Consumer Expectations on Supermarkets in Organized Retailing

The study emphasise on the consumer expectations on supermarkets in organised retailing and factors which acts as driving force for consumers to opt for the same, with reference to Chennai city. The sample size is 120 respondents who were retail customers of Supermarkets under Non- Probability Judgment Sampling method. The growth of Supermarkets of India in recent years has been witnessed due to increased consumer expectations. As most of the retail segments try to find their way to come out of the COVID-19 pandemic, it must be noticed that the consumers are already evolving at great speed in their expectations in all fields. At the pandemic situations, people try to venture out most importantly for essential items with the available outlets, taking care of all safety measures. The immediate next option available for consumers is online shopping. The blowout of virus has not only changed the way how consumers shop, but also their buyer behaviour pattern and what they actually expect from retailers. By 2025, India is expected to become the world’s third largest economy as it is experiencing the world’s fastest growing economies. According to various reports, it is known that these new spending and shopping patterns is expected to continue even after the crisis comes down. With more developments as well as challenges in the field of organized retailing, consumer preferences are changing from region to region.

Marketing Schools of Thought and Their Present Day Relevance

The present article is the compendium of the 12 schools of thought (namely, ‘commodity’, ‘functional’, ‘regional’, ‘institutional’, ‘functionalist’, ‘managerial’, ‘buyer behaviour’, ‘activist’, ‘macro-marketing’, ‘organizational dynamics’, ‘systems’ and ‘social exchange’) in the marketing discipline since its inception in the early 1900s. These 12 schools of thought belong to the four quadrants on the two dimensions, namely ‘Interactive/Non-interactive’ perspective and ‘Economic/Non-economic’ perspective. The similarities, dissimilarities and focal points of these schools of thought have been briefly discussed. The article highlights, how the focal points across the schools of marketing thought have been continuously changing. The major contributions under these schools have also been discussed. Further, the article provided a general overview and criticism of these schools of the marketing discipline. The article further discusses the five controversies around the history of marketing, which are about the dominant perspective in marketing, the relationship between marketing and society, homogeneity of the internal subdivisions of marketing, the debate about marketing as science or arts and the creation of the general theory of marketing. The article also discusses the important issue of plugging the gap between the academic and managerial perspectives of the marketing theories.

The Big Indian Dream Package and IIT JEE

This case study describes the macro-environmental factors responsible for the growth of coaching classes in India with particular reference to IIT JEE preparation. The case chronicles the explosive growth in the coaching classes industry fuelled by big dollar packages promised to IIT graduates. Consumer behaviour related to selecting a coaching class is analysed with particular reference to dissonance-reducing buyer behaviour that parents strive to achieve. The role of advertising appeals and sales promotion through admission and scholarship examinations in influencing consumer behaviour can be debated and analysed. The case study opens up a discussion on the effect of National Education Policy 2020 on the industry.

4. Consumer and buyer behaviour and the value proposition

This chapter addresses the importance of understanding both consumer and buyer behaviours in order for marketers to create effective marketing campaigns. Consumer and buyer behaviours are those actions undertaken when obtaining goods and services. By understanding how consumers think and how they behave during buying decision-making and purchasing activities, the marketer is able to exert some influence over their actions. Likewise, marketers can influence business-to-business (B2B) purchasing patterns through their understanding of the behaviour of buyers. The chapter then goes on to look at the creation of a value proposition.

FACTORS INFLUENCING OF PURCHASE BEHAVIOR: A STUDY CONDUCTED AMONG THE PURCHASERS OF FLAT IN CHIDAMBARAM

The current study was done to examine and investigate the factors that influence the purchase behavior among the flat purchaser in Chidambaram, Tamilnadu. Data were collected through structured questionnaire gleaned from the literatures. The respondents were selected using convenience sampling as it is the earliest and easiest method of implementing the sampling technique. The size of the sample population was determined as 100 and the questionnaire were used to collect the data. SPSS package was used for statistical analyses of the data. Regression analysis was performed to assess the influence of factors on buyer behaviour. The result of the study shows that factors are significantly influence on post purchase behavior of flat purchaser.

IMPACT OF SOCIAL FACTORS ON CONSUMER BUYING BEHAVIOUR (With reference to Small cars in Rayalaseema Region, Andhra Pradesh)

Marketing hinges on understanding and creating a customer. What consumer would buy it – is no easy task. This would be evident from the fact that though several marketing scholars have spent enormous time and effort on this subject and analysed it from different angles and under different premises, there is no unified, tested and universally established theory of buyer behaviour. What we have is only collection of ideas that have taken from economics, psychology and sociology. There are several factors contributing to the consumer behaviour, one among them is social factors which include Reference Groups, Family, Status /Prestige, Necessity, Luxury, ownership respectively. The present study examines the influence of Social factors on consumer buying behaviour towards small cars in Rayalaseema Region and Andhra Pradesh. Annova test and Multiple Comparisons used to test the hypotheses of this study. Findings of the research show that social factors affect buying behaviour. The findings indicate that social factors influence the consumer buying behaviour towards small cars. KEY WORDS: Consumer, behaviour, Social factors, Reference Groups, Family, Status, Prestige, Necessity, Luxury, ownership.