Keyword

Purchase decision, low involvement product, demographic variables

Abstract

Despite the large amount of theory and research on consumer purchase decision, current interest is in the cases where involvement with or importance of the product choice is low and the product is purchased frequently or repeatedly. The present paper provides a view of decision making based low involvement product where consumers are not motivated to engage in a systematic decision process rather they apply very simple, quick and effortless decision. To examine the understanding of consumer buying behaviour the marketing manager should have a thorough knowledge regarding the influence of demographic variables. This article is dedicated to exploring and examining the influence of demographic perspective on consumer decision making for low involvement product. Analyses of the results reveal significant difference between gender and purchase decision, age and purchase decision, income and purchase decision occupation and purchase decision. At the end of the paper, a few recommendations along with some agenda for future research studies are proposed


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