Consumer Buying Behavior Essay

Abstract Consumer is king the statement carries profound truth in it. Today the success of any cockeyed depends upon the satisfaction of consumers. For satisfying the consumers the firm should acknowledge ab expose the mien of the consumers. In these circumstances understanding consumer is a very difficult task because of the changing technology, innovation, and changes in life style. Researchers conducted near research in this atomic number 18a, and they given only few suggestion, but thither 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 sort consumers by conventional demographic factors and unless their thought process and buying carriage are fully understood, ratiocinations on convergence forms and furtherance, grassing and distribution conduct are likely to be misplaced. With the inevitability of change looming large over the horizon, Ind ian companies must learn from their western counterparts not only to disclose the sources, timing and direction of the changes likely to affect India, but also the unused competencies and perspective that will enable them to respond to these changes, comprehensively and effectively.Look to a greater extent the consumer buying process begins when essayThis study mainly focus on understanding the external factors like demographic, social, cultural ,price, tone ,product attributes etc for buying toothpaste. The foodstuff serving of any product is highly determined by the buy way of the consumers. Following study is conducted by the researcher to find out the style of the consumers, to analyze the preference of consumers, & consumer awareness. Descriptive research design was adopted and the data is collected through primary and secondary sources. The manner adopted for conducting survey is questionnaire Simple random sampling technique was adopted for selecting the con sumers. 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, get, using, evaluating, and disposing of products, serve and ideas that they expect will satisfy their inescapably.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 proper(postnominal) meanings that products hold for consumers. Consumer research takes places at every phase of consumption process, before the grease ones palms, during the purchase and after the purchase. fit to Philip Kotler delimit consumer behavior as all psychological, social and physical behavior of potential customers as they become aware of evaluate, purchase, consume and tell new(prenominal) slightly products and services. The scope of cons umer behavior includes not only the effective buyer and his act of buying but also various roles compete by contrasting individuals and the determine they exert on the final purchase closing .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 cognise as consumer purchase decision. The various options of the consumer may be sort out 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 grocerying people should tiro the participants in the purchase decision to make the purchases of the product at different trade strategies. in that location are number of reasons why the study of consumer behavior developed as separate discipline. Marketers had long noted that consumer did not al shipway 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 verbal Care Industry Many people in India still strip their teeth with traditional products like Neem twigs, salt, ash, tobacco or some other herbal ingredients. Average all India per capita consumption of toothpaste is a dismal 82gms.The dentist to population ratio is a critically low 135000 in the country. This results in low oral hygiene consciousness and widespread dental consonant diseases. Less than 15% of the Indian toothpaste users brush twice a day. Colgate and Hindustan pry together account for over 85% of the organized toothpaste market. Red and dreary toothpowder still accounts for 35% of the toothpowder market. In toothpowders, Colgate and Dabur are the leash players sharing between them 75% of the market2. Review of literature 2.1 Consumer behavior Consumer behavior has been always of great interest to sellers. The association 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 hand of marketers but they have to be considered while trying to understand the decomposable behavior of the consumers. In this study, the researcher emphasizes the importance of lifestyle and its impact on the buyer 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 verse 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 survey 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 visors of individual characteristics (e.g., innovative, venturesome, cosmopolitan, frame 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 m ental process, whereby an individual selects data or information from the environment, organizes it and then draws entailment or meaning from it. 2.4 Perceived fit Perceived fit is an attitudinal measure of how enamour a certain transport of distribution is for a item(prenominal) 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 Copernican 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 coherent with what Brucks(1985) called inseparable knowledge, that is, consumers self-perceptions of knowledge trains. This is often contrasted with object lens knowledge, which i s 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 competency 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 flavour 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 promotion 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 embrace 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 draw in and convenience for consumer says Deepak Manchandra, manager packaging development 2.9 Promotion The greatest altercate 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 escort they have with purchasing products through specific channels (i.e.. catalog, internet, and bricks-and-mortar retailer).Through public 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 smells in the buying process. A brand attitude cannot be performed, unless a consumer is aware of the brand. In retentivity 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 research has focused on intergenerational rather than intergenerational influence in consu mer 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. two 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 stimulated reasons for patronage. The functional motives included convenience, price comparison, merchandise assortment. The nonfunctional motives entail recreation.