Impact of Psychographic Factors on Shoping Orientation of Consumer
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 11
Abstract
Although understanding of catalog patronage behavior has progressed substantially in the past decade, two avenues of inquiry have been largely overlooked. Psychographic characteristics have been neglected in favor of demographic descriptors. Analysis reveals a catalog shopping segment motivated primarily by recreational interests and only secondarily by convenience concerns. This finding is contrary to much of the extant research that suggests that catalog shopping is chosen for its convenience. For the current study Both primary and secondary data were collected for the study. Primary data were collected using two questionnaires. Interviews of consumers were conducted with the customers and the retailers in the selected city of Vijayawada. All the questions were found to be valid and complete because the responses were personally recorded by the researcher. Primary data was collected during January-June, 2017. Analysis using SPSS was done to investigate the difference between demographic in terms of the variables involved. This paper analyzed and demonstrates empirically how consumer psychographic characteristics that affect the online purchase intention differ from demographic perspective.
Authors and Affiliations
Mohammed Shaffiullah, Prof. T. Umamaheswara Rao
Keywords
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- EP ID EP413157
- DOI 10.9790/487X-2011020112.
- Views 56
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