NOLEGEIN Journal of Consumer Behavior & Market Research 2018 Issue 2 by Mba Journals

A-118, 1st Floor, Sector-63, Noida- 201301(U.P.), India Tel: 91(0)1209 1 4781211/216/219 Mobile: +91-9810078958 t 0 E-mail: info@mbajournals.in, Website: www.mbajournals.in i e 2 m icl b rt u S A Industry Finance r NOLEGEIN Journal of Financial Planning NOLEGEIN Journal of Information u and Management Technology & Management Yo MBA Journals, An imprint of Consortium e-Learning Network Pvt. Ltd.

Systems « NOLEGEIN Journal of Business Ethics, Ethos & CSR « NOLEGEIN Journal of Entrepreneurship Planning,

Development and Management « NOLEGEIN Journal of Operations Research &

Management

Volume 1 Issue 2 2018

www.mbajournals.in

Nolegein Journal of Consumer Behavior & Market Research July–December 2018

Business « NOLEGEIN Journal of Management Information

eISSN: 2581-4400

Management « NOLEGEIN Journal of Business Risk Management « NOLEGEIN Journal of Corporate & Business Laws « NOLEGEIN Journal of Organizational Behavior

Management « NOLEGEIN Journal of Leadership and Strategic

Management

« NOLEGEIN Journal of Supply Chain and Logistics

Management

Marketing

HRM « NOLEGEIN Journal of Performance Management &

Retention Strategies « NOLEGEIN Journal of Human Resource Management & Development

« NOLEGEIN Journal of Global Marketing « NOLEGEIN Journal of Advertising and Brand

Management « NOLEGEIN Journal of Consumer Behavior & Market

Research

Management Book Series « Business « Management « Marketing

Benefits for Book Author/Series Editor « Free Online and Print Certificate « Separate Biography Page in Book « Royalty for Complete Book (Single Author)

« Finance

« Royalty for Series Editor

« Industry « Human Resource Management

Our Programmes « Management Books/Ebooks « Management Databases « Video Journals

Publish Your Conferences, Seminars & Management Events

« Management E-training Programmes

Send us New Book Proposals and Associate with us as Author, Editor, Reviewer. If you are interested, Please write us at: hema@mbajournals.in or info@mbajournals.in You can also directly upload your article on our website: www.mbajournals.in

Helpline Support 0120-4781219/220

NOLEGE IN The Knowledge Repository

Nolegein Journal of Consumer Behavior & Market Research eISSN: 2581-4400 MBA Journals a bouquet of 16 Journals is an authentic research publication which disseminates knowledge dealing with 6 domains as Business, Finance, HRM, Industry, Management and Marketing. We ensure good practice of Management, Business and Administration. We encourage research and thinking, and attempt to contribute to a better perception of MBA theories, its framework, resources, structures, systems, processes and performance of organizations, as its focal point is on research and reflections relevant to academicians and practicing managers.

Objectives of MBA Journal(s): ü Promotion of articles related with Management, Business and Administration domains. ü Publication of genuine articles through proper peer review process. ü Publishing Special Issues on Conferences. ü Preparing online platform for other print Journals. ü Empowering the libraries with online and print Journals in MBA domains.

Features of MBA Journal(s): ü Employs Open Journals System (OJS) – A Journal Management & Publishing System. ü Rapid online submission and publication of papers, soon after their formal acceptance/ finalization. ü Free online access to the abstracts of all articles. ü An effective global web exposure for your Journal. ü A chance to preserve your research/review work, online. ü An initiative to share and empower knowledge worldwide. ü A mode to generate interest in your subject area. ü Facilitates linking with the other authors or professionals.

MBA Journals (An imprint of Consortium e-Learning Network Pvt. Ltd.), having its Marketing office located at Office No.

