Reference groups are particular groups of people some people may look up towards too that have an impact on consumer behaviour. These factors will influence their purchase behaviour however other factors like groups of friends, or people they look up to may influence their choices of purchasing a particular product or service. They learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs. Consumer behaviour is affected by many uncontrollable factors, brothers, sister and other family member who may teach them what is wrong or right. Parle Products began manufacturing biscuits in 1939. Post-purchase activities include the evaluation of the purchased item in use and the reduction of any anxiety which accompanies the purchase of expensive and infrequently-bought items. Parle Products was established as a confectionery maker in the Vile Parle suburb of Mumbai, in 1929. Pre-purchase activity might consist of the growing awareness of a need or want, and a search for and evaluation of information about the products and brands that might satisfy it. In the marketing context, the term " consumer " refers not only to the act of purchase itself, but also to patterns of aggregate buying which include pre-purchase and post-purchase activities. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general. It blends the elements from psychology, sociology, socio psychology, anthropology and economics.
Consumer behaviour involves study of how people buy, what they buy, when they buy and why they buy. INTRODUCTION Consumer behaviour refers to the mental and emotional process and the observable behaviour of consumers during searching, purchasing and post consumption of a product or service.
The consumers of Biscuits are very sensitive about their availability, followed by brands and quality as shown by the results of likert scale. The collected primary data has been analysed by applying statistical tools like chi-square and likert scale. In their research, authors administered survey questionnaire on a sample of 100 customers. The company was started by Prakash Chauhan and his brothers, and it was the first biscuit manufacturing company in India. and also through light on how the different categories of different brands effect the behaviour of the customer. Who invented Parle-G: Parle-G was first launched in 1939 by the Parle Company, which was founded by the Chauhan family in 1939. The authors highlights various important factors that affecting the behaviour of the customer consuming Biscuits like packaging, pricing, availability, quality, brand etc. In order to develop a framework for studying the consumer behaviour towards Bonn Biscuits, it is helpful to characterize and differentiate the various perspectives on consumer behaviour. Consumer buying behaviour has become an integral part of strategic market planning. Without consumers no business organization can run successfully and not able to achieve its desired goals. He came to know about Parle’s ad for a child model and sent pic of his daughter which got selected and is still on the cover.In the present competitive marketing scenario, the consumers are the king of markets. Even though he wasn’t a photographer, he clicked such a brilliant pic that acquired place on the wrapper of one of India’s most selling biscuits. Her father took the photo when Neeru was just 4 years 3 months old. Taking into consideration a post on Quora in which a user inquired about Parle-G girl’s identity, she is Nagpur’s Neeru Deshpandey who is now 65 years old. Well, many people tried to find out but no verified answer with regard to the identity of Parle-G kid is given yet. She’s been on the wrapper of Parle-G biscuits for about 5-6 decades and even after this long time, the girl appears to be so fresh and striking that the company never felt like changing the look of the packet. One such question which frequently strikes our mind is who’s the baby girl on the cover of Parle-G biscuit packets? For instance, who was the inventor of biscuits or chocolates?
We often contemplate few things which are very interesting to know but no accurate answers of them have been found yet.
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