An Empirical Investigation of Factors Influencing Young Indian Consumer Decision Making. Issue 3 (2nd July 2020)

• Record Type: Journal Article
• Authors: Sachdeva, Ruchika
• Is Part Of: Journal of Asia-Pacific business. Volume 21:Issue 3(2020)
• Page Start: 207
• Page End: 226
• Publication Date: 2020-07-02
• Subjects: Exposure -- advertising effectiveness -- information processing -- consumer decision making; Industrial management -- Asia -- Periodicals; Industrial management -- Pacific Area -- Periodicals; Business -- Periodicals; Asia -- Commerce -- Periodicals; Pacific Area -- Commerce -- Periodicals; 330.95
• DOI: 10.1080/10599231.2020.1783974
• Languages: English
• ISSNs: 1059-9231

Abstract

ABSTRACT: The purpose of this research effort is to examine the factors influencing young Indian consumer decision making. Present research considers consumer decision making as a conscious and deliberate process, influenced the most by exposure, information processing, and advertising effectiveness. There is a greater need to study these factors in a country like India, which has the world's largest youth population and also is an emerging economy. This study identifies a positive relationship between exposure and information processing with consumer decision making. The research effort depicts that advertising effectiveness to a great extent influences consumer decision making and has a positive relationship with information processing.