Consumer Purchase Decisions and Socio-Personal Aspects

Business Researcher, Vol.1, No. 2, December, 2013

10 Pages Posted: 2 Feb 2017

See all articles by Ishwar Mittal

Ishwar Mittal

Institute of Management Studies and Research, Maharshi Dayanand University, Rohtak, India

Ravi Kumar Gupta

Maharaja Agrasen Institute of Management Studies

Date Written: December 01, 2013

Abstract

A consumer purchases the goods under the influence of various forces. He may have rational motives or irrational motives of purchase. Generally, it is perceived that a consumer purchases according to the need but many others social circles like family, friends, relatives, media etc. also influences the consumer purchase decision making behavior. The present study was carried out with the objective to analyze various important social aspects of consumer purchase decision behavior. It also outlined the correlation among various aspects of consumer purchase decision behavior. The present study was empirical in nature. Primary data was collected by using a structured questionnaire. A sample size of 600 respondents was taken for the present study, which were the natives of rural and urban areas of Haryana including NCR. Respondents of different age group, gender, education, income and occupation were taken to get the complete scenario of the universe. The sample was collected from rural and urban areas of Haryana only spreading across sixteen districts including NCR region. Data was analyzed with the help of Percentage, Chi- square, Spearman's correlation and presented by tables and figures. In the present study, five prominent factors were analyzed. The study concluded that consumer is mostly derived by the need for purchasing of goods. There is least impact of advertising on consumers' purchase of goods. Consumers are more interested in self searching and comparing the products available rather than influenced by any kind of advertisements.

Keywords: Consumer, Purchase Decision, Advertisement, Self Search, Compare, Advice

Suggested Citation

Mittal, Ishwar and Gupta, Ravi Kumar, Consumer Purchase Decisions and Socio-Personal Aspects (December 01, 2013). Business Researcher, Vol.1, No. 2, December, 2013 , Available at SSRN: https://ssrn.com/abstract=2909030

Ishwar Mittal (Contact Author)

Institute of Management Studies and Research, Maharshi Dayanand University, Rohtak, India ( email )

Rohtak
Rohtak, Haryana 124001
India

HOME PAGE: http://www.mdurohtak.ac.in

Ravi Kumar Gupta

Maharaja Agrasen Institute of Management Studies ( email )

Plot No 1, PSP Institutional Area
Sector 22, Rohini
New Delhi, DE New Delhi 110086
India
9355629130 (Phone)

HOME PAGE: http://www.maims.ac.in

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
34
Abstract Views
264
PlumX Metrics