alexa A Contrasting Evaluation of Consumer Purchase Attitude-Behavior of Urban-Rural Working Women Consumers Towards White-Brown Durables, a Study With Specific Relevance to Kochi, Kerala

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A Contrasting Evaluation of Consumer Purchase Attitude-Behavior of Urban-Rural Working Women Consumers Towards White-Brown Durables, a Study With Specific Relevance to Kochi, Kerala

Consumer centric marketing style is predominant in the durables, which in turn revolves around the consumer purchase attitude. It is known that consumer attitude is a learnt predisposition to respond to an object or act consistently in a favorable or unfavorable manner and is shaped by one’s values and beliefs which are learnt. Only by changing the consumer’s attitude can they be influenced to enact a merchandise transaction in the marketing mileau. Hence the importance of attitude change is of paramount importance to marketers who are consumer focused in the modern age often customizing the products/services to match the tastes of the consumer by proper positioning and targeting strategies. Consumer segments may be urban or rural based on the peculiarities/residential location and outlook / lifestyle characteristics of the consumer.

 
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