A STUDY ON CONSUMERS BUYING BEHAVIOUR TOWARDS TVS MOTORS WITH REFERENCE TO TVS VENKATACHALAM IN KOVILPATTI

Management Studies

The Research was entitled under “A Study On Consumers Buying Behaviour Towards TVS Motors With Special Reference To TVS Venkatachalam In Kovilpatti”, which focuses on Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. This research identifies the foremost influenced factors of the consumer buying behavior based on the Psychological Factors, Social Factors, Cultural Factors, Personal Factors, Economic Factors. It attempts to know the buyer deciding process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in order to understand the needs and wants of people. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Consumer behaviour study is predicated on consumer buying behaviour, with the consumer playing three distinct roles of user, payer and buyer. The sample size determined for this study is 177. The Convenience sampling was used in this study. The primary data was collected through questionnaire and analyzed with the help of statistical tool namely Uni-variate Percentage analysis, Weighted Average and Chi – square analysis. The findings of the study and recommendation are mentioned. It is concluded that, the organization might effectively use all the promotions tools for making efficient communication to all the consumers.

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