Relationship of demographic characteristics with purchasing decision involvement: a study on FMCG laundry soaps

Robaka Shamsher; Rashid A. Chowdhury

Article Details

Research Article Volume 06 Issue 2

Relationship of demographic characteristics with purchasing decision involvement: a study on FMCG laundry soaps

Robaka Shamsher • Rashid A. Chowdhury

Published: 18 Jun 2012 Issue:Volume 06 Issue 2 Apr 2012 Author details below

Robaka Shamsher

School of Business, Independent University

Rashid A. Chowdhury

School of Business, Independent University

Purchase decision low involvement product demographic variables

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Abstract

Research summary

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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Article History

Published 18 Jun 2012

How to Cite

Shamsher, R. & Chowdhury, R. A.. (2012). Relationship of demographic characteristics with purchasing decision involvement: a study on FMCG laundry soaps. Journal of Business and Retail Management Research, Volume 06 Issue 2.

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APA

Shamsher, R. & Chowdhury, R. A.. (2012). Relationship of demographic characteristics with purchasing decision involvement: a study on FMCG laundry soaps. Journal of Business and Retail Management Research, Volume 06 Issue 2.

MLA

Shamsher, Robaka, and Rashid A. Chowdhury. "Relationship of demographic characteristics with purchasing decision involvement: a study on FMCG laundry soaps." Journal of Business and Retail Management Research, Volume 06 Issue 2, 2012.

Chicago

Robaka Shamsher and Rashid A. Chowdhury. "Relationship of demographic characteristics with purchasing decision involvement: a study on FMCG laundry soaps." Journal of Business and Retail Management Research Volume 06 Issue 2 (18 Jun 2012).

Harvard

Shamsher, R. & Chowdhury, R. A. (2012) Relationship of demographic characteristics with purchasing decision involvement: a study on FMCG laundry soaps. Journal of Business and Retail Management Research, Volume 06 Issue 2

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