Socio -Economic, Cognitive Factors and Purchase Pattern on Speciality Goods in Semi – Urban Consumer of Dharmapuri District

Abstract

The field of marketing is continually changing one. The consumer’s expectations
are also dynamic in nature because of the entry of new product features in a competitive
environment. The success of marketing is to understand the behavioural aspects of
consumers in terms of their desires, preferences, tastes and expectations. Consumer or
customers are valuable assets for any organization. Consumers who select, purchase, use,
or dispose of products, services, ideas or experiences to satisfy needs and desires. A
manufacturer produces what the consumer wants. The study of consumer behaviour helps
to know how its takes place at every phase of the consumption process: before the
purchase, during the purchase and after the purchase. It is observed from the two different
buyers buying the same product for different reasons, paid different prices, used different
ways, have different emotional attachments towards the things and so on. Last two decades
have witnessed that growing demands for different consumer durable products because a
rise in discretionary income and their living standards. Further, a trend for people to utilize
their income for more comforts and facilities is also developing. Intense competition
among the marketers of consumer durables and the increasing awareness of consumers
about their own needs is making a major difference in marketing of consumer durables.
Hence, this study will highlight how business organizations to redesign their marketing
plans, policies and strategies according to the current requirements of customers. And it
helps the organizations to produce and market the products according to the consumers’
preferences, tastes and expectations.