Journal of Marketing and Sales Management

Author: Ashish Kumar Singh

Abstract: Understanding of the consumers’ behavior is very important to any seller in the market as it will help them to analyze, understand and foresee buying behavior of consumers. Study of consumer behavior is concerned with: What do consumers buy; why do they buy it; when, where and how do they buy them and how often do they buy them? Also, how do they consume and dispose them? Consumer buying behavior will help in understanding the consumers' decision making process and factors which will influence on their decision process? We can say that the consumer research is a method that can be used to study consumer behavior that takes place at every phase of the consumption process either before the purchase, during the purchase, and after the purchase.

 

Present research shows that different buyers buy the same products different usages and purposes. Customers might have paid the different prices for the same product, used the product differently, have different emotional belongingness towards the product and so on. This work is conducted to know about the consumer behavior while shopping for apparels in organized retail outlets in Ghaziabad, UP, India.