德里国家首都地区的实际购买揭示了消费者对昂贵耐用品的品味、偏好和优先事项

Anshu Goel
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A\nsubstantial proportion of low/moderate income group of buyers\nalso tend to use finance to overcome their income constraint in\norder to buy high priced white consumer goods. The high income\nupward mobile and trendsetting consumers choose pricey\noptions; they often go for newly produced goods on low scales\nwhich enter the market for the first time and which command\nextremely high prices. Greater the price of such goods, lower is\ndemand for the same and higher is their conspicuousness,\ndistinctiveness and snob value even among the higher income\npeer groups (See, Baghati, Arvind, 2012, Shri Prakash, 2010,\nand Shri Prakash, Shalini Sharma and Arvind Baghati, 2010).\nGenerally, such products as enter the market for the first time\nembody entirely new designs and models while new designs and\nnew models of existing products command extremely high prices\ndue to production on a lower scale, high cost of innovation\nembodied in the evolving of new product or designs and attractive\nfeatures, and high cost of market exploration and marketing\n(Cf. Cramer, 1972). High price, in its turn, limits the market\nsize. This also adds to demonstration effect and snob value for\nthe owners. First group of buyers of such new market entrant\ngoods become the lead buyers for subsequent purchasers of\nthese goods; they in fact act as advertisers of such goods without\ngetting paid for it by the producers. They act as the leading\nconsumers and trend setters in society and activate urges in\nothers for the acquisition for these goods. This makes such\nbuyers/owners of such goods feel not to be a part of the crowd\nand as ones who belong to exclusive class like the erstwhile\nMaharajas and Nobabs.\nPrice is, however, also supposed to be a proxy of quality; higher\nthe price, greater is the perceived quality, and the snob or\ndemonstration value for the owners. All above facets reflect\npsychological urges and drivers of motivation, which directly or\nindirectly influences buyers’/consumers’ tastes and preferences.\nTastes and preferences have, however, remained hidden behind\nthe invisible curtain simply because these are neither observable\ndirectly nor measurable quantitatively. Therefore, tastes and\npreferences have generally been taken as given and fixed at the\ngiven point in time, though no one questions the validity of the\nhypothesis the tastes and preferences tend to change through\ntime in ad dynamically growing economy due to (i) increase in\nincomes, (ii) rise in social status, (iii) upward movement in\noccupational ladder, (iv) Increased level of education of the\nyounger members and their influence on purchase decisions of\nthe households, and (iv) continuous entry of new and better\nproducts or models in the market. This study assumes that\nobserved buying behavior of purchasers/consumers reveal their\ntastes and preferences. Under the given price and income\nconditions confronting buyers/consumers at any given time, actual\npurchases reflect the choices based on tastes and preferences;\ntastes and preferences are the real drives of choices reflected by\nactual purchases. For example, if m models of a pricey good are\navailable at Pm, m=1,2,…j,……. m. The following relation is\nsatisfied by the observed prices: P1 less than P2 less than P3 less than Pj>Pj+1>….>\nPm. Thus, Pj is the highest observed price at the given time. If we\nobserve one or some buyers opting for j-th model, he/she has\ndisplayed his/her preference for model j. His tastes and\npreferences afe defined by this choice. This notion of tastes and\npreferences is based on Marshall’s adage that the ‘strength of’\nabstract and unobservable factors and forces ‘such as motivation’\nis defined by the outcome(s) that have emanated from the operative\ninfluence of these factors on human behavior.\nThis paper explores the influence of tastes and preferences and\nfactors affecting the same on consumer’s choices involved in\npurchase decisions of pricey white goods. The determinants of\ntastes and preferences lie in the domain of psychological urges/\nmotivation/drivers. One may be motivated by the desire to move\nup the social ladder by keeping up with peers or group leaders,\nor to maintain the current status, or move from lower to higher\nlifestyle, or to catch up with neighbors, friends and relatives.\nPushed by needling of spouse and children, taunts or sneering\nby neighbors, friends, colleagues and/or desire to acquire snob\nvalue or satisfy the urge to show off, and backed by purchasing\npower people opt for the best available in the market. In some\ncases, income constraint induces to opt for 2nd or 3rd best. But\npsychological urges/drivers cannot be translated into actuality without the backing of adequate purchasing power and\nwillingness to part with the money required for the purchase of\na chosen good. This paper explores and examines these facets\nof purchase behavior of consumers. The study is based on\nprimary data collected from households residing in National\ncapital region of Delhi. 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引用次数: 0

