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Research Article

JCDR. 2020; 7(5): 2945-2951


An Empirical Study on Factors Stimulating Consumer's Purchasing Behaviour amongst Varied Age Groups

Dr.Ratan Suryavanshi.


Abstract

Over the years, it has been observed that the rationality factor has boosted up in consumer's purchasing
behavior. A lot of thought is given by consumers before purchasing any product. Educational marketing could
be the reason for this, apart from other factors like technological advancements and hearsay. The trend in
purchasing behavior changes with the change in the type of products.
A consumer product is termed as any tangible product made for sale that is used by a person or household for
non-business purposes. Another type of consumer product can also be classified as the products that need, like
candy, luxury goods, and even toys.
Many of the product purchases that have been made may also require a detailed evaluation of a variety of
economic, social, and even psychological factors. To solve this problem of consumers and marketers, they must
be termed as continuous studies made in the field of consumer purchasing behavior. Hence this study is
undertaken to provide solutions to solve the problems of the consumers and marketers. The trend of consumer
purchasing behaviour, how the Indian consumers are spending their money on various items has also changed in
a recent span of years. With the ever-increasing penetration made on the internet and social media, the
purchasing behavior of Indian consumers has also changed dramatically.
Aim: The present study is confined to evaluate the purchasing behaviour of consumers towards various
products, the consumers of household durable goods residing in Madhya Pradesh.
Method: To evaluate the purchasing behaviour of consumers towards various products, the consumers of
household durable goods residing in Madhya Pradesh, chi square test is applied.
Result: It is found that the consumers of household durable goods in the study area have optimistic buying
behaviours during the process of buying the household durable goods. Even though the consumers have
optimistic buying behaviours, it is suggested that government of India and Madhya Pradesh should take
necessary steps for development of buying behaviours of consumers towards the household durable goods
by various awareness program.

Key words: Consumer's purchasing behaviour, Educational marketing, Technological advancements, Consumer product, Psychological factors, Indian consumers etc.






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