A literature review is a search and evaluation of the available literature in your given subject

or chosen topic area. It documents the state of the art with respect to the subject or topic you
are writing about. It surveys the literature in your chosen area of study.

Meaning A review of literature is description and analysis of the literature relevant to a

particular field or topic. It provides an overview of what world already had been carried out,
who are the key researchers who did that work.

It is actually the reading of the works of others before commencing on our own research
work. Literature review can pave the way for better research. It can help in identifying the
relevance of the research.

Literature Review

1. Arens (1996), According to definitions of advertisement it is a social, marketing &

economic process as well as communication, information or process and persuasion
method. Advertiser’s major concern is to attract potential consumers and encourage
their buying behavior and enhance awareness. They spend surplus money to sustain
individual’s concentration in their products. Their primary goal is to collect sufficient
data about customers for assembling profiles to find out same group people for
communication. So, these profiles are helpful for the study of consumer behavior,
Physical, mental and emotional attitude towards different products used to gratify
their wants and needs.

2. Etzel et al (1997) For companies Seek to attain consumer selection advertisement is

the best; Due to this it is an important source for practitioners and researchers (Clark
et, al.2009). It is a process by which products, services, practices, information and
ideas are continually promoted, helping by different sources to increase the afflation
of consumer via Text, spoken and visual information interpreted on media. (Bovee, et
al. 1995).sales promotion and advertising are mass- communication tools attainable to
marketers. The basic purpose of mass communication is to minimize the cost of
advertising for one person because information is reaching many people at the same
time and give opportunity for people purchasing products. (Etzel, Walker and Stanton
1997).
3. Henry Assael (1998) Assael stated that, in-store stimuli affect the consumer learning
andin-store adveliising is effective. He described in "Consumer Behavior and
MarketingAction' that, '"In store promotions are more effective for low-involvement
productsbecause consumers often make the purchase decision once they are in the
store. Hence, P- O-P and in store stimuli affects the consumer learning and also
affects the habit part ofconsumer behavior. '"

4. Astous & Séguin (1999) determined the impact of product placement on consumer
perception. They took four factors in their experimental study (1) types of placement
(2)sponsor’s image (3) type of TV program and (4) sponsor’s program congruity.
According to their findings overall product placement plays a persuasive role in
influencing consumer purchase.

5. Connolly A and Firth 0 (1999), "Visual Planning - the Power of Thinking Visually"
has explained P-O-p advertising's role in brand recall and its various roles like of
informing, reminding, encouraging, creating excitement or interactivity and building
store image were examined in a study. Connolly and Fillip (1999) concluded that, "p-
o-p provides the marketers the last opportunity to communicate with the shopper
before a purchase is made. This communication at the shop can play several roles 0/
in/arming, reminding, encouraging, creating excitement or interactivity and building
store image. It has been found that information recall is enhanced when the context in
which people attempt to retrieve” information is the same as the context in which they
originally coded the information. "

6. Haq (2002) According to him, there are 50,000 villages, 448 towns, 40 medium size
town, 7 metropolitan cities and two mega cities in Pakistan. According to a Pakistan
economics survey, in 2013, the total population of the country was 184.35 million
with the ratio of 62 % in rural areas, while, 38% in urban areas, where 45.1% people
were concerned to agriculture. Moreover, 1.85 million in rural but 1.55 million people
in urban areas were unemployed. The poverty ratio is high in Pakistan, particularly in
rural areas. The buying power, education standard is low in rural areas and has
different lifestyle then urban people. Consumers of rural areas are different in social,
 psychological, physiological and literal aspects then urban areas (Selvaraj, 2007).
Therefore, the study is interested to determine the effects of some factors of rural
areas (lifestyle, education level and buying power) on consumers buying behavior.

7. Taylor, Susan L. and Robert M. Cosenza (2002) studied the shopping choice
behaviour of a very important and economically viable segment of the teen market
called the “later aged female teen”. It was found that a typical later aged female teen
was born to shop. Making the right choice, especially for her clothing, was important
both from a social affiliation and a social influence position. This group felt brand (fit,
look and style) to be the most important attribute to consider in apparel choice and
later aged female teenagers wanted excitement in their shopping venue. Shopping was
important and there were risks associated with an incorrect choice of their clothing.
Finally, their desire to stay and shop at the local mall seemed to be a function of the
mall composition and excitement.

8. Globalization (2003), The latest study by Source Dynamic Logic through a survey
conducted in 2009 on the consumer behavior to different types of advertisements for
products including Television, Online and Magazines, revealed that advertisements
have modified the consumer behavior in such a way so that they only go for brand
favorability despite of ad awareness in every type of media. Surveys show that
magazine advertisements provide great impact on purchasing behavior of consumers.
Mostly people go for purchasing according to the product value shown in
advertisements despite of cost of the product as they spend a lot more than the actual
value only due to the influence of advertisements. The graph in Figure 1 indicates the
results of survey for better understanding (Globalization, 2003).

9. Kevin Keller (2003) detailed possibilities to communicate to the consumers and build
brands. A variety of options is available to the marketers to communicate with
consumers at the point of purchase.

