Behavioral Issues in Consumer Democracy

Abstract

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.

The following issues or aspects are identified which would effect the consumer in consumer democracy.

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

This paper is based on research conducted with a sample size of 100 in Chennai. The results are based upon the responses got through this research and may not be necessarily true for all conditions and generations.

Key words: Consumers, Upward mobility, Working out circles, Quest for life long vitality, Pride in being Indian, Current pleasure, Spirituality, Individualism

Behavioral Issues in Consumer Democracy

N. Srividya B. Tech, MBA, M. Phil, (Ph. D)

Full Paper

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

Objectives of the Study

- To study various aspects that effect the consumer behavior in consumer democracy
- To glance what the consumers are expecting from the marketers
- To study how the age, occupation, education level and city they are staying affect their behaviour.

Scope of the Study

This study is relevant for all the companies that are doing marketing. They can have a look what the consumers are expecting from them. The future researchers also can have some insight about this consumer democracy. Any negative points in consumer democracy about the companies can be addressed effectively. They can have an idea about the potential consumers who may turn into customers.

Limitations of the Study

All the data collected here is purely the respondents’ personal views and opinions.

All the data may not be true and correct in all the aspects and issues.

Time is one of the constraints.

The research could not be done extensively.

Only few consumers were considered for the research.

This is done mainly in Chennai.

The age group of the respondents is also considered 20 to 60 only.

Research Methodology

Sample size: 100

Target population: All the consumers who are involved in some purchasing behavior.

Analysis tools: Two way Anova

1. Under Pursuit of upward mobility the following aspects are considered.

- Self Image
- Lifestyle consciousness
- Individual style
- Brand image

2. Under the striving for expanding circles of influence in the social network

- Social network
- Virtuous cycle of fame
- Influence
- Power and Money are considered.

3. Under the quest for life long vitality

- Desire to look young
- Be young
- Retain youthful vitality even in old age
- Health conscious are considered

4. Under Pride in being Indian

- Heritage
- Resurgence of pride in being Indian
- Interest in our past and heritage are considered

5. Under Pleasure in the NOW

- Consumerism
- Shopping at least window shopping
- Every other form of hedonism
- Importance to hedonism than savings are considered

6. Under A form of spirituality

- Witness the growth of Art of Living
- Gita, Yoga, Asanas, Pranayama
- Consulting astrologers
- Lucky stones, Srichakra are considered

7. Under expressing (a negotiated) individuality

- Greater individualism
- The expression of individualism
- Expressing one’s individual talents
- Helping nature are considered

8.Miscellaneous aspects like advertisement, ambience, quality of product or service and referrals are considered.

Again age is also considered as four groups like 20 – 30, 31 – 40, 41 – 50 and 51- 60

Educational level under UG, UG, PG and doctoral levels

Occupation is considered as four groups again like student, working, not working and retired.

Sampling method: random sampling

Data Analysis

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Null Hypothesis Ho: There is no significant variance between the age and issues of upward mobility.

Alternate Hypothesis H1: There is no significant variance between the age and issues of upward mobility.

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F = 890.08 / 242.25 = 3.62 < 3.86 table value. Hence the hypothesis is accepted. Hence, there is no significant variance among the age.

F = 738.42 / 242.25 = 3.05 < 3. 86 table value. Hence the hypothesis is accepted. Hence, there is no significant variance among the issues of upward mobility.

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Null Hypothesis Ho: There is no significant variance between the age and the issues of working out circles.

Alternate Hypothesis H1: There is significant variance between the age and working out circles.

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F = 1476.23 / 244.34 = 6.04 > 3.86 table value. Hence the hypothesis is rejected. There is significant variance in the issues of working out circles.

F = 1451.06 / 244.34 = 5.94 > 3.86. Hence the hypothesis is rejected. Hence, there is significant variance among the age.

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Null Hypothesis Ho: There is no significant variance between the age and lifelong vitality.

Alternate Hypothesis H1: There is significant variance between the age and lifelong vitality.

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