Consumer Behaviour

“Why do people shop?” “How do people take buying decisions? Is there a logical process?” “How to identify target segments for various products and services?” “What is important for depositors when they choose a particular bank in their vicinity?” “How much drinking water do urban and rural communities need per capita per day and how much can they pay for this essential commodity? How different is the paying capacity among various classes and regions? ” “What impact do advertisements in various media of communication have on buying decisions?” These were some of the many questions I had to find answers to during my career as a market researcher. There was once a unique situation, where I had to assess the market size for executive aircrafts in the country, in those days when our industrialists were operating in the cozy comfort of license raj, totally insulated from the cold shivers of global competition.