The Role Of Marketing Strategy In Determining Consumer Purchasing Behaviour

📄 Project Abstract

Of all business activities or functions, none is as interested in the consumer and his purchasing behaviour as marketing. Marketing is invariably connected with the research into consumers purchasing behaviour; namely what the consumer want, need, prefer and value, who are the prospective consumers and where they live their income and mode of spending, how and why they make purchase decision and so on. Infact the influencing of the buyer behaviour is the primary task of the marketing department in any organisation. Equally, marketing tries to define the right type of product in terms of the company's objective and attempts to make it available at the right place and at the right price, with the right promotions. This performance of marketing functions involves basically marrying consumer wants and with the appropriate products and services. It is the duty of the firm to adopt appropriate marketing strategy to attract customers to its products. This is important because in a free market...