Abstract

Consumer behaviour reflects the totality of consumer’s decisions with respect to acquisition, consumption and disposition of goods, services, time and idea by decision making units. Consumer’s preferences and demands are changing rapidly. To understand their changing behaviour detailed market studies are essential. This paper explains consumer behaviour in Kerala towards selected essential goods. Consumers were selected from Kozhikode district for the study. Some essential goods like rice, spects, furniture, chappals etc. were selected for the stdy. This study clearly shows the changing behaviour of consumers. The study shows that in recent years a 10 % reduction in consumption of rice is happening due to health problems and new generation fast foods. In kerala highest numbers of chappal factories are in Kozhikode district. Around 3000 females are working in different departments of chappal factories. Monthly sale and consumption of spects, furniture, hardware and bycycles were also included in the study.