Subcultural Influnce on Consumer Behaviour A Study on Selected FMCGs In Jammu and Kashmir

Abstract

Consumer behaviour will be crucial in the next decade for both managers and consumer researchers, as marketers enter new international markets, an understanding of how culture influences consumer behaviour will be crucial (Luna and Gupta, 2001).The consumption behaviour of an individual varies as he makes different choices among the substitutes for the same products from time to time (Pessemier and Handelsman, 1984). It is very important for a firm operating in a global economy to understand the consumer behaviour in different societies, in order to market their products and services effectively (Dash and Sarangi, 2008). Different consumers consider different parameters at the time of purchasing products, for some consumers quality is more important and while brand name or price may be important for others (Dash and Sarangi, 2008)..... newline