Consumption Behaviour Towards Green Durable Products: The Moderating Role of Demographics
Series: . 6 ; 48Publication details: 2018-06-30Description: 20Subject(s): In: INDIAN JOURNAL OF MARKETINGSummary: "India is the Fourth largest consumer durable product market in the world. However, due to its rapidly changing economic environment, divide between urban and rural markets and heterogeneous demographic regions, it presents unique marketing challenges for green consumer durable products. The results from regression analysis indicated that location of living was a significant moderating factor, while income, qualification, and gender did not register as significant."| Item type | Current library | Status | Barcode | |
|---|---|---|---|---|
| Article | St. Francis Institute of Management and Research | Available | AR0729 |
"India is the Fourth largest consumer durable product market in the world. However, due to its rapidly changing economic environment, divide between urban and rural markets and heterogeneous demographic regions, it presents unique marketing challenges for green consumer durable products. The results from regression analysis indicated that location of living was a significant moderating factor, while income, qualification, and gender did not register as significant."
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