AJRM Volume 1, Issue 3 (June, 2012) ISSN: 2277‐6621 A Peer Reviewed International Journal of Asian Research Consortium

AJRM:
ASIAN JOURNAL OF RESEARCH IN MARKETING A STUDY OF CONSUMER BEHAVIOR WITH RESPECT TO VARIOUS BRANDS OF SHAMPOO IN NAGPUR CITY
DR.RUHI BAKHARE* Faculty Dr. Ambedkar Institute of Management Studies and Research,Deeksha Bhoomi,Nagpur

ABSTRACT ‘Consumer is king’ –the statement carries profound truth in it. Today the success of any firm depends upon the satisfaction of consumers. For satisfying the consumers the firm should know about the behavior of the consumers. In these circumstances understanding consumer is a very difficult task because of the changing technology, innovation, and changes in life style. Researchers conducted many research in this area, and they given only few suggestion, but there is no final conclusion. As per the ideas given by the researchers, there are two factors influencing the consumers such as intrinsic and extrinsic factors. It is difficult to classify consumers by conventional demographic factors and unless their thought process and buying behavior are fully understood, decisions on product designs and packaging, branding and distribution channels are likely to be misplaced. With the inevitability of change intimidating large over the horizon, Indian companies must learn from their western counterparts; not only to identify the sources, timing and direction of the changes likely to affect India, but also the new competencies and perspective that will enable them to respond to these changes, comprehensively and effectively. This study mainly focus on understanding the external factors like demographic, social, cultural ,price, quality ,product attributes etc for buying Shampoo. The market share of any product is highly determined by the purchasing behavior of the