Impact of Family Life Cycle on Consumer Buying Behaviour in Air Conditioners – A Comparative Study of Orissa and Chhattisgarh

Abstract

Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology .The study of consumer behaviour formally investigates individual qualities such as demographics, personality lifestyles. Understanding consumer behaviour is a key element of a marketing strategy. In fact, before implementing a strategy, it is essential to fully understand the needs and expectations of the consumers you want to influence.Consumer behaviour is the dynamic interaction of cognition, behaviour and environmental events by which human beings conduct the exchange aspect of different activities of their lives.American Marketing Association (AMA) defines consumer behaviour  as  the actions and decision processes of people who purchase goods and services for personal consumption. According toPeter D. Bennett, ed.(Dictionary of Marketing Terms, 2nd ed. 1995) , consumer behaviour refers to “the mental and emotional processes and the observable behaviour of consumers during searching for, purchasing and post consumption of a product or service.