IMR JAN 2013 - Indira Institutes

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Changing Consumer Attitudes Among WomenEarliest adoptionof technologyproductsAchieverEarliest majoritStriver/SeekerLate majoStruggler17.62 10.56 Well Off‐UpperMiddleclassy 29.64 26.88 Climbers‐TrueMiddleclassrity 37.76 33.52 Aspirants‐LowerMiddleclass0.5‐1 Lakh 57.21 12‐16Lakhs0.25‐0.50Lakh24.74 8‐12Lakhs.05‐.25Lakh 6.83 4‐8LakhsLaggards‐Last 10.57 26.27 Deprived
Changing Consumer Attitudes Among WomenTable 4Consumer Purchase decisionmaking Enablers throughAttitude functionCognitive beliefs on Productbenefits /Perceivedusefulness/ease of useFor Dura bles(in %)For FMCG(in %)+ Neutral ‐ + Neutral ‐HighLow HighLow81.22 1.15 17.63 74.25 7.49 18.26Affective/Feelings on Product 29.11 9.02 61.87 58.47 22.61 18.92Attitude towards purchase 64.9 9.96 25.14 19.73 75.06 5.21Subjective Norms /SocialInfluencePBC/Perceived risk/Importance /Involvement levelBehavioral IntentionPersonal characteristicsdemographicaspectsLifestyle and personality/SelfImage87.93 5.75 6.32 88.45 6.57 4.9885.63 9.39 4.98 72.56 21.91 5.5377.78 2.68 19.54 85.36 9.82 4.8278.16 12.26 9.58 86.15 11.47 2.3881.41 9.97 8.62 88.76 10.22 1.02Sub Cultural/Religious37.93 18.01 44.06 24.75 16.99 58.26beliefs/Social norms/Foodhabits/NativityFamily dynamics 88.31 4.80 6.89 91.62 6.86 1.52Mass media‐ Persuasion andSituational Influences64.37 2.29 33.34 81.49 17.25 1.26Past behavior/Cognitivedissonance39.84 57.10 3.06 23.78 23.81 52.41The family dynamics, social norms, PBC, beliefs on product benefits, lifestyle/self image of theconsumer are prominent in influencing the attitude for durables, while for the FMCG, Familydynamics, lifestyle/self image,demographic personal profile, social norms, behavior intention tobuy and situational marketing persuasion, influences the consumer in more discernablemanner.The Past experience,sub cultural aspects,affect/feelings are observed to have relativelylesser impact on the purchase attitude for both durables and FMCG.<strong>Indira</strong> Management Review - Jan <strong>2013</strong> 53
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EDITORIAL BOARDPatron :Dr. Tarita S
Page 4 and 5: RShree Chanakya Education Society (
Page 6 and 7: IMPACT OF WORKING CAPITAL MANAGEMEN
Page 8 and 9: Impact Of Working Capital Managemen
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Page 19 and 20: GREEN MARKETING:SUSTAINABLE MARKETI
Page 21 and 22: Green MarketingDespite these challe
Page 23 and 24: Green Marketingattributes for a bet
Page 25 and 26: Green MarketingData Analysis:From g
Page 27 and 28: Green MarketingFrom graph 7 it is s
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Page 31 and 32: Green MarketingGraphs of Questionna
Page 33 and 34: Green MarketingReferences:Aaker, D.
Page 35 and 36: Changing Consumer Attitudes Among W
Page 53: Changing Consumer Attitudes Among W
Page 59 and 60: STUDY ON AWARENESS LEVEL AND USAGE
Page 61 and 62: IPO GRADINGMeaning and Significance
Page 63 and 64: IPO GRADINGFrom table 2 it may be i
Page 65 and 66: IPO GRADINGOne Way ANOVA was applie
Page 67 and 68: IPO GRADINGPre Investment Analysis
Page 69 and 70: IPO GRADINGOpinion for IPO GradingT
Page 71 and 72: IPO GRADINGReferences:“FAQ on IPO
Page 73 and 74: Seth Consultantsattached to a parti
Page 75 and 76: Seth Consultantscreated that new po
Page 77 and 78: Seth ConsultantsBrief Summary of MD
Page 79 and 80: Seth Consultantsvouch for from my p
Page 81 and 82: Seth ConsultantsSo, sometime back t
Page 83 and 84: Seth Consultantsresources you have
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