Abstract:

Marketing and consumer behaviour are so closely related that the study of consumer behaviour can be said to be the first step in refined marketing. Consumer behaviour study and consumer research are important allies of the marketer. The present study Consumer behaviour - A study with reference to home appliances is aimed analyzing the role of consumers involving pre-purchase activities and making the final decision. Consumer behaviour is the corner stone of marketing strategy. Business units aiming at increasing sales must understand the behaviour of consumers. A sample of 150 respondents possessing Indian made home-appliances covered in the study was selected, by using convenience sampling method. An understanding of consumer behaviour is essential in Marketing planning and programmes and one of the most important keys to successful marketing.

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