Consumers live up to the adage that "Consumer is King" in today's modern, technologically evolved society.
These days, all customers have good communication and connection with both the
items and each other. A mature and awakened society may be identified by its
knowledgeable and educated consumers. Consumer education imparts knowledge and
skills that enable one to make better purchasing decisions. In order to be able
to defend himself against any wrongdoing on the side of the merchant, a
customer must be satisfied to be watchful and discriminating. They keep an eye
out for different marketing gimmicks and deceptions connected to the products
they are purchasing. Consumers look for knowledge on every aspect of a product,
from its creation to its use, increasing their awareness and helping them make
the best decision for their requirements. Therefore, it is crucial to
investigate the source the consumer is using to gather this information. The
purpose of the study is to identify the numerous factors that influence
consumer awareness, as well as how they differ and overlap among the various
market groups. The study utilized a stratified sampling method to select 1377
customers from the Telangana district of Hyderabad, providing a representative
sample for analysis. Methodologies included Chi-square and Regression analysis
techniques, enabling a comprehensive examination of the data. The study noted
that the reading habit and the extent of discussion with various members of
society are the main variables that assist a consumer in increasing his density
of awareness. Specific variables such as reading habits and social engagement
were found to significantly impact consumer awareness levels among both rural
and urban participants. The variables were chosen to identify the relationship
between the factors associated with awareness among rural and urban consumers
and their level of awareness. Consumers must be well-informed in order to
respond to new technologies and impending difficulties since reading and
conversation play a key role.
The characteristics of urban and rural customers differ significantly. The
region affects the choices and likes. There is always room for research into
the different elements influencing how customers in urban and rural locations
behave while making purchases. Among the key variables studied were reading
habits and social engagement, which were found to significantly influence
consumer awareness in both rural and urban areas. The findings can help
businesses better serve their online customers. They may use it to divide the
Internet purchasing market into segments depending on the motivations and
preferences of consumers in rural and urban areas. They will get nearer to the
buyers as a result. They will be able to examine clients from both urban and
rural locations more attentively.
Author(s) Details:
S. Md. Shakir Ali,
Department of Digital Business, Lithan Academy (eduCLaas Pte Ltd.),
Singapore.
Md. Wasim Akhtar,
Council for
Social Development (CSD), Hyderabad, India.
Please see the link here: https://stm.bookpi.org/CRBME-V2/article/view/13695
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