10. ADELAAR, et al (2003), There is criticism on slight understanding of environmental

factors that affect on purchasing behavior but some authors described the impact of
 environmental variables on behavior. Research on marketing suggested that
environment create certain type of experience, which is used to generate a sense that
promote or sell the product or service. Sensory stimuli and information rate are major
determinants of environmental responses. Various environmental conditions like
background music and atmosphere of stores attracted the consumers to spend more
time and purchase any product.

11. Baca et al, (2005) Advertisement of a product or service is run with the aim to create
interest among target viewers because creating interest is the priority of
advertisers(Rowley, 1998; Broeckelmann, 2010). Continues buying of a particular
product shows consumers’ interest (Ghirvu, 2013). Pharmaceutical companies, for
example, often invest to create products interest in target market with aggressive sales
force which attempts to motivate customers for further query.

12. Chebat, Jean-Charles, M. Joseph Sir gy and Valerie St-James (2006) examined how a
mall’s quality (upscale vs. downscale), shoppers’ socio-economic status and type of
store interacts with their self-congruity. The extent to which shoppers identify
themselves with a mall’s image.

13. Lynd (2007) conducted a study about the education system of Pakistan. The study
found that the education level of rural areas is low as compared to urban areas. In
urban areas, there are 51 % students enrolled in private education system, while 49 %
in public sectors. In rural areas, 80% students are enrolled in public sector. Similarly,
in 2009, Pakistan Social and Living Standard Measurement (PSLM) found that
literacy rate in urban areas was 74%, while in rural areas it was noted 48%. There are
69 % men and 45% women were literal in Pakistan. Pakistan Statistics Bureau (2013)
founded that the education ratio is 77% in urban areas and 53% in rural areas, where
the proportion of male was 72% while for female it was 50%.

14. Nidhi Kotwal (2008) has reviewed research conducted in India found that adolescents
are highly attracted towards the TV commercial. Along with that teen girls also
influenced by the TV commercials and they tend to buy the products which they saw
 in commercials. So it gives us idea that mass media has the great impact on the
advertisements. Organizations are moving towards the creative content which attracts
the teenage girls as well as boys to buy the products

15. Sonia (2008) identifies several attributes like quality, range of products, fixed price,
availability of brands, discounts, parking, advertisements, display of products,
ambience, need based purchase, family members pressure, socio economic status and
behavior of staff in attitude and perception formation towards the shopping malls.

16. Yadav and Prajapati (2008) he has examined mall in their study as a relative choice
phenomenon i.e. a consumer chooses to shop at mall over the outlets or some mall
over the other malls where the choice is available. Mall patronage is contingent upon
choice valuation. Mall shopping reflects to be more economical and functional
shopping orientation because these provide convenient and efficient way to compare
shops across a variety of goods or a way to complete several purchases in one trip.

17. Barn (2009) He explored the impact of products placement in movie industry of India.
He found that product placement is a better and a persuasive source of brand
recognition. The results of (Craig-Lees, Scott, & Wong, 2008) show that brand
awareness and brand recall have positive impact on consumers of Australians and
Americans. The results of this study verified the previous results of research in US in
1995 and 2003.

18. Kit Yarrow, Jayne O'Donnell (2009) investigates that member of Generation Y shop
25percent to 40 percent more than the average consumer. They argued that these
voracious and fearless consumers have revolutionized the way Americans shop by
turning traditional sales and marketing strategies upside down. Based on the
investigation they analyzed what motivates these young people to buy certain
products and reject others. They revealed that how consumers define their power, why
they loath manipulation and why they rely on technology and show marketers how
they can tap into the buying power of this burgeoning group of consumers.
19. Rajan Yadav (2009) in his study provides a framework to identify the determinants of
customers’ attitude and perception towards emerging retail formats, such as the
shopping mall. The study ascertains the key variables that affect attitude and
perception formation towards shopping malls and investigates important demographic
and social variables likes income, frequency to visit shopping malls, time-spending
patterns and merchandising preferences among mall visitors.

20. Pankaj Priya, Rajat Kanti Baisya, Seema Sharma, (2010) Children differ in their
cognitive ability while trying to interpret television advertisements and hence form
different attitudes towards them. The purpose of this paper is to analyse the impact of
children's attitudes towards television advertisements on their resultant buying
behavior. The demand for the advertised products is heavily influenced by the
children's attitude towards advertisements. Further, the cognitive change among the
different age groups leads to the formation of varying attitudes towards the
advertisements. Yet there are other potent factors apart from advertisements, which
result in the requests for a product or brand. More focused approach is required by
advertisers while planning their advertisement campaign for different age groups of
children, rather than considering them as one homogenous group. Various elements of
the advertisements have to be meticulously planned for different age groups.

