Consumer Buying Behavior Essay

Abstract Consumer is king the statement carries profound verity in it. Today the success of any firm depends upon the satisfaction of consumers. For square(p) the consumers the firm should fill out almost the way of the consumers. In these circumstances thought consumer is a very arduous task because of the changing technology, innovation, and changes in invigoration style. Researchers conducted many research in this area, and they given lone(prenominal) few suggestion, plainly in that respect is no final conclusion. As per the ideas given by the researchers, there are two factors influencing the consumers such as intrinsic and extrinsic factors. It is difficult to classify consumers by conventional demographic factors and unless their thought process and acquire expression are fully understood, finalitys on ingathering foundings and promotional material, scrapeing and scattering lends are likely to be misplaced. With the inevitability of change looming tremendo us over the horizon, Indian companies must learn from their western counterparts not only to identify the sources, timing and direction of the changes likely to affect India, but also the new competencies and perspective that will enable them to respond to these changes, comprehensively and effectively. musical note to a greater extentthe consumer purchasing process begins when essayThis study mainly think on understanding the external factors like demographic, social, cultural ,price, fictitious character ,product attributes etc for buying toothpaste. The commercialize character of any product is highly determined by the purchasing expression of the consumers. Following study is conducted by the researcher to summon out the port of the consumers, to analyze the preference of consumers, & consumer awareness. Descriptive research design was pick out and the data is collected through primary and secondary sources. The method adopted for conducting survey is questionnaire Si mple random sampling technique was adopted for selecting the consumers. Key words Consumer behavior, Toothpaste buying pattern, Toothpaste awareness, Promotion impact, Attribute impact. 1. Introduction Consumer behavior is stated as the behavior that consumer display in searching for, purchasing, using, evaluating, and disposing of products, operate and ideas that they expect will satisfy their of necessity.The study of consumer behavior is concerned not only with what consumers buy, but also with why they buy it, when and how they buy it, and how lots they buy it. It is concerned with learning the limited meanings that products hold for consumers. Consumer research takes places at every phase of consumption process, before the obtain, during the purchase and after the purchase. harmonise to Philip Kotler be consumer behavior as all psychological, social and physical behavior of potential customers as they become aware of evaluate, purchase, consume and tell nigh other abou t products and services. The scope of consumer behavior includes not only the unquestionable buyer and his act of buying but also various roles contend by assorted individuals and the find out they exert on the final purchase determination .Individual consumer behavior is influenced by economic, social, cultural, psychological, and personal factors. 1.1 Consumer purchase decision A decision is the selection of an action from two or more alternative choices. Consumer decision to purchase the goods from the available alternative choice is know as consumer purchase decision. The various options of the consumer whitethorn be sort into five main types of decisions. They are what to buy, how much to buy, where to buy, when to buy, how to buy. The participants in the buying decisions may be classified as the initiator, influencer, decider, buyer and users. The trade people should teach the participants in the purchase decision to make the purchases of the product at different marke ting strategies. thither are number of reasons why the study of consumer behavior developed as separate discipline. Marketers had long noted that consumer did not eternally act or react, as marketing theory would suggest.The size of the consumer market in the country was vast and constantly expanding millions of dollars were being spent on goods and services by millions of people. Consumer preferences were changing and becoming highly diversified. 1.2 Indian literal Care Industry Many people in India still strip down their teeth with traditional products like Neem twigs, salt, ash, tobacco or other herbal ingredients. Average all India per capita consumption of toothpaste is a dismal 82gms.The alveolar consonant practitioner to population ratio is a critically low 135000 in the country. This results in low oral hygiene consciousness and widespread dental diseases. Less than 15% of the Indian toothpaste users brush twice a day. Colgate and Hindustan open up together account for over 85% of the organized toothpaste market. Red and forbidding toothpowder still accounts for 35% of the toothpowder market. In toothpowders, Colgate and Dabur are the atomic number 82 players sharing between them 75% of the market2. Review of literature 2.1 Consumer behavior Consumer behavior has been alship canal of great interest to vendors. The noesis of consumer behavior helps the marketer to understand how consumers think, feel and select from alternatives like products, brands and the like and how the consumers are influenced by their environment, the reference groups, family, and salespersons and so on. A consumers buying behavior is influenced by cultural, social, personal and psychological factors. Most of these factors are uncontrollable and beyond the workforce of marketers but they have to be considered while trying to understand the intricate behavior of the consumers. In this study, the