Journal of Marketing Management

Influence of Cultural, Social and Marketing Factors on the Buying Behavior of Telecom Users: A Comparative Study of Rural, Semi-Urban and Urban Areas in and Around Chandigarh
Inderjeet Sethi, AS Chawla

Abstract
“People's behavior makes sense if you think about it in terms of their goals, needs, and motives” –Thomas Mann. 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. Indian telecom sector is the fastest growing sector attracting very high FDI and its market is 2nd biggest market in the world after china. Liberalization and privatization in this sector open the gates for many competitors in the market and so it is important for the marketers to understand the consumer behavior. Consumer’s behavior is very much influenced by the Social and cultural factors which are not controlled by the marketers but an avid study of this can help the marketers to understand the behavior of the consumers and can make marketing strategies accordingly.

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