There can be no doubt that the consumerism of the Western countries has gained a strong foothold in India. Globalization and diffusion of technology in diverse areas of human activity are the two main reasons for this development. Consumer products are being turned out of factories in a never ending stream in many developed and developing nations. There is a growing desire among the people to attain a better life style and this leads to buying in a big way whether it is simply groceries or washing machines or other items. Younger people investing money in real estate can also be identified as an integral part of the scenario. The retail trade is flourishing. All these are happening in spite of the rising inflation rates. The stark fact remains that no entity, be it a multinational or regional player in the market, can afford to ignore the views of consumers. Thus, consumer behavior is acquiring vital importance and research in this field is growing. This issue, like the earlier ones, serves to highlight several facets of the theme.

The paper, "Consanguinity Between Consumer and Brand Personality: A Review", poses the question whether consumers really prefer a brand that matches their personality. The authors Pallabi Mishra and Biplab Datta illustrate how different brands try to adopt different types of human personalities to ensure consumer loyalty. Products such as coffee makers, soap dispensers, table wares, and even screw drivers are given as examples. Personality traits like arrogant, self-conscious, gullible, two-faced, sociable, etc., are cited. The authors conclude that consumers prefer brands that align with their own personality traits and marketers can benefit much by this.

Thamaraiselvi and Rajalakshmi, in the paper, "Customer Behavior Towards High Rise Apartments: Preference Factors Associated With Selection Criteria", point out that consumers in the housing sector have three different aims—buying apartment for personal use, for speculation purposes, or as a hedge against the future. Among the conclusions are: 2 BHK flats are preferred by people of all age groups and income; number of earning members and income per month has greater influence in the purchase of apartments; builders of repute have more impact in the decision-making process.

The number of private players in the insurance market has increased and the potential is vast since only less than 40% of the relevant population is insured. The paper, "Gap Analysis Between Customer's Expectation and Current Provisions of Indian Life Insurance Industry", by Subhasis Ray and Shahid Ali, analyzes the views of respondents regarding unit linked products, money back policies, pension plan, their rate of return, etc. Other companies tend to replicate any successful innovative product by a company. Hence, after sales service is the most vital feature and communication channels must be kept open. The authors conclude that insurance companies should come up with a product where no entry limit on age is specified. The sample for the study consisted of people within age group 18-65 years in central Kolkata.

In the paper, "Customer Expectation and Perception: A Study of Retail Sector of Haryana State", Sunayna Khurana analyzes the differences between expectations of consumers and perceptions of service quality which they formed when shopping at retail stores in Haryana. The study also takes into account consumer demographic characteristics. The physical aspects of the store, reliability, personal interaction, problem-solving capacity and empathy are all considered. If the retailers ensure high quality merchandise to meet the needs of customers, they can satisfy and retain the clientele, the study concludes.

In the case study, "Amazon's Foray into E-Grocery Market: Successful Venture", Roopa Devi traces the origin of the famous e-retailer of books, Amazon.com, and narrates how it became known for its excellent service and also its `customer-friendly' website. In the early 2000s, the company was compelled to expand its range of merchandise well beyond its core line of books, music, and videos. The aim of Amazon.com was to become "a place where people can come to find and discover anything they might want to buy online," according to Jeff Bezos, the founder of the company. The entry of the company in the online grocery market meant stiff competition from other players. Its success in the new business will depend on continued consumer response, notes the author.

- R Venkatesh
Consulting Editor