The impact of values on consumer behaviour;

Abstract

Understanding the buying behavior of target markets is essential for successful marketing. Many types of research studies have been used to understand consumer behavior demographics, product attitudes, market response, etc. These studies have led ta a conventional understanding of the consumer. a recent school of thought stresses the importance of understanding social values in studying consumer behaviour. According to this school of thought, the consumer’s behavior in the market reflects in a summary way his aims and emotions , group learning and requirements and cultural values. These, in turn, are determined by the structure of values prevalent in the Society and what meaning goods and services have in relation to them. This study is an attempt to understand the impact of social values on consumer behaviour.