Vol. 12 No. 1 : April 2017

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Consumer Behaviour and Role of Consumer Research in Marketing
Dr. Rakesh Kumar

Title Consumer Behaviour and Role of Consumer Research in Marketing
Author's Details
Author/s Dr. Rakesh Kumar
Assistant Professor in Commerce, Shaheed Bhagat Singh College, University of Delhi, Delhi
Email: -
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Abstract The study of consumer behaviour is the study of how individual make decisions to spend their available resources (money, time, and effort) on consumption-related items. It includes the study of what they buy, why they buy it, how they buy it, when they buy it, where they buy it, and how often they buy it. Consumer behaviour is the process whereby, individuals decide whether, what, when, where, how, and from whom to purchase goods and services. The role of consumer research in marketing has been increased significantly. In this research paper an attempt has been made to provide an understanding to the concept Consumer behaviourand to highlight the role of consumer research in marketing.
Keywords Consumer Behaviour, Consumer Research, Marketing-mix
JEL Classification -
Paper Code JCT-A17-RK
DOI -
Web Address www.jctindia.org/april2017/v12i1-8
Other Links http://EconPapers.repec.org/RePEc:jct:journl:v:12:y:2017:i:1:p:65-76
How to Cite Kumar, Rakesh. Consumer Behaviour and Role of Consumer Research in Marketing. Journal of Commerce and Trade April 2017; 12 : 1; Pp. 65–76.
Page No. 65-76
Manuscript Received 28-12-2016
Manuscript Revised 17-1-2017
Accepted 24-3-2017
Published 30-4-2017
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