A Study on Analysis of Customer Attitude Towards the Usage of Granite Stones

Abstract

The customer is the cornerstone of any business. To fine-tune their marketing offers and reach a high degree of customer acceptance and happiness, marketers must pay close attention to what customers see, think, prefer, and purchase. There is a renewed focus among marketers to research and comprehend rural markets as a result of their emergence as a value offer. The fundamental aspect of the marketing role is consumer behaviour. Although the idea is challenging, it is crucial for successful marketing. Consumer behaviour is behaviours, reactions, and responses about the goods and services sought for and purchased. The product, price, physical characteristics, advertising, and cultural impact, on the one hand, and personality, perception, attitude, and learning, on the other, shape consumer behaviour. As a result, to better understand consumers, marketers need to be aware of these factors. Granite's intrinsic qualities, including its extra-fine mirror polish, scratch-free shiny surface, and durability, have earned it the title "King of Stones." Indian granite is now the most sought-after and widely utilised stone material in building constructions and large structural works worldwide. It is highly recognised in the international market for both its durability and elegant, aesthetically pleasing qualities. This study examines customers' purchasing habits for granite stones and the variables that affect their decision to purchase them within the research area