4, First Floor, CSC pocket E Market, Mayur Vihar Phase II, New Delhi-110091, India is the Publisher of Journals. Statements and opinions expressed in the Journal reflect the views of the Author(s) and are not the opinion of MBA Journals unless so stated. Subscription Information and Order Cost of Journal National Subscription „Print: Rs. 3250/- per Journal (includes 2 print issues), Single Issue copy purchase Rs. 1800/copy „Online: Rs. 3250/- per Journal (includes 2 print issues) plus 18% GST „Print + Online: Rs. 4250/- per Journal (includes 2 print + 2 online issues) plus 18% GST

International Subscription „Online Only- $149, Print Only-$149 (includes 2 print issues) „Online + Print-$200 (includes 2 print issues + online access of published back volumes)

To purchase print compilation of back issues please send your query at info@mbajournals.in Subscription must be prepaid. Rates outside the India include speed delivery charges. Prices subject to change without notice. Mode of Payment: At per cheque, Demand draft, and RTGS (payment to be made in favor of Consortium e-Learning Network Pvt. Ltd. payable at Delhi/New Delhi. Online Access Policy A). For Authors: In order to provide maximum citation and wide publicity to the authors work, MBA Journals also have Open Access Policy; Authors who would like to get their work open access can opt for Optional Open Access publication at nominal cost as follows: India, SARC and African Countries: INR 1500 including single hard copy of Author's Journal. Other Countries: USD 200 including single hard copy of Author's Journal. B.) For Subscribers: Online access will be activated within 72 hours of receipt of the payment (working days), subject to receipt of correct information on user details/Static IP address of the subscriber. The access will be blocked: If the user requests for the same and furnishes valid reasons for blocking due to technical issue. Misuse of the access rights as per the access policy. Advertising and Commercial Reprint Inquiries: MBA Journals with wide circulation and visibility offer an excellent media for showcasing/promotion of your products/services and the events-namely, Conferences, Symposia/Seminars etc. These journals have very high potential to deliver the message across the targeted audience regularly with each published issue. The advertisements on bulk subscriptions, gift subscriptions or reprint purchases for distribution etc. are also very welcome. Lost Issue Claims: Please note the following when applying for lost or missing issues: Claims for print copies lost will be honored only after 45 days of the dispatch date and before publication of the next issue as per the frequency. Tracking id for the speed post will be provided to all our subscribers and the claims for the missing Journals will be entertained only with the proofs which will be verified at both the ends. Claims filed due to insufficient (or no notice) of change of address will not be honored. Change of Address of Dispatch should be intimated to MBA Journals at least 2 months prior to the dispatch schedule as per the frequency by mentioning subscriber ID and the subscription ID. Refund requests will not be entertained. Legal Disputes All the legal disputes are subjected to Delhi Jurisdiction only. If you have any questions, please contact the Publication Management Team: info@mbajournals.in; Tel: +91 0120-4781219.

Nolegein Journal of Consumer Behavior & Market Research Nolegein - Journal of Consumer Behavior and Market Research is focused towards the rapid publication in the following areas of

Focus and Scope of the Journal

! ! ! ! ! ! ! ! ! ! ! ! ! !

Market information Market segmentation Market trends Marketing effectiveness Customer analysis Choice modeling Competitor analysis Risk analysis Product research Advertising the research Marketing mix modeling The purchase decision and its context Risk perception and risk reduction activities Brand-switching Sections covered by this journal are review papers, research papers, interviews, news, companies/

institutions write-ups, short popular articles and case studies. All contributions to the journal are rigorously reviewed and are selected on the basis of quality and originality of the work. The journal publishes the most significant new research papers or any other original contribution in the form of reviews and reports on new concepts in all areas pertaining to its scope and research being done in the world, thus ensuring its scientific priority and significance. No part of this publication may be reproduced, stored in retrieval or transmitted in any form without written permission to the publisher. To cite any of the material contained in this journal, in English or translation, please use the full English reference at the beginning of each article. To reuse any of the material, please contact MBA Journals. The author(s) is/are solely responsible for the content of the article(s) published in the MBA Journals platform (an imprint of Consortium e-Learning Network Private Ltd.). The published articles are not constituted or deemed to constitute any representation of view of the editors or publisher. The data presented therein are correct or sufficient to support the conclusions reached or that the experiment design or methodology is adequate and the information, opinions, views presented in the article reflect the views of the authors and contributors of the article and not the opinion of publisher or the editorial board. Under no circumstances publisher should be held responsible for the acts of misrepresentation, plagiarism, wrongful presentation of facts, omissions, neglect or willful representation of information against the ethical norms of journal. (info@mbajournals.in)

