A Study on Consumer Buying Behaviour and Satisfaction Level .

D.Chandana Priya*

Abstract :
Consumer /customer behaviour analysis is the study of how people make purchase decision with
regard to a product or service from any organisation. This customer behaviour plays a vital role in
effective growth of an organisation. Marketing campaigns will help effectively to analyse the customer
behaviour and to improve the business growth. Customer feel is an another alternative way to analyse
customer perception towards a product. Customer behaviour is all about products quality, products
quantity, products long living life and virtual view of a product. Perception, motivation, personality,
belief, attitude, willingness will play a major role in consumer behaviour towards buying a product.
Personal, social, word of mouth, geographical views, marketing, brand values, product quality helps in
analysing customer behaviour or any product or service. The study of customer behaviour enables /allows
marketers or business organisations to understand and predict customer behaviour in the market place to
develop their business. This is not only concern with what customers buy but also with why ,when,
where, how they buy the products. Consumer analysis research is the methodology used to study
consumer behaviour, which is going to take place at every phaseof the conception process, whether it will
be before, during or after the purchase of the product of an organisation.

Keywords : customer behaviour, consumer satisfaction,business growth.

*
II Year, B.Com(CA)Sree Vidyanikethan Degree College, Tirupati, Andhra Pradesh. The author can be
reached at 7330674384 and Devapatlachandu18@gmail.com
1.0 Introduction
A customer is an individual or business that purchases another company's goods and services.
Customers are important because they drive revenues ;with out them business have nothing to
offer.

Consumer buying behaviour refers to the action taken (both online and offline ) by consumers
before buying a product or service.

"A customer is the most important visitor in our premises .

He is not dependent on us ,we are dependent on him.

He is not an interruption of our work,He is the purpose of it.

He is not an outsider of the business, He is a part of it.

We are not doing a him a favour by serving him ,He is doing us a favour by giving an
opportunity to do so."

By Mahatma Gandhi

Consumer satisfaction has defined as measurement that determines how happy customers are
with a company's products, services and capabilities .customers satisfaction information
including surveys and ratings can help a company to determine how to best improve or changes
it's products and services.

Everyone has faced with the consumption of goods and services everyday. A person constantly
interacts with the services and products offered by the modern market.

During the consumption, the person evaluates offered goods, and the opinion is usually formed
after consumption or directly in the process of consumption. The understanding of buying
behaviours is the great help to marketers as it helps to understand how consumers feel, think and
select products. Moreover, the understanding of consumer behaviour helps to see the influence of
environment and other external factors on the behaviour of consumers. The majority of factors
that influence buyer behaviour cannot be controlled by marketers and advertisement, but they
still have to be considered while understanding the complexity of the issue.

This paper overviews buying behaviour and their relations to the levels of customer satisfaction.
While approaching consumingbehaviour, the author studies not only the act of purchase but also
the pre-purchase stage and post-purchase one.only the whole study of buying behaviour gives a
possibility to determine the relationship between buying behaviour and satisfaction. This paper is
aimed to showing that, while buying behaviour can be pre-determined to some extent,it is hard to
manipulate them in order to increase satisfaction. In order to ensure customer satisfaction with
products and services it is essential to study customer behaviours in a particular market and
adjust according to them.

There are numerous theories try to determine reasoning behind consumer behaviour. Although
the research on the issue was initiated by economists ,currently psychologists and social
psychologists and sociologists are studying consuming behaviours and ways of determine them.

Traditional positivist approach in studying consumer behaviour is built on the rationalist

principle and have a positivist-based approach to the study of consumers.

History of consumer behaviour :

*In the 1940's and 50's, marketing was dominated by the so-called classical schools of thought
which were highly descriptive and relied heavily on case study approaches with only accasional
use of interview methods.

*From the 1950's,marketing began to shift it's reliance away from economics and towards other
disciplines,notably the behavioural sciences, including sociology, anthropology and clinical
psychology. This is resulted in a new emphasis on a customer as a unit of analysis.

*As a result, new substantive knowledge was added to the marketing discipline including such
ideas as opinion leadership ,reference groups and brand loyalty, market segmentation, especially
demographic segmentation based on socio economic status (SES) index and house hold life cycle
also became fashionable.

* In its early years, consumer behaviour was heavily influenced by motivational research,
advertising industry and also within the discipline of psychology in the 1920's,1930's and 1940's.

* Today consumer behaviour is regarded as an important sub discipline with in marketing and as
included as a unit of study in almost all under graduate marketing programs.

2.0 RESEARCH METHODOLOGY

2.1 Objectives of the Study :

This paper has the following objectives to study -

1.To understand the consumer satisfaction level about products and services.
2.To know the consumer behaviour for the purchase of the product.

3.To study whether consumers are satisfied or not.

2.2 Sources of Data :

The present study mainly uses secondary data as the nature of research is explicit in nature and
so various books ,magazines, web sources have been used for the research work .

2.3 Limitations of the Study :

This study is all about consumer satisfaction which is going to determine the future relationship
of consumers with companies /organisations after attaining any product or service.