Global Journal of Enterprise Information System
G J E I S
Impact of Demographic Factors on Consumer Behaviour - A
Consumer Behaviour Survey in Himachal Pradesh
Rakesh Kumar*
Commerce Department, Shaheed Bhagat Singh College, University of Delhi, India; [email protected]
Abstract
Consumer behaviour doesn’t remain the same or constant in every situation it changes time to time. There are various factors
which affects consumer behaviour. As the change comes in these factors, consumer behaviour also changes. The demographic
factors which affect consumer behavior are: (1) age (2) sex (3) marital status (4) income (5) family background (6) education
(7) occupation (8) family size (9) geographic factors (10) psychological factors. In this grim battle for snatching maximum
share of market, only those producers are destined to emerge victorious who will be able to read the pulse of the buyers. And
this is here, where buyer behaviour has a very important role to play. There are so many demographic factors like age, sex,
income, occupation, education, marital status and family background which affects the behaviour of consumers. Here an attempt has been made that how and to what extent these factors affects the behaviour of consumers. It is quite necessary for
the manufacturers of four-wheeler to know the behaviour of consumers. So, that they can increase their sales and capture the
maximum share of the market. In this research paper an attempt has been made to know the affect of demographic factors on
consumer behavior.
Keywords: After Sales Services, Brand Preferences, Consumer Behaviour, Warranty Period
1. Introduction
Consumer Behaviour is the study of individuals, groups, or
organizations and the processes they use to select, secure, and
dispose of products, services, experiences, or ideas to satisfy
needs; and the impacts that these processes have on the consumer and society. Consumer is the focus of all the marketing
activities. Knowledge of his activities and behaviour is one of
the most important aspects of the marketing. Te consumers
buy the goods to satisfy a number of needs and drives. Human
wants are unlimited and varying time to time; from place to
place and man to man. Te study of consumer behaviour holds
great interest for us as consumers, as students and scientists, and
as marketers.
2. Factors Affecting Consumer
Behaviour
Consumer behaviour doesn’t remain the same or constant in
every situation it changes time to time. Tere are various factors
which affects consumer behaviour. As the change comes in these
factors, consumer behaviour also changes. Following are the factors which affect consumer behaviour:
* Author for correspondence
2.1 Demographic Factors
2.1.1 Sex
We can classify sex into two categories—male or female. Women
in our society have started purchasing most of the goods items
and other household goods, independent of the decisions of their
husbands. But men still make most purchasing decisions relating
to automobiles, TVs, refrigerators, cameras and other consumer
durables. Tus, who will purchase, the product, affect the study
of consumer behaviour.
2.1.2 Age
Infant, child, adolescent, young adults, matures adults, senior
citizens, etc. Our wants, needs, desires and aspirations all change
with age.
2.1.3 Marital Status
Single, engaged, married, separated, divorced, widow, etc.
Married people always constitute a stronger market for homes,
life insurance, consumer durables and children’s clothing than
unmarried people. Tus the life of widow and her shopping
habits are different to a great extent as compared to a typical
married woman of the same age. Tus it is important to consider
DOI: 10.15595/gjeis/2014/v6i2/5184436
Impact of Demographic Factors on Consumer Behaviour - A Consumer Behaviour Survey in Himachal Pradesh
Vol 6 | Issue 2 | April-June 2014 | www.gjeis.org GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432
the marital status of a consumer before studying his/her buying
behaviour.
2.1.4 Ethnic Factor
Low class, middle class, upper class etc. Minority group everywhere have traditionally received less education, fewer cultural
opportunities and earned lower incomes than others. Te
condition of such people are no doubt changing but still the consumption pattern of minority group people w.r.t. both ‘type and
quality’ of goods they purchase, differ from others.
2.1.5 Income Factor
Low, low middle, middle, upper middle, upper etc. An individual’s income determines to a very great extent the type and
quality of products he buys. People with low income are forced
to spend most of their money for food, rent, clothing and other
essentials. As they become more afuent, they tend to purchase
higher quality items and buy more non-essentials. Of course,
people earning the same amount of money may spend it in different ways depending upon other personal factors.
2.1.6 Education
Illiterate, primary education, high school education, college
education, university education, professional education, etc.
researches have shown that preferences in music, art, entertainment, food, clothing, automobiles etc. are influenced by the
extent, kind and quality of one’s education. Generally speaking
the more educated a person is, the more discriminating a shopper he is.
2.1.7 Occupation
Unskilled, semiskilled, skilled, bureaucrats, professional, businessmen etc. Te product preferences of white collar workers
tend to be quite different from that of blue collar workers. Tus
the study and prediction of the behaviour of a consumer is eased
if we know exactly his occupation.
2.1.8 Family Size
Small family, big family and joint family etc. If size of the family small it will purchase essentials in small quantity but if the
size of the family is large it will purchase essential products like
food, clothes, etc. in large quantity to fulfll the necessity of every
member of the house9.
3. Geographic Factors
For some good or services, geographical variations may be quite
important. In United States, for example, distinctly different taste
preferences for food exist when comparing the North and the
South or the East-West and the West coast, ranging from what to
eat for breakfast to what to drink with dinner. Tese geographic
differences are even greater around the world. For example in
the United Kingdom, northerners prefer white pickled onions,
whereas southerners prefer brown ones. Few people drink orange
juice for breakfast in Aranee, but many does so during the day as
refreshment. In Japan, soup is consumed mainly for breakfast. If
the geographic environment of the area where the consumer is
living in hot, naturally the demand for refrigerators will be high
if the area is cold the demand for heater will be more. To better
understand existing consumer differences based on geography,
marketers go to great lengths to research and analyze behavioural patterns. Te availability of such geographic information
can help the marketer target mailings, advertisement, or personal
sales pitches that will be most effective and efcient.
