Content area
Full text
Abstract
Consumer behavior research is the scientific study of the processes consumers use to select, secure, use and dispose of products and services that satisfy their needs. Firms can satisfy those needs only to the extent that they understand their customers. The objective of this paper is to study the consumer behaviour and their preferences towards Arun ice creams and to understand the various factors that influence the customer satisfaction. From the study, it can be inferred that there is a significant relationship between variables such as Age, Monthly Income and Frequency of purchase and the amount spent by the customer in single purchase. Also the study revealed the relationship that factors such as quality of ice creams, number of variants and the availability/reach of the showroom have towards customer satisfaction.
Key words: Ice creams, Customer Behaviour, Satisfaction
Introduction
Consumer Behaviour is the study of how individuals, groups, organization selects, buys, use and dispose of goods or services to satisfy their needs and wants. A consumer's buying behaviour is influenced by cultural, social, and personal factors. The social factors include reference groups, opinion leader, and family while the personal factors include age occupation etc. The measure of behavioural aspect of consumers can be done on various parameters such as occasions of purchase, benefits of using the products, consumer status towards usage of the product, the rate at which the consumer consumes the product, the loyalty status of the consumer, finally the attitude of the consumers towards the product. The demographic variable includes age, family size, gender, income, occupation, education. The buying behaviour is the impact of buyer's decision making process. The buying decision process involves 5 stages. The first stage is the problem recognition. At this stage a need is triggered by internal or external stimuli. The second stage is information search. The sources of information may be personal, commercial, Public, experimental. The next stage is Evaluation of alternatives and then the purchase decisions and the final stage is post-purchase behaviour.
Overall the study on buying behaviour of the product will help oneself to understand the degree of involvement of consumer towards the product.
Hatsun Agro Product
Hatsun Agro product is one of the India's largest private sector companies in the dairy industiy....