Consumer Impact On Consumer Behaviour

LITERATURE RIVEW

Armstrong And Kotler (2007), The behaviour of consumer impact way goods and services are presented to them in markets. There are many components which influence consumer behaviour namely, cultural, social, personal and psychological Consumer behaviour is the study of when, why, how and where people do or do not buy products (Sandhusen, Richard L; 2000).

Kundi J. et al (2008) stated that consumer behaviour refers to the mental and emotional process and the observable behaviour of consumer during searching, purchasing and pos consumption of a product or services. Consumer behaviour blends the elements from psychological, sociology, sociopsychology, anthropology and economics.

Moschis, (1976) Consumer behaviour is affected by

Price can play a role as a monetary value. Price will always be the very important factor for consunsumer before making purchase decision

Srinivasan and Til, 2002 Brand name are the valuable assets that help in assuring quality and act as a status symbol.

Rinky Trivedi And Dr Rahul Raval (2016) concluded that Product Feature, Brand Name, Price, Social Influence and convenience have positive impact on consumers buying intention. Smartphone companies have implemented a tailor made marketing mix tactics to motivate customer to buy smartphone, which has gare up selling of smartphone and is generating huge amount of money.

Heikki Karjaluoto, et al. (2005) states that brand plays a very important and decision changing role in stimulating the consumer to choose ane mobile over the other. Also the factors such as advertisement and price has also an effect on consumer buying behaviour.

Nasr Azad et. al. 2012 identified that people are interested in having exclusive product which is not available with any other brand, customer select their product based on

(2014) states that most important factor which influence consumer during purchase are physical qualities, advertisement, charging and functional facilities, size and weight, recommendations by friends, neighbors, colleagues and price of product.

Karthikeyan (2011) stated that brand is most preferred characteristic while choosing a mobile phone in respect of quality, price technology and durability. The company that satisfies needs of its customers in this competitive market has high preference on brands among its customers. It was concluded that most respondents were selecting mobile phones for reason of its high quality and price.

Paulrajan et al (2011) reveled that price, functions, performance of mobile phone , quality plays a significant role in purchase decision of the smartphone. Price plays an important role in purchase decision as indian consumers are highly price sensitive. However, the study also indicates that mobile phone quality and availability has a significant impact on consumer choice in selecting mobile