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
Abstract
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.