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International Journal of Research in Management

Vol. 5, Issue 1, Part B (2023)

A study on consumer’s attitude towards direct marketing in Bhagalpur city


Dr. Gyan Chand


The Evolution of Consumer Behaviour in India. is significantly impacting the lifestyle and purchasing patterns of customers. The purchasing habit of urban middle- and upper-class Indian consumers is heavily influenced by Western culture. Western tendencies are seeing a rise in positive attitudes. The Indian consumer has shown a notable shift towards a more open-minded and adventurous mindset. Foreign brands have achieved significant customer approval in India, including a range of goods including beverages, packaged food, ready-to-eat food, pre-cooked food, canned food, personal care products, audio/video products, clothing and apparel, footwear, sportswear, toys, and gift items.
Consumer behaviour is a multifaceted phenomenon that is often seen as lacking rationality. A further obstacle will arise from the variations in customer personalities that exist both internationally and inside specific locations. It is important to take into account the vulnerable customer, who may not have the same level of access to options as the normal consumer. From a market standpoint, the population of India may be divided into several customer categories depending on their social class, social position, and economic level. A significant and contemporary advancement in India's consumer culture is the rise of the rural market and the need for environmentally sustainable items across many consumer categories. India's rural regions are home to 75% of the country's population and account for 33% of the national GDP, making it imperative to acknowledge and address this issue. Finally, the paramount importance is in the creation of value and the provision of consumer happiness. In the era of digitalization, it is essential to stay abreast of emerging trends in social media.

Pages: 170-174  |  72 Views  19 Downloads

How to cite this article:
Dr. Gyan Chand. A study on consumer’s attitude towards direct marketing in Bhagalpur city. Int. J. Res. Manage. 2023;5(1):170-174. DOI: 10.33545/26648792.2023.v5.i1b.144
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