21. Belch, et. aI., (2010) covered this area in book on advertising. Many advertisers are
spending more of their dollars where decisions are made now that they can reach
consumers at the point of purchase, providing additional product information while
reducing their own efforts. However, though the displays are very effective at
reaching consumers, difficulties in getting retailers to comply with requests for
displays often make it difficult for marketers to use them. Moreover, many retailers
are decreasing the amount of signage and displays they will accept as well as the
message they communicate. Also as account specific promotions become more
popular; some retailers are requiring customized POP materials. Despite these
challenges, marketers recognized that points of purchase displays are desirable in their
promotional programs

22. Abideen1, farooq and latif (2011) In advertisements goods, services, ideas and
 organizations are promoted through television which is the main source to reach wide
variety of consumers. Advertising from all mediums play crucial role to influence
peoplebut in our society television is the main source to watch advertisements that
persuade not only life cycle but also attitudes, behaviors and even culture of the
country. Advertisements are always effective for consumer attitude and changed their
perception about products. Consumer behavior is the attitude of customers regarding
any product. Companies should analyze the behavior because these are the main
source of their success. The main purpose of consumer behavior analysis is to
determine how customers behave towards certain circumstances. Its purpose is to
analyze different factors affecting on consumers behavior in terms of social, economic
and psychological perspective that determine the factors of marketing mix selected by
management. In the marketing progression consumer behavior is an imperative
variable that will not just explain the tangible characteristics of product or service but
also create an image with respect to psychological and social composition of
individual behavior. Consumer behavior investigation is used to analyze various
communiqué methods as well as for the development of manufactured goods.

23. Gunjan Baheti (2012), Advertisement is an attempt at creativity which influences the
consumer’s motive to buy a particular product and change or make the perception of
the product in the mind of the consumers. Advertisement appeal act as a supplier to
arouse the psychological motive of the consumer for buying. Advertisement involves
rational and emotional appeals. In rational appeals the product can be emphasized
mainly on its benefits and the problems which it can solve while on the other hand
emotional appeal meet the consumer’s psychological, emotional and social
requirements.

24. Mackey,K. and Liang,A. (2012): A study report on "Globalization, evolution and
emergence of direct-to consumer advertising: Are emerging markets the next
pharmaceutical marketing frontier? " concluded that Pharmaceutical advertising has
undergone a rapid evolution due to Globalization, changing patient-provider
relationships, emerging health-related technologies, growing importance and
expanding “business” of global health. Yet, pharmaceutical marketing can have
adverse health and economic outcomes, especially if left unregulated and allowed to
proliferate and cross geopolitical borders in the uncontrolled digital environment.
 Emerging markets may represent the next logical step for digital DTCA proliferation,
given their untapped market potential and explosive growth, but they are especially at
risk given the ambiguous regulatory treatment of digital DTCA.

25. Rafique et al, (2012) argued that advertisement is a way to communicate with the
audience. They believed that culture highly influence the buying behaviors of the
people because every person has different wants and trends according to their life
styles. Thus if we say that advertisement is like a magic than it will not be false
because advertisement actually changes the needs and wants of the people and
sometimes it creates the need among the people. They are highly affected by the
advertisements and organizations are trying to target the masses of the people.
Organizations are using above the line and below the line techniques of the
advertisement which fit best with their products. Researchers have found that media
advertisement are most popular advertisements and people like television ads, so it is
a suitable medium to advertise products like cosmetics and FMCG.

26. Redondo,( 2012) examined the effect of visible exposure of products in creating brand
recognition by placing them in games. He launched three versions of games on
websites. In which one has high degree of exposure of products, second has low
degree of product placement exposure whereas third one has no placement of products
at all. He found that high degree of exposure version has positive brand recognition
impact on users where as low degree exposure of product placement has low impact
on users whereas no placement of products version has no impact over consumer in
creating brand awareness and recognition. (Lee, Sung, & Greg, 2011) examined the
perception of students about product placement. This exploratory research was
conducted in USA and Korea. The Korean students felt that product placement is not
an ethical activity. Korean students favored government rules regarding product
placement whereas USA students favored placement of product in movies, TV shows
and music. Similarly, (Lord & Gupta, 2010) reviewed the previous researches to
examine the acceptability of product placement and its influence on buying behavior
of B2B consumers. The results showed that product placement is a positive and
acceptable approach in creating brand recognition and brand recall for B2B consumer
in their purchasing of products and services.
27. Xu Yang (2012). Practitioners and strategists think that strategic innovation is an
inclusive term which involves the different innovation and creativity like new
products and services. The companies are expanding due to saturation of the local
markets and these companies are going internationally and globally. Several strategic
innovation must me take into account for these kind of expansions. Strategic
innovation involves four things that are new market creation, product value addition,
competitive disruption and service value addition (Caroline SueLin, 2010). Cosmetic
industry is focusing in these four dimensions. Cosmetics are not essential in the life of
human beings yet they have to create their market and expand their circle. So they
have to focus on these things. They can attract the customers by providing the best
services and assuring the quality. Marketers in the cosmetic industry are continuously
finding ways to bring new and innovative products for their customers. Along with
this they are also focusing on making the most attractive and appealing
advertisements, so that they can attract more and more customers

28. Gupta, (2013) In the present era, marketers are focusing customer rule that is
customer is their first preference. To keep deep eye on customers the primary
responsibility to theorganization is to gain the knowledge about the customers. In this
way marketers will be successful in fulfilling the needs and wants of the customers
and seek the better opportunities in the market. Researchers find out that marketers
need to understand these four things in order to serve their customers better. Firstly
marketers must know that customers make rational decisions so they can get the best
product available in the market. Secondly customers also make irrational decisions
and they are very impulsive and can be attracted towards the promotional activities. In
the same way emotional association also put an influence on the mind of customers.
In the last customers also buy as a problem solver, they seeks the products which can
solve their problem

29. Raju (2013) expressed that with the modern era there has been seen a remarkable
boom in technology, with this technology advertisers now considering the number of
mass media channels and means of communications which provide them the easy and
fast access to the consumers. Other side of this technology advancement is that
customers are now having plenty of information and they can get the thing which best
suits to them. So it becomes very difficult for the advertiser to build the brand
 awareness and condition themind of the customers to make final purchase decision, as
customers are gaining more control over the products and information.

