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- Title
Psychographics and its Effect on Purchase Frequency - A Study of the College-goers of Kolkata, India.
- Authors
Roy, Sudas; Goswami, Paromita
- Abstract
The paper attempts to discern the psychographic characteristics of the collegegoers of urban India; and also to understand the effect of psychographics on the frequency of purchase of different products/services that the college-goers themselves purchase. AIO (Activities, Interest and Opinions) inventory and the List of Values (LOV) scale were used to understand the psychographics of the target population. Frequency of purchase of the products and services was also noted. It was found that the psychographics had a strong correlation with product/service groups with similar purchase frequencies. The frequent purchasers of different product/service groups could be described in terms of their psychographic characteristics. The relationship between psychographics and product/service purchase frequency has been clearly established over a range of product/service categories.
- Subjects
INDIA; PSYCHOGRAPHICS; PSYCHOLOGY of college students; METROPOLITAN areas; CONSUMER preferences; PURCHASING; ADVERTISING effectiveness
- Publication
Decision (0304-0941), 2007, Vol 34, Issue 1, p63
- ISSN
0304-0941
- Publication type
Article