The current trend has been changing and it is becoming quite difficult to become and sustain as leader in the market. Mostly it is there in the hands of consumers to choose and make market leaders in that particular industry. The consumers are becoming very choosy and take a hell lot of things into consideration before buying a product from the market. The retailing sector is booming now and even the consumers are also seeking more information while purchasing. The malls and big shopping centers are becoming crowded and people are willing to do the window shopping before purchasing. There are several other behavioral issues relating to the consumer buying behavior. Infact, it is increasingly becoming difficult to turn consumers into customers. Previously the aim of marketing is to meet and satisfy target customer’s needs and wants. But now it is much more beyond that. It is customer delighting now. At the same time, the marketers also facing tough competition and they need to face many challenges yet. Understanding consumer behavior and “knowing customers” are never simple. Establishing brand loyalty is increasingly becoming difficult. The customers at any time can go for other brands for any reason. This paper highlights various issues or aspects that a consumer takes care during purchasing activity.
This paper deals with how consumers are choosing their brands and how intensive they are during pre purchase system. This paper was also based on the research work done.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Objectives of the Study
- Scope of the Study
- Limitations of the Study
- Research Methodology
- Pursuit of upward mobility
- Self Image
- Lifestyle consciousness
- Individual style
- Brand image
- The striving for expanding circles of influence in the social network
- Social network
- Virtuous cycle of fame
- Influence
- Power and Money
- The quest for life long vitality
- Desire to look young
- Be young
- Retain youthful vitality even in old age
- Health conscious
- Pride in being Indian
- Heritage
- Resurgence of pride in being Indian
- Interest in our past and heritage
- Pleasure in the NOW
- Consumerism
- Shopping at least window shopping
- Every other form of hedonism
- Importance to hedonism than savings
- A form of spirituality
- Witness the growth of Art of Living
- Gita, Yoga, Asanas, Pranayama
- Consulting astrologers
- Lucky stones, Srichakra
- Expressing (a negotiated) individuality
- Greater individualism
- The expression of individualism
- Expressing one's individual talents
- Helping nature
- Miscellaneous aspects like advertisement, ambience, quality of product or service and referrals
- Data Analysis
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to examine various aspects influencing consumer behavior in a consumer democracy, explore consumer expectations from marketers, and analyze how age, occupation, education, and location affect consumer behavior. The research is based on a sample of 100 consumers in Chennai.
- Influence of upward mobility on consumer behavior
- The role of social networks and influence in purchasing decisions
- The pursuit of vitality and its impact on consumer choices
- The expression of individuality and its relation to consumer behavior
- The impact of miscellaneous factors (advertising, ambience, product quality) on consumer choices
Zusammenfassung der Kapitel (Chapter Summaries)
The Introduction establishes the context of increasing consumer demand and involvement in purchasing decisions. The Objectives of the Study outline the research goals. The Scope and Limitations of the Study clarify the study's relevance and boundaries. The Research Methodology details the sample size, target population, and analytical tools employed. The provided excerpt from the Data Analysis section begins to present findings on the relationship between age and aspects of upward mobility.
Schlüsselwörter (Keywords)
Consumer behavior, consumer democracy, upward mobility, social networks, life long vitality, individualism, Indian consumer identity, marketing, consumer expectations, purchasing decisions.
Frequently Asked Questions
What is "Consumer Democracy"?
It describes a market trend where consumers hold the power to choose and create market leaders, forcing companies to move beyond satisfaction to "customer delight."
How does "Upward Mobility" affect consumer behavior?
Consumers increasingly choose brands that reflect their self-image, individual style, and aspirations for a better lifestyle as part of their pursuit of upward mobility.
What is the impact of social networks on purchasing activity?
Social networks create a "virtuous cycle of fame" and influence, where peer referrals and the desire for social status significantly drive brand choices.
Why is hedonism becoming more important than savings?
The study highlights a trend called "Pleasure in the NOW," where consumers prioritize immediate gratification, consumerism, and window shopping over traditional saving habits.
How does spirituality influence the modern Indian consumer?
Spirituality manifests in consumer choices through the growth of wellness movements (Yoga, Art of Living) and the purchase of items like lucky stones or consulting astrologers.
- Quote paper
- Dr. Srividya Nadindla (Author), 2008, Behavioral Issues in Consumer Democracy, Munich, GRIN Verlag, https://www.grin.com/document/183778
