Consumer Behavoiur Towards Readymade Garments
1.1 THEORETICAL BACKGROUND OF THE STUDY:
Marketing Research
Marketing Research has wider meaning and scope. It is the systematic gathering, recording and analyzing of data about problems connected with the market place, i.e. problems relating to product, price, place and promotion of the 4 P’s of the marketing mix.
The American Marketing Association defines Marketing Research as follows:-
Marketing Research is the function which links the customer, consumer and public to the marketer through information used to identify and define marketing opportunities and problems; generate refine and evaluate actions; monitor marketing performance; and improve understanding of marketing as a process.
Marketing Research is concerned with all those factors which have a direct impact upon the marketing of products and services. It is the study of any part of total marketing process. In concentrates on the study of product planning and development, pricing, policies, effectiveness of personal selling, advertisement and sales promotion, competition and the entire area of buyer behaviour and attitudes in the market place.
CONSUMER BEHAVIOUR
C.B. is defined as the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumer behaviour comes under marketing branch.
The study of consumer behavior dwells from various themes the important once are discussed below: -
• Buying motive • Buying roles • Major factors influencing buying behavior
Working towards enhancing customer satisfaction
• The five stages in consumer buying process
The aim of marketing is to meet and satisfy target customers’ needs and wants. The field of Consumer behavior studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas,
Marketing Research
Marketing Research has wider meaning and scope. It is the systematic gathering, recording and analyzing of data about problems connected with the market place, i.e. problems relating to product, price, place and promotion of the 4 P’s of the marketing mix.
The American Marketing Association defines Marketing Research as follows:-
Marketing Research is the function which links the customer, consumer and public to the marketer through information used to identify and define marketing opportunities and problems; generate refine and evaluate actions; monitor marketing performance; and improve understanding of marketing as a process.
Marketing Research is concerned with all those factors which have a direct impact upon the marketing of products and services. It is the study of any part of total marketing process. In concentrates on the study of product planning and development, pricing, policies, effectiveness of personal selling, advertisement and sales promotion, competition and the entire area of buyer behaviour and attitudes in the market place.
CONSUMER BEHAVIOUR
C.B. is defined as the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumer behaviour comes under marketing branch.
The study of consumer behavior dwells from various themes the important once are discussed below: -
• Buying motive • Buying roles • Major factors influencing buying behavior
Working towards enhancing customer satisfaction
• The five stages in consumer buying process
The aim of marketing is to meet and satisfy target customers’ needs and wants. The field of Consumer behavior studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas,