CONSUMER BEHAVIOUR AND MARKETING STRATEGY TOWARDS DURABLES OF FOREST PRODUCE IN NORTH KARNATAKA

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Date
05-01-07
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University of Agricultural Sciences GKVK, Bangalore
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CONSUMER BEHAVIOUR AND MARKETING STRATEGY TOWARDS DURABLES OF FOREST PRODUCE IN NORTH KARNATAKA SHEKU RATHOD 2005 ABSTRACT Dr. H. S. S. KHAN MAJOR ADVISOR Marketing is one of the most dynamic fields .of the management area. An integrated management approach to marketing must proceed by identifying and understanding the prospective customers and their buying behaviour. The present market conditions are highly competitive and in today's buyers market, the marketing manager has to view the problems as a behavioural scientist. Therefore, there was a need to study the socio-economic and cultural characteristics, marketing strategy and it's impact on consumer behaviour, sources of raw material and cost and return for manufacture of forest durables. In order to achieve the above objectives of the study the simple random sampling procedures was adopted. Hence, required data was collected from the firms as well as from individual households to know the impact on each other. The data was summarized with the help of statistical tools like averages and percentages to obtain meaningful results. The results indicated that, higher per centages (62.5% and 57.5%) of decision makers are belongs to the age group of between 31 to 50 in case of both wooden and cane furnitures respectively. Higher per centages (43% and 37%) of family members belongs to graduates were taken better decisions in buying particular items. It was revealed that, 40% of the households are employed, which impact on consumer purchasing decisions. The consumers of forest durables were received the concessions in the form of price reduction, advertisement and credit facilities. About 70% of them were followed concessions, 40% were followed advertising, and 20% were followed credit facilities. In case of discounts, they had uniform fixed rate i.e. 5% of discounting for all the products. Majority (60%) of manufacturer cum dealers of wooden furnitures were procured their raw materials from sawmills. Where as 70 % of manufacturer cum dealers were depended on forest in case of cane furnitures.
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