摘要

在配偶和子女的刺激、邻居、朋友、同事的嘲笑和/或获得势利价值或满足炫耀冲动的欲望的推动下,在购买力的支持下,人们选择市场上最好的产品。在某些情况下,收入限制导致选择第二或第三最佳。但是,如果没有足够的购买力和愿意为购买所选择的商品而花钱,心理上的冲动/驱动因素就无法转化为现实。本文对消费者购买行为的这些方面进行了探讨和检验。该研究基于从居住在德里国家首都地区的家庭收集的原始数据。通过地理分层的系统随机抽样程序,样本包括600名受访者。这项研究的重点是与白色家电相关的购买。在数据分析中采用了定量和非参数两种方法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumer’s Tastes Preferences and Priorities for Pricey Durablesas Revealed by Actual Purchases in National Capital Region of Delhi
especially the pricey consumer durables in a highly competitive globalized Indian market. Conventional wisdom postulates that price and income constraints are the major determinants of consumers’/buyers’ choices and resultant purchase decisions. Income constraint is overcome by access to finance, but prices have no such options except the choice of inferior quality lower priced goods/models. In fact, there is a wide range of options to choose from and many white Goods have relatively cheaper local brands available in the market. There exists highly marked market segmentation based on product prices and paying capacity of the buyers. Price constraint may constitute the bottleneck for only buyers in one segment of the market. A substantial proportion of low/moderate income group of buyers also tend to use finance to overcome their income constraint in order to buy high priced white consumer goods. The high income upward mobile and trendsetting consumers choose pricey options; they often go for newly produced goods on low scales which enter the market for the first time and which command extremely high prices. Greater the price of such goods, lower is demand for the same and higher is their conspicuousness, distinctiveness and snob value even among the higher income peer groups (See, Baghati, Arvind, 2012, Shri Prakash, 2010, and Shri Prakash, Shalini Sharma and Arvind Baghati, 2010). Generally, such products as enter the market for the first time embody entirely new designs and models while new designs and new models of existing products command extremely high prices due to production on a lower scale, high cost of innovation embodied in the evolving of new product or designs and attractive features, and high cost of market exploration and marketing (Cf. Cramer, 1972). High price, in its turn, limits the market size. This also adds to demonstration effect and snob value for the owners. First group of buyers of such new market entrant goods become the lead buyers for subsequent purchasers of these goods; they in fact act as advertisers of such goods without getting paid for it by the producers. They act as the leading consumers and trend setters in society and activate urges in others for the acquisition for these goods. This makes such buyers/owners of such goods feel not to be a part of the crowd and as ones who belong to exclusive class like the erstwhile Maharajas and Nobabs. Price is, however, also supposed to be a proxy of quality; higher the price, greater is the perceived quality, and the snob or demonstration value for the owners. All above facets reflect psychological urges and drivers of motivation, which directly or indirectly influences buyers’/consumers’ tastes and preferences. Tastes and preferences have, however, remained hidden behind the invisible curtain simply because these are neither observable directly nor measurable quantitatively. Therefore, tastes and preferences have generally been taken as given and fixed at the given point in time, though no one questions the validity of the hypothesis the tastes and preferences tend to change through time in ad dynamically growing economy due to (i) increase in incomes, (ii) rise in social status, (iii) upward movement in occupational ladder, (iv) Increased level of education of the younger members and their influence on purchase decisions of the households, and (iv) continuous entry of new and better products or models in the market. This study assumes that observed buying behavior of purchasers/consumers reveal their tastes and preferences. Under the given price and income conditions confronting buyers/consumers at any given time, actual purchases reflect the choices based on tastes and preferences; tastes and preferences are the real drives of choices reflected by actual purchases. For example, if m models of a pricey good are available at Pm, m=1,2,…j,……. m. The following relation is satisfied by the observed prices: P1 less than P2 less than P3 less than Pj>Pj+1>….> Pm. Thus, Pj is the highest observed price at the given time. If we observe one or some buyers opting for j-th model, he/she has displayed his/her preference for model j. His tastes and preferences afe defined by this choice. This notion of tastes and preferences is based on Marshall’s adage that the ‘strength of’ abstract and unobservable factors and forces ‘such as motivation’ is defined by the outcome(s) that have emanated from the operative influence of these factors on human behavior. This paper explores the influence of tastes and preferences and factors affecting the same on consumer’s choices involved in purchase decisions of pricey white goods. The determinants of tastes and preferences lie in the domain of psychological urges/ motivation/drivers. One may be motivated by the desire to move up the social ladder by keeping up with peers or group leaders, or to maintain the current status, or move from lower to higher lifestyle, or to catch up with neighbors, friends and relatives. Pushed by needling of spouse and children, taunts or sneering by neighbors, friends, colleagues and/or desire to acquire snob value or satisfy the urge to show off, and backed by purchasing power people opt for the best available in the market. In some cases, income constraint induces to opt for 2nd or 3rd best. But psychological urges/drivers cannot be translated into actuality without the backing of adequate purchasing power and willingness to part with the money required for the purchase of a chosen good. This paper explores and examines these facets of purchase behavior of consumers. The study is based on primary data collected from households residing in National capital region of Delhi. The sample comprises 600 respondents through geographically stratified systematic random sampling procedure. The study focuses on purchases related to White goods. Both quantitative and non-parametric methods are used in data analysis.
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