Undercover Economics

Abhinav

International Monthly Refereed Journal of Research In Management & Technology ISSN – 2320-0073 Volume III, January’14

FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR WITH SPECIAL REFERENCE TO DAIRY PRODUCTS IN PONDICHERRY STATE

A. Ananda Kumar1 and Dr. S. Babu2

1

Assistant Professor (Senior Grade), School of Management, Christ College of Engineering & Technology, Puducherry, India Email: searchanandu@gmail.com 2 Assistant Professor, Department of Business Administration, M.R. Government Arts College, Mannargudi, Tamilnadu, India Email: babubuse@yahoo.com

ABSTRACT Consumer behavior analysis is based on consumer’s buying behavior. It aims at improving business performance through an understanding of the customer’s preferences and desires. In today’s world of growing competition where there are numerous brands selling the same products, consumers have an abundant number of choices and many diverse factors influence their buying behavior. This study is based on Descriptive study and the statistical tools used are Percentage & Weighted Average Method. This study made an attempt to find the factors affecting consumer’s buying behavior, with the focus on dairy products in Pondicherry state. These factors are based on certain variables used in the survey. The variables include packaging, cost, availability, ingredients, product popularity, product quality, product taste, etc., that influence the choice of a brand from among those in the consideration list, but may not be the most important and primary determinants for short listing brands. The study is useful to the marketers as they can create various marketing programs that they believe will be of interest to the consumers. It can also boost their marketing strategy.

Keywords: Dairy Products; Consumers; Consumer Buying Behavior

INTRODUCTION Consumer is a person who buys or uses things (goods) or services. Marketers are the persons who provide these services. The most challenging questions for...