A STUDY ON CUSTOMER BUYING BEHAVIOUR TOWRDS YAMAHA MOTORCYLCE WITH SPECIAL REFERENCE AAHINI SHOWROOM IN THANJVUR

Abstract

A consumer plays a vital role in the market. He is the king of the market.  Consumer's sovereignty is only a misnomer even in the context of a firm proclaiming its ideal to be consumer oriented.  Whole behavior of a person while making purchases is termed as consumer behavior. Consumer performance consists of both physical activities.  The consumer market is only that segment of the people who can afford to buy his product., who have need for it and who are willing to buy the product in preference to all similar products sold by other manufacturers. Consumer movement is a universal phenomenon. The goods (or) services available may be in abundance or in short supply. But the position of the consumer is weak in relation to the seller. Seller wants customers as buyers and not as complaint.