Consumer attitude and behaviour: A segmentational analysis

Abstract

Consumerism is dependent upon the different variables including paying capacity, social influences, and necessities of the commodities which affect the attitude and behaviour of the consumers. This is an important indicator of the market operation dominating the demand of the commodities in context to the different segments of the product classification and consequently determining the attitude and behaviour of the consumer. However, it is pertinent that different strata of the society have different in demand for different products. The product preferred by one segment is not preferred by the other segment of the society due to the influences of different nature. At this juncture, for the marketing experts and scholars, it is necessary to understand the attitude and behaviour of different segments of the consumers in terms of the environment, price, product design, texture, quality and so many other considerations. The research project is a modest attempt to examine the consumer behaviour and attitude as per the different segments of the society.