EFFECTS OF DEMOGRAPHIC VARIABLES ON CONSUMER BUYING BEHAVIOUR: WITH REFERENCE TO PURCHASE OF HOUSEHOLD COMMODITIES FROM ORGANIZED RETAIL STORES IN CHHATTISGARH, INDIA
Keywords:
Consumer Behaviour, Demographic Variables and Multivariate AnalysisAbstract
The study seeks to examine the effects of demographic variables on consumer buying behaviour towards household commodities, the study area being Chhattisgarh. The state of Chhattisgarh was specifically targeted as consumers of Chhattisgarh are unique in their characteristics and differ from any other buyer in India. The consumers in the state are matured buyer but are not exposed to organized retailing. Since strategies to boost up sales in store is directly or indirectly targeting demographic aspects of consumer, investigating its effect will open doors of future strategy planning. Demographics variables such as Socio-Economic strata, Age and Decision Making Criteria and Dwelling Location of consumer are considered as independent variable and Consumer behaviour is considered as dependent variable. The effects of independent variables on dependent variable are calculated using Multivariate linear regression analysis. The results show that age and gender of respondent is insignificant in relationship with consumer behaviour.
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Research Questionnaire
Please Respond to the Following Questionnaire as Directed. The information will be used only for educational purposes. Respond only by making single entry.
Age
Dwelling Location (Rural or Urban)
Occupation (Farmer, Service Men, Self-Employed)
Monthly Income
Family Members
Working Members in Family
Decision Making Ability while Purchasing (Male, Female or Children)
Education Level (Below or 10th Qualified, 12th Qualified, Graduate, Post Graduate or Doctorate)
Per Month Spending on Household Commodities
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