Consumer Behaviour of Two Wheeler customer towards Small Cars Introduction “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. “ – Peter Drucker. As Peter Drucker puts it, a marketer needs to understand Consumer behaviour so that the marketing concepts have the essence of consumer orientation and the emphasis is more on the customer than the product.
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The core of modern marketing lies in creating meaningful value satisfaction for the customer whose needs, wants and desires have to be satisfied/coordinated with the set of products & services available and in return building profit/wealth for the company. Hence the success of marketing concepts lies in the ability of a marketer to create a group of satisfied customers. So the objective of the firm to create a set of customers around the marketing strategy revolves.
As we humans are complex beings, it is very difficult to decipher what needs and wants may arise – a product or service might be a want one day and not desired the other. This can be attributed to the Consumer Behavior which is a result of various variable factors ranging from personal, professional needs, attitudes and values, personality characteristics, social economic and cultural background, age, gender, professional status to social influences of various kinds exerted a family, friends, colleagues, and society as a whole.
One “official” definition of consumer behavior is “The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. ” The major factors which affect consumer Behavior are as: 1. Cultural & Sub-cultural Factors 2. Social Factors 3. Personal Factors 4. Physoclological Factors
So we have conducted a study on “Consumer Behaviour of Two Wheeler customers towards Small Car” and the data has been collected thru a structured questionnaire. There are four main applications of consumer behavior: * The most obvious is for marketing strategy—i. e. , for making better marketing campaigns. * A second application is public policy * Social marketing involves getting ideas across to consumers rather than selling something. sharing needles was too ingrained in the drug culture to be stopped.
