Brand Evangelism and Consumer Characteristics an Empirical Study

Abstract

As time proceeds we can see many developments and transformations taking place around us with all the industries and firms within each industry trying to keep velocity with the changes and assorted needs of the people. Though for decades, marketers have regarded customer as the king and evolved all actions to satisfy them, this concept is gaining added impetus and magnitude today. newlineMarketers have comprehended that their efficacy in meeting consumer needs, directly affects their productivity. If they are they aware of the factors underlying consumer behavior in the market place, they are better able to develop effective marketing strategies to meet consumer needs. (Assael 2001). The most challenging concept in marketing deals with understanding why buyers do what they do (or don t do). But such knowledge is critical for marketers since having a strong understanding of buying behavior will help shed light on what is important to customer and also suggest the important influences on customer decision making. It is logical to assume that personality differences should correspond with differences in products purchased by consumers. Researchers tried to find relationships among personality types and buying behavior. newlineConsumer is the principal priority of business. The efficiency with which a free market system enterprise operates, depends upon the extent of consumer understanding processed by the business community. A business community that is ignorant of consumer preferences can t fulfill its obligations in a meaningful and responsive manner (Leon G. Schiff man and Leslie Lazar Kanuk 2008).The study of Consumer behavior includes the study of what they buy, why they buy, how they buy, when they buy, from where they buy, and how often they buy. newline