PUBLICATION MANAGEMENT TEAM

Chairman Mr. Puneet Mehrotra Director

Members

Ms. Hema Arora Management (Sr.) hema@mbajournals.in

Ms. Pooja Kumari Management pooja@celnet.in

Business Ÿ Ÿ Ÿ

Ÿ Ÿ

Management

NOLEGEIN Journal of Management Information Systems NOLEGEIN Journal of Business Ethics , Ethos & CSR NOLEGEIN Journal of Entrepreneurship Planning, Development and Management NOLEGEIN Journal of Operations Research & Management NOLEGEIN Journal of Supply Chain and Logistics Management

NOLEGEIN Journal of Global Marketing NOLEGEIN Journal of Advertising and Brand Management NOLEGEIN Journal of Consumer Behavior & Market Research

NOLEGEIN Journal of Financial Planning and Management

Ÿ Ÿ Ÿ

NOLEGEIN Journal of Business Risk Management NOLEGEIN Journal of Corporate & Business Laws NOLEGEIN Journal of Organizational Behavior Management NOLEGEIN Journal of Leadership and Strategic Management

HRM

Marketing Ÿ

Ÿ Ÿ

NOLEGEIN Journal of Performance Management & Retention Strategies NOLEGEIN Journal of Human Resource Management & Development

Finance

Industry

For any Dispatch and Online Access related Query, Please Contact Mr. Asan Kumar Tel. no.: (+91) 120 4781225 E-mail: asank@celnet.in

NOLEGEIN Journal of Information Technology & Management

For any Sales and Marketing related Query, Please Contact Mr. Rahul Kumar Marketing Manager Tel. no.: (+91) 120 4781211; (+91) 9810078958 E-mail: rahul@stmjournals.com; subscriptions@mbajournals.in, info@mbajournals.in

Tel:-0120-4781200 (Please contact here for extn.)

EDITORIAL BOARD MEMBERS Dr. Mrinmoy Bhattacharjee Associate professor Department of Marketing in Management, Alliance school of business, Bangalore, Karnataka, India

Dr. Kumardatt A Ganjre Director Department of Management, Deviprasad Goenka Management College of media studies, Ahmedabad, Gujarat, India

Dr. Shallu Singh Associate professor Department of Marketing in Management, Bharati vidyapeeth university institute of management and research, Paschim Vihar, Delhi India

Dr. Binod Sinha Associate professor Department of Marketing in Management, Balaji Institute of Modern Management, Pune, Maharashtra, India

Shalini aggarwal Associate professor Department of Management, Chandigarh University, Mohali, Punjab, India

Dr. Archana singh Assistant professor Department of Marketing Research and Econometrics in Management, Birla institute of management technology, Greater noida, Uttar Pradesh, India

Dr. Ruchi sharma Assistant professor Department of Marketing in Management, Institute of management studies, Ghaziabad, India

Dr. Pratap chandra mandal Associate professor Department of Marketing in Management, Indian Institute of Management, Shillong, Meghalaya, India

Dr. Nischay K. Upamannyu Assistant Professor Department of Marketing in Management, Prestige Institute of Management, Gwalior, Uttar Pradesh, India

Shipra shrivastava Assistant professor Department of Human Resource Management in Management, Meerut institute of engineering & technology, Meerut, Uttar Pradesh, India

Neha Bhardwaj Assistant Professor Department of Marketing in Management, School of Business Studies, Sharda University, Greater Noida, Uttar Pradesh, India

Siddharth Sharma Assistant Professor Department of Marketing in Management, Anand College of Engineering and Management, Kapurthala, Punjab, India

Dr. Kavita Singh Assistant Professor-Senior Grade Department of Management Studies, SRM University Delhi-SRM University Delhi-NCR, Sonipat, Haryana, India

Suchita Vishwakarma Assistant Professor Department of Management Studies, School of Management Sciences, Kashimpur, Lucknow, India

EDITORIAL BOARD MEMBERS Dr. Nischay K. Upamannyu Assistant Professor Department of Marketing in Management, Prestige Institute of Management, Gwalior, Uttar Pradesh, India

