Behavioral Issues in Consumer Democracy

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Objectives of the Study
• Scope of the Study
• Limitations of the Study
• Research Methodology
• Pursuit of upward mobility
• Self Image
• Lifestyle consciousness
• Individual style
• Brand image
• The striving for expanding circles of influence in the social network
• Social network
• Virtuous cycle of fame
• Influence
• Power and Money
• The quest for life long vitality
• Desire to look young
• Be young
• Retain youthful vitality even in old age
• Health conscious
• Pride in being Indian
• Heritage
• Resurgence of pride in being Indian
• Interest in our past and heritage
• Pleasure in the NOW
• Consumerism
• Shopping at least window shopping
• Every other form of hedonism
• Importance to hedonism than savings
• A form of spirituality
• Witness the growth of Art of Living
• Gita, Yoga, Asanas, Pranayama
• Consulting astrologers
• Lucky stones, Srichakra
• Expressing (a negotiated) individuality
• Greater individualism
• The expression of individualism
• Expressing one's individual talents
• Helping nature
• Miscellaneous aspects like advertisement, ambience, quality of product or service and referrals
• Data Analysis

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This study aims to examine various aspects influencing consumer behavior in a consumer democracy, explore consumer expectations from marketers, and analyze how age, occupation, education, and location affect consumer behavior. The research is based on a sample of 100 consumers in Chennai.

• Influence of upward mobility on consumer behavior
• The role of social networks and influence in purchasing decisions
• The pursuit of vitality and its impact on consumer choices
• The expression of individuality and its relation to consumer behavior
• The impact of miscellaneous factors (advertising, ambience, product quality) on consumer choices

Zusammenfassung der Kapitel (Chapter Summaries)

The Introduction establishes the context of increasing consumer demand and involvement in purchasing decisions. The Objectives of the Study outline the research goals. The Scope and Limitations of the Study clarify the study's relevance and boundaries. The Research Methodology details the sample size, target population, and analytical tools employed. The provided excerpt from the Data Analysis section begins to present findings on the relationship between age and aspects of upward mobility.

Schlüsselwörter (Keywords)

Consumer behavior, consumer democracy, upward mobility, social networks, life long vitality, individualism, Indian consumer identity, marketing, consumer expectations, purchasing decisions.