Abstract:
Introduction and Importance of Study
Consumer buying behavior has multiple and different study perceptions and plays a vital role as an interdisciplinary science. The understanding of consumer behavior, in this context, could demand for a set of different fields of knowledge, such as psychological, cultural, socio-psychological, physio-pyschological and genetic anthropology. The main purpose of this research is to observe the buying differences & preferences of consumers while and after buying Branded shoes, when they go shopping to buy a pair. To accomplish this purpose a survey was developed and conducted across two cities. This research work is described with the presentation of appropriate literature in the area of buying behavior and then the research hypothesis is found. The methodology followed is after that; that is to develop the study is presented with a special reference to the sample method, data collection and statistics. Next, the outcomes are presented and conferred and the conclusions are drawn finally.
Background
Research and studies concerning with consumer behavior and attitude were common approaches in post-war marketing perspectives in order to find or obtain insight knowledge to direct marketing activities regarding the consumption behaviors of particular groups of consumers. Nicosia (1966); Howard and Sheth (1969); Bettman (1979); Engel, Blackwell and Miniard (1986); Schiffman and Kanuk (1991); Kotler, Armstrong, Saunders and Wong (2002) stress that understanding consumer buying behavior is essential to marketing management; moreover, marketing management must initiate with discerning understanding of consumers. Consumer is now-a-days delighted with a variety of welcome which they receive from different corporations. The rationale for such extreme alter in the behavior of consumer is for the reason that the consumer is no more considered just as a purchaser but, he is considered as the fortune and the success of the business that depends upon his decision. Corporations and marketers cannot employ any fortune teller to know the consumer’s feelings. Guessing or determining the consumers feelings and attitude is not cake walk but this is because foreseeing that consumers attitude is as hard as predicting his mind (Bheri, 2004).
Consumers are incessantly selecting amongst a variety of products, although they do not know what the product is and how to use it. Even though, the customers/consumers deliberately pay for such different latest brands without having any familiarity with them. Additionally, if new product is introduced into the market, it’s not very easy for every consumer to be familiar with all the features of that new product. This brings puzzlement in the minds the consumers to be aware of it. For instance, if a local company introduces its new product to the market, it may be time consuming for consumers to realize and then to obtain information regarding the features of that new product, (Nelson, 1970).
Term ‘consumer’ may be explained as an individual who acquires goods and services to fulfill his needs and wants. This term can be further categorized into two: personal consumers and organizational consumers. The person who purchases products and services for his personal utilization is called personal consumers. On the other hand the organizational consumers include all organizations, businesses, government agencies, institutions; all these purchase products, tools, equipments and services in order to operate the organization (Hawkins, Best and Coney 1998).
It depends on the reliability and quality of the product how the consumer will respond. It is necessary for the primary understanding