Economics of Buyer’s Behaviour by Shalini Yadav

Buyer’s Behaviour  has assumed a lot of significance under customer oriented planning and marketing. The study deals with the economics of household  buyer’s behaviour of  colour television and audio system in Patna and Ranchi town and is based on the survey method. It covers various aspects of  buyer’s behaviour i.e. decision making process in the  purchase of the two products, roles played by the buyers in the purchase, brand loyalty, comparative analysis of Indian and foreign brands, relationship between income, education, social background and purchase of CTV and audio system, comparison of price with variables like quality, technical features, design, after sales service, warranty period, etc., and the satisfaction level of the respondents with the two products. The  theoretical perspective of different factors – psychological, social, cultural, demographic and economic influencing the decision making process is also discussed at length.