A CASE STUDYONCONSUMER BEHAVIOURJAYABHERI MARUTHI SUZUKI,VISAKHAPATNAM, INDIA

Abstract

Consumer behavior is comparatively a new field of study which evolved just after the Second World War. The seller’s market has disappeared and buyers’ market has come up. This led to paradigm shift of the manufacturer’s attention from product to consumer and specially focused on the consumer behavior. The growth of consumerism and consumer legislation emphasizes the importance that is given tothe consumer. Consumer behavior is a study of how individuals make decisions to spend their available resources (time, money and effort) or consumption related aspects. Consumer behavior is the study of when, why, how and where people do or do not buy a product. It blends elements from psychology, sociology, and socialAnthropology and economics. It attempts to understand the buyer decision making process, both individual consumers such as demographics and behavioral variables in an attempt to understand people’s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups and society in general.One “official” Definition of consumer behavior is “The study of individuals, groups, or organizations and the process 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.”