Unnithan, Anandakuttan B; Poduval, P R(Cochin University of Science & Technology, December , 2003)
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Abstract:
This research was undertaken with the primary objective of
explaining differences in consumption of personal care products using
personality variables. Several streams of research reported were reviewed
and a conceptual model was developed. Theories on the relationship between
self concept and behaviour was reviewed and the need to use individual
difference variables to conceptualize and measure the salient dimensions of
the self were emphasized. Theories relating to social comparison, eating
disorders, role of idealized media images in shaping the self-concept,
evidence on cosmetic surgery and persuasibility were reviewed in the study.
These came from diverse fields like social psychology, use of cosmetics,
women studies, media studies, self-concept literature in psychology and
consumer research, and marketing. From the review three basic dimensions,
namely self-evaluation, self-awareness and persuasibility were identified and
they were posited to be related to consumption. Several personality variables
from these conceptual domains were identified and factor analysis confirmed
the expected structure fitting the basic theoretical dimensions. Demographic
variables like gender and income were also considered.It was found that self-awareness measured by the variable public
self-consciousness explain differences in consumption of personal care
products. The relationship between public self-consciousness and
consumption was found to be most conspicuous in cases of poor self-,
evaluation measured by self-esteem. Susceptibility to advertising also was
found to explain differences in consumption.From the research, it may be concluded that personality variables are
useful for explaining consumption and they must be used together to explain
and understand the process. There may not be obvious and conspicuous links
between individual measures and behaviour in marketing. However, when used
in proper combination and with the help oftheoretical models personality offers
considerable explanatory power as illustrated in the seventy five percent
accuracy rate of prediction obtained in binary logistic regression.
Description:
School of Management Studies,Cochin University of Science and Technology
Deepthi Sankar; Dr. Zakkariya K.A.(Cochin University of Science and Technology, June 24, 2016)
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Abstract:
Post purchase behaviour is the response of a consumer after purchasing a product.
This is influenced by attitudes, product and dealer related factors, subjective norms
and perceived behavioural control.Realising the significance of these factors on the
marketing strategies of a product, the present research is undertaken to study the
influence of these factors on the post purchase behaviour of consumers of pre owned
cars in Kerala. This work also identifies the profile of pre-owned car consumers of
Kerala. The specific objectives are a) To identify the demographic profile of
consumers who purchased pre owned cars b) To study the relationship between
product related factors and consumer attitude towards the purchase of pre owned cars
c) to study the relationship between dealer related factors and consumer attitude
towards the purchase of pre owned cars d) To analyse the relationship between
consumers’ attitude and post purchase behavior e) To analyse the relationship
between subjective norms and post purchase behavior and f) To analyse the
relationship between perceived behavioural control and post purchase behaviour
The study is confined to consumers who own and use pre owned cars purchased from
authorised dealers in Kerala. The study was based on field research and made use of
both primary and secondary data. Primary data were collected from 750 respondents
distributed in five districts of Kerala. The study found that product and dealer related
factors plays a vital role in shaping attitude of consumers towards pre owned cars
which in turn influence the repurchase intention and decision to recommend to friends
and relatives. Repurchase intention of pre owned car consumers are significantly
influenced by the subjective norms and perceived behavioural control. This study
would help marketers to understand the post purchase behaviour of pre owned car
consumers and formulate the marketing strategies accordingly.