4. Psychological Factors
A number of psychological factors also influence buyer behaviour, ranging from the teachings of Freud to Herberg’s discussion
of dissatisfers and satisfers. In the context of marketing, perhaps the most widely quoted psychological approach is that of
Abraham Maslow. He developed a hierarchy of needs, shaped
like a pyramid, which: ranges from the most essential immediate physical needs such as hunger, thirst and shelter to the most
luxurious none-essentials. It was Maslow’s contention that individual addresses the most urgent need frst, starting with the
physiological. But as each need is satisfed and lower level physical needs are satisfed, attention switches to the next higher level,
resulting ultimately in the level of self-actualization or fulflment. It has been argued that marketers in industrialized nations
should increasingly focus their attention on the two highest levels for the citizens of their countries. However, it appears that
even in rich countries, the elementary needs of many remain
unfulflled. An interesting phenomenon—the foreign concern
emerges as an additional post-Maslowian level. Many who themselves have achieved high level of needs fulflment-begin to focus
on individuals and countries are encouraged to seek and offer
self-actualization, without addressing their won ofen unfulflled
basic needs such as nourishment and housing. Such approaches
can lead to disagreement and even conflict, particularly in the
international trade and policy areas, without necessarily improving the quality of life.
5. Review of Literature
Te chapter deals with the existing studies available on the
related topic, to explore the existing research gap. Te main con-Vol 6 | Issue 2 | April-June 2014 | www.gjeis.org GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432 37
Rakesh Kumar Empirical Article
sideration in reviewing the research work already done in this
concerned feld is to evaluate such studies, in order to formulate
the present study and to avoid duplication of the work. Further,
this may provide valuable information regarding the methodologies, analytical tools, etc. already employed along with the
methodological weaknesses, if any. Tis will not only help in tailoring the present study, but in consonance of the objectives of
the study.
Brown6, studied both the degree of loyalty and the factors
appearing to affect it were studied in this project, which was
based on interviews with 198 shoppers in the Muncie, Indiana,
metropolitan area. Both methodology and procedures were well
covered in the report. It was found that one-third of food shoppers were completely loyal to one store; 81 percent purchased
at least one private brand; one-third of the shoppers were loyal
purchasers of private levels; store loyalty appeared to be a minor
factor in explaining loyalty to private brands; between the two
most important loyalty factors-price and quality, price tended to
be more important.
Block5, attempted to analyse search behaviour of low-income
households. A sample of 350 households in a St. Louis ghetto was
polled to determine sources and types of information used in
planning purchases. Store patronage patterns in the purchase of
grocery product were also surveyed. Information related to dealers was far less important than product-oriented information. A
very small percentage checked comparative prices and experience
of others, primarily because so many had to shop within walking
distance of their homes. Radios and television set were owned
by 84 percent and nearly two thirds saw a newspaper daily; but
their reading time was limited. Newspaper was viewed as the best
source of product information. Two thirds of the group bought
most groceries in a supermarket; one fourth patronized a corner store. Tose who read the most were concerned with prices;
whereas with little reading to primary patronage factors were
convenience and service.
London7, the present study presents prepurchase support
for a self concept/purchase intention link and also indicates
that some subjects predominantly match product-image with
self-image while others tend to match product-image with ideal
self-images.
Olashavsky and Granbois8, studied consumers pre-purchase behaviour and suggested that a substantial proportion of
purchase did not involve decision making, not even in the frst
purchase. Te heavy emphasis in current research on decision
making might discourage investigation of other important kinds
of consumer behaviour.
Anderson1, explained in his article that a critical relativist
perspective on research in consumer and buyer behaviour. It was
argued that a relativistic construal of that area was far superior
to a positivistic approach because: (I) It provided a more accurate description of how knowledge was actually generated in the
feld, (2) It offered a more rigorous and touch-minded approach
to the evaluation of knowledge claims in the discipline, and (3)
It suggested a framework for coming to grips with the various
problems that arise in day-to-day research. Te article developed
a new model of the research generation process in social science
and employed a well-known “case study” in consumer research
to illustrate many of its key points.
Palan and Wilke9, the study presents a classifcation of both
adolescent influence strategies and parental response strategies,
developed from in –depth interviews with adolescents, mothers
and fathers. In addition, the perceived effectiveness of adolescent
influence strategies is examined, revealing that adolescents are
most successful in their influence attempts when they emulate
adult strategies. Implications of these fndings for future research
are discussed.
Bagozzi2, purpose of his study was to encourage research on
the social aspects of consumer behaviour, particularly as found
in groups of consumers and manifested through group action.
Based on work by leading contemporary philosophers, a new
concept of social facts is presented that is grounded in the way
members of a group see themselves and the implications of this
for group action. Group action, in turn, is shown to require different conceptual schemes than commonly used for individual
action or interpersonal and macro social perspectives. Among
other ideas, the notion of what it means for a group member to
intend that the group act and how individual intentions are contributory to group action are discussed.
Battolio and Fisher4, study describes the general structure
of controlled economic environment and reports the results of
a series of experimentally induced price changes on consumer
behaviour is one such environment. Te experimental results
demonstrate the suitability of controlled economic environments as laboratories for the experimental analysis of consumer
behaviour and add to our understanding of consumer behaviour,
particularly with report to the continuing effects of temporary
price change on the composition of consumption.
