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STUDY AND ANALYSIS OF THE BEHAVIOUR OF CONSUMERS IN TERMS OF THE FACTORS AFFECTING THE BUYING DECISION AND PURCHASE DECISION
METHODOLOGY
Study of the analysis of the consumer behavior is based on the interviews carried out for evaluating the basis of selection of CFL bulbs for home use and evaluation of the parameters involved in preferring Havell CFL over the competitors. The details of the interviews carried out with the customer are mentioned separately in the annexure.
FACTORS AFFECTING THE CONSUMER BEHAVIOUR
1. CULTURE
Sub culture and social class play an important influence on the consumer buying behavior. Sub culture provides more specific identification and socialization for their members .religion, racial groups and geographic regions .Different sub cultures based on religion, racial groups and geographic regions are characterized by different values , perceptions and preferences and in turn affects the buying behavior.
In India socio economic classification is done on basis of earnings , education and occupation for rural and urban areas. This socio economic classification results in social stratification into different social classes having different preferences and choices for buying behavior.
The people residing in rural areas and low profile localities of the cities form one social class and are having one subculture. The people belonging to this subculture gives the preference to low initial cost bulb rather than to high initial cost but energy efficient CFL bulbs.
2. SOCIAL FACTORS
Social factors affect the consumer buying behavior the most on the use of CFL bulbs.
Different social factors like reference groups, family , social roles and status in the society influences the buying behavior. Both primary and secondary reference groups play an important role in deciding about the consumer behavior in buying CFL bulb. The use of

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