Relationship between ICT and Consumer Buying Decision Making Process in Generation X & Y

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Dr. Unnati Jadon, Dr. Prakash D. Achari

Résumé

Indian consumers are digitally divided in terms of demography. The perceptions and attitudes towards technology are different among two generation groups i.e., Generation X and Generation Y. The marketers have to further explore whether there is any digital divide among generation cohorts so that the marketing effort can be reached to the right audience. The marketing communication and the products can be targeted by identifying the right segment. The factors influencing the consumers predicting the acceptance of technology has to be explored and investigated. Hence, the research problem here is to understand the factors influencing individual differences among generation groups in accepting technology for making purchases. This article discusses about the characteristics of the demographic profiles of the respondents belonging to the generation X and Generation Y category and their behavior towards usage of internet and internet purchase behavior. There were 532 responses from generation X category and the data collected was processed further. Accordingly, the gender distribution in the sample was that, 61.3 % of the respondents belonged to the category male and 38.7% were female. When compared to Generation X, among Generation Y, There were 534 responses from generation Y category and the data collected was processed further. Accordingly, the gender distribution in the sample was that, 56.7 % of the respondents belonged to the category male and 43.3% were female.

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