An Empirical Investigation of Factors Influencing Young Indian Consumer Decision Making
The purpose of this research effort is to examine the factors influencing young Indian consumer decision making. Present research considers consumer decision making as a conscious and deliberate process, influenced the most by exposure, information processing, and advertising effectiveness. There is a greater need to study these factors in a country like India, which has the world’s largest youth population and also is an emerging economy. This study identifies a positive relationship between exposure and information processing with consumer decision making. The research effort depicts that advertising effectiveness to a great extent influences consumer decision making and has a positive relationship with information processing.
Sachdeva, R. (2020). An empirical investigation of factors influencing young Indian consumer decision making. Journal of Asia-Pacific Business, 21(3), 207-226. Doi: 10.1080/10599231.2020.1783974
Published online 29 June 2020.Ruchika Sachdeva is an adjunct professor of Management in the Jack Welch College of Business & Technology at Sacred Heart University.