The current trend has been changing and it is becoming quite difficult to become and sustain as leader in the market. Mostly it is there in the hands of consumers to choose and make market leaders in that particular industry. The consumers are becoming very choosy and take a hell lot of things into consideration before buying a product from the market. The retailing sector is booming now and even the consumers are also seeking more information while purchasing. The malls and big shopping centers are becoming crowded and people are willing to do the window shopping before purchasing. There are several other behavioral issues relating to the consumer buying behavior. Infact, it is increasingly becoming difficult to turn consumers into customers. Previously the aim of marketing is to meet and satisfy target customer’s needs and wants. But now it is much more beyond that. It is customer delighting now. At the same time, the marketers also facing tough competition and they need to face many challenges yet. Understanding consumer behavior and “knowing customers” are never simple. Establishing brand loyalty is increasingly becoming difficult. The customers at any time can go for other brands for any reason. This paper highlights various issues or aspects that a consumer takes care during purchasing activity.
This paper deals with how consumers are choosing their brands and how intensive they are during pre purchase system. This paper was also based on the research work done.
Table of Contents
1. Upward mobility
2. Working out circles
3. Quest for life long vitality
4. Pride in being Indian
5. Current pleasure
6. Spirituality
7. Individualism
8. Miscellaneous aspects
9. Upward mobility
10. Working out circles
11. Life long vitality
12. Pride in being Indian
13. Pleasure in the NOW
14. A form of spirituality
15. Individuality
16. Miscellaneous aspects
17. Upward mobility
18. Working out circles
19. Life long vitality
20. Pride in being Indian
21. Pleasure in the NOW
22. A form of spirituality
23. Individuality
24. Miscellaneous aspects
Research Objectives and Themes
This study investigates the various behavioral factors influencing consumers within the context of "consumer democracy," specifically examining how demographic variables like age, occupation, and education affect purchasing behavior and expectations from marketers.
- The impact of upward mobility and lifestyle consciousness on consumer choices.
- The role of social networks and the "virtuous cycle of fame" in shaping consumer influence.
- The influence of demographic factors (age, occupation, education) on hedonistic and spiritual consumer trends.
- The importance of branding, ambience, and product quality in modern retail environments.
Excerpt from the Book
Introduction
Consumer democracy is prevailing and the consumers are increasingly becoming more demanding and involved in the buying behaviour. There are several factors and issues that are dealt in this regard. Some of them covered here are
1. Pursuit of upward mobility
2. The striving for expanding circles of influence in the social network
3. The quest for life long vitality
4. Pride in being Indian
5. Pleasure in the NOW
6. A form of spirituality
7. Expressing (a negotiated) individuality
8. Miscellaneous aspects like advertisement, ambience and the quality of product or service
Summary of Chapters
1-8: These chapters present a quantitative analysis of consumer behavior aspects, such as upward mobility and spirituality, based on age groups using ANOVA testing to determine significant variances.
9-16: These sections continue the statistical examination by analyzing how different occupations influence the same eight behavioral categories through data sets and hypothesis testing.
17-24: These final chapters evaluate the variance in consumer behavior issues categorized by educational levels, providing a comprehensive data-driven overview of consumer democracy segments.
Keywords
Consumers, Upward mobility, Working out circles, Quest for life long vitality, Pride in being Indian, Current pleasure, Spirituality, Individualism, Consumer democracy, Hedonism, Market behavior, Purchasing activity, Retail sector, Brand loyalty.
Frequently Asked Questions
What is the core focus of this research paper?
The paper explores various behavioral aspects that drive consumer decision-making in the current era of "consumer democracy," where consumers hold significant power in determining market leaders.
What are the central thematic pillars discussed?
The research centers on eight key areas: upward mobility, social influence circles, vitality, national pride, hedonism (pleasure in the now), spirituality, individualism, and miscellaneous retail factors like advertisement and ambience.
What is the primary research goal?
The goal is to study how consumer behavior is affected by these specific aspects and to identify what modern consumers expect from marketers and brands.
Which scientific methodology is employed in this study?
The study utilizes primary research with a sample size of 100 individuals in Chennai and employs Two-way ANOVA (Analysis of Variance) as the statistical tool to test hypotheses regarding consumer demographics.
What topics are addressed in the main body of the work?
The main body systematically analyzes survey data to see if there are significant variances in consumer behavior based on age, occupation, and educational attainment across the eight identified behavioral categories.
How would you characterize this work using keywords?
The work is best characterized by terms such as consumer democracy, brand loyalty, hedonism, social networks, and demographic behavioral segmentation.
Does the research conclude that age significantly impacts the "Pleasure in the NOW" aspect?
Yes, the data analysis shows a significant variance, suggesting that different age groups exhibit different levels of hedonism and consumerism.
How does educational level correlate with the "Upward mobility" factor?
The findings indicate that educational levels (Under UG, UG, PG, Doctoral) demonstrate a significant variance in how consumers prioritize individual style and brand image as part of their pursuit of upward mobility.
- Citation du texte
- Dr. Srividya Nadindla (Auteur), 2008, Behavioral Issues in Consumer Democracy, Munich, GRIN Verlag, https://www.grin.com/document/183778
