CONSUMER BEHAVIOR WITH RESPECT TO CONSUMER DURABLE PRODUCTS: A LITERATURE REVIEW

Rafana Kazi, Dr. Razaullah Khan

Abstract


Consumer is nerve Centre of the modern marketing, understanding his behavior is quite essential for efficient and effective marketing management
thus understanding consumer's behavior with respect to consumer durables consumption and purchase decision behavior must be studied and
analyses. Customer may state their needs, wants but act otherwise. They may not be in touch with their deeper motivations. The customer is the
essence of all organization strategies. A careful analysis of the strategies of successful marketers reveals that they have a better understanding of the
target consumer than the others in their industry. This study attempts to gather an understanding on the concept of consumer behavior through
review of literature available on the study of consumer behavior with respect to consumer durable product. The study is based on secondary data
and it is a descriptive study.


Keywords


Consumer Behavior, Consumer Durable Goods, Consumer, Literature Review.

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