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

Abstract

Consumer behavior is stated as the behaviour the consumerdisplay in searching for, purchasing song evaluating, and diposing of products services and ideas that they espect willhatisfy their needs The study of consumer behaviour is not only concerned with what consumers bus. but with why they buy it, wham and how they buyt, and how often they buy it. It is concerned with leaming the specific meaning that products for consumers. Cansumer research takes place at every phase of consumption process, before the purchase during the purchase and after the purchase Acording to the Philip kater defined consumer behavioral prychuapital, physical and social behaviour of potential customers us 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 altemate chan Camsumer decision to purchase the goods from the available alternatives is known as "consumerpurchase down The participants in the buying decisions may be dinaified as the initiator, influencer, decoder, buyer, and overs The scope of consumer behaviour indudes not only theactual buyer and his act of buying but alse various roleplayed by different individuals and the anfluence they exert on the final purchase lesion Individual consumer behaviour is influenced by economic, social, cultural amychological and personal factors. The participants in the buying decisions may be classified as the inttur, influencer, decider, buyer, and unerm Consumer preferences are changing and becoming highly diversified Hence there is a need to identify these factors that are inffuming their purchase decision