• Dr. K. MOHAMED IMRAN

Knowing who your customers are is great but knowing how they behave is even greater. To understand consumer behaviour we have to keep the types of consumers in mind and the difference between consumer and customer. The broad types of consumers are Individual Consumers and Industrial Consumers. By the by, customer is purchaser of goods and services whereas consumer is end user of it. Understanding consumer behaviour is important for any organization before launching a product to analyze how a customer will respond to a particular product, if it fails to understand the consumers’ needs and behaviour, the organization is exposed to face losses. Consumer behaviour is the study of how individual consumers including groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants which is known as psychology of marketing and acts as philosophy of marketing Individual Consumers Let us now, understand what influence the consumer to buy something. The modern day consumer asks a question to himself Why I should buy this before he buys. The answer to his “Why” is influenced by so many factors such as psychological, personal, social and economic.

CONSUMER BEHAVIOUR, PURCHASE BEHAVIOUR, FACTORS, PSYCHOLOGICAL, PERSONAL, SOCIAL

"CONSUMER BEHAVIOUR & BUSINESS PURCHASE BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 3, page no.289-291, March-2018, Available :http://www.jetir.org/papers/JETIR1803056.pdf

"CONSUMER BEHAVIOUR & BUSINESS PURCHASE BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 3, page no. pp289-291, March-2018, Available at : http://www.jetir.org/papers/JETIR1803056.pdf