A Study on Consumer Behaviour in the Marketing of a Household Appliance in Chennai City of Tamilnadu State

Abstract

An analysis of the consumer behaviour is the first and foremost requirement for the successful formulation and implementation of marketing strategies. The study of consumer behaviour involves the process of identifying a) when consumers purchase b) what they purchase c) where they purchase d) how much they purchase e) their buying habits and motives etc.
For marketers, it is important to be sufficiently well versed in the field of consumer behaviour so that they may make meaningful contribution to the development of marketing strategies.