FACTORS AFFECTING CONSUMER PURCHASING DECISION : A STUDY ON TOOTH PASTE INDUSTRY

Abstract

 Consumer behavior is stated as the behaviour the consumer display in searching for, purchasing, using, evaluating, and disposing of products, services and ideas that they expect will satisfy their needs.  The study of consumer behaviour is not only concerned with what consumers buy, but with why they buy it, when and how they buy it, and how often they buy it. It is concerned with learning the specific meaning that product holds for consumers. Consumer research takes place at every phase of consumption process, before the purchase, during the purchase and after the purchase.  According to the Philip kotler defined consumer behavior as, ‘’ all psychological, physical and social behaviour of potential customers as they become aware of evaluate, purchase, consume and tell others about the product and services.’’  A decision is the selection of an action from two or more alternative choices. Consumer decision to purchase the goods from the available alternatives is known as “consumer purchase decision”. The participants in the buying decisions may be classified as the initiator, influencer, decider, buyer, and users.  The scope of consumer behaviour includes not only the actual buyer and his act of buying but also various roles played by different individuals and the influence they exert on the final purchase decision.  Individual consumer behaviour is influenced by economic, social, cultural, psychological and personal factors. The participants in the buying decisions may be classified as the initiator, influencer, decider, buyer, and users. Consumer preferences are changing and becoming highly diversified. Hence there is a need to identify those factors that are influencing their purchase decision.