Mr. Cedric Serpes Associate Professor Department of Management Studies (MBA), Goa Institute of Manegement, Poriem, Goa, India

Dr. Vivek Yeshwant Dhupdale Assistant Professor Department of Management Studies (MBA), Shivaji University, Kolhapur, Maharashtra, India

Dr. Mohit Chandra Professor Academics Department of Hospitality and Tourism, National Council for Hotel Management and Catering Technology, Noida, Uttar Pradesh, India

Dr Swapna Datta Khan Assistant Professor Department of Marketing, Army Institute of Management, Kolkata, India

Dr. S Harish Babu Professor and Head Department of Finance, Marketing and General Management, Nitte Meenakshi Institute of Technology, Bengaluru, Karnataka, India

Dr. Tapas Kumar Chatterjee Associate Professor-Marketing Department of Marketing, Institute of Management Technology, Nagpur, Maharashtra, India

From the Editor's Desk Dear Readers, We would like to present, with great pleasure, the inaugural First volume of a new scholarly journal, NOLEGEIN Journal of Consumer Behavior & Market Research. This journal is part of the Consumer Behavior and Market Research, and is devoted to the scope of present management issues, from different prespective. This new journal was planned and established to represent the growing needs of marketing as an emerging and increasingly vital field, now widely recognized as an integral part of Management. Its mission is to become a voice of the Management community, addressing researchers and practitioners in this area. The core vision of NOLEGEIN Journal of Consumer Behavior & Market Research in MBA Journals is to propagate novel awareness and know-how for the profit of mankind ranging from the academic and professional research societies to industry practitioners in a range of topics in advertising in general. MBA Journals acts as a pathfinder for the scientific community to published their papers at excellently, well-time & successfully. NOLEGEIN Journal of Consumer Behavior & Market Research focuses on original high-quality research in the Customer analysis, Online Shopping, Marketing mix modeling, Risk perception and risk reduction activities etc. The Journal is intended as a forum for practitioners and researchers to share the views of advertising and brand management in the area. Many researchers have contributed to the creation and the success of the Consumer Behavior & Market Research. We are very thankful to everybody within that community who supported the idea of creating an innovative platform. We are certain that this issue will be followed by many others, reporting new developments in the field of Consumer Behavior & Market Research. This issue would not have been possible without the great support of the Editorial Board members, and we would like to express our sincere thanks to all of them. We would also like to express our gratitude to the editorial staff of MBA Journals, who supported us at every stage of the project. It is our hope that this fine collection of articles will be a valuable resource for Management readers and will stimulate further research into the vibrant area of Consumer Behavior and Market Research.

Puneet Mehrotra Managing Director

Contents Road from Urban to Rural India â&#x20AC;&#x201C; What FMCG Sector Should Do Different to Drive Growth from Rural Markets

Irfat Ahmad Measuring the Effectiveness of Public Relation on Hotels Sales

Dr Mohit Chandra Review on Logistics and Customer Service in Consumer Durable Goods in India

Anjitha Ashok Kumar K.P. Comparative Analysis in Piping Industry: An Empirical Study by Mixed Methodology in Research

Sweta Rani,, Jagdev Singh Gender Perceptions in Making High Value Purchase Decisions Abhay Desai

NOLEGEIN Journal of Consumer Behavior & Market Research eISSN: 2581-4400 Vol. 1: Issue 2

www.mbajournals.in

Road from Urban to Rural India – What FMCG Sector Should Do Different to Drive Growth from Rural Markets Irfat Ahmad* Industry Expert and Academician, Sunstone Eduveristy, Noida, India

ABSTRACT This paper intends to highlight the opportunities available in rural markets of India for FMCG companies and suggest the ways for managing and capitalizing these growth opportunities. In particular, this paper talks about the role of Government initiatives. Communication mechanism and changing preferences and aspirations of Indian Consumer to help organizations design strategies and GTM activities for rural markets. The significance of this study is to highlight on how technological advancement in form of social media usage, sales force automation and customer relationship management can help companies to match the aspiration of rural consumers of Digital India and how it can be used to create a differentiation in market place for increasing their presence and market share. Keywords: consumer, economy, government, marketing

