Abstract :
‘Consumer is king’ –the statement carries profound truth in it. Today the success
of any firm depends upon the satisfaction of consumers. For satisfying the
consumers the firm should know about the behavior of the consumers. In these
circumstances understanding consumer is a very difficult task because of the
changing technology, innovation, and changes in life style. Researchers
conducted many research in this area, and they given only few suggestion, but
there is no final conclusion. As per the ideas given by the researchers, there are
two factors influencing the consumers such as intrinsic and extrinsic factors. It is
difficult to classify consumers by conventional demographic factors and unless
their thought process and buying behavior are fully understood, decisions on
product designs and packaging, branding and distribution channels are likely to
be misplaced. With the inevitability of change intimidating large over the
horizon, Indian companies must learn from their western counterparts; not only
to identify the sources, timing and direction of the changes likely to affect India,
but also the new competencies and perspective that will enable them to respond
to these changes, comprehensively and effectively. This study mainly focus on
understanding the external factors like demographic, social, cultural ,price,
quality ,product attributes etc for buying Shampoo. The market share of any
product is highly determined by the purchasing behavior of the consumers.
Following study is conducted by the researcher to find out the behavior of the
consumers, to analyze the preference of consumers, & consumer awareness.
Descriptive research design was adopted and the data is collected through
primary and secondary sources. The method adopted for conducting survey is
questionnaire and convenient sampling technique was adopted for selecting the
consumers.
