Maruthi Udyog limited was established in 1981 through an act of Parliament to meet the growing demand for personal transportation due to a lack of public transportation. Consumer buying behavior refers to the purchasing habits of ultimate consumers and is influenced by cultural, social, personal, and psychological factors. These factors shape consumer product and brand preferences. While some factors cannot be controlled by marketers, understanding their impact allows marketing strategies to be tailored to specific target markets.

2. ORGANISATIONOVERVIEW:
Maruthi Udyog limited (MUL) was established in
Feb 1981 through an act of Parliament,t o meet the
growing demand of A personal mode of transport
caused bt the lack of an efficient public transport
system.

3.  Buying Behaviour is the decision processes and
acts of people involved in buying and using
products.
 Need to understand:
 Why consumers make the purchases that they
make?
 What factors influence consumer purchases?
 The changing factors in our society.
 Consumer Buying Behaviour refers to the buying
behaviour of the ultimate consumer.

4.  1) Cultural,
 2) Social
 3) Personal
 4) Psychological.
These factors cause consumers to develop product and
brand preferences.
Although many of these factors cannot be directly
controlled by marketers, understanding of their impact
is essential as marketing mix strategies can be
developed to appeal to the preferences of the target
market.

5.  Cultural factors exert the broadest and deepest
influence on consumer behavior.The roles played
by the buyers culture, sub culture and social class
are particularly important.

6.  REFERNCE GROUPS- A Person’s reference groups
consist of all the groups that have a direct or indirect
influence on the person’s attitudes or behavior.
 FAMILY- The family is the most important consumer
buying organization in society, and has been researched
extensively. Family members constitute the most
influential primary reference group.
 ROLE AND STATUSES- A person’s position in each
group that he participates throughout his life –family,
clubs, and organizations can be defined in terms of role
and status. A role consist of activities that a person is
expected to perform. Each role carries a status.
Marketers are aware of the status

7.  A buyer’s decisions are also influenced by
personal characteristics.These include the
buyer’s age & stage in the life cycle,
occupation, economic circumstances,
lifestyle, personality & self concept.

8.  A person’s buying choices are influenced by four
major psychological factors-motivations,
perception, learning, beliefs and attitudes.