International Journal of
Trade and Commerce-IIARTC
ISSN: 2277-5811(Print), 2278-9065(Online)

Copyright © 2012 SgsrJournals. All rights reserved

ISSN : 2277-5811(Print),2278-9065(Online) || Chief Editor : Dr. S.K.S Yadav
 Indexed with Cabells, USA, Ulrich, USA.
 Connectjournals India also going to index the journal IJTC very soon.
Download Complete Issue || Submit Your Article

List of Volumes/Issues

International Journal of Trade and Commerce-IIARTC, Volume: 8(), Issue: 2()

Collapse all | Expand all
1. Study of Differences in Purchase Behaviour for High Involvement Consumer Durable Goods in Districts of Rajasthan

Author: U.C. Sharma, Mayank Sharma,(Pages: 348-356)


In a globalised economy, markets are characterized by competition. The fast innovations of technologies are intensifying the intensity of competition and are becoming challenge for every business. In the past few years, due to competition, continuously company margins are considerably declining. According to Philip Kotler (2003), in hyper competition, power is clearly shifting to consumers who are increasingly telling what product features they want, what communication they will tolerate, what incentives they expect and what price they will pay. It is high time for marketers to study, understand and predict consumer behaviour in order to survive, sustain and grow in this highly competitive and volatile market. In fact, consumer behaviour is the process whereby individuals decide whether, what, when, where, how and from whom to purchase goods and services (Walter and Paul, 1970). As a field of study, consumer behaviour focuses upon consumer activities (Blackwell, Miniard, Engel, 2001). Moreover, the scholars of human behaviour are highly concerned to study the consumer behaviour in order to gain deeper insights into why individuals are involved in certain consumption related behaviour and interested to know what internal and external factors influences them in their consumption related decisions. Zikmund (2001) is of opinion that human behavior of any kind (B) is a function (f) of the interaction between the person (P) and the environment (E)–that is B= f (P,E). According to Zikmund, consumer behaviour is the function of personal factors (age and stages of life cycle, occupation, economic situation, life style, personality, psychology etc.) and environmental factors (culture, sub-culture, social class, reference groups, family, role and status).
Keywords:Consumer buying behaviour, High involvement products, Socio-economic status.

Company:     Home | About Us | Contact Us
Learn:     FAQ
More:     Email Us at:
Copyrights 2020 All Rights Reserved.