tailieunhanh - An analytical study on behavioral changes of consumers of for household furniture in Pune region

The purpose of the study was to test the extent of change of behavior over the period to plan effective strategies. | An analytical study on behavioral changes of consumers of for household furniture in Pune region International Journal of Management IJM Volume 7 Issue 7 November December 2016 319 Article ID IJM_07_07_035 Available online at http ijm JType IJM amp VType 7 amp IType 7 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication AN ANALYTICAL STUDY ON BEHAVIORAL CHANGES OF CONSUMERS OF FOR HOUSEHOLD FURNITURE IN PUNE REGION Dr. Dhananjay Mandlik Professor Sinhgad Business School Pune Maharashtra India Dr. Prashant Kotasthane Associate Professor Sinhgad Business School Pune Maharashtra India ABSTRACT Furniture market in India is predominantly an un organized retail market 85 but gradually with large scale organizations manufacturing amp retailing venturing into the sector has in the change in behavior of consumers Consumer behavior in recent past five years since 2008 is changing its orientation form dissonance reducing behavior to branding. This is indicated by various activities the consumers undertake which are directly or indirectly responsible for furniture purchase. The purpose of the study was to test the extent of change of behavior over the period to plan effective strategies. Nine statements chosen which exactly described the consumer behavior. Each statement represented activities which depicted specific consumer behavior. These statements were constructed on the on the basis of extensive literature review amp from pilot survey in Oct 2012. Respondents had given their opinion about the statements on 5 point Likert s scale. Statements were positive indicating a negative difference on selecting choices if there was any difference in behavior. Results obtained were subjected to paired 2 sample test. Results showed a substantial change in consumer behavior on the nine dimensions considered for study. Key words Consumer Behavior Furniture Likert s Scale.

• Quản trị kinh doanh
• Change of behavior
• Large scale organizations
• Basis of extensive literature review
• 5 point Likert’s scale
• India Domestic furniture industry