An Empirical Investigation of Factors Influencing Young Indian Consumer Decision Making

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Peer-Reviewed Article

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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.


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.