author(s)
Aditi Khanna

abstract
The buying behavior of the consumers mainly refers to purchasing behavior of the end consumers. A lot of factors, characteristics, and specificities influence an individual on what his preferences are and on the consumer for the process of making the buying decision, his purchasing behavior, shopping habits, brands he or she purchases, etc. The buying decision happens due to each of these attributes. An individual is highly influenced by culture, subculture, social class which has an impact on his product or service choices. Brands get an opportunity for developing the strategy, marketing messages as well as ad campaigns which are effective and coordinated with needs and way of thinking of the targeted customers. Initially, consumers try to find out the commodities that they wish to consume, and then choose only those goods and services such assure better utility. This study is descriptive in nature in which the data were collected from 165 respondents. Mean and t-test were applied.