Adval3, study reveals that participants experiencing positive or negative affect judged products described by brand and
attribute information. Four studies using parameter-estimation
and reaction-time procedures determined whether the impact of
affect on brand name was the result of its influence on (a) participant’s perception of its evaluative implications at the time of
encoding or (b) the importance they attached to it while integrating it with other information to compute a judgment. Results
showed that positive affect increased the extremity of the brands
evaluative implication rather than the importance that participants attached to it. A ffh experiment demonstrated the
implications of these fndings for product choices made 24 hours
afer affect was induced.38
Impact of Demographic Factors on Consumer Behaviour - A Consumer Behaviour Survey in Himachal Pradesh
Vol 6 | Issue 2 | April-June 2014 | www.gjeis.org GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432
6. Objectives of the Study
Te objectives of the present study are:
1. To provide an understanding to the concept consumer behavior and to highlight the need and importance of Consumer
Behaviour.
2. To study the Impact of Demographic Factors on Consumer
Behaviour.
7. Hypothesis
Null Hypothesis-H0: Tere is signifcant Impact of Demographic
Factors on Consumer Behaviour.
Alternative Hypothesis-H1: Tere is no signifcant Impact of
Demographic Factors on Consumer Behaviour.
8. Research Methodology
8.1 Methodology of Data Collection
Te present study has been conducted with the help of primary
and secondary data to understand the consumer behaviour
towards Four-wheeler.
8.1.1 Primary Data
Te primary data for the study has been collected with the help of
interviews, personal observation, pilot survey and questionnaire.
8.1.2 Secondary Data
Te secondary data has been collected from the following sources:
1. Books and journals.
2. Research reports.
3. Dealers.
4. Magazines, articles from newspapers.
5. Websites.
8.2 Sample Size and Sample Design
Te complete Himachal Pradesh acts as the universe and every
consumer who has four-wheeler of any company in the state
under study is the population for the study. Keeping in view the
time factors for the completion of the present study only a sample
of 1000 consumers has been selected. Te sample constitutes proportionately all major brands of four-wheeler sold by different
companies in the state under study. Further, designing a sample,
due care has been taken to cover all demographic variables like
age, sex, income, education, background of consumers, etc. in
order to make the sample more representative.
8.3 Sampling Method
Multiple-stage sampling has been used:
8.3.1 Stage One
At this stage, using cluster sampling, the whole area of Himachal
Pradesh has been divided into four groups, taking three districts
in each group.
8.3.2 Stage Two
At this stage, by using judgment-cum-convenience sampling
each group has been divided into rural & urban area.
8.3.3 Stage Tree
At this stage, by using quota sampling, a sample of 1,000 consumers has been taken proportionately from rural and urban
population keeping in view the number of four-wheeler sold in
rural & urban areas.
8.3.4 Stage Four
At this stage, the ultimate sample was selected on the basis of
convenient-cum-judgment sampling.
9. Methods of Data Analysing and
Interpretation
1. Percentage Method.
2. Chi-Square Method.
9.1 Data Analysis and Interpretation
It is evident from the Table 1 that majority of the consumers
belonging to all age group have responded that they have purchased four-wheeler for personal use. While applying χ2 test, it
is found that calculated value of χ2 (4.950) is less than table value
at 5% level of signifcance, which leads to accept null hypothesis.
It means there is no signifcant relationship between the variable
namely age of consumer and purpose of buying four-wheeler.
It has been observed from the Table 2 that service holders
and agriculturists have purchased four-wheeler for personal use.
Businessmen and professionals have purchased four-wheeler
for business & professional purpose. While χ2 text is applied, its
value (230.20) is found greater than table value at 1% level of signifcance which further supports the above analysis.
It is obvious from the Table 3 that the consumer who belongs
to rural area, majority of them have purchased four-wheeler of
Maruti Suzuki, Mahindra & Mahindra and Tata Motors, whereas
consumers who belong to urban area majority of them have purchased four-wheeler of Maruti, Hyundai and Mahindra. So it canVol 6 | Issue 2 | April-June 2014 | www.gjeis.org GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432 39
Rakesh Kumar Empirical Article
Table 1. Age of consumer and purpose of buying
four-wheeler
Age Purpose of buying four-wheeler Total
Personal
Purpose
Business &
Professional
purpose
Below 30 years 132
(51.8)
123
(48.2)
255
(100.0)
30-45 years 247
(52.2)
226
(47.8)
473
(100.0)
Above 45 years 163
(59.9)
109
(40.1)
272
(100.0)
Total 542
(54.2)
458
(45.8)
1000
(100.0)
2χ
= 4.950
P > 0.05
Note: Figures in parenthesis depicts the percentage
Source: Data collected through questionnaire
Table 2. Occupation of consumer and purpose of
buying four-wheeler
Occupation Purpose of buying four-wheeler Total
Personal
purpose
Business &
Professional
purpose
Service 296
(83.4)
59
(16.6)
355
(100.0)
Business 127
(31.8)
272
(68.2)
399
(100.0)
Profession 47
(34.3)
90
(65.7)
137
(100.0)
Agriculturist 72
(66.1)
37
(33.9)
109
(100.0)
Total 542
(54.2)
458
(45.8)
1000
(100.0)
2χ
= 230.220
P < 0.01
Note: Figures in parenthesis depicts the percentage.
Source: Data collected through questionnaire.
Table 3. Background of consumer and brand of four-wheeler
Background Brand of four-wheeler
Maruti
Suzuki
Mahindra
and
Mahindra
Tata
Motors
Hyundai
Motors
Toyota
Motors
Any
other*
Total
Rural 279
(44.1)
151
(23.9)
112
(17.7)
50
(7.9)
20
(3.2)
20
(3.2)
632
(100.0)
Urban 171
(46.5)
49
(13.3)
38
(10.3)
50
(13.6)
30
(8.2)
30
(8.2)
368
(100.0)
Total 450
(45.0)
200
(20.0)
150
(15.0)
100
(10.0)
50
(5.0)
50
(5.0)
1000
(100.0)
Note: Figure in parenthesis depicts the percentage
Source: Data collected through questionnaire.
