*Assistant Professor, Anna University of Technology, Coimbatore, Tamilnadu, India
**Assistant Professor, Department of Business Administration (DDE), Annamalai University, Chidambaram, Tamil Nadu, India
Consumer Buying Behavior which is dependent on several independent and intervening factors. The article tries to find out the influence of consumer need, information search, product awareness, evaluation of alternatives and purchase decision influence over consumer buying behavior with respect to nature of family. One objective of this study is reached through proper methodology. Sample size is 730 in all obtained through quota sampling in Chennai. Researcher designed questionnaire is with 5 point scale in the continuum of agreeing. Reliability of this tool is 0.78 to 0.90. Various statistical tools employed were descriptive statisticsand multiple group analysis was used for data analysis. The study concluded that the promoters/sellers should display the necessary information regarding the product features and technical information given to the joint family group. If the manufacturers concentrate over these ideas given it is definite to win more consumers.
Consumer Buying Behavior, Consumer need, Product awareness, Information search, Purchase decision and multiple group analysis