30. Geeta Sonkusare (2013) Television advertising is a very effective tool of

communicating message to its target audience as it has the ability to combine visual &
audio communication and thus this makes advertisements is an important medium to
make people aware of any products. There are different products which the women
consumers used, in that the FMCG products they select after getting information
about those particular products. This paper presents the results of a study designed to
test the Impact of television advertising and on women consumers’ buying behavior.
Unlike previous studies, however, the effects of such communication processes on
women’s’ are evaluated in the context of household decision making but in this
research paper the purpose is to study on different factors which influenced on buying
behavior, their satisfaction with advertising strategies in FMCG products, their
monthly expenditure etc. The Primary data has been collected from 30 respondents
from Chandrapur City.Structured questionnaires have been framed contained 10
questions which has been asked to women consumers. The secondary data has been
collected from books, websites, articles, television etc. Finally some Finding,
limitations , conclusions & suggestion has been written in this paper. Though the
different media spread awareness but television advertising plays a vital role in
buying behavior of women consumers.

31. Ravindra Goyal and Pranav Pareek (2013) - A study on “A Review Article on
Prescription Behavior of Doctors, Influenced by The Medical Representative In
Rajasthan, India”. This study examines that Medical representatives provide
incomplete medical information to influence prescribing practices; they also offer
incentives including conference, Seminars, national and aboard sponsorship. Doctors
also demand for gifts and other incentives, they look to every medical representative
as a blank cheque for themselves, as when doctors' associations threaten to boycott
companies that do not comply with their demands for sponsorship. Manufacturers,
chemists and medical representatives use various unethical trade practices of
particular interest was the finding that chemists are major players in this system,
providing drug information directly to patients.
32. Pinki Rani (2014), Factors influencing consumer behavior has argued consumer
Buying Behavior refers to the buying behavior of the ultimate consumer. Many
factors, specificities and characteristics influence the individual in what he is and the
consumer in his decision making process, shopping habits, purchasing behavior, the
brands he buys or the retailers he goes. A purchase decision is the result of each and
every one of these factors. An individual and a consumer is led by his culture, his
subculture, his social class, his membership groups, his family, his personality, his
psychological factors, etc. and is influenced by cultural trends as well as his social and
societal environment. By identifying and understanding the factors that influence their
customers, brands have the opportunity to develop a strategy, a marketing message
(Unique Value Proposition) and advertising campaigns more efficient and more in
line with the needs and ways of thinking of their target consumers, a real asset to
better meet the needs of its customer and increase sales.

33. Raja Irfan Sabir (2014) has stated that advertising world has become competitive and
more complex; requiring advertisers, marketers and producers to use different modern
communication techniques. The modern advertising techniques include online
advertising, covert advertising, indirect advertising, social service advertising,
celebrity advertising, in-store advertising, and digital out of home advertising. The
purpose of this paper is to investigate the impact of Covert Marketing on Consumer
Buying Behavior in the Context of Pakistan. Quantitative research method was used
and data was collected through survey research method by using adapted
questionnaire. A sample of 1000 valid questionnaires was collected from major cities
of Pakistan. Results show that the instrument is reliable to measure the constructs.
Correlation analysis shows a positive relationship between independent and
dependent variable. Regression analysis showed that Covert Marketing Brand
awareness and Brand recall are responsible for significant change in consumer buying
behavior whereas Covert Marketing Brand recognition is not responsible for any
significant change in Consumer Buying Behavior.

34. Shweta Vats (2014):- A study on “impact of direct to consumer advertising through
interactive internet media on working youth”. This research paper analyzes the effect
of social media promotion of prescription medicine on behavior of working youth. It
also studies the adoption of social media by working youth for collecting information
 on Prescription drugs. This study also aims at getting an insight into correlation
between demographic factors and attitude and perception for social media based
prescription drug advertisement. Samar Fatima and Samreen Lodhi (2015),
Advertisements have been used for many years to influence the buying behaviors of
the consumers. Advertisements are helpful in creating the awareness and perception
among the customers of cosmetic products; both of these variables are lethal
combination to influence the buying behaviors of the consumers. This particular
research was conducted on the 200 young male or female who use different brands of
cosmetics to check the influence of advertisement on their buying behavior while
creating the awareness and building the perceptions. Correlation and regression
analysis were used to identify the relationship between these variables. The results
revealed provide the new way to managers to devise suitable strategy for the
marketing of cosmetic products. These results show that advertisements are very
useful in creating the awareness among the people but they are failed to build strong
perceptions in the mind of consumers. Both of these variables such as consumer
awareness and consumer perceptions will motivate the consumer to buy a certain
product, as there is a positive relationship present in between them.