researcher emphasizes the importance of lifestyle and its impact on the buy er behavior.2.2 Consumer Personality Factors There are two factors mainly influencing the consumers for decision making Risk aversion and innovativeness. Risk aversion is a greenback of how much consumers need to be certain and sure of what they are purchasing (Donthu and Gilliland, 1996).Highly risk adverse consumers need to be very certain about what they are buying. Whereas less risk adverse consumers can tolerate some risk and uncertainty in their purchases. The second variable, innovativeness, is a global throwaway which captures the degree to which consumers are willing to take chances and experiment with new ways of doing things (Donthu and Gilliand, 1996).The shopping motivation literature is abound with various strides of individual characteristics (e.g., innovative, venturesome, cosmopolitan, shape seeking), therefore, innovativeness and risk aversion were included in this study to capture some(prenominal) of these traits. Measures by Donthu and Gilliland (1996) were used to measure innovativeness and risk aversion.2.3 Perception Perception is a mental process, whereby an individual selects data or information from the environment, organizes it and then draws implication or meaning from it. 2.4 Perceived fit Perceived fit is an attitudinal measure of how admit a certain channel of distribution is for a special(prenominal) proposition product .Morrison and Roberts (1998) found that consumers perception of the fit between a service/product and a channel is very influential in determining whether they will consider using that channel for a specific service. In fact, perceived fit was found to be more definitive than consumers preferences for the distribution method or service.2.5 Product Class knowledge Product class knowledge is a measure of consumers perceptions of how much they know about a specific class of products (eg.,cars)This type of measure is reconciled with what Brucks(1985) called natural knowledge, that is, consumers self-percept ions of knowledge aims. This is often contrasted with object glass knowledge, which is what consumers actually know. Park and Lessing (1981) proposed that subjective knowledge provides a better understanding of consumers decision making processes because consumers level of confidence in their search and decision making behavior, independent of their objective knowledge. 2.6 Product type Past research indicates that consumers purchase and channel decisions big businessman be influenced by the type of product being investigated (Cox and Rich 1964Lumpkin and Hawes 1985Morrison and Roberts 1998Papadopoulos 1980Prasad 1975Sheth 1983 Thompson 1971).In particular ,these authors state that certain products might be more appropriate for one channel or another, which ultimately influences consumers channel preference and choice. 2.7 caliber It is our aim to provide the best product for the consumer and we believe that if the products have quality the consumer will pay the price, says Amal pramanic, regional business director .Oral-B 2.8 encase Packaging establishes a direct link with the consumers at the point of purchase as it can very well change the perceptions they have for a particular brand. A product has to draw the attention of the consumers through an outstanding packaging design. Earlier packaging was considered only a container to put a product in, but today, research in to the right packaging is beginning at the product development stage itself.Packaging innovation has been at the face of Daburs attempt to rap with the urban consumers. It spends large sums annually on packaging research.-We have been laying emphasis on aesthetics, shelf pull in and convenience for consumer says Deepak Manchandra, manager packaging development 2.9 Promotion The greatest scrap faced by companies today is holding and increasing their market share and value. This is always a strenuous exercise and one of the tools for the same is marketing. There is no specific game rule available for using these marketing tools .The reason is each promotional tool has its own characteristics. 2.10 Familiarity with a channel Consumers familiarity with a channel is a measure of the general knowledge they have with purchasing products through specific channels (i.e.. catalog, internet, and bricks-and-mortar retailer).Through shit use consumers should become accustomed to using the channel, which reduces their apprehension and anxiety in purchasing products through the channel. 2.11 Brand Awareness According to Rossiter and Prey (1987), brand awareness precedes all other standards in the buying process. A brand attitude cannot be performed, unless a consumer is aware of the brand. In holding theory, brand awareness is positioned as a vital first step in building the bundle of associations which are attached to the brand in memory (Stokes, 1985). 2.12 Family influence A family exerts a complex influence on the behaviors of its members.Prior family influence researc h has focused on intergenerational rather than intergenerational influence in consumer generationalisation. As has been compellingly demonstrated, parents influence children (Moore, Wilkie, and Lutz2002 Moschis 1987).Yet, consumption domains clearly exist where cognate efforts may also be exerted 2.13 Shopping motives Shopping motives are defined as consumers wants and needs as they relate to outlets at which to shop. ii groups of motives, functional and nonfunctional, have been proposed by Sheth (1983). Functional motives are associated with time, place, and possession needs and refer to rational aspects of channel choice. Whereas nonfunctional motives relate to social and activated reasons for patronage. The functional motives included convenience, price comparison, merchandise assortment. The nonfunctional motives entail recreation.