SHIFTING CONSUMER BEHAVIOUR-ANENCOUNTER FOR SUSTAINABLE BUSINESS GROWTH WITH REFERENCE TO MOBILE PHONE BUSINESS. K.Vikram* &Dr.K.V.

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1 SHIFTING CONSUMER BEHAVIOUR-ANENCOUNTER FOR SUSTAINABLE BUSINESS GROWTH WITH REFERENCE TO MOBILE PHONE BUSINESS K.Vikram* &Dr.K.V.Ramanathan** *Assistant Professor, Lal Bahadur Shastri Government First Grade College, Bangalore. **Associate Professor, Dayananda sagar Business School, Bangalore. 81 P a g e ABSTRACT Although mobile marketing is a huge topic of interest in modern business circles, there is relatively little information on what keeps a mobile marketing company in business. The actual evidence that mobile marketing is overwhelmingly more effective than other advertising is hard to find, if it exists at all. Yet that is not stopping any of the mobile marketing companies from throwing enormous amounts of money at the ideology. It is currently more a faith based marketing strategy than factual business data. In any business organization, changing consumer behaviour is a big challenge in sustainable growth of the business. In developing country like India, there is need to formulate and successfully implement strategies related to consumer behaviour because there are fewer resources to meet the basic requirements of the business. Changing consumer behaviour is an obstacle in the growth of business because it leads to heavy losses due to obsolete stock of the organization. Consumer behaviour is complex and very often not considered rational. A further challenge is that consumer personalities differ across borders and also between and within regions. Taste, behaviour and preference of consumers cannot be ignored because consumers are the Kings of market. Consumer behavior is a complex, dynamic, multidimensional process, and all marketing decisions are based on assumptions about consumer behaviour. Therefore, marketing strategies related to consumer behaviour are made to be at cut throat competition in global context. In modern times, prediction of consumer behaviour is much essential for prosperity of the business. Its prediction and strategy formulation is a challenge for the management of any business organization. Only those organizations which formulate and implement consumer oriented marketing strategies, can survive in global competitive era. INTRODUCTION In present scenario, the study of consumer behaviour has become essential. Consumers are the kings of markets. Without consumers no business organization an run. All the activities of the business concerns end with consumers and consumer satisfaction. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. The study of Consumer Behavior is quite complex, because of many variables involved and their tendency to interact with &

2 influence each other. These variables are divided into three major sections that have been identified as the most important general influences on Consumer Behaviour. Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, and economics. It attempts to understand the buyer decision making process, both individually and in groups. According to Edward, It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship with management, and personalization. Social functions can be categorized into social choice and welfare functions. The article discusses the factors influencing pro environmental consumer behaviours and the policy implications of knowledge about these influences. It presents a conceptual framework that emphasizes the determining roles of both personal and contextual factors and especially of their interactions. The practical usefulness of the framework is illustrated by evidence of the interactive effects of information and material incentives typical interventions in the personal and contextual domains, respectively. LITERATURE REVIEW According to Kotler and Armstrong (2001), consumer buying behavior refers to the buying behavior of the individuals and households who buy goods and services for personal consumption. Consumers around the world are different in various factors such as age, income, education level and preferences which may affect the way they avail of goods and services. This behavior then impacts how products and services are presented to the different consumer markets. There are many components which influence consumer behavior namely; cultural, social, personal, and psychological (kotler and Armstrong, 2001).Christ P. (2009) in his book, Marketing Basic stated that factors affecting how customers make decisions are extremely complex. Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years analyzing customer activity have presented us with useful guidelines in how someone decides whether or not to make a purchase. Customers make purchases in order to satisfy needs. Some of these needs are basic and must be filled by everyone on the planet while others are not required for basic survival and vary depending on the person. It probably makes more sense to classify needs that are not a necessity as wants or desires (Christ P, 2009).One of the thing that can be categorized as both needs and desires is mobile phone. Mobile phone had become an essential communication tools since 1876 when Alexander Graham made a fortuitous mistake and made his cry Watson, come here; I want you to be electronically transmitted to his assistant in an adjoining room. The world of communications has undergone not just one, but two comparable paradigm shifts since that time. The first being the invention and widespread popularity of the traditional telephone and the other is the invention and adoption of the cell phone. (Gareth T; 2009). Mobile phones have become to enable a purposeful and fulfilling life..there are many factors that can affect this process as a person works through the purchase decision. The number of potential influences on consumer behavior is limitless (Christ P. 2009).According to the black box model of consumer behavior, there are two main stimuli that is related to buyers response towards buying a certain product, in this research; mobile phone. Both are categorized as environmental factors which are environmental stimuli and marketing stimuli. 82 P a g e

