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 IMPACT OF DEMOGRAPHIC VARIABLES ON CONSUMER BUYING BEHAVIOUR


    Author(s):  POOJA SISODIYA, DR. GARGI SHARMA  
Abstract

Abstract: The present study focuses on impact and influence of demographic variables on consumer behavior and will explore the origin of a consumer focus in marketing, on the selectedretail sector in Jaipur city. The prominent objective of the study is to understand the influence of demographic variables on buying behaviorof consumers particularly in relation to FMCG Company. One way ANOVA analysis is used to prove the hypothesis base on the consumer buying behavior. The study revealed that there is a statistically significant impact of age, gender, education and income level of consumers on consumer buying behavior. Whereas in case of the profession, type of family and size of the family have no significant impact on consumer buying behavior in FMCG sector.


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