The Socio economic Characteristics of Household Customers in Mizoram 2.1 Introduction
Consumer Behaviour, being the psychological dimension of marketing management, is based on various factors. Since all of us are consumers, what we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs, values, motivation, personality, social class and many other factors that are both internal and external to us (Mark ES and Armen T, 1985). This is very evident in India, the second most populous nation in the world and the number one contributor to the world’s population growth of potential customers (Population Reference Bureau, 2000). Traditionally, marketers have often relied on intuition and demographic information such as age, sex, income level and occupation for identifying potential areas (Dash PK and Sarangi M, 2008). According to Sproles and Kendall (1986, p.267), identification of these characteristics among the consumers helps to profile (individual) consumer style, educate consumers about their specific decision-making characteristics, and counsel families on financial management. Again, many research studies show that consumer profiles are crucial as it deals with the mental orientation of consumers in making decisions (Wells, 1975; Lastovicka, 1982; Westbrook and Black, 1985; Sproles and Sproles, 1990; Stone, 1954; Darden and Moschis, 1976). The important effects of demographic, socioeconomic and regional factor have been demonstrated by various studies in consumers’ choice of foreign and domestic products, or rather ethnocentrism too (Sharma, 1995; Klien, 1998 and Elliot 2003). In the present chapter, it is intended to highlight who the Mizoram household consumers are on the basis of their demographic and socioeconomic profile. 2.2 Profile of the household customers
Taking household customers as sample units, the households are sampled from urban and rural areas. All the eight (8) functioning districts are taken into consideration for the study. For the research, all the district headquarters, namely, Aizawl, Champhai, Kolasib, Lawngtlai, Lunglei, Mamit, Saiha and Serchhip are taken as urban samples. The rural samples are taken from the following villages/towns – Saitual and Aibawk from Aizawl district, Khawbung and Khawzawl from Champhai district, Bilkhawthlir and Vairengte from Kolasib district, Chawngte and Diltlang from Lawngtlai district, Hnahthial and Zobawk from Lunglei district, Rawpuichhip and Kawrthah from Mamit district, Tuipang and Sangau from Saiha district and N. Vanlaiphai and Thenzawl from Serchhip District. 40 households are sampled from the district headquarters for the urban sample and 20 households from each of the villages/towns mentioned for the rural population sample, making it 40 rural households for every district. In all, 640 households i.e. 80 households from each districts, 40 from urban areas and 40 from rural areas are sampled to cover the whole State. The profiling of households is done, with suitable modifications and necessary adjustments in accordance to Splores and Kendall’s Consumer Styles Inventory model (Splores and Kendall, 1986). Following Leon GS and Leslie LK’s demographic segmentation, the sample is studied on the basis of the education level, main occupation, family size, composition of the households in terms of number of adults, children, male and female members, range of income, number of earning members in a household and lastly, the type of durable products owned by household customers. Analysis is done using F-Test and Pearson Correlation to find out the relationship between rural and urban population for each of the demographic variables. F-Test analysis tests to see whether two population variances equal each other. Essentially, the analysis compares the ratio of two variances. The assumption is that if the variance is equal, the...
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