A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS AMUL PRODUCTS (WITH SPECIAL REFERENCE TO THOOTHUKUDI CITY)
DOI:
https://doi.org/10.29121/shodhkosh.v5.i6.2024.2489Abstract [English]
This article looks at how customers purchase Amul products, focussing on thoothukudi City specifically. To acquire data, a handy sampling procedure tool was used. This study used a sample size of 120 clients. Data is gathered via questionnaires. Positive purchasing behaviour indicates that consumers have high purchasing behaviour. To boost the company's sales even more, the product's promotional tactics can be enhanced. Consequently, the research suggests that the product has a good reach in Thoothukudi city due to the positive purchase behaviour of the consumers.
References
Dr. S. P. Savitha (2017), “A Study on Consumer Preference Towards ‘Amul Product’ in Madurai City”, International Journal of Current Research and Modern Education, Volume 2, Issue 1, pp. 41-46.
Mohit Jamwal, Dr. Akhilesh Chandra Pandey (2014), “Consumer behaviour towards cooperative milk societies: A study on measuring customer satisfaction of ‘Aanchal’ milk (A member milk union of UCDF ltd.)”, IBWL 2020: Needs & Strategies – A Management Perspective.
hila.D and Dr.C. Boopathi (2015), “Consumer behaviour on Aavin milk and dairy products in pollachitaluk of Tamil Nadu, IRACST – International Journal of Commerce, Business and Management (IJCBM), vol. 4, No.6, pp.774-778.
Dr. P. Rengarajan, R. Sathya and R. Gowthami (2014), “Buying behaviour of selected branded milk products”, EPRA International Journal of Economic and Business Review, Vol. 2 Issue- 8, pp.105-110.
Mrs.SonaliDhawan (2016), “A study of consumer behaviour towards various branded and non-branded milk with special reference to jabalpur district in Madhyapradesh”, Imperial Journal of Interdisciplinary Research, vol.2,issue 12, pp.1582-1586. 72.Shroff , “India Shopping Centre design”, Retail Image, April 2005, Vol.4.No.04, pp (14-28)
DeveenKurt , “Creating my kind of store”, Retail Image, June 2005, Vol.4.No.05, pp (18-20)
Aydin, S., &Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market.European Journal of Marketing, 39(7/8), 910- 925. DOI: https://doi.org/10.1108/03090560510601833
Hansen, T. and Solgaard, H., (2004) New Perspectives on Retailing and Store Patronage Behavior, Boston, Kluwer Academic Publishers, DOI: https://doi.org/10.1007/b109568
Smith, R. P. and Taylor, J. (2004). Marketing Communications: An Integrated Approach.Kogan Page Publishers. pp. 25-68.
Cole, A. G. (2003). Strategic Management.Cengage Learning EMEA. pp. 254-269.
Mcintyre Faye S. and Lynch Daniel F. “An Exploratory Examination of Gender Bias and Customer Satisfaction in the Retail Sector”. Academy of Marketing Studies Journal, January 2003, pg. 26-34.
Yavas, U. &Yasin 2001 The Journal of Service Marketing Enhancing organizational performance in Banks: A systematic approach DOI: https://doi.org/10.1108/EUM0000000006099
Vignali, C., Gomez, E., Vignali, M., and Vranesevic, T., “The influence of consumer behavior within Spanish Food retail industry”, British Food Journal, Vol.103, No. 7, 2001, pp. 460-478. DOI: https://doi.org/10.1108/00070700110401595
Clark John B., Hwang Hojong. “International comparative Analysis of Customer Satisfaction with Discount Stores”. Journal of Retailing (2000), vol. 76, pg. 58-72.
Yaprak, A. and Sheldon, K. (2000). Political Risk Management in Multinational Firms: An Integrative Approach. Management Decision.22(6). pp.53-67. DOI: https://doi.org/10.1108/eb001368
Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76(2), pp.259-274. DOI: https://doi.org/10.1016/S0022-4359(00)00024-5
Wu, Y. (2000). Measuring the performance of foreign direct investment: a case study of China.Economic Letters. 66. pp.143-150. DOI: https://doi.org/10.1016/S0165-1765(99)00225-6
Hunger, J. and Wheelen, T. (2000). Strategic management.Prentice Hall.pp.159-189.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Dr. A. Thangaraja, C. Muthuraj
This work is licensed under a Creative Commons Attribution 4.0 International License.
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
