1.

1Consumer Perception- A Conceptual Framework

This chapter is an attempt to discuss the various concepts of consumer buying

behavior, factors affecting their buying pattern, customer perception towards
biscuits, literature review of customer perception towards biscuit. Attempt has
been made to identify the various prevalent motives, facilitators and barriers
affecting purchase decision-making towards biscuits and provides possible
explanations for inconsistencies reported in the purchase behavior.

1.1.1 Concept of Consumer Behavior

Every day we buy and consume variety of goods and services that vary in tastes,
uses and preferences. Moreover, each item we consume is unique, and this
uniqueness is reflected in their consumption behavior, pattern, and also purchases
decisions. Therefore studying the consumer behavior is thus helpful in
understanding the purchase decisions and performances of different consumers for
a particular commodity or service. Consumers play various roles in the
marketplace. Starting from the information provider, from the user to the payer and
to the disposer, consumers play these roles in the decision process.

Consumer behavior is defined as the study of individual, group or organization and

all the activities associated with the purchase, use and disposal of goods and
services, including the consumer's emotional, mental and behavioral responses that
precede or follow these activities. The consumer has his own choice depending
upon the various factors that has affected the selection of a particular brand.
Marketers expect that by understanding what causes the consumers to buy
particular goods and services, they will be able to determine which products are
needed in the marketplace and how to present the goods to the consumers.