Consumer Style Inventory — Assessing the Decision Making Style of Young Indians — A Study on Mobile Phones
In less than 15 years, the mobile phone has become an essential part of our daily lives. It is no longer a luxury item and has become one of the most commonly used daily consumer goods throughout the world. Indian Mobile market is one of the fastest growing markets and is forecasted to reach 868.47 million users by 2013. A large proportion of Indian population is young and they are a very important market to business today because of their large spending power. They have a very unique behavior to the older generations with research showing that a lot of what they purchase represents their self-expression. Mobile devices are a part of their personal selves and a vital component which connects them with the world and people around them. The present study has tried to focus on the decision-making styles of the young adult consumers with a reference of mobile phone buying and to create decision-making profile of young Indian adults. The research has made use of Sproles and Kendall’s (1986) consumer style inventory and has attempted to examine the applicability in Indian context. The factor analysis, the principle components method with Varimax rotation of factors, was performed to identify characteristics of consumer decision-making
Year of publication: |
2015
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Authors: | Nandi, Dr. Shampa |
Publisher: |
[S.l.] : SSRN |
Subject: | Indien | India | Mobiltelefon | Mobile phone | Konsumentenverhalten | Consumer behaviour | Entscheidung | Decision | Mobilkommunikation | Mobile communications |
Description of contents: | Abstract [papers.ssrn.com] |
Saved in:
Extent: | 1 Online-Ressource |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments December 1, 2013 erstellt Volltext nicht verfügbar |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014131722
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