The Study of Market Strategy and Consumer Behaviour Relating to own Car

Author:Vatsala Oberaia, S.K. Sharmab*

Abstract:
Buyer behaviour is all psychological, social and physical behaviour of potential consumers as they become aware to evaluate, purchase, consume and tell other about products and services. An understanding of the consumer enables a marketer to take marketing decisions which are compatible with its consumer needs. For car marketers the knowledge of consumer behaviour is as much necessary as consumers are necessary for marketing. This knowledge of consumer behaviour is necessary for the formulation and implementation for marketing strategies. Marketers must know about the needs and wants of the consumers and their purchasing power to develop a product. Cars became a need rather than a choice. It is a need of everyone to purchase luxurious commodity for their comfort. Moreover, added features attract the consumer attention. As a result, it is important that individuals gather more information to purchase a car. The product features, advertisement, design, etc. all are based on the understanding how consumers learn and perceive and keep it in memory. It is always the effort of marketer that their communication should not only be noticed but they should be believed, remembered and recalled when occasion arise to buy the product. When it came to decision based on preferences, personal needs, the top slot parameters were - the need of the business firm, peer pressure from other family members owning a car and upgraded the model to suit personal ambition. Marketers need to understand these requirements and focus their marketing strategies towards these customer requirements.

Keywords:Key words: Buyer Behaviour, Car Marketer, Communication, Marketing Strategies, Customer Requirements.

DOI:

International Journal of Trade & Commerce (Vol: 6 Issue:2)