The quality of candidates were good.
History of marketing thought In the s and 50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods.
At the end of the s, two important reports criticised marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioural science research methods.
From the s, marketing began to shift is reliance away from economics and towards other disciplines, notably the behavioural sciences, including sociology, anthropology and clinical psychology.
This resulted in a new emphasis on the customer as a unit of analysis. As a result, new substantive knowledge was added to the marketing discipline - including such ideas as opinion leadership, reference groups and brand loyalty. Market segmentationespecially demographic segmentation based on socioeconomic status SES index and household life-cycle, also became fashionable.
With the addition of consumer behaviour, the marketing discipline exhibited increasing scientific sophistication with respect to theory development and testing procedures.
By the s, marketing began to adopt techniques used by motivation researchers including depth interviews, projective techniques, thematic apperception tests and a range of qualitative and quantitative research methods. Consumer behaviour is concerned with: As a field of study, consumer behaviour is an applied social science.
Consumer behaviour analysis is the "use of behaviour principles, usually gained experimentally, to interpret human economic consumption. Understanding purchasing and consumption behaviour is a key challenge for marketers.
Consumer behaviour, in its broadest sense, is concerned with understanding both how purchase decisions are made and how products or services are consumed or experienced.
Consumers are active decision-makers. They decide what to purchase, often based on their disposable income or budget. They may change their preferences related to their budget and a range of other factors. Some purchase decisions involve long, detailed processes that include extensive information search to select between competing alternatives.
Some purchase decisions are made by groups such as families, households or businesses while others are made by individuals. When a purchase decision is made by a small group, such as a household, different members of the group may become involved at different stages of the decision process and may perform different roles.
For example, one person may suggest the purchase category, another may search for product-related information while yet another may physically go to the store, buy the product and transport it home.
It is customary to think about the types of decision roles; such as: In a family unit, the adult female often makes brand choices on behalf of the entire household, while children can be important influencers The Initiator the person who proposes a brand or product for consideration something in return ; The Influencer someone who recommends a given brand; The Decider the person who makes the ultimate purchase decision; The Purchaser the one who orders or physically buys it; The User the person who uses or consumes the product.In any of these services or products, customer’s satisfaction is highly significant in order to know to develop their company’s business based on the customer’s insight and taste.
Suresh: My view is Globalization has made people to decide the products based on their satisfaction. The Company's unwavering focus on quality, innovation and differentiation backed by deep consumer insights, world-class R&D and an efficient and responsive supply chain will further strengthen its leadership position in the Indian FMCG industry.
ITACO. is a full service wholesale FMCG exporter and distributor.. Our product line consists of more than 10, different grocery and food related items (over 4, dairy-deli items), from our luxury brand name cosmetic products to our cost effective private labels.
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This study is started with objectives of examining socio-economic background of respondents, analyzing the factors influencing consumer behaviour towards selected FMCG products, checking the level of satisfaction of consumers and knowing expectation of the consumers.
consumer goods (FMCG) to meet their requirement and to attain satisfaction by using products and services. Therefore, the present study aims to measure the satisfaction level among consumers for fast moving consumer goods.