AMBER – ABBS Management Business and Entrepreneurship Review

Rashmi Mahajan ¹, Darshan Mahajan ²

Affiliations
1 Balaji Institute of International Business, Pune, Maharashtra, IN
2 National Institute of Construction Management and Research, Pune, Maharashtra, IN

Abstract

In this research study, the researcher would like to compare the purchase behaviour of both Gen. X and Gen.Y customers', In addition to that the researcher majorly focus on the effect of the psychographic variables (Attitude, Personality and Lifestyle) on their purchase towards various branded home appliances. By keeping this in view, the researcher adapted the descriptive research and formulated hypothesis accordingly to the nature and core importance of the study. On going through the study, the various results reveal that the psychographic variables had a very deep impact on the purchase and buying decision process of the Gen.X and Gen.Y customers. In addition to the findings, it was found out that Gen.X and Gen.Y customers show a significant difference in the buying behaviour with respect to certain psychographic variables. The Outcome of the research study reveals that Gen.X customers are more cautious in their attitude while purchasing home appliances product of any brand compared to Gen.Y where in Gen.Y customers have a bolder personality with a stronger purchase and Decision Making.

Keywords

Buying Behaviour, Psychographic Variables, Buyer Decision Making. Etc.

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