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| Article Name : | | | A STUDY ON CONSUMER BEHAVIOUR OF WOMEN WITH SPECIAL REFERENCE TO DURABLE GOODS IN MADURAI CITY | | Author Name : | | | K.MARICHAMY | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ISRJ-97 | | Article URL : | |  | Author Profile | | Abstract : | | | Indian is a country with varied resources and people are more prone to use variety of products for their consumption. The process of consumption in the post liberalized era has started dominating the consumer community particularly the women segment. There are numerous products available in the market for the consumption and this situation has created a consumerist society. The multiple products with similar utility have created a competitive situation in the market. People at one side are not able to decide what to buy and on the other side they remain faithful to some products in particular. Thus, consumer behavior is one of the most important topics to be studied. The liberalization and global operation of businesses have given an opportunity to the customers/ consumers to select one out of various similar products available in the market. The global trend in the market has affected the consumer's behavior to a great extent, whether it is a case of seller operating in international, regional, local level or a case of consumers involved in purchasing consumable/ industrial products. Due to globalization of business and liberalized policies of the government the auto industry has witnessed a major selling prospect. Many multinational companies have entered to fray, turning the market place into a virtual battlefield. | | Keywords : | | - consumer behaviour
- special reference
- liberalization
- global operation
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