Any Other*: Fiat, Ford, Skoda, Honda, Chevrolet etc.
be concluded that the demand of the four-wheeler of Maruti,
Mahindra and Tata Motors is higher in rural area than that of
urban area. On other hand, in urban area the demand of Maruti,
Hyundai, Mahindra and other brand is higher.
Te Table 4 reveals that the consumers whose income level is
less, they have purchased four-wheeler of Maruti Company and
the consumers whose income level is higher, they have purchased
four-wheeler of Tata Motors, Mahindra and other brands.
It is apparent from the Table 5 that majority of consumers
irrespective of their educational background have responded that
they have purchased four-wheeler from authorized dealer only.
While χ2 test is applied its value (21.680) is found greater than
table value at 5% level of signifcance.
It is obvious from Table 6 that no doubt slightly more than
one-tenth of consumers opined that they would like to buy
four-wheeler from authorized dealer only. Rural consumers are
highly in percentage who have replied that they would like to
purchase the four-wheeler from authorized dealer only.
It has been observed from Table 7 that irrespective of their
background majority of consumers have opined that they like
installment method of payment for durable goods.
It is depicted from the Table 8 that majority of consumers
whether they belong to lower income group or higher income
group like installment method of payment.
On the basis of Table 9, it can be seen that majority of the
consumers take the opinion of friends, neighbours and family before purchase of durable goods. While applying χ2 test, it
is found that the calculated value of χ2 (11.620) is less than the
table value at 5% level of signifcance, while leads to accept the
null hypothesis. It means that consumers of different age group40
Impact of Demographic Factors on Consumer Behaviour - A Consumer Behaviour Survey in Himachal Pradesh
Vol 6 | Issue 2 | April-June 2014 | www.gjeis.org GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432
Table 4. Income of Consumer and brand of four-wheeler
Income Brand of four-wheeler Total
Maruti
Suzuki
Mahindra &
Mahindra
Tata
Motor
Hyundai
Motors
Toyota
Motor
Any
Other*
Low income 48
(82.8)
--- 10
(17.2)
---- --- --- 58
(100.0)
Middle
income
209
(51.5)
48
(11.8)
39
(9.6)
80
(19.7)
20
(4.9)
10
(2.5)
406
(100.0)
High income 150
(38.6)
121
(31.1)
68
(17.5)
20
(5.1)
20
(5.1)
10
(2.6)
389
(100.0)
Super high
income
43
(29.3)
31
(21.1)
33
(22.4)
--- 10
(6.8)
30
(20.4)
147
(100.0)
Total 450
(45.0)
200
(20.0)
150
(15.0)
100
(10.0)
50
(5.0)
50
(5.0)
1000
(100.0)
Table 5. Education of consumer and selection
of dealer
Education Selection of dealer Total
Authorised
dealer
Any other
dealer
Below
middle
126
(100.0)
--- 126
(100.0)
Middle to
plus two
285
(93.4)
20
(6.6)
305
(100.0)
Graduation &
above
500
(87.9)
69
(12.1)
569
(100.0)
Total 911
(91.1)
89
(8.9)
1000
(100.0)
2χ
= 21.680
P < 0.05
Note: Figures in parenthesis depicts the percentage
Source: Data collection through questionnaire
Table 6. Background of consumer and
selection of dealer
Background Selection of dealer Total
Authorised
dealer
Any other
dealer
Rural 593
(93.8)
39
(6.2)
632
(100.0)
Urban 318
(86.4)
50
(13.6)
368
(100.0)
Total 911
(91.1)
89
(8.9)
1000
(100.0)
Table 7. Background of consumer and selection of
mode of payment
Background Selection of mode of
Payment
Total
Cash
Payment
Installment
Payment
Rural 161
(25.5)
471
(74.5)
632
(100.0)
Urban 69
(18.8)
299
(81.2)
368
(100.0)
Total 230
(23.0)
770
(77.0)
1000
(100.0)
Table 8. Income of consumer and selection of mode
of payment
Income Selection of mode of
payment
Total
Cash
payment
Installment
payment
Low income 20
(34.5)
38
(65.5)
58
(100.0)
Middle income 110
(27.1)
296
(72.9)
406
(100.0)
High income 79
(20.3)
310
(79.7)
389
(100.0)
Super high income 21
(14.3)
126
(85.7)
147
(100.0)
Total 230
(23.0)
770
(77.0)
1000
(100.0)Vol 6 | Issue 2 | April-June 2014 | www.gjeis.org GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432 41
Rakesh Kumar Empirical Article
consider the fact that the opinions of others must be sought
before purchasing durable goods.
It is clear from the analysis of Table 10 that whether the
consumers are married or unmarried they are accepting it that
opinion of others should be sought before the purchase of fourwheeler. Although married consumers are larger in percentage
who strongly support the argument that opinion of others
should be sought before the purchase. While applying χ2 test, it is
found that the calculated value of χ2 (1.367) is less than the table
value at 5% level of signifcance, which leads to accept the null
hypothesis. Tus, it can be concluded that there is no signifcant
difference in the opinion of different marital status consumers
over the opinion of friends, family and neighbours before purchase.
Te Table 11 ‘Age of consumer and kind of four-wheeler
reveals that demand for luxury is quite higher among the consumers of age group below 30 years. When χ2 test is applied, it is
found that the calculated value of χ2 (86.542) is greater than table
value at 1% level of signifcance which leads to reject null hypothesis and accept alternative hypothesis. Tus, it can be concluded
that there is signifcant relationship between two variables age of
consumer and kind of four-wheeler.
