6a*me 6. Bardley ,ave you hear) of Am6ay 1ro)u'(s8

1. Bes 2. 2o Di) you use Am6ay pro)u'(s8

1. Bes
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2. 2o Do you fin) )ifferen'e using Am6ay pro)u'(s8

1. Bes 2. 2o From 6here )i) you pur'hase our pro)u'(9s08

1. ;etail outlet 2. =holesale outlet E. #hrough teleshopping 4. #hrough our %ebsite

Do you (hin7 *y *uying (his pro)u'( you have go( *es( va.ue for money8

1. Bes 2. 2o Wha( is (he .eve. of sa(isfa'(ion (o6ar)s (he pur'hase of Am6ay 1ro)u'(s8

1. >ood 2. 4verage E. 9atis!action Wha( is (he reason for 'hoosing (he Am6ay 1ro)u'(s8

1. Guality 2. 8rice E. Athers

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Wou.) you .i7e (o sugges( o(her5 (o *uy (he Am6ay 1ro)u'(s8

1. Bes 2. 2o Wha( are (he impor(an( fa'(ors (ha( inf.uen'e) you (o *uy (he Am6ay 1ro)u'(s8

1. 8ersonal Choice 2. ?riends E. 4dvertisement 4. .nternet

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