Most Influential Factors of Buying Behaviour -A Study with Special Reference to Consumers of Internet Services in Chennai City

By Kumar, Vijaya G.; Ramesh, G. | Advances in Management, January 2014 | Go to article overview

Most Influential Factors of Buying Behaviour -A Study with Special Reference to Consumers of Internet Services in Chennai City


Kumar, Vijaya G., Ramesh, G., Advances in Management


Case Study:

Abstract

In India, an Internet revolution is going on. Every day, the service providers are coming with new value-added services and the consumers are literally confused as to which service provider is offering wide network coverage, attributes offered and whether it is economical and worthwhile. Today there is a paradigm shift in the way businesses are run. Consumer behavior is not just matter of buying of goods or services but the process starts much before the goods have been bought or the services are acquired. An organization in service industry needs to be armed with a better understanding of consumer behavior. Ordinary efforts do not guarantee success and failure of proper marketing guarantee fiasco. The present study is an attempt to find out the most influential factor that determines buying behavior of customers of internet services in Chennai city.

Keywords: Buying behavior, Cut-throat competition, Consumer satisfaction, Plans and features, Hi-tech innovations.

Introduction

In the modem money oriented economy, marketing gains momentum persistently in all walks of human life. Marketing starts with identifying latent needs, developing and promoting the product and services at the middle and ends with providing utmost satisfaction to the human beings. In this process, marketing involves with introduction and promotion of utility of goods and services. With the advent of new economic reforms in 21st century marketing is an indispensable and unequivocal activity that stimulates, provides and protects the needs satisfying means.

Thus, marketing enunciates research process to comprehend and to test the trueness and appropriate usage of various strategies relating to linking the elements of marketing mix viz. products and services, price, promotion and physical distribution. Any conclusion derived may be in vain if marketers could not understand how the consumer gets satisfied and the extent to which they support a particular product and services in the long run in order to provide a base for sustainable growth of a firm which initiates, activates and keeps going on formulating

marketing strategies and actions.

Buying behavior refers to the process of decision-making and physical act involved in acquiring, evaluating, using and disposing of any goods and services. It is not just matter of buying of goods or services but the process starts much before the goods have been bought or the services are acquired. In the present market, the technology of internet will be helpful to get the information easily. It helps in increasing the credibility, to increase the exposure, to get increased access to the information, to reduce the cost per contact, to maintain accurate information and to increase the green rating. It helps in curtailing unwarranted time and unnecessary cost.

Hence, internet service is a part of majority of population in India. Clearly there is huge demand for this service and cutthroat competition prevails among service providers. Since ordinary efforts do not guarantee success and failure of proper marketing guarantee fiasco, every trick in trade is applied to attract and retain customers of internet service. As there are so many factors leading consumers to choose a particular service provider, they find it difficult to make a decision. Therefore, the present study is undertaken to find out the factors influencing the consumers to prefer the internet services in Chennai city.

Statement of the Problem

Due to globalization and liberalization, the modem world has become a global village. In India, an Internet revolution is going on. Every day, the service providers are coming with new value-added services and the consumers are literally confused as to which service provider is offering wide network coverage, attributes offered and whether it is economical and worthwhile. This study aims at finding out what are the attributes the consumers prefer, the service provider's offer and what leads to enhanced consumer satisfaction with a particular service provider. …

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