A STUDY ON INFLUENCE OF MARKETING TOWARDS CONSUMER PURCHASING BEHAVIOR WITH REFERENCE TO SIVA PLASTIC

MARKETING

This study aims to examine the influence of consumer buying behavior in SIVA PLASTIC. In order to promote Siva plastic product by consumer purchase decision. The research design used for the study was descriptive research design. The data collected by using the questionnaires. The statistical tools used in this study are Rank correlation, one way ANOVA, and Pearson’s coefficient correlation. Consumer compulsive buying is an important area of inquiry in consumer behavior research. The importance of studying compulsive buying stems, in part, from its nature as a negative aspect of consumer behavior. Specifically, exploring negative consumption phenomena could provide modified or new perspectives for the study of positive consumption behaviors. Moreover, research on negative facets of consumption is useful because it can potentially contribute to society’s well-being, an important criterion for usefulness of any research. This paper builds on earlier papers to propose a model of compulsivity antecedents. Gender, consumers’ tendency to make unplanned purchases, and their tendency to buy products not on shopping lists, serve to predict compulsive tendencies in a sample of consumers. The findings suggest that these antecedents affect compulsive tendencies. The study of consumer behavior is very essential in the field of marketing as it helps firms to construct smarter marketing strategies by getting an insight about what affects the decision making of consumers. The purpose of this paper is to analyze the theoretical aspects of consumer buying behavior and the factors that influence it. This paper also reviews the relationship between consumer buying behavior and the factors that influence the consumer’s purchasing process and purchase decision.

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