FACTORS INFLUENCING CONSUMER BUYING BEHAVIOURAL AND POSITIONING OF IRON AND STEEL PRODUCTS IN THE RETAIL MARKET
Author’s Name : Baibhav Khater | Roy Mathew
Volume 05 Issue 01 Year 2018 ISSN No: 2349-7289 Page no: 4-8
Consumer Buying behavior is characterized by a wide range of internal factors which include psychological, demographic and personality factors which includes elements like usage rates and occasion, loyalty and brand advocacy. Brand Positioning targets the motivation of the consumers to purchase a particular brand in inclination to others and focuses at all purposes of contract This study aims to examine the role of the various buying behavioral factors in a market which is mostly looked at as an industrial one and to understand if positioning of a brand leads to the purchase of the iron and steel products by the consumers in the retail market.
Buying Behavior, Consumer Behavior, Retailers, Positioning
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