Authors :
K. B. Naveen Kumar
Volume/Issue :
Volume 7 - 2022, Issue 11 - November
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3E7I8MS
DOI :
https://doi.org/10.5281/zenodo.7321245
Abstract :
The study is focused on the factors which
affects the consumer buying behaviour. The objective of
the study is to know the factors which affects consumer
buying behaviour towards goods and services and to gain
knowledge on how the factors affect the purchase decision
of an individual consumers. The qualitative approach is
used in this study. The secondary data is collected for this
study. Many factors and characteristics that influence the
individual in what he is and the consumer in his decision
making process, buying habits, buying behaviour, the
brands he use or the retailers he go. A buying decision is
the result of each and every one of these factors. An
individual or a consumer is led by his culture, subculture,
social class, membership group, family, personality,
psychological factors, etc. and is influenced by cultural
trend as well as social and the society. By identifying and
understanding the factors that influence the customers,
brands have the opportunity to develop the strategy, a
marketing message and advertising campaigns more
efficient and more with the needs and ways of thinking of
their target consumers, a real asset to better meet the
needs of its customers and to increase the sales
Keywords :
Consumer Buying Behaviour, Factors, Strategy, Target Consumers
The study is focused on the factors which
affects the consumer buying behaviour. The objective of
the study is to know the factors which affects consumer
buying behaviour towards goods and services and to gain
knowledge on how the factors affect the purchase decision
of an individual consumers. The qualitative approach is
used in this study. The secondary data is collected for this
study. Many factors and characteristics that influence the
individual in what he is and the consumer in his decision
making process, buying habits, buying behaviour, the
brands he use or the retailers he go. A buying decision is
the result of each and every one of these factors. An
individual or a consumer is led by his culture, subculture,
social class, membership group, family, personality,
psychological factors, etc. and is influenced by cultural
trend as well as social and the society. By identifying and
understanding the factors that influence the customers,
brands have the opportunity to develop the strategy, a
marketing message and advertising campaigns more
efficient and more with the needs and ways of thinking of
their target consumers, a real asset to better meet the
needs of its customers and to increase the sales
Keywords :
Consumer Buying Behaviour, Factors, Strategy, Target Consumers
