The consumption function or the propensity to consume is not static and there are various factors influencing it for a change. Though in the short period, the propensity
Classification of Consumers on the Basis of Sex Customers may be classified on the basis of sex; namely Male Consumer and Female Consumer. 1. Male Consumers Male customers
Limitations of Consumer’s Sovereignty Is consumer really an-undisputed ‘monarch’ in a capitalistic economy? Are there any limitations to his powers? To what extent can this consumer-king extend his
A salesman who is able to recognize the buying motives of customers, can successfully influence his customers. In modern marketing, the salesman is not selling a product but
Sometimes, customers patronize a store or shop, driven either by their emotional or rational choice. There are certain factors which are responsible for arriving at such a choice.
Rational Product Buying Motives Generally, people are rational in buying. The rational buying motives are based on one’s thoughts and judgement. Consumers purchase a product by testing, comparing
In product buying motives, the customer is drawn towards the product due to some physical or psychological attraction of the product. The product may be cheap, attractively designed,
Characteristics features of Social Class in India Social class is the segment of a society arrived at by a hierarchical classification of individuals and families with a distinct
Controversial Effects of Advertising The persuasive role of advertising is presumed to have an impact on society’s values and life styles. In determining the ill-effects of advertising, there
Need for studying consumer behaviour Buyer behavior is studied to predict buyers’ reaction in markets. If a firm understands its customers, it becomes successful in the market place.