CONSUMER BEHAVIOUR AN INTRODUCTION

The modern business is placed in a very complex and intricate environment. The constraints and opportunities provided by the nature of the economy and the economic system, social system, geographical and ecological conditions, demographic factors etc have profound impact on the business. He type of product to employed, the way of the business should be recognized, the technology to be adopted etc, Are influenced by the environment factors. For formulating appropriate business strategies, one should therefore, has proper understanding of the marketing environment.

Marketing is the managerial process by which products are manufactured accordingly to the needs and requirements of the customers and after production their owner ship is passed on to final consumers and for whom it is produced. Still the management is to be ensured whether the consumer wants are satisfied. In this way markers work starts long before the organizations produced work starts and continues long after their sales are consummated. During this long way marketer has to execute various activities. He is involved in identifying and studying consumer needs and desires, developing products concepts, designing product arranging for the distribution, creating effective marketing communications to test the consumer know about the products availability. Purchasing the most efficient media for the commercial usage, monitoring customers' satisfaction and revising marketing plans in the light of results. Thus marketer is the marketing researcher, inventor, psychologist, socialist, economist, communicator, and lawyer all rolled into one is said by Philip Kotler.

Consumer behavior involves the psychological processes that consumers go through in recognizing the needs, finding ways to solve these needs, making purchase decisions (e.g., whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a product).

The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer. Consumer behavior is affected by many uncontrollable factors. Culture is one factor that influences behavior. Simply culture is defined as attitudes and beliefs of the individuals. As the individual growing up, they are influenced by their parents, brothers, sister and other family members who may teach them what is wrong or right. They learn about their religion and culture, which helps them to develop these opinions, attitudes and beliefs. These factors will influence their purchase behavior however other factors like groups of friends, or people they look up may influence their choices of purchasing a particular product or service. Marketing and advertising obviously influence consumers in trying to evoke them to purchase a particular product or service. These buying behavior may be broadly classified into four types, they are:

Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc.

Limited Decision Making--buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand.

Extensive Decision Making-- Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend a lot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process.

Impulse buying-- no conscious planning

Need and importance of the study

Understanding The Factors Influencing Purchase Decision in the present scenario is extremely important. Now the consumer is considered to be the King. He is the price-maker and not price-taker. In the last two decades, significant changes have taken place as far as the two wheeler industry is concerned. Earlier, there used to be a few two wheeler manufacturers who held a monopoly. However, this situation has changed with the entry of other competitors, especially after liberalization and globalization. The production going up tremendouslydue to the availability of many alternative choices, consumer preferences and needs changed. Hence, this study makes an attempt to know the changes in the two wheeler markets and buying motives of two wheeler buyers.

OBJECTIVES OF THE STUDY:

1. To study the reasons for purchasing a particular product. 2. To identify the factors influencing the consumers in the selection and use of a particular product. 3. To study the amount of consumer awareness regarding the Bajaj two wheeler. 4. To know the consumers opinion on the after sales service and attributes offered by BAJAJ. 5.To know the consumer expectations from BAJAJ. 6.. To offer useful suggestions based on the findings of the study

Research methodology
The research process involves identifying a management problem or an opportunity. This process continued through collecting, analyzing and reporting the information specified in the research problem. This research is following the pattern of quantitative research as this study is customer base and using a questionnaire to know about customer attitude commitment towards BAJAJ two wheeler. This approach is best suited to research purpose. The required data was collected through a survey where in the customers were interviewed and requested to respond to a schedule of questions. Data is obtained from primary and secondary sources. Primary data: The data collected from schedule of questions and interaction with sales manager as well as customers of Anika Bajaj Secondary data: The data collected from sources like journals, internet and Publications of research organizations etc. A sample of 450 customers will be selected by employing convenience sampling method . Mainly , every care will be taken to REFERENCES C.R. Kotari, Research methodology, Kalyani publishers, New Delhi, 1972. S.J. Bedker and G.C. Berry, Marketing Research, 1st Edition, Oxford University. Schiffman Kanuk Consumer behavior. Phillip Kotler Marketing Management Google.com

BAJAJ Automobile Company's history

Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. It started off by selling imported two- and three-wheelers in India. In 1959, it obtained license from the Government of India to manufacture two- and three-wheelers and it went public in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985, it started producing at Waluj in Aurangabad. In 1986, it managed to produce and sell 500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicles and produced and sold 1 million vehicles in a year.

TPM Policy:
Bajaj Auto adopts TPM as The Prime Mover- Towards Excellence. It will continuously strive to excel with Customer Focused activities throughout their business processes including suppliers and dealers. Innovation, speed and perfection would be their guiding principles while doing so TPM way of working will be implemented companywide to create participate work environment where all employees target to eliminate losses and also strive to prevent its future occurrences leading to greater organizational profitability, higher employee morale and above all Greater Customer Satisfaction.

Supply Chain Management

Partnership with globally trusted shipping lines: Maersk Sealand, P&O Nedloyd, AP ensuring safe and timely delivery Efficiently packed, factory stuffed cargo shipped in CBU, SKD or CKD modes Specially designed export packing procedure followed. Full container (FCL) or less than container load (LCL) dealt with safety and security