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

Impact Factor* - 6.2311


**Need Help in Content editing, Data Analysis.

Research Gateway

Adv For Editing Content

   No of Download : 211    Submit Your Rating     Cite This   Download        Certificate

A STUDY OF CONSUMER BEHAVIOR TOWARDS TRACTOR IN INDIA IN POST-LIBERALIZATION ERA

    1 Author(s):  LALITA DHINGRA

Vol -  10, Issue- 7 ,         Page(s) : 284 - 294  (2019 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

In modern age, consumer is considered as the king of the market. Understanding consumer is the critical task of every marketing manager. The study of consumer behaviour provides a sound basis for identifying and understanding consumer needs. So, the study of consumer behaviour is concerned with consumer’s buying behaviour rather than actual consumption. Therefore, market always tries to satisfy the consumers by fulfilling their needs. Hence, the study of consumers helps firms and organizations to improve their marketing strategies by understanding the common issues faced by the people

Abdul A. and Velayutham. 2013. Consumer buying behavior – a literature review. IOSR Journal of Business and Management (IOSR-JBM):08-16 e-ISSN: 2278-487X, p-ISSN: 2319-7668.
Farkhade, A.H. 2014. Consumer‟s Buying Motives towards Agricultural Equipment: a Study in Vidarbha Region. International Journal For Research In Emerging Science And Technology, 1 (5):82-86.
Pachauri, M. 2002. Consumer Behaviour: a Literature Review. The Marketing 
 Review. 2: 319-355
Rajendra N., 2010. Marketing research: text and cases" 3 rd Edition, Tata   McGraw Hill Education Private Limited: 455-460.
Rani, P. 2014. Factors influencing consumer behavior. International Journal for Research Academic Review. 2(9):52-61.
Sanz, E.B. 2005. The impact of internet users shopping patterns and demographics on consumers mobile buying behaviour. Journal of Electronic Commerce Research. 6(3).
Schiffman, L.G. and Kanuk, L.L. 2004. Consumer Behavior Pearson Education, PHI Private Limited.
Shiv kumar V. and Kaliyamoorthy S. 2014. Factors Influencing the Purchase of Agricultural Tractors: An Empirical Study. IOSR Journal of Business and Management (IOSR-JBM).16(01):42-46.
Shrivastva S.P. and M. Kumar. 2011. Consumer behavior in rural marketing-a new paradigm. Asian Journal of Technology & Management Research.1(1).
Sivakumar V. 2014. Farmer‟s Opinion on Performance of Agricultural Tractors. International Research Journal of Business and Management (IRJBM) Global Wisdom Research Publications, 3:78-86.
Walley, K., Paul, C., Sam, T., Adam, L. and Martin, H. 2007. The importance of brand in the industrial purchase decision: a case study of United Kingdom tractor market. Journal of Business and Industrial Marketing. 22(6): 383-393.

*Contents are provided by Authors of articles. Please contact us if you having any query.






Bank Details