Factors Influencing Consumers’ Buying Decision in Indian Trade Show: Evidence from Mahalaxmi Saras Exhibition, Mumbai

Abstract

This study endeavors to explore the factors that influence buying decision of consumers in the trade show Mahalaxmi Saras organised in Mumbai. To fulfil the objective the data is collected from the consumers who visited the trade show in 2020. The total sample size consists of 249 respondents. Univariate analysis is used to study the economic and demographic background of the consumers, bivariate analysis is adopted to assess customers’ perception towards price of the products available by their income level. Further, factor analysis is employed to identify the important factors influencing consumers’ buying decision. The findings reveal that more than half of the consumers eagerly wait for the exhibition and fifty-five percent consumers agree that they visit more than once during the time span of the exhibition. However, consumers’ satisfaction level towards price of the product decreases with decrease in level of income. Result from factor analysis indicates that Product’s variety, artistic value, quality, exclusive nature, cultural importance and encouragement of rural entrepreneurs and artisans are the important components that influence consumers’ buying decision. Hence, Government and participating SHGs should take care of fixing the price of the products in order to attract more consumers. Also, rural entrepreneurs and artisans should be encouraged to participate in the exhibition to avail variety of products.