SATHIYAMOORTHY, G (2019) A STUDY ON CONSUMER PREFERENCE FOR PURCHASE BEHAVIOUR IN COIMBATORE CITY. ELK ASIA PACIFIC JOURNAL OF MARKETING & RETAIL MANAGEMENT ISSN 2349-2317 (Online); DOI: ; Volume 10 Issue 1 (2019), 10 (1). pp. 1-15. ISSN 2349-2317

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Abstract

The author made an attempt, in this research paper, to study about the consumer preference for purchase behaviour on the daily usage product which is identified as regular purchased products. Tthese are the products that are necessary that may be preferred by the consumer’s daily requirements. The factors like brand preference, situations and behaviour patterns will play a major role in decision making for the consumers in the purchase process. Hence Consumer behaviour may influence with factors exhibited by their decision in purchasing and consuming the goods and also based on their economic conditions. The study analysis about the factors that influence the consumers related to the preference for the purchase activity. The study makes an attempt to know about the preference given by the consumers for Tooth Paste product and its brand, that were frequently purchased as to their needs and the reasons that force an individual consumer during the purchase process. The consumer behavior may force one’s individual preference in the selection process that may be due to the compulsion, these may be reason of the situation and in some cases it may also the reason of socio-economic factors. The role of an individual consumer in preferring a particular brand in this category of products was studied. The study made an attempt to find out the consumer behaviour while selecting the product and the reason for giving preference towards a particular brand of tooth paste in Coimbatore city. A sample size of 259 respondents was included in the study by applying Convenient Sampling method. The statistical tools Percentage analysis and Chi-square analysis were applied in the study. The respondents age and monthly income were adopted for the relationship with the factors considered shows that brand preferred, influencing level, examine pack and shifting brand are not significant. In the long run, individual’s preference for the tooth paste may differ and the manufacturers have to adopt appropriate marketing strategies to influence the consumers for preferring their brand.

Item Type: Article
Uncontrolled Keywords: (i) Brand Image, (ii) Consumer Preference, (iii) Factors Influence and (iv) Purchase Behaviour
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Mr Team Mosys
Date Deposited: 24 Mar 2022 09:15
Last Modified: 24 Mar 2022 09:15
URI: http://ir.psgcas.ac.in/id/eprint/668

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