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Volume : V, Issue : VII, August - 2015

ETHICAL VALUES INFLUENCING BUYING BEHAVIOR OF CONSUMERS IN FRAGMENTED MARKETS: AN EXPLORATORY STUDY WITH SPECIAL REFERENCE TO TRISSUR DISTRICT

J. Vijimol, None

By : Laxmi Book Publication

Abstract :

This research gives to a profound understanding Tof the impact of sensitive and ethical factors on consumer buying behavior in fragmented marketing. It analyses the relationship between several independent variables, such as quality and value of product, culture, tradition, beliefs and food diet and habits as ethical values and marketing mix of products such as product, price, promotion and place as sensitive factors. The need for this study is to determine the factors influencing consumer preferences and shopping behavior in the fragmented product markets. This study is an exploratory analyses and through pilot study identified around 21 fragmented products in the product lines of ready -made food mixes, some vegan snacks foods, honey, some ayurvedic products, religious roducts.

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    Cite This Article :

    J. Vijimol, None(2015). ETHICAL VALUES INFLUENCING BUYING BEHAVIOR OF CONSUMERS IN FRAGMENTED MARKETS: AN EXPLORATORY STUDY WITH SPECIAL REFERENCE TO TRISSUR DISTRICT. Indian Streams Research Journal, Vol. V, Issue. VII, http://isrj.org/UploadedData/7046.pdf

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