IMPULSE BUYING BEHAVIOUR OF MSME TOWARDS PURCHASING MACHNARIESBASED ON EXPORT WITH REFERENCE TO COIMBATORE DISTRICT
Abstract
Consumer perception and satisfaction deals with individual’s buyer behaviour, when, why, how, and where they buy a product. It is a process by which consumers search for choice, purchase,use, and place of goods and services, in gratification of their requirements. It studies characteristics of individual consumers as well as groups, how consumer behaves in a particular situation. It is a psychological processes and an attempt to understand the buyer’s decision making styles that consumers go through in identifying needs, finding means to solve these needs, making a purchase decision, understand information, make plans and instrument the plans. The main objective of the study is to analyse the satisfaction of customers towards direct marketing based on export in the outlets and acceptance towards performance of products of the companies. For this purpose a sample of 150 was collected from the customers of the companies were percentage analysis, descriptive statistics, factor analysis, Kruskall Wallis test and One-way anova were used as tools to analyse the data. The conclusion is that classification of products with the company’s catalog and website is not user friendly to search and the same can be taken care by the employees of the companies.