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Published by Sandeep Rajvanshi
consumer behavior
consumer behavior

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Published by: Sandeep Rajvanshi on Dec 03, 2012
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12/04/2012

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SUMMER PROJECTONCONSUMER BEHAVIOUR IN APPARELINDUSTRY
Submitted by: Jatin Mandhyan (07)Department Of Fashion TechnologySemester III
 
What is consumer behaviour?
Before understanding consumer behaviour let us first go through few moreterminologies:
Consumer:
Any individual who purchases goods and services from the marketfor his/her end-use is called a consumer.
Consumer Interest:
Every customer shows inclination towards particularproducts and services. Consumer interest is nothing but willingness of consumers to purchase products and services as per their taste, need and of course pocket.
Consumer Behaviour
is a branch which deals with the various stages aconsumer goes through before purchasing products or services for his enduse.
 
Why do an individual buys a product ?
Need
Social Status
Gifting Purpose
Why do an individual does not buy a product ?
 
No requirement
Income/Budget/Financial constraints
Taste
When do consumers purchase products ?
 
Festive season
Birthday
Anniversary
Marriage or other special occasions
What we buy, how we buy, where and when we buy, in how much quantitywe buy depends on our perception, self concept, social and culturalbackground and our age and family cycle, our attitudes, beliefs values,motivation, personality, social class and many other factors that are bothinternal and external to us.

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