RAHUL-T.Y.B.M.S - MALAD(WAST PRESENTATION ON:RURAL URBAN CONSUMER BEHAVIOUR SUBJECT:RURAL MARKETING PRESENTED TO:PROF.KINJAL SHAH PRESENTED

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MALAD (WAST) PRESENTATION ON:- RURAL & URBAN CONSUMER BEHAVIOUR SUBJECT:- RURAL MARKETING PRESENTED TO:- PROF.KINJAL SHAH PRESENTED BY:- RAHUL VERMA ROLL NO:-24 T.Y.B.M.S-2006-2007
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“India’s way is not Europe’s. India is not Calcutta and Bombay. India lives in her seven hundred thousand villages.”. ................... Mahatma Gandhi, 1926
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CONSUMER BEHAVIOUR Meaning and definition The study of consumer behaviour implies how and why a particular consumer or group reacts to decisions of producers. Consumer behaviour could be defined as “those actions directly involved in obtaining, consuming, and disposing of products and services, including the decisions process that proceeds and follow the action.” According to another author consumer behaviour is “the behaviour that consumer display in scanning for purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. The study of consumer behaviour is the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. It includes the study of what to buy, when to buy, why to buy, from where to buy, how often to buy, and how often they will use it.” Normally in consumer behaviour one studies the behaviour of consumers for consumption goods but in the study the behaviour of the buyer is also included. He may be user i.e. ultimate consumer or he may be buying for someone else. In a competitive environment, one cannot trust a product or a consumer. The producer has to produce what is demanded or what can be demanded. Study of consumer behaviour will help us to know what can be sold and what goods and services are likely to get rejected. In certain products like medicines one buys on the prescription of a physician which is also a part of consumer behaviour. In case of capital goods that is plant, equipment, machinery, buildings etc the decisions are often based on technical advise of others. In case of industrial raw materials the decision is influenced by supplier of equipment. Then there are purely consumer goods with short life and once they are used they extinguish. They are called Fast Moving Consumer Goods (FMCG). There are other consumer goods
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which are durable like cars, refrigerators, electrical iron, juicer-mixer, etc but they basically consumer items with long life. There are also goods like clothes, which are not consumed in one go but are used for long. The behaviour of consumers for all these products is taken on different considerations than short-term consumer goods like fruits, juices, ice cream or milk. In short consumer behaviour implies study of behaviour of purchaser of all goods and services whether purely consumer goods, intermediate goods or capital goods. In other words it implies study of attitude of all consumers in disposing of their resources. Further it is not confined to final users but also include study of attitudes, of all those who take investment decisions whether they consume themselves or buy for others. It also includes
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This note was uploaded on 05/21/2010 for the course MARKETING 107 taught by Professor Vivian during the Spring '10 term at SCA NC.

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RAHUL-T.Y.B.M.S - MALAD(WAST PRESENTATION ON:RURAL URBAN CONSUMER BEHAVIOUR SUBJECT:RURAL MARKETING PRESENTED TO:PROF.KINJAL SHAH PRESENTED

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