a study on customer satisfaction towards nokia mobile pdf

Abstract

In Present Marketing Scenario, the Study of Consumer Behavior has become essential. Consumers are the kings of markets. Without consumers no business organization can run. All the activities of the business concerns end with consumers and consumer satisfaction. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Consumer buying behavior has become an integral part of strategic market planning. In order to develop a framework for the study consumer behavior it is helpful to begin by considering the evolution of the field of consumer research and the different paradigms of thought that have influenced the discipline. As described in this article, a set of dimensions can be identified in the literature, which can be used to characterize and differentiate the various perspectives on consumer research. It is argued that consumer behavior itself emerged as a distinct field of study during the 1960s; and is characterized by two broad paradigms, the positivist and the non-positivist. The positivist paradigm, which is still the dominant paradigm, emphasizes the supremacy of human reason and that there is a single, objective truth that can be discovered by science. The opposing, non-positivist paradigm, envelops the interpretive and postmodern perspectives, which have emerged more recently during the periodpost-1980 to date. The rational view and the ideology of a homogenous social culture and thereby deny the complex social and cultural world in which consumers live. The objective of non-positivist research endeavor is to achieve a better understanding of consumer behavior with no specific intent to influence consumer processes. This article aims to identify different streams of thought that could guide future consumer research.