Perceived Consumer Effectiveness in Indian Market: An Analysis

Abstract

This paper examined perceived consumer effectiveness, and objectively worked upon investigating levels and segments of consumers as per construct. For the same, data from 300 respondents was collected and analyzed. Principal Component Analysis suggested that construct PCE was firmly measured by the statements. Descriptive statistics investigated a moderate level of perceived consumer effectiveness among Indian consumers. Further, Cluster Analysis suggested two segments designated as effective and ineffective in this paper. Effective segment has high PCE in comparison with ineffective segment, as analyzed by inferential statistics of z-test for difference between two means. Owing to findings, the requirement of a law for “protection by consumers” is implied, and further research directions are suggested.