George, S: Consumer Behaviour

Consumer behaviour is one of the most complicated and dynamic mechanism. Understanding Consumer Behaviour had never been easy though many attempts are made to understand human behaviour through various theories and case studies. It remains a contemporary subject not only for researchers but also for marketers. Many researches had been conducted but consumers have always been elusive and demanding. The only way for marketers to be effective is having conviction towards radical and continuous change. For the purpose, continuous evaluation and monitoring is important, and one of the methods is marketing investigation. The fundamental question of this investigation has been to explore the target market for notebook computers, to find out the right marketing mix for notebook computers and to form certain valid hypothesis for future research. The study also covers the factors influencing consumer behaviour and also the purchase process which the consumers undergo in purchase of notebook computers. The data included is primary in nature. The work would be of immense value to marketers, consumers and researchers in the domain.