Study on the Factors Determining Buyer Behaviour in Shopping Goods with Reference to Branded Products

The consumers market now, turning into more complex and competitive in post LPG era. As customer is the focal point for any marketer, studying their behaviour becoming vital. Now-a-days consumers are very much conscious about their choices and preferences and attracted towards those products which can give them maximum value with social recognition So, it is obvious that the consumers purchasing decision will be influenced by a lot of factors like buyers personal factors, cultural factors, psychological differences, product related factors etc. Today consumers have handful of alternatives to chose among. So it is becoming difficult for marketers to understand consumers’ black box and formulate strategy according to that. This study focuses on investigating the awareness of consumers on various brands and to examine their behaviour in market. This is an empirical study aim to analyse the consumer behaviour in the state capital of Odisha. Primary data collected from 100 samples through a structured questionnaire. Hypotheses are formulated and tested applying various statistical tests. The result derived by testing of hypothesis is very useful which says that the buyers are basically affected by their demographic characteristics like age, gender, family structure, income, occupation and other brand related benefits.