ISSN No : 2319-7935 (Print)
2319-7943 (Online)

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Ashok Yakkaldevi
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Possibly the most challenging concept in marketing is to deal with understanding the buyer behaviour. The attitude of Indian consumer has undergone a major transformation over the last few years. The Indian consumer today wants to lead a life full of luxury and comfort. He wants to live in present and does not believe in savings for the future. An important and recent development in India's consumerism is the emergence of the rural market for the several basic consumer goods. The middleclass has provided a big boost to the consumer culture. During the recent past and it is hoped that their buying behaviour will continue to change in the corning future. Due to the fast growth of the service sector per capita income of people of India is also increasing. The number of middleclass is increasing due to another fact that people are fast shifting from agriculture to the services and industry sector where growth prospects are reasonably high as compared to agriculture sector which is showing slow growth.
Keywords :
  • challenging
  • behaviour
  • growth prospects
  • agriculture.
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