BUYING PATTERN TOWARDS TWO - WHEELERS - A STUDY WITH REFERENCE TO MAYILADUTHURAI TOWN

Buyer behaviour is the cornerstone 'of marketing strategy. Firms must understand buyer
behaviour to achieve the objectives of customer satisfaction. Buyer's mind is called "Black Box".
Inputs are processed in his mind and buyers responses are the outputs through the influence from
various factors. The objectives of the marketers to make this output a favourable one i.e., the
decision to buy. Buyer behaviour is an orderly process whereby the buyer interacts with his
environments for making a purchase decision on products.