( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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CONSUMER BEHAVIOUR & ROLE OF TARGET MARKET RESEARCH

    2 Author(s):  DR. RAM CHAND GARG ,MR RAVINDER KUMAR

Vol -  8, Issue- 8 ,         Page(s) : 162 - 169  (2017 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The study of consumer behavior is how individual make decisions to spend their available resources (money, time, and effort) on consumption-related items. It includes the study of what they buy, why they buy it, how they buy it, when they buy it, where they buy it, and how often they buy it. Consumer behaviour is the process whereby, individuals decide whether, what, when, where, how, and from whom to purchase goods and services. The role of consumer research in marketing has been increased significantly. In this research paper an attempt has been made to provide an understanding to the concept Consumer behaviour and to highlight the role of target market research.

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