Factor Influencing Unplanned Buying Behavior of Untapped Market

Abstract

In the current scenario where everyone wants to head the market, it is very important for the marketers to understand the consumer buying behaviour. To chalk out the marketing strategies for their companies, it is crucial for managers to have a proper knowledge and understanding of buyer's behaviour. When a large numbers of consumer buys the product of a particular company that symbolize how well they had planned their marketing strategies. The kinship between consumer behaviour and marketing strategy is stressed because the success of companies marketing strategies totally calculated on the basis of managers understanding of buying behaviour. Before taking any buying decision consumer go through various psychological processes in realizing their demands, search out the paths to figure out these demands (say, by comparing the product brands , or actually buying the product). The study revolves around unplanned buying behaviour of low involvement products, refers to unplanned buying decisions made by untapped market i.e. rural consumer. This work is an effort to explore the factors that motivates unplanned buying behavior-low price, promotional schemes, opinion leaders and store display. The research is based on primary data collected from untapped consumers of 4 districts of Haryana, with the help of well structured questionnaire. The statistical tools applied the study is Mean Score, Standard Deviation, Correlation and 't' Test. Findings of the study indicate that comments of reference group (opinion leaders) and Store display influence impulse buying. [1] If family members or friends go with the consumer, they motivate him/her to be impulsive by suggesting prominent & existing brands.