CONSUMER BUYING BEHAVIOUR AND EFFECT OF ADVERTISEMENT MEDIAS ON TEXTILE PRODUCTS - A STUDY

摘要

India is a diverse country with different cultures, caste and creed. Therefore, the choice is also differ from person to person. Today, the consumption is no more a process due to the need of consumers but, in accordance with the wishes of consumers has become an evolving process. Therefore in terms of marketing, consumer behaviour in order to define their influence has become necessary to examine the factors that remain. In this study, concepts such as influences and buying behaviour are classified. The buying behaviour changes from individual to individual due to various factors socio-economic factors. There were similar studies done in other places and contexts. But similar study is not reported from Rajapalayam so far. The current study is based on a primary data collection from consumers in Rajapalayam of Virudhunagar District in Tamil Nadu. Statistical tool used is Chi-square test The findings of the study are interesting and have practical implications.