It is apparent from table 1.12 that demand of luxury fourwheeler is higher but at the same time, four-wheeler companies
should also manufacture low priced ordinary four-wheeler in
order to capture the market of all income groups. While applying χ2 test, its value (26.125) is found greater than table value at
5% level of signifcance, which leads to reject null hypothesis and
accept alternative hypothesis. So, it is clear that there is signifcant relationship between occupation of consumer and kind of
four-wheeler they like.
Table 9. Age of consumer and opinion of friends,
neighbours and family before purchase
Age Opinion of friends, neighbours
and family before purchase
Total
Strongly
agree
Moderately
agree
Disagree
Below 30 years 205
(80.4)
50
(19.6)
--- 255
(100.0)
30-45 years 356
(75.3)
117
(24.7)
--- 473
(100.0)
Above 45 years 233
(85.7)
39
(14.3)
--- 272
(100.0)
Total 794
(79.4)
206
(20.6)
--- 1000
(100.0)
2χ
= 11.620
P > 0.05
Note: Figures in parenthesis depicts the percentage
Source: Data collected through questionnaire
Table 10. Marital status of consumer and opinion of
friends, family and neighbours before purchase
Marital
status
Opinion of friends, family and
neighbours before purchase
Total
Strongly
agree
Moderately
agree
Disagree
Married 631
(80.2)
156
(19.8)
--- 787
(100.0)
Unmarried 163
(76.5)
50
(23.5)
--- 213
(100.0)
Total 794
(79.4)
206
(20.6)
--- 1000
(100.0)
2χ
= 1.367
P > 0.05
Note: Figures in parenthesis depicts the percentage
Source: Data collected through questionnaire
Table 11. Age of consumer and kind of four-wheeler
Age Kind of four-wheeler
Ordinary Luxury Total
Below 30 years 20
(7.8)
235
(92.2)
255
(100.0)
30-45 years 184
(38.9)
289
(61.1)
473
(100.0)
Above 45 years 59
(21.7)
213
(78.3)
272
(100.0)
Total 794
(79.4)
206
(20.6)
1000
(100.0)
2χ
= 86.542
P < 0.01
Note: Figures in parenthesis depicts the percentage
Source: Data collected through questionnaire
Table 12. Occupation of consumer and
kind of four-wheeler
Occupation Kind of four-wheeler Total
Ordinary Luxury
Service 88
(24.8)
267
(75.2)
355
(100.0)
Business 108
(27.1)
291
(72.9)
399
(100.0)
Profession 20
(14.6)
117
(85.4)
137
(100.0)
Agriculturist 47
(43.1)
62
(56.9)
109
(100.0)
Total 263
(26.3)
737
(73.7)
1000
(100.0)
2χ
= 26.125
P < 0.05
Note: Figures in parenthesis depicts the percentage.
Source: Data collected through questionnaire.42
Impact of Demographic Factors on Consumer Behaviour - A Consumer Behaviour Survey in Himachal Pradesh
Vol 6 | Issue 2 | April-June 2014 | www.gjeis.org GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432
It is noted from the Table 13, that majority of consumers irrespective of their income group prefer to have luxury four-wheeler.
Te demand for high priced, good quality, luxury four-wheeler
is higher among the consumers who belong to higher income
group, whereas the demand for low priced, average quality, ordinary four-wheeler is higher among the consumers who belong
to lower income group. Te calculated value of χ2 test (21.275) is
greater than the table value at 5% signifcance level, which leads
to reject null hypothesis. Tus, it can be concluded that there is
signifcant relationship between income of consumer and kind
of four-wheeler.
It is clear from the analysis presented in Table 14 that majority of married consumers take the opinion of others before
purchase. On the other hand, majority of unmarried consumers take self decision followed by the advice of the dealer. While
apply χ2 test, it is found that the calculated value of χ2 (81.246) is
greater than table value at 1% level of signifcance
It is clear from the Table 15 that consumers of lower educational group do not take the opinions of children, relative and
Table 13. Income of consumer and kind of
four-wheeler
Income Kind of four-wheeler Total
Ordinary Luxury
Low income 20
(34.5)
38
(65.5)
58
100.0%
Middle income 125
(30.8)
281
(69.2)
406
100.0%
High income 100
(25.7)
289
(74.3)
389
100.0%
Super high
income
18
(12.2)
129
(87.8)
147
(100.0)
Total 263
(26.3)
737
(73.7)
1000
(100.0)
2χ
= 21.275
P < 0.05
Note: Figures in parenthesis depicts the percentage.
Source: Data collected through questionnaire.
Table 14. Marital status of consumer and factors influencing purchase of four-wheeler
Marital
status
Factors Influencing Purchase of Four-wheeler Total
Self Wife/
Husband
Children Relatives Friends Dealer
Married 200
(25.4)
123
(15.6)
78
(9.9)
39
(5.0)
111
(14.1)
236
(30.0)
787
(100.0)
Unmarried 114
(53.5)
10
(4.7)
11
(5.2)
--- 38
(17.8)
40
(18.8)
213
(100.0)
Total 314
(31.4)
133
(100.0)
89
(8.9)
39
(3.9)
149
(14.9)
276
(27.6)
1000
(100.0)
2χ
= 81.246
P < 0.01
Note: Figures in parenthesis depicts the percentage
Source: Data collected through questionnaire
Table 15. Education of consumer and factors influencing purchase of four-wheeler
Education Factors influencing purchase of four-wheeler Total
Self Wife/ husband Children Relations Friends Dealer
Below middle 28
(22.2)
59
(46.8)
9
(7.1)
- 9
(7.1)
21
(16.7)
126
(100.0)
Middle to
plus two
91
(29.8)
38
(12.5)
9
(3.0)
20
(6.6)
70
(23.0)
77
(25.2)
305
(100.0)
Graduation &
above
195
(34.3)
36
(6.3)
71
(12.5)
19
(3.3)
70
(12.3)
178
(31.3)
569
(100.0)
Total 314
(31.4)
133
(13.3)
89
(8.9)
39
(3.9)
149
(14.9)
276
(27.6)
1000
(100.0)
2χ
= 194.001
P < 0.01
Note: Figures in parenthesis depicts the percentage.
