Online published on 22 June, 2018.
“Consumer decision-making style has to do with the mental orientation or approach a consumer has towards making choices” (Sproles & Kendall, 1986).
In today's scenario, consumer is the king as he plays an important role of a user and buyer. Globalization has made geographical boundaries insignificant. The target group of a brand is not only limited to a specific set of people but is aimed at people living in different regions and continents. For a business to be successful, it is important to take into account the needs and preferences of consumers. Due to additional pressure from the global brands, it has become imperative for the organisations to stay ahead of the emerging trends and develop an understanding of consumer buying behavior.
The study of consumer behavior focuses on how an individual makes a decision to spend the resources available to him/her i.e. time, money and efforts on consumption related products. Consumer satisfaction is of vital importance for the success of a product. Study will help the marketers to create a product and plan a marketing strategy in accordance with the tastes, preferences, mindset and the cultural sentiments of the consumers
The aim of the study is to identify different factors which influencece the consumer buying decisions. We shall try to develop an understanding about their cultures, social norms and beliefs which determine the consumer choices. The research was primarily accomplished through quantitative studies like surveys that were based on the group interviews between the age group of 20–60 from the New Delhi (India) region. There were 50 voluntary participants. As cross-cultural study is a difficult task, qualitative research was also undertaken by reviewing and analyzing the articles, research papers, journals and other published information in order to gain a deeper understanding of the prevailing scenario.
The research led to the conclusion that following major factors are responsible for the choices made by consumers
