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Influence of Demographic Factors on Consumer Involvement

Authors:

JWD Chaminda ,

Lecturer, Department of Marketing Management, University of Sri Jayewardenepura, LK
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BNF Warnakulasuriya

Senior Lecturer, Department of Marketing Management, University of Sri Jayewardenepura, LK
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Abstract

The concept of consumer involvement (CI) has received widespread attention in the marketing domain over the last 30 years, perceived as one of the central determinants of consumer behavior and integral to decision making. Academic marketing researchers and practitioners have advocated the tailoring of marketing strategies to differences in the level of CI. This requires an understanding of the factors that determine the level of CI in a given product category or a purchase situation. The researchers in this study intended to identify the impact of age, gender, education, occupation and income the demographic factors assumed to be related with CI. Restaurant meals and vacations that are high in experience qualities were studied. Unit of analysis was individual consumers and 200 individuals were selected. Data were collected through a self administered questionnaire. The results disclose that education and the occupation have the highest association with CI. A clear association could not be identified with age and gender.

Key Words: Consumer Behavior; demographic factors; consumer involvement

Sri Lankan Journal of Humanities and Social Sciences Vol.1(2) Oct 2009
How to Cite: Chaminda, J. & Warnakulasuriya, B., (2010). Influence of Demographic Factors on Consumer Involvement. Sri Lanka Journal of Humanities and Social Sciences. 1(2), p.None.
Published on 13 Dec 2010.
Peer Reviewed

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