Buying Behavior is the decision processes and acts of people involved in buying andusing products. This behavior is not same for all people. It differs according to differentattributes of people. If we see behavior of specially generations, according to their age,we find a lot of difference between them because of the difference in the era, they haddifferent environment which changed their buying behavior.GEN
consists of people who were born from 1965 to 1980. They were born in just post- independence age, which made different attitude among themselves. So, as amarketer there is a need to study is their any variations between buying behavior of GenX and the current generations. And what are the factors they prefer while making a buying decision.In this study an effort has been made to know the brand preferences and buying behavior by taking two products, toothpaste and two – wheeler. Based on the findings, marketingimplications have been suggested.
Objective of Study
The objective of study conducted was as follows-
To know the buying behavior of Gen X
To know the brand preference of Gen X
To know the involvement level of Gen XSiva Sivani Institute Of Management3