ABSTRACT

Consumers are the ultimate source of revenue for companies and it is vital to understand
consumers in order to gain a competitive advantage in the market. Researchers and practitioners
have been delving into the study of consumer behavior for a very long time After the first
mention of consumer behavior concept about 80 years ago by the Austrian economist Boehm –
Bawerk a lot of studies and researches are conducted on this subject. An elementary marketing
concept states that organizations exist to satisfy consumers’ wants and needs. These wants and
needs can only be satisfied by understanding the consumers that will use the product. What,
when, why, where and how a consumer decides to acquire, use and dispose the product are
essential questions for understanding consumer behavior. Marketing has been an effective tool and
strategy for increasing the sales of a product For marketing strategies, companies look for segmentation
of its consumers, provision of successful goods and services for each consumer segment and also
employment of right promotional tools and pricing strategies to accomplish the company’s objectives .
the purpose of the study is to understand the effectiveness of marketing traits working out in the
organization.