INTRODUCTION FMCG sector in India which is 4th largest contributor to GDP of country is estimated to grow at CAGR of 20% in next 3 years to cross USD100 billion market value while in same period global forecast is at CAGR of 4.4%. It means India will be growing much faster for FMCG sector than other big markets like China, Eurozone, Russia and Brazil. In a time when large economies are under severe stress and growth is decelerating, forecast for India is looking well under reach due to several factors like changing life style and preference of consumers, rising income level and Increased per capita consumption of goods and services. Besides this the overall sentiments for India economy is all time high and recent upgrades in credit rating by Moody’s has only added more positivity in already bullish market. While growth estimates for FMCG have been made for entire industry, companies know it very well that rural markets will

be growth engines and growth from rural market will surpass the growth in urban markets. Some of the recent Initiatives of the Government in form of Jan-dhan Bank Accounts, Direct transfer of Subsidy, focus on Skill Development and building entrepreneurship among rural youth, better support prices for crops and improved road and internet connectivity are the factors which are working as catalyst to expect much higher growth from rural markets. As per 2015 estimates rural markets were contributing 40% of total market size of FMCG industry but now with more favorable economic and social factors this contribution is expected to touch 60% in next 3–5 years. Indian FMCG sector can be broadly divided in to 4 sub sectors – Food and Beverages, Personal care, Household care and Other (Tobacco and OTC Products). Currently Food and Beverage has 46% share in total Industry volume, followed by Personal care at 23%, others at 20% and Household care at 11%. As per estimates

NOLEGEIN Journal of Consumer Behavior & Market Research eISSN: 2581-4400 Vol. 1: Issue 2

www.mbajournals.in

Measuring the Effectiveness of Public Relation on Hotels Sales Dr Mohit Chandra Professor, Department of Hospitality and Tourism, National Council for Hotel Management and Catering Technology, Noida, Uttar Pradesh, India

ABSTRACT This paper emphasizes on the role of public relations (PR) and its impact on hotel occupancy. The role of PR in present-day society is vastly different because we are living in a complex society and are confronted by a knowledge explosion which is fueled by advanced technology, which changes the role of PR. Hotels should have a PR personnel/publicist always as part of their bigger marketing plan. Different hotel has different budget for PR and this is totally depending upon the type of organization. Keywords: hotel, public relations, sales *Corresponding Author E-mail: hittsindia@gmail.com

INTRODUCTION The accomplishment of effective public relations (PR) is one of the human and organizational merits referring to the capabilities of management to have a good interaction with his/her employee, to recognize them and to arouse them with enough motivation. PR is not one of management's duties but a factor that plays the key role in the success of all managerial duties. Managerial duties are referred to as the specific qualities that can be observed in the behavior of management. Such qualities can be grouped under the subjects as relations among individuals, transferring of information and decision-making. Though having a strong influence on the role of information, PR can also be highly effective on other roles of manger. PR has three basic roles: information gathering, information transmission and spokesmanship. The effective fulfillment of the duties and roles of management entails efficient PR. Awareness is the essence of any communicational behavior. Therefore, PR managers can have an effective role in the amount of sales of insurance policies and the development of this industry throughout the country if they

offer the necessary information to their customers. PR is a powerful form of advertising and the most effective way to get media coverage [1]. Public Relations: A way of management which functions as an evaluation of the publics’ attitude and identifies the policies and procedures of an individual or an association with the public interest. It is a planned and implemented program that requires actions, so as to earn publics’ understanding and approval. OBJECTIVE OF THE STUDY • To study the effectiveness of PR in Jaypee Hotels. • To study the role and importance of PR in Jaypee Hotels. • Determine the relation between PR and top management. A RELATIONAL PERSPECTIVE ON PUBLIC RELATIONS PR practitioners should place their focus on studying and understanding organizational relationships. Most of the latest research in PR has focused on organization PR and maintains that this is a clear indication of the future

NOLEGEIN Journal of Consumer Behavior & Market Research eISSN: 2581-4400 Vol. 1: Issue 2

www.mbajournals.in

Review on Logistics and Customer Service in Consumer Durable Goods in India Anjitha Ashok Kumar K.P. Research Scholar, Amity University, Noida, Uttar Pradesh, India

