Consumer behaviour is the study of individuals, groups, or organizations and the
processes they use to select, secure, and dispose of products, services, experiences,
or ideas to satisfy needs and the impacts that these processes have on the consumer and society
A huge population of consumers was spending large sums of money on goods and services.
Besides this, consumer preferences were shifting and becoming highly diversified. consumer
behaviour plays an important role in modern marketing practices. Most of marketing decisions
are based on the study of consumer behaviour.This study was conducted in Kozhikode district of
Kerala state.
Some goods and services which were essential for the life were selected for the study
.The study also covers some luxurious and non-essential items.The study includes items like
bag,dish wash,tooth paste,books, gold ,cinema etc.The study reveals that consumer needs and
preferences were changing according to the changes in lifestyle.Importance of conducting
consumer behaviour and market studies can be understood from this paper.