Source: Data collected through questionnaire.Vol 6 | Issue 2 | April-June 2014 | www.gjeis.org GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432 43
Rakesh Kumar Empirical Article
friends before the purchase, whereas consumers of higher educational group take the opinion of children, relative and friends
before purchase. It is also noticed that dealers play a great role in
the decision of buying four-wheeler. While χ2 test is applied, its
value (194.001) is found greater than table value at 5% level of
signifcance. Tus, it can be concluded that there is signifcant
relationship between age of consumer and factors influencing
purchase decision.
Te study of the Table 16 reveals that service holders and
agriculturists have bought the specifc brand because it is of economical, high mileage, less maintenance art and more discount
was offered, whereas businessmen and professionals have bought
the specifc brand because of durable and good quality, reputation of the company, attractive look and luxurious. So, it can be
said that there is signifcant relationship between occupation of
the consumer and reasons to purchase any specifc brand.
Te study of the Table 17 reveals that rural consumers have
reported that economical, high mileage, less maintenance cost,
durable and good quality and more discount are the main reasons
behind the specifc brand. On the other hand, urban consumers have opined that the reasons behind the purchase of specifc
brand are durable and good quality, reputation of the company,
attractive look and highly luxurious. Terefore, there is a signifcant relationship between background of consumers and reasons
to purchase any specifc brand.
It is evident from the Table 18 that the consumers whose
income level is quite low they replied that they have purchased
the specifc brand because it is of economical, high mileage, less
maintenance cost, adequate afer sale services and more discount.
And the consumers whose education level is higher they have
replied that the reasons behind the purchase of specifc brand is
durable and good quality, reputation of the company, attractive
look and luxurious. Tus, it can be concluded that there is signifcant relationship between income of the consumer and reasons
to purchase any specifc brand.
It is evident from the Table 19 that the consumers whose
education level is low, majority of them have opined that comfortable seats, good music system and mobile charging facilities
Table 16. Occupation of consumer and reasons to purchase any specifc brand
Occupation Reasons of Purchase any specifc brand Total
Economical Durable
& Good
Quality
Reputation
of
Company
High
Mileage
Attractive
Look
Easily
Available
Less
Maintenance
Cost
Adequate
Afer
Sale
Services
Long
Warranty
Period
More
Discount
Luxurious
Service 250
(70.42)
110
(30.9)
85
(23.9)
260
(73.2)
80
(22.5)
40
(11.2)
86
(24.2)
125
(35.2)
66
(46.7)
93
(26.1)
72
(20.)
355
(100)
Business 105
(26.3)
283
(70.9)
180
(45.1)
133
(33.3)
213
(54.1)
37
(9.2)
78
(19.5)
116
(29.0)
107
(26.8)
71
(17.7)
203
(58.8)
309
(100)
Profession 57
(41.6)
91
(66.4)
83
(60.5)
43
(31.3)
79
(57.6)
21
(15.3)
19
(13.8)
77
(56.2)
65
(47.4)
43
(31.3)
83
(60.5)
137
(100)
Agriculture 84
(77.0)
42
(38.5)
45
(41.2)
82
(75.2)
40
(36.6)
15
(13.7)
17
(13.7)
57
(15.5)
27
(52.2)
51
(46.7)
39
(35.7)
109
(100)
Note: (1) Percentage of reasons to purchase any specifc brand can not be equal to 100 because more than one response are given by the respondent.
(2) Figures in parenthesis depicts the percentage.
Source: Data collected through questionnaire
Table 17. Background of consumer and reasons to purchase any specifc brand
Background Reasons of Purchase any specifc brand Total
Economical Durable
& Good
Quality
Reputation
of
Company
High
Mileage
Attractive
Look
Easily
Available
Less
Maintenance
Cost
Adequate
Afer Sale
Services
Long
Warranty
Period
More
Discount
Luxurious
Rural 431
(68.1)
352
(55.6)
301
(47.6)
360
(56.9)
242
(38.2)
153
(24.2)
348
(55.0)
247
(39.0)
159
(59.0)
373
(59.0)
235
(37.1)
632
(100)
Urban 157
(42.6)
271
(73.6)
253
(68.7)
145
(39.4)
190
(51.6)
70
(19.0)
83
(22.5)
105
(28.5)
89
(24.1)
93
(25.2)
197
(53.5)
368
(100)
Note: (1) Percentage of reasons to purchase any specifc brand can not be equal to 100 because more than one response arte given by the respondent.
(2) Figures in parenthesis depicts the percentage.
Source: Data collected through questionnaire.44
Impact of Demographic Factors on Consumer Behaviour - A Consumer Behaviour Survey in Himachal Pradesh
Vol 6 | Issue 2 | April-June 2014 | www.gjeis.org GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432
are to be required in any four-wheeler, whereas consumers
whose education level have opined that comfortable seats,
air-conditioner, good music system, remote control functioning, mobile charging facilities and good video system all these
facilities are required to be there is any four-wheeler. Tus, it
can be concluded there is signifcant relationship between the
variables.
