APPROACHES TO CONSUMER BEHAVIOUR -A REVIEW

Realizing, and as well, analyzing the purchasing behaviour of consumer is the core constituent to provide efficient consumer satisfaction. A consumer is not only purchasing a produce, but he alone determines the victory of a firm. Hence for every successful firm, there exists a consumer support behind it. That support is technically called behavioural support and behind the support there is lot of theories to analyze and discuss the various concerns involving to consumer behaviour. Since World War II, taking into account the dire need of the public, the marketers started to market and encourage the produce what the consumers needed, instead of producing what the companies prefer. The concept of understanding the behaviour of consumer emerged in late 1940's from which it has taken into so many dimensions. This is now known as “modern concepts of marketing”. At present, Consumer behaviour is commonly influenced by social, psychoanalytic and economical approaches. Each factor openly or not directly accounts to the characteristics of a buyer. Hence it is vital to be aware of the role of factors influencing the buying nature of consumer. The main iota of this research paper is to analyze the theoretical underpinnings and factors involved in consumer behaviour and its implications, in the light of developments crop upped in the recent past.