A STUDY ASSESS TO IMPACT OF VARIOUS MARKETING FACTORS AFFECTING BUYER'S BEHAVIOR IN PURCHASE OF HEALTH SUPPLEMENTS.(weight Gainer) USED BY THE BEGINNER (MALE) BETWEEN THE AGE GROUP OF 18 TO 25 YEARS, GOING TO GYM IN INDORE CITY (M.P.)

Abstract

Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. A purchase decision is the result of each and every one of these factors. An individual and a consumer is led by his culture, his subculture, his social class, his membership groups, his family, his personality, his psychological factors, etc.. and is influenced by cultural trends as well as his social and societal environment. By identifying and understanding the factors that influence their customers, brands have the opportunity to develop a strategy, a marketing message (Unique Value Proposition) and advertising campaigns more efficient and more in line with the needs and ways of thinking of their target consumers, a real asset to better meet the needs of its customers and increase sales. The study also found that whey is under-consumed by older age groups and under-promoted based on country of origin affiliation. Findings of the study provide further insights to relevant literature and have direct implications to the supplement industry as well as the dairy ingredient industry.