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DYNAMIC CHANGES IN CONSUMER BEHAVIOUR OF INDIAN CONSUMERS
Dr.Sharad Kumar Bhatnagar
Abstract:
Consumers are the king in the modern business world. They are one who buys goods for their
consumption to meet their aspirations. Fulfilling consumer desire is the ultimate goal of marketing activities.Indian business are highly influenced by the rapid changes in the technology, improved economic systems,higher purchasing power of consumers, changing life style, online marketing and retail opportunities. Organised retail business has facilitated towards bringing drastic changes in the buying behaviour among consumers.Consumer behaviour is dynamic in nature. Hence, exact prediction, about future sustainable growth of thebusiness prospects upon consumer behaviour is a challenge. Moulding marketing strategies to meet changingconsumer needs should be planned well by the business entities. This study is descriptive in nature where theresearcher used secondary sources of data from research Journals, books, Company Reports, Newspapers, andMagazines etc. This paper explores on various dimensions of changing consumer preference and dynamic changes in consumerbehaviour over the fast moving consumable goods, identifies the shift in consumer behaviour through analysingthe impact over manufacturing units to become consumer centric and suggests measures to the organisations toformulate consumer centric marketing strategies.
