Main Article Content
Abstract
In today’s market environment the consumer buying behaviour is essential for marketers to understand the key elements such as what is purchased, from where it is purchased, the quantity of purchase, how much money is spent and other related variables affecting buying behaviour. The purpose of this article is to assess the consumer buying behaviour for silk silk products and the ultimate decision about whether (or) not to purchase a product (or) service and from whom to buy has always been vested in the hands of the final consumers. This study makes considerable effort to recognize the variables which affect decision of silk product purchase among youth. Theoretical foundation of the study is based on secondary sources such as research papers, articles, magazines and articles on consumer buying behaviour. Confirmatory factor analysis (CFA) is performed to extract factors which affect consumer buying behaviour and subsequently purchase decision. The findings show that consumer buying behaviour in silk silk products such as purchase frequency, average spending, preferred store type and preferred brand mostly depends on various demographic variables. Hence, the study validates the significance of segmentation, targeting and positioning (STP) for marketers of silk silk products. The present article reveals that all types of domestic and worldwide brands are available in Indian market and are purchased by consumers as long as those are perceived to deliver value to consumers. The study recommends that marketers must segment the market and target those segments. The findings and recommendations of the study might be useful for academicians, policymakers, entrepreneurs and managers of silk silk products industry to understand industry trends and formulate appropriate strategies.