Survey to Examine Gender and Age Influences on Cognitive and Impulsive Buying

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Proposal for Term Project on

Survey to examine gender and age influences on

Cognitive and Impulsive Buying

Submitted on October 13th, 2010.

Partial Fulfillment of the Requirement for the
Research Methodology course in the
MBA Programme (FT):2010-2012

Submitted to
Prof. Tripura Joshi

Submitted by:

Deepika Bhatt 101311
Shikha Shah 101349
Satpal Singh 101347

Gender and age influences on buying behavior of consumers.

Men and women differ in their affective and cognitive processes while buying. Our study will focus on examining the main differences between men and women’s buying habits. There are shifts in typical buying behavior and activity by both sexes, as the balance of economic power between them converges. Today, India is one of the fastest growing markets in the world, with the rise of India's Consumer Market, the total consumption in India is likely to quadruple making India the fifth largest consumer market by 2025. So the results of our research can lead a paradigm shift in the way promotional and advertisement campaigns are carried out.

Problem Statement
The purpose of our research is to know the effect of gender and age on the Ahmedabad consumers buying behaviour across two different product categories. The research will compare the affective and the cognitive processes associated with buying behaviour and how it changes with different products.

Management Dilemma
How to choose and design among the various advertising and promotional strategies that help to better target consumers, taking gender and age into consideration.

Management Question:
• The optimal promotion and advertising mix based on different target consumers? • How buying behaviour of men and women varies with product categories? • Should the advertisements be gender specific?

Research Question
To conduct a research to gather initial information about the buying...
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