11-05-2012, 02:44 PM
A STUDY ON CONSUMER BEHAVIOUR
social influence income.pdf (Size: 107.7 KB / Downloads: 188)
Methodology
Convenience sampling and multi-stage stratified disproportionate random sampling
techniques were adopted in sample selection. Accordingly Kadapa district was selected as
sample district. The total sample consists of 255 families. Chi-square analysis, factor
analysis; averages were taken as tools for data analysis.
Empirical analysis of the data
The actual survey with regard to the opinions derived from the respondent families’ membering
255 in Kadapa district of Andhra Pradesh. The opinions are elicited from them through the
execution of a questionnaire with a set of 33 close ended questions that are targeted at
respondents to get answers and opinions with regard to their cultural, social and economic
behaviour in their purchases of both durable and non-durable products and services.
Figures in parentheses indicate percentage to total.
(There is no association between age and their influencing social class factors during the
purchase decision, and hence, the hypothesis 37 ‘there is no association between the age and
social class factors of the respondents’ is accepted)
On the overall observation it can be concluded that most of the respondents (87) covering
34.11% to ‘income’, while 54 respondents (21.17%) mentioned ‘asset value’, 53 respondents
(20.78%) ‘others’, 40 respondents (15.68%) ‘occupation’ and only 21 respondents (8.23%)
chose ‘literacy level’.