• Dr. Surendra Kumar Chauhan

India has emerged as one of the largest and fast growing consumer market entire the world for fast moving consumer goods (FMCG). The post liberalization reform in India, has become change the consumers perception very fast and have made it more complex by the socio-economic disparities that exist among communities from the different geographical regions within India. In the era of consumerism, technological and social change, there are many ways for needs and wants to be satisfied. What do we really know about customers and consumers need preference? Are consumer becoming so fitful and price sensitive that loyalty is declining? What are the determinants of heterogeneity in consumer behavior and how does the products emerge, grow, mature and decline in the hyper competitive markets? Keeping these emerging issues through the present study, an attempt has been made to study the consumer behavior on the making of Tea Brand in the Lucknow city of the state of Uttar Pradesh

Brand Loyalty, Taste and preference, Choice dynamics, mental constructs, Consumerism.

"The Study Of Consumer Behavior And Preference Towards The Marketing Of Tea Brand", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 3, page no.1177-1184, March-2020, Available :http://www.jetir.org/papers/JETIR2003175.pdf

"The Study Of Consumer Behavior And Preference Towards The Marketing Of Tea Brand", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 3, page no. pp1177-1184, March-2020, Available at : http://www.jetir.org/papers/JETIR2003175.pdf