Consumer Profiling

Abstract

Consumers have always been a sought after entity and many theories has been formulated and many researches have been conducted but, still consumers remain to be evasive. Consumer behaviour is very unpredictive and dynamic. The behaviour of the person is not only influenced by his genes but also by micro and macro environmental factors. Every person has unique set of experiences, expectations which are influenced by cultural norms, social interactions, psychological makeup and personal circumstances in terms of stage of life, economic situation, occupation, lifestyle and personality and results in forming of attitude, opinion, perception, values, beliefs, evaluative criteria which ends up in terms of purchase action thereafter resulting in post purchase behaviour. The present work tries to explore the profile of consumer for laptop. The
study is exploratory in nature based on field survey of two major cities of Jaipur and Jodhpur in Rajasthan. To summing up the study it concludes about Indian consumer profile in terms of variables like age, income, occupation, gender and marital status.