Brand and Biscuits

10564 Words Feb 18th, 2013 43 Pages
CONSUMER BUYING BEHAVIOUR AND EFFECTIVENESS OF MARKETING STRATEGIES ADOPTED FOR BISCUITS

ABSTRACT
In this project the various marketing strategies adopted by the company has been studied and compared on the basis of current market scenario. It gives the idea about the market share enjoyed by the different companies in the Biscuit Industry. It provides the adequate coverage of many issues related to biscuit industry.. It has been made possible by knowing the consumers behavior and by studying the patterns adopted by the retailers. It gives us very precise view about the existing demand of different brands of biscuits and demand as compared to other competitors. It also highlights the changing market trends an consumers preferences, why
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INTRODUCTION & LITERATURE REVIEW

CONSUMER BUYING BEHAVIOR
Understanding the buying behavior of the target market as the essential task of marketing management under marketing concept. The consumer market consists of all the individuals and households who buy or acquire good and services for personal consumptions. The buying behavior tries to find out the answers for the questions, who buys? How do they buy? Where do they buy? Do they buy?

(A)FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR
There are four major factors that influence the buying behavior such as cultural factors, social factors, personal factors, and psychological factors. CULTURAL FACTORS: Culture is the most fundamental determinant of a person wants and behavior. Values, perceptions, preferences, and behavior are the main variable under culture of an individual. Each culture contains sub-culture like nationality, religious group,

i.

geographical area, and linguistic divisions etc.

ii.

SOCIAL FACTORS: A consumer behavior is also influenced by social factors such as the consumer reference group family and social roles and status.

iii.

PERSONAL FACTORS: A buyer decision is also influenced by his or personal characteristics, notably the buyers age, lifestyle, occupation, economic circumstances etc. PSYCHOLOGICAL FACTORS: a person buying choices is also

influence by four major psychological factors such as motivation, perception, learning belief and attitudes. (B) BUYING DECISION PROCESS It

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