3 PARAMETERS WHICH AFFECT THE CONSUMER BEHAVIOR Consumer behaviour refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behaviour. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyses the prevailing prices of commodities and takes the decision about the commodities he should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, personal and psychological. The explanation of these factors is given below. CULTURAL FACTORS Consumer behaviour is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. Basically, culture is the part of every society and is the important cause of person wants and behaviour. The influence of culture on buying behaviour varies from country to country therefore marketers have to be very careful in analysing the culture of different groups, regions or even countries. Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group. Every society possesses some form of social class which is important to the marketers because the buying behaviour of people in a given social class is similar. In this way marketing activities could be tailored according to different social classes. Here we should note that social class is not only determined by income but there are various other factors as well such as: wealth, education, occupation etc. SOCIAL FACTORS Social factors also impact the buying behaviour of consumers. The important social factors are: reference groups, family, role and status. REFERENCE GROUPS Reference groups have potential in forming a person attitude or behaviour. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc then the influence of reference groups will be high. Reference groups also include opinion leader (a person who influences other because of his specials kill, knowledge or other characteristics). FAMILY Buyer behaviour is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles. ROLES ANDSTATUS Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status. 83 P a g e

4 PERSONAL FACTORS Sontakki has clearly defined the importance of personal factors. Personal factors can also affect the consumer behaviour. Some of the important personal factors that influence the buying behaviour are: lifestyle, economic situation, occupation, age, personality and self-concept. Age and life -cycle have potential impact on the consumer buying behaviour. It is obvious that the consumers change the purchase of goods and services with the passage of time. Family life -cycle consists of different stages such young singles, married couples, unmarried couples etc which help marketers to develop appropriate products for each stage. The occupation of a person has significant impact on his buying behaviour. For example a marketing manager of an organization will try to purchase business suits, whereas a low level worker in the same organization will purchase rugged work clothes. Consumer economic situation has great influence on his buying behaviour. If the income and savings of a customer is high then he will purchase more expensive products. On the other hand, a person with low income and savings will purchase inexpensive products. Lifestyle of customers is another import factor affecting the consumer buying behaviour. Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her surroundings. It is determined by customer interests, opinions, activities etc. and shapes his whole pattern of acting and interacting in the world. Personality changes from person to person, time to time and place to place. Therefore it can greatly influence the buying behaviour of customers. Actually, Personality is not what one wears; rather it is the totality of behaviour of a man in different circumstances. Other Encounters For Sustainable Business Growth: Mobile phone marketing is a relatively new way to advertise and utilizes equally new global technologies. There have been several challenges in the world of mobile phone marketing, as it has evolved and become a larger phenomenon. The main challenges include security issues, increased competition in the mobile phone markets, pricing concerns from customers and problems with text messaging spam. All these are current and major problems facing the modern mobile phone marketing industry. Users of mobile phone consider these four topics to be the top concerns for the public today. There are many security issues involving mobile phone marketing campaigns and how they can impact consumers. In general these can all be put under the umbrella statement, that consumer SMS and text messaging should not be used for private or confidential information transmission. Most text messaging done via mobile phones cannot be considered secure communications. SMS messages are known at least to the network system operators and their key personnel, but are accessible to many others in the chain of operations. SMS gateway providers help with this issue, but are not fool proof. Increased competition is challenging the traditional SMS and text messaging marketplace almost daily. Cheaper and more functionally advanced alternative services are available for most smart phones or mobile phones with data connectivity. With text messaging still being a new and growing market, 84 P a g e

5 competition between global providers is becoming ever more fierce. This is especially true between providers in different countries currently. Pricing concerns are being expressed more from consumers about off plan text messaging from the United States. This is one reason why there is so much competition with the traditional mobile phone service providers, some still charge up to 20 cents per text for out of package texting. Although there is some legislation that helps prevent this, it is still an evolving and pending issue worldwide. The most commonly expressed challenge in mobile phone marketing is text message spam and the problems stopping it. The unsolicited practice of sending consumer advertising to mobile phones with SMS and text messaging, not to mention is an ever explosive trend. SMS messaging is less of a victim since 2007, but it is one of the most widespread problems that hurt the reputation of legitimate mobile phone marketing companies. Conclusions: As the mobile phone marketing world evolves, it will have to deal with these issues that impact business and public users of mobile phones. Companies that do not do this will gain reputations for being part of the problem, rather than being part of the solution. This is going to be more important as the landscape of competition for the mobile phone marketplace widens. Eventually there will have to be new regulations and standards imposed, if nothing is changed by the providers of mobile phones directly. These challenges all should become a priority to all mobile phone marketing companies to be proactive about changing, it is their reputations that are at stake realistically. REFERENCES 1. Dei I Hawkins, Consumer Behavior, Tata Mc Graw Hill, New Delhi, Dr. B. Balaji, Services Marketing and Management, S. Chand & company Ltd. New Delhi, Robert R. Heller, The Complete guide to Modern Mangement, Jaico Publishing House,Mumbai, Dr. S. Arumugasamy, Growth of Telecom Services in India Facts for You, February 2007, p AdityaKuber, Hold on! Let me click a Photo Digit, Jan 2005 p.98 6.Ali, Abdul, Krapfel, Robert, Jr. and LaBahn, Douglas.ProductInnovativenss and Entry Strategy: Impact on Cycle Time and Break-even Time. Journal of Product Innovation Management. Vol. 12:54-69 (1995) P a g e

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