ABSTRACT The study is conducted to identify the consumer’s expectation on logistics and customer services while purchasing consumer durable goods. Essentially, the study progresses by adopting a model that addresses the consumer value recognition for using online network shopping versus in store purchase. Earlier studies depicted that the buying intention of people over online or offline network were affected by their perception about price, service quality, product quality, availability of products and so on. A review conducted on online and offline purchase pattern will help to evaluate the impact of buyer’s buying behavior over these channels. The objective of this study is to provide an understanding on how the buyers measure the significance of logistics and customer service by comparing the online and offline shopping patterns for consumer durable goods. It is henceforth to analyze as to what factors influence the buying decision of the consumers. The shopping preferences of people differed according to their personal choices which were influenced by many factors. The age group focused for the study fall between 20 to 30 years. These age groups are more spontaneous, sophisticated and aware of technology. It was inferred that the male preferred buying goods offline than the female. However, there was majority for online shopping only if there was an improvement over the quality of logistics services provided. Keywords: customer service, consumer durable goods, logistics, online shopping, offline shopping

INTRODUCTION In this era of advanced technology people find ways to stay away from what consumes more of their time and energy. Things are made available to them when and where they demand. This is made possible through efficient logistics solutions and customer service. Regardless of which industry, logistics service quality and customer service are inevitable, and it plays an important role in how an individual look upon the functioning of an industry. Logistics and customer service provide place and time utility by transferring goods from the point of origin to the point of destination (i.e., from the manufacturer to the consumer). Put into

other form, value is attached to products when it reaches the customer end. The expansion in innovation gives great chances to the vender to achieve the client much quicker, less demanding and in economic way. Web based shopping is rising quick as of late. Presently, the web holds the consideration of retail advertises [1]. Millions of individuals shop on the web. Then again, the acquiring of item from offline market is proceeding since years. Numerous clients go for obtaining offline shopping platform to look at the item and hold the ownership of the item soon after the installment for the item. In this

NOLEGEIN Journal of Consumer Behavior & Market Research eISSN: 2581-4400 Vol. 1: Issue 2

www.mbajournals.in

Comparative Analysis in Piping Industry: An Empirical Study by Mixed Methodology in Research Sweta Rani1, Jagdev Singh2,* Assistant Professor1, MBA Student2 Department of MBA, Army Institute of Management, Kolkata, West Bengal, India

ABSTRACT This study presents the comparative study of pipe industry regarding to Ashirvad and Finolex pipes with its competitors. Competitive analysis as a method is used in the formulation of strategic plans in most organizations; usually it is adopted due to its rational process of making long term strategies. This is the procedure for identifying specific acceptable strategy for each of the individual organization, by its own circumstances. The main aim of this study is to know about the dominant players in the plumbing market and to identify the factors that influence the builders and contractors towards choosing plumbing piping material. The central focus of the study is to know about the various elements in terms of quality, availability, pricing on which company needs to work to compete with its competitors which ultimately leads to the increase in market share of Ashirvad and Finolex pipes. The study was carried out among builders and contractors to ascertain the customer/consumer behavior with regards to the plumbing market across the South Kolkata region. Keywords: piping industry, competitive analysis, PVC, market, influencers

INTRODUCTION The Indian pipe industry has been showing rapid growth since past several years and it is among the top three manufacturing hubs after Japan and Europe. The major reasons for the growth of this industry is the increasing demand for pipes in the irrigation sector, oil and gas sector and also the real estate industry. The demand for steel pipes such as seamless pipes, HSAW, LSAW pipes is increasing as the need for oil and gas transportation in India is growing. The demand for plastic pipes such as PVC and CPVC is also increasing as these pipes are better in quality and durability. Infrastructure development, urbanization and the subsequent development of residential and industrial construction are facilitating the growth of the pipe industry in India.

