Consumer Behaviour During Festive Season - Brinda Kalyani, Pallavur Raman;Annancia, Merin
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This book examines consumer buying behaviour during festive seasons in Coimbatore, focusing on key festivals such as Diwali, Dusshera, Christmas, and New Year. It aims to analyse consumer preferences, spending patterns, and the factors influencing purchase decisions, including cultural traditions, social influences, promotional activities, and psychological motivations. Using both primary and secondary data, the research employs a structured questionnaire and statistical tools like Percentage, Chi-square, and ANOVA analyses. A SWOT analysis of the festive market is also conducted. The study…mehr

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Produktbeschreibung
This book examines consumer buying behaviour during festive seasons in Coimbatore, focusing on key festivals such as Diwali, Dusshera, Christmas, and New Year. It aims to analyse consumer preferences, spending patterns, and the factors influencing purchase decisions, including cultural traditions, social influences, promotional activities, and psychological motivations. Using both primary and secondary data, the research employs a structured questionnaire and statistical tools like Percentage, Chi-square, and ANOVA analyses. A SWOT analysis of the festive market is also conducted. The study highlights how festivals drive increased consumer activity, offering opportunities for businesses to understand buying motives, brand loyalty, and satisfaction levels. The findings provide valuable insights for retailers and marketers to develop effective strategies that leverage festive enthusiasm to boost sales, enhance customer engagement, and strengthen long-term brand relationships.
Autorenporträt
Dr Brinda Kalyani P R is an Associate Professor and Research Head at Sri Krishna Arts and Science College, Coimbatore and Ms. Merin Annancia is a post graduate student at Jain (Deemed-to-be University) CMS Business School, Bangalore with Finance as specialization. She is an alumni of SKASC CBE.