A study on consumer buying behaviour during festive Season

As a part of secular India, we celebrate the festivals of all communities and religion and we know certain festival shopping is unavoidable such as Diwali, Dusshera, Christmas and New Year. This paper is an attempt to study the consumer buying behaviour during festive season specifically with reference to Coimbatore. The objective of this paper is to analyze the behaviour of consumers to buy the products in festive season and to suggest strategies which retailers can use accordingly to boost their sales. The study is based upon primary as well as secondary data. A questionnaire has been used to study the consumer buying behaviour during festive season along with it an attempt to analyse SWOT of festive market.