A dynamic analysis of variety seeking behaviour with reference to Indian continent

Thanigan, Jayanthi; Rajendran, G.; Sethuraman, Priya

doi:10.1504/ijicbm.2015.071588

Cited by 1 publication

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“…The key influencing element across all product categories is the need for variety. It presented the professionals with significant marketing considerations in developing successful marketing campaigns as well as attraction approaches to sustain their important clients (Thanigan, Rajendran and Sethuraman 2015). Consumer expectations and product quality information may be of great importance in company production processes.…”

Section: Literature Reviewmentioning

confidence: 99%

Structural Equation Modelling of Properties That Trigger Purchaser’s Confidence in Acquisition of Products and Consumer’s Brand Choice in Rural Areas

Madan

2020

International Journal of Rural Management

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A rural buyer buys a branded product for its assurance of quality. Rural consumers today, are quite aware of the variety of brands that are available in the market. This change in the behaviour of rural consumers is widespread in respect of FMCG products. The present study stresses on the research framework on properties that induce a purchaser’s confidence in acquisition of a product and structure their relationship with demographic variables and brand choice. The study was carried out in the rural areas of India. The sample size was 1,106. The research methodology consisted of exploratory and descriptive studies. Tools for analysing data included confirmatory factor analysis and modelling of structural equations. It was found that there was a significant relationship between properties that trigger a purchaser’s confidence in acquisition of products and their brand choice. It was also found that there is a significant difference between properties that trigger a purchaser’s confidence in acquisition of products and demographic variables such as age, gender, education and household income.

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Section: Literature Reviewmentioning

confidence: 99%

Structural Equation Modelling of Properties That Trigger Purchaser’s Confidence in Acquisition of Products and Consumer’s Brand Choice in Rural Areas

Madan

2020

International Journal of Rural Management

View full text Add to dashboard Cite

show abstract

A dynamic analysis of variety seeking behaviour with reference to Indian continent

Cited by 1 publication

References 0 publications

Structural Equation Modelling of Properties That Trigger Purchaser’s Confidence in Acquisition of Products and Consumer’s Brand Choice in Rural Areas

Structural Equation Modelling of Properties That Trigger Purchaser’s Confidence in Acquisition of Products and Consumer’s Brand Choice in Rural Areas

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