A CRITICAL STUDY ON CONSUMER PURCHASE BEHAVIOUR TOWARDS AMUL MILK (NO OF PAGES: 95)

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INTRODUCTION:-

Consumer buying behaviour is the sum total of a consumer’s attitudes, preferences, intentions, and decisions regarding the consumer’s behaviour in the marketplace when purchasing a product or service. Buying Behaviour is the decision processes and acts of people involved in buying and using products.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for:

  • Buyer’s reactions to a firms marketing strategy has a great impact on the firms success.
  • The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy.
  • Marketers can better predict how consumers will respond to marketing strategies.

 

OBJECTIVES OF STUDY:-

 To know awareness of people towards Amul products

 To know the preference of Amul products with comparison to other competitive brands.

 To know the factors which affects consumer’s buying behaviour while purchase milk.

 To study various factors such as quality, price, easy available etc. Is influencing lot and influences positively

 Ideas about to increase the sale of the “Amul

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