Changing Pattern of Consumer Buying Behaviour by Mobile Marketing in the Context of Indian Society
Ram Vidhyanand Talokar1, Atul Sadawarte2, Prof.Mayur Kamble3
Ram VidhyanadTalokar1, Student of MBA, Dr. D.Y. Patil Institute of Management and Research, Pimpri, Pune.
Atul Sadawarte2, Student of MBA, Dr. D.Y. Patil Institute of Management and Research, Pimpri, Pune.
Prof. Mayur Kamble3, Assistant Professor of MBA, Dr. D.Y. Patil Institute of management and Research, Pimpri, Pune.
ABSTRACT
In the current scenario, research on consumer buying behavior is key from a marketer's point of view. This paper reviewed the literature on changing consumer buying behavior in two steps. There have been significant changes in the Indian market before and after liberalization. The supply of goods and services has increased significantly in the post-liberalization period due to the entry of many foreign firms into India. The concept of consumer buying behavior is strongly related to their society, economic status, psychological and social situation before liberalization, ie. in the years 1970-1993. However, the concept of consumer buying behavior has changed drastically and efforts have been made to find out the wants, desires and satisfaction of customers since the liberalization period, viz. Since 1993. Marketers are interested in answers to questions such as why the consumer was against buying the product, why the consumer had an attitude when making the purchase, etc. The researcher developed more rational models of consumer behavior and recently developed a model that consists of the most important components to consider consumer attitudes, preferences, intentions and consumer decisions in the market when buying a product or service. Early models of consumer buying behavior were based on the decisive aspects of the consumer of his social, economic and psychological circumstances. the new model was more comprehensive and includes aspects of the product market. Various organizations, traders, businessmen etc. have recognized the role and impact of these models. To create new resources for the economic and social growth of the economy from an Indian perspective. The purpose of this study is to combine different mental models related to consumer purchase behavior, which can be useful in future research.
Keywords: Consumer buying behavior, decision process, Mobile marketing, Consumer engagement, pre and post liberalization period, Consumer decision-making, Factors affecting consumer buying behavior.
