Consumer Behaviour and Impact of Brand - a Study on South Zone of Kolkata City

Consumer behaviour is the study of when, why, how and where people do and do not buy products. It attempts to understand the buyer’s decision-making process, both individually and in groups. Relationship marketing is an influential asset for consumer behaviour 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 management, personalization, customization and one-to-one marketing. The aim of the present investigation is to study the impact of brand on consumer behaviour as expressed by the inhabitants belonging to South zone of Kolkata City. Accordingly, a group of 200 inhabitants (100 male and 100 female) were selected as sample in this investigation. A General Information Schedule and Perceived Impact of Brand on Consumer behaviour Questionnaire were used as tools. The findings reveal that although impact of brand on consumer behaviour is more upon the female than upon the male. Not only this, the more the duration of stay in the same environment, the more is the impact of brand on consumer behaviour. On the contrary, the more the monthly income level, the less is the impact of brand on consumer behaviour. Adequate measures may be taken to create more positive impact of brand on consumer in comparison to the existing scenario.