It has been observed from Table 20 that the consumer whose
income level is low majority of them opined that the comfortable seats, good music system and mobile charging facilities are
the basic facilities which required in any four-wheeler, whose the
consumers income level in higher have opined that comfortable
seats, air-conditioner, good music system, remote control functioning, mobile charging facilities and good music system all
these facilities are to be required in any four-wheeler. So, we can
say there is signifcant relationship between income of consumers and facilities requires in any four-wheeler.
It is obvious from the Table 21 that the majority of the
married consumers have opined that we should take into consideration price, quality, mileage, authorized dealer, and nearness of
showroom while purchasing four-wheeler. Te majority of the
consumers who are unmarried have also opined that we should
take into consideration price, quality, mileage, nearness of showroom and authorized dealer while purchasing four-wheeler. So,
it can be said that the opinion of different marital status consumers are equally distributed. So, we can say there is no signifcant
relationship between marital status of consumers and factors to
be taken into consideration while purchasing four-wheeler.
It is revealed from the table 1.22 that there is signifcant relationship between income of consumer and factors to be taken
into consideration while purchasing four wheeler.
It is observed from the table 1.23 that majority of consumers
have responded that they have brought the four wheeler from
particular dealer due to nearness, attractive showroom, good
Table 18. Income of consumer and reasons to purchase any specifc brand
Income Reasons of Purchase any specifc brand Total
Economical Durable
& Good
Quality
Reputation
of
Company
High
Mileage
Attractive
Look
Easily
Available
Less
Maintenance
Cost
Adequate
Afer
Sale
Services
Long
Warranty
Period
More
Discount
Luxurious
Low
inome
38
(65.5)
21
(36.2)
16
(27.5)
39
(67.2)
23
(39.6)
15
(25.8)
36
(62.0)
27
(46.5)
29
(50.0)
33
(56.8)
9
(15.5)
58
(100)
Middle
income
203
(50.0)
287
(70.6)
158
(38.9)
210
(51.7)
217
(53.4)
87
(21.4)
150
(36.9)
158
(38.9)
123
(30.2)
200
(49.2)
45
(11.0)
406
(100)
High
income
150
(38.5)
295
(76.6)
254
(65.2)
187
(48.0)
208
(53.4)
49
(12.5)
97
(24.9)
109
(28.0)
87
(22.3)
93
(23.9)
103
(26.4)
389
(100)
Super
high
income
58
(39.4)
98
(66.6)
87
(59.1)
33
(22.4)
71
(48.2)
21
(14.2)
33
(22.4)
29
(19.7)
27
(18.3)
17
(11.5)
69
(46.9)
147
(100)
Note: (1) Percentage of reasons to purchase any specifc brand cannot be equal to 100 because more than one response are given by the respondent.
(2) Figures in parenthesis depicts the percentage.
Source: Data collected through questionnaire.
Table 19. Education of consumer and facilities required in any four-wheeler
Education Facilities required in any Four Facilities Total
Comfortable
Seats
Air-Conditioner Good Music
System
Remote Control
Functioning
Mobile Charging
Facilities
Video
System
Below Middle 83
(65.8)
47
(37.3)
78
(61.9)
41
(32.5)
85
(67.4)
27
(21.4)
126
(100)
Middle-Plus
Two
250
(81.9)
127
(41.6)
218
(71.4)
150
(49.1)
219
(71.8)
132
(43.2)
305
(100)
Graduation &
Above
432
(75.9)
351
(61.6)
431
(75.7)
203
(35.6)
108
(78.8)
53
(38.6)
137
(100)
Note: (1) Parentage of facilities required in any four-wheeler can be equal to 100 because more than one response are given by the respondent.
(2) Figures in parenthesis depicts the percentage.
Source: Data collection through questionnaireVol 6 | Issue 2 | April-June 2014 | www.gjeis.org GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432 45
Rakesh Kumar Empirical Article
Table 20. Income of consumer and facilities required in any four-wheeler
Income Facilities required in any Four Facilities Total
Comfortable
Seats
Air-Conditioner Good Music
System
Remote Control
Functioning
Mobile Charging
Facilities
Video
System
Low
income
21
(36.2)
17
(29.3)
31
(53.4)
13
(22.4)
22
(37.9)
9
(15.5)
58
(100)
Middle
income
278
(68.4)
150
(36.9)
215
(52.9)
135
(33.2)
227
(55.9)
123
(30.2)
406
(100)
High
income
303
(77.8)
251
(64.5)
197
(50.6)
217
(55.7)
317
(31.4)
203
(52.1)
389
(100)
Super high
income
125
(85.0)
103
(70.0)
95
(64.6)
85
(57.8)
107
(72.7)
83
(56.4)
147
(100)
Note: (1) Parentage of facilities required in any four-wheeler can be equal to 100 because more than one response are given by the respondent.
(2) Figures in parenthesis depicts the percentage.
Source: Data collection through questionnaire
Table 21. Marital status of consumers and factors to be taken into consideration while purchasing four-wheeler
Marital Status Factors To Be Taken Into Consideration While Purchasing Four-wheeler Total
Price Quality Mileage Maintenance
Cost
Afer
Sale
Services
Discount Attractive
Look
Nearness of
Showroom
Authorized
Dealer
Married 521
(66.2)
527
(66.9)
431
(54.7)
206
(26.17)
185
(23.5)
206
(26.17)
457
(58.0)
409
(51.9)
732
(93.0)
787
(100.0)
Unmarried 123
(57.7)
123
(57.7)
98
(46.0)
63
(29.5)
48
(22.5)
51
(23.9)
121
(56.8)
107
(50.2)
193
(90.6)
213
(100.0)
Note: (1) Percentage of factors to be taken into considered while purchasing four-wheeler can not be equal to 100 because mote than one response are given by the respondent.
