12 CHAPTER II REVIEW OF LITERATURE 2.1 Introduction A detailed review of literature has been made to find out the research gap and to identify the relevant researchable issues for the study. It is essential for a research scholar review the related literature study to have clear knowledge about the subject and understand the research gap in order to drawn the scope for the study. The reviews presented in this chapter are grouped under the sub- topics like consumer buying behaviour, consumer attitude, consumer preferences, customer satisfaction and overview of paint industry in India. 2.1.1 Consumer Buying Behaviour Consumer behavior analysis is based on consumer’s buying behavior. It aims at improving business performance through an understanding of customer’s preferences and desires. In today’s world of growing competition where there are numerous brands selling the same products, consumers have an abundant number of choices and many diverse factors influence their buying behavior. Rowley (1997) 1 in his research work had commented that consumer buying process offers two useful perspectives: the decision-making process associated with consumer buying and the factors which affect the buying process. The author further stated that the consumers buying process can be divided into personal, psychological and social and cultural factors. The ‘social factors’, such as consumer’s small groups, family, reference group, social roles and status can affect consumer responses and influence their buying behavior. ‘Personal factors’ such as age, lifecycle stage, occupation, education and economic situation, and ‘Psychological factors’ such as, motivation, perception, learning, beliefs and attitudes and personality, also play major roles in consumer decision-making process. Please purchase PDF Split-Merge on www.verypdf.com to remove this watermark.