GAUGING CONSUMER BUYING BEHAVIOR USING MARKETING ANALYTICS TO EXAMINE PROFITABILITY THROUGH CONSUMER BEHAVIORAL PATTERN

Abstract

Consumer behavior is the important component for measuring the profitability in business. Understanding the consumer buying behavior is the examining the vital firms in the marketplace. The main purpose of this research is to examine use of marketing metrics analytics towards consumer buying behavior of small business unit.  The researcher has taken major three hypothesis for key theoretical concept business accounts, finance, and marketing survey. For this study researcher has used analytics to measure the consumer behaviour pattern and customer behaviour. The major marketing analytics done in different phases 1. Consumer behaviour analytics on customer turnover frequency and payment for service, 2. Analytics on market behaviour the potential of product, service providing. 3. Analytics on economic condition of consumer price adjustment and barriers in market situation. A researcher used convenience sampling technique, the sample size of 195 consumers response has been analyzed, the quantitative research method has been used through SPSS Pearson correlation analysis the result has been generated analytics on market behaviour has proved that high significance on predicting consumer behaviour pattern.

Key word: Consumer pattern, Marketing analytics, Business, Management