(2) Figure in parenthesis depicts the percentage
Source: Data collected through questionnaire.
Table 22. Income of consumer and factors to be taken into consideration while purchasing four wheeler
Income factors to be taken into consideration while purchasing four wheeler Total
Price Quality Mileage Maintenance
Cost
Afer sale
Services
Discount Attractive
Look
Nearness Of
Showroom
Authorized
Dealer
Low
income
42
(72.4)
30
(51.7)
47
(81.0)
32
(55.1)
27
(46.5)
19
(32.7)
22
(37.9)
37
(63.7)
49
(84.4)
58
(100)
Middle
income
209
(51.4)
213
(52.4)
243
(59.8)
198
(48.7)
119
(29.3)
81
(19.9)
181
(44.5)
213
(52.4)
382
(94.0)
406
(100)
High
income
157
(40.3)
253
(65.0)
137
(35.2)
88
(22.6)
99
(25.4)
29
(7.45)
229
(58.8)
194
(49.8)
342
(87.1)
389
(100)
Super
High
Income
50
(34.0)
119
(80.9)
48
(32.6)
37
(25.1)
31
(12.0)
17
(11.5)
89
(60.5)
59
(40.1)
137
(93.1)
147
(100)
Note: (1) Percentage of factors to be taken into considered while purchasing four wheeler cannot be equal to 100 because more than one response are given by the respondent.
(2) Figure in parenthesis depicts the percentage
Source: Data collected through questionnaire.46
Impact of Demographic Factors on Consumer Behaviour - A Consumer Behaviour Survey in Himachal Pradesh
Vol 6 | Issue 2 | April-June 2014 | www.gjeis.org GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432
service and authorized dealer irrespective of their sex. So, it can
be concluded that whether the consumer is male or female both
accept that they have purchased four wheeler from particular
dealer due to nearness, altercative showroom, good service and
authorized dealer. Tus, it can further concluded that there is no
signifcant relationship between sex of consumer and reasons of
buying four wheeler from particular dealer.
It is revealed from the Table 24 that majority of the consumers irrespective of their marital status have reported that they
have bought the four wheeler from particular dealer due to nearness, attractive showroom, good service and authorized dealer.
So, it can be concluded by analysing above table that the majority
of consumers are buying four wheeler from particular dealer due
to nearness, altercative showroom, good service and authorized
dealer. Tus, it can be concluded that opinion of all consumers
over the reasons of buying four wheeler from particular dealer is
equally distributed.
10. Conclusion
Tis research paper has been divided into two parts. Te frst
part deals with the concept, need and importance of consumer
Behaviour. Te second part deals with the Impact of Demographic
Factors on Consumer Behaviour. Te discussions made in the frst
part of research paper leads to conclude that consumer behaviour
is defned as the behaviour that consumer display in searching
for, purchasing, using, evaluating and disposing of product, services and ideas that they expect will satisfy their needs. Te study
of consumer behaviour is the study of how individual make decisions to spend their available resources (money, time, and effort)
on consumption-related items. It includes the study of what they
buy, why they buy it, how they buy it, when they buy it, where
they buy it, and how ofen they buy it. Consumer behaviour is the
process whereby, individuals decide whether, what, when, where,
how, and from whom to purchase goods and services. Te second part of the research paper leads to conclude that Consumer
behaviour doesn’t remain the same or constant in every situation
it changes time to time. Tere are various demographic factors
which affects consumer behaviour. As the change comes in these
factors, consumer behaviour also changes. Te research depicted
that there are so many demographic factors like age, sex, income,
occupation, education, marital status and family background
which signifcantly affects the behaviour of consumers.
11. References
1. Anderson PF. Method in Consumer-Research; 1986. Available from:
http://www.uta.edu/faculty/richarme/BSAD%206310/Readings/
Table 23. Sex of consumer and reasons of buying four wheeler from particular dealers
Sex Reason of buying four-wheeler from particular dealer Total
Nearness Reasonable
Price
Attractive
Showroom
Higher
Discount
Friendship
With
Dealer
Good
Service
Authorized
Dealer
Male 653
(78.4)
253
(30.4)
553
(66.4)
203
(24.3)
143
(17.1)
348
(41.8)
703
(84.4)
832
(100)
Female 143
(85.1)
75
(44.6)
78
(46.4)
49
(29.1)
17
(10.1)
67
(39.8)
131
(77.9)
168
(100)
Note: (1) Percentage of reasons of buying four wheeler from particular dealer can not be equal to 100 because more than one response are given by the
respondents
(2) Figures in parenthesis depicts the percentage.
Source: Data collected through questionnaire
Table 24. Marital status of consumer and reasons of buying four wheeler from particular dealer
Marital
status
Reason of Buying Four Wheeler From Particular Dealer Total
Nearness Reasonable
Price
Attractive
Showroom
Higher
Discount
Friendship
with dealer
Good
Service
Authorized
dealer
Married 597
(75.8)
193
(24.5)
393
(49.9)
187
(23.7)
207
(26.3)
147
(18.6)
711
(90.3)
787
(100)
Unmarried 185
(86.8)
83
(38.9)
159
(74.6)
49
(23.0)
37
(17.3)
109
(51.1)
192
(90.1)
213
(100)
Note: (1) Percentage of reasons of buying four wheeler from particular dealer can not be equal to 100 because more than one response are given by the
respondents
(2) Figures in parenthesis depicts the percentage.
Source: Data colleted through questionnaireVol 6 | Issue 2 | April-June 2014 | www.gjeis.org GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432 47
Rakesh Kumar Empirical Article
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Retailing. 1972.
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