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INTRODUCTION
In the field of marketing research focuses almost exclusively on
Consumer behavior rather than on other aspects of the marketing process. The initial reason for studying consumer behavior was to enable marketers
to predict how consumer would react to promotional messages and to under
stand why they made the purchases decision. Marketers assumed that if they knew every thing there was to know about the consumer’s decision-making process they would design marketing strategies and promotional messages that would influence the consumer in the desired way.
MARKETING - AN INSIGHT
“Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others”.
In these modern days, companies must urgently and critically rethink their business mission and marketing strategies. Instead of operating in fixed market place and known competitors, today’s companies work in was zone of rapidly changing competitors, technical advances, new laws managed by trade policies and diminishing customer loyalty.
It is not surprising that to day’s companies are those which succeeded best in satisfying, in deed delighting, their target customer. These companies see marketing as a company wide philosophy not a separate function.
Marketing discipline is under going fresh reappraisal in the light of vast technological, economic and social changes facing today’s companies. Mass markets are fragmenting into micro markets, multiple distribution channels are replacing single channels and customers are buying directly through catalogues, telemarketing, home video shopping price discounting and sales promotion. These are other seismic market place, changes men they must re-exam their foundational concept and even reverse the very premises on which they built their successful business.
Relationship marketing is not only a company drive to find better relationships with their consumers winning companies also develop mutually profitable relationship with their suppliers and distributors. If it forces too much produced on distributors, if it wins by marketing, its partners in the supply chain close, the company will fail. The smart companies partners with their suppliers and distributors strive for better receive to their ultimate consumers.
Many people see marketing as advertising or selling, however real marketing does not involve selling, what you make so as knowing.
THE GLOBAL ECONOMY:
The world economy has under gone radical a change during the past two decades. Geographical and cultural distances have shrunk with the advent of jet planes, fax machines, global computers and other technical advances. This has allowed the companies to greatly expand their geographical market coverage, purchasing and manufacturing. The result is a vastly more complex marketing environment for both companies and consumers.
THE CHANGE IN WORLD ECONOMY:
A large part of the world has grown poorer during the past few decades. A sluggish world economy has resulted in more difficult times for both consumers and marketers around the world, people’s needs are greater than ever, but in many areas, people lack the means to pay for the needed goods. Markets after all consist of people with needs and purchasing power. In many uses the latter currently is looking.
Current economic conditions create both problems and opportunities for marketers. Some companies are facing declining demand less opportunities for growth. Other how ever, is developing new solutions to changing consumer problems.
MORE ETHICS AND SOCIAL RESPONSIBILITY:
The third factor in today’s marketing environment is the increased call for companies to take responsibility for the social and the environmental impact of the actions. Corporate ethics has become a hot topic in almost every business area from the corporate board room to the business school class room. Moreover, a few companies can ignore the renewal and very demanding environmental moment.
THE NEW MARKETING LANDSCAPE:
The past decade taught business firm every were humbling lesson. Domestic companies learnt that they can no ignore global markets and competitors. Successful firms learnt that they would not over look emerging markets, technologies and management approaches.
In the recent past, companies became customer oriented and market driven in all that they do. It is not enough to be product technology driven. Too many companies still design their product without customer input, only to find out rejection in the market place. It is not enough to be good at winning new customers. Too many companies forget about customers after the sales, only to loose their future business. While marketing, the marketer should be careful regarding each and every aspect.
NEED OF THE STUDY:
The Indian automobile industry is witnessing changes like never before. The Indian consumer thoughts are changing. With new players entering the market and increasing availability of choice. The expectations of consumer are increasing more and more.
The study of consumer behavior is concerned with not only how consumers be have, as consumers, it is important for us to study consumer behavior. So that we may again greater insight in to our own consumer related decisions what we buy, why we buy, and where we buy. The study enables is to analyze our own consumption decision and make us
aware of the suitable influence that persuade us to make the product choice as we do.
To operate in market the marketers need to know about the consumer’s behavior, what makes them to buy, why they buy, what needs they are trying to fulfill what factors make them to buy is to know is very important.
Future developments based on the implications of marketing strategies. Knowledge of consumer behavior facilitates development of successful marketing.
Consumer behavior also serves to reflect I the market place enable the marketers to measure the success of a specific marketing strategy.