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CONSUMER BUYING BEHAVIOUR OF MALE AND FEMALE CONSUMERS FOR SELECTED FMCG PRODUCTS IN HAMIRPUR DISTRICT H.P
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Author(s):
JYOTI THAKUR , SATISH SONI
Vol - 9, Issue- 12 ,
Page(s) : 38 - 48
(2018 )
DOI : https://doi.org/10.32804/CASIRJ
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Abstract
Marketing is a process through which both the buyer and seller give something (e.g. goods, services, money etc) to each other for maximum possible satisfaction. Though similar, consumers are unique in themselves; they have needs and want which are varied and diverse from one another; and they have different consumption patterns and consumption behaviour. Consumer behaviour may be defined as the decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services. Out of all the factors that influence customers decision making behaviour, one of the major factor is the gender. The study focuses on the gender differences i.e. male and female of rural consumer behaviour towards selected Fast Moving Consumer Goods (FMCG).
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