College Students Opinion on Selecting Mobile Service Provider in Coimbatore City

Abstract

Consumer behaviour is a rapidly growing field of research and teaching which ,in 
addition to considerable value of marketing managers and others who are professionally 
concerned with buying activity. An important reason for studying consumer behaviour is 
evaluation of consumer groups with unsatisfied needs and desires. The essence of modern 
marketing concept is that all elements of business should be geared for the satisfaction of 
consumers.The challenge to the marketers is to determine the relative influence of the various 
factors and to adapt and apply skilfully the so called information to a proper marketing mix. 
In other words, the total marketing effort must be so designed that the customer perceives its 
various features as providing an answer to his perceived problems and felt needs.Consumer 
analysis seeks to determine the underlying currents and cross currents in the customer’s 
minds. It focus on the causes rather than the results of effective marketing strategy and tactics 
employed by the firms that are successful in the market.