35. Supriya Verma (2016). The study is about the effect and behavior of people toward
YouTube advertisements. Advertisements play an important role to create awareness
among people about the product or service. Earlier advertisements were shown and
displayed on television, radio, and newspaper but today’s digital media have replaced
and conquered the old form of advertisements. In digital media YouTube has become
a common platform for advertisements. While watching YouTube, we often come
across pre-roll advertisements which sometimes have an option to skip, and mid-roll
advertisements which are usually between the content we are watching on YouTube.
For this research sample size is 100. Questionnaire was mailed to 100 respondents
(18-35 years). 56% of respondents watch YouTube daily and some of them use
mobile to watch YouTube.79% of respondents come across pre-roll advertisements.
According to the research 15% respondents strongly agree that YouTube videos help
in enhancing knowledge and 22% agree that advertising is beneficial to consumers
because it provides important information about goods and services. 64% of
respondents are moderately influenced over their buying behavior. 44% said that
 YouTube advertisements are most influential on their buying behavior. It is
recommended to advertise online as it has an impact on their buying behavior.

36. 37. Zain-Ul-Abideen and Salman Saleem (2016) Advertising is a form of

communication intended to convince an audience (viewers, readers or listeners) to
purchase or take some action upon products, information, or services etc. This paper
investigates the relationship between independent variables which are environmental
response and emotional response with attitudinal and behavioral aspect of consumer
buying behavior, by tapping the responses of 200 respondents using
telecommunication services from Rawalpindi, Islamabad, and Lahore (cities of
Pakistan). The major findings of the study demonstrate an overall normal association
between the variables but in-depth analysis found that emotional response of
consumer purchase behavior is the variable that results into strong association with
the consumer buying behavior. It is true that people purchase those brands with which
they are emotionally attached. This study reports new evidences in the field of
consumer buying behavior of consumers pertaining to the local markets of these

1) Acebron et al. (2000) the purpose of the study conducted is mainly to know
how the
37. previous experience shows their impact on the purchase of the fresh and newly
38. introduced goods. The authors here made use of the structural equation model in order
to
39. understand the relation between the habit and their past experiences in making a
purchase
40. decision regarding a product. The study proved that the habits and the previous
41. experiences of the buyer that are associated with the product with definitely have a
major
42. impact when they go for purchasing a fresh product.

43. 2) Aditi, shuchi, and Sanjeela (2013) According to them consumers and producers are
44. more worried about the environmental changes that are taking place due to global
45. warming, usage of plastic, more use of non-renewable energies, depletion of natural
46. resources. The objective to increase the awareness by the producers about the use
47. organic food, CNG, waste recycling, etc. will change the perception and behaviour of
the
48. consumer towards the product.

49. 3) Ankit and Nikha (2014) the purpose of the study to find the various factors that
50. influence the buying behavior of the consumer before making the purchase decision to
51. purchase the product. The continuous improvements in the product will lead to
increase
52. in the level of satisfaction of the consumer and the company can retain the existing
53. customer including opening the doors for the potential customers.

54. 4) Anton (1996) tries to explain the customer satisfaction in amore broader way. He
feels
55. that consumer satisfaction is a state of mind where the customer needs ,wants and his
56. expectations regarding the product or good he selects from the alternatives satisfies
his or
57. her need or exceeds his expectations and makes him remain as a consistent customer
and
58. be loyal towards the product. He tries to remain as a customer of the product for a
long
59. term and will not try to jump to other alternatives available in the market.

60. 5) Berry, Leonard L.; A. Parasuraman (1991) Superior execution is vital to sustaining
the
61. success initiated by an innovative service concept. An innovator’s service quality is
62. usually more difficult to imitate than its service concept. This is because quality
service
63. comes from inspired leadership throughout an organization, a customer-minded
corporate
64. culture, excellent service-system design, the effective use of information and
technology,
65. and other factors that develop slowly in a company, if at all.”

66. 6) Bluestein, Abram; Michael Moriarty; Ronald J Sanderson (2003) An 8-step audit to
67. ensure that your organization stays focused on customer needs. The only sustainable
68. competitive advantage is based on satisfying customers thoroughly. It first explains
the
69. customer satisfaction process in detail, then analyses why companies fail to satisfy
their
70. customers and sets out a framework - the Stages of Excellence Framework - within
which
71. to implement an effective customer service programme.

72. 7) Bruner (1993) according to him the five stages which are discussed above are also
73. applied here. As her Bruner the first stage that is need recognition arises from the
74. situation where the individual recognizes what he had and for what he is in need of or
75. looking for. This view is also supported by Neal and Questal (2006) who states that
need
76. recognition depends upon several factors and situations and also on the lifestyle of the
77. individuals which definitely plays an important role in need recognition.
78. 8) Backhaus (2007) Purchase decision is considered to be one of the most prominent
stage
79. among the five stages. This is the stage where the actual transaction takes place. The
80. seller sells the product for a particular price and the consumer buys it as he feels that
the
81. product satisfies his need. Purchasing decision can be either a planned purchase or
82. impulse purchase.
83. 9) C.I. Anyanwu (2013) the author refers to the quality control techniques to improve
or
84. sustain a product or service. In the block industry quality control methods are used to
85. inspect, test, screening, sampling, etc. The author suggests that there is significant
86. relationship between the educational qualification and the workers performance in this
87. aspect which should be taken into consideration i.e. by providing on-the-job training
and
88. off-the-job training.

89. 10) Chun Fu Lin et al. (2013) explains that customer relationship management has
attracted
90. large number of customers because it increases the profitability through customer’s
91. satisfaction and loyalty. Technical support will reduce the risk and the cost of client
92. service. Data mining techniques in the marketing required for knowing the customer
93. preferences, needs, etc.

