IJMH – Volume 5 Issue 1 Paper 2

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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

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Abstract:

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.

Keywords:

Buying Behavior, Consumer Behavior, Retailers, Positioning

References:

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  2. Bahtisen Kavak, Niray Tunçel, and Hüseyin Erbil Özyörük. “Do Small and Medium Sized Enterprises Have Their Unique Buying Behavior Variables? – A Qualitative Approach .” International Journal of Trade, Economics and Finance, Vol. 6, No. 6, 2015.
  3. VADDE, DR. SURESH, and G. SRINIVAS. “The Indian Steel Sector: Development and Potential .” International Journal of Multidisciplinary Research (ZENITH), 2012.
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  6. Bettman, Mita Sujan and James R. “The Effects of Brand Positioning Strategies on Consumers’ Brand and Category Perceptions: Some Insights from Schema Research.” Journal of Marketing Research, Vol. 26, No. 4 (Nov., 1989), pp. 454-467 (American Marketing Association), 1989