In India, the commonly used polymers for manufacturing pipes and fittings are UPVC, HDPE, LLDPE, CPVC, and PPR. The major property improvement of CPVC over PVC is increase in heat resistance. While the maximum operating temperature of PVC is 60 degrees and softening point is 70 degrees, for CPVC it is 85 degrees and 100 degrees, respectively. CPVC, thus opens the market for hot water systems in plumbing and hot, corrosive liquids in chemical plants, which was previously shut to PVC. The present study intends to determine the factors taken into consideration by builders and contractors while choosing plumbing piping material and their opinion regarding CPVC pipes. This study helps to know about the dominant players in the plumbing market and the various elements on which

NOLEGEIN Journal of Consumer Behavior & Market Research eISSN: 2581-4400 Vol. 1: Issue 2

www.mbajournals.in

Gender Perceptions in Making High Value Purchase Decisions Abhay Desai* Assistant Professor, Atharva Institute of Management Studies, Mumbai, Maharashtra, India

ABSTRACT High value purchase decisions like buying a flat or buying a very expensive car involves huge involvement of males and females. However, effort is made to investigate as to what are the obvious and subtle differences in the buying motives and behavior of males and females. Normally consumers go for well-known brands or reputed brands if it involves high value purchase. However, males and females think differently when it comes to shopping costly items. Both men and women desire luxury goods that others cannot have. Researchers have also found out high value jewelry or clothes will beget different thought processes and diverse buying behavior in the minds of males and females. Keywords: buying motives, high value goods, structural differences in the gender

INTRODUCTION Consumer behavior involves all processes in acquiring, using and disposing of products and services. It is concerned with acquisition, use and disposal that may occur with purchase. Consumer behavior is also used for analyzing consumption. E.g. in the case of a dish washer, the purchase could result in satisfaction when the prime consideration is cleanliness and hygiene. However, in some middle-class households, where the prime consideration is value for money, the dish washer purchased might result in dissatisfaction. In some cases, housewives find it difficult to use dishwashers daily because of very less utensils (nuclear family) and some find the dishwasher inadequate to remove stains [1][7]. When a consumer buys the same product, it will not result in eliciting the same buying behavior. Product can shift from one category to the next. E.g. going out on cruise for two days may be an extensive decision making who does not go out often at all, but it could be limited decision making for somebody who goes on cruise

occasionally. The reason for going on cruise, whether it is a birth day celebration or a nice meal with family will determine the extent of decision making [2]. MATERIALS AND METHODS The method used in this study involved library and internet search for relevant material on the topic. The design included in putting in the main words that constituted the question. The result was a list of articles and books from which was chosen to be relevant ones for use. The main words used to identify the appropriate materials include gender perceptions and buying luxury goods. It was easy identifying the related articles from reading the abstract of each. On library books, it became easy as one would just read the summary of the book on line to see how relevant they are to the topic. LITERATURE REVIEW In China, males use luxury goods to show off their success and flaunt wealth. Chinese as well as American ladies tend to purchase luxury goods in order to give in to hedonistic tendencies (Vanessa, 22nd September 2017).

Systems « NOLEGEIN Journal of Business Ethics, Ethos & CSR « NOLEGEIN Journal of Entrepreneurship Planning,

Development and Management « NOLEGEIN Journal of Operations Research &

Management

Volume 1 Issue 2 2018

www.mbajournals.in

Nolegein Journal of Consumer Behavior & Market Research July–December 2018

Business « NOLEGEIN Journal of Management Information

eISSN: 2581-4400

Management « NOLEGEIN Journal of Business Risk Management « NOLEGEIN Journal of Corporate & Business Laws « NOLEGEIN Journal of Organizational Behavior

Management « NOLEGEIN Journal of Leadership and Strategic

Management

« NOLEGEIN Journal of Supply Chain and Logistics

Management

Marketing

HRM « NOLEGEIN Journal of Performance Management &

Retention Strategies « NOLEGEIN Journal of Human Resource Management & Development

« NOLEGEIN Journal of Global Marketing « NOLEGEIN Journal of Advertising and Brand

Management « NOLEGEIN Journal of Consumer Behavior & Market

Research

Management Book Series « Business « Management « Marketing

Benefits for Book Author/Series Editor « Free Online and Print Certificate « Separate Biography Page in Book « Royalty for Complete Book (Single Author)

« Finance

« Royalty for Series Editor

« Industry « Human Resource Management

Our Programmes « Management Books/Ebooks « Management Databases « Video Journals

Publish Your Conferences, Seminars & Management Events

« Management E-training Programmes

Helpline Support 0120-4781219/220

NOLEGE IN The Knowledge Repository