UNDERSTANDING THE ROLE OF CONSUMER BEHAVIOR IN PRODUCT SUCCESS AND FAILURE: A CASE STUDY APPROACH

Abstract

ABSTRACT: The study analyzes some case studies concerning several brands including but not limited to Patanjali, Nike, Fair & Lovely, Harley Davidson, Paytm etc. This study aims to understand how these brands tackled the market demands, targeted and positioned their products in the eyes of the consumers and what culture factors contributed to success or failure. Through this case study analysis, research indicates that products should be tailored towards meeting consumer needs and the effects that come along with the failure of doing so.