94. 11) Engel and Blackwell (1982) as per these authors consumer or customer
satisfaction is
95. nothing but evaluating the product which he has chosen from the available
alternatives is
96. consistent with the experiences and the beliefs he had with the product. That means
97. whether the product existing in the same way and with the same quality. The
customer
98. evaluates the product with the past experiences he had with the product and it is the
same
99. as is was expected to be.

100. 12) Gitman, Lawrence J; Carl D. McDaniel (2005) The Future Of Business:
The
101. Essentials, 3e prepares students for a successful career in business by
equipping them
102. with the knowledge, skills, and competencies they need to prepare for
tomorrow's
103. competitive workplace. Each chapter offers a thorough presentation of
business
104. principles and also highlights emerging business trends in fields such as
management,
105. leadership, production, marketing and finance.

106. 13) Harish Naik and Ramesh Olekar (2012) study refers that the buying
behavior has
107. psychological, social impact. According to the authors the customer is an
important
108. visitor of any marketer because the consumer is doing a favor by purchasing
the required
109. product and giving the opportunity to serve him/her to fulfil the satisfaction
level.

110. 14) Hoyer et al. (2012) have classified the factors in to four categories such as
situational,
111. personal, social and cultural factors. The first category is situational factors,
which says
112. that the location, environment, weather conditions also show their affect on
the purchase
113. decision of the consumer. Personal factors may include some of the things
such as
114. persons taste preferences, his or her financial position and any such factors.
Social
115. factors that affect the consumer behavior are a result of his interactions with
different
116. people and scenarios. The last factor that which shows its effect on consumer
buying
117. behavior is cultural factors.

118. 15) Kalpana Agarwal and Parupriya singh (2013) these authors refer to the
export of
119. natural stones to various countries. The authors explain that Export Oriented
units are
120. helping the stone industry on processing the product in an innovative manner
with the
121. latest technological advancements. Also to overcome the problem of freight
charges and
122. custom duties large production is the suggested solution.

123. 16) Kalaiyarasi (2014) the author describes that consumer buying behavior
study is based on
124. consumer in which he plays three roles i.e. user, payer and buyer. The existing
consumers
125. are numerous consumers and their needs are also different from one another.
So it is
126. really difficult task to understand and analyze the differences of consumer
behavior
127. towards the particular brand or product and also the marketer has to put more
efforts in
128. identifying the target consumer.

129. 17) Kessler and Sheila (2003) Customer-driven companies consistently

demonstrate much
130. better performance than other companies, showing a higher profit, increased
employee
131. growth, and greater returns on assets. In addition to these benefits to the
bottom-line,
132. companies are now required to have a solid customer satisfaction system in
place to
133. achieve ISO 9001:2000 certification.

134. 18) Kotler and Keller (2012) states that the consumer buying behavior is
studied under the
135. concept of marketing where the main objective is to study how the
organizations and the
136. people buy and sell their products, and the factors such as the previous
experiences
137. related with the product such as the taste of the product, the price of the
product and the
138. name of the brand by which the product is uniquely identified among the
others available
139. in the market influences the purchasing decision of the buyer.

140. 19) Kumar and Varadaraj (2013) try to explain that brand is a very essential
part of the
141. product because it defines the characteristics of the product or services in
which the
142. company deals in. Consumer buying behavior refers to the decision making
process
143. before purchasing any product or rendering the services. The brand perception
with
144. respect to customer typically affected by the advertising, media and public
relation. The
145. study proved that to maintain healthy relationship with the customer product
should be
146. offered of the qualitative nature rather than the price.

147. 20) Kundi J. et al. (2008) explains the consumer behavior as the process of
emotional,
148. mental and observable behavior which is applicable during the search,
identification,
149. purchase or even the post consumption of a service or product. The consumer
buying
150. behavior blends the elements of economics, psychology, anthropology,
sociopsychology
151. and sociology.

152. 21) Lee (2005) conducted his survey in China to study the five stages that are
involved in the
153. decision making process of the consumer with respect to the imported health
products in
154. particular demographic effects such as sex, education, income and the marital
status. The
155. outcome of the study is that the impact of the family members on the purchase
making
156. decision of the consumer was noteworthy.

157. 22) Mazedul Islam et al. (2014) reports that desire of the customer towards
product buying
158. behavior is influenced by the quality, price, comfort, functional and aesthetic
look,
159. discount, offers, location, etc. In this regard they also state that individual
behavior is
160. different and they act differently in different situations due to the factors like
habit,
161. educational background, psychological dimensions, etc.

162. 23) Mittal, Vikas and Baldasare, Patrick M (2001) The Lateral Approach
Series is about
163. powerful management principles that produce results and bring out the best in
people. A
164. Lateral Approach, like a good pair of polarized shades, enhances conventional
wisdom by
165. applying new perspectives to common, day-to-day challenges.

166. 24) Mittal, Vikas & Carly Frennea (2012) Due to the growth of internet and
mobile
167. applications, relationship marketing continues to evolve as technology offers
more
168. collaborative and social communication opportunities. Managing Customer
Trust,
169. Satisfaction, and Loyalty through Information Communication highlights
technology
170. involvement with business processes in different sectors and industries while
identifying
171. marketing activities that are affected by its usage.

172. 25) Nauman and Shahid (2012) analyze that innovation is a very important
phenomenon of
173. the small industries to face the giant companies in the international market
because
174. innovation symbolizes the diving force of economic development. Skilled
labour,
175. linkages with international markets, skill of machinery installation, risk taking
behavior,
176. etc. are the most important complimentary intangible assets for the value
creation.

177. 26) Neal et.al. (2004) tries to explain the last stage of the purchase decision
making which is
178. nothing but the post purchase evaluation. This stage is considered to be very
important,
179. because if the product really satisfies the need of the consumer, then the
consumer is
180. highly satisfied by the purchase decision he made in selecting that particular
product. If
181. he feels that the product does not satisfy his need then ultimately he is not
happy with the
182. purchase decision he made in buying that particular product.

183. 27) Reeta and Asha (2014) as per the authors if a product is of high value then
the consumer
184. prefers to purchase of his/her choice brand but after getting the information
from the
185. relatives, friends, etc. In the electronic items price, guarantee, warrantee,
services,
186. promotional techniques influences the buying behavior and satisfaction level
of the
187. consumer. So the marketer should plan accordingly and make the strategies in
order to
188. attract the consumers from all the segments.

189. 28) Schiffman and Kanuk (2007) explain the second state of the consumer
decision making
190. process which is information search regarding the desired product. The
information
191. search can be both either internal or external. Once the information is gathered
it is
192. analyzed to reach a conclusion. Here the consumer evaluates all the available
alternatives
193. and tries to reach a purchase decision.

194. 29) Shalini and Sudha (2014) refers in the study that the Good housing is an
essential part
195. for the human development and welfare. Due to the increase in demand lot of
new
196. schemes have been launched by the financial institutions. But the customer
chooses the
197. scheme according to his or her capacity. This decision is taken with respect to
the EMI
198. factor, payment period, amount of loan, conditions for taking loan, type of
interest etc.

199. 30) Shirzad et al. (2013) these authors study examines the role of exporter in
the world
200. market of decorative stones. Iran is considered to be the potential reservoir of
the natural
201. stones and valuable minerals. This factor has a greater impact on the country’s
economy
202. if the industries will do or conduct their business in right direction. Also there
is a
203. significance relationship between the income of the people, segmentation,
services
204. offered and distribution channel of the product.

205. 31) Suganthi and Mohan (2014) the purpose of the study was mainly
conducted to know the
206. consumer buying behavior towards the electronic items like washing machine.
The study
207. proved that the marketers’ main focus should be on developing brand image
loyalty
208. among the customers and also there should be continuous improvements in the
electronic
209. brands even after the purchase.
210. 32) Suhail Sami Sultan (2014) the technological access has enabled the certain
industries to
211. function in a highly automated way. The author emphasizes on
competitiveness of the
212. local producers with the importers in the local market. The author suggests
cluster notion
213. to promote the productivity, innovation and to cope with the competition in a
number of
214. ways. Cluster unlike networks are not based on membership simply it is a
geographic
215. concentration of interrelated companies and institutions.

216. 33) Syeda Kazmi (2012) states that awareness about the complete range of the
product
217. availability in the market does not put any significance effect on the buying
decision of
218. the consumer. The author recommends that the focus of the marketer should
be in
219. creating awareness about the preparation method of use of the product because
this will
220. enhance their market by increasing the level of satisfaction.

221. 34) Thangaraj, M. Prakash and S. Nandini (2014) according to these authors to
increase
222. the brand loyalty i.e. to have an imprint of the brand in the customer mind the
223. organizations should pay more attentions towards cardinal factors like
incentives to
224. middlemen, pricing, quality, distribution network, promotion, type of product,
etc. This
225. will enhance the customer satisfaction level of the customer towards the
particular brand
226. offered by the companies.

227. 35. Variawa (2010) here in this study the author tells us how the packaging of
the product influences the purchase decision of the consumer for various consumer
goods. The survey was conducted in a town called Canterville (Star Hyper) where two
hundred and fifty people have participated and gave their response. The outcome of
the study was that the people with low income levels are more particular about the
packaging of the products as they can make the use of that material even after
consuming the product
228. Oriah Akir and Md. Nor Othman(2010) He stated Consumer behaviour
theorists generally believe that consumer behaviour theories can be applied globally
but consumer preferences and tastes are influenced by their cultural background
Therefore, marketers and business practitioners have to recognize that consumers
attitudes and beliefs, preferences, needs and tastes towards certain products or
services are greatly influenced by their culture and the society they belong to. For
instance, consumers in other parts of the globe may consider price as the most
important determinant in their decision to buy food items, whereas, in others, they
may consider quality as the most important factor that may affect their choices. Other
 factors that may surface could also be the influence of significant others, such as
spouse, siblings, family members, friends, salespersons, relatives or neighb,?rs (on
consumers purchase decisions and/or repurchase intentions), and even the marketing
stimuli triggered by the marketers. Despite all these uncertainties, marketers or
businesses still invest a lot of money in their marketing plans to indulge consumers to
buy their products or services.
229. (Schutte and Ciarlante, 2008) He investigated the consumers shopping
behaviour pattern on selected consumer goods and address the issues on what they
buy, why they buy, when they buy, where they buy, how much and how often do they
buy, the factors that influence their buying decisions, and the determinants that
influence consumers purchase intention. For example, in the case of Malaysia, it was
reported that, around 70 percent of Malaysian consumers across all segments plan
what they buy. Nevertheless the majority will still buy additional items.
230. Christy M. K. Cheung, Lei Zhu, Timothy Kwong, Gloria W.W. Chan, Moez
Limayem(2009) They have stated framework with three key building blocks
(intention, adoption, and continuance) so as to analyze the online consumer behavior
in a systematic way. This proposed framework not provides us with a cohesive view
of online consumer behavior, but also serves as a salient guideline for researchers in
this area.
231. Kiran Sharma January 2011 He showed that recession has affected the sale
ofluxury items while there has been no effect on the sale of necessary items. The
major reason is that the numbers of people visiting the malls have decreased and there
is a change in the shopping pattern of the customers. People have not cut down their
expenses on grocery items and personal care products. The luxury brands are the ones
that have been the most affected. Also retailers are reducing their inventories
considering the drop in sales. In order to increase the footfall, various promotional
events are carried out by the retailers. Retailers are cutting down prices to boost up the
sales. Customers are switching from their regular brands to others brands that cost
them less.
232. Yeonshin Kim, Daegu University (2000) Applying the conceptual framework
of value- attitude-behavior relationship, He identifies key antecedents of green
purchase behavior and develops a model for explaining their influence on ecological
consumption. Using structural equation modeling, the effects of collectivism,
environmental concern and Perceived Consumer Effectiveness (PCE) on ecological
purchase and their interrelationships are investigated. Results suggest that the
influence of collectivism flow through PCE; the collectivistic value orientations
influence beliefs about consumer effectiveness, which in turn influence green buying
behavior.
233. MORI (2002) He suggests that consumers are proving reluctant to exercise
choice, despite the intensity of the supply companies' preparation and marketing
campaigns. Indeed, a recent poll by suggests that the number of consumers who have
changed suppliers is approximately half that predicted by the industry. He also seeks
to explain the reasons behind the apparent reluctance of consumers to change
electricity provider, utilising market research data from both the UK and Germany.
234. Wenyu Dou (2007) Consumption attitudes have significant effects on NPA.
Consumers' adoption of market innovations is associated negatively with their attitude
toward existing products and positively with independent decision making and
preference for high-tech products. Further, the magnitude of the effects of
consumption attitudes depends on consumers' demographic characteristics. The
effects are stronger among consumers who are older and have lower income.
235. Ankur Kumar Rastogi (July, 2010) He suggests that assessment of consumer
buying behaviour can contribute to a better understanding of consumer buying
behaviour in respect of online shopping. The study attempts to analyze the features
related to the buying behaviour of online shoppers. Consumer buying behaviour in
respect of online shopping was studied using different socioeconomic variables.
236. Xi'an Jiaotong (2009) He demonstrated an overall weak association of the set
of independent variables with the dependent variable but, the in-depth analysis found
that pre-decision stage of consumer purchase behavior is the only variable that
resulted into strong association with the impulse buying behavior. It's true that young
people more often get attracted to products displayed on store shelves and has greater
tendency of impulse buying behavior but results of this paper showed no association
of impulse buying in higher income group of young people having prevalent impulse
buying tendencies.
237. Guijun Zhuang Department of Marketing (2006) . Motivation Research
provided business with valuable information, and, in the long run, began today's
Consumer Behavior.
238. Ying Fan, Yixuan Li (2009) A study on buying behaviour of consumers
towards instant food products in kolar district The present study made an attempt to
analyze the existing buying behaviour of Instant Food Products by individual
households and to predict the demand for Instant Food Products in Kolar district.
239. Nan Zhou (2006) He identifies areas of business- to-business marketing
research that have received surplus attention and areas that require additional
attention.
240. Serhan Duranx, July 2003. They determine that a response is necessary, and
be willing to perform that response even if there are costs associated with doing so. In
the case of product recalls, they must follow through on that willingness to check if
they have an affected product, then take additional actions to eliminate or reduce the
hazard.
241. David Simchi-Leviz, August (2006) Consumption attitudes and adoption of
new consumer products: a contingency approach Consumption attitudes have
significant effects on NPA. Consumers' adoption of market innovations is associated
negatively with their attitude toward existing products and positively with
independent decision making and preference for high-tech products. Further, the
magnitude of the effects of consumption attitudes depends on consumers'
demographic characteristics. The effects are stronger among consumers who are older
and have lower Income.
242. Tieming Liuy (2009) Chinese children regard TV commercials as an important
information source for new product However, they place greater level of trust in
interpersonal information sources, especially in their parents who are perceived as the
most credible information source with respect to their learning about new food
products.
243. Soreze, France July (2010) He used deductive approach develop a theory
based on existing literature and test it in the field. The expected outcome is producing
useful information for practitioners willing to develop sustainable consumption and
advance our theoretical knowledge of what cause ethical consumption.
244. Julie L. Swannx June 2009 The findings shows that consumer's perceived
value contribute positively to their perceptions of store brands and the better
knowledge on the aspects of store brand products due to their past experience in
purchasing the items lead to positive perceptions which eventually will lead to good
possibility for-them in re-purchasing store brands products in the future.