Consumer Behaviour During Festive Season

This book examines consumer buying behaviour during festive seasons in Coimbatore focusing on key festivals such as Diwali Dusshera Christmas and New Year. It aims to analyse consumer preferences spending patterns and the factors influencing purchase decisions including cultural traditions social influences promotional activities and psychological motivations. Using both primary and secondary data the research employs a structured questionnaire and statistical tools like Percentage Chi-square and ANOVA analyses. A SWOT analysis of the festive market is also conducted. The study highlights how festivals drive increased consumer activity offering opportunities for businesses to understand buying motives brand loyalty and satisfaction levels. The findings provide valuable insights for retailers and marketers to develop effective strategies that leverage festive enthusiasm to boost sales enhance customer engagement and strengthen long-term brand relationships.