An Exploratory Study on Customer Buying Behaviour towards Point of Purchase Display with reference to Haryana

Abstract

Consumer behaviour plays an important role in today s competitive world where everyone wants innovative, good quality products at a reasonable price. Everyone is a buyer and has unlimited needs and wants. In the present market customer is considered a king. The role of customers in the present global economies cannot be neglected. Buying behaviour explains the individual action in obtaining and consuming goods and services. The recent studies help to understand the buying behaviour towards how human beings act in their buying role and how to forecast action taken by individuals or small groups, such as friends, family, reference groups etc., in their utilization of goods and services. A sound marketing programme with a proper and careful analysis of the customer habits, attitudes, motives and needs is required. To achieve this purpose marketer has to determine the desire and needs of the customer. The marketers should also find out the total amount of goods required, the paying capacity of the consumers etc. at the same he should also found out the alternate products available. newlineIn the globalization era, due to high competition, companies are moving from a narrow to a global economic paradigm, the role of consumers cannot be neglected in these widespread economies. In a global market economy consumers influence the market through their rational decisions, when confronted with choices in the market. Thus, consumer decision- making, is of great interest for consumer educators and marketers who are interested in serving the consumer. Businesses in a global economy need to know more about consumer behavior in different societies, in order to effectively market their products and services. Indian market has huge market potential but highly diverse consumer demand, it is certainly reasonable to enquire about the motivations of the consumers regarding where they shop and what they buy. Traditionally, retailers have often relied on intuition and demographic information such as age, sex, income level, and occupation for id