WHAT IS THE NEED FOR STUDY OF CONSUMOR BEHAVLOUR' ? IMPORTANCE OF CONSUMER BEHAVIOR?
QUESTION PAPER OCTOBER 2019
PUNE UNIVERSITY
- Need for study of consumer
Behavior/Importance of consumer
Behavior
various factors which
prompt the consumer to purchase a particular product' If it is known, (that it is
the packing or taste or habit or fashion which attracts the consumer) then the producer
will pay special attention to these attributes in his products and thus consumer
behavior helps a great deal in f,ormulating production Policies.
The Consumer behaviour
is equally important in framing price policies. The buyers of Some products purchase
only because Particular products are cheaper than the competitive products available
in the market. In such a case, the prices of such products cannot be raised.
on the other hand, some products are purchased
because, it enhances
the prestige and social
status of consumer.
The prices of such products
can easily be raised or fixed higher.
some products are purchased
under particular attitudes and emotions. For Example, Khadi Garments' Price of products
purchased under emotional motives can also be raised'
Which are purchased on the basis of low price must
have cheap and
economical distribution
channel. In case of those products, which requires after sale services
such as T. V. Sets, Refrigerators etc. must have different channels of distribution.
Thus, decision regarding channels of distribution are also taken on the
basis of consumer behaviour.
A study of consumer behavior also vital in making
decisions regarding sales promotion.
It enables the producers
to know what motives promote the consumer to make purchase and the same are utilized
in advertising.
Media awakens the desire
of society to purchase.
The marketers takes decisions
regarding brand, packaging, discount, gifts, etc., on the basis of consumer behavior
for promoting